December 6, 2012 New York, NY -...

Quarterly Meeting

December 6, 2012New York, NY

Opening

Ceril Shagrin, CRE Chair

Steering Committee

Richard Zackon, Facilitator

Treasurer Report

Michael Nathanson

News from Measurement Science

Paul Donator

Where’s it at with Pat

Pat McDonough, Nielsen

7

Copyright © 2012 Nielsen. Confidential and proprietary.

What are we working on?

• Cord Cutting/Cord Never?

• Changes in viewing to traditional TV

• New Technology/New Content Delivery

8

Copyright © 2012 Nielsen. Confidential and proprietary.

Recommended First Step for Redefining TV Households

From: To:

• Initial step for new definition: will require an operable TV set connected to broadband

• Implications of this change are:(1) broadening TV universe estimate definition (2) Expanding TV site measurement in existing TV homes

9

Copyright © 2012 The Nielsen Company. Confidential and proprietary.

More households are giving up their television sets

111,

400

114,

900

114,

200

2,010 1,2705,010

2007 2010 2013

TV HHs "Zero TV" HHs

2.5x

More likely to be:

Younger (

10


“Zero” TV homes tend to be younger with almost half under the age of 35

4.4

15.518.1

20.818.4

22.923.8 24.1

17.615.8

12.2

6.4

Under 25 25-34 35-44 45-54 55-64 65+

TV Homes Non-TV Homes

As of September 2, 2012

Source: Custom Survey of Zero TV Households

11


Most Non-TV Homes Have At Least 1 TV SetNon-TV Homes, TV Sets (% of Homes)

Chart1

None

1

2

3

4+

TV Homes

26.5

44.8

17.3

8

3.4

Sheet1

TV HomesNon-TV Homes

None26.539.8

144.829

217.313.7

3811

4+3.45

64.41.5

12


Economy main reason for the existence of “Zero” TV homes with only 1-in-5 considering getting one

23.230.6

18.8 22.630.8

36.8

8.9

No STB NotInterested

No Time OtherSources

DVD/VCR TooExpensive

None ofAbove

Reasons for no TV Set

As of September 2, 2012

20.2

67.9

10.9

Yes No Don’t know

Plan on getting TV in next 4 months

Source: Custom Survey of Zero TV Households

13


New Season: Are young people still viewing?

14


Young adult viewing down through third week of October compared to last year

Interval P2+ P2-11 P12-17 P18-24 P25-34 P35-49 P18-34 P18-49 P25-54 P55+2011 39.4 23.7 25.9 27.4 36.0 41.6 32.4 36.7 40.9 54.22012 39.2 23.7 24.6 24.3 35.0 41.5 30.4 35.5 40.6 55.1% diff 0% 0% -5% -11% -3% 0% -6% -3% -1% 2%

2011: 9/19 - 10/16/20112012: 9/24 - 10/21/2012

Younger demo main driver in declines of 18-34 and 18-49

Source: Nielsen, NPOWER

15


Lower TV Usage Among Young Adults is daypart Agnostic

15.7

9.0

15.3

19.3

27.4

20.7

10.0

13.9

8.2

13.6

17.4

24.3

17.6

8.4

6a-6a 6a-12p 12p-4p 4p-8p 8p-11p 11p-2a 2a-6a

Persons 18-24 Usage

2011 2012

Monday - Sunday

-12% -10% -11% -9% -11% -15% -16%

2011: 9/19 - 10/16/20112012: 9/24 - 10/21/2012


16


Less college viewing contributing to overall young adult ratings

• Installing of homes is continuing

• Fewer people going away to school

• Fewer people bringing TVs with them

23.9 22.3 24.9 23.8 22.8 20.8

3.52.0

4.32.0 2.7

1.9

2011 2012 2011 2012 2011 2012

Prime Usage 18-24

PUT Extended Home

Persons Females Males

2011: 9/19 - 10/16/20112012: 9/24 - 10/21/2012

27.424.3

29.325.9 25.5

22.7


17


Younger peopleare not growing into older

people’s habits…

…as fast as older people are adopting the younger

crowd’s ways of accessing content

Structural Change

18


Somewhat polarized differences between the largest and smallest screens across generations

Source: Nielsen, The State of The Media: The Cross-Platform Report Qtr 2, 2012

Monthly Time Spent

19


Some significant program lifts including seven days of time shifted viewingWorking on viewing beyond 7 Day

