Multi-Screen Insights
Digital Video Grows; Representing a Nominal
Share Of Total Video Time

Multi-Screen Insights
• Growth in technology drives choice…households acquired significantly more tablets (+59% v yag) and enabled smart TVs (+78% v yag)
• Digital video has grown but still only comprises a nominal share among
A18-49 (0:31 with digital video v. 4:40 daily with TV screen)
• Same is true among all ethnic segments
• Consumers spent 48% of their total media time with the TV (P18+); majority of their TV viewing is with Live TV
• With digital video growth, Television still commands over 90% of total video time among key advertiser targets
• Viewers continue to shift their viewing from computer video (-3,537,000) to smartphone video (+25,098,000)
• Across all ethnic segments
• 24 million more consumers used app/web applications in 3Q14 and spent
34% more time (P2+)

Growth In Technology Drives Choice
YOY Growth
78%
59%
Enabled Smart
TV
13%
Tablet
46%
19%
Subscription
VOD
15% 1%
Smartphone PC With Internet Broadband
Internet
40% 75% 81%
Penetration Levels
78%
1%
DVR
49%
1%
Game Console
46%
DVD Player
-2%
81%
Source: Nielsen Total Audience Report 3Q14 v year ago

Digital Video Has Grown But Still Only Represents A
Nominal Share Compared to Time Spent With the TV
Screen
Daily Time Spent With Digital Video v. TV Screen
(Hrs:Min)
A18-49
Digital Video TV Screen
A25-54
Digital Video TV Screen
4:40
0:20
3Q13
4:33
0:31
3Q14
5:01
0:17
3Q13
4:54
0:28
3Q14
Source: Nielsen Total Audience Report 3Q14

…and Time Spent With TV Screen Dominates Across
All Multicultural Segments
Daily Time Spent With Digital Video v. TV Screen
Among A18+ (Hrs:Min)
Black
Digital Video TV Screen
Hispanic
Digital Video TV Screen
0:33 0:29
7:39
Asian
Digital Video TV Screen
0:35
4:32
3:24
Source: Nielsen Total Audience Report 3Q14

TV Is An Integral Part Of Consumers Daily
Life…

Consumers Spend 48% of Their Total Media Time With
Television Throughout The Day
0:09
1:06
Avg Time Spent Per Day (Hrs: Min) Among P18+
1:33
0:04
0:12
4:32
Live TV
Watching Time-shifted TV
AM/FM Radio
Internet Usage/Computer
Game Console
DVD/Blue-Ray
Multimedia Device
Using Smartphone
2:44
Source: Nielsen Cross Platform Report 3Q14,P18+
0:30

…and Majority Of Their TV Viewing Is Spent With Live TV
3Q14
Time Spent Per Day (Hrs:Min) Among P18+
4:32 0:30 1:06 1:33 2:44
3Q13
3Q12
4:44
4:50
0:28 1:00 1:10
0:24
1:04
:0.53
2:47
2:51
Live TV
Time-shifted TV
DVD/Blu-Ray Use
Game Console
Use
Internet on Comp
Smartphone Use
AM/FM Radio
Listening
Source: Nielsen Cross Platform Report 3Q14,P18+; usage on each device

How Much Video Content is Consumed
Across Each Device?

Watching Video On Smartphone Continues To Gain
Traction But Television Still Dominates 92% Of Total
Video Time
Monthly Time Spent (hrs:min) by Device
Watching
Television
P2+:# of Viewers v. YAG
282 Million
-0.4%
P2+
P18-49
P25-54
141:19
119:33
133:56
Watching Video on a
Computer
144 Million
-2.4%
10:42
13:48
12:40
Watching Video on a
Smartphone
125 Million
+25.0%
1:46
2:07
1:42
Source: Nielsen Total Audience Report 3Q14 v yag;Total video= TV+comp+smartphone

…and Captures Majority Of Total Video Time
Among Both Young and Old
P2-11
Monthly Time Spent (Hrs:Min)
TV Share of Total Video TV
94% 106:27
Internet
Video
6:22
P1217 94%
P18-24 83%
P25-34 87%
P35-49 91%
89:13
91:32
112:33
136:32
6:17
16:05
14:59
12:14
P50-64 95%
P65+ 98%
177:14
211:31
9:00
4:34
Mobile
Video
-
-
3:06
2:02
1:36
1:03
0:24
Source: Nielsen Cross Platform Report 3Q14; Total video=TV; internet video and mobile video

