VAB REPORT: ANY GIVEN MINUTE : SOLVING THE MULTI-SCREEN MEASUREMENT PARADOX
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1 VAB REPORT: ANY GIVEN MINUTE : SOLVING THE MULTI-SCREEN MEASUREMENT PARADOX VIDEO OVERVIEW TIME BY DEMO YAHOO! YOUNG / ADULTS NFL EXAMPLE ETHNICITY ETHNICITY COMPARABLE BY DEMO METRICS COMPUTER BY TO PLATFORM PHONE MIGRATION / DEVICE APP/WEB TV REACH BRANDS APP/WEB VS. AD-TECH USAGE MULTIMEDIA AD-TECH PENETRATION VS. TV CONTENT MULTIMEDIA DISPELLING USAGE TIME MYTHS SUMMARY
2 Currently Two Different Measurement Standards Exist By Platform With Each Focused On A Distinct Set Of Metrics TV Platform Nielsen Reach % Average Rating Average Frequency Impressions (actual audience) Average Minutes Digital Platforms comscore / Nielsen Unique Visitors / Viewers Total Page Views Visits Video Views Total Minutes Buyers and sellers are hamstrung by these different measurement methods which is why each platform is typically analyzed separately even though the same brands and content are consumed across screens.
3 There s A Need To Reconcile Digital Metrics With TV Measurement And Speak One Common Language To Level The Playing Field Why? Because Digital Streams Unique Viewers Video / Page Views Global Stats First Party Unaudited Data Television Average Audience (rating) Average Audience (rating) Average Audience (rating) U.S. Audience (universe) Third Party Audited Data
4 There s Also A Need To Differentiate Between So-Called Big Numbers & Actual Meaningful Numbers Across Screens Digital measurement, and making sense of what provides truly needle-moving scale, goes beyond just streams, video starts or page views. There s an array of different metrics & terminology that digital properties use to tout their bigness : Views Pins Calls Likes Swipes Rides Posts Streams Tweets *Important to note, Global statistics are also typically used when digital metrics are quoted publicly Downloads Uploads But just because a number looks big in a vacuum is it actually meaningful, especially when compared to a TV audience? Snaps
5 Case In Point, Yahoo s Streaming Of An NFL Regular Season Game This Past Season On October 25th, 2015 at 9:30a ET, Yahoo! made headline news by being the first website to ever live stream an NFL game across the world for free when the Buffalo Bills played the Jacksonville Jaguars
6 In The Game s Aftermath, Yahoo! Released Some Seemingly Impressive Figures That They Positioned As Rivaling TV Telecasts Yahoo! hailed the game stream as delivering an audience that rivals NFL games on live TV, their big headlines boasting: 33.6 million streams 15.2 million unique viewers 460 million total minutes viewed Even Sports Illustrated s Peter King tweeted out a very favorable comparison between Yahoo s streaming & NFL on TV
7 But A Deeper Dive Into The Numbers Told A Vastly Different Story; A Much Less Impressive One For Yahoo! Many in the press though called Yahoo! for a false start quickly after they published their streaming figures: Why? Because when looking at key measurements within respective media: Digital Streams Unique Viewers Global Stats Television Average Audience (rating) Average Audience (rating) U.S. Audience (rating)
8 This Is The Multi-Screen Measurement Paradox: Digital Metrics Do Not Equate To Television s Average Ratings Looking at the Yahoo! streaming figures through a similar lens as the standard TV measurement, average audience, the comparable results are much different: NFL On Yahoo! Streaming Based on the total minutes viewed (# of streams is rather irrelevant) and length of the game (195 mins), the average streamer only watched for around 30 minutes which meant there was an average viewership per minute of 2.36 million Since approximately 33% were outside of the country, this meant there was an: average U.S. audience of approximately 1.64 million NFL On TV In comparison, NFL telecasts on TV (afternoon & night games) have an: average audience of 18.2 million viewers The Real Truth While 460 million total minutes viewed may seem like a big number, the Yahoo! streamed game marked the lowest average audience ever for a nationally available NFL game (in fact, average NFL TV telecasts were 11x higher than the Yahoo! stream)
9 Leveling The Playing Field With Common Metrics That Are Truly Comparable Across Screens To create a singular language for comparison purposes, metrics commonly associated with only one type of content such as video starts, page views or streams need be set aside in favor of measurements that are equally applicable across media. So what are these equally applicable measurements? Unique Audience: the number of adults who view a given platform or piece of content during a specified time period (daily, weekly, monthly) We d stress audience over reach % since a percentage can vary based on the universe Average Time Spent Per Visitor / Viewer: the measure of time spent engaging with each platform or piece of content by person during a specified time period Total Minutes Spent: the measure of total time spent engaging with each platform or piece of content by everyone who has engaged with it during a specified time period Average Audience: the measure of adults engaging with each platform or piece of content in an average minute during a specified time period
