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1Copyright © 2016 The Nielsen Company
BEVERAGE ALCOHOL MEDIA REPORTQ1 2016
2 BEVERAGE ALCOHOL MEDIA REPORT | Q1 2016
Better insights drive better action, and so it’s our pleasure to provide you
with an updated Nielsen perspective on the U.S. media landscape, specific
to the Beverage Alcohol (Bev Al) 21 and older environment. In this report,
we will provide snapshots of the Bev Al media landscape from different
perspectives in the first quarter of 2016.
The Big Game, a.k.a. The Super Bowl, is one of the biggest events of the
first-quarter and an especially big one for Bev Al. Just mentioning the name
brings to mind the sights, smells and tastes of the day — from the food and
beer consumed, to yelling at the TV and laughing at the commercials. All of
these things and more seem to be forever tied to the big event. That being
said, perceptions and participation continue to evolve and influence how
consumers and sponsors treat this event. We offer some thoughts around:
• Is the Super Bowl more than just beer?
• The women fan base - Are they driving change?
• Super Bowl commercials - Just how important are they?
Beyond the big game, we also highlight the top Bev Al television ads from
first-quarter 2016 and provide an updated look on how LDA consumers are
engaging with media content that has a specific focus on generation and
ethnicity.
We hope you enjoy these highlights as we endeavor to enable a true
understanding of total audience behavior within an ever-fragmenting media
world.
WELCOMEDANNY BRAGER
SVP PROFESSIONAL SERVICES
BEV-AL PRACTICENIELSEN
D A N N Y
3Copyright © 2016 The Nielsen Company
SUPER BOWL SUNDAY IS NO LONGER JUST A BEER HOLIDAYFor most Americans who enjoy the Super Bowl, the season’s
biggest game is much more than just a sports event. In many
ways, Super Bowl Sunday is now a bona fide American holiday.
And like with most holidays, food and drink play an important
role in this national celebration. Millions of viewers gathered with
friends and family to tune into the Super Bowl 50, digging into a
host of traditional game day favorites like chips, Buffalo wings and
beer.
But despite traditionally being considered a beer-drinking event,
there are signs that consumers are thirsty for something else.
According to a Nielsen survey conducted by Harris Poll, 57% of
Americans said they were planning to host others for the big
game. They more than likely had to clear some space on the
tables for options other than beer. While beer remains the number
one adult beverage choice for the Super Bowl, 20% of legal age
drinkers said they’ll drink wine, and 20% said they’ll drink some
form of spirits.
Nielsen’s off-premise sales data for adult beverages shows that
the Super Bowl benefits wine and spirits as much as it does beer.
During the week leading up to the Super Bowl, wine sales are
9% higher on average than the average of three weeks prior, and
spirits are about 11% higher. That’s in the same range as the lift in
beer sales during the same period.
SUPER BOWL SALES SPIKE
Adult beverage sales have been
higher across the entire category
the week before the Super Bowl
for the past two years
BEER WINE SPIRITS
*Average sales increases during the week leading up to the Super Bowl over the past two years.
Source: Nielsen off-premise measured channels.
SUPER BOWL WEEK SALES*
9.0% 8.9%
10.7%
% G
rowt
h
4 BEVERAGE ALCOHOL MEDIA REPORT | Q1 2016
UNDER THE INFLUENCE OF WOMEN
While kicking off the Super Bowl with a cabernet may not be the choice
for all football fans, the appeal certainly speaks to women. According
to Nielsen Spectra data, women continue to account for a larger
percentage of wine consumption than men (57% of women compared
with 43% of men), and are a more significant gender to both wine and
spirits than to beer.
Football is also a growing taste among women, particularly the Super
Bowl. According to Nielsen Media Research, the Super Bowl attracted
significantly more female viewers over the past five seasons than regular
NFL season games. In fact, women now make up about 47% of the
people who watch the Super Bowl, versus about 34% during the regular
season.
Football and beer may be a perfect pairing, but new preferences of fans
and the widening appeal of the country’s biggest sporting event among
women are changing the beverage-buying game. With the spirits and
wine categories making inroads into a sport better known for chugging
than sipping, it’s clear that there are growth opportunities across the
entire adult beverage category for Super Bowl Sunday.
