LOC AL WATCH - nielsen.com · nielsens local multi-media report c 2014 t n company 1. loc al . watch. where you live. and its impact on your choices august 2014

1NIELSEN’S LOCAL MULTI-MEDIA REPORT Copyright © 2014 The Nielsen Company

L O C A L WATC HWHERE YOU LIVE AND ITS IMPACT ON YOUR CHOICES

AUGUST 2014

2 NIELSEN’S LOCAL MULTI-MEDIA REPORT

LOCAL MAKES ALL THE DIFFERENCEWHERE WE LIVE IMPACTS HOW WE WATCH

Amid a changing landscape of media consumption and consumer

habits, the unique nature of local markets stands out as a major

differentiator. The choices we make each day about what to watch and

what to buy are greatly influenced by our immediate surroundings, our

communities, towns and cities.

Today there is more content than ever before being offered on more

and more devices and across platforms; smartphones are now nearly

ubiquitous, tablet penetration is approaching 50 percent, smart TVs

are gaining traction and the concept of time-shifting is no longer the

sole domain of the in-home DVR. Across the country, live television

continues to dominate viewing, and from the local news we watch to

how we watch it, your community has a unique fingerprint.

This quarter we turn our attention to two local markets with

distinctive characteristics apart from their geography: San Francisco and

Cincinnati.

As Americans take in the last few weeks of summer fun and entertainment

and begin to ponder what issues are most important to them in the

upcoming mid-term elections, we profile the unique insights that our

spotlight local markets deliver for marketers and broadcasters looking to

tailor their messages in just the right way.


Source: Local Custom Toolbox, MAY2014, Persons 25-54, Time Spent Average Daily HH:MM, Live PUT, XPLT & OTT among all LPM markets

AVERAGE TIME SPENT PER DAY (HH:MM)

WHILE VIEWING IS INCREASINGLY FRAGMENTED, LIVE TV STILL MAKES UP THE BULK OF HOW WE WATCH

LIVE TV TIME-SHIFTING OVER THE TOP STREAMING

5:19 0:40

3:27 0:38 0:12

3:37 0:38 0:10

3:39 0:39 0:09

3:49 0:37 0:06

3:51 0:27 0:09

3:54 0:38 0:07

4:09 0:39 0:07

4:09 0:35 0:05

4:13 0:39 0:09

4:16 0:30 0:04

4:16 0:43 0:06

4:19 0:48 0:15

4:23 0:45 0:07

4:25 0:41 0:06

4:30 0:33 0:07

4:34 0:49 0:06

4:38 0:38 0:05

4:45 0:45 0:07

4:47 0:39 0:08

4:51 0:46 0:06

4:53 0:31 0:05

5:04 0:33 0:07

5:16 0:37 0:09

5:19 0:46 0:03

0:07

SAN FRANCISCO

DENVER

SEATTLE

LOS ANGELES

MINNEAPOLIS

PORTLAND

BOSTON

WASHINGTON DC

HOUSTON

MIAMI

PHOENIX

SACRAMENTO

DALLAS

CHICAGO

NEW YORK

ST. LOUIS

ATLANTA

CLEVELAND

CHARLOTTE

ORLANDO

BALTIMORE

PHILADELPHIA

TAMPA

DETROIT

PITTSBURGH


AVERAGE TIME SPENT BY HISPANICS PER DAY (HH:MM)

AVERAGE TIME SPENT BY AFRICAN AMERICANS PER DAY (HH:MM)

Source: Local Custom Toolbox, MAY2014, Persons 25-54, Time Spent Average Daily HH:MM, Live PUT, XPLT & OTT among top LPM markets


3:49 4:30

3:27 3:21 3:29 3:26 3:42 3:52 4:04 3:59

0:22 0:26

0:17 0:20 0:15 0:26 0:29 0:37 0:29 0:19 0:02

0:04

0:03 0:08 0:02 0:02 0:10 0:04 0:18

0:07

LOS ANGELES

NEW YORK

MIAMI

HOUSTON

DALLAS

CHICAGO SAN

FRANCISCO

PHOENIX

SACRAMENTO

DENVER

6:34 6:37 7:31

5:30

7:49

6:05 6:51 6:39 6:48

5:35

0:48 0:34

0:57 0:36 0:57 0:41

0:06 0:01

0:11

0:05

0:04

0:05 0:06 0:05 0:04

0:03

NEW YORK

ATLANTA

CHICAGO

WASHINGTON

DC

PHILADELPHIA

LOS ANGELES

HOUSTON

DALLAS

DETROIT

MIAMI


0:34 0:39

0:39 0:30


Source: Nielsen NPOWER, June 2014, Based on the ratings for primetime telecasts with recently telecast VOD contribution among externally reportable networks, includes only programming encoded for measurement, Live+7, P18+ in LPM markets

TIME-SHIFTING INPRIMETIME

TIME-SHIFTING AND VOD IN PRIMETIME

As consumers become more aware of their on-demand options and

media companies and distributors make more content available, time-

shifting and video-on-demand content becomes more common.

