2010 digital video_display_study

!"#$#%&#'()*+(((
!"#$%&'"(("#)*&!
"#$%&'!(#)%*!+#,#*'-.!/$*01,2!!3!!/'4%2'&$!5$-6!!
7898:!;;<=9>?9!!3!!)%*$#6@%00%*A,B*'4%2'&$6-&A!!
© 2010 Arbitron Inc. and Edison Research

Introduction
'%(56)%&/6&/1%&7-8"/-6$&!"9"/#(&3(#5%:;#*%0&<"0%6&=/>0?&@ABA& +$",%-*%&.*/")#/%*&#$0&/1%&
I.#!F&*0!&G!2.%,!'#,#*'-.!%,!2&!,#2!C$%D#',#!#,2%A*2#,!G&'!)%F%2*0!E0*-#=4*,#)!D%)#&!41!4#$-.A*'H%$F!2.#!,%K#!*$)! 2%0"#&3(#$4&/'4%2'&$!C,#,!2.#,#!
E'&L%0#!&G!2&2*0!D%#@#',!*-'&,,!2.#!M$%2#)!"2*2#,6!I.#!E#',&$,!#,2%A*2#,!*'#!E'&N#-2#)!*F*%$,2!M6"6!'#,%)#$2,!*F#)!98!&'! C$%D#',#!#,2%A*2#,!2&!E'&D%)#!
&0)#'!*$)!2.#!)#A&F'*E.%-!E'&L%0#,!G&-C,!&$!2.&,#!@.&!'#-*00!,##%$F!*!)%F%2*0!D%)#&!)%,E0*1!%$!,E#-%L%-!#$D%'&$A#$2,! %$,%F.2!*$)!E#',E#-2%D#!%$2&!2.#!
%$!2.#!E*,2!A&$2.6!I.#,#!D%)#&!)%,E0*1,!%$!A&,2!-*,#,!4'&*)-*,2!*)D#'2%,%$F!*$)!-&$2#$2!2.*2!*'#!,E#-%*001!-'#*2#)!G&'! *C)%#$-#!#,2%A*2#,!@#!E'&)C-#!
2.#!&C2=&G=.&A#!#$D%'&$A#$2!*$)!*'#!)%,2%$-2!G'&A!$#2@&'H!&'!-*40#!IO!D%#@%$F!*@*1!G'&A!.&A#6! G&'!%$)%D%)C*0!$#2@&'H,6!

I.#!'#E&'2!%$-0C)#,P! I.#!,2*2%,2%-,!*00&@!C,!2&!#D*0C*2#!
*!$#2@&'HJ,!,%K#!*$)!,.*'#!%$!
•  Q#@!)*2*!-&00#-2#)!%$!8R9R! '#0*2%&$!2&!2.#!A#)%CAJ,!
•  (&$2.01!*$)!@##H01!$*2%&$*0!*C)%#$-#!#,2%A*2#,!G&'!)%F%2*0!E0*-#=4*,#)!D%)#&!*,!*!A#)%CA! E&2#$2%*0!'#*-.!&D#'*006!
•  5$G&!&$!M6"6!'#,%)#$2,!*F#)!98!&'!&0)#'!7%$-0C)%$F!2##$,:! I.#!C$%D#',#!#,2%A*2#,!*$)!
•  S'#*H&C2,!G&'!9;!)%GG#'#$2!D#$C#!-*2#F&'%#,! D%#@#'!E'&L%0#,!*0,&!.#0E!
–  I&2*0!$CA4#'!&G!D%,%2&',!2&!2.#!D#$C#,!%$!2.#!E*,2!A&$2.! *)D#'2%,#',!*$)!*F#$-%#,!A*H#!
%$G&'A#)!)#-%,%&$,!&$!@.%-.!
–  I&2*0!$CA4#'!&G!)%F%2*0!D%)#&!D%#@#',!*2!2.#!D#$C#,!%$!2.#!E*,2!A&$2.! $#2@&'H,!2&!%$-0C)#!%$!2.#%'!
•  T#A&F'*E.%-!E'&L%0#,!&G!D%#@#',!%$-0C)%$F!,#UV!*F#V!#2.$%-%21V!.&C,#.&0)!%$-&A#V!#)C-*2%&$!*$)!E'#,#$-#!&G!-.%0)'#$! A#)%*!E0*$,6!
C$)#'!9;!%$!2.#!.&C,#.&0)!
•  /)!#$F*F#A#$2!*$)!EC'-.*,#!%$2#$2!A#*,C'#,!
•  T%'#-201!-&AE*'#,!2.#!'#*-.!&G!)%F%2*0!E0*-#=4*,#)!D%)#&!2&!&2.#'!A#)%*!E0*2G&'A,!%$-0C)%$F!&$0%$#!D%)#&V!2#U2!
A#,,*F%$FV!(WX!&@$#',.%E!7%$-0C)%$F!%W&)Y!*$)!%W.&$#Y:V!TO+,!*$)!Z*-#4&&H!

700"/"6$#(&!#/#&7,#"(#8(%&
Z&'!2.#!L%',2!2%A#V!/'4%2'&$!%,!E'&D%)%$F!2.#!)*2*!%$!2.%,!'#E&'2!*$)!)##E#'!!
A*'H#2=4*,#)!%$,%F.2,!2&!2.#!%$)C,2'1!G&'!*!G##6![&$2*-2!C,!2&!0#*'$!A&'#P!
S#$!['*@G&')!
7898:!;;<=9X9?!
4#$6-'*@G&')B*'4%2'&$6-&A!!

+&4!%$,2&$!
7X9R:!;8>=??RX!!
'&4#'26@%$,2&$B*'4%2'&$6-&A!!