5Copyright © 2016 The Nielsen Company
Source: Nielsen
REGULAR SEASON VIEWERSHIP PER GAME
SUPER BOWL VIEWERSHIP
15,372,000 14,753,000 15,453,000 15,746,000 15,987,000
35% 65%35% 65% 34% 66%34% 66% 33% 67%
SEASON
LDA VIEWERS
2011-2012 2012-2013 2013-2014 2014-2015 2015-2016
90,141,000 88,714,000 90,520,000 93,245,000 92,285,000
47% 53% 47% 53%47% 53%47% 53%46% 54%
SUPER BOWL
LDA VIEWERS
XLVI (2012) XLVII (2013) XLVIII (2014) XLIX (2015) 50 (2016)
6 BEVERAGE ALCOHOL MEDIA REPORT | Q1 2016
SPORTS MEDIA
7Copyright © 2016 The Nielsen Company
5.3
NFLWhether cheering for Cam Newton and the Carolina Panthers or
Peyton Manning and the Denver Broncos, fans certainly tuned into
to watch Super Bowl 50, which had over 90 million viewers P21 and
older.
AVERAGE AUDIENCE PROJECTIONS IN MILLIONS
Average Audience Projections based on P21+
TIMELINE OF TV VIEWERSHIP HIGHLIGHTS
Jan 10, 2016FOX NFC Wildcard GameGreen Bay at WashingtonFOX
Jan 16, 2016NBC NFL Playoff Game 1/16Green Bay at ArizonaNBC
Jan 24, 2016FOX NFC ChampionshipArizona at CarolinaFOX
Jan 24, 2016AFC Championship on CBSNew England at DenverCBS
Jan 16, 2016AFC Divisional Playoff-SaKansas City at New EnglandCBS
Jan 09, 2016AFC Wildcard PlayoffPittsburgh at CincinnatiCBS
Jan 17, 2016AFC Divisional Playoff-SuPittsburgh at DenverCBS
Feb 07, 2016Super Bowl 50Carolina vs. DenverCBS
Jan 17, 2016FOX NFL Playoff GameSeattle at CarolinaFOX
Jan 10, 2016NBC NFL Playoff Game 1/10Seattle at MinnesotaNBC
Jan 09, 2016NFL Wildcard LKansas City/HoustonESPN
92.328.0 28.1 47.6 40.3 32.4 34.8 31.7 34.838.3
8 BEVERAGE ALCOHOL MEDIA REPORT | Q1 2016
*Non-Sports/Sports: Based on P21+ survey responses from Jan. 24, 2010 - Feb. 15, 2016
THE CHAMPIONS OF ADVERTISINGThe Super Bowl is not only the biggest sporting event of the year, but
it is also the biggest advertising event of the year. Viewers who don’t
like football often tune in just to watch the ads. While the $4.5 million
charged for a 30-second spot is certainly a lot of money, brands not
only see enormous “Reach” from their investment, their ads perform
significantly better.
Brand Memorability of ads within the Super Bowl is about 54% more
effective than both the average sports programming ad outside of the
Super Bowl and the average non-sports programming ad.
HISTORICAL SUPER BOWL AD EFFECTIVENESS
HISTORICAL SUPER BOWL PERFORMANCEFeb. 7, 2010 - Feb. 7, 2016
NON-SPORTS PROGRAMMINGBroadcast /Cable
SPORTS PROGRAMMINGBroadcast/Cable 28%
45%
28%
46%
43%
58%
AD MEMORABILITY BRAND MEMORABILITY
9Copyright © 2016 The Nielsen Company
PANTHERS FANS BRONCOS FANS
12345
TOP NATIONAL ADVERTISERS
Source: Scarborough
Source: Nielsen Ad Intel
LOCAL FAN INSIGHTSWhile both Panthers and Broncos fans enjoy throwing back a few “coldies”
on a Sunday afternoon, the difference lies in their imported beer of choice.
Both Panthers Fans and Broncos Fans agree on their favorite domestic
beer, Miller Genuine Draft.