10 Average Audience Is A Dynamic Comparable Metric To Utilize When Evaluating Media Across Screens Average Audience is a formula that takes into consideration three critical measurements that are applicable across media unique audience, average minutes viewed and total minutes. Here s the formula: First Step: Unique Audience X Average Minutes Viewed/Per Visitor = Total Minutes Viewed Second Step: Total Minutes Viewed / Total Minutes In Measured Time Period = Average Audience (ex. 44,640 in a 31-day month) In our analyses, average audience is factored based on a 24-hour day for digital properties since they re always on and the average during the totality of time that a network or program is on the air. Not only does this metric take into account three interrelated measurements but it also provides a good snapshot of true scale on a platform or piece of content at any given time Average audience is also a very relevant metric from a time perspective since a large majority of video ads run between :15 - :60 long * Average Audience is also a key metric used in the How Long section of Nielsen s Quarterly Comparable Metrics Report
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12 ON ANY DEVICE: Where Is The Audience In Any Given Minute? 45,431,944 TV How Long A18+ 5,085,910 TV-Connected Devices 8,918,616 PC Average A18+ Audience Per Minute 1,864, ,881 PC Video PC PC Social Network 12,738,259 Smartphone (App+Web) 426,672 Smartphone Video Smartphone 3,779,035 3,700,945 Smartphone Social Network Source: Nielsen Comparable Metrics Report Q3 2015; Data based on average week between July 17th August 30th, A18+ UE = 240,160,000. Video & Social Network is a subset of each device s (App+Web) Tablet (App+Web) 265,445 1,086,876 Tablet Video Tablet Tablet Social Network
13 TV s Average Audience Among Millennials Far Surpasses Any Other Device 7,928,600 TV How Long A ,676,210 2,624,278 TV-Connected Devices Average A18-34 Audience Per Minute 709, ,551 PC PC Video PC Social Network 5,117,978 Smartphone (App+Web) 238,916 Smartphone Video 1,671,569 1,391,725 Smartphone Social Network Tablet (App+Web) 160,388 Tablet Video PC Smartphone Tablet Source: Nielsen Comparable Metrics Report Q3 2015; Data based on average week between July 17th August 30th, A18-34 UE = 72,210,000. Video & Social Network is a subset of each device s (App+Web) 386,970 Tablet Social Network
14 ALL EYES ON VIDEO: Where Are People Watching Video During An Average Minute? Tablet Video 0% Smartphone Video 1% How Long A18+ PC Video 4% % of A18+ Video Consumption By Device Based on Average Audience Per Minute TV 95% Source: Nielsen Comparable Metrics Report Q3 2015; Data based on average week between July 17th August 30th, A18+ UE = 240,160,000
15 Among Adults 18-34, TV Accounts For 88% Of Total Video Consumption During An Average Minute Smartphone Video 2% 4% Tablet Video 2% How Long A18-34 PC Video 8% % of A18-34 Video Consumption By Device Based on Average Audience Per Minute TV 88% Source: Nielsen Comparable Metrics Report Q3 2015; Data based on average week between July 17th August 30th, A18-34 UE = 72,210,000
16 Note: average audience for digital properties reflect any user activity done on their website, not just video consumption, as measured by comscore
17 Multi-Screen TV Brands Deliver A Much Higher Average Audience During Any Given Minute Than 20 Popular Websites Combined Digital Properties A18+ Average Audience (000) Comparison Ad-Supported TV Brands Vs. Popular Websites TV Brands 30,943.3 (71%) Multiscreen (TV + online) Facebook 4,409.4 (10%) Pandora 2,139.6 (5%) YouTube 2,103.7 (5%) Google.com (2%) Yahoo.com (2%) Instagram (1%) Spotify (1%) Amazon (1%) Snapchat (1%) Pinterest (0%) Twitter (0%) MSN.com (0%) AOL.com (0%) Tumblr (0%) Craiglist 94.3 (0%) ebay 83.9 (0%) Twitch 83.5 (0%) WhatsApp 76.8 (0%) Vevo 55.2 (0%) LinkedIn 45.2 (0%) Source: comscore MediaMetrix Key Measures (multiplatform), December 2015; A18+. Nielsen R&F Program Report, Live + SD, Total Day. December 1-31, 2015; A18+. Average Audience is based on the average minute, which is factored across the full month for websites and TV. TV Brands include linear TV and TV-related websites. Digital website measurement includes all visitor activity, not just video consumption.
