Impacts of delayed viewing and SVOD on the

Impacts of delayed viewing and SVOD on the current television season April 13, 2016

Symphony. AM’s Suite of Solutions Consumer. Pulse provides measurement beyond standard demographics, identifying cross media, cross device usage among target consumer groups. Geo. Pulse enables behavioral targeting based on retail visitation, ad optimization, and ROI measures based on brick and mortar foot traffic. Media. Pulse is Symphony. AM’s patented Saa. S cloud-based reporting platform housing its repository of single source cross-media data. Ad. Pulse passively captures ad exposure across screens, allowing optimization by platform, network, content, and frequency. Video. Pulse measures video across all devices, capturing non-linear viewing including OTT and VOD. 2

Video. Pulse™ has dominated our focus over the last 6 months ØLaying the groundwork for KPIs on delayed viewing. Symphony. AM is first to market with a true competitive tracking service with L+35 multiplatform reporting providing access to information to broadcast and cable program viewership. ØInnovations in tracking impact of streaming originals. Making a Murderer and Fuller House have set a new standard for streaming original success, matching an impact seen last summer from OITNB. Bingeing can “steal” audience for a week or two but viewers tend to return to their previous viewing behaviors. ØUnified cross media metrics. Symphony. AM’s system includes ratings for TV and reach/impression for online viewing, and has created a unified ratings system for media/cross platform ratings numbers. ØViewer Path. Symphony. AM has developed new insight into viewer movement between platforms. Our individual panel allows for new understanding into how back season availability contributes to new audience. ØA scalable, nimble, and turnkey technology. Symphony. AM has built technology with the ability to keep apace with continuing change in consumer media behavior. Symphony. AM’s technology does not require watermarks, SDK’s or other technology to put into content or programming. 3

Video. Pulse’s always on, real-time individual based viewing measurement provides unparalleled coverage • 210 Broadcast, Cable and Premium networks • Select Streaming Original Content and off air content Panelist watches TV Viewing tracked through ACR on mobile app • App runs in the background and makes a match on the audio fingerprint • Click stream also captured to identify on device viewing • Airing details, such as network and original airing time, are associated with the episode Airing specifics linked to program Total Viewing Measurement • Viewing consumption, such as viewing source and viewing time of day, are measured on an individual basis

CW & Fox are leading all networks with viewing outside the currency Share of Viewing Duration by Platform 3% LIVE DVR Till 7 Days DVR After 7 Days OTT 7% 3% 7% 4% 34% 31% 35% 37% FOX NBC ABC CBS 28% 27% 20% 25% 8% 7% 3% 35% VOD After 3 Days 21% CW % Outside Current Currency 18% 31% VOD Till 3 Days 41% 8% 9% 4% 18% 30% 35% 39% Meanwhile, CBS is the least affected; this could be due to several factors including the program selection and no streaming availability on Hulu. Note: 1. “Current Currency” includes, Live, DVR + 7, VOD + 3. 2. Delayed viewing understated since more recent episodes have not yet been in data collection for full 35 days. Symphony. AM Video. Pulse. Viewing 9/21/15 – 3/22/16. Current broadcast, primetime original airings with Air Date 9/21 – 2/28/16. A 18 -49. 5

VOD and OTT detail Share of Viewing Duration Within VOD & OTT 19% VOD 7% Hulu 8% 13% 6% 33% 52% 54% 16% 13% 5% 13% 60% Network App/Site Amazon Prime 58% Others 15% 21% 25% 26% CW FOX NBC ABC CBS 36% 32% 24% 15% % in OTT/VOD 47% Among the other Broadcast networks, the CW had the lowest share of viewing on VOD, whereas CBS had the greatest share. All other Broadcast networks had more than half their OTT/VOD viewing time on Hulu. Note: Delayed viewing understated since more recent episodes have not yet been in data collection for full 35 days. Symphony. AM Video. Pulse. Viewing 9/21/15 – 3/22/16. Current broadcast, primetime original airings with Air Date 9/21 – 2/28/16. A 18 -49. 6

Our SVOD coverage caused some discussion 7

The top streaming originals were all from Netflix L 35 Episode AA 1 10. 42 2 9. 65 3 4 5 6 4. 52 3. 47 3. 28 Source: Symphony. AM Video. Pulse. Streaming Original Viewing thru 35 days after release date. Pulled 3/24/16. 8

Fuller House release day (2/26) caused a bump in Netflix share SHARE OF VIEWING PLATFORM LIVE 5% 3% 9% 5% 19% 6% 3% 8% 6% 21% 7% 3% 6% 3% 15% 16% 6% 6% 19% 55% Fri 2. 16 Fri 2. 19. 16 6% 4% 5% 5% 25% 19% 50% Fri 2. 26. 16 Fri 3. 4. 16 18 -24 DVR VOD Netflix Hulu/Hulu Plus 6% 4% 11% 7% 4% 6% 5% 25% 5% 6% 3% 10% 5% 24% 55% 53% 51% 52% Fri 2. 16 Fri 2. 19. 16 Fri 2. 26. 16 Fri 3. 4. 16 25 -34 Source: Symphony. AM Video. Pulse; Share of Viewing Platform, Total Day; Friday 2/12, 2/19, 2/26, 3/4 Other = Amazon, Google Play, HBO Now , i. Tunes, Network Apps, Vudu, Youtube, Vimeo). Inclusive of original and repeat airings. Other 3% 2% 4% 4% 3% 2% 3% 4% 25% 65% 62% 63% Fri 2. 19. 16 Fri 2. 26. 16 Fri 3. 4. 16 1% 2% 3% 4% 3% 1% 2% 4% 25% 24% 64% Fri 2. 16 35 -49 Fuller House Released on Netflix 9

The launch of Fuller House drove a dip in other TV viewing among A 18 -34 Fuller House Viewer Reach First Two Weeks Share of Total Viewing to Fuller House among Viewers within first two weeks Rest of TV Fuller House Viewers, 17% 100% WK of 2. 15 90% 92% 98% 10% 8% 2% WK of 2. 22 WK of 2. 29 WK of 3. 7 Fuller House reached 17% of A 18 -34 in its first two weeks available. Viewers who watched Fuller House in the first week (WK of 2. 22) spent 10% of TV viewing time on Fuller House. After the first two weeks available viewership levels went back to normal Symphony. AM Video. Pulse. A 18 -34. Share Shift Report 10

What lies ahead: integrated model provides comprehensive consumer analytics Simmons In-depth Consumer preferences, attitudes and brand affinities Demographics and Psychographics that drove media consumption Measured using projectable sample that is well balanced Symphony AM Measured media across TV, Mobile, Social and PC Single source cross media passive measurement consumer panel 24/7 tracking both in and out of home, traditional and subscription content (Netflix, You. Tube, Prime etc) Integration of best of Consumer-centric and Media-centric measurements 11

Thank you Charles Buchwalter 415 -603 -8685 cbuchwalter@symphonyam. com