A Dayy in the Media Life

Some Findings From

The Video Consumer Mapping Study

CTAM Research Conference 09

The Council for Research Excellence

@ The Nielsen Company
 The Key Players Involved

• The Nielsen Company

– Creator and supporter of the Council’s work

• Council for Research Excellence

– A client-led group that operates independently from
Nielsen

• The Media Consumption and

E
Engagement Committee
C i
– Selected and guided the Video Consumer Mapping Study

• Ball State University Center for Media

Design
– A consumer-centric media insight and R&D facility
• S
Sequent
tPPartners
t
– A brand and media metrics consultancy
The Council for Research Excellence
@ The Nielsen Company
 Council for Research Excellence Active Membership
• Brad Adgate, Horizon Media
• Shari Anne Brill, Carat*
• Joanne Burns, 20th Television, Fox*
• Michele Buslik , AAAA Media Research Committee;
T
TargetCast
tC t TCM
• Alex Corteselli , Telerep
• Laura Cowan, Rick Johnson & Co.
• Susan Cuccinello, TVB
• Paul Donato, The Nielsen Company
• C
Colleen Fahey-Rush, MTV Networks
• Nancy Gallagher, NBC Universal
• Mike Hess, Carat
• George Ivie, Media Ratings Council
• Bob Ivins, Comcast Spotlight
• Mark Kaline, Kimberly Clark
• Michael Link, The Nielsen Company
• Pat Liguori, ABC Owned Television Stations
• Billy McDowell, Raycom Media*
• Dan Murphy, Univision*
*Media Consumption and Engagement Committee Members.
The Committee members also include
• Tim Brooks, Consultant
• Jane Clarke, Time Warner
• pp, NBC Universal
Horst Stipp,
The Committee would also like to acknowledge former Council members: Betsy Frank (MTV networks), Vicky Champlin
(Anheuser Busch), Bruce Goerlich (Zenith), for their dedication to the project while they were members of the CRE.
The Council for Research Excellence
@ The Nielsen Company
• Michael Nathanson, Sanford C. Bernstein and Co.
• Michael Orgera, Warner Brothers*
• Jessica Pantanini, Bromley Communications
• Mike Pardee, Scripps Networks*
• David Poltrack, CBS
• Beth Rockwood, Discovery Communications
• Greg Ross, Procter & Gamble
• Matt Ross, Hearst-Argyle Television
• Lyle Schwartz, Mediaedge: CIA
• Ceril Shagrin, Univision
• Tina Silvestri, NBC Universal
• Noreen Simmons, Unilever*
• Barbara Singer, Kraft*
• Kate Sirkin,, Starcom MediaVest Group
p
• Steve Sternberg, Magna*
• Ira Sussman, CAB
• Beth Uyenco, Microsoft Advertising*
• Jack Wakshlag, Turner Broadcasting*
• Richard Zackon,
Zackon Facilitator
3
 VCM Study Objectives
Dimension current consumption of media—focusing on
television and video
video—and
and how it is changing over time

in order to

Guide video media audience measurement

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@ The Nielsen Company
4
 Measuring Video Is Becoming A
Multi‐Platform
Multi‐Platform, Multi‐Place Challenge

TV
Video
cell DVR
phone

Video
DVD
iPod

Video Porta‐
on ble
laptop DVD
In‐store
TV

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@ The Nielsen Company
5
 Day in the Life Map
Hour
7am markers
8am 9am 10am

First part
Legend
off th
the day
d map

11am 12pm 1pm 2pm 3pm 4pm 5pm 6pm 7pm 8pm 9pm 10
pm

Second
S d partt
of the day map

Note: Map has been horizontally compressed to fit on this slide

 African-American
African American woman
woman, 43
7am
a 8am
8a 9am
9a 10am
0a
Audio
Print
Radio
Video
Computer
Television

