Millennials Decoded: “Turnt Up” For TV

*Millennial slang decoder: “Turnt Up” = when a person gets pumped for something; “Kill It” = do something really well or with a lot of energy

“Turnt Up” For Television:How TV Brands “Kill It” With Millennials

2

This report reflects a compilation of insights on millennial media consumption habits as they relate to the video ecosystem and TV Brands in particular. Additionally, we showcase the distinct qualitative advantage that TV Brands have and then highlight case studies on how these brands are utilized to drive revenue in millennial-focused categories.

The tongue-in-cheek references to slightly dated and currently popular millennial words and phrases sprinkled throughout this report are a subtle reminder that while slang may come and go, TV brands’ ability to effectively reach millennials and spur action remains timeless.

Contents

The “Sitch”………………………………………………………...………………………………………………………………

When It Comes To Video Consumption, TV Is Still Millennials’ “Bae”……………….………….

TV Brands Are “Next Level” Through Their Multi-Platform Audiences…………………….….

Although Ad-Tech Platforms Are So “Thirsty” To Be Considered Like TV Brands,

Any Given Minute Metrics Show There’s No Comparison………….…………………………………….

TV Brands Are Anything But “Basic”…………………………………………………………………………………

TV Brands “Slay” The Millennial Content Game………………………………………………………………

TV Consistently “Breaks The Internet”……………….……………………………………………………………

TV’s Impact Within Millennial-Driven Categories Is “On Fleek”………….…………………………

3

4

5

13

20

34

40

48

50

The “Sitch”

While much has been made about millennials’ evolving media consumption habits, it’s

important to note that branded TV content, accessed across screens, remains at the

center of their universe:

• More Adults 18-34 watch TV now than at the start of the millennium

• More millennials continue to watch video on TV, where the vast majority of video

consumption takes place, than any other device

• Millennials spend more time with TV brands online than with any other site across a wide

variety of internet genres

• During Any Given Minute, many more millennials are consuming TV content than are checking

Facebook, listening to Pandora or watching videos on YouTube

• TV brands offer a breadth of innovative, exciting and edgy ad-supported programming across

genres which is unmatched by any other platform or entity

• Millennial-focused TV programs deliver higher audiences and greater engagement than the

most popular personality-driven YouTube channels

• TV continually creates moments that transcend the viewing experience and generates

enormous social buzz

• Most importantly, TV advertising has constantly shown the ability to create real impact and

drive revenues in millennial-driven categories

*Millennial slang decoder: “Sitch” = situation

4

When It Comes To Video Consumption,

TV Is Still Millennials’ “Bae”

*Millennial slang decoder: “Bae” = Before Anything Else

Despite Some Thoughts To The Contrary, TV Reaches More

Adults 18-34 Now Than At The Start Of The Millennium

24,751

36,941

61,692

27,384

37,684

65,068

A18-24 A25-34 A18-34

TV Cume Quarterly Reach (000)

1Q '02 1Q '16

Source: Nielsen R&F Time Period Report; Live + 7, Total Day. Q1’02 & Q1’16 (each year represents 13 weeks in 1Q). 1Q’02 represents the earliest time period

for VAB-accessible Nielsen data

6

Although The Smartphone Is The Highest Reaching Device Among

Millennials, TV Remains “Queen ” Of Video Consumption

75.0%

50.4%45.2%

28.8%25.8%

82.7%

55.4%

75.2%

42.3%

23.7%

33.0%

TV TV-ConnectedDevices

PC PC Video PC SocialNetwork

Smartphone(App+Web)

SmartphoneVideo

SmartphoneSocial Network

Tablet(App+Web)

Tablet Video Tablet SocialNetwork

Average A18-34 Weekly Reach %

PC Smartphone Tablet

Source: Nielsen Comparable Metrics Report Q4 2015; Data based on average week between October 26 – November 29, 2015. A18-34 UE = 72,850,000.

Video & Social Network is a subset of each device’s (App+Web). Nielsen does not break out a video subset for TV-Connected Devices.

*Millennial slang decoder: “Queen Bey” = Beyoncé as leader of the “bey-hive;” pinnacle of greatness7

Currently, TV Accounts For 88% Of Total Video Consumption

Among Millennials

TV88%

PC Video8%

Smartphone Video2%

Tablet Video2%

% of A18-34 Video Consumption By DeviceBased on Average Audience Per Minute


Video & Social Network is a subset of each device’s (App+Web). Video usage from TV-Connected Devices is not included as Nielsen does not break this figure out.

8

1,258

405 376

12237

680

32

224156

24 40



Smartphone(App+Web)

SmartphoneVideo


Tablet(App+Web)


Average Weekly Minutes Spent By DeviceBased on A18-34 Population


Millennials Spend Much More Time With TV On A Weekly

Basis Than Any Other Device


Video & Social Network is a subset of each device’s (App+Web)

9

9,091,706

2,927,624 2,719,969

880,552268,320

4,911,597

230,713

1,615,8461,130,849

176,151 289,724



Smartphone(App+Web)

SmartphoneVideo


Tablet(App+Web)


Average A18-34 Audience Per Minute



Video & Social Network is a subset of each device’s (App+Web)

Every Other Device “Literally Can’t Even” When

Compared to TV’s Average Audience Among Millennials

*Millennial slang decoder: “Literally Can’t Even”= Can't deal or can't handle it.

10

Live Viewing Is “Live”: It Comprises A Vast Majority Of

Millennials’ Television Consumption

Time Spent Per Week (Hrs:Min) 1Q16

P18-24

Live TV 14:48 20:25

Playback 1:30 3:01

Source: Nielsen Total Audience Report, 1Q16

P25-34

% Live 91% 87%

*Millennial slang decoder: “Live”= refers to something as being cool or exciting, can also be interpreted as extreme / intense. 11

“High Key,” Ad-Supported TV Maintains A Large Time Spent

Advantage Against The Popular Internet Video Platform, YouTube

Sources: Nielsen R&F Time Period Report Live+SD, Total Day 5/1-5/31/16; comScore Media Metrix (multiplatform) May 2016. Ad-supported TV = broadcast + cable TV

Monthly “Time Spent” Average (Minutes per Viewer)

2,839

4,226

3,646

871 788 825

18-24 25-34 18-34

Ad- Supported TV YouTube

Hrs:Min 47:19 14:31 70:26 13:08 60:46 13:45

Split: 77% / 23% 84% / 16% 82% / 18%

Time Spent = Commitment, Interest & Loyalty

*Millennial slang decoder: “High Key”= the straight up truth and there’s no denying it.12

TV Brands Are “Next Level” Through Their Multi-

Platform Audiences

*Millennial slang decoder: “Next Level” = to succeed or to maximize whatever it is you’re referring to

40%

26%

A18-24 A25-34

% Change in Time Spent With Smartphone Video/Monthly(1Q16 v. YAG)

Source: Nielsen Total Audience Report, 1Q16

The Increase in Time Spent Watching Video On a Smartphone

Is “Cray”

*Millennial slang decoder: “Cray” = crazy14

TV Is Well-Positioned In A Multiscreen World, With TV

Brands Ranking #1 Across Many Different Content Genres

Source: VAB analysis of multi-platform comScore data, March 2016 (ranking based on “total minutes viewed”)

Genre

Rank:

