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WHAT NO ONE ELSE CAN… TODAY AND TOMORROW NIELSEN TOTAL AUDIENCE MEASUREMENT-MEASURING Confidenal and proprietary. BRIDGING THE DIGITAL DIVIDE CROSS-PLATFORM RATINGS: Kelly Abcarian, SVP Product Leadership Jay Nielsen, VP Product Leadership 1 Copyright ©2015 The Nielsen Company. Confidenal and proprietary. THE CHANGING MEDIA LANDSCAPE WHY TOTAL AUDIENCE? 2 Copyright ©2015 The Nielsen Company. Confidenal and proprietary. Weekly Time Spent in the Total US Populaon – Based on UP A CONSUMER’S DAY THERE ARE MORE MEDIA OPTIONS FILLING Source: Nielsen Total Audience Report and Audience Insights Analysis Hours per Week 12 18 24 30 36 42 48 54 60 66 72 78 0 6 2002 2006 2011 Qtr 3, 2016 P18+ Radio Live TV Time-Shied TV DVD / Blu-Ray Game Console VCR Device Mulmedia PC Smartphone Tablet 3 Copyright ©2015 The Nielsen Company. Confidenal and proprietary. Source: Nielsen Total Audience Report Q3 2016 Average Time Spent per Adult per Day CHANGING MEDIA USAGE 0:09 0:11 0:05 Q3 2014 9:03 4:13 1:52 0:28 0:47 0:58 0:20 0:08 0:13 0:10 Q3 2015 9:24 4:07 1:50 1:14 0:28 0:51 0:23 0:07 0:13 0:16 Q3 2016 10:37 4:06 1:52 2:10 0:29 0:57 0:27 Live TV Time-Shied TV (DVR) AM/FM Radio DVD Videogame Console Mulmedia Device Internet on PC Smartphone (App/Web) Tablet (App/Web) TOTAL 2015-16 (0:01) (0:01) 1:13 0:01 0:02 0:00 0:06 0:06 0:56 0:04 Diff 2015-16 +13% +60% +12% +76% +17% -13% Diff% +4% +2% 0% 0% 4 Copyright ©2015 The Nielsen Company. Confidenal and proprietary. LEVELS TV VIEWING REMAINS NEAR HISTORIC HIGH 5 Copyright ©2015 The Nielsen Company. Confidenal and proprietary. Source: Nielsen NPOWER Jan 2012-Sept 2016 US TV HH (incl BBO) DECLINE IN TRADITIONAL TV (PUT LEVELS) Current trend worst in Summer 2014 but is looking beer in the 2016-17 season Year over Year Percent Change Difference in P25-54 PUT (Total Day) Nov 2016 -2.2% 6 Copyright ©2015 The Nielsen Company. Copyright ©2015 The Nielsen Company. Confidenal and proprietary. Confidenal and proprietary. AMERICANS ARE WATCHING LESS LIVE TELEVISION 9 9 Months 2016 vs 9 Months 2015 vs 2015 9 Months 2014 2013 2012 2011 2010 2009 • • 2015

2008 HUT/PUT minus DVR Playback – dual feed Source: Nielsen NPOWER, M-SU/6AM-6AM Jan-Dec by year

vs 2014 vs 2014 vs 2013 vs 2012 vs 2011 vs 2010 vs 2009 vs 2008

vs 2007

P2-11 -1% -7% -6% -8% -1% -3% -1% 1% 3%

Total Day: Persons Total UsingPersons TelevisionDay: (Live) P12-17 -12% -14% -10% -5% -4% -4% -2% 1% 0%

Year over Year Percent Change Change Percent Year over Year P18-34 -10% -10% -5% -4% -4% -4% -1% -2% 2%

P35-49 -1% -4% -5% -4% -1% -1% -1% -1% 2%

P50-64 -1% -3% 1% 0% 0% 1% 0% 0% 2% P65+ -1% -1% 1% 0% 2% 1% 1% 1% 2%

7 Copyright ©2015 The Nielsen Company. Conﬁdenal and proprietary. TV-Connected Devices = DVR Playback, Videogame Console, Internet-Connected Devices, Audio-Video, DVD Playback, VCR Playback Source: Nielsen NPOWER for dates indicated (Season to Date: Oct14/15/16 – Sept14/15/16) CONTINUED INCREASE IN DEVICE USAGE 8 Copyright ©2015 The Nielsen Company. Conﬁdenal and proprietary. SUMMARY • • •

Overall Demand Landscape connues to change from a just TV-connected devices but also smartphones, tablets Changes in TV viewing part of decreasing while TV-connected device usage increasing media minutes growing environment a larger consumer trend - Tradional TV viewing Live

to an On – not 9 Copyright ©2016 The Nielsen Company. Copyright ©2016 The Nielsen Company. Conﬁdenal and proprietary. Conﬁdenal and proprietary. Segmentaon NIELSEN TOTAL AUDIENCE FRAMEWORK ACTIVATION CONSUMER Behavioral Lifestyle & Consumer NIELSEN Intelligence for Cross-Media Compeve Adversing ADINTEL PLANNING NIELSEN