62%

56%

49%

47%

52%

52%

44%

55%

58%

54%

60%

61%

58%

25%

33%

45%

44%

37%

35%

47%

33%

34%

37%

26%

27%

31%

13%

12%

7%

9%

11%

13%

9%

12%

8%

8%

14%

12%

10%

MINNEAPOLIS

MIAMI

LOS ANGELES

HOUSTON

DETROIT

DENVER

DALLAS

CLEVELAND

CHICAGO

CHARLOTTE

BOSTON

BALTIMORE

ATLANTA

56%

59%

60%

58%

57%

55%

53%

53%

70%

51%

68%

55%

61%

34%

32%

33%

34%

29%

37%

37%

34%

19%

42%

22%

36%

31%

10%

10%

7%

8%

14%

9%

9%

13%

11%

6%

10%

9%

9%

25 MARKET AVG

WASHINGTON DC

TAMPA

ST LOUIS

SEATTLE

SAN FRANCISCO

SACRAMENTO

PORTLAND

PITTSBURGH

PHOENIX

PHILADELPHIA

ORLANDO

NEW YORK

LIVE VIEWING TIME-SHIFTED VIEWING WITHIN 7 DAYS VIDEO ON DEMAND (VOD)


STREAMING CONTENT VIA YOUR TELEVISION

Source: Nielsen Custom Data, SmartTV Capable and Enabled HHs based on installed counts, May 2014

AS SMART TV PENETRATION INCREASES, MORE AND MORE HOUSEHOLDS HAVE ACCESS TO STREAMING CONTENT DIRECTLY THROUGH THEIR SET.

17%

16%

14%

14%

14%

14%

13%

13%

13%

13%

13%

12%

12%

12%

12%

12%

11%

11%

11%

11%

11%

10%

10%

9%

8%

+8%

+10%

+6%

+5%

+5%

+7%

+7%

+6%

+6%

+7%

+4%

+5%

+5%

+6%

+7%

+5%

+4%

+4%

+5%

+2%

+6%

+4%

+5%

+4%

+3%

SMART TV OWNERSHIP DIFFERENCE YOY IN PERCENTAGE POINTS

PITTSBURGH

CLEVELAND

PHILADELPHIA

ST. LOUIS

CHARLOTTE

DENVER

DETROIT

MIAMI

PORTLAND

TAMPA

ORLANDO

HOUSTON

PHOENIX

ATLANTA

CHICAGO

BOSTON

MINNEAPOLIS

BALTIMORE

SACRAMENTO

NEW YORK

SEATTLE

WASHINGTON DC

LOS ANGELES

DALLAS

SAN FRANCISCO

12%OF ALL HOUSEHOLDS

HAVE A SMART TV


SMARTPHONE AND TABLET PENETRATION BY LPM MARKET

Source: Mobile Insights, Persons 13+, MAY2014 Source: NPOWER, HHs, Tablets 1+, MAY2014 sweep measurement

OWN A SMARTPHONE OWN A TABLET

82% ORLANDO 78% DALLAS 78% MIAMI 78% HOUSTON 78% SAN FRANCISCO 78% WASHINGTON DC 78% SACRAMENTO 78% DENVER 77% PHOENIX 76% ATLANTA 76% LOS ANGELES 74% BALTIMORE 74% TAMPA 74% CHICAGO 73% PORTLAND 72% ST. LOUIS 72% CHARLOTTE 72% NEW YORK 72% PHILADELPHIA 71% MINNEAPOLIS 71% BOSTON 69% SEATTLE 68% DETROIT 61% PITTSBURGH 61% CLEVELAND

56% WASHINGTON DC 53% SAN FRANCISCO 53% ATLANTA 52% BOSTON 48% CHICAGO 47% NEW YORK 47% PORTLAND 46% DETROIT 45% BALTIMORE 45% ORLANDO 44% DENVER 44% SACRAMENTO 42% LOS ANGELES 42% PHILADELPHIA 41% MINNEAPOLIS 41% CLEVELAND 41% SEATTLE 41% TAMPA 39% HOUSTON 38% DALLAS 37% PITTSBURGH 36% PHOENIX 35% CHARLOTTE 34% MIAMI 33% ST. LOUIS