Top TV

Websites

1st

Sports

1st

TV Entertainment

1st

Weather

1st

General News

Genre

Rank:

Top TV

Websites

1st

Family

& Youth

1st

Kids2nd

Comedy

1st

Food

2nd

LGBT

1st

Home

Ranking by Internet Genre

A18-34

15

In Fact, Multiple TV Brands Rank Among The Top Five

Sites Across These Genres

Sports

ESPN

Bleacher Report

(Turner)

NBC Sports

CBS Sports

NFL.com

Resignation Media

Comedy Central

Cracked

Electus Digital

eBaum’s World

ABC News

CNN

Buzzfeed

CBS News

NBC News

Disney Online

Roblox.com

PBS Kids

BabyCenter

TotallyKidz

The Weather Channel

Accuweather.com

Weatherbug.com

Yahoo Weather

MSN Weather

ABC Digital

NBCU Digital

FOX

Freeform

GSN

Food Network

AllRecipes.com

BlogHer - Food

Bon Appetit

MyRecipes

Disney Entertainment

Roblox.com

PBS Kids

TotallyKidz

Cartoon Network

Sports TV Entertainment General News

Family & Youth

Weather

HomeKids Comedy

Food

Top 5 Rank by Internet Genre

A18-34

LBGT

Source: VAB analysis of multi-platform comScore data, March 2016 (ranking based on “total minutes viewed”)

HGTV

Hearst Home & Family

Houzz

Internet Brands Home

& Garden

Michaels.com

Adam 4 Adam

Logo Online

Totally LGBT

Here Media

PinkNews UK

16

TV Brands Rank Among The Top 3 Downloaded Apps

Across The Most Popular Categories As Well

Source: Apple app store 6/13/16; Most popular iPAD apps by category search term. Finance, Food, Home & Travel categories reflect editorial apps and excludes both service apps and non-media, company-branded apps. Kids 5 & Under category reflects education subcategory.

From Over 1,500,000 Apps:

Sports Long-Form Video

FOX Sports Go

Watch ESPN

ESPN

NBC Sports Live Extra

PGA Tour Live

Netflix

Amazon Video

Hulu

Watch ABC

HBO Go

Weather

Food Home Karoake

The Weather Channel

NOAA Weather Radar

WeatherBug

MyRadar

AccuWeather

Kids 5 & Under

Jamie Oliver’s Recipes

Yummly Recipes

Food Network

Allrecipes

Panna

Houzz

HGTV Watch

Homestyler Interior

Design

Grilling: A Bon Appetit

Manual

DIY Watch

ABCmouse

Nick Jr.

PBS Kids Video

Toca Kitchen Monsters

Tiny Hands

Smule

Yokee

The Voice: On Stage

Music Maker Jam

Disney Spotlight

Karoake

Top 5 iPad Apps Downloaded

News

CNN

Twitter

FOX News

USA Today

BBC News

Finance

Yahoo Finance

CNBC

Bloomberg

MarketWatch

Dave Ramsey Show

Travel

Yelp

Trip Advisor

National Parks by

National Geographic

Watch Travel Channel

Zagat

17

Source: Nielsen Npower Live+7, Total Day, May 2016 A18-34, VAB analysis of comScore audience duplication May 2016 data, A18-34 (mediametrix,

multiplatform). Total Ad-Supported TV Brands represents all measured Ad-Supported Cable & Broadcast TV networks in Nielsen & measured TV

network / MVPD websites in comScore. Four Portals include AOL, Google, MSN & Yahoo!

35:47

139:45

175:32

When It Comes To Any Activity, Millennials Engage With TV Brands Much

More Than With The Four Portals, YouTube & Facebook Combined

Total Ad-Supported TV Brands (Cable Nets+ MVPD’s + Broadcast: TV+

Web+Mobile)

(Hrs: Mins)

4 Portals + YouTube + FB

(Hrs: Mins)

Monthly Time Spent (May 2016) (Average mins per visitor, Hrs: Mins)

TV Brands (TV + Internet) +

4 Portals + YouTube + FB

(Hrs: Mins)

42:46

88:48

131:34

18

Total Ad-

Supported TV Brands

88:48

Facebook 17:35

YouTube13:45

4 Portals11:26

Monthly “Time Spent” (May 2016) (Avg mins per visitor - Hrs:Min)

Those 131 Hours of Avg. A18-34 Consumer Usage Split:

68% Ad-Supported TV & 32% 4 Portals + YouTube + Facebook

19Source: Nielsen Npower Live+7, Total Day, May 2016 A18-34, VAB analysis of comScore audience duplication May 2016 data, A18-34 (mediametrix,

multiplatform). Total Ad-Supported TV Brands represents all measured Ad-Supported Cable & Broadcast TV networks in Nielsen & measured TV

network / MVPD websites in comScore. Four Portals include AOL, Google, MSN & Yahoo!

Although Ad-Tech Platforms Are So “Thirsty” To Be

Considered Like TV Brands, Any Given Minute

Metrics Show There’s No Comparison

*Millennial slang decoder: “Thirsty” = referring to someone’s over-eagerness

Third Party Audited Data

Unique Viewers Average Audience(rating)

Video / Page Views Average Audience(rating)

Marketers Need To Keep A Few Things In Mind When They Hear Ad-

Tech’s Seemingly Impressive Stats Mentioned In Comparison To TV

Streams Average Audience(rating)

Ad-Tech Platforms Television

Global Stats U.S. Audience(universe)

First Party Unaudited Data

21

To create a singular language for comparison purposes, metrics commonly associated with

only one type of content – such as video starts, page views or streams – need be set aside in

favor of measurements that are equally applicable across media.

So what are these equally applicable measurements?

• Unique Audience (Reach): the number of adults who view a given platform or piece of

content during a specified time period (daily, weekly, monthly)• We’d stress audience over reach % since a percentage can vary based on the universe

• Average Time Spent Per Visitor / Viewer: the measure of time spent engaging with each

platform or piece of content by person during a specified time period

• Total Minutes Spent: the measure of total time spent engaging with each platform or

piece of content by everyone who has engaged with it during a specified time period

• Average Audience: the measure of adults engaging with each platform or piece of

content in an average minute during a specified time period

Therefore, Comparable Metrics Should Be Utilized To Level The

Playing Field Across Screens & Platforms

22

Ultimately, Average Audience Is A Dynamic Comparable Metric

That Can Equivilize Relative Scale Across Platforms & Programs

Average Audience is a formula that takes into consideration three critical measurements

that are applicable across media – unique audience, average minutes viewed and total

minutes.

Here’s the formula:

Unique Audience X Average Minutes Viewed/Per Visitor = Total Minutes Viewed

Total Minutes Viewed / Total Minutes In Measured Time Period(ex. 44,640 in a 31-day month)

= Average Audience

First Step:

Second Step:

In our analyses, “average audience” is factored based on a 24-hour day for digital properties since they’re “always on” and the average during the

totality of time that a network or program is on the air

*“Average Audience” is also a key metric used in the “How Long” section of Nielsen’s Quarterly Comparable Metrics Report

To an advertiser, scale of available customers and driving those customers into sales channels on

any given day, in any given minute is what matters and this relative scale (reach + time spent) is

the key denominator in being able to drive enough traffic into the sales channel every day.

