Multi-Screen TV Brands vs. AdTech: A Comparison Of “Time Spent” By Demo August 2016

Despite Media Hype, Consumers of All Ages Spend More Time With Multi-Screen TV Brands Than The Major Ad-Tech Platforms Against any major demo, TV brands dominate users’ time in any given minute To illustrate TV brands’ dominance, we’ve compared top ad-tech platforms against multi-screen TV (linear + web) on two “time-based” comparable metrics The ad-tech platforms we analyzed include the 4 portals (AOL, Google, MSN, Yahoo), YouTube and Facebook Monthly Time Spent Average Audience (“Any Given Minute”)- incorporates unique reach, average time spent & total minutes viewed to show relative scale

P13-17

87 Hours of Avg. Consumer Usage Split: 83% Ad-Supported TV & 17% 4 Portals + Facebook Total Ad-Supported TV Brands (Cable Nets+ MVPD’s + Broadcast: TV+ Web+Mobile) (Hrs: Mins) 4 Portals + FB Monthly Time Spent (August 2016) (Average mins per viewer/visitor, Hrs: Mins) TV Brands (TV + Internet) + 4 Portals + FB 12:14 60:07 72:21 P13-17 Average minutes per visitor Source: Nielsen Npower Live+7 August 2016, P13-17, VAB analysis of comScore duplicated August 2016 data (mediametrix, multiplatform). Ad-Supported Television Brands represents all measured Ad-Supported Cable nets, Broadcast Television and MVPDs. 4 portals = Google (includes YouTube), AOL, MSN, Yahoo!

In Any Given Minute, There Are Over 5x More P13-17 Engaging With Multi-screen TV Content Than With The 4 Portals & Facebook 1,519.3 Source: Nielsen Npower Live+7 August 2016, P13-17, VAB analysis of comScore duplicated August 2016 data (mediametrix, multiplatform). Ad-Supported Television Brands represents all measured Ad-Supported Cable nets, Broadcast Television and MVPDs. 4 portals = Google (includes YouTube), AOL, MSN, Yahoo!

P18+

184 Hours of Avg. Consumer Usage Split: 80% Ad-Supported TV & 20% 4 Portals + Facebook Total Ad-Supported TV Brands (Cable Nets+ MVPD’s + Broadcast: TV+ Web+Mobile) (Hrs: Mins) 4 Portals + FB Monthly Time Spent (August 2016) (Average mins per viewer/visitor, Hrs: Mins) TV Brands (TV + Internet) + 4 Portals + FB 39:01 145:14 184:15 P18+ Average minutes per visitor Source: Nielsen Npower Live+7 August 2016, P18+, VAB analysis of comScore duplicated August 2016 data (mediametrix, multiplatform). Ad-Supported Television Brands represents all measured Ad-Supported Cable nets, Broadcast Television and MVPDs. 4 portals = Google (includes YouTube), AOL, MSN, Yahoo!

In Any Given Minute, There Are Almost 4x More P18+ Engaging With Multi-screen TV Content Than With The 4 Portals & Facebook 43,918.5 Source: Nielsen Npower Live+7 August 2016, P18+, VAB analysis of comScore duplicated August 2016 data (mediametrix, multiplatform). Ad-Supported Television Brands represents all measured Ad-Supported Cable nets, Broadcast Television and MVPDs. 4 portals = Google (includes YouTube), AOL, MSN, Yahoo!

P18-34

126 Hours of Avg. Consumer Usage Split: 65% Ad-Supported TV & 35% 4 Portals + Facebook Total Ad-Supported TV Brands (Cable Nets+ MVPD’s + Broadcast: TV+ Web+Mobile) (Hrs: Mins) 4 Portals + FB Monthly Time Spent (August 2016) (Average mins per viewer/visitor, Hrs: Mins) TV Brands (TV + Internet) + 4 Portals + FB 44:20 81:53 126:13 P18-34 Average minutes per visitor Source: Nielsen Npower Live+7 August 2016, P18-34, VAB analysis of comScore duplicated August 2016 data (mediametrix, multiplatform). Ad-Supported Television Brands represents all measured Ad-Supported Cable nets, Broadcast Television and MVPDs. 4 portals = Google (includes YouTube), AOL, MSN, Yahoo!

In Any Given Minute, There Are Over 1 In Any Given Minute, There Are Over 1.5x More P18-34 Engaging With Multi-screen TV Content Than With The 4 Portals & Facebook Source: Nielsen Npower Live+7 August 2016, P18-34, VAB analysis of comScore duplicated August 2016 data (mediametrix, multiplatform). Ad-Supported Television Brands represents all measured Ad-Supported Cable nets, Broadcast Television and MVPDs. 4 portals = Google (includes YouTube), AOL, MSN, Yahoo!

P18-49

146 Hours of Avg. Consumer Usage Split: 70% Ad-Supported TV & 30% 4 Portals + Facebook Total Ad-Supported TV Brands (Cable Nets+ MVPD’s + Broadcast: TV+ Web+Mobile) (Hrs: Mins) 4 Portals + FB Monthly Time Spent (August 2016) (Average mins per viewer/visitor, Hrs: Mins) TV Brands (TV + Internet) + 4 Portals + FB 43:55 102:57 146:52 P18-49 Average minutes per visitor Source: Nielsen Npower Live+7 August 2016, P18-49, VAB analysis of comScore duplicated August 2016 data (mediametrix, multiplatform). Ad-Supported Television Brands represents all measured Ad-Supported Cable nets, Broadcast Television and MVPDs. 4 portals = Google (includes YouTube), AOL, MSN, Yahoo!

In Any Given Minute, There Are Over 2x More P18-49 Engaging With Multi-screen TV Content Than With The 4 Portals & Facebook Source: Nielsen Npower Live+7 August 2016, P18-49, VAB analysis of comScore duplicated August 2016 data (mediametrix, multiplatform). Ad-Supported Television Brands represents all measured Ad-Supported Cable nets, Broadcast Television and MVPDs. 4 portals = Google (includes YouTube), AOL, MSN, Yahoo!

P25-54

166 Hours of Avg. Consumer Usage Split: 75% Ad-Supported TV & 25% 4 Portals + Facebook Total Ad-Supported TV Brands (Cable Nets+ MVPD’s + Broadcast: TV+ Web+Mobile) (Hrs: Mins) 4 Portals + FB Monthly Time Spent (August 2016) (Average mins per viewer/visitor, Hrs: Mins) TV Brands (TV + Internet) + 4 Portals + FB 44:05 122:34 166:39 P25-54 Average minutes per visitor Source: Nielsen Npower Live+7 August 2016, P25-54, VAB analysis of comScore duplicated August 2016 data (mediametrix, multiplatform). Ad-Supported Television Brands represents all measured Ad-Supported Cable nets, Broadcast Television and MVPDs. 4 portals = Google (includes YouTube), AOL, MSN, Yahoo!

In Any Given Minute, There Are Almost 3x More P25-54 Engaging With Multi-screen TV Content Than With The 4 Portals & Facebook 7,057.8 18,867.3 Source: Nielsen Npower Live+7 August 2016, P25-54, VAB analysis of comScore duplicated August 2016 data (mediametrix, multiplatform). Ad-Supported Television Brands represents all measured Ad-Supported Cable nets, Broadcast Television and MVPDs. 4 portals = Google (includes YouTube), AOL, MSN, Yahoo!

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