Mike HessEVP, Data Fusion and Social Television Analytics

Social Panel: Focus on Social TelevisionAEJMC, Chicago, August 9, 2012

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Copyright © 2012 The Nielsen Company. Confidential and proprietary.

Television

Online

Mobile

95%

51%

12%

Q4 2011 Video Penetration among the Total Population

Based on Total US Population, Persons 2+ for TV and Online, (Home and Work) 13+ for Mobile, 4th Qtr 2011

4:34

4:20

153:19

Monthly Time Spent among Video Users

(hh:mm)

TV set still dominates for video viewing

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People still love TV contentHH

:MM

Per

Wee

k

Season-to-Date through week ending 2/26/2012 Live + DVR Playback, Total Day

P2-11 P12-17 P18-24 P25-54 P55+0:00

12:00

24:00

36:00

48:00

60:0024

:29

23:4

7

27:4

0 35:0

1

44:5

2

25:0

7

23:0

5

26:2

5 35:2

4

47:2

2

2007/2008 2011/2012

Source: Nielsen, Total Day is Mon-Sun 6A-6A

4

Copyright © 2012 The Nielsen Company. Confidential and proprietary.

People are device-shifting and place-shifting their TV viewing

Q1

2009

Q2

2009

Q3

2009

Q4

2009

Q1

2010

Q2

2010

Q3

2010

Q4

2010

Q1

2011

Q2

2011

Q3

2011

Q4

2011

0

20,000

40,000

60,000

80,000

100,000

120,000

140,000

160,000

147,387

33,526

Online video Mobile video

Average Unique Visitors (000’s)

Source: Video Census, Mobile Video Report, Q4 2011

Gradual year-over-year increases in online and mobile video streaming

Time spent averaging around four and a half

hours a month for both platforms

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Top Destinations for Simultaneous Consumption during the month of December

Top Websites Viewed While Watching TV

Top TV Programs Watched While Surfing Online

Nielsen Cross Platform Homes Simultaneous Consumption; Rank of Online sites and TV Programs by Total Simultaneous Minutes December 2011 *Syndication and Cable telecasts

41,353,158,000Total Simultaneous Weighted Viewing Minutes

FacebookYouTubeYahoo! MailZyngaGoogle SearcheBayPogo.comCraigslistWindows Live HotmailYahoo! Homepage

Hallmark Movie NCIS

Judge Judy (AT) Big Bang-Syn (AT)

Law & Order: SVUNBC Sunday Night Football

Two-Half Men-SYN (AT) ESPN NFL Regular Season*

Syfy Movie Ellen DeGeneres Show

Broadcast Cable Syndication

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26%

19% 24%

13%

7%12%

Several times a day

Once a day

Several times a week

Several times a month

Once a month or less

Never

88% of tablet and 86% of smartphone owners use their device while watching TV

Frequency of Simultaneous Usage While Watching TV: Tablets

Tablet Owners (Q4 2011 n=2,390)

Frequency of Simultaneous Usage While Watching TV: Smartphones

Smartphone Owners (Q4 2011 n=3,889)

27%

14%23%

13%

9%

14%

Source: Q4 2011 Mobile Connected Device Report

7

Copyright © 2012 The Nielsen Company. Confidential and proprietary.

Social networking is driving media consumption in a major way

Source: Netview

Percent of adult internet users who use social networking sites

50%

40%

60%

70%

80%

90%

Analysis of BBG and Program Ratings

Is there a relationship?

9

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Variables in the Analysis

TV RatingsNew/Old

Broadcast/Cable

Genre

Prior Season TV Ratings

Prior Episode TV Ratings

AdSpend

Authors

Msg/Source

Buzz Volume

Buzz Data Source:

150 million+ social media sites

N= 250 TV shows

10

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18-34 35-49 50+PREMIERE Males

Females

MIDSEASON Males

Females

FINALE Males

Females

When is buzz aligned with TV ratings?

Buzz is significant at p<=0.05

11

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Four weeks prior to a show premiere…

A 9%increase IN BUZZ VOLUME

CORRESPONDS TO A 1%increase IN RATINGS

Ratings for people 18-34 years old

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Copyright © 2012 The Nielsen Company. Confidential and proprietary.

Two weeks prior to a show mid-season episode or finale…

A14%increaseIN BUZZ VOLUME

CORRESPONDS TO A 1% increaseIN RATINGS

Ratings for people 18-34 years old

13

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Key Takeaways

Social media is growing as a source and driver of media consumption • Social Media is pervasive among all age groups• Television Viewing is being influenced by Social Media…”Social TV”• Recent Evidence that Multi-Taskers Starting to Go to Program Sites

Rather than Sending E-Mail

Social Media are correlated with Television Program Ratings• Even more aligned with younger demos• Alignment increases as show date nears• But even 4 weeks before the premiere, there is a significant

correlation