Embed Size (px)
DESCRIPTION
Nielsen Presentation on their latest updates and new advancements.
Citation preview
Nielsen 2014
Copy
right
©20
12 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
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
Copy
right
©20
12 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
3
DO YOU KNOW THAT NIELSEN...
Copy
right
©20
12 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
4
DO YOU KNOW THAT NIELSEN...
Copy
right
©20
12 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
5
DO YOU KNOW THAT NIELSEN...
Copy
right
©20
12 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
6
IN ONE YEAR, NIELSEN…
Copy
right
©20
12 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
7
IN ONE YEAR, NIELSEN…
Copy
right
©20
12 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
8
IN ONE YEAR, NIELSEN…
Copy
right
©20
12 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
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
Copy
right
©20
12 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
10
COMPREHENSIVE MEASUREMENT Nielsen’s measurement strategy includes ALL types of HH’s and ALL tuning devices
Copy
right
©20
12 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
11
THE VIEWING LANDSCAPE: “TRADITIONAL TELEVISION” STILL
DOMINATES CONTENT CONSUMPTION
Copy
right
©20
12 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
12
WHILE VIDEO IS VIEWED ON OTHER DEVICES, THE TV SCREEN IS 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
Copy
right
©20
12 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
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
Copy
right
©20
12 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
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
Copy
right
©20
12 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
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%
Copy
right
©20
12 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
16
EXPANSION OF CHOICES CONTINUES TO ACCELERATE
The last 5 years
Online Video for PC
Over the top devices Tablets Smart TV Smartphones Cloud DVR
The last 10 years
DVD DVR VOD
The last 50 years
Broadcast Cable & Satellite VCR
16
FUTURE?
Copy
right
©20
12 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
17
88%
75%
41% 34%
20%
86% 79%
45% 43% 45%
6% 7%
82% 80%
46% 49%
67%
31%
17%
DVD PCw/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
Copy
right
©20
12 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
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%
Copy
right
©20
12 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
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 - 12/30/20122013: 9/23 - 12/29/2013
Source: Nielsen, NPOWER, Prime, L+7 days
INCREASE IN TIME SHIFTING AND VIDEO GAME USE
Persons 25-54
Copy
right
©20
12 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
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
Copy
right
©20
13 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
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%
25
Copy
right
©20
13 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
. 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
Copy
right
©20
12 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
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
• Linear and digital media 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 more content and information
Copy
right
©20
12 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
27
LOOKING TO 2014 – BECOMING MULTILINGUAL The norm of consumer media consumption & beyond
HOW WILL THIS IMPACT YOUR BUSINESS?
• Fragmentation will 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
• Promotion continues 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
METHODOLOGY & MEASUREMENT
UPDATES
Copy
right
©20
12 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
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.
Copy
right
©20
12 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
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
Copy
right
©20
12 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
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?
Copy
right
©20
12 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
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
Copy
right
©20
12 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
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
HYBRID MEASUEMENT
Copy
right
©20
12 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
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
Copy
right
©20
12 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
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
Copy
right
©20
12 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
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)
Copy
right
©20
12 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
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 Drama218,435,131,591 146% 93% 99% 101% 105% 89% 97% 102% 95%
Feature Film185,279,444,053 57% 77% 107% 103% 94% 96% 113% 104% 88%
General Documentary150,989,485,715 6% 99% 120% 105% 97% 113% 105% 99% 99%
News148,237,025,762 119% 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 Comedy106,075,588,746 161% 104% 94% 97% 98% 86% 85% 110% 106%
Conversation Colloquies 54,655,249,356 235% 90% 69% 100% 92% 90% 91% 102% 99%
Instruction Advice52,864,180,031 9% 119% 105% 100% 120% 111% 106% 95% 110%
Sports Commentary42,641,073,433 28% 129% 93% 100% 109% 127% 82% 103% 111%
General Variety39,551,538,061 202% 100% 72% 101% 93% 85% 114% 102% 95%
Copy
right
©20
12 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
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
Copy
right
©20
12 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
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.
