CBS NEWS TAPS INNOVATIVE KN MEASUREMENT TO TRACK PUBLIC REACTION TO 2003 STATE OF THE UNION SPEECH

Nationwide panel delivers real-time feedback used by on-air analysts

Menlo Park, CA - January 29, 2003: Last night, Knowledge Networks (KN) – the leader in innovative, high-quality Internet research – used its unique consumer panel to provide CBS News with almost immediate responses to the content of President Bush's State of the Union address.

Knowledge Networks maintains the only Internet research panel based on a nationally representative Random Digit Dial (RDD) sample of the U.S. population. The KN system is especially valuable for assessing multimedia content, from commercials to product concepts to television broadcasts.

Over 600 members of the Knowledge Networks panel provided feedback via the Internet while they watched the State of the Union speech, detailing in real time which topics and statements elicited negative and positive reactions. The findings were featured during CBS's post-speech analysis; in addition, CBS filmed two Knowledge Networks homes as they participated in the study, for use on "The CBS Evening News" and other programs.

Knowledge Networks conducted similar surveys for CBS News to record reactions to the 2000 Presidential debates and to President Clinton's 2001 State of the Union address.

"Knowledge Networks gives us the opportunity to do something that would otherwise be virtually impossible, because of both cost and technological difficulty," said Dr. Kathleen Frankovic, CBS News' Director of Surveys. "KN allows us access to a representative cross-section of U.S. citizens, as well as the ability to have them respond to news events as they are taking place. CBS News has used the Knowledge Networks panel since 2000, and we are comfortable with presenting the results in our broadcasts."

Knowledge Networks uses its consumer panel and deep expertise to provide reliable insights on consumer behavior and opinions. By bring together an RDD sample and the Internet, KN has been able to combine the speed of Web research with the quality of large-sample conventional studies. As a result, the company has won significant business from prominent academic and government institutions, including Research Triangle Institute, the Program on International Policy Attitudes (PIPA), and the University of California, Irvine. KN research has been featured in such prestigious publications as the Journal of the American Medical Association.

Knowledge Networks applies the same high standards and exceptional resources to its studies of all aspects of marketing. KN specialties include CPG, brands, media, segmentation, and research on pricing, product configuration and advertising. The company's clients include numerous Fortune 500 companies.