Orig Program NameLive Rtg

L+SD lift

L+3 lift

L+7 lift Orig Program Name

Live Rtg

L+SD lift

L+3 lift

L+7 lift

FOX GLEE 1.83 0.59 1.85 2.03 CBS BIG BANG THEORY, THE 3.44 1.45 2.76 3.21FOX NEW GIRL 1.30 0.71 1.46 1.69 ABC GREY'S ANATOMY 2.74 1.08 2.40 2.77FOX FAMILY GUY 3.05 0.61 1.47 1.66 NBC REVOLUTION 2.66 0.50 2.15 2.63CBS HOW I MET YOUR MOTHER 1.83 0.67 1.06 1.30 FOX GLEE 1.81 0.77 2.07 2.37ABC ONCE UPON A TIME 2.38 0.34 1.08 1.30 ABC ONCE UPON A TIME 2.43 0.98 2.05 2.29ABC GREY'S ANATOMY 1.46 0.56 1.22 1.29 FOX NEW GIRL 1.85 0.92 1.92 2.25CBS BIG BANG THEORY, THE 1.66 0.49 1.14 1.23 CBS NCIS 2.68 1.02 1.78 2.22NBC VOICE 2.66 0.48 0.91 1.17 CBS HOW I MET YOUR MOTHER 2.23 1.02 1.75 2.06NBC REVOLUTION 1.71 0.28 1.06 1.14 CBS 2 BROKE GIRLS 2.64 0.81 1.71 1.97FOX X-FACTOR-THU 1.48 0.50 1.02 1.11 ABC REVENGE 1.89 0.67 1.67 1.89

MTV JERSEY SHORE SSN 6 3.27 0.63 1.67 1.88 FX SONS OF ANARCHY 1.67 0.77 1.67 1.84COMEDY SOUTH PARK 1.17 0.63 0.96 1.18 MTV JERSEY SHORE SSN 6 1.99 0.47 1.29 1.45COMEDY TOSH.O 1.17 0.40 1.13 1.18 COMEDY TOSH.O 0.93 0.44 1.16 1.32FX SONS OF ANARCHY 1.30 0.47 0.90 1.00 SHOWTIME DEXTER S7 0.42 0.66 1.20 1.32OXYGEN BAD GIRLS CLUB 0.81 0.32 0.70 0.75 COMEDY SOUTH PARK 0.62 0.38 0.92 1.11MTV TEEN MOM FAREWELL 1.03 0.23 0.67 0.70 BRAVO REAL HSWIVES OF NJ 1.16 0.47 0.92 0.98COMEDY KEY & PEELE 0.68 0.36 0.70 0.70 SHOWTIME HOMELAND S2 0.35 0.41 0.81 0.90SHOWTIME DEXTER S7 0.27 0.25 0.63 0.64 HBO BOARDWALK EMPIRE 0.48 0.40 0.75 0.85COMEDY BRICKLEBERRY 0.98 0.20 0.46 0.60 LIFE PROJECT RUNWAY 0.35 0.28 0.75 0.81SYFY FACE OFF 0.52 0.11 0.38 0.45 SYFY WAREHOUSE 13 0.38 0.19 0.66 0.75

Persons 18-24 Persons 18-49

Bro

adca

stC

able

10/01 - 10/07/12


20


Boomers account for almost 1/4th of television and online streaming; young adults similar for mobile streaming

7% 7% 7% 7% 7% 7%9% 10% 9% 9% 9% 10%

20% 23% 23% 22% 23% 24%

Q12011

Q22011

Q32011

Q42011

Q12012

Q22012

Persons 18-24TV Online Mobile

25% 24% 24% 25% 25% 25%

22% 22% 22% 22% 23% 23%

10% 9% 10% 9% 10% 9%

Q12011

Q22011

Q32011

Q42011

Q12012

Q22012

Persons 50-64TV Online Mobile

Source: Nielsen, The State of The Media: The Cross-Platform Report Qtr 2, 2012

Audience Composition

21


Source: Nielsen Custom Study, May 2012

Distribution % of TV Screen Minutes including Streaming Devices, Total Day, P2+

Among those homes who streamed content via OTT devices, it accounts for more of young adult screen time than Boomers

80.5%

65.3%

9.5%

10.2% 15.4%

No OTT

OTT

90.3%

77.4%

7.2%

10.7% 9.1%

No OTT

OTT

PUT DVD Video Games DVR OTT

18-24

50-64

22


Why have some Netflix and Hulu users cut the cord?