Activity
Location

11am 12pm 1pm 2pm 3pm 4pm 5pm 6pm 7pm 8pm 9pm 10
pm
Audio
Print
Radio
Video
Computer
Television

Activityy
Location

Note: The map has been horizontally compressed to fit on this slide
 African-American
African American woman
woman, 43
7am
a 8am
8a 9am
9a 10am
0a

11am 12pm 1pm 2pm 3pm 4pm 5pm 6pm 7pm 8pm 9pm 10
pm

Note: The map has been horizontally compressed to fit on this slide
 X 952 =
VIDEO CONSUMER MAPPING STUDY

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@ The Nielsen Company
 CRE VCM Data Collection
• Primarily former Nielsen panelists
Who? (e.g. from FTO), recruited with Nielsen’s assistance

• Full waking day observation of

What? media exposure, life activities and location

When?
h ? • Observed twice, in Spring and Fall 2008

Where? • Six regionally dispersed DMAs

How? • Computer assisted observation

• A final sample of 952 observed days: Over ¾ million

How many? minutes of observation, at 10‐second resolution

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@ The Nielsen Company
 Computer‐Assisted Observation

Danatm smart
keyboards equipped with
a custom Media Collector™
program

Observers categorize location,

location life activities and media
exposure via touch screen & keyboard

Data are logged to file every 10 seconds

Resulting in – systematic, quantitative observation

Image © 2008 Neo Direct

The Council for Research Excellence

@ The Nielsen Company
 Category Systems: Media
TV Print
Computer Media
•News program
•Newspaper
•Sports program •CD on Computer (includes SACD) •Magazine
•Entertainment/info program •DVD on Computer (inc. music DVD)
•Book
•Ad/Program
Ad/P promotion
i •Digital
Di it l M
Music
i St
Stored
d ((on h
hard
dddrive)
i )
•Other
•Surfing •Digital Music Streaming (real‐time)
•Navigation (e.g., program guide) •Digital Video Stored Games
•Digital Video Streaming
Video Playback •Console Online
•Other
•Videotape •Console Offline
•DVD Phone •Portable (PSP, Gameboy, etc)
•TiVo/DVR •Other (arcade, DVD extra, etc)
•Landline
•Other •Mobile Talk Digital Transfer
Radio •Mobile Texting/SMS
•Download audio
•Mobile Camera
Web •Download video
•Mobile Video
•Mobile Audio ((MP3)) •Upload audio
•Search
Search (Yahoo, Google, Ask, etc.)
•Mobile Games (any built‐in game) •Upload video
•Social network (MySpace, etc.)
•Online gaming •Mobile Web (includes online game)
Other
•Other
•Media browsing (YouTube, iTunes) •Cinema
•Other Portable Video •Other (walkie talkie or other 2‐way radio,
Email •Portable DVD etc.)
•Non‐DVD
N DVD (iP (iPod,
d PSP
PSP, PDA
PDA, etc.)
t )
Instant Msg
•Other •Apparent primary attention is noted in
Software concurrent media exposures
Music
•Supplemental flags are used to tag
•Office/writing/work •Portable Music (iPod, other MP3) social/solitary viewing, altered speed,
•Offline PC Game •Home/Office Stereo or boom box indoor/outdoor
•Online PC Game ((non‐web)) •Other (e.g., music in retail setting)
•Media (photo/imaging/video/sound)
•Other (Programming, CAD)

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@ The Nielsen Company
 Observers Were Trained Extensively
Telephone and computer while working, at work

Television while exercising out of home

Game console while socializing, at home

Training videos show typical

behavior in context while
animating the steps to log
the exposure in the
Media Collector software

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@ The Nielsen Company
 CRE VCM Study DMAs
• A final
fi l sample
l off 952 observed
b dddays:
– N=376 individuals in the Core sample, observed twice,
yyieldingg 752 observed days
y
– Plus 100‐person media Acceleration sample,
yielding 200 observed days

Seattle, WA

Philadelphia, PA
Chicago IL
Chicago,

Indianapolis, IN Core DMAs

in yellow;
Atlanta GA
Atlanta,

Dallas, TX
Acceleration
DMA in red
Image from Google Earth™

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@ The Nielsen Company
 Although The Composition Of Consumers’ Screen Media Time Varied Across Age
Groups, Their Total Screen Time Was Strikingly Similar
Except Among Those 45‐54, Whose Screen Time Was Highest.

