High Rankings vs The Competition
Adults 50+ (Audience Composition)
C & D County (Audience Composition)
Time Spent Viewing (Adults 50+) Nielsen Media Research, 2010 - 2011
High Rankings vs The Competition
Farmer & Rancher Viewership Prime-time (Audience Composition)
Distribution Growth (Percent Gain ‘10 vs ’09)
Nielsen Media Research, 2010 - 2011
Weekly Audience Growth Since 2007
Adults 18+ 14,000,000
13,215,000
12,000,000
11,746,476
10,000,000 8,000,000
11,211,200
+74%
9,472,000
Increase
7,611,660
6,000,000 4,000,000 2,000,000 0
Jan 07 Jan 08
Jan 09
Jan 10
Jan 11
Aggregate Weekly Viewership Average, Nielsen Media Research [January 2011 = week ending 1.2.11]
Viewer Profile
RFD-TV Viewers
Own Their Home
Audience Growth Adults 50+
(August 2010 vs April 2009)
Nielsen Media Research, 2010 - 2011
Viewer Profile
RFD-TV Viewers
New Vehicle Prospects More Likely To Purchase New Truck Adults 50+
Nielsen Media Research, 2010 - 2011
AgriBusiness Delivering Over Adults Weekly
Nielsen Media Research, 2011
Equine Delivering Over Adults Weekly
Nielsen Media Research, 2011
Rural Lifestyle Delivering Over Adults Weekly
Nielsen Media Research, 2011
Music & Entertainment Delivering Over Adults Weekly
Nielsen Media Research, 2011
0.00
Nielsen Media Research, 2010 - 2011 TRU
FX
WE
NGC
ESPN
Disc Hlth
TBSC
BIO
Disc Espanol
FOOD
TLC
Reg Sports
BET
CNTRC
NICK
HI
FAM
HIST
BBCA
BRVO
HGTV
CHIL
OXYG
AMC
MSNBC
NKTNS
LIF
SYFY
FOXNC
TVL
GSN
SLTH
HLMC
AEN
LMN
TV1
TNT
25.00
ID
HALL
USA
SOAP
Average Minutes
Loyal Viewers
For Adults 50+ Average Length Of Time Spent Viewing
20.00
15.00
10.00
5.00
Growth Outpaces The Competition
+31%
Adults 50+
Since April 2009
+5% FamNet
+1% Speed
Weather
-9%
Hallmark
GAC
-26% -47%
Nielsen Media Research, NPOWER, April 2009 A50+ Impressions compared to August 2010
Beats The Competition In C&D County Viewership 250%
+234%
Skews More Likely C & D County Viewership
200%
150%
+147% +145%
+139%
+135%
100%
+121%
50%
0%
Weather
C & D County Index To Total US
GAC
Speed
Nielsen Media Research, NPOWER, 3Q 2010
Hallmark
Family Net
Likelihood To Reach Truck Owners Delivers Truck Owners With A High Likelihood To Purchase 124
140
123
120
115
111
100
101
80
91
60 40 20 0
Weather Truck Owners Index vs Total US Adults 50+
GAC
Speed
Hallmark
Nielsen Media Research, Prime-time, A50+, September 2010
Family Net
Farmers & Ranchers More Likely To Watch RFD-TV In Prime-time +475%
+295% +243% +147% +93% Speed
Weather
Family Net
Farmers & Ranchers Index To Total US
Nielsen Media Research, 2010 - 2011
GAC
+85%
Hallmark
RFD-TV Broadcasts Reach 63% Of All Farmers & Ranchers
Market Breaks: HOH Farmers, January 2010, Nielsen Media Research
Farmers & Ranchers Viewership Viewership By Daypart 700,000 600,000 500,000 400,000 300,000 200,000 100,000 m 6am-9a m Mon-Fri am-12p 6 ri pm -F Mon 12pm-4 ri m -F n o M 4pm-6p m -F n Mo ri 6pm-8p pm Mon-Fri 8pm-11 n u -12pm Mon-S un 6am pm S ta S 12pm-6 m Sat-Sun 6pm-8p Sat-Sun -6am n 12am Mon-Su
Market Breaks: HOH Farmers (Impressions = Farmers HHs x Farmers A18+), 4Q, Nielsen Media Research
Over 1/3 Of All RFD-TV Viewers Own Horses With Targeted Equine Programming 100 90 80 70 60 50 40 30 20 10 0
31.6% 6+ Horses
28.6% 34.3%
1 Horse
Own Horses Own Horses (Any)
2-5 Horses
39.8%
Number of Horses Owned
Market Breaks: January 2010, Nielsen Media Research
RFD-TV Viewers Own Pets With Targeted Rural Lifestyle Programming 100
29.3%
90 80 70 60 50
3+ Pets
83.8% Own Pets
24.4%
2 Pets 1 Pet
40 30
46.3%
20 10 0
Any Pet
Number of Pets Owned
Market Breaks: January 2010, Nielsen Media Research