Confidential & Proprietary Copyright © 2009 The Nielsen Company The World of Television and...

Confidential & Proprietary • Copyright © 2009 The Nielsen Company

The World of Television and Internet Convergence

Los Angeles Media and Marketing Research Council

Chris Gregory, Program Manager

February 26, 2009

Confidential & ProprietaryCopyright © 2009 The Nielsen Company

Agenda Topics

• TV/Internet Sources•Cross-Platform Analyses•Data Highlights–Election Day–Super Bowl–Cause/Effect–Simultaneous–Video Consumption


TV/Internet Measurement

We’re answering a variety of questions:• Are TV and Internet usage complementary?

• How does the interaction vary by demo/market break/daypart/genre?

• How does online streaming impact linear TV viewing?

• What are the “causes and effects” of advertising and promotions on these platforms?• Does TV promotion drive people to a Website?

• Does online promotion drive people to watch a TV network/show?

• What is my network’s reach across platform?

• Can Internet expand reach on top of a base TV buy?

• What is the relationship between people who visit my website and view my network/network airing my advertising?


Nielsen Cross-Platform Tools

• TV/Internet Data Fusion– (MRI fusion available and Mobile Internet fusion on the way)

• TV/Internet Convergence Research Panel

•NPOWER, Excel Tables, Custom

•Quarterly 3-Screen Report


TV/Internet Data Fusion

• TV data from NPM~30,000 persons 2+ reporting~22,000 persons with online access at

home

• Internet data from Nielsen Online’s NetView panel

~ 23,000 persons aged 2+ metered home Internet use~ 4,000 persons metered Internet use at

work

• Supplementary information from Nielsen Online’s @Plan data~ 40,000 persons self-reporting Internet

and other media use, products and services

TV-NPM Respondent Level Data

Internet-NetView

Respondent Level Data

Fusion Using Common Demo Variables and @Plan Data

Fused Database

Respondent level TV and Internet Data


700 Forced Turnover Homes 180 Newly Installed Homes 120 Retired Hisp Homes

TV/Internet Convergence Panel

- A 1000 home Cross-Platform Cross-Platform

panel comprised of:designed to provide single-source insights into TV and

Internet consumption


TV/Internet Convergence Panel Collection Technology Illustration


Unique Benefits of the Convergence Panel •Opportunity to observe simultaneous

usage of TV and Internet

• Ability to measure Cause and Effect

•Gain additional insights with customized on-line surveys

?


Convergence Research Panel

How much simultaneous/concurrent usage exists?

• My network and website

• Same genre of content

• Unrelated


Convergence Panel Coverage

• Personal Internet usage on PCs owned by the household (not work)

• Multiple PCs measured per HH

• PC-based, no Macs


Data Fusion / Convergence Panel


Cross-Platform Interaction


Cross-Platform usage a plus, not a minus

• This is not a zero sum game

–Each platform presents unique benefits, strengths, advantages

–User consumption of these platforms is not mutually-exclusive

- Relevant information- Context- Incredible depth

- Clarity and presentation- Programming- Usability

- Portability- Immediacy- Communications


Three Screen Measurement – The The Expanded DayExpanded Day• Because of their unique strengths, these

platforms complement each other.

• This complementary nature results in simultaneous usage.

• Simultaneous usage translates into an expanded clock.

• The expanded clock presents marketers with more opportunities to convey their message.

• Complementary platforms, simultaneous usage, and expanded clocks represent new research questions for the industry.


286

244 254 250228 227

0

50

100

150

200

250

300

Internet Q1(Heaviest)

Internet Q2 Internet Q3 Internet Q4 Internet Q5(Lightest)

Internet Non-User

Av

g T

V M

inu

tes

Heavy Internet users are heavy TV viewers

Source: TV/Internet Convergence Research Panel, November 2008 - Weighting not applied

TV Usage by Internet Quintile


25

2017 17 17

13

0

5

10

15

20

25

30

TV Q1(Heaviest)

TV Q2 TV Q3 TV Q4 TV Q5(Lightest)

TV Non-Viewer

Av

g In

tern

et

Min

ute

s

Source: TV/Internet Convergence Research Panel, November 2008 - Weighting not applied

Heavy TV viewers are heavy Internet users

Internet Usage by TV Quintile


Election Day Insights


TV/Internet Only, Only, Both

Total Election Day Adult Reach = 163.6 Mill

5.2 Mill134.8 Mill23.6

Mill

TV = 158.3 Mill Internet = 28.8 Mill

Source: TV/Internet Custom Data Fusion


TV/Internet by Age Group

TV

25%

30%

46%

P18-34P35-49P50+

Internet

41%

35%

24%

P18-34 - consistent across TV and Internet

P35-49 - greater share with Internet than with TV



Only, Only, Both by Age Group

Internet Only was the most evenly distributed, with only a slightly younger skew

25.3%34.5%

47.4%31.5% 35.6%

22.2%

34.0%

27.3%42.2%

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

90.0%

100.0%

TV Only Internet Only Both

P18-34 P35-49 P50+



Super Bowl Highlights


James Harrison sets Super Bowl record for longest interception run…..100 yards!!!


