Nielsen Updates March 2014

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Nielsen Presentation on their latest updates and new advancements.

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Nielsen Updates March 2014

  1. 1. Nielsen 2014
  2. 2. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 2 • Overview-Nielsen Company • Television Today-What are WE seeing. • Sample Measurement & Methodology Updates • LPM HUT/PUT Definition Change • Hybrid Measurement • Tablet and Smartphone/Mobile Measurement • Digital Measurement & Products • Dynamic Program Ratings • Online Campaign Ratings • Social Guide and Twitter Ratings AGENDA
  3. 3. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 3 DO YOU KNOW THAT NIELSEN...
  4. 4. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 4 DO YOU KNOW THAT NIELSEN...
  5. 5. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 5 DO YOU KNOW THAT NIELSEN...
  6. 6. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 6 IN ONE YEAR, NIELSEN…
  7. 7. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 7 IN ONE YEAR, NIELSEN…
  8. 8. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 8 IN ONE YEAR, NIELSEN…
  9. 9. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 9 We are the world’s leading provider of global marketing information, consumer insights, business media products, and services. To provide clients with the most complete understanding of consumers and markets worldwide. Our Mission
  10. 10. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 10 COMPREHENSIVE MEASUREMENT Nielsen’s measurement strategy includes ALL types of HH’s and ALL tuning devices
  11. 11. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 11 THE VIEWING LANDSCAPE: “TRADITIONAL TELEVISION” STILL DOMINATES CONTENT CONSUMPTION
  12. 12. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 12 WHILE VIDEOIS VIEWEDON OTHERDEVICES,THE TV SCREENIS STILL WHERE WE GET MOST OF OUR CONTENT Source: Nielsen Cross-Platform Report, Q3 2013, Based on Total US Population, Persons 2+ for TV and Online (Total), 13+ for Mobile Q3 2013 % People using each device to view video content 94% 49% 22% Q3 2012 94% 54% 16% Television consumption stays flat, consuming video via other devices is shifting
  13. 13. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 13 WITH THE MOST TIME SPENT ON TRADITIONAL TV: The average American consumes almost 60 hours of content each week across TV, radio, online and mobile. The incorporation of radio has allowed us to capture an additional 14 hours of consumer’s media usage a week. Source: The Nielsen Cross-Platform Report Quarter 3 2013
  14. 14. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 14 THE VIEWING POPULATION IS CHANGING - YOUNGER SEGMENT, MORE MULTI-CULTURAL 57% 62% 75% 16% 13% 10%21% 18% 9% 5% 6% 4% P12-24 P25-54 P55+ Asian American Hispanic African American White Non-Hispanic Share of TV Universe Estimates Source: NPOWER, Share of TV Universe Estimates, 01/15/14
  15. 15. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 15 In Thousands (000) 2012 289,700 37,626 16,229 46,896 2050 403,060 58,010 38,210 120,150 Increase 113,360 20,384 21,981 73,254 A LARGE PORTION OF POPULATION GROWTH WILL COME FROM HISPANICS Projected TV Population Growth From 2012 to 2050 Source: U.S. Census Bureau Population Projections Total Black Asian Hispanic +39% +54% +135% +156%
  16. 16. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 16 EXPANSION OF CHOICES CONTINUES TO ACCELERATE The last 5 years Online Video for PC Over the top devices TabletsSmart TVSmartphonesCloud DVR The last 10 years DVDDVRVOD The last 50 years BroadcastCable & SatelliteVCR 16 FUTURE?
