parallel universes: measuring eyeballs across platforms ... · parallel universes: measuring...

© comScore, Inc. Proprietary. 1

Dr. Gian Fulgoni

CEO & Co-Founder

For info about the proprietary technology used in comScore products, refer to http://comscore.com/Patents

Parallel Universes: Measuring Eyeballs Across

Platforms, Screens and Devices

June 8, 2017


When there were only

three networks, success

was simply defined as the

number of viewers


And age/gender

demographics were a

sufficient surrogate for

who was watching


Times have changed. Measurement must follow.


Audiences for individual TV shows are deteriorating, and

they have been for a long-time

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50-1

951

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2012–2013

2013–2014

2014–2015

Average Rating for #1 Rated TV Shows: 1950-2015

I Love Lucy

Seinfeld

The Beverly Hillbillies

The Cosby Show

American Idol

Dallas


This shouldn’t be a surprise because there are more

networks and more shows than ever before…


Live TV Digital Live TV Digital Live TV Digital

Live TV Desktop Mobile

*Time spent on desktop and mobile accounts for all content consumption on these devices, not just digital video.

Source: comScore Xmedia (Custom) and Media Metrix Multi-Platform, U.S., Q4 2016

People aren’t consuming less media, just differently

AGE 55+AGE 35-54AGE 18-34

19.1

30.026.6 27.4

37.0

16.4

Billions of Hours Spent on Platform by Demographics

Desktop

Mobile

DesktopDesktop

Mobile Mobile

Mobile

TV

TV

TV


505,591 551,184 500,173 463,814

441,693

646,324 787,541 878,654

123,661

197,446160,767

156,199

Dec-2013 Dec-2014 Dec-2015 Dec-2016

To

tal M

inu

tes (

MM

)

Time spent on the Internet has surged, driven by smartphone usage which

has doubled in the past three years, and since 2014 it’s driven all of the growth in

time spent with digital media

Growth in Digital Media Time Spent in Minutes (MM)

+26% vs. 2013

+99%vs. 2013

-8%vs. 2013

Source: comScore Media Metrix Multi-Platform & Mobile Metrix, U.S., Dec 2013 - Dec 2016

Tablet

Smartphone

Desktop


Mobile now represents almost 7 in 10 digital media minutes

Share of Digital Media Time Spent by PlatformSource: comScore Media Metrix Multi-Platform & Mobile Metrix, U.S., Total Audience, Dec 2013 – Dec 2016

25%

30%

35%

40%

45%

50%

55%

60%

65%

70%

75%

Dec-2013 Jun-2014 Dec-2014 Jun-2015 Dec-2015 Jun-2016 Dec-2016

Share of Digital Time Spent on MOBILE

31%

Share of Digital Time Spent on DESKTOP

+16pts

-16pts

44%

53%

47%

35%

69%


Apps dominate usage time over mobile web on smartphones, accounting for

an astounding 7 out of every 8 online minutes via smartphone

Share of Smartphone Time

Source: comScore Media Metrix Multi-Platform & Mobile Metrix, U.S., Dec 2016

App

88%

Mobile Web

12%


YouTube has seen much success with mobile video, with 7 out of 10 minutes of

viewing now happening on smartphones and tablets

Share of Time Spent by Digital Platform

30%

70%

Mobile

Desktop

Source: comScore Video Metrix Multi-Platform, U.S., December 2016


The Connected

Living Room90%

of U.S. homes have

Wi-Fi connections


The Average U.S.

Connected Home Has

8.5Internet-Connected

Devices

A U.S. Connected Home

With Children Can

Have As Many As

20Internet-Connected

Devices

© comScore, Inc. Proprietary. 14Source: comScore Connected Home, U.S., March 2017

Today, we need to not only measure traditional digital

devices, but also emerging OTT and IoT devices

90% 89%

65%

38%

31% 29%

Computer Smartphone Tablet StreamingBox/Stick

Smart TV GamingConsole

Media Device Penetration Among the 90% of U.S. Households that Have Wi-Fi

Smart

Speaker

Wearables Audio

Systems

8% 6% 5%

DIGITAL OTT IoT


Nearly 1/3rd of the OTT audience is ‘cordless’ and doesn’t subscribe to

pay-TV, with half of those being ‘streaming only’ households

Cable

45.1%

Satellite

24.3%

Streaming + Cordless Antenna

15.2%

Streaming Only

15.4%

Cordless

30.6%

Over-the-Top (OTT) Households by TV Service Type

* Households that use an antenna in addition to their cable or satellite services are included in those respective shares.

Source: comScore Total Home Custom Reporting, U.S., December 2016

54%of WiFi Households use

OTT Devices


The ad pie is getting bigger with dollars following viewers

Source: eMarketer, Sept. 2016

$68.9

$71.3 $72.7

$74.5 $76.0 $77.9

$59.8

$72.1

$82.9$93.2

$103.4$113.2

0

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120

2015 2016 2017 2018 2019 2020

U.S. TV vs. Digital Ad Spending ($ Billions)

$7.66$9.84 $11.72 $13.39 $15.15 $16.69

TV

Digital

Digital spend surpassed TV for the first time in 2016, but TV content viewed on digital is

attracting increased ad spend

Digital Video

© comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 17© comScore, Inc. Proprietary.

