2 The Council for Research Excellence Consists of 35+ senior-level research professionals Represents...

2

The Council for Research Excellence

Consists of 35+ senior-level research professionals

Represents advertisers, agencies, networks, cable companies, and station groups

Seeks to advance the knowledge and practice of methodological research

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Media Consumption and Engagement Committee

Members:

Jordan Breslow, Direct TV

Shari Brill

Tim Brooks

Chris Edwards, 10 News

Janet Gallent, NBCU

Hadassa Gerber, SNTA

Co-Chairs: Joanne Burns, 20th Television

Laura Cowan, LIN Media

Tanya Giles, Viacom

Sara Grimaldi, ESPN

Greg Iocco, Scripps

Jennie Lai, Nielsen

Redjeb Shah, Univision

Ceril Shagrin, Univision

Susie Thomas, Palisades

Emily Vanides, MediaVest

Jack Wakshlag, Turner

Richard Zackon, CRE

Measuring the Shifting ScreenTV Untethered

Laura CowanResearch DirectorLIN Media

Christopher NealVP, Tech and Telecom PracticeChadwick Martin Bailey

Photo*1-pt black border

shadow

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Video Usage on Smartphones Increasing

Source: Nielsen Mobile Device Insights, Q1 2013

Monthly Minutes (000) Mobile Video Watching

2009-Q1

2010-Q1

2011-Q1

2012-Q1

2013-Q1

2,000,000

4,000,000

6,000,000

8,000,000

10,000,000

12,000,000

14,000,000

2,226,4203,070,080

4,764,669

6,424,080

8,716,760

10,823,057

12,491,375

14,909,951

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Study ObjectivesGain a Better Understanding of Mobile Video Usage to Provide Insight for Cross Platform Measurement

• Quantify time spent watching TV on mobile devices

– How much– How often

• Determine what motivates consumers to watch TV on mobile devices

• Profile mobile viewing occasions– what kinds of conditions correlate with mobile

viewing– through which sources are mobile TV viewers

getting programming

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Who We Surveyed

Sample• US 15-64 yrs olds• Broadband Internet access at home• Watch 5+ hours of TV per week

Group Definitions

Group 1 Group 2 Group 3

• No mobile devices • Own mobile devices• Do not watch TV on

mobile devices

• Own mobile devices• DO watch TV on mobile

devices

Sample Size• N=1,291 respondents• N=65,756 viewing

occasions

• N=1,528 respondents• N=96,925 viewing

occasions

• N=3,067 respondents• N=230,506 viewing

occasions

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Respondent Experience

Screening Survey

• Online survey identifying respondents and developing profiling information

• Census-balanced click-throughs at first to size the market accurately

Mobile Journaling

Diary

• 7 day journaling of TV viewing occasions by device and viewing preferences • Based on four time blocks per 24 hour period • Fielded January 14th – 27th 2013

Attitudinal Survey

• Post journaling, online survey to better understand motivations and behaviors associated with decision making for watching TV programming

• Additional profiling questions

Respondents Completed a Screening Survey, Journaled Their TV Viewing Behavior for 7 Days, Followed by a Post-Journal Attitudinal Survey

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Of those in addressable market:

How Much and How Often?

Group 121%

Group 247%

Group 332%

Group 1:No smartphones/tablets

Group 2:Own mobile deviceNo mobile TV

Group 3:Mobile TV viewers

Watch 5+ hrs TV a week

Sources: US Population and Age Buckets (census.gov); High-speed internet access at home (PEW: pewinternet.org); Watch 5+ hours TV a week(Survey screener data from census balanced click throughs).

