Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study

1. Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study Sample size of 5,306 Adults 18+ fielded 2/11-2/28/13 Last Month Viewers of PBS, Broadcast Networks, Cable Networks Jay Hiselman WGBH Sponsorship Research January 17, 2013

2. PBS Versus Broadcast & Cable

3. Sponsor Messages Stand Out In PBS’s Uncluttered Environment • PBS viewers notice PBS sponsor messages How to read 50% of PBS viewers are more likely to notice sponsors on PBS than to notice sponsors/advertisers on other programs/networks they watch. 14% of Cable network viewers are more likely to notice advertisers on cable networks than on other programs/networks they watch. • 17% of Broadcast network viewers are more likely to notice advertisers on broadcast networks than on other programs/networks they watch. Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

4. Viewers Pay More Attention to PBS Sponsor Messages • PBS viewers pay attention to PBS sponsor messages more than commercial TV audiences pay attention to ads on commercial TV How to read 42% of PBS viewers are more likely to pay attention to sponsor messages on PBS than to pay attention to sponsor/ad messages on other programs/networks. • 12% of Cable network viewers are more likely to pay attention to ad messages on cable networks than to sponsor/ad messages on other programs/networks. • 14% of Broadcast network viewers are more likely to pay attention to ad messages on broadcast networks than to sponsor/ad messages on other programs/networks. Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

5. Viewers Remember PBS Sponsors • PBS viewers are more likely to remember PBS sponsor messages than commercial TV audiences are likely to remember ads How to read 38% of PBS viewers remember the sponsors on PBS. 18% of Cable network viewers remember the sponsors/advertisers on cable networks. • 22% of Broadcast network viewers are remember the sponsors/advertisers on broadcast networks. Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

6. PBS Sponsorships Drive Positive Sponsor Perceptions • PBS viewers believePBSsponsors are good corporate citizens How to read 58% of PBS viewers believe PBS sponsors are good corporate citizens. 15% of Cable network viewers believe sponsors/advertisers on cable networks are good corporate citizens. 12% of Broadcast network viewers believe sponsors/advertisers on broadcast networks are good corporate citizens. Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

7. PBS Sponsorships Drive Positive Sponsor Perceptions • PBS viewers feel more positive about PBSsponsors due to their association with PBS How to read 57% of PBS viewers feel more positive about PBS sponsors because they sponsor PBS. 10% of Cable network viewers feel more positive about sponsors/advertisers because they sponsor/advertise on cable networks. • 11% of Broadcast network viewers feel more positive about sponsors/advertisers because they sponsor/advertise on broadcast networks. Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

8. “Halo Effect” of PBS Sponsorship Positions Brands as Leaders • PBS viewers view PBS sponsors as leaders in their industry How to read 40% of PBS viewers view PBS sponsors as leaders in their industry. 15% of Cable network viewers view cable network sponsors/advertisers as leaders in their industry. • 14% of Broadcast network viewers view broadcast network sponsors/advertisers as leaders in their industry Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

9. Viewer Trust in PBS Extends to PBS Sponsors • PBS viewers are 4 times more likely to view PBS sponsors as more trustworthy when compared to commercial TV audience perceptions How to read 36% of PBS viewers view PBS sponsors as “more trustworthy”. 9% of Cable network viewers view cable network sponsors/advertisers as “more trustworthy”. • 9% of Broadcast network viewers view broadcast network sponsors/advertisers as “more trustworthy”. Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

10. PBS Sponsorship Positions Brands As Innovative • PBS viewers view PBS sponsors as forward-thinking and innovative How to read 51% of PBS viewers view PBS sponsors as forward-thinking and innovative. 16% of Cable network viewers view cable network sponsors/advertisers as forward-thinking and innovative. • 13% of Broadcast network viewers view broadcast network sponsors/advertisers as forward-thinking and innovative. Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

