Post on 15-Mar-2020
1LOCAL WATCH REPORT Copyright © 2015 The Nielsen Company
L O C A L WATC HWHERE YOU LIVE AND ITS IMPACT ON YOUR CHOICESOctOber 2015 release
2 LOCAL WATCH REPORT
TIME OF THE SEASONEngaging and activating thE holiday ShoppEr through tElEviSionThe local TV landscape is evolving as more entertainment options creep
into the living room. More than half of all households have a tablet and
more than three-quarters have a smartphone. You will find subscription
video-on-demand services in more than half of all homes in coastal
markets such as Portland, Seattle, Los Angeles, San Francisco and
Washington, D.C. Smart TV penetration is crossing the 20% mark in
many of these same cities.
But when it comes to time spent, live TV continues to reign supreme.
Major markets such as Baltimore, Pittsburgh and Philadelphia are
clocking more than four-and-a-half hours of live TV viewing per person
per day. Even tech-centric markets such as Seattle, Portland and LA
notch up more than three hours of live TV viewing per person per day.
Despite differences among these markets, the Television continues to
play a major role in the lives of the American consumer. This medium
is especially critical during the holiday season— a fertile time for
advertisers to reach consumers. We expect to see more than $500
million of TV advertising during November in popular gift categories
such as toys, electronics and jewelry.
In this special holiday edition of the Local Watch Report, we look at a
unique segment of consumers called “Gift Splurgers”: purchasers who
shower their loved ones with gifts and spend their money rather than
save it, much to the delight of retailers. Marketers will find a much
easier time getting this group to shop early and shop often this holiday
season.
These Gift Splurgers are typically willing to pay more for high-quality
items and can be influenced by celebrity endorsements. In fact, over
a quarter (26%) of all U.S. adults fall into the Gift Splurger category.
Our report also notes that this group tends to be multicultural (Black,
Hispanic or Asian/Other) and, not surprisingly, also have kids in the
home. Perhaps most importantly, we found that marketers can reach
85% of the Gift Splurgers through broadcast television and 64% of this
group can be reached simply by advertising on the local news!
3LOCAL WATCH REPORT Copyright © 2015 The Nielsen Company
Source: NLTV MAY 2015, Average Daily Time Spent HH:MM, P25-54, Live PUT, XPLT, Multimedia Device (Apple TV, Roku, Chromecast, etc.)
avEragE timE SpEnt pEr day (hh:mm)
WHIle VIeWING Is INcreasINGlY FraGMeNteD, lIVe tV stIll MaKes UP tHe bUlK OF HOW We WatcH
LIVE TV WATCHING TIME-SHIFTED TV USING A MULTIMEDIA DEVICE
5:04
4:52
4:49
4:50
4:59
4:46
4:44
4:32
4:26
4:42
4:31
4:22
4:30
4:26
4:02
4:14
4:06
3:56
3:51
4:00
3:51
3:45
3:40
3:29
3:33
0:52
0:48
0:48
0:48
0:31
0:39
0:39
0:43
0:46
0:32
0:39
0:48
0:41
0:48
0:47
0:36
0:39
0:43
0:40
0:29
0:34
0:37
0:34
0:42
0:37
0:06
0:12
0:11
0:07
0:13
0:09
0:09
0:13
0:12
0:09
0:13
0:13
0:11
0:08
0:16
0:12
0:08
0:13
0:11
0:10
0:12
0:09
0:14
0:15
0:13
CLEVELAND
ATLANTA
DETROIT
ST. LOUIS
BALTIMORE
TAMPA
PITTSBURGH
ORLANDO
DALLAS
PHILADELPHIA
HOUSTON
PHOENIX
CHARLOTTE
CHICAGO
SACRAMENTO
NEW YORK
BOSTON
DENVER
LOS ANGELES
MIAMI
WASHINGTON DC
SEATTLE
MINNEAPOLIS
SAN FRANCISCO
PORTLAND
4 LOCAL WATCH REPORT
3:04 3:14 3:50
3:31 3:36 3:08
3:46 3:48 3:14
2:55 0:25 0:24
0:30 0:20 0:33
0:17 0:25 0:24
0:33 0:30
0:07 0:08 0:02
0:05 0:07 0:11
0:08 0:14 0:12 0:11
LIVE TV WATCHING TIME-SHIFTED TV USING A MULTIMEDIA DEVICE
CHICAGO
DALLAS
DENVER
HOUSTON
LOS ANGELES
MIAMI
NEW YORK
PHOENIX
SACRAMENTO
SAN FRANCISCO
avEragE timE SpEnt viEwing pEr day by hiSpanicS in top lpm marKEtS
avEragE timE SpEnt viEwing pEr day by aFrican-amEricanS in top lpm marKEtS
Source: NLTV MAY 2015, Black, Average Daily Time Spent HH:MM, P25-54, Live PUT, XPLT, Multimedia Device (Apple TV, Roku, Chromecast, etc.)
