media consumption habits females age breaks 13+ 18-24 18-34 18-49 25-54 50+

Media Consumption HabitsFemales

Age Breaks•13+•18-24•18-34•18-49•25-54•50+

Females (13+)

Best Video Device: Females Overwhelmingly Prefer TV

Best Device for Watching Video

CAB 2013 Custom Study, Video Nation: Anytime, Anywhere, Anyplace. Females = Females 13+BASE: Users of each device to watch video 205 Overall, which of the following is the best device for watching video?

8%

5%

28%

Females

75%Television

Computer

Smartphone

Tablet 7%

3%

28%

All Respondents

75%

CAB 2013 Custom Study, Video Nation: Anytime, Anywhere, AnyplaceBASE: Watches video on device. Females = Females 13+1056 On which of the following devices do you find advertisements most memorable?

“Device On Which Advertising Is Most Memorable”(Among Owners of Each Device) – Females

Television Ads Are “Judged” Most Memorable By Females

Television

Computer

Smartphone Tablet

“I Expect To See Advertising On This Device (Top 2 Box)”Females

Television Has The Highest Advertising Acceptance Among Females

CAB 2013 Custom Study, Video Nation: Anytime, Anywhere, AnyplaceBASE: Watches video on device. Females = Females 13+1000/1005/1010/1015 How much do you agree with the following statement - “I expect to see advertising on this device” – when watching video on a particular device? (Top 2 Box – strongly agree, agree)

Television

Computer

Smartphone Tablet

Television Ads Encourage Further Investigation By Females and Ultimately Move Products Off the Shelves

CAB 2013 Custom Study; Video Nation: Anytime, Anywhere, Anyplace. Females = Females 13+600 How often do you do each of the following while watching television? Please think about these activities as directly related to the show or an advertisement you are watching.

53% Look up information online about an advertisement currently watching

55% Once a week or more

51% Shop online or purchase something they have seen on a show / advertisement they are currently watching

Females

How Often?

42% Once a week or more

Women 18-24

Women 18-24 Spend Much More Time With Television Than Any Other Media

Internet: comscore. Radio Source: RADAR ® 119, December 2013 © Copyright Nielsen Audio (M-Su, M-F, Sa/Su 24-Hour TSL Estimates, All Radio)Newspaper based on CAB Analysis of 2012 MRI Doublebase data fused with Media Audit (2012-2013)Source: CAB analysis of Nielsen Npower Live+7 pm level. Average Week in 1Q’14 Total Day

Young Adult Females Love The Entertainment Value That Television Provides

• A majority of young females see Television as “a good escape” for “pure entertainment”

Source: 2013 GfK MRI Doublebase. Base: A18+

Women 18-24 Media Attitudes(% that agree with statement)

Women 18-24 Spend Over 18 Hours Per Week Watching Cable TV Programming; More Than 3x The Amount They Spend With Broadcast

Source: CAB analysis of Nielsen Npower Live+7 pm level. 1Q’14 Total Day

Ad-Supported Cable Has The Vast Majority of Available TV GRPs Within The Women 18-24 Demo


W18-24 Cable Ratings Have Seen A Significant Increase Over The Last Ten Years While Broadcast Has Steadily Declined

Total Day Women 18-24 Rating10-Year Trend

*Time period reflects 1Q only in each year

Source: CAB Analysis of Nielsen Live+7 time period data. Broadcast reflects the “Big 4” in 1Q’04 and the “Big 4 + CW” in 1Q’09 & 1Q’14

Cable’s Share Against W18-24 Has Been Steadily Increasing Over The Last 10 Years While Broadcast Declines

Total Day Cable/Broadcast Women 18-24 Share10-Year Trend


Source: CAB Analysis of Nielsen Live+7 time period data. Share is based on sum of all cable & English-language broadcast impressions. Broadcast reflects the “Big 4” in 1Q’04 and the “Big 4 + CW” in 1Q’09 & 1Q’14

Across Genres, Branded Cable Content is the Most Sought After on the Internet For Women 18-24

Source: CAB analysis of comScore data, March 2014. Top sites by category

Sports

NBC Sports Network

ESPN

USA Today Sports

Bleacher Report

FOX Sports on MSN

College Humor/Cracked

Adult Swim

Cheezburger

TheOnion.com

Comedy Central

CNN

Yahoo!

BuzzFeed

NBC News

USA Today

ToneMedia

MTV

Spotify

Fuse

Hearst Home Design

eHow Home & Garden

ApartmentTherapy.com

Michaels.com

HGTV

The Weather Channel

Weatherbug

Accuweather

MSN Weather

Yahoo! Weather

NBCU TV

A+E Networks

ABC

TV Guide

PBS.Org

All Recipes

BlogHer Food

Food Network

My Recipes Network

Foodie by Glam

Disney Entertainment

CoolMath-Games.com

Nickelodeon Kids & Teens

PBSKIDS.org

Poptropica

Sports Comedy General News Music

Home Weather TV Entertainment

Kids

Food

Soundcloud

Top 5 Websites by Genre – W18-24

= Ad-supported cable brand

EA Websites

GSN

FreeRide Games

Wild Tangent Media

Spil Games

Gaming

Women 18-34

Women 18-34 Love The Entertainment Value That Television Provides

• A majority of young females see Television as “a good escape” for “pure entertainment”



Women 18-34 Spend More Than 19 Hours Per Week Watching Cable TV Programming, Greatly Exceeding Their Time Spent With Broadcast


Ad-Supported Cable Has A Large Majority of The Available TV GRPs Within The Women 18-34 Demo



Source: CAB analysis of comScore data, September 2013. Top sites by category

Sports

NBC Sports Network

ESPN

Bleacher Report

USA Today Sports

FOX Sports on MSN


Adult Swim

Huffington Post Comedy

Comedy Central

Cheezburger

CNN

Yahoo!