Carolina Panthers Fans prefer LaBatt Blue; as they are 49% more likely to drink LaBatt Blue than the typical Charlotte adult.*P21+
Corona Light is the favorite among Broncos fans, as they are 32% more likely to enjoy a Corona Light than the typical Denver adult.*P21+
Carolina Panthers Fans are 49% more likely to drink Miller Genuine Draft than the typical Charlotte adults. *P21+
Denver Broncos Fans are more 47% more likely to drink Miller Genuine Draft than the typical Denver adult. *P21+
TOTAL $ SPEND
ANHEUSER-BUSCH INBEV SA/NV
PEPSICO INC
FIAT CHRYSLER AUTOMOBILES NV
TOYOTA MOTOR CORP
HONDA MOTOR COMPANY LTD
10 BEVERAGE ALCOHOL MEDIA REPORT | Q1 2016
THE BEST OF THE BEST: TOP BEV-AL TELEVISION ADS
11Copyright © 2016 The Nielsen Company
LOREMCATEGORY
BRAND AD NAME
AD THUMBNAILS
AD DURATION
SCOREIndicates the effectiveness of the ad breaking through in-market and connecting back to the brand in comparison to the ad’s category norm.
BEST PRACTICES MATRIXDisplays the best practices identified in ad.
AD DESCRIPTIONAD ICON
BRAND A – “AD ONE” :15
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Praesent finibus sem commodo scelerisque pretium. Vivamus quis nibh aliquet, elementum.
Brand Memorability Index: 230
BA
BA
BA
BEST PRACTICES
CHARACTER DIALOGUE
RELATABLE CHARACTERS
HUMOR/SENTIMENTALITY
SIMPLE STORYLINE
Today’s consumers have more access to more information than ever
before, and we are consuming information at a faster and faster
rate. The average adult (21+) watches more than five hours of TV per
day. This equates to about 300 ad impressions each day, or 1,750 ad
impressions per week.
The ads showcased in this section were able to break through
the clutter of real-world TV ad viewing—including the impact of
multi-tasking and life’s many other distractions—to deliver high
performance in Brand Memorability.
HOW TO READ TOP ADS PERFORMANCE SECTION
12 BEVERAGE ALCOHOL MEDIA REPORT | Q1 2016
TOP TV BEVERAGE ALCOHOL ADS: Q1 2016
NIELSEN TV BRAND EFFECT
Source: Nielsen TV Brand Effect, 1/1/16 - 3/31/16, 21+Evaluating English-language ads on English-language networks within TV Brand Effect coverage only.Only includes ads that have debuted since 4/1/15 with > 100 Brand Linkage sample in 1Q’16. Ads with less than 100 sample were not consideredBranded Memorability indexed against the 2013-2015 Beverage Alcohol norm for Branded Memorability*No wine ads reached normative levels in Brand Memorability during the measurement period
BEERCOORS LIGHT – “BORN IN THE ROCKIES -PLACE” :30
BUD LIGHT– “BUD LIGHT PARTY: BASKETBALL” :30
Back again as one of the top beer advertisers, Coors Light leverages images of the Rocky Mountains, which have become a recognizable brand icon that continues to break through and drive brand recognition.
Utilizing humor and character dialogue, this spot features Seth Rogen and Amy Schumer holding Bud Light bottles throughout the spot and resonates with viewers through its unique humor.
Brand Memorability Index: 170 Brand Memorability Index: 170
CL
SPIRITSJACK DANIELS – “OLD FASHIONED” :30
This Jack Daniel’s creative achieved the top score in the Spirits category for the third quarter in a row. Continuous support behind a strong creative has resulted in sustained in-market resonance for the brand.
Brand Memorability Index: 152
JD JIM BEAM– “A LOOK INSIDE” :15
This spot from Jim Beam featuring Mila Kunis leverages on-screen dialogue and integrates the brand early and often to resonate with consumers.
Brand Memorability Index: 109
JM
FMBS & CIDERSHENRY’S HARD SODA – “LIVE HARD-ISH” :15 BUD LIGHT LIME-A-RITA– “ART GALLERY” :30
Making a splash into the top TV ads this quarter is the “Live Hard-ish” spot, which leverages prominent brand cues as well as the use of appropriate humor to help this creative break through the clutter.
This spot was able to break through and link back to the brand by employing a simple storyline with relatable characters and including the brand in the storyline.
