cre video consumer mapping study

A Day in the Media LifeySome 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 C iEngagement Committee

– 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 t P t• Sequent Partners– 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 tC t TCM

• Michael Nathanson, Sanford C. Bernstein and Co.• Michael Orgera, Warner Brothers*• Jessica Pantanini, Bromley Communications• Mike Pardee, Scripps Networks*

TargetCast TCM• Alex Corteselli , Telerep • Laura Cowan, Rick Johnson & Co.• Susan Cuccinello, TVB• Paul Donato, The Nielsen Company

C

• David Poltrack, CBS• Beth Rockwood, Discovery Communications• Greg Ross, Procter & Gamble• Matt Ross, Hearst-Argyle Television• Lyle Schwartz, Mediaedge: CIA

• Colleen Fahey-Rush, MTV Networks• Nancy Gallagher, NBC Universal• Mike Hess, Carat • George Ivie, Media Ratings Council• Bob Ivins, Comcast Spotlight

• Ceril Shagrin, Univision• Tina Silvestri, NBC Universal• Noreen Simmons, Unilever*• Barbara Singer, Kraft*• Kate Sirkin, Starcom MediaVest Group

• Mark Kaline, Kimberly Clark• Michael Link, The Nielsen Company• Pat Liguori, ABC Owned Television Stations• Billy McDowell, Raycom Media*• Dan Murphy, Univision*

, p• Steve Sternberg, Magna*• Ira Sussman, CAB• Beth Uyenco, Microsoft Advertising*• Jack Wakshlag, Turner Broadcasting*• Richard Zackon Facilitator• Richard Zackon, Facilitator

*Media Consumption and Engagement Committee Members. The Committee members also include

• Tim Brooks, Consultant• Jane Clarke, Time Warner• Horst Stipp, NBC Universal

3

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.

pp,


VCM Study Objectives

Dimension current consumption of media—focusing on television and video and how it is changing over time

in order to

television and video—and how it is changing over time

in order to

Guide video media audience measurementGuide video media audience measurement

4


Measuring Video Is Becoming A Multi‐Platform Multi‐Place ChallengeMulti‐Platform, Multi‐Place Challenge

TV

DVRVideo

cell phone

DVDVideo iPod

Porta‐ble

Video on ble

DVDIn‐store

TV

on laptop

5


Day in the Life MapDay in the Life Map7am 8am 9am 10amHour markers

Legend First partf th dLegend of the day map

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

S d tSecond partof the day map

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

African-American woman 437am 8am 9am 10am

African American woman, 43a 8a 9a 0a

PrintAudioRadio

ComputerVideoTelevisionTelevision

ActivityLocation


PrintAudioRadioRadio

ComputerVideoTelevision

Activity

Note: The map has been horizontally compressed to fit on this slide

yLocation

African-American woman 437am 8am 9am 10am

African American woman, 43a 8a 9a 0a


Note: The map has been horizontally compressed to fit on this slide

X 952 =VIDEO CONSUMER MAPPING STUDYVIDEO CONSUMER MAPPING STUDY


CRE VCM Data Collection

• Primarily former Nielsen panelists(e.g. from FTO), recruited with Nielsen’s assistanceWho?

• Full waking day observation of media exposure, life activities and locationWhat?

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

• Six regionally dispersed DMAsWhere? • Six regionally dispersed DMAsWhere?

• Computer assisted observationHow?

• A final sample of 952 observed days: Over ¾ million minutes of observation, at 10‐second resolutionHow many?


Computer‐Assisted Observation

Danatm smartDana smart keyboards equipped with a custom Media Collector™ program

Observers categorize location life activities and mediaObservers categorize location, life activities and media exposure via touch screen & keyboard

Data are logged to file every 10 secondsData are logged to file every 10 seconds

Resulting in – systematic, quantitative observation©Image © 2008 Neo Direct


Category Systems: MediaCategory Systems: MediaTV

•News program•Sports program•Entertainment/info program

Ad/P i

Computer Media

•CD on Computer (includes SACD)•DVD on Computer (inc. music DVD)

Di it l M i St d ( h d d i )

Print•Newspaper •Magazine •Book

•Ad/Program promotion•Surfing•Navigation (e.g., program guide)

Video Playback

•Videotape•DVD

•Digital Music Stored (on hard drive)•Digital Music Streaming (real‐time)•Digital Video Stored•Digital Video Streaming•Other

Phone

•Other

Games•Console Online•Console Offline•Portable (PSP, Gameboy, etc)

•TiVo/DVR •Other

Radio

Web

•Search (Yahoo, Google, Ask, etc.)

