Promotional Guide Supplement: Be A Diver Television Commercial Use and Buying Guide

Quick Guide to Buying and Using Cable Television Ad Time

Step 1 Have DEMA’s Retail Specialist determine the location of target customers in your area. This can be accomplished by calling “Big Wave” Dave Reidenbach at (920) 205-3657 (mobile number). Target customers can be located by zip code, and it is possible to purchase the mailing addresses and names of potential customers.

Step 2 Order the “23/7” format of the Be A Diver commercial from DEMA. The first part of the commercial is 23 seconds of imagery from the Be A Diver campaign. The last 7 seconds is available to customize the commercial for your store contact information. The commercial is available free as a Quicktime Movie file for DEMA members, and sold at cost of materials for other formats, including BetaSP, Betacam, ½ inch, and more.

Step 3 Bring the following with you to discuss a cable “buy” with your cable advertising seller; • The Be A Diver commercial in the format you ordered • A description of the customer you are targeting • The list of zip codes with the greatest number of target households • The list of most desirable cable networks for the target customer • An idea of how much commercial cable advertising you would like to purchase.

Step 4 Analyze the offer from the cable advertising seller. Look for coverage in your target areas, frequency of commercial spots, number of target households reached, correct cable networks, correct “dayparts,” and appropriate television programming.

Step 5 Use the Be A Diver materials to supplement your own promotions, and create a cohesive campaign tied to your television ads.

Step 6 Measure it! • Make sure you ask new or returning customers how they heard of your store! • Measure the number of hits on your website • Compare the zip codes of new and returning customers to the zip codes affected by your cable buy • Track certifications before and after your campaign

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Be A Diver Television Commercial Use and Buying Guide Using the Be A Diver TV commercial to acquire more diving customers

DEMA has created two well-received versions of a television commercial designed for the “Be A Diver” diver acquisition program. One version is 30 seconds in length and designed to drive potential consumers to the Be A Diver website (www.BeADiver.com). The other version consists of 23 seconds of much of the same footage and audio, along with a 7 second segment at the end of the piece which can be customized by a DEMA-member dive center to drive viewers directly to the member’s retail store. Both versions are available free on DVD for DEMA members, and sold at cost of materials for other formats, including BetaSP, Betacam, ½ inch and more.

Using a professionally designed television commercial may be new to you, and certainly using the Be A Diver commercial will be. For that reason DEMA has put together this “Buying Guide” to assist in placing the commercial on the correct cable network, during the correct times, and in conjunction with appropriate programming.

Who is today’s diver? DEMA’s recent US marketing study of actual diving customers shows the following is the general profile of the most likely diving consumer. This is the target for the Be A Diver campaign:

• Age – Between 38 & 53 years old – Mean: 45 Median: 46 • 76% are male • Household Income – 56% make between $75,000 and $100,000 • Occupation – 80% are White-Collar/ Professional/ Technical/ Management • Home ownership – 93% own their own home • Mortgage amount – Median of $148,000 • Marital Status – 71% married • Presence and age of children – 17% have kids under 18

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The data indicates that this is an individual with an extremely high value set and correspondingly high expectations. In the US this individual is highly sought after by all marketers, but especially marketers of luxury products in search of individuals with high disposable income. This target is comfortable with (and demands) the trappings of wealth and luxury consistent with his/her profile. From a destination and lifestyle experience perspective, this is the same target sought after by Four Seasons and W Hotels alike.

Who is the DEMA target audience, and what information is available? Typically advertisers should define their target audience before purchasing a cable buy, including determining where they live and what they watch on television. As described, DEMA has determined that the target audience for the Be A Diver campaign is consistently found in low-density suburban areas. Specific target household penetration rates for your region can be readily determined by DEMA’s Retail Specialist.

More important than the demographics listed on page 1 of this guide are the “lifestyles” of these potential customers. Their spending and product acquisition habits, time available, and other measured factors pre-dispose them to being involved in activities like recreational scuba diving.

The following brief descriptions of the DEMA recommended target groups may assist in understanding these customers:

Executive Domain Top business executives are busy and territorial. Their domain includes influential lifestyles as well as land. This cluster indexes highest on business managers, financial and health care professionals. They are families with kids; executives in peak-earning years – aged 35 to 59. Sixty percent are dual-earner couples. They have the biggest homes – most rooms and lowest average number of persons per room. They are educated with graduate and professional degrees; 88 percent are white, non-Hispanic. The remainder are “minority executives” indexing especially high on Asian householders.

Nouveau Manors Nouveau riche, yes, but also nouveau house. And not just a new house but a relatively large, new house. This cluster indexes highest on the newest homes, built since 1995. They are householders aged to 30 to 44 with families and children. They can afford the extra space as they have one of the highest indexes on dual-earner, college-educated couples. They are 80 percent white, non-Hispanic, but Asian, Hispanic, and African American new homeowners are also represented.

