A presentation entitled The Television Audience Redefined: An Update, was given at the Advertising Research Foundation’s (ARF) AM 6.0 conference held in 2011. Insights into the profiles of various consumers across a variety of media platforms, was presented. The presentation was given by David Poltrack-Chief Research Officer of CBS Corporation & President of CBS Vision.

1. The Television Audience Redefined:
An Update
Emerging Hot Topics Part I – #2
David Poltrack
Chief Research Officer
CBS Corporation
President
CBS VISION

2. Topics
The Single Source Approach
Further Defining the Demand Product
Pool Segments
Two Key Category Applications
Programming Application
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3. Enhanced Analytical Approach
Modeling dollar lifts controlling for penetration produces stable,
statistically significant results that are not driven by outliers
Key finding: behavioral targeting delivers 2½ times more ROI leverage
than demographic targeting
Behavioral Target Demographic Target
$0.18 $0.18
$0.16
$0.14
$0.13
$ Per Exposed HH
$0.12
$ Per Exposed HH
$0.10
$0.08
$0.08
$0.06
$0.04
$0.03
$0.02
$0.00
50 70 90 110 130 150 170 190 210
50 70 90 110 130 150 170 190 210 -$0.02
Delivery Index To Top Category HH's Delivery Index To Women 18-49
Results normalized to average category penetration
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4. More Intuitive, Impactful Results
A 20% increase in media delivery Campaign impact doubles with a
to heavy category users yields an 41% increase in media delivery to
additional $47 per thousand heavy category users, vs. a 103%
exposed households, compared increase in media delivery to
to $19 for a 20% increase in women 18-49
media delivery to women 18-49
Impact of 20% Increase in Media Delivery
Dollars per Thousand Exposed Households
$47
2½ times more 103%
targeting leverage
$19 41%
Heavy Buyer Target Demographic Target Heavy Buyer Target Demographic Target

5. TRA Purchaser Targets
Improve Sales Impact
+28% Average ROI difference between
Purchaser Targets over Age/Sex Demos
Age/Sex Target Purchaser Target
161
133 135
119
104 108 109 108
98 103 100 100 100
97 94
76
W W W W A M W W
18-44 25-54 18-34 18-49 25-54 18-34 18-49 18-49
Food Brand Household Brand Personal Care Personal Care Beverage Brand Beverage Brand Household Care Personal Care
Brand Brand Brand Brand
Source: TRA
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6. The Demographic Dilemma
Coverage
+
Concentration
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7. New Market Segmentation
Approach

