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NATIONAL RESEARCH CORP Director's Dealing 2017

Jan 10, 2017

33341_dirs_2017-01-10_c317a8d7-d690-45ab-9e10-ab888d363f0e.zip

Director's Dealing

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SEC Form 4 — Statement of Changes in Beneficial Ownership

Issuer: NATIONAL RESEARCH CORP (NRCIA/B)
CIK: 0000070487
Period of Report: 2017-01-06

Reporting Person: Hays Michael D. (Director, CEO, 10% Owner)

Non-Derivative Transactions

Date Security Code Shares Price A/D Holdings After Ownership
2017-01-06 Class A Common Stock S 762 $19.6342 Disposed 5769670 Direct
2017-01-09 Class A Common Stock S 1665 $19.3362 Disposed 5768005 Direct
2017-01-10 Class A Common Stock S 3055 $19.0869 Disposed 5764950 Direct

Holdings (Non-Derivative)

Security Shares Ownership
Class A Common Stock 138970 Indirect
Class A Common Stock 75 Indirect
Class B Common Stock 1973205 Direct
Class B Common Stock 125 Indirect
Class B Common Stock 12 Indirect

Holdings (Derivative)

Security Exercise Price Expiration Underlying Shares Ownership
Employee Stock Option (right to buy) $7.59 2018-01-04 Class A Common Stock (21633) 21633 Direct
Employee Stock Option (right to buy) $8.12 2019-01-05 Class A Common Stock (20109) 20109 Direct
Employee Stock Option (right to buy) $6.29 2020-01-05 Class A Common Stock (26481) 26481 Direct
Employee Stock Option (right to buy) $9.14 2021-01-05 Class A Common Stock (17745) 17745 Direct
Employee Stock Option (right to buy) $10.75 2022-01-05 Class A Common Stock (14949) 14949 Direct
Employee Stock Option (right to buy) $14.50 2023-01-07 Class A Common Stock (10938) 10938 Direct
Employee Stock Option (right to buy) $18.80 2024-01-07 Class A Common Stock (2904) 2904 Direct
Employee Stock Option (right to buy) $13.17 2025-01-06 Class A Common Stock (10014) 10014 Direct
Employee Stock Option (right to buy) $15.23 2026-01-05 Class A Common Stock (9145) 9145 Direct
Employee Stock Option (right to buy) $18.8 2027-01-04 Class A Common Stock (7478) 7478 Direct
Employee Stock Option (right to buy) $21.5 2022-01-05 Class B Common Stock (2491) 2491 Direct
Employee Stock Option (right to buy) $27.13 2023-01-07 Class B Common Stock (1823) 1823 Direct
Employee Stock Option (right to buy) $34.15 2024-01-07 Class B Common Stock (266) 266 Direct
Employee Stock Option (right to buy) $35.48 2025-01-06 Class B Common Stock (1669) 1669 Direct
Employee Stock Option (right to buy) $34 2026-01-05 Class B Common Stock (1524) 1524 Direct
Employee Stock Option (right to buy) $40.54 2027-01-04 Class B Common Stock (1246) 1246 Direct

Footnotes

F1: The price in Column 4 is a weighted average price. The prices actually received ranged from $19.60 to $19.75. The reporting person has provided to the issuer, and will provide to any security holder of the issuer, or the SEC staff, upon request, information regarding the number of shares sold at each price within the range for all transactions reported in this Form 4 utilizing an average weighted price.

F2: The price in Column 4 is a weighted average price. The prices actually received ranged from $19.25 to $19.45. The reporting person has provided to the issuer, and will provide to any security holder of the issuer, or the SEC staff, upon request, information regarding the number of shares sold at each price within the range for all transactions reported in this Form 4 utilizing an average weighted price.

F3: The price in Column 4 is a weighted average price. The prices actually received ranged from $19.00 to $19.175. The reporting person has provided to the issuer, and will provide to any security holder of the issuer, or the SEC staff, upon request, information regarding the number of shares sold at each price within the range for all transactions reported in this Form 4 utilizing an average weighted price.

F4: The reporting person disclaims beneficial ownership of these shares.

F5: This option became fully exercisable on January 4, 2013.

F6: This option became fully exercisable on January 5, 2014.

F7: This option became fully exercisable on January 5, 2015.

F8: This option became fully exercisable on January 5, 2016.

F9: This option became fully exercisable on January 5, 2017.

F10: This option becomes fully exercisable on January 7, 2018.

F11: This option becomes fully exercisable on January 7, 2019.

F12: This option becomes fully exercisable on January 6, 2020.

F13: This option becomes fully exercisable on January 5, 2021.

F14: This option becomes fully exercisable on January 4, 2022.