It’s no longer a single “screen” world. Learn how new “screens” and social media have impacted how we get, watch and interact with our favorite television programs. Adam Bush, Director of Account Management of Rentrak and former Vice President, Account Manager, with The Nielsen Company discussed our new relationship with television and how marketers are taking advantage of it at a Hampton Roads American Marketing Association (HRAMA) event on June 7, 2012.

1. Our 21st Century Relationship with Television
Hampton Roads American Marketing Association
Thursday, 06/07/2012

2. For today...
Pre -2000: Old school ( turn of the century )
2003: Introduction of the dual tuner DVR
2004: Facebook launches
2006: Twitter launches
2007: First iPhone is released
2008: Hulu launches/Netflix launches unlimited streaming model
2010: First iPad is released
2011-2012: Apple TV 2, Aero, Roku, and Boxee

3. Viewing
based on the
network s
schedule

4. Lack of
broadband
penetration

5. content
survival
determined
by ratings
alone

6. 60 channels
was a lot!

7. Definitions
DVR -- digital device used to record television
Timeshifting -- watching television on your time. Shifting the time of a show to fit
someone s schedule
Screens -- places or devices where video content can be watched
Placeshifting -- watch video content where you want
Over the top -- devices that provide video content to a television screen outside of
traditional means such as a antenna or cable box
Cord cutters -- those who have cancelled either cable or satellite service
Cord nevers -- those who have never had cable or satellite service

8. Changing Relationship -- DVR
Current DVR penetration at 43% nationally
Timeshifting viewership (+13.8%) and total time with
television is on the increase (+1%)
85-90% of all viewing is still live. For Prime that is
closer to 75%.
Studies have shown almost 50% of timeshifted
commercials are still viewed.

9. DVR trends

10. Penetration trends

11. Changing relationship -- multi
screen impact
86% of people use their smartphone while watching television.
88% use their tablet
61% check email
47% visit a social network site
37% looked up information related to the TV program
27% looked up information for an advertisement they were watching
TV Everywhere -- watch live television on the device you want.
Cox Communications and other cable/satellite porviders
Various cable nets

12. Changing relationship -- over the top
Cord cutting -- real or not?
Penetration of devices like Apple TV, XBox, Roku,
Boxee and Netflix subscriptions

13. Changing Relationship -- Social Media
Top social media buzzed television programs
Growth of Social TV Ecosystem
Checking in with TV shows

14. Top Social Media Buzzed
Television Shows

17. Changing relationship -- shift in
video consumption
decrease in
television
households
new device
adaption
less video
consumed...or
is more being
viewed
differently?

18. How I Met Your Mother - case study
The New York Times, 4/8/2012
+20% YtY increase P18-49
Early seasons available on
Netflix
Repeats on FX
Social Media buzz

19. what does this all mean?
television is not dying...its evolving. Better control/
influence of content
Viewer engagement is significant, though different
if you have a heavy social media presence, advertise in
shows that drive social media usage
synch your mobile, web, and tv messaging. be there
now

20. Thank you