Multi-Screen TV Brands Vs. AdTech A Comparison of “Time Spent” By Demo June 2018

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

51 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 (June 2018) (Average mins per viewer/visitor, Hrs: Mins) TV Brands (TV + Internet) + 8:41 42:25 51:06 P13-17 Average minutes per visitor Source: Nielsen Npower Live+7 June 2018, P13-17, VAB analysis of comScore duplicated June 2018 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 6x More P13-17 Engaging With Multi-screen TV Content Than With The 4 Portals & Facebook 1,128.2 Source: Nielsen Npower Live+7 June 2018, P13-17, VAB analysis of comScore duplicated June 2018 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+

169 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 (June 2018) (Average mins per viewer/visitor, Hrs: Mins) TV Brands (TV + Internet) + 37:35 131:06 168:41 P18+ Average minutes per visitor Source: Nielsen Npower Live+7 June 2018, P18+, VAB analysis of comScore duplicated June 2018 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 Nearly 4x More P18+ Engaging With Multi-screen TV Content Than With The 4 Portals & Facebook 41,780.0 Source: Nielsen Npower Live+7 June 2018, P18+, VAB analysis of comScore duplicated June 2018 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

107 Hours of Avg. Consumer Usage Split: 60% Ad-Supported TV & 40% 4 Portals + Facebook Total Ad-Supported TV Brands (Cable Nets+ MVPD’s + Broadcast: TV+ Web+Mobile) (Hrs: Mins) 4 Portals + FB Monthly Time Spent (June 2018) (Average mins per viewer/visitor, Hrs: Mins) TV Brands (TV + Internet) + 43:34 63:13 106:47 P18-34 Average minutes per visitor Source: Nielsen Npower Live+7 June 2018, P18-34, VAB analysis of comScore duplicated June 2018 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 30% More P18-34 Engaging With Multi-screen TV Content Than With The 4 Portals & Facebook Source: Nielsen Npower Live+7 June 2018, P18-34, VAB analysis of comScore duplicated June 2018 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

126 Hours of Avg. Consumer Usage Split: 67% Ad-Supported TV & 33% 4 Portals + Facebook Total Ad-Supported TV Brands (Cable Nets+ MVPD’s + Broadcast: TV+ Web+Mobile) (Hrs: Mins) 4 Portals + FB Monthly Time Spent (June 2018) (Average mins per viewer/visitor, Hrs: Mins) TV Brands (TV + Internet) + 41:45 84:39 126:24 P18-49 Average minutes per visitor Source: Nielsen Npower Live+7 June 2018, P18-49, VAB analysis of comScore duplicated June 2018 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 2x More P18-49 Engaging With Multi-screen TV Content Than With The 4 Portals & Facebook Source: Nielsen Npower Live+7 June 2018, P18-49, VAB analysis of comScore duplicated June 2018 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

144 Hours of Avg. Consumer Usage Split: 72% Ad-Supported TV & 28% 4 Portals + Facebook Total Ad-Supported TV Brands (Cable Nets+ MVPD’s + Broadcast: TV+ Web+Mobile) (Hrs: Mins) 4 Portals + FB Monthly Time Spent (June 2018) (Average mins per viewer/visitor, Hrs: Mins) TV Brands (TV + Internet) + 40:43 103:19 144:02 P25-54 Average minutes per visitor Source: Nielsen Npower Live+7 June 2018, P25-54, VAB analysis of comScore duplicated June 2018 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 2 In Any Given Minute, There Are 2.5X More P25-54 Engaging With Multi-screen TV Content Than With The 4 Portals & Facebook 6,679.4 16,588.3 Source: Nielsen Npower Live+7 June 2018, P25-54, VAB analysis of comScore duplicated June 2018 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!

P50+

214 Hours of Avg. Consumer Usage Split: 85% Ad-Supported TV & 15% 4 Portals + Facebook Total Ad-Supported TV Brands (Cable Nets+ MVPD’s + Broadcast: TV+ Web+Mobile) (Hrs: Mins) 4 Portals + FB Monthly Time Spent (June 2018) (Average mins per viewer/visitor, Hrs: Mins) TV Brands (TV + Internet) + 31:23 182:18 213:41 P50+ Average minutes per visitor Source: Nielsen Npower Live+7 June 2018, P50+, VAB analysis of comScore duplicated June 2018 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 Over 7x More P50+ Engaging With Multi-screen TV Content Than With The 4 Portals & Facebook 3,818.2 27,499.7 Source: Nielsen Npower Live+7 June 2018, P50+, VAB analysis of comScore duplicated June 2018 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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