Take Your TV Plans to the Movies Adding Cinema to Your Media Mix Increases Reach and Engagement Presented by:

2  Some ad agencies plan Cinema in the Digital Out-of-Home Group  Others place Cinema in the TV Broadcast group  And still others see Cinema in neither group  No matter where Cinema may be placed, marketers see the power of the media as Cinema Advertising has grown 28% in the past 3 years Where Does Cinema Fit in the Media Milieu? Source: CAC Marketplace Report, Audited by Miller, Kaplan, Arase & Co

3 How Do You Plan Cinema?

4 Think Of Cinema As A TV Network July 2009 Prime Monthly Reach for A18-49 (000) Source: Nielsen Audience Watch 6/26-7/31/09. 10/30-11/26/09. M-Sa 8p-11p/Su 7p-11p, Live + Same Day Ratings; 30 min cum qualifier; Nielsen Cinema Audience Report July and November 2009 respectively RankNetwork P18-49 Reach (000) 1Fox54,013 2NBC52,178 3ABC50,451 4CBS49,008 5Cinema44,409 6TBS35,614 7USA Network35,532 8TNT34,224 9FX32,604 10ABC Family28,078 November 2009 Prime Monthly Reach for A18-49 (000) RankNetwork P18-49 Reach (000) 1Fox72,232 2ABC70,625 3NBC67,099 4CBS64,197 5ESPN34,764 6TBS32,488 7USA Network30,329 8Cinema26,738 9FX26,717 10Turner Network Television (TNT)26,123

5 Fusion Has Helped Cinema Define its Media Mojo  By integrating Cinema and TV’s respondent level data, along with product usage files from MRI, the media landscape suddenly spotlights a “newcomer” as viable as television  Now Advertisers can find not just another media alternative to the cluttered Sight, Sound and Motion on television…but a new environment of Sight, Sound and E motion when targeting their audience

6 Fused database: Evaluate overlap between TV and Cinema Audience Demonstrate how Cinema’s audience uniquely enhances targeted reach  What is Fusion?  Fusion integrates information from two separate data sets into one.  How is it done?  Fusion pairs up respondent level data by matching on similar characteristics from the two sources.  Why do it?  For improved cross-platform media evaluation against an advertiser’s campaign target. Nielsen TV Ratings Nielsen Cinema Audience Report Fusion Process: Linking common data characteristics or data “hooks” More About Fusion…

7  Fusion data allows for the measurement of overall and exclusive reach generated by a television + cinema campaign down to the program level  It is then possible to take a reported television schedule and optimize both reach and cost by replacing non-incremental reach generating television units with cinema  For this example, we will compare the delivery of 2 media plans for a Consumer Electronics advertiser: An Analysis for a Consumer Electronics Advertiser Media Plan 1 = Network TV and Cable TV Media Plan 1 = Network TV and Cable TV Media Plan 2 = Network TV, Cable TV + Cinema Media Plan 2 = Network TV, Cable TV + Cinema Details Behind Reallocation: Nielsen Solutions and Audience Watch Fusion data from March 2009 All TV Budget = approx $15m. A18-49 TV Schedule Includes: A&E, ABC, Adult Swim, Animal Planet, Bravo, CBS, CNN, Comedy Central, CW, Discovery Channel, Investigation Discovery, ESPN News, ESPN, Fox News Channel, Fox, History Channel. MTV, MTV2, NBC, National Geographic Channel, TBS, TLC, TNT and VH-1 P1849 CPM for Cinema=$51 Consumer brand schedule (total day) from Nielsen Adviews A18-49 UE=131,970

8 A18-49 Reach For Consumer Electronics TV Schedule $$$ (000)P18-49 GRPs Exclusive P18-49 Reach (000) Total P1849 Reach (000) NetworkCableTotalNetworkCableTotalNetworkCable Original Schedule$13,064$1,492$14, ,46723,90688,773 P18-49 Reach (%) Source: Nielsen Solutions and Audience Watch. Fusion data from March Totally TV budget=approx $15m. A18-49 CPM for Cinema=$51. Consumer brand schedule (total day) from Nielsen Adviews. A18-49 UE=131,970

