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New Capabilities of TV Audience Measurement
 

New Capabilities of TV Audience Measurement

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Jorge Papanicolau, Nielsen, Product Leader International TAM

Jorge Papanicolau, Nielsen, Product Leader International TAM

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    New Capabilities of TV Audience Measurement New Capabilities of TV Audience Measurement Presentation Transcript

    • MULTI-SCREEN VIEWING MEASUREMENT Jorge Papanicolau, Kiev, October 17th 2013
    • LATEST VIEWING TRENDS 2
    • A WEEK IN THE LIFE The American media consumer The average American consumes almost 39 hours of content each week across TV, online and mobile TRADITIONAL TV DVD/ BLU-RAY GAME CONSOLE Copyright ©2013 The Nielsen Company. Confidential and proprietary. VIDEO ON MOBILE USING THE INTERNET ON A COMPUTER VIDEO ON INTERNET These data are reflective of data pulled from our NPM and Online panels Amount of time watching TV is slightly up from Q2 2012 Source: The Nielsen Cross-Platform Report Quarter 2 2013; Chart based on Table 1 3
    • TRADITIONAL TV VIEWERSHIP Copyright ©2013 The Nielsen Company. Confidential and proprietary. Traditional TV viewing remains consistent with prior year Live & time-shifted TV remains constant, even showing a little uptick Source: The Nielsen Cross-Platform Report Quarter 2 2013; Exhibit 1 4
    • A WEEK IN THE LIFE Copyright ©2013 The Nielsen Company. Confidential and proprietary. Based on the total US population; 301 million P2+ Source: The Nielsen Cross-Platform Report Quarter 2 2013; Table 1 5
    • Copyright ©2013 The Nielsen Company. Confidential and proprietary. TV STILL DOMINATES FOR VIDEO VIEWING Q4 2013 Video Penetration among the Total US Population Monthly Time Spent among Video Users (hh:mm) Total Population 94% 54% 14% 159:12 6:28 5:45 6
    • Copyright ©2013 The Nielsen Company. Confidential and proprietary. CROSS-PLATFORM VIEWING IN AUSTRALIA Source: Australian Multi-Screen Report Q1 2013 7
    • Copyright ©2013 The Nielsen Company. Confidential and proprietary. AUSTRALIA – VIDEO VIEWING BY AGE GROUPS Source: Australian Multi-Screen Report Q1 2013 8
    • Copyright ©2013 The Nielsen Company. Confidential and proprietary. SIGNIFICANT PROGRAM VIEWING BEYOND 7 DAYS? Percent Shifted Beyond 7 Days Percent shifted by data streams Cable programming shows about 1% more time shifting beyond 7 days Source: NPOWER Custom Analysis on Beyond 7 data, Households only, averages from 9/17/2012 – 2/3/2013, sports programming excluded 9
    • VIEWING ON DEMAND A SPOTLIGHT ON VOD 10
    • Copyright ©2013 The Nielsen Company. Confidential and proprietary. SPOTLIGHT ON VIDEO ON DEMAND IN THE US • Set-top box VOD is currently available in approximately 60% of television households, up from 37% in 2008. • Over the past year, not only has access to VOD become much more user friendly, but networks have been more apt to experiment with Recently Telecast content and multiple episodes from the current season. • 52% of the top 100 most watched Video On Demand programs is Feature Films on premium cable. As age increases, the number of Feature Films watched falls in favor of General Dramas. • While people watch Feature Films at a much higher rate on VOD than they do Time-Shifted, the other broadcast and cable programs’ viewing are highly correlated across age. Source: The Nielsen Cross-Platform Report Quarter 2 2013 11
    • Copyright ©2013 The Nielsen Company. Confidential and proprietary. A CLOSER LOOK AT VOD VIEWERS A younger audience 12
    • A CLOSER LOOK AT VOD VIEWERS Copyright ©2013 The Nielsen Company. Confidential and proprietary. A more affluent viewer Viewing evenly split between DVR and Non-DVR homes 13
    • DISTRIBUTION OF TOP 10 PROGRAM GENRES Copyright ©2013 The Nielsen Company. Confidential and proprietary. Among Top 100 Shows viewed on VOD versus Top 100 Time-Shifted Shows *52% of the top 100 programs viewed on VOD were feature films Source: The Nielsen Cross-Platform Report Quarter 2 2013 14
