Confidential & Proprietary Copyright © 2007 The Nielsen Company Anytime Anywhere / Media...

Confidential & Proprietary • Copyright © 2007 The Nielsen Company

Anytime Anywhere / Media MeasurementApril 2007 Update for the TVB

Barbara McFarland

TVB April 2007 Confidential & ProprietaryCopyright © 2007 The Nielsen Company

The Individual Initiatives of A2/M2

• Expanding Electronic Measurement of Traditional In-Home Viewing– LPM (Markets 11-25)– LPM 26+ (Markets 26-60)–Mailable Meter (Markets 61-125)–Markets 126+

•Measuring Non-Traditional Viewing– Internet Integration–Out of Home–Portable Video Devices

•Measuring Viewer Response to Content/Advertising–Engagement


Local People MeterROLLOUT SCHEDULE – MARKETS 1-18

DMAMM Size

LPM Size

LPM Data Live Date

LPM Only Start Date

NPM Integration

Boston 420 600 4-25-02 4-25-02 1-26-04

New York 540 800 6-3-04 9-2-04 11-29-04

Los Angeles 540 800 7-8-04 8-5-04 8-30-04

Chicago 540 800 8-5-04 9-23-04 9-27-04

San Francisco 500 800 9-30-0412-30-

043-28-05

Philadelphia 500 800 6-30-05 6-30-05 9-26-05

Washington DC 440 600 6-30-05 6-30-05 9-26-05

Dallas 400 600 1-5-06 1-5-06 1-30-06

Detroit 400 600 1-5-06 1-5-06 1-30-06

Atlanta 400 600 6-29-06 6-29-06 7-31-06

Houston 420 600 10-4-07 10-4-07 TBD

Tampa 400 600 10-4-07 10-4-07 TBD

Seattle 400 600 10-4-07 10-4-07 TBD

Phoenix 400 600 Apr 08 Apr 08 TBD

Minneapolis 400 600 Aug 08 Aug 08 TBD

Cleveland 400 600 Aug 08 Aug 08 TBD

Miami 540 600 Oct 08 Oct 08 TBD

Denver 410 600 Oct 08 Oct 08 TBD


Local People Meter Update – Markets 11-25

Rank DMAMM HH Size

LPM HH Size

LPM Preliminary Period Start Date End Date

LPM Data Live Date

10 Houston 420 600 7-5-07 10-3-07 10-4-07 Sept-06

12 Tampa 415 600 7-5-07 10-3-07 10-4-07 Sept-06

14 Seattle 405 600 7-5-07 10-3-07 10-4-07 Sept-06

13 Phoenix 400 600 Jan-08 Mar-08 Apr-08 Apr-07

15 Minneapolis 400 600 May-08 Jul-08 Aug-08 Aug-07

17 Cleveland 400 600 May-08 Jul-08 Aug-08 Aug-07

16 Miami 540 600 Jul-08 Sep-08 Oct-08 Oct-07

18 Denver 410 600 Jul-08 Sep-08 Oct-08 Oct-07

RecruitmentBegins


LPM 26+ Strategy – Markets 26 - 60

•Decision to use enhanced A/P 2.0 platform (A/P 2.0e)– Consolidates most A/P 2.0 set meter components into a single box–Will simplify installation and maintenance– Committed to affordable electronic sets and persons measurement in

markets 26 – 60

•Moving forward with 50 HH dual meter research and testing in June 2007– Non-invasive source detection– Updated People Meter with Infrared (IR) source

detection vs hard wire– Non-intrusive audio monitoring– External audio sensor

Enhanced A/PMeter


LPM 26+ Benefits

• Greater consistency across markets– Potential to integrate into National sample

– Provides a common foundation for other A2/M2 projects – Internet Integration, Out of Home, Portable Video Devices

– Increased focus Engineering and Field– A/P 2.0e decision reduces the need for additional hardware testing

– Facilitates speed to roll out improvements across samples

Sample PlatformEffective Sample Size =

(roughly) 17,700 HH

Gross Sample Size = 39,200 HH

National A/P 2.0

Markets 1-25 A/P 2.0

Markets 26-60 A/P 2.0


Mailable Meter – Markets 61-125

• Meter self-installed by respondent– Collects signatures from audio

content– No code collection– Set tuning only– Sweeps-based measurement device

(current assumption is 35 days)