Base Sizes: Netflix users who previously subscribed to Cable, Satellite, or FiOS/U-Verse, n = 168;

Hulu users who previously subscribed to Cable, Satellite, or FiOS/U-Verse n = 116

Source: Nielsen OTT &Streaming Video Study

62% 65%

14% 9%

10% 11%4% 4%11% 11%

Netflix Hulu Users

Other

Can get all the TV shows Iwant to watch via theInternet

Moved and didn't renew atnew address

Don't watch TV enough tojustify cost of subscription

Just cost too much

23


2.0

2.5

3.0

3.5

4.0

Prior Mnth1

Prior Mnth2

NEWSVOD

Post Mnth1

Post Mnth2

Post Mnth3

Post Mnth4

Post Mnth5

Post Mnth6

Total US

NPM matched

New SVOD

Past SVOD

SVOD viewing is complementary, not cannibalistic to traditional linear TV viewing

Persons 18+ - Average daily TV viewing (hours)

Average based on NEW SVOD months of Oct 2011 – Feb 2012.

Source: NBI, Oct 2011-Feb 2012, SVOD subscriptions included: Netflix, Hulu Plus, Amazon Prime, Blockbuster, Vudu

24


1.0

1.5

2.0

2.5

3.0

Prior Mnth1

Prior Mnth2

NEWSVOD

Post Mnth1

Post Mnth2

Post Mnth3

Post Mnth4

Post Mnth5

Post Mnth6

Total US

NPM matched

New SVOD

Past SVOD

SVOD viewing picture not as clear among Kids / TeensPersons 2-17 - Average daily TV viewing (hours)

Average based on NEW SVOD months of Oct 2011 – Feb 2012.

Source: NBI, May 2012, SVOD subscriptions included: Netflix, Hulu Plus, Amazon Prime, Blockbuster, Vudu

25


Source: Nielsen Connected Device Survey, Q2 2012

21%

23%

25%

30%

39%

40%

45%

54%

56%

68%

Watched videos unrelatedto TV show

Looked up coupons or dealsrelated to a TV ad

Looked up product informationfor a TV ad

Checked sport scores

Looked up information relatedto the TV program

Social Networking

Shopping

Used an app

Web Browsing

Checked email

Tablet Activities while Watching TVPurchased a Tablet in Past 6 months Q2 2012

Similar habits across generations with greater likelihood among boomers

13%

21%

23%

28%

32%

40%

40%

41%

44%

51%

Looked up coupons or dealsrelated to a TV ad

Looked up product informationfor a TV ad

Checked sport scores

Watched videos unrelatedto TV show

Looked up information relatedto the TV program

Shopping

Web Browsing

Social Networking

Used an app

Checked email

P18-24 P50-64

26


Boomers overall less likely to use their tablet while watching TV, but when they do, its frequent

Frequency of Simultaneous Usage While Watching TV: TabletsTablet Owners (Q2 2012 Ages 18-24: 115, Ages 50-64: 1,300)

Source: Nielsen Q2 2012 Mobile Connected Device Report

21%

26%

22%

10%

11%

10% Several times a day

Once a day

Several times a week

Several times amonth Once a month or less

Never

28%

13%

20%

13%

7%

18%

P18-24 P50-64

27


Young adults more likely to be multitasking with their mobile phone when watching TV

Frequency of Simultaneous Usage While Watching TV: SmartphonesSmartphone Owners (Q2 2012 Ages 18-24: 215, Ages 50-64: 2,108)

Source: Nielsen Q2 2012 Mobile Connected Device Report

36%

12%25%

6%

11%

10% Several times a day

Once a day

Several times a week

Several times amonth Once a month or less

Never

22%

9%

21%18%

10%

20%

P18-24 P50-64

28

Copyright © 2012 The Nielsen Company. Confidential and proprietary.Copyright © 2012 The Nielsen Company. Confidential and proprietary.

Always looking for suggestions and ideas

Communications Committee

Emily Vanides, Chair

Update

Steady Growth since Launch Most are CEO/VP/Director Level

VP

Director

Other

SeniorCEO

Source: LinkedIn stats. Based on self-reporting

250 members @ 11/30, with more in queue

Chart1

MarchMarchMarch

JuneJuneJune

SeptemberSeptemberSeptember

DecemberDecemberDecember

Members

Column1

Column2

39

162

217

250

Sheet1

MembersColumn1Column2

March39

June162

September217

December250

To resize chart data range, drag lower right corner of range.

