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013107 America's Baby Boomers Predict the Indianapolis Colts to Win Super Bowl Xli!

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013107 America's Baby Boomers Predict the Indianapolis Colts to Win Super Bowl Xli! Contacts: Rachel Sandler Vanessa Reyes-Smith TV Land TV Land 212/846-4412 310/752-8081 [email protected] [email protected] AMERICA’S BABY BOOMERS PREDICT THE INDIANAPOLIS COLTS TO WIN SUPER BOWL XLI! Boomers Look Forward to Beer Advertising and Name Janet Jackson as Their All-Time Favorite Super Bowl Half-Time Performer in TV Land Baby Boomer Online Poll New York, NY, January 31, 2007 – Baby Boomers, America’s largest generation, predict that the Indianapolis Colts will win Super Bowl XLI ® on Sunday, February 4th , according to a new poll by TV Land. Additionally, Baby Boomers are excited to see the commercials that will premiere during the big game. With Boomers citing the talking frogs saying “Bud-weis-er” as their most beloved Super Bowl commercial of all time, it follows that they eagerly anticipate seeing the new beer ads that will debut during the Super Bowl. Other findings from the poll show that Boomers’ all-time favorite half-time performance was given by Janet Jackson. The majority of Boomers are also planning to watch the game at home with friends and/or family, and one-third of those homes will be equipped with HDTV as Boomers over index the total population on subscribing to HDTV service from a cable/satellite company. This reinforces TV Land’s earlier research that Boomers are embracing and purchasing today’s emerging entertainment offerings. The findings were culled from a new poll conducted by OTX on behalf of TV Land, a division of Viacom Inc.'s MTV Networks (VIAB). As part of TV Land’s overall commitment to understand and superserve the Baby Boom demographic, many of today’s 40- and 50- somethings, the network has established a Boomer Panel -- a sample community of approximately four million Boomers -- through OTX (Online Testing eXchange), one of the world’s leading online research firms. TV Land will poll this panel regularly to ascertain the mood of this important segment of the U.S. population on some of the country’s most talked-about issues. - more - Page 2, Super Bowl Boomer Survey “The findings from TV Land’s Baby Boomer Panel suggest that Boomers are passionate about the Super Bowl,” states Larry W. Jones, President, TV Land. “Learning that 60% of the country’s largest generation are planning to watch the game and are excited to watch the commercials is not surprising. However, it was completely unexpected to hear that Janet Jackson’s controversial half-time show was cited as their favorite entertainment performance during a Super Bowl.” Additional poll results are as follows: • Three out of five Boomers (60%) plan on watching the Super Bowl, and among those, 87% have an opinion on who will win. A strong 55% pick the Colts, while 45% side with the Bears. • The Super Bowl game itself is the biggest draw for Boomers; however, watching the commercials is a close second. 65% of Boomers are excited to see the game between the Chicago Bears and Indianapolis Colts, and 48% are looking forward to the commercials. • Three-quarters of Boomers who plan to watch the game, plan on doing so at home, and 87% plan on watching with friends and/or family. About 38% plan to attend a Super Bowl party. • One-third of Boomers (32%) plan to watch the game on a high definition television (HDTV). That number goes up to 53% with the Boomers that are planning to watch the game at a Super Bowl party. These findings speak to the fact that the average age of an HDTV owner is 46 years. This is consistent with TV Land’s Joy of Tech study released earlier this month, which found that Boomers are creating a “digital nest” -- a place where new media technology is employed to create both a personal escape as well as an entertainment hub for family and friends. • Surprisingly, 12% of Boomers polled claim to have never seen a Super Bowl. Of the 88% of Boomers who have watched a Super Bowl, one in four (26%) say they never miss a game. Half (50%) say that the game itself is their favorite part, and more than one-third (35%) like the commercials best. • Of the Boomers who have an all-time favorite Super Bowl, the most- chosen favorite Super Bowl game is Super Bowl XX, 1986 (Chicago 46, New England 10). Super Bowl XXV, 1991 (N.Y. Giants 20, Buffalo 19) and