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CRE QUARTERLY MEETINGDecember 11, 2014

Welcome!

OPENING COMMENTS

Ceril Shagrin, CRE Chair

NIELSEN R&D UPDATE

Christine Pierce

Christine PierceCRE Quarterly MeetingDecember 2014

GETTING TO TOTAL AUDIENCE MEASUREMENT

A RESEARCH PERSPECTIVE

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MORE CHOICES > MORE FRAGMENTATIONMORE PLATFORMS FOR CONSUMPTION OF MEDIA

TV WEB MOBILE VIDEO GAME CONSOLES

TABLETS RADIO NEWSPAPER

+3 BROADCAST CHANNELS

VIDEO ON DEMAND

CABLE TV: 100’s OF CHANNELS

USER GENERATED CONTENT >

MORE MEDIA PER PLATFORM

GROWING AND CHANGING POPULATION

> >

GROWINGMIDDLE CLASS

MOVING TOURBAN ARES

MINORITIES BECOMINGMAJORITIES

CHANGES INDISCRESIONARY SPENDING

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INDUSTRY MEASUREMENT NEEDS

Accurate and actionable respondent level data

Currency ratings stability

Comprehensive measurement of ethnic groups and distinct consumer groups

Cross-Platform currencies with and without duplication

Ability to support increased media fragmentation and changing business models

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WHAT THIS MEANS FOR METHODOLOGY

Sample & RecruitPeople

Directly MeasureSample of People

Weight & Project Sample of People

Calculate & Report

Collect Data From Devices/Servers

Integrate, Calculate & Report

Calibrate Big Data w/ Panel Truth Set

Assign/Model Demos & Characteristics

Panel Only

Integration of Panels and Big Data for Accuracy & Stability

Panel + Census

Stability from Census/Organic – Accuracy from Panel/Designed Data

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IMPLICATIONS FOR FUTURE RESEARCH NEEDS

• Respondent level data

• Integrating consumer databases & direct measurement

• High quality, low-burden cross-platform measurement

• Quantification of PC/mobile co-viewing, device sharing

• Education - Organic Data vs. Designed Data

STEERING COMMITTEE

Pat Liguori

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DECEMBER 3, 2014 CONFERENCE CALL> Funding Approval by email

- If proposal has not been presented to full CRE, it must be presented via webinar.- Email approval requires affirmative votes by 1 more than half of the voting membership. - Still open: what is the minimum number of members required to attend the webinar?

> CRE Website- is there a place for Nielsen on it?- If yes, what would be the nature of content?

> CRE Membership or ARF?

> Create a “Proposal Methodology and Pricing” committee?

> Membership request from Australia

INSIGHTS TO PRACTICE

Nancy Gallagher

CRE FINANCES

SOCIAL MEDIA

Beth Rockwood

MEDIA CONSUMPTION & ENGAGEMENT

Joe Abruzzo

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MEDIA CONSUMPTION AND ENGAGEMENT COMMITTEE (MCE)

JOSEPH ABRUZZO(CHAIR)

REDJEBSHAH (VICE

CHAIR)

TIM BROOKS

ARTIE BULGRIN

JOANNE BURNS

MICHELE BUSLIK

LAURA COWAN

NATALIE DAVIS

BILL DUGGAN

JANICE FINKEL-GREENE

BETSY FRANK

JANET GALLENT

HADASSAGERBER

GREG IOCCO

DIAHANNAPOST

CERILSHAGRIN

SUSIE THOMAS

JUDY VOGEL

CANDACE WHYE

RICHARD ZACKON

(FACILITATOR]

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THE ASSIGNMENT

MCE Committee issued an RFP during Spring, 2014

GOALCreate a White Paper that summarizes the issues and challenges around Cross-Platform Metrics Alignment,

in order to provide the CRE with a research agenda to move forward

Awarded to Horowitz Research

Expanded to include Betsy Frank Insights

PART ONE PART TWOProvide a general overview of

the current state of cross-platform metrics alignment,

including an analysis of existing measurement methodologies

Conduct Interviews with experts from different sectors of the media

business to understand their issues, needs, and concerns around cross-platform measurement

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PROGRESS TO-DATE

> Part Two interviews have been completed and presented to the CRE, the interviewees, the ARF Cross-Platform Forum, the “Mandate” committee.

> The MCE has held 2 work sessions toward development of the agenda for the Alignment of Cross Platform Measurement.

> We would like to solicit your input on the agenda.

> In future weeks we will be soliciting input from senior Nielsen Clients who are not currently CRE members.

> We also intend to form a CRE 5-to-15 Group. And, we will solicit their suggestions.

