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Network TV Scatter vs. Spot TV Cost Comparison A25-54 CPMs Q1 2009-Q4 2011

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Network TV Scatter vs. Spot TV Cost Comparison A25-54 CPMs Q1 2009-Q4 2011

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    1. Network TV Scatter vs. Spot TV Cost Comparison A25-54 CPMs Q1 2009-Q4 2011 TVB Analysis of SQAD National and Local Market Cost Estimate Data 1

    2. “Why should I use Spot TV when I can buy Network for the same cost as the top 20 markets and get the other 190 for free?” 2

    3. Scatter Network/Spot Variables Quarter Daypart Demo Q-to-Q and Y-to-Y Changes Volatility Political 3

    4. Scatter Network/Spot Consistencies TSA Viewers/DMA Viewers SQAD 3rd Party Data Media Market Guide National Report Media Market Guide Local Edition 4

    5. Network Scatter vs. Spot TV CPM A25-54 12-Quarter Average Cost Comparisons – Q1/09-Q4/11 5

    6. Early Morning A25-54 CPM — Network Scatter vs. Spot 6

    7. Early News A25-54 CPM — Network Scatter vs. Spot 7

    8. Primetime A25-54 CPM — Network Scatter vs. Spot 8

    9. Primetime/Prime Access A25-54 CPM — Network Scatter vs. Spot 9

    10. Late Night A25-54 CPM — Network Scatter vs. Spot 10

    11. Late Night/Late News A25-54 CPM — Network Scatter vs. Spot 11

    12. Cable News vs. Spot Early Morning A25-54 CPM 12

    13. Syndication Scatter vs. Spot Access A25-54 CPM 13

    14. “Why should I use Spot TV when I can buy Network for the same cost as the top 20 markets and get the other 190 for free?” 14

    15. 4th Quarter 2011 Network Scatter vs. Spot TV — CPM A25-54 15

    16. 4th Quarter 2011 Spot TV CPM Projections vs. Network Scatter SQAD A25-54 DMA CPM Basis 16

    17. 4th Quarter 2011 Spot TV CPM Projections vs. Network Scatter SQAD A25-54 TSA CPM Basis 17

    18. A25-54 CPM Change 4Q 2011 vs. 3Q 2011 18

    19. A25-54 CPM Change 4Q 2011 vs. 4Q 2010 19

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