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Prepared by: Benoit Lévesque Strategic Development Supervisor Astral Media Plus, Research & Marketing April 12, 201

Reaching Parents With Astral Media TVPlus *. Prepared by: Benoit Lévesque Strategic Development Supervisor Astral Media Plus, Research & Marketing April 12, 2010. *Men or women (heads of households or stay-at-home men/women) with kids under 18 at home. Parents’ TV Viewing Habits.

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Prepared by: Benoit Lévesque Strategic Development Supervisor Astral Media Plus, Research & Marketing April 12, 201

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  1. Reaching Parents With Astral Media TVPlus* Prepared by: Benoit Lévesque Strategic Development Supervisor Astral Media Plus, Research & Marketing April 12, 2010 *Men or women (heads of households or stay-at-home men/women) with kids under 18 at home

  2. Parents’ TV Viewing Habits

  3. Specialty Networks: More and More Popular Among Parents Market Shares (%) Parents with kids under 18 Share of viewership is increasing year after year for specialty Networks. In the past 5 years, it went from 34.2% to 46.1% among parents (a 35% increase). Conversely, conventional networks saw an 18% drop in their share of viewership among this same target. - 18% + 35% Source: BBM Infosys, Fr. QC, Mo-Su 6a-6a, French-speaking commercial market shares (26 stations), broadcast year (September-August)

  4. Reaching Parents With Astral Media TVPlus

  5. Astral Media TVPlus: A Choice of 10 Stations #1 among Quebec teens Ztélé: Tuned in to the curious-minded! The ultimate music, entertainment and trend-setting reference for young adults The ultimate reference for the modern Quebec woman! Quebec’s documentary leader Music TV that goes way beyond videos The finest TV productions from here and abroad! The only French-language all-history specialty channel Cartoons for every taste Animated classics from yesterday

  6. Astral Media TVPlus: The Leader Among Parents, and More Specifically Among Mothers Market Shares (%) Parents with kids under 18 Market Shares (%) Mothers with kids under 18 Share of viewership for the 10 Astral Media TVPlus stations is even stronger among mothers with kids under 18. With 29% of viewing hours among parents with kids under 18, the 10 Astral Media TVPlusstations are watched more than each of the conventional networks. Source: BBM Infosys, Fr. QC, Mo-Su 6a-6a, French-speaking commercial market shares September 1, 2008 – August 30, 2009

  7. Astral Media TVPlus: The Most Effective Network Among Parents… Audience Composition (%) & Index Parents with kids under 18 Average Weekly Reach for Astral Media TVPlus Parents with kids under 18 Nearly a quarter of Astral Media TVPlus viewers are parents with kids under 18. 87.5% Each week, the 10 Astral Media TVPlus stations reach nearly 1.5 million parents with kids under 18. Index: 120 Index: 95 Index: 86 Index: 83 Index: 88 Source: BBM Infosys, Fr. QC, Mo-Su 6a-6a, audience composition (base 2+) & index (total TV = 100), September 1, 2008 to August 30, 2009

  8. …And Even More Effective Among Mothers Audience Composition (%) & Index Mothers with kids under 18 Average Weekly Reach for Astral Media TVPlus Mothers with kids under 18 13.3% of Astral Media TVPlus viewers are mothers with kids under 18. 87.8% Each week, the 10 Astral Media TVPlus stations reach 727,000 mothers with kids under 18. Index: 125 Index: 90 Index: 89 Index: 85 Index: 76 Source: BBM Infosys, Fr. QC, Mo-Su 6a-6a, audience composition (base 2+) & index (total TV = 100), September 1, 2008 to August 30, 2009

  9. VRAK.TV & TÉLÉTOON: 2 Essential Stations to Reach Parents

  10. VRAK.TV & TÉLÉTOON: Among the Top 5 Most Effective Stations to Reach Parents Top 10* - Audience Composition (%) & Index Parents with kids under 12 Top 10* - Audience Composition (%) & Index Parents with kids 12-17 Index: 234 Index: 188 Index: 150 Index: 108 *Among stations with an audience of at least 2,000 *Among stations with an audience of at least 1,000 Source: BBM Infosys, Fr. QC, Mo-Su 6a-6a, audience composition (base 2+) and index (total TV = 100), September 1, 2008 to August 30, 2009

  11. VRAK.TV & TÉLÉTOON: Guaranteed Impact Among Parents Parents With Kids Under 12 Parents With Kids 12-17 Share of Viewership for Our 10 Networks Share of Viewership for Our 10 Networks Among the hours spent watching our 10 stations, parents with kids under 12 focus over 42% of their viewing on VRAK.TV & TÉLÉTOON. Among the hours spent watching our 10 stations, parents with kids 12-17 focus nearly 35% of their viewing on VRAK.TV & TÉLÉTOON. Average Weekly Reach VRAK.TV & TÉLÉTOON Average Weekly Reach VRAK.TV & TÉLÉTOON Each week, VRAK.TV & TÉLÉTOON reach nearly 893,000 parents with kids under 12. Each week, VRAK.TV & TÉLÉTOON reach nearly 534,000 parents with kids 12-17. 74.0% 72.2% Source: BBM Infosys, Fr. QC. Mo-Su 6a-6a, September 1, 2008 to August 30, 2009