8. Demand Landscape Segmentation Was
Developed Based on a Comprehensive Research
Study of TV Viewing + Online Behavior
Quantitative Research Overview
7,000 respondents ages 18-65 who watch at least one hour of TV
programming per week
Sample – Quota sample of 600 for five major markets
New York, Los Angeles, Chicago, Philadelphia, Dallas
14,000 TV viewing occasions profiled
A 45 minute 150+ question survey covering lifestyle attitudes, cross
Demand platform media demand, technology involvement/viewership behavior
to define Demand Profit Pool segments
Profiling
Benefits sought and situational viewing to define Need States
Characteristics of favorite TV programs to define Program Palates
Typing tools to overlay participating advertisers’ core prospects
Extensive additional profiling on TV viewership, technology ownership
and interest, demographics, etc.
Media Linkage to actual TV viewing behaviors through Nielsen National
Behaviors PeopleMeter panel. Online, radio, and print are also being integrated
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9. The Viewing Demand Landscape Consists of
Demand Profit Pools and the Need States
They Experience
Viewing Demand Landscape
Demand Profit Pools
“To Whom ”
Consumers grouped by their underlying
motivations for media consumption
Need States
“For What”
Viewing occasions with a
distinct combination of
rational and emotional
benefits
Source: Viewing Demand Landscape (2011); TCG Analysis
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10. Six Distinct Demand Profit Pools Define the
Range of Consumer Media Engagement and
Preferences
Demand Profit Pools
Role and Relationship with TV and Technology
TV Media Sports Program Streamers TV
Companions Trendsetters Enthusiasts Passionates Moderators
Love TV Early adopters of Interest anchored Dedicated to Select content Seek to
for the content and in sports. Extends favorite across multiple minimize usage
companionship, technology. to other action- programs. “screens”
on in the Social diffusers oriented Willing to time
background programming shift to watch
% of Population
16% 21% 15% 18% 15% 15%
% of Primetime Viewing
19% 20% 14% 24% 12% 11%
Median Age
47.1 39.8 45.1 41.1 31.3 45.4
Median Income
$55,200 $74,300 $70,400 $77,700 $60,700 $73,200
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11. Demand Understanding Adds to the Traditional
Demographic Knowledge of Viewers
Demographic Skews by Demand Profit Pools
TV Media Sports Program Streamers TV
Companions Trendsetters Enthusiasts Passionates Moderators
% of Total Pop 16% 21% 15% 18% 15% 15%
Demographic Older, women, Middle age, higher Men, older Younger, women Younger Older, higher
Summary lowest income income, with kids with kids, highest income
income
Male 34% 58% 80% 33% 49% 42%
Female 66% 42% 20% 67% 51% 58%
Age
18-24 9% 12% 9% 9% 31% 11%
25-44 31% 51% 34% 54% 46% 32%
45-64 60% 37% 57% 37% 23% 57%
% African American 16% 18% 11% 8% 14% 11%
% Hispanic 11% 21% 10% 10% 18% 14%
% Children in HH 37% 60% 32% 52% 42% 42%
Avg. Income (000s) $51 $71 $69 $77 $58 $71
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12. Digital Consumption
Index of Total Time Spent Using Television and Streaming
TV Streaming
119 121
110
102
97 94
88 88 90 87
85
77
TV Companions Media Sports Program Streamers TV Moderators
Trendsetters Enthusiasts Passionates
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13. Digital Consumption (Cont’d)
TV Companions Media Trendsetters Sports Enthusiasts
AmericanGreetings (129) Gawker Media (129) USATODAY (133)
Better Homes & Garden (126) Big Lead Sports (125) Wall Street Journal (128)
Scripps Digital (119) TheCollegeHumor (125) CNET (121)
Shopzilla (117) NBC Universal (123) McClatchy Newspaper (120)
WebMD Health (113) McClatchy Newspaper (122) Sports Illustrated (120)
Time Inc. Lifestyle (113) Answers (121) LinkedIn (120)
CBS Sports (121) ESPN (119)
Hulu (121) HUGO Entertainment (118)
NFL Internet (117)
Gawker Media (116)
Program Passionates Streamers TV Moderators
Hearst Women’s (144) VEVO (114) All Financial Tools (122)
iVillage (136) Youtube (114)* All Broadcast Media (117)
Allrecipes (135) Gawker Media (111) Travel Ad (106))
SheKnows Websites (133) Jango Music (109)
Time Inc. Lifestyle (133) HUGO Entertainment (109)
Disney Online (132) Fox Interactive (108)
Better Homes & Gardens (132) Nickelodeon Games (108)
RetailMeNot (131)

14. Print Consumption
TV Media Sports Program Streamers TV
Companions Trendsetter Enthusiasts Passionates Moderators
s
Ladies Home Journal 145 87 51 144 65 119
Good Housekeeping 138 93 55 143 69 109
Prevention 138 87 63 122 68 131
Cooking Light 115 83 55 146 69 138
Cosmopolitan 108 91 52 115 128 104
People 104 112 74 123 103 93
Sports Illustrated 74 131 143 90 101 73
ESPN 64 144 135 77 116 70
Men's Fitness 58 137 125 81 120 81
Car and Driver 60 143 143 76 108 73
Seventeen 107 90 50 115 143 95
Game Informer 52 138 89 85 142 77
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15. Radio Consumption
TV Media Sports Program Streamers TV
Companions Trendsetter Enthusiasts Passionates Moderators
s
Adult Contemporary 106 97 95 110 96 97
Alternative 78 112 98 109 114 80
CHR (Top 40) 80 115 80 103 131 85
Classic Rock 100 101 130 96 98 78
Country 113 90 102 102 103 94
News/Talk 85 90 131 106 81 117
Religious 108 90 82 118 92 111
Rhythmic 75 129 73 94 137 81
Rock 80 118 109 100 110 80
Urban 95 131 94 90 114 72