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KEY FINDINGS OF PART TWO INTERVIEWS

> Nothing is More Important than Cross-Platform Measurement (but we need to fix the pieces first)

> Media fragmentation is nothing new

> We need a measure of exposure and reach across platforms

> A lot of activity and “trial balloons

> Agencies are building their own data-driven systems

> Single Source is the “ideal,” but acknowledged to be logistically impossible

> The Stumbling Blocks will be formidable

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INITIAL IDEAS FOR RESEARCH AGENDA> Hypothesis: Perceptions captured by the 50 interviews do not represent the current state of

single-platform measurement

> Recommendation: Develop a critical assessment of single-platform measurement across media types

> Build upon recent MCE cross-media matrix

> Are there deficiencies in single-platform measurement? E.g. lack of comparably rigorous measurement standards, quality issues surrounding mobile and social, digital fraud

> Note recent developments / works in progress / timelines

> What are best ingredients for cross-platform measurement?

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INITIAL IDEAS FOR RESEARCH AGENDA> Hypothesis: Industry leadership not be aligned on cross-platform measurement (definitions,

current products, methodologies)

> Recommendation:

- Clarify industry expectations for cross-platform measurement and alignment of cross-platform metrics

- Determine approach to cross-platform measurement validation

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INITIAL IDEAS FOR RESEARCH AGENDA> Objective: Develop a cross-platform “valuation equivalency”

> Recommendation:- Involve experts from recognized academic institutions to review and develop points-of-view on best practices for establishing “valuation” equivalencies

- Plan two half-day events (including the “experts”) to discuss/debate approaches to developing a valuation equivalency

- Develop recommended approach

> Timing: Late March through second quarter 2015

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INITIAL IDEAS FOR RESEARCH AGENDA> Hypothesis: Parochial interests represent stumbling blocks to achieving alignment of cross-

platform metrics

> Recommendation: Define and suggest ways to overcome the business issues and marketplace issues that stand in the way of a cross-platform solution

> What needs to be agreed upon and how can that agreement be accelerated?

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RECAP OF NEXT STEPS

> Continue to evolve the research agenda

> Present findings and initial agenda to senior Nielsen Clients who are not members of the CRE (and form CRE 5-to-15 Group)

> Two work sessions (senior Nielsen Clients + CRE 5-to-15 Group) to take place in late January 2015

> On additional work session with the “Mandate” group to take place in late January –early February

> Nielsen to provide additional information about Adobe Partnership and Extreme-Reach Partnership

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TENTATIVE TIMELINE

Event DateFindings shared with CRE 11/4/14Findings shared with Interviewees 11/11/14Findings shared at ARF Cross-Platform Conference 11/13/2014 Findings shared with "Mandate" group 11/20/14 MCE working session 11/25/14 MCE working session 12/9/14Quarterly CRE Meeting 12/11/14Research White Paper Published end of DecemberMCE working session 1/6/15Meeting with senior Nielsen Clients, nominations for CRE 5-to-15 Group

1/13/15

Separate in-person working sessions w senior Nielsen Clients and CRE 5-to-15 groups

1/27/15

Working session with the "Mandate" group TBDPresentation of Research Agenda - Media Insights and Engagement Conference, San Diego, February 3-5, 2015

2/2/15

DIGITAL RESEARCH

Brad Adgate

ACCELERATION STUDY

Study Progress

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PROJECT GOALS> The original Acceleration Study participants were revisited in order to observe and compare

differences in viewing behaviors and device usage. The goal was to get a view into factors that surround device and service churn, the impact to viewing locations, and reveal opportunities to understand future measurement challenges.

- Were the changes in device usage and viewing behavior observed during the Acceleration Study indicative of long term change or of behavior that was temporarily arising from a honeymoon period?

- What was involved during the learning period following the purchase?

- What device and service churn resulted from the introduction of a new device?

- What viewing Apps are participants using after an extended use of the devices?

- What new approaches to viewing have arisen in these households?

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PROJECT UPDATE> 35 of the original 50 households participated in phase 2.

-Of the 15 that did not participate, 2 had moved out-of-state, 8 did not return recruiter call, and 5 were unreachable.

> All 35 households were visited in-home for 2-3 hours in October and November.

> Analysis and reporting are underway.

> GfK will present findings in January, 2015.

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LONGITUDINAL ETHNOGRAPHY

Study Progress

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100 HHs

25 HHs

Q1, 2014

STUDY TIMELINEQ2,

2014Q3,

2014Q4,

2014Q1,

2015Q2,

2015Q3,

2015Q4,

2015

Kickoff and Recruitment

Ethnographic Visits

Digital Ethnography via Toolkit ALL 100 HHs

Subset Visits 25 HHs

25 HHs

Final Visits

New HHs

Develop Strategy for Phase 2

Phase 2

Phase 1

Ethnographic Visits

Recruit Replacement Households

Subset Visits

Ethnographic Visits

OUT OF HOME VIEWING

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DETECTION

Limited data plans can hinder OOH viewing, but the proliferation of public WiFi networks may compensate to some degree.