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Balancing Acts Rush home from work, improvise dinner, pick up the kid(s), greet the spouse in the fog of go, go, go. These dual-earning couples in the suburbs are not necessarily two professionals trying to combine career and family but they manage. This is "soccer mom" country, and a "balancing act" because of the high proportion of school-aged kids and working parents. They have relatively new homes, 90 percent owner occupied, and are college educated scientists, information industry, and health care workers sharing high-speed internet connections. Fully 90 percent are white, non-Hispanic with an average family income of $97,000. Go figure…and work out tomorrow’s family schedule.

Suburban Wave Caught between preserved green space and hold-out farmers, this relatively new housing cluster – 30 percent of homes built since 1995 – represents trailing edge baby boomers and leading edge baby busters. They are the highest percent of households living in suburbs and working in central cities. They are families with children, college- educated professionals with a relatively high 62 percent dual-earning couples. Ethnically 80 percent are white, non-Hispanic but all other minorities are represented. Their mean family income is $83,000 enough to make the mortgage payments and take a nice vacation.

Sierra Snuggle While not all woodsy log cabins, this segment indexes high for new home construction in Colorado and other high-growth mountain and Western coastal states. The segment contains young families with kids (45 percent) in an 80/20 owner to renter mix. College educations and dual-earning couples boost mean family income to $77,000. These folks are single and newly married couples postponing children. Naturally, because of the omnipresence of aging baby boomers there are a few 50+ folks with empty nests, all the better to snuggle. This cluster's Western skew accounts for its 12 percent Hispanic population.

What does the NON-DIVING consumer think about diving? DEMA has made it easy to determine where and when to advertise by researching the most likely networks that reach the customers with the time, money, lifestyle and willingness to purchase scuba diving equipment, trips and classes. What has been discovered (and maybe should be obvious) is that it is important to understand the mind- set of a NON-DIVING customer – one that knows little, if anything, about diving, knows nothing about the critters that live underwater and the requirements to learn, except what they’ve seen in movies and television. Here are some interesting myths that were uncovered in the extensive research conducted by DEMA, running up to the launch of the Be A Diver campaign:

o Diving is an isolated (lonely) experience o You are breathing pure oxygen o You breathe differently than you do on land o Dives are usually between 50 and 200 feet deep o You have to be in top physical condition to dive. You can’t be overweight or smoke and you must be very strong o It’s dark and murky underwater and difficult to see o Sharks are deadly and they are everywhere o It’s very cold underwater o You cannot see anything underwater if you normally wear contact lenses or corrective eye glasses o There is no margin for error when scuba diving. Once false move and you’re dead. 5

Advertising messages should address these very real issues to help remove objections to getting involved. Recognizing that these are very real concerns for NON-DIVERS, and then using that knowledge when customizing the commercial, can help welcome these new participants to the sport, and avoid the all-too-common errors made when instructors and divers embellish a diving-related “sea story” and inadvertently frighten away customers.

Objections to participation in diving by non-divers can come from many sources. From a survey in 2003, here are some “typical” reasons why non-divers said they had not tried diving:

Objections to Scuba Diving Total Predominant Non-Divers Mentions Age Group Do not live near places with diving 62% 16-29 Expensive 56% 16-39 Do not have the time 53% 16-49 Too dangerous or frightening 36% 40-59 No one to do it with 36% 16-59 Do not know where to go to learn 31% 16-39 Learning takes too much time 31% 30-49 Do not know anyone who dives 28% 16-59 Too difficult 18% 40-59 Too much work or effort is needed 18% 16-59 Not very popular 17% 40-59 Afraid of water 16% 40-59 Not in good physical condition 16% 40-59 Not a good swimmer 15% 40-59 Medical reasons 14% 40-59 Concerned about quality of training 14% 16-59 Physical problems like ears hurting 11% 40-59 Too boring 5% 16-59 Don’t own equipment 2% 16-59

Countering these objections in your advertising message can be very helpful in overcoming these common perceptions.

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Re-activating former customers Remember that the Be A Diver campaign is also designed to help re-capture certified but inactive divers and get them involved (and buying) again. Certified but inactive divers also have some specific reasons why they are not currently participating:

Objections to Scuba Diving Total Mentions Predominant Divers absent for 12 months (aided and Age Group unaided) Do not have time 69% 16-49 Do not live near places with diving 68% 16-59 Do not own equipment 54% 16-19 Expensive 50% 16-19 Need a refresher course 49% 30-59 Do not vacation in places with diving 37% 20-49 No one to do it with 30% 16-59 Don’t know anyone who dives 22% 16-59 Too much work or effort needed 16% 16-59 Too dangerous or frightening 12% 16-59 Physical problems like ears hurting 11% 50-59 Not in good physical condition 11% 50-59 Had a bad experience scuba diving 10% 16-59 Not very popular 9% 16-59 Medical reasons 9% 40-59 Too difficult 8% 16-59 Afraid of water 5% 16-59 Not a good swimmer 4% 16-59 Too boring 3% 16-59 Learning to dive takes too much time 2% 16-59

All of this information plays a role in understanding the customer – which helps in customizing the message and selecting programming during which your local television ad campaign should appear.