  17. 17. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 17 88% 75% 41% 34% 20% 86% 79% 45% 43% 45% 6% 7% 82% 80% 46% 49% 67% 31% 17% DVD PC w/Internet Video Game DVR Smartphone Tablet Smart TV Nov '09 Nov '11 Nov '13 % diff vs. 2011 MORE CHOICES BEING DRIVEN BY INCREASED DVR, SMARTPHONE, TABLET, SMART TV PENETRATION Devices Owned in TV Households Source: NPOWER, Mobile Insights, Custom Smart TV (Capable) +49% +14% +249% +486
  18. 18. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 21 LARGER DECLINES AMONG TEENS AND P25-34 Source: Nielsen, NPOWER Prime Interval P2+ P2-11 P12-17 P18-24 P25-34 P35-49 P50+ 09/24 - 12/30/12 39.5 25.1 25.6 24.6 34.8 41.6 53.7 09/23 - 12/29/13 38.6 24.4 24.1 24.4 32.6 39.7 53.1 % Diff -2% -3% -6% -1% -6% -4% -1% Total Day Interval P2+ P2-11 P12-17 P18-24 P25-34 P35-49 P50+ 09/24 - 12/30/12 21.0 15.1 13.1 14.4 18.2 21.3 28.1 09/23 - 12/29/13 20.7 14.9 12.4 14.2 17.3 20.5 28.1 % Diff -1% -1% -5% -1% -5% -4% 0% Persons Using Television%
  19. 19. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 22 0.7 1.8 5.8 1.7 1.9 1.4 20.0 2.2 13.0 38.8 0.4 1.5 5.5 1.8 1.9 1.5 20.9 2.5 13.1 40.7 Multimedia Device Use Video Game Console Use Time Shifting DVD Playback Use All Other Tuning Premium Pay Ad Supported Cable Spanish Broadcast English Broadcast PUT (Live PUT + Time Shifting) 2012: 9/24 - 12/30/2012 2013: 9/23 - 12/29/2013 Source: Nielsen, NPOWER, Prime, L+7 days INCREASE IN TIME SHIFTING AND VIDEO GAME USE Persons 25-54
  20. 20. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 23 BROADBAND ONLY HOME VIEWERSHIP Over half of minutes comes from game console use 83% 9% 3% 4% 1% Traditional TV HH Live TV Time Shifting DVD Playback Use Video Game Console Use Multimedia Device Use Source: Custom Data Extract, 10/28 – 11/24/13, Total Day, P2+ 3% 1% 12% 59% 25% Broadband Only HH Share of Total Use of TV
  21. 21. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 24 OTT VIDEO CONTINUES TO GROW IN POPULARITY Source: Nielsen Custom Study Do you currently subscribe to the following services? 2012 2013 Netflix 31% 38% Hulu Plus 4% 6% Amazon Prime Instant Video 7% 13% What Netflix Users Watch 2012 2013 Movies 47% 34% Movies & TV Equally 35% 44% TV Shows 19% 22%
  22. 22. 25 Copyright©2013TheNielsenCompany.Confidentialandproprietary. A ONE GRP WORLD Traditional TV Universe: homes connected via an antennae, cable STB, or Satellite receiver Expansion of TV Universe: homes with operable TV monitor with a broadband connection PAST PRESENT FUTURE? Total Population Universe: inclusion of PC and tablet only homes
  23. 23. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 26 LOOKING TO 2014 – BECOMING MULTILINGUAL The norm of consumer media consumption & beyond HOW WILL THIS IMPACT YOUR BUSINESS? • Consumers continue to have expanded choice • On demand will take more viewing from the DVR and from Live • Linearand digitalmedia will become seamless to the consumer • True for video but also audio and print • Portable and personal devices will continue to enable simultaneous usage • Social Media becomes more important as we curate, commentate on our media consumption • Consumers can extend their media engagement with even morecontent and information
  24. 24. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 27 LOOKING TO 2014 – BECOMING MULTILINGUAL The norm of consumer media consumption & beyond HOW WILL THIS IMPACT YOUR BUSINESS? • Fragmentationwill grow across distribution platforms, types of content, availability of content and volume of content • Understanding the fragmentation of a single piece of content over time and across multiple screens/devices becomes as important as understanding fragmentation to competitors • The 2014 Upfront market will foster more conversations and negotiations around different monetization models to account for additional viewing across platforms • Fee driven consumption and ad free models will coexist with ad supported distribution of the same content • Promotioncontinues to grow in importance as choices explode • …and the consumer continues to not differentiate how they get their entertainment opting for best screen, best audio at most convenient time with best content
  25. 25. METHODOLOGY & MEASUREMENT UPDATES
  26. 26. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 29 HUT/PUT DEFINITION CHANGE: PROVIDING CLIENTS MORE VISIBILITY AROUND WHEN VIEWERS ARE CONSUMING TIME-SHIFTED CONTENT Effective January 2014, HUT/PUT will reflect all time-shifted television usage - including usage beyond seven days - at the time of play vs. today’s calculation which credits playback back to the time of record.