ARBITRON DIGITAL PLACE-BASED VIDEO STUDY 2010 2


Description of Methodology
/'4%2'&$!5$-6!%$!E*'2$#',.%E!@%2.!^)%,&$!+#,#*'-.!-&$)C-2#)P! C1%&")D6-/#$5%&6E&*#)D("$94!
•  I&2*0!&G!9V<_X!-&AE0#2#)!,C'D#1,!! /'4%2'&$!C,#)!2#0#E.&$#!
'#-'C%2#)!,*AE0#!74&2.!0*$)0%$#!
•  I#0#E.&$#!%$2#'D%#@!
*$)!-#00!E.&$#:!2&!-'#*2#!2.#,#!
•  S#2@##$!`*$C*'1!8_!*$)!Z#4'C*'1!88V!8R9R!! C$%D#',#!#,2%A*2#,6!!
•  +*$)&A!,*AE0#!&G!E#',&$,!*F#)!98!*$)!&0)#'!!
"&V!C$0%H#!5$2#'$#2!E*$#0,!2.*2!
•  +#,E&$)#$2,!,#0#-2#)!G'&A!/'4%2'&$J,!Z*00!8RRa!,C'D#1!&G!)%*'1H##E#',!*$)!2.'&CF.!'*$)&A!)%F%2!)%*0%$F!7+TT:! -*$!#U-0C)#!9?]!&'!A&'#!&G!2.#!
,*AE0%$F!%$!-#'2*%$!F#&F'*E.%-!*'#*,!@.#'#!/'4%2'&$!)%*'1H##E#',!@#'#!$&2!*D*%0*40#!G&'!2.#!,C'D#16!!T%*'1H##E#',! M6"6!E&EC0*2%&$!2.*2!)&#,!$&2!
'#E'#,#$2!_9]!&G!2.#!-&AE0#2#)!%$2#'D%#@,!*$)!+TT=,*AE0#)!'#,E&$)#$2,!'#E'#,#$2!>a]!&G!2.#!-&AE0#2#)! '#FC0*'01!*--#,,!2.#!5$2#'$#2V!
%$2#'D%#@,! 2.#,#!C$%D#',#!#,2%A*2#,!E'&D%)#!
•  5$-0C)#,!-#00!E.&$#!,*AE0#! *!A&'#!-&AE0#2#!E%-2C'#!&G!2.#!
•  5$-0C)#,!$&$=5$2#'$#2!.&C,#.&0),! 2&2*0!A*'H#2!@%2.&C2!
C$)#'-&C$2%$F!&'!#U-0C)%$F!
•  Q*2%&$*001!E'&N#-2*40#!2&!2.#!GC00!M6"6!E&EC0*2%&$!*F#)!98!&'!&0)#'! #$2%'#!,#FA#$2,!&G!2.#!
E&EC0*2%&$6!
Q&2#P!W#',&$,!#,2%A*2#,V!)#A&F'*E.%-!-&AE&,%2%&$,!*$)!%$)%-#,!*'#!-*0-C0*2#)!2&!&$#!)#-%A*0!E&%$2V!4C2!'&C$)#)!2&!
2.#!$#*'#,2!GC00!E#'-#$2*F#!E&%$2!%$!2.#!'#E&'2b!2.#'#G&'#!2&2*0,!A*1!$&2!*))!2&!9RR6!



Public Venues
d#'#!%,!2.#!0%,2!&G!D#$C#!-*2#F&'%#,!E'&L%0#)!%$!2.#!'#E&'2P! '1?&8-%#F&6>/&"$0","0>#(&
•  /%'E&'2! ,%$>%*G&I.%$H!&G!D#$C#,!*0A&,2!
0%H#!IO!E'&F'*AA%$F!F#$'#,!&'!
•  S*'!
'*)%&!,2*2%&$!G&'A*2,b!%$!A&,2!
•  [&GG##.&C,#!&'!,*$)@%-.!,.&E! -*,#,V!2.#!-&$2#$2!%,!)#,%F$#)!2&!
•  [&$D#$%#$-#!,2&'#! *EE#*0!2&!*!,E#-%L%-!*C)%#$-#6!I.#!
•  T'CF!,2&'#! ,*A#!%,!2'C#!G&'!-#'2*%$!D#$C#!
-*2#F&'%#,6!I.#!21E#,!&G!E#&E0#!
•  ^0#D*2&'! '#*-.#)!A&,2!G'#cC#$201!%$!*!
•  Z*,2!G&&)!&'!-*,C*0!)%$%$F!'#,2*C'*$2! A&D%#!2.#*2#'!A*1!4#!cC%2#!
•  e*,!,2*2%&$! )%GG#'#$2!G'&A!2.&,#!'#*-.#)!%$!*!
•  e'&-#'1!,2&'#! )&-2&'J,!&GL%-#6!

•  d#*02.!-0C4! M$%D#',#!#,2%A*2#,!*$)!E'&L%0#!
4'#*H&C2,!G&'!%$)%D%)C*0!D#$C#!
•  d&,E%2*0!&'!A#)%-*0!2#,2!G*-%0%21!
-*2#F&'%#,!.#0E!*)D#'2%,#',!*$)!
•  f*'F#!'#2*%0!&'!)#E*'2A#$2!,2&'#! A#)%*!E0*$$#',!,#0#-2!$#2@&'H,!
•  (#)%-*0!&GL%-#!7,C-.!*,!*!)&-2&'J,!&GL%-#V!)#$2%,2!&'!D#2#'%$*'%*$:! @%2.!2.#!.#*D%#,2!-&$-#$2'*2%&$!
•  (&D%#!2.#*2#'! &G!2.#%'!2*'F#2!-&$,CA#',6!
•  gGL%-#!4C%0)%$F!0&441!
•  ".&EE%$F!A*00!
•  "2*)%CA!&'!*'#$*!
•  I'*$,E&'2*2%&$!
–  ^U2#'%&'!&G!*!SC,V!SC,!"2&E!".#02#'V!I'*%$!&'!I*U%-*4!
–  +%)%$F!5$,%)#!*!SC,V!I'*%$!&'!I*U%-*4!