Brand Memorability Index: 109 Brand Memorability Index: 100
RD
BREAKTHROUGH BEST PRACTICES BRANDING BEST PRACTICESEARLY VISUAL/VERBAL CUES
CHARACTER DIALOGUE
RELATABLE CHARACTERS LEVERAGE BRAND ICON
HUMOR/SENTIMENTALITY OWNABLE CONCEPT
SIMPLE STORYLINE
BRAND IN STORYLINE
BD
LR
LR
LRLRLRJD JD
JD JDRD RD
RD
BDBDBDBD
BD
CL CL
CL
JM
JM
JM
13Copyright © 2016 The Nielsen Company
TOP TV BEVERAGE ALCOHOL ADS: Q1 2016
LDAAUDIENCE MEDIA CONSUMPTION
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AVERAGE TIME SPENT PER ADULT 21+ PER DAY
DVR/TIME-SHIFTED TV
DVD/BLU-RAY DEVICE GAME CONSOLE MULTIMEDIA DEVICE
INTERNET ON A PC APP/WEB ON A SMARTPHONE APP/WEB ON A TABLET
AM/FM RADIOLIVE TV
Q1 2015
Q1 2016
Q1 2014
EXHIBIT 1 - BASED ON THE TOTAL U.S. LDA POPULATION
TOTAL LDA AUDIENCE MEDIA CONSUMPTION
4:40
4:43
4:58
0:34
0:34
0:33
1:53
1:52
1:55
0:59
0:49
0:50
1:41
1:03
0:47
0:08
0:09
0:10
0:13
0:12
0:11
0:13
0:09
0:05
0:32
0:20
0:12
Note: Panel enhancements made in March 2016 impacted smartphone and tablet reporting. See sourcing for details.
15Copyright © 2016 The Nielsen Company
A 21-34
A 25-34
A 35-49
A 50-64
A 65+
A 21+
BLACK 21+
HISP. 21+
ASIAN AM. 21+
Live+DVR/Time-shifted TV 21:45 23:26 32:07 44:06 51:32 36:40 52:56 28:18 18:24
DVR/Time-shifted TV 2:36 3:01 4:22 4:39 4:12 3:57 3:30 2:33 2:22
AM/FM Radio 11:08 11:20 13:40 15:09 12:32 13:11 13:44 13:54 n/a
DVD/Blu-Ray Device 1:02 1:07 1:05 1:00 0:42 0:58 1:07 0:53 0:35
Game Console 3:43 3:20 1:30 0:28 0:07 1:30 1:36 1:32 0:57
Multimedia Device 2:28 2:36 1:44 1:07 0:42 1:33 1:19 1:32 2:44
Internet on a PC 7:05 7:53 8:20 7:21 4:10 6:53 7:44 5:12 4:10
Video on a PC 2:42 2:57 2:12 1:26 0:41 1:48 2:44 1:52 1:31
App/Web on a Smartphone 15:55 13:47 14:34 12:13 2:41 11:51 13:06 14:38 9:55
Video on a Smartphone 0:42 0:31 0:25 0:16 IFR 0:22 0:36 0:42 0:30
TABLE 1A – WEEKLY TIME SPENT IN HOURS: MINUTES AMONG U.S. POPULATION FOR Q1 2016
Note: IFR represents data that is insufficient for reporting due to small sample sizes. n/a represents data unavailability.
16 BEVERAGE ALCOHOL MEDIA REPORT | Q1 2016
A 21-34
A 25-34
A 35-49
A 50-64
A 65+
A 21+
BLACK 21+
HISP. 21+
ASIAN AM. 21+
Live+DVR/Time-shifted TV 22:55 24:36 32:54 43:49 51:14 36:58 52:42 30:05 19:29
DVR/Time-shifted TV 2:55 3:24 4:26 4:31 3:54 3:57 3:40 2:35 2:22
AM/FM Radio 11:15 11:33 13:36 14:55 12:16 13:06 13:33 13:49 n/a
DVD/Blu-Ray Device 1:12 1:18 1:14 1:07 0:42 1:05 1:09 1:01 0:58
Game Console 3:34 3:07 1:16 0:27 0:07 1:24 1:34 1:32 1:07
Multimedia Device 1:38 1:41 1:11 0:40 0:27 1:01 0:46 0:45 2:11
Internet on a PC 5:35 5:36 7:06 6:19 3:23 5:45 6:36 3:56 4:16
Video on a PC 2:05 1:58 1:56 1:22 0:38 1:33 2:23 1:11 1:15
App/Web on a Smartphone 10:33 9:40 9:00 7:02 1:28 7:21 8:14 9:31 7:39
Video on a Smartphone 0:26 0:22 0:14 0:09 IFR 0:13 0:18 0:23 0:21
TABLE 1B - WEEKLY TIME SPENT IN HOURS: MINUTES AMONG U.S. POPULATION FOR Q1 2015
17Copyright © 2016 The Nielsen Company
TABLE 3 – MONTHLY TIME SPENT BY MEDIUM AMONG USERSUSERS IN HOURS: MINUTES AMONG P21+
TABLE 2 – OVERALL USERS BY MEDIUMNUMBER OF USERS 21+ (IN 000’S) - MONTHLY REACH
COMPOSITE BLACK HISPANIC ASIAN AMERICAN
