8/6/2019 Linda Chang
1/23
Copyright 2010 The Nielsen Company. Confidential and proprietary.
Three Screens / Multi-platforms
Linda Chang
Managing Director, Audience Measurement - Asia
8/6/2019 Linda Chang
2/23
2
Copyright 2010 The Nielsen Company. Confidential and proprietary.
Cross Platform Media Measurement
TV
Online
Mobile
Cross-platform
8/6/2019 Linda Chang
3/23
3
Copyright 2010 The Nielsen Company. Confidential and proprietary.
Average daily viewing time per individual, in minutes, for total individuals.
Source : Eurodata TV Worldwide & their relevant partners, April 2010
2008 2009 08 vs. 09
North America(USA +
Canada) 272 275 +3 mins
Middle East 262 274 +12 mins
Africa 232 232 =
Europe 217 222 +5 mins
Latin America 209 210 +1min
Asia Pacific 158 161 +3 mins
World 189 192 +3 mins
Weighted Averages based on size of the total individuals universes
Globally: TV continues to be an important part of our lives
8/6/2019 Linda Chang
4/23
4
Copyright 2010 The Nielsen Company. Confidential and proprietary.
TV viewing remains the highest in reach
Source : Nielsen Media Index Phi - no survey for Y2005
50
60
70
80
90
100
'00
'01
'02
'03
'04
'05
'06
'07
'08
'09
Tai Msia HK Thai Phil Indo
%
8/6/2019 Linda Chang
5/23
5
Copyright 2010 The Nielsen Company. Confidential and proprietary.
Cable/Satellite is growing across Asia regionThailand & Indonesia are the new superstar
Source : Nielsen Media Index Note : Phi - no survey in Y2005.
Korea: Korean government
Indonesia: TV ES coverage: Greater Jakarta
0
10
20
30
40
50
60
70
80
90
100
'99 '00 '01 '02 '03 '04 '05 '06 '07 '08 '09
Cable/Satpenetration%
Sin Tai Msia HK Thai Phil Indo Korea
8/6/2019 Linda Chang
6/23
6
Copyright 2010 The Nielsen Company. Confidential and proprietary.
Internet usage is on the risein most markets and expected to grow further
Source : Nielsen Media Index Note : Phi - no survey in Y2005.
%
0
10
20
30
40
50
60
70
80
90
100
'00
'01
'02
'03
'04
'05
'06
'07
'08
'09
Sin Tai Msia HK Thai Phil Indo
8/6/2019 Linda Chang
7/23
7
Copyright 2010 The Nielsen Company. Confidential and proprietary.
Mobile Phones: Personal Ownership
Source : Nielsen Media Research Note : Phil no survey in Y2005 (Metro Manila)
0
10
20
30
40
50
60
70
80
90
100
20
03
20
04
20
05
20
06
20
07
20
08
20
09
Sin Tai Msia HK Thai Phil Indo
%
8/6/2019 Linda Chang
8/23
8
Copyright 2010 The Nielsen Company. Confidential and proprietary.
Viewers use the best screen available
+ +158:25*
hrs3:37^hrs
3:10**hrs
Usage is independent of time
Usage is independent of location
Monthly Time Spent Viewing Video in Hours: Minutes Per User 2+, Q1 2010
Source: The Nielsen Company Q1 2010; * TV in the home includes live viewing plus playback within 7 days. ** Internet includes home and work who used internet to watch online video. ^ Mobilevideo audience consist of 13 or older mobile phone users who access video through any means.
8/6/2019 Linda Chang
9/23
9
Copyright 2010 The Nielsen Company. Confidential and proprietary.
Online video streaming is the icing on the cake
Source: Nielsen Convergence Research Panel, March 2009March 2010; Data spikes attributable to months with 5 weeks.
Hours Spent Viewing Video(h:mm)
1:51
1:411:34
1:33
2:02
1:56
1:51
1:43
2:00
1:53
1:47
2:12
1:54
0:00
24:00
48:00
72:00
96:00
120:00
144:00
168:00
Mar-09 May-09 Jul-09 Sep-09 Nov-09 Jan-10 Mar-10
TV (Live +7) Streaming internet
8/6/2019 Linda Chang
10/23
10
Copyright 2010 The Nielsen Company. Confidential and proprietary.
