Nielsen Updates March 2014

Copyright©2012TheNielsenCompany.Confidentialandproprietary.
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• Overview-Nielsen Company
• Television Today-What are WE seeing.
• Sample Measurement & Methodology Updates
• LPM HUT/PUT Definition Change
• Hybrid Measurement
• Tablet and Smartphone/Mobile Measurement
• Digital Measurement & Products
• Dynamic Program Ratings
• Online Campaign Ratings
• Social Guide and Twitter Ratings
AGENDA

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DO YOU KNOW THAT NIELSEN...

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IN ONE YEAR, NIELSEN…

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We are the world’s leading provider of
global marketing information,
consumer insights, business media
products, and services.
To provide clients with the
most complete understanding
of consumers and markets worldwide.
Our Mission

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COMPREHENSIVE MEASUREMENT
Nielsen’s measurement strategy includes ALL types of HH’s and ALL tuning devices

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THE VIEWING LANDSCAPE:
“TRADITIONAL TELEVISION” STILL
DOMINATES CONTENT CONSUMPTION

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WHILE VIDEOIS VIEWEDON OTHERDEVICES,THE TV
SCREENIS STILL WHERE WE GET MOST OF OUR CONTENT
Source: Nielsen Cross-Platform Report, Q3 2013, Based on Total US Population, Persons 2+ for TV and Online (Total), 13+ for Mobile
Q3 2013 % People
using each device to
view video content
94% 49% 22%
Q3 2012 94% 54% 16%
Television consumption stays flat, consuming video via other devices is shifting

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WITH THE MOST TIME SPENT ON TRADITIONAL TV:
The average American consumes almost 60 hours of content each week across TV,
radio, online and mobile.
The incorporation of radio has allowed us to capture an additional 14
hours of consumer’s media usage a week.
Source: The Nielsen Cross-Platform Report Quarter 3 2013

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THE VIEWING POPULATION IS CHANGING - YOUNGER
SEGMENT, MORE MULTI-CULTURAL
57% 62%
75%
16%
13%
10%21% 18%
9%
5% 6% 4%
P12-24 P25-54 P55+
Asian American
Hispanic
African American
White Non-Hispanic
Share of TV Universe Estimates
Source: NPOWER, Share of TV Universe Estimates, 01/15/14

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In Thousands (000)
2012 289,700 37,626 16,229 46,896
2050 403,060 58,010 38,210 120,150
Increase 113,360 20,384 21,981 73,254
A LARGE PORTION OF POPULATION GROWTH WILL COME
FROM HISPANICS
Projected TV Population Growth
From 2012 to 2050
Source: U.S. Census Bureau Population Projections
Total Black Asian Hispanic
+39% +54% +135% +156%

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EXPANSION OF CHOICES CONTINUES TO ACCELERATE
The last 5 years
Online Video
for PC
Over the top
devices
TabletsSmart TVSmartphonesCloud DVR
The last 10 years
DVDDVRVOD
The last 50 years
BroadcastCable & SatelliteVCR
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FUTURE?

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88%
75%
41%
34%
20%
86%
79%
45%
43% 45%
6% 7%
82% 80%
46%
49%
67%
31%
17%
DVD PC
w/Internet
Video Game DVR Smartphone Tablet Smart TV
Nov '09 Nov '11 Nov '13
% diff vs. 2011
MORE CHOICES BEING DRIVEN BY INCREASED DVR,
SMARTPHONE, TABLET, SMART TV PENETRATION
Devices Owned in TV Households
Source: NPOWER, Mobile Insights, Custom Smart TV (Capable)
+49%
+14%
+249%
+486