Super Bowl III, 1969 (N.Y. Jets 16, Baltimore 7) tied for the second-most favorite. - more - Page 3, Super Bowl Boomer Survey • Joe Montana, followed by John Elway, are the favorite players among those who have seen a Super Bowl and have a favorite performance by a player. • 29% of Boomers who have a favorite Super Bowl performance by an entertainer list Janet Jackson as their top choice, followed by Paul McCartney, Whitney Houston, Aerosmith and the Rolling Stones. • Boomers are most looking forward to ads from the following advertisers during the Super Bowl: Anheuser Busch (Budweiser, Bud Lite, Grolsch, etc.) (44%); Pepsi/Diet Pepsi (13%); and Coke/Diet Coke (5%). • Following in that vein, Boomers’ top five favorite product or service categories that they like to see advertised on TV aside from during the Super Bowl include beer commercials (43%), soft drinks (33%), movie commercials (29%), automotive (23%) and food/packaged goods (21%). To superserve Boomers’ anticipation for the ads that premiere on Sunday, fans can go to TVLand.com to check out some of the greatest TV commercials of all- time. TV Land’s Baby Boomer Survey about the Super Bowl was conducted January 22-23 rd . Five hundred respondents ages 40-59 were surveyed on their attitudes and behaviors regarding the Super Bowl. Interviews were conducted via the Internet by OTX. Respondents were randomly selected from a pre-screened “virtual panel” recruited from OTX’s online sample community of more than 20 million people in the United States and 40 million people worldwide. To qualify, viewers needed to be U.S. residents who watch at least five hours of television per week. OTX is the leading global full-service online research company. By integrating the disciplines of traditional research techniques with state of the art technology, OTX has created the most advanced suite of next-generation research products for the evolving online environment. OTX is the industry expert in enabling clients to understand the influence of converging media and the changing marketplace on today’s consumer. The company has expansive knowledge of both entertainment and advertising research, and its portfolio of clients includes motion picture studios, television and cable networks, Fortune 500 marketers, advertising agencies, publishing companies, media properties and video game manufacturers. - more - Page 4, Super Bowl Boomer Survey TV Land and all related logos and titles are trademarks of Viacom International Inc. Now seen in over 90 million U.S. homes, TV Land is dedicated to building the ultimate Baby Boomer entertainment brand on all platforms. Armed with a slate of new original programming, newly acquired Classic TV and movies, multiplatform content and Cause Change , a new pro-social initiative, the network is uniquely positioned to cater to America’s 78 million Baby Boomers, the first generation of Americans who grew alongside television. TV Land’s program mix features hit originals, popular dramas, sitcoms, westerns and Retromercials®. TV Land’s roster includes hits like All in the Family, M*A*S*H, The Andy Griffith Show and several others. Furthering the network’s commitment to develop original programming that complements its roster of acquisitions, the network regularly showcases original series and specials like I Pity The Fool, Sit Down Comedy with David Steinberg, TV Land Myths and Legends, Generation Boom, TV Land Confidential, TV Land’s Top Ten , My First Time and the upcoming original series High School Reunion . MTV Networks, a unit of Viacom (NYSE: VIA, VIA.B), is one of the world’s leading creators of programming and content across all media platforms. MTV Networks, with more than 130 channels worldwide, owns and operates the following television programming services – MTV: MUSIC TELEVISION, MTV2, VH1, mtvU, NICKELODEON, NICK at NITE, COMEDY CENTRAL, TV LAND, SPIKE TV, CMT, NOGGIN, VH1 CLASSIC, LOGO, MTVN INTERNATIONAL and THE DIGITAL SUITE FROM MTV NETWORKS, a package of 13 digital services, all of these networks trademarks of MTV Networks. MTV Networks connects with its audiences through its robust consumer products businesses and its more than 200 interactive properties worldwide, including online, broadband, wireless and interactive television services and also has licensing agreements, joint ventures, and syndication deals whereby all of its programming services can be seen worldwide. # # # .
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