RFD-TV Media Kit

About Us

Rural Media Group, Inc. (RMG) owns and operates the world’s largest portfolio combining rural-based satellite/cable delivered media and entertainment companies including: RFD-TV, RFD HD, RURAL TV, RFD-TV The Magazine and RFD-TV The Theatre. Launched in December 2000 and now in its 10th year of broadcasting, RFD-TV is the nation’s first 24-hour television network dedicated to serving the needs and interests of rural America with programming focused on agriculture, equine and rural lifestyle, along with traditional country music and entertainment. The channel is now distributed into more than 40 million homes worldwide by DBS and cable systems. Production originates in studios located in Nashville, Tennessee, with corporate headquarters in Omaha, Nebraska for RFD-TV, RFD HD, and RURAL TV, the company’s new international channel. RFD-TV The Magazine now has more than 180,000 paid subscribers for its bi-monthly publication, and the company continues to operate RFD-TV The Theatre in Branson, Missouri. For more information, visit www.rfdtv.com

Overview

US Television Households

Adult Viewers Weekly

Nielsen Media Research, 2010 - 2011

Distribution

with Every Major Distributor

Adults 50+ (Audience Composition)

C & D County (Audience Composition)

Time Spent Viewing (Adults 50+)

High Rankings vs The Competition


Farmer & Rancher Viewership

Prime-time (Audience Composition)

High Rankings vs The Competition

Distribution Growth (Percent Gain ‘10 vs ’09)


0

2,000,000

4,000,000

6,000,000

8,000,000

10,000,000

12,000,000

14,000,000

Weekly Audience Growth

+74% Increase

Adults 18+

Jan ‘07 Jan ‘08 Jan ‘09 Jan ‘10 Jan ‘11

7,611,660

9,472,000

11,746,476 11,211,200

13,215,000

Since 2007

Aggregate Weekly Viewership Average, Nielsen Media Research [January 2011 = week ending 1.2.11]

RFD-TV Viewers Own Their Home

Viewer Profile

Audience Growth Adults 50+

(August 2010 vs April 2009)


Viewer Profile

More Likely To Purchase New Truck Adults 50+

RFD-TV Viewers New Vehicle Prospects


Delivering Over

Adults Weekly

AgriBusiness

Nielsen Media Research, 2011

Delivering Over

Adults Weekly

Equine


Delivering Over

Adults Weekly

Rural Lifestyle


Music & Entertainment

Delivering Over

Adults Weekly


Original Programming

Original Programming Special Guests

Little Jimmy Dickens Earl Scruggs Josh Turner Charlie Daniels Charley Pride Dierks Bentley Connie Smith Del McCoury John Rich Gretchen Wilson Mel Tillis Buck Trent The Oak Ridge Boys Emmylou Harris

Ronnie Milsap Ray Price Ricky Scaggs Merle Haggard Vince Gill Dolly Parton Patty Loveless Willie Nelson Loretta Lynn Randy Travis Brad Paisley Travis Tritt Keith Urban Paul Shaffer

Past Guests

For Adults 50+ Average Length Of Time Spent Viewing

Loyal Viewers

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5.00

10.00

15.00

20.00

25.00

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Growth Outpaces The Competition

+31%

+5% +1%

-9% -26%

-47%

FamNet Speed

Weather Hallmark GAC

Adults 50+ Since April 2009

Nielsen Media Research, NPOWER, April 2009 A50+ Impressions compared to August 2010

0

5,000

10,000

15,000

20,000

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DISH Network Channels

DISH Network Channel Comparison

Nielsen Media Research, Mon-Sun 8pm-11pm, AQH Households, January 2010

0

10,000

20,000

30,000

40,000

50,000

60,000

70,000

80,000

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Many Top Networks Saturday Night