    • Copyright ©2013 The Nielsen Company. Confidential and proprietary. HOW ARE NETFLIX AND HULU STREAMERS WATCHING? Base Sizes: Netflix users n = 1000; Hulu users n = 500 Source: 2012 Nielsen Over-the-Top and Streaming Video Study 15
    • THE TWITTER TV OPPORTUNITY October 17th, 2013
    • THE TWITTER TV CONVERSATION IS ACCELERATING 32 million people tweeted about TV in 2012 350,0 300,0 Tweets (Millions) Copyright ©2013 The Nielsen Company. Confidential and proprietary. 250,0 161 200,0 150,0 100,0 191 281 298 203 100 62 50,0 0,0 Q3 '11 Q4 '11 Q1 '12 Q2 '12 Q3 '12 Q4 '12 Q1 '13 17
    • OUR VISION SocialGuide enables networks, advertisers and agencies to measure, understand and act on the Twitter activity surrounding TV 18
    • Copyright ©2013 The Nielsen Company. Confidential and proprietary. NIELSEN TWITTER TV RATINGS: FIRST-EVER MEASURE OF TWITTER TV REACH 19
    • TWITTER TV REACH: ~50X LARGER THAN AUTHORS Average Twitter TV Authors and Audience Copyright ©2013 The Nielsen Company. Confidential and proprietary. 50x increase 94.6K 1.9K Authors Audience Data for 8/30, 8/31, 9/2, 9/3; 9/5, 9/6, 9/11-9/16 English language airings with >100 Tweets 20
    • NTTR METRICS REACH METRICS Copyright ©2013 The Nielsen Company. Confidential and proprietary. SG ACTIVITY METRICS NTTR consist of six metrics: three SG activity metrics and three reach metrics TV TWEETS Tweets ascribed to a TV telecast using SocialGuide's methodology within SocialGuide’s +3/-3 hour capture window. UNIQUE AUTHORS Unique Twitter accounts that have made at least one (1) comment about a TV program. TV TWEETS PER UNIQUE AUTHOR The average number of Tweets per unique user who has commented about a TV program in the selected timeframe. IMPRESSIONS The number of times a relevant TV Tweet was seen on a Twitter Supported Impression Client using the Impression Methodology within the Impression Capture Window. Will be de-duplicated by user+platform+Tweet_id. UNIQUE AUDIENCE The total number of distinct Twitter users accruing at least one impression on one TV Tweet related to a reported program. Will be de-duplicated at the user level. AVERAGE FREQUENCY The average number of times a TV Tweet was viewed by the NTTR Unique Audience. Definitions 21
    • HOW WE MEASURE Copyright ©2013 The Nielsen Company. Confidential and proprietary. SG measures Tweets about TV programs across over 215 English language channels in the U.S. SG passes the Tweets to Twitter, who provides back anonymous respondent-level impressions WEB IMPRESSIONS: TWEET SERVED TO CLIENT SG aggregates and deduplicates the respondentlevel impressions to produce NTTR metrics MOBILE IMPRESSIONS: TWEET OVERLAPS WITH SCREEN Unique Audience 22
    • Copyright ©2013 The Nielsen Company. Confidential and proprietary. NTTR HELPS NETWORKS INTEGRATE TOTAL TWITTER ENGAGEMENT INTO AD SALES STRATEGIES IDENTIFY TRUE INFLUENCERS AND ASSESS EFFECTIVENESS OF AUDIENCE ENGAGEMENT BETTER UNDERSTAND THE RELATIONSHIP BETWEEN TWITTER AND TUNE-IN 23
    • Copyright ©2013 The Nielsen Company. Confidential and proprietary. NTTR HELPS AGENCIES AND ADVERTISERS INFORM MEDIA PLANNING AND BUYING TURN AUDIENCE ENERGY INTO BRAND MOMENTUM USE NEXT-GENERATION INFLUENCER SCORES 24
    • Copyright ©2013 The Nielsen Company. Confidential and proprietary. CONCLUSIONS • New ways of watching TV (Live, Catch-up, and Video On Demand) on different screens (TV sets, PCs, tablets, smartphones) and social TV offer new opportunities, both to broadcasters and to advertisers. • Nielsen has developed, and keeps developing, new solutions to measure Live, Catch-up, VOD viewing on all screens (multiscreen TV measurement) as well as social TV. • Consumers habits and strategies and investments in the TV industry will determine which viewing modes will become relevant (statistically and business-wise), and how soon they should be measured. 25
    • THANK YOU