Chart1

VP

Other

Director

Senior

CEO

Column1

79

73

51

29

18

Sheet1

Column1

VP79

Other73

Director51

Senior29

CEO18

To resize chart data range, drag lower right corner of range.

Website Improvements

News and newsletters easily found on home page

Connect to Linkein group from home page

Website Improvements, continued

New “Join” page

Improving Communication within the Council -Basecamp

Every committee will have its own page Calendar of events and meetings

Facilitate easier communication within

committees

Cost = $50 per month or $600 for the year

2012

New Members (March)MC&E Mobile Study - RFP (March)Digital Study - Results (April)Sample Quality Study - Launch (May)Social Media Study - Launch (August)New Members (September)MC&E Mobile Study - Launch (November)RPM Study / OTI whitepaper *

Press Update – Schedule

Q1 2013

Local Measurement Study launchROI Study launchSample Quality /Cross-Cmte Study findingsSocial Media Study findings (multiple)New Members (March)

*Pending approval

Q2 2013

MCE Committee Mobile Study - results

Q1 Q2 Q3 Q4

Announcement: RFP TBD

Announcement: Study Launch Local, ROI Digital?

Announcement: Study Results SQ, Social Media MCE, Social Media Local, ROI , Digital?

Announcement: Other New MembersNew Members,

Education New Members New Members

“Meet The CRE” Webinar X X X X

Client Research Webinar X X

Mini-summit TBD

Quarterly Newsletter X X X X

Guest columns in TVBR X X X X

Other

Client Survey – in field, Website enhancement

Client Survey -results

Other

EvaluatingVenues/

Conferences

Evaluating Venues/

Conferences

Evaluating Venues/

ConferencesEvaluating Venues/

Conferences

2013 Calendar

Raising the Visibility of the CREConsultation – Mark Braff• Many studies coming to fruition in early 2013 – good time to raise

visibility of the CRE.

• Objective is to conduct an audit within the industry and get an

outside assessment to identify opportunities

• Mark’s experience includes 30 years in the PR industry, working at USA,

CAB, HBO, ABC Family, etc.

• Will work with the Communications Committee and speak with

Nielsen, reporters, and other key industry contacts

• Final report will be provided with results and specific

recommendations

• Timing = 10-12 weeks, Cost = $8,500

Sample Quality Committee

Ceril Shagrin, Chair

Social Media Committee

Beth Rockwood, Chair

• This study focuses on how social media (SM) affects Internet users’ television viewing, relative to other influences.

– It is also designed to give insight into whether heavy SM users use differs from the general online population.

– The study was conducted in May and June 2012 among a sample of 1,708 adults ages 18-54 in the U.S.

• After qualifying, respondents completed an online profiling survey and were asked to participate in a 7-day mobile app diary.

• The diary tracked exposures throughout the day to primetime programming and the late local news, including viewership, interpersonal communications, advertising and promos, or any other form of contact, whenever it might occur.

• Through these entries, respondents told us about 19,976 interactions that occurred while they were watching (or had just finished watching) and 7,557interactions that occurred while they were not watching.

Quant Survey Overview

Direct SM Interaction

5.1%

No Direct SM Interaction

94.9%

SM Interactions While WatchingInteractions when a show was watched due to seeing something from SM

or while communicating about a show through SM

Base: Diary Entries (While Watching/Watched Primetime TV or Late Local News, n=19,976; While Not Watching/Watched Primetime TV or Late Local News, n=7,557)While Watching Question Numbers: Diary Q6 (Series B/D): How are you communicating about the show? Diary Q8 (Series B/D): Why did you decide to watch the show?While Not Watching Question Numbers: Diary Q5a (Series A): Was what you saw/heard online…? Diary 5ai (Series A): Was what you or someone else saw/heard online…? Diary Q6 (Series A): How are you communicating about the show? Source: CRE Social Media and TV Mobile Diary Study May-July, 2012

Social Media Interactions Relative to All Interactions

Direct SM Interaction

12.9%

No Direct SM Interaction

87.1%

SM Interactions While Not WatchingInteractions when something was seen about a show on SM,

a show was communicated about on SM, or information from SM was referenced in communication