53,299
122,576131,736
20,000
40,000
60,000
80,000
100,000120,000
140,000
160,000
180,000
83%
17%
121,096
281,552
402,648
40,000
80,000
120,000
160,000
200,000
240,000
280,000
320,000
360,000
400,000
440,000
480,000
(MM, in 000s)
TotalShort formLong form
Video Usage
(hours, in 000s)
Source: Nielsen VideoCensus March 2010; Examples of long form video sites: Hulu, Netflix, Bravo, CBS and USA Network
Streams on short-form video sites make up themajority of online video audience and usage
Video Audience
(MM, in 000s)(hours, in 000s)
8/6/2019 Linda Chang
11/23
11
Copyright 2010 The Nielsen Company. Confidential and proprietary.
Audience and usage for top 10 video site brands
Brand UniqueAudience(000)
Usage inhours (000) Average Usageper day in hours(000)
Average UsagePer Day PerPerson (m:ss)
% Usage
Total 131,736 402,648 12,989 0:05:55 100.00%
YouTube 96,075 150,084 4,841 0:03:01 37.27%
Yahoo! 30,469 8,273 267 0:00:32 2.05%
Facebook 23,339 3,953 128 0:00:20 0.98%Google 15,241 1,769 57 0:00:13 0.44%
MSN/Windows Live/Bing 14,828 7,328 236 0:00:57 1.82%
Hulu 12,196 55,359 1,786 0:08:47 13.75%
CNN Digital Network 10,992 4,263 138 0:00:45 1.06%
Disney Online 8,966 2,697 87 0:00:35 0.67%
Fox Interactive Media 8,944 4,152 134 0:00:54 1.03%
ESPN Digital Network 7,378 2,920 94 0:00:46 0.73%
Source: Nielsen VideoCensus March 2010, U.S. home & work; per day metrics based on the 31-day average for the month
8/6/2019 Linda Chang
12/23
12
Copyright 2010 The Nielsen Company. Confidential and proprietary.
The number of consumers viewing mobile videocontinues to climb
Source: Nielsen Mobile Video, U.S., Q1 2010
13.4
17.6
20.3
15.715.3
7.3%
6.6%6.5%
8.8%
5.8%
0
5
10
15
20
25
Q1 2009 Q2 2009 Q3 2009 Q4 2009 Q1 2010
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
Mobile Video Viewers
Mobile Video ViewerPenetration (of all MobileSubscribers)
The number ofactive mobilevideo users is
up 51% fromQ1 2009 toQ1 2010
U.S. Mobile Video Viewers
8/6/2019 Linda Chang
13/23
13
Copyright 2010 The Nielsen Company. Confidential and proprietary.
U.S. Mobile Video Users by Device Type
(in millions)
Smartphone users represent the majority of all mobilevideo viewers
46%
6.2M
60%
12.2M
54%
7.2M
40%
8.1M
Q1 2009 Q1 2010
Feature Phone
Smartphone
Source: Nielsen Mobile Video, U.S., Q1 2010
8/6/2019 Linda Chang
14/23
14
Copyright 2010 The Nielsen Company. Confidential and proprietary.
Smartphonesespecially the Android and iPhonearedriving mobile video growth
9%
26%
35%
42%
All subscribers All smartphone iPhone Android
Media Usage by Phone Type
Video/Mobile TV
Nielsen Mobile Media Marketplace, U.S., Q1 2010
8/6/2019 Linda Chang
15/23
15
Copyright 2010 The Nielsen Company. Confidential and proprietary.
0:00
0:10
0:20
0:30
0:40
0:50
1:00
1 2 3 4 5 Non-
user
0:00:00
1:00:00
2:00:00
3:00:00
4:00:00
5:00:00
6:00:007:00:00
8:00:00
9:00:00
10:00:00
11:00:00
0:00
0:301:00
1:302:00
2:303:00
3:304:00
4:30
5:005:30
6:00
1 2 3 4 5 Non-
user
Heavy internet users are heavy TV viewersandvice versa
Source: Nielsen Cross-Platform Homes, March 2010
Media Consumption Level By Usage Quintile, Broadcast
Internet Quintile(heaviest to lightest users)
TV Quintile(heaviest to lightest users)
TV Internet
Internet Usageper Day(h:mm)
TV Usageper Day(h:mm)
Internet and TVUsage per Day
(h:mm)
8/6/2019 Linda Chang
16/23
16
Copyright 2010 The Nielsen Company. Confidential and proprietary.