  12. VRAK.TV & TÉLÉTOON: 2 Essential Networks to Reach Mothers

  13. VRAK.TV & TÉLÉTOON: Among the Top 5 Most Effective Stations to Reach Mothers Top 10* - Audience Composition (%) & Index Mothers with kids under 12 Top 10* - Audience Composition (%) & Index Mothers with kids 12-17 Index: 236 Index: 210 Index: 171 Index: 112 *Among stations with an audience of at least 1,000 *Among stations with an audience of at least 500 Source: BBM Infosys, Fr. QC, Mo-Su 6a-6a, audience composition (base 2+) and index (total TV = 100), September 1, 2008 to August 30, 2009

  14. VRAK.TV & TÉLÉTOON: Guaranteed Impact Among Mothers Mothers With Kids Under 12 Mothers With Kids 12-17 Share of Viewership for Our 10 Stations Share of Viewership for Our 10 Stations Among the hours spent watching our 10 stations, mothers with kids under 12 focus over 42% of their viewing on VRAK.TV & TÉLÉTOON. Among the hours spent watching our 10 stations, mothers with kids 12-17 focus over 35% of their viewing on VRAK.TV & TÉLÉTOON. Average Weekly Reach VRAK.TV & TÉLÉTOON Average Weekly Reach VRAK.TV & TÉLÉTOON Each week, VRAK.TV & TÉLÉTOON reach nearly 446,000 mothers with kids under 12. Each week, VRAK.TV & TÉLÉTOON reach nearly 282,000 mothers with kids 12-17. 75.1% 73.8% Source: BBM Infosys, Fr. QC. Mo-Su 6a-6a, September 1, 2008 to August 30, 2009

  15. VRAK.TV & TÉLÉTOON: Sought-After Viewers

  16. VRAK.TV & TÉLÉTOON: Viewers With Strong Purchasing Power Top 5 Stations – Audience Composition (%) Adults 18+ with household incomes above $60,000 A large proportion of the VRAK.TV & TÉLÉTOON audience has a household income above $60,000, allowing advertisers to effectively reach people with strong purchasing power. Index: 143 Index: 133 Source: BBM Infosys, Fr. QC, Mo-Su 2a-2a, September 1, 2008 to August 30, 2009, audience composition (base 18+) & index (total TV = 100), stations with audience of over 1,000

  17. VRAK.TV & TÉLÉTOON: Viewers Who Don’t Watch Much TV Audience Composition Quintile 1 to 3* Average-to-high TV viewers (Q1 to Q3) generate nearly 60% of VRAK.TV’s viewership and 48% of TÉLÉTOON’s viewership, even though they generate only 28% of total TV viewership. These high proportions allow TV advertisers to maximize the reach of their campaigns. Q1: Low TV Viewing (average 8.7 hours/week) Q2: Low/Avg. TV Viewing (average 15.5 hours/week) Q3: Average TV Viewing (average 24.1 hours/week) Q4: Avg./High TV Viewing (average 34.9 hours/week) Q5: High TV Viewing (average 57.6 hours/week) Source: BBM Infosys, Fr. QC, 18+, Mo-Su 2a-2a, September 1, 2008 to August 30, 2009

  18. Performance Analysis

  19. VRAK.TV & TÉLÉTOON Will Maximize Your Campaign’s Impact Among Parents Adding more spots to your VRAK.TV & TÉLÉTOON media plan would allow you to reach an additional166,000 parents. These stations’ very high effectiveness to reach your target allows you to increase your campaign’s reach, as well as its frequency. 600 GRPs (A25-54) / Canal Vie, Canal D & Ztélé 600 GRPs (A25-54) / Canal Vie, Canal D, Ztélé, VRAK.TV & TÉLÉTOON Reach & Frequency Parents with kids under 18 Reach & Frequency Parents with kids under 18 600 GRPs on these 3 stations would allow you to reach 982,000 parents with kids under 18,an average of 8.1 times. With 600 GRPs, but with the addition of VRAK.TV & TÉLÉTOON, you would reach 1,148,000 parents with kids under 18, an average of9 times. 73.2% 62.6% Source: BBM Infosys, Fr. QC, Mo-Su 2a-2a, 600 GRPs attributed based on 2008-2009 broadcast market shares, with placements between March 1 & 28, 2010

  20. …And Among Mothers Adding more spots to your VRAK.TV & TÉLÉTOON media plan would allow you to reach an additional72,000 mothers. These stations’ very high effectiveness to reach your target allows you to increase your campaign’s reach, as well as its frequency. 600 GRPs (W25-54) / Canal Vie, Canal D & Ztélé 600 GRPs (W25-54) / Canal Vie, Canal D, Ztélé, VRAK.TV & TÉLÉTOON Reach & Frequency Mothers with kids under 18 Reach & Frequency Mothers with kids under 18 600 GRPs on these 3 stations would allow you to reach 512,000 mothers with kids under 18,an average of 8.5 times. With 600 GRPs, but with the addition of VRAK.TV & TÉLÉTOON, you would reach 584,000 mothers with kids under 18, an average of9.2 times. 74.8% 65.6% Source: BBM Infosys, Fr. QC, Mo-Su 2a-2a, 600 GRPs attributed based on 2008-2009 broadcast market shares, with placements between March 1 & 28, 2010

  21. “Co-viewing” “Viewers who watch TV with another person are more engaged in the show and are much more likely to watch it in its entirety vs. viewers who watch by themselves.” Source: Cunningham et al, The Advertising Magnifier Effect: An MTV Study, Journal of Advertising Research, December 2006

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