Prepared for

1
Effecting the Digital Television Transition Among
Over-the-Air HouseholdsBaseline Awareness and
Messaging Strategy

• Prepared for
• December 2007

2
The Research
Digital TV Transition Among Over-the-Air
Households

• Over-the-air households account for 16 of all TV
  households
• Who is over-the-air?
• Older 47 are ages 50 and older
• Heads of household are women
• Ethnic 22 are Hispanic, 15 are Spanish
  language dominant
• Rural (proportionately, but not numerically)
  20 in D counties
• Lower income 49 with annual HH income of lower
  than 30,000
• Lower education 28 are college graduates
• Just 38 with home internet access
• Data provided by SmithGeiger LLC, from a 1,200
  sample survey of broadcast-only households
  (9/10/07-9/20/07)

3
The Research
Digital TV Transition Among Over-the-Air
Households

• Three distinct phases were completed within each
  interview, designed to replicate a truncated
  process of awareness, education and acceptance
• Baseline Awareness of current knowledge regarding
  the transition to Digital TV
• An introduction of the fundamental idea of the
  transition to digital TV, based on exposure to
  one of 3 different explanatory messages.
• Exposure to 7 different and complementary
  messages regarding the transition, including some
  form of call-to-action.

4
OTA Research Overview
Phase 1 Baseline Awareness
Baseline Awareness
49 of OTA HH are aware that TV is going digital
5
OTA Research Overview
Phase 1 Initial Impressions
Exposure DTV Transition
Too much govt. control
Dont like switch
Favorable Reaction/ Accepting
Too expensive
6
OTA Research Overview
Phase 3 Message Impact
Messaging
54Favor Transition
Process
Call to Action
45 plan to buy converter box
7
The Research
Seen or Heard About DTV Transition

• General Awareness
• On February 17, 2009 television stations will
  begin broadcasting exclusively in a digital
  format. Have you seen, read or heard anything
  about this?

Awareness
8
OTA Overview
Baseline Awareness
Baseline Awareness
IMPACT
9
Exposure DTV Transition
Benefits
10
DTV Transition
Messaging

• NAB tested seven different messages with
  different themes stressing consumer benefits,
  public safety benefits, that DTV is available now
  and other issues.
• Best message stresses good news
• In 2009, regular TV goes digital! If you don't
  have cable or satellite, you might need a
  converter box. The good news is that the
  government is offering 40 coupons to help pay
  for it. That's right - the government will pay
  you to have crystal clear picture and sound
  quality and more channels in your home. Make the
  switch to digital today.

11
OTA Overview
Message Impact
Messaging
54 feel favorably toward transition
Reliance on Traditional Media
Call to Action
12
Reactions to Digital Transition
Opinion to Process
OPINION TOWARDS DIGITAL TRANSITION PROCESS
13
OTA Overview
Message Impact
Messaging
54 feel favorably toward transition
Reliance on Traditional Media
62 print
14
Reactions to Digital Transition
Sources of Information
SOURCES OF INFO REGARDING DIGITAL TV TRANSITION
15
OTA Overview
Message Impact
Messaging
54 feel favorably toward transition
Reliance on Traditional Media
15 plan nothing and do not receive TV
Call to Action
45 plan to buy converter with govt. coupon
4 plan to watch TV on internet only
11 plan to buy TV with digital tuner
10 plan to subscribe to cable/ satellite
or telephone TV
16
OTA Overview
Lift of Exposure to Favorable Response
50
17
Reactions to Digital Transition
Likelihood of Converter Box Purchase
18
Reactions to Digital Transition
Would Prefer to Obtain Converter at Following
Times
19
DTV Transition
Research Take-Away

• Demographics are key
• Key messages
• Date of transition
• How to get coupons
• Costs involved
• Benefits Clear pictures and sound, more
  channels
• Good News messaging works
• Keep it positive in spots and newscasts

20
Appendix Over-The-Air Household Profile
21
Over-the-Air Households
Profile
GENDER
Average 47.7 years
AGE
ETHNICITY
15 of all surveys were completed in Spanish 69
of all Hispanics completed their survey in
Spanish
LANGUAGE AMONG HISPANICS
Based on 22 of RespondentsWho are of Hispanic
background
22
Over-the-Air Households
Profile
EDUCATION
Average 13.9 years28 College Graduates
Average 40,851
INCOME
EMPLOYMENT STATUS
23
Over-the-Air Households
Profile
MARITAL STATUS
OF PEOPLE IN HOUSEHOLD
Average 2.8 people
CHILDREN IN HOME
24
Over-the-Air Households
Profile
POLITICAL AFFILIATION
MARKET SIZE
COUNTY SIZE
A County (Largest 21 Counties in Country) B
County (County where Metro Area is 85,000) C
County (County with 20,000) D County (County
with less than 20,000)
25
Respondents
Profile
CENSUS REGION
26
Over-the-Air Households
Profile
OF TV SETS IN HOME
Average 2.5 TV sets
TV RECEPTION
CABLE / SATELLITE SUBSCRIPTION
27
Over-the-Air Households
Profile
CURRENTLY OWN / USE IN HOME
INTERNET ACCESS (HOME)
28
Over-the-Air Households
Profile
OF CHANNELS RECEIVED
CHANNEL RECEPTION
29
Over-the-Air Households
Technology Profile By Ethnicity
30
Over-the-Air Households
Demographics
CENSUS VS. OVER-THE-AIR HOUSEHOLD DEMOGRAPHICS
GENDER
INCOME
AGE
EDUCATION
GEOGRAPHY
Age 25 only
31
Television Viewing Behavior
Total TV Viewing During the Week

• Men 18-34 and 35-54 average the most viewing over
  a week, with women 35-54 watching the least.

HOW MANY TOTAL HOURS OF TV DO YOU WATCH THROUGH
THE WEEK AND WEEKEND?
32
Effecting the Digital Television Transition Among
Over-the-Air HouseholdsResults

• Prepared for
• November 2007