MEDIA VIEW (CMV) 2021 INFORMATION KIT CONSUMER

1Copyright © 2021 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.At Nielsen, data drives everything we do—even art. That’s why we used real data to create this image.Copyright © 2021 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.

Connecting audiences to outcomes

2021 INFORMATION KIT

CONSUMER & MEDIA VIEW (CMV)

2Copyright © 2021 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.

CONTENTSCONNECTING AUDIENCES TO OUTCOMES...….….3

CMV EVERYWHERE….………………………..….....….5

METHODOLOGY….…………………………....….....….6

NIELSEN CMV BRINGS YOUR CONSUMER TO LIFE……………………….………..….7

CMV ENABLES PUBLISHERS TO…..……………..….8

CMV ENABLES AGENCIES TO…………..…..….........9

CMV ENABLES ADVERTISERS TO…………..….…..10

CMV ENABLES RETAILERS TO……………….…….11

CMV ENABLES SPORTS BODIES TO……………….12

CMV ADVANCED APPLICATIONS…………………...13

FLEXIBLE ACCESS TO DATA…….…………….……14

SURVEY DELIVERY SCHEDULE……………….……15

FAST FACTS NEWSLETTER……………...………….16


CONNECTING AUDIENCES TO OUTCOMES

TELEVISION RADIO ONLINE

OzTAM GFK Nielsen Digital

CONSUMER & MEDIA VIEW:TARGETED INSIGHTS FROM 21 MILLION CONSUMERS 14+ACROSS AUSTRALIA

Understand the many facets of Australia's ever-changing consumers with Nielsen's powerful Consumer & Media View (CMV) solution. CMV provides a wide range of demographic and lifestyle data, detailed information on purchasing behaviours and attitudes, and extensive reporting and comparisons on media habits. Marketers and planners can use this to define highly-specific audience segments, and discover valuable and actionable insights to leverage in marketing and advertising planning. With all this in one place, CMV has everything you need to succeed in brand, advertising and marketing strategies.

For over 20 years, Nielsen’s CMV has surveyed consumers across Australia capturing an array of insights that help businesses tackle marketing and media challenges. Whether you are involved in the planning, buying or selling of advertising, or are responsible for brand strategy, Nielsen CMV insights provide the power to create effective marketing strategies and, ultimately, achieve strong business and marketing goals.

Measuring 30,000 consumers annually, CMV provides detailed insights into the media habits, attitudes, lifestyle, product ownership and purchase intentions of Australian audiences. CMV also incorporates both our own segments and market traded Third party segments as required.

Nielsen has a rich history of fusing media audiences that connect media currencies with CMV. Some of the existing currency fusions include a metro database with OzTAM TV Ratings, CRA Radio Ratings and IAB endorsed Nielsen Digital Ratings, a regional database including Regional TV Ratings, as well as a national digital database including the IAB endorsed Nielsen Digital Ratings.

• Demographics

• Lifestyle

• Interests

• Activities

• Product usage and purchasing

• Media channel consumption

FUSION

CONSUMER & MEDIA VIEW

ENHANCED BY FUSION


AN END-TO-END TOOLAcross Australia, consumer behaviours and media preferences are changing rapidly. You need to know who your consumer is, their unique behaviours and what motivates them. CMV’s consumer insights provide the detailed knowledge needed to understand today’s evolving consumers, no matter the industry or market.

APPLY INSIGHTS ACROSS YOUR BUSINESS

INNOVATION

PROMOTIONS MARKETING BRAND CROSS-PLATFORM

CONSUMERINSIGHTS

SPONSORSHIPMEDIA

MORE THAN JUST A DATABASECMV+ powers new data-driven capabilities that optimise profiling, media engagement and activation to drive better ROI.

