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Value, Engagement and Trust

in the era of Social Entertainment

25th

May 2011



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What makes entertainment social?

The key is in the sharing […]

A few years ago it would have been

rude to be on your laptop whilstwatching a movie with

friends....now it's part of that social

experience



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Results from Edelman Trust Barometer A30-45. [TRACKING] Now I would like to focus on your trust in different industry sectors. Please tell me how much you TRUST

businesses in each of the following industries to do what is right. Again, please use a nine -point scale where one means that you “DO NOT TRUST THEM AT ALL” and

nine means that you “TRUST THEM A GREAT DEAL.” (Top 4 Box) Informed publics ages 25-64 in the US

2009

1. Technology 72%

2. Biotech/l ife sciences 60%

3. Food 56%

4.Consumer packaged

goods manufacturers53%

5. Retail 47%

6. Health care industry 41%

7. Pharmaceuticals 39%

8. Energy 39%

9. Banks 36%

10. Entertainment 35%

11. Automotive 32%

12. Insurance 29%

13. Media companies 27%

2010

1. Technology 81%

2. Food 64%

3. Biotech 62%

4. Retail 61%

5. Consumer packagedgoods manufacturers

57%


7. Energy 50%


9. Automotive 45%


11. Banks 33%

12. Insurance 32%


2011

1. Technology 73%

2. Food and beverage 54%

3. Brewing and spirits 53%

4. Biotech 53%

5. Telecommunications 51%

6. Retail 51%

7. Automotive 49%

8.Consumer packaged

goods48%

9.OTC personal health

care products46%

10. Energy 43%



13. Insurance 26%

14. Financial services 25%

15. Banks 25%

16. Media 22%

Trust in Industries among the informed publics audience – U.S.

2008

1. Technology 78%

2. Biotech/l ife sciences 73%

3. Banks 71%

4. Retail 67%

5.Consumer packaged

goods manufacturers64%

6. Automotive 62%




10. Energy 54%

11. Insurance 50%


In the U.S., Technology Holds the Top Spot Over Four Years, While

Entertainment Ranks Towards the Bottom



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Methodology

• Methodology: Custom Online Survey

• Target audience: Adults ages 18 - 54

• Geographies: US & UK markets

• Sample Sizes & Field dates:

– US: 517 respondents surveyed from

February 22 – 24, 2011

– UK: 504 respondents surveyed from

February 24 – 27, 2011

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5

Current Behaviors



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Trust in the entertainment industry has

generally decreased over the past five years

How much trust in the entertainment industry in the UShas changed over 5 years?

Q3. To what extent do you trust business in the entertainment industry to do what is right?

32%

23%

28%

17%

2010 2011

Net "trust" in the UK entertainment industry Net "trust" in the US entertainment industry

*



7

58%

32%28%

47%

32%6%

The internet continues as second most often turned

to source of entertainment in US

US 2010 US 2011

Q5. What source of entertainment do you turn to most often? [select one]

Base: US respondents (n=517)

TVINTERNET

FILM



8

12%

42%46%

8%

35%

56%

6%

24%

70%

9%

34%

57%

Don’t know No Yes

45-54 30-44 18-29 TOTAL

More than half in the US consider social

networking sites a form of entertainment

Base: UK 2011 respondents: (n=504); US 2011 respondents: (n=517)Q18. Do you consider social networking sites to be a form of entertainment?

8.75% 33.75% 57.25%



9

23%

30%

63%

40%

23%

16%

26% 24%

56%

49%

27%

15%

Television Movies Internet Social Media Music Video Games

UK US

Respondents report spending more time with the

internet and social media for their entertainment

Q8. In the past year, do you believe you are spending more, less or the same amount of time with the following types of entertainment?

Base: UK 2011 respondents: (n=504); US 2011 respondents: (n=517)



10

59%

53%49%

38%

26% 25%

53% 52% 52%

36%

29% 29%

Laptop My Home /

Work

Computer

Mobile Phone DVR MP3 Player Television

Percentage of people spending “More Time”

UK US

More time being spent across multiple devices.

Audience attention is divided across screens.

Q9. In the past year, do you believe you are spending more, less or the same amount of time using the following devices to access media?




