To: NAME AGENCY 2011 Arbitron Research Advertising Recall Results From: CARE Media Holdings Corp. Date: PetCARE Television Tl ii Network, Nt kinc. P ABAR11 12_0119
Topic of Discussion PetCARE TV Fall 2011 Arbitron Advertising Effectiveness Study Study Overview Ad Recall and Impact After the vet s office Summary _0119 P ABAR11 12_
Preliminary Study Overview PetCARE TV P ABAR11 12_0 0119
Audience Profile 36% The dominant profile for PetCARE TV visitors is female, aged 25 to 54, living in an upper income household. 64% 17% 17% 17% Male Female 26% 10% 18 24 15% 25 34 16% 35 44 18% 45 54 18% 55 64 65+ 23% gender age h ousehold inco ome* 23% Less than $25,000 $25,000 to less than $50,000 $50,000 to less than $75,000 $75,000 to less than $100,000 $100,000 ormore *based on the 87% of respondents who provided an income level. P ABAR11 12 0119
Household Dependents 80% 60% 40% Number of Children in Household 73% 20% 13% 9% 5% 0% 0 1 2 3+ 80% 60% 40% 20% Ages of Children in Household 46% 38% 11% 73% 27% of PetCARE TV visitors have a child undertheageof18living in their household. 0% under 2 2 to 5 6 to 11 12 to 17 P ABAR11 12_0 0119
Household Companions Type of Pets in Household 100% 80% 60% 40% 20% 0% 85% Average number of dogs per household: 1.8 41% Average # of cats 2.2 26% Dog Cat Other Other pets included: birds, fish, rabbits and horses. 84% of cat owners got at least one of their hicats as a kitten. 88% of dog owners got at least one of their dogs as a puppy. 0119 P ABAR11 12_0
Spotlight DOGS QUICK FACTS: average dog age: 5 years old average dog weight: ih 38 lbs. dog household status : 51% indoor only and 49% outdoor or indoor/outdoor Average # of cats 2.2 Dog owners average 3.7 veterinarian visits per year. Over 8 in 10 dog owners take their dog to the vet for routine visits in addition to emergencies. Reason for vet office visits 100% 75% 81% 50% 25% 0% 10% 9% Only sick visits Regular visits and sick visits Other 75% of PetCARE TV visitors were at the office with their dog that day. P ABAR11 12_0 0119
Spotlight CATS QUICK FACTS: average cat age: 7 years old average cat weight: ih 10 lbs. cat household status : 63% indoor only and 37% outdoor or indoor/outdoor Average # of cats 2.2 Cat owners average 2.1 veterinarian visits per year. 7 in 10 cat owners take their cat to the vet for routine visits in addition to emergencies. 75% Reason for vet office visits 70% 50% 25% 0% 19% Only sick visits Regular visits and sick visits 6% 2% Other Not at all 20% of PetCARE TV visitors were at the office with their cat that day. P ABAR11 12_0 0119
PetCARE TV Viewership QUICK FACTS average # of office visits in the past month: 1.9 19 office visitors who noticed the PetCARE TV screen: 66% PetCARE TV viewers who plan to watch again: 81% Compared to TV commercials viewed at home, 6 in 10 find PetCARE TV ads more believable. 31% 2% 7% More believable Equally Believable 60% Less Believable not sure 16% of PetCARE TV viewers were prompted or reminded to ask the veterinarian a question after watching the programming. P ABAR11 12 0119
Advertising Engagement Many viewers are interested in receiving the following PetCARE TV messages on their mobile device. Voucher for a free sample 33% Website address 19% Coupon 27% % interested On a scale of 1 to 5 with 1 being not very interested and 5 being very interested. How interested would you be in receiving the following on your cell phone after viewing a relevant healthcare message on a television in your doctor's office? answer: 4 or 5 out of 5 Base: PetCARE TV viewers. P ABAR11 12 0119
P ABAR11 12_0119 After the vet s office PetCARE TV
Transactional Patients After Exposure to PetCARE TV 45% of visitors go shopping on the same day of their vet appointment and an additional 24% shop within the next 1 2 days. 60% 50% 40% 30% 20% 10% 0% 51% 10% Next tshopping Trip Ti 7% 7% Grocery Store Pet Store Drug Store/Pharmacy Big Box Club Store 4% 2% Where will your next shopping trip be? When will that next shopping trip occur? Base: all PetCARE TV visitors. Mall Convenience Store P ABAR11 12_0 0119
Description of Methodology: The study was designed to measure ad awareness and provide audience estimates for the PetCARE TV network. Arbitron administered surveys to respondents age 18 and over at 22 veterinary offices across the national PetCARE TV network. The veterinary offices were randomly selected using a stratified sampling design. Interviews and audience counts were conducted doutside of the waiting rooms as visitors exited the offices and were scheduled over 3 4 randomly selected days during the week of Monday Oct. 10 Saturday Oct. 15. A two dollar incentive was given to each randomlyselected respondent who successfully completed a three page verbally administered questionnaire. A total of 325 surveys were completed. Network Audience Estimates Arbitron tallied the number of people ages 18 and older who exited the same 22 veterinary offices andthe approximate age, race andsex of each person who exited was recorded. The total 18 and older audience estimates for the PetCARE TV network were based on a mathematical model using on site tallies, demographic data gathered during the verbally administered surveys, and the up to date weekly patient counts provided by CARE Media Holdings Corp. Demographic groups for audience estimates were weighed to the demographic group of the verbally administered survey. Audience estimates data was also weighted to account for the stratified random selection design within network. P ABAR11 12 0119
For more information about PetCARE TV, please contact: Christen Robertson CAREMedia Holdings Corp. 813.888.7330 crobertson@caremediatv.com _0119 P ABAR11 12_