Jorge Papanicolau, Nielsen, Product Leader International TAM

1. MULTI-SCREEN VIEWING
MEASUREMENT
Jorge Papanicolau,
Kiev, October 17th 2013

2. LATEST VIEWING TRENDS
2

3. A WEEK IN THE LIFE
The American media consumer
The average American consumes almost
39 hours of content each week
across TV, online
and mobile
TRADITIONAL TV
DVD/ BLU-RAY
GAME CONSOLE
Copyright ©2013 The Nielsen Company. Confidential and proprietary.
VIDEO ON MOBILE
USING THE INTERNET ON A COMPUTER
VIDEO ON INTERNET
These data are reflective of data pulled from our NPM and Online panels
Amount of time watching TV is slightly up from Q2 2012
Source: The Nielsen Cross-Platform Report Quarter 2 2013; Chart based on Table 1
3

4. TRADITIONAL TV VIEWERSHIP
Copyright ©2013 The Nielsen Company. Confidential and proprietary.
Traditional TV viewing remains consistent with prior year
Live & time-shifted TV remains constant, even showing a little uptick
Source: The Nielsen Cross-Platform Report Quarter 2 2013; Exhibit 1
4

5. A WEEK IN THE LIFE
Copyright ©2013 The Nielsen Company. Confidential and proprietary.
Based on the total US population; 301 million P2+
Source: The Nielsen Cross-Platform Report Quarter 2 2013; Table 1
5

6. Copyright ©2013 The Nielsen Company. Confidential and proprietary.
TV STILL DOMINATES FOR VIDEO VIEWING
Q4 2013 Video
Penetration
among the Total
US Population
Monthly Time
Spent among
Video Users
(hh:mm)
Total Population
94%
54%
14%
159:12
6:28
5:45
6

7. Copyright ©2013 The Nielsen Company. Confidential and proprietary.
CROSS-PLATFORM VIEWING IN AUSTRALIA
Source: Australian Multi-Screen Report Q1 2013
7

8. Copyright ©2013 The Nielsen Company. Confidential and proprietary.
AUSTRALIA – VIDEO VIEWING BY AGE GROUPS
Source: Australian Multi-Screen Report Q1 2013
8

9. Copyright ©2013 The Nielsen Company. Confidential and proprietary.
SIGNIFICANT PROGRAM VIEWING BEYOND 7 DAYS?
Percent Shifted Beyond 7 Days
Percent shifted by data streams
Cable programming shows about 1% more time shifting beyond 7 days
Source: NPOWER Custom Analysis on Beyond 7 data, Households only, averages from 9/17/2012 – 2/3/2013, sports programming excluded
9

10. VIEWING ON DEMAND
A SPOTLIGHT ON VOD
10

11. Copyright ©2013 The Nielsen Company. Confidential and proprietary.
SPOTLIGHT ON VIDEO ON DEMAND IN THE US
•
Set-top box VOD is currently available in approximately 60% of television
households, up from 37% in 2008.
•
Over the past year, not only has access to VOD become much more user
friendly, but networks have been more apt to experiment with Recently
Telecast content and multiple episodes from the current season.
•
52% of the top 100 most watched Video On Demand programs is Feature
Films on premium cable. As age increases, the number of Feature Films
watched falls in favor of General Dramas.
•
While people watch Feature Films at a much higher rate on VOD than
they do Time-Shifted, the other broadcast and cable programs’ viewing
are highly correlated across age.
Source: The Nielsen Cross-Platform Report Quarter 2 2013
11

12. Copyright ©2013 The Nielsen Company. Confidential and proprietary.
A CLOSER LOOK AT VOD VIEWERS
A younger audience
12

13. A CLOSER LOOK AT VOD VIEWERS
Copyright ©2013 The Nielsen Company. Confidential and proprietary.
A more affluent viewer
Viewing evenly split between DVR and Non-DVR homes
13

14. DISTRIBUTION OF TOP 10 PROGRAM GENRES
Copyright ©2013 The Nielsen Company. Confidential and proprietary.
Among Top 100 Shows viewed on VOD versus Top 100 Time-Shifted Shows
*52% of the top 100 programs viewed on VOD were feature films
Source: The Nielsen Cross-Platform Report Quarter 2 2013
14

15. Copyright ©2013 The Nielsen Company. Confidential and proprietary.
HOW ARE NETFLIX AND HULU STREAMERS WATCHING?
Base Sizes: Netflix users n = 1000; Hulu users n = 500
Source: 2012 Nielsen Over-the-Top and Streaming Video Study
15

