Media Consumption Habits Males Age Breaks 13+ 18-24 18-34 18-49 25-54 50+

Media Consumption HabitsMales

Age Breaks• 13+• 18-24• 18-34• 18-49• 25-54• 50+

Males (13+)

Best Video Device: Males Overwhelmingly Prefer TV

Best Device for Watching Video

CAB 2013 Custom Study, Video Nation: Anytime, Anywhere, Anyplace> Males = Males 13+BASE: Users of each device to watch video 205 Overall, which of the following is the best device for watching video?

5%

2%

28%

Males

75%Television

Computer

Smartphone

Tablet 7%

3%

28%

All Respondents

75%

CAB 2013 Custom Study, Video Nation: Anytime, Anywhere, AnyplaceBASE: Watches video on device. Males = Males 13+1056 On which of the following devices do you find advertisements most memorable?

“Device On Which Advertising Is Most Memorable”(Among Owners of Each Device) – Males

Television Ads Are “Judged” Most Memorable By Males

Television

Computer

Smartphone Tablet

“I Expect To See Advertising On This Device (Top 2 Box)”Males

Television Has The Highest Advertising Acceptance Among Males

CAB 2013 Custom Study, Video Nation: Anytime, Anywhere, AnyplaceBASE: Watches video on device. Males = Males 13+1000/1005/1010/1015 How much do you agree with the following statement - “I expect to see advertising on this device” – when watching video on a particular device? (Top 2 Box – strongly agree, agree)

Television

Computer

Smartphone Tablet

Tablet advertising has gained relatively quick

acceptance among men

Television Ads Encourage Further Investigation By Males and Ultimately Move Products Off the Shelves

CAB 2013 Custom Study; Video Nation: Anytime, Anywhere, Anyplace. Males = Males 13+600 How often do you do each of the following while watching television? Please think about these activities as directly related to the show or an advertisement you are watching.

59% Look up information online about an advertisement currently watching

60% Once a week or more

54% Shop online or purchase something they have seen on a show / advertisement they are currently watching

Males

How Often?

50% Once a week or more

Men 18-24

Men 18-24 Spend More Time With Television Than Any Other Media

Internet: comscore. Radio Source: RADAR ® 118, September 2013 © Copyright Nielsen Audio (M-Su, M-F, Sa/Su 24-Hour TSL Estimates, All Radio)Newspaper based on CAB Analysis of 2012 MRI Doublebase data fused with Media Audit (2012-2013)Source: CAB analysis of Nielsen Npower Live+7 pm level. Average Week in 2Q’13 Total Day

Internet Newspaper Radio Television

8:45

3:54

12:2013:07

Men 18-24Time Spent (Weekly)

HRS:MIN

Young Adult Males Love The Entertainment Value That Television Provides

Source: 2012 GfK MRI Doublebase. Base: A18+

• A majority of young males see Television as “a good escape” for “pure entertainment” that “puts them in a good mood” and “relaxes them”

Men 18-24 Spend Almost 3x The Amount of Time Watching Cable Than They Do Broadcast

Source: CAB analysis of Nielsen Npower Live+7 pm level. 2Q’13 Total Day

Broadcast (6 nets) Ad-Supported Cable

3:30

9:37


HRS:MIN

Ad-Supported Cable Has The Vast Majority of Available TV GRPs Within The Men 18-24 Demo


9%

91%

Men 18-24Share of Sellable GRPs


M18-24 Cable Ratings Have Seen A Significant Increase Over The Last Ten Years While Broadcast Has Steadily Declined

2003 2008 2013

2.92.0

1.2

6.0

9.9 9.6

Broadcast Ad-Supported Cable

Total Day Men 18-24 Rating10-Year Trend

Source: CAB Analysis of Nielsen Live+7 time period data. Broadcast reflects the “Big 4” in 2Q’03 and the “Big 4 + CW” in 2Q’08 & 2Q’13

*Time period reflects 2Q only in each year

Cable’s Share Against M18-24 Has Been Steadily Increasing Over The Last 10 Years While Broadcast Declines

2003 2008 2013

32.1

16.511.2

67.9

83.588.8


Total Day Cable/Broadcast Men 18-24 Share10-Year Trend

Source: CAB Analysis of Nielsen Live+7 time period data. Share is based on sum of all cable & English-language broadcast impressions. Broadcast reflects the “Big 4” in 2Q’03 and the “Big 4 + CW” in 2Q’08 & 2Q’13


Across Genres, Branded Cable Content is the Most Sought After on the Internet For Men 18-24

Source: CAB analysis of comScore data, September 2013. Top sites by category

Sports

ESPN

NBC Sports Network

USA Today Sports

NFL.com

FOX Sports on MSN

Comedy Central

Adult Swim

College Humor

Cracked.com

Break.com

CNN

ABC News

Huffington Post

USA Today

Yahoo!

