Take Your TV Plans to the Movies

Adding Cinema to Your Media Mix Increases Reach and

Engagement

Presented by:

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Some ad agencies plan Cinema in the Digital Out-of-Home Group

Others place Cinema in the TV Broadcast group

And still others see Cinema in neither group

No matter where Cinema may be placed, marketers see the power of the media as Cinema Advertising has grown 28% in the past 3 years

Where Does Cinema Fit in the Media Milieu?

Source: CAC Marketplace Report, Audited by Miller, Kaplan, Arase & Co

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How Do You Plan Cinema?

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Think Of Cinema As A TV Network

July 2009 Prime Monthly Reach for A18-49 (000)

Source: Nielsen Audience Watch 6/26-7/31/09. 10/30-11/26/09. M-Sa 8p-11p/Su 7p-11p, Live + Same Day Ratings; 30 min cum qualifier; Nielsen Cinema Audience Report July and November 2009 respectively

Rank Network

P18-49 Reach (000)

1 Fox 54,013

2 NBC 52,178

3 ABC 50,451

4 CBS 49,008

5 Cinema 44,409

6 TBS 35,614

7 USA Network 35,532

8 TNT 34,224

9 FX 32,604

10 ABC Family 28,078

November 2009 Prime Monthly Reach for A18-49 (000)

Rank Network

P18-49 Reach (000)

1 Fox 72,232

2 ABC 70,625

3 NBC 67,099

4 CBS 64,197

5 ESPN 34,764

6 TBS 32,488

7 USA Network 30,329

8 Cinema 26,738

9 FX 26,717

10 Turner Network Television (TNT) 26,123

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Fusion Has Helped Cinema Define its Media Mojo

By integrating Cinema and TV’s respondent level data, along with product usage files from MRI, the media landscape suddenly spotlights a “newcomer” as viable as television

Now Advertisers can find not just another media alternative to the cluttered Sight, Sound and Motion on television…but a new environment of Sight, Sound and Emotion when targeting their audience

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Fused database:Evaluate overlap between TV and

Cinema Audience

Demonstrate how Cinema’s audience uniquely enhances

targeted reach

What is Fusion? Fusion integrates information from two

separate data sets into one.

How is it done? Fusion pairs up respondent level data

by matching on similar characteristics from the two sources.

Why do it? For improved cross-platform media

evaluation against an advertiser’s campaign target.

Nielsen TV Ratings

Nielsen Cinema

Audience Report

Fusion Process: Linking common

data characteristics or data “hooks”

More About Fusion…

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Fusion data allows for the measurement of overall and exclusive reach generated by a television + cinema campaign down to the program level

It is then possible to take a reported television schedule and optimize both reach and cost by replacing non-incremental reach generating television units with cinema

For this example, we will compare the delivery of 2 media plans for a Consumer Electronics advertiser:

An Analysis for a Consumer Electronics Advertiser

Media Plan 1 = Network TV and Cable TV

Media Plan 1 = Network TV and Cable TV

Media Plan 2 = Network TV, Cable TV + Cinema

Media Plan 2 = Network TV, Cable TV + Cinema

Details Behind Reallocation:

• Nielsen Solutions and Audience Watch

• Fusion data from March 2009

• All TV Budget = approx $15m. A18-49

• TV Schedule Includes: A&E, ABC, Adult Swim, Animal Planet, Bravo, CBS, CNN, Comedy Central, CW, Discovery Channel, Investigation Discovery, ESPN News, ESPN, Fox News Channel, Fox, History Channel. MTV, MTV2, NBC, National Geographic Channel, TBS, TLC, TNT and VH-1

• P1849 CPM for Cinema=$51

• Consumer brand schedule (total day) from Nielsen Adviews

• A18-49 UE=131,970

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A18-49 Reach For Consumer Electronics TV Schedule

$$$ (000) P18-49 GRPsExclusive P18-49

Reach (000)Total P1849 Reach (000)

 Network Cable Total Network Cable Total Network Cable

Original Schedule $13,064 $1,492 $14,557 193.0 107.8 300.8 41,467 23,906 88,773

P18-49 Reach (%)

Source: Nielsen Solutions and Audience Watch. Fusion data from March 2009. Totally TV budget=approx $15m. A18-49 CPM for Cinema=$51. Consumer brand schedule (total day) from Nielsen Adviews. A18-49 UE=131,970

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 $$$ (000) P18-49 GRPs

Exclusive P18-49 Reach (000) Total P18-

49 Reach (000)

 Network Cable Cinema Total Network Cable Cinema Total Network Cable Cinema

Original Schedule $13,064 $1,492 $0 $14,557 193.0 107.8 0.0 300.8 41,467 23,906 0 88,77310% Reallocation $11,546 $1,492 $1,456 $14,494 185.4 107.8 21.8 314.9 36,173 21,427 5,507 93,78515% Reallocation $10,923 $1,492 $2,184 $14,599 178.2 107.8 32.6 318.6 33,933 19,963 8,225 96,632