Q1 15 Q1 16 Q1 15 Q1 16 Q1 15 Q1 16 Q1 15 Q1 16
Live+DVR/Time-shifted TV 171:06 170:14 242:34 241:00 129:00 128:17 94:29 93:11
DVR/Time-shifted TV 28:31 26:01 25:27 23:06 21:38 19:01 22:08 19:29
AM/FM Radio 57:19 57:47 59:20 60:25 58:47 59:20 n/a n/a
DVD/Blu-Ray Device 9:25 10:49 11:34 13:27 9:00 10:29 7:08 8:39
Game Console 25:46 27:03 28:47 28:50 23:03 23:37 15:15 18:29
Multimedia Device 40:13 26:57 45:20 29:47 42:45 25:07 35:58 28:14
Internet on a PC 34:32 44:18 38:38 49:02 30:42 43:23 42:25 48:16
Video on a PC 12:42 16:34 18:53 24:41 13:33 23:34 16:25 24:42
App/Web on a Smartphone 44:35 59:27 52:18 66:46 51:31 64:19 45:33 52:26
Video on a Smartphone 1:51 2:24 2:23 3:39 2:37 3:49 2:49 3:34
COMPOSITE BLACK HISPANIC ASIAN AMERICAN
Q1 15 Q1 16 Q1 15 Q1 16 Q1 15 Q1 16 Q1 15 Q1 16
Live+DVR/Time-shifted TV 211,880 214,249 26,344 27,048 31,870 32,878 11,371 11,896
DVR/Time-shifted TV 137,008 151,061 16,626 18,691 17,146 20,016 6,239 7,310
AM/FM Radio 224,334 226,751 27,511 27,987 34,071 34,908 n/a n/a
DVD/Blu-Ray Device 101,860 89,257 11,578 10,157 14,249 12,546 4,834 4,109
Game Console 57,759 55,362 6,709 6,833 9,644 9,653 3,667 3,121
Multimedia Device 37,914 56,924 3,487 5,412 5,219 9,116 4,445 5,843
Internet on a PC 161,979 155,332 20,382 19,418 18,433 17,821 5,786 5,267
Video on a PC 119,234 108,043 15,055 13,656 12,656 11,606 4,390 3,708
App/Web on a Smartphone 162,383 184,702 19,296 22,692 27,030 31,558 9,435 10,402
Video on a Smartphone 122,381 145,791 16,132 19,113 22,519 25,913 7,214 7,779
The data sources in Table 3 should not be added or subtracted; they are based on users of each medium and the bases vary by source.
18 BEVERAGE ALCOHOL MEDIA REPORT | Q1 2016
TABLE 4A – MONTHLY TIME SPENT BY MEDIUM IN HOURS:MINUTES AMONG USERSAMONG COMPOSITE
TABLE 4B – MONTHLY TIME SPENT BY MEDIUM IN HOURS:MINUTES AMONG USERSAMONG BLACKS
A21-34
A25-34
A35-49
A50-64
A65+
A21+
Live+DVR/Time-shifted TV 107:11 113:35 147:29 199:52 232:51 170:14
DVR/Time-shifted TV 18:42 20:27 26:59 29:20 28:41 26:01
AM/FM Radio 48:39 49:15 60:00 66:13 54:36 57:47
DVD/Blu-Ray Device 14:18 14:14 10:35 10:05 8:33 10:49
Game Console 39:49 35:26 19:22 14:16 10:10 27:03
Multimedia Device 33:43 33:11 23:52 22:56 24:17 26:57
Internet on a PC 46:38 49:11 47:31 45:28 33:01 44:18
Video on a PC 26:12 26:52 18:07 12:15 7:32 16:34
App/Web on a Smartphone 65:07 63:27 64:39 53:13 39:06 59:27
Video on a Smartphone 3:26 2:57 2:16 1:41 0:37 2:24
A21-34
A25-34
A35-49
A50-64
A65+
A21+
Live+DVR/Time-shifted TV 165:12 168:18 217:35 291:12 336:57 241:00
DVR/Time-shifted TV 18:07 19:00 26:32 26:33 19:03 23:06
AM/FM Radio 49:19 50:24 62:33 70:58 60:02 60:25
DVD/Blu-Ray Device 17:02 18:11 12:53 12:54 10:28 13:27
Game Console 41:56 39:07 20:05 14:30 10:30 28:50
Multimedia Device 35:34 34:45 27:31 27:00 19:51 29:47
Internet on a PC 55:14 59:15 52:20 45:15 30:00 49:02
Video on a PC 33:02 33:40 25:42 19:48 8:23 24:41
App/Web on a Smartphone 73:49 77:57 73:34 60:20 IFR 66:46
Video on a Smartphone 4:54 4:31 3:07 3:23 IFR 3:39
Note: IFR represents data that is insufficient for reporting due to small sample sizes.
