The document summarizes the advantages of broadcast TV over cable TV in the Washington DC market. It shows that while cable reaches 75.1% of households, the top cable provider Comcast only reaches 73.6%, leaving over 600,000 households without cable access. Broadcast TV is able to reach the entire market. It also notes that lower-tier digital broadcast stations like ThisTV and Antenna TV provide a cost-effective way to reach audiences comparable to major cable networks with fewer spots.

1. The continuing case for
Broadcast TV in the
Washington DC DMA
• The cable landscape in the DMA
• The hidden pitfalls of cable advertising
• The hidden value of DC50’s digital tier stations

2. Broadcast vs. Cable
Broadcast stations reach everyone in the DMA...
Total DMA
2,359,160 TV HH
100%
Wired Cable HH Non-Wired HH
1,771,670 587,490
75.1% 24.9%
Comcast Spotlight Non-Comcast ADS/Non-Cable Broadcast Only
1,736,490 35,180 519,015 68,475
73.6% 1.5% 22.0% 2.9%
…but Comcast Spotlight can reach only 73% of those homes,
leaving over 622,000 homes out of the loop
Source: Nielsen 2013 Universe Estimates for Washington DC DMA

3. Cable Penetration by County in the DMA
Broadcast stations reach 100% of the market, but Comcast leaves many viewers behind
COUNTY STATE # TV HH Cable HH % COUNTY STATE # TV HH Cable HH %
FAIRFAX VA 399,490 87.3 JEFFERSON WV 19,290 16.6
MONTGOMERY MD 353,450 83.5 SHENANDOAH VA 16,350 30.2
PRINCE GEORGE MD 294,850 85.0 CULPEPER VA 15,770 63.0
DIS OF COL DC 268,250 73.1 WARREN VA 13,390 64.8
ARLINGTON VA 169,160 89.4 MINERAL WV 10,910 45.4
PRINCE WM VA 151,920 66.4 PAGE VA 9,270 20.5
LOUDOUN VA 107,490 83.1 HAMPSHIRE WV 8,820 0.0
FREDERICK MD 83,530 68.0 KING GEORGE VA 8,130 30.4
WASHINGTON MD 53,160 59.8 WESTMORELAND VA 6,930 44.3
SPOTSYLVANIA VA 51,140 80.3 MORGAN WV 6,790 0.0
CHARLES MD 50,740 68.9 FULTON PA 5,690 0.0
STAFFORD VA 41,550 70.1 CLARKE VA 5,400 100.0
BERKELEY WV 39,000 55.7 HARDY WV 5,360 41.6
FREDERICK VA 38,550 56.8 GRANT WV 4,550 0.0
ST MARYS MD 37,320 32.7 RAPPAHANNOCK VA 2,830 0.0
CALVERT MD 29,800 51.7 TOTAL TV HH CABLE HH %
ALLEGANY MD 27,390 53.8 DMA 2,359,160 75.1
FAUQUIER VA 22,890 31.5
Source: Nielsen 2013 Universe Estimates for Washington DC DMA

4. DC DMA Media Consumption
Percentage of the market reached in an average week
92.7% 92.2%
85.2% 83.4% 81.3%
59.8%
38.5%
36.0%
30.7%
26.2%
14.4%
2.5%
Total TV Total Radio Internet Broadcast TV Cable TV Daily Hardwired Newspaper Broadcast TV Radio Station Satellite Daily
Newspaper Cable TV Website Website Website Radio Newspaper
(Print) (e-Edition)
Source: Scarborough Washington DC DMA 2012 Release 2 (Sep 2011-Aug 2012);
*Websites for Broadcast TV, Newspaper, and Radio Stations based on last 30 days

5. Not All Comcast is Created Equal
12 of Comcast Spotlight’s 52 ad-insertable nets account for half of Comcast’s Total Day viewing (A25-54)
DISC APL TVL
FAM ADSM HLN
SPK MTV HALL
These 12 cable nets account for SYFY TOON CNBC
over 50% of Comcast Spotlight’s LIF NAN GOLF
viewing total
AMC CMT SPD
RTNW OXYG DIY
ENT CNN STYL
The remaining 40 cable nets TLC FXNC CC
account for less than 50% of TRAV VH1 OWN
Comcast Spotlight’s viewing total
CMDY VS SOAP
NICK BIO TWC
TRU TMND LOGO
ESPN2
Source: Washington DC LPM Live+SD Data (February 2013);
Total day rotator defined as Mon-Sun 6am-2am; Adults 25-54 viewing