Source: NLTV MAY 2015, Hispanic, Average Daily Time Spent HH:MM, P25-54, Live PUT, XPLT, Multimedia Device (Apple TV, Roku, Chromecast, etc.)
HIsPaNIc HOUseHOlDs WatcH less tIMe-sHIFteD tV tHaN OtHer GrOUPs
UsaGe OF lIVe tV reMaINs tHe HIGHest aMONG aFrIcaN-aMerIcaNs
5:28 5:52 6:00
5:31 5:41
4:42 4:43
5:52
6:53
4:55
0:47 0:41 0:51 0:46 0:43
0:44 0:25
0:40
0:46
0:38
0:07 0:07 0:10 0:05 0:04
0:05 0:08
0:10
0:11
0:05
ATLANTA
CHICAGO
DALLAS
DETROIT
HOUSTON
LOS ANGELES MIAMI
NEW YORK
PHILADELPHIA
WASHINGTON, DC
LIVE TV WATCHING TIME-SHIFTED TV USING A MULTIMEDIA DEVICE
5LOCAL WATCH REPORT Copyright © 2015 The Nielsen Company
StrEaming contEnt via your tElEviSion
Source: NPOWER Nielsen Custom Data, SmartTV Capable and Enabled (custom list) HHs based on Avg Scaled installed counts, SEPT 15, 2015
as sMart tV PeNetratION INcreases, MOre aND MOre HOUseHOlDs HaVeaccess tO streaMING cONteNt DIrectlY tHrOUGH tHeIr tV set
SMART TV OWNERSHIP YOY DIFFERENCE IN PERCENTAGE POINTS
19%
OF ALL HOUSEHOLDSHAVE A SMART TV
23%
23%
22%
22%
22%
22%
22%
22%
21%
20%
19%
19%
19%
19%
18%
18%
18%
17%
17%
17%
17%
16%
16%
15%
13%
WASHINGTON, DC
HOUSTON
NEW YORK
DALLAS
ORLANDO
SEATTLE
LOS ANGELES
SAN FRANCISCO
SACRAMENTO
MINNEAPOLIS
DENVER
CHICAGO
ATLANTA
MIAMI
PHOENIX
BOSTON
PORTLAND
DETROIT
CLEVELAND
ST. LOUIS
BALTIMORE
PHILADELPHIA
TAMPA
CHARLOTTE
PITTSBURGH
26%
24%
24%
23%
23%
23%
23%
22%
22%
21%
21%
21%
21%
21%
21%
21%
20%
20%
19%
19%
18%
18%
17%
17%
16%
11%
9%
7%
6%
9%
8%
7%
4%
4%
8%
8%
7%
7%
8%
6%
5%
7%
8%
10%
7%
5%
6%
4%
5%
8%
6 LOCAL WATCH REPORT
SmartphonE pEnEtration at 79%
Source: Mobile Insights, P13+, MAY 2015 vs MAY 2014 (Quarterly release schedule)
sMartPHONe PeNetratION Has INcreaseD 7 PerceNtaGe POINts sINce MaY 2014
88% Dallas
87% POrtlaND
87% DeNVer
85% PHOeNIX
84% OrlaNDO
84% atlaNta
84% sacraMeNtO
83% WasHINGtON, Dc
83% MIaMI
83% seattle
83% DetrOIt
83% cHIcaGO
83% baltIMOre
83% cHarlOtte
82% HOUstON
82% lOs aNGeles
82% saN FraNcIscO
82% st. lOUIs
81% taMPa
81% bOstON
80% PHIlaDelPHIa
80% MINNeaPOlIs
79% PIttsbUrGH
77% NeW YOrK
70% cleVelaND
+18% PIttsbUrGH+15% DetrOIt+14% POrtlaND+14% seattle+11% cHarlOtte+10% bOstON+10% Dallas+10% cleVelaND+9% st. lOUIs+9% cHIcaGO
top 10 marKEtS with thE largESt gainS SincE
may 2014
7LOCAL WATCH REPORT Copyright © 2015 The Nielsen Company
SmartphonE pEnEtration highEr among hiSpanicS and aFrican-amEricanS
Source: Mobile Insights, Hispanic/Black P13+, MAY 2015 (Quarterly release schedule)
baseD ON tOP 10 HIsPaNIc aND aFrIcaN-aMerIcaN lPM MarKets
