2017 Planned Back to School Spending $30.3 $29.5

2017 Planned Back to School Spending $30.3 $29.5

2017 Planned Back to School Spending $30.3 $29.5 $26.7 $27.3 $26.5 $24.9 $22.8 $21.4 2010 2011 2012 Source: NRF Monthly Consumer Survey A18+, July 2017 2013 2014 2015 2016 2017 83% Plan to Spend the Same

or More than Last year Planned Back To School Spending The same as last year 53.20% Less than last year 8.40% Did not shop More than last for back-toyear school last year 8.30% 30.10% Source: NRF Monthly Consumer Survey A18+, July 2017 3 TV Influences Consumers Most 2% 3% 3% 2% 3% 3% 3% 4% 4% 4% 2%

3% 3% 3% 4% 4% 7% 7% 62% Awareness Email Social Media 55% Interest Outdoor Radio 2% 3% 3% 3% 2% 3% 3% 3% 3%

4% 4% 4% 4% 7% 8% 50% 50% 46% Visit Store/Website for Info Consideration Purchase Local/Net TV Website or App Source: GfK TVB Purchase Funnel 2017 A18+ Most important for media that registered 2% or higher. Newspaper (Print Only) 4% 7% Mail

Television 4 Have TV ads influenced your search selections? Never 13% Yes 65% Don't do searches 22% Source: GfK TVB Purchase Funnel 2017 A18+ When doing an online search, how often, if at all, have TV ads you have seen influenced you in some ways in your search? (Yes = combination of Every time, Most of the time & Sometimes) 5 Back to School: Media That Influences Advertising Media That Influences Shopping Particular Stores For BTS TV/Broad... 22.2% Newsp... 20.0% Email Adverti... 17.1% Direct ... 15.6%

Face... 14.8% Internet Adverti... 13.8% Magaz... 9.9% R 8.7% C 8.5% Source: NRF Monthly Consumer Survey A18+, July 2017 6 School Start Dates Vary from DMA to DMA Most start in August 7 Adults Start Shopping Weeks Before School Starts Three weeks to one month before school s... 46.7%

At least two months before school s... 27.1% 1-2 weeks before school s... After school s... The week school s... Source: NRF Monthly Consumer Survey A18+, July 2017 21.0% 3.1% 2.1% 8 Start Advertising When its Right for Your Market with Spot TV Lead By a month 6/30 National Media Earliest BTS Start Date 7/31 Latest BTS Start Date 9/7

No Geographic Flexibility Local Broadcast Seattle Boston Tampa Indianapolis 9 Women Are the Back To School Shoppers Principal Shopper Children's Clothing: Any item for Child 6-12 84% Children's Shoes 79% 16% 21% Homes with a PC and Child 6-17: Computer Books 75% 25% Homes with a Child 6-17: Cellphones/Smartphones 74% 26%

Female Source: 2016 Fall GfK MRI, Base = Adults 18+ Male 10 Broadcast: Great Way to Reach Back to School Shoppers Women 18+ with Children Ratings America's Got Talent... 3.23 Family Feud ... 2.76 World of D... 2.27 Weekend Adven... 2.21 Law & Order:SVU-WKL ... 2.14 Big Brother... 2.00 Judge Judy ...

2.00 Big Brother... 1.97 Big Bang-SYN ... 1.93 The Bachelor... 1.88 American Ninja War... 1.77 America's Got Talent ... 1.68 Copa Oro 2017 22... 1.63 FOX MLB All-Star ... 1.63 Wheel Of For... W18+ 10 Cable Netw... 1.54

0.30 Source: Nielsen NPower 6/26/2017 - 7/23/2017 Women 18+ w/children Live+SD Ratings; W+ 10 Cable Networks based on W18+ Ratings. 11 Broadcast TVs Reach: Higher Than Cable One Day Reach 6.8 NBC Prime 6.1 CBS Prime 5.0 ABC Prime 3.2 FOX Prime 3.1 Telemundo Prime 2.4 HGTV Prime 2.0

TBS Prime 2.0 USA Prime 1.5 Adult Swim Prime 1.4 Food Network Prime 1.2 Bravo Prime 0.9 Discovery Prime VH1 Prime 0.5 Source: Nielsen NPower. July 13th 2017 Prime Women 18+ w/children Live+SD. 12 Broadcast: Tops in Summer Ratings 2 Women 18+ (w/children) 2

48 1 24 p o T 25 m a r g o r P 98 s p o T 50 s m a r g

o r P Broadcast Stations p o T 0 0 1 s m a r g o r P Ad-Supported Cable Broadcast delivered 48 of the top 50 and 98 of the top 100 programs with Women 18+ (w/children) Source: Nielsen NPower 06/26/2017 - 07/23/2017 13 Broadcast Dominates, Cable Under a 1 Rating For Summer 1,190 # Broadcast & Syndication Programs with Higher Ratings than Cable

588 0.51 340 329 308 295 0.49 0.47 0.45 412 385 0.41 0.39 438 0.37 463 0.35

463 0.35 0.28 0.07 Cable Rating To be read: Nicks Bubble Guppies had a .51 average rating in July 2017. During the same time period, there were 295 Broadcast & Syndication programs that had higher average ratings Source: Nielsen NPower (06/26/2017 - 07/23/2017) Live+SD Women 18+ With Children. 14 Back to School Shopping Categories and Stores Planned Back to School By Category Category Average Amount per HH Clothing and Accessories (excluding shoes) $238.89 Electronics or Computer Related Equipment