16. THE TWITTER TV
OPPORTUNITY
October 17th, 2013

17. THE TWITTER TV CONVERSATION IS ACCELERATING
32 million people
tweeted
about TV in 2012
350,0
300,0
Tweets (Millions)
Copyright ©2013 The Nielsen Company. Confidential and proprietary.
250,0
161
200,0
150,0
100,0
191
281
298
203
100
62
50,0
0,0
Q3 '11
Q4 '11
Q1 '12
Q2 '12
Q3 '12
Q4 '12
Q1 '13
17

18. OUR VISION
SocialGuide enables networks, advertisers
and agencies to measure, understand and
act on the Twitter activity
surrounding TV
18

19. Copyright ©2013 The Nielsen Company. Confidential and proprietary.
NIELSEN TWITTER TV RATINGS:
FIRST-EVER MEASURE OF TWITTER TV REACH
19

20. TWITTER TV REACH: ~50X LARGER THAN AUTHORS
Average Twitter TV Authors and Audience
Copyright ©2013 The Nielsen Company. Confidential and proprietary.
50x increase
94.6K
1.9K
Authors
Audience
Data for 8/30, 8/31, 9/2, 9/3; 9/5, 9/6, 9/11-9/16 English language airings with >100 Tweets
20

21. NTTR METRICS
REACH METRICS
Copyright ©2013 The Nielsen Company. Confidential and proprietary.
SG ACTIVITY METRICS
NTTR consist of six metrics: three SG activity metrics and three reach metrics
TV TWEETS
Tweets ascribed to a TV telecast using SocialGuide's methodology within SocialGuide’s +3/-3 hour
capture window.
UNIQUE AUTHORS
Unique Twitter accounts that have made at least one (1) comment about a TV program.
TV TWEETS PER UNIQUE AUTHOR
The average number of Tweets per unique user who has commented about a TV program in the
selected timeframe.
IMPRESSIONS
The number of times a relevant TV Tweet was seen on a Twitter Supported Impression Client using
the Impression Methodology within the Impression Capture Window. Will be de-duplicated by
user+platform+Tweet_id.
UNIQUE AUDIENCE
The total number of distinct Twitter users accruing at least one impression on one TV Tweet related
to a reported program. Will be de-duplicated at the user level.
AVERAGE FREQUENCY
The average number of times a TV Tweet was viewed by the NTTR Unique Audience.
Definitions
21

22. HOW WE MEASURE
Copyright ©2013 The Nielsen Company. Confidential and proprietary.
SG measures Tweets about
TV programs across over 215
English language channels
in the U.S.
SG passes the Tweets to
Twitter, who provides back
anonymous respondent-level
impressions
WEB IMPRESSIONS:
TWEET SERVED TO CLIENT
SG aggregates and deduplicates the respondentlevel impressions to produce
NTTR metrics
MOBILE IMPRESSIONS:
TWEET OVERLAPS WITH SCREEN
Unique Audience
22

23. Copyright ©2013 The Nielsen Company. Confidential and proprietary.
NTTR HELPS NETWORKS
INTEGRATE TOTAL
TWITTER ENGAGEMENT
INTO AD SALES
STRATEGIES
IDENTIFY TRUE
INFLUENCERS AND
ASSESS EFFECTIVENESS OF
AUDIENCE ENGAGEMENT
BETTER UNDERSTAND THE
RELATIONSHIP BETWEEN
TWITTER AND TUNE-IN
23

24. Copyright ©2013 The Nielsen Company. Confidential and proprietary.
NTTR HELPS AGENCIES AND ADVERTISERS
INFORM MEDIA
PLANNING AND BUYING
TURN AUDIENCE
ENERGY INTO BRAND
MOMENTUM
USE NEXT-GENERATION
INFLUENCER SCORES
24

25. Copyright ©2013 The Nielsen Company. Confidential and proprietary.
CONCLUSIONS
• New ways of watching TV (Live, Catch-up, and Video On
Demand) on different screens (TV sets, PCs, tablets,
smartphones) and social TV offer new opportunities, both to
broadcasters and to advertisers.
• Nielsen has developed, and keeps developing, new solutions
to measure Live, Catch-up, VOD viewing on all screens
(multiscreen TV measurement) as well as social TV.
• Consumers habits and strategies and investments in the TV
industry will determine which viewing modes will become
relevant (statistically and business-wise), and how soon they
should be measured.
25

26. THANK YOU