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LARGER DECLINES AMONG TEENS AND P25-34
Source: Nielsen, NPOWER
Prime
Interval P2+ P2-11 P12-17 P18-24 P25-34 P35-49 P50+
09/24 - 12/30/12 39.5 25.1 25.6 24.6 34.8 41.6 53.7
09/23 - 12/29/13 38.6 24.4 24.1 24.4 32.6 39.7 53.1
% Diff -2% -3% -6% -1% -6% -4% -1%
Total Day
09/24 - 12/30/12 21.0 15.1 13.1 14.4 18.2 21.3 28.1
09/23 - 12/29/13 20.7 14.9 12.4 14.2 17.3 20.5 28.1
% Diff -1% -1% -5% -1% -5% -4% 0%
Persons Using Television%

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0.7
1.8
5.8
1.7
1.9
1.4
20.0
2.2
13.0
38.8
0.4
1.5
5.5
1.8
1.9
1.5
20.9
2.5
13.1
40.7
Multimedia Device Use
Video Game Console Use
Time Shifting
DVD Playback Use
All Other Tuning
Premium Pay
Ad Supported Cable
Spanish Broadcast
English Broadcast
PUT (Live PUT +
Time Shifting)
2012: 9/24 - 12/30/2012
2013: 9/23 - 12/29/2013
Source: Nielsen, NPOWER, Prime, L+7 days
INCREASE IN TIME SHIFTING AND VIDEO GAME USE
Persons 25-54

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BROADBAND ONLY HOME VIEWERSHIP
Over half of minutes comes from game console use
83%
9%
3%
4%
1%
Traditional
TV HH
Live TV Time Shifting DVD Playback Use Video Game Console Use Multimedia Device Use
Source: Custom Data Extract, 10/28 – 11/24/13, Total Day, P2+
3% 1%
12%
59%
25%
Broadband
Only HH
Share of Total Use of TV

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OTT VIDEO CONTINUES TO GROW IN POPULARITY
Source: Nielsen Custom Study
Do you currently subscribe to the
following services? 2012 2013
Netflix 31% 38%
Hulu Plus 4% 6%
Amazon Prime Instant Video 7% 13%
What Netflix Users Watch 2012 2013
Movies 47% 34%
Movies & TV Equally 35% 44%
TV Shows 19% 22%

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A ONE GRP WORLD
Traditional TV Universe:
homes connected via an
antennae, cable STB, or
Satellite receiver
Expansion of TV Universe:
homes with operable TV
monitor with a broadband
connection
PAST PRESENT FUTURE?
Total Population Universe:
inclusion of PC and tablet
only homes

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LOOKING TO 2014 – BECOMING MULTILINGUAL
The norm of consumer media consumption & beyond
HOW WILL THIS IMPACT YOUR BUSINESS?
• Consumers continue to have expanded choice
• On demand will take more viewing from the DVR and from Live
• Linearand digitalmedia will become seamless to the consumer
• True for video but also audio and print
• Portable and personal devices will continue to enable simultaneous
usage
• Social Media becomes more important as we curate, commentate on our
media consumption
• Consumers can extend their media engagement with even morecontent
and information

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• Fragmentationwill grow across distribution platforms, types of content,
availability of content and volume of content
• Understanding the fragmentation of a single piece of content over time and across
multiple screens/devices becomes as important as understanding fragmentation
to competitors
• The 2014 Upfront market will foster more conversations and
negotiations around different monetization models to account for additional viewing
across platforms
• Fee driven consumption and ad free models will coexist with ad
supported distribution of the same content
• Promotioncontinues to grow in importance as choices explode
• …and the consumer continues to not differentiate how they get
their entertainment opting for best screen, best audio at most convenient time with
best content

METHODOLOGY &
MEASUREMENT
UPDATES

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HUT/PUT DEFINITION CHANGE:
PROVIDING CLIENTS MORE VISIBILITY AROUND WHEN VIEWERS ARE
CONSUMING TIME-SHIFTED CONTENT
Effective January 2014,
HUT/PUT will reflect all
time-shifted television
usage - including usage
beyond seven days - at the
time of play vs. today’s
calculation which credits
playback back to the time
of record.

