The document discusses the need for a cable research system that provides accurate household and demographic ratings for all markets and networks on a daily basis. It presents erinMedia's STB-based measurement solution as an option that addresses this need by collecting viewing data directly from set-top boxes, producing ratings at the DMA and zone level with a very large sample size. The business model also allows cable systems to generate revenue from the sale of their STB data for research purposes.

2. Enhance the perceived VALUE of our products
Accurate Household and
Demo ratings available daily
on a DM and Zone basis
A
for AL programming options
L
and

3. Does either fit our needs?

4. Satisfies only a portion of our needs!
Metered Diary LPM
Need Sample Sample Sample
Accurate Ratings - DMA Yes NO Yes
Ratings 365 Days/Year YES NO YES
All Networks Rated NO NO NO
HH and Demo by Zone NO NO NO
Data available for all markets NO YES NO
Large enough Sample Size ? ? ?

5. Average Day
M etered
Household In-Tab 14/14 Black = Metered HHs
Total = 370 16/8
Blue = Weekly Diary HHs
38/32
In-Tab
Diary = 1,500
39/40
91/87
99/81
375 a week 26/21 0
(W SB bought 187 extra sample)
W 11/8
37/83
Source: Nielsen November 2003 VIP, Tampa/St. Petersburg DMA 5

6. Quarter Hour Methodology
Less than 1.0
Tampa Total DMA
November 2002 Zero-Cells = Inaccurate Adjustment Factors
Meter
Monday 8:00PM-9:00PM
A B Research
C D E
Meter/Diary Adjustment Meter Adjusted P25-54 Meter Adj
Meter QH HH Projection Diary QH HH Projection Diary QH P25-54 Projection Factor Proj Dpt.
8P- 8:15P- 8:30P- 8:45P- 8P- 8:15P- 8:30P- 8:45P- 8P- 8:15P- 8:30P- 8:45P- 8P- 8:15P- 8:30P- 8:45P- 8P- 8:15P- 8:30P- 8:45P- P25-54
WK Stn. 8:15P 8:30P 8:45P 9P 8:15P 8:30P 8:45P 9P 8:15P 8:30P 8:45P 9P 8:15P 8:30P 8:45P 9P 8:15P 8:30P 8:45P 9P Proj.
1 CNN 25865 25966 22159 12631 19471 19471 22789 22789 4411 4411 4411 4411 1.328 1.334 0.972 0.554 5858 5884 4287 2444
2 CNN 38175 25113 34160 29633 4153 4153 4153 5843 0 0 0 0 9.192 6.047 8.225 5.072 0 0 0 0
3 CNN 7761 7761 7761 3679 6665 6665 6665 6665 0 0 0 0 1.164 1.164 1.164 0.552 0 0 0 0
4 CNN 4994 4758 4758 8729 16494 31565 20188 15692 15692 13289 36934 18931 6713 6713 5433 0.158 0.236 0.303 0.556 5836 4468 2034 3732 2159
1 ESPN 76300 71283 81291 74966 0 0 8936 8936 0 0 2720 2720 0 0 9.097 8.389 0 0 24744 22818
2 ESPN 31751 11642 30020 37075 22874 22874 28444 28444 6655 6655 11272 11272 1.388 0.509 1.055 1.303 9237 3387 11892 14687
3 ESPN 25711 13510 17611 29651 34989 39985 57938 57938 45233 50179 78163 78163 0.735 0.338 0.304 0.512 33246 16961 23762 40019
4 ESPN 70174 63857 62089 47848 46549 33772 28010 26427 30867 26902 27114 24319 24319 24319 24569 2.078 2.280 2.349 1.550 56343 55447 57125 37694 25460
1 USA 52433 48075 61669 61669 22942 22942 22942 22942 7204 7204 7204 7204 2.285 2.096 2.688 2.688 16461 15100 19364 19364
2 USA 26578 26578 22572 22404 15354 15354 15354 15354 6334 6334 6334 6334 1.731 1.731 1.470 1.459 10964 10964 9311 9241
3 USA 19765 15104 11632 16705 33545 29661 26029 26029 4767 4767 4767 4767 0.589 0.509 0.447 0.642 2808 2426 2131 3060
4 USA 8722 10085 17397 13614 27188 16504 16504 16504 16504 20904 4666 4666 4666 4666 5743 0.528 0.611 1.054 0.825 2464 2851 4918 3849 8455
1 BN9 17444 22182 13871 12424 10114 10114 7780 7780 4541 4541 0 0 1.725 2.193 1.783 1.597 7833 9958 0 0
2 BN9 3867 4335 4052 0 6050 6050 0 0 11312 11312 0 0 0.639 0.717 0 0 7228 8111 0 0
3 BN9 9798 0 0 5073 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0
4 BN9 0 0 0 4206 6078 1322 1322 0 0 3158 0 0 0 0 1982 0 0 0 0 0 0 0 0 6 2071

7. Pros
H ousehold and demographic
ratings available 365 days a
year.
No Zero Cell problems.
M uch better than diary!
Accepted by industry.
Cons
Expensive
Small sample sizes limits the
People M eter in-tab sample size ability to do special analysis
for Boston M arket = 516 studies like
Representing 2,391,830 Reach and F requency.
households Limited in the channels it
7

8. Cable needs a
research
system that
works for
all markets
and clients

9. Data Collected
From STB
Privacy Issues Research
Addressed Here Produced
Daily
Collection Server
Web Access

10. erinMedia
Scientific
Atlanta Navic
TargetTV
OpenTV

11. Household and Demo Research available for DMA and Zone
Demographic data is modeled
Bay News 9 Ratings
North Zone
Bay News 9 Ratings
Central Zone
Bay News 9 Ratings
South Zone

15. • OnlyDigitally STB’s
• Research by DMA and Zone
• Large “sample” base
• Can be used for all Cable Markets
• All Networks measured
• DVR usage research available
• True Reach and Frequency

16. 16

17. erinMedia’s
business model
allows a cable
system to make
money on their
STB data!