VAB REPORT: FEEL THE BURN: HOT SUMMER TV VIEWING · VAB REPORT: FEEL THE BURN: HOT SUMMER TV VIEWING TV’S REACH ... 95% 96% 97% 2015 TV Reach Levels: ... VAB analysis of comScore

VAB REPORT: FEEL THE BURN: HOT SUMMER TV VIEWING

TV’S REACH YEARLY TRENDS BY DAY LIVE V. TIMESHIFTED PLAYBACK BY AGE OTHER DAYPARTS PROGRAMMING 2016 PROGRAMS AD IMPRESSIONS MOBILE VIEWING BY PLATFORM

Television’s Powerful Reach Extends Into the Summer Months

97% 97% 96% 96% 97% 97%

93% 94% 94% 94%95% 96% 96% 97%

2015 TV Reach Levels: Winter v. SummerWinter ‘15 Summer ‘15

Source: Nielsen R&F report 5/25/15-9/6/15 v. 1/1-3/31/15; ad-supported TV= bdcst+cable

P2+ CH2-11 T13-17 A18-24 A18-34 A18-49 A25-54

TV’S REACH


Summer TV Viewing Has Remained Relatively Constant

Total Use Of Television Ratings

Source: Nielsen Npower TUTs; Live+timeshifted+DVD playback+Video game console+VCR+Internet Connected Devices+Audio/video viewing; 5/25-9/6/15 v. year ago; Live+7

Summer’14 Summer’15 % Change

A18-49 19.7 19.4 -2%

A25-54 21.7 21.5 -1%

Summer’14 Summer’15 % Change

A18-49 36.9 36.1 -2%

A25-54 41.4 40.9 -1%

Primetime

Total Day

YEARLY TRENDS


Sunday Monday Tuesday Wednesday Thursday Friday Saturday

Primetime 31,565 34,485 33,493 30,781 30,440 24,670 23,262

Key Window For Retailers, Movie Studios, etc…

Ad-Supported TV Delivers Over 30 Million Viewers In Primetime, In 5 Out Of 7 Days Of The Week

Ad-Supported TV Primetime Viewership (OOO) By Day: P18-49(Summer 2015)

Source: Nielsen Npower Ad-Supported TV viewing=English+Spanish bdcst and cable; 5/25-9/6/15; Live+7

BY DAY


…and More Than Three-Quarters Of Consumer’s Viewing Is With Live TV – Ideal For Time Sensitive Marketing Campaigns

A18-49 % Live v. DVR Minutes In Primetime

Live TV viewing is More Common In the Summer Months Than In The Winter

3:24

Summer ‘15 Winter‘15

75%

25%

78%

22%

Source line: Nielsen, Base=DVR HHs; Live; Summer ’15 (5/25-9/16/15) v. Jan-March 2015

Live %

Playback %

LIVE V. TIMESHIFTED


In Fact, Across The Age Spectrum, Majority Of Content Is Viewed ‘Live’ and Not in Delayed Mode

% Live Minutes With The TV By Demo: Prime

Source line: Nielsen, Base=DVR HHs; Live; Summer ’15 (5/25-9/16/15)

Live % Playback %

P2-11 79% 21%

P12-17 80% 20%

P18-24 82% 18%

P25-34 77% 23%

P35-49 77% 23%

P50+ 80% 20%

PLAYBACK BY AGE

Live Viewing isDominant Among

Young Adults


P18-49 Viewing Distribution(Summer ‘15)

5-8am

8-11am

11am-2pm

2-5pm

8%

17%

6%8%

10%

12%

16%

24%

5-8pm

8-11pm

11pm-2am

2-5am

Primetime

A18-49 Time Spent Per Week (Hrs:Min)

Early Morning

Daytime

Late Night

Weekend Day

1:30

1:34

4:23

2:33

2:33

2:55

2:50

4:31

Summer ‘15 Summer ‘14

During Summer Months, Nearly 60% of TV Viewing Extends Outside The Coveted ‘Primetime’ Daypart