6. BUYER BEWARE
Cable Ratings Vs. True Ratings
• If Comcast provided Cable ratings to a buyer from a recent overnight ratings report, the
provided rating most likely includes the entire DMA, not just viewers in Hard-Wired Cable homes
(unless it specifically states Cable Overnight/Cable Book).
• According to the most recent universe estimates, Hard-Wired Cable households account for
75.1% of total DMA households, and Comcast Cable is in 73.6% of all DMA households.
EXAMPLE: TNT averaged a 3.0 rtg for Adults 25-54, which translates into 81,900 total viewers.
• If it is a Total DMA overnight/book rating, then you need to adjust the cable network ratings
down to 73.6% of that total, since that is what Comcast reaches in the DC market (in this case,
81,900 viewers becomes 60,278 viewers)
• If the rating is from a Cable overnight/book, you still need to adjust the ratings down to 98.0%
of that total, since there are still some non-Comcast cable households contributing to that total
(in this case, 81,900 viewers becomes 80,262 viewers)
Source: Nielsen 2013 Universe Estimates for Washington DC DMA;
Washington DC DMA cable/interconnect estimates for January 2013

7. Converting Cable Ratings into True Ratings
Cable Network ratings are not Comcast ratings – they need to be taken down to reflect Comcast’s limited reach
ADULTS 25-54 RATINGS ADULTS 25-54 IMPRESSIONS
OVERNIGHT RATING COMCAST (73.6%) TOTAL IMPRESSIONS COMCAST (73.6%) NON-COMCAST
0.2 0.1 5,460 4,019 1,441
0.4 0.3 10,920 8,037 2,883
0.6 0.4 16,380 12,056 4,324
0.8 0.6 21,840 16,074 5,766
1.0 0.7 27,300 20,093 7,207
A 1.0 cable network rating is really only a 0.7 Comcast Spotlight rating; even though the total viewership for this network is
26,990, you are really only reaching an audience of approximately 18,974 if you advertised via Comcast Spotlight.
1.2 0.9 32,760 24,111 8,649
1.4 1.0 38,220 28,130 10,090
1.6 1.2 43,680 32,148 11,532
1.8 1.3 49,140 36,167 12,973
2.0 1.5 54,600 40,186 14,414
2.5 1.8 68,250 50,232 18,018
3.0 2.2 81,900 60,278 21,622
4.0 2.9 109,200 80,371 28,829
5.0 3.7 136,500 100,464 36,036
Source: Nielsen 2013 Universe Estimates for Washington DC DMA;
Washington DC DMA cable/interconnect estimates for January 2013

8. THIS TV AND ANTENNA TV
A cost-effective way to increase reach & frequency
1,960 households watch ThisTV and 1,719 households watch Antenna TV.
These are on par with other digital channels and close to major cable networks:
3-5x ThisTV or Antenna TV spots 6-10x ThisTV or Antenna TV spots
2x ThisTV or Antenna TV spots achieve the same GRPs as 1 spot on:
achieve the same GRPs as 1 spot on:
achieve the same GRPs as 1 spot on: 11-15x ThisTV or Antenna TV spots
CNN TNT achieve the same GRPs as 1 spot on:
ESPN2 FX ESPN ESPN
TRU Cartoon Network MSNBC Nickelodeon
Oxygen Lifetime TBS Fox News Channel
Weather Channel MTV FX HGTV
VH1 A&E Fox News Channel TNT
Golf BET Nickelodeon USA
Travel Channel AMC Cartoon Network
News Channel 8 Comedy Central
SyFy
Adult Swim
Source: Washington DC LPM Data (Live+SD) – average of April, May, & June 2012;
Mon-Sun 6am-2am

9. THIS TV
A cost-effective way to increase reach & frequency
You need just 5 spots on a total-day rotator (6a-2a) on ThisTV or
Antenna TV to reach the same number of households as one
much more expensive spot in a Comcast Spotlight Primetime
rotator (7p-12m) on these major cable networks:
MTV VH1
AMC Hallmark Channel
Oxygen CMT
CNN Nickelodeon
ESPN2 TLC
Cartoon Network Comedy Central
Source: Washington DC LPM Data (Live+SD) – average of April-June 2012;
ThisTV/ Antenna TV Mon-Sun 6am-2am; Cable Nets Mon-Sun 7pm-12m