comscore Single Source Cross-Platform Measurement Study
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1 comscore Single Source Cross-Platform Measurement Study Alan Wurtzel President NBC Universal Research CIMM Cross Platform Media Measurement Summit April 24, 2014
2 Single Source Methodology: The Good, The Bad, and The Ugly THE GOOD Media behavior on all devices is collected from the SAME respondent Allows reporting of true simultaneous device use Fusion Ascription Modeling THE BAD Requires an Opt-in panel Response Bias Not everyone willing to participate Labor Intensive Panel recruitment Device registration Panel maintenance THE UGLY Very Expensive Incentives Panel Maintenance May Be Impossible to Scale Large Enough To Measure All Platforms
3 Methodology: The Panel 317 Panelists Tech-Forward All Owned TV PC/Laptops Tablets, Smartphones Olympic Enthusiasts Intended to watch the Sochi Games Every chance they got or Regularly
4 Methodology: The Measurement Television Continuous, passive Set Top Box measurement Demos collected with E-diaries Digital Continuous, passive electronic measurement of PC/Laptops, Smartphones, and Tablets nbcolympics.com Live-Extra App Highlights & Results App
5 comscore Panel: Screen Profile TV Only 2% 3-Screens 33% (TV + 2 Additional Platforms) 2-Screens 10% (TV + 1 Additional Platform) 4-Screens 54% (TV, Internet, Mobile & Tablet) Source: comscore Single Source Multi-Platform Study. 2/6/14 2/23/14
6 Average Time Spent Per Person/Per Day All Platforms (TV, PC/Laptop, Smartphone, Tablet) (Indexed to Total) Total Source: comscore Single Source Multi-Platform Study. 2/6/14 2/23/14. Total Day. A18+ = 294 panelists, A18-24 = 24 panelists, A25-34 = 79 panelists, A35-54 = 145 panelists, A55-64 = 38 panelists, A65+ = 9 panelists.
7 TV: Average Time Spent Per Person/Day (indexed to total) Total A65+ Source: comscore Single Source Multi-Platform Study. 2/6/14 2/23/14. Total Day. A18+ = 294 panelists, A18-24 = 24 panelists, A25-34 = 79 panelists, A35-54 = 145 panelists, A55-64 = 38 panelists, A65+ = 9 panelists.
8 Smartphone: Average Time Spent Per Person/Day (indexed to total) Total A65+ Source: comscore Single Source Multi-Platform Study. 2/6/14 2/23/14. Total Day. A18+ = 294 panelists, A18-24 = 24 panelists, A25-34 = 79 panelists, A35-54 = 145 panelists, A55-64 = 38 panelists, A65+ = 9 panelists.
9 TV is Still King Time Spent TV 72% Digital 28% PC/Laptop Smartphone Tablet 8% 5% 15% Source: comscore Single Source Multi-Platform Study. 2/6/14 2/23/14. Total Day. A panelists.
10 Time Spent: Total Day Sochi vs London TV 89% Digital 11% TV 72% Digital 28% PC/Laptop Smartphone Tablet 2% 4% 5% PC/Laptop Smartphone Tablet 8% 5% 15% Source: comscore Single Source Multi-Platform Study. 2/6/14 2/23/14. Total Day. A panelists.
11 Time Spent: Total Day By Age TV 36% Digital 64% TV 76% Digital 24% PC/Laptop Smartphone Tablet 5% 2% 57% PC/Laptop Smartphone Tablet 8% 6% 10% Source: comscore Single Source Multi-Platform Study. 2/6/14 2/23/14. Total Day. A18-24 = 24 panelists, A25+ = 271 panelists.
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13 More Screens = More Time Spent Average Time Spent Per Day (Indexed TV-Only) TV Only TV + 1 TV + 2 TV + 3 Source: comscore Single Source Multi-Platform Study. 2/6/14 2/23/14. Total Day. A panelists. TV Only = 77 panelists, TV+1 (and only 1) = 86 panelists, TV+2 (and only 2) = 77 panelists, TV+3 = 25 panelists.
14 Simultaneous Viewing (Percent of all Panelists) Total Among those who followed the games on more than one screen over 1/3 rd of time spent watching Olympics on TV was accompanied by use of another device at same time. Source: comscore Single Source Multi-Platform Study. 2/6/14 2/23/14. Total Day. Among panelists who followed the Games on TV and at least one other platform.
15 Simultaneous Viewing: Length of TV Viewing (Indexed to TV Only Session) A18+ A TV Only Session Simultaneous TV Session TV Only Session Simultaneous TV Session Source: comscore Single Source Multi-Platform Study. 2/6/14 2/23/14. Total Day. Olympic Simultaneous Users: A18+ = 65 panelists, A18-24 = 5 panelists.
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17 Live Digital Streamers: Impact on TV Prime Percent Panelists Who Viewed Olympics on TV in Prime Average Time Spent Watching Olympics on TV in Prime Non- Streamers Live Streamers Non- Streamers Live Streamers Source: comscore Single Source Multi-Platform Study. 2/6/14 2/23/14. Total Day. A panelists.
18 A Day In The Life Of An Olympic Fan
19 Male Teenager (18), Orlando Thursday 2/20/14 NBC TV Network NBCSN CNBC OOH Activity Phone Non-Video H&R App Phone Video H&R App (VOD) Live Extra App Phone Social Media Facebook App Twitter App Tablet Non-Video H&R App Live Extra App Tablet Video Live Extra App 12:00 AM 1:00 AM 2:00 AM 3:00 AM 4:00 AM 5:00 AM 6:00 AM 7:00 AM 8:00 AM 9:00 AM 10:00 AM 11:00 AM 12:00 PM 1:00 PM 2:00 PM 3:00 PM 4:00 PM 5:00 PM 6:00 PM 7:00 PM 8:00 PM Source: comscore Single Source Multi-Platform Study.
20 Working Mom (46), Fresno Wednesday 2/12/14 NBC TV Network PC/Laptop Non-Video Phone Non-Video Tablet Non-Video Tablet Social Media OOH Activity PC/Laptop Video H&R App H&R App Facebook App Phone Video Tablet Video H&R App (VOD) H&R App (VOD) Live Extra App Women s Halfpipe (Live Stream) 2:00 AM 3:00 AM 4:00 AM 5:00 AM 6:00 AM 7:00 AM 8:00 AM 9:00 AM 10:00 AM 11:00 AM 12:00 PM 1:00 PM 2:00 PM 3:00 PM 4:00 PM 5:00 PM 6:00 PM 7:00 PM 8:00 PM 9:00 PM 10:00 PM 11:00 PM 12:00 AM 1:00 AM Women s Halfpipe 4/10 5pm Source: comscore Single Source Multi-Platform Study.
21 Male Alpha Boomer (66), Greenville, SC Sunday 2/16/14 NBC TV Network Phone Non-Video Tablet Non-Video Tablet Social Media H&R App H&R App Facebook App NBCSN Phone Social Media Tablet Video OOH Activity Twitter App Live Extra App Hockey USA vs. Slovania (Live) Curling USA vs. China(Live) 6:00 AM 7:00 AM 8:00 AM 9:00 AM 10:00 AM 11:00 AM 12:00 PM 1:00 PM 2:00 PM 3:00 PM 4:00 PM 5:00 PM 6:00 PM 7:00 PM 8:00 PM 9:00 PM 10:00 PM 11:00 PM Source: comscore Single Source Multi-Platform Study.
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23 comscore Single Source Cross-Platform Measurement Study Alan Wurtzel President NBC Universal Research CIMM Cross Platform Media Measurement Summit April 24, 2014
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