23

Against Millennials, Multi-Screen TV Brands Deliver An Average

Audience That’s On Par With 20 Popular Websites Combined

Source: comScore MediaMetrix Key Measures (multiplatform), May 2016; A18-34. Nielsen R&F Time Period Report, Live + SD, Total Day, May 1-31, 2016; A18-

34. “Average Audience” is based on the average minute, which is factored across the full month for websites and TV. Multiscreen TV Brands include linear TV

and TV-related websites. Digital website measurement includes all visitor activity, not just video consumption.

A18-34 Average Audience (000) ComparisonAd-Supported TV Brands Vs. Popular Websites

Multiscreen (TV + online) Digital Properties

“Any Given Minute”

Audience

24

5,699.2

1,636.31,304.7

1,290.1

412.2 386.1 357.0 331.8113.9 109.7 73.0 67.3 64.7 53.7 43.7 31.9 29.8 29.3 25.2 21.3 12.7

TV Brands Facebook YouTube Pandora Google Spotify Instagram Snapchat Yahoo.com Twitter Pinterest Tumblr Amazon Twitch Skype VEVO WhatsApp Craigslist Buzzfeed Imgur eBay

THE MILLENNIAL MINUTE:

What Platforms Get The Millennial Audience At Any Given Moment?

Source: comScore MediaMetrix Key Measures (multiplatform), May 2016; A18-34. Nielsen R&F Time Period Report, Live + SD, Total Day. May1-31, 2016; A18-34.

“Average Audience” is based on the average minute, which is factored across the full month for websites and TV. TV Brands include linear TV and TV-related

websites. Digital website measurement includes all visitor activity, not just video consumption.

A18-34 Average Audience (000) ComparisonAd-Supported TV Brands Vs. Popular Websites

Mu

ltis

cree

n (T

V +

on

line)


Audience

25

Only Three Of The Most Popular Younger-Skewing Websites

Would Rank Within TV’s Top 100 Programs Against Millennials

Source: comScore MediaMetrix Key Measures (multiplatform), May 2016; A18-34. Nielsen Npower, Live + SD, Total Day. May 1-31, 2016; A18-34.

“Average Audience” is based on the average minute, which is factored across the full month for websites and across program run time for TV.

Digital website measurement includes all visitor activity, not just video consumption.

Where Would Top Websites Rank Among Ad-Supported TV Programs?Based on A18-34 Average Audience

26

A18-34 Average Audience ComparisonPopular Websites Vs. Comparable Ad-Supported TV Programs

Source: comScore MediaMetrix Key Measures (multiplatform), May 2016; A18-34. Nielsen Npower, Live + SD, Total Day. May 1-31, 2016; A18-34.

“Average Audience” is based on the average minute, which is factored across the full month for websites and across program run time for TV.

Digital website measurement includes all visitor activity, not just video consumption.

PLATFORMS VS. PROGRAMS:What Is A Comparable TV Program Based On A Website’s Average Audience?

27

Applying Comparable Metrics To The Ad-Tech Platforms Who Made

TV-Like Proclamations During The 2016 Digital Content NewFronts

28 28

Source: comScore MediaMetrix Key Measures (multiplatform), March 2016; A18-34. Nielsen NPower / R&F Program Report, Live + SD, Total Day. March 1-31,

2016; A18-34. TV Brands include linear TV and TV-related websites. Digital platform measurement includes all visitor activity, not just video consumption. Ad-

Tech platforms like AOL & Yahoo! include all sites measured under their property designation in comScore.

73,186.671,452.1

69,772.9 69,001.2

57,227.2

51,190.248,634.0 47,888.9

32,220.630,704.4

24,629.522,296.1

17,637.1 17,297.415,207.5

12,188.310,598.2 10,016.0

6,399.03,216.1 3,162.5

TV Brands Deliver More Millennials Than Any Ad-Tech Platform

A18-34 Monthly Unique Reach (000)Ad-Supported TV Brands Vs. Ad-Tech Platforms

Mu

ltis

cree

n (T

V +

on

line)

TV Brands

Most of Ad-Tech’s claims around “bigness” center on one metric – one time only reach – which TV

continues to lead

29

Source: comScore MediaMetrix Key Measures (multiplatform), March 2016; A18+. Nielsen R&F Program Report, Live + SD, Total Day. March 1-31, 2016; A18+.

TV Brands include linear TV and TV-related websites. Digital platform measurement includes all visitor activity, not just video consumption. Ad-Tech platforms

like AOL & Yahoo! include all sites measured under their property designation in comScore.

3,374.1

1,071.6

755.0

279.4 240.0 184.4 147.7 90.7 64.0 55.8 28.8 27.0 20.3 18.2 8.3 7.6 7.5 7.4 7.2 4.4 2.6

Millennials Spend Much More Time With TV Brands Than They Do

With Any Ad-Tech Platform

A18-34 Monthly Average Minutes Per Viewer/VisitorAd-Supported TV Brands Vs. Ad-Tech Platforms

Comparing TV Brands’ “Drive-In” Commitment Levels To Digital Platforms’ “Drive-Thru” Experiences

TV Brands

Mu

ltis

cree

n (T

V +

on

line)

Less than the length of one hour-long TV episode over the course of a month

30

Source: comScore MediaMetrix Key Measures (multiplatform), March 2016; A18-34. Nielsen R&F Program Report, Live + SD, Total Day. March 1-31, 2016; A18-34.

“Average Audience” is based on the average minute, which is factored across the full month for ad-tech platforms and TV. TV Brands include linear TV and TV-

related websites. Digital platform measurement includes all visitor activity, not just video consumption. Ad-Tech platforms like AOL & Yahoo! include all sites

measured under their property designation in comScore.

5,531.8

1,674.9

1,208.5

320.4 285.0160.9

37.0 34.4 29.0 24.8 19.0 6.5 5.4 4.6 4.3 3.7 3.0 3.0 2.0 1.4 0.6

A18-34 Average Audience (000)Ad-Supported TV Brands Vs. Ad-Tech Platforms

TV Brands

Therefore, Ad-Tech Platforms Do Not Have Anywhere Near The Millennial

Audience Scale That TV Brands Deliver During Any Given MinuteM

ult

iscr

een

(TV

+ o

nlin

e)


Audience

Similar audience gap between TV Brands & Ad-Tech platforms utilizing March ‘16

data as there was for the original “Any Given Minute” analysis in December ‘15

31

There’s A Definite Audience Advantage Among Select Highly-Rated A18-34

TV Programs Vs. Top Ad-Tech Platforms

1.7x

1.3x

(1,674.9)(2,875.0)

(1,208.5)(1,618.1)

(1,208.5)(1,394.6)

(320.4)(1,234.1)

(320.4)(888.5)

1.2x

3.9x

2.8x

2.5x

1.9x

(320.4)(793.1)

(285.0)(537.3)

(285.0)(498.3)

(37.0)(392.2)

(29.0)(323.8)

1.7x

10.6x

11.2x

Source: comScore MediaMetrix Key Measures (multiplatform), March 2016; A18-34. Nielsen Npower, Live + SD, Total Day. March 1-31, 2016; A18-34. “Average Audience” is based on the average minute,

which is factored across the full month for ad-tech platforms and across program run time for TV. Digital platform measurement includes all visitor activity, not just video consumption.