9 $$$ (000)P18-49 GRPsExclusive P18-49 Reach (000) Total P18-49 Reach (000) NetworkCableCinemaTotalNetworkCableCinemaTotalNetworkCableCinema Original Schedule$13,064$1,492$0$14, ,46723,906088,773 10% Reallocation$11,546$1,492$1,456$14, ,17321,4275,50793,785 15% Reallocation$10,923$1,492$2,184$14, ,93319,9638,22596,632 P18-49 Reach (%) A18-49 Reach For Consumer Electronics Grows +9% When Cinema is Added Source: Nielsen Solutions and Audience Watch. Fusion data from March Totally TV budget=approx $15m. A18-49 CPM for Cinema=$51. Consumer brand schedule (total day) from Nielsen Adviews. A18-49 UE=131,970

10 $$$ (000)P18-49 GRPs Exclusive P18-49 Reach (000) Total P18-49 Reach (000) NetworkCableCinemaTotalNetworkCableCinemaTotalNetworkCableCinema Original Schedule$13,064$1,492$0$14, ,46723,906088,773 10% Reallocation$11,546$1,492$1,456$14, ,17321,4275,50793,785 15% Reallocation$10,923$1,492$2,184$14, ,93319,96396,632 Source: Nielsen Solutions and Audience Watch. Fusion data from March Totally TV budget=approx $15m. A18-49 CPM for Cinema=$51. Consumer brand schedule (total day) from Nielsen Adviews. A18-49 UE=131,970 Additionally, the 15% reallocation example demonstrates how this advertiser would have realized a 8.2m gain in new A18-49 consumers not previously exposed to the original all TV buy 8,225 Cinema Will Furthermore Garner Exclusive Reach P18-49 Reach (%)

11 Cinema not just sight, sound and motion… …it’s Sight, Sound and E motion

12 Measuring Emotional Attachment via NewMediaMetrics  NewMediaMetrics (NMM) 360° Cross Platform Study is a syndicated study that helps marketers identify consumers who are emotionally attached (EA) to consumer brands and media properties  Rooted in psychological and academic principles, NMM uses EA to help predict consumer purchase and media viewing behavior  Here is the EA scale  A score of “0” means: This brand/medium does not resonate for you, and you are not engaged in this brand/medium. You could give up the brand/medium  A score of “10” means: The brand/medium resonates for you, and you are engaged in this brand/medium. You do not want to give up the brand/medium  9 or 10=EA to brand and/or medium  NMM specializes in linking a brand’s most loyal consumers with the media they most intently consume so marketers can maximize future media investments— Think of it as a type of planning tool

13 Emotional Attachment is Popular Among Current Marketplace Targeted Media Buy Brands Media Emotional Attachment

14 Consumer Electronics Brand Loyalists are Emotionally Attached to the Movies +59% vs. TV  To Be Read: A18-49 who are emotionally attached to a Consumer Electronics brand are 59% more likely to be EA to Cinema than to TV (54% vs. 34%) Source: NewMediaMetrics Base=Persons (n=2,516). Print=magazine/print combined Emotional Attached = rated 9/10 on 10-point scale; Consumer brand Loyalists=EA to specific consumer electronic brand; Cinema= Watching a movie in a movie theatre. +116% vs. Print A18-49 Consumer Electronics EA to Media

15 Cinema Outperforms Top Media Properties Source: NewMediaMetrics Base= P18-49 (n=2,516). Emotional Attached = rated 9/10 on 10-point scale; Consumer electronics brand loyalists=EA to specific consumer electronics brand; Cinema = Watching a movie in a movie theatre. Highest ranking TV and magazine outlets respectively  To Be Read: A18-49 who are emotionally attached to Consumer Electronics brand are 17% more likely to be EA to Cinema than to ABC (54% vs. 46%)  Consumer Electronics can better plan in the future and reach their target at the movies A18-49 Consumer Electronics EA to Specific Media Properties Cinema EA Index compared to: ABC: 117 NBC: 120 People: 257 Nat’l Geo: 270

16 Summary  Cinema is a Nielsen measured sight, sound and motion medium that delivers mass reach on par with the nation’s largest TV networks.  Nielsen Cinema data is easily ported into such software platforms as Nielsen’s IMS or Telmar’s All Media Planner to plan cinema in conjunction with television and other media.  The addition of cinema to a television schedule allows advertisers to add incremental reach to a media plan that would otherwise be untenable via TV alone.  The immersive experience provided by the cinema environment elicits an emotional response from the viewer that is unmatched by other media.  Via new research products such as Nielsen Fusion data and NewMediaMetrics 360° Cross Platform, advertisers can quantify the significant impact of adding cinema to their existing television campaigns.  In preparation for this presentation, similar analyses were successfully conducted across multiple product categories (i.e. QSR and CPG). Inquiries for this additional data can be made through the CAC.