$204.33 Shoes $130.38 School Supplies $114.12 Source: NRF Monthly Consumer Survey A18+, July 2017 16 Reach Moms Purchasing Back to School Clothing With Broadcast TV Top Programs by Index 172 124 158 121 147 130 120 117 Source: GFK MRI Fall 2016, Base: Women 18+ w/children 0-17 years & spent any amount on childrens clothing in the last 12

months. 17 Broadcast TV Delivers Electronic Shoppers Top Programs by Index 170 110 132 127 104 102 Source: GFK MRI Fall 2016, Base: Women 18+ w/children 0-17 years Index. Shopped at Apple Stores or Best Buy anytime in the last 12 months. 122 101 18 Step into Broadcast TV for Shoe Purchasers Top Programs by Index 166 145 136

136 131 129 129 125 Source: GFK MRI Fall 2016, Base: Adults 18+ w/children 0-17 years & Spent Any Amount on a shoes in the last 6 months. 19 Broadcast TV Reaches Back to School Supply Top Shoppers Programs by Index 152 150 144 142 140 138 136 124

Source: GFK MRI Fall 2016, Base: Adults w/ Children Ages 0-17 & Purchased anything at Office Depot, OfficeMax, or Staples in the last 12 months. 20 Most Still Planning to Shop at Brick & Mortar Stores for All Back to School Needs Plans For Remaining BTS Shopping Department s... 57.1% Discount ... 54.1% Clothing ... 46.0% O 45.5% Office Supplies ... 35.6% Electronics ... 24.6% Local/Small Bus... 11.9%

Drug ... 11.1% Thrift Stores/Resale ... Ca 9.1% 6.0% Source: NRF Monthly Consumer Survey A18+, July2017 21 Broadcast TV Delivers Department Store & Discount Store Shoppers Departmen t Stores Discount Stores 164 New 146 Bob's Bu... The Last Man On ... 136 The Sim...

136 134 Famil... 133 Grey's An... E 131 127 187 The Last Man On ... 170 The Vampire D... 150 Once Upon A... Bob's B... 143 The Sim... 142 Grey's An... 142

The M... Modern F... 138 136 G 125 Marvel's Agents of S.H.I.... 134 The Bac... 124 Hell's K... 133 Modern F... 124 Ne 133 MasterChe... 123 The Bac...

132 Hell's Ki... 123 G 132 Brooklyn-Nine... The Gold... 121 118 MasterCh... 127 E 127 Source: GFK MRI Fall 2016, Base: Adults 18+ Index. Shopped at a department store in the last 6 months for clothing, shoes, cosmetics, or perfume/cologne. Shopped at a Discount Stores in the past 6 months. 22 Department Shopping is a Local Decision The Redder the Better- High BDI Source: GfK MRI 2016 Market-by-Market weighted by Women 18+ w/children 0-17 years. Belk, Nordstrom, JCPenney: Shopped in the

last 3 months. 23 Most Shoppers are Likely to Buy School Supplies from Walmart and Target Which retailers do you expect to purchase SCHOOL SUPPLIES from for the 2017-18 BTS season? Wal 88% T 65% Dollar... 36% Am 32% Dollar Ge... 26% Walg... 24% St 23%

Office ... Family D... Sam's... 20% 17% 14% Source: eMarketer Back-to-School Shopping Preview 2017 Report 24 Cover Each Companys Strong Markets with Local Broadcast The Redder the better- High BDI Source: GfK MRI 2016 Market-by-Market weighted by Women Shopped at Target or Walmart in the last 3 Months 25 Online Shoppers Watch Broadcast TV Top Programs by Index 129 128 125 125 122

121 120 117 Source: GFK MRI Fall 2016, Base: Adults w/ Children Ages 0-17 & Purchased anything at FedEx Office, Office Depot, OfficeMax, or Staples in the last 12 months. 26 Broadcast Websites are the Biggest Digital Influencers Interest; 0% 1% 1% 1% 1% 1% 1% Consideration; 0% 1% 1% 1% 1% 1% 1% 1%

1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 2% 2% Interest; 0% Awareness; 0% Awareness; 0% Awareness; 0% Visit Store/Website for Info; 0%

1% Consideration; 0% 1% 1% 1% 1% 2% 2% 2% 3% 3% 3% 3% 3% 4% 4% 4% 4% 3% Awareness

Interest Visit Store/Website for Info Consideration Purchase Online Magazine Cable Website or App Online Newspaper Local Radio Website or App Internet Search Engine On a Website Internet Display/Banner Ad Streaming TV Online Email Social Media Local/Net TV Website or App Source: GfK TVB Purchase Funnel 2017 A18+ (% Most important media type among those who saw/heard ads in at least 1 media source). 27 Broadcast Websites Provide Multi-platform Opportunities 28 81% Visiting Local TV Websites View Video Ads 80.80 % 19.20 %

Source: GfK TVB Purchase Funnel 2017 A18+ How often do you look at the video ads on that local television stations website or app? (Yes = combination of Every time, Most of the time & Sometimes) 29 Key Back to School Takeaways About 83% of consumers plan to spend the same or more than last year Broadcast delivers Back to School ratings & reach School start dates vary from market to market: Earliest start is July 31. Start Advertising When its Right for Your Market with Spot TV Broadcast TV delivers major Back to School categories Clothing and accessories (excluding shoes) Electronics or computer related equipment Shoes School supplies Local TV stations provide one stop shopping for powerful broadcast TV and targeted digital initiatives through one 30 Thank You

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