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First Industry Showing of New National TV Ad Cost Database.

Business Editors

AAAA 2004 Media Conference and Trade Show

ORLANDO, Fla.--(BUSINESS WIRE)--Feb. 10, 2004

SQAD to Provide Demonstration of NetCosts at AAAA Media Conference;

Product to Provide Actual Network, Cable and Syndicated Television

Advertising Costs

The advertising industry gets a look this week at the first independent national TV advertising expenditure database based on real costs, here at the AAAA 2004 Media Conference and Trade Show, Feb. 11-12, booth 500.

The new SQAD service, called NetCosts(TM), will provide ad agencies and advertisers involved in the buying of network, cable and syndicated television time, with the most accurate and comprehensive picture of the actual prices being paid.

"NetCosts will help to create a more transparent marketplace for the buyers and sellers of network TV commercials," said Neil Klar, president and chief executive officer of SQAD. "By providing all parties with the most comprehensive real intelligence available, we hope to empower them to make the most informed buying decisions. SQAD is committed to offering the advertising industry the most useful pricing information and analysis tools. Combined with our existing real costs reports for spot TV and spot radio, we will be able to provide the most accurate advertising cost data in the industry."

Currently undergoing beta testing with several major advertisers and ad agencies, NetCosts is scheduled to go live in April of this year. At launch, the NetCosts database will contain nearly eight billion dollars in purchase and pricing information which SQAD estimates reflects 30 percent of the entire U.S. national TV ad market. The data will be updated weekly.

"NetCosts will provide insight into marketplace activity and real programming costs," said Larry Fried, chief revenue officer, national TV, SQAD. "Our marketplace analysis reporting will enable subscribers to view the real price increases in the market, CPM and ratings fluctuations by vendor, and the no charge units of each seller.

"NetCosts' programming reports will enable users to look at future or past pricing to learn how their price compares to what others have already paid for programs that they have purchased or are considering for purchase."

SQAD is taking orders at pre-launch introductory pricing. For more information about NetCosts, contact Larry Fried, at 914-524-7600 ext. 34; or via e-mail at lfried@sqad.com.

About SQAD

SQAD is recognized as the industry standard media cost forecasting source for national TV (network TV, cable and syndication), spot TV, Hispanic spot TV and spot radio. SQAD provides reliable media data to advertising agencies, buying services, advertisers, television and radio stations, cable operators and program syndicators. SQAD had developed strong partnerships with market leaders in both data and analytics. Established in the 1970s, SQAD serves 1,500 clients and is privately held.

NetCosts is a trademark of SQAD Inc. All other names are the property of their respective owners.

This document is available on the KCSA Worldwide Website at www.kcsa.com.
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Date:Feb 10, 2004
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