3THE CROSS-PLATFORm REPORT | Q4 2012As we reviewed the data for this past quarter, we found that Americans,irrespective of race, ethnicity and gender, have a voracious appetitefor content. As an industry, we should feel fortunate to interact with somany consumers across devices and screens in unique and engagingways. Finding the Holy Grail, however, means zeroing-in on the righttouch points for each of your consumers.As we highlight the differences in media use by age, race, ethnicity andgender, it’s vital to strike a balance to ensure we deliver the right contentto the right consumer (as well as on the right screen and at the righttime). The average American spends more than 41 hours each weekengaging with content across all screens and comparatively, the averageAfrican American spends close to 55 hours, Hispanics just over 35 hoursand Asian Americans spend just over 27 hours. Knowing the numbersisn’t enough, however. The key lies in knowing when and how viewersare consuming and interacting with that content; only then can youdeliver your programming and advertising messages effectively.For the consumer, it’s about being entertained and staying informed. TVviewing trends remain significant and strong (viewers spent more timein Q4 2012 watching TV than in Q4 2011). Fourth quarter 2012 broughtus the Presidential election and other significant news stories includingHurricane Sandy and the Newtown, CT tragedy demonstrating theappeal of the TV set. In fact, American viewing is growing and peopleare finding ways to extend the viewing hours in their days—thanks inpart to developments in mobile and streaming technology.Finding patterns and making sense of the fragmented consumptionof video, we are focusing on the evolving definition of the televisionhousehold. We continue to report time-shifted viewing via DVRs andvideo-on-demand as well as insights on the use of computers for surfingand streaming. However while a limited number of U.S. homes nolonger receive TV programming via a traditional platform, as muchas 75 percent of these homes still have TV sets they can use to watchentertainment, play games or surf the Internet.So as we explore the array of consumer touch points, we seize theopportunity to broaden our audience measurement capabilities to reflectthe ways in which consumers get their content. To that end, we will startincluding homes that have a broadband connection linked to a TV set inour measured samples.These are exciting times. The consumer’s content journey continuesto enthrall and we will follow his path to discovery—one that enableshim the freedom to connect in many places with the entertainment andinformation he wants.Americanviewing isgrowingand peopleare findingways toextend theviewinghours intheir days
5THE CROSS-PLATFORm REPORT | Q4 20125,010,000HOMES IN 20132,010,000HOMES in 200760%ACCOUNTING FOR LESS THAN 5% ofUS HOUSEHOLDS, over the last sixyears NEARLY 2.5X MORE HOUSEHOLDShave changed the way they gettheir content in favor of usingother devices/servicesOF THESE HOMES HAVEAT LEAST ONE TELEVISION SET75%WHAT DO THESE HOMES LOOK LIKE?Source: Nielsen “Zero-TV” Survey
7THE CROSS-PLATFORm REPORT | Q4 2012THESE VIDEO homes tend to beyounger with almost half under the age of 35< 2525-3435-4445-5455-6465+19.3%25.1%21.3%14.0%10.2%10.1%3.6%14.5%17.5%20.8%19.5%24.2%NO KIDSUNDER 1212-1712.7%6.4%17.8%15.5%YES 41.2%26.2%HISPANICETHNICITYAGENONHISPANICASIANBLACK8.4%10.1%9.5%12.4%4.5%12.9%87.6% 85.5%HAVE KIDS?LIVE ALONE?80.9%66.7%NO 58.8%73.8%TV HOMES “ZERO-TV” HOMESSource: Nielsen “Zero-TV” Survey
9THE CROSS-PLATFORm REPORT | Q4 2012TAKING A CLOSERLOOK AT THE DATATable 1 – A Week in the Life FOR THE TOTAL US POPULATIONWeekly Time Spent in Hours : Minutes –By Age DemographicK2-11t12-17A18-24A25-34A35-49A50-64A65+P2+BLACK2+HISP.2+ASIAN2+On Traditional TV 24:32 21:28 23:14 29:27 34:29 43:43 48:25 34:03 46:49 28:39 21:13WatchingTimeshifted TV2:03 1:37 1:38 3:23 3:30 3:24 2:18 2:45 2:07 1:49 1:56Using a DVD/Blu Ray Device2:01 1:05 1:09 1:38 1:18 0:56 0:32 1:14 1:21 1:15 0:58Using a GameConsole2:15 3:27 3:02 2:10 0:54 0:16 0:04 1:26 1:48 1:36 1:03Using the Interneton a Computer0:29 1:08 6:09 7:08 6:40 5:48 3:22 4:44 4:38 3:21 3:49Watching Videoon Internet0:14 0:29 2:04 1:45 1:10 0:48 0:18 0:57 1:13 1:00 1:13Watching Videoon a MobilePhoneNA 0:24 0:28 0:21 0:10 0:03 0:00 0:11 0:19 0:21 0:244:444:404:384:354:39:14:17:20:22:25:09:09:10:13:13:16:15:13:11:11Q4 2008Q4 2009Q4 2010Q4 2011Q4 2012AVERAGE TIME SPENT PER PERSON PER DAYLIVE TV DVR PLAYBACK VIDEO GAMES DVD PLAYBACK
