Media Consumption HabitsTeens

Monthly Video Consumption by Device

# of Viewers

146:37 6:28 5:45

Source: Nielsen Cross Platform Report 2Q13

% of Overall

Video Time93%P2+

P12-17 94:51 4:0888%

Watching Video on a Computer

Watching Television in the

home

Watching Video on a Mobile

Phone

TV: 93% of P2+ Video Time… 88% for Teens

More time spent than the computer

8:42

Best Video Device: TV Is Still The Preferred Vehicle For Watching Video Among Teens

Best Device for Watching Video

CAB 2013 Custom Study, Video Nation: Anytime, Anywhere, Anyplace. Teens: 13-17BASE: Users of each device to watch video 205 Overall, which of the following is the best device for watching video? 

3%

2%

43%

Teens

52%Television

Computer

Smartphone

Tablet 7%

3%

28%

All Respondents

75%

CAB 2013 Custom Study, Video Nation: Anytime, Anywhere, AnyplaceBASE: Watches video on device. Teens: 13-171056 On which of the following devices do you find advertisements most memorable?

“Device On Which Advertising Is Most Memorable”(Among Owners of Each Device) – Teens

Television Ads Are “Judged” Most Memorable by Teens

Television

Computer

Smartphone Tablet

“I Expect To See Advertising On This Device (Top 2 Box)”Teens

CAB 2013 Custom Study, Video Nation: Anytime, Anywhere, AnyplaceBASE: Watches video on device. Teens: 13-171000/1005/1010/1015 How much do you agree with the following statement - “I expect to see advertising on this device” – when watching video on a particular device? (Top 2 Box – strongly agree, agree)

Television Has The Highest Advertising Acceptance Among Teens

Television

Computer

Smartphone Tablet

In general, Teens are more accepting of advertising on the

computer & mobile devices

Television Ads Encourage Further Investigation By Teens and Ultimately Move Products Off the Shelves

CAB 2013 Custom Study; Video Nation: Anytime, Anywhere, Anyplace. Teens = 13-17600 How often do you do each of the following while watching television? Please think about these activities as directly related to the show or an advertisement you are watching.

56% Look up information online about an advertisement currently watching

71% Once a week or more

45% Shop online or purchase something they have seen on a show / advertisement they are currently watching

Teens

How Often?

60% Once a week or more

Teens Spend An Overwhelming Majority Of Their TV Viewing Time Watching Ad-Supported Cable

Source: CAB analysis of Nielsen Npower Live+7 pm level. 2Q’13 Total Day

Broadcast (6 nets) Ad-Supported Cable

3:44

18:22

Teens 12-17Time Spent (Weekly)

HRS:MIN

Ad-Supported Cable Has The Vast Majority of Available TV GRPs Within The Teen 12-17 Demo

Source: CAB analysis of Nielsen Npower Live+7 pm level. 2Q’13 Total Day

7%

93%

Teens 12-17Share of Sellable GRPs

Broadcast (6 nets) Ad-Supported Cable

Cable Ratings Against Teens Have Seen A Significant Increase Over The Last Ten Years While Broadcast Has Steadily Declined

2003 2008 2013

2.91.9

1.3

5.8

10.59.7

Broadcast Ad-Supported Cable

Total Day P12-17 Rating 10-Year Trend

Source: CAB Analysis of Nielsen Live+7 time period data. Broadcast reflects the “Big 4” in 2Q’03 and the “Big 4 + CW” in 2Q’08 & 2Q’13

*Time period reflects 2Q only in each year

Cable’s Share Against Teens Has Been Steadily Increasing Over The Last 10 Years While Broadcast Declines

2003 2008 2013

33.1

15.6 11.9

66.9

84.4 88.1

Broadcast Ad-Supported Cable

Total Day Cable/Broadcast P12-17 Share 10-Year Trend

Source: CAB Analysis of Nielsen Live+7 time period data. Share is based on sum of all cable & English-language broadcast impressions. Broadcast reflects the “Big 4” in 2Q’03 and the “Big 4 + CW” in 2Q’08 & 2Q’13

*Time period reflects 2Q only in each year

Across Genres, Branded Cable Content is the Most Sought After on the Internet For Teens

Source: CAB analysis of comScore data, September 2013. Teens: 13-17. Top sites by category

Sports

ESPN

NBC Sports Network

USA Today Sports

FOX Sports on MSN

Yahoo! Sports

Comedy Central

Adult Swim

College Humor

Break.com

Cheezburger

CNN

ABC News

Huffington Post

Yahoo!

USA Today

VEVO

MTV

TownSquare Media

Yahoo! Music

The Weather Channel

Weatherbug

Accuweather.com

MSN Weather

Weather Underground

NBCU TV

A+E Networks

Discovery Networks

PBS.org

TV Guide

Allrecipes

Scripps Network

Food Network

Gourmet Heart Beat

Chow.com

Nickelodeon Kids & Teens

Disney Entertainment

CoolMath-Games.com

Miniclip

AddictingGames.com

Sports Comedy General News Music

Weather TV Entertainment

Kids

Food

ToneMedia

Top 5 Websites by Genre - Teens

= Ad-supported cable brand

GSN

EA Websites

FreeRide GamesNickelodeon Kids & Family Games

Spil Games

Gaming