REACH AWE-INSPIRINGAUDIENCES 515m IN THE CAR MARKET 115M 35M 308M “Intend to buy a vehicle in the next LIKES SUBSCRIBERS FOLLOWERS GLOBAL 6 months” +40%* FOLLOWERS AGE BREAKDOWNFOR SOCIAL GENDER PODCASTERS The number one brand on “Listen to podcasts” +15%* social media, National 40% Geographic reaches huge 30% 75% audiences on Instagram with TECH 515m global followers across 20% “I follow the latest technology trends all social platforms. and news”+35%* 10% 25% Our digital audience is 0% primarily composed of a 13-17 18-24 25-34 35-44 45-54 55+ FINANCIAL INVESTORS Nat Geo GlobalSocialAudience UKTotal “I’m interested in the economy/finance” young and affluent +39%* demographic who are TWOKEY AUDIENCESFOR SOCIAL premium brand seekers, HIGH-END CONSUMERS follow the latest tech “Have purchased from a luxury clothing trends, and are in the brand in the last year” +27%* market for a new car. 25-34MALE 18-24ADULTS 25% 16% PREMIUM BRAND SEEKERS “I tend to buy the premium version of EMERGING ADULTS products” +20%* Find out what fundamentally drives these audiences with our Audience Explorer. Sources: Audience Size: Tubular March 2022 (National Geographic Property); Global Followers: Nat Geo Organic Social Analytics 2021-2022; Age & Gender Breakdown: Tubular March 2022 (National Geographic Property –YouTube & Facebook); Audience Profile: Tubular March 2022 (National Geographic Property) *more likely than the average UK adult

FAVOURITE TOP INSTAGRAM CONTENT WHAT WE’RE WATCHING WHAT WE’RE TALKING ABOUT BRANDS AFFINITY SCORE 8,436 GENERAL INTEREST Environment 499 ENTERTAINMENT Books More widely, including our 452 ANIMALS & PETS Photo & Video web audience, the National Sports Geographic following are 371 PEOPLE & BLOGS big fans of travel and 43M IMPRESSIONS 33M IMPRESSIONS Family & Parenting 3M INTERACTIONS 1.1M INTERACTIONS 301 NEWS & POLITICS adventure brands. 273 SCIENCE & TECH Animals & Pets Music They are an affluent 212 SPORTS audience who engage with 187 TRAVEL Politics premium brands and makes 141 FILM & MOVIES Business high-end purchases. 32M IMPRESSIONS 28M IMPRESSIONS They have a strong interest 1.5M INTERACTIONS 917K INTERACTIONS 106 MUSIC & DANCE Movies in entertainment, politics, and science, using social to WORLDLY DIGITAL AUDIENCE talk about the environment and books. +12%* 27% 27% 28% Racking up hundreds of MORE LIKELY TO HAVE PLAN TO PLAN TO PLAN TO millions of views on NG A HIGHYEARLY PURCHASE PURCHASE PURCHASE HOUSEHOLD INCOME A CAR JEWELRY A WATCH YouTube and Facebook videos, our audience is ENGAGEDDIGITAL AUDIENCE highly engaged, having higher engagement rates +93% +47% +10% than the average person on Facebook. MORE PAGE POST LIKES MORE AD CLICKS HIGHER ENGAGEMENT RATE THAN AVERAGE THAN AVERAGE THANTHEAVERAGE FACEBOOK USERS FACEBOOK USERS YOUTUBE CHANNEL Sources: Favourite Brands: Instagram Demographic Analysis National geographic Hero account; Spend/Income: GWI Global (National Geographic Digital Audience); What we’re watching: BrandwatchDemographic Interest Affinities since Jan 2021 (National Geographic Brand); What we’re talking about: Tubular March 2022 Top 500 exports (National Geographic Hero Account); Empowered Audience: Facebook Audience insights: National Geographic UK, Tubular National Geographic Hero Account(accurate July 2021) ; *more than the average UK adult

THE#1 BRAND ON SOCIAL National Geographic is the biggest brand on social and number one for social engagements. Its the brand with the most followers on Instagram, with over 219M #1 of them on the Hero account. Across their many platforms, National Geographic BRAND draws an astounding half a billion followers worldwide. FOR SOCIAL ENGAGEMENTS 219M 515M INSTAGRAM TOTAL FOLLOWERS ON @NATGEO ACCOUNT FOLLOWERS ACROSS ALL PLATFORMS Source: Instagram, GLOBAL FOLLOWING: Contact [email protected] Nat Geo Organic Social Analytics 2021-2022 for more information