VEVO

ToneMedia

MTV

Spotify

eHow Home & Garden

ApartmentTherapy.com

HOUZZ.com

Michaels.com

DoItYourself.com

The Weather Channel

Weatherbug

Accuweather.com

Weather Underground

MSN Weather

NBCU TV

Yahoo!

A+E Networks

TV Guide

Discovery Networks

Allrecipes

Food Network

BlogHer Food

Urbanspoon

My Recipes Network

Nickelodeon Kids & Teens

Disney Entertainment

Miniclip

CoolMath-Games.com

Addictinggames.com

Sports Comedy General News Music

Home Weather TV Entertainment

Kids

Food

SoundCloud

Top 5 Websites by Genre – M18-24

= Ad-supported cable brand

GSN

EA Websites

NewGrounds.com

Yahoo! Games

Gaming

FreeRide Games

Men 18-34




9:45

4:04

13:2814:53


HRS:MIN

Men 18-34 Love The Entertainment Value That Television Provides


• A majority of young males see Television as “a good escape” for “pure entertainment” that “puts them in a good mood” and “relaxes them”

Men 18-24 Spend Almost Twice The Amount of Time Watching Cable Than They Do Broadcast



5:07

9:46


HRS:MIN

Ad-Supported Cable Has The Vast Majority of Available TV GRPs Within The Men 18-34 Demo


12%

88%




2003 2008 2013

3.72.6

1.9

6.3

9.9 9.8






2003 2008 2013

36.9

20.915.9

63.1

79.184.1







Sports

ESPN

NBC Sports Network

Yahoo! Sports

USA Today Sports

NFL.com

Comedy Central

Adult Swim

College Humor

Break.com

Cracked.com

CNN

ABC News

Huffington Post

Yahoo!

USA Today

VEVO

TownSquare Media

MTV

Spotify

eHow Home & Garden

Houzz.com

HGTV

Scripps Networks

DoItYourself.com

The Weather Channel

Weatherbug

Accuweather.com

Weather Underground

MSN Weather

NBCU TV

Yahoo!

TV Guide

Discovery Networks

A+E Networks

Allrecipes

Food Network

Urbanspoon

BlogHer Food

My Recipes Network



CoolMath-Games.com

Addictinggames.com

Miniclip



Kids

Food

ToneMedia



GSN

EA Websites

FreeRide Games

Yahoo! Games

NewGrounds.com

Gaming

Men 18-49




9:49

4:25

14:4716:50


HRS:MIN

In Addition To Being Their Primary Source Of Entertainment, Men 18-49 Watch Television To Stay Current On Cultural Trends


• A majority of Men 18-49 watch TV to “keep updated with the latest styles and trends” and see the medium as “a good escape” for “pure entertainment” that “puts them in a good mood” and “relaxes them”

Men 18-49 Spend 10 Hours Per Week Watching Cable TV Programming, Greatly Exceeding Their Time Spent With Broadcast



6:46

10:04


HRS:MIN

Ad-Supported Cable Has A Large Majority of The Available TV GRPs Within The Men 18-49 Demo


16%

84%




2003 2008 2013

4.43.5

2.6

6.8

9.8 10.2






2003 2008 2013

38.9

26.220.4

61.1

73.879.6







Sports

ESPN

NBC Sports Network

Yahoo! Sports

FOX Sports on MSN

USA Today Sports

Adult Swim

Comedy Central

Break.com

College Humor

Cracked.com

CNN

ABC News

Yahoo!

Huffington Post

USA Today

VEVO

TownSquare Media

MTV

Spotify

eHow Home & Garden

Houzz.com

HGTV

Scripps Networks

DoItYourself.com

The Weather Channel

Weatherbug

Accuweather.com

Weather Underground

MSN Weather

NBCU TV

Yahoo!