NBC News

BuzzFeed

USA Today

MTV

ToneMedia

Spotify

Yahoo! Music

Hearst Home Design

eHow Home & Garden

Houzz.com

ApartmentTherapy.com

HGTV

The Weather Channel

Weatherbug

Accuweather.com

MSN Weather

Yahoo! Weather

NBCU TV

A+E Networks

ABC

TV Guide

Discovery Networks

BlogHer Food

All Recipes

Food Network

My Recipes Network

Foodie by Glam

CoolMath-Games.com



PBSKids.org

Poptropica



Kids

Food

Soundcloud



EA Websites

GSN

FreeRide Games

Zynga

Gaming

King.com

Women 18-49

Women 18-49 View Their Time Spent With Television As A Respite From Their Otherwise Busy Lives


• A majority of Women 18-49 see TV as “a good escape” for “pure entertainment” that “relaxes them”


Women 18-49 Spend More Than 19 Hours Per Week Watching Cable TV Programming




NBC Sports Network

ESPN

Bleacher Report

USA Today Sports

FOX Sports on MSN


Adult Swim


Cheezburger.com

TheOnion.com

Yahoo!

CNN

NBC News

BuzzFeed

USA Today

ToneMedia

MTV

Spotify

Soundcloud

Houzz.com

eHow Home & Garden

Hearst Home Design

HGTV

About.com Home

The Weather Channel

Weatherbug

Accuweather.com

MSN Weather

Yahoo! Weather

NBCU TV

A+E Networks

TV Guide

Yahoo! TV

ABC

Allrecipes

BlogHer Food

Food Network

My Recipes Network

Foodie by Glam

CoolMath-Games.com



PBSKids.org

Poptropica



Kids

Food

Yahoo! Music



EA Websites

GSN

King.com

FreeRide Games

Zynga

Gaming

Women 25-54

In Addition To Being Their Primary Source Of Entertainment, Women 25-54 Watch Television To Stay “In The Know”


• A majority of Women 25-54 watch TV to stay “informed” and see the medium as “a good escape” for “pure entertainment” that “relaxes them”


Cable Edges Out Broadcast On Time Spent Viewing For Women 25-54




Sports

NBC Sports Network

ESPN

Bleacher Report

FOX Sports on MSN

USA Today



Adult Swim

TheOnion.com

Cheezburger.com

Yahoo!

CNN

NBC News

USA Today

CBS News

ToneMedia

MTV

Spotify

MSN Music

Houzz.com

eHow Home & Garden

HGTV

Hearst Home Design

About.com Home

The Weather Channel

Weatherbug

Accuweather.com

MSN Weather

Yahoo! Weather

NBCU TV

Yahoo! TV

A+E Networks

TV Guide

MSN TV

Allrecipes

BlogHer Food

Food Network

MyRecipeNetwork.com

About.com Food

CoolMath-Games.com



PBSKIDS.Org

Poptropica Worldwide



Kids

Food

Yahoo! Music



EA Websites

King.com

GSN

Zynga

FreeRide Games

Gaming

Women 50+

Women 50+ Spend More Time With Television Than All Other Major Media Combined


To Women 50+, Television is Their Trusted, Primary Resource For Entertainment, Exploration And Information


• A majority of Women 50+ watch TV to “learn” and stay “informed” while seeing the medium as “a good escape” for “pure entertainment” that “puts them in a good mood” and “relaxes them”

• Television is also the most trusted media within this demographicWomen 50+ Media Attitudes

(% that agree with statement)

Ad-Supported Cable Has A Large Majority of The Available TV GRPs Within The Women 50+ Demo


W50+ Cable Ratings Have Seen A Significant Increase Over The Last Ten Years While Broadcast Has Steadily Declined

Total Day Women 50+ Rating10-Year Trend



Cable’s Share Against Women 50+ Has Been Steadily Increasing Over The Last 10 Years While Broadcast Declines

Total Day Cable/Broadcast Women 50+ Share10-Year Trend



Women 50+ Are Much More Likely To Be “Heavy” Consumers of Television Than Almost All Other Media


• Women 50+ especially pop high against TV programming that airs during the day

Women 50+ Media Quintiles“Heavy” Usage (Quintile 1) Index vs. Adults

Across Genres, Branded Cable Content is the Most Sought After on the Internet For Women 50+


NBC Sports Network

FOX Sports on MSN

ESPN

Bleacher Report

USA Today Sports



Adult Swim

Comedy Central

TheOnion.com

Yahoo!

CNN

NBC News

FOX News

CBS News

Yahoo! Music

MSN Music

MTV

Spotify

Houzz.com

eHow Home & Garden

HGTV

Hearst Home Design

About.com Home

The Weather Channel

Weatherbug

Accuweather.com

MSN Weather

Yahoo! Weather

NBCU TV

Yahoo! TV

MSN TV

TV Guide

AOL - Huffington Post TV

Allrecipes

Food Network

BlogHer Food

FOOD.com

My Recipes Network


CoolMath-Games.com


Mattel Sites

PBSKIDS.Org



Kids

Food

ToneMedia

Top 5 Websites by Genre – W50+


King.com

Zynga

EA Websites

FreeRide Games

GSN

Gaming

media consumption habits females age breaks 13+ 18-24 18-34 18-49 25-54 50+

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