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TOTAL AUDIENCE

Kiev Media Week22nd September 2016

Measuring what no one else can

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THE DYNAMIC MEDIA LANDSCAPE

Social media is empowering influencers and creating

communities

Smartphones & Tablets transforming relationships

Streaming & OTT services delivering increased choice and control

For the first time ever, TV viewing is declining. Multi-screen and time-shifted

viewing growing

Cross Platform advertising delivering incremental reach

and frequency

Mainstream audiences are shifting to “Video Everywhere” - not just

younger consumers and early adopters

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THREE BIGGEST CHALLENGES FOR MEDIA OWNERSTime Shifted Viewing• C3/C7/C30/C120……??• Valuing audiences based on Advertising objectives• Live +3/7 day ratings less relevant

Digital Device Usage Increases• CPM nerves for TV Broadcasters• Digital spend increase…but is it optimal?• Screen no longer the domain of the TV universe• Program Ratings v Ad Ratings

Subscription v Advertising• Big cheques attracting content deals……at what price?• Training our audiences to avoid ads• Measurement needs to expand beyond Advertising

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Weekly Time Spent Based on the Total US Population – Based on Qtr 3, P18+

Source: Nielsen Total Audience Report and Audience Insights Analysis

Hour

s per

Wee

k

2002 2005 2010 20150

7

14

21

28

36

43

50

57

64

72Radio

Tablet

Smartphone

PC

Multimedia Device

VCR

Game Console

DVD / Blu-Ray

Time-Shifted TV

Live TV

MEDIA FRAGMENTATION:MORE MEDIA OPTIONS DURING A CONSUMER’S DAY

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Example of a Broadcast Drama at Telecast/Episode Level: September 2015

Source: Nielsen Total Audience Ratings (various Nielsen sources across Linear and Digital measurement platforms) , Digital is computer/mobile, Aug/Sep 2015

0

1,000

2,000

3,000

4,000

5,000

Gro

ss A

vera

ge A

udie

nce

Proj

ectio

n(0

00s)

P18+

Total Audience

Connected TV (1-35)Additional

viewing not currently in ratings

6%

VOD (1-35)

Digital (1-35)8%7%

DVR (8-35)2%

Live

DVR (1-7)

C3/C7 Ratings

32%

45%

VIDEO VIEWING IS CHANGINGThe TV Ratings are missing the Total Audience

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C3/C7

TV originated Broadcast content

Consumed within 7 days of live broadcast

Ads must remain intact

Linear watermarks

NOT INCLUDED

Non TV or Broadcast originated content

Consumed beyond 7 days of live broadcast

Ad loads altered

No ad loads

THE PROBLEM WITH THE US CURRENCY

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Digital Ad Ratings

Digital Content Ratings

Programs& Ads

Content

Ads

TV OTT PC TABLET SMARTPHONE

linea

rdy

nam

ic

C3/C7

NIELSEN’S RESPONSE: TOTAL AUDIENCE MEASUREMENT (VIDEO)

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TWO TYPES OF CONTENT

Native Digital Content

HARDWARE METER

TOTAL AUDIENCE METHODOLOGY

LinearRatings

HIGH QUALITY REPRESENATIVE

PANEL

SIGNITURES AND WATERMARKS

COMPARABLE OVERNIGHT RATING

DigitalRatings

Cross Platform

Traditional Linear ContentMRC

ACCREDITED

HARDWARE & SOFTWARE

METER

ONE CLIENT-SIDE IMPLEMENTATION

SDKs

BIG DATA ENABLED MEASUREMENT

+ METADATA

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Owning the 2017 currency shift

TransactEvaluate

Live + Timeshifted to 35

days – all networks completeVOD/DCR

enabling/in beta (30+ Networks and Publishers)

Adopt

2016 parallel industry

reporting, framework in

place

Execute

Build of scalable architecture and

software complete

International Deployment is happening in parallel

EVOLVING THE US MARKET - TRADE USING TOTAL AUDIENCE

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DIGITAL AD RATINGS FOOTPRINT (END OF 2016) Leading our Total Audience Expansion

GRC: China, Hong Kong, Taiwan Pacific: Australia, New ZealandIndia North Asia: Japan SEA: Singapore, Malaysia, Thailand, Philippines, Indonesia

North America: US, Canada LATAM: Mexico, Brazil, Puerto Rico

Africa: South Africa

Europe: UK, Germany, France, Italy, Poland, Ireland, Turkey

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DIGITAL CONTENT RATINGS FOOTPRINT

LIVE : US, AustraliaDEPLOYMENT: Thailand, PolandPROPOSED: Italy, Hong Kong, India

2017 will bring additional market coverage

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TOTAL AUDIENCE SERVES A CLEAR INDUSTRY NEED

Measures all platforms

Delivers comparable, people-based metrics

Measures ads and content separately

Creates a single ratings solution for video, audio and text

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