Prepared by: Benoit LévesqueStrategic Development SupervisorAstral Media Plus, Research & MarketingApril 12, 2010

Reaching Parents With Astral Media TVPlus *Reaching Parents With Astral Media TVPlus *

*Men or women (heads of households or stay-at-home men/women) with kids under 18 at home

Parents’ TV Viewing Habits

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Source: BBM Infosys, Fr. QC, Mo-Su 6a-6a, French-speaking commercial market shares (26 stations), broadcast year (September-August)

Specialty Networks: More and More Popular Among Parents

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Market Shares (%)Parents with kids under 18

Share of viewership is increasing year after

year for specialty Networks. In the past 5 years, it went from

34.2% to 46.1% among parents (a 35%

increase). Conversely, conventional networks

saw an 18% drop in their share of

viewership among this same target.

- 18%

+ 35%

Reaching Parents With Astral Media TVPlus

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Cartoons for every taste

#1 among Quebec teens

Ztélé: Tuned in to the curious-minded!

The ultimate reference for the modern Quebec woman!

Quebec’s documentary leader

Music TV that goes way beyond videos

The finest TV productions from here and abroad!

The only French-language all-history specialty channel

The ultimate music, entertainment and trend-setting reference for young adults

Animated classics from yesterday

Astral Media TVPlus: A Choice of 10 Stations

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Source: BBM Infosys, Fr. QC, Mo-Su 6a-6a, French-speaking commercial market shares September 1, 2008 – August 30, 2009

Market Shares (%)Parents with kids under 18

Astral Media TVPlus: The Leader Among Parents, and More Specifically Among Mothers

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With 29% of viewing hours among parents with kids under 18, the 10 Astral Media TVPlus stations are watched more than each of the

conventional networks.

Market Shares (%)Mothers with kids under 18

Share of viewership for the 10 Astral Media TVPlus stations is even stronger among mothers

with kids under 18.

Source: BBM Infosys, Fr. QC, Mo-Su 6a-6a, audience composition (base 2+) & index (total TV = 100), September 1, 2008 to August 30, 2009

Audience Composition (%) & IndexParents with kids under 18

Astral Media TVPlus: The Most Effective Network Among Parents…

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Nearly a quarter of Astral Media TVPlus viewers are parents with kids under 18.

Average Weekly Reach forAstral Media TVPlus

Parents with kids under 18

87.5%Each week, the 10 Astral Media TVPlus stations reach nearly 1.5

million parents with kids under 18.Index:120

Index:95

Index:86

Index:83

Index:88

Source: BBM Infosys, Fr. QC, Mo-Su 6a-6a, audience composition (base 2+) & index (total TV = 100), September 1, 2008 to August 30, 2009

Audience Composition (%) & IndexMothers with kids under 18

…And Even More Effective Among Mothers

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13.3% of Astral Media TVPlus viewers are mothers with kids under 18.

Average Weekly Reach forAstral Media TVPlus

Mothers with kids under 18

87.8%Each week, the 10 Astral Media TVPlus stations reach 727,000

mothers with kids under 18.Index:125

Index:90

Index:89

Index:85

Index:76

VRAK.TV & TÉLÉTOON: 2 Essential Stations to Reach Parents

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Source: BBM Infosys, Fr. QC, Mo-Su 6a-6a, audience composition (base 2+) and index (total TV = 100), September 1, 2008 to August 30, 2009

VRAK.TV & TÉLÉTOON: Among the Top 5 Most Effective Stations to Reach Parents

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Top 10* - Audience Composition (%) & IndexParents with kids under 12

Index: 234

Index: 150

Top 10* - Audience Composition (%) & IndexParents with kids 12-17

Index: 188

Index: 108

*Among stations with an audience of at least 2,000 *Among stations with an audience of at least 1,000

Source: BBM Infosys, Fr. QC. Mo-Su 6a-6a, September 1, 2008 to August 30, 2009

VRAK.TV & TÉLÉTOON: Guaranteed Impact Among Parents

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Share of Viewership for Our 10 Networks

Among the hours spent watching our 10 stations,

parents with kids under 12 focus

over 42% of their viewing

on VRAK.TV & TÉLÉTOON.

74.0%Each week, VRAK.TV & TÉLÉTOON

reach nearly 893,000 parents with kids under 12.

Average Weekly ReachVRAK.TV & TÉLÉTOON

Parents With Kids Under 12

Share of Viewership for Our 10 Networks

Among the hours spent watching our 10 stations,

parents with kids 12-17 focus

nearly 35% of their viewing

on VRAK.TV & TÉLÉTOON.

72.2%Each week, VRAK.TV & TÉLÉTOON

reach nearly 534,000 parents with kids 12-17.

