1

®

Conducted each Spring and Fall semester

On campus, one-on-one intercepts conducted by professional

interviewers during the week of October 11, 2010

1,200 Four Year full-time undergrads

Representative sample

100 campuses stratified by:

Enrollment size

Administrative Control

Geographic location (U.S. Census Region/Census Division)

Margin of error +/- 2.4%

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Two YearFull-time, 15%

Two YearPart-time, 25%

Four YearPart-time, 10%

Four Year

Full-time, 36%

GraduatePart-time, 8%

GraduateFull-time,

6%

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TV set49%

DVR7%

On demand

6%

Free file sharing

5%

Paid online3%

Free streaming

15%

DVD15%

49% of the

time spent

watching

television is

spent

watching

with a

traditional

TV set

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Online30%

Offline70%

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11

70% of the time students spend watching TV is spent offline (71% among users)

Half (51%) are at least “Somewhat interested” in watching TV exclusively online

Comedy Central, ESPN and ABC are students’ favorite television networks

Comedy Central and ESPN skew male while ABC and MTV skew female

Total%

Male%

Female%

Comedy Central 43 54 32

ESPN 30 51 9

ABC 29 23 34

Discovery 28 34 21

MTV 27 16 37

FOX 27 30 25

HBO 23 25 20

CBS 16 16 16

History Channel 15 21 8

Food Network 15 10 21

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13

Among the 89% of students with a campus TV station, 16% have watched their campus TV station in the past month

Students living on campus are far more likely to report watching than students living off campus or at home

Among past month viewers, 71% watched more than once (again skewing among students living on campus)

54% read at least 1 of the last 5 issues of the print edition (24% read at least 3 of the last 5)

Readers of the print edition spend an average of 18 minutes reading the print edition of the average issue

About one in four (26%) report their campus newspaper is available online

35% of those reporting their campus newspaper is available online report reading the online edition of their campus newspaper at least once in the past month

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45%

2%

3%

3%

7%

3%

15%

20%

44%

2%

2%

4%

8%

4%

11%

22%

Read any

Chicago Tribune

Boston Globe

LA Times

Wall Street Journal

Washington Post

USA TODAY

The New York Times

Online edition Print edition Readership of

the online edition of a national newspaper is nearly equal to that of the print edition

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0%

10%

20%

30%

40%

50%

60%

Fall '02 Fall '03 Fall '04 Fall '05 Fall '06 Fall '07 Fall '08 Fall '09 Fall '10

Read any Read NYT Read USA Today Read WSJ

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Spring

’04

%

Fall

’04

%

Spring

’05

%

Fall

’05

%

Spring

’06

%

Fall

’06

%

Spring

’07

%

Fall

’07

%

Spring

’08

%

Fall

’08

%

Spring‘09%

Fall

’09

%

Spring‘10%

Fall‘10%

PEOPLE 14 15 16 17 16 15 13 16 19 19 21 18 20 18

COSMOPOLITAN 24 21 23 25 23 21 21 19 18 18 22 18 19 19

SPORTS ILLUSTRATED 15 16 14 13 16 19 16 15 16 16 16 18 17 11

ESPN: THE MAGAZINE 10 9 9 11 10 11 12 11 10 10 10 12 11 10

TIME 12 13 15 11 18 11 10 14 16 14 17 14 14 9

GLAMOUR 10 10 10 10 9 10 12 9 11 8 10 10 9 9

SEVENTEEN 8 11 7 10 7 9 7 12 10 10 9 10 9 9

ROLLING STONE 11 10 11 12 10 12 9 13 16 12 13 11 11 9

NATIONAL GEOGRAPHIC 4 7 7 8 9 6 6 9 12 9 10 10 11 9

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Spring’04%

Fall’04%

Spring’05%

Fall’05%

Spring’06%

Fall’06%

Spring’07%

Fall’07%

Spring’08%

Fall’08%

Spring‘09%

Fall’09%

Spring‘10%

Fall‘10%

SPORTS ILLUSTRATED 26 28 24 23 27 30 26 27 28 29 26 32 27 20

ESPN THE MAGAZINE 18 15 17 20 18 19 20 19 18 18 17 22 20 16

MEN’S HEALTH 8 12 11 12 14 9 10 14 15 13 15 20 19 13

MAXIM 27 25 23 24 25 16 19 18 18 18 18 14 18 11

TIME 12 14 17 12 19 11 11 16 18 15 16 15 16 11

ROLLING STONE 12 11 13 13 11 15 11 13 22 14 15 14 13 11

NAT’L GEOGRAPHIC 7 8 9 8 10 6 6 10 14 9 9 11 13 11

GQ 4 7 5 7 8 7 7 10 9 8 10 10 10 10

CAR & DRIVER 9 10 10 10 11 11 9 7 8 7 8 12 10 9

NEWSWEEK 11 11 11 10 11 9 8 11 12 8 12 12 10 7

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Spring’04%

Fall’04%

Spring’05%

Fall’05%

Spring’06%

Fall’06%

Spring’07%

Fall’07%

Spring’08%

Fall’08%

Spring‘09%

Fall’09%

Spring‘10%

Fall‘10%

COSMOPOLITAN 46 41 44 46 44 41 40 34 34 36 41 34 35 35

PEOPLE 23 26 26 27 27 24 22 25 31 31 34 27 32 29

SEVENTEEN 15 21 13 19 14 18 13 21 19 19 17 19 16 18

GLAMOUR 20 18 20 16 18 20 23 16 19 17 19 19 17 17

ELLE 10 7 9 7 11 12 12 9 13 13 15 12 12 13

VOGUE 14 13 11 10 17 19 14 15 15 17 18 17 15 12

OK! NA NA NA 3 5 4 7 7 10 12 11 7 8 10

INSTYLE 11 10 10 11 11 10 11 12 10 9 10 11 13 10

FITNESS 9 7 9 8 8 7 7 8 9 12 9 8 10 8

ENTERTAINMENT WKLY 10 12 12 11 11 8 11 11 13 11 13 10 12 8

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