Nielsen Social TV

Social Panel: Focus on Social TelevisionAEJMC, Chicago, August 9, 2012 Mike Hess EVP, Data Fusion and Social Television Analytics

TV set still dominates for video viewing Q4 2011 Video Penetration among the Total Population Monthly Time Spent among Video Users (hh:mm) Mobile 12% 4:20 Online 51% 4:34Television 95% 153:19 2 Based on Total US Population, Persons 2+ for TV and Online, (Home and Work) 13+ for Mobile, 4th Qtr 2011 Copyright © 2012 The Nielsen Company. Confidential and proprietary.

People still love TV content Season-to-Date through week ending 2/26/2012 Live + DVR Playback, Total Day 60:00 48:00 47:22 44:52 36:00HH:MM Per Week 35:24 35:01 27:40 24:00 26:25 25:07 24:29 23:47 23:05 12:00 0:00 P2-11 P12-17 P18-24 P25-54 P55+ 3 2007/2008 2011/2012 Source: Nielsen, Total Day is Mon-Sun 6A-6A Copyright © 2012 The Nielsen Company. Confidential and proprietary.

People are device-shifting and place-shifting their TV viewing Average Unique Visitors (000’s)160,000140,000 Gradual year-over- 147,38 year increases in120,000 7 online and mobile100,000 video streaming 80,000 60,000 33,526 Time spent averaging 40,000 around four and a half 20,000 hours a month for 0 both platforms Q1 2009 Q2 2009 Q3 2009 Q4 2009 Q1 2010 Q2 2010 Q3 2010 Q4 2010 Q1 2011 Q2 2011 Q3 2011 Q4 2011 Online video Mobile video 4 Source: Video Census, Mobile Video Report, Q4 2011 Copyright © 2012 The Nielsen Company. Confidential and proprietary.

Top Destinations for Simultaneous Consumption during themonth of December Top Websites Viewed While Top TV Programs Watched While Watching TV Surfing Online Facebook Hallmark Movie YouTube NCIS Yahoo! Mail Judge Judy (AT) Zynga Big Bang-Syn (AT) Google Search Law & Order: SVU eBay NBC Sunday Night Football Pogo.com Two-Half Men-SYN (AT) Craigslist ESPN NFL Regular Season* Windows Live Hotmail Syfy Movie Yahoo! Homepage Ellen DeGeneres Show Broadcast Cable Syndication 41,353,158,000 Total Simultaneous Weighted Viewing Minutes 5 Nielsen Cross Platform Homes Simultaneous Consumption; Rank of Online sites and TV Programs by Total Simultaneous Minutes December 2011 *Syndication and Cable telecasts Copyright © 2012 The Nielsen Company. Confidential and proprietary.

88% of tablet and 86% of smartphone owners use theirdevice while watching TVFrequency of Simultaneous Usage While Frequency of Simultaneous Usage While Watching TV: Tablets Watching TV: Smartphones Tablet Owners (Q4 2011 n=2,390) Smartphone Owners (Q4 2011 n=3,889) Several times a day 23% 19% Once a day 24% 14% Several times a week Several times a 13% 25% 13% month 27% Once a month or 9% 7% less 12% Never 14% 6 Source: Q4 2011 Mobile Connected Device Report Copyright © 2012 The Nielsen Company. Confidential and proprietary.

Social networking is driving media consumption in a major way Percent of adult internet users who90% use social networking sites80%70%60%50%40% 7 Source: Netview Copyright © 2012 The Nielsen Company. Confidential and proprietary.

Analysis of BBG and ProgramRatingsIs there a relationship?

Variables in the Analysis Buzz Data Source: 150 million+ Buzz Volume social media sites Msg/Source N= 250 TV shows Authors AdSpend Prior Episode TV Ratings Prior Season TV Ratings Genre Broadcast/Cable TV Ratings New/Old 9 Copyright © 2012 The Nielsen Company. Confidential and proprietary.

When is buzz aligned with TV ratings? 18-34 35-49 50+ PREMIERE Males Females MIDSEASON Males Females FINALE Males Females Buzz is significant at p<=0.05 10 Copyright © 2012 The Nielsen Company. Confidential and proprietary.

Four weeks prior to a show premiere… A 9% increase IN BUZZ VOLUME CORRESPONDS TO A 1% increase IN RATINGS 11 Ratings for people 18-34 years old Copyright © 2012 The Nielsen Company. Confidential and proprietary.

Two weeks prior to a show mid-season episodeor finale… A14% increaseIN BUZZ VOLUME CORRESPONDS TO A 1% increaseIN RATINGS 12 Ratings for people 18-34 years old Copyright © 2012 The Nielsen Company. Confidential and proprietary.

Key TakeawaysSocial media is growing as a source and driver of mediaconsumption • Social Media is pervasive among all age groups • Television Viewing is being influenced by Social Media…”Social TV” • Recent Evidence that Multi-Taskers Starting to Go to Program Sites Rather than Sending E-Mail Social Media are correlated with Television Program Ratings • Even more aligned with younger demos • Alignment increases as show date nears • But even 4 weeks before the premiere, there is a significant correlation 13 Copyright © 2012 The Nielsen Company. Confidential and proprietary.

http://spinsucks.com	1723
http://www.scoop.it	1007
http://www.cgoandco.com	146
http://momri.org	54
http://ibubblr.com	54
http://perkolating.tumblr.com	48
http://cdn.cloudfiles.mosso.com	23
http://feeds2.feedburner.com	18
http://www.momri.org	12
http://flavors.me	7
http://translate.googleusercontent.com	6
http://www.twylah.com	6
http://pinterest.com	3
https://si0.twimg.com	2
http://webcache.googleusercontent.com	2
http://feeds.feedburner.com	2
http://www.newsblur.com	1
http://core.traackr.com	1
http://localhost	1
http://www.linkedin.com	1

Nielsen Social TV

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