For info about the proprietary technology used in comScore products, refer to Multi-Platform Measurement In.

For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents

Multi-Platform MeasurementIn ActionThe comScore Roadmap for Multi-Platform Cross-

Media Measurement and Results of the CIMM Study

Joan FitzGerald, SVP, Television and Cross-Media Solutions

© comScore, Inc. Proprietary. 2

It’s Simple, RIGHT?

How Many?

Random Duplication

Single Source

Fusion

Big Data Viewability

NHT

How Long?

OTT

Digital GRP

MobileVOD and DAI

Programmatic

Privacy

How Often?

© comScore, Inc. Proprietary. 3Source: comScore Project Blueprint, May 2014, Persons 18-49

Digital Consumption = Incremental Reach

Cable Network 1

Cable Network 2

Cable Network 3

Cable Network 4

Cable Network 5

95%

73%

69%

43%

40%

3%

13%

10%

32%

14%

2%

14%

20%

25%

46%

TV Only TV+Digital Digital Only

© comScore, Inc. Proprietary. 4

Broadcast Networks Gain with Multi-Platform Audience

86%

10%

4%

Digital OnlyTV+DigitalTV Only

Source: comScore Project Blueprint, May 2014, Persons 18-49

© comScore, Inc. Proprietary. 5

comScore Advances Cross-Platform Measurement

PC + TV

2010 2011 2013 2014

Set Top Box Data across 4M HHs

Multi-ScreenPhase I

2012

5 ‘Screen’ Phase 1

Mobile + PC + TV Mobile + PC + TV

OTT Integration

Multi-ScreenPhase II

2015

© comScore, Inc. Proprietary. 6

© comScore, Inc. Proprietary. 7

comScore Measurement Vision:

Deliver a comprehensive suite of Digital & Cross Media products / solutions that:• Enable buyers & sellers to leverage unified metrics with demography across multiple

platforms• Include all TV, digital, radio and OTT consumption (content & ads) to represent complete

user experience • Work with partners to create measurement standards across all video/linear TV

© comScore, Inc. Proprietary. 8

Multi-Platform Measurement Is About

THIS

Live TV

DVR

Desktop

Smartphone

Tablet

OTT

TV VOD

Radio

© comScore, Inc. Proprietary. 9

1 A SINGLE, Unduplicated Audience Metric

2 UNIFIED Demography Across Platforms

3 HOLISTIC Accounting of All Video Viewing Behavior

4 SCALABLE Measurement of Platforms & Audiences

5 FLEXIBLE to Fit the Future of Advertising

5 PRINCIPLES OF COMSCORE TOTAL VIDEO

METRICS:

• Reach

• Frequency

• Impressions

• GRPs

• Minutes

• Average Audience

© comScore, Inc. Proprietary. 10

comScore’s Unique Methodology

PANEL CENSUS

SINGLE SOURCE PANELS

DEPTH:DEMOGRAPHY

BREADTH:ACCURACY

OBSERVED:DEDUPLICATED REACH

© comScore, Inc. Proprietary. 11

Methodology – Building Blocks

+

= Panels = Census Content & Video Tags / SDK

PHASE 1:Desktop Panel Census Tags

+

+

PHASE 2:Mobile Panel

Desktop Panel Census TagsMobile Tags

+

PHASE 3: Mobile

Desktop Multi-Platform

+

+

PHASE 4: TV

RadioMobile

Desktop Multi-Platform

+

+

PHASE 5: OTTTV

RadioDesktop, MobileMulti-Platform

+

© comScore, Inc. Proprietary. 12

Five Platforms – Single Source

TV-Radio Nielsen Audio

PPM™ Panel (70K)

TV-Desktop comScore

Panelists within STB Homes

(200K)

TV-Desktop-Smartphone-Tablet

Subset with Home WiFi

Desktop-Smartphone-Tablet

comScore Media Metrix Multi-Platform

(Census)

Calibration Panel

5-Platform Subset of PPM (2.5K)

Use best source of single-source data for cross-media deduplication by combining panel + census

© comScore, Inc. Proprietary. 13

Channels Programs Telecasts

Differentiator of comScore Cross-Media Measurement

385 24K 339K

Large datasets allow for granular reporting – at program/telecast level:

© comScore, Inc. Proprietary. 14

How we are making it happen

© comScore, Inc. Proprietary. 15

Video Metrix Multi-Platform launched in BETA this January

• Measure digital audiences at the show level

• Compare to linear TV & GRPs

• Desktop, Smartphone, Tablet and OTT measurement

• Demographics by device

• Video engagement on ads vs. content

*Demography will be included in Video Metrix Multi-Platform in Q3 2015

Video Metrix®

Multi-Platform

© comScore, Inc. Proprietary. 16

Video Metrix Multi-Platformprovides a single measure of digital video

consumption and engagement across platforms and will feed into

Media Metrix Multi-Platform for unduplicated digital media measurement.

