1 NORTHWEST ENERGY EFFICIENCY ALLIANCE TV Initiative Transition to Long-Term Monitoring and Tracking Ty Stober April 8, 2014

2 Desired Outcomes  Hear input on transition  Support transitioning to Long-Term Monitoring and Tracking  Investment in TVs was positive for region

33 Televisions – Market Transformation Leverage mid-stream incentives to influence retailer buying practices, ultimately driving the manufacturing, product specifications and standards of energy-efficient televisions.  Consumers weren’t aware or concerned  So, manufacturers and retailers didn’t care  Resistance to standards  Marketing links EE and Advanced Technology  Super Regional market power to influence retailers  Drive ENERGY STAR specification INTERVENTIONSOUTCOMES MARKET BARRIERS  Consumers pay attention  Dominant market share for TVs that meet program specifications  ENERGY STAR assists standards implementation

4 Average TV Energy Consumption TV’S: Use 56% Less Energy Than Pre-Program! ENERGY STAR 5 Effective ENERGY STAR 5 Effective

5 TV Initiative Ready to Transition  Televisions are more energy efficient  Energy Efficiency standard feature  Qualified products sold  ENERGY STAR is consistently improving  Plan to advance standards

6 TV Energy Savings Total Regional Savings Today 2013 Goal 27.7 aMW

7 Activities during LTMT  Monitor market trends  Participate in ENERGY STAR process  Participate in DOE standards process  Support state standards

8 Discussion  What are your concerns with the Television Initiative moving to Long-Term Monitoring and Tracking?  What additional areas need to be addressed as NEEA transitions the Initiative?  What topics would you like to see addressed in final (2013) Market Progress Evaluation Report?

9 Review Desired Outcomes  Support transitioning to Long-Term Monitoring and Tracking  Concerns about transition have been heard  Investment in TVs was positive for region

10 How it all began

11 Initiative Background  Pilot TVs with CA  Business Plan  Pilot TVs with CA  Business Plan  ENERGY STAR 5.3  9 months early  108 watt cap  ENERGY STAR 5.3  9 months early  108 watt cap  Initiative winds down  TVs Transfer to RPP Pilot  Regional Plug Load Platform Discussion  ENERGY STAR 3.0  Regional Plug Load Platform Discussion  ENERGY STAR 3.0  5 National + Regional Retailers  ENERGY STAR 4.0  5 National + Regional Retailers  ENERGY STAR 4.0  Target Joins Program

12 Televisions – Market Transformation Leverage mid-stream incentives to influence retailer buying practices, ultimately driving the manufacturing, product specifications and standards of energy-efficient televisions.  Consumers weren’t aware or concerned  So, manufacturers and retailers didn’t care  Resistance to standards  Marketing links EE and Advanced Technology  Super Regional market power to influence retailers  Drive ENERGY STAR specification INTERVENTIONSOUTCOMES MARKET BARRIERS  Consumers pay attention  Dominant market share for TVs that meet program specifications  ENERGY STAR assists standards implementation

Highlights  Compensated on 20% above ENERGY STAR 6.0 and on Most Efficient 2013  Focused on market pull activities  Laid groundwork for transferring assets to Retail Products Portfolio

14 Market Progress Evaluation Report 2 (MPER2)  Covers 2011, Published 2013  Initiative influenced retailers’ assortment decisions  Products on the shelf led to increased sales  Initiative influenced ENERGY STAR specifications

15 MPER2 (2011) Other Points of Interest  Validated savings model  In-store video increased sales at one retailer  Retailers valued in-store activities

16 Critiques from MPER2 (2011)  Not seeing retailers buying formulas, limits ability to quantify program influence  Regional impact measurement hindered by limited data set and lack of control groups  No short-term impact on product design  Initiative did not impact store associate behavior

17 Changes in TV Energy Intensity over time

18 Why a TV Initiative  Plasma TVs consuming 2x energy CRTs  98% TV penetration of US Households  # sets per household climbing  DTV Transition 6/12/2009  More efficient technology existed

19 Tier Progression

20 TVs – Market Transformation in Action % Market Share of TVs

21 TVs – Market Transformation in Action % Market Share of TVs Transformation Market

22 TVs – Market Transformation in Action % Market Share of TVs We are here.