A Few Good Suggestions When customizing and using the Be A Diver television commercial, or when running any video or print advertisement in your store, we suggest the following:

1. Promote the Benefits of Diving for the Target Market • Capitalize on the fact that diving fits well with the benefits sought by our target market with regard to activity participation. Our potential customers get into any new recreational activity to:

Benefits Sought Near Vacation Predominant Home Age Group Do something fun and uplifting 95% 96% 30-39 Be in an environment that you enjoy 82% 97% 20-59 Relax 86% 89% 30-59 Spend time with family and friends 84% 87% 20-59 Get away from every day routine 83% 87% 40-59 Do something for your health 90% 73% 30-59 Be closer to nature 71% 81% 20-59 Do something exciting or thrilling 65% 81% 16-49 Experience something new or different 60% 84% 16-59 Have time to yourself 78% 64% 50-59 Explore 57% 84% 30-49

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NON-DIVERS already perceive that scuba diving fits into these sought-after benefits. Use this to help format your commercial television campaign.

Benefits of Diving Currently Perceived by Definitely Probably Predominant Non-divers Beneficial Beneficial Age Group Spend time with friends and family 34% 31% 16-59 Do something for your health 34% 33% 16-59 Be closer to nature 67% 24% 16-59 Do something exciting or thrilling 62% 26% 16-59 Experience something new or different 69% 21% 16-59 Explore 67% 24% 30-49 Be challenged physically 52% 29% 16-59 Develop skills or mastery 43% 34% 16-59 (from DEMA’s Marketing Plan)

2. Photos and Video Imagery • Avoid images or video of sharks or other potentially dangerous animals in your ads. These will typically be unattractive to non-divers, who know virtually nothing about these critters, other than what is portrayed in movies and television. • The imagery in the Be A Diver campaign (both the TV commercial and the print campaign) is very deliberate. It uses images of divers having fun, doing things together, colorful reefs, warm water etc. In accordance with the research, use of these images can supplement your own ad campaign. • Make it look fun, safe, and easy • If you are supplementing ads or video with your photographs of video, or if you are using video or imagery in your retail store in addition to the Be A Diver commercial, use images of divers having fun in your local setting. Even if that setting is not underwater, portraying the fun and social aspects of diving is the key. That’s why the Be A Diver commercial and the imagery portray the entire experience of diving and not just the activity by itself.

3. Tie Your Campaign to the Be A Diver Campaign • Use the Be A Diver campaign images for ads, and put in your contact information. Your cable television station can assist for little or no additional cost in getting your store contact information on the 7 second sequence at the end of the Be A Diver commercial.

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• Members can download the television campaign imagery (video grabs) from the www.dema.org website and use these to tie in your other promotions in the store and in your mailers and classrooms. • Review the Be A Diver Promotional Guide for all the imagery and materials available for your local campaign. It’s available at www.dema.org.

Buying Regional Cable for the Dive Center Dive centers can purchase local cable television advertising which can be run alongside the DEMA cable television ad purchase, or can run independently of DEMA’s commercial time. As you are selecting the programming and the cable network for your television campaign, and customizing the Be A Diver commercial for your specific store, it is important for you to have a basic understanding of how a cable advertising purchase works, and where to find information.

Cable versus Broadcast – Why cable? There are a variety of reasons DEMA is recommending cable advertising versus broadcast advertising. However, each dive center should make its own determination of this question based on the market in which it functions.

1) More People Watch Cable than Watch Broadcasting Keep in mind that a large percentage of the target customer recommended by DEMA for the Be A Diver campaign will be cable watchers. And in general the broadcast audience has dramatically declined as a percentage of overall television viewers. At any given time, only about one-third of all people watching television in the United States are watching real-time broadcast programming. Advertisers must consider cable a key part of their “media buying strategy.”

2) Cable Allows Advertisers to Target Ads Geographically and By Lifestyle Broadcast TV is a “blunt instrument.” The customer you are targeting for an advertising campaign will often make up only a fraction of any given media market. Regional cable can provide your dive center with the ability to focus on specific cable systems within the region of interest, and most of the time there will be far less geographic waste with cable than broadcast. Cable also provides enormous audience lifestyle targeting opportunities. Cable networks are targeted heavily towards specific lifestyle and demographic groups, which allows advertisers to pin-point their advertising message in a very effective manner. 9

3) There is a difference in the way that ads are carried when comparing broadcast, cable and satellite networks. • Broadcast ads are seen on all three of the distribution platforms; cable, satellite and broadcast. This is because broadcast signals must be carried "as is" by cable networks. • Satellite subscribers generally do not see ads on the cable networks because satellite TV companies do not currently place locally-inserted advertisements on cable networks. • Cable ads are carried only on the cable networks. Since the DEMA target audience views the specific cable networks being recommended, it is a safe bet to purchase cable time, which is more target-specific than broadcast. When buying cable television for the first time, there are some questions, guidelines and descriptions that can help guide you through the process, and get you onto the networks and time slots you need to reach your target audience.