TV ProgramAd-Tech

Platform TV ProgramAd-Tech

Platform

Average Audience

Advantage

Average Audience

Advantage

(#) = A18-34 average audience (000) 32

Source: comScore MediaMetrix Key Measures (multiplatform), March 2016; A18-34. Nielsen Npower, Live + SD, Total Day. March 1-31, 2016; A18-34.

“Average Audience” is based on the average minute, which is factored across the full month for ad-tech platforms and across program run time for

TV. Digital platform measurement includes all visitor activity, not just video consumption. Ad-Tech platforms like AOL & Yahoo! include all sites

measured under their property designation in comScore.

In many instances, older-skewing, “off-target” TV programming actually deliver higher Millennial average

audiences than the more targeted ad-tech platforms

A18-34 Average Audience (000) ComparisonPopular Ad-Tech Platforms Vs. Comparable Ad-Supported TV Programs

PLATFORMS VS. PROGRAMS:So What Is A Comparable TV Program Based On An Ad-Tech Platform’s

Average Audience?

33

TV Brands Are Anything But “Basic”

*Millennial slang decoder: “Basic” = unoriginal, someone who likes something that is just so mainstream that it’s boring and loses all individuality

TV Brands Offer A Wide Range Of Unique, Innovative,

Exciting & Edgy Programming…

…With Content That’s “Gucci” Existing Across All TV Genres

*Millennial slang decoder: “Gucci” = awesome, cool

There Really Is No Comparison Between TV Brands’

“Lit” Programming & YouTube’s Disjointed Content

TV Brands

*Millennial slang decoder: “Lit” = refers to something that is pretty amazing.

Marketers Should Stay “Woke” That A YouTube MCN Brand Is

Actually An Aggregation Of Thousands of (Mostly UGC) Channels

- RayWilliamJohnson (10M)- Rooster Teeth (7M)- machinimarespawn(2M)- MachinimaRealm (2M)- Dane Boe (1M)- Happyhour (1M)- Nerdist (1M)- Tiesto (1M)- deadmau5 (807K)- Inside Gaming (630k)- xSGTxSMURFx (590)- PressHeartToContinue (522k)- Machinima ETC (412k)- Samandniko (336k)- Black Nerd Comedy (321k)- ThatGuyWhoCamps (314k)- MachinimaVS (227k)- MachinimaLatino (180k)-ItsJustSomeRandomGuy(176k)- AndrewQuo (80k)- RCSuperPowers (70k)- Team Respawn (66k)- Ken Burton (48k)- xCaliGrrlx (11k)- Danstreet123 (7k)- Ash Sowesby (6k)- LenzyDaGreat (5k)- Radnerdtv (4k)- JustinIsAProdigy (3k)- ApoKHD(798)- ting6345 (733)- Energizer (354)- NothingtodowithCats (111)

- Tobuscus (6M)- Bart Baker (4M)- Stampylonghead (4M)- TheDiamondMinecart (4M)- Bad Lip Reading (3M)- Glozell Green (3M)- Kassem G (2M)- ERB (1M)- Westfesttv (1M)- HuskyStarcraft (889k)- Katilette (667k)- Gardea23 (624k)- Polaris (619k)- ItsMyRayeRaye (595k)- EpicLloyd (475k)- HeyKayli (422k)- The Platform (379k)- CarlieStylez (345k)- Kandeeland (325k)- The Mom’s View (316k)- DaveChaos (293k)- Animonster (306k)- MakerMusic (235k)- Mary Doodles (231k)- Bobbylee (145k)- FriendlyPaw (138K)- Caroonium (100k)- Maker Gen (100k)- SanctionedTV (14k)- David Barbara (5k)- The Daily Connoisseur (18k)- Emily Valentine (1K)- Emily Hughes (436)

- TheFineBros (10M)- fouseyTube (4M)- Shane (4M)- megannicolesite (2M)- TiffanyAlvord (2M)- our2ndlife (2M)- Tyler Ward Music (1M)- WHATTHEBUCKSHOW (1M)- DavidSoComedy (947k)- TantrumJas (877k)- Avbyte (752k)- Casey Holmes (747k)- COOP3RDRUMM3R (503k)- Jefferson Bethke (490k)- AverageBroTV (487k)- Chrissy Costanza (395k)- 5secondfilms (385k)- Rachel Ballinger (357k)- RAJIV DHALL (356k)- Matt Stonie (337k)- FrankieJGrande (312k)- Brittani (278k)- Lycia Faith (154k)- Molo Nation (102k)- AndrewQuo (80k)- Siennaspaldingtv (69k)- Digital Tour Bus (33k)- Glitterglam95 (25k)- Erik Shaw (15k)- Soulection (10k)- Collegefession (6k)- Derrion Tolanski (6k)- FullscreenCommunity (1K)

- Rooster Teeth (7M)- Simons’s Cat (3M)- Dane Boe (1M)- DotaCinema (1M)- Element Animation (1M)- Improv Everywhere (1M)- VintageBeef (1M)- xRpMx13 (1M)- Na’Vi.Dota 2 (914k)- Jumpinthepack (797k)- PauseUnpause (641k)- GuudeBoulderfist (464k)- TheDevildogGamer (435K)- OK Go (414k)- TGN (395k)- First Person Troller (384k)- Team Epiphany (342k)- TheMinecraftHippie (326k)- OMGitsfirefoxx (294k)- Sparkles – CSGO&more (286k)- AgentXPQ (276k)- BajheeraWoW (235k)- stonewall008 (187k)- NukemDukem (169k)- HaloFollwer(167k)- Golden GS (134k)- TCTNGaming (122k)- The Solar Gamer (86k)- OneCheesyMofo (81k)- Cutewithchris (33k)- EmpowerYourBody (24k)- Blackdogfilms (1k)- The DanseSociety (30)

- RocketJump (7M)- Epic Meal Time (6M)- Annoying Orange (4M)- Cinema Sins (3M)- CorridorDigital (3M)- HouseholdHacker (2M)- Wassabi Productions (2M)- JustKiddingFilms(1M)- Lindsey Hughes (980k)- Node(976k)- HollywireTV (879k)- Rob Dyke (758k)- iSekC (751k)- Alexa Losey (474k)- BaratsAndBereta (417k)- Beatdownboogie (393k)- Pogo (380k)- Goldiestarling (371k)- Andrewmfilms (328k)- Bart Kwan (302k)- Inside the Magic (284k)- Yourharto (283k)- Gina Morano (263k)- BloodBlitz (208k)- The Axis of Awesome (206k)- RUNAGROUND (179k)- Jhaller (153k)- LazyPillow (135k)- Belated Media (118k)- TVNweather (112k)- Lena Danya (101k)- Alligator Tub (94k)- Film4 (70)

- UltraMusic (2M)- Colinfurze (709k)- Unicoos (349k)- Musical Freedom (252k)- What’s Trending (151k)- Ashley Mardell (106k)- PM Recordings(40k)- Video Creators (31k)- Justkissmyfrog (20k)- SshakeTV (9k)- Flyotw Film( 8k)- JimbleJam (7k)- Alexxparkour (6k)- Jaguar Skills Videos (6k)- Matthias Mayer (6k)- Nikki Yanofsky (6k)- Funk Stylers TV (5k)- Flair20TV (4k)- Mick Woods (4k)- NextTime onLonny (4k)- N1Project (3k)- ILUVLIVE (2k)- Leoleove (2k)- OfficiallyEricJoel (1k)- Sarah Grimstone (1k)- NFoxMUA (885)- BairesFamilyMedia (880)- Tiny Bag Productions (414)- CHOKOHAYS (397)- FourFourTwoUK (394)- fdsmusiclabel(91)- Empire Divide (77)- Cristian Jermane (66)

