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Media Relations Conference Inspiring Audience Participation with Digital Content
December 11, 2014
Agenda • Who we are
• First-look at Fall audience data
• How to inspire audiences to engage with digital content
3
We are…
4
5
ENTERTAINMENT SPORTS • NEWS TECH • GAMES • MEDIA B2B
We are also…
7
1. Google Sites
2. Yahoo! Sites
3. Facebook
4. AOL, Inc.
5. Microsoft Sites
6. Amazon Sites
7.
8. Apple Inc.
9. Comcast NBCUniversal
10. Mode Media
TOP US WEB COMPANIES
ENTERTAINMENT SPORTS • NEWS TECH • GAMES • MEDIA B2B
9
10
24,559
7,029 6,119 5,435
-
5,000
10,000
15,000
20,000
25,000
30,000
CNET PC Magazine The Verge Gizmodo
Monthly US Uniques (1000s)
CNET is 3.5x bigger than its nearest competitor
Source: Comscore April 2014
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2010 2011 2012 2013
CNET correctly predicted the rise of Smartphones
USERS RESEARCHING SMARTPHONES ON CNET
US MARKET SHARE
…and the rise of Android
Source: CNET Data & ComScore U.S. Market Share Data
-10%
0%
10%
20%
30%
40%
50%
60%
0%
10%
20%
30%
40%
50%
60%
Sep
-08
Oct
-08
Nov
-08
Dec
-08
Jan-
09
Feb-
09
Mar
-09
Apr
-09
May
-09
Jun-
09
Jul-0
9
Aug
-09
Sep
-09
Oct
-09
Nov
-09
Dec
-09
Jan-
10
Feb-
10
Mar
-10
Apr
-10
May
-10
Jun-
10
Jul-1
0
Aug
-10
Sep
-10
Oct
-10
Nov
-10
Dec
-10
Jan-
11
Feb-
11
Mar
-11
US MARKET SHARE
USERS RESEARCHING ANDROID ON CNET
4.6M
14.4M 16.5M
20.4M
74k
4M
9M
14M
0
2
4
6
8
10
12
14
16
18
20
22
24
Sept '06 Jan '08 Sept '10 July '11 Aug '12 May '13 Sept '14 Oct '14
Mill
ions
14
MONTHLY WEB UNIQUES
TV Guide is the dominant second screen in prime time entertainment
Source: Omniture 2006-2014
CUMULATIVE APP INSTALLATIONS
15
2.4M 2.3M
2.0M
1.7M 1.6M
1.3M
1.0M
576k 505k
0.0
0.5
1.0
1.5
2.0
2.5
3.0
TV Guide’s mobile apps have introduced the brand to a new audience
Sources: comScore Mobile Metrix, February 2014
First look at
Fall audience data
Yahoo’s NewFronts pitch: Premium video
YouTube: We’ve Got Premium Content
AOL and Microsoft Team Up to Offer Premium Content
What’s next for: Mobile, Video & Premium content?
Land Rover Redefines Branded Entertainment
American Express Flaunts Video Content
18
New Content for New Screens
BC graph from slide 30 PHABLETS
SMARTPHONES
TABLETS
Phablets
Virtual Reality
24
Binge watching and co-viewing are booming
75% binge watch
Source: TV Guide 2014 Fall TV Survey, 2,259 respondents, Aug 2014
39% co-view
Source: The US Total Video Report, comScore October 2014
83%
44% 49%
31%
92%
28% 29%
14%
96%
17% 18%
5%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Traditional TV Desktop/LaptopComputer
Tablet Smartphone
Age 18-34
Age 35-54
Age 55+
TV – on all screens – dominates mass culture
Within the past month, on which screens have you watched original TV series?
91% 88%
70% 60%
Live DVR/Time-shifted
Online/Streamed
On demand
More ways to time-shift means …
26
How TV Guide users consume entertainment
Source: TV Guide 2014 Fall TV Survey, Aug 2014
… users are watching more than ever
27
17%
21%
24%
2012 2013 2014
Watch 40+ Hours of TV per Week [2012-2014]
+41%
Sources: TV Guide TV Team 2013 Fall TV Survey, 2,249 respondents; TV Guide TV Team Fall TV Survey 2012, 2,890 respondents; 2014 Fall TV Survey, 2,259 respondents, Aug 2014
28
… and they need TV Guide more than ever
29
Watchlist makes TV simple – again
All the ways to watch: Streaming, live & on demand for shows, movies, actors & teams
Four Ways We Inspire Audiences to Engage
1. Know Your
Current Audience
#1
Source: Internal Reporting
Watchlist: Finds hits before they debut
32
#1
#1 #1
More than 2 million users have created Watchlists
33
Fall 2014: The first two shows to be picked up were #1 and #2 on Watchlist
✔ ✔
✗ The first show to be cancelled was at the bottom
34
May Watchlist: Showed that Flash would skew more male than Gotham
Watchlist also gives us a wealth of demographic information
October Nielsens: Flash skews more male
than Gotham
1
2
1
2
Source: Internal Reporting & Nielsen 9.22.14 – 10.20.14
2. Know Your
Future Audience
36
Fall 2014 Watchlist: Top Added New Shows
Watchlist predicted Fall’s top shows for 18-34 year olds
Nielsen: Top Shows A18-34
1
2
3
1
2
3
Source: Internal Reporting & Nielsen 9.22.14 – 10.20.14
3. Constantly Deliver
More Value
Users with Homeland on their Watchlist also like The Blacklist, Game of Thrones, Modern Family, The
Walking Dead and Revenge
Homeland fans also like…
4. Be Where the
Audience Is
40
Thank you!