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O N L I N E V I D E O C E N S U SREPORT GUIDEFEBRUARY 2014

2 Copyright © 2014 The Nielsen CompanyVISIT http://en-us.nielsen.com/sitelets/cls/digital/online-videocensus.html OR CALL 1-800-423-4511

http://en-us.nielsen.com/sitelets/cls/digital/online-videocensus.html

3Copyright © 2014 The Nielsen Company

CONTENTSClick the blue links below to navigate directly to the content in this guide.

REPORT INFORMATIONReport Types ..........................................................................................4

Report Selections .................................................................................... 5

Entity Selection ......................................................................................6

Hierarchy ............................................................................................... 7

SUMMARY REPORT . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8 -9

MORE REPORTS FROM SUMMARY REPORTS . . 10 -11

TRENDING REPORT . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12 -13

DEMOGRAPHIC TARGETING REPORT . . . . . . . . . . . . . . 14-15

UNDUPLICATED AUDIENCE REPORT . . . . . . . . . . . . . . . . . . . . 16

AUDIENCE OVERLAP REPORT . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17

DAYPART REPORT . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18

SHORTCUTS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19

SEARCH . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .20

QUICK START GUIDE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21


REPORT TYPES

SUMMARYA brief Standard metrics for a group, category, or client-defined sites

HOW MANY VIEWERS VISITED VEVO LAST MONTH?

TRENDINGTrend audience metrics across 13 months

HOW MUCH HAS ABC FAMILY’S ACTIVE REACH INCREASED IN THE PAST 13 MONTHS?

DEMOGRAPHIC TARGETINGProfile a site, site set or target audience against the demographic segments

IF I BUY ESPN, FOX SPORTS, AND YAHOO! SPORTS, HOW MANY PEOPLE CAN I POTENTIALLY REACH?

HOW MANY MEN 25-34 CAN I REACH THERE?

UNDUPLICATED AUDIENCE/OVERLAPCompare duplication or overlap between a group of sites

IF I BUY ACROSS YAHOO!, MSN AND AOL, HOW MANY PEOPLE CAN I REACH?

WHAT PERCENTAGE OF NBC’S VIEWERS ALSO VISIT CBS?

DAYPARTCompare audience traffic by daypart

WHICH DAYPART IS ESPN GENERATING THE MOST AMOUNT OF TRAFFIC?

ONLINE VIDEOCENSUS: REPORT GUIDE ONLINE VIDEOCENSUS: REPORT GUIDE



ONLINE VIDEOCENSUS: REPORT GUIDE

REPORT SELECTIONS

FOLLOW THESE BASIC STEPS TO CREATE A REPORT WHICH VARY SLIGHTLY BY REPORT TYPE

1.) Select Data Type – All or Census-enabled (tagged only).

2.) Select Metric(s) – Check off desired metrics.

3.) Select dates using drop-d0wns in Period – 13 months of data available.

4.) Select Audience – Total (Hybrid), Home and Work, Home, or Work.

5.) Select Entities – shown on next page.

6.) Click Generate Report button at the bottom right to create report.



ENTITY SELECTION

OPTIONS• By Category: all brands and channels are placed within one of 15 categories and 83 subcategories

• By Parent: the ultimate owner of a company

• By Brand: an operating unit or subsidiary of a parent company

• By Channel: a unit of a company that focuses on a specific interest, i.e. news, sports, or entertainment

• By Client Defined – custom aggregations of video traffic as defined by a tagged publisher in VideoCensus

• By Favorite – save a Cateory, Parent, Brand, Channel or Client Defined selection for future use

• By Favorite Group – save Cateory, Parent, Brand, Channel or Client Defined selections as a group for future use

• ChoosetoLimit Report to Ad-supported Sites

• ChoosetorunareportonDisplay Video Ad Networks, which reports

the number of people who saw ads served by a given ad network




HIERARCHY

LEVELSPARENT (P) Example: News Corp. Online

A consolidation or group of businesses that are owned by a parent company;

a parent contains at least one brand.

BRAND (B) Example: Fox Networks Group

An operating unit or subsidiary of a parent company; a brand may contain channels.

CHANNEL (C) Example: Fox Broadcasting

A website with editorial content that focuses on a specific view of interest,

i.e. news, sports, or entertainment.




SUMMARY REPORT

A BRIEF STANDARD METRICS FOR A GROUP, CATEGORY, OR CLIENT-DEFINED SITES

1.) Click Summary tab and choose data type either: All or Census-enabled.

2.) Select Metric(s) by using checkboxes.

3.) Select dates using drop-downs in Period.


5.) Select Entities.

6.) Click Generate Report button to create report.





SUMMARY REPORT CONTINUED

HOW TO READ61,040,000 unique viewers watched Entertainment - Broadcast Media video content in December 2013.

Yahoo! TV report metrics: 11,825,000 unique viewers watched video content in December 2013.

This is 7.76% of all the active online video viewers.

37,720,000 total streams were watched on Yahoo! TV in December 2013.




ADDITIONAL REPORTS FROM SUMMARY REPORT

CLICKING ON THE BLUE ARROW ALLOWS YOU TO GENERATE A DEMOGRAPHIC, TREND OR DAYPART REPORT

HOW TO READ DEMOGRAPHIC REPORT7,106,000 unique viewers watched CBS Entertainment Website video content in December 2013.