Plus 5,000+ More Channels



Plus 1,190+More Channels


(#) = YouTube channel subscribers

Abbreviated Channel List By Network


*Millennial slang decoder: “Woke” = being aware and knowledgeable about a topic or type of person38

*Millennial slang decoder: “Dat (word) Doe” = That (word) though, used to emphasize that something is particularly awesome. “Sus” = an abbreviation of “suspect” or “suspicious,” a word to describe a shady situation; “Bootleg” = not genuine, fake

“Dat Integration Doe”: TV Brands’ Advantage Over YouTube

TV Brands

39

TV integrations live in brand safe environments and can be seamlessly woven into show segments or program storylines

TV Brands “Slay” The Millennial Content Game

*Millennial slang decoder: “Slay” = to describe doing such great work or just being awesome at something

Millennials Everywhere: Dozens Of Top Young Talent Can

Be Found Starring In TV Shows Across Screens

Note: Sample of Millennial Aged (18-34) TV Talent

Adam Devine, Anders Holm, Blake Anderson“Workaholics”

Dove Cameron“Liv and Maddie”

Eden Sher“The Middle”

Eliza Taylor“The 100”

Grant Gustin“The Flash”

Abbi Jacobson, Ilana Glazer“Broad City”

41

10 vs. 10 Analysis: Quantifying Millennial-Focused TV’s Exposure & Engagement

Many Of Today’s Most Well-Known Millennial Stars Reside On TV

• With high production values, engaging storylines and relatable personalities, TV shows like

Freeform’s Pretty Little Liars, Comedy Central’s Broad City and CW’s Jane The Virgin are quite

popular among Millennials

Just How Popular Are These Millennial-focused TV Shows?

• In a custom analysis, we quantify this by showing TV programs’ advantage on key audience,

commitment and engagement metrics against top YouTube channels and their personalities

10 Millennial-Focused TV Shows Vs. 10 Top Personality-driven YouTube Channels

“Millennial-Focused TV” = TV shows featuring millennial-aged personalities targeted to a millennial audience 42

The Findings: Millennial-Focused TV Shows & Their Stars Dominate

The Most Popular YouTubers Across Key Metrics

• Based on our “10 vs. 10” analysis of Millennial TV shows and their stars vs. Top

YouTube channel & their personalities, it’s clear that TV has a significant

audience, commitment & engagement advantage even though YouTubers typically

produce more pieces of content on average:

• Audience• A TV show’s monthly audience on average is 50% higher than the average

YouTube channel’s video views

• The audience for an average TV episode is almost 6x higher than the views for an

average YouTube video

• Commitment & Consumption (“Time Spent”)• Even if every new YouTube video view was viewed to completion in November, TV

would still hold an almost 7-to-1 advantage on “time spent” between the

average TV show and the average YouTube channel

• Social Following• Although these popular YouTube personalities are inherently digital and “social,”

Millennial-aged TV stars average 7% more Twitter followers

“Millennial-focused TV” = TV shows featuring millennial-aged personalities targeted to a millennial audience

43

When It Comes To New & Original Content, Millennial-Focused TV

Shows Deliver A Much Higher Audience Than Top YouTube Channels

41.5M

27.7M

"TV 10" Show Average "YouTube 10" Average

Avg. TV Show Total Audience vs. Avg. YouTube Channel Total Video ViewsAverage Monthly Cume

Highest Audience / Views

1.7M – Michelle Phan10.2M - Awkward

113.9M - PewDiePie111.5M - Supergirl

Lowest Audience / Views

Source: VAB Analysis of Nielsen Npower / R&F Program Report, Live + SD, 11/1/15 – 11/30/15 (Broad City, Workaholics – 3/1/15 – 3/30/15; Total Divas (9/1/15 – 9/30/15); P2+

(original episodes and their encores only); and analysis of YouTube channel video views during November 2015 (new videos posted in November 2015 only). #M = millions.

TV figures are U.S. only while YouTube numbers are global. TV show figures are based on linear TV viewing only and don’t account for viewership from other cross-platform sources.

TV Shows

Broad City Jane The Virgin

Workaholics Pretty Little Liars

The Daily Show Vampire Diaries

Supergirl Empire

Total Divas Awkward

YouTube Channels

Jenna Marbles Michelle Phan

Ray William Johnson KSI

The Fine Bros Ryan Higa

Shane Dawson Bethany Mota

SmoshPewDiePie

*Audience (impressions) can be duplicative [unique reach x # of times viewed a program(s) = audience]

44

Millennial-Focused TV Shows’ Audience & Reach Advantage Is

Much Larger On A Per Piece Of Content Basis

9.3M

1.6M


Avg. TV Program Audience (IMPs) Per Episode vs. Avg. YouTube Views Per Video

Highest Avg. Audience /

Views per Episode

378K – Ray William Johnson3.4M - Awkward

2.8M – Ryan Higa25.5M - Empire

Lowest Avg. Audience /

Views per Episode


(original episodes and their encores only); and analysis of YouTube channel video views during November 2015 (new videos posted in November 2015 only). #K = thousands; #M = millions.


TV Shows




Supergirl Empire

Total Divas Awkward

YouTube Channels





SmoshPewDiePie

*Video views and audience (impressions) can both be duplicative [unique reach x # of times viewed a program(s) = audience]

45

Even If Every View For A New YouTube Video Was Viewed To 100%

Completion, Time Spent Would Still Pale In Comparison To Millennial-

Focused TV Shows

1.0B

150.2M*


Average Total Minutes Viewed

Highest Time Spent

6.8M– Michelle Phan165.3M– Awkward

710.7M– PewDiePie3.4B– Empire

Lowest Time Spent


(original episodes and their encores only); and analysis of YouTube channel video views during November 2015 (new videos posted in November 2015 only). #B = billions; #M = millions.


TV Shows




Supergirl Empire

Total Divas Awkward

YouTube Channels





SmoshPewDiePie

*YouTube’s “total minutes viewed” is based on the length of all new videos released in Nov ’15, multiplied by the # of views and averaged across the 10 channels

(assumes 100% completion rate)

With the much higher “time spent,” the bond forged with Millennial TV stars is much stronger than with YouTubers

46

Millennial-Aged TV Stars Even Have A Larger Social Following Than

Top YouTube Personalities

Source: VAB Analysis of Millennial-aged TV and YouTube Personalities’ Twitter Accounts, November 2015.

Highest Twitter

Followers

677K – Michelle Phan537K– Ashley Rickards(Awkward)

7.0M – PewDiePie6.2M – Ian Somerhalder(The Vampire Diaries)

Lowest Twitter

Followers

Millennial TV Stars

The Bella TwinsTotal Divas

Adam DevineWorkaholics

Trevor NoahThe Daily Show

Melissa BenoistSupergirl

Ashley BensonPretty Little Liars

Jussie SmollettEmpire

Lucy HalePretty Little Liars

Ashley RickardsAwkward

Nina DobrevVampire Diaries

Ian SommerhalderVampire Diaries

YouTube Channels





SmoshPewDiePie

Impressively, Millennial stars from the 10 TV programs analyzed average more Twitter followers than

the top digital-based YouTubers

2.9M2.7M

"TV 10" Personalities Avg "YouTube 10" Personalities Avg

Average Twitter Followers

47

*Millennial slang decoder: “Breaks The Internet” = when something that happens becomes extremely popular because people won’t stop talking about it online.