11. PBS Program Quality “Rubs Off” On Sponsors • PBS viewers believe PBS sponsors have a commitment to quality and excellence How to read 52% of PBS viewers believe PBS sponsors have a commitment to quality and excellence. 14% of Cable network viewers believe cable network sponsors/advertisers have a commitment to quality and excellence. • 14% of Broadcast network viewers view broadcast network sponsors/advertisers have a commitment to quality and excellence. Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

12. PBS Sponsorships Enhance Corporate Image • PBS viewers believe PBS sponsors have integrity How to read 45% of PBS viewers believe PBS sponsors have integrity. 12% of Cable network viewers believe cable network sponsors/advertisers have integrity. • 12% of Broadcast network viewers view broadcast network sponsors/advertisers have integrity. Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

13. PBS Sponsorships Create Good Will and Positive Image Associations • PBS viewers respect companies that sponsor PBS How to read 59% of PBS viewers respectPBS sponsors. 14% of Cable network viewers respect cable network sponsors/advertisers. • 13% of Broadcast network viewers respect broadcast network sponsors/advertisers. Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

14. PBS Sponsorship Drives Purchase Preference • PBS viewers are more likely to choose to buy a product or service from a PBS sponsor How to read 47% of PBS viewers are more likely to chose to buy a product or service from a PBS sponsor. 16% of Cable network viewers are more likely to chose to buy a product or service from a cable network sponsors/advertiser. • 12% of Broadcast network viewers are more likely to chose to buy a product or service from a broadcast network sponsors/advertiser. Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

15. PBS Viewer Loyalty Translates to Sponsor Loyalty • PBS viewers are loyal to PBS sponsors How to read 24% of PBS viewers are loyal to PBS sponsorsdue to their association with PBS. 9% of Cable network viewers are loyal to cable network sponsors/advertisers. • 7% of Broadcast network viewers are loyal to broadcast network sponsors/advertisers. Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

16. PBS Sponsorship Drives Advocacy • PBS viewers are twice as likely to recommendPBS sponsors to friends and family than commercial TV audiences How to read 20% of PBS viewers recommend companies that sponsor PBS to friends and family. 10% of Cable network viewers recommend companies that sponsor/advertise on cable networks to friends and family. • 10% of Broadcast network viewers recommend companies that sponsor/advertise on broadcast networks to friends and family. Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

17. PBS Versus Cable Nets

18. Sponsor Messages Stand Out In PBS’s Uncluttered Environment • PBS viewers notice PBS sponsor messages How to read 50% of PBS viewers are more likely to notice sponsors on PBS than to notice sponsors/advertisers on other programs/networks they watch. 29% of FOX News viewers are more likely to notice advertisers on FOX News than on other programs/networks they watch. Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

19. Viewers Pay More Attention to PBS Sponsor Messages • PBS viewers pay attention to PBS sponsor messages more than commercial TV audiences pay attention to ads on commercial TV How to read 42% of PBS viewers are more likely to pay attention to sponsor messages on PBS than to pay attention to sponsor/ad messages on other programs/networks. • 30% of FOX News viewers are more likely to pay attention to ad messages on FOX News than to sponsor/ad messages on other programs/networks. Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

20. PBS Sponsorships Drive Positive Sponsor Perceptions • PBS viewers believePBSsponsors are good corporate citizens How to read 58% of PBS viewers believe PBS sponsors are good corporate citizens. 33% of National Geographicnetwork viewers believe sponsors/advertisers on National Geographic network are good corporate citizens. Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

21. PBS Sponsorships Drive Positive Sponsor Perceptions • PBS viewers feel more positive about PBSsponsors due to their association with PBS How to read 57% of PBS viewers feel more positive about PBS sponsors because they sponsor PBS. 33% of National Geographic network viewers feel more positive about sponsors/advertisers because they sponsor/advertise on National Geographic network. Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

