Linda Chang

8/6/2019 Linda Chang

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Copyright 2010 The Nielsen Company. Confidential and proprietary.

Three Screens / Multi-platforms

Linda Chang

Managing Director, Audience Measurement - Asia


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Cross Platform Media Measurement

TV

Online

Mobile

Cross-platform


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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


4/23

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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

%


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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


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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


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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

%


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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.


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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


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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)


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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


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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


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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


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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


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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)


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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.


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99%

71%

59%

27%


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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


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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


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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


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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


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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

+ +


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Thank you!

Thank you!

Linda Chang

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