• Viewing log to capture audience information

Set #1 Living Room

Time Sally Bob Joe

7:00 – 7:15 X X

Viewing Log


Mailable Meter Research

• E&T development is ongoing– Meter design and functionality is evolving

• Statistical Research testing – Meter output design, editing and crediting rule work underway– Dual meter tests have begun

• Methodological Research testing– Two qualitative research studies have been conducted– Generally well-received – Placement of meter not an issue– Ease of use with log – no objection to 35 days

– Quantitative research will begin in May 2007


Markets 126+

•Objective is to develop and implement an affordable and valuable television measurement solution for our clients

•Gathered input from NAB Markets 100+ Committee to evaluate client needs in these markets–More local direct business–Relative importance of local news inventory–Faced with same challenges as major markets: digital conversion,

fragmentation, Internet, etc.

• Further due diligence


Markets 126+

• Potential options we are exploring:

–Modeling– NPM sample data– Digital Set Top Box

–Software Collection Tools– Internet based diary– Other on-line form or survey formats

–Hardware Collection Tools–Mailable meter, perhaps with less frequent measurement– Out of Home meter– An electronic diary (PDA device)– International devices/meters?


Local Market Internet Measurement

MarketCensus

• Local media site activity

• Streaming video and web content

•Demographic information

•Competitive local media site activity within the same market or for multiple properties across markets


MarketCensus

How it Works…

• Local clients “tag” content with an Internet standard tagging approach using Nielsen provided software

•Collects information on video content and page activity

•Uses the tag to launch surveys to collect demographic details


MarketCensus

•Opportunities–Maximizes data available–Measure website activity from access at home, work or in public

hot spots- anywhere / anytime access

•Challenges–Cooperation from sites within a market is needed–Cooperation from visitor to site to participate in survey

•Next Steps–Work with Client sub-Committee to determine report needs,

discuss tagging compliance and select test market–MarketCensus test planned for later this year


Out of Home Update

•Cell Phone Go meter

• Collect audio signatures– Designed to work well in acoustically noisy environments – bars,

restaurants, etc.• Media Monitoring Sites (MMS)– Collect audio signatures from broadcast stations, local cable origination

and cable networks

•Custom Go meter

Cell Phone and Custom Go MeterFriends & Family Technology

Panel

External Test:Cell Phone Go Meter

External Test:Custom Go Meter

04/07 – 08/07 06/07 – 10/07 08/07 – 12/07


• Multiple tracking studies to measure the penetration of portable media devices and the amount of video usage – 400-person iPod panel– Syndicated reports from iTunes panel being discussed with clients who offer content – Potential for iPod meter software to be

deployed in NetRatings HHs– Home Technology Study– Live panel questions beginning in June 2007 in people meter samples

• Developing Solo Meter to measure video on portable media devices–Five solo meter versions are in June and July

• Conversations with mobile phone providers underway

Portable Video Devices Overview


Engagement Update

• Nielsen’s role: Help define engagement; can it be part ofthe national/local selling/buying process?

• Engagement Test

–Worked with Client Committee to determine test objectives/parameters– Determine what variables best correlate with key advertising response metrics– Metric chosen for test- unaided commercial recall– Variables fall into 5 categories:– Qualitative engagement metrics– Quantitative engagement metrics– Program/network attributes– Commercial creative/campaign attributes– Individual respondent attributes

TVB April 2007 Confidential & ProprietaryCopyright © 2007 The Nielsen CompanyConfidential & Proprietary • Copyright © 2007 The Nielsen Company

Thank you


Consumer Electronics TrendsIn Nielsen’s Local Samples& In the Home Technology Report

Lucinda Nobles


Consumer Electronics in NSI Meter SamplesDVRs

• Included in local samples since –March 2005 set meter–May 2005 diary– January 2006 LPM

•DVR universe estimates to become available May 2007•Current penetration of 16.1% in set meter & LPM markets•Ranging from 7.9% in Miami to 26.6% in Tampa•DVR owners are younger, better educated & have higher

incomes



• Local data streams–All overnight data & LPM electronic monthly demo data– Live– Live Plus 7 Days

–All markets diary data now collected with 8-day diary– Includes timeshifted programs played back within 24 hours

• ~90% of all viewing in DVR homes is Live



• Broadcast primetime programs are most timeshifted• Typical timeframe for playback– 70-80% within 24 hours– 90% within 3 days

•Homes with DVRs watch significantly less live TV but most of that difference is made up after seven days of DVR playback


