Innovation Showcase A: comScore Blurring the Landscape Presenter: Andres Palmiter, Online Video Specialist, comScore, Inc.

1. Created by Tania Yuki and Andres Palmiter Blurring the Landscape: How TV is Merging Digital and Traditional Media

2. Cross Media, what does that mean?

5. Platform viewing by age:

6. This is not a platform war: Sports 51% Drama 42% Lifestyle/ Home 51% News/ Information 51% Celebrity/ Entertainment 47% Comedy 43% Reality TV 45% Online No preference TV Q24. For each type of show, please select whether you prefer to see it Online or on TV. Base sizes: Both TV/Online= 502

7. The balancing act, instead, is between:Freedom in space and time vs timeliness and quality Ability to discover programs that are relevant to me – 61% Ability to easily find what I want to watch – 63% Sound Quality 75% Ability to stop and play the show when I want – 73% Watch the show wherever I want – 80% Watch the show on my own time – 79% Interference from commercials – 64% Overall convenience – 65% TV Online Q23. We would now like to compare the viewing of original shows Online and on TV. For each attribute below, please select whether Online or TV is better. Base sizes: Both TV/Online= 502

8. TV Only viewers compared with Cross Platform Viewers

9. Missed episodes and convenience – not ad avoidance – were the main reasons for watching TV online among Cross Platform viewers Q12. What are the reasons why you like to watch Original TV shows online? Check all that apply. Base sizes: Total=617 Online Only= 115 Both TV/Online= 502

10. For DVR/TiVo viewers, time shifting was for main motive… for online and VOD viewers, watching on one’s own schedule was the key motive Reasons for watching VOD or DVR/TiVO or Online A A A B Base sizes: Total= 1007 TV Only= 527 Online Only= 97 Both TV/Online= 383 Q6. What are the main reasons why you watch Video On Demand and DVR/TiVo and Online? Check all that apply.

11. How the audiences for original TV programming tune in: live vs time shifted Which one of the following best describes how you typically watch original TV series?

12. What this looks like across age groups: Which one of the following best describes how you typically watch original TV series?

13. Live and time shifted viewing by time spent Q5. What percent of the time do you use the following methods to watch original TV series? Base size: Total= 2054

14. Ways of viewing are also changing…and can drive discovery mid season

16. Online discovery can even drive TV viewing Channel used to continue watching shows that were first discovered Online Base sizes: Total= 760 TV Only= 255 Online Only= 103 Both TV/Online= 402 Q28. After you first watched your favorite show online, did you continue to watch it online or on TV, or both?

19. The financial benefits of cross platformCord cutting and connected devices

20. Connected Devices – a growing demographic Which, if any, of these devices do you own ? Base sizes: Total= 2053 TV Only= 1456 Online Only= 115 Both TV/Online= 502 Devices. Which, if any, of these devices do you own ?

21. Connected Devices – a growing demographic Which, if any, of these devices do you own ? Base sizes: Total= 2053 TV Only= 1456 Online Only= 115 Both TV/Online= 502 Devices. Which, if any, of these devices do you own ?

22. Connected Devices – still subscribe to premium channels Which of the following premium channels do you subscribe to? PremChannel. Which of the following premium channels do you subscribe to ? Base sizes: Total= 2053 TV Only= 1456 Online Only= 115 Both TV/Online= 502 Devices. Which, if any, of these devices do you own ?

23. In closing TV remains the platform of choice, but audiences are increasingly connected and platform agnostic in their discovery and behavior around original TV content Convenience and catch-up – not ad avoidance – are the key motivators of cross platform viewing We are leaving money on the table when it comes to advertising against original TV online In a world with connected devices… content is still king