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HUT/PUT CREDIT CHANGE
• Change only for the 25 LPM markets
• Ratings remain unchanged
• HUT/PUT are expected to increase in areas where high levels of playback occur
• Shares may slightly decline in areas where HUT/PUT increases
• Re-calculated monthly files are not needed for projecting until the Jan ’14 book is
available
• The 2nd half of the year will be made available to SSP’s in the Feb/March time frame

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PUT 27.7
X Share 9.0%
= 2.5 RTG
Recalculated PUT 35.9
X Recalculated Share 7.0%
= 2.5 RTG
• There are no variables that would impact ratings – demos, dayparts,
station
• Ratings represent a percentage of the total market
• Only share is impacted by the percentage of TV HH that have the set on
HUT PUT DEFINITION CHANGE:
WHY DO RATINGS STAY THE SAME?

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HUT/PUT DEFINITION WILL CHANGE IN
LPM MARKETS IN JANUARY 2014
• Jan – Jun 2013 recalculated Local monthly files released in Oct/Nov 2013
• Jul – Dec 2013 recalculated Local monthly files released in Mar/Apr 2014
• Data for all 25 LPM markets
• Total DMA and Hard Wired Cable
• All 4 data streams (Live, Live+SD, Live+3, Live+7)
Recalculated Local Monthly files are being provided for
all 12 months of 2013

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HUT / PUT DEFINITION CHANGE
PROJECTING WITH RECALCULATED LOCAL MONTHLIES
• Old share X Old HUT/PUT is ok
• New share X New HUT/PUT is ok
• Old share X New HUT/PUT is NOT ok
• New share X Old HUT/PUT is NOT ok
Example: February 2014
February 2013 actuals = OK
November 2013 shares X February 2013 HUTS/PUTS = OK
November 2013 shares X February 2013 recalculated HUTS/PUTS = NOT OK
Guiding principle – you cannot mix old methodology
months with new methodology months

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A LOCAL HYBRID APPROACH
This approach results in increases in effective sample sizes
for metered markets and diaries
IMPROVED STABILITY | LESS SAMPLING ERROR | FEWER ZERO RATINGS
CODE READER DATA
(WHERE NECESSARY)
CURRENT
NIELSEN PANELS

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NEW METER FOR HYBRID MEASUREMENT
Nielsen Code Reader
• Audio watermarks & signatures
• Probability sample with DMA coverage
• Increased effective sample size
• Household demographics
• Future foundation for cross-platform

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DISADVANTAGES OF SET TOP BOX ONLY
Why not Set Top Box Only?
Census means everyone, not selective viewers, nor
data providers
• STB data does not always have time
shifted viewing
• STB data does not capture every set in
the home
• STB data does not capture set on / off
• STB data does not capture who is
watching
• STB data contains "machine generated"
viewing (e.g., software downloads)

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Household Program Genre by Cable Provider
Indexed to Total NPM % of Viewing by Genre
Source: Weighted Viewing Minutes and Indexes based on Nov 2013 NPM sample averages
Program Genre
Total NPM
Weighted
Minutes
Broadcast
Only AT&T CHARTER COMCAST COX DIRECT TV
DISH
NETWORK
TIME
WARNER VERIZON
General Drama
218,435,131,591 146% 93% 99% 101% 105% 89% 97% 102% 95%
Feature Film
185,279,444,053 57% 77% 107% 103% 94% 96% 113% 104% 88%
General Documentary
150,989,485,715 6% 99% 120% 105% 97% 113% 105% 99% 99%
News
148,237,025,762 119% 94% 99% 106% 109% 93% 93% 95% 113%
Children's
Programming 136,747,759,558 45% 114% 105% 95% 99% 111% 100% 96% 108%
Sports Event and
Sports News 120,508,120,291 84% 128% 88% 97% 103% 122% 94% 97% 101%
Situational Comedy
106,075,588,746 161% 104% 94% 97% 98% 86% 85% 110% 106%
Conversation
Colloquies 54,655,249,356 235% 90% 69% 100% 92% 90% 91% 102% 99%
Instruction Advice
52,864,180,031 9% 119% 105% 100% 120% 111% 106% 95% 110%
Sports Commentary
42,641,073,433 28% 129% 93% 100% 109% 127% 82% 103% 111%
General Variety
39,551,538,061 202% 100% 72% 101% 93% 85% 114% 102% 95%