22. PBS Sponsorships Positions Brands As Innovative • PBS viewers view PBS sponsors as forward-thinking and innovative How to read 51% of PBS viewers view PBS sponsors as forward-thinking and innovative. 32% of National Geographic network viewers view National Geographic network sponsors/advertisers as forward-thinking and innovative. Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

23. PBS Program Quality “Rubs Off” On Sponsors • PBS viewers believe PBS sponsors have a commitment to quality and excellence How to read 52% of PBS viewers believe PBS sponsors have a commitment to quality and excellence. 34% of National Geographic network viewers believe National Geographic network sponsors/advertisers have a commitment to quality and excellence. Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

24. PBS Sponsorships Create Good Will and Positive Image Associations • PBS viewers respect companies that sponsor PBS How to read 59% of PBS viewers respectPBS sponsors. 39% of National Geographic network viewers respect National Geographic network sponsors/advertisers. Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

25. PBS Sponsorships Drives Purchase Preference • PBS viewers are more likely to choose to buy a product or service from a PBS sponsor How to read 47% of PBS viewers are more likely to chose to buy a product or service from a PBS sponsor. 30% of National Geographic network viewers are more likely to chose to buy a product or service from a National Geographic network sponsor/advertiser. Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

26. American Experience Versus Broadcast & Cable

27. Sponsor Messages Stand Out In American Experience’s Uncluttered Environment • American Experience viewers notice sponsor messages How to read 46% of American Experience viewers are more likely to notice its sponsors than to notice sponsors/advertisers on other programs/networks they watch. 14% of Cable network viewers are more likely to notice advertisers on cable networks than on other programs/networks they watch. • 17% of Broadcast network viewers are more likely to notice advertisers on broadcast networks than on other programs/networks they watch. Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

28. Viewers Pay More Attention to American Experience Sponsor Messages • American Experience viewers pay attention to American Experience sponsor messages more than commercial TV audiences pay attention to ads on commercial TV How to read 46% of American Experience viewers are more likely to pay attention to sponsor messages than to pay attention to sponsor/ad messages on other programs/networks. • 12% of Cable network viewers are more likely to pay attention to ad messages on cable networks than to sponsor/ad messages on other programs/networks. • 14% of Broadcast network viewers are more likely to pay attention to ad messages on broadcast networks than to sponsor/ad messages on other programs/networks. Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

29. Viewers Remember American Experience Sponsors • American Experience viewers are more likely to remember American Experience sponsor messages than commercial TV audiences are likely to remember ads How to read 43% of American Experience viewers remember the sponsors on American Experience. 18% of Cable network viewers remember the sponsors/advertisers on cable networks. • 22% of Broadcast network viewers are remember the sponsors/advertisers on broadcast networks. Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

30. Sponsorship of American Experience Enhances Corporate Responsibility • American Experience viewers believeits sponsors are good corporate citizens How to read 54% of American Experience viewers believe its sponsors are good corporate citizens. 15% of Cable network viewers believe sponsors/advertisers on cable networks are good corporate citizens. 12% of Broadcast network viewers believe sponsors/advertisers on broadcast networks are good corporate citizens. Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

31. Sponsorship of American Experience Creates Positive Perceptions • American Experience viewers feel more positive about its sponsors due to their association with the program How to read 56% of American Experience viewers feel more positive about its sponsors because they sponsor the program. 10% of Cable network viewers feel more positive about sponsors/advertisers because they sponsor/advertise on cable networks. • 11% of Broadcast network viewers feel more positive about sponsors/advertisers because they sponsor/advertise on broadcast networks. Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

32. Sponsorship of American Experience Positions Brands as Leaders • American Experience viewers view its sponsors as leaders in their industry How to read 48% of American Experience viewers view its sponsors as leaders in their industry. 15% of Cable network viewers view cable network sponsors/advertisers as leaders in their industry. • 14% of Broadcast network viewers view broadcast network sponsors/advertisers as leaders in their industry Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