What does it really mean to “buy cable?” There are a number of ways that media buyers buy advertising time. • National Buys: the national buy is one that appears in all cities where the cable network appears. For example, you could buy a national ad spot on CNN or MSNBC during election coverage and the ad would be viewed by everyone in all parts of the country watching at the time the ad appeared. • Regional/Local Buys: Many advertisers buy advertising spots locally or regionally by placing an ad spot on a local affiliate of the cable network. For example, the local version of MSNBC in Los Angeles would run the ad during the selected time, and it would appear only in the Los Angeles area, as covered by that local cable affiliate. The media buyer could place media buys on any cable network that accepts locally-inserted advertising, and matches the target audience’s lifestyle.

It’s important to know the cable penetration rates in the region in order to understand the true measure of your cable buy. Cable penetration rate is very high in most urban and suburban areas – 80 to 90% is common – and less in the rural areas. DEMA has determined that the target audience for the Be A Diver campaign is consistently found in low-density suburban areas, and cable penetration should be substantial for these areas.

Should dive centers buy through the cable system interconnect or through individual systems? There are two ways to buy regional/local advertising on cable networks: through each individual cable system, usually called the “soft” systems; or through an “interconnect” which allows you to buy multiple cable systems across a region. Each of these has their advantages and disadvantages. Ask your media seller which will get you the target audience that you want, at the least amount of cost. A brief description of each appears below.

Buying the cable interconnect can be more efficient than broadcast buys, and may allow advertisers to purchase more inventory. However, because the interconnect includes several cable systems, sometimes buying the interconnect can also be geographically wasteful – your purchase may include more households that are not part of your target (which is similar to buying the more expensive broadcast time). There are some areas where it makes sense to buy the interconnect even when there is more geographic waste, because the total cost of the spots when bought through individual “soft” systems

10 may be greater than buying the spots through the interconnect. And sometimes buying the interconnect is the only way to capture all of the target households in your area. Since the cable systems list the household zip codes served by their cable networks, having the targeted zip codes as well as the size of the population and the number of target households in the area is helpful in making the correct decisions. For example, in the Denver region, the following table excerpt indicates the information needed in order to reach the DEMA target audience:

Denver, CO: Area Cable Buy % Target City Zip TOTAL HH DEMA Target HH Penetration Arvada 80002 6,665 1,645 24.68% Arvada 80003 13,360 3,927 29.39% Arvada 80004 15,253 3,757 24.63% Arvada 80005 9,817 7,346 74.83% Arvada 80007 2,568 1,425 55.49% Aurora 80010 15,724 0 0.00% Aurora 80011 18,932 1,926 10.17% Aurora 80012 19,189 2,183 11.38% Aurora 80013 22,459 15,717 69.98% Aurora 80014 17,927 2,518 14.05% Aurora 80015 21,703 9,199 42.39%

This type of information is available for your area from DEMA’s Retail Marketing Specialist.

Cable buyers sometimes buy cable spots through both an interconnect and the soft system in order to achieve the frequency desired. And of course, always keep in mind that the goal is cost-efficiency. It may be cheaper to purchase the interconnect despite the “wasted” impressions outside the dive center’s immediate area.

Which cable networks should we buy, and why? DEMA has simplified the question of which cable networks are appropriate for advertising on by securing research reports from Mediamark Research and Intelligence (MRI) on the specific lifestyles and viewing preferences of the DEMA target audience.

The MRI reports indicate the following networks are viewed most frequently by DEMA’s target audience. In order of preference (1 = highest preference):

1. Golf Channel 7. E! 2. Home and Garden Television 8. Fox Sports Network 3. G4 9. CNN 4. MSNBC 10. CNN Headline News 5. CNBC 11. Food Network 6. ESPN 12. Travel Channel

This information should help narrow the networks that are appropriate in your region for your own media buy.

A good source of information for the cable systems in your local area is the Cable Television Advertising Bureau, which is a trade association for cable television advertising. They can be found at www.onetvworld.org.

