Three Screens / Multi-platforms

Linda Chang
Managing Director, Audience Measurement - Asia

Copyright 2010 The Nielsen Company. Confidential and proprietary.

Cross Platform Media Measurement

TV Online Mobile Cross-platform

Copyright 2010 The Nielsen Company. Confidential and proprietary.

Globally: TV continues to be an important part of our lives

2008 North America (USA +
Canada)

2009 275 274 232 222 210 161 192

08 vs. 09 +3 mins +12 mins = +5 mins +1min +3 mins +3 mins

3

272 262 232 217 209 158 189

Middle East Africa Europe Latin America Asia Pacific World

Weighted Averages based on size of the total individuals universes

Average daily viewing time per individual, in minutes, for total individuals. Source : Eurodata TV Worldwide & their relevant partners, April 2010
Copyright 2010 The Nielsen Company. Confidential and proprietary.

TV viewing remains the highest in reach

%
100

90

80

70

60

50
0 1 2 3 4 5 6 7 8 '0 '0 '0 '0 '0 '0 '0 '0 '0 '0
Indo

Tai

Msia

HK

Thai

Phil

Source : Nielsen Media Index Phi - no survey for Y2005

Copyright 2010 The Nielsen Company. Confidential and proprietary.

Cable/Satellite is growing across Asia region

Thailand & Indonesia are the new superstar
100 90

Cable/Sat penetration %

80 70 60 50 40 30 20 10 0
9 0 1 2 3 4 5 6 7 8 '9 '0 '0 '0 '0 '0 '0 '0 '0 '0 '0
Korea

Sin

Tai

Msia

HK

Thai

Phil

Indo

Source : Nielsen Media Index Note : Phi - no survey in Y2005. Korea: Korean government Indonesia: TV ES coverage: Greater Jakarta

Copyright 2010 The Nielsen Company. Confidential and proprietary.

Internet usage is on the rise in most markets and expected to grow further
%
100 90 80 70 60 50 40 30 20 10 0
0 1 2 3 4 5 6 7 8 '0 '0 '0 '0 '0 '0 '0 '0 '0 '0
Indo

Sin

Tai

Msia

HK

Thai

Phil

Source : Nielsen Media Index Note : Phi - no survey in Y2005.

Copyright 2010 The Nielsen Company. Confidential and proprietary.

Mobile Phones: Personal Ownership

100

% 90
80 70 60 50 40 30 20 10 0
03 04 05 06 07 08 20 20 20 20 20 20 20 09

Sin

Tai

Msia

HK

Thai

Phil

Indo

Source : Nielsen Media Research Note : Phil no survey in Y2005 (Metro Manila)

Copyright 2010 The Nielsen Company. Confidential and proprietary.

Viewers use the best screen available

158:25* hrs

3:10** hrs

3:37^ hrs

Monthly Time Spent Viewing Video in Hours: Minutes Per User 2+, Q1 2010

Usage is independent of time

Usage is independent of location

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. ^ Mobile video audience consist of 13 or older mobile phone users who access video through any means.

Copyright 2010 The Nielsen Company. Confidential and proprietary.

Online video streaming is the icing on the cake

(h:mm)

Hours Spent Viewing Video

1:51 2:00 1:43 1:54 2:12 1:47 1:53 1:56 1:33 1:41 1:34 2:02 1:51

168:00 144:00 120:00 96:00 72:00 48:00 24:00 0:00 Mar-09

May-09

Jul-09

Sep-09

Nov-09

Jan-10

Mar-10

TV (Live +7)

Streaming internet

Source: Nielsen Convergence Research Panel, March 2009March 2010; Data spikes attributable to months with 5 weeks.

Copyright 2010 The Nielsen Company. Confidential and proprietary.

Streams on short-form video sites make up the majority of online video audience and usage
Video Audience (MM, in 000s)
(MM, in 000s) (hours, in 000s)

Video Usage (hours, in 000s)

480,000 440,000 400,000 360,000 320,000 280,000 240,000 200,000 160,000 120,000 80,000 40,000

180,000 160,000 140,000 120,000 100,000 80,000 60,000 40,000 20,000

Long form
53,299 131,736 122,576

402,648

281,552

83%
121,096

17%

Short form

Total

Source: Nielsen VideoCensus March 2010; Examples of long form video sites: Hulu, Netflix, Bravo, CBS and USA Network

10

Copyright 2010 The Nielsen Company. Confidential and proprietary.

Audience and usage for top 10 video site brands

Brand

Unique Audience (000) 131,736 96,075 30,469

Usage in hours (000) 402,648 150,084 8,273

Average Usage per day in hours (000) 12,989 4,841 267

Average Usage Per Day Per Person (m:ss) 0:05:55 0:03:01 0:00:32

% Usage

Total YouTube Yahoo!

100.00% 37.27% 2.05%

Facebook
Google MSN/Windows Live/Bing Hulu

23,339
15,241 14,828 12,196

3,953
1,769 7,328 55,359

128
57 236 1,786

0:00:20
0:00:13 0:00:57 0:08:47

0.98%
0.44% 1.82% 13.75%

CNN Digital Network

Disney Online Fox Interactive Media ESPN Digital Network

10,992
8,966 8,944 7,378

4,263
2,697 4,152 2,920

138
87 134 94

0:00:45
0:00:35 0:00:54 0:00:46

1.06%
0.67% 1.03% 0.73%

Source: Nielsen VideoCensus March 2010, U.S. home & work; per day metrics based on the 31-day average for the month

11

Copyright 2010 The Nielsen Company. Confidential and proprietary.