33. Trust in PBS Extends to American Experience’s Sponsors • American Experience viewers are 4 times more likely to view its sponsors as more trustworthy when compared to commercial TV audience perceptions How to read 38% of American Experience viewers view its sponsors as “more trustworthy”. 9% of Cable network viewers view cable network sponsors/advertisers as “more trustworthy”. • 9% of Broadcast network viewers view broadcast network sponsors/advertisers as “more trustworthy”. Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

34. Sponsorship of American Experience Positions Brands As Innovative • American Experience viewers view its sponsors as forward-thinking and innovative How to read 54% of American Experience viewers view its sponsors as forward-thinking and innovative. 16% of Cable network viewers view cable network sponsors/advertisers as forward-thinking and innovative. • 13% of Broadcast network viewers view broadcast network sponsors/advertisers as forward-thinking and innovative. Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

35. Sponsorship of American Experience Establishes High Quality Perceptions • American Experience viewers believe its sponsors have a commitment to quality and excellence How to read 55% of American Experience viewers believe its sponsors have a commitment to quality and excellence. 14% of Cable network viewers believe cable network sponsors/advertisers have a commitment to quality and excellence. • 14% of Broadcast network viewers view broadcast network sponsors/advertisers have a commitment to quality and excellence. Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

36. Sponsorship of American Experience Enhances Your Corporate Image • American Experience viewers believe its sponsors have integrity How to read 46% of American Experience viewers believe its sponsors have integrity. 12% of Cable network viewers believe cable network sponsors/advertisers have integrity. • 12% of Broadcast network viewers view broadcast network sponsors/advertisers have integrity. Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

37. Sponsorship of American Experience Creates Good Will and Positive Image Associations • American Experience viewers respect companies that sponsor the program How to read 55% of American Experience viewers respectthe program’s sponsors. 14% of Cable network viewers respect cable network sponsors/advertisers. • 13% of Broadcast network viewers respect broadcast network sponsors/advertisers. Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

38. Sponsorship of American Experience Drives Purchase Preference • American Experience viewers are more likely to choose to buy a product or service from a its sponsors How to read 44% of American Experience viewers are more likely to chose to buy a product or service from an American Experience sponsor. 16% of Cable network viewers are more likely to chose to buy a product or service from a cable network sponsors/advertiser. • 12% of Broadcast network viewers are more likely to chose to buy a product or service from a broadcast network sponsors/advertiser. Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

39. Viewers Are Loyal to American Experience Sponsors • American Experience viewers are four times more likely to be loyal toits sponsors than commercial TV viewers are loyal to advertisers How to read 37% of American Experience viewers are loyal to the program’s sponsors. 9% of Cable network viewers are loyal to cable network sponsors/advertisers. • 7% of Broadcast network viewers are loyal to broadcast network sponsors/advertisers. Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

40. Sponsorship of American Experience Drives Advocacy • American Experience viewers are nearly three times more likely to recommendAmerican Experience sponsors to friends and family than commercial TV viewers recommend its advertisers How to read 27% of American Experience viewers recommend companies that sponsor American Experience to friends and family. 10% of Cable network viewers recommend companies that sponsor/advertise on cable networks to friends and family. • 10% of Broadcast network viewers recommend companies that sponsor/advertise on broadcast networks to friends and family. Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

41. Antiques Roadshow Versus Broadcast & Cable

42. Sponsor Messages Stand Out In Antiques Roadshow’s Uncluttered Environment • Antiques Roadshow viewers notice sponsor messages How to read 25% of Antiques Roadshow viewers are more likely to notice its sponsors than to notice sponsors/advertisers on other programs/networks they watch. 14% of Cable network viewers are more likely to notice advertisers on cable networks than on other programs/networks they watch. • 17% of Broadcast network viewers are more likely to notice advertisers on broadcast networks than on other programs/networks they watch. Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