Phone

•Landline•Mobile Talk•Mobile Texting/SMS•Mobile Camera•Mobile Video•Mobile Audio (MP3)

•Other (arcade, DVD extra, etc)

Digital Transfer•Download audio•Download video•Upload audioSearch (Yahoo, Google, Ask, etc.)

•Social network (MySpace, etc.)•Online gaming •Media browsing (YouTube, iTunes)•Other

Email

( )•Mobile Games (any built‐in game)•Mobile Web (includes online game)•Other

Portable Video

•Portable DVDN DVD (iP d PSP PDA t )

•Upload video

Other•Cinema•Other (walkie talkie or other 2‐way radio, etc.)

Instant Msg

Software

•Office/writing/work•Offline PC Game•Online PC Game (non‐web)

•Non‐DVD (iPod, PSP, PDA, etc.)•Other

Music

•Portable Music (iPod, other MP3)•Home/Office Stereo or boom box•Other (e.g., music in retail setting)

•Apparent primary attention is noted in concurrent media exposures

•Supplemental flags are used to tag social/solitary viewing, altered speed, indoor/outdoor

( )•Media (photo/imaging/video/sound)•Other (Programming, CAD)


Observers Were Trained Extensively

Telephone and computer while working, at work

Television while exercising out of homeTelevision while exercising out of home

Game console while socializing, at home

Training videos show typicalTraining videos show typical behavior in context while animating the steps to log the exposure in the Media Collector softwareMedia Collector software


CRE VCM Study DMAsA fi l l f 952 b d d• A final sample of 952 observed days:

– N=376 individuals in the Core sample, observed twice, yielding 752 observed daysy g y

– Plus 100‐person media Acceleration sample, yielding 200 observed days

Seattle, WA

Chicago IL

Philadelphia, PA

Core DMAs in yellow;

Chicago, IL

Indianapolis, IN

Atlanta GA

Acceleration DMA in red

Dallas, TX

Atlanta, GA

Image from Google Earth™


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 beliefs

New information

But with substantial additional detail

Confirms the direction expected,

But with substantial additional detail now available in a “video consumer map” from a media‐neutral source

This is the first known informationparticularly for digital media…

This is the first known information source documenting what could be considered a share competition for media consumers’ time across various screen mediascreen media.


Four‐Screen Categorization

ComputerS

2nd1st

TVScreenWebEmailIMSoftwareComputer Video

•••••

Screen••••

Live TVDVD/VCR

DVR PlaybackGame Console Computer Video•Game Console

3rd

MobileScreen

Text

Message

E i t l

All OtherScreens

4th

Screen••••

TalkTextWeb

Mobile Other(e.g. camera)

EnvironmentalGPS NavigationIn-Cinema Movie

•••

•( g )Mobile Video


Except for those 45‐54, 4‐screen totals all add to 8½ hrs +/‐2%

16111911742165+

How Consumers Accumulated Their Screen TimeAverage Daily Minutes, Core Sample, N=752 observed days, Spring and Fall 2008

All participants, including non-users of various media, including concurrent media exposure

By age group

16111911742165+

How Consumers Accumulated Their Screen TimeAverage Daily Minutes, Core Sample, N=752 observed days, Spring and Fall 2008

All participants, including non-users of various media, including concurrent media exposure

By age group

1236384214934655‐648½ hrs

8½ hrs – 2%It is widely recognized that those 65+ are heavy users of Live TV

1236384214934655‐648hrs 32mins

8hrs 18minsIt is widely recognized that those 65+ are heavy users of Live TV

1852155146211933645‐54 9½ hrs+ 1%

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

DVR playback is highest among those under 55 Those 45 54 use TV like those older but computer like those younger

1852155146211933645‐54 9hrs 34mins

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

DVR playback is highest among those under 55 Those 45 54 use TV like those older but computer like those younger

2562154774271723035‐44 8½ hrs + 1%

p y g g Those 45‐54 use TV like those older but computer like those younger

Web use is highest for those under 45

2562154774271723035‐44 8hrs 33mins

p y g g Those 45‐54 use TV like those older but computer like those younger

Web use is highest for those under 45

929

19

62

50

1520

45

67

56

26

14

34

35

17

16

210

256

18‐24

25‐34 8½ hrs

8½ hrs

DVD use is highest among the 18‐34 Computer and environmental video small and mainly among those under 25