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Should we buy specific cable programs, or just dayparts? When buying broadcast advertising time, buyers select the specific program during which their ad will air. However, many cable stations do not allow local advertisers to specify which programming they are buying; rather, they only allow advertisers to buy a “daypart” or time slot such as 6 pm to midnight. Therefore, the advertiser may not really know precisely during which show the advertisement will appear – it could be on the higher-rated programming for the evening, or it could be on a lower-rated show at a different time during the daypart. Either way, the price for the spot will be the same.

Cable television daypart programming tends to run as follows:

Early Morning: 5:00 am – 9:00 am Local news, network news and information programs (ie: Today). Reaches business leaders and those with high civic interest Daytime: 9:00 am – 3:00 pm Syndicated talk shows, game shows, soaps Reaches women 25-54 and women 35+ Average education is high school. Early fringe: 3:00 pm – 5:00 pm Syndicated talk shows, sitcoms, and tabloid TV programs Reach is similar to day viewers. Early News: 5:00 pm – 7:00 pm Local news, network news Reaches better educated individuals. Prime Access: 7:00 pm – 8:00 pm Syndicated sitcoms, game shows, tabloid TV programs High ratings, cost-efficient reach, varied viewer profiles. Prime: 8:00 pm – 11:00 pm (M-Sat), 7:00 pm – 11:00 pm (Sunday) Local spots sold in adjacency time slots between network programs. High ratings, varied demographics, frequently a premium audience Late news: 11:00 pm – 11:30 pm Local news Reaches highly educated audience Late fringe: 11:30 pm – 2:00 am Network late night programs, syndicated sitcoms Wide variety of audiences Overnight: 2:00 am – 5:00 am Network late night programs, syndicated sitcoms Variety of audiences

Air time is priced like a commodity and operates on the principle of supply and demand. The price goes up and down, depending on: 1.) The time of year 2.) Time of day 3.) Geographic location 4.) Network (CNN versus Travel Channel) 5.) Quantity of advertising spots you buy 6.) Ratings of the shows or time slots you buy 7.) Availability of advertising time for the time slot

Rules of thumb if you have a choice between spot buying and daypart buying: • Even if the cable system allows specific-show buying, the cable system will almost always charge a premium for such a purchase.

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• If an advertiser is buying heavily enough, it is less likely to be worth the cost of buying specific programming instead of the more cost-effective daypart because the frequency will almost ensure placement on the most desirable programming • Look at the entire list of programming being offered during the time in question before actually making the purchase. Beware of advertising during daypart times that are heavy with programming which makes no sense for your targeted audience.

How does one measure the cable buy? Traditionally, there are several ways to measure the strength of a cable buy; the number of times the spot runs each week, the Gross Insertions, and the Gross Rating Points.

Number of Spots - Some buyers measure cable based simply on number of spots running a week, because, until relatively recently, no ratings were available for cable. So until recently advertisers could only say they were running “100 spots per week.” The greater the number, the greater the strength of the cable buy.

An extension of the “Number of Spots” measure is the “Gross Insertions” measure. This is simply the number of spots per week multiplied by the number of weeks during which the ad will run: 30 spots per week x 13 weeks = 390 Gross Insertions

Gross Rating Points (GRP) per week is a more precise measure that encompasses reach, frequency as well as a measure of the ratings of the time slot. Mathematically, GRP is a measure that represents the total delivery or weight of a media schedule during a specified period of time. GRPs are calculated by multiplying the Reach of the media schedule by the average Frequency, and then multiplying by 100.

Reach: The number of different people or homes that will be exposed to a particular media mix at least once during a specified period of time. Reach can be expressed either as a numerical value or as a percentage. For example, if there were 1,000 homes in a particular market area and 900 would be exposed to the advertiser’s message at least one time (in any of the media used in the media mix) during the four-week period, the reach would be 900 or 90% (900/1000). If the specific program is being targeted, a more “refined” calculation can be done by inserting the actual rating of the show in the Reach calculation.

Frequency: The average number of times during the given period that each person or home reached would be exposed to the message. Frequency is determined by multiplying the total number of exposures by the fraction of the total number of households (or people) reached.

For a particular cable market, if number of target homes reached by cable is 265,000 HH out of a total of 1,500,000 HH (Reach = 265,000/1,500,000 = 17.7%), and the ad runs 30 times per week; GRP per week = 30 x .177 x 100 = 530.

The general rule of thumb is 100 GRPs means the average TV viewer will see a commercial once. Therefore, 500 GRPs should expose the average viewer five times to the commercial. Since this is a conceptual average, a heavy viewer might see the commercial eight times and a light viewer may only see the spot two times.

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Let’s say there are two cable systems in the region you care about. Cable System A has 90% cable penetration; Cable System B has 60% cable penetration. If the exact same number of commercial time is purchased on each system, more viewers living in the region serviced by Cable System A will see the advertising. Therefore, the buy in Cable System A is a “bigger” buy and will have more GRPs behind it.

Appendix A contains a listing of all Designated Marketing Areas (DMAs) in the US along with the number of TV households in each DMA. Use this to assist in understanding the total TV audience in your region.