• A key objective was to drill down into the behaviors of the most active users of social media vis-à-vis TV

• Two groups were identified based on survey data regarding SM proclivities– TV Super Connectors (Core): 12% of public

• Communicate about characters on shows you watch (top box) OR• Follow shows you watch on TV (top box) OR• Follow actors/personalities you watch on TV (top box)

– TV Super Connectors (Broad): 22% of public• Same criteria, but looser definition for each

(top two boxes)

The “TV Super Connectors”

Non TV Super

Connectors78%

TV Super Connectors

(Core)12%

Additional Broad

TV Super Connectors

10%

TV Super Connectors

(Broad)22%

% of Respondents

TV Super Connectors are Most Likely Segment to Use Social Media, Both While Watching and When Not

14.8%

11.0%

8.1%

6.8%

6.2%

6.2%

5.8%

5.4%

5.2%

5.1%

5.1%

5.1%

4.9%

4.6%

4.6%

4.2%

4.0%

2.7%

TV Super Connectors (Core) TV Super Connectors (Broad)

HispanicAge 18-24Age 25-34Age 35-44

College or MoreHHI

Data Integration (in Process)

Screener and Diary

Data

Nielsen Adviews(Show

Promos)

Nielsen Universe Estimates

Data (Channel Availability)

Bluefin Labs Airing and Show Data

(incl. Genre)

Nielsen Viewing Data

Phase 2 Diary Data

(Device Usage)

The Academic TeamPeter FaderThe Wharton School of the University of PennsylvaniaMitch LovettSimon School of Business, University of RochesterRenana PeresThe Hebrew University of Jerusalem

Television In the Social Media Age

Nielsen Life360 Digital Ethnographies

Background – Digital Ethnographies

• Life360 sample selected from Quant phase– Primarily based on heaviest social media users from diaries

• “Core” and “Medium” Connectors – Additional sample based on screener questions

• Result is a group of leading edge Social Media/TV users- 219 participants

• 80 Men/139 Women• 94 TV Super Connector “Core” / 125 “Medium” Connectors

Methodology – Phase 2 Mobile

• Participants were asked to respond six times daily to chart their “Day in the Life” media and technology usage – Alarms at 10 am, 1 pm, 4 pm, 7 pm, 9 pm & 11 pm– Ask past 60 min activity and expectations for next 60 min – Understand “total day” media-related activities: TV, Internet,

Mobile apps, Radio/Music, Newspaper/Magazines, Gaming – Look at usage across platforms & devices– Social Media interactions collected whenever applicable

Methodology – Phase 3 Video

• 40 Panelists– 22 Female/18 Male– 27 “Medium” /13 TV Super Connector “Core”

• Recruited from Phase 1 after demonstrating they use social media to engage with TV topics

• Panelists were sent a small video camera and dedicated Study Guide of tasks/topics to record for 7 days

– Engagement across devices / day-parts; Typical viewing behavior (TV, movies, video) by Location; Platforms and Content; Role of Influencers; Favorite Social Apps, etc.

• 1,300+ videos coded, tagged and analyzed; assets in shared online portal

Key Findings

• Higher levels of social media usage equate with more TV viewing

• People do a lot of other things while they watch TV; use social media, whether watching alone or with others

• Social Media apps allow brands and content owners to engage TV viewers more deeply – Not all Social TV apps are the same; they can help

build awareness, create immediacy & sharing, but differences in usage are apparent across audiences and fan groups

• Sports fans may be distinct and key group for the TV and Social Media universe

“Day in the Life” – Social TV

Play video

http://silo.mediasilo.com/quicklink/62114E8CAA3CB3D10473F04951E03E93/

Television In the Social Media Age

NM InciteDigital Ethnographies

NM Incite captures and analyzes Consumer-Generated Media (CGM) for gaining insights into consumer perceptions and trends. This report is for online programming discussion from

September 1, 2011 – June 30, 2012 on US discussion sources.

Research Objectives

What is the current Volume of buzz for program groups?

What is the trend of discussion for

program groups?

Is the discussion surrounding the

programs positive, negative, mixed or

neutral?

What topics drivebuzz for the program

groups?