Consumer Electronics in NSI Meter SamplesHigh Definition TV

•HD universe estimates to become available –November 2007 in LPM markets–February 2008 in set meter markets

•Custom analyses will be available for HD-capable homes– In LPM markets starting July 2007– In set meter markets starting January 2008


Consumer Electronics in NSI Meter SamplesOther Devices

•Collecting data on various consumer electronics in LPM markets, such as household has– iPod or MP3 player with video capability– In-car satellite TV–Cell phone with video capability–High speed internet access at home

•Data to be populated by end of November 2007•Custom analyses against the above characteristics–For in-home viewing at a household level–Starting December 2007


Nielsen’s Home Technology Report

• A primary research survey conducted by phone with ~1,200 randomly selected American homes four times per year

• Issued quarterly to Nielsen clients as a supplement to their syndicated TV ratings service

• Following are trends from 1Q05 to 4Q06


Home Technology ReportTV Highlights

1Q05 4Q06% of % of

Total HH Total HH % Diff

TVReceives Cable TV Service: 64.5% 64.7% 0.2% Stable

Avg. # of Channels 123.0 132.3 9.3 HotDigital TV or HDTV 17.8% 25.2% 7.4% HotDVR 10.1% 17.9% 7.8% HotDVD 78.5% 79.8% 1.3% HotVCR 82.2% 81.7% -0.5% Stable

Screen Size >32" 64.6% 71.3% 6.7% HotLCD Flat Screen 7.2% 14.6% 7.4% HotPlasma Screen 3.8% 7.1% 3.3% HotProjection TV 6.7% 7.8% 1.1% HotHome Theater System 28.0% 26.2% -1.8% Cooling

= Hot (1.0% or greater vs. previous quarter)

= Stable (within +/- 1.0% vs. previous quarter)

= Cooling (-1.0% or greater vs. previous quarter)

Overall 2 Yr Trend1Q05 vs. 4Q06


Home Technology ReportInternet Highlights

1Q05 4Q06% of % of


INTERNETAny Internet Access 82.4% 80.4% -2.0% CoolingInternet Access at Home: 70.6% 70.7% 0.1% Stable

Broadband 52.9% 69.6% 16.7% HotWireless Network * 29.5% 33.6% 4.1% HotVOIP * 12.4% 12.7% 0.3% StableInternet via TV 8.2% 8.1% -0.1% Stable

Internet Access at Work: 47.7% 45.2% -2.5% CoolingBroadband * 87.3% 85.4% -1.9% Cooling




* Wireless Network and VOIP measurement began 1Q06; Internet Access at Work-Broadband began 3Q06.



Home Technology ReportPersonal Electronics

1Q05 4Q06% of % of


PERSONAL ELECTRONICSCellular Phone 75.9% 76.0% 0.1% StablePDA 17.7% 17.2% -0.5% StableDigital Camera 50.9% 59.1% 8.2% HotDigital Video Camera 24.4% 27.2% 2.8% HotMP3 Player (e.g. iPod): 14.7% 30.5% 15.8% Hot

iPod * 44.2% 48.8% 4.6% HotSony * 9.6% 9.9% 0.3% StableCreative Zen * 3.5% 3.6% 0.1% StableOther * 27.4% 28.7% 1.3% Hot

MP3 Player w/ Video ** 17.8% 28.3% 10.5% HotSatellite Radio 8.7% 12.4% 3.7% HotVideo Game System (e.g. Xbox) 35.4% 32.9% -2.5% Cooling




* MP3 Player ownership by brand began 1Q06. ** MP3 Player w/ Video percentages reflect only MP3 Player-owning households.



New Technology & The Connected Consumer

Scott L Brown


Connected Consumer Home

•1967 – the average home owned 1.3 CE devices•2007 – the average home has 26 CE devices and

will spend an average of $1500 on gear• “High speed” in the 60’s conveyed one thing; today

it means 55 million homes connected to the Web


Connected Consumer Trends

•The kind of content delivered to the electronics gear•Underlying partnerships and services that are unfolding•Ease with which the technology works•Stoking consumer excitement•Transporting, storing, and consuming digital media


Demands of Connected Consumer

1. HDTV picture size & quality 2. The utility of broadband

access3. Wants timeshifting and

material everywhere in the home

4. Expects mobile and wireless capability


• The rage - heavy sales tied to “true” new

1080P HDTV format• Emergence of 2nd tier low cost players – Olevia, Visco, Akai, Tatung … and others

• Worldwide sales – 42m LCD units vs. 8

million plasma units sold in 2006–Plasma shipping weight is key

• Middle income homes finding large flat

panel HDTV within reach

1) Picture Size and Quality


Price Forcing More Feature Growth

• Commoditization forcing a tide that lifts all features (DVR, DVD, Home network, etc.)