Average Weekly ReachVRAK.TV & TÉLÉTOON

Parents With Kids 12-17

VRAK.TV & TÉLÉTOON: 2 Essential Networks to Reach Mothers

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Source: BBM Infosys, Fr. QC, Mo-Su 6a-6a, audience composition (base 2+) and index (total TV = 100), September 1, 2008 to August 30, 2009

VRAK.TV & TÉLÉTOON: Among the Top 5 Most Effective Stations to Reach Mothers

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Top 10* - Audience Composition (%) & IndexMothers with kids under 12

Index: 236

Index: 171

Top 10* - Audience Composition (%) & IndexMothers with kids 12-17

Index: 210

Index: 112

*Among stations with an audience of at least 500*Among stations with an audience of at least 1,000

Source: BBM Infosys, Fr. QC. Mo-Su 6a-6a, September 1, 2008 to August 30, 2009 14

Share of Viewership for Our 10 Stations

Among the hours spent watching our 10 stations,

mothers with kids under 12

focus over 42% of their viewing on VRAK.TV &

TÉLÉTOON.

75.1%Each week, VRAK.TV & TÉLÉTOON

reach nearly 446,000 mothers with kids under 12.

Average Weekly ReachVRAK.TV & TÉLÉTOON

Mothers With Kids Under 12

Share of Viewership for Our 10 Stations

Among the hours spent watching our 10 stations,

mothers with kids 12-17 focus

over 35% of their viewing

on VRAK.TV & TÉLÉTOON.

73.8%Each week, VRAK.TV & TÉLÉTOON

reach nearly 282,000 mothers with kids 12-17.

Average Weekly ReachVRAK.TV & TÉLÉTOON

Mothers With Kids 12-17

VRAK.TV & TÉLÉTOON: Guaranteed Impact Among Mothers

VRAK.TV & TÉLÉTOON: Sought-After Viewers

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Source: BBM Infosys, Fr. QC, Mo-Su 2a-2a, September 1, 2008 to August 30, 2009, audience composition (base 18+) & index (total TV = 100), stations with audience of over 1,000 16

VRAK.TV & TÉLÉTOON: Viewers With Strong Purchasing Power

Top 5 Stations – Audience Composition (%)Adults 18+ with household incomes above $60,000

Index: 143

Index: 133

A large proportion of the VRAK.TV &

TÉLÉTOON audience has a household

income above $60,000, allowing

advertisers to effectively reach

people with strong purchasing power.

Source: BBM Infosys, Fr. QC, 18+, Mo-Su 2a-2a, September 1, 2008 to August 30, 2009 17

Audience CompositionQuintile 1 to 3*

Q1: Low TV Viewing (average 8.7 hours/week)

Q2: Low/Avg. TV Viewing (average 15.5 hours/week)

Q3: Average TV Viewing (average 24.1 hours/week)

Q4: Avg./High TV Viewing (average 34.9 hours/week)

Q5: High TV Viewing (average 57.6 hours/week)

VRAK.TV & TÉLÉTOON: Viewers Who Don’t Watch Much TV

Average-to-high TV viewers (Q1 to Q3)

generate nearly 60% of VRAK.TV’s viewership

and 48% of TÉLÉTOON’s

viewership, even though they generate only 28% of total TV viewership.These high proportions allow TV advertisers to maximize the reach of

their campaigns.

Performance Analysis

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Source: BBM Infosys, Fr. QC, Mo-Su 2a-2a, 600 GRPs attributed based on 2008-2009 broadcast market shares, with placements between March 1 & 28, 2010 19

62.6%600 GRPs on these 3 stations would allow you to reach

982,000 parents with kids

under 18, an average of 8.1 times.

Adding more spots to your VRAK.TV & TÉLÉTOON media plan would allow you to reach an additional 166,000 parents.

These stations’ very high effectiveness to reach your target allows you to increase your campaign’s reach, as well as its frequency.

Reach & FrequencyParents with kids under 18

VRAK.TV & TÉLÉTOON Will Maximize Your Campaign’s Impact Among Parents

600 GRPs (A25-54) / Canal Vie, Canal D, Ztélé, VRAK.TV & TÉLÉTOON

Reach & FrequencyParents with kids under 18

600 GRPs (A25-54) / Canal Vie,Canal D & Ztélé

73.2%With 600 GRPs, but with the addition of VRAK.TV & TÉLÉTOON,

you would reach 1,148,000 parents with kids under 18, an

average of 9 times.

Source: BBM Infosys, Fr. QC, Mo-Su 2a-2a, 600 GRPs attributed based on 2008-2009 broadcast market shares, with placements between March 1 & 28, 2010 20

65.6%600 GRPs on these 3 stations would allow you to reach

512,000 mothers with kids

under 18, an average of 8.5 times.

Adding more spots to your VRAK.TV & TÉLÉTOON media plan would allow you to reach an additional 72,000 mothers.

These stations’ very high effectiveness to reach your target allows you to increase your campaign’s reach, as well as its frequency.

Reach & FrequencyMothers with kids under 18

…And Among Mothers

600 GRPs (W25-54) / Canal Vie, Canal D, Ztélé, VRAK.TV & TÉLÉTOON

Reach & FrequencyMothers with kids under 18

600 GRPs (W25-54) / Canal Vie,Canal D & Ztélé

74.8%With 600 GRPs, but with the addition of VRAK.TV & TÉLÉTOON,

you would reach 584,000 mothers with kids under 18, an average of

9.2 times.

“Co-viewing”

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“Viewers who watch TV with another person are more engaged in the show and are

much more likely to watch it in its entirety vs. viewers who watch by themselves.”

Source: Cunningham et al, The Advertising Magnifier Effect: An MTV Study, Journal of Advertising Research, December 2006

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