evolution of the video viewer
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Evolution of the Video Viewer
Cheryl Idell, EVP Media Product Leadership
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Copyright 2010 The Nielsen Company. Confidential and proprietary.
New Technologies = Content + Convenience
Cable
DVR
Television
DVD Player
GamingConsoles
Web-TVDevices
Internet
VCR
Tablets
TimeShifting
Live
Smartphones
Laptops
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Copyright 2010 The Nielsen Company. Confidential and proprietary.
Viewers Use The Best Screen Available
Usage is independent of time
Usage is independent of location
+153:47hrs 3:22hrs
Monthly Time Spent Viewing Video in Hours: Minutes Per User 2+, Q4 2009
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Copyright 2010 The Nielsen Company. Confidential and proprietary.
DVR
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Copyright 2010 The Nielsen Company. Confidential and proprietary.
DVRs have a big impact on viewing
37% of HHs have DVRs90% growth since 2007
Playback is over 27 hours per month21% of all viewing in DVR homes
7% of all TV viewing
45% of recorded ads are viewed
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Copyright 2010 The Nielsen Company. Confidential and proprietary.
High Definition
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Copyright 2010 The Nielsen Company. Confidential and proprietary.
Homes with HD sets have more TVs than
other homes
Total U.S. 2.5 SD Homes. 2.1 HD Homes. 2.7
0.9 1.6 2.1 1.5 1.2
Source: Nielsen NPM Sample, September 15th, 2010
HD Sets SD Sets SD Sets HD Sets SD Sets
Average TV Sets per Household for September 15, 2010
56% of Homes have at least one HD set capable ofviewing in HD
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Technology attracts technologyPeripheral Penetration by Television Set Type
35%
66%
22%
32%
19%
31%
49%
13%
0%
10%
20%
30%
40%
50%
60%
70%
DVR DVD Player VCR Game Console
SD Sets HD Sets
Source: Nielsen NPM Sample, September 15th, 2010
HD sets are more likelyto be hooked up to aDVR, DVD player orgame console
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Copyright 2010 The Nielsen Company. Confidential and proprietary.
Location, Location, LocationDistribution of Total U.S. Household Tuning Minutes by Daypart and Set Location
Source: Nielsen NPM Sample, May 2010; All Other includes Dining Room, Patio, Garage, Office, Detached Building, and Other
Tuning to SD Sets Tuning to HD Sets
51% 54%58%
37%
71% 72%76%
58%
23% 22% 18%34%
15% 15%12%
26%18% 17% 16% 24%
7% 7% 6% 11%
0%
10%
20%
30%
40%
50%
60%
70%80%
90%
100%
TotalDay
Prime DayTime
LateNight
TotalDay
Prime DayTime
LateNight
All Other
Basement
Kitchen
Other Bedroom
Master Bedroom
Living/Family Rooms
Note: Tuning to HD sets does not necessarily denote tuning to HD content.
HD TVs keep viewers out of the bedroom in late night
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Copyright 2010 The Nielsen Company. Confidential and proprietary.
Across Cable, Even When True HD Is Possible,Some Viewing is Still in SD
Distribution of Tuning Minutes Among HDTV = Y, HD STB = Y, Home ReceivesChannel in HD = Y, for Households in Primetime
Source: Nielsen NPM Sample, May 2010
28%
74%
30%
23%
72%
26%
70%77%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
SD HD
SportsNetwork
NewsNetwork
KidsNetwork
EntertainmentNetwork
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Copyright 2010 The Nielsen Company. Confidential and proprietary.
Across Cable, Males View More in True HD,Kids View LessDistribution of Tuning Minutes Among HDTV = Y, HD STB = Y, Home Receives
Channel in HD = Y, Cable in Primetime
32%
56% 53% 56%
43%33%
21%
32%23%
31%26%
68%
44% 47% 44%57%
67%
79%
68%77%
69%74%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
HHLD
SF2
-11
M2-11
F12-17
M12
-17
W18
-34
M18
-34
W18
-49
M18
-49
W35
-64
M35
-64
SD HD
Source: Nielsen NPM Sample, May 2010
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3DTV
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Copyright 2010 The Nielsen Company. Confidential and proprietary.