MORE THAN JUST A DATABASE

CONNECTEDPartner with, and expandrelevant datasets

ACTIONABLEFocused on driving decisions that optimise marketing investment

MODULARFlexible structures to import and export partner data

CREATIVE MESSAGEDEVELOPMENT

MARKETING &COMMUNICATIONS

MEDIA STRATEGY/PLANNING

MEDIA BUYING & ACTIVATION

CONSUMER PROFILING/INSIGHTS

& ANALYTICS

Linked Custom Surveys

Geo Activation

Marketing Cloud (DMP)

Respondent Level Data

CRM Matching

Fanlinks(Sports)

CMV+


AN END-TO-END TOOLAcross Australia, consumer behaviours and media preferences are changing rapidly. You need to know who your consumer is, their unique behaviours and what motivates them. CMV’s consumer insights provide the detailed knowledge needed to understand today’s evolving consumers, no matter the industry or market.

APPLY INSIGHTS ACROSS YOUR BUSINESS

INNOVATION

PROMOTIONS MARKETING BRAND CROSS-PLATFORM

CONSUMERINSIGHTS

SPONSORSHIPMEDIA

MORE THAN JUST A DATABASECMV is a versatile source of information that supports practical data driven decision making.

CMV EVERYWHERE

CONNECTEDPartner with, and expandrelevant datasets

USEFULFocused on driving decisions that optimise marketing investment

MODULARFlexible structures to import and export partner data

CONSUMER & MEDIA VIEW

(ENDORSED BY IAB,

OWNED BY NIELSEN)

DBM ATLAS

GeoCMV

NIELSENMARKETING

CLOUD

EXPERIAN MOSAIC

FANLINKS

DIGITAL

(OWNEDBY OZTAM)

METRORADIO(OWNEDBY CRA)

METRO TV

RDA GEOTRIBES

CREATIVE MESSAGEDEVELOPMENT

MARKETING &COMMUNICATIONS

MEDIA STRATEGY/PLANNING

MEDIA BUYING & ACTIVATION

CONSUMER PROFILING/INSIGHTS

& ANALYTICS


BREADTH OF INSIGHTS Knowing the unique behaviours of your consumers will give you a better understanding of the marketplace and your competitors.

These insights can help you to develop strategies that highlight your strengths in relation to your target consumers’ needs and preferences while ensuring you reach the right audiences. With CMV, you can examine consumer motivations and habits in a breadth of areas such as:

100% Online30,000 respondents

14+ Nationally

10 X updates p/a48 weeks per year

Media Audiences(based on actual

usage)Fused TV, radio

and digital

Results weighted using ABS to

accurately reflect the Australian population

PURCHASE

PREFERENCE

INTENT

ATTITUDE

CMVLEISURE

THEIR HOME

TECHNOLOGY

MOTOR VEHICLES

WHAT THEY THINK

WHO THEY ARE

WHAT THEY EAT & DRINK

HEALTH & BEAUTY

SHOPPING

THEIR DAY

MEDIAUSAGE

MONEY

We take care to ensure that the sample we use for Nielsen CMV accurately represents Australians 14+.

METHODOLOGY


BRING YOUR CONSUMER TO LIFE

THEIR HOMERenovations, household items, utilities

TECHNOLOGYMobile devices, usage, locations, music, telecommunications

MOTOR VEHICLESWhat car are they driving? What do they intend on purchasing?

LIFESTYLEInterests, sports, travel, short-trips/weekends away

PURCHASING BEHAVIOURSRetailers, shopping, supermarkets, food, health and beauty

WHO THEY ARE...Age, gender, location, income, family, nationality

MEDIA, ADVERTISING & ENTERTAINMENTTV, radio, print, digital, outdoor, mobile

WHAT THEY THINKAttitudes to media, advertising, shopping,travel, finance, career, family, cars, health, food


MONETISE YOUR ASSETS + PROVIDE REACH & ENGAGEMENT STRATEGIES. By understanding the big picture, you can identify and evaluate opportunities to build better sales stories. Measuring 30,000 consumers annually, CMV provides detailed insights into the media habits, product ownership, purchase intentions as well as attitudes and lifestyle preferences of Australian audiences.