The data highlight slide was removed to prevent wide distribution of preliminary, client-specific data.


Cause & Effect Insights


Does TV Advertising Exposure Drive People to Advertiser’s Web Site?

4.71%

7.19%

3.99%

0.00%

1.00%

2.00%

3.00%

4.00%

5.00%

6.00%

7.00%

8.00%

Convergence ResearchPanel

Exposed to Ad on Networkin July 08

Not Exposed to Ad onNetwork in July 08

Retailer Website Reach - August 08


Does Promotion Exposure Drive People to Network’s Web Site?

6.64%

11.37%

2.09%

0.00%

2.00%

4.00%

6.00%

8.00%

10.00%

12.00%

Convergence ResearchPanel

Exposed to Website Promoon Network in July 08

Not Exposed to WebsitePromo on Network in July

08

Spanish-Language Network Website Reach - August 08


Simultaneous Insights


Simultaneous Usage by Demo

Avg Min Per Simul Min Per Simul Min Simul Min%Both %Simul Person Per Day Person Per Day % of Simul % of TV/Int

TV: 270 4% 2%

Internet: 32 32% 30%

TV: 222 2% 1%


TV: 178 6% 4%


TV: 211 5% 4%


TV: 271 4% 3%


TV: 363 3% 2%

Internet: 28 35% 34%P55+ 71% 60% 9.7

P35-54 74% 63% 10.6

P18-34 68% 55% 11.2

P12-17 80% 63% 9.8

10.0

P2-11 47% 29% 5.0

% of Persons

P2+ 69% 56%

• Overall, 2% of TV viewing and 30% of Internet usage is spent simultaneously

• Simultaneous users spend 4% of TV and 32% of Internet time simultaneously

Source: TV/Internet Convergence Research Panel, December 2008 – Weighting not applied


Top Ten Sites with Highest Simultaneous Reach

Yahoo!, Yahoo! Home, Yahoo! Search

Google, Google Search



Top Ten Networks with Highest Simultaneous Reach



Spanish Dominant Insights


MySpace and Facebook by Language Class

Market BreakMinutes Per

Person

Average Minutes Per Person Per

Day Reach %Facebook Composite 132 5.02 21.96%

Lang Class = English Dominant 133 5.04 23.20%

Lang Class = Spanish Dominant 149 5.52 8.63%

Lang Class = Spanish English Equally 80 3.17 8.24%

MySpace Composite 134 5.10 26.44%

Lang Class = English Dominant 116 4.39 26.43%

Lang Class = Spanish Dominant 363 14.34 20.61%

Lang Class = Spanish English Equally 314 12.57 31.49%

Source: TV/Internet Convergence Research Panel, December 2008Note: Sample under 50 panelists for Spanish Dominant and for Facebook English/Spanish Equally


Video Consumption Insights


Total Sample

48%53%

Streaming Users

Source: TV/Internet Convergence Research Panel, December 2008

Spanish Dominant

70%

31%Streamed

Did Not Stream

Slightly more than 1/2 of the sample had some streaming activity Less than 1/3 for Spanish Dominants


TV Usage

252246

50

125

200

275

TV Only TV and Stream

TV Average Minutes per Person per Day

Source: TV/Internet Convergence Research Panel, December 2008


Streaming Usage by Language Class

109

18 18

7 6

12

9

0

2

4

6

8

10

12

14

16

18

P12-17Total

P12-17Eng Dom

P12-17 Sp Dom

P12-17Equal

P18-34Total

P18-34Eng Dom

P18-34 Sp Dom

P18-34Equal

Streaming Minutes per Day by Language Class

Source: TV/Internet Convergence Research Panel, December 2008Note: Sample under 50 panelists for Spanish Dominant and English/Spanish Equally

Spanish speakers spend more time streaming


Share of Video Mins/Day

6%6%

88%

TVStreamingDVR

Source: TV/Internet Convergence Research Panel, May 2008 – Weighting not applied


6%

14%

80%

Total Teens Heavy Teen Streamers113 Minutes of Video/Day 152 Minutes of Video/Day

Heavy Teen Streamers- 20% of consumption is non-live TV

Time Spent with Video



6%1%

93% TVStreamingDVR


2%

9%

89%

Total Men 18-54 Heavy M18-54 Streamers200 Minutes of Video/Day 202 Minutes of Video/Day

Heavy M18-54 Streamers- 11% of consumption is non-live TV





7%1%

92% TVStreamingDVR


7%

7%

86%

Total W18-54 Heavy W18-54 Streamers215 Minutes of Video/Day 197 Minutes of Video/Day

Heavy W18-54 Streamers- 14% of consumption is non-live TV




Questions?

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