Throughout the Day, Time Spent With TV Remains Strong

Source: Nielsen Npower; Live+7 Total Use of TV impressions, 5/25-9/26/15; ; TUT=Live+timeshifted+DVD playback+Video game console+VCR+Internet Connected Devices+Audio/video Source: Nielsen Npower timeperiod Live+7 data; early mon= M-F 6-9a; Daytime=M-F10a-4pm; Late night= M-F 11:30[-1:30am; Wknd Day Sa/Su 1-7pm) ; 5/25-9/6/15 v year ago; Total use of TV= ; Live+timeshifted+DVD playback+Video game console+VCR+Internet Connected Devices+Audio/video; Live+7

OTHER DAYPARTS


New Premium Branded TV Content Comprises Bulk of Summer Schedule

NPower 5/25-9/6/15 by program in Primetime on Ad-supported TV (cable+English bdcst); excludes sports; new summer programs= new for the summer season

(might have aired another season).

During Summer of 2015, On Ad-Supported TV…

New Summer Programs 68%

Return Summer Programs 32%

% of Total

PROGRAMMING


Although Of�cial Summer Programming Slates Have Yet To Be Released, 2016 Summer Is Looking Strong

To Date, summer programming as of 4/4/16 with more to come…

Source: metacritic.com

Maya & Marty in Manhattan

BrainDead

Famously Single

2016 PROGRAMS


In Summary, Ad-Supported TV Still Delivers Over 2 Trillion Impressions During the Summer Season

Total Ad-Supported Television Ad Impressions: P2+( in thousands )

Total Ad-Supported TV( Cable+ Broadcast )

3:24

Summer ‘14 Summer ‘15

2.7 Trillion2.6 Trillion

Source: Nielsen Ad*Intel, Total Day, P2+ equivalized impressions

AD IMPRESSIONS



Time Spent With Ad-Supported TV Content Extends Beyond The TV Set – Rising During Summer Months

Source: VAB analysis of comScore total unduplicated data ( multiplatform includes mobile). Ad-Supported Television Brands represents all measured Ad-Supported

Cable nets, MVPDs and Broadcast Television FOX, CBS, NBC, ABC, iON and CW. All internet on computer, tablet, smartphone.

Feb’15

69,500 min

P2+

P18-34 24,992 min

July ’15

72,748 min

29,894 min

Absolute Diff

+3,248min

+4,902min

Time Spent with Ad-Supported TV on Computer & Mobile (Total Minutes)( July ’15 v. Feb’ 15)

MOBILE VIEWING


P2+

P18-34

More People Are Watching TV Content On Tablet/Smartphone Devices During Summer – Staying Up To Date With Their Favorite Shows

Time Spent With ‘ Ad-Supported TV’ By Mobile Platform ( Total Minutes )( July ’15 v. Feb’ 15)

Source: VAB analysis of comScore total unduplicated data ( multiplatform includes mobile). Ad-Supported Television Brands represents all measured Ad-Supported Cable nets,

MVPDs and Broadcast Television FOX, CBS, NBC, ABC, iON and CW.

Computer/Desktop Tablet/Smartphone

Feb’ 15 31,958 37,542

July’15 27,906 44,842

Feb’ 15 9,637 15,355

July’15 7,959 21,935

BY PLATFORM


If you would like additional video advertising information, insights or analysis please visit our website at www.TheVAB.com or feel free to contact us directly:

Sean Cunningham President & CEO212-508-1223

[email protected]

Danielle DeLauroSVP Strategic Sales Insights

[email protected]

Jason Wiese VP Strategic Insights

212-508-1219 [email protected]

Evelyn SkurkovichSr. Director, Strategic Insights

[email protected]

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VAB REPORT: FEEL THE BURN: HOT SUMMER TV VIEWING · VAB REPORT: FEEL THE BURN: HOT SUMMER TV VIEWING TV’S REACH ... 95% 96% 97% 2015 TV Reach Levels: ... VAB analysis of comScore