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27 ANNOUNCED MARKETS FOR HYBRID
Santa Barbara-Santa Maria-San Luis Obispo , CA ∙
Traverse City-Cadillac, MI ∙
Flint-Saginaw-Bay City, MI ∙
Reno , NV ∙
Yakima-Pasco-Richland-Kennewick, WA ∙
Madison, WI ∙
Grand Rapids-Kalamazoo-Battle Creek, MI ∙
Harrisburg-Lancaster-Lebanon-York, PA ∙
Paducah, KY-Cape Girardeau, MO-Harrisburg, IL ∙
Fresno-Visalia, CA ∙
Albany-Schenectady-Troy, NY ∙
Mobile, AL-Pensacola (Ft. Walton Beach), FL ∙
Tucson (Sierra Vista), AZ ∙
Charleston, SC ∙
Birmingham, AL ∙
New Orleans, LA ∙
Albuquerque, NM ∙
Greenville-Asheville-Spartanburg , SC ∙
Nashville, TN ∙
Charlotte, NC ∙
St. Louis, MO ∙
Dallas, TX ∙
3 LPM MARKETS
5 SET METER MARKETS
5 DIARY MARKETS + LBR
Rochester, MN-Mason City, IA-Austin, MN ∙
Medford-Klamath Falls, OR ∙
Jackson, TN ∙
La Crosse-Eau Claire, WI ∙
Wausau-Rhinelander, WI
14 DIARY + CODE READER MARKETS

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HOW ARE WE DOING?
Leads Market Status
• Code reader recruiting and installation is complete in Charlotte,
Dallas, and St. Louis.
• In Preview with clients in Charlotte and Dallas.
• Code reader recruiting started in next Set Meter and Diary
markets.
• Working with MRC and various client committees to share details
of methodology.
• Audit of Code Reader and LPM Markets underway.

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UPDATE ON PREVIOUSLY ANNOUNCED MARKETS

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8 NEW DIARY HYBRID MARKETS

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400
400
400
400
600
600
600
750
600
400
400
400
500
400
600
600
600
163
132
201
265
405
319
335
549
309
1,200
1,200
1,250
NEXT WAVE CODE READER INSTALLATION PROGRESS
As of 2/2/14
Rank DMA Intab Rate
5 Dallas-Ft. Worth 93.5/91.1
21 St. Louis 86.6
25 Charlotte 91.9
29 Nashville, TN 92.2
37 Greenville, SC 89.8
44 Birmingham, AL 91.9
47 Albuquerque, NM 87.8
51 New Orleans, LA 89.1
68 Flint, MI 88.7
83 Madison, WI 89.6
107 Reno, NV 87.1
123 Santa Barbara, CA 90.8
1,850
1,800
1,800
1,000
1,250
1,000
1,000
1,000
400
400
400
400

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HYBRID REDUCES THE NUMBER OF ZERO
RATINGS FOR BROADCAST…
Zero rating Qh: English BC - P25-54
21%
35%
20%
7%8%
18%
6%
1%
M-F 6A-2A M-F 5A-12P M-F 12P-7P M-F 7P-12A
29%
37%
25%
19%
11%
21%
7%
5%
LPM Hybrid (LPM+CR)
Charlotte, NC: Live – June 2013 Dallas, TX: Live – June 2013

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SPANISH BROADCAST STATIONS ARE ALSO
SEEING THIS BENEFIT
Zero rating Qh: Spanish BC - P25-54
29%
37%
25%
19%
11%
21%
7%
5%
LPM Hybrid (LPM+CR)
Dallas, TX: Live – June 2013