Q1 2010 Q1 2009 Q1 2008 % DifferenceQ1 2008 Q1 2010
HDTV(penetration of capability within TV
households)
47.9% 32.0% 16.6% +189%
DVR
(penetration within TV households)
36.2% 30.9% 24.0% +51%
Broadband Internet(penetration among individuals 2+)
63.5% 60.7% 51.3% +24%
Smartphones(penetration among mobile subscribers 13+)
22% 16% 10% +120%
Trended US Population by Technology
Technologies that improve consumer experiencewhether in quality or conveniencefuel growth
Source: HDTV/DVR penetration estimates derived from install counts in National People Meter sample. Broadband penetration derived from Flowshare reports, reflected as %of individuals 2+ in US households with broadband internet access at home. Smartphone penetration estimate derived from Nielsen Mobile Insights surveys.
Enhanced technologies allow viewers to time- and place-shift, making itpossible for them to watch video where and when it fits their schedule.
8/6/2019 Linda Chang
17/23
17
Copyright 2010 The Nielsen Company. Confidential and proprietary.
99%
71%
59%
27%
8/6/2019 Linda Chang
18/23
18
Copyright 2010 The Nielsen Company. Confidential and proprietary.
Consumers are more likely to visit certain websiteswhile surfing online and watching TV simultaneously
Website Rank: Internet Only Website Rank: Internet + TV Simultaneously
1. Google 1. Google
2. Yahoo! 2. Yahoo!
3. YouTube 3. Facebook
4. MSN/Windows Live/Bing 4. MSN/Windows Live/Bing
5. Facebook 5. YouTube
6. Wikipedia 6. AOL Media Network
7. AOL Media Network 7. Fox Interactive Media
8. Ask Search Network 8. Wikipedia
9. Amazon 9. Ask Search Network
10. Fox Interactive Media 10. eBay
-2
--
Website Rank: Internet Only vs. Internet + TV
Source: Nielsen Cross-Platform Homes, March 2010
+3
+2
-1
--
--
+1
-2
+2
8/6/2019 Linda Chang
19/23
19
Copyright 2010 The Nielsen Company. Confidential and proprietary.Page 19
Global Ad-Spend is still dominated by TV; withInternet sharing 13% of the pie
TV: $166.9 billNewspaper: $98 billInternet: $54.2 billMagazines: $44.1 billRadio: $32.5 bill
Outdoor: $28.3 billCinema: $2.1 bill
Source : ZenithOptimedia, June 2010
2009 TOTAL:$426 billion
8/6/2019 Linda Chang
20/23
20
Copyright 2010 The Nielsen Company. Confidential and proprietary.
35
39 39
48
52
0
10
20
30
40
50
60
TV Only TV + Standard
Display Only
TV + Rich Media
Only
TV + Online Video
Only
TV + Display + Rich
Media + Online
VideoSource: Nielsen IAG, A18+, 11/18/09 03/14/10; Based on online ad exposure in 30 days prior to TV ad exposure.
TV ads are more effective when viewers are alsoexposed to online adsespecially video ads
TV Ad Brand Recall by Prior Online Ad Exposure Type
8/6/2019 Linda Chang
21/23
21
Copyright 2010 The Nielsen Company. Confidential and proprietary.
Consumers look to the best screen available toconsume media
Live TV leads in share of usage across all demographic segments Timeshifted TV viewing is up 15% over Q1 2009 Heaviest timeshifters are adults 2534 and lightest are A65+
Online video consumption is increasingup 6% from last year 44% of online video is consumed at the workplace
The rise of smartphones will continue to drive mobile video The number of mobile video users is up 51% year-over-year, but
overall viewing is still low comparatively
Communicating with consumers across platforms enhances impact 59% use TV and internet simultaneously at least once a month Heavy internet users are heavy TV viewersand vice versa
8/6/2019 Linda Chang
22/23
22
Copyright 2010 The Nielsen Company. Confidential and proprietary.
Cross-platform media measurement
For the Media Industry
New ways to delivercontent
Usage is independent of time
For Consumers
Expanded access tocontent on the best
screen available
For Marketers
Expanded opportunitiesto communicate with theircustomers
Usage is independent of location
+ +
8/6/2019 Linda Chang
23/23
Thank you!
Thank you!