Definition of Terms
•  <%$>%&<"*"/6-I&/!E#',&$!@.&!.*,!4##$!2&!&'!@*,!#UE&,#)!2&!&$#!&G!2.#!9;!EC40%-!D#$C#,!#U*A%$#)!%$!2.%,!'#E&'2!%$! <"*"/6-*&,*4&<"%H%-*4&5$!2.%,!
2.#!E*,2!A&$2.6!I.#!,C'D#1!cC#,2%&$!D#'4*2%A!%,P!! '#E&'2!D%,%2&',!'#E'#,#$2!2.#!
!h,%(&-#(./$&(01%&-2(-/3#(*14()##%(&1i5$.#67876(3#%4#9j! $CA4#'!&G!E#&E0#!@.&!.*D#!4##$!
2&!*!E*'2%-C0*'!21E#!&G!D#$C#!%$!
•  26$/1(?&!"9"/#(&<"0%6&<"%H%-I&&/!E#',&$!@.&!$&2%-#)!*!)%F%2*0!D%)#&!,-'##$!*2!&$#!&G!2.#!9;!EC40%-!D#$C#,! 2.#!E*,2!A&$2.6!"%$-#!$&2!*00!
#U*A%$#)!%$!2.%,!'#E&'2!%$!2.#!E*,2!A&$2.6!I.#!,C'D#1!cC#,2%&$!D#'4*2%A!%,P! D#$C#,!.*D#!,-'##$,!%$,2*00#)V!
(:;/%*(.4)<76(.</6#$(%1=(-/3#('7>7&/<(37'#1('7$.</*$?((@-#$#(37'#1('7$.</*$(<11A(<7A#(&#<#37$71%($6"##%$2()4&("/&-#"(&-/%( $&2!#D#'1&$#!@.&!D%,%2,!*!D#$C#!
)"1/'6/$&7%>("#>4</"(&#<#37$71%($&/&71%$2(&-#*(B#/&4"#($-1"&(."1>"/0$(/%'(/'3#"&7$7%>("#<#3/%&(&1(."1'46&$(7%(&-#($&1"#?(( %,!#UE&,#)!2&!)%F%2*0!D%)#&!
C1"(#D/0.<#2(/(37'#1('7$.</*(/&(/(<16/<(>"16#"*($&1"#(07>-&($-1=(B11'(7&#0$(B1"($/<#2(=-7<#(/(37'#1('7$.</*(7%(&-#(<1))*( -&$2#$26!!
1B(/(<16/<(0137#(&-#/&#"(07>-&($-1=(&-#(&"/7<#"(B1"(/%(4.6107%>(0137#?(
I.#!D%,%2&'!#,2%A*2#,!*'#!
(E1=(,F0(>17%>(&1("#/'(/(<7$&(1B(<16/&71%$2(/%'(,F'(<7A#(*14(&1(&#<<(0#(=-#&-#"(1"(%1&(*14(-/3#($##%(/('7>7&/<(37'#1('7$.</*( %$-0C)#)!A#'#01!2&!E'&D%)#!
/&(&-/&(<16/&71%("#6#%&<*?((G>/7%2(=#(/"#($.#67876/<<*(/$A7%>(/)14&('7>7&/<(37'#1('7$.</*$2($1(.<#/$#('1(EH@(7%6<4'#(@I( E#',E#-2%D#!G&'!2.#!*C)%#$-#!
$&/&71%$(*14(07>-&(-/3#($##%(1%(/("#>4</"(&#<#37$71%($6"##%(/&(1%#(1B(&-#$#(<16/&71%$?((( 7D%#@#':!#,2%A*2#,6!!!
(,%(&-#(./$&(01%&-2(-/3#(*14($##%(/('7>7&/<(37'#1('7$.</*J5$.#67876(3#%4#9K( I.#!*C)%#$-#!#,2%A*2#,!
•  '%%F(?&!"9"/#(&<"0%6&<"%H%-I&&/!E#',&$!@.&!$&2%-#)!*!)%F%2*0!D%)#&!,-'##$!*2!&$#!&G!2.#!9;!EC40%-!D#$C#,! '#E'#,#$2!2.#!$CA4#'!&G!E#&E0#!
#U*A%$#)!%$!2.%,!'#E&'2!%$!2.#!E*,2!@##H6!I.#!,C'D#1!cC#,2%&$!G&00&@#)!2.#!,#cC#$-#!G&-C,%$F!&$!)%F%2*0!D%)#&! @.&!,E#-%L%-*001!'#-*00!,##%$F!*!
D%#@%$F!%$!2.#!E*,2!A&$2.b!2.#!,C'D#1!cC#,2%&$!D#'4*2%A!%,P! )%F%2*0!D%)#&!,-'##$!*2!*!D#$C#6!!52!
%,!E&,,%40#!2&!.*D#!4##$!%$!2.#!
(:,%(&-#(./$&(=##A2(-/3#(*14($##%(/('7>7&/<(37'#1('7$.</*J5$.#67876(3#%4#9K(
E'&U%A%21!&G!*!,-'##$!7#UE&,#):!
•  3%-*6$*&%*/")#/%*I&I.#!$CA4#'!&G!M6"6!'#,%)#$2,!@.&!.*D#!@*2-.#)!*!)%F%2*0!D%)#&!,-'##$6!I.%,!$CA4#'!'#E'#,#$2,! @%2.&C2!$&2%-%$F!%26!
C$%cC#!E#&E0#!%$!2.#!E&EC0*2%&$V!QgI!*)!%AE'#,,%&$,6!!
!Z&'!#U*AE0#P!I.#!A&$2.01!)%F%2*0!D%)#&!E#',&$,!#,2%A*2#,!G&'!F'&-#'1!,2&'#,!%,!<8!A%00%&$!E#&E0#!*F#)!98!&'!&0)#'6!
I.%,!$CA4#'!%,!)#'%D#)!41!AC02%E01%$F!!2.#!2&2*0!-C''#$2!M6"6!E&EC0*2%&$!41!2.#!E#'-#$2*F#!&G!&C'!'#E'#,#$2*2%D#!
,*AE0#!@.&!'#E&'2#)!$&2%-%$F!*!)%F%2*0!D%)#&!,-'##$!%$!*!F'&-#'1!,2&'#!%$!2.#!E*,2!A&$2.!78_aVRRRV?RRk!U!8<6a]!l!!
<8V8?9V9?<:6!
!I.#!$CA4#'!&G!2&2*0!*)!%AE'#,,%&$,!2.#,#!E#&E0#!'#E'#,#$2!@&C0)!D*'1!4*,#)!&$!2.#!G'#cC#$-1!&G!2.#%'!D%#@%$F!*$)!
2.#!$CA4#'!&G!*),!%$!'&2*2%&$6!

*Copyright 2009, Claritas, Inc.