18 Multi-Screen TV Brands Average Audience Is Over Seven Times That Of The Largest Website, Facebook 30,943.3 Multiscreen (TV + online) TV Brands 4, , ,103.7 A18+ Average Audience (000) Comparison Ad-Supported TV Brands Vs. Popular Websites Facebook Pandora YouTube Google.com Yahoo.com Instagram Spotify Amazon Snapchat Pinterest Twitter MSN.com AOL.com Tumblr Craiglist ebay Twitch WhatsApp Vevo LinkedIn Source: comscore MediaMetrix Key Measures (multiplatform), December 2015; A18+. Nielsen R&F Program Report, Live + SD, Total Day. December 1-31, 2015; A18+. Average Audience is based on the average minute, which is factored across the full month for websites and TV. TV Brands include linear TV and TV-related websites. Digital website measurement includes all visitor activity, not just video consumption.
19 Against Millennials, Multi-Screen TV Brands Deliver An Average Audience That s On Par With 20 Popular Websites Combined Digital Properties A18-34 Average Audience (000) Comparison Ad-Supported TV Brands Vs. Popular Websites TV Brands 5,308.3 (46%) Multiscreen (TV + online) Facebook 1,776.5 (15%) Pandora 1,257.1 (11%) YouTube 1,098.3 (10%) Google (3%) Spotify (3%) Instagram (3%) Snapchat (2%) Twitter (1%) Amazon (1%) Yahoo.com 91.2 (1%) Pinterest 89.1 (1%) Twitch 74.6 (1%) Tumblr 72.6 (1%) Skype 55.3 (0%) WhatsApp 45.5 (0%) Vevo 30.8 (0%) Craigslist 29.5 (0%) Buzzfeed 26.3 (0%) Imgur 23.7 (0%) ebay 16.8 (0%) Source: comscore MediaMetrix Key Measures (multiplatform), December 2015; A Nielsen Npower, Live + 7 Days, Total Day. December 1-31, 2015; A Average Audience is based on the average minute, which is factored across the full month for websites and TV. TV Brands include linear TV and TV-related websites. Digital website measurement includes all visitor activity, not just video consumption.
20 THE MILLENNIAL MINUTE: What Platforms Get The Millennial Audience At Any Given Moment? 5,308.3 Multiscreen (TV + online) TV Brands 1, , ,098.3 A18-34 Average Audience (000) Comparison Ad-Supported TV Brands Vs. Popular Websites Facebook Pandora YouTube Google Spotify Instagram Snapchat Twitter Amazon Yahoo.com Pinterest Twitch Tumblr Skype WhatsApp Vevo Craigslist Buzzfeed Imgur ebay Source: comscore MediaMetrix Key Measures (multiplatform), December 2015; A Nielsen R&F Program Report, Live + SD, Total Day. December 1-31, 2015; A Average Audience is based on the average minute, which is factored across the full month for websites and TV. TV Brands include linear TV and TV-related websites. Digital website measurement includes all visitor activity, not just video consumption.