41% 72%


SMARTPHONE TABLET

TOTAL USNEW YORK PHOENIX DENVER CHICAGO SAN FRANCISCO SACRAMENTO DALLASHOUSTON MIAMI LOS ANGELES

79%87%86%85%82%82%82%81%79%77%74%

TOTAL USCHICAGO NEW YORK SAN FRANCISCO SACRAMENTO MIAMI HOUSTONLOS ANGELESDENVER DALLASPHOENIX

42%55%52%50%46%41%40%37%35%35%30%

Source: NPOWER, Hispanic/Black P2+, Tablets 1+, MAY2014Source: Mobile Insights, Hispanic/Black P13+, MAY2014

SMARTPHONE & TABLET PENETRATION AMONG HISPANICS

SMARTPHONE TABLET

TOTAL USWASHINGTON DCATLANTADETROIT NEW YORK CHICAGOPHILADELPHIAMIAMILOS ANGELES HOUSTONDALLAS

TOTAL USMIAMIDETROITWASHINGTON DC LOS ANGELESATLANTAHOUSTONCHICAGONEW YORK DALLASPHILADELPHIA

42%61%54%51%50%49%40%38%38%32%31%

77%92%82%81%77%75%75%75%74%72%60%

SMARTPHONE & TABLET PENETRATION AMONG AFRICAN AMERICANS


CINCINNATISAN FRANCISCO

LOCATION, LOCATION, LOCATIONPainting the entire country with the same brush doesn’t work during an

election year, nor does it apply when considering how consumers spend

their time and money during summer leisure season. Savvy broadcasters

and marketers know that a tailored approach that is sensitive to the

unique factors of each local market will generate the best results. To

illustrate this concept, we have chosen San Francisco, CA and Cincinnati,

OH to compare and contrast. A brief profile of demographics, media

trends, entertainment, vacation and voting behavior will underscore how

no two markets are alike.


1 PERSON 2 PERSON 3 PERSON4 PERSON5+ PERSON

LOCAL MARKET PROFILE LOCAL MARKET PROFILE

Source: San Francisco Scarborough R 1 2014 (Feb 2013 – Jan 2014)

DMA Households and Rank based on 2013-2014 Nielsen Local TV Market Universe Estimates

Source: Cincinnati Scarborough R 1 2014 (Mar 2013 – Feb 2014)

SAN FRANCISCO, CA

$95,070 $66,530

CINCINNATI, OH

AVERAGE HH INCOME

DMA RANK #6 – 2,518,900 HHS

HH SIZE HH SIZEPRESENCE OF KIDS PRESENCE OF KIDS

AVERAGE HH INCOME

DMA RANK #35 – 908,440 HHS

HS GRAD COLLEGE GRAD POST GRAD HS GRAD COLLEGE GRAD POST GRAD

NOT EMPLOYED NOT EMPLOYEDBLUE COLLAR BLUE COLLARWHITE COLLAR WHITE COLLAR

WHITE HISPANIC WHITE HISPANICAFRICAN AMERICAN ASIAN OR OTHER AFRICAN AMERICAN ASIAN OR OTHER

54%

22%

6%

18%

53% 23% 15%

37% 18% 45%

1 PERSON 2 PERSON 3 PERSON4 PERSON5+ PERSON

12%29%20%20%19%

14%33%20%18%16%

AGE 5 AND UNDER AGE 6-11AGE 12-17

16%17%18%

AGE 5 AND UNDER AGE 6-11AGE 12-17

16%17%20%

67% 17% 9%

41% 25% 34%

85%

2%

2%

11%

11Copyright © 2014 The Nielsen Company

HOURS OF TV VIEWING PER MONTH

LOCAL MARKET PROFILE

Source: San Francisco Scarborough R 1 2014 (Aug 2013 – Jan 2014) Source: Cincinnati Scarborough R 1 2014 (Sep 2013 – Feb 2014)

SAN FRANCISCO, CA CINCINNATI, OH

121

37%

37%

26%

19%

VISITED A BROADCAST TV WEBSITE IN PAST MONTH

WATCHED VIDEO ON DEMAND IN PAST MONTH

PLAYED A GAME ON A MOBILE DEVICE IN PAST MONTH

WATCHED TV CONTENT ON A MOBILE DEVICE IN PAST MONTH

INTERNET SITES VISITED/APPS USED IN THE PAST MONTH

141

42%

27%

24%

12%

FACEBOOK FACEBOOKYOUTUBE TWITTER

59% 13%50%

YOUTUBE TWITTER

61% 12%43%

DMA Households and Rank based on 2013-2014 Nielsen Local TV Market Universe Estimates / Hours of TV Viewing based on May 2014 Live+7 Total Day for P18+