929

19

62

50

1520

45

67

56

26

14

34

35

17

16

210

256

18‐24

25‐34 8hrs 31mins

8hrs 30mins

DVD use is highest among those18‐34 Computer and environmental video small and mainly among those under 25

92962152067263417210

0 60 120 180 240 300 360 420 480 540 600

18 24

Live TV: 309minPl b k i DVR 15 i

Web: 49minE il 37 i

Mobile talk: 17minM bil t t 2 i

Environmental /Other video: 4minI Ci i 2 in en en ee

n

1st screen 2nd screen 3rd 4th

8½ hrs92962152067263417210

0 60 120 180 240 300 360 420 480 540 600

18 24

1st screen 2nd screen 3rd 4th

8hrs 30mins

Live TV: 309minPl b k i DVR 15 i

Web: 49minE il 37 i

Mobile talk: 17minM bil t t 2 i

Environmental /Other video: 4minI Ci i 2 in en en ee

n

Playback via DVR: 15minDVD or VCR: 23minConsole games: 7min

Email: 37minIM: 8minSoftware: 46minComputer video: 2min

Mobile text: 2minMobile web: 1minMobile other (e.g. camera, etc): 0.5minMobile video: 0.1min

In-Cinema movie: 2minGPS navigation: 2min

1stscree

2stscree

3rdscree

4thscre

Total 1st screen: 353minTotal 2nd screen: 143min Total 3rd screen: 20min

Total 4th screen: 8minMobile is mostly about talking, but with 12 mins texting for those 18‐24

Playback via DVR: 15minDVD or VCR: 23minConsole games: 7min

Email: 37minIM: 8minSoftware: 46minComputer video: 2min

Mobile text: 2minMobile web: 1minMobile other (e.g. camera, etc): 0.5minMobile video: 0.1min

In-Cinema movie: 2minGPS navigation: 2min

1stscree

2stscree

3rdscree

4thscre

Total 1st screen: 353minTotal 2nd screen: 143min Total 3rd screen: 20min

Total 4th screen: 8min

Mobile is mostly about talking, but with 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)

Confirmation of earlier research or

• Live TV commanded a disproportionately high share of time as a sole medium

Confirmation of earlier research or beliefs

New information

This is the first geographically distributedThis is the first geographically distributed research to quantify sole vs. concurrent media and media consumption with or without other life activities

18The Council for Research Excellence@ The Nielsen Company

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

Primary Medium

computer, TV is playing in the background, making TV the secondary medium

S l M di

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

Sole Medium

e.g. TV is the only medium available, and the consumer is paying full attention to it

19

Building from the bottom, starting with the strongest


1st (Any TV) Screen Exposure T d d E l d O h M diTended to Exclude Other Media

100%

Share of Concurrent Media Exposure For Screen and Other Major Media

70%

80%

90%

Secondary di

40%

50%

60%

medium

Primary medium

Sole medium

Roughly 80 % ofany TV screen

time was as a sole

20%

30%

40% as a sole medium

0%

10%

1st (Any TV) Screen 2nd (Computer) Screen

Any Phone 4th (Environmental/Other)

Any Audio Any Print

The following chart shows which specific media were disproportionately used concurrently

( )Screen


Concurrent Media Exposure Combinations Were Highly Interdependent

420

g y p

1st (Any TV) Screen

2nd (Computer) Screen

Any Phone

4th(Environmental/Other) Screen

Any Audio

Any Print

Index

Concurrent Media Exposure Indices for Screen and Other Major Media

Any Computing, 338 Any Phone, 338

Any Phone, 408 Environmental/Other video, 408

Environmental/Other video, 372

Any Print, 372

340

360

380

400

420

If two media occurred together as often as one would expect by chance, the index would be 100.

The higher the index, the more often the two media tend to occur together.

Any Computing, 255

Any Computing, 287

Any Computing 223


Environmental/Other video, 296 Any Audio, 287

Any Audio, 296

240

260

280

300

320

For example: 1st (Any TV)

screen and print tend to occur together more

Any TV Screen, 167

Any Computing, 223

Any Phone, 144 Any Phone, 144 Any Audio, 144

Any Audio, 214

Any Print, 167

Any Print, 223

Any Print, 144

Any Print, 214

140

160

180

200

220

gfrequently than

by chance alone

Any TV Screen, 125 Any TV Screen, 126

Any TV Screen, 69 Any TV Screen, 75

Any Computing, 125 Any Phone, 126


Any Audio, 75

60

80

100

120

140

0

20

40

21

Measures shown in grey when not statistically significantThe Council for Research Excellence@ The Nielsen Company

Considering Both Types Of Concurrency

• Media measurement need not be only about currency.There’s also value in understanding concurrency.

