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Media Relations Conference Inspiring Audience Participation with Digital Content

December 11, 2014

Agenda • Who we are

• First-look at Fall audience data

• How to inspire audiences to engage with digital content

3

We are…

4

5

ENTERTAINMENT SPORTS • NEWS TECH • GAMES • MEDIA B2B

We are also…

7

1. Google Sites

2. Yahoo! Sites

3. Facebook

4. AOL, Inc.

5. Microsoft Sites

6. Amazon Sites

7.

8. Apple Inc.

9. Comcast NBCUniversal

10. Mode Media

TOP US WEB COMPANIES

ENTERTAINMENT SPORTS • NEWS TECH • GAMES • MEDIA B2B

9

10

24,559

7,029 6,119 5,435

-

5,000

10,000

15,000

20,000

25,000

30,000

CNET PC Magazine The Verge Gizmodo

Monthly US Uniques (1000s)

CNET is 3.5x bigger than its nearest competitor

Source: Comscore April 2014

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

2010 2011 2012 2013

CNET correctly predicted the rise of Smartphones

USERS RESEARCHING SMARTPHONES ON CNET

US MARKET SHARE

…and the rise of Android

Source: CNET Data & ComScore U.S. Market Share Data

-10%

0%

10%

20%

30%

40%

50%

60%

0%

10%

20%

30%

40%

50%

60%

Sep

-08

Oct

-08

Nov

-08

Dec

-08

Jan-

09

Feb-

09

Mar

-09

Apr

-09

May

-09

Jun-

09

Jul-0

9

Aug

-09

Sep

-09

Oct

-09

Nov

-09

Dec

-09

Jan-

10

Feb-

10

Mar

-10

Apr

-10

May

-10

Jun-

10

Jul-1

0

Aug

-10

Sep

-10

Oct

-10

Nov

-10

Dec

-10

Jan-

11

Feb-

11

Mar

-11

US MARKET SHARE

USERS RESEARCHING ANDROID ON CNET

4.6M

14.4M 16.5M

20.4M

74k

4M

9M

14M

0

2

4

6

8

10

12

14

16

18

20

22

24

Sept '06 Jan '08 Sept '10 July '11 Aug '12 May '13 Sept '14 Oct '14

Mill

ions

14

MONTHLY WEB UNIQUES

TV Guide is the dominant second screen in prime time entertainment

Source: Omniture 2006-2014

CUMULATIVE APP INSTALLATIONS

15

2.4M 2.3M

2.0M

1.7M 1.6M

1.3M

1.0M

576k 505k

0.0

0.5

1.0

1.5

2.0

2.5

3.0

TV Guide’s mobile apps have introduced the brand to a new audience

Sources: comScore Mobile Metrix, February 2014

First look at

Fall audience data

Yahoo’s NewFronts pitch: Premium video

YouTube: We’ve Got Premium Content

AOL and Microsoft Team Up to Offer Premium Content

What’s next for: Mobile, Video & Premium content?

Land Rover Redefines Branded Entertainment

American Express Flaunts Video Content

18

New Content for New Screens

Photo by Scott Macklin www.mcdm.uw.edu

Multi-screen

BC graph from slide 30 PHABLETS

SMARTPHONES

TABLETS

Phablets

Virtual Reality

24

Binge watching and co-viewing are booming

75% binge watch

Source: TV Guide 2014 Fall TV Survey, 2,259 respondents, Aug 2014

39% co-view

Source: The US Total Video Report, comScore October 2014

83%

44% 49%

31%

92%

28% 29%

14%

96%

17% 18%

5%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Traditional TV Desktop/LaptopComputer

Tablet Smartphone

Age 18-34

Age 35-54

Age 55+

TV – on all screens – dominates mass culture

Within the past month, on which screens have you watched original TV series?

91% 88%

70% 60%

Live DVR/Time-shifted

Online/Streamed

On demand

More ways to time-shift means …

26

How TV Guide users consume entertainment

Source: TV Guide 2014 Fall TV Survey, Aug 2014

… users are watching more than ever

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17%

21%

24%

2012 2013 2014

Watch 40+ Hours of TV per Week [2012-2014]

+41%

Sources: TV Guide TV Team 2013 Fall TV Survey, 2,249 respondents; TV Guide TV Team Fall TV Survey 2012, 2,890 respondents; 2014 Fall TV Survey, 2,259 respondents, Aug 2014

28

… and they need TV Guide more than ever

29

Watchlist makes TV simple – again

All the ways to watch: Streaming, live & on demand for shows, movies, actors & teams

Four Ways We Inspire Audiences to Engage

1. Know Your

Current Audience

#1

Source: Internal Reporting

Watchlist: Finds hits before they debut

32

#1

#1 #1

More than 2 million users have created Watchlists

33

Fall 2014: The first two shows to be picked up were #1 and #2 on Watchlist

✔ ✔

✗ The first show to be cancelled was at the bottom

34

May Watchlist: Showed that Flash would skew more male than Gotham

Watchlist also gives us a wealth of demographic information

October Nielsens: Flash skews more male

than Gotham

1

2

1

2

Source: Internal Reporting & Nielsen 9.22.14 – 10.20.14

2. Know Your

Future Audience

36

Fall 2014 Watchlist: Top Added New Shows

Watchlist predicted Fall’s top shows for 18-34 year olds

Nielsen: Top Shows A18-34

1

2

3

1

2

3

Source: Internal Reporting & Nielsen 9.22.14 – 10.20.14

3. Constantly Deliver

More Value

Users with Homeland on their Watchlist also like The Blacklist, Game of Thrones, Modern Family, The

Walking Dead and Revenge

Homeland fans also like…

4. Be Where the

Audience Is

40

Thank you!