The data sources in Table 4 should not be added or subtracted; they are based on users of each medium and the bases vary by source.
19Copyright © 2016 The Nielsen Company
A21-34
A25-34
A35-49
A50-64
A65+
A21+
Live+DVR/Time-shifted TV 91:00 97:28 122:29 160:36 210:55 128:17
DVR/Time-shifted TV 16:13 17:44 19:59 21:13 21:38 19:01
AM/FM Radio 51:30 53:00 64:11 68:26 57:57 59:20
DVD/Blu-Ray Device 12:00 11:37 9:20 10:19 9:51 10:29
Game Console 31:54 28:23 16:10 12:43 13:08 23:37
Multimedia Device 29:27 27:36 21:41 23:34 18:03 25:07
Internet on a PC 47:54 48:02 42:27 39:56 34:32 43:23
Video on a PC 31:29 30:48 24:14 13:12 15:31 23:34
App/Web on a Smartphone 66:25 64:57 67:47 56:01 IFR 64:19
Video on a Smartphone 4:23 3:57 3:46 2:21 IFR 3:49
A21-34
A25-34
A35-49
A50-64
A65+
A21+
Live+DVR/Time-shifted TV 64:57 69:23 77:23 105:49 150:30 93:11
DVR/Time-shifted TV 14:06 16:05 19:42 25:53 19:03 19:29
DVD/Blu-Ray Device 12:24 13:32 8:17 7:24 7:03 8:39
Game Console 31:37 27:21 13:08 7:32 8:08 18:29
Multimedia Device 29:51 29:22 21:33 28:27 50:12 28:14
Internet on a PC 63:38 64:07 53:48 22:14 24:34 48:16
Video on a PC 31:19 32:12 26:43 14:55 10:08 24:42
App/Web on a Smartphone 60:08 58:51 54:32 IFR IFR 52:26
Video on a Smartphone 3:37 2:48 4:19 IFR IFR 3:34
TABLE 4C – MONTHLY TIME SPENT BY MEDIUM IN HOURS:MINUTES AMONG USERSAMONG HISPANICS
TABLE 4D – MONTHLY TIME SPENT BY MEDIUM IN HOURS:MINUTES AMONG USERSAMONG ASIAN AMERICANS
Note: IFR represents data that is insufficient for reporting due to small sample sizes.
The data sources in Table 4 should not be added or subtracted; they are based on users of each medium and the bases vary by source.
20 BEVERAGE ALCOHOL MEDIA REPORT | Q1 2016
EXHIBIT 2: MOBILE DEVICE PENETRATION BY ETHNICITY AMONG MOBILE SUBSCRIBERS 21+
SMARTPHONE
COMPOSITE
HISPANICASIAN
AMERICAN
WHITE BLACK
FEATURE PHONE
18%
17% 11%
20% 13%
82%
83% 89%
80% 87%
21Copyright © 2016 The Nielsen Company
SOURCING & METHODOLOGIESTELEVISION METHODOLOGY
Live+DVR/Time-shifted TV includes Live usage plus any playback viewing within the measurement period. DVR/Time-shifted TV is playback primarily on a DVR but includes playback from video on demand, DVD recorders, server based DVR’s and services like Start Over.
TV-connected devices (DVD, Game Console, Multimedia Device) would include content being viewed on the TV screen through these devices. This would include when these devices are in use for any purpose, not just for accessing media content. For example, Game Console would also include when the game console is being used to play video games.