Prime-time

DISH Network Channel Comparison

Nielsen Media Research, Saturday 6pm -12am, AQH Households, January 2010

0

5,000

10,000

15,000

20,000

25,000

30,000

35,000

40,000

45,000

50,000

NFL

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DIRECTV Channels

DIRECTV Channel Comparison

Nielsen Media Research, M-Su 8p-11p, AQH Households, January 2010

0%

50%

100%

150%

200%

250%

Beats The Competition In C&D County Viewership

+234%

+147% +145% +139%

+135% +121%

Weather GAC Speed

Hallmark Family Net

C & D County Index To Total US

Skews More Likely C & D County Viewership

Nielsen Media Research, NPOWER, 3Q 2010

0

20

40

60

80

100

120

140

Likelihood To Reach Truck Owners

124 123 115 111

101 91

Weather GAC Speed

Hallmark Family Net

Truck Owners Index vs Total US Adults 50+

Delivers Truck Owners With A High Likelihood To Purchase

Nielsen Media Research, Prime-time, A50+, September 2010

Farmers & Ranchers More Likely To Watch RFD-TV In Prime-time

+475%

+295% +243%

+147%

+93% +85%

Speed Weather

Family Net GAC Hallmark Farmers & Ranchers Index To Total US


RFD-TV Broadcasts Reach 63% Of All Farmers & Ranchers

Market Breaks: HOH Farmers, January 2010, Nielsen Media Research

Farmers & Ranchers Viewership

Viewership By Daypart

Mon-Fri 6am-9am

Mon-Fri 6am-12pm

Mon-Fri 12pm-4pm

Mon-Fri 4pm-6pm

Mon-Fri 6pm-8pm

Mon-Sun 8pm-11pm

Sat-Sun 6am-12pm

Sat-Sun 12pm-6pm

Sat-Sun 6pm-8pm

Mon-Sun 12am-6am

700,000

600,000

500,000

400,000

300,000

200,000

100,000

Market Breaks: HOH Farmers (Impressions = Farmers HHs x Farmers A18+), 4Q, Nielsen Media Research

0 10 20 30 40 50 60 70 80 90

100

Own Horses (Any) Number of Horses

Owned

Over 1/3 Of All RFD-TV Viewers Own Horses

2-5 Horses

1 Horse

6+ Horses

28.6%

39.8%

31.6%

34.3% Own

Horses

With Targeted Equine Programming

Market Breaks: January 2010, Nielsen Media Research

0 10 20 30 40 50 60 70 80 90

100

Own Horses (Any) Number of Horses

Owned

Over 1/3 Of All RFD-TV Viewers Own Horses

2-5 Horses

1 Horse

6+ Horses

28.6%

39.8%

31.6%

34.3% Own

Horses

With Targeted Equine Programming


0 10 20 30 40 50 60 70 80 90

100

Any Pet Number of Pets Owned

RFD-TV Viewers Own Pets

With Targeted Rural Lifestyle Programming

2 Pets

1 Pet

3+ Pets

24.4%

46.3%

29.3%

83.8% Own Pets


Market Minute •  Two-minute self contained break that focuses on cash & futures

prices for all commodities. •  Airing every half-hour throughout the day. •  Grains updated at 28 past the hour. •  Livestock at 58 past the hour. •  Produced “live” during trading hours beginning at 10:58am Eastern. •  Recaps of the day’s commodity news airing after markets close and

in prime-time. •  Weekend Market Minute recapping the week's action, while looking

forward to the coming week's possible trade.

Sponsor Features •  :30 commercial spots available at the beginning and the end of each

report. •  Sponsor’s logo on full screen graphics showcasing the high, low, last,

and net change.

Sponsor Benefits •  Reach more farmers/ranchers/cattlemen with RFD-TV Market Minute

than all other local market buys combined. •  Nielsen measured. •  Embedded commercial spot in body of report. •  Repeats on RFD-TV website for the entire half-hour plus streaming.

Rates Trading Hours $2,000 9am - 2pm

Post Trading Hours $1,250 2pm - 6pm

Prime-Time $3,000 6pm - 11pm

Overnights $1,000 11pm - 9am

Weekends $1,750

Market Minute •  Two-minute self contained break that focuses on cash & futures

prices for all commodities. •  Airing every half-hour throughout the day. •  Grains updated at 28 past the hour. •  Livestock at 58 past the hour. •  Produced “live” during trading hours beginning at 10:58am Eastern. •  Recaps of the day’s commodity news airing after markets close and

in prime-time. •  Weekend Market Minute recapping the week's action, while looking

forward to the coming week's possible trade.

Sponsor Features •  :30 commercial spots available at the beginning and the end of each

report. •  Sponsor’s logo on full screen graphics showcasing the high, low, last,

and net change.

Sponsor Benefits •  Reach more farmers/ranchers/cattlemen with RFD-TV Market Minute

than all other local market buys combined. •  Nielsen measured. •  Embedded commercial spot in body of report. •  Repeats on RFD-TV website for the entire half-hour plus streaming.

