Three Screen Measurement: CES
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Three Screen Measurement: CES

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Nielsen’s Scott Brown Talks Three Screen Measurement with UpNext@CES...

Nielsen’s Scott Brown Talks Three Screen Measurement with UpNext@CES
Nielsen Wire - January 6, 2010

Prior to his panel appearance at the 2010 CES, Scott Brown, Nielsen’s SVP of Strategies and Digital Platforms, recorded a podcast with UpNext at CES, to discuss three screen viewing measurement and how TV is really still the ultimate “killer app” when it comes to reaching people.

Read the full article at http://blog.nielsen.com/nielsenwire/online_mobile/nielsens-scott-brown-talks-three-screen-measurement-with-upnextces/

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Three Screen Measurement: CES Three Screen Measurement: CES Presentation Transcript

  • Three Screens How Are People Consuming Media? Scott L. Brown SVP Strategy & Digital Platforms Q3 2009 A2/M2™ Three Screen Page 1 Confidential & Proprietary Copyright © 2010 The Nielsen Company
  • Consumers look to the “best screen available” to consume media • Live TV leads in share of usage across all demos • DVR usage is up 23% over Q3 2008 • Online video consumption is increasing–up 35% from last year • 42% of video consumed is at the workplace • The number of mobile video viewers is growing • The rise of smartphones is driving an increase in mobile video consumption • Heavy internet users are heavy TV viewers—and visa versa • Communicating across multiple platforms enhances impact Page 2 Confidential & Proprietary Copyright © 2010 The Nielsen Company
  • Viewers use the “Best Screen Available” 140:20* 3:24** 3:15^ hrs + hrs + hrs Monthly Time Spent Viewing Video in Hours: Minutes Per User 2+, Q3 2009 1. Usage is independent of time 2. Usage is independent of location 3. Still About Good Storytelling 4. Increasingly About A La Carte … A La Platform Availability Source: The Nielsen Company Q3 2009; * TV in the home includes live viewing plus playback within 7 days. ** Internet includes home and work who used internet to watch online video. ^ Mobile video audience consist of 13 or older mobile phone users who access video through any means. Page 3 Confidential & Proprietary Copyright © 2010 The Nielsen Company
  • While New Technology Offers More Options Consumer Devices • Always On • Always Connected • Network Ambivalence • GPS Location Awareness • Touch Sensitive/Input Friendly • Visualizing/messaging • Increasing Direct To Consumer Content Confidential & Proprietary Copyright © 2010 The Nielsen Company
  • Consumers Create New Patterns • Consumers generated – Playlists – TV Favorites – DVR customized programming – Text, wallpapers, short video clips – Social networks and online communities – Gaming • Reaching the consumer in mass media has morphed in part to consumers discovering, creating, sharing media – Over the top Confidential & Proprietary Copyright © 2010 The Nielsen Company
  • Appetite For Media Seems Insatiable Monthly Time Spent in Hours: Minutes Per User 2+ Q3 2009 Q3 2008 % Diff Absolute Diff Watching TV in the home* 140:20 140:48 -0.3% :28 Watching Timeshifted TV* 7:54 6:27 +22.5% 1:27 Using the Internet** 27:32 27:18 +0.9% :14 Watching Video on 3:24 2:31 +34.9% :53 Internet** Mobile Subscribers 3:15 3:37 -10.0% :22 Watching Video on a Mobile Phone^ Source: The Nielsen Company Q3 2009; * TV in the home includes live viewing plus playback within 7 days. ** Internet includes home and work who used internet to watch online video. ^ Mobile video audience consist of 13 or older mobile phone users who access video through any means. Page 6 Confidential & Proprietary Copyright © 2010 The Nielsen Company
  • TV continues to be an important part of our lives Fact: Average Total Average Daily TV Viewing per Household number of (hours:minutes) TVs per U.S. household = 8:38 2.8 8:24 8:21 8:18 8:14 8:14 8:11 8:09 8:01 Total Day h:mm 7:55 7:55 7:42 7:39 7:40 7:31 7:26 7:12 6:57 '99-'00 '00-'01 '01-'02 '02-'03 '03-'04 '04-'05 '05-'06 '06-'07 '07-'08 '08-'09 Total Average Daily TV Usage, HH Source: Nielsen National People Meter (08-09=September 2008 to September 2009); The Nielsen Television Panel Page 7 Confidential & Proprietary Copyright © 2010 The Nielsen Company