6%8%

17%

25%

38%

0%

10%

20%

30%

40%

Income>$30k

$30k-$50k $50k-$75k $75k-$100k >$100k

HD-Capable Set at Home

By Annual Income

Source: LRG


Web Connectivity

• Smart TVs – broadband/PC capable–RGB, Ethernet, iLink 1394–Sony marketing Smart-TV adaptor/streaming–Soon, little difference between surfing the Web on TV and

watching TV on PC•Consumer expectations drive CE to Web integration•Web connectivity is key for new advanced HDTV sets•HDTV penetration is now driving demand for HD content• Amount of HDTV content within the program bundle is a

differentiator

or


2) Broadband

• Broadband is the “cardiac” component of all bundling strategies–Triple/Quad play reduces churn by 40%

•OCAP boxes and IPTV boxes usher in new generation of consumer interaction• Broadband is the vehicle for digital video content,

interactivity and Web access


Broadband Video Content

0

20

40

60

80

100

2005 2006 2007 2008 2009 2010

Broadband HH's HH's w/HDTV

HH's w/PayTV HH's/Internet Video

Instat


Blossoming Broadband Connectivity

Inte

ract

ivit

y

TraditionalContent

Low

High

Bandwidth &Functionality

OpportunityOpportunity

ConsumerInvolvement WithContent

Web Activity

User GenContent

SocialNetworks Garden

Clubs

High

EdgeContent

WebOriginal

VideoRSS

Mobile

P2P


3) Timeshifting – Can’t Live Without It

•How it is made available–Standalone, In-home network, Networked, Game Counsel, In-Set,

or Home Media Server

•HD DVR becoming new standard … plus DVD

• Interactivity & DVR storage combined

• Studios worry that DVRs will produce a “digital leak.”

Digital Rights Management embedded in all HD content


TV/DVR Around The Home

•Motorola Follow Me TV with new advanced DCT6400 set-tops, plus integrated networking support•DVR, music, photo on all TV’s including HDTV interface •Uses existing in-home coax

Family Room Coax

Bedroom

Family Room Bedroom


4) Wireless and Mobile

•WiFi 802.11g for in home or hotspot use–Expanding to communities

•New 802.11n standard permits wireless HDTV

signals within the home•Super 3G and WiMAX are “mobile internet” with

speeds of up to 100 Mbs


WiMax Going Mainstream

•Motorola announced that Chicago will be one of

the first major cities installed with Sprint Nextel–Motorola will help build the high speed infrastructure for

launch in early 2008

• Intel planning market trials of WiMax late this

year and forecasts availability to 100 million

users by the end of 2008


Broadcast TV On Cells

•V Cast Mobile TV•Free wireless will be available (A-VSB)•New Samsung chipset enables a mobile phone to pick up standard terrestrial TV–Broadcasters must transmit a separate signal over

existing TV and radio towers

•No mobile TV package required •Digital Multimedia Broadcasting, DVB-H Modeo and Hiwire


More Cool Technology Is Coming


So Is The Consumer Connected?

• Vision is strong … but the

reality isn’t quite there• Are we missing what the

consumer really desires? •Digital is about

communication!


Interaction Will Be Key

•Consumer involvement with content is destined to grow and

new devices enable it–Rise of social networking confirms it

• Service providers trying to deliver a personal video stream to

each individual subscriber–Bandwidth is the constraint … also analog support


Some of the Rules Are Changing

• Television transitioning to embrace direct marketing to complement mass marketing

• “Over The Top” - TV programming will be delivered over the Internet, bypassing today's traditional cable and satellite providers


Personalization/Targeting Will Grow

• Preference engines for locating

content within vast storage

universe– Choicestream, Google, Yahoo,

MSN

• Your HDTV becomes a

communications platform in the

home– And it will learn about you!

TVB April 2007 Confidential & ProprietaryCopyright © 2007 The Nielsen CompanyConfidential & Proprietary • Copyright © 2007 The Nielsen Company

Thank you

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