Definition of Terms (continued)
•  =%KI&&I.#!F#$)#'!-&AE&,%2%&$!G&'!2.#!F'&CEb!C$0#,,!&2.#'@%,#!%$)%-*2#)V!2.#!2&2*0!,*AE0#!%,!E#',&$,!*F#)!98!&'! J6H&/6&>*%&#$&"$0%KI&/$!%$)#U!
&0)#'6! &G!9RR!A#*$,!2.#!F'&CE!.*,!2.#!
,*A#!)#A&F'*E.%-!-&AE&,%2%&$!
•  79%I&I.#!*F#!-&AE&,%2%&$!G&'!2.#!F'&CEb!C$0#,,!&2.#'@%,#!%$)%-*2#)V!2.#!2&2*0!,*AE0#!%,!E#',&$,!*F#)!98!&'!&0)#'6!
*,!2.#!$*2%&$!&$!*D#'*F#6!!!
•  J6>*%16(0&L$56)%I&&I.#!*EE'&U%A*2#!2&2*0!.&C,#.&0)!%$-&A#!%$!8RRa!G'&A!*00!,&C'-#,!4#G&'#!2*U#,!G&'!2.#!F'&CEb!
/$!%$)#U!*4&D#!9RR!A#*$,!2.*2!
C$0#,,!&2.#'@%,#!%$)%-*2#)V!2.#!2&2*0!,*AE0#!%,!E#',&$,!*F#)!9;!&'!&0)#'6!I.#'#!%,!21E%-*001!*!-#'2*%$!E#'-#$2!&G!
D#$C#!*22'*-2,!A&'#!E#&E0#!@%2.!
'#,E&$)#$2,!@.&!)#-0%$#!2&!E'&D%)#!%$-&A#!%$G&'A*2%&$6!I.#!.&C,#.&0)!%$-&A#!-&AE&,%2%&$,!%$!2.%,!'#E&'2!*'#!
2.*2!-.*'*-2#'%,2%-!2.*$!@#!@&C0)!
E'&N#-2#)!*A&$F,2!&$01!2.&,#!@.&!)%)!E'&D%)#!*$!%$-&A#!'*$F#6!
#UE#-2!2&!L%$)!%$!*!'*$)&A!
•  M#5%N./1$"5"/?I&&I.#!'*-#!*$)!#2.$%-%21!-&AE&,%2%&$!G&'!2.#!F'&CEb!C$0#,,!&2.#'@%,#!%$)%-*2#)V!2.#!2&2*0!,*AE0#!%,! ,*AE0#!&G!2.#!2&2*0!M6"6!
E#',&$,!*F#)!98!&'!&0)#'6! E&EC0*2%&$b!*$!%$)#U!C$)#'!9RR!
A#*$,!2.#!D#$C#!C$)#'=)#0%D#',!
•  .0>5#/"6$I&I.#!.%F.#,2!-&AE0#2#)!0#D#0!&G!#)C-*2%&$!G&'!2.#!F'&CEb!C$0#,,!&2.#'@%,#!%$)%-*2#)V!2.#!2&2*0!,*AE0#!%,! E#&E0#!@%2.!2.*2!-.*'*-2#'%,2%-6!!
E#',&$,!*F#)!9;!&'!&0)#'6!!
Z&'!#U*AE0#P!I.#!2&2*0!M6"6!
•  J6>*%16(0&O6)D6*"/"6$I&&I.#!E#'-#$2*F#!&G!2.#!F'&CE!@.&!.*D#!&$#!&'!A&'#!-.%0)'#$!C$)#'!2.#!*F#!&G!9;!0%D%$F!%$! E&EC0*2%&$!&G!E#',&$,!*F#)!98!&'!
2.#%'!.&A#b!C$0#,,!&2.#'@%,#!%$)%-*2#)V!2.#!2&2*0!,*AE0#!%,!E#',&$,!*F#)!9;!&'!&0)#'6! &0)#'!%,!-&AE&,#)!&G!>a]!A#$b!
•  P#/"6$#(&7,%-#9%&L$0%KI&[&AE*'#,!2.#!)#A&F'*E.%-!-&AE&,%2%&$!G&'!2.#!F'&CE!2&!2.#!-&AE&,%2%&$!&G!2.#!M6"6! 2.&,#!@.&!.*D#!@*2-.#)!*!)%F%2*0!
E&EC0*2%&$!*,!*!@.&0#6!! D%)#&!)%,E0*1!*2!*!F*,!,2*2%&$!%$!
2.#!E*,2!A&$2.!*'#!_>]!A#$6!
I.#'#G&'#V!*!F*,!,2*2%&$!)#0%D#',!!
*!.%F.!-&$-#$2'*2%&$!&G!A*0#!
D%#@#',!*$)!%2,!%$)#U!%,!
#UE'#,,#)!*,!99R!!
m_>]!n!>a]!l!99Ro6!
I.#!F&*0!&G!%$)%-#,!%,!2&!%)#$2%G1!
D#$C#,!2.*2!*22'*-2!*!.%F.!
-&$-#$2'*2%&$!&G!-#'2*%$!
-&$,CA#'!2*'F#2,6!



Significant Highlights
M%#51&
•  I.#!*D*%0*4%0%21!&G!)%F%2*0!E0*-#=4*,#)!D%)#&!.*,!'#*-.#)!*!-'%2%-*0!A*,,6!!<R]!&G!M6"6!'#,%)#$2,!*F#)!98!&'!&0)#'!.*D#!
,##$!*!)%F%2*0!D%)#&!)%,E0*1!%$!*!EC40%-!D#$C#!%$!2.#!E*,2!A&$2.b!_8]!'#-*00!,##%$F!&$#!%$!2.#!E*,2!@##H6!
O6)D#-"*6$&/6&Q/1%-&2%0"#&
•  T%F%2*0!D%)#&!%$!EC40%-!D#$C#,!'#*-.#,!A&'#!/A#'%-*$,!#*-.!A&$2.!7<R]:!2.*$!D%)#&!&D#'!2.#!5$2#'$#2!7>X]:!&'!
Z*-#4&&H!7>9]:6!
C6D&<%$>%*&E6-&Q,%-#((&<"%H%-*&
•  I.#!2&E!L%D#!E0*-#,!2&!'#*-.!-&$,CA#',!@%2.!)%F%2*0!D%)#&!*'#!F'&-#'1!,2&'#,!78;]!&G!2.#!M6"6!E&EC0*2%&$!*F#)!98!&'!
&0)#':V!,.&EE%$F!A*00,!78<]:V!0*'F#!'#2*%0!&'!)#E*'2A#$2!,2&'#,!78R]:V!A#)%-*0!&GL%-#,!78R]:!*$)!A&D%#!2.#*2#',!
79a]:6!
70,%-/"*"$9&.$9#9%)%$/&
•  O%#@#',!*'#!#$F*F#)!@%2.!2.#!-&$2#$2b!$#*'01!.*0G!7><]:!&G!2.&,#!@.&!.*D#!,##$!*!)%F%2*0!E0*-#=4*,#)!D%)#&!%$!2.#!
E*,2!A&$2.!,E#-%L%-*001!'#-*00!,##%$F!*$!*)6!
.EE%5/&6$&3>-51#*%&3#//%-$*&
•  T%F%2*0!D%)#&!*),!.*D#!*$!#GG#-2!&$!EC'-.*,#!E*22#'$,6!Q#*'01!&$#!%$!L%D#!79a]:!&G!2.&,#!@.&!.*D#!,##$!*!)%F%2*0!
D%)#&!*)!,*1!2.#1!.*D#!A*)#!*$!C$E0*$$#)!EC'-.*,#!*G2#'!,##%$F!*$!%2#A!G#*2C'#)!&$!2.#!,-'##$6!