92% PHOENIX90% SACRAMENTO89% DENVER85% CHICAGO84% HOUSTON82% DALLAS81% LOS ANGELES80% MIAMI78% NEW YORK77% SAN FRANCISCO
tOtal Us sMartPHONe PeNetratION 79%
95% DALLAS94% LOS ANGELES93% MIAMI89% DETROIT89% ATLANTA86% PHILADELPHIA82% WASHINGTON, DC82% HOUSTON79% NEW YORK71% CHICAGO
hiSpanicaFrican-
amErican
83% TOTAL HISPANIC (US) 86% TOTAL AFRICAN-AMERICAN (US)
8 LOCAL WATCH REPORT
tablEt pEnEtration at 55%
Source: Nielsen NPOWER, SEPT 15, 2015 (vs. SEPT 15, 2014), Scaled Installed Counts, HHs with At Least One Tablet
tablet PeNetratION Has INcreaseD 9 PerceNtaGe POINts sINce sePteMber 2014
67% atlaNta
66% WasHINGtON, Dc
63% NeW YOrK
63% bOstON
62% saN FraNcIscO
62% baltIMOre
62% lOs aNGeles
61% seattle
59% HOUstON
58% OrlaNDO
58% taMPa
58% PHOeNIX
57% PHIlaDelPHIa
57% sacraMeNtO
57% POrtlaND
57% MIaMI
56% DeNVer
56% MINNeaPOlIs
56% cHIcaGO
55% st. lOUIs
55% DetrOIt
55% Dallas
55% cHarlOtte
51% cleVelaND
46% PIttsbUrGH
+17% st. lOUIs+12% atlaNta+12% seattle+12% MIaMI+12% taMPa+11% PHIlaDelPHIa+11% HOUstON+11% NeW YOrK+11% lOs aNGeles+10% sacraMeNtO
top 10 marKEtS with thE largESt gainS SincE
SEptEmbEr 2014
9LOCAL WATCH REPORT Copyright © 2015 The Nielsen Company
+12% WasHINGtON, Dc+10% PIttsbUrGH+9% DetrOIt+8% bOstON+8% taMPa+7% HOUstON+7% cHIcaGO+6% OrlaNDO+6% MIaMI+6% MINNeaPOlIs
top 10 marKEtS with thE largESt gainS SincE
may 2014
Source: Mobile Insights, Video penetration among smartphone owners, P13+, MAY 2015, monthly reach percentage (Quarterly release schedule)
mobilE vidEo growS with incrEaSES in SmartphonE pEnEtration
9
PERCENT WHO WATCHED MOBILE VIDEO IN THE PAST MONTH
40
37
37
37
37
36
36
36
36
35
35
34
34
34
33
33
33
32
32
32
32
32
31
31
27
MIAMI
WASHINGTON, DC
BOSTON
HOUSTON
SAN FRANCISCO
PITTSBURGH
ATLANTA
PHOENIX
DALLAS
ORLANDO
CHICAGO
SEATTLE
DETROIT
PHILADELPHIA
LOS ANGELES
CHARLOTTE
NEW YORK
BALTIMORE
TAMPA
PORTLAND
MINNEAPOLIS
SACRAMENTO
DENVER
ST. LOUIS
CLEVELAND
10 LOCAL WATCH REPORT
Source: NPOWER, SEPT 15, 2015 Installed Count of Homes with access to a subscription VOD service (Excl. BBO Homes)
SubScription vod pEnEtration at 47%
HOUseHOlDs WItH access tO NetFlIX, aMaZON PrIMe Or HUlU PlUs
56% WasHINGtON, Dc
56% seattle
55% POrtlaND
55% saN FraNcIscO
54% lOs aNGeles
53% bOstON
52% NeW YOrK
52% baltIMOre
51% DeNVer
51% Dallas
50% PHOeNIX
50% atlaNta
48% cHIcaGO
48% PHIlaDelPHIa
48% cHarlOtte
48% sacraMeNtO
48% MINNeaPOlIs
46% OrlaNDO
45% HOUstON
44% st. lOUIs
44% MIaMI
42% DetrOIt
41% cleVelaND
41% taMPa
39% PIttsbUrGH
top 10 marKEtS with largESt gainS SincE
SEptEmbEr 2014