Using GRP provides a method by which a comparison can more easily be made between cable systems and programming. For example, 200 GRPs should have the same reach whether the buy is all on one program, or spread to several programs.

How much cable should we buy? When the cable buy is delivering a stand-alone message, there should be no less than 200 GRPs per week running in order to ensure the ad message penetrates the target audience. A heavy cable buy is between 300 and 500 points per week. Size of market matters as well – there is more cable inventory available in big TV markets such as New York City and Philadelphia than in smaller TV markets.

How many ad spots should we run per network per week? Because there are many cable networks that accept local advertising, a common mistake in cable buying is over-dilution of the spots. Most media professionals will argue that advertisers should run a minimum of between 50 and 100 spots per cable network. If you have budgetary constraints, run your spots on fewer networks so that you can hit the 50 spots per week minimum. Otherwise, you may run too few spots on the network to make a real impact.

How much money should I plan to spend on cable advertising? How much you spend on your TV campaign depends on several factors:

• As a rule of thumb, your advertising expenditure depends on your business's gross monthly income (or your expected gross). Plan to spend 5-15% of your gross income on all advertising. If your gross income is $50,000 then your advertising budget should be at least $2500 to $7500.

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• It depends on the kind of person you want to reach. Some customers are highly sought after, and this drives up the prices on the networks where those coveted customers are watching. This is the trickiest part of the media buy to manage (and one of the reasons DEMA developed the information being provided).

• The area you wish to cover. Dive centers (and all specialty retail operations) should advertise relatively close to their store operation. According to CheapTVSpots.com, retail specialty stores can spend about $1,500 to $2,000 per month for local area cable TV (such as CNN, Home & Garden TV, etc.). Compare that with about $2,000-5,000 for a local broadcast station like NBC, ABC, CBS, etc.

Using the Be A Diver commercial makes cable television advertising easier. Be sure to ask your media seller to provide some information on the statistics of the viewing audience for the daypart or targeted program for which you are paying.

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Appendix A: U.S. TV Household Estimates Designated Market Area (DMA) Ranked by Households TV Designated Market Area (DMA) Households % of US 1 New York, NY 7,391,940 6.553 2 Los Angeles, CA 5,647,440 5.007 3 Chicago, IL 3,469,110 3.076 4 Philadelphia, PA 2,939,950 2.606 5 Dallas-Ft. Worth, TX 2,435,600 2.159 6 San Francisco-Oakland-San Jose, CA 2,419,440 2.145 7 Boston, MA (Manchester, NH) 2,393,960 2.122 8 Atlanta, GA 2,310,490 2.048 9 Washington, DC (Hagerstown, MD) 2,308,290 2.046 10 Houston, TX 2,050,550 1.818 11 Detroit, MI 1,925,460 1.707 12 Phoenix, AZ 1,802,550 1.598 13 Tampa-St. Petersburg (Sarasota), FL 1,783,910 1.582 14 Seattle-Tacoma, WA 1,782,040 1.580 15 Minneapolis-St. Paul, MN 1,706,740 1.513 16 Miami-Fort Lauderdale, FL 1,536,020 1.362 17 Cleveland-Akron (Canton), OH 1,533,710 1.360 18 Denver, CO 1,477,280 1.310 19 Orlando-Daytona Beach-Melbourne, FL 1,434,050 1.271 20 Sacramento-Stockton-Modesto, CA 1,391,790 1.234 21 St. Louis, MO 1,244,370 1.103 22 Pittsburgh, PA 1,158,210 1.027 23 Portland, OR 1,150,320 1.020 24 Baltimore, MD 1,095,490 0.971 25 Charlotte, NC 1,085,640 0.962 26 Indianapolis, IN 1,072,090 0.950 27 San Diego, CA 1,051,210 0.932 28 Raleigh-Durham (Fayetteville), NC 1,039,890 0.922 29 Hartford & New Haven, CT 1,007,490 0.893 30 Nashville, TN 966,170 0.857 31 Kansas City, MO 927,060 0.822 32 Columbus, OH 905,690 0.803 33 Cincinnati, OH 904,340 0.802 34 Milwaukee, WI 891,010 0.790 35 Salt Lake City, UT 874,650 0.775 36 Greenville-Spartanburg, SC-Asheville, NC-Anderson, SC 838,270 0.743 37 San Antonio, TX 792,440 0.703 38 West Palm Beach-Ft. Pierce, FL 775,340 0.687 39 Grand Rapids-Kalamazoo-Battle Creek, MI 739,640 0.656 40 Birmingham (Anniston and Tuscaloosa), AL 730,430 0.648