Digital Place-Based Video as a Medium: U.S. Total Reach
Q,%-&/H6:/1"-0*&6E&7)%-"5#$&
/%%$*&#$0&#0>(/*&1#,%&*%%$&#&
0"9"/#(&,"0%6&*5-%%$&"$&#&D>8("5&
,%$>%&"$&/1%&D#*/&)6$/14&
"#D#$21!E#'-#$2!&G!M6"6!'#,%)#$2,!

70%
*F#)!98!&'!&0)#'!'#-*00#)!,##%$F!
Teen and adult U.S. residents have viewed *!)%F%2*0!D%)#&!)%,E0*1!%$!*2!0#*,2!
digital video displays at any measured venue &$#!&G!2.#!9;!D#$C#!-*2#F&'%#,!
in the past month. #U*A%$#)!%$!2.%,!'#E&'2b!2.*2!
2'*$,0*2#,!2&!*EE'&U%A*2#01!9;9!
Monthly persons estimate:! A%00%&$!/A#'%-*$,6!!
gD#'!.*0G!7_8]!&'!9X_!A%00%&$:!&G!
181 Million M6"6!2##$,!*$)!*)C02,!.*D#!,##$!*!
)%F%2*0!D%)#&!,-'##$!%$!NC,2!2.#!
E*,2!@##H6!

52% Teen and adult U.S. residents have viewed
digital video displays at any measured venue
in the past week.
Weekly persons estimate:!

135 Million



Comparing the Reach of Digital Place-Based Video to Other Media

!"9"/#(&D(#5%:8#*%0&,"0%6&
0H#-E*&)#$?&D-6)"$%$/&$%H&
)%0"#&#$0&)#-F%/"$9&
D(#/E6-)*4&(&'#!/A#'%-*$!2##$,!
Monthly digital place-based video 70%
*$)!*)C02,!.*D#!,##$!*!)%F%2*0!
D%)#&!,-'##$!*2!*!EC40%-!D#$C#!%$!
2.#!E*,2!A&$2.!7<R]:!2.*$!.*D#!
@*2-.#)!&$0%$#!D%)#&!7>X]:6!!
Ever send or receive text message (&'#!E#&E0#!,##!)%F%2*0!D%)#&!
56% ,-'##$,!%$!EC40%-!D#$C#,!2.*$!
on cell phone
.*D#!#3#"!,#$2!&'!'#-#%D#)!*!2#U2!
A#,,*F#!7_?]:b!&@$!*!TO+V!,C-.!
*,!*!I%O&Y!&'!'#-&')#'!E'&D%)#)!
2.'&CF.!2.#%'!-*40#!&'!,*2#00%2#!
IO!E'&D%)#'!7>9]:b!&'!.*D#!*!
Have an MP3 player 44%
Z*-#4&&H!E'&L%0#!7>9]:6!!
/$)!E0#*,#!H##E!%$!A%$)!2.%,!%,!*!
)%'#-2!-&AE*'%,&$!*-'&,,!*!$7%><#(
,*AE0#!F'&CE!)#,-'%4%$F!2.#%'!
E#',&$*0!-&$,CAE2%&$!&G!#*-.!
Monthly online video 43% A#)%*!*$)!A*'H#2%$F!E0*2G&'A6!

Own a DVR 41%

Have a Facebook profile 41%

Note: See appendix for verbatim survey
questions.



Digital Place-Based Video Advertising Recall
<"%H%-*&#-%&$6/&R>*/&%KD6*%0S&
/1%?&#-%&%$9#9%04&Q#*'01!.*0G!
7><]:!&G!2.&,#!@.&!.*D#!$&2%-#)!
*!)%F%2*0!E0*-#=4*,#)!D%)#&!
)%,E0*1!%$!2.#!E*,2!A&$2.!
,E#-%L%-*001!'#A#A4#'!*$!
*)D#'2%,#A#$2!*EE#*'%$F!&$!2.#!
,-'##$6!

47%!
Q#*'01!9!%$!_!79a]:!&G!2.&,#!@.&!
Digital video viewers recalled seeing an $&2%-#)!*$!*)!'#E&'2!.*D%$F!
advertisement on the screen. A*)#!*!EC'-.*,#!2.#1!@#'#!$&2!
*0'#*)1!E0*$$%$F!&$!A*H%$F!*G2#'!
,##%$F!*$!%2#A!G#*2C'#)!&$!2.#!
D%)#&!,-'##$!72.&CF.!$&2!
$#-#,,*'%01!@%2.%$!2.#!,*A#!
A&$2.:6!

19%! Those who saw an ad and have made an
unplanned purchase after seeing an item
featured on the screen.

Note: See appendix for verbatim survey
questions.



