Television and Technology:

Friends, Foes, or Just

Fragmented?A brief look at the changes and challenges facing the television and marketing industries in an age when technology is both lending a hand and getting in the way of progress

By Anne MacDonaldExecutive Vice PresidentChief Marketing OfficerTravelers April 12, 2011

Ad Spending: 2010-2011

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Sources: eMarketer, GroupM Spending Forecast

GROUPM

$68

2011 (E)

43%

($ in Billions)

BROADCAST & CABLE

$59 $60.9

2010 2011 (E)

39.1%38.6%

DIGITAL

$30.9$34.8

2010 2011 (E)

21.6%19.9%

3

Time Spent per Day by Medium*: Adults 18+

*Daily time based on total A18+ population, not just users of a medium; **Average time spent per Usage Day for A18+ Internet population is 1:28Source: Nielsen NAD-D 2008; Arbitron RADAR 101 All Persons (June 2009); Time spent 12 month average from comScore projected to U.S. population; Entertainment Software Association; TVB.org

Television 4:55

Radio2:25

Internet**1:00

Video Games 1:05

Newspapers 0:27

Magazines 0:16

Total hh:mm 10:08

April 12, 2011Proprietary and Confidential – Internal Use Only

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Pro

duct

ivit

y

Time

+400%

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LISTEN TO ME!

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Changes in human behavior are always slower than advancements in

technology

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Addressable television could provide some answers…

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…but there are challenges

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Challenges to Addressable

Many players in the mix

Agencies

Networks

MSOs

Satellite distributors

Content providers

Measurement companies

April 12, 2011

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CANDOR

CONSOLIDATION

COST MANAGEMENT

COMMON DATA DEVELOPMENT

COLLABORATION

April 12, 2011

Television and Technology:

Friends, Foes, or Just

Fragmented?

Thank You