Rates Trading Hours $2,000 9am - 2pm

Post Trading Hours $1,250 2pm - 6pm

Prime-Time $3,000 6pm - 11pm

Overnights $1,000 11pm - 9am

Weekends $1,750

Half-Hour Preview of Auction Scheduled For That Day. Immediately Proceeding Each Auction Start •  Opening/Closing :05 Billboard •  Spot Buys of :30 or :60 in the

Pre-Auction Broadcast

$2,500 per :30 Spot

Auction Preview One-Hour Sponsorship During Actual Auction •  Company Logo on Lower Left •  Website Information •  Animation Option •  Message Scroll on Bottom Line of

Television Screen

$5,000 per Hour

Hourly Sponsorships

Immediately Follows Livestock Market Report •  Feature Your Company Video

Immediately Following The Superior Market Report

•  Optional “Live” Interview •  On Set With Ability To Take Viewer

Phone Calls

$1,000 per Minute

Cowmercial Broadcasts Immediately Follows Each Auction. Originating In RFD-TV Nashville Studios •  Opening/Closing :05 Billboard •  Spot Buys at :30 or :60 in Market Report •  Company Logo on Set •  “Live” In Studio Interview Available For

An Additional Fee

$2,500 per :30 Spot

Livestock Market Report

Now Available for 2012 Buys

Exclusive Broadcaster Of Superior Livestock Auction For The Past 9 Years

Superior Livestock Auction Broadcasting Over 400 Hours Yearly Exclusively on RFD-TV, RFDHD, RURAL TV Over $1.8B Traded Yearly with 93% of Sales Generated from RFD-TV Viewers

RFD-TV reaches 1.2 Million Farmers / Ranchers Neilsen Media Research 75% of All Cattlemen Watch RFD-TV Beef Board Survey

Fast Facts

Advertising Rates

The following are gross advertising rates for RFD-TV for the 2011 calendar year. All rates listed are for :30 ad units and longer length spots will be pro-rated accordingly. For example: A :60 morning agriculture show = $2,000 (2 x :30 rate). A :120 morning agriculture show = $4,000 (4 x :30 rate).

Standard :30 Rates Special “Packages” will be made available to advertisers seeking to focus in on one specific daypart/genre while using other dayparts/genres to increase overall reach and voice across the network.

Packaged Ad Rates

Contact your RFD-TV Representative for details, who will coordinate with each show’s representative. •  Available with opening/closing billboards, spots, and

special promotions.

Individual Show Sponsorships

Agriculture Equine Rural Lifestyle

Music & Entertainment

Morning: Mon-Sun 6am -12pm

$1,000 $750 $500 $750

Daytime: Mon-Sun 12pm - 6pm

$1,000 $650 $500 $650

Prime: Mon-Sun 6pm - 12am

$1,500 $1,250 $1,000 $1,500

Overnight: Mon-Sun 12am - 6am

$400 $400 $400 $600

Friday Evening

Rural

Friday Night Family

Entertainment

Saturday Morning

Ag Business

Saturday Night

Entertainment

Morning 1 Spot 1 Spot 1 Spot 1 Spot

Daytime 1 Spot 1 Spot 1 Spot 1 Spot

Prime 1 Spot 1 Spot 1 Spot 1 Spot

Overnight 1 Spot 1 Spot 1 Spot 1 Spot

Key Spot 1 Spot 1 Spot 1 Spot 1 Spot

Price $1,700 $2,450 $1,700 $2,450

*Rates subject to change without notice

Advertising Rates

Certain shows within the RFD-TV line-up deliver extraordinarily passionate, loyal, targeted and valuable audiences, therefore commanding premium rates.

Premium :30 Rates RFD-TV offers key advertising partners a forum to discuss their products and services in a 60 minute live, interactive call-in format. •  One repeat the following day. •  Now two options available:

Monday night 8pm (EST) and Thursday night 10pm (EST).

•  Host, production staff & Nashville studio included. •  Graphic production, rehearsal,

& pre-show meeting/dinner. •  Twenty (20) :30 Spots promoting the broadcasts. •  Copies provided for webcast or other distribution.

RFD-TV “LIVE”

Programming Rate

Premium Entertainment

Country’s Family Reunion Crook & Chase Cumberland Highlanders Hee Haw Larry’s Country Diner The Marty Stuart Show Midwest Country Ralph Emery LIVE

$2,000

Premium Agriculture

Ag Day Ag PhD America’s Heartland Corn College TV This Week in AgriBusiness Successful Farming Machinery Show US Farm Report

$1,500 Programming Duration Rate

RFD-TV “LIVE” 1 Hour $35,000


Advertising Rates

Certain shows within the RFD-TV line-up deliver extraordinarily passionate, loyal, targeted and valuable audiences, therefore commanding premium rates.

Premium :30 Rates RFD-TV offers key advertising partners a forum to discuss their products and services in a 60 minute live, interactive call-in format. •  One repeat the following day. •  Now two options available:

Monday night 8pm (EST) and Thursday night 10pm (EST).