+10% PHIlaDelPHIa+9% cHarlOtte+9% atlaNta+9% Dallas+9% POrtlaND+8% seattle+7% lOs aNGeles+7% MIaMI+7% PIttsbUrGH+7% baltIMOre
11LOCAL WATCH REPORT Copyright © 2015 The Nielsen Company
Source: NPOWER, SEPT 15, 2015 Installed Count of Homes with access to a subscription VOD service (Excl. BBO Homes)
51% PORTLAND50% LOS ANGELES49% WASHINGTON, DC49% SEATTLE48% NEW YORK48% SAN FRANCISCO48% BOSTON46% PHOENIX46% DENVER45% ATLANTA
31% SEATTLE30% WASHINGTON, DC27% BALTIMORE26% PORTLAND25% BOSTON25% SAN FRANCISCO21% DENVER21% NEW YORK21% ALANTA21% PHOENIX
12% PHOENIX11% WASHINGTON, DC10% LOS ANGELES10% ATLANTA10% PORTLAND10% CHARLOTTE10% SEATTLE9% DENVER9% NEW YORK9% BALTIMORE
nEtFliX amaZon hulu
42% NETFLIX TOTAL US 18% AMAZON TOTAL US 9% HULU PLUS TOTAL US
SUBSCRIPTION VOD CAN VARY BY MARKETpErcEntagE oF houSEholdS with accESS to nEtFliX, amaZon primE or hulu pluS
12 LOCAL WATCH REPORT
GROWING IMPACT OF TIME-SHIFTING AND VOD ON PRIMETIME
Source: Nielsen NPOWER, May 2015, Based on the ratings for prime telecasts with recently telecast VOD contribution among externally reportable networks, includes only programming encoded for measurement, Live+7, P18+ in LPM markets
LIVE VIEWING TIME-SHIFTED VIEWING WITHIN 7 DAYS RECENTLY TELECAST VIDEO ON DEMAND (VOD)
57%
61%
49%
57%
53%
55%
51%
50%
51%
57%
59%
64%
55%
31%
29%
45%
35%
38%
35%
43%
41%
40%
36%
30%
21%
36%
12%
10%
6%
8%
9%
10%
6%
9%
8%
7%
11%
15%
9%
MINNEAPOLIS
MIAMI
LOS ANGELES
HOUSTON
DETROIT
DENVER
DALLAS
CLEVELAND
CHICAGO
CHARLOTTE
BOSTON
BALTIMORE
ATLANTA
56%
58%
57%
56%
53%
48%
48%
51%
65%
61%
65%
55%
62%
35%
30%
34%
38%
33%
42%
44%
37%
26%
32%
24%
38%
31%
9%
11%
9%
6%
14%
10%
8%
11%
8%
7%
11%
8%
8%
25 MARKET AVG
WASHINGTON, DC
TAMPA
ST LOUIS
SEATTLE
SAN FRANCISCO
SACRAMENTO
PORTLAND
PITTSBURGH
PHOENIX
PHILADELPHIA
ORLANDO
NEW YORK
SharE oF viEwing contribution to total primEtimE ratingS
13LOCAL WATCH REPORT Copyright © 2015 The Nielsen Company
HOLIDAY COUNTDOWN
STARTS NOW
14 LOCAL WATCH REPORT
COOKWARE ELECTRONICS
TOYS
JEWELRY
VIDEO GAMES
DECEMBER NOVEMBER OCTOBERSEPTEMBER AUGUST
$36
$63 $85
$36 $19 $7 $7 $9
$98
$3 $36
$26
$53 $64
$22 $31
$60
$132
$44
$65
$130
$177
$239
$146
$3 $19
ExPECT AD SPEND OF POPULAR GIFT CATEGORIES TO INCREASE THROUGH NOVEMBER
Source: Nielsen Ad Intel / Total Spot TV ad spend in Millions by month in 2014
ad SpEnd in millionS lEading up to holiday 2014
15LOCAL WATCH REPORT Copyright © 2015 The Nielsen Company
IDENTIFY THE “GIFT SPLURGERS” IN YOUR MARKET
62 million or 26% of all Us adults are “Gift Splurgers”
What is a “Gift Splurger”?
