This document summarizes a presentation on social television and the relationship between social media buzz and TV ratings. It finds that while TV viewing still dominates over online and mobile, people are increasingly device-shifting and place-shifting content. Social networking is a major driver of media consumption. Analysis shows a relationship between social media buzz volumes and TV ratings for premieres, midseason episodes and finales, especially for younger demographics. Specifically, a 9% increase in buzz four weeks before a premiere corresponds to a 1% ratings increase for 18-34 year olds.

1. Social Panel: Focus on Social Television
AEJMC, Chicago, August 9, 2012
Mike Hess
EVP, Data Fusion and Social Television Analytics

2. TV set still dominates for video viewing
Q4 2011 Video Penetration among
the Total Population Monthly Time Spent
among Video Users
(hh:mm)
Mobile 12%
4:20
Online 51% 4:34
Television 95% 153:19
2
Based on Total US Population, Persons 2+ for TV and Online, (Home and Work) 13+
for Mobile, 4th Qtr 2011
Copyright © 2012 The Nielsen Company. Confidential and proprietary.

3. People still love TV content
Season-to-Date through week ending 2/26/2012
Live + DVR Playback, Total Day
60:00
48:00
47:22
44:52
36:00
HH:MM Per Week
35:24
35:01
27:40
24:00
26:25
25:07
24:29
23:47
23:05
12:00
0:00
P2-11 P12-17 P18-24 P25-54 P55+
3
2007/2008 2011/2012
Source: Nielsen, Total Day is Mon-Sun 6A-6A
Copyright © 2012 The Nielsen Company. Confidential and proprietary.

4. People are device-shifting and place-shifting their
TV viewing
Average Unique Visitors (000’s)
160,000
140,000
Gradual year-over-
147,38 year increases in
120,000 7 online and mobile
100,000
video streaming
80,000
60,000
33,526 Time spent averaging
40,000 around four and a half
20,000 hours a month for
0 both platforms
Q1 2009
Q2 2009
Q3 2009
Q4 2009
Q1 2010
Q2 2010
Q3 2010
Q4 2010
Q1 2011
Q2 2011
Q3 2011
Q4 2011
Online video Mobile video
4
Source: Video Census, Mobile Video Report, Q4 2011
Copyright © 2012 The Nielsen Company. Confidential and proprietary.

5. Top Destinations for Simultaneous Consumption during the
month of December
Top Websites Viewed While Top TV Programs Watched While
Watching TV Surfing Online
Facebook Hallmark Movie
YouTube NCIS
Yahoo! Mail Judge Judy (AT)
Zynga Big Bang-Syn (AT)
Google Search Law & Order: SVU
eBay NBC Sunday Night Football
Pogo.com Two-Half Men-SYN (AT)
Craigslist ESPN NFL Regular Season*
Windows Live Hotmail Syfy Movie
Yahoo! Homepage Ellen DeGeneres Show
Broadcast Cable Syndication
41,353,158,000
Total Simultaneous Weighted Viewing Minutes
5
Nielsen Cross Platform Homes Simultaneous Consumption; Rank of Online
sites and TV Programs by Total Simultaneous Minutes December 2011
*Syndication and Cable telecasts
Copyright © 2012 The Nielsen Company. Confidential and proprietary.

6. 88% of tablet and 86% of smartphone owners use their
device while watching TV
Frequency of Simultaneous Usage While Frequency of Simultaneous Usage While
Watching TV: Tablets Watching TV: Smartphones
Tablet Owners (Q4 2011 n=2,390) Smartphone Owners (Q4 2011 n=3,889)
Several times a day
23%
19% Once a day
24% 14%
Several times a
week
Several times a
13%
25% 13%
month 27%
Once a month or 9%
7% less
12% Never 14%
6
Source: Q4 2011 Mobile Connected Device Report
Copyright © 2012 The Nielsen Company. Confidential and proprietary.

7. Social networking is driving media consumption in a major way
Percent of adult internet users who
90% use social networking sites
80%
70%
60%
50%
40%
7
Source: Netview
Copyright © 2012 The Nielsen Company. Confidential and proprietary.

8. Analysis of BBG and Program
Ratings
Is there a relationship?

9. Variables in the Analysis
Buzz Data Source:
150 million+
Buzz Volume social media sites
Msg/Source N= 250 TV shows
Authors
AdSpend
Prior Episode TV Ratings
Prior Season TV Ratings
Genre
Broadcast/Cable TV Ratings
New/Old
9
Copyright © 2012 The Nielsen Company. Confidential and proprietary.

10. When is buzz aligned with TV ratings?
18-34 35-49 50+
PREMIERE
Males
Females
MIDSEASON
Males
Females
FINALE
Males
Females
Buzz is significant at p<=0.05 10
Copyright © 2012 The Nielsen Company. Confidential and proprietary.

11. Four weeks prior to a show premiere…
A 9%
increase IN BUZZ VOLUME
CORRESPONDS TO A 1%
increase IN RATINGS
11
Ratings for people 18-34 years old
Copyright © 2012 The Nielsen Company. Confidential and proprietary.

12. Two weeks prior to a show mid-season episode
or finale…
A14%
increaseIN BUZZ VOLUME
CORRESPONDS TO A 1%
increaseIN RATINGS
12
Ratings for people 18-34 years old
Copyright © 2012 The Nielsen Company. Confidential and proprietary.

13. Key Takeaways
Social media is growing as a source and driver of media
consumption
• Social Media is pervasive among all age groups
• Television Viewing is being influenced by Social Media…”Social TV”
• Recent Evidence that Multi-Taskers Starting to Go to Program Sites
Rather than Sending E-Mail
Social Media are correlated with Television Program Ratings
• Even more aligned with younger demos
• Alignment increases as show date nears
• But even 4 weeks before the premiere, there is a significant
correlation
13
Copyright © 2012 The Nielsen Company. Confidential and proprietary.