•  Host, production staff & Nashville studio included. •  Graphic production, rehearsal,

& pre-show meeting/dinner. •  Twenty (20) :30 Spots promoting the broadcasts. •  Copies provided for webcast or other distribution.

RFD-TV “LIVE”

Programming Rate

Premium Entertainment

Country’s Family Reunion Crook & Chase Cumberland Highlanders Hee Haw Larry’s Country Diner The Marty Stuart Show Midwest Country Ralph Emery LIVE

$2,000

Premium Agriculture

Ag Day Ag PhD America’s Heartland Corn College TV This Week in AgriBusiness Successful Farming Machinery Show US Farm Report

$1,500 Programming Duration Rate

RFD-TV “LIVE” 1 Hour $35,000


Magazine / Web

RFD-TV publishes a bi-monthly magazine that is viewed by more than 180,000 of RFD-TV’s most loyal and avid viewers. Advertisers looking to capitalize on this highly referenced periodical have multiple options listed here.

RFD-TV The Magazine RFDTV.com is the digital/online resource for all things related to RFD-TV. Our viewers visit regularly and often around the world for everything from programming information to watching live streams of the network. Advertisers can reach the digital RFD-TV audience through multiple units.

RFDTV.com

Ad Size Rate

Full Page Spread - 4 color $10,000

Cover 4 - 4 color $6,800


Half Page Spread - 4 color $5,600

Full Page - 4 color $5,300

2/3 Page - 4 color $3,900

Half Page - 4 color $2,900

1/3 Page - 4 color $2,350

1/4 Page - 4 color $1,850

1/8 Page - 4 color $550

1/8 Page - Black & White $400

Unit Size Rotation Monthly Rate

Exclusive Push Down Menu 125 x 125 Exclusive $10,000

Leaderboard 728 x 90 1 out of 10 $8,000

Display Ad 300 x 250 1 out of 10 $8,000

Video On Demand (VOD) :15 pre-roll 1 out of 5 $8,000


Magazine / Web

RFD-TV publishes a bi-monthly magazine that is viewed by more than 180,000 of RFD-TV’s most loyal and avid viewers. Advertisers looking to capitalize on this highly referenced periodical have multiple options listed here.

RFD-TV The Magazine RFDTV.com is the digital/online resource for all things related to RFD-TV. Our viewers visit regularly and often around the world for everything from programming information to watching live streams of the network. Advertisers can reach the digital RFD-TV audience through multiple units.

RFDTV.com

Ad Size Rate

Full Page Spread - 4 color $10,000



Half Page Spread - 4 color $5,600

Full Page - 4 color $5,300

2/3 Page - 4 color $3,900

Half Page - 4 color $2,900

1/3 Page - 4 color $2,350

1/4 Page - 4 color $1,850

1/8 Page - 4 color $550

1/8 Page - Black & White $400

Unit Size Rotation Monthly Rate

Exclusive Push Down Menu 125 x 125 Exclusive $10,000

Leaderboard 728 x 90 1 out of 10 $8,000

Display Ad 300 x 250 1 out of 10 $8,000

Video On Demand (VOD) :15 pre-roll 1 out of 5 $8,000


RFD-TV The Magazine is enjoying its 8th year delivering not only the program guide but also topical articles and pictures to entertain and keep you "in the know" about rural lifestyle, agriculture, equine and music & entertainment. The Magazine began as a request from our viewers and has now grown to over 180,000 subscribers.

•  Launched in July 2003 •  Over 180,000 $30 subscriptions sold •  Six (6) issues per year •  Detailed program schedule, grid, and highlights •  Deadline - 45 days prior to issue date •  ABC Audited

The Magazine

Editorial Calendar Issue Date Theme

January/February 2012 Events

March/April 2012 Rural Tourism (Branson, MO)

May/June 2012 Landscape

July/August 2012 Viewer Survey

September/October 2012 Rural Youth

November/December 2012 Anniversary Issue

The Website

RFDTV.com is the online resource for all things RFD-TV. RFDTV.com enables users to view hundreds of shows from our extensive video library and view a live stream of the channel as Country Club members. The site sees visitors from across the globe, with nearly half-million views each month. Advertisers can reach RFDTV.com users through a variety of static, rich media and/or video pre-roll packages. Other online features include:

•  Detailed Program Schedule •  Show pages, with extensive content •  Important RFD-TV updates and announcements •  Rural Events Calendar •  Online Store •  Live Video Streaming •  Video On Demand •  Photo Contests •  Viewer Survey

The Website

RFDTV.com is the online resource for all things RFD-TV. RFDTV.com enables users to view hundreds of shows from our extensive video library and view a live stream of the channel as Country Club members. The site sees visitors from across the globe, with nearly half-million views each month. Advertisers can reach RFDTV.com users through a variety of static, rich media and/or video pre-roll packages. Other online features include:

•  Detailed Program Schedule •  Show pages, with extensive content •  Important RFD-TV updates and announcements •  Rural Events Calendar •  Online Store •  Live Video Streaming •  Video On Demand •  Photo Contests •  Viewer Survey

The Theatre Located in the heart of Branson’s theatre district, RFD-TV The Theatre opened in March 2007 to showcase the stars and shows seen each week on RFD-TV. Featuring live tapings of original programming, as well as concerts by national headliners.