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WHY COMPREHENSIVE MEASUREMENT
• Over the Air Broadcast
• Cable Households
• Telco Households
• Satellite Households
• Hybrid Homes with Different Sites
• Broadband Only Homes

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WHY HYBRID AND NOT “BIG DATA”
Hidden Bias
• Consistent delivery of timely, reliable and projectable data overnights to agency
buyers for important retail and other accounts
• Full market coverage not constrained by need for MSO participation
• Are higher ratings creating higher cost per spot promised by “Big Data” real?
• Is there a bias in the data from limited coverage
• Is the STB on and the TV off?
• Are there “machine generated” viewing record included?
• Products are purchased by people. How are the demographics identified and
calibrated?

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HOW CAN WE TRUST A SAMPLE OF 800
HOUSEHOLDS??

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1936 PRESIDENTIAL ELECTION:
A LANDMARK IN RESEARCH HISTORY
Literary Digest polls 2 Million readers,
predicts Alf Landon as next president
Gallup poll of 5,000 respondents
predicts Franklin D. Roosevelt
Good research requires more than just lots of data…

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BY DEVICE TYPE
BY ADVERTISING MODEL
BY CONTENT TYPE
BY DELIVERY TYPE
BY USAGE
MOBILE MEASUREMENT:
CAPTURING MULTIPLE LEVELS OF CROSS PLATFORM VIEWING

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48 47 47
45
43
40 39 39 39 38 37 36 36 35 34 34 33 33 33 32 31 30 28 28 27
TABLET ADOPTION CONTINUES TO GROW QUICKLY
Source: Nielsen
Tablet Penetration, December 2013
% of TV Households
National Penetration: 35%

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68 71 68 64 70 74 69 72 72 71 68 65 68 71 73 75 71 73 75 72 78 73 70 74 71
23 20 22 25
22 20 24 22 20 20 28 25 20 22 19 22 21 21 19 21
18
19 25 16 21
6 6 7 9 6 4 5 4 6 7 4
6 9 6 6 2 6 5 6 4 3 6 4 6 4
3 2 2 3 2 2 2 2 2 2 0 3 2 2 2 1 2 1 1 3 1 2 2 4 4
1 2 3 4+
90% OF HOUSEHOLDS HAVE 1-2 TABLETS
Source: Nielsen
Number of Tablets, November 2013
% of Tablet Households

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76 76 75 73 73 72 72 72 72 72 71 71 69 68 68 68 68 67 67 67 67 66 65
61 59
SMARTPHONES ARE A DOMINANT PRESENCE
Source: Nielsen
Smartphone Penetration, December 2013
% of Mobile Subscribers
National Penetration: 69%

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SIMPLE
IMPLEMENTATION
COMPARABLE
METRICS
ACROSS ALL
SCREENS
DIGITAL
ACCOUNTABILITY
SOLVING FOR THE PREDOMINANT AD MODELS
Linear ad model Dynamic ad model

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TWO TYPES
OF CONTENT
TV Originated
Content
Native Digital
Content
ONE ENCODING
PROCESS
COMPARABLE
RATING
TV Ratings
Digital Dynamic
Ratings
ONE CLIENT-SIDE
IMPLEMENTATION
BIG DATA ENABLED
MEASUREMENT
MSCI
PROCESS
CONFIDENTIAL AND PROPRIETARY

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CONFIDENTIAL AND PROPRIETARY
MOBILE PROGRAM SCOPE
Linear Ad Load
Credit mobile
viewing to linear
TV ratings
OCR
campaign performance
DPR
program performance
Mobile
impressions for
OCR/DPR
Dynamic Ad Load
All activated with a single SDK integration