Reality 1 Reality 2 Reality 3 Drama 1 Drama 2Project RunwayTop ChefAmerican IdolThe VoiceAmerica’s Got TalentDancing With The StarsThe X-FactorThe BachelorThe ApprenticeSurvivor

Keeping Up With The Kardashians

Bad Girls Club Jersey Shore 16 & Pregnant Basketball Wives Love & Hip Hop The Real Housewives Dance Moms Long Island Medium House Hunters

River MonstersDuck DynastyFinding BigfootMythbustersPawn StarsDeadliest CatchMan vs. FoodStorage WarsAmerican PickersSwamp People

Glee Gossip Girl The Client List The Secret Life of the

American Teenager Hart & Dixie Smash Mad Men Scandal Revenge Degrassi

Bones CSI NCSI Law & Order: SVU Franklin & Bash Breakout Kings Castle Southland Psych Rizzoli & Isles

Comedy 1 Comedy 2 Sci-Fi Specials Sports 30 Rock Community New Girl Modern Family The Big Bang Theory How I Met Your

Mother Don’t Trust the B in

Apt 23 Tyler Perry’s House of

Payne Parks & Recreation Men at Work

Family GuyAmerican DadSouth ParkThe SimpsonsTosh.OBeavis and ButtheadThat ‘70s ShowKing of the HillWorkaholicsGirls

American Horror Story The Vampire Diaries The Walking Dead Grimm Ghost Hunters Once Upon a Time Supernatural Ghost Adventures Fringe Game of Thrones

Academy Awards Emmy’s Screen Actors Guild

Awards Nickelodeon Kids’

Choice Awards ESPYS Academy of Country

Music Awards MTV Movie Awards The Grammy’s BET Awards Billboard Music

Awards

NASCAR US Open NBA MLB NFL NHL The Master’s NCAA Football NCAA Basketball

Television Programs Per Group

Executive Findings: How do consumers use social media to discuss TV programming?

Social TV captures viewers’ intent to watch a series/episode and measures their opinions on the shows, characters, and plots. Viewer anticipation for season premieres and finales, and consumer reaction to the episodes, drive the largest and

most frequent surges in online buzz. Across program groups, viewers mainly discuss characters, episodes and their anticipation for upcoming shows.

Social TV is a landscape for viewers to interact with peers while watching television in real-time. Viewers tend to comment about television programs in real-time. Twitter & Facebook emerge as the top outlets for buzz across program groups, as many viewers watch programs while

simultaneously tweeting and commenting on Facebook.

Viewers largely discuss the favorable components of programs online, with characters driving the positivity in buzz. Viewers tend to positively discuss programs online, as buzz is an average of 50% positive across program groups. A major driver of positive buzz across program groups arise from comments and reactions to characters, especially from

programs with re-occurring characters, like those in the comedy and drama groups.

Programs that include viewer participation as a part of the show, inspire the largest amount of total online buzz. Reality competition shows like American Idol, X-Factor and Dancing With The Stars, which encourage viewers to vote

online to determine the outcome of the show, help elevate reality 1 as the group of programs that inspire the most online buzz.

1

2

3

4

Social TV is a landscape for viewers to interact with peers while watching television in real-time.

2

60% 61% 60%

16%29% 25%

14% 14%

42%

26%

15% 19% 11%

17%

17% 19%

16%27%

30%

23%

25% 15%21%

26%

29% 36%

44%

50%

21%

24%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Reality 1 Reality 2 Reality 3 Comedy 1 Comedy 2 Drama 1 Drama 2 Sci Fi Sports Specials

% o

f sam

ple

Currently Watching Plans to Watch/About to Watch Just Finished Watching

Viewership of Program at Time of Online Comment

Viewers chat online during and after the shows air• Most viewers tend to watch shows while simultaneously discussing the characters and plot online with other

viewers, especially those who watch all reality groups, sports and specials on television.• Comedy and drama viewers most often discuss episodes after they have aired; asking questions, and reviewing the

characters and plots with other viewers.

2

Viewership is qualitatively assessed from a randomized sample of 100 messages per program group between September 1, 2011 – June 30, 2012 from blogs, boards, groups, Facebook, Twitter, video & images

Twitter & Facebook support viewers’ inclination to watch TV and chat online

• Viewers across most groups discuss programs primarily via Twitter, as it is an easy way to chat about programs in real-time with other viewers before, during and after a show airs.

• Popular check-in programs such as Get Glue promote the use of Twitter to alert followers of a viewers’ show preferences.