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23%

30%

25%

29%

52%

27%

28%

30%

31%

52%

I like being able to interact with

entertainment such as being able to vote

for my favorite contestants on reality TV…

I would like to see entertainment provide

me with the ability to interact real-time

with the content

I would like to use social networks such as

Facebook to interact with entertainment

I would like to use my mobile phone or

device to interact with entertainment

I would like to use my computer to accessadditional online content related to my

entertainment

UK

US

Consumers are interested in additional content

that is connected across platforms

Q12. Next, we’d like to ask about your preferences for interacting with entertainment. How would you indicate your level of agreement with the

following statements?




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Entertainment value



13

40%37%

34%32% 32% 31%

37%

18%

14% 14% 15% 14%

Social

Networking Sites

Film Producers /

Movie Studios

Music Companies Gaming

Companies

Cable Television

Providers**

Satellite

Television

Providers**

2010 2011

Q11. Thinking about the entertainment provided by each of the following entities, do you think in general they provide excellent, very good,

good, fair or poor value? Base: US respondents (n=517)

Perception of value provided by entertainment sources

has dropped, but social networks remain steady

US Entertainment Sources: Providing Value

% Providing “Very Good” or “Excellent” Value

*NOTE: Data unavailable for years 2007 and 2009. Data from 2008 includes respondents ages 18-34 only.

**NOTE: Data for 2008 is for “TV Broadcasters/Producers”



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Free or paid?



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US Entertainment Spending Per Month (Self-Reported)

Q13. In a typical month, about how much do you personally spend on purchasing entertainment?Base: US respondents (n=517)

9% 9%

20%

23%

16%

12% 12%

6%

9%

21%

25%

14%

11%

14%

Nothing $1 - $10 $11 - $25 $26 - $50 $51 - $75 $76 - $100 More than

$100

2010* 2011

*NOTE: Data unavailable for years 2007-2009

US Entertainment spending year on year is

consistent



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91%

85%

77%

76%

76%

77%

66%

72%

My personal enjoyment of the

entertainment

Excellent visual or sound quality of the

entertainment

Being able to purchase theentertainment easily

The hours of enjoyment the

entertainment will provide

Q10. Below are some things people might take into consideration when purchasing entertainment. How important are each of the following

things to you, when youare considering making an entertainment purchase – extremely important, somewhat important, neither important nor unimportant, not too

im ortant or not at all im ortant?


Personal enjoyment and visual/sound quality are even

more important now than in 2010 as US purchase drivers

US 2010

US 2011



17

31%

42%

17%

48%

44%

55%

39%

58%

Popularity of the entertainment

Having unrestricted ability to share or

make copies of the entertainment

legally

Being one of the first to have new

entertainment

The number of devices with which I can

access the entertainment

Q10. Below are some things people might take into consideration when purchasing entertainment. How important are each of the following

things to you, when youare considering making an entertainment purchase – extremely important, somewhat important, neither important nor unimportant, not too

im ortant or not at all im ortant?


Being one of the first to have new entertainment

has dropped dramatically in importance

US 2010

US 2011



18

11%

7%

10%

27%

45%

53%

60%

16%

13%

14%

29%

40%

43%

47%

None of the above

Privacy of my personal information

Visual or sound quality of the

entertainment

The ability to access the entertainment

on the device of my choice

The ability to access the entertainment

on multiple devices

The ability to share the entertainment

Advertisement-free entertainment

More US respondents are willing to view / listen to advertising to get

free entertainment; but won’t compromise on privacy

What are consumers willing to sacrifice for free entertainment?

US 2010

Q17. Which of the following would you be willing to sacrifice in order to get your entertainment for free?Base: US respondents (n=517)

US 2011



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49%

35%

12%

3%1%

56%

32%

10%

2% 1%

Very negatively Somewhat

negatively

Neither positively

nor negatively

Somewhat

positively

Very positively

UK USImpact of moving from free to paid/subscription

models for entertainment

Overwhelmingly the move from free to

paid/subscription models is received negatively

Q14. If your favorite media companies started requiring a paid subscription for previously free entertainment, how would this impact

your feelings toward those companies?




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So what does this tell us?



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Movie studios and Network TV companies are top of mind in US

Entertainment

Q2. When you think about the entertainment sector, which companies come to mind? Please list any companies that you can think of.


Top of Mind Entertainment Companies (by Category)

*NOTE: Data has been optimized for visual presentation and is different from the actual frequency distribution.



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Entertainment companies must embrace the three

points of attention

EntertainmentContent

Technological

Device

Social

Conversation

Social

Entertainment

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