Cross Platform Audience Measurement and the Future of Media comscore, Inc. Proprietary. 1
comscore Cross Platform Measurement A collaborative multi-year development project Desktop + TV Mobile + Desktop + TV Mobile + Desktop + TV Set Top Box Data for TV Measurement Multi-Screen Phase I 5 Platform Phase I TV Panel + STB OTT Integration Multi-Screen Phase II 2010 2011 2012 2013 2014 2015 2016 comscore, Inc. Proprietary. 2
Case Study comscore, Inc. Proprietary. 3
Prime Time Broadcast TV Show: Millennials use More Time Shifted Viewing and Digital consumption Series Season Finale: Incremental Reach from DVR and Digital +3% +24% +8% +43% +21% +35% Digital Only Live + 7 Live + SD Live All Persons P18-34 Source: comscore Xmedia, February 2015 comscore, Inc. Proprietary. 4
Prime Time Broadcast TV Show: Millennials use More Time Shifted Viewing and Digital consumption Series Season Finale: Incremental Reach from DVR and Digital +3% +24% +8% +43% +21% +35% Digital Only Live + 7 Live + SD Live All Persons P18-34 Source: comscore Xmedia, February 2015 comscore, Inc. Proprietary. 5
Top Syndicated Daytime TV Show: Website and Online Video Extends Reach by 24% for Millennials % Reach by Platform 24% 7% 8% 2% 70% 89% Digital Only TV and Digital TV Only 18-34 55+ Source: comscore Xmedia May 2015 % Reach by Platform comscore, Inc. Proprietary. 6
Top Syndicated Daytime TV Show: Website and Online Video Extends Reach by 24% for Millennials % Reach by Platform 24% 7% 8% 2% 70% 89% Digital Only TV and Digital TV Only 18-34 55+ Source: comscore Xmedia May 2015 % Reach by Platform comscore, Inc. Proprietary. 7
Top Syndicated Daytime TV Show: Multi-Platform Audience Watches Far More of the Series on TV than the TV-Only Audience Average TV Minutes per Viewer +22% +35% 84 103 68 92 TV Only TV AND Digital All Persons P18-34 Source: comscore Xmedia May 2015 Average TV Minutes per Viewer comscore, Inc. Proprietary. 8
Top Syndicated Daytime TV Show: Multi-Platform Audience Watches Far More of the Series on TV than the TV-Only Audience Average TV Minutes per Viewer +22% +35% 84 103 68 92 TV Only TV AND Digital All Persons P18-34 Source: comscore Xmedia May 2015 Average TV Minutes per Viewer comscore, Inc. Proprietary. 9
We are creating the new model for a dynamic cross-platform world. comscore, Inc. Proprietary. 10
The comscore Difference Massive Scale + Smarter Methodology = Better Insights + New Currencies comscore, Inc. Proprietary. 11
Precision Requires Scale To measure who consumes what, when, where & for how long 260M DESKTOP SCREENS 160M MOBILE PHONES 95M TABLET SCREENS 40M TV SCREENS 120M VOD SCREENS 40,000 MOVIE THEATER SCREENS REPRESENTING WELL OVER 100M MOVIE-GOERS 1M DIGITAL PANELISTS 70K TV PANELISTS comscore, Inc. Proprietary. 12
Smarter Methodology comscore combines Panels and Census data sources to deliver person-level measurement across TV and digital. TV PANEL TV STB DATA Projected U.S. TV Audience 70,000 People Millions of Homes comscore, Inc. Proprietary. 13
Scale Enables Advanced Demographics Advertising to consumers relevant to brands Automotive Movie Political CPG Retail Pharma Financial Insurance Telecom Travel Restaurant From the best in industry partners Epsilon, IHS (formerly Polk), Simmons/MRI, IRI, Kantar Shopcom comscore, Inc. Proprietary. 14
Old Model Panel Based. Limited Precision. New Model Panel Informed. Smarter Methodology. 100K Millions of people in STB homes More than Age and Gender. Socio-Demographics and Over The Air. comscore, Inc. Proprietary. 15
Live TV PC Live TV M1834 PC Mobile DVR DVR VOD VOD Old Model Panel Based. Limited Granularity. New Model Panel Informed. Unprecedented Scale. Mobile M1834 50K 20K 10K 500 Auto Intender In Tulsa, Oklahoma Brand Buyer 17M+ 12M 10M 5M 50K 7K 2K Scale enables depth comscore, Inc. Proprietary. 16
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Activity is Captured at the Router from Connected Devices: Mobile: Phone, Tablet (All ages, not only 18+) Game Consoles: Xbox, PlayStation Smart TVs/Wi-fi Enabled Set-top Boxes (Cable/Satellite) Streaming Stick: Chromecast, Fire TV Stick IoT & Other Devices PC: Laptops, Desktops Handheld Devices: ipod Touch, Nintendo 3DS Blu-ray Players OTT: Roku, Apple TV Wearables: Apple Watch Legacy Measurement Additional Total Home Measurement In Development comscore, Inc. Proprietary. 18
TOTAL HOME PANEL OS Distribution Today, the Total Home Panel demonstrates a ChromeOS Xbox OS,, 2% 3% Windows Mobile, 2% Nintendo OS, 1% Windows Phone OS, 1% wide array of Operating Sony XMB OS, 4% Roku OS, 4% Windows, 27% Mac, 6% Systems across the Linux, 7% various reported devices ios, 20% Android OS, 24% Data Pulled from Total Home Panel in November 2015 comscore, Inc. Proprietary. 19
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