PRESENTATION TO CIMM MEGAN CLARKEN 22nd APRIL 2015 TOTALING IT UP

Copyright ©2014 The Nielsen Company. Confidential and proprietary. 2 VIEWING IS CHANGING The C3/7 Ratings are missing the Total Audience Source: VideoCensus, Npower, mNetView, Adobe data, Nielsen Connected Device Survey, Nielsen Gaming Survey Weekly Time Spent Metrics, P18+ VIDEO VIEWING: 2014 vs 2013 VIDEO VIEWING: 2014 vs 2013 (Digital Close Up) 42:12 42:01

Copyright ©2014 The Nielsen Company. Confidential and proprietary. 3 TWO TYPES OF TV CONTENT C3/C7/AQH Program & Commercials Measured Together (tied to Telecast) Network TV content Matches live/linear feed Linear commercial load Linear watermarks within 7 days of air Non C3/C7 Program/Episode Measurement Across Time (Not Tied to Telecast) Any non-linear video (STB VOD, OTT VOD, SVOD) No linear commercials Watermarks & Signatures Outside 7 day window

Copyright ©2014 The Nielsen Company. Confidential and proprietary. 4 WHAT MAKES UP THE TOTAL AUDIENCE? Ads includes ratings regardless of where + how ad is consumed, including both linear and dynamic ad models Content combined ratings for a program or content regardless of where + how content is consumed, including C3/7 eligible, non eligible, ad supported, non ad supported unduplicated across all devices and business models unduplicated across all devices and business models

Copyright ©2014 The Nielsen Company. Confidential and proprietary. 5 THE MEASUREMENT CHALLENGE Total Audience Measurement across Programs and Ads Programs & Ads Content Ads dynamic TV CONNECTED DEVICEPCTABLETSMARTPHONE Linear C3/7/AQH

Copyright ©2014 The Nielsen Company. Confidential and proprietary. 6 HOW TO EXTEND THE INDUSTRY STANDARD 90% of the viewing is linear TWO TYPES OF CONTENT Native Digital Content HARDWARE METER Linear Ratings GOLD STANDARD PROCESS ONE ENCODING PROCESS COMPARABLE OVERNIGHT RATING Digital Ratings Cross Platform Traditional Linear Content MRC ACCREDITED UNIVERSAL BIG DATA ENABLED MEASUREMENT HARDWARE & SOFTWARE METER ONE CLIENT-SIDE IMPLEMENTATION SDKs

Copyright ©2014 The Nielsen Company. Confidential and proprietary. 7 HOW WE’RE TOTALING IT UP – CONTENT Consistent metrics regardless of the Ads, Time, Device and Access Point Programs & Ads TV CONNECTED DEVICEPCTABLETSMARTPHONE dynamic Content Ads Linear C3/7/AQH

Copyright ©2012 The Nielsen Company. Confidential and proprietary. 8 MEASURING VOD AND CONNECTED TV ABC – How To Get Away With Murder – Telecast Date: Jan. 29 th, 2015 NPOWER – Ratings Program Report 10% 2% 10% 1% 6% *According to ABC Research internal estimates, an additional 0.5 A18-49 rating points worth of online streaming occurs on PC and Mobile devices.

Copyright ©2012 The Nielsen Company. Confidential and proprietary. 9 COMBINING LINEAR TV AND DIGITAL AUDIENCES Cable Network – Program – Week of March 9 th, 2015 – AA Rating TV Data: NPOWER, AA Ratings Report, Live+7; Digital Data: DPR Audience Profile Report TOTAL P P P P

Copyright ©2014 The Nielsen Company. Confidential and proprietary. 10 STEPS TO TOTALING IT UP Programs & Ads Content Ads TVOTTPCTABLETSMARTPHONE Linear C3/7/AQH dynamic VOD and SVOD

Copyright ©2014 The Nielsen Company. Confidential and proprietary. 11 SDK IMPLEMENTATION ACROSS THE INDUSTRY Programmers MVPD Digital Stage 1: EvaluationStage 2: IntegrationsApp Store

Copyright ©2014 The Nielsen Company. Confidential and proprietary. 12 With Nielsen Media Impact POWERFUL PLANNING

Copyright ©2012 The Nielsen Company. Confidential and proprietary. 13 Implement the Nielsen SDK Watermark / ID3 / Audio Encode