2

72%62%

28%

76% 79% 80% 74% 79% 70%81%

5% 24%

64%

5% 4%3% 10% 6%

4%

4%9%4%

4%10% 10% 7% 8%

8%18% 3%

10% 9%3% 8% 5% 8% 5% 6% 6% 11%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Reality 1 Reality 2 Reality 3 Comedy 1 Comedy 2 Drama 1 Drama 2 Sports Sci Fi Specials

% sh

are

of d

iscus

sion

Twitter Facebook Boards Blogs Blog Comments Video and Images Groups

Share of Discussion Per Social Media Outlet

Breakdown by social media type is determined from messages per program group between September 1, 2011 – June 30, 2012 from blogs, boards, groups, Facebook, Twitter, video & images for 10 program groups.

Reality 1 1. Twitter.com 2. Facebook.com 3. Forums.jokersupdates.com 4. Neogaf.com/forum 5. Forums.somethingawful.com

Reality 2 1. Twitter.com 2. Facebook.com 3. Forums.televisionwithoutpity.com 4. Forum.blackhairmedia.com 5. Forum.purseblog.com

Reality 3 1. Facebook.com 2. Twitter.com 3. Community.discovery.com 4. Forums.footballguys.com 5. Forums.televisionwithoutpity.com

Comedy 1 1. Twitter.com 2. Facebook.com 3. Neogaf.com/forum 4. Forums.televisionwithoutpity.com 5. Forums.somethingawful.com

Comedy 2 1. Twitter.com 2. Facebook.com 3. Forums.somethingawful.com 4. Neogaf.com/forum 5. Freerepublic.com/home

Drama 1 1. Twitter.com 2. Facebook.com 3. Forums.televisionwithoutpity.com 4. Fanforum.com 5. Neogaf.com/forum

Drama 2 1. Twitter.com 2. Facebook.com 3. Forums.televisionwithoutpity.com 4. Fanforum.com 5. Forums.somethingawful.com

Sci-Fi 1. Twitter.com 2. Facebook.com 3. Neogaf.com/forum 4. Forums.somethingawful.com 5. Forums.televisionwithoutpity.com

Sports 1. Twitter.com 2. Facebook.com 3. Blogs.espnamerica.com 4. Messages.fantasysports.yahoo.com 5. Boards.chicagobears.com/forums

Specials 1. Twitter.com 2. Facebook.com 3. Forums.projectcovo.com 4. Slumz.boxden.com 5. Weightwatchers.com

Real-time platforms allow viewers to react to shows while watching• Twitter and Facebook allow viewers to easily discuss program content with one another as they are watching a

show, making these outlets the most popular across all program groups.• Television-related forums like Forums.televisionwithoutpity.com, are utilized by viewers who exchange more in-

depths opinions on shows.

Top Sources of Television Discussion

2

Top sources arise from messages per program group between September 1, 2011 – June 30, 2012 from blogs, boards, groups, Facebook, Twitter, video & images for 10 program groups.

Return Path Measurement

Pat Liguori, Chair

One Touch Intelligence Deliverables:

• “The evolution of the set-top box: Current and Future Trends Affecting Return Path Data Measurement”

2

• Cable, Telco and DBS Subscriber Report

Cable, Telco and DBS Subscriber Report Sections

• “DMA Totals”DMA Rank; Subscriber Counts:• Basic Cable & Telco• Digital Cable & Telco • DirecTV*• DISH*• Total DBS*• Total DMA MVPD*• DMA TV HH*

• “DMA & Markets” (Service Areas)DMA Rank; Subscriber Counts by Service Area:• Basic Cable & Telco• Digital Cable & Telco• Items with * (DMA level only)

3

Source: OTI Cable, Telco & DBS Subscriber Report, Fall 2012

Cable, Telco and DBS Subscriber Report:DMA Totals

4

Cable, Telco and DBS Subscriber Report: DMA & Markets


Source: OTI Cable, Telco & DBS Subscriber Report, Fall 2012

6


7Source: OTI Cable, Telco & DBS Subscriber Report, Fall 2012

8

Cable, Telco and DBS Subscriber Report

• Comprehensive - 210 DMAs• Fast and Easy to use - Excel spreadsheet• Customizable – sorting, calculations, etc• Free to CRE members and Nielsen clients• Comparably accurate