3DTV Viewing Experience
Viewers expect 3DTV to be more lifelike, immersive andrealistic
Over half (52%) rated it better than expected.
Part ofthe action
57%
Moreengaged
48%
Closer tocharacters
48%
Watchshows notnormallywatch
47%
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Copyright 2010 The Nielsen Company. Confidential and proprietary.
What to Watch in 3D 77% of consumers think 3DTV viewing will be geared to special events, as
opposed to regular programming
Top Genres:
64% 62%
Sports Nature/Animal
40%
Travel
60%
ActionAdventure
43%
Sci-Fi
35%
MusicConcerts
54%
Movies
48%
VideoGames
71% -
hardcore/regular gamers
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Copyright 2010 The Nielsen Company. Confidential and proprietary.
Reality Check on 3DTV
Figuring out the cost,convenience and
content equation
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Copyright 2010 The Nielsen Company. Confidential and proprietary.
Online Viewing
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Copyright 2010 The Nielsen Company. Confidential and proprietary.
There is limited evidence of cord cutting
Source: National People Meter Sample (1/08 to 4/10)
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Online long-form video is still too small to make animpact on a macro level
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Copyright 2010 The Nielsen Company. Confidential and proprietary.
Long-form viewing skew younger and female
0%
10%
20%
30%
40%
50%
60%
70%
Male Female 2-11 12-17 18-24 25-34 35-49 50-64 65+
HighLongFormUsageByDemographic
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Its All About the Available Content
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Connected Devices
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4%6%8%
16%21%
25%
Tablet ComputerseBook readersNetbooksPortable media
players
Portable game
players
Smartphones*
Penetration of Connected Devices
Source: September 2010 Nielsen
Connected Devices Playbook
Questions used: Q6 Which of the followingcategories of connected devices do you orany one in your household currently own? * Smartphone penetration is
derived from Nielsens Q2 2010Mobile Insights study.
Tablets penetration is driven by early adopters
48%
35%
26%
35%37%
30%
Tablet ComputerseBook readersNetbooksPortable media
players
Portable game
players
Smartphones
Percentage of Owners Who Identify as Early Adopters
General Population Sample N=9590, Netbook Owners (n=1,293), Tablet owners (n=749), e-readers (n=1,089), Portable Media Players (2,118),Portable game Player (1,678), Smartphones (2,336)
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Copyright 2010 The Nielsen Company. Confidential and proprietary.
Like HDTV, Tablet owners are more likely to
own multiple connected devices
5.4x
2.3x2.9x
3.2x
4.5x
General Population Sample N=9590, Netbook Owners N=1,293, Tablet owners N=749, e-readers N=1,089, Portable Media Players N=2,118, Portablegame Player (1,678), Smartphones N=2,336
ConnectedDevice owners
have an averageof three devices
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Copyright 2010 The Nielsen Company. Confidential and proprietary.
Best Available Screen: Print and videobenefit from the iPads larger screen size
Q38: Which of the following media content do you regularly access through your connected device?
N= 452, 864
C
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Copyright 2010 The Nielsen Company. Confidential and proprietary.
Connected device owners are comfortablewith mobile advertising
N=3,894; 379
Q58: Please think about mobile ads on your connected devices. How much do you agree or disagree with the following statements about advertising on your mobile device
iP d f i
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iPad users are far more receptive toadvertising
N=379; 684; 2,894
Q58: Please think about mobile ads on your connected devices. How much do you agree or disagree with the following statements about advertising on your mobile device
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Copyright 2010 The Nielsen Company. Confidential and proprietary.
1. Convenience of time shifting and quality of HDTV changes establishedmedia patterns
2. Content availability is crucial to driving usage3. Consumers use the best available screen for the best purpose and
content
Content + Convenience
E i h l i h i
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Emerging technologies are changingviewing behaviors
Cable
DVR
Television
DVD Player
Gaming
Consoles
Web-TVDevices
Internet
VCR
Tablets
TimeShifting
Internet Enabled
Live
Smartphones
Laptops
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