11THE CROSS-PLATFORm REPORT | Q4 2012Table 4 – Monthly Time Spent by Medium in Hours: Minutesamong CompositeK2-11t12-17A18-24A25-34A35-49A50-64A65+P2+On Traditional TV 112:39 98:26 111:20 136:10 157:07 198:23 220:55 156:24Watching Timeshifted TV 9:25 7:26 7:49 15:38 15:57 15:26 10:28 12:38Using a DVD/Blu Ray Device9:16 4:59 5:32 7:34 5:54 4:16 2:28 5:39Using a Game Console 10:19 15:47 14:31 10:00 4:04 1:14 0:18 6:35Using the Internet on a Computer 5:05 9:20 35:49 36:25 33:48 32:40 25:35 29:23Watching Video on Internet 3:45 5:26 15:08 11:04 7:31 5:54 3:02 7:43Watching Video on a Mobile Phone - 7:48 6:36 5:20 4:37 4:00 2:20 5:23Table 4 – Monthly Time Spent by Medium in Hours: Minutesamong HISPANICSK2-11t12-17A18-24A25-34A35-49A50-64A65+P2+On Traditional TV 115:51 94:09 102:33 125:44 138:25 170:11 208:38 131:08Watching Timeshifted TV 7:42 5:14 5:53 10:30 10:38 8:24 6:38 8:21Using a DVD/Blu Ray Device8:51 4:43 5:04 6:44 4:33 4:15 2:36 5:41Using a Game Console 9:37 16:15 12:51 7:30 3:06 1:25 0:38 7:22Using the Internet on a Computer 5:22 12:10 33:31 33:08 29:29 26:05 26:58 26:01Watching Video on Internet 4:47 5:57 14:40 12:24 8:43 9:08 8:51 9:58Watching Video on a Mobile Phone - 8:26 6:52 5:33 5:22 4:39 - 5:58
19THE CROSS-PLATFORm REPORT | Q4 2012period. Fourth Quarter 2012 Television data is based on the following measurementinterval: 10/01/12-12/30/12. As of February 2011, DVR Playback has been incorporated intothe Persons Using Television (PUT) Statistic.Metrics for Using a DVD/Blu Ray Device and Using a Game Console are based on whenthese devices are in use for any purpose, not just for accessing media content. Forexample, Using a Game Console will also include time when the game console is beingused to play video games.ONLINE METHODOLOGYIn July 2011 an improved hybrid methodology was introduced in Nielsen’s NetView andVideoCensus product. This methodology combines a census level accounting of pageviews and video streams where Nielsen measurement tags have been deployed in order toproject audience and behavior to the full universe of all Internet users. For VideoCensus,the portion of the total video streams calibrated by census data, previously allocatedto Home/Work computers, are now allocated to other devices and locations such assmartphones and viewing outside of home and work. This change affects both“WatchingVideo on the Internet” and “Using the Internet” figures. Beginning in Q1 2012, Cross-Platform metrics are derived from new hybrid panel. Year over year trends are availablebeginning in Q3 2012. Data should not be trended to previous quarters’ publishededitions.Hours:minutes for Internet and video use are based on the universe of persons who usedthe Internet/watched online video. All Internet figures are weekly or monthly averages overthe course of the quarter. All “Using the Internet on a Computer” metrics are derived fromNielsen NetView product, while all “Watching Video on the Internet” metrics are derivedfrom Nielsen VideoCensus product. Watching video on the Internet is a subset of Usingthe Internet on a computer.Due to the release of the Chrome browser v.19 in May 2012, some Nielsen NetView datafor a small number of sites that have extensive use of HTTPS is under reported for Mayand June 2012. A solution has been implemented for July 2012 reporting. This affects the“Using the Internet on a Computer” and“Internet” time spent figures provided in thisreport for current quarter data.Yahoo! Mail and Yahoo! page view and duration data shows an artificial decrease forMay-November 2011 and do not reflect the actual activity on these sites. This wascorrected with December 2011 forward reporting. This affects the “Using the Internet on aComputer” and “Internet” time spent figures provided in this report for previous year data.May 2012 volume metrics were affected for two YouTube channel entities. As of June 2012,YouTube Partner reporting became available through Nielsen VideoCensus featuring May2012 data. YouTube Partner data is reported as individual channels under the YouTubebrand in Nielsen VideoCensus. Data for each YouTube partner is aggregated across twoentity levels, the broadest as Nielsen VideoCensus channel entity and the more granularbeing Nielsen VideoCensus client-defined entity. This affects the “watching video on theInternet” and “stream” numbers in this report for current quarter data.