WARNER BROS.

INTERACTIVE ENTERTAINMENT
MEDIA RECOMMENDATION

TITLE Super Scribblenauts CC. Warner Home Video CC. Mediacom CC. Mediacom NY
SHIP DATE 10/12/10 L. Whitney S. Stevenson M. Jones J. Mannocchi
NET+COMM BUDGET $1,300.0 n+c D. Oneill P. Gehring E. Geiger L. Scatina
PRIMARY TARGETS K10-14 / M18-34 / W25-49 J. Wakumoto M. Shulkin D. Leon
ESRB RATING E10+ D. Dunn M. Shaaban N. Speisser-Samarge
FORMATS NDS B. Vega E. Gutierrez A. Smith
PLAN ISSUED 8/27/10 J. Schettig K. Lowry
REVISION Revision #2 E. Angel
APPROVAL DUE 8/30/10
SUBMITTED BY Carol Babaroudi

Material Due Dates

REVISIONS SUMMARY, PER CLIENT REQUEST
Network TV / National Cable / Canada (:30s/:15s)
- Updated competitive landscape Roughs: 9/16
Final: 9/30
- Print portion approved Print:
- Updated Holiday flight with a mix of :30s as follows: P4CB: 8/31
Added Value Print / Digital (EGMi) :
- US Cable: Added 20% :30s on affordable kids cable networks (Disney XD, The Hub and Nicktoons) Homefront Spread on EGMi (trailer, :15 or :30): 9/10
and 10% :30s on adult cable 1/3 P4CB-V: 10/12
1/4 Page Gift Guide - Prod. Shot/Logo: 10/20
- Canada TV: Added 20% :30s on kids cable networks (BBC Kids, Nik Kids) and 10% :30s on HGTV Online (Varies):
- Due to Upfront ownership, added Kids Animation during the Holiday flight to increase reach among primary demo Rich: 9/21, Flash: 9/28
- Updated Online deliveries and flight dates
- Overall plan deliveries updated
COMPETITIVE LANDSCAPE
Video Games
W/O 10/5/10 Enslaved: Odyssey to the West (PS3), NBA 2K11 (X360, PC, PS2, WII, PSP), NBA Elite 11 (X360), Final Fantasy: The 4 Heroes of Light (DS), Two Worlds II (X360, PS3), EA Sports NBA Jam (WII),
Def Jam Rapstar (PS3, WII), Ben 10: Ultimate Alien (X360, PS2, WII, PSP, DS), Rock of the Dead (X360, WII)
W/O 10/12/10 Lost Planet 2 (PC), Combat Wings: The Great Battles of WWII (WII), Ninjabee Critic's Choice Collection (X360), Lucha Libre AAA: Heroes of the Ring (PSP, WII, DS, X360, PS3),
Sengoku Basara: Samurai Heroes (WII, PS3), My Baby 3 & Friends (DS), Jewel Master: Cradle of Athena (DS), I Spy: Spooky Mansion (WII), Style Lab Fashion Design (DS),
ZhuZhu Pets: Wild Bunch (DS), Blazing Souls: Accelate (PSP), Arcania: Gothic 4 (X360, PC), Medal of Honor (PS3, PC, X360), Invizimals (PSP), The Shoot (PS3), Just Dance 2 (WII),
Everquest House of Thule (PC)
W/O 10/19/10 nail'd (PS3, X360, PC), Sesame Street: Elmo's A-to-Zoo Adventure (DS, WII), Saw II: Flesh & Blood (PS3, X360), DJ Hero 2 (X360, PS3, WII), Rudolph the Red-Nosed Reindeer (WII), Zhu Zhu Pets: Kung Zhu (DS),
Hello Kitty Seasons (WII), Active Life Explorer (WII), Sesame Street: Cookie's Counting Carnival (DS, WII), Sled Shred featuring the Jamaican Bobsled Team (WII), Knights in the Nightmare (PSP),
Time Crisis Razing Storm (PS3), Fallout: New Vegas (PS3, PC, X360), Vanquish (PS3, X360), Naruto Shippuden: Ultimate Ninja Storm 2 (X360, PS3), Castlevania: Lords of Shadow (PS3, X360),
EA Sports MMA (X360, PS3), Power Gig: Rise of the SixString (X360, PS3), Dragon Ball Z: Tenkaichi Tag Team (PSP), Kirby's Epic Yarn (WII)