Even Among Teens & Young Adults, Television Remains
The Dominant Platform For Viewing Content
T12-17
TV Share of Total Video
94%
Monthly Time Spent (Hrs:Min)
TV
89:13
Internet
Video
6:17
M12-17
F12-17
92%
95%
86:31
92:01
7:11
5:20
A18-24
M18-24
F18-24
83%
79%
87%
91:32
84:50
98:19
16:05
19:33
12:02
Mobile
Video n/a n/a n/a
3:06
3:29
2:23
Source: Nielsen Cross Platform Report 3Q14; Total video=TV; internet video and mobile video

What Is Driving Smartphone Video
Growth?

With More Content Readily Available On Smartphones,
Consumers Across All Ethnic Segments Shift Some Of Their
Video Viewing From Computer To Smartphone Video
(+/-) Change In Number of Users by Device (P2+)/ Monthly
(in OOO’s)
Total Black Hispanic Asian
Watching Video on a Computer
-3,537 -184 -861 -193
Watching Video on a Smartphone 25,098 2,854 4,226 1,239
Source: Nielsen Total Audience Report, 3Q14 v yag,P2+;

App/Web Usage On Smartphones Increases Considerably
Absolute Growth in Number of Users P2+ (OOO)/ Monthly
+23,662
# of Users
Composite
162,798
+2,907
Black
20,811
+4,101
Hispanic
29,581
+1,224
Asian
9,494
Source: Nielsen Total Audience report 3Q14 v yag,

…and Time Spent With App/Web On Smartphones Is High,
Especially Across Ethnic Groups
Time Spent Monthly/ P2+
Using Any App/Web On Smartphone
(P2+)/ Monthly
Composite Black Hispanic
47:35 52:43 52:14
% Change v. YAG in Time Spent +34% +20% +30%
Asian
47:15
+42%
Source: Nielsen Total Audience Report, 3Q14 v yag.

Increase in Viewing Options Continues To Drive Online
Streaming & Mobile Video Apps Growth
Average Number: P18+
4,5 4,7
5,8
1,3 1,5 1,7
Avg Mobile Video Apps Used Avg PC Streaming Sites by brand visited
12-Aug 13-Aug 14-Aug
Source: Nielsen Total Audience report 3Q14, P18+ avg monthly use

With All Its Growth, Digital Video Still Only Represents A
Nominal Share Of Time Spent With Total Video
Share of Total Monthly Video Time Spent by Device
TV Video on Comp Video on Smartphone
CH2-11 T12-17 A18-24 A25-34 A35-49 A50-64 A65+
Video on Smartphone
Video on Comp
TV
2,8% 1,6% 0,9% 0,6% 0,1%
5,5% 6,4% 14,5% 11,3% 8,1% 4,8% 2,0%
94,5% 93,6% 82,7% 87,1% 91,0% 94,6% 97,9%
Source: Nielsen Total Audience report 3Q14, Total video=TV; internet video and mobile video

How Does Video Usage Differ by Ethnicity?

More Black and Hispanic Consumers Tune To Television and
Video On Smartphone While Computer Video Declines
Gain/Loss Of Users P2+ 3Q14 v 3Q13
Black Hispanic
Watching Traditional Television* v. YAG +824,000 +592,000
Watching Video on Computer v. YAG -184,000 -861,000
Asian
-550,000
-193,000
Video on Smartphone v. YAG +2,854,000 +4,226,000 +1,239,000
Source: Nielsen Total Audience report 3Q14v yag

Over 90% Of Total Video Time Is Spent With The
Television Across Most Ethnic Segments
TV Share of Total Video Time Spent Monthly
P2-11
P1217
Black TV Share
Share
96%
96%
P18-24 86%
P25-34 88%
P35-49 93%
P50-64 96%
P65+ 99%
Source: Nielsen Total Audience report 3Q14, Total video=TV; internet video and mobile video
Hispanic TV
Share
94%
93%
81%
86%
91%
93%
98%
Asian TV
Share
91%
87%
63%
79%
79%
92%
97%