CMV ENABLES PUBLISHERS TO...

PUBLISHERS

AUDIENCE PROFILINGGain deeper knowledge of your audience by profiling or segmenting them based on their demographics, lifestyle activities, attitudes, purchase intention and media consumption patterns. CMV includes essential advertising categories to drive insight into consumers and the way they engage with automotive, shopping, technology, banking, insurance, fast food, telecommunications, FMCG and much more. This allows you to more effectively sell your media assets, ensuring engagement with the right categories and brands.

PURCHASE INTENTIONAs well as demographics, CMV allows you to profile your audience against product ownership, intention to purchase or desire to switch. There is nothing more powerful than delivering your advertising message to a consumer with real buying potential. CMV can bring to life the people engaging with your content who are intending to buy cars or homes, or those that are travel planners or coffee drinkers.

UNIQUE AUDIENCE ROI With CMV you not only have the ability to profile audiences for your own assets but also those of your direct competitors. This allows you to have robust and real insights that showcase your unique reach and audience for greater return on investment for advertisers. CMV insights will also help to substantiate your media assets being included on agency media plans.

GENERATION OF CONTENT & CREATIVE MESSAGESBy better understanding the passions and interests of your audience, you can ensure that your content and environment provides advertising partners with more effective audience engagement, awareness and resonance.


CMV ENABLES AGENCIES TO...

AGENCIES

ENSURE EFFECTIVE CHANNEL PLANNING AND STRATEGY CMV gives a level of detail across consumer media consumption, product ownership and intent to buy, as well as lifestyle data that is unmatched. With data from 30,000 consumers each year, agencies can deep dive to better understand target consumers and develop better campaigns for your clients’ brands.

CHANNEL PLANNINGCMV insights provide deeper knowledge of specific target audiences by profiling key characteristics against their media consumption patterns. CMV includes essential advertising categories to drive insight into consumers and the way they engage with automotive, shopping, technology, banking, insurance, telecommunications, fast food, FMCG and more. This allows you to more effectively substantiate your recommended client media plans with relevant insights.

PURCHASE INTENTIONCMV allows you to profile your priority audiences against product ownership, intention to purchase or desire to switch. There is nothing more powerful than delivering your advertising message to a consumer with real buying potential. CMV can bring to life your target audience - including how, where and when they are consuming content. These may be consumers who are intending to buy cars or homes, or those that are travel planners or telco switchers.

SEGMENTATIONSNielsen CMV national datasets also include leading industry segmentation models and market partners including RDA’s geoTribes and Experian’s Mosaic segments. CMV data can also be used to create customised segmentations for a variety of categories.

ACTUAL MEDIA USAGE USING ENDORSED MEDIA CURRENCIESWith the fusion of media currency, you can build a strategy and a plan with the confidence of an industry endorsed, superior quality data set. This fusion draws on the exact same data set used for trading and post-analysing your campaigns.

We currently have the capability to fuse CMV with OzTAM TV ratings, GFK Radio Ratings and Nielsen Digital ratings.

These powerful media audience data sets enable you to reliably develop the best media plans for your clients, by knowing exactly which media their target audience is engaging with on a day to day basis.


SHAPE END TO END CONSUMER TARGETED STRATEGIESIncreasing brand engagement and creating the right media strategies starts with a comprehensive understanding of your target consumers. CMV provides actionable insights into product ownership, purchase intent, lifestyle, attitudes, preferences and media behaviours - all in one place.

Understand what motivates consumers to watch what they watch and buy what they buy. CMV’s national insights help unlock WHY, WHO, WHAT, HOW and WHERE.

CMV ENABLES ADVERTISERS TO...

ADVERTISERS

CONSUMER PROFILINGCMV data allows you to gain deeper knowledge of your specific consumers by profiling or segmenting them on their demographics, lifestyle, attitudes, purchase intention and media consumption patterns. CMV includes essential advertising categories to drive insight into consumers and the way they engage with banking, insurance, telecommunications, automotive, technology and much more. This allows you to more effectively understand a complete picture of your consumers and how best to reach and engage them.