Someone who says they like to shower their loved ones with gifts and considers himself or herself more of a spender rather than a saver
Q:
A:
Source: Nielsen Scarborough USA+ R2 2014 (Aug 2013 – Sept 2014) Adults 18+ who agree somewhat or completely with the statements:“I like to shower my loved ones with gifts” and “I am more of a spender rather than a saver”(Sample: 49,043 respondents)
16 LOCAL WATCH REPORT
GIFT SPLURGERS
ShoWER my LovEd onES WITh GIFTS
moRE oF a SPEndER Than a SavER
Source: Nielsen Scarborough USA+ R2 2014 (Aug 2013 – Sept 2014) Adults 18+ who agree somewhat or completely with the statements:“I like to shower my loved ones with gifts” and “I am more of a spender rather than a saver”(Sample: 49,043 respondents)
WHAT KIND OF PEOPLE ARE THE GIFT SPLURGERS?during thE holidayS, you want your namE on thE Shopping liSt oF thESE SupEr-ShoppErS
17LOCAL WATCH REPORT Copyright © 2015 The Nielsen Company
Source: Nielsen Scarborough USA+ R2 2014 (Aug 2013 – Sept 2014) Adults 18+ who agree somewhat or completely with the statements:“I like to shower my loved ones with gifts” and “I am more of a spender rather than a saver”(Sample: 49,043 respondents)
whErE will you Find thE giFt SplurgErS?
MIaMI aND taMPa are WHere YOU’ll FIND tHe MOst GeNerOUs HOlIDaY sPeNDers
26%NATIONALAVERAGE
"%#$
MIAMI
TAMPA
BALTIMORE
HOUSTON
ATLANTA
WASHINGTON, DC
CHARLOTTE
CHICAGO
ORLANDO
DALLAS
LOS ANGELES
SACRAMENTO
BOSTON
PHOENIX
CLEVELAND
PHILADELPHIA
DETROIT
PITTSBURGH
PORTLAND
NEW YORK
SAN FRANCISCO
ST. LOUIS
MINNEAPOLIS
SEATTLE
DENVER
31%
29%
28%
28%
28%
27%
27%
27%
27%
27%
26%
26%
26%
26%
26%
25%
25%
25%
25%
25%
24%
24%
24%
24%
22%
18 LOCAL WATCH REPORT
Source: Nielsen Scarborough USA+ R2 2014 (Aug 2013 – Sept 2014) Adults 18+ who agree somewhat or completely with the statements:“I like to shower my loved ones with gifts” and “I am more of a spender rather than a saver”(Sample: 49,043 respondents)
WHAT KIND OF PEOPLE ARE THE GIFT SPLURGERS?thEy tEnd to SKEw youngEr and FEmalE
35% 37%
19%
9%
MILLENNIALS( 18 - 34 )
GENERATION X ( 35 - 54 )
BABY BOOMERS ( 55 - 69 )
SILENT(70 OR OLDER)
117 106
83
74
45% 55%
93 107
Denver ranks number one out of the top 25 Dmas for millennial Gift splurGers, with 40% of its most Generous Gift Givers fallinG into this Group
INDEX TO ALL ADULTS 18+
19LOCAL WATCH REPORT Copyright © 2015 The Nielsen Company
GIFT SPLURGERS ARE MULTICULTURAL AND HAVE KIDShighEr indicES For blacK and hiSpanic groupS and homES with at lEaSt onE child
13%
17%
6%64%
BLACK HISPANIC
ASIAN-OTHER WHITE NON-HISPANIC
114
111
101
95
RACE/ ETHNICITY
# oF KidS total uS giFt SplurgErS indEX
nonE 62.4% 58.2% 93
onE 15.5% 17.3% 112
TWo 13.3% 14.8% 112
ThREE 5.9% 6.3% 108
FoUR 1.9% 2.1% 109
FIvE+ 1.1% 1.3% 118
Source: Nielsen Scarborough USA+ R2 2014 (Aug 2013 – Sept 2014) Adults 18+ who agree somewhat or completely with the statements:“I like to shower my loved ones with gifts” and “I am more of a spender rather than a saver”(Sample: 49,043 respondents)
INDEX TO ALL ADULTS 18+
ASIAN-OTHER
WHITE NON-HISPANIC
BLACK HISPANIC
MiaMi is the top lpm market for hispanic Gift splurGers, with hispanics makinG up over half (51%) of this coveteD Gift-GivinG Group
20 LOCAL WATCH REPORT
GIFT SPLURGERS FOUND IN ALL INCOME LEVELSbrEad-winning homES arEn’t thE only placE whErE you will Find thE giFt SplurgErS