Media Consumption & Engagement

JoAnne Burns, Chair

ROI Committee

Dave Poltrack, Chair

Local Measurement Committee

Billy McDowell, Chair

Digital Research

Bryon Schaefer

Big Data

Stacey Shulman

Insights to Practice

Nancy Gallagher, Chair

Education Committee

Sharon Warden, Chair

Goals

• Offer Internships through CRE members• Utilizing the CRE website, communicate internship

opportunities by providing internship website links of the participating companies

• Remote learning sessions for teachers (help train the trainers)

• Workshops for students, faculty, and industry professionals

• Outreach program focused on college career days

• Help develop training materials perhaps in conjunction with Nielsen U

Internship Program Update

• Sent CRE members a survey asking for research internship program contacts at your organizations

• 12 responses

• Sent an even shorter survey to Nielsen client list in February

• 118 responses• Currently have confirmed 15 links

•

Faculty Outreach Update

• College Professor Thought Leadership Seminar• Media Lab at Time Warner, New York

City• Mid-July, 2012• 35 Professors will be invited through

Broadcast Education Association• 1 1/2 day seminar demonstrating use

of research in all facets of Warner Bros. businesses

Faculty/Student Outreach Update

• Broadcast Education Association • Heather Birks (Executive Director) joined

Education Committee

• BEA Annual Conference, Las Vegas • Bruce Rosenblum (Warner Bros.) on panel and

CBS offered to participate• CRE Internship ad in conference program

• Future quarterly BEA meetings/events• Joint CRE/BEA media research education mini-

seminars for professors and students•

Education Committee & CRE Website

• Internship button at bottom right of home page • Links to internship opportunities page

• Page with links has short introductory paragraph, then links vetted by Shelley

• Mission and goals now listed on committee page • Also has link to internship opportunities page

Council Elections

New Business

Adjoun

Quarterly MeetingOpeningSteering CommitteeTreasurer ReportNews from Measurement ScienceWhere’s it at with PatWhat are we working on?Slide Number 8More households are giving up their television sets“Zero” TV homes tend to be younger with almost half under the age of 35Most Non-TV Homes Have At Least 1 TV SetEconomy main reason for the existence of “Zero” TV homes with only 1-in-5 considering getting oneNew Season: Are young people still viewing?Young adult viewing down through third week of October compared to last yearLower TV Usage Among Young Adults is daypart AgnosticLess college viewing contributing to overall young adult ratingsStructural ChangeSlide Number 18Some significant program lifts including seven days of time shifted viewing�Working on viewing beyond 7 DayBoomers account for almost 1/4th of television and online streaming; young adults similar for mobile streamingAmong those homes who streamed content via OTT devices, it accounts for more of young adult screen time than BoomersWhy have some Netflix and Hulu users cut the cord?SVOD viewing is complementary, not cannibalistic to traditional linear TV viewingSVOD viewing picture not as clear among Kids / TeensSimilar habits across generations with greater likelihood among boomersBoomers overall less likely to use their tablet while watching TV, but when they do, its frequentYoung adults more likely to be multitasking with their mobile phone when watching TVAlways looking for suggestions and ideasCommunications CommitteeUpdateWebsite ImprovementsWebsite Improvements, continuedImproving Communication within the Council - BasecampPress Update – ScheduleSlide Number 35Raising the Visibility of the CRESample Quality CommitteeSocial Media CommitteeSlide Number 39Slide Number 40The “TV Super Connectors”TV Super Connectors are Most Likely Segment to Use �Social Media, Both While Watching and When NotData Integration (in Process)Television In the Social Media AgeBackground – Digital EthnographiesMethodology – Phase 2 MobileMethodology – Phase 3 Video Key Findings“Day in the Life” – Social TV Television In the Social Media AgeSlide Number 51Television Programs Per GroupExecutive Findings: How do consumers use social media to discuss TV programming?Slide Number 54Viewers chat online during and after the shows airSlide Number 56Slide Number 57Return Path MeasurementSlide Number 59Slide Number 60Slide Number 61Slide Number 62Slide Number 63Slide Number 64Slide Number 65Media Consumption & EngagementROI CommitteeLocal Measurement CommitteeDigital ResearchBig DataInsights to PracticeEducation CommitteeGoalsInternship Program UpdateFaculty Outreach UpdateFaculty/Student Outreach UpdateEducation Committee & CRE Website Council ElectionsNew BusinessAdjoun

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