Jorge Papanicolau, Kiev, October 17th 2013

MULTI-SCREEN VIEWING MEASUREMENT

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LATEST VIEWING TRENDS

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These data are reflective of data pulled from our NPM and Online panels Amount of time watching TV is slightly up from Q2 2012

TRADITIONAL TV

DVD/ BLU-RAY

GAME CONSOLE

VIDEO ON MOBILE

USING THE INTERNET ON A COMPUTER

VIDEO ON INTERNET

A WEEK IN THE LIFE

The average American consumes almost 39 hours of content each week

across TV, online and mobile

Source: The Nielsen Cross-Platform Report Quarter 2 2013; Chart based on Table 1

The American media consumer

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TRADITIONAL TV VIEWERSHIP Traditional TV viewing remains consistent with prior year

Source: The Nielsen Cross-Platform Report Quarter 2 2013; Exhibit 1

Live & time-shifted TV remains constant, even showing a little uptick

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A WEEK IN THE LIFE Based on the total US population; 301 million P2+

Source: The Nielsen Cross-Platform Report Quarter 2 2013; Table 1

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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

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CROSS-PLATFORM VIEWING IN AUSTRALIA

Source: Australian Multi-Screen Report Q1 2013

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AUSTRALIA – VIDEO VIEWING BY AGE GROUPS

Source: Australian Multi-Screen Report Q1 2013

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SIGNIFICANT PROGRAM VIEWING BEYOND 7 DAYS?

Source: NPOWER Custom Analysis on Beyond 7 data, Households only, averages from 9/17/2012 – 2/3/2013, sports programming excluded

Percent Shifted Beyond 7 Days Percent shifted by data streams

Cable programming shows about 1% more time shifting beyond 7 days

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VIEWING ON DEMAND A SPOTLIGHT ON VOD

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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

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A CLOSER LOOK AT VOD VIEWERS A younger audience

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Viewing evenly split between DVR and Non-DVR homes

A CLOSER LOOK AT VOD VIEWERS A more affluent viewer

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DISTRIBUTION OF TOP 10 PROGRAM GENRES

Source: The Nielsen Cross-Platform Report Quarter 2 2013

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

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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

THE TWITTER TV OPPORTUNITY

October 17th, 2013

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Twee

ts (M

illio

ns)

THE TWITTER TV CONVERSATION IS ACCELERATING

100

161 191 203

281 298

0,0

50,0

100,0

150,0

200,0

250,0

300,0

350,0

Q3 '11 Q4 '11 Q1 '12 Q2 '12 Q3 '12 Q4 '12 Q1 '13

62

32 million people tweeted

about TV in 2012

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OUR VISION SocialGuide enables networks, advertisers and agencies to measure, understand and

act on the Twitter activity surrounding TV

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NIELSEN TWITTER TV RATINGS: FIRST-EVER MEASURE OF TWITTER TV REACH

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TWITTER TV REACH: ~50X LARGER THAN AUTHORS

1.9K

94.6K

Authors Audience

Average Twitter TV Authors and Audience

50x increase

Data for 8/30, 8/31, 9/2, 9/3; 9/5, 9/6, 9/11-9/16 English language airings with >100 Tweets

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NTTR METRICS

Definitions

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.

SG A

CTIV

ITY

MET

RICS

RE

ACH

MET

RICS

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HOW WE MEASURE 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

SG aggregates and de-duplicates the respondent-

level impressions to produce NTTR metrics

WEB IMPRESSIONS: TWEET SERVED TO CLIENT

MOBILE IMPRESSIONS: TWEET OVERLAPS WITH SCREEN

Unique Audience

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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

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NTTR HELPS AGENCIES AND ADVERTISERS

INFORM MEDIA PLANNING AND BUYING

TURN AUDIENCE ENERGY INTO BRAND

MOMENTUM

USE NEXT-GENERATION INFLUENCER SCORES

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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.

THANK YOU