MOVIES, CONCERTS & THEME PARKS

Source: Nielsen Scarborough USA+ R 2, 2013 (Aug 2012 – Sep 2013) How to Read: Adults 18+ in San Francisco are 17 percent more likely to see a movie in the past month than the rest of the US

WHERE WE LIVE IMPACTS OUR ENTERTAINMENT CHOICES


U.S. AVERAGE U.S. AVERAGE

117

129

106

INDEX

INDEX

INDEX

INDEX

INDEX

INDEX

86

96

138

SAW MOVIE PAST MONTH

ATTENDED MUSIC CONCERT IN THE PAST YEAR

VISITED THEME PARK IN THE PAST YEAR


MOVIES, CONCERTS & THEME PARKS STAY OR GO: VACATION CHOICES BY MARKET

TAKE AIRLINE VACATIONS

PREFER PACKAGE VACATIONS

PREFER LONG VACATIONS

Source: Nielsen Scarborough USA+ R 2, 2013 (Aug 2012 – Sep 2013). GfK/MRI Attitudinal Insights DataHow to Read: Adults 18+ in San Francisco are 55 percent more likely to take airline vacations than the rest of the US

LEISURE TRAVEL OPTIONS DIFFER ACROSS THE COUNTRY



155

93

110

INDEX

INDEX

INDEX

INDEX

INDEX

INDEX

79

102

96


POLITICAL ENVIRONMENTS DIFFER BY MARKET

POLITICAL ISSUES DIFFER BY MARKET

LOCAL MEDIA CAN MAKE OR BREAK THE OUTCOME OF AN ELECTION


DEMOCRAT

REPUBLICAN

ALWAYS VOTE INSTATEWIDE ELECTIONS


153

55

125

INDEX

INDEX

INDEX

INDEX

INDEX

88

112

98

Source: Nielsen Scarborough USA+ R 2, 2013 (Aug 2012 – Sep 2013). Party affiliation based on registered votersHow to Read: Adults 18+ in San Francisco are 53 percent more likely to identify as Democrats than the rest of the US

INDEX


POLITICAL ISSUES DIFFER BY MARKET

COMMUNITY MINDSET HAS A BIG INFLUENCE ON POLITICAL ATTITUDES


“I SUPPORT POLITICIANS BASED ON ENVIRONMENTAL POSITIONS”

“BUYING AMERICAN PRODUCTS IS IMPORTANT TO ME”

“CONTRIBUTED MONEY TO A POLITICAL ORGANIZATION IN

THE PAST YEAR”


205

91

127

INDEX

INDEX

INDEX

INDEX

INDEX

INDEX

105

104

117

Source: Nielsen Scarborough USA+ R 2, 2013 (Aug 2012 – Sep 2013). GfK/MRI Attitudinal Insights DataHow to Read: Adults 18+ in San Francisco are twice as likely to support politicians based on environmental positions than the rest of the US


SOURCING & METHODOLOGIESGLOSSARY TV HOUSEHOLD: Nielsen now defines a TV household as a home with at least one

operable TV/monitor with the ability to deliver video via traditional means of antennae,

cable STB or Satellite receiver and/or with a broadband connection.

TRADITIONAL TV: Watching live or time-shifted content on a television set.

OVER-THE-TOP CONTENT (OTT): Over-the-top content describes broadband delivery

of video and audio without a multiple system operator being involved in the control or

distribution of the content itself.

SMART TV: A smart TV, referred to as a connected TV or hybrid TV, describes a trend of

integration of the Internet and Web 2.0 features into television sets and set-top boxes.

VIDEO ON DEMAND (VOD): Or audio and video on demand (AVOD) are systems which

allow users to select and watch/listen to video or audio content on demand.

ABOUT NIELSEN Nielsen Holdings N.V. (NYSE: NLSN) is a global information and

measurement company with leading market positions in marketing

and consumer information, television and other media measurement,

online intelligence and mobile measurement. Nielsen has a presence in

approximately 100 countries, with headquarters in New York, USA and

Diemen, the Netherlands.

For more information, visit www.nielsen.com.

Copyright © 2014 The Nielsen Company. All rights reserved. Nielsen and

the Nielsen logo are trademarks or registered trademarks of CZT/ACN

Trademarks, L.L.C. Other product and service names are trademarks or

registered trademarks of their respective companies. 14/7925

NIELSEN’S LOCAL MULTI-MEDIA REPORT

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LOC AL WATCH - nielsen.com · nielsens local multi-media report c 2014 t n company 1. loc al . watch. where you live. and its impact on your choices august 2014