Multimedia Devices is a combination of usage of the Internet Connected Devices viewing source and Audio-Video viewing sources. It would include viewing on an Apple TV, Roku, Google Chromecast, Smartphone, Computer/Laptop, etc. connected to the TV.
Reach for television and TV-connected devices includes those viewing at least one minute within the measurement period.
Data used in this report is inclusive of multicultural audiences. Hispanic consumer audiences are comprised of both English and Spanish speaking representative populations.
The last phase of a two-year sample expansion initiative (referred to as NPX) was completed on December 28, 2015, essentially doubling the sample size of our National Panel. The off icial production ratings that comprise Nielsen’s National television measurement service will be based on the larger panel of households. As with any past panel enhancements or methodology change, there is a trend break in the data when looking at year-over-year comparisons.
AM/FM RADIO METHODOLOGY
Listening to programming from AM/FM radio stations or network programming.
Audience estimates for 48 large markets are based on a panel of people who carry a portable device called a Personal People Meter (PPM) that passively detects exposure to content that contains inaudible codes embedded within the program content. Audience estimates from the balance of markets and countries in the U.S. are based on surveys of people who record their listening in a written diary for a week.
The estimates in this report are based on RADAR and the National Regional Database. RADAR reports national network radio ratings covering the U.S. using both PPM and Diary measurement and it is based on a rolling one-year average of nearly 400,000 respondents. The Q1 2016 report is based on the June RADAR studies to more accurately align with the other included media. This adjustment is also reflected in the included historical data.
Monthly Radio Estimates: Nielsen’s Measurement Science group used statistical modeling techniques to estimate the total cume audience to radio in a four week period, as compared to the total cume audience to radio in an average week. The methodology utilized PPM panel data, and essentially measured how many people who were not exposed to radio in a single week might typically be exposed to radio over a consecutive four week period. A radio cume growth factor was then determined and applied to radio listening on a national basis. In the Q1 2016 report, the model for monthly radio
22 BEVERAGE ALCOHOL MEDIA REPORT | Q1 2016
estimates has been refined to more accurately align with the other included media. This adjustment is also reflected in the included historical data.
Listening to HD radio broadcasts, Internet streams of AM/FM radio stations and Satellite Radio is included in the Persons Using Radio estimates in this report where the tuning meets our reporting and crediting requirements of at least 5 minutes of usage. Reach for AM/FM Radio includes those listening for at least 5 minutes within the measurement period.
Data used in this report is inclusive of multicultural audiences. Hispanic consumer audiences are comprised of both English and Spanish speaking representative populations.
ONLINE METHODOLOGY
Nielsen’s Online Panel is recruited based on an opt-in convenience panel. Online recruitment pages are offered in both English and Spanish. Panelists then download Nielsen’s patented desktop NetSight meter, which accurately identifies which browser, tab, Internet application (including media players and instant messaging) or desktop application is in focus. Nielsen’s Online Panel tracks usage across web sites and digital applications to deliver audience and analytics through metered measurement of panels of Internet users at both home and work.
Nielsen Netview and VideoCensus data is reflective of the hybrid methodology which combines a census level accounting of page views and video streams where Nielsen measurement tags have been deployed in order to project audience and behavior to the full universe of all Internet users. For VideoCensus, the portion of the total video streams calibrated by census data, previously allocated to Home/Work computers, are now allocated to other devices and locations such as smartphones and viewing outside of home and work.
Hours:minutes for Internet and video use are based on the universe of persons who used the Internet/watched online video. All Internet figures are weekly or monthly averages over the course of the quarter. All Internet on a PC metrics are derived from Nielsen NetView, while all Video on a PC metrics are derived from Nielsen VideoCensus. The audience of Video on a PC is a subset of Internet on a PC.
As of August 2015, the rules used for crediting page views and duration within Netview have been updated with more comprehensive accounting of multi-tabbed browsing and iFrames, as well as the implementation of a longer timeout threshold for mouse/keyboard inactivity. These changes resulted in an increase in Internet duration on a PC.
Meter collection capability improved in February 2016, which generally resulted in increased audience, page view, stream and duration metrics for Internet on a PC.
MOBILE METHODOLOGY
Nielsen’s Electronic Mobile Measurement (EMM) is an observational, user-centric approach that uses passive metering technology on smartphones and tablets to track device and application usage on an opt-in convenience panel, recruited online and in English. Results are then reported out through Nielsen Mobile NetView 3.0. There are approximately 9,000 smartphone and 1,300 tablet panelists in the U.S. across both iOS and Android smartphone devices. This method provides a holistic view of all activity on the device as the behavior is being tracked without interruption.