  27. 27. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 30 HUT/PUT CREDIT CHANGE • Change only for the 25 LPM markets • Ratings remain unchanged • HUT/PUT are expected to increase in areas where high levels of playback occur • Shares may slightly decline in areas where HUT/PUT increases • Re-calculated monthly files are not needed for projecting until the Jan ’14 book is available • The 2nd half of the year will be made available to SSP’s in the Feb/March time frame
  28. 28. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 31 PUT 27.7 X Share 9.0% = 2.5 RTG Recalculated PUT 35.9 X Recalculated Share 7.0% = 2.5 RTG • There are no variables that would impact ratings – demos, dayparts, station • Ratings represent a percentage of the total market • Only share is impacted by the percentage of TV HH that have the set on HUT PUT DEFINITION CHANGE: WHY DO RATINGS STAY THE SAME?
  29. 29. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 32 HUT/PUT DEFINITION WILL CHANGE IN LPM MARKETS IN JANUARY 2014 • Jan – Jun 2013 recalculated Local monthly files released in Oct/Nov 2013 • Jul – Dec 2013 recalculated Local monthly files released in Mar/Apr 2014 • Data for all 25 LPM markets • Total DMA and Hard Wired Cable • All 4 data streams (Live, Live+SD, Live+3, Live+7) Recalculated Local Monthly files are being provided for all 12 months of 2013
  30. 30. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 33 HUT / PUT DEFINITION CHANGE PROJECTING WITH RECALCULATED LOCAL MONTHLIES • Old share X Old HUT/PUT is ok • New share X New HUT/PUT is ok • Old share X New HUT/PUT is NOT ok • New share X Old HUT/PUT is NOT ok Example: February 2014 February 2013 actuals = OK November 2013 shares X February 2013 HUTS/PUTS = OK November 2013 shares X February 2013 recalculated HUTS/PUTS = NOT OK Guiding principle – you cannot mix old methodology months with new methodology months
  31. 31. HYBRID MEASUEMENT
  32. 32. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 35 A LOCAL HYBRID APPROACH This approach results in increases in effective sample sizes for metered markets and diaries IMPROVED STABILITY | LESS SAMPLING ERROR | FEWER ZERO RATINGS CODE READER DATA (WHERE NECESSARY) CURRENT NIELSEN PANELS
  33. 33. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 36 NEW METER FOR HYBRID MEASUREMENT Nielsen Code Reader • Audio watermarks & signatures • Probability sample with DMA coverage • Increased effective sample size • Household demographics • Future foundation for cross-platform
  34. 34. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 37 DISADVANTAGES OF SET TOP BOX ONLY Why not Set Top Box Only? Census means everyone, not selective viewers, nor data providers • STB data does not always have time shifted viewing • STB data does not capture every set in the home • STB data does not capture set on / off • STB data does not capture who is watching • STB data contains "machine generated" viewing (e.g., software downloads)
  35. 35. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 38 Household Program Genre by Cable Provider Indexed to Total NPM % of Viewing by Genre Source: Weighted Viewing Minutes and Indexes based on Nov 2013 NPM sample averages Program Genre Total NPM Weighted Minutes Broadcast Only AT&T CHARTER COMCAST COX DIRECT TV DISH NETWORK TIME WARNER VERIZON General Drama 218,435,131,591 146% 93% 99% 101% 105% 89% 97% 102% 95% Feature Film 185,279,444,053 57% 77% 107% 103% 94% 96% 113% 104% 88% General Documentary 150,989,485,715 6% 99% 120% 105% 97% 113% 105% 99% 99% News 148,237,025,762 119% 94% 99% 106% 109% 93% 93% 95% 113% Children's Programming 136,747,759,558 45% 114% 105% 95% 99% 111% 100% 96% 108% Sports Event and Sports News 120,508,120,291 84% 128% 88% 97% 103% 122% 94% 97% 101% Situational Comedy 106,075,588,746 161% 104% 94% 97% 98% 86% 85% 110% 106% Conversation Colloquies 54,655,249,356 235% 90% 69% 100% 92% 90% 91% 102% 99% Instruction Advice 52,864,180,031 9% 119% 105% 100% 120% 111% 106% 95% 110% Sports Commentary 42,641,073,433 28% 129% 93% 100% 109% 127% 82% 103% 111% General Variety 39,551,538,061 202% 100% 72% 101% 93% 85% 114% 102% 95%