PURCHASE INTENTIONAs well as demographics, CMV allows you to profile your audience against intention and/or desire to switch financial institutions. There is nothing more powerful than delivering your advertising message to a consumer with a greater propensity to be actively in market for your services.

TARGETED CONSUMERS MESSAGINGBetter understand your current customers and prospective customers so you can market to them with tailored messages and products using customised CMV segments.

Nielsen CMV national datasets also include segmentation models from market partners including Experian’s Mosaic and RDA Research’s geoTribes segments.

11Copyright © 2021 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.Copyright © 2021 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute. 11

ENRICH AND ENHANCE CONSUMER INSIGHTSUsing CMV, you can build and enhance profiles of your consumers that feed into brand planning, marketing and media strategies.

CMV ENABLES RETAILERS TO...

RETAILERS

CMV can create new profiles or enrich your existing customer profiles and segmentation data with attitudinal and behavioural insights. This deeper understanding of what makes them tick drives more effective messaging and targeting - therefore enhancing return on marketing investment.

CMV can also map out a path to reach these consumers via above the line media, based on actual audience data for TV, Radio and Digital currencies.

BRAND PLANNING PROFILINGGain deeper knowledge of your consumers by profiling their demographics, lifestyle activities, attitudes, and media consumption patterns. Evaluate consumer segments and essential advertising categories such as automotive, shopping, technology, banking, insurance, telecommunications, fast food, FMCG, and more.

TAILORED INSIGHTSUsing CMV to tailor your own insights allows you to:

● Identify unique attributes of yours and your competitors’ shoppers

● Augment your existing segmentations and target audience profiles

● Improve accuracy of creative and media briefs

● Identify the optimal media mix for market segments based on actual media usage

12Copyright © 2021 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute. 12Copyright © 2021 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.

ENRICH AND ENHANCE FAN INSIGHTSSports fans are unique and highly engaged audiences. With CMV’s comprehensive measurement you can create in-depth profiles to further understand how fans prefer to engage with their favourite sport or participate in the sports themselves.

CMV ENABLES SPORTS BODIES TO...

SPORTS BODIES

CMV also allows you to gauge levels of fandom from listening and viewing behaviours across TV, subscription TV, Radio, Social Media or Out of Home. CMV’s breadth of category data also provides sporting bodies with robust insights for:

SPONSOR PROSPECTING● Identify consumer categories to target -

understanding the value proposition of your consumer base to prospective brands

● Build convincing pitch materials for brands based on highly robust and actionable data sets

● Estimate the potential returns for prospective partners utilising behavioral and revenue category modelling

SPONSOR RETENTION● Identify positive stories about consumer's

behavior and attitudes towards a brand as a result of sports partnerships

● Development of scorecard tracking - understanding key partnership impacts over time

● Revenue modelling & projections as a result of positive partnership impacts


CMV+

CONNECTING AUDIENCES TO

OUTCOMES

STANDARD PLUS*

ADVANCED AUDIENCES

PRIVACY COMPLIANT RLD

AUDIENCE ACTIVATION

CUSTOM SURVEY ENHANCEMENT

CRM ENHANCEMENT

PROFILING

PURCHASING BEHAVIOUR

SEGMENTATION

DATA FUSION

MEDIABEHAVIOUR

* Currently excludes media currency data connection

CMV+ brings advanced capabilities for enrichment and integration with other datasets.