Theatrical Releases
Fri 10/8/10 Secretariat (Disney), Chain Letter (NEWF), I Spit On Your Grave (OTHER), Buried (Lionsgate), Stone (Overture Films), Inside Job (SPC), Tamara Drewe (SPC), Nowhere Boy (TWC), Life as We Know It (WB)
Fri 10/15/10 Vision: From the Life of Hildegard von B (Other), Conviction (Fox Searchlight), The Girl Who Kicked the Hornet's Nest (Other), My Dog Tulip (Other), Jackass 3D (Paramount), Red (Summit)
Fri 10/22/10 Sequel to Paranormal Activity (Paramount), The Company Men (TWC), Hereafter (WB)

Home Video Releases

Tue 10/5/10 The Karate Kid aka Kung Fu Kid (SONY), Nightmare on Elm Street (NL), Get Him to the Greek (UNI), Splice (WB), Holy Rollers (IND)
Tue 10/12/10 Grown Ups (SONY), Jonah Hex (WB), Lost Boys 3 (WP)
Tue 10/19/10 Predators (FOX), Oceans (DISNEY), Cyrus (FOX), Mirrors 2 (FOX)

PLAN OBJECTIVES & STRATEGIES

OBJECTIVE
Generate awareness and create excitement of the videogame release to drive purchase intent among target demos
during Launch and Holiday flights
STRATEGIES AND TACTICS
Utilize similar media plan/tactics from last year's campaign as it was proven to be successful
Launch campaign to target gamers and Holiday to focus on the mass-market (kids/moms/holiday shoppers)
LAUNCH
NATIONAL CABLE
Utilize 30% :30s in Cable to allow for an extended message to inform audiences of the new game features during the Launch campaign
Recommend a 3 week flight starting 10/12 and carrying through to the end of the month with a Thurs-Sat burst
Target gamers (M18-34) with a mix of younger, male-skewing cable networks such as:
- Adult Swim, Fuse, G4 and MTV2
CONSUMER PRINT - APPROVED
Launch campaign to start prior to ship date creating awareness among primary and secondary demos
Print campaign to bridge the gap between the Launch and Holiday flights
Recommend full page units in gaming and kids publications with appropriate editorial coverage to reach K10-14 and M18-34
- Reach primary Kid demo with mass reaching, appropriate publication: SI for Kids/Family (The Video Game issue)
- Target gamers with both multi-platform as well as console-specific publications: EGM / EGMi and Nintendo Power
o Extend message beyond the print page with presence on EGM's digital magazine (EGMi); added value details are included on a separate tab
CANADA
Mirror US campaign with presence on younger, male-skewing cable networks in Canada to target gamers
- Networks may include: Comedy, G4 and Teletoon
ONLINE
Select a mix of Online gaming, parent and kid-targeted sites to reach the various demos
Sites may include: IGN, Triad Digital (Wal-mart) and Nickelodeon (Nick and Parents Connect)
- Partner with IGN to target the Male 18-34 gamers who have shown an interest in the Scribblenauts game
- Reach Kids 10-14 via popular kids and gaming destination, Nickelodeon
- Maintain presence on Parents Connect to reach the Mom audience
- Utilize Triad Digital to maximize awareness towards Gift Givers on Walmart.com
 WARNER BROS. INTERACTIVE ENTERTAINMENT
MEDIA RECOMMENDATION