Concurrent With Another Life Activity

Concurrent With One or More Other Media

Any Media Exposure Can Be:

or More Other Media

Work Meal prep & Household TV & Video Games

Or Concurrent

eating activities

Personal needsAudio

Or Concurrent with Both Shopping Care of

another

Exercise

Traveling/CommutingPhoneComputing

Social activities Education ReligionOrganizations& OtherPrint Environmental/Other

22

6 Degrees of Concurrency6 Degrees of Concurrency

6Sole or Concurrent Media Exposure

Sole Primary Secondary

Secondary medium, With other life activity

4

5medium medium medium

t y M diPrimary medium,

Secondary medium, Media only

3 51

3

4

or W

ithou

tLi

fe A

ctiv

ity Mediaonly

Primary medium, Media only

yWith other life activity

Phone primary Laptop secondaryTV

1

2

Med

iaW

ith

oncu

rren

t L

Mediawith

another Sole medium,

Sole medium, With other life activity

42 6

1M Co

another life

activity

,Media only

Phone primary while eating

Newspaper while travelling

Laptop secondarywhile eating Building from the bottom,

starting with the strongest degree


Major Media Varied SubstantiallyBy The 6 Degrees Of Concurrency

90%

100%

Secondary medium, other activity

By The 6 Degrees Of ConcurrencyShare of Total Minutes, Core Sample, N=752, Spring ‘08 & Fall ‘08

70%

80%activity

Secondary medium, media only

40%

50%

60% Primary medium, other activity

Primary medium, media

l

TV tended to be sole

medium

Audio tended to be a

sole medium

20%

30%

40% only

Sole medium, other activity

medium with or without other life

activity

medium while

another life

activity takes place

0%

10%

T t l TV T t l Vid A A di A C ti A Ph A P i t A G i A Oth

Sole medium, media only

place

Total TV Total Video Any Audio Any Computing Any Phone Any Print Any Gaming Any Other

Computing time was spread fairly evenly across 6 Degrees of Concurrency


Video Media Also Varied By The 6 Degrees Of Concurrency

90%

100%

Secondary medium, other activity

By The 6 Degrees Of ConcurrencyShare of Total Minutes, Core Sample, N=752, Spring ‘08 & Fall ‘08

70%

80%

activity

Secondary medium, media only

Primary medium

DVR playback was even

50%

60%Primary medium, other activity

Primary medium, media only

was even more likely to be “1st

Degree” than live TV and

DVD/VCR

20%

30%

40%

Sole medium, other activity

Sole medium,

DVD/VCR

0%

10%

20%media only

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

25

*Sample sizes for these 3 media relatively small

* * *


Media Acceleration Process™

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

T t d i / i i l d ti h• Targets devices/services in early adoption phase

• Designed to avoid “early adopter” trap

P id d t di t (50%) t ti i t h b ht• Provided steep discount (50%) to participants who bought 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


Acceleration Learning Was Dominated By HDTV Effect, But Also Led To DVR Analysis

P h C t i l d dDevice available

Purchase count

Category included in tables

HDTV 79 HDTV

Nintendo Wii 41 Nintendo Wii

PS3 31 PS3Video Games 84

Accelerated categories analyzed

Purchase count

Laptop computer 21 Laptop computer

DVD player 18 DVD player

iPod 16 Portable audio player

iTouch 14 Portable video playerHDTV 79

PS3 + Xbox 360 43

Nintendo Wii 41

p y

Xbox 360 12 Xbox 360

Desktop computer 7 Desktop computer

Apple TV 5

iPhone 5 iPhone

Portable audio/video player 35

Laptop computer 21

Zune 4 Portable audio player

Kindle 1

Archos Wifi 1 Portable video player

DirectTV receiver (new service) 1 Satellite TV

DVD player 18

iPhone 5( )

Cable/Satellite upgrade 0

Slingbox 0

Smartphone 0

Tivo 0

iPhone 5

DVR/Tivo 0


This sample did not need acceleration to try DVR (17 participants naturally adopted DVRs)

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 Sportsp

• However, the decline in TV viewership among early HDTV owners in Core suggests that some portion of the HDTV‐b d i i TV i i i tbased increase in TV viewing is temporary

• Game Consoles– Game Console Accelerators spent more time with Live TV and Gaming

– Less time with computer applications – particularly computer video


Thank You

cre video consumer mapping study

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