Monthly Digital Video Viewers
Audience Estimates
Airport

visited

21% Teen and adult U.S. residents
have visited an airport in the past
month.
26-%&/1#$&6$%&"$&T",%&
Persons estimate: 54 million 7)%-"5#$*&1#,%&,"*"/%0&#$&
#"-D6-/&"$&/1%&D#*/&)6$/14&
I@#$21=&$#!E#'-#$2!&G!M6"6!
'#,%)#$2,!*F#)!98!&'!&0)#'!.*D#!
4##$!2&!*$!*%'E&'2!%$!2.#!E*,2!
A&$2.b!&C2!&G!2.&,#!@.&!D%,%2#)V!
of those who visited an airport in the past month viewed digital video
52% during at least one of those visits.
_8]!$&2%-#)!*!)%F%2*0!D%)#&!
,-'##$!*2!2.#!0&-*2%&$!&$!*2!0#*,2!
&$#!&G!2.&,#!D%,%2,6!
I.#!A&$2.01!'#*-.!&G!)%F%2*0!
D%)#&!)%,E0*1,!*2!*%'E&'2,!*A&$F!
*00!/A#'%-*$!2##$,!*$)!*)C02,!%,!
99]!&'!8;!A%00%&$!C$%cC#!E#&E0#6!

viewed

11%
Teen and adult U.S. residents
have viewed digital video at an
airport in the past month.
Persons estimate: 28 million



Demographic Profile
Airport
Sex Age

22%
Female 20%
17%
45% 14%
11%
Male 9% 8%
55%

12-17 18-24 25-34 35-44 45-54 55-64 65+
7"-D6-/*&0%(",%-&#&1"91&
56$5%$/-#/"6$&6EI&

Household Income Race/Ethnicity •  /GL0C#$2!-&$,CA#',!
46% •  W#&E0#!@%2.!-&00#F#!)#F'##,!
10%
White C1%&#>0"%$5%&*F%H*I&
27% African-American •  (*0#!
17%
Hispanic
16%
11% Asian/Other
59%
14%
Under $25K to $50K to Over
$25K < $50K < $100K $100K
Based on 74% of sample aged 18 or older who provided an income level.

Education Household Composition
4-year College Degree or Higher 63% Have Children Under Age 18 Living at Home 34%
Based on respondents aged 18 or older.! Based on respondents aged 18 or older. !
National Average Index
College
Income Income Degree Children in
Men Women Age 12-24 Age 18-49 Age 25-54 $50K+ $100K+ or Higher Household
113 87 89 110 118 161 191 157 96



Audience Estimates
Bar

visited

29% Adult U.S. residents aged 21 or
older have visited a bar in the past
month.
26-%&/1#$&6$%:U>#-/%-&6E&
Persons estimate: 65 million 7)%-"5#$&#0>(/*&6E&(%9#(&#9%&
1#,%&,"*"/%0&#&8#-&"$&/1%&D#*/&
)6$/14&I@#$21=$%$#!E#'-#$2!&G!
M6"6!'#,%)#$2,!*F#)!89!&'!&0)#'!
.*D#!4##$!2&!*!4*'!%$!2.#!E*,2!
A&$2.b!&C2!&G!2.&,#!@.&!D%,%2#)V!
of those who visited a bar in the past month viewed digital video during
30% at least one of those visits.
XR]!$&2%-#)!*!)%F%2*0!D%)#&!
,-'##$!*2!2.#!0&-*2%&$!&$!*2!0#*,2!
&$#!&G!2.&,#!D%,%2,6!
I.#!A&$2.01!'#*-.!&G!)%F%2*0!
D%)#&!)%,E0*1,!*2!4*',!*A&$F!*00!
/A#'%-*$!*)C02,!&G!0#F*0!*F#!%,!
a]!&'!8R!A%00%&$!C$%cC#!E#&E0#6!

viewed

9%
Adult U.S. residents aged 21 or
older have viewed digital video at
a bar in the past month.



Demographic Profile
Bar
Sex Age
Female 26% 26%
33%
21%

13%
9%
5%
Male
67%
21 -24 25-34 35-44 45-54 55-64 65+
;#-*&0%(",%-&#&1"91&
56$5%$/-#/"6$&6EI&

Household Income Race/Ethnicity •  p&C$F!*)C02,!*F#)!89=8>!
•  /)C02,!
8%
37% White •  (#$!
African-American •  W#&E0#!@%2.!*!-&00#F#!)#F'##!
26% 19%
23%
Hispanic
14% Asian/Other

62%
11%
$25K < $50K < $100K $100K


!
All bar-related data are based on respondents aged 21 or older.

College
136 66 243 141 131 121 107 125 112



Audience Estimates
Coffeehouse or Sandwich Shop

visited

have visited a coffeehouse or
sandwich shop in the past month.
Q$%&"$&/H6&7)%-"5#$*&1#,%&
Persons estimate: 130 million ,"*"/%0&#&56EE%%16>*%&6-&
*#$0H"51&*16D&"$&/1%&D#*/&
)6$/14&Z%G21!E#'-#$2!&G!M6"6!
'#,%)#$2,!*F#)!98!&'!&0)#'!.*D#!
4##$!2&!*!-&GG##.&C,#!&'!
,*$)@%-.!,.&E!%$!2.#!E*,2!
of those who visited a coffeehouse or sandwich shop in the past month
16% viewed digital video during at least one of those visits.
A&$2.b!&C2!&G!2.&,#!@.&!D%,%2#)V!
9?]!$&2%-#)!*!)%F%2*0!D%)#&!
,-'##$!*2!2.#!0&-*2%&$!&$!*2!0#*,2!
&$#!&G!2.&,#!D%,%2,6!
I.#!A&$2.01!'#*-.!&G!)%F%2*0!
D%)#&!)%,E0*1,!*2!-&$D#$%#$-#!
,2&'#,!*A&$F!*00!/A#'%-*$!2##$,!
*$)!*)C02,!%,!;]!&'!89!A%00%&$!
C$%cC#!E#&E0#6!
viewed

8%
have viewed digital video at a
coffeehouse or sandwich shop in
the past month.



