TNS Media Research North America

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• TNS Media Research North America

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Agenda

• Why Return Path Data
• Why Now
• Overview of TNS Service
• How Clients are Using Data

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Why Return Path Data?Todays viewer is a digital
video consumer

• Digital technologies are reshaping todays
  viewing environment
• Channel choices and ad formats are exploding
• Non-linear alternatives like DVRs and VOD are
  eroding appointment TV viewing
• Video distribution and adoption via
  Internet/Mobile TV is growing rapidly

RPD provides a platform-neutral approach to
integrating all forms of linear and nonlinear
viewing
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Why Return Path Data?Access to millions of
television homes

• RPD offers the scale required to capture and
  report fragmented audience viewing behaviors
• 76 of US TV HHs are accessible through some form
  of RPD click stream backchannel
• Passively-collected, observational research
• Free of respondent interference, lack of
  participation or bias
• Huge sample sizes enable integration with other
  sources of digital viewing behavior including
  IPTV and MobileTV

RPD provides an economically sustainable model
for measuring the entire spectrum of digital
viewing
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Havent we Heard This Before

• Qube, Full Service Network, WebTV all failed
  why will this work now?
• Widely deployed Digital Infrastructure
• EBIF
• Need for Business Intelligence greater than ever
  before
• Industry focus on Multiple Fronts
• CIMM
• Canoe

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The Process of RPD productionTurning clickstream
events into audience insights
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TNS Media Research40 Years of Audience
Measurement Expertise
Media Research Pedigree Know How
RPD Core Competencies
Data Management Expertise
Analytics Insights
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TNS MR Global RPD ExperienceData Partnerships
and Service Chronology

• United States
• Oceanic Time Warner Dec 04
• Charter LA May 06
• TWC Upstate NY May 06
• DIRECTV Interactive Nov 06
• Comcast Huntsville Jan 07
• Comcast Baltimore Nov 08
• DIRECTView Jan 09
• Rovi-August 09

• International
• UK BSkyB Apr 04
• New Zealand Sky NZ Sep 06
• S. Korea Korea Telecom Oct 08
• S. Africa Multichoice Jul 09
• Australia MultiView -Jul 09

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TNS RPD Syndicated Services Data
Partnerships-DIRECTView

• Launched January 26 ,2009
• 100,000 HH sample
• Representative of 16.8 MM DIRECTV residential
  homes
• Live and time-shifted viewing
• Comprehensive coverage of 400 networks including
  HD, emerging properties, ethnic channels and
  digi-nets
• Subscriber attributes including region, STB type,
  tier and number of STBs in home

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TNS RPD Syndicated Services Data
Partnerships-Charter LA

• Launched May 2006
• 320,000 HH census
• Sec x sec commercial ratings
• Integrated TNS MI ad occurrence data
• 350 networks
• First US service to report High Def networks

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How they are Using the Data

• Data Providers
• Ad sales
• Interactive reporting
• Interactive deals with advertisers and
  programmers
• Ethnic programming
• Marketing
• Program negotiations

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Examples

• Insight into Ethnic viewing
• Viewing to Chinese networks accounts for 44 of
  all TV viewing
• Chinese viewers spend almost 4 hours per day
  watching Chinese nets
• Chinese networks garner a 12 prime time rating
• Developed a sensitivity index for one cable
  company to gauge popularity and impact of moving
  certain channels to a different tier
• Developed reporting with a cable network and
  cable operator to see if interactive overlays for
  a season premier of program increased viewership
  for that program over previous year

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How they are Using the Data

• Cable Networks
• Providing the only or additional insight into
  their viewership
• Programming decisions
• Competitive Information
• HD vs. SD comparisons
• Viewing Behaviors
• Commercial pod construction

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Examples

• An established network shifted one of their
  morning programs to a different time slot based
  on tracking viewership
• Utilized data to evaluate the impact of HD
  programming and support a significant investment
  into a high profile series
• Multiple network have used the data to track the
  gain of viewers from promo activity on and off
  channel
• Programmers are using data to evaluate the impact
  of creative on commercial wearout and tuneaway
• One emerging network used the data to evaluate
  viewership gains during a high profile stunt and
  to track those new viewers over subsequent stunts
  and over normal programming

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Deriving Value from Return Path Data

• Syndicated Data Access
• Utilize TNS RPD services to
• Understand commercial audience viewing
• Monetize unreported networks (HD feeds, emerging
  properties, ethnic channels digi-nets)
• Evaluate the impact of time shifting
• Advanced Advertising Analytics
• New technologies, new targeting protocols, new
  data measurement techniques for
• Addressable advertising
• Interactive advertising

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Whats Next

• Increase availability of Local Market Data
• Rollout out advanced software designed
  specifically for RPD use
• More DATA!!!
• Multi-screen Measurement
• Holistic View of video consumption

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• TNS Media Research North America