CMV POWERS ENHANCED DATA APPLICATIONS

CMV data is collected in a cohesive series of modules enabling versatility for the CMV respondent experience and ease of use for our Clients:

✔ Helps decision makers better understand consumers

✔ Enables better informed marketing, sales & communication decisions

✔ Delivers respondent level data (RLD) for bespoke audience segmentations

✔ Use within your own analytics platform

✔ Common audience language from identification to activation


ADHOC SERVICES

DATA EXTRACTS

● One-off Data extracts● Aggregated Data to feed into data

visualisation tools ● Respondent Level Data (RLD -

de-identified) to feed into analytics platforms

CUSTOMER PROFILES or SEGMENTATIONS

● Access to the data and/or insights via a designated CMV analyst

● Reports delivered in Excel or Powerpoint format

DATA ENHANCEMENT

● CRM Enhancement - tagging CRM databases with a selection of CMV variables across Attitudes, Lifestyle, Category Intentions and Media Consumption

● Custom Survey Enhancement - tagging custom surveys run by Nielsen with a selection of CMV variables across Attitudes, Lifestyle, Category Intentions and Media Consumption

INSIGHTS ON DEMAND, AVAILABLE AT ALL LEVELS

FLEXIBLE ACCESS TO CMV DATA

ADVERTISERS

SUBSCRIPTIONS

DATABASE SUBSCRIPTION

● In-house data & software access● Full access to all data collected ● Partial access to specific categories

REPORTING SUBSCRIPTION

● Regular updates and access to the data via a designated CMV analyst

● Reports delivered in Excel or Powerpoint● Online dashboards also available


SURVEY MARKET RELEASE DATE TIMEFRAME

SURVEY 1 16 April 2021 Mar 20 - Feb 21

SURVEY 2 21 May 2021 Apr 20 - Mar 21

SURVEY 3 24 June 2021 May 20 - Apr 21

SURVEY 4 22 July 2021 Jun 20 - May 21

SURVEY 5 17 August 2021 Jul 20 - Jun 21

SURVEY 6 24 September 2021 Aug 20 - Jul 21

SURVEY 7 21 October 2021 Sep 20 - Aug 21

SURVEY 8 17 November 2021 Oct 20 - Sep 21

SURVEY 9 16 December 2021 Nov 20 - Oct 21

SURVEY 10 4 February 2022 Jan 21 - Dec 22


SURVEY DELIVERY SCHEDULE


Each month, we present a brief snapshot on a particular topic through our Fast Facts Newsletter. Check out some of our previous snapshots and subscribe to our Newsletter if you

would like ongoing access to these insights

NIELSEN'S CMV - YOUR INSIGHTS & DATA PARTNER

CMV FAST FACTS NEWSLETTER - SIGN UP NOW!

UNLOCK THE POWER OF A RICH DATA SET THAT INTEGRATES WITH AND SUPPORTS EVERY PART OF YOUR STRATEGY, IMPLEMENTATION AND EVALUATION.

https://www.nielsen.com/au/en/fast-facts-newsletter/

17Copyright © 2021 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute. 17Copyright © 2021 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.

YOUR NIELSEN ACCOUNT MANAGER

THE NIELSEN CONSUMER & MEDIA VIEW SUPPORT TEAM

THIS INFORMATION KIT AND THE CMV DATA DICTIONARY

YOUR SUPPORT AND RESOURCES


ABOUT NIELSENNielsen Holdings plc (NYSE: NLSN) is a leading global data and analytics company that provides a holistic and objective understanding of the media industry. With offerings spanning audience measurement, audience outcomes and content, Nielsen offers its clients and partners simple solutions to complex questions and optimizes the value of their investments and growth strategies. It is the only company that can offer de-duplicated cross-media audience measurement. Audience is EverythingTM to Nielsen and its clients, and Nielsen is committed to ensuring that every voice counts.

An S&P 500 company, Nielsen offers measurement and analytics service in nearly 60 countries. Learn more at www.nielsen.com or www.nielsen.com/investors and connect with us on twitter.com/Nielsen, linkedin.com/company/nielsen, facebook.com/Nielsen and instagram.com/lifeatnielsen.

AUDIENCE IS EVERYTHING™

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MEDIA VIEW (CMV) 2021 INFORMATION KIT CONSUMER

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