Source: Nielsen Scarborough USA+ R2 2014 (Aug 2013 – Sept 2014) Adults 18+ who agree somewhat or completely with the statements:“I like to shower my loved ones with gifts” and “I am more of a spender rather than a saver”(Sample: 49,043 respondents)
LESS Than $35k hhI
$35-$75k hhI26%
aRE GIFT SPLURGERS
(22.6 mIL)
27% aRE
GIFT SPLURGERS(19.5 mIL)
$75k oR moRE hhI25%
aRE GIFT SPLURGERS
(20.1 mIL)
Gift splurGers in Washington, DC are number 1 out of the top 25 lpm markets to have a householD income of $75k+, with 51% fallinG into this income level
21LOCAL WATCH REPORT Copyright © 2015 The Nielsen Company
INSIDE THE MIND OF A GIFT SPLURGERcluES on how to marKEt to thiS group oF SupEr-SpEndErS
PER
cEn
T W
ho
aG
REE
So
mEW
haT
o
R c
om
PLET
ELy
“i am typically willing to pay morE For high-Quality itEmS”
ind
EX 11
3
68%
“i tEnd to maKE impulSE purchaSES”
ind
EX 15
5
59%
“childrEn havE thE right to bE SpoilEd”
ind
EX 12
9
52%
“a cElEbrity EndorSEmEnt may inFluEncE mE to conSidEr or buy a product”
ind
EX 16
735%
“i liKE to connEct with brandS through Social-nEtworKing SitES”
ind
EX 16
6
32%
Source: Nielsen Scarborough USA+ R2 2014 (Aug 2013 – Sept 2014) Adults 18+ who agree somewhat or completely with the statements:“I like to shower my loved ones with gifts” and “I am more of a spender rather than a saver”(Sample: 49,043 respondents)
22 LOCAL WATCH REPORT
Source: Nielsen Scarborough USA+ R2 2014 (Aug 2013 – Sept 2014) Adults 18+ who agree somewhat or completely with the statements:“I like to shower my loved ones with gifts” and “I am more of a spender rather than a saver”(Sample: 49,043 respondents)
GIFT SPLURGERS SPEND FIVE HOURS A DAY WITH TVthE bESt way to rEach giFt SplurgErS iS on broadcaSt tv
brOaDcast tV
cable tV
raDIO
155 min pEr day
145 min pEr day
98 min pEr day
85%
64%
WATCHED BROADCAST TVIN THE PAST WEEK
TYPICALLY WATCHED LOCAL NEWS IN THE PAST WEEK
orlanDo ranks first out of the 25 lpm markets where Gift splurGers typically watcheD local news in the past week, makinG up nearly three-quarters of all splurGers in the market (72%)
23LOCAL WATCH REPORT Copyright © 2015 The Nielsen Company
aboUT nIELSEn Nielsen Holdings plc (NYSE: NLSN) is a global performance
management company that provides a comprehensive understanding
of what consumers watch and buy. Nielsen’s Watch segment provides
media and advertising clients with Total Audience measurement
services for all devices on which content — video, audio and text
— is consumed. The Buy segment offers consumer packaged goods
manufacturers and retailers the industry’s only global view of retail
performance measurement. By integrating information from its Watch
and Buy segments and other data sources, Nielsen also provides its
clients with analytics that help improve performance. Nielsen, an S&P
500 company, has operations in over 100 countries, covering more than
90 percent of the world’s population.
For more information, visit www.nielsen.com.
Copyright © 2015 The Nielsen Company. All rights reserved. Nielsen and
the Nielsen logo are trademarks or registered trademarks of CZT/ACN
Trademarks, L.L.C. Other product and service names are trademarks or
registered trademarks of their respective companies.15/9086
24 LOCAL WATCH REPORT