Ratings RevolutionTHE BRAVE NEW WORLD OF AUDIENCE RESEARCHBROUGHT TO YOU BY DIRECTV

Luiz Guilherme Duarte, PhDMarch 2013

302Number of times Walt Disney was turned away for financing to build Disneyland

There is nothing more powerful than an idea whose time has come

Victor Hugo (1802-1885)

Short history of an idea…1999 2001

Sandro Mesquita, Rao Sunkara

So this is how it works…

LOCALOFFICE

CALIFORNIABROADCAST

CENTER

ONLINE

REPORTING

RETURN PATH DATA

From idea to the market…2008 2009 2010 2011

600+ automated reports a month All likely combinations All available online in PDF and Excel formats

Daypart- Whole day- Daytime- Primetime

Days of the week- Weekdays- Weekends- Each day

Market- Panregional- Individual

countries

From idea to the market…2008 2009 2010 2011

vdc.directvla.com

ARG

CHI

COL

PER

PUE

URU

VEN

New Clients

Full clientsPanregional programmers

Panregional agencies

Report clients

Argentina clients

More ideas to hit the market…

7Ways we can change the rules of the game

1 From programs to spots & promos

Volkswagen: Darth Vader – 30sec

Chanel: B. Pitt – 30 secPromo: PPV Madagascar – 10 sec

Industry: Company: Brand: Creative: Duration: Position in Prg/Break:

2 In your pocket

Android and iOS (iPhone/iPad/iPod Touch)

Program and channel rankers

Average ratings, shares, cumes

Free & Pro versions

3 A lot more data Program genreProgram subgenreEnglish titleSpanish titleEnglish episode titleSpanish episode titleSeason numberEpisode numberUS parental ratingHD flagLive/debut/repeat (select programming)Keywords (not yet in service)Possible in future:

Director, leading actors etc.Short and/or long program description in English/Spanish/Portuguese

4 DVR Timeshifted Viewing

PROGRAM COMMERCIAL

LIVE

CVI

TIMESHIFTED

Live + Same Day

1 -6 hrs Delay

6 - 24 hr Delay

24 - 48 hr Delay

2 - 3 day Delay

3 - 7 day Delay

7 - 14 day Delay

Near Live

Commercial * 100

Program

How well a program can deliver audiences

to an embedded commercial

5 Program EngagementNew DTVLA program Web pages with social media linksComplete Web statistics (visits, demos, likes, recommendations, etc.)Combined reporting

6 Online Viewing Integration

7 Buyer & Pyschographics