16. Program Passionates:
Additional Characteristics
Heavily female skewing (67% vs. 51% total U.S)
Most upscale segment (25% have $100k+ HH income
vs. 20% total U.S.)
Highest DVR penetration (75% vs. 42% total U.S.)
and DVR usage
Highest HD penetration (73% vs. 64% total U.S.)
Almost all are cable subscribers (97%)
More college graduates than general population
(38% vs. 33%)
Avg. weekly time on Internet: 5.6 hours
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17. Media Trendsetters:
Additional Characteristics
Most urban segment (48% vs. 41% Total U.S)
Higher DVR penetration than general population
(56% vs. 42%)
Almost all are cable subscribers (97%)
Avg. weekly time on Internet: 5.6 hours
Wants more 3D programming on TV
Watches a lot of movies on DVD
Likes to watch TV with other people
Likes to watch sports on TV
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18. Demand Profit Pools Have Distinct
Viewing Habits
Top 25 Primetime Programs by Demand Profit Pool
Program Passionates Media Trendsetters
Note: Excludes Sports, Specials, programs with less than a 1.0 Rating and programs with less than six airings.
Source: Viewing Demand Landscape (2011); Nielsen Fusion and TCG Analysis, 9/20/10-3/27/11

19. Key Segment Lifestyle Profile
ALL MEDIA PROGRAM
TRENDSETTERS PASSIONATES
Go to a movie more than
once a month 16% 30%(190) 17%(108)
Expect to go to more than
one movie a month this 29% 46%(160) 28%(97)
summer
Likely to watch movies they
like over and over again in 25% 36%(146) 22%(89)
multiple windows
Primary car driven is less
than 3 years old 29% 38%(128) 33%(111)
Last car bought was a
new car 62% 67%(108) 67%(108)

20. Key Segment Lifestyle Profile
ALL MEDIA PROGRAM
TRENDSETTERS PASSIONATES
Frequently buy new pieces of
clothing that I add to my everyday 30% 39%(130) 30%(100)
wardrobe
Like to stay “in fashion”
regardless of price
8% 15%(179) 8%(100)
Try new products before other
people do*
31% 49%(160) 32%(105)
Often try new brands because I like
variety and get bored of the same 33% 43%(129) 33%(100)
old thing*
When shopping, look for what
is new* 40% 52%(130) 45%(112)
Like to have new and exciting
experiences* 69% 78%(113) 69%(100)
*Strongly/Somewhat agree