  36. 36. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 39 27 ANNOUNCED MARKETS FOR HYBRID Santa Barbara-Santa Maria-San Luis Obispo , CA ∙ Traverse City-Cadillac, MI ∙ Flint-Saginaw-Bay City, MI ∙ Reno , NV ∙ Yakima-Pasco-Richland-Kennewick, WA ∙ Madison, WI ∙ Grand Rapids-Kalamazoo-Battle Creek, MI ∙ Harrisburg-Lancaster-Lebanon-York, PA ∙ Paducah, KY-Cape Girardeau, MO-Harrisburg, IL ∙ Fresno-Visalia, CA ∙ Albany-Schenectady-Troy, NY ∙ Mobile, AL-Pensacola (Ft. Walton Beach), FL ∙ Tucson (Sierra Vista), AZ ∙ Charleston, SC ∙ Birmingham, AL ∙ New Orleans, LA ∙ Albuquerque, NM ∙ Greenville-Asheville-Spartanburg , SC ∙ Nashville, TN ∙ Charlotte, NC ∙ St. Louis, MO ∙ Dallas, TX ∙ 3 LPM MARKETS 5 SET METER MARKETS 5 DIARY MARKETS + LBR Rochester, MN-Mason City, IA-Austin, MN ∙ Medford-Klamath Falls, OR ∙ Jackson, TN ∙ La Crosse-Eau Claire, WI ∙ Wausau-Rhinelander, WI 14 DIARY + CODE READER MARKETS
  37. 37. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 40 HOW ARE WE DOING? Leads Market Status • Code reader recruiting and installation is complete in Charlotte, Dallas, and St. Louis. • In Preview with clients in Charlotte and Dallas. • Code reader recruiting started in next Set Meter and Diary markets. • Working with MRC and various client committees to share details of methodology. • Audit of Code Reader and LPM Markets underway.
  38. 38. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 41 UPDATE ON PREVIOUSLY ANNOUNCED MARKETS
  39. 39. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 42 8 NEW DIARY HYBRID MARKETS
  40. 40. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 43 400 400 400 400 600 600 600 750 600 400 400 400 500 400 600 600 600 163 132 201 265 405 319 335 549 309 1,200 1,200 1,250 NEXT WAVE CODE READER INSTALLATION PROGRESS As of 2/2/14 Rank DMA Intab Rate 5 Dallas-Ft. Worth 93.5/91.1 21 St. Louis 86.6 25 Charlotte 91.9 29 Nashville, TN 92.2 37 Greenville, SC 89.8 44 Birmingham, AL 91.9 47 Albuquerque, NM 87.8 51 New Orleans, LA 89.1 68 Flint, MI 88.7 83 Madison, WI 89.6 107 Reno, NV 87.1 123 Santa Barbara, CA 90.8 1,850 1,800 1,800 1,000 1,250 1,000 1,000 1,000 400 400 400 400
  41. 41. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 44 HYBRID REDUCES THE NUMBER OF ZERO RATINGS FOR BROADCAST… Zero rating Qh: English BC - P25-54 21% 35% 20% 7%8% 18% 6% 1% M-F 6A-2A M-F 5A-12P M-F 12P-7P M-F 7P-12A 29% 37% 25% 19% 11% 21% 7% 5% M-F 6A-2A M-F 5A-12P M-F 12P-7P M-F 7P-12A LPM Hybrid (LPM+CR) Charlotte, NC: Live – June 2013 Dallas, TX: Live – June 2013
  42. 42. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 45 SPANISH BROADCAST STATIONS ARE ALSO SEEING THIS BENEFIT Zero rating Qh: Spanish BC - P25-54 29% 37% 25% 19% 11% 21% 7% 5% M-F 6A-2A M-F 5A-12P M-F 12P-7P M-F 7P-12A LPM Hybrid (LPM+CR) Dallas, TX: Live – June 2013
  43. 43. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 46 WHY COMPREHENSIVE MEASUREMENT • Over the Air Broadcast • Cable Households • Telco Households • Satellite Households • Hybrid Homes with Different Sites • Broadband Only Homes
  44. 44. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 47 WHY HYBRID AND NOT “BIG DATA” Hidden Bias • Consistent delivery of timely, reliable and projectable data overnights to agency buyers for important retail and other accounts • Full market coverage not constrained by need for MSO participation • Are higher ratings creating higher cost per spot promised by “Big Data” real? • Is there a bias in the data from limited coverage • Is the STB on and the TV off? • Are there “machine generated” viewing record included? • Products are purchased by people. How are the demographics identified and calibrated?