• Averaging 8½ hours total when including concurrent media exposure, for all
age groups except for the 45‐54 group (at 9½ hrs)
Confirmation of earlier research or
New information
beliefs

But with substantial additional detail

now available in a “video consumer
map” from a media‐neutral source
Confirms the direction expected,
This is the first known information
particularly for digital media…
source documenting what could be
considered a share competition for
media consumers’ time across various
screen media
media.

The Council for Research Excellence

@ The Nielsen Company
 Four‐Screen Categorization
1st 2nd
TV Computer
Screen S
Screen
• Web
Live TV • • Email
DVD/VCR • • IM
DVR Playback • • Software
Game Console • • Computer Video

3rd Text 4th

Mobile Message All Other
Screen Screens
• Environmental
E i t l
Talk • • GPS Navigation
Text • • In-Cinema Movie
Web •
Mobile Other •
((e.g.
g camera))
Mobile Video •

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@ The Nielsen Company
 By age
By age How How Consumers
Consumers Accumulated
Accumulated TheirTheir Screen
Screen TimeTime Except for those 45‐54, 4‐
group Average Daily Minutes, Core Sample, N=752 observed days, Spring and Fall 2008
Average Daily Minutes, Core Sample, N=752 observed days, Spring and Fall 2008 screen totals all add to 8½
group All participants, including non-users of various media, including concurrent media exposure hrs +/‐2%
All participants, including non-users of various media, including concurrent media exposure
65+ 421 7 11 19 11 16
8½ hrs
8hrs 18mins
– 2%
It is widely recognized that those 65+ are heavy users of Live TV

55‐64 346 9 14 42 38 36 12
8½ hrs
8hrs 32mins

Among those 55+ time with email declines substantially and IM disappears

45‐54 336 19 21 46 51 15 52 18 9hrshrs

9½
+ 1%
34mins
DVR p
playback
y is highest
g among
g those under 55 Those 45
45‐54
54 use TV like those older but computer like those younger

35‐44 230 17 27 74 47 15 62 25 8½ hrs

8hrs 33mins
+ 1%

Web use is highest for those under 45

25‐34 256 16 35 14 56 45 50 19 8½ hrs

8hrs 31mins

DVD use is highest among those18‐34

the 18‐34 Computer and environmental video small and mainly among those under 25

18‐24
18 24 210 17 34 26 67 20 15 62 29 9 8½ hrs
8hrs 30mins
1
1st screen
st
screen 2
2nd screen
nd
screen 3 rd
3rd 4 th
4th

0 60 120 180 240 300 360 420 480 540 600

Environmental
Live TV: 309min Web: 49min Mobile talk: 17min

een
/Other video: 4min
en
en
1st screen

4th scre
3rd scree

Pl b k via
Playback i DVR
DVR: 15min
15 i E il 37min
Email: 37 i M bil ttext:t 2min
Mobile 2 i I Ci
In-Cinema movie:
i 2min
2 i
2st scree

DVD or VCR: 23min IM: 8min Mobile web: 1min GPS navigation: 2min
Mobile other (e.g. Total 4th screen: 8min
Console games: 7min Software: 46min
camera, etc): 0.5min
Total 1st screen: 353min Computer video: 2min Mobile video: 0.1min Mobile is mostly about talking, but with
Total 2nd screen: 143min Total 3rd screen: 20min 12 mins texting for those 18‐24
 A Higher Percentage Of TV Time Was Spent As Sole Medium Compared To
Computers, Print Or Audio. DVR Playback Time Was Even More Likely Than Live TV
To Be As Sole Medium.