HOLIDAY
Re-introduce message of videogame release near Thanksgiving and pre-Christmas time period to target holiday shoppers
NETWORK TV
Target families with a mix of new and classic holiday animated specials airing in primetime
- Specials may include 1x :15 in each of the following programs: Bee Movie, Charlie Brown Christmas, Grandma Got Run Over by a Reindeer
Reach primary demo with presence during Kids Saturday morning cartoons
- Recommend 20% :30s / 80% :15s on 11/27, 12/4 and 12/11
NATIONAL CABLE
Recommend a 3-week flight starting on Thanksgiving and leading into mid-December holiday shopping season
Maintain awareness among Kids and Moms with family-friendly, co-viewership networks
Utilize 20% :30s on affordable kids cable networks (Disney XD, The Hub and Nicktoons) and 10% :30s on adult cable
- Kids networks may include: Cartoon, Disney XD, The Hub, Nickelodeon, Nicktoons
o The Hub (educational kids network created by Discovery and Hasbro) to launch on 10/10/10;
o Programming on The Hub may include: Transformers, My Little Pony, Tonka and G.I. Joe
- Dual Mom/Kid networks may include: ABC Family and Nick at Nite
o Take advantage of holiday opportunistic programming and secure presence during 25 Days of Christmas on ABC Family
CONSUMER PRINT
Apply bonus units received from the Launch print campaign towards holiday flighting
Carry presence through the end of Decemeber with added value offers from SI for Kids/Family, EGM/EGMi and Nintendo Power
- Bonus units may include: 1/4 Page gift guide (SI for Kids), 1/3 P4CB-V unit (Nintendo Power) and digital placements (EGMi digital magazine);
added value details are included on a separate tab
Participate in annual WB multi-title holiday effort (details TBD)
CANADA
Recommend family-friendly programming and holiday specials on Network TV and Cable
Mirror US campaign with 20% :30s on kids cable networks (BBC Kids, Nik Kids) and 10% :30s on HGTV
- Kids cable may include: BBC Kids, Nik Kids, Teletoon
- Adult/family-friendly targeted networks may include: CBC, HGTV, YTV
ONLINE
Utilize same sites as the Launch campaign to extend reach among all three demos during key holiday shopping time period
- Sites may include: IGN, Triad Digital (Wal-mart) and Nickelodeon (Nick and Parents Connect)
 WARNER BROS. INTERACTIVE ENTERTAINMENT

MEDIA RECOMMENDATION - REVISION #2

$1,300.0 N+C
Ship Date: 10/12/10
Demos: K10-14 / M18-34 / W25-49
ESRB Rating: E10+
OCTOBER NOVEMBER
N+C % BY F SA SU M T W TH F SA SU M T W TH F SA SU M T W TH F SA SU M T W TH F SA SU
LAUNCH FLIGHT COST ($) MEDIUM 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 1 2 3 4 5 6 7
HH K10-14 M18-34 W25-49
GRPs TRPs TRPs TRPs
NATIONAL CABLE (30% :30s / 70% :15s)
Adult Cable includes:
- Adult Swim, Fuse, G4, MTV2 31 24 31 13 $145,241

BROADCAST DELIVERIES 31 24 31 13 $145,241 47%

Reach / Frequency: 9 / 3.4 7 / 3.4 10 / 3.0 5 / 2.7
Effective Reach (3+): 3% 2% 4% 1%
Total Impressions (000): 35,495.0 5,707.2 10,623.7 6,766.5

CONSUMER PRINT (P4CB) - APPROVED 11 4 3 $67,191 22%

Gaming - Platform Specific 11 / 1.0 4 / 1.0 3 / 1.0
Nintendo Power $9,280 December Issue / On-Sale 10/28
Gaming - Non-Platform Specific
EGM / EGMi^ $20,517 November Issue / On-Sale 10/5
Kids Publication
SI for Kids/Family $37,394 October Issue / On-Sale 10/7

ONLINE (VARIES) 8 7 7 $74,264 24% Flight: 10/12 - 10/22

Sites may include: 3 / 3.5 4 / 4.1 2 / 3.3
IGN, Triad Digital (Wal-mart) and 2462 6,014 2746
Nickelodeon (Nick and Parents Connect)

ONLINE TRPs 8 7 7
Reach / Frequency: 2 / 4.9 3 / 2.5 3 / 2.3
Total Impressions (000): 1,955.0 2,481.0 3,503.0

CANADA (30% :30s / 70% :15s) $21,000 7%

May include: Comedy, G4, Teletoon

TOTAL LAUNCH DELIVERIES 31 43 42 23

Reach / Frequency: 9 / 3.4 19 / 2.2 16 / 2.6 10 / 2.3
Effective Reach (3+): 3% 4% 5% 3%
Total Impressions (000): 35,495.0 10,278.0 14,475.5 11,831.0