MEDIA IMPACT Impact-based NIELSEN Cross-Media Insights + Planning NIELSEN TOTAL AUDIENCE MARKETPLACE for Targeted Adversing NIELSEN Segments Audience DATA NIELSEN MARKETING CLOUD ACTIVATION MANAGEMENT NIELSEN DATA Targeng and Opmizaon Cross-Media PLATFORM Plaorm EFFECTIVENESS Ad Campaign & Measurement Performance NIELSEN SUITE MEASUREMENT Cross-Plaorm Measurement RATINGS NIELSEN Audience SUITE 10 Copyright ©2012 The Nielsen Company. Copyright ©2014 The Nielsen Company. Conﬁdenal and proprietary. Conﬁdenal and proprietary.

Consumer Media Measurement of Exposure Across Plaorms

NIELSEN TOTAL AUDIENCE RATINGS CORE PRINCIPLES Measurement Comparable Total Content Rangs Measurement of Ads and Content Total Ad Rangs Separately Rangs for Video, Audio, and Text 11 Copyright ©2016 The Nielsen Company. Copyright ©2016 The Nielsen Company. Conﬁdenal and proprietary. Conﬁdenal and proprietary. EXTENSIVE VIEW OF AD AND CONTENT CONSUMPTION AND ON WHAT DEVICES, AND HOW DOES THIS COMPARE WHO IS CONSUMING MY CONTENT Digital in TV Rangs (Program Minutes) TOTAL CONTENT RATINGS Linear TV Rangs (Program Minutes) TO MY COMPETITION? Digital Content Rangs VOD Content Rangs

NIELSEN RATINGS SUITE WHO SAW AN AD ON MY PLATFORM AND HOW DOES THIS COMPARE TO THE CAMPAIGN AVERAGE? Linear TV Rangs (Commercial Minutes) Linear VOD & Connected Devices TOTAL AD RATINGS Digital Ad Rangs

A COMPARISON OF RATINGS Digital Content Rangs syndicated marketplace view performance unprecedented understanding of granular digital detail providing VIDEO ads STATIC MEASUREMENT OF COMPREHENSIVE CONTENT TYPES KEY USE CASES PLATFORMS all video content across all ad loads ● ●

Total Content Rangs syndicated marketplace view birds-eye view performance from a granular or measurement to evaluate true cross-plaorm VIDEO 13 Copyright ©2015 The Nielsen Company. Confidenal and proprietary. AUDIENCE COMP. + PROGRAM PREFERENCE VARIES BY PLATFORM PROGRAM A PROGRAM G PROGRAM H PROGRAM D PROGRAM B PROGRAM C PROGRAM E PROGRAM F PROGRAM J PROGRAM I 63% 37% Over 50% of the digital audience of Network X during the month of January is between + TELEVISION 35-44 13-17 16,846,280 P 13+ 17% 21% 39% 13% 19,017,829 6% 4% 45-54 18-24 19,617,518 20,869,493 24,844,415 25,408,969 25,492,427 28,197,170 32,054,057 32,751,816 55+ 25-34 Total Unduplicated Audience Top 10 Network B Programs 19% Composion Network X Audience PROGRAM K PROGRAM G PROGRAM H PROGRAM D PROGRAM A PROGRAM B PROGRAM C PROGRAM E PROGRAM F PROGRAM L 35-44 13-17 P 13+ 27% 27% 16% 14% 10% 7% 45-54 18-24 DIGITAL 2,004 2,325 2,423 6,976 7,341 7,939 55+ 25-34 13,741 18 and 34 years 54% 23,327 40,349 + 46,486 1/31/2016 Content Rangs; Monthly-Tagged; Unique Audience (Computers & Mobile) (Digital Digital Audience Profile reflects Total Digital 1/1/2016-1/31/2016) +Digital Unique Audience: TV Only (Live TV + VOD + DVR) + Source: TV Audience Profile reflects Total Content Digital episodes = 5 Note: Data based on P13+. # of TV episodes = 7; # of 73% 27% (Total Content Rangs; Monthly; ). 1/1/2016 – TV 14 + + Copyright ©2015 The Nielsen Company. Confidenal and proprietary. CONSUMED DIFFERENTLY ON DIGITAL DEVICES LONG FORM AND SHORT FORM CONTENT IS video views. There is a higher incidence of audience duplicaon across Digital devices for short-form video content. Over one-third of the total long-form video views are aributed to A18-24, while A25-34 account for the most short-form Source: Digital Audience Profile reflects Total Digital Unique Audience (Computers & Mobile) (Digital Content Rangs; Monthly-Tagged; 1/1/2016 – 1/31/2016). Note: Data based on P13+. Computer Only = exposed to content on browser only; Mobile Only = exposed to content on a mobile/tablet browser or cerfied app Computer Distribuon of Total Unique Audience 48.6% Only 27% Distribuon of Total Video Views PROGRAM A 45-54 35-44 25-34 18-24 13-17