• About 80% of TV and video time was as sole medium

(with about half of that time involving no other life activity)
• Live TV commanded a disproportionately high share of time as a sole
medium
Confirmation of earlier research or
New information
beliefs

This is the first geographically distributed

research to quantify sole vs. concurrent
media and media consumption with or
without other life activities

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 Introducing Concurrent Media Exposure

• The strongest level of media exposure is sole exposure,

when the consumer’s focus is on one medium.

Secondary Medium
e.g. while the consumer is working on the
computer, TV is playing in the background,
making TV the secondary medium

Primary Medium
e.g. while the consumer is focused on TV,
she is also using her laptop,
making TV the primary medium

S l Medium
Sole M di
e.g. TV is the only medium available,
and the consumer is paying full attention to it

Building from the bottom, starting with the strongest

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@ The Nielsen Company
 1st (Any TV) Screen Exposure
TTended
d d to EExclude
l d O h M
Other di
Media
Share of Concurrent Media Exposure For Screen and Other Major Media
100%

90%

80%

70% Secondary
medium
di
Roughly
60% 80 % of
Primary
any TV
medium
50% screen
time was
as a sole Sole medium
40%
medium
30%

20%

10%

0%
1st (Any TV) Screen 2nd (Computer) Any Phone 4th Any Audio Any Print
Screen ((Environmental/Other))
Screen

The following chart shows which specific media were disproportionately used concurrently
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 Concurrent Media Exposure Combinations Were
g y Interdependent
Highly p
Concurrent Media Exposure Indices for Screen and Other Major Media
Index 1st (Any TV) 2nd (Computer) Any 4th(Environmental/ Any Any
Screen Screen Phone Other) Screen Audio Print
420
Environmental/ Any Phone, 408
400
If two media occurred together as often as one would Other video, 408
380 expect by chance, the index would be 100. Environmental/
Any Print, 372
Other video, 372
360 The higher the index, the more often the two media tend
340 to occur together. Any Phone, 338 Any Computing, 338
320
300 For example: Any Audio, 296
Environmental/

280 1st (Any TV) Any Audio, 287 Other video, 296

screen and print Any Computing, 287

260 Environmental/
tend to occur Other video, 255
Any Computing, 255
240 together
g more Any Computing
Computing, 223
220 frequently than Any Print, 223
Any Print, 214 Any Audio, 214
200 by chance alone
180
Any TV Screen, 167
Any Print, 167
160 Any Print, 144
140 Any Audio, 144 Any Phone, 144 Any Phone, 144

Any TV Screen, 125 Any TV Screen, 126

120 Any Phone, 126
Any Computing, 125
100
80 Any Audio, 75
Any TV Screen, 75
Any TV Screen, 69
60 Environmental/
Other video, 69
40
20
0 Measures shown in grey when not statistically significant
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21
 Considering Both Types Of Concurrency
• Media measurement need not be only about currency.
There’s also value in understanding concurrency.
Any Media Exposure Can Be:

Concurrent With One Concurrent With

or More Other Media Another Life Activity

TV & Video Games

Work Meal prep & Household
eating activities

Audio
Personal needs
Or Concurrent
Shopping Exercise
with Both Care of
another
Computing
Phone Traveling/Commuting

Organizations
Print Environmental/Other Education Religion & Other
Social activities
22
 6 Degrees of Concurrency
Sole or Concurrent Media Exposure Secondary medium,
Sole Primary Secondary
6 With other life activity
medium medium medium Secondary medium,
5 Media only
1 3 5
Primaryy medium,
4
oncurrent LLife Activityy

Media
M di
With or Withoutt

With other life activity

only
Primary medium,
TV Phone primary Laptop secondary
3 Media only
Sole medium,
Media 2 4 6 2 With other life activity
with
Media

another Sole medium,,

1
Co
M

life Media only

activity Newspaper Phone primary Laptop secondary
while travelling while eating while eating Building from the bottom,
starting with the strongest degree