A New Measurement Model is Needed for

Today’s Fragmented Cross-Platform World


“We will not plan separately for TV and digital –

it will be about de-duplicating audiences and

achieving appropriate reach targets at each step

of the consumer journey, with ever-refined

target descriptors.”

IRWIN GOTLIEB

Chairman, GroupM Global


A New Model that Addresses the Fragmentation of Today’s

Media Landscape

new model

old model

IoT

OTT

Mobile

Desktop

TV

PLATFORMS

PEOPLE

(e.g. Brand Buying, Interests, TV Viewing, etc.)

1

5+

age/gender advanced audiences


comScore’s New Model is built on more than seven years of R&D

2010 2011 2012 2013 2014 2015 2016

Desktop + TV

Set-top box data

across 4M HHs

Multi-Screen

Phase I

Mobile +

Desktop + TV

First-ever

five-platform

measurement

initiative

OTT Integration

Mobile +

Desktop + TV

Launch of

Xmedia

Multi-Screen

Phase II

Total Home Panel

expansion

Rentrak merger

expanded data

footprint


The New Model has as its foundation set-top box and digital

data at scale with calibration panels providing person-level

data

Desktop

Screens

260M

Mobile Phones

& Tablets

190M

Over-the-Top

Devices

25M

Digital

Panelists

1M

TV

Screens

75M

VOD

Screens

118M

Cross-platform TV

Panelists

70,000

All numbers are U.S. only, except where noted. All stats as of April 2017.

Total Home

Panelists

30,000+


How comScore’s New Model advances media measurement

Buy and sell on

advanced TV

audiences

beyond age/gender

Move toward an

addressable

TV advertising

future

Understand

unduplicated

reach

across platforms

Accurately measure

individual

platforms

at a granular level


“We have to get better at cross-platform

measurement. Better at de-duplication. We need to

understand how much reach we obtain on a

campaign across devices.

With the availability of cross-platform data that

allows improved media planning, I believe ad

spending will increase across all platforms, including

television.”

Irwin Gottlieb, Global Chairman, GroupM

© comScore, Inc. Proprietary. 24Source: comScore Xmedia Audience, February 2017

Go beyond measurement silos to get a complete view of the

consumer, including unduplicated reach

Total TV

75M

5M

14M

17M

5M

22M

48M

63M

Total Desktop

46M

Total Mobile

100M

Total Reach

175M P18+

© comScore, Inc. Proprietary. 25Source: comScore Xmedia, February 2015

Cross-platform deduplication in action: Millennials exhibited much greater Time

Shifted Viewing (TSV) and Digital consumption for a Network TV Series Finale

All Persons P18-34

Digital Only

Live + 7

Live + SD

Live

+21%

+3%+24%

+35%

+8%

+43%

Incremental Audience from TSV and Digital


Find incremental audiences to unlock value across

platforms

Source: comScore/Hulu Custom Total Audience & Video Metrix MP, 6 Mo. Avg., Sep 2016 – Feb 2017. OTT includes co-viewing

10.6

4.5

33.0

35Mincremental unique

viewers

Desktop Mobile OTT Total

47M

31M

10M

12M

32MAd-Supported


The Improved World of TV Ad Targeting

© comScore, Inc. Proprietary. 28Source: “Turner, Viacom and Fox Join Forces for Data-Driven TV Ad Buying,” The Wall Street Journal, March 15, 2017

Major industry players are moving to advanced audiences to

dramatically increase the value of audiences for advertisers

JOE MARCHESE

President, Advanced Advertising

Fox Networks Group

“We’re making significant investments

here, because we know we need to be doing

this. From day one, there will be multiple

billions of dollars worth of inventory

that will potentially be available [using these

data sets].”


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M 18-34 Married with Children Likely to Purchase an SUV Prime Credit, $100k+ Income

Liv

e I

ndex

Index of Advanced Audiences for Select Sports Networks

Source: TV Essentials, Example Data

Find the right audiences whenever and wherever they’re watching

Sports Network 1

Sports Network 2

Sports Network 3


3.8%

6.8%

8.0%

Non-Targeted Digital Targeted Digital TV Targeted TV

Source: comScore/dunnhumby for Digital, IRI/BehaviorScan for TV

The value of addressable has put digital’s sales lift on par with TV.

Imagine what TV advertising could be with this addressability.

Average In-Store Brand Sales Lift: TV vs. Digital3 Months for Digital vs. 1 Year for TV

Includes 100%

viewable ads

Addressable Digital Addressable TV

???


Delivering a Complete

Cross-Platform

Measurement System


Continuously optimize with closed-loop measurement

TV

DIGITALBRANDED

ENTERTAINMENT

YourBranding

Attitudinal Lift

Online Behavioral Lift

Location Lift

Sales Lift

GRP, TRP, R/F, Viewability,

IVT, Brand Safety, visitation

attribution

Optimize delivery in-flight

Leverage impact

insights to improve pre-

bid targeting

VALIDATION

EFFECTIVENESS

ACTIVATION


Thank you!

Gian Fulgoni

© comScore, Inc. Proprietary.

[email protected]

@gfulgoni

For info about the proprietary technology used in comScore products, refer to http://comscore.com/Patents

mailto:[email protected]

parallel universes: measuring eyeballs across platforms ... · parallel universes: measuring...

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