CBS NEWS, KNOWLEDGE NETWORKS CONTINUE INNOVATIVE PARTNERSHIP, TRACKING REACTIONS OF UNCOMMITTED VOTERS TO FINAL PRESIDENTIAL DEBATE

Public Pulse technique leverages only Internet panel that represents full spectrum of U.S. population

Menlo Park, CA; October 13, 2004: For the third time in two weeks, Knowledge Networks will provide CBS News with a unique perspective on the debates that are playing a crucial role in this year's presidential campaign. A group of about 200 uncommitted voters on the Knowledge Networks nationwide panel will report their reactions both during and immediately after the third and final presidential debate—data that will be crucial to CBS News coverage on television and the Internet.

Using the Knowledge Networks Public Pulse technique, the uncommitted voters will provide moment-by-moment feedback on their reactions to the debate between President George W. Bush and Senator John Kerry; this feedback will be posted in "real time" on the CBS News Web site as part of its debate Webcast.

In addition, the same panelists will take a survey immediately after the debate, answering questions about the candidates' overall performance.

Knowledge Networks has already provided these capabilities to CBS News for the first Bush-Kerry debate and the vice presidential debate between Vice President Dick Cheney and Senator John Edwards; data from the KN research has been featured on "The CBS Evening News," "60 Minutes," and "The Early Show."

The Knowledge Networks Panel is recruited via RDD (random digit-dial) sampling—the best way to achieve a truly representative cross-section of the U.S. population. If a person selected for the sample does not have Internet access, KN enables their access.

Knowledge Networks delivers quality you can use—superior methodologies, design, and analysis that give you an edge when it comes to understanding consumers and making business decisions. KN's unmatched consumer research resources include the only projectable Web-based consumer panel. The company leverages its expertise in brands, media, advertising, and analytics to provide insights that speak directly to clients' most important marketing issues. In addition, Knowledge Networks has built a substantial practice in government and academic research, an area notable for its rigorous methodology standards.