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@ The Nielsen Company 23
 Major Media Varied Substantially
100%
By The 6 Degrees Of Concurrency
Share of Total Minutes, Core Sample, N=752, Spring ‘08 & Fall ‘08

90% Secondary
medium, other
activity
80%
Secondary
medium, media
70%
only

60% Primary
medium, other
TV Audio activity
tended 50%
tended
to be to be a
Primary
sole sole
medium, media
medium 40% medium only
l
with or while
without another
30% Sole medium,
other life other activity
life activity
activity takes
20%
place
Sole medium,
media only
10%

0%
Total
T t l TV Total
T t l Video
Vid Any
A Audio
A di Any
A Computing
C ti Any
A Phone
Ph Any
A Print
Pi t Any
A Gaming
G i Any
A Other
Oth

Computing time was spread fairly evenly

across 6 Degrees of Concurrency
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 Video Media Also Varied
100%
By The 6 Degrees Of Concurrency
Share of Total Minutes, Core Sample, N=752, Spring ‘08 & Fall ‘08

90% Secondary
medium, other
activity
80%
Secondary
medium, media
70% DVR only
playback
was even Primary medium,
medium
60% other activity
more likely
to be “1st
50% Degree”
Primary medium,
than live
media only
TV and
40% DVD/VCR
Sole medium,
other activity
30%

20% Sole medium,

media only

10%

0%
Live TV Playback via DVR DVD/VCR Computer Video * Mobile Video* Environmental Video *

*Sample sizes for these 3 media relatively small

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@ The Nielsen Company
 Media Acceleration Process™

• Previously piloted by PepsiCo, P&G and Time Warner

• Targets
T t ddevices/services
i / i iin early
l adoption
d ti phase
h
• Designed to avoid “early adopter” trap
• P
Provided
id d steep
t di
discountt (50%) tto participants
ti i t who
h bbought
ht
from catalog of selected items, to accelerate adoption by
“early majority” consumers
• For a minimum of $1400 and maximum of $4000 in
purchases (i.e., $700 to $2000 cost per participant)
• N=100 individuals observed before and after acceleration
purchases

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 Acceleration Learning Was Dominated
By HDTV Effect, But Also Led To DVR Analysis
Purchase
P h C t
Category iincluded
l d d
Device available count in tables
Accelerated categories Purchase
HDTV 79 HDTV
analyzed count
Nintendo Wii 41 Nintendo Wii
Video Games 84
PS3 31 PS3
PS3 + Xbox 360 43
Laptop computer 21 Laptop computer
Nintendo Wii 41
DVD player 18 DVD player
iPod 16 Portable audio player
HDTV 79
iTouch 14 Portable video p
player
y
Xbox 360 12 Xbox 360
Portable audio/video player 35
Desktop computer 7 Desktop computer
Apple TV 5
iPhone 5 iPhone Laptop computer 21

Zune 4 Portable audio player

Kindle 1 DVD player 18
Archos Wifi 1 Portable video player
DirectTV receiver ((new service)) 1 Satellite TV iPhone 5
Cable/Satellite upgrade 0
Slingbox 0
DVR/Tivo 0
Smartphone 0
Tivo 0

This sample did not need acceleration to try DVR

(17 participants naturally adopted DVRs)
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 Media Acceleration Findings

• The evidence suggests that a new HDTV increases TV

viewership:
p
– 1st HDTV (in both Core and Accelerated samples)
– 2nd HDTV (which was only possible to observe in the Accelerated sample)
– Particular increase in Live TV and Sports
p
• However, the decline in TV viewership among early HDTV
owners in Core suggests that some portion of the HDTV‐
b d iincrease iin TV viewing
based i i iis ttemporary

• Game Consoles
– Game Console Accelerators spent more time with Live TV and Gaming
– Less time with computer applications – particularly computer video

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Thank You