Group viewing of devices OOH does occur; however, it occurs at unpredictable times. There are times when group viewing OOH is more likely to happen (e.g., when traveling long distances, at work).

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DISCOVERY

Limitations of the device or the data plan used in order to view OOH may force users to seek out a WiFi connection, which can in turn influence viewers’ content choices, as WiFi allows them to access content that is not available to them over a mobile network or use devices that are do not have a mobile data plan.

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2 Viewers, specifically in the case of long-form viewing OOH, value the ability to access the same content OOH as they can access at home.

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EXPANSION

In many ways, OOH viewing behaviors are similar to those at home, specifically in the case of long-form viewing; people multi-task, engage in other online activities, and chat with friends.

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2 People who do not normally watch OOH on a regular basis do report watching when they are traveling or on vacation.

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WHO VIEWS OOH?> Nearly everyone is viewing on the go.

> Kids and teens do more OOH viewing than other age groups.

> Kids and teens frequently act as change agents for others in the household.

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WHAT DOES OOH VIEWING LOOK LIKE?> A significant percentage is short-form

viewing, either encountered incidentally, or navigated to directly.

> Those with longer periods of time available may gravitate toward long-form content.

> Some people who routinely engage in long-form viewing outside the home mimic their behaviors when viewing at home, and demonstrate a desire to consume the same content OOH as they would at home.

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VIEWING WHILE WAITING

> Adults typically watch news clips, sports clips, and other short-form video linked from social media and other websites, while waiting or commuting.

> Kids and teens primarily watch short-form video to fill time OOH in a variety of situations, frequently using their parents’ mobile devices.

ROI

David Poltrack

BREAK

LOCAL MEASUREMENT

Billy McDowell

BIG DATA

Stacey Schulman

SAMPLE QUALITY

Ceril Shagrin

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THE SAMPLE QUALITY COMMITTEE SUGGESTS THE FOLLOWINGQUESTIONS TO BE CONSIDERED FOR RESEARCH IN 2015:

> How is nonresponse bias impacted when more than one type of device is metered in a homee.g. television sets, tablets, computers? What is the impact on sample quality of requiringmeters on all television sets but not all computers or tablets? How valid is using the nationalsample for missing persons data from digital census data if not all the devices in the nationalsample are metered?

> How will use of PPM for out of home viewing impact sample quality as a result of differentsamples, different sample methodology, different definition of viewing, different editing rules?

> How can affluent homes be motivated to participate in samples and provide usable data. Howcan this be accomplished in all types of Nielsen samples?

> What is the impact of using different models for persons information? The reliability of thedata will only be as good as the input to the models. How can this be evaluated?

RETURN PATH MEASUREMENT

Pat Liguori

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DECEMBER 3, 2014 CONFERENCE CALL TO DISCUSS 2015 ACTIVITIES AND PROJECTS

> Schedule informational meetings with Nielsen, Rentrak, TRA and Tivo- Create comparagraph outlining similarities/differences of measurement services

> Potential Issues to explore- What are the KPIs for RPM? - What do advertisers believe is the future role of set top boxes? - Size versus Representation – what are the pros and cons of each?- Technology of STBs – what data is captured and can be reported?

> One Touch Intelligence – possible update of MVPD Subscribers by DMA

COMMUNICATIONS COMMITTEE

Emily Vanides

COMMUNICATIONS ACTIVITY UPDATE

VP

Director

Other

SeniorCEO

Sources: LinkedIn stats, based on self-reporting; and internal CRE data. All data as of 12/8/14

667 members

Newsletter 740News Releases 620

Subscribers

Webinars 619

Weekly Clips 149

RECENT EVENTS / COMMUNICATIONS

> Committee-related activities:

− Big Data: October rollout of primer

• Primer covered in MediaPost

• Ongoing discussions with TVNewsCheck re coverage of local study

• Currently evaluating LinkedIn as platform to generate activity around Big Data wiki

FORTHCOMING EVENTS / COMMUNICATIONS

> Committee-related activities:

− Cross platform whitepaper and matrix− “Talking Social TV 2” academic review− ROI update

> Other:

− December Newsletter next week− Additional guest columns

NEW WEB SITE

> Template review conducted with Communications Committee

> New web site - anticipated timeframe for launch: January

> Live review of web site: Joanne

EDUCATION COMMITTEE

Jed Meyer

COUNCIL ELECTIONS: CHAIR, TREASURER, STEERING COMMITTEE

NEW BUSINESS

ADJOURN