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DMA QUALIFICATION FOR LOCAL MOBILE TV RATINGS
Requirement: the app must have a mechanism for affiliate delivery integrity to
be eligible for Mobile TV Ratings in Local markets
Geo-fencing • Example: Syncbak
Affiliate
Authentication • Example: Watch ABC
MVPD
Authentication
• Example: Time Warner Cable

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PRODUCT TIMELINES
Credit mobile/tablet
app viewing to
linear TV ratings
Launch Digital
Program Ratings
(DPR)
Add
mobile/tablet
app impressions
to DPR
End Q1, 2014 Q4 2014 End of 2014
LINEAR AD MODEL
Online Campaign
Ratings
Available Now
AD AD
AD
DYNAMIC AD
MODEL
Add
mobile/tablet
app impressions
to OCR
End Q2 2014
AD AD
AD
DYNAMIC AD
MODEL
AD AD
AD
DYNAMIC AD
MODEL
AD AD
AD
DYNAMIC AD
MODEL

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NIELSEN DIGITAL PROGRAM RATINGS
Two primary use cases…
Audience Comp to:
• Forecast/Plan
• Position/Sell
Program Ratings
for cross-platform
research
Compare to TV
Leverage and
enhance Campaign
Ratings platform
and methodology
Compare to
Nielsen Online
Campaign Ratings
(OCR)

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R1: MEASURING BOTH CAMPAIGNS AND CONTENT
Nielsen Digital Program Ratings combines with Nielsen Online Campaign Ratings to
deliver a full ratings suite for the dynamic model
Nielsen Digital
Program Ratings
Digital Dynamic
Ratings
Nielsen Online
Campaign RatingsTM
Overnight
R/F/GRP by
age/gender
Program/
episode
Overnight
R/F/GRP by
age/gender
Campaign/
placement
Guarantees
with
confidence
March 31,
2014

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R2 & XPR: COMPARING DIGITAL TO TV
Duration measurement and weighting enables comparison with linear ratings
Nielsen Cross-
Platform Program
Ratings
Nielsen linear TV
Ratings
Duration
measurement for
GRPs and AA
Mobile
impressions
Live + TSV
and VOD
Nielsen Digital
Program Ratings
Q4, 2014

AT THE INTERSECTION OF TV & PC:
LOCAL CROSS PLATFORM INSIGHTS

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CHANGING LOCAL LANDSCAPE

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LOCAL TELEVISION GOES DIGITAL
TV content can drive
online audience
TV/Online
Promotions
Grow revenue via
cross platform sales
Leverage
Cross-Platform
Presence
Attract new
advertisers based
on audience’s
online behavior
Segment
Online
Audience
Local Media Advantages
Established in Market --- Local Content --- Large Audience Base
Opportunities

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A portfolio of enhanced measurement and advertiser solutions to help local clients
grow their business:
• Common audience measurement across TV & digital platforms
• Ability to better package cross platform ad inventory to reach advertisers’
customers
• Amplification of local cross platform audience value
Insights
Local
Online
Measurement
Local
Cross
Platform
Ad Sales &
Inventory
Optimization
Program
Target
Audience
CROSS PLATFORM VISION FOR LOCAL CLIENTS

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Nielsen Cross-Platform Homes
•TV & PC Single Source Homes
in the People Meter panel
•26,955 Persons 2+ in 25 LPM
markets
•Direct measurement of TV &
Internet usage
•Simultaneous usage insight
•Surfing & streaming activity
•Enables longitudinal cause &
effect
•Internet usage - home only
NIELSEN CROSS-PLATFORM - LOCAL SINGLE SOURCE

70
Source: Nielsen Cross-Platform Panel, Chicago DMA, February 3-March 2 , 2011 and
April 28-May 25, 2011
Average TV Viewing Minutes, Persons 2+, Feb and May 2011
Note: Average TV viewing minutes per person per day among internet users.
Chicago - Heavy Internet Users Are Heavy TV Viewers