  45. 45. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 48 HOW CAN WE TRUST A SAMPLE OF 800 HOUSEHOLDS??
  46. 46. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 49 1936 PRESIDENTIAL ELECTION: A LANDMARK IN RESEARCH HISTORY Literary Digest polls 2 Million readers, predicts Alf Landon as next president Gallup poll of 5,000 respondents predicts Franklin D. Roosevelt Good research requires more than just lots of data…
  47. 47. MOBILE MEASUREMENT
  48. 48. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 51 BY DEVICE TYPE BY ADVERTISING MODEL BY CONTENT TYPE BY DELIVERY TYPE BY USAGE MOBILE MEASUREMENT: CAPTURING MULTIPLE LEVELS OF CROSS PLATFORM VIEWING
  49. 49. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 52 48 47 47 45 43 40 39 39 39 38 37 36 36 35 34 34 33 33 33 32 31 30 28 28 27 TABLET ADOPTION CONTINUES TO GROW QUICKLY Source: Nielsen Tablet Penetration, December 2013 % of TV Households National Penetration: 35%
  50. 50. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 53 68 71 68 64 70 74 69 72 72 71 68 65 68 71 73 75 71 73 75 72 78 73 70 74 71 23 20 22 25 22 20 24 22 20 20 28 25 20 22 19 22 21 21 19 21 18 19 25 16 21 6 6 7 9 6 4 5 4 6 7 4 6 9 6 6 2 6 5 6 4 3 6 4 6 4 3 2 2 3 2 2 2 2 2 2 0 3 2 2 2 1 2 1 1 3 1 2 2 4 4 1 2 3 4+ 90% OF HOUSEHOLDS HAVE 1-2 TABLETS Source: Nielsen Number of Tablets, November 2013 % of Tablet Households
  51. 51. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 54 76 76 75 73 73 72 72 72 72 72 71 71 69 68 68 68 68 67 67 67 67 66 65 61 59 SMARTPHONES ARE A DOMINANT PRESENCE Source: Nielsen Smartphone Penetration, December 2013 % of Mobile Subscribers National Penetration: 69%
  52. 52. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 55 SIMPLE IMPLEMENTATION COMPARABLE METRICS ACROSS ALL SCREENS DIGITAL ACCOUNTABILITY SOLVING FOR THE PREDOMINANT AD MODELS Linear ad model Dynamic ad model
  53. 53. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 56 TWO TYPES OF CONTENT TV Originated Content Native Digital Content ONE ENCODING PROCESS COMPARABLE RATING TV Ratings Digital Dynamic Ratings ONE CLIENT-SIDE IMPLEMENTATION BIG DATA ENABLED MEASUREMENT MSCI PROCESS CONFIDENTIAL AND PROPRIETARY
  54. 54. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 57 CONFIDENTIAL AND PROPRIETARY MOBILE PROGRAM SCOPE Linear Ad Load Credit mobile viewing to linear TV ratings OCR campaign performance DPR program performance Mobile impressions for OCR/DPR Dynamic Ad Load All activated with a single SDK integration
  55. 55. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 58 DMA QUALIFICATION FOR LOCAL MOBILE TV RATINGS Requirement: the app must have a mechanism for affiliate delivery integrity to be eligible for Mobile TV Ratings in Local markets Geo-fencing • Example: Syncbak Affiliate Authentication • Example: Watch ABC MVPD Authentication • Example: Time Warner Cable
  56. 56. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 59 PRODUCT TIMELINES Credit mobile/tablet app viewing to linear TV ratings Launch Digital Program Ratings (DPR) Add mobile/tablet app impressions to DPR End Q1, 2014 Q4 2014 End of 2014 LINEAR AD MODEL Online Campaign Ratings Available Now AD AD AD DYNAMIC AD MODEL Add mobile/tablet app impressions to OCR End Q2 2014 AD AD AD DYNAMIC AD MODEL AD AD AD DYNAMIC AD MODEL AD AD AD DYNAMIC AD MODEL
  57. 57. DIGITAL OFFERINGS
  58. 58. DIGITAL PROGRAM RATINGS
  59. 59. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 62 NIELSEN DIGITAL PROGRAM RATINGS Two primary use cases… Audience Comp to: • Forecast/Plan • Position/Sell Program Ratings for cross-platform research Compare to TV Leverage and enhance Campaign Ratings platform and methodology Compare to Nielsen Online Campaign Ratings (OCR)