LAUNCH TOTAL $307,696 100%

% OF TOTAL BUDGET 24%

NOVEMBER DECEMBER
N+C % BY F SA SU M T W TH F SA SU M T W TH F SA SU M T W TH F SA SU M T W TH F SA SU
HOLIDAY FLIGHT COST ($) MEDIUM 19 20 21 22 23 24 25 26 27 28 29 30 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19
HH K10-14 M18-34 W25-49
GRPs TRPs TRPs TRPs
NETWORK TV
Primetime Holiday Specials (100% :15s)* 20 21 6 12 $196,095
Kids Animation (20%:30s / 80% :15s) 9 6 5 5 $60,064
29 27 11 17 $256,159 26%

NATIONAL CABLE
KIDS CABLE: (20% :30s / 80% :15s**)
Kids Cable may include:
- Cartoon, Disney XD, The Hub, 92 154 28 33 $359,114
Nickelodeon, Nicktoons

ADULT CABLE: (10% :30s / 90% :15s)

Mom Cable includes:
- ABC Family, Nick at Nite 87 108 28 49 $271,295
179 262 56 82 $630,409 64%

BROADCAST DELIVERIES 208 289 67 99 $886,568 89%

Reach / Frequency: 48 / 4.4 63 / 4.6 25 / 2.6 36 / 2.7
Effective Reach (3+): 22% 37% 7% 12%
Total Impressions (000): 238,160.0 68,724.2 22,960.9 51,529.5

CONSUMER PRINT (ADDED VALUE) 11 4 3

Gaming - Platform Specific 11 / 1.0 4 / 1.0 3 / 1.0
Nintendo Power - Holiday Issue / On-Sale 11/23
Gaming - Non-Platform Specific
EGM / EGMi^ - EGMi digital magazine - Homefront spread/video
Kids Publication
SI for Kids/Family - November Issue / On-Sale 11/11
Holiday Opportunistic
Multi-Title Holiday Effort - (Publication TBD)~ $10,000 1%

ONLINE (VARIES) 4 6 2 $25,736 3% Flight: 11/23 - 12/7

Sites may include: 1 / 2.0 3 / 2.0 3 / 2.0
IGN, Triad Digital (Wal-mart) and 494 1,827 2981
Nickelodeon (Nick and Parents Connect)

ONLINE TRPs 4 6 2
Reach / Frequency: 2 / 2.2 3 / 2.1 1 / 1.6
Total Impressions (000): 1,016.0 2,036.0 1,124.0

CANADA $70,000 7%
KIDS CABLE: (20% :30s / 80% :15s***)
Kids Cable networks: BBC Kids, Nik Kids, Teletoon
ADULT CABLE: (10% :30s / 90% :15s***)
Adult/Family networks: CBC, HGTV, YTV

TOTAL HOLIDAY DELIVERIES 208 304 77 104

Reach / Frequency: 48 / 4.4 67 / 4.6 30 / 2.6 40 / 2.6
Effective Reach (3+): 22% 39% 10% 15%
Total Impressions (000): 238,160.0 72,356.0 26,367.7 54,215.0

HOLIDAY TOTAL $992,304 100%

% OF TOTAL BUDGET 76%

GRAND TOTAL PLAN DELIVERIES 239 347 119 127 *Primetime Holiday specials may include 1x :15 in each of the following programs:
Reach / Frequency: 49 / 4.9 74 / 4.7 38 / 3.1 45 / 2.9 - 11/25 - Bee Movie, 11/30 - Charlie Brown Christmas, 12/3 -Grandma Got Run Over by a Reindeer
Effective Reach (3+): 22% 43% 15% 17% - Please note that costs/rtgs reflected above are based on planning costs; air dates are also subject to change
Total Impressions (000): 273,655.0 82,634.0 40,843.2 66,046.0 **Kids Cable (Holiday campaign): 20% :30s on Disney XD, The Hub & Nicktoons; remaining networks 100% :15s
***Canada TV (Holiday campaign): 20% :30s on BBC Kids & Nik Kids; 10% :30s on HGTV; remaining networks 100% :15s
GRAND TOTAL $1,300,000 ^EGM / EGMi added value opportunities included on separate tab
% OF TOTAL BUDGET 100% ~ Holiday Opportunistic Print - used similar allocation as 2009; actual amount TBD
 WARNER BROS. INTERACTIVE ENTERTAINMENT
"SUPER SCRIBBLENAUTS"
PRINT
Ship Date: 10/12/2010 PRINT APPROVED
Demos: K10-14 / M18-34 / W25-49
ESRB Rating: E10+
GAMING (PLATFORM SPECIFIC) % K10-14
CIRC. MEDIAN M/F CANADA % AUD UNIT ISSUE ON-SALE SPACE MAT'L N+C RATIONALE PREFERRED
PUBLICATION FREQ (000) AGE RATIO CIRC AUD COV CPM* SIZE DATE DATE CLOSE CLOSE DD COST PARTNER