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Source: Nielsen Cross-Platform Panel, Minneapolis-St. Paul DMA, February 3-March 2 , 2011 and
April 28-May 25, 2011
Average TV Viewing Minutes, Persons 2+, Feb and May 2011
Note: Average TV viewing minutes per person per day among internet users.
Minneapolis-St. Paul - Heavy Internet Users Are Heavy TV Viewers…

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Source: Nielsen Cross-Platform Panel, Minneapolis-St. Paul DMA, February 3-March 2 , 2011 and April 28-May
25, 2011
Minn.-St. Paul - Average TV Viewing Minutes, Persons 2+, Feb and May 2011
Note: Average TV viewing minutes per person per day among streaming video users.
…But TV Viewing Varies Among Streamers

73
Source: Nielsen Cross Platform Panel, April 28-May 25,2011, Persons 18+,
Early News viewing M-F 5-630 PM, Local Websites M Su 6AM-6AM
Chicago ( 3 Stations) – Combined Early News vs. Local Station Websites
Local Station Websites Deliver Incremental Reach
46% Of P18+ Viewed Early News on TV Only, 5% Visited Station Websites Only, and 4% Used Both

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Source: Nielsen Cross Platform Panel, April 28-May 25,2011,
Chicago ( 3 Stations) – Combined Early News vs. Local Station Websites- Average
Frequency (Days)
Local Station Websites Deliver Added Frequency

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Source: Nielsen Cross Platform Panel, April 28-May 25,2011, Persons 18+,
Early News viewing M-F 5-630 PM, Local Websites M-Su 6AM-6AM
Philadelphia (4 Stations) - Stations’ Early News Combined vs. Local Station Websites
56% Of P18+ Viewed Early News on TV Only, 3% Visited Station Websites Only, and 6% Used Both
Local Station Websites Deliver Incremental Reach

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Source: Nielsen Cross Platform Panel, April 28-May 25,2011,
Philadelphia (4 Stations) – Combined Early News vs. Local Station Websites- Average
Frequency (Days)
Local Station Websites Deliver Added Frequency

77
WAAA - TV - Demographic Composition – Any LPM Market, DMA
% Composition Based on Tuning & Usage
Source: NPOWER Cross Platform Homes – April 28-May 25, 2011
Live+SD, M-F 6-7A, M-F 6-7P, M-F 11-11:30P News Programming and Station Website M-SU 6am-6am
Station Websites Can Deliver Different Audiences

78
LARGER DECLINES AMONG TEENS AND P25-34
Source: Nielsen, NPOWER
Prime
09/24 - 12/30/12 39.5 25.1 25.6 24.6 34.8 41.6 53.7
09/23 - 12/29/13 38.6 24.4 24.1 24.4 32.6 39.7 53.1
% Diff -2% -3% -6% -1% -6% -4% -1%
Total Day
09/24 - 12/30/12 21.0 15.1 13.1 14.4 18.2 21.3 28.1
09/23 - 12/29/13 20.7 14.9 12.4 14.2 17.3 20.5 28.1
% Diff -1% -1% -5% -1% -5% -4% 0%
Persons Using Television%

79
0.7
1.8
5.8
1.7
1.9
1.4
20.0
2.2
13.0
38.8
0.4
1.5
5.5
1.8
1.9
1.5
20.9
2.5
13.1
40.7
Multimedia Device Use
Video Game Console Use
Time Shifting
DVD Playback Use
All Other Tuning
Premium Pay
Ad Supported Cable
Spanish Broadcast
English Broadcast
PUT (Live PUT +
Time Shifting)
2012: 9/24 - 12/30/2012
2013: 9/23 - 12/29/2013
Source: Nielsen, NPOWER, Prime, L+7 days
INCREASE IN TIME SHIFTING AND VIDEO GAME USE
Persons 25-54

80
BROADBAND ONLY HOME VIEWERSHIP
Over half of minutes comes from game console use
83%
9%
3%
4%
1%
Traditional
TV HH
Live TV Time Shifting DVD Playback Use Video Game Console Use Multimedia Device Use
Source: Custom Data Extract, 10/28 – 11/24/13, Total Day, P2+
3% 1%
12%
59%
25%
Broadband
Only HH
Share of Total Use of TV