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All Viewers: Only 2% of All TV Hours Logged Were on Mobile Devices% of Total TV Hours Watched On Each Device Among TOTAL ADDRESSABLE MARKET

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%89

81 1

TV Computer Tablet Smartphone

2% Mobile Viewing

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The Remainder of the Presentation Focuses Solely on ‘Mobile Viewers’

Group 3:Mobile TV Viewers

= 32%

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Mobile Viewers: Even Among Them, Mobile Viewing Is a Minority of Total TV Hours% Of Total TV Hours Watched On Each Device Among MOBILE VIEWERS (GROUP 3)

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

84

94 3

TV Computer Tablet Smartphone

7% Mobile Viewing

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Mobile TV Viewers: Younger, Higher Income

Group 1No Mobile Devices

Group 2No Mobile TV Viewing

Group 3Mobile TV Viewers

Demographics • Tend to be older (mean age 44)

• HH income is lower• More likely Caucasian• More unemployed and

retired

• Age falls in between Group 1 and Group 3 (mean age 40)

• More likely Caucasian• HH income similar to

Group 3• More employed

professionals

• Tend to be younger (mean age 35)

• HH income is higher• Ethnic Skew

• Asian-American• African-American• English–Dominant

Hispanic• More employed

professionals• More graduate/Prof

degrees

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14% of Mobile TV Viewers Currently Have No Pay TV Service at Home

Yes = 86%

No = 14%

Mobile Viewers with No Pay TV

• Younger (under 35 years of age)• Lower HH income• More likely to live in the West

region of the US• More likely to live by themselves• More likely to rent primary

residence • More likely to be Asian-American

Base: All mobile TV viewers (Group 3) SCQ11: Which of the following providers do you currently use for pay TV at your primary place of residence?

(“No” = % who selected “None of the above: I do not currently subscribe to any pay TV service”).

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The Majority of Mobile Viewing Takes Place in the Home

Base: Total positive TV viewing occasions. JOURNAL_Q17: Where did you watch TV on a device other than a traditional TV set during this time? (Select all that apply.)

% of TV Viewing Occasions

0% 50% 100%

2

2

1

2

2

6

8

12

9

23

64

Smartphone

0% 50% 100%

1

1

1

1

1

2

3

4

6

8

82

Tablet

0% 50% 100%

1

0

1

1

1

2

1

2

5

14

82

Computer

Other type of travelAt an airport

On a planeAt a hotel At school

Doctor’s/dentist’s/waitingCommercial locationIn transit/commuting

At another's residenceAt work / at the office

In own home

0% 50% 100%

0

0

0

1

1

2

2

5

6

5

90

TV

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Most Mobile Viewing Is through Online Services

Base: Total positive viewing occasions. JOURNAL Q6/Q8/Q10/Q12/Q14: What was the source of TV shows or movies that you watched on a [DEVICE] during this time? All data is within Group 3.

0% 50% 100%

8.16450335448965

3.78983663430996

2.80977772045446

1.51020711356787

16.4177438492013

9.6426166130115

26.1043716140689

63.8684582424332

Smartphone

0% 50% 100%

16.9103904209317

3.00745982006061

17.4886219181878

5.5642444405979

23.7949716166695

48.5388318129485

Computer

0% 50% 100%

2.88210774371813

3.44209428994844

3.93531163204719

4.19348240589693

10.1647312373689

11.0886602520954

25.6188611777271

53.5731028413319

Tablet

DVD of TV seriesTV program: online source

Unofficial app or websiteOn demand (TV/website/app)

DVRiTunes or similar serviceTV aggregator site - free

TV service provider site/appBroadcast/cable net site, free

Online subscription serviceLive

0% 50% 100%

3

12

4

27

80

TV


17

0% 50% 100%

21

16

14

24

27

15

Smartphone

0% 50% 100%

11

13

7

29

36

9

Computer

0% 50% 100%

10

15

9

20

31

11

Tablet

Mobile Viewing: Dramas, Comedies, Adult Animation on Smartphones in Particular

Base: Total positive viewing occasions. JOURNAL Q3: During which time(s) did you watch TV, specifically?

Adult animation

Movie / Mini-series

Sports

Comedies

Drama

News / Business

0% 50% 100%

10

18

19

29

30

31

TV

*Top 5 genres shown for all devices


18

0% 50% 100%

12

5

2

14

3

8

10

28

14

5

Smartphone

0% 50% 100%

15

6

4

20

5

7

8

22

9

3

Tablet

Mobile Viewing More Commonly Occurs During Daytime, Prime and Late Fringe

Base: Total positive viewing occasions. JOURNAL Q3: During which time(s) did you watch TV, specifically?

