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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)
Nielsen Media Research, 2010 - 2011
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)
Nielsen Media Research, 2010 - 2011
Viewer Profile
More Likely To Purchase New Truck Adults 50+
RFD-TV Viewers New Vehicle Prospects
Nielsen Media Research, 2010 - 2011
Delivering Over
Adults Weekly
AgriBusiness
Nielsen Media Research, 2011
Delivering Over
Adults Weekly
Equine
Nielsen Media Research, 2011
Delivering Over
Adults Weekly
Rural Lifestyle
Nielsen Media Research, 2011
Music & Entertainment
Delivering Over
Adults Weekly
Nielsen Media Research, 2011
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
Nielsen Media Research, 2010 - 2011
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
Nielsen Media Research, 2010 - 2011
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