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41 Harrisburg-Lancaster-Lebanon-York, PA 723,620 0.642 42 Norfolk-Portsmouth-Newport News, VA 717,440 0.636 43 Las Vegas, NV 707,470 0.627 44 Albuquerque-Santa Fe, NM 677,740 0.601 45 Oklahoma City, OK 676,850 0.600 46 Greensboro-High Point-Winston Salem, NC 671,980 0.596 47 Memphis, TN 667,890 0.592 48 Louisville, KY 657,180 0.583 49 Jacksonville, FL 655,470 0.581 50 Buffalo, NY 636,700 0.564 51 Austin, TX 635,860 0.564 52 Providence, RI-New Bedford, MA 626,800 0.556 53 New Orleans, LA 600,150 0.532 54 Wilkes Barre-Scranton, PA 592,310 0.525 55 Fresno-Visalia, CA 568,730 0.504 56 Albany-Schenectady-Troy, NY 553,790 0.491 57 Little Rock-Pine Bluff, AR 552,400 0.490 58 Knoxville, TN 534,410 0.474 59 Richmond-Petersburg, VA 526,760 0.467 60 Tulsa, OK 519,820 0.461 61 Mobile, AL-Pensacola (Ft. Walton Beach), FL 517,410 0.459 62 Dayton, OH 511,220 0.453 63 Ft. Myers-Naples, Fl 491,760 0.436 64 Lexington, KY 490,530 0.435 65 Charleston-Huntington, WV 476,680 0.423 66 Flint-Saginaw-Bay City, MI 469,980 0.417 67 Roanoke-Lynchburg, VA 451,580 0.400 68 Tucson (Sierra Vista), AZ 446,550 0.396 69 Wichita-Hutchinson, KS Plus 446,520 0.396 70 Green Bay-Appleton, WI 439,940 0.390 71 Des Moines-Ames, IA 425,760 0.377 72 Toledo, OH 424,670 0.376 73 Honolulu, HI 424,010 0.376 74 Springfield, MO 410,930 0.364 75 Omaha, NE 407,700 0.361 76 Portland-Auburn, ME 407,560 0.361 77 Spokane, WA 403,820 0.358 78 Rochester, NY 392,420 0.348 79 Paducah, KY-Cape Girardeau, MO-Harrisburg, IL 390,130 0.346 80 Syracuse, NY 386,380 0.343 81 Columbia, SC 384,060 0.340 82 Shreveport, LA 383,610 0.340 83 Huntsville-Decatur (Florence), AL 382,790 0.339 84 Champaign & Springfield-Decatur, IL 378,870 0.336 17

85 Madison, WI 372,990 0.331 86 Chattanooga, TN 353,680 0.314 87 Cedar Rapids-Waterloo-Iowa City & Dubuque, IA 339,480 0.301 88 Harlingen-Weslaco-Brownsville-McAllen, TX 338,550 0.300 89 South Bend-Elkhart, IN 337,870 0.300 90 Jackson, MS 334,200 0.296 91 Tri-Cities, TN-VA 328,970 0.292 92 Burlington, VT-Plattsburgh, NY 328,050 0.291 93 Colorado Springs-Pueblo, CO 326,380 0.289 94 Baton Rouge, LA 317,550 0.282 95 Waco-Temple-Bryan, TX 315,900 0.280 96 Davenport, IA-Rock Island-Moline, IL 308,950 0.274 97 Savannah, GA 306,680 0.272 98 El Paso, TX 302,470 0.268 99 Johnstown-Altoona, PA 295,180 0.262 100 Charleston, SC 294,230 0.261 101 Evansville, IN 290,060 0.257 102 Ft. Smith-Fayetteville-Springdale-Rogers, AR 289,080 0.256 103 Myrtle Beach-Florence, SC 279,820 0.248 104 Lincoln & Hastings-Kearney, NE 277,270 0.246 105 Greenville-New Bern-Washington, NC 276,020 0.245 106 Youngstown, OH 273,480 0.242 107 Ft. Wayne, IN 273,240 0.242 108 Tallahassee, FL-Thomasville, GA 267,850 0.237 109 Springfield-Holyoke, MA 263,520 0.234 110 Reno, NV 263,060 0.233 111 Tyler-Longview(Lufkin & Nacogdoches), TX 260,800 0.231 112 Lansing, MI 255,040 0.226 113 Boise, ID 251,920 0.223 114 Sioux Falls (Mitchell), SD 251,000 0.223 115 Augusta, GA 250,790 0.222 116 Traverse City-Cadillac, MI 247,690 0.220 117 Peoria-Bloomington, IL 243,640 0.216 118 Montgomery-Selma, AL 243,200 0.216 119 Fargo-Valley City, ND 237,140 0.210 120 Eugene, OR 235,750 0.209 121 Macon, GA 234,690 0.208 122 Santa Barbara-Santa Maria-San Luis Obispo, CA 232,850 0.206 123 Lafayette, LA 226,710 0.201 124 Monterey-Salinas, CA 222,900 0.198 125 Bakersfield, CA 217,210 0.193 126 Yakima-Pasco-Richland-Kennewick, WA 213,000 0.189 127 La Crosse-Eau Claire, WI 212,210 0.188 128 Columbus, GA 207,470 0.184 18