43. Viewers Pay More Attention to Antiques Roadshow Sponsor Messages • Antiques Roadshow viewers pay attention to Antiques Roadshow sponsor messages more than commercial TV audiences pay attention to ads on commercial TV How to read 26% of American Experience viewers are more likely to pay attention to sponsor messages than to pay attention to sponsor/ad messages on other programs/networks. • 12% of Cable network viewers are more likely to pay attention to ad messages on cable networks than to sponsor/ad messages on other programs/networks. • 14% of Broadcast network viewers are more likely to pay attention to ad messages on broadcast networks than to sponsor/ad messages on other programs/networks. Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

44. Sponsorship of Antiques Roadshow Enhances Corporate Responsibility • Antiques Roadshow viewers are twice as likely to believeits sponsors are good corporate citizens when compared to commercial TV viewers How to read 38% of Antiques Roadshow viewers believe its sponsors are good corporate citizens. 15% of Cable network viewers believe sponsors/advertisers on cable networks are good corporate citizens. 12% of Broadcast network viewers believe sponsors/advertisers on broadcast networks are good corporate citizens. Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

45. Sponsorship of Antiques Roadshow Creates Positive Perceptions • Antiques Roadshow viewers feel more positive about its sponsors due to their association with the program How to read 34% of Antiques Roadshow viewers feel more positive about its sponsors because they sponsor the program. 10% of Cable network viewers feel more positive about sponsors/advertisers because they sponsor/advertise on cable networks. • 11% of Broadcast network viewers feel more positive about sponsors/advertisers because they sponsor/advertise on broadcast networks. Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

46. Sponsorship of Antiques Roadshow Positions Brands as Leaders • Antiques Roadshow viewers view its sponsors as leaders in their industry How to read 27% of Antiques Roadshow viewers view its sponsors as leaders in their industry. 15% of Cable network viewers view cable network sponsors/advertisers as leaders in their industry. • 14% of Broadcast network viewers view broadcast network sponsors/advertisers as leaders in their industry Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

47. Viewers Trust Antiques Roadshow Sponsors • Antiques Roadshow viewers are nearly 3 times more likely to view its sponsors as more trustworthy when compared to commercial TV audience perceptions How to read 26% of Antiques Roadshow viewers view its sponsors as “more trustworthy”. 9% of Cable network viewers view cable network sponsors/advertisers as “more trustworthy”. • 9% of Broadcast network viewers view broadcast network sponsors/advertisers as “more trustworthy”. Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

48. Sponsorship of Antiques Roadshow Positions Brands As Innovative • Antiques Roadshow viewers view its sponsors as forward-thinking and innovative How to read 31% of Antiques Roadshow viewers view its sponsors as forward-thinking and innovative. 16% of Cable network viewers view cable network sponsors/advertisers as forward-thinking and innovative. • 13% of Broadcast network viewers view broadcast network sponsors/advertisers as forward-thinking and innovative. Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

49. Sponsorship of Antiques Roadshow Establishes High Quality Perceptions • Antiques Roadshow viewers are more likely to believe its sponsors have a commitment to quality and excellence when compared to commercial TV viewers How to read 36% of Antiques Roadshow viewers believe its sponsors have a commitment to quality and excellence. 14% of Cable network viewers believe cable network sponsors/advertisers have a commitment to quality and excellence. • 14% of Broadcast network viewers view broadcast network sponsors/advertisers have a commitment to quality and excellence. Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks

50. Sponsorship of Antiques Roadshow Enhances Your Corporate Image • Antiques Roadshow viewers believe its sponsors have integrity How to read 34% of Antiques Roadshowviewers believe its sponsors have integrity. 12% of Cable network viewers believe cable network sponsors/advertisers have integrity. • 12% of Broadcast network viewers view broadcast network sponsors/advertisers have integrity. Source: Harris Interactive SGPTV Attitudes and Sponsorship Favorability Study of 5,306 Adults 18+ 2/11-2/28/13. Last Month Viewers of PBS, Broadcast Networks, Cable Networks