1. MEASURING WHAT NO ONE ELSE CAN… TODAY AND TOMORROW TOTAL AUDIENCE: KELLY ABCARIAN SVP PRODUCT LEADERSHIP

2. Copyright ©2015 The Nielsen Company. Confidential and proprietary. 2 2 DRIVING TOWARD A CONNECTED TOTAL AUDIENCE SOLUTION FOR THE INDUSTRY

3. Copyright ©2015 The Nielsen Company. Confidential and proprietary. 3 3 TOTAL AUDIENCE SOLVES A CLEAR INDUSTRY NEED Example of a Broadcast Drama at Telecast/Episode Level: September 2015 Source: Nielsen Total Audience Ratings (various Nielsen sources across Linear and Digital measurement platforms), Digital is computer/mobile, Aug/Sep 2015 0 1,000 2,000 3,000 4,000 5,000 Gross Average Audience Projection (000s) Live DVR (1-7) DVR (8-35) VOD (1-35) Connected TV (1-35) Digital (1-35) P18+ Additional viewing not currently in ratings C3/C7 Ratings Total Audience 8% 6% 7% 2% 32% 45%

4. Copyright ©2015 The Nielsen Company. Confidential and proprietary. 4 4 TOTAL AUDIENCE MEASUREMENT COMPONENTS Measuring Consumer Media Exposure Across Platform Creating Comparable Measurement Measuring Ads and Content Separately A Ratings Solution for Video, Audio, and Text Total Ad Ratings Total Content Ratings

5. Copyright ©2015 The Nielsen Company. Confidential and proprietary. 5 5 Digital content on mobile devices and computers as measured by Digital Content Ratings (DCR) new! VOD, SVOD and other OTT content hitting the TV screen new expanded capability! Television viewing from DVRs: Days 8-35 new! Live, DVR, recently telecast VOD, including mobile app and computer viewing (with linear ad loads) DATA INCLUDED IN TOTAL CONTENT RATINGS

6. Copyright ©2015 The Nielsen Company. Confidential and proprietary. 6 6 COUNTING 100% OF TOTAL TV TIME Connected Devices Game Consoles Smart TVs

7. Copyright ©2015 The Nielsen Company. Confidential and proprietary. 7 7 TOTAL CONTENT RATINGS IS A COMPREHENSIVE METRICS SET DESIGNED TO FILL GAPS OF CURRENT L+7 RATINGS Current Live+7 RatingsTotal Content Ratings US TV householdsTotal US households Telecast-level reportingEpisode-level reporting Time-shifted viewing credit to day of airTime-shifted viewing credited to day of view Includes minutes with content and adsIncludes content minutes only Includes VOD minutes with a linear ad loadIncludes all VOD/SVOD minutes Ads must match original airIncludes all content regardless of ad load Frequency based on repeated minutes viewed Frequency based on average number of views per unique viewer

8. Copyright ©2015 The Nielsen Company. Confidential and proprietary. 8 8 3. Between Platforms (multiple platforms) Total Digital Smartphone Tablet Desktop TV Mobile Total Audience DEDUPLICATION MUST BE COMPUTED FOR PLATFORMS AND DEVICE TYPES There are three types of duplication to account for: 1. Within a Device (multiple views) 2. Across Devices within the same platform (multiple devices)

9. Copyright ©2015 The Nielsen Company. Confidential and proprietary. 9 Level 3: Episode Level 2: Program TOTAL CONTENT RATINGS DEDUPLICATES AT THE EPISODE LEVEL Duplication factors are calculated at the Episode level TBS Family Guy S1E01TBS20 th TV Family Guy S1E0120 th TVFox Family Guy S4E01 Hulu Comedy Fox Hulu Comedy PramfaceS1E01 Hulu Comedy Family Guy S4E01* Hulu Comedy AOL On Park Bench S1E01AOL On Syndicated Proprietary Digital Tagged TV Network TV Syndicator TV Network TV Platform Digital Platform Level 1: Sub-Brand (DCR) / TV Originator Attribute: Distributor Breakout under Episode

10. Copyright ©2015 The Nielsen Company. Confidential and proprietary. 10 Copyright ©2015 The Nielsen Company. Confidential and proprietary. 10 BUILDING A BETTER DATA SET FOR DUPLICATION The Nielsen Data Matching System (NDMS) provides cross-platform insights Current Methodology National TV Panel - Nielsen Data Panel homes with PCs meteredPanel homes with no PCs metered Enhanced Methodology- NDMS Nielsen Panel 3 rd party Data 3 rd party data for Nielsen Panel homes

11. 11 Copyright ©2015 The Nielsen Company. Confidential and proprietary. BUILDING FROM MANY TO ONE MEASUREMENT SYSTEM big brand advertising PLATFORM AUDIENCE NIELSEN’S ROLE great ad experience sound and motion population based audience Age/Gender provide currency for trading Requires Nielsen’s representative panel for population measurement + census = Total Audience targeted audience buys digital environment and personalized screens targeting model reaches specific consumer right time, right message precision targeting Requires people based data assets + programmatic activation = eXelate

12. Copyright ©2015 The Nielsen Company. Confidential and proprietary. 12