P18-49 Reach (%)

A18-49 Reach For Consumer Electronics Grows +9% When

Cinema is Added

Source: Nielsen Solutions and Audience Watch. Fusion data from March 2009. Totally TV budget=approx $15m. A18-49 CPM for Cinema=$51. Consumer brand schedule (total day) from Nielsen Adviews. A18-49 UE=131,970

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73.6%

85% TV/15% Cinema

 $$$ (000) P18-49 GRPs

Exclusive P18-49 Reach (000) Total P18-

49 Reach (000)

 Network Cable Cinema Total Network Cable Cinema Total Network Cable Cinema

Original Schedule $13,064 $1,492 $0 $14,557 193.0 107.8 0.0 300.8 41,467 23,906 0 88,773

10% Reallocation $11,546 $1,492 $1,456 $14,494 185.4 107.8 21.8 314.9 36,173 21,427 5,507 93,785

15% Reallocation $10,923 $1,492 $2,184 $14,599 178.2 107.8 32.6 318.6 33,933 19,963 96,632

Source: Nielsen Solutions and Audience Watch. Fusion data from March 2009. Totally TV budget=approx $15m. A18-49 CPM for Cinema=$51. Consumer brand schedule (total day) from Nielsen Adviews. A18-49 UE=131,970

Additionally, the 15% reallocation example demonstrates how this advertiser would have

realized a 8.2m gain in new A18-49 consumers not previously exposed to the original all TV buy

8,225

Cinema Will Furthermore Garner Exclusive Reach

P18-49 Reach (%)

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Cinema not just sight, sound and motion…

…it’s Sight, Sound and Emotion

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Measuring Emotional Attachment via NewMediaMetrics

NewMediaMetrics (NMM) 360° Cross Platform Study is a syndicated study that helps marketers identify consumers who are emotionally attached (EA) to consumer brands and media properties

Rooted in psychological and academic principles, NMM uses EA to help predict consumer purchase and media viewing behavior

Here is the EA scale A score of “0” means: This brand/medium does not resonate for you, and you are not

engaged in this brand/medium. You could give up the brand/medium

A score of “10” means: The brand/medium resonates for you, and you are engaged in this

brand/medium. You do not want to give up the brand/medium

9 or 10=EA to brand and/or medium

NMM specializes in linking a brand’s most loyal consumers with the media they most intently consume so marketers can maximize future media investments—Think of it as a type of planning tool

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Emotional Attachment is Popular Among Current

Marketplace

Targeted Media Buy

Brands Media Emotional Attachment

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Consumer Electronics Brand Loyalists are Emotionally Attached to the

Movies

25%34%

54%

Print TV Cinema

+59%

vs. TV

To Be Read: A18-49 who are emotionally attached to a Consumer Electronics brand are 59% more likely to be EA to Cinema than to TV (54% vs. 34%)

Source: NewMediaMetrics 2010. Base=Persons 18-49 (n=2,516). Print=magazine/print combined Emotional Attached = rated 9/10 on 10-point scale; Consumer brand Loyalists=EA to specific consumer electronic brand; Cinema= Watching a movie in a movie theatre.

+116% vs. Print

A18-49 Consumer Electronics EA to Media

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Cinema Outperforms Top Media Properties

20% 21%

45% 46%

54%

Nat'l Geo Magazine People NBC ABC Cinema

Source: NewMediaMetrics 2010. Base= P18-49 (n=2,516). Emotional Attached = rated 9/10 on 10-point scale; Consumer electronics brand loyalists=EA to specific consumer electronics brand; Cinema = Watching a movie in a movie theatre. Highest ranking TV and magazine outlets respectively

To Be Read: A18-49 who are emotionally attached to Consumer Electronics brand are 17% more likely to be EA to Cinema than to ABC (54% vs. 46%)

Consumer Electronics can better plan in the future and reach their target at the movies

A18-49 Consumer Electronics EA to Specific Media Properties

Cinema EA Index compared to:

ABC: 117

NBC: 120

People: 257

Nat’l Geo: 270

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Summary

Cinema is a Nielsen measured sight, sound and motion medium that delivers mass reach on par with the nation’s largest TV networks.

Nielsen Cinema data is easily ported into such software platforms as Nielsen’s IMS or Telmar’s All Media Planner to plan cinema in conjunction with television and other media.

The addition of cinema to a television schedule allows advertisers to add incremental reach to a media plan that would otherwise be untenable via TV alone.

The immersive experience provided by the cinema environment elicits an emotional response from the viewer that is unmatched by other media.

Via new research products such as Nielsen Fusion data and NewMediaMetrics 360° Cross Platform, advertisers can quantify the significant impact of adding cinema to their existing television campaigns.

In preparation for this presentation, similar analyses were successfully conducted across multiple product categories (i.e. QSR and CPG). Inquiries for this additional data can be made through the CAC.