129 Corpus Christi, TX 195,940 0.174 130 Chico-Redding, CA 195,180 0.173 131 Amarillo, TX 191,930 0.170 132 Rockford, IL 188,670 0.167 133 Columbus-Tupelo-West Point, MS 186,100 0.165 134 Wausau-Rhinelander, WI 182,800 0.162 135 Wilmington, NC 179,760 0.159 136 Monroe, LA-El Dorado, AR 178,730 0.158 137 Columbia-Jefferson City, MO 172,570 0.153 138 Duluth, MN-Superior, WI 172,350 0.153 139 Topeka, KS 171,010 0.152 140 Medford-Klamath Falls, OR 167,340 0.148 141 Beaumont-Port Arthur, TX 164,640 0.146 142 Erie, PA 157,830 0.140 143 Sioux City, IA 156,350 0.139 144 Palm Springs, CA 155,590 0.138 145 Joplin, MO-Pittsburg, KS 155,100 0.138 146 Albany, GA 154,960 0.137 147 Salisbury, MD 153,490 0.136 148 Lubbock, TX 152,810 0.135 149 Wichita Falls, TX-Lawton, OK 152,310 0.135 150 Anchorage, AK 146,310 0.130 151 Terre Haute, IN 145,380 0.129 152 Bangor, ME 143,650 0.127 153 Rochester, MN-Mason City, IA-Austin, MN 143,290 0.127 154 Panama City, FL 142,270 0.126 155 Bluefield-Beckley-Oak Hill, WV 141,770 0.126 156 Binghamton, NY 138,690 0.123 157 Odessa-Midland, TX 137,180 0.122 158 Minot-Bismarck-Dickinson(Williston), ND 135,170 0.120 159 Wheeling, WV-Steubenville, OH 135,160 0.120 160 Biloxi-Gulfport, MS 129,510 0.115 161 Sherman, TX-Ada, OK 125,550 0.111 162 Gainesville, FL 122,720 0.109 163 Idaho Falls-Pocatello, ID 120,100 0.106 164 Abilene-Sweetwater, TX 113,890 0.101 165 Yuma, AZ-El Centro, CA 113,220 0.100 166 Clarksburg-Weston, WV 108,800 0.096 167 Missoula, MT 108,510 0.096 168 Hattiesburg-Laurel, MS 106,560 0.094 169 Utica, NY 106,140 0.094 170 Billings, MT 104,970 0.093 171 Quincy, IL-Hannibal, MO-Keokuk, IA 103,500 0.092 172 Dothan, AL 99,860 0.089 19

173 Elmira, NY 96,380 0.085 174 Jackson, TN 96,350 0.085 175 Rapid City, SD 94,610 0.084 176 Lake Charles, LA 94,550 0.084 177 Watertown, NY 92,010 0.082 178 Harrisonburg, VA 89,280 0.079 179 Marquette, MI 88,960 0.079 180 Alexandria, LA 88,330 0.078 181 Charlottesville, VA 85,520 0.076 182 Jonesboro, AR 80,000 0.071 183 Bowling Green, KY 79,100 0.070 184 Greenwood-Greenville, MS 75,190 0.067 185 Lima, OH 70,910 0.063 186 Meridian, MS 70,740 0.063 187 Grand Junction-Montrose, CO 69,320 0.061 188 Laredo, TX 67,150 0.060 189 Lafayette, IN 66,330 0.059 190 Parkersburg, WV 63,680 0.056 191 Great Falls, MT 63,520 0.056 192 Bend, OR 62,870 0.056 193 Twin Falls, ID 62,590 0.055 194 Butte-Bozeman, MT 61,620 0.055 195 Eureka, CA 59,660 0.053 196 Cheyenne, WY-Scottsbluff, NE 54,380 0.048 197 San Angelo, TX 53,110 0.047 198 Casper-Riverton, WY 53,100 0.047 199 Mankato, MN 51,290 0.045 199 Ottumwa, IA-Kirksville, MO 51,290 0.045 201 St. Joseph, MO 46,390 0.041 202 Zanesville, OH 33,360 0.030 203 Fairbanks, AK 32,550 0.029 204 Victoria, TX 31,080 0.028 205 Presque Isle, ME 30,860 0.027 206 Helena, MT 26,360 0.023 207 Juneau, AK 24,170 0.021 208 Alpena, MI 17,510 0.016 209 North Platte, NE 15,640 0.014 210 Glendive, MT 3,890 0.003 Source: Nielsen Media Research, Inc. Nielsen Station Index (NSI)

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