Copy
right
©20
12 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
41
UPDATE ON PREVIOUSLY ANNOUNCED MARKETS
Copy
right
©20
12 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
42
8 NEW DIARY HYBRID MARKETS
Copy
right
©20
12 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
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
Copy
right
©20
12 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
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
Copy
right
©20
12 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
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
Copy
right
©20
12 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
46
WHY COMPREHENSIVE MEASUREMENT
• Over the Air Broadcast • Cable Households • Telco Households • Satellite Households • Hybrid Homes with Different Sites • Broadband Only Homes
Copy
right
©20
12 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
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?
Copy
right
©20
12 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
48
HOW CAN WE TRUST A SAMPLE OF 800 HOUSEHOLDS??
Copy
right
©20
12 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
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…
MOBILE MEASUREMENT
Copy
right
©20
12 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
51
BY DEVICE TYPE
BY ADVERTISING MODEL
BY CONTENT TYPE
BY DELIVERY TYPE
BY USAGE
MOBILE MEASUREMENT: CAPTURING MULTIPLE LEVELS OF CROSS PLATFORM VIEWING
Copy
right
©20
12 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
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%
Copy
right
©20
12 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
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
Copy
right
©20
12 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
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%
Copy
right
©20
12 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
55
SIMPLE IMPLEMENTATION
COMPARABLE METRICS
ACROSS ALL SCREENS
DIGITAL ACCOUNTABILITY
SOLVING FOR THE PREDOMINANT AD MODELS
Linear ad model Dynamic ad model
Copy
right
©20
12 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
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
Copy
right
©20
12 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
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
Copy
right
©20
12 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
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
Copy
right
©20
12 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
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
DIGITAL OFFERINGS
DIGITAL PROGRAM RATINGS
Copy
right
©20
12 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
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)
Copy
right
©20
12 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
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
Copy
right
©20
12 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
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
AT THE INTERSECTION OF TV & PC: LOCAL CROSS PLATFORM INSIGHTS
Copy
right
©20
12 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
66
CHANGING LOCAL LANDSCAPE
Copy
right
©20
12 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
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
Copy
right
©20
12 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
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
Copy
right
©20
12 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
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
Copy
right
©20
12 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
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
Copy
right
©20
12 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
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…
Copy
right
©20
12 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
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
Copy
right
©20
12 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
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
Copy
right
©20
12 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
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
Copy
right
©20
12 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
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
Copy
right
©20
12 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
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
Copy
right
©20
12 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
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
Copy
right
©20
12 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
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%
Copy
right
©20
12 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
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 - 12/30/20122013: 9/23 - 12/29/2013
Source: Nielsen, NPOWER, Prime, L+7 days
INCREASE IN TIME SHIFTING AND VIDEO GAME USE
Persons 25-54
Copy
right
©20
12 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
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
Copy
right
©20
13 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
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%
82
Copy
right
©20
13 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
. 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
Copy
right
©20
12 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
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
• Linear and digital media 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 more content and information
Copy
right
©20
12 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
84
LOOKING TO 2014 – BECOMING MULTILINGUAL The norm of consumer media consumption & beyond
HOW WILL THIS IMPACT YOUR BUSINESS?
• Fragmentation will 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
• Promotion continues 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
THE TWITTER TV OPPORTUNITY
Copy
right
©20
12 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
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
Copy
right
©20
12 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
87
NOW WE KNOW THAT TWITTER TV IS 50X BIGGER
Authors
Audience
Copy
right
©20
12 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
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.
NIELSEN SOCIALGUIDE VISION Enable networks, advertisers and agencies to measure, understand and act on the Twitter
activity surrounding TV
89
Copy
right
©20
12 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
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
Copy
right
©20
12 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
91
DAILY INSIGHTS ACROSS 250 NETWORKS
Copy
right
©20
12 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
92
BETTER UNDERSTAND AUDIENCES Go beyond age and gender to understand what is in the minds of viewers
Copy
right
©20
12 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
93
Real-time dashboard allows your team to understand the context of the conversation and directly engage
REAL-TIME ENGAGEMENT
Copy
right
©20
12 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
94
Claudine Unterman
Account Director, Local Media Client Services 323.817.1225
Shellie Sigal Client Service Executive, Local Media TV Clients
323-817-1213 [email protected]
Lucienne Castillo
Administrative Assistant 323-817-1223