LATE FRINGE: 11:30pm - 1:59 am

LATE NEWS: 11:00pm - 11:29 pm

SUNDAY PRIME: 7:00pm - 10:59 pm

M-SAT PRIME: 8:00pm - 10:59 pm

M-SAT PRIME ACCESS: 7:00pm - 7:59 pm

EARLY NEWS: 5:00pm to 6:59pm

EARLY FRINGE: 3:00pm - 4:59 pm

DAYTIME: 9:00am - 2:59 pm

EARLY MORNING: 5:00am - 8:59 am

OVERNIGHT: 2:00am - 4:59 am

0% 50% 100%

9

4

6

25

7

11

8

19

10

2

TV

0% 50% 100%

12

5

4

21

5

8

9

26

6

3

Computer


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Convenience and Multi-Episode Availability Drive Mobile Viewing

Base: Those who watched on device other than TV set (Group 3 Mobile Viewers). QADQ10: Why did you choose to watch television programming on a [DEVICE] instead of on a TV set?

.

Ad avoidance is not a primary motivator

Program looks better

Inappropriate content for others

More personal viewing experience

Enjoy viewing experience better

Fewer ads

Watch other show during TV commercials

Wanted to watch multiple episodes

More convenient on this device

0% 20% 40% 60% 80% 100%

2

4

4

4

5

8

13

49

2

8

9

6

9

10

17

20

3

5

10

8

12

7

11

10

Why Chose to Watch Program on Device Other Than TV Set

Top Reason Second Reason Third Reason

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Mobile TV Viewing Is Driven by Necessity in Larger HH

When they choose to watch on a TV set, it is more commonly because they want to watch with others.

11 15 20 18

33 37 43 42

22

40 41 46

Base: Total positive TV viewing occasions.


One Two Three Four

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Mobile TV Viewing Is Driven by Program Availability in Single Person HH

Base: Total positive TV viewing occasions.

6259 57 55

Top motivations for device selection:


One Two Three Four

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The Smaller the Device, the More Focused Viewers Are While Watching TV

Base: Total positive TV viewing occasions. JOURNAL Q19: What activities did you do at the same time on these devices while you were watching TV?

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%45

21

TV

44

25

Computer

31

25

Tablet

24

30

Smartphone

Darker bars: second screen activity, unrelated

Lighter bars: second screen activity, related


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In Summary1) Mobile TV viewing total volume is still small, though many people now do it

– The mobile revolution makes TV viewing more convenient and more personalized for more occasions, but the majority of viewing still happens on TV sets

2) Convenience is by far the most common motivation for mobile viewing– Even inside the home, mobile can be the more convenient (or the only way) to watch a show– Screen multiplier: enables household members to watch different shows at the same time– Immediacy: mobile spurs spontaneous viewing and enables instant gratification…even when

consumers can navigate to the same shows through a television set

3) TV content distribution source is the biggest mobile vs. television set difference– Online subscription services currently dominate mobile TV viewing

4) Dramas, comedies, movies and adult animation are the most common mobile genres 5) Daytime, Prime and Late Fringe are the most common dayparts for mobile6) Mobile viewers are more focused than television set viewers

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Additional White Paper …

This study also resulted in substantial learnings about best practices for online mobile journaling research, such as…

– Recruiting techniques, incentive structures and alert notification systems that maximize “in-the-moment” participation rates on a mobile journaling app

– Journaling research design and mobile app interface considerations for high data quality– Data QC, integration and analytical considerations for occasion-based journaling data

Additionally, we learned much about the implied impact of mobile TV viewing on overall TV viewing as well as television set viewing through TreeNet predictive analytics (and compared these modeling results with more conventional OLS regression models)

Further details are available in the accompanying white paper for this presentation

2 The Council for Research Excellence Consists of 35+ senior-level research professionals Represents...

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