Demographic Profile
Coffeehouse or Sandwich Shop
Sex Age

20% 19%
Female
16%
47% 14% 13%
12%
Male
53% 6%

12-17 18-24 25-34 35-44 45-54 55-64 65+
O6EE%%16>*%*&6-&*#$0H"51&
*16D*&0%(",%-&#&1"91&
56$5%$/-#/"6$&6EI&
Household Income Race/Ethnicity
•  /GL0C#$2!-&$,CA#',!
9%
White •  I##$,!*$)!1&C$F!*)C02,!
33% •  W#&E0#!@%2.!-.%0)'#$!0%D%$F!%$!
17% African-American
24% 2.#!.&C,#.&0)!
21% 22% Hispanic
C1%&#>0"%$5%&*F%H*I&
Asian/Other
•  (*0#!
55%

Under $25K to $50K to Over 19%
$25K < $50K < $100K $100K

College
108 92 141 120 105 113 145 113 125



Audience Estimates
Convenience Store

visited

have visited a convenience store
in the past month.
26-%&/1#$&*%,%$&"$&BA&
Persons estimate: 187 million 7)%-"5#$*&1#,%&,"*"/%0&#&
56$,%$"%$5%&*/6-%&"$&/1%&D#*/&
)6$/14&"#D#$21=2@&!E#'-#$2!&G!
M6"6!'#,%)#$2,!*F#)!98!&'!&0)#'!
.*D#!4##$!2&!*!-&$D#$%#$-#!,2&'#!
%$!2.#!E*,2!A&$2.b!&C2!&G!2.&,#!
of those who visited a convenience store in the past month viewed
16% digital video during at least one of those visits.
@.&!D%,%2#)V!9?]!$&2%-#)!*!
)%F%2*0!D%)#&!,-'##$!*2!2.#!
0&-*2%&$!&$!*2!0#*,2!&$#!&G!2.&,#!
D%,%2,6!
I.#!A&$2.01!'#*-.!&G!)%F%2*0!
D%)#&!)%,E0*1,!*2!-&$D#$%#$-#!
,2&'#,!*A&$F!*00!/A#'%-*$!2##$,!
*$)!*)C02,!%,!98]!&'!X9!A%00%&$!
C$%cC#!E#&E0#6!
viewed

12%
convenience store in the past
month.



Demographic Profile
Convenience Store
Sex Age

Female 22%
43% 17% 18%
14% 14%
10%
Male
6%
57%

12-17 18-24 25-34 35-44 45-54 55-64 65+
O6$,%$"%$5%&*/6-%*&0%(",%-&#&
1"91&56$5%$/-#/"6$&6EI&

Household Income Race/Ethnicity •  W#&E0#!@%2.!-.%0)'#$!0%D%$F!%$!
2.#!.&C,#.&0)!
6%
White •  I##$,!*$)!1&C$F!*)C02,!
33% 17% •  (#$!
26%
Hispanic
13% Asian/Other

59%
17%
$25K < $50K < $100K $100K

College
115 85 141 116 108 89 82 100 144



Audience Estimates
Drug Store

visited

have visited a drug store in the
past month.
P%#-(?&*%,%$&"$&BA&7)%-"5#$*&
Persons estimate: 179 million 1#,%&,"*"/%0&#&0->9&*/6-%&"$&/1%&
D#*/&)6$/14&"%U21=$%$#!E#'-#$2!
&G!M6"6!'#,%)#$2,!*F#)!98!&'!&0)#'!
.*D#!4##$!2&!*!)'CF!,2&'#!%$!2.#!
E*,2!A&$2.b!&C2!&G!2.&,#!@.&!
D%,%2#)V!9<]!$&2%-#)!*!)%F%2*0!
of those who visited a drug store in the past month viewed digital video
D%)#&!,-'##$!*2!2.#!0&-*2%&$!&$!*2!
0#*,2!&$#!&G!2.&,#!D%,%2,6!
I.#!A&$2.01!'#*-.!&G!)%F%2*0!
D%)#&!)%,E0*1,!*2!.#*02.!-0C4,!
*A&$F!*00!/A#'%-*$!2##$,!*$)!
*)C02,!%,!98]!&'!XR!A%00%&$!
C$%cC#!E#&E0#6!

viewed

12%
have viewed digital video at a drug
store in the past month.



Demographic Profile
Drug Store
Sex Age

19% 18%
Male 16% 15%
Female
46% 10% 11% 11%
54%

12-17 18-24 25-34 35-44 45-54 55-64 65+
!->9&*/6-%*&0%(",%-&#&1"91&
56$5%$/-#/"6$&6EI&

Household Income Race/Ethnicity •  W#&E0#!@%2.!-.%0)'#$!0%D%$F!%$!
2.#!.&C,#.&0)!
4%
White
18%
29% 28% 30% African-American
Hispanic
13% Asian/Other

19% 59%
$25K < $50K < $100K $100K

Based on respondents aged 18 or older.! Based on respondents aged 18 or older.!
College
93 107 119 108 105 96 97 105 123



Audience Estimates
Elevator

visited

have been in an elevator in the
past month.
P%#-(?&*"K&"$&BA&7)%-"5#$*&
Persons estimate: 150 million 1#,%&8%%$&"$&#$&%(%,#/6-&"$&/1%&
D#*/&)6$/14&Z%G21=#%F.2!E#'-#$2!
&G!M6"6!'#,%)#$2,!*F#)!98!&'!&0)#'!
.*D#!4##$!%$!*$!#0#D*2&'!%$!2.#!
E*,2!A&$2.b!&C2!&G!2.&,#!@.&!
.*D#V!<]!$&2%-#)!*!)%F%2*0!D%)#&!
of those who been in an elevator in the past month viewed digital video
,-'##$!*2!2.#!0&-*2%&$!&$!*2!0#*,2!
&$#!&G!2.&,#!D%,%2,6!
I.#!A&$2.01!'#*-.!&G!)%F%2*0!
D%)#&!)%,E0*1,!%$!#0#D*2&',!
*A&$F!*00!/A#'%-*$!2##$,!*$)!
*)C02,!%,!>]!&'!9R!A%00%&$!C$%cC#!
E#&E0#6!

viewed

4%
have viewed digital video in an
elevator in the past month.