TV Consistently “Breaks The Internet”

Whether It’s Live Events Or Scripted Series, TV Creates

Moments That Makes The Internet Say “Yaaass”

Kanye West “announces” his 2020

Presidential bid at the VMAsEllen takes the world’s most famous

selfie at the Oscars

Malcolm Butler’s last minute INT in

Super Bowl XLIXCaitlyn Jenner’s interview with

Diane Sawyer

President Debate moments – like the

Trump/Carson awkward high-five

Steve Harvey announces the wrong

winner at 2015 Miss Universe

Any pivotal scene on Empire

Breaking Bad Series Finale

*Millennial slang decoder: “Yaaass” = Yes, but with much more enthusiasm and excitement

49

TV’s Impact Within Millennial-Driven Categories Is

“On Fleek”

*Millennial slang decoder: “Fleek” = meaning something is just perfect; on point.

• Daily Fantasy Sports

• Mobile Apps (Games specifically)

• Political Elections (“Get Out The Vote”)

Daily Fantasy SportsTV’s Effectiveness Turns The Category Into A Major Player

Daily Fantasy Sports (DFS) = subset of fantasy sport games where players compete against others by building a team of pro athletes from a particular league or competition and earn

points based on their performance. DFS is an accelerated variant of traditional fantasy sports that are conducted over short-term periods such as a week or single day of competition.

Daily Fantasy Sports (DFS) went largely under the radar with consumers for its first eight

years of existence until capital investment made it possible for the major websites to spend

significantly in TV

The results from the two main players – FanDuel & DraftKings – spending $300+ million

collectively in TV over the last three years led to unprecedented growth in users,

engagement and revenues

It’s clear that this growth would not have happened without the category’s immense, deep

push into TV to reach their primary target, Millennials

Click below for the full analysis from the report “Proving TV Is No Gamble: How Daily

Fantasy Sports Became A Big Winner With Millennials”:

http://www.thevab.com/wp-content/uploads/2016/01/Daily-Fantasy-Sports-final.pdf

51


Daily Fantasy Sports: DemographicsPlayers Are Overwhelmingly Millennials

2 out of every 3 DFS players are between the age of 18-35; with over 50% between 25-35

Source: Eilers Research “Daily Fantasy Sports Player Survey – 2015” (n = 1,243)

DFS Player Age Ranges

Under 18(0%)

18-24(13%)

25-30(26%)

31-35(25%)

36-40(15%)

41-50(15%)

51 or older(6%)

52

Daily Fantasy Sports: HistoryAn Influx Of Major Capital Investment Enabled The Two Main DFS

Sites To Launch High-Reach TV Campaigns

In fact some investors, looking for both quick and sustainable ROI, made their funding contingent on

guaranteed TV spend by the DFS sites in order to drive growth and generate more revenue

Over $300 Million has been invested in TV in only the last three years; $200 million of which

was spent in 2015

Source: Nielsen AdIntel (broadcast TV, cable TV, Spanish language broadcast TV, Spanish language cable TV, syndication TV, spot TV). “Cume TV Spend” reflects aggregated /

rolling total. Legal Sports Report, Funds raised includes both seed and various Series A-E investments

FanDuel & DraftKings: Investor Funds Raised Vs. TV ExpendituresMarch 2013 – September 2015

Rolling / Aggregated Totals

53

Daily Fantasy Sports: Television BuysBoth Major DFS Sites Have Diversified TV Buys, Well Beyond Just

Sports Programming

Although Sports is their primary genre by far ($225MM+), FanDuel & DraftKings have also collectively

spent over $75 million in entertainment and news programming between Jan 2013 – Sept. 2015

Source: Nielsen AdIntel (national TV only = broadcast TV, cable TV, Spanish language broadcast TV, Spanish language cable TV)

FanDuel & Draftkings: % of TV Spending by Entertainment & News Genre

2013 – Sept 2015

To maximize reach, the websites

buy deep for both Sports &

Entertainment/News:

• Collectively aired on 81 TV

networks since 2013

• 37 nets had sports programs

• Active on 71 networks in 2015

alone

• 33 nets had sports programs

Films (20%)

Drama (17%)

Comedy (17%)

Documentary (16%)

Animation (15%)

Music (8%)

Talk / Variety / Game Shows (4%)

News (2%)

Specials (1%)

Misc (1%)

54

Daily Fantasy Sports: Television’s ImpactAggressive TV Investment Led to Explosive User Growth Over A Very Short Period Of Time

Source: comScore MediaMetrix Key Measures - FanDuel and DraftKings, P2+; Nielsen AdIntel (broadcast TV, cable TV, Spanish language broadcast TV, Spanish language cable TV,

syndication TV, spot TV). “Cume TV Spend” reflects aggregated / rolling total

FanDuel & DraftKingsUnduplicated Unique Website Visitors (000)

Not Measured

Not Measured

Not Measured

Not Measured

Reported digital spend began January 2010 Cume TV

spend $37MM

Cume TV spend

$324MM

Cume TV spend < $1MM by March ‘13

Cume TV spend

$132MM

Although digital spend was happening for years, key website metrics did not explode until there was

meaningful TV investment

Digital Spending In Every Month Throughout Time Period

55

Daily Fantasy Sports: ResultsTV’s Impact On Key Website Metrics Is Undisputed

A two year comparison of key metrics between when the media buy was prominently digital (2013) and

now when it’s heavy TV (2015) shows just how much growth has skyrocketed

Source: comScore MediaMetrix Key Measures - FanDuel and DraftKings, P2+. Nielsen AdIntel (broadcast TV, cable TV, Spanish language broadcast TV, Spanish language cable TV,

syndication TV, spot TV). “Cume TV Spend” reflects aggregated / rolling total

FanDuel & DraftKings Key Website MetricsSeptember 2013 vs. 2015

*Sept’15 vs. Sept’13

Cume TV Spend

by Sept ‘13: $15.7MM

by Sept ‘15: $324.2MM

Metric Two-Year Increase*

Funds Raised = 12x

TV Spend = 21x

Unduplicated Unique Visitors = 47x

Total Minutes (MM) = 71x

Average Minutes Per Visitor = 1.4x

56

With the ubiquity of smartphones, mobile apps are flooding the marketplace with over

1,000 being added to the Apple app store each day. It’s now become crucial for app

developers to build large audiences quickly in hopes of monetizing their product and

maximizing their investment.

Because of this, the category has been increasingly turning towards the power of TV

advertising to increase downloads, visits and in-app purchases and now collectively spends

almost $1 billion annually in the medium.

For this analysis, we looked at a cross-section of 60 mobile apps in 10 categories – brands

that live as an app only, brands that have a mix of browser and app access and brands

that have an app supporting their bricks & mortar presence – and specifically isolated

mobile app only TV spending and traffic of each brand.