  60. 60. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 63 R1: MEASURING BOTH CAMPAIGNS AND CONTENT Nielsen Digital Program Ratings combines with Nielsen Online Campaign Ratings to deliver a full ratings suite for the dynamic model Nielsen Digital Program Ratings Digital Dynamic Ratings Nielsen Online Campaign RatingsTM Overnight R/F/GRP by age/gender Program/ episode Overnight R/F/GRP by age/gender Campaign/ placement Guarantees with confidence March 31, 2014
  61. 61. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 64 R2 & XPR: COMPARING DIGITAL TO TV Duration measurement and weighting enables comparison with linear ratings Nielsen Cross- Platform Program Ratings Nielsen linear TV Ratings Duration measurement for GRPs and AA Mobile impressions Live + TSV and VOD Nielsen Digital Program Ratings Q4, 2014
  62. 62. AT THE INTERSECTION OF TV & PC: LOCAL CROSS PLATFORM INSIGHTS
  63. 63. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 66 CHANGING LOCAL LANDSCAPE
  64. 64. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 67 LOCAL TELEVISION GOES DIGITAL TV content can drive online audience TV/Online Promotions Grow revenue via cross platform sales Leverage Cross-Platform Presence Attract new advertisers based on audience’s online behavior Segment Online Audience Local Media Advantages Established in Market --- Local Content --- Large Audience Base Opportunities
  65. 65. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 68 A portfolio of enhanced measurement and advertiser solutions to help local clients grow their business: • Common audience measurement across TV & digital platforms • Ability to better package cross platform ad inventory to reach advertisers’ customers • Amplification of local cross platform audience value Insights Local Online Measurement Local Cross Platform Ad Sales & Inventory Optimization Program Target Audience CROSS PLATFORM VISION FOR LOCAL CLIENTS
  66. 66. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 69 Nielsen Cross-Platform Homes •TV & PC Single Source Homes in the People Meter panel •26,955 Persons 2+ in 25 LPM markets •Direct measurement of TV & Internet usage •Simultaneous usage insight •Surfing & streaming activity •Enables longitudinal cause & effect •Internet usage - home only NIELSEN CROSS-PLATFORM - LOCAL SINGLE SOURCE
  67. 67. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 70 Source: Nielsen Cross-Platform Panel, Chicago DMA, February 3-March 2 , 2011 and April 28-May 25, 2011 Average TV Viewing Minutes, Persons 2+, Feb and May 2011 Note: Average TV viewing minutes per person per day among internet users. Chicago - Heavy Internet Users Are Heavy TV Viewers
  68. 68. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 71 Source: Nielsen Cross-Platform Panel, Minneapolis-St. Paul DMA, February 3-March 2 , 2011 and April 28-May 25, 2011 Average TV Viewing Minutes, Persons 2+, Feb and May 2011 Note: Average TV viewing minutes per person per day among internet users. Minneapolis-St. Paul - Heavy Internet Users Are Heavy TV Viewers…
  69. 69. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 72 Source: Nielsen Cross-Platform Panel, Minneapolis-St. Paul DMA, February 3-March 2 , 2011 and April 28-May 25, 2011 Minn.-St. Paul - Average TV Viewing Minutes, Persons 2+, Feb and May 2011 Note: Average TV viewing minutes per person per day among streaming video users. …But TV Viewing Varies Among Streamers
  70. 70. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 73 Source: Nielsen Cross Platform Panel, April 28-May 25,2011, Persons 18+, Early News viewing M-F 5-630 PM, Local Websites M Su 6AM-6AM Chicago ( 3 Stations) – Combined Early News vs. Local Station Websites Local Station Websites Deliver Incremental Reach 46% Of P18+ Viewed Early News on TV Only, 5% Visited Station Websites Only, and 4% Used Both