81
OTT VIDEO CONTINUES TO GROW IN POPULARITY
Source: Nielsen Custom Study
Do you currently subscribe to the
following services? 2012 2013
Netflix 31% 38%
Hulu Plus 4% 6%
Amazon Prime Instant Video 7% 13%
What Netflix Users Watch 2012 2013
Movies 47% 34%
Movies & TV Equally 35% 44%
TV Shows 19% 22%

82
A ONE GRP WORLD
Traditional TV Universe:
homes connected via an
antennae, cable STB, or
Satellite receiver
Expansion of TV Universe:
homes with operable TV
monitor with a broadband
connection
PAST PRESENT FUTURE?
Total Population Universe:
inclusion of PC and tablet
only homes

83
• Consumers continue to have expanded choice
• On demand will take more viewing from the DVR and from Live
• Linearand digitalmedia will become seamless to the consumer
• True for video but also audio and print
• Portable and personal devices will continue to enable simultaneous
usage
• Social Media becomes more important as we curate, commentate on our
media consumption
• Consumers can extend their media engagement with even morecontent
and information

84
• Fragmentationwill grow across distribution platforms, types of content,
availability of content and volume of content
• Understanding the fragmentation of a single piece of content over time and across
multiple screens/devices becomes as important as understanding fragmentation
to competitors
• The 2014 Upfront market will foster more conversations and
negotiations around different monetization models to account for additional viewing
across platforms
• Fee driven consumption and ad free models will coexist with ad
supported distribution of the same content
• Promotioncontinues to grow in importance as choices explode
• …and the consumer continues to not differentiate how they get
their entertainment opting for best screen, best audio at most convenient time with
best content

86
WE ALL KNOW PEOPLE TWEET ABOUT TV
Prepared for: [Client Name]
Source: Source: Nielsen SocialGuide; The Social Media Report 2012, Nielsen
560
million
32
million
33
percent
PEOPLE TWEETING
ABOUT U.S. TV
IN 2012
TWEETS ABOUT U.S.
TV IN H1 2013
(62% ANNUAL GROWTH)
OF ACTIVE U.S. TWITTER
ACCOUNTS TWEET
ABOUT TV

87
NOW WE KNOW THAT TWITTER TV IS 50X BIGGER
Authors
Audience

88
THEY ARE ALSO TWEETING ABOUT BRANDS
Source: Nielsen SocialGuide, 8/1/13-10/30/13
73% of the people who tweet about brands are people who tweet about TV.

NIELSEN SOCIALGUIDE VISION
Enable networks, advertisers and agencies to
measure, understand and act on the Twitter
activity
surrounding TV
89

90
TRIBUNE
MEDIA
SERVICES
Nielsen TV
Ratings – National
HOW SOCIALGUIDE WORKS
CLASSIFERS
Nielsen Twitter
TV Ratings
(NTTR)
TV & MOVIES
BRANDS
500+ BRANDS
ACROSS 23
CATEGORIES
Nielsen
SocialGuide
Product Suite

91
DAILY INSIGHTS ACROSS 250 NETWORKS

92
BETTER UNDERSTAND AUDIENCES
Go beyond age and gender to understand what is in the minds of viewers

93
Real-time dashboard allows your team to understand the context of the
conversation and directly engage
REAL-TIME ENGAGEMENT

94
Claudine Unterman
Account Director, Local Media Client Services
323.817.1225
claudine.unterman@nielsen.com
Shellie Sigal
Client Service Executive, Local Media TV Clients
323-817-1213
shellie.sigal@nielsen.com
Lucienne Castillo
Administrative Assistant
323-817-1223
lucienne.castillo@nielsen.com

Nielsen Updates March 2014

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Nielsen Updates March 2014