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Pause…for DVR Insights. DVR penetration nears maturity; one in two homes do not own a DVR 60% of ethnic homes do not own a DVR DVR households consume.

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Presentation on theme: "Pause…for DVR Insights. DVR penetration nears maturity; one in two homes do not own a DVR 60% of ethnic homes do not own a DVR DVR households consume."— Presentation transcript:

1 Pause…for DVR Insights

2 DVR penetration nears maturity; one in two homes do not own a DVR 60% of ethnic homes do not own a DVR DVR households consume more television, spending 28% more time with the TV than non- DVR homes (P18-49/Total Day) 39% more time with TV in Primetime Majority of playback occurs during Primetime and extends into Late Night Participations Variety and Drama type of programming is time-shifted the most ‘Live’ TV still the norm as three quarters of Primetime minutes (P18-49) are viewed live - consistent across the age spectrum Drilling down to market level, majority of time with TV is ‘Live’ 5 out of 10 Broadcast programming minutes are viewed in playback mode versus only 25% of Cable’s (P18-49, Prime) Broadcast’s highest rated premium priced programs tend to be the most time- shifted Over 80% of playback occurs within the first three days; more of Broadcast programming gets viewed outside the C3 window Social Media encourages engagement with TV programs, consumers recommend and remind others to view programs and commercials

3 DVR Penetration Nears Its Maturity As Growth Slows; Today One In Two Homes Do Not Own A DVR DVR Penetration: % of U.S. TV HHs 47.7% Source: Nielsen; October of each year. 49.0% Growth Year over year +15% +11% +7% +5% +1%

4 Among Ethnic Homes, Penetrations Have Grown But More Than Half Still Do Not Own A DVR DVR Penetration: % of U.S. TV HHs 47.7% Source: Nielsen; October of each year.

5 There Is More Individualized Viewing Occurring As Households Become Multiple DVR Homes, One In Each Room Percent Of Homes with Multiple DVRs Source: Nielsen; Percent of DVR HH only – not total HHs. + 22%

6 DVR Homes Consume More Television Overall, Spending 39% More Time With TV During Primetime Time Spent Per Week With TV A18-49/ DVR v. Non-DVR HH Source: CAB Analysis of Nielsen NPower Live+7 Put; % change of time spent of dvr v non-dvr hh; Prime=M-Sa 8-11&Su 7-11p; M-Su 6a-6a; 9/22-10/26/14 Total Day Primetime +28% +39%

7 DVR Usage…

8 Share of Avg Minutes Viewed in DVR Playback by Hour Majority Of Playback Occurs At Days End…During Primetime and Extends Into Late Night Source: CAB Analysis of Nielsen NPower; base= DVR; viewing source=dvr playback; 9/22-10/26/14 Most Timeshifting Occurs During 8p-12M

9 ‘Live TV’ Still The Norm As More Than Three-Quarters Of Viewing Occurs With ‘Live’ Programming % Live v. Playback Minutes: Primetime P18-49 Source: Nielsen, Base=DVR HHs; 9/22-10/26/14

10 Among Both Young & Old, Time-shifting is Minimal P25-49 & Females Tend To Time-shift Their Programming Slightly More % Live v. Playback Minutes: Primetime Source: Nielsen, Base=DVR HHs; 9/22-10/26/14

11 Average Time Spent per Day (HH:MM) Drilling Down To Market Level, Live TV Still Makes Up The Bulk of How Consumers Watch Source: Local Custom toolbox, May 2014, P 25-54, Time Spent Avg. Daily HH:MM, Live PUT, XPLT & OTT among all LPM markets

12 Participation Variety & Drama Programming Tends To Be Most Time Shifted In Primetime Top Genres In Playback: A18-49 Prime (Base: DVR HHs) Source: Nielsen; primetime;9/22-10/26/14

13 Diving Deeper Into Programming…

14 Only A Quarter of Ad-Supported Cable’s Programming Is Time-shifted versus Half Of Broadcasts P18-49 % Time-Shifting In Prime By Source (base=DVR hhs) Source: Nielsen, Base=DVR HHs.: 9/22-10/26/14: primetime

15 Across The Age Spectrum, Only A Fraction Of Cable’s Programming Is Time-Shifted v. Half Of Broadcast’s % Time Spent With Time-Shifted Programming in Prime Ad-Supp CableBroadcast A %48% A %47% A2-1118%40% A %45% A %41% A %50% A %48% A50+18%37% Source: Nielsen, Base=DVR HHs.; % of minutes; 9/22-10/26/14

16 In fact, Broadcast’s Highest Rated Premium Priced Programs Tend To Be The Most Time-shifted; Advertisers Commercials Are Being Fast-forwarded 1st 11th 10th 9th 8th 12th 7th 5th 14th 11th 13th 6th 23rd 16th 15th Top 15 Most Time-Shifted Primetime Broadcast Programs A18-49 Total Rank Source: CAB analysis of Nielsen playback AA% (ranked on playback a1849 AA%); A18-49; Primetime; 9/ /26/14; Rank is based on total U.S. A Timeshifted Rank

17 A Look At Delayed Viewing: Are Viewers Watching Their Time-shifted Programming In The First Three Days or Waiting To Catch Up?