  71. 71. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 74 Source: Nielsen Cross Platform Panel, April 28-May 25,2011, Early News viewing M-F 5-630 PM, Local Websites M Su 6AM-6AM Chicago ( 3 Stations) – Combined Early News vs. Local Station Websites- Average Frequency (Days) Local Station Websites Deliver Added Frequency
  72. 72. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 75 Source: Nielsen Cross Platform Panel, April 28-May 25,2011, Persons 18+, Early News viewing M-F 5-630 PM, Local Websites M-Su 6AM-6AM Philadelphia (4 Stations) - Stations’ Early News Combined vs. Local Station Websites 56% Of P18+ Viewed Early News on TV Only, 3% Visited Station Websites Only, and 6% Used Both Local Station Websites Deliver Incremental Reach
  73. 73. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 76 Source: Nielsen Cross Platform Panel, April 28-May 25,2011, Early News viewing M-F 5-630 PM, Local Websites M Su 6AM-6AM Philadelphia (4 Stations) – Combined Early News vs. Local Station Websites- Average Frequency (Days) Local Station Websites Deliver Added Frequency
  74. 74. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 77 WAAA - TV - Demographic Composition – Any LPM Market, DMA % Composition Based on Tuning & Usage Source: NPOWER Cross Platform Homes – April 28-May 25, 2011 Live+SD, M-F 6-7A, M-F 6-7P, M-F 11-11:30P News Programming and Station Website M-SU 6am-6am Station Websites Can Deliver Different Audiences
  75. 75. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 78 LARGER DECLINES AMONG TEENS AND P25-34 Source: Nielsen, NPOWER Prime Interval P2+ P2-11 P12-17 P18-24 P25-34 P35-49 P50+ 09/24 - 12/30/12 39.5 25.1 25.6 24.6 34.8 41.6 53.7 09/23 - 12/29/13 38.6 24.4 24.1 24.4 32.6 39.7 53.1 % Diff -2% -3% -6% -1% -6% -4% -1% Total Day Interval P2+ P2-11 P12-17 P18-24 P25-34 P35-49 P50+ 09/24 - 12/30/12 21.0 15.1 13.1 14.4 18.2 21.3 28.1 09/23 - 12/29/13 20.7 14.9 12.4 14.2 17.3 20.5 28.1 % Diff -1% -1% -5% -1% -5% -4% 0% Persons Using Television%
  76. 76. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 79 0.7 1.8 5.8 1.7 1.9 1.4 20.0 2.2 13.0 38.8 0.4 1.5 5.5 1.8 1.9 1.5 20.9 2.5 13.1 40.7 Multimedia Device Use Video Game Console Use Time Shifting DVD Playback Use All Other Tuning Premium Pay Ad Supported Cable Spanish Broadcast English Broadcast PUT (Live PUT + Time Shifting) 2012: 9/24 - 12/30/2012 2013: 9/23 - 12/29/2013 Source: Nielsen, NPOWER, Prime, L+7 days INCREASE IN TIME SHIFTING AND VIDEO GAME USE Persons 25-54
  77. 77. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 80 BROADBAND ONLY HOME VIEWERSHIP Over half of minutes comes from game console use 83% 9% 3% 4% 1% Traditional TV HH Live TV Time Shifting DVD Playback Use Video Game Console Use Multimedia Device Use Source: Custom Data Extract, 10/28 – 11/24/13, Total Day, P2+ 3% 1% 12% 59% 25% Broadband Only HH Share of Total Use of TV
  78. 78. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 81 OTT VIDEO CONTINUES TO GROW IN POPULARITY Source: Nielsen Custom Study Do you currently subscribe to the following services? 2012 2013 Netflix 31% 38% Hulu Plus 4% 6% Amazon Prime Instant Video 7% 13% What Netflix Users Watch 2012 2013 Movies 47% 34% Movies & TV Equally 35% 44% TV Shows 19% 22%
  79. 79. 82 Copyright©2013TheNielsenCompany.Confidentialandproprietary. A ONE GRP WORLD Traditional TV Universe: homes connected via an antennae, cable STB, or Satellite receiver Expansion of TV Universe: homes with operable TV monitor with a broadband connection PAST PRESENT FUTURE? Total Population Universe: inclusion of PC and tablet only homes