  • Younger demos’ screen usage is more dispersed Total Screen Time (h:mm) 65+ 84.4% 3.1 1.4 2.3 3.9 2.2 8:18 45–54 67.7% 8.2 1.7 2.7 7.4 7.0 2.4 8:32 55–64 58.5% 3.4 3.6 8.0 9.0 2.6 9.1 3.1 9:34 Age Group 35–44 44.9% 3.4 5.3 14.4 9.1 2.8 12.0 4.8 8:33 50.1% 3.1 6.9 2.7 10.9 8.8 9.8 3.7 25–34 0.6 8:31 18–24 41.2% 3.4 6.7 5.1 13.2 4.0 2.9 12.1 5.7 8:30 Share of Average Daily Minutes of Screen Media 0% 20% 40% 60% 80% 100% Live TV Web Mobile talk 1st Screen 3rd Screen 4th Screen 2nd Screen Playback via DVR Environmental/Other video Email Mobile text In-Cinema movie DVD or VCR IM Mobile web GPS navigation % Console Game Software Mobile other Source: CRE Study, 2009 Computer video Mobile video Page 8 Confidential & Proprietary Copyright © 2010 The Nielsen Company
  • Live TV far outpaces all other media in terms of average minutes and reach Source: CRE Study, 2009 Page 9 Confidential & Proprietary Copyright © 2010 The Nielsen Company
  • DVR usage is up but only represents 6% of total TV viewing DVR Usage 35% of HH have DVRs, up 6% over prior year DVR owners watch about Almost 86 million 47% of all people used their DVR commercials for at least one minute, recorded up 26% from the prior year DVR playback DVR playback is up slightly at makes up 6% of more than 22 hours per month, total TV viewing representing 20% of the total TV viewing time for those with DVRs Source: The Nielsen Company, Q3 2009 Page 10 Confidential & Proprietary Copyright © 2010 The Nielsen Company
  • People with internet access watch more TV than they did 5 years ago—especially kids under age 17 Average Hours of TV Viewed per Person per Week in TV Households with Internet Access 30.8 27.9 28.4 26.6 27.1 25.1 23.5 24.0 23.3 20.9 P2+ T12-17 A18-24 A18-34 A18-49 2004 2009 Source: The Nielsen Company, 2004 and 2009 (2009 data based on Q3) Page 11 Confidential & Proprietary Copyright © 2010 The Nielsen Company 11
  • The number of consumers viewing mobile video continues to climb (MM) U.S. Mobile Video Viewers Subscribers 15.7M U.S. 20.3 21.0 consumers 20 10.0% view mobile 18.6 18.7 8.7% 8.8% video 16.4 8.1% 8.1% 15.3 15.7 8.0% 15 7.3% 13.4 11.2 6.0% 10.3 10 4.0% 6.6 6.5 5.8 5 4.6 4.9 2.0% 0 0.0% Q3 2008 Q4 2008 Q1 2009 Q2 2009 Q3 2009 Mobile video subscribers (in millions) Mobile video viewers Mobile video subscribers who viewed mobile video Mobile video subscriber penetration (of all mobile subscribers) Source: Nielsen Mobile Media Executive Overview, U.S., Q3 2009 Page 12 Confidential & Proprietary Copyright © 2010 The Nielsen Company
  • Reach increases when exposed to the same message on multiple platforms Beverage Campaign Across TV and Internet 60% 53.4% rs 48.5% elive 50% On line d l reach a ment incre % U.S. Population 40% 30% 20% 14.2% 10% 0% TV schedule Online schedule Total schedule Schedule reach Source: Nielsen TV/Internet Custom Data Fusion January 2009 Page 13 Confidential & Proprietary Copyright © 2010 The Nielsen Company
  • Advertising on TV and via online video provides higher impact than advertising on TV alone TV Brand and Message Recall 50 44% 39% 40 % TV Ad Performance 30 26% 19% 20 10 0 Brand recall Message recall TV only exposed TV + online exposed Source: Nielsen IAG, A18-49, Online Full Episode Video Measurement 2008-09 TV + Online Video exposure group include those viewers who were also exposed to same brand/product ad in online full-episode video in 7-day period prior to TV ad exposure; Food and Beverages category Page 14 Confidential & Proprietary Copyright © 2010 The Nielsen Company
  • Cross-platform media consumption is not a zero sum game • Rich content • User control • Portability • Best viewing environment • Interactivity • Each platform offers unique benefits, strengths, advantages • As a result, user consumption on these platforms is not mutually exclusive • A combination of all platforms enhances performance and helps achieve better desired results Page 15 Confidential & Proprietary Copyright © 2010 The Nielsen Company
  • Thank you! Page 16 Confidential & Proprietary Copyright © 2010 The Nielsen Company