Publication reaches fans of Wii and NDS

Nintendo Power 13x 200 21.3 87/13 10% NA NA $46.40 P4CB December 10/28 9/7 9/14 $9,280 NO
with relevant editorial

GAMING (NON-PLATFORM SPECIFIC) % K10-14

CIRC. MEDIAN M/F CANADA % AUD UNIT ISSUE ON-SALE SPACE MAT'L N+C RATIONALE PREFERRED
PUBLICATION FREQ (000) AGE RATIO CIRC AUD COV CPM* SIZE DATE DATE CLOSE CLOSE DD COST PARTNER

Non-platform specific publication offering

extended reach beyond print page
EGM / EGMi ^ 12x / Weekly 500 24.0 93/7 4% NA NA $41.03 P4CB November 10/5 8/24 8/31 $20,517 NO
(digital added value); reaches gaming
enthusiast with low out of pocket

KIDS PUBLICATIONS % K10-14

CIRC. MEDIAN M/F CANADA % AUD UNIT ISSUE ON-SALE SPACE MAT'L N+C RATIONALE PREFERRED
PUBLICATION FREQ (000) AGE RATIO CIRC AUD COV CPM* SIZE DATE DATE CLOSE CLOSE DD COST PARTNER

SI for Kids/Family** 12x 1,200 11.2 72/28 <1% 2,385 9.8% $15.68 P4CB October 10/7 8/27 9/1 $37,394 Videogame Issue YES

TOTAL N+C: $67,191

^ EGM / EGMi digital magazine reflects combined circ (EGM - 100K / EGMi - 400K); Note: EGMi - offers free and subscriber edition to consumers
** SI Family includes the full run of SI Kids (650,000 rate base) + a targeted edition of Sports Illustrated that reaches 550,000 subscribers with kids in the HH ages 8-17 - Total rate base 1,200,000
*Circ used to calculate CPM when AUD not available
 WARNER BROS. INTERACTIVE ENTERTAINMENT
"SUPER SCRIBBLENAUTS"
PRINT CONSIDERED, NOT RECOMMENDED
Ship Date: 10/12/2010
Demos: K10-14 / M18-34 / W25-49
ESRB Rating: E10+
GAMING (PLATFORM SPECIFIC) K10-14
CIRC. MEDIAN M/F % AUD UNIT ISSUE ON-SALE SPACE MAT'L N+C RATIONALE PREFERRED
PUBLICATION FREQ (000) AGE RATIO AUD COV CPM* SIZE DATE DATE CLOSE CLOSE DD COST PARTNER

OXM: Official XBOX Recommend Nintendo Power for

13x 348 27.0 96/4 NA NA $45.05 P4CB December 10/19 8/31 9/7 $15,676 NO
Magazine targeted editorial

Recommend Nintendo Power for

PC Gamer 13x 150 34.0 93/7 NA NA $45.75 P4CB December 10/12 8/24 8/31 $6,862 NO
targeted editorial

Recommend Nintendo Power for

PSM: PlayStation Magazine 13x 190 26.0 96/4 NA NA $47.36 P4CB December 10/19 8/31 9/7 $8,999 NO
targeted editorial

GAMING (NON-PLATFORM SPECIFIC) K10-14

CIRC. MEDIAN M/F % AUD UNIT ISSUE ON-SALE SPACE MAT'L N+C RATIONALE PREFERRED
PUBLICATION FREQ (000) AGE RATIO AUD COV CPM* SIZE DATE DATE CLOSE CLOSE DD COST PARTNER