Click below for the full analysis from the report “What’s App’ning!! The TV-Traffic

Correlation For Mobile Apps”:

http://www.thevab.com/wp-content/uploads/2016/06/VAB-Whats-Appening.pdf

Mobile AppsThe TV-Traffic Correlation

57


Source: 2015 GfK MRI Doublebase; A18+

Mobile Apps: DemographicsMillennials Represent Almost Half Of Those Who Actively Use

Mobile Apps

When looking at specific categories, “gaming” app usage skews even more towards Millennials as

they’re 71% more likely to actively use them than the average population

A18-2420%

(156 index)

A25-3428%

(158 index)A35-44

22%(131 index)

A45-5416%

(91 index)

A55-6410%

(61 index)

A65+4%

(21 index)

%

Used A Mobile App On A Smartphone In Last 30 Days

A18-3448%

(157 index)

58

Source: Nielsen AdIntel. Total TV includes cable TV, broadcast TV, Spanish language cable TV, Spanish language broadcast TV, syndication TV, cable TV

Mobile Apps: HistoryCategory Now Collectively Spends Nearly $1 Billion On TV Ads

As smartphone penetration matured, the app category grew from one TV advertiser to almost 400 in

six short years as more brands look to Television to drive downloads, usage and, in many cases, in-app

purchases

$565.3 $2,370.1 $36,494.1$81,388.8

$299,104.8

$679,114.1

$992,308.5

2009 2010 2011 2012 2013 2014 2015

Mobile App CategorySix-Year Total TV Spend (000)

# of Apps 1 4 38 128 178 265 395

59

Source: Nielsen AdIntel (national TV only = broadcast TV, cable TV, Spanish language broadcast TV, Spanish language cable TV)

Mobile Apps: Television BuysThe App Category Buys Deep In TV To Build Scale And Maximize

Reach Across A Variety of Networks And GenresIn 2015, mobile app advertising appeared on over 120+ national TV networks across over 13 sub-genres• Including live sports, talk/variety, dramas, comedies, films, kids, music, news, documentaries, adult animation

68

105 110122 123

2011 2012 2013 2014 2015

Mobile App Category# of Nat’l TV Networks With App Advertisers

Reflects 100%of Nielsen-measured networks

60

Mobile Apps: Television’s ImpactGames Segment Findings: 86% Correlation Among 21 Apps

Pet Rescue Saga

18 of the 21 Mobile “Games” Apps (86%) Analyzed Exhibited a Direct Correlation

Between TV Spend & App Traffic

18 Brands“TV Off” Months Led To In Monthly Unique Visitors“TV On” Months Led To In Monthly Unique Visitors

3 BrandsNo correlation between “TV Off” & “TV On” Months

Vs. Monthly Unique Visitors

Sources: Nielsen AdIntel, (web-based app game product category), TV spend

(cable TV, broadcast TV, Spanish language cable TV, Spanish language broadcast

TV, syndication TV, spot TV); October 2014 – December 2015. comScore mobile

metrix media trend (application access only), unique visitors (P2+), October 2014 –

December 2015. Analysis is based on average comparison of monthly unique

visitors for “When TV Off” vs. “When TV On” months of activity.

Games

Line: Disney

Tsum Tsum

61

Mobile Apps: Television’s ImpactTV Spend Impact On The 18 Games Apps With A Definitive

Correlation

18 Mobile Games App Advertisers: Unique Visitors vs. TV Spend “When Off” & “When On” TV During 15 Month Time Period (Oct. ‘14 – Dec. ’15)

“When On” TV Months“When Off” TV Months

18 “Correlation”

Advertisers

-23% less Unique Visitors(on average)

18 “Correlation”

Advertisers

+30% more Unique Visitors

+$1.9MM TV Spend(on average)

Sources: Nielsen AdIntel, (web-based app game product category), TV spend (cable TV, broadcast TV, Spanish language cable TV, Spanish language broadcast TV, syndication TV,

spot TV); October 2014 – December 2015. comScore mobile metrix media trend (application access only), unique visitors (P2+), October 2014 – December 2015. Analysis is based on

comparison of average monthly unique visitors for “When TV Off” vs. “When TV On” months of activity.

62

Mobile Apps: Television’s ImpactSelect Examples of Demonstrated TV Spend / Traffic Correlation

Source: comScore, mobile metrix media trend (application access only); Total audience (P2+), Oct ‘14 – Dec ‘15. Nielsen AdIntel (web-based app game product category), TV spend

(cable TV, broadcast TV, Spanish language cable TV, Spanish language broadcast TV, syndication, spot TV) Oct ‘14-Dec ’15.

“When On” / “When Off” Comparison

Avg Mnthly Unique Visitors (000):

Avg Mnthly TV Spend “When On” (000):

“When TV On”:

“When TV Off”:

% Difference:

1,938

1,440

+35%

11,892

10,200

+17%

7,653

6,923

+11%

2,525

1,983

+27%

3,463

2,385

+45%

+$740 +$4,523 +$2,123 +$3,300 +$1,321

Avg Mnthly TV Spend “When On” (000):

“When TV On”:

“When TV Off”:

% Difference:

1,982

1,209

+64%

1,897

1,318

+44%

2,470

1,769

+40%

3,192

2,646

+21%

+$157 +$2,493 +$1,062 +$839

Pet Rescue Saga

Avg Mnthly Unique Visitors (000):

2,526

2,025

+25%

+$9,11263

Sources: TV spend based on Nielsen AdIntel (web-based app game product category), TV spend (cable TV, broadcast TV, Spanish language cable TV, Spanish language broadcast

TV, syndication TV, spot TV). Estimated monthly revenues based on VAB analysis of daily U.S. revenue estimates from Think Gaming, iPhone only, April 18th, 2016 (monthly

estimates based on a 30-day month). Gaming apps reflect those that had active TV spending towards the end of the October 2014 – December 2015 analysis time period.

Mobile Apps: Television’s ResultsTV Investments Have Been Quite Successful As Current Monthly

Revenues Typically Far Outpace Their When On Spend

Gaming Apps: Avg Month “When On” TV Spend Vs. Estimated Monthly U.S. Revenues

$4,523

$9,112

$2,123 $2,493$1,070 $740

$3,300

$839 $1,321 $383 $258

$36,046

$24,606

$7,788$6,841

$5,033$3,778 $3,548

$2,133 $1,613 $1,442$528

Avg Monthly TV Spend "When On" (000) Estimated Monthly U.S. Revenues (000)

Apps’ cumulative TV spend has also led to explosive, and sustained, revenue growth

64

Mobile Apps: Television’s ResultsSuccess Is Confirmed By Game Developers Who Directly Credit

Their TV Spend For Growing Users And Increasing Revenue

65

VAB commissioned Research Now to conduct the Political Vote 2016

survey to better understand the power media has in a voters’ decision

making process in both national and local community elections.

This poll of registered or likely voters A18+ takes an in-depth look at how

eight different media influence key voting constituents such as age, party

affiliation, gender and ethnicity.

