TOTAL AUDIENCE MEASURING WHAT NO ONE ELSE CAN

TOTAL AUDIENCE: MEASURING WHAT NO ONE ELSE CAN… TODAY AND TOMORROW KELLY ABCARIAN SVP PRODUCT LEADERSHIP

Copyright © 2015 The Nielsen Company. Confidential and proprietary. DRIVING TOWARD A CONNECTED TOTAL AUDIENCE SOLUTION FOR THE INDUSTRY 2

Example of a Broadcast Drama at Telecast/Episode Level: September 2015 5, 000 Gross Average Audience Projection (000 s) Copyright © 2015 The Nielsen Company. Confidential and proprietary. TOTAL AUDIENCE SOLVES A CLEAR INDUSTRY NEED 4, 000 3, 000 2, 000 32% C 3/C 7 Ratings Connected TV (1 -35) VOD (1 -35) DVR (8 -35) Total Audience DVR (1 -7) Live 45% 1, 000 0 Digital (1 -35) 8% 6% 7% 2% Additional viewing not currently in ratings P 18+ Source: Nielsen Total Audience Ratings (various Nielsen sources across Linear and Digital measurement platforms) , Digital is computer/mobile, Aug/Sep 2015 3

Copyright © 2015 The Nielsen Company. Confidential and proprietary. TOTAL AUDIENCE MEASUREMENT COMPONENTS Copyright © 2015 The Nielsen Company. Confidential and proprietary. Measuring Consumer Media Exposure Across Platform Creating Comparable Measurement Measuring Ads and Content Separately A Ratings Solution for Video, Audio, and Text Total Content Ratings Total Ad Ratings 4

Copyright © 2015 The Nielsen Company. Confidential and proprietary. DATA INCLUDED IN TOTAL CONTENT RATINGS Live, DVR, recently telecast VOD, including mobile app and computer viewing (with linear ad loads) Copyright © 2015 The Nielsen Company. Confidential and proprietary. Television viewing from DVRs: Days 8 -35 new! VOD, SVOD and other OTT content hitting the TV screen new expanded capability! Digital content on mobile devices and computers as measured by Digital Content Ratings (DCR) new! 5

Copyright © 2015 The Nielsen Company. Confidential and proprietary. COUNTING 100% OF TOTAL TV TIME Game Consoles Connected Devices Smart TVs 6

Copyright © 2015 The Nielsen Company. Confidential and proprietary. TOTAL CONTENT RATINGS IS A COMPREHENSIVE METRICS SET DESIGNED TO FILL GAPS OF CURRENT L+7 RATINGS Current Live+7 Ratings Total Content Ratings US TV households Total US households Telecast-level reporting Episode-level reporting Time-shifted viewing credit to day of air Time-shifted viewing credited to day of view Includes minutes with content and ads Includes content minutes only Includes VOD minutes with a linear ad load Includes all VOD/SVOD minutes Ads must match original air Includes all content regardless of ad load Frequency based on repeated minutes viewed Frequency based on average number of views per unique viewer 7

Copyright © 2015 The Nielsen Company. Confidential and proprietary. DEDUPLICATION MUST BE COMPUTED FOR PLATFORMS AND DEVICE TYPES There are three types of duplication to account for: 1. Within a Device (multiple views) Copyright © 2015 The Nielsen Company. Confidential and proprietary. Smartphone 2. Across Devices within the same platform (multiple devices) 3. Between Platforms (multiple platforms) Desktop Tablet TV Mobile Total Digital Total Audience 8

TOTAL CONTENT RATINGS DEDUPLICATES AT THE EPISODE LEVEL Duplication factors are calculated at the Episode level TV Platform Copyright © 2015 The Nielsen Company. Confidential and proprietary. Syndicated Proprietary TV Network Level 1: Sub-Brand (DCR) / TV Originator Level 2: Program Level 3: Episode Attribute: Distributor Breakout under Episode TV Syndicator Digital Platform TV Network Digital Tagged Hulu Comedy TBS 20 th TV Fox Family Guy Pramface Family Guy Park Bench S 1 E 01 S 4 E 01* S 1 E 01 TBS 20 th TV Hulu Comedy AOL On Hulu Comedy Fox AOL On 9

Copyright © 2015 The Nielsen Company. Confidential and proprietary. BUILDING A BETTER DATA SET FOR DUPLICATION The Nielsen Data Matching System (NDMS) provides cross-platform insights Current Methodology National TV Panel - Nielsen Data Enhanced Methodology- NDMS Nielsen Panel <-> 3 rd party Data Panel homes with PCs metered Panel homes with no PCs metered 3 rd party data for Nielsen Panel homes 10

BUILDING FROM MANY TO ONE MEASUREMENT SYSTEM targeted audience buys big brand advertising great ad experience PLATFORM sound and motion Copyright © 2015 The Nielsen Company. Confidential and proprietary. population based audience targeting model AUDIENCE Requires Nielsen’s representative panel for population measurement + census = Total Audience reaches specific consumer right time, right message Age/Gender provide currency for trading digital environment and personalized screens NIELSEN’S ROLE precision targeting Requires people based data assets + programmatic activation = e. Xelate 11

12 Copyright © 2015 The Nielsen Company. Confidential and proprietary.