Recommend EGM/EGMi for lower

@Gamer 10x 250 31.0 60/40 NA NA $69.76 P4CB November 10/24 9/23 9/30 $17,440 median age, higher combined circulation NO
and strong added value offer

Recommend EGM/EGMi for lower

Gamepro 12x 386 28.0 93/7 NA NA $29.66 P4CB November 10/5 8/20 8/27 $11,448 median age, higher combined circulation YES
and strong added value offer

KIDS PUBLICATIONS K10-14

CIRC. MEDIAN M/F % AUD UNIT ISSUE ON-SALE SPACE MAT'L N+C RATIONALE PREFERRED
PUBLICATION FREQ (000) AGE RATIO AUD COV CPM* SIZE DATE DATE CLOSE CLOSE DD COST PARTNER

Chose SI for Kids for higher circulation

Boys' Life (Full Run) 12x 1,100 11.0 81/19 1,374 5.6% $11.33 P4CB November 10/29 8/18 9/23 $15,565 NO
and appropriate videogame editorial

Chose SI for Kids for appropriate

National Geographic Kids 10x 1,100 9.6 56/44 2,996 12.3% $14.62 P4CB November 10/26 9/7 9/13 $43,787 YES
videogame editorial

*Circ used to calculate CPM when AUD not available

 WARNER BROS. INTERACTIVE ENTERTAINMENT
"SUPER SCRIBBLENAUTS"
ADDED VALUE DETAILS
Ship Date: 10/12/10
PRINT APPROVED
Target Demo: K10-14 / M18-34 / W25-49
ESRB Rating: E10+
GAMING (Platform Specific)
ESTIMATED ADDED VALUE MATERIALS NEEDED ON-SALE SPACE MAT'L
PUBLICATION GROSS MEDIA VALUE DATE CLOSE CLOSE

$4,256 1/3 P4CB-V in subsequent issue 1/3 P4CB-V (Ad Creative) 11/23 10/5 10/12

GAMING (Platform Non-Specific)

ESTIMATED ADDED VALUE MATERIALS NEEDED ON-SALE SPACE MAT'L
PUBLICATION GROSS MEDIA VALUE DATE CLOSE CLOSE

- 1 Page Contest Page (in Print and EGMi (Contest page) December
digital magazine) timing
Mechanical specs/details to be sent under a
$34,706 - Bonus 5th week exposure in EGMi - (Homefront Spread) 9/3 9/10
separate cover (in PDF format)
Homefront Spread Oct/Nov timing

Details are on separate tab

KID FOCUSED
ESTIMATED ADDED VALUE MATERIALS NEEDED ON-SALE SPACE MAT'L
PUBLICATION GROSS MEDIA VALUE DATE CLOSE CLOSE

WBIE to provide the following:

Gotta Get it Guide Sweepstakes
Gotta Get It Sweepstakes
Readers enter to win products from the
o Visual of product (in high-res JPG format)
"Gotta Get It" Holiday Gift Guide
o Exact wording for prize name
Value of the prize
OR
o One (1) physical prize for sweeps winner
$20,588 11/11 10/15 10/20
Holiday Gift Guide
Holiday Gift Guide
o Visual of product (in high-res JPG format)
Special advertorial spread in the
o Brand logo (in EPS format)
December Issue which gives advertisers a
o 5-8 word headline
1/4 page unit with a product shot and
o 25 words of copy
description
o Any legal lines required
o ESRB (if a video game product)
 WARNER BROS. INTERACTIVE ENTERTAINMENT
"SUPER SCRIBBLENAUTS"
EGM / EGMi ADDED VALUE DETAILS
APPROVED
EGM / EGMi
Added Value Details

Purchased media: Full Page ad in November issue (On-Sale 10/5) and a Spread in EGMi digital magazine

Print Added Value

- 1 Page Contest Page in EGM Print (December Issue)
- WBIE has the option of running in the same issue as ad page (Nov issue) or in subsequent issue
- WBIE to provide prizes (i.e., WBIE video games)