55+ Long-Form Video Mobile 51.0% Only +

Computer + 35% 10% 12% 28% Mobile 6% 8% 0.4% 73% Computer Distribuon of Total Unique Audience 53.0% Only 29% Distribuon of Total Video Views PROGRAM A+

45-54 35-44 25-34 18-24 13-17 55+ Short-Form Video Mobile 44.0% Only

+ Computer + Mobile 24% 13% 17% 21% 19% 5% 3.0% 71% 15 Copyright ©2015 The Nielsen Company. Conﬁdenal and proprietary. Copyright ©2015 The Nielsen Company. Conﬁdenal and proprietary. DATA INCLUDED IN TOTAL CONTENT RATINGS Television viewing from 8-35 DVRs: Days viewing Television and computer viewing (with linear ad loads) loads) ad linear (with viewing computer and app mobile VOD, telecast including DVR, recently Live, measured by Digital Content Ratings (DCR) (DCR) Ratings Content by Digital measured as computers and devices mobile on content Digital new expanded capability! VOD, OTT other the TV SVOD and hitting screen content

new! new! 16 Copyright ©2015 The Nielsen Company. Confidenal and proprietary. Copyright ©2015 The Nielsen Company. Confidenal and proprietary. TCR data pulled in Nielsen Content Rangs Source: Currency data pulled in NPower, Live Only, Playback within 7 days – Linear, and Playback within 7 days – VOD Only Average Audience Program, P2+ Comparison,Prime Scripted Average Broadcast TOTAL CONTENT RATINGS VS. CURRENCY TCR >7 Li = 1,567,285 Live+7 = 12,572,735 14,139,993 10,815,035 AA Li by period 17 Copyright ©2017 The Nielsen Company (US), LLC. Copyright ©2016 The Nielsen Company. Confidenal and proprietary. HOW WILL THIS NEW DATA WORK FOR YOU? ● ● ●

one number across all plaorms single user interface harmonized CONSISTENT compare TV and Digital with a ANALYZE DEDUPLICATED AUDIENCE REPORTING set of metrics with a

● ● ●

NIELSEN MEDIA IMPACT data eventually ﬂowing into and measurement with syndicated Close the loop between planning owner performance with ease agencies can stack up against the content owners can see how they DIFFERENTIATE COMPARE COMPETITION content ●

MEDIA PLANNING metrics allows efficient measurement methodologies and alignment between content and ad EXECUTE CROSS- 18 Copyright ©2015 The Nielsen Company. Confidenal and proprietary. IMPORTANCE OF COMPARABLE METRICS TOTAL AUDIENCE 19 Copyright ©2015 The Nielsen Company. Confidenal and Copyright ©2015 The Nielsen Company. Confidenal and proprietary. proprietary. COMPARABLE METRICS IN NIELSEN CONTENT RATINGS UNIQUE AUDIENCE HOW MANY (REACH)

+ AVERAGE AUDIENCE HOW OFTEN FREQUENCY

TIME SPENT VIEWING HOW LONG

20 Copyright ©2015 The Nielsen Company. Confidenal and proprietary. Copyright ©2015 The Nielsen Company. Confidenal and proprietary. episode across a specific me period with metrics comparable to Nielsen TV Rangs. Total Content Rangs allows you to understand the audience for an originator, program or CONTENT RATINGS METRICS ACROSS VIDEO + TEXT 21 Copyright ©2015 The Nielsen Company. Confidenal and proprietary. Copyright ©2015 The Nielsen Company. Confidenal and proprietary. TOTAL CONTENT RATINGS AND TV RATINGS Changes from TV Rangs required to bring comparability to the metrics Universe Ad Model Rangs Program Only Reporng Level FEATURE Viewing Time Shied live air Time shied viewing is credited to the day of US TV Households ad load is served Only includes viewing where the full linear commercial minutes Rang includes both program and Telecast-level reporng LINEAR TV RATINGS view Time shied viewing is credited to the day of Total US Populaon Includes all viewing regardless of ad load Rang includes program minutes only Episode-level reporng TOTAL AUDIENCE 22 Copyright ©2015 The Nielsen Company. Confidenal and proprietary. Copyright ©2015 The Nielsen Company. Confidenal and proprietary. METRICS THAT AREN’T COMPARABLE Jimmy Kimmel example – Reported audience for May 2015 Per Telecast Per Telecast Per Month Per Month Per Per Week Reach Reach Reach Reach Average Minute Average Views 23 Copyright ©2015 The Nielsen Company. Confidenal and proprietary. Copyright ©2015 The Nielsen Company. Confidenal and proprietary. Source: Wall Street Journal 10/26/2015 (NPOWER for NFL Oct 2015 Persons 2+ L+SD Average Audience) NFL live stream game, 10/25/2015 (audience in millions) METRICS THAT AREN’T COMPARABLE 24