  80. 80. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 83 LOOKING TO 2014 – BECOMING MULTILINGUAL The norm of consumer media consumption & beyond HOW WILL THIS IMPACT YOUR BUSINESS? • Consumers continue to have expanded choice • On demand will take more viewing from the DVR and from Live • Linearand digitalmedia will become seamless to the consumer • True for video but also audio and print • Portable and personal devices will continue to enable simultaneous usage • Social Media becomes more important as we curate, commentate on our media consumption • Consumers can extend their media engagement with even morecontent and information
  81. 81. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 84 LOOKING TO 2014 – BECOMING MULTILINGUAL The norm of consumer media consumption & beyond HOW WILL THIS IMPACT YOUR BUSINESS? • Fragmentationwill grow across distribution platforms, types of content, availability of content and volume of content • Understanding the fragmentation of a single piece of content over time and across multiple screens/devices becomes as important as understanding fragmentation to competitors • The 2014 Upfront market will foster more conversations and negotiations around different monetization models to account for additional viewing across platforms • Fee driven consumption and ad free models will coexist with ad supported distribution of the same content • Promotioncontinues to grow in importance as choices explode • …and the consumer continues to not differentiate how they get their entertainment opting for best screen, best audio at most convenient time with best content
  82. 82. THE TWITTER TV OPPORTUNITY
  83. 83. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 86 WE ALL KNOW PEOPLE TWEET ABOUT TV Prepared for: [Client Name] Source: Source: Nielsen SocialGuide; The Social Media Report 2012, Nielsen 560 million 32 million 33 percent PEOPLE TWEETING ABOUT U.S. TV IN 2012 TWEETS ABOUT U.S. TV IN H1 2013 (62% ANNUAL GROWTH) OF ACTIVE U.S. TWITTER ACCOUNTS TWEET ABOUT TV
  84. 84. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 87 NOW WE KNOW THAT TWITTER TV IS 50X BIGGER Authors Audience
  85. 85. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 88 THEY ARE ALSO TWEETING ABOUT BRANDS Source: Nielsen SocialGuide, 8/1/13-10/30/13 73% of the people who tweet about brands are people who tweet about TV.
  86. 86. NIELSEN SOCIALGUIDE VISION Enable networks, advertisers and agencies to measure, understand and act on the Twitter activity surrounding TV 89
  87. 87. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 90 TRIBUNE MEDIA SERVICES Nielsen TV Ratings – National HOW SOCIALGUIDE WORKS CLASSIFERS Nielsen Twitter TV Ratings (NTTR) TV & MOVIES BRANDS 500+ BRANDS ACROSS 23 CATEGORIES Nielsen SocialGuide Product Suite
  88. 88. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 91 DAILY INSIGHTS ACROSS 250 NETWORKS
  89. 89. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 92 BETTER UNDERSTAND AUDIENCES Go beyond age and gender to understand what is in the minds of viewers
  90. 90. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 93 Real-time dashboard allows your team to understand the context of the conversation and directly engage REAL-TIME ENGAGEMENT
  91. 91. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 94 Claudine Unterman Account Director, Local Media Client Services 323.817.1225 claudine.unterman@nielsen.com Shellie Sigal Client Service Executive, Local Media TV Clients 323-817-1213 shellie.sigal@nielsen.com Lucienne Castillo Administrative Assistant 323-817-1223 lucienne.castillo@nielsen.com

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