A number of steps are taken after the data collection process to ensure the reported data is representative of the mobile population. For smartphones, weighting controls are applied across five characteristics (gender, age, income, race, and ethnicity) while independent enumeration studies are carried out on a continuous basis to provide the most current estimates of the mobile population (aka Universe Estimation).
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Tablet data is unweighted and projections are applied using estimates from the National People Meter (NPM) panel that is the industry standard for TV ratings.
Figures reported in Nielsen’s Mobile NetView 3.0 include those individuals who are P18+ who have used an iOS or Android device in the U.S. In particular:
App/Web refers to consuming mobile media content through a web browser or via a mobile app. It does not include other types of activity such as making/receiving phone calls, sending SMS/MMS messages etc, which has been excluded for this report.
Video is a subset of App/Web and refers to those individuals who visit a website or use a mobile app specifically designed to watch video content.
Weekly smartphone data is now based on weekly weights. This adjustment is also reflected in the included historical data.
In March 2016 Nielsen implemented a crediting enhancement to improve the reporting of mobile usage on iOS devices. A legacy crediting rule that capped usage at 30 minutes was removed, so now if a panelist uses an app or visits a website for more than 30 minutes at a time the entire duration is now credited towards the app or website. This crediting rule will also be implemented on Android devices in the coming months.
TV BRAND EFFECT METHODOLOGY
Nielsen TV Brand Effect employs a nationally representative online panel of U.S. TV viewers who have watched programs within the past 24 hours. These panelists answer survey questions about the programs they watched and the commercials they were exposed to. Since the panelists respond based on what they watched in a natural environment, the results reflect real-life reaction to and memory of television commercials. Nielsen logs and issues surveys for all national commercials within its coverage dayparts and networks. Advertisements evaluated for this report were English-language ads viewed on English-language networks within TV Brand Effect coverage only.
BRAND MEMORABILITY INDEX
The Brand Memorability Index represents an ad’s Brand Memorability indexed against that ad’s category average for adults 21+. A Brand Memorability Index of 100 indicates that the ad is performing at the category average.
AD MEMORABILITY
The percentage of an ad’s natural in-home viewers who are able to remember its content the next day.
BRAND LINKAGE
Of those viewers who remember an ad’s content (Ad Memorability), the percentage that are able to identify the advertised brand.
BRAND MEMORABILITY
The percentage of viewers who are able to remember both the ad’s content and the advertised brand (Ad Memorability * Brand Linkage).
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SOURCING
EXHIBIT 1 & TABLES 1, 2, 3, 4 – AVERAGE TIME SPENT PER ADULT 21+ PER DAY, A WEEK IN THE LIFE, USERS BY MEDIUM, MONTHLY TIME SPENT BY MEDIUM AMONG USERS
Source: Live+DVR/Time-shifted TV, DVR/Time-shifted TV, DVD, Game Consoles, Multimedia Devices 12/28/2015 - 03/27/2016 via Nielsen NPOWER/National Panel, Radio 03/26/15-03/23/16 via RADAR 129, PC 01/01/16-03/31/16 via Nielsen Netview and Nielsen VideoCensus, Smartphone 01/01/16-03/31/16 via Nielsen Electronic Mobile Measurement, Tablet 01/01/16-03/31/16 via Nielsen Electronic Mobile Measurement – unweighted, projections based on estimates from the NPOWER/National Panel.
Exhibit 1 and Table 1 are based on the total U.S. population whether or not they have the technology
Tables 2-4 are based on users of each medium.
EXHIBIT 2 – MOBILE DEVICE PENETRATION AMONG MOBILE SUBSCRIBERS 21+Source: Mobile 01/01/16-03/31/16 via Nielsen Mobile Insights
SUPER BOWL SUNDAY IS NO LONGER JUST A BEER HOLIDAYSurvey insights from this article were derived from a Nielsen survey conducted by Harris
Poll of 2,000 21+ Americans representative of the general adult population. The survey was
conducted between Jan. 19-21, 2016.
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ABOUT NIELSEN Nielsen Holdings plc (NYSE: NLSN) is a global performance
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of what consumers watch and buy. Nielsen’s Watch segment provides
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world’s population.
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