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 contentH

H:M

M P

er W

eek

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

20

09

Q2

20

09

Q3

20

09

Q4

20

09

Q1

20

10

Q2

20

10

Q3

20

10

Q4

20

10

Q1

20

11

Q2

20

11

Q3

20

11

Q4

20

11

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

5

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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

6

Copyright © 2012 The Nielsen Company. Confidential and proprietary.

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 Ratings

New/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

Copyright © 2012 The Nielsen Company. Confidential and proprietary.

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

12

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

Copyright © 2012 The Nielsen Company. Confidential and proprietary.

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