TV Guide

Discovery Networks

AOL

Allrecipes

Food Network

BlogHer Food

Urbanspoon

My Recipes Network



CoolMath-Games.com

Miniclip

Addictinggames.com



Kids

Food

ToneMedia



GSN

EA Websites

FreeRide Games

Yahoo! Games

Zynga

Gaming

Men 25-54




9:55

4:44

16:0019:07


HRS:MIN

In Addition To Being Their Primary Source Of Entertainment, Men 25-54 Watch Television To Stay In The Know On Current Events & Cultural Trends


• A majority of Men 25-54 watch TV to “keep them up-to-date with trends” and see the medium as “a good escape” for “pure entertainment” that “puts them in a good mood” and “relaxes them”

Men 25-54 Spend More Than 10 Hours Per Week Watching Cable TV Programming



8:35

10:32


HRS:MIN

Ad-Supported Cable Has A Large Majority of The Available TV GRPs Within The Men 25-54 Demo


19%

81%




2003 2008 2013

4.94.2

3.5

7.2

9.910.8






2003 2008 2013

40.5

30.024.5

59.5

70.075.5







Sports

NBC Sports Network

ESPN

Yahoo! Sports

FOX Sports on MSN

Turner Sports

Adult Swim

Break.com

Comedy Central

Huffington Post Comedy

TheChive.com

ABC News

CNN

Yahoo!

Huffington Post

USA Today

VEVO

TownSquare Media

Yahoo! Music

ToneMedia

eHow Home & Garden

HGTV

Scripps Networks

DoItYourself.com

Shelter Hub

The Weather Channel

Weatherbug

Accuweather.com

Weather Underground

MSN Weather

NBCU TV

Yahoo!

MSN TV

AOL

TV Guide

Allrecipes

Food Network

Urbanspoon

BlogHer Food

Taste Network


CoolMath-Games.com


Miniclip

AddictingGames.com



Kids

Food

MTV



EA Websites

GSN

Yahoo! Games

Zynga

Gaming

FreeRide Games

Men 50+

Men 50+ Spend Almost As Much Time With Television Than All Other Major Media Combined

Internet: comscore. Radio: Radar reflects 55+, not 50+Source: RADAR ® 118, September 2013 © Copyright Nielsen Audio (M-Su, M-F, Sa/Su 24-Hour TSL Estimates, All Radio)Newspaper based on CAB Analysis of 2012 MRI Doublebase data fused with Media Audit (2012-2013)Source: CAB analysis of Nielsen Npower Live+7 pm level. Average Week in 2Q’13 Total Day


7:53 6:21

16:14

26:49

Men 50+Time Spent (Weekly)

HRS:MIN

To Men 50+, Television is Their Trusted, Primary Resource For Entertainment, Exploration, Information And Inspiration


• A majority of Men 50+ watch TV to “learn,” stay “informed” and enhance their “creativity” while seeing the medium as “a good escape” for “pure entertainment” that “puts them in a good mood” and “relaxes them”

Ad-Supported Cable Has A Large Majority of The Available TV GRPs Within The Men 50+ Demo


28%

72%

Men 50+Share of Sellable GRPs


M50+ Cable Ratings Have Seen A Significant Increase Over The Last Ten Years While Broadcast Has Steadily Declined

2003 2008 2013

7.67.0 6.9

9.3

11.4

13.1Broadcast Ad-Supported Cable

Total Day Men 50+ Rating10-Year Trend



Cable’s Share Against Men 50+ Has Been Steadily Increasing Over The Last 10 Years While Broadcast Declines

2003 2008 2013

45.138.1 34.4

54.961.9 65.6


Total Day Cable/Broadcast Men 50+ Share10-Year Trend



Outside of Newspapers, Men 50+ Are Much More Likely to Be “Heavy” Consumers of Television Than Any Other Media


Across Genres, Branded Cable Content is the Most Sought After on the Internet For Men 50+


Sports

NBC Sports Network

Yahoo! Sports

ESPN

FOX Sports on MSN

Turner Sports

Huffington Post Comedy

Break.com

Adult Swim

Comedy Central

TheChive.com

ABC News

Yahoo

CNN

Huffington Post

NBC News

VEVO

Yahoo! Music

TownSquare Media

MTV

eHow Home & Garden

HGTV

Scripps Networks

Houzz.com

DoItYourself.com

The Weather Channel

Weather Underground

MSN Weather

Accuweather.com

Weatherbug

NBCU TV

Yahoo!

AOL

MSN TV

Huffington Post TV

Food Network

All Recipes

BlogHer Food

FOOD.com

My Recipes Network


CoolMath-Games.com


Miniclip

AddictingGames.com



Kids

Food

AOL Music

Top 5 Websites by Genre – M50+


GSN

EA Websites

PCH.com

FreeRide Games

Yahoo! Games

Gaming

Media Consumption Habits Males Age Breaks 13+ 18-24 18-34 18-49 25-54 50+

Documents

video cab

best video device

watches video

tvbest device

particular device

custom study video nation

majority of young males

cab analysis of nielsen