Digital Added Value

- 1 Page Contest Page in EGMi digital magazine (December timing)
o Please see the following URL link for the latest issue of EGMi:
http://www.egmnow.com/egmi/issue/index.html?issue=239-4#
- Bonus 5th week of exposure on the Homefront Spread in EGMi digital magazine (Oct/Nov timing)
o Includes an embedded video (:15, :30, trailer, etc.) in the spread unit
o 5 weeks total
- Week of 10/12, 10/19, 10/26, 11/16 and 11/23

Added Value: EGM[i] Homefront Spread with Video (4 Weeks + 1 Bonus Week)

Video content embedded in

EGM[i] Spread would run along
the static ad for 5 weeks total
as additional added value
 WARNER BROS. INTERACTIVE ENTERTAINMENT
SCRIBBLENAUTS
PLAN COMPARISONS
SCRIBBLENAUTS SUPER SCRIBBLENAUTS
9/15/2009 10/12/2010
$1,300,000 $1,300,000
LAUNCH LAUNCH
Media Spend (n+c) % Media Spend (n+c) %
National Cable (100% :30s) $114,742 36% National Cable (30% :30s / 70% :15s) $145,241 47%
Includes: Adult Swim, Fuse, G4 Includes: Adult Swim, Fuse, G4, MTV2

Print (P4CB) $58,318 18% Print (P4CB) - APPROVED $67,191 22%

Includes: Gamepro, Nintendo Power, SI for Kids Includes: EGM / EGMi, Nintendo Power, SI for Kids/Family

Online (Varies) $104,875 33% Online (Varies) $74,264 24%

Includes: IGN, Gamespot, Nick (Parents Connect/Nick Jr.) Includes: IGN, Triad Digital, Nickelodeon (Nick and Parents Connect)

Canada TV (100% :30s) $18,623 6% Canada TV (30% :30s / 70% :15s) $21,000 7%
Includes: Teletoon, G4 Includes: Comedy, G4, Teletoon

Canadian Print (P4CB) $23,530 7%

Includes: YTV! Whoa, Pop! Total Launch $307,696 100%
Total Launch $320,088 100% HOLIDAY
Network TV (:15s/:30s) $256,159 26%
HOLIDAY Includes: Primetime Holiday Specials & Kids Animation

Network TV (100% :15s) $203,332 21% National Cable (:15s/:30s) $630,409 64%
Includes: Primetime Holiday Specials Kids Cable Includes: Cartoon, Disney XD, The Hub, Nickelodeon, Nicktoons
Adult Cable: ABC Family, Nick at Nite
National Cable (20% :30s / 80% :15s) $650,229 66%
Kids Cable Includes: Cartoon, Disney XD, Nick, Nicktoons Print (Varies) $10,000 1%
Adult Cable: ABC Family, Nick at Nite Includes: EGM / EGMi, Nintendo Power, SI for Kids/Family, Holiday Opportunistic

Print (Varies) $9,000 1% Online (Varies) $25,736 3%

Includes: Nintendo Power, SI for Kids Includes: IGN, Triad Digital,
Holiday Opportunistic: EW Gatefold Nickelodeon (Nick and Parents Connect)

Online (Varies) $69,917 7% Canada TV (:15s/:30s) $70,000 7%

Includes: Nick (Parents Connect/Nick Jr.), Walmart, Kids Cable networks: BBC Kids, Nik Kids, Teletoon
Gamepro (Added Value) Adult/Family networks: CBC, HGTV, YTV

Canada TV (100% :30s) $45,381 5%

Includes: Teletoon, YTV
Total Holiday $977,859 100% Total Holiday $992,304 100%

GRAND TOTAL $1,297,947 GRAND TOTAL $1,300,000

K10-14 TRPs: 343 K10-14 TRPs: 347
R/F: 74 / 4.7 R/F: 74 / 4.7
W25-49 TRPs: 145 W25-49 TRPs: 127
R/F: 52 / 2.8 R/F: 45 / 2.9
M18-34 TRPs: 133 M18-34 TRPs: 119
R/F: 46 / 3.0 R/F: 38 / 3.1
Pre/Post Distribution (TV): 100% Post Pre/Post Distribution (TV): 100% Post

Note: Includes ADUs on Adult Swim, Fuse and Nick at Nite