Guests Have Included:

•  Willie Nelson •  Marty Stuart •  Connie Smith •  Brulé •  The Beach Boys •  Lorretta Lynn •  Leann Rimes •  Country’s Family Reunion •  Midwest Country •  The Jimmy Sturr Orchestra •  Randy Travis •  Bill Anderson

Special Broadcasts

•  30 hour "live" broadcast over 4 days in October •  Nine (9) sessions – day-time & prime-time •  8th consecutive year •  Hosted by Orion Samuelson & past FFA Presidents •  Ten (10) commercial spots in

FFA Convention Preview Show •  Twenty (20) promotional spots in month

leading up to the convention broadcast •  Chyron animation during session broadcasts •  Opening/Closing Billboards •  Company interview during broadcast Sponsorship - $50,000

FFA National Convention Live Telecasts on RFD-TV are viewed by

over 250,000 current members, alumni, family friends,

educators and interested parties alike

Nielsen Media Research, 2011 (estimated)

•  Making of the Float one-hour special •  "Live" 2-hour broadcast of the Tournament of Roses Parade

with limited commercial interruption •  Hosted by Orion Samuelson and Pam Minick •  Two (2) repeats of both broadcasts •  Sponsor billboards each hour •  Twenty five (25) promotional spots in month leading up to the

Tournament of Roses Parade •  Commercial spot in each hour of the broadcasts •  Company interview in Pre-Parade broadcast •  Two (2) company guests in Pasadena for float decoration,

premium parade tickets, Rose Bowl tickets, and hotel accommodations Sponsorship - $60,000

Special Broadcasts

•  "LIVE" 3-hour broadcast from LA Equestrian Center •  Hosted by Pam Minick •  Features equine performers scheduled to appear in the

Tournament of Roses Parade •  Opening/Closing Billboards •  Six (6) commercial spots in the Equestfest broadcast •  Twenty (20) promotional spots leading up to Equestfest •  Company interview during the broadcast

Sponsorship - $25,000

Special Broadcasts

•  "LIVE" 3-hour broadcast from LA Equestrian Center •  Hosted by Pam Minick •  Features equine performers scheduled to appear in the

Tournament of Roses Parade •  Opening/Closing Billboards •  Six (6) commercial spots in the Equestfest broadcast •  Twenty (20) promotional spots leading up to Equestfest •  Company interview during the broadcast

Sponsorship - $25,000

Special Broadcasts

0

200,000

400,000

600,000

800,000

1,000,000

1,200,000

ROSE PARADE BUILDING THE FLOAT

EQUESTFEST Year To Year Totals /

Increase

Special Broadcasts

Nielsen Media Research, 2009, 2010, 2011

454,000

+60% Year-To-Year

Increase

2010

2009 681,000

211,000 350,000

70,000 146,000

735,000

1,177,000

Adults 18+

•  Year long celebration of Roy Rogers’ 100th Birthday •  Numerous stops at major rural events, rodeos,

and state fairs •  Rose Parade Float with Trigger and Bullet •  Promotional spots on-air for sponsors announcing

tour dates •  On-site marketing at stops

Package - Ask For Details

Unique Marketing

•  10 Year Reputation •  Nielsen Rated •  Large & Growing Audience •  Target Individual Shows or Genre Buys •  Options Include :30, :60, 2:00, Extended Videos •  “Live” Interactive Productions •  Extensive Web Options – Streaming & VOD •  RFD-TV The Magazine – 180,000+ Paid Subscriptions •  80 Independent Programmers •  RFD HD •  RURAL TV (HD) •  Rural America’s Most Important Network

The Theatre The Magazine

Rural Media Group, Inc. 1 Valmont Plaza, 4th Floor

Omaha, NE 68154 Phone: (402) 289-2085

Fax: (402) 289-0192

Network Operations 3201 Dickerson Pike Nashville, TN 37207

Phone: (615) 227-9292 Fax: (615) 227-2190

w w w. r f d t v. c o m

RFD-TV Media Kit

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