Coming out of BETA in Summer 2015

*Video Metrix Multi-Platform will be included in Media Metrix Multi-Platform in Q3 2015

*

© comScore, Inc. Proprietary. 17

To cover the entire viewing ecosystem, we need to measure:

Person-Centric insights for analyzing audiences across multiple platforms

TV

© comScore, Inc. Proprietary. 18

Understanding the CIMM Cross-Platform Study Results

• May 2014 Data

• Persons 18 - 49

• Digital = Desktop + Smartphone +Tablet

• Results based on combined Video + Web

traffic

• Networks matched with respective digital

entity

© comScore, Inc. Proprietary. 19

Combined TV + Digital Measurement Builds

Audience Live TV

DVR

Desktop

Smartphone

Tablet

+15%

+2%

Case Study 1:

Cable Network

% Increase in Minutes

Source: comScore Project Blueprint, May 2014, Persons 18-49

© comScore, Inc. Proprietary. 20

Live TV

Desktop

Smartphone

Tablet +7%

DVR +23%

% Increase in Minutes

Combined TV + Digital Measurement Builds

Audience Case Study 2:

Broadcast Network

Source: comScore Project Blueprint, May 2014, Persons 18-49

© comScore, Inc. Proprietary. 21

Live + 7 TV

Radio +19.7%

% Increase in Reach

Combined TV + Radio Builds

Reach Case Study:

Broadcast Network

Source: comScore Project Blueprint, May 2014, Persons 18-49

© comScore, Inc. Proprietary. 22

TV to Total Video In Action

Case Study 1: Broadcast Network A Show -

Prime Time Rating

Case Study 2: Broadcast Network B Show -

Prime Time Rating

Source: comScore Project Blueprint, May 2014, Persons 18-49

2.0

Live + SD

3.0

Live + 3Live + SD

2.8

Live + SD

3.9

Live + 3

+91%

4.1

Desktop, Smartphone, Tablet, OOH

0.3, 7%

Live + 7+80%

3.2

Desktop, Smartphone, Tablet, OOH

0.3, 10%

Live + 7

© comScore, Inc. Proprietary. 23

Multi-Platform Consumers Watch More TV

TV Only Audience TV+1 TV+2 Or More

100

133

191

Source: comScore Project Blueprint, May 2014, Persons 18-49

Index of Average TV Minutes Per Viewer Per Day Across Cable and Broadcast Networks

© comScore, Inc. Proprietary. 24

Multi-Platform Consumers Use More Digital

Netw

ork 1

Netw

ork 2

Netw

ork 3

Netw

ork 4

Netw

ork 5

Netw

ork 6

Netw

ork 7

Netw

ork 8

Netw

ork 9

Netw

ork 1

0

Digital Minutes Per User IndexTV + Digital User vs. Digital Only User

100%

Source: comScore Project Blueprint, May 2014, Persons 18-49

© comScore, Inc. Proprietary. 25

From Project to…

© comScore, Inc. Proprietary. 26

• Hybrid panel + Census

• Representative RPD

• Passive

• Individuals and Households

• Ads and Content

• Common Metrics

• Asset Identification

CIMM’s 7 Criteria for Solving Cross-Platform Measurement

© comScore, Inc. Proprietary. 27

comScore Advances Cross-Platform Measurement

PC + TV

2010 2011 2013 2014

Set Top Box Data across 4M HHs

Multi-ScreenPhase I

2012

5 ‘Screen’ Phase 1

Mobile + PC + TV Mobile + PC + TV

OTT Integration

Multi-ScreenPhase II

2015

© comScore, Inc. Proprietary. 28

Xmedia™provides unduplicated audience reporting across traditional TV and digital media in a

single tool. Media packages can be created to analyze cross-platform reach, engagement

and audience overlap.

Xmedia will launch this Summer 2015

OTT & VOD measurement will not be included in Xmedia at launch.

© comScore, Inc. Proprietary. 29

• TV Viewing is stronger than ever, but fragmented across

devices and platforms

• Desktop, Smartphone, Tablet and Radio add incremental

audience and reach for broadcast and cable networks

• Comprehensive measurement across all platforms is

important to effectively plan and monetize

Key Takeaways

For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents

www.comscore.com @comScore www.linkedin.com/company/comscore www.facebook.com/comscoreinc

Comprehensive Media Measurement from comScore