18 STD ‘09/10STD ’09/10 Over 80% Of Playback Occurs Within The First Three Days; Playback During Days 4-7 Is Slightly Greater Among Broadcast Programming Source: Nielsen; base=DVR HHs; 9/22-10/26/14 v same periods prior years; Prime; Share of avg minute viewed; Bdcst 6 Playback Day 1-3 v 4-7 Minutes (A18-49): Prime DVR Playback: Days 4-7: STD ‘14/15 88% 12% Ad-Supported CableBroadcast 89% 11% STD ‘14/15 Days 1-3: 84% 16% 86% 14%

19 For The Top 25 Programs, Broadcast Programs Gain More Viewing Outside the C3 Window Top 25 A18-49 Programs – Cable & Broadcast % Playback During Days 4-7 % Playback # of Cable Programs% of Total # of Broadcast Programs% of Total 9% and Under624%14% 10-13%1040%624% 14-19%728%1040% 20%+28%832% Total:25100%25100% Source: Nielsen; DVR HHs; 9/22-10/26/14; Prime; Share of avg minute viewed days 4-7 ; exludes sports/specials

20 60% of Broadcast’s Top 25 Programs Have Playback Rates Above the Average of 15% Source: Nielsen; DVR HHs; 9/22-10/26/14; Prime; Share of avg minute viewed days 4-7 ; exludes sports/specials Top 25 Broadcast A18-49 Programs In Prime % Playback Minutes During Days Day Broadcast Playback average = 15% Prime % of Playback Min Prime % of Playback Min A18-49 Rank NetProgram Namein Days 4-7 A18-49 Rank NetProgram Namein Days CBSBIG BANG THEORY, THE13% 16 CBSNCIS 18% 2 ABCMODERN FAMILY20% 17 FOXSIMPSONS 11% 3 ABCHOW TO GET AWAY W/MURDER15% 18 NBCCHICAGO FIRE 14% 4 FOXOT, THE2% 19 CBSSURVIVOR 10% 5 FOXFAMILY GUY14% 20 CBSNCIS: NEW ORLEANS 23% 6 NBCVOICE12% 21 ABCGOLDBERGS, THE 16% 7 ABCSCANDAL12% 22 FOXBROOKLYN NINE-NINE 12% 8 NBCBLACKLIST18% 23 ABCMARVEL AGENTS S.H.I.E.L.D 24% 9 FOXGOTHAM23% 24 FOXSLEEPY HOLLOW 20% 10 NBCVOICE-TUE16% 25 NBCLAW AND ORDER:SVU 20% 11 CBSSCORPION20% 12 ABCGREY'S ANATOMY14% 13 ABCONCE UPON A TIME16% 14 CBSCRIMINAL MINDS22% 15 ABCBLACK-ISH17%

21 The Additional 4 Days of Playback Results in a Larger Increase in Broadcast’s Ratings Source: Nielsen; composite;9/22-10/26/14 A18-49 STD Ratings: Primetime Live+3: Ad-Supported CableBroadcast Live: Live+7: % +2%

22 Social Media Encourages Engagement With a TV Program

23 Social Media Encourages Viewers To Engage With Programs and Commercials While Watching Teens & Young Adults are even higher daily users: 40% of Teens 41% of % of % of 35+ How Often Do you Chat / Post / Tweet About a Show While Watching TV? (A18-49) Source: CAB Video Nation 2013 report; BASE: Respondents who engage in Social TV 61% chat / post / tweet a few times a week or more Why Do You Post/ Tweet / Chat During a TV Show? (%) A18-49 Teens 28% % % %

24 It Also Has A Significant Impact On Recommending, Reminding Others To View Programs While Viewing Source: CRE Talking Social TV Topic of conversation about how when communicating face to face vs. via Social Media while watching

25 Enhanced TV Services…

26 Enhanced TV Services Offered By Your Cable Provider: Offering A Variation On the DVR Various MSO’s offer the following services in select markets. These services are free with Digital Cable: Start Over – Provides you with the power to restart and watch a program from the beginning. With Start Over, the fast-forwarding function will be turned off. Shows airing can be restarted multiple times within their normal broadcast time. For example, if a program airs from 7 to 7:30, you will be able to restart it at any time during that half hour until 7:29 and 59 seconds. And while you’re watching a Start Over show, you can: REWIND the show while it's playing PAUSE it for up to 5 minutes RESUME: change the channel then come back within 5 minutes to where you left off in your Start Over program (as long as the show is still in it's original broadcast window). Note: Start Over may not be available in all areas. Look Back - Allows you to view shows that have already aired up to 3 days later! Look Back is available on select shows from participating networks

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