The number of consumers viewing mobile video continues to climb The number of
U.S. Mobile Video Viewers
25 12.0%

20.3
20

active mobile video users is up 51% from Q1 2009 to Q1 2010

10.0%

17.6 15.3
15

15.7 7.3%

8.8%

8.0%

13.4 6.5% 5.8% 6.6%

6.0%

Mobile Video Viewers

4.0%

10

5 2.0%

Mobile Video Viewer Penetration (of all Mobile Subscribers)

0.0%

Q1 2009

Q2 2009

Q3 2009

Q4 2009

Q1 2010

Source: Nielsen Mobile Video, U.S., Q1 2010

12

Copyright 2010 The Nielsen Company. Confidential and proprietary.

Smartphone users represent the majority of all mobile video viewers

U.S. Mobile Video Users by Device Type (in millions)

54% 7.2M

40% 8.1M

46% 6.2M

60% 12.2M

Feature Phone

Smartphone

Q1 2009
Source: Nielsen Mobile Video, U.S., Q1 2010

Q1 2010

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Copyright 2010 The Nielsen Company. Confidential and proprietary.

Smartphonesespecially the Android and iPhoneare driving mobile video growth

Media Usage by Phone Type Video/Mobile TV
42%

35%

26%

9%

All subscribers

All smartphone

iPhone

Android

Nielsen Mobile Media Marketplace, U.S., Q1 2010

14

Copyright 2010 The Nielsen Company. Confidential and proprietary.

Heavy internet users are heavy TV viewersand vice versa

Media Consumption Level By Usage Quintile, Broadcast
Internet and TV Usage per Day (h:mm) 6:00 5:30 5:00 4:30 4:00 3:30 3:00 2:30 2:00 1:30 1:00 0:30 0:00 1

Internet Usage per Day (h:mm)

TV Usage per Day (h:mm)

1:00 0:50 0:40 0:30 0:20 0:10 0:00

2 3 4 5
Internet Quintile (heaviest to lightest users)

11:00:00 10:00:00 9:00:00 8:00:00 7:00:00 6:00:00 5:00:00 4:00:00 3:00:00 2:00:00 1:00:00 0:00:00 1 2 3 4 5
TV Quintile (heaviest to lightest users)

Nonuser

Nonuser

Source: Nielsen Cross-Platform Homes, March 2010

TV

Internet

15

Copyright 2010 The Nielsen Company. Confidential and proprietary.

Technologies that improve consumer experience whether in quality or conveniencefuel growth

Trended US Population by Technology
Q1 2010 Q1 2009 Q1 2008 % Difference Q1 2008 Q1 2010 +189%

HDTV (penetration of capability within TV households) DVR (penetration within TV households) Broadband Internet (penetration among individuals 2+) Smartphones (penetration among mobile subscribers 13+)

47.9%

32.0%

16.6%

36.2% 63.5% 22%

30.9% 60.7% 16%

24.0% 51.3% 10%

+51% +24% +120%

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 it possible for them to watch video where and when it fits their schedule.
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Copyright 2010 The Nielsen Company. Confidential and proprietary.

59% of consumers watch TV and use the internet simultaneously

100% 90% 80%

99%

TV and Internet Usage

71%
70% 60%

While 71% of people use both TV and internet, more than half use TV and internet simultaneously

59%

Reach %

50% 40% 30% 20% 10%

27%

<1%
0%

TV and/or internet TV only

Both TV and internet Internet only

TV and internet simultaneously

Source: Nielsen Cross-Platform Homes, March 2010; Simultaneous users are those who simultaneously used the TV and the internet for at least one minute during the month.

17

Copyright 2010 The Nielsen Company. Confidential and proprietary.

Consumers are more likely to visit certain websites while surfing online and watching TV simultaneously
Website Rank: Internet Only vs. Internet + TV
Website Rank: Internet Only 1. Google 2. Yahoo! Website Rank: Internet + TV Simultaneously 1. Google 2. Yahoo! --+2

3. YouTube 4. MSN/Windows Live/Bing

5. Facebook 6. Wikipedia 7. AOL Media Network 8. Ask Search Network 9. Amazon 10. Fox Interactive Media
Source: Nielsen Cross-Platform Homes, March 2010

3. Facebook 4. MSN/Windows Live/Bing

5. YouTube 6. AOL Media Network 7. Fox Interactive Media 8. Wikipedia 9. Ask Search Network 10. eBay

--2 +1 +3 -2 -1 +2

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Copyright 2010 The Nielsen Company. Confidential and proprietary.

Global Ad-Spend is still dominated by TV; with Internet sharing 13% of the pie
2009 TOTAL: $426 billion

TV: Newspaper: Internet: Magazines: Radio: Outdoor: $28.3 bill Cinema:

$166.9 bill $98 bill $54.2 bill $44.1 bill $32.5 bill

$2.1 bill

19

Source : ZenithOptimedia, June 2010

Page 19
Copyright 2010 The Nielsen Company. Confidential and proprietary.

TV ads are more effective when viewers are also exposed to online adsespecially video ads
TV Ad Brand Recall by Prior Online Ad Exposure Type
60

52
50

48 39 35 39

40

30

20

10

TV Only

TV + Standard Display Only

TV + Rich Media Only

TV + Online Video TV + Display + Rich Only Media + Online Video

Source: Nielsen IAG, A18+, 11/18/09 03/14/10; Based on online ad exposure in 30 days prior to TV ad exposure.

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Copyright 2010 The Nielsen Company. Confidential and proprietary.

Consumers look to the best screen available to consume 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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Copyright 2010 The Nielsen Company. Confidential and proprietary.

Cross-platform media measurement

+
Usage is independent of time

Usage is independent of location

For Consumers
Expanded access to content on the best screen available

For Marketers
Expanded opportunities to communicate with their customers

For the Media Industry

New ways to deliver content
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Copyright 2010 The Nielsen Company. Confidential and proprietary.

Thank you! Thank you!