Of the total unique viewers who watched video content 3,043,000 were male

This is 42.83% of all unique viewers who watched CBS Entertainment Websites during the month of December 2013





ADDITIONAL OPTIONS

WITH CERTAIN ENTITIES, YOU CAN ALSO RE-RUN A SUMMARY REPORT, GENERATE

A TRENDING REPORT, UNDUPLICATED AUDIENCE REPORT OR DAYPART REPORT.

Using the drop-down at the bottom of the screen, make your selection and click the Go button.




TRENDING REPORT

TREND AUDIENCE METRICS ACROSS 13 MONTHS OF DATA

1.) Click Trending tab and select Metric(s) by using checkboxes.








TRENDING REPORT CONTINUED

HOW TO READ A&E Television Networks had 537,000 unique visitors who watched video content in December 2013

CLICK EACH TAB TO VIEW ALL TREND METRICS.

Active Reach % – Percentage of all active online people who watched video streams

Total Streams (000) – Number of streams viewed (in thousands)

SPV Streams per Viewer – Streams divided by Unique Viewers

TSV (000) – Time spent viewing (in thousands)

TSV Time Spent Viewing per Viewer – Total time spent watching video streams (in minutes)


DEMOGRAPHIC TARGETING REPORT

PROFILE A SITE, SITE SET OR TARGET AUDIENCE AGAINST THE DEMOGRAPHIC SEGMENTS (LIMIT SIX)

1.) Click Demographic Targeting tab and select Metric(s) by using checkboxes.

2.) Select dates using drop-down in Period.


4.) Select up to six Target Demographics using the screen below.





DEMOGRAPHIC TARGETING REPORT CONTINUED

HOW TO READ Facebook had 13,480,000 Females 18-49 who watched video content in December 2013

Facebook had 234,149,000 total streams watched by Females 18-49 in December 2013

Facebook had 777,336,000 total minutes of video viewing by Females 18-49 in December 2013




UNDUPLICATED AUDIENCE REPORT

COMPARE DUPLICATION BETWEEN A GROUP OF SITES

1.) Click Unduplicated Audience tab, and choose Unduplicated Audience button.






HOW TO READ There were 16,235,000 unique viewers of video content who went to one or more of the sites listed:

ESPN Digital Network, FoxSports.com on MSN (Network), and Sports Illustrated Sites

ESPN Digital Network had 14,161,000 unique viewers of video content in December 2013

There were a total of 220,685,000 streams for all three sites:

ESPN Digital Network, FoxSports.com on MSN (Network), and Sports Illustrated Sites

This equals 271,933,000 total time spent viewing in minutes





OVERLAP AUDIENCE REPORT

COMPARE OVERLAP BETWEEN A GROUP OF SITES

1.) Click Unduplicated Audience tab, and choose Audience Overlap button.






HOW TO READ 10,538,000 unique viewers watched video content on NBC Universal Sites in December 2013

401,000 unique viewers watched 2 Broke Girls in December 2013

56,000 viewers watched both NBC Universal Sites and 2 Broke Girls

If you were to buy both, you would get an incremental buy of 345,000 video viewers




DAYPART REPORT

COMPARE AUDIENCE TRAFFIC BY DAYPART

1.) Click Daypart tab and choose report type either: By Daypart, By Metric or Combined.

2.) Select Daypart(s) using checkboxes.






HOW TO READ 53,946,000 total unique viewers watched video content M-F, 6am-9am in December 2013

23,000 unique viewers watched 2 Broke Girls M-F, 6am-9am online December 2013





SHORTCUTS

The Shortcuts tab stores all saved, pending, archived, and latest reports, shown below at left in blue area.

Additionaly, it is where you can edit or delete Favorites and Favorites – Groups, shown below at right in green area.




SEARCH

The Search tab allows you to look within the interface for an entity.

Results will include Level, Unique Viewers, Total Streams, Total TSV, and Month

For example, search for “ABC” and you will find anything that includes the letters “ABC”.




QUICK START GUIDE

FOR BASIC INFORMATION ABOUT ONLINE VIDEOCENSUS,

download the Quick Start Guide available on the Client Learning site.

QUICK START GUIDE INCLUDES

• Online product comparison grid

• Passive and Active/Tagging measurement

• Metrics glossary

• Login instructions

http://en-us.nielsen.com/sitelets/cls/digital/Online-VideoCensus-QuickStartGuide.pdf

22 VISIT http://en-us.nielsen.com/sitelets/cls/digital/online-videocensus.html OR CALL 1-800-423-4511

ABOUT NIELSEN Nielsen Holdings N.V. (NYSE: NLSN) is a global information and

measurement company with leading market positions in marketing

and consumer information, television and other media measurement,

online intelligence, mobile measurement, trade shows and related

properties. Nielsen has a presence in approximately 100 countries, with

headquarters in New York, USA and Diemen, the Netherlands.

For more information, visit www.nielsen.com.

Copyright © 2014 The Nielsen Company. All rights reserved. Nielsen and

the Nielsen logo are trademarks or registered trademarks of CZT/ACN

Trademarks, L.L.C. Other product and service names are trademarks or

registered trademarks of their respective companies.


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