Demographic Profile
Elevator
Sex Age
Female 24%
36% 22% 21%
15%

8% 7%
Male 3%
64%
12-17 18-24 25-34 35-44 45-54 55-64 65+
.(%,#/6-*&0%(",%-&#&1"91&
56$5%$/-#/"6$&6EI&

7% •  (#$!
White •  /)C02,!
30% 32% 17% African-American C1%&#>0"%$5%&*F%H*I&
22% Hispanic •  W#&E0#!@%2.!-.%0)'#$!0%D%$F!%$!
16% 2.#!.&C,#.&0)!
Asian/Other
54%

22%
$25K < $50K < $100K $100K

College
130 71 136 135 121 139 233 150 116



Audience Estimates
Fast Food or Casual Dining Restaurant

visited

have visited a fast food or casual
dining restaurant in the past
7()6*/&%"91/&"$&BA&7)%-"5#$*&
month. 1#,%&,"*"/%0&#&E#*/&E660&6-&
Persons estimate: 204 million 5#*>#(&0"$"$9&-%*/#>-#$/&"$&/1%&
D#*/&)6$/14&"#D#$21=$%$#!
E#'-#$2!&G!M6"6!'#,%)#$2,!*F#)!98!
&'!&0)#'!.*D#!4##$!2&!*!G*,2!G&&)!
&'!-*,C*0!)%$%$F!'#,2*C'*$2!%$!2.#!
of those who visited a fast food or casual dining restaurant in the past
21% month viewed digital video during at least one of those visits.
E*,2!A&$2.b!&C2!&G!2.&,#!@.&!
D%,%2#)V!89]!$&2%-#)!*!)%F%2*0!
D%)#&!,-'##$!*2!2.#!0&-*2%&$!&$!*2!
0#*,2!&$#!&G!2.&,#!D%,%2,6!
I.#!A&$2.01!'#*-.!&G!)%F%2*0!
D%)#&!)%,E0*1,!*2!G*,2!G&&)!&'!
-*,C*0!)%$%$F!'#,2*C'*$2,!*A&$F!
*00!/A#'%-*$!2##$,!*$)!*)C02,!%,!
9?]!&'!>8!A%00%&$!C$%cC#!E#&E0#6!
viewed

16%
have viewed digital video at a fast
food or casual dining restaurant in
the past month.



Demographic Profile
Fast Food or Casual Dining Restaurant
Sex Age

Female 19%
44% 17% 16%
13% 15%
11% 10%
Male
56%

12-17 18-24 25-34 35-44 45-54 55-64 65+
V#*/&E660&6-&5#*>#(&0"$"$9&
-%*/#>-#$/*&0%(",%-&#&1"91&
56$5%$/-#/"6$&6EI&
Household Income Race/Ethnicity
•  I##$,!*$)!1&C$F!*)C02,!
7%
White •  /GL0C#$2!-&$,CA#',!
15% C1%&#>0"%$5%&*F%H*I&
27% 26%
Hispanic •  (*0#!
17%
Asian/Other •  W#&E0#!@%2.!-.%0)'#$!0%D%$F!%$!
2.#!.&C,#.&0)!
19% 60%

$25K < $50K < $100K $100K

College
114 87 129 113 104 107 129 98 119



Audience Estimates
Gas Station

visited

have visited a gas station in the
past month.
P%#-(?&$"$%&"$&BA&7)%-"5#$*&
Persons estimate: 227 million 1#,%&,"*"/%0&#&9#*&*/#/"6$&"$&/1%&
D#*/&)6$/14&^%F.21=#%F.2!
E#'-#$2!&G!M6"6!'#,%)#$2,!*F#)!98!
&'!&0)#'!.*D#!4##$!2&!*!F*,!
,2*2%&$!%$!2.#!E*,2!A&$2.b!&C2!&G!
2.&,#!@.&!D%,%2#)V!9a]!$&2%-#)!*!
of those who visited a gas station in the past month viewed digital video
)%F%2*0!D%)#&!,-'##$!*2!2.#!
0&-*2%&$!&$!*2!0#*,2!&$#!&G!2.&,#!
D%,%2,6!
I.#!A&$2.01!'#*-.!&G!)%F%2*0!
D%)#&!)%,E0*1,!*2!F*,!,2*2%&$,!
*A&$F!*00!/A#'%-*$!2##$,!*$)!
*)C02,!%,!9<]!&'!>X!A%00%&$!
C$%cC#!E#&E0#6!

viewed

17%
have viewed digital video at a gas
station in the past month.



Demographic Profile
Gas Station
Sex Age

21%
Female 19% 19%
46%
13% 13%
Male 10%
54% 6%

12-17 18-24 25-34 35-44 45-54 55-64 65+
W#*&*/#/"6$*&0%(",%-&#&1"91&
56$5%$/-#/"6$&6EI&

7% •  W#&E0#!@%2.!-.%0)'#$!0%D%$F!%$!
White 2.#!.&C,#.&0)!
33%
17% African-American C1%&#>0"%$5%&*F%H*I&
26%
22% Hispanic •  (*0#!
19%
Asian/Other •  ^)C-*2#)!

59%
18%
$25K < $50K < $100K $100K

College
110 90 120 120 117 121 155 114 144



Audience Estimates
Grocery Store

visited

have visited a grocery store
in the past month.
C1%&)#R6-"/?&6E&7)%-"5#$*&
Persons estimate: 232 million 1#,%&,"*"/%0&#&9-65%-?&*/6-%&"$&
/1%&D#*/&)6$/14&Q%$#21!E#'-#$2!
&G!M6"6!'#,%)#$2,!*F#)!98!&'!&0)#'!
.*D#!4##$!2&!*!F'&-#'1!,2&'#!%$!
2.#!E*,2!A&$2.b!&C2!&G!2.&,#!@.&!
D%,%2#)V!X9]!$&2%-#)!*!)%F%2*0!
of those who visited a grocery store in the past month viewed digital
31% video during at least one of those visits.
D%)#&!,-'##$!*2!2.#!0&-*2%&$!&$!*2!
0#*,2!&$#!&G!2.&,#!D%,%2,6!
I.#!A&$2.01!'#*-.!&G!)%F%2*0!
D%)#&!)%,E0*1,!*2!F'&-#'1!,2&'#,!
*A&$F!*00!/A#'%-*$!2##$,!*$)!
*)C02,!%,!8;]!&'!<8!A%00%&$!
C$%cC#!E#&E0#6!

viewed

28%
grocery store in the past month.



2010 digital video_display_study

2010 digital video_display_study

Recomendados

Recomendados

Más contenido relacionado

La actualidad más candente

La actualidad más candente (14)

Destacado

Destacado (17)

Similar a 2010 digital video_display_study

Similar a 2010 digital video_display_study (20)

Último

Último (20)

2010 digital video_display_study