Political: Voter Decision Making ProcessTV Is Top For Awareness, Consideration & Influencing The Vote

Click below for the full report from the study “Early Polling Shows TV

Wins All: TV Is Top For Awareness, Consideration & Influencing The Vote”:

http://www.thevab.com/wp-content/uploads/2016/06/VAB-Early-Polling-

Report-2016.pdf

66

http://www.thevab.com/wp-content/uploads/2016/06/VAB-Early-Polling-Report-2016.pdf

Source: VAB / Research Now Poll of Registered or Likely Voters Adults 18+; April 2016

Discover Candidates /

Issues

Gather Intel & Generate Excitement

Cast the Final Vote

Television is relied on most

to “first learn” about

Political candidates/issues

Television has the strongest

influence on which Political

candidates/issues are for

consideration

Television has the most

media influence on

final vote

TV As The Key Driver For Millennials During The Election CycleTelevision Has The Greatest Influence in Both National & Local Community

Elections For Millennials

Voter’s Decision Making Process

67

TV As The Key Driver For Millennials During The Election CycleTelevision Generates Instant Name Recognition and Platform Awareness in

Both National & Local Elections

Where are you (A18-34) most likely to first learn about Political candidates and issues?

Source: VAB / Research Now Poll of Registered or Likely Voters Adults 18-34; April 2016; Numbers do not equal 100% as multiple selections were allowed; Note: Internet

represents social media, online search, online video, banner ads, mobile apps / browser on smartphone / tablet & online radio; Television represents the device only - website /

app viewing would be included in Internet.

74%64%

28%19% 18%

5% 6% 4%

National Election

56%45%

35% 33%22%

9% 5%16%

Local Elections

68

TV As The Key Driver For Millennials During The Election CycleTelevision Establishes and Builds Political Momentum For Candidates and

Issues

Which of following keeps you (A18-34) up to date about Political candidates and issues?


represents social media, online search, online video, banner ads, mobile apps / browser on smartphone / tablet & online radio; Television represents the device only – website /

app viewing would be included in Internet

78%70%

32%24% 23%

5% 7% 3%

National Election

56%47%

34% 37%

20%9% 6% 11%

Local Elections

69

TV As The Key Driver For Millennials During The Election CycleTelevision Has The Greatest Influence On the Voter’s Final Decision

Which of the following influences your final decision (A18-34) when voting?


represents social media, online search, online video, banner ads, mobile apps / browser on smartphone / tablet & online radio; Television represents the device only – website /

app viewing would be included in Internet

64% 61%

37%

20% 17%5% 5% 3%

National Election

52% 47% 42%30%

18%6% 5% 9%

Local Elections

70

*Millennial slang decoder: “fire” = something good

With Their Superior Exposure, Engagement & Effect

Among Millennials It’s No Wonder That…

TV Brands Are

Source MaterialsWhen It Comes To Video Consumption, TV Is Still Millennials’ “Bae”• State of Digital Video: Multi-Screen Insights 4Q’15

• http://www.thevab.com/wp-content/uploads/2016/05/VAB-Report-Multi-Screen-Insights-4Q15.pdf

• NielsenComparableMetrics Report 4Q’15

• http://www.thevab.com/wp-content/uploads/2016/06/Comparable-Metrics-Report-4Q-2015.pdf

• Just The Facts: A Comparison Of Millennial Content Among TV Brands & YouTube • http://www.thevab.com/wp-content/uploads/2016/04/VAB-Report-Just-The-facts.pdf

TV BrandsAre “Next Level” Through Their Multi-Platform Audiences:• State of Digital Video: Multi-Screen Insights 4Q’15

• http://www.thevab.com/wp-content/uploads/2016/05/VAB-Report-Multi-Screen-Insights-4Q15.pdf

• Get Real: Video Advertising 2016• http://www.thevab.com/wp-content/uploads/2016/05/Get-Real-Video-Feb2016-public.pdf

AlthoughAd-Tech Platforms Are So “Thirsty” To Be Considered Like TV Brands, Any Given MinuteMetrics Show There’s No Comparison:• Any Given Minute: Solving The Multi-Screen Measurement Paradox

• http://www.thevab.com/wp-content/uploads/2016/04/VAB-Any-Given-Minute-Comparable-Metrics-Report.pdf

• New“Fronting” 2016: Applying “Meaningful” Comparable Metrics To Ad-Tech’s “Big” ClaimsDuring The 2016 NewFronts• http://www.thevab.com/wp-content/uploads/2016/06/NewFronting-2016-Presentation.pdf

TV Brands“Slay” The Millennial Content Game:• Just The Facts: A Comparison Of Millennial Content Among TV Brands & YouTube

• http://www.thevab.com/wp-content/uploads/2016/04/VAB-Report-Just-The-facts.pdf

TV Brands Are AnythingBut “Basic”:• Just The Facts: An Analysis of YouTube’s Top Marketplace Claims

• http://www.thevab.com/wp-content/uploads/2015/12/Just_the_Facts-YouTube.pdf

• Get Real: Video Advertising 2016• http://www.thevab.com/wp-content/uploads/2016/05/Get-Real-Video-Feb2016-public.pdf

TV’s Impact Within Millennial-Driven Categories Is “On Fleek”:• Proving TV Is No Gamble: How Daily Fantasy Sports Became A Big Winner With Millennials

• http://www.thevab.com/wp-content/uploads/2016/01/Daily-Fantasy-Sports-final.pdf

• What’sApp’ning!! The TV-Traffic Correlation For Mobile Apps• http://www.thevab.com/wp-content/uploads/2016/06/VAB-Whats-Appening.pdf

• Early Polling Shows TV Wins All• http://www.thevab.com/wp-content/uploads/2016/06/VAB-Early-Polling-Report-2016.pdf

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http://www.thevab.com/wp-content/uploads/2016/05/VAB-Report-Multi-Screen-Insights-4Q15.pdf

http://www.thevab.com/wp-content/uploads/2016/06/Comparable-Metrics-Report-4Q-2015.pdf

http://www.thevab.com/wp-content/uploads/2016/04/VAB-Report-Just-The-facts.pdf

http://www.thevab.com/wp-content/uploads/2016/05/VAB-Report-Multi-Screen-Insights-4Q15.pdf

http://www.thevab.com/wp-content/uploads/2016/05/Get-Real-Video-Feb2016-public.pdf

http://www.thevab.com/wp-content/uploads/2016/04/VAB-Any-Given-Minute-Comparable-Metrics-Report.pdf

http://www.thevab.com/wp-content/uploads/2016/06/NewFronting-2016-Presentation.pdf

http://www.thevab.com/wp-content/uploads/2016/04/VAB-Report-Just-The-facts.pdf

http://www.thevab.com/wp-content/uploads/2015/12/Just_the_Facts-YouTube.pdf

http://www.thevab.com/wp-content/uploads/2016/05/Get-Real-Video-Feb2016-public.pdf



http://www.thevab.com/wp-content/uploads/2016/06/VAB-Early-Polling-Report-2016.pdf

Click The Following Link For A “Slang”-less Version Of This Report: http://www.thevab.com/wp-content/uploads/2016/07/Millennials-Turnt-Up-For-TV-Clean-Version.pptx

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http://www.thevab.com/wp-content/uploads/2016/07/Millennials-Turnt-Up-For-TV-Clean-Version.pptx

CONTACT US For More Information Visit Us Online TheVAB.com

Sean Cunningham President & CEO

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Danielle DeLauro SVP Strategic Sales Insights

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Jason WieseVP Strategic Insights

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Evelyn Skurkovich VP Strategic Research & Insights

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Millennials Decoded: “Turnt Up” For TV

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