Presented by Radha Subramanyam

1. A U G U S T 2 0 1 9

2. MAKING
SENSE OF IT
ALL

3. First-Party
Data
Social
Media
ANALYTICS
TOOLKIT
50 years
Consumer
Research
Television
Ratings
Program
Testing /
Tracking
M.L.
A.I.
Attribution
Location
Conversion
Sales Data
Neuroscience
Biometrics
Web
Analytics

4. DATA COMES IN ALL
SIZES
SMALL
Data
BIG
Data

5. CONSUMER ANALYTICS
Historically
DIFFUSE
Pulling it all
TOGETHER

6. BOTH SIDES OF THE
BRAIN
ART
SCIENCE

7. DATA IN AN
ADVANCED TV
UNIVERSE

8. DATA FOR SHOW
PICKUPS

9. Consumer
Feedback
TV Ratings
Analysis
ONGOING RESEARCH
Episode
Testing
“Zeitgeist”
Research
Social Media
Listening
Digital
Analytics

10. NEXT GEN PREDICTORS
PILOT Tests TV RATINGS

11. PILOT TESTING
Studio Rough Cut Final Cut

12. PILOT TESTING
Qualitative Quantitative Affinity
AI Predictive Indicators

13. AND THEN…
Profitability
Historical
Performance
Domestic Ad
Sales Revenue
Global +
Domestic
Program Sales
Revenue
Syndication
Potential
Repeatability
SVOD Potential
Brand Fit
Schedule + Flow
Fit

14. Sustainability of
Storyline
AND ALSO…
Belief in
Creative
Team
Belief in
Talent

15. LINEAR TV = DIGITAL / OTT
Profitability
Brand Fit
Domestic Ad Sales Revenue
Global + Domestic Program Sales
Revenue
Belief in Talent
Belief in Creative Team
Sustainability of Storyline
Schedule + Flow Fit
Repeatability
Profitability
Brand Fit
Domestic Ad Sales Revenue
Global + Domestic Program Sales
Revenue
Belief in Talent
Belief in Creative Team
Sustainability of Storyline
Subscriber Impact
Binge-worthiness
LINEAR TV
=
=
~~
DIGITAL / OTT

16. DATA FOR
MARKETING

17. USE SEGMENTS TO PLACE
MEDIA
SEGMENT 1
SEGMENT 2
SEGMENT 3
SEGMENT 4
SEGMENT 5
SEGMENT 6
SEGMENT 7
SEGMENT 8
SEGMENT 9
CBS New Drama
SEGMENT APPEAL
Primary
TARGET
Secondary
TARGET

18. PROMO TESTING BY
AUDIENCE SEGMENT
CBS New Comedy
CHANGE IN FOCUS
New promo with elements
appealing to program’s
core audience segment
resulted in largest increase
in Intent to View for any
new CBS series
33% 32%
37%
10 Wks Out 9 Wks Out 8 Wks Out
Intent to View
CHANGE IN
FOCUS

19. LINEAR TV VS. OTT
PROMO STRATEGIES
LinearTV
DEMO-BASED MASS REACH
+ BRAND AWARENESS,
SEGMENTATION OPTIMIZATION
OTT
SEGMENTATION OPTIMIZATION,
1:1 MESSAGING

20. TUNE-IN ATTRIBUTION
USING ACR
Promotion Distribution
ON-NET VS OFF-NET 38%
38%
70%
78%
42%
50%
27%
19%
19%
11%
3%
3%
Drama 1
Drama 2
Drama 3
Comedy
Exposed ONLY ON Channel
Exposed BOTH ON & OFF
Exposed ONLY OFF Channel
Tune-In
ON-NET VS.
OFF-NET
Series Premiere

21. CONVERGING
SEGMENTS
With
BIG DATA

22. DATA FOR AD SALES

23. VARIETY OF OPTIONS
$ $ $
$ $ $
Mass Reach Data-Driven Linear Addressable
Attribution

24. CASE STUDY
ADVERTISER CONVERSIONS
+4.9%
+0.6%
+0.5%
+2.3%
+2.1%
+0.7%
+104%
+67%
+60%
+30%
+29%
+14%
Lift vs. AllTV
AllTV
Conversion Rate
[E-COMMERCE]
[RETAIL]
[FINANCIALSVCS.]
[ AUTO]
[MEDIA]
[HEALTHCARE ]
Source: iSpot

25. OTT  DIGITAL
Ad Selector
INTERACTIVE
Data driven
REAL-TIME, PERSONALIZED
Overlay
CONVERSION, DR
TV 2 Mobile
MOBILE, CONVERSION, DR
Flex
COUNTDOWN, CTA
Shoppable QR
MOBILE, CONVERSION

26. THANK YOU