RFD-TV Research Media Kit

Adults 50+ (Audience Composition)

C & D County (Audience Composition)

Time Spent Viewing (Adults 50+)

High Rankings vs The Competition

Nielsen Media Research, 2010 - 2011

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


For Adults 50+ Average Length Of Time Spent Viewing

Loyal Viewers

0.00

5.00

10.00

15.00

20.00

25.00

SO

AP

US

A H

ALL

ID

TN

T TV

1 LM

N

AE

N

HLM

C

SLT

H

GS

N

TVL

FOX

NC

S

YFY

LI

F N

KTN

S

MS

NB

C

AM

C

OX

YG

C

HIL

H

GTV

B

RV

O

BB

CA

HIS

T FA

M

HI

NIC

K

CN

TRC

B

ET

Reg

Spo

rts

TLC

FO

OD

D

isc

Esp

anol

B

IO

TBS

C

Dis

c H

lth

ES

PN

N

GC

W

E

FX

TRU

Aver

age

Min

utes


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%

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

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

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 Breaks: January 2010, Nielsen Media Research

RFD-TV Research Media Kit

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Transcript of RFD-TV Research Media Kit