Glenn Enoch of ESPN gives an account of the progress made to date in a project designed to provide for the first time continuous audience measurement across five platforms

1. an
asi
conference
The 2012 European Television Symposium
Understanding consumers’ cross media consumption
Sponsored by:
8th – 9th November, 2012
@asi_radiotv

2. Cross-Platform Measurement in 2012
…and beyond
Glenn Enoch, VP Integrated Media Research, ESPN
European TV Symposium
November 8, 2012
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3. Sports Fans Are Technology Adopters
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4. 3

5. 28% 44% 64%
Multiplatform Multiplatform Of Total
Users Users Minutes
2002 2010 2010
4 Source: ESPN All Day, Every Day (GfK/Knowledge Networks) Fall 2002, Fall 2010

6. Twelve Years of Research —
Over Twenty Research Suppliers
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7. If we’re looking for common metrics…
• How Many • How Often • How Long
– Reach – Frequency – Average Mins
– Cume – Occasions – Total Mins
– Uniques – Visits
– Circulation
Average Minute Audience
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8. If all we want to do is look at time…
Daily Usage in Population
3% TV
1% 0%
Radio
4%
Internet
11%
Mobile
Magazine
21% 60%
Console VG
Online Gaming
7 Source: ESPN analysis of Nielsen, comScore, Arbitron, MRI (Q4 2012)

9. Reach is easy —
but duplication is hard
TV Mobile Internet
Audio Print
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10. Things we need but don’t have
Number of persons consuming college
football content across all devices
Follow sports fans and their media
use throughout the day/week
Simultaneous use of TV and
tablet (or smartphone)
Reach
Freq Reach/frequency curves for cross-media
planning – based on actual exposure data
Gross Exposures
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11. Combinations of media
Granularity of data
Limited Sample Size (non-Projectable)
Project Length
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12. Nationally-Projectable
Five-Platform
Continuously-Operating
Persons-based
Content-Inclusive
Integrated Media Solution
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13. Ad Measurement is Not Enough—
Content Measurement is Critical
“Ad impressions measure what has potentially
been seen or heard, but we also need content
measures to understand media behavior and
to identify new and best opportunities for
exposure in the future.”
— Artie Bulgrin, SVP ESPN Research+Analytics
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14. Single-Source Data Integration
We Need
Too Expensive Better Granularity/Scale
Both Methods
Hard to Scale Needs Real-World Proof
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16. • 500-person, single source panel
• Drawn from reactivated PPM® panelists
• Measured three-screen usage (TV, PC, Mobile)
• PPM® measured TV by code detection
Single-Source • PC meter/on-device meter measured Windows, Android,
Blackberry
• Measurement period November 2011-January 2012
• Recruited a 10,000-person multiscreen panel
• Households with TV service from a major
telecommunications company
• Measured three-screen usage (TV, PC, Mobile)
• TV measured via set-top box (return-path) data
• PC and Mobile measured using comScore technology -
Data Integration
both tablet and smartphones included
• Measurement period September-October 2011
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17. 16

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19. • First-ever five-platform measurement initiative
– TV, Radio, PC, Smartphone, Tablet
• Both single-source and data integration methods
• Integrates the complementary resources of Arbitron
and comScore
– Census and panel-based PC, mobile and TV set-top box measurement
capabilities of comScore
– Persons-based, single-source radio and TV measurement capabilities
of the Arbitron Portable People Meter™
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20. TV Viewing TV Demos Portable
TV STB Data + Arbitron PPM People Meter™
Radio
Radio Arbitron PPM
PC PC
PC comScore
Tagged Data
+ comScore
Panel Data Unified Data
Measurement™
Mobile Mobile
Mobile comScore
Tagged Data
+ comScore
Panel Data
19 comScore technology/input Arbitron technology/input

21. TV-PC
comScore panelists
within STB subscribers
TV PC
TV-Radio PC-Mobile
Arbitron PPM® Panel comScore Census Data
Radio Mobile
TV-PC-Mobile
comScore panelists
within STB subscribers
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22. TV PC
PPM® Code Detection Download comScore cookie
(Measuring TV-Radio) (Measuring PC-Mobile)
Radio Mobile
2000 Arbitron PPM® Panelists
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23. Platform Usage Platform Duplication
TV STB Duplication
PPM
Measures
Radio PPM
Client Interface
PC comScore
Calibration
Mobile comScore Panel
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24. • Build duplication measures • Analyze Phase One results
• Create calibration panel • Confirm methodology
• Develop deliverable • Share general findings and
• ESPN collaborate on design methodology
• Data = ESPN, Total Usage • Seek input from measured
• Lay foundation for Phase 2 media sectors
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25. • Syndicated cross-platform
measurement solution
• Calibration panel = 5000
• Common metrics
• Reach and duplication of each
media platform
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26. “Now this is not the end. It is not
even the beginning of the end. But it
is, perhaps, the end of the beginning.”
— Sir Winston Churchill (1942)
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27. Follow us on Twitter!
@ESPNResearch
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