21. Luxury Automobile Profile by
Demand Profit Pools
TV Media Sports Program Streamers TV
Companions Trendsetters Enthusiasts Passionates Moderators
Cadillac Owners – Demand Profit Pool Profile %
15% 25% 17% 16% 11% 16%
Lexus Owners – Demand Profit Pool Profile %
13% 19% 14% 22% 16% 15%
Source: Viewing Demand Landscape (2011); Nielsen Fusion and MRI Q1 2011 Fusion, 9/20/10-3/27/11
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22. Luxury Automobiles:
Top 25 Programs – Program Passionates
Cadillac Owner Lexus Owner
Note: Excludes Sports, Specials, programs with less than a 1.0 Rating and programs with less than six airings.
Source: Viewing Demand Landscape (2011); Nielsen Fusion, MRI Fusion and TCG Analysis, 9/20/10-3/27/11
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23. Luxury Automobiles:
Top 25 Programs – Media Trendsetters
Cadillac Owner Lexus Owner
Note: Excludes Sports, Specials, programs with less than a 1.0 Rating and programs with less than six airings.
Source: Viewing Demand Landscape (2011); Nielsen Fusion, MRI Fusion and TCG Analysis, 9/20/10-3/27/11
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24. Sample Program: The Good Wife
The Good Wife
Primetime Program Rank among:
Cadillac Owners: 19
Lexus Owners: 10
Adults 25-54: 30
Adults 18-49: 48
Note: Excludes Sports, Specials, programs with less than a 1.0 Rating and programs with less than six airings.
Source: Viewing Demand Landscape (2011); Nielsen Fusion, MRI Fusion and TCG Analysis, 9/20/10-3/27/11
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25. Avid Moviegoer Profile by Demand
Profit Pools
TV Media Sports Program Streamers TV
Companions Trendsetters Enthusiasts Passionates Moderators
Avid Moviegoers – Demand Profit Pool Profile %
13% 22% 11% 17% 21% 16%
Avid Moviegoers – Demand Profit Pool Profile Index
81 105 73 94 140 107
Source: Viewing Demand Landscape (2011); Nielsen Fusion and MRI Q1 2011 Fusion, 9/20/10-3/27/11
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26. Avid Moviegoers:
Top 25 Programs by Demand Profit Pool
Program Passionates Media Trendsetters
Note: Excludes Sports, Specials, programs with less than a 1.0 Rating and programs with less than six airings.
Source: Viewing Demand Landscape (2011); Nielsen Fusion and TCG Analysis, 9/20/10-3/27/11
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27. Avid Moviegoers:
Top 25 Programs by Demand Profit Pool
Program Passionates Streamers
Note: Excludes Sports, Specials, programs with less than a 1.0 Rating and programs with less than six airings.
Source: Viewing Demand Landscape (2011); Nielsen Fusion and TCG Analysis, 9/20/10-3/27/11
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28. Sample Program: The Good Wife
The Good Wife
Primetime Program Rank among:
AVID MOVIEGOERS: 19
Adults 25-54: 30
Adults 18-49: 48
Note: Excludes Sports, Specials, programs with less than a 1.0 Rating and programs with less than six airings.
Source: Viewing Demand Landscape (2011); Nielsen Fusion, MRI Fusion and TCG Analysis, 9/20/10-3/27/11
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29. Sample Program: The Good Wife
The Good Wife
Primetime Program Rank among:
AVID MOVIEGOERS: 19
TRENDSETTERS: 14
PRGM PASSIONATES: 8
STREAMERS: 34
Adults 25-54: 30
Adults 18-49: 48
Note: Excludes Sports, Specials, programs with less than a 1.0 Rating and programs with less than six airings.
Source: Viewing Demand Landscape (2011); Nielsen Fusion, MRI Fusion and TCG Analysis, 9/20/10-3/27/11
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30. Summer Movies Plan To See
STREAMERS MEDIA PROGRAM
TRENDSETTERS PASSIONATES
BRIDESMAIDS 33% 45% 37%
HARRY POTTER DEATHLY HALLOWS II 50% 52% 45%
HANGOVER II 37% 56% 38%
X-MEN: FIRST CLASS 42% 52% 34%
TRANSFORMERS 3 30% 37% 26%
Source: CBS Entertainment Panel Survey 5/31-6/4/2011
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31. Program Testing Results
2 Broke Girls Person of Interest
Highest Program Test Score Highest Testing Drama
in CBS History! since Chicago Hope (1994)
Source: CBS 2011 Pilot Testing
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32. Program Testing Results
2 Broke Girls Person of Interest
Media Trendsetters Index: 116 Media Trendsetters Index: 132
Program Passionates Index: 103 Program Passionates Index: 137
Source: CBS 2011 Pilot Testing
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33. Thank You
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