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22 Only One Ad-Tech Website Would Rank Within The Top 200 TV Programs On Average Audience Where Would Top Websites Rank Among Ad-Supported TV Programs? Based on A18+ Average Audience Website Avg Audience (000) Rank Facebook 4, Pandora 2, YouTube 2, Google.com Yahoo.com Instagram ,420 Spotify ,517 Amazon ,115 Snapchat ,331 Pinterest ,782 Website Avg Audience (000) Rank Twitter ,902 MSN.com ,159 AOL.com ,216 Tumblr ,844 Craiglist ,963 ebay ,162 Twitch ,168 WhatsApp ,320 Vevo ,872 LinkedIn ,172 Source: comscore MediaMetrix Key Measures (multiplatform), December 2015; A18+. Nielsen Npower, Live + SD, Total Day. December 1-31, 2015; A18+. Average Audience is based on the average minute, which is factored across the full month for websites and across program run time for TV. Digital website measurement includes all visitor activity, not just video consumption.
23 The Results Are Similar Even When Sports Programs Are Excluded Where Would Top Websites Rank Among Ad-Supported TV Programs? Based on A18+ Average Audience Website Avg Audience (000) Rank Facebook 4, Pandora 2, YouTube 2, Google.com Yahoo.com Instagram ,297 Spotify ,333 Amazon ,872 Snapchat ,075 Pinterest ,498 Website Avg Audience (000) Rank Twitter ,606 MSN.com ,839 AOL.com ,890 Tumblr ,465 Craiglist ,568 ebay ,751 Twitch ,755 WhatsApp ,892 Vevo ,378 LinkedIn ,628 Source: comscore MediaMetrix Key Measures (multiplatform), December 2015; A18+. Nielsen Npower, Live + SD, Total Day. December 1-31, 2015; A18+, excluding sports. Average Audience is based on the average minute, which is factored across the full month for websites and across program run time for TV. Digital website measurement includes all visitor activity, not just video consumption.
24 PLATFORMS VS. PROGRAMS: If Ad-Tech Platforms Were TV Programs, Where Would They Rank in Average Audience? Website Websites Avg Audience (000) Facebook 4,409.4 Pandora 2,139.6 YouTube 2,103.7 Google.com Yahoo.com Instagram Spotify Amazon Snapchat Pinterest Twitter MSN.com AOL.com Tumblr Craiglist 94.3 ebay 83.9 Twitch 83.5 WhatsApp 76.8 Vevo 55.2 LinkedIn 45.2 A18+ Average Audience Comparison Popular Websites Vs. Comparable Ad-Supported TV Programs TV Program TV Programs Network Avg Audience (000) The Today Show NBC 4,446.6 General Hospital ABC 2,729.1 The Five Fox News Channel 2,364.8 Tiny House Hunters HGTV The Pioneer Woman Food Network White Collar USA Network Charmed TNT E! News E! Match Game GSN Will & Grace WE TV Gilligan's Island TV Land Secret Life of Elephants Nat Geo Wild Rescue Me FX Mission Asteroid Science What's My Car Worth? Velocity 94.6 House Crashers DIY 84.4 Pop Up Video VH My Super Sweet Sixteen MTV 77.4 Maya The Bee Sprout 55.9 Beverly Hills, Pop 45.5 Source: comscore MediaMetrix Key Measures (multiplatform), December 2015; A18+. Nielsen Npower, Live + SD, Total Day. December 1-31, 2015; A18+. Average Audience is based on the average minute, which is factored across the full month for websites and across program run time for TV. Digital website measurement includes all visitor activity, not just video consumption.
25 Only Three Of The Most Popular Younger-Skewing Websites Would Rank Within TV s Top 200 Programs Against Millennials Where Would Top Websites Rank Among Ad-Supported TV Programs? Based on A18-34 Average Audience Website Avg Audience (000) Rank Facebook 1, Pandora 1, YouTube 1, Google Spotify Instagram Snapchat Twitter ,216 Amazon ,322 Yahoo.com ,430 Website Avg Audience (000) Rank Pinterest ,454 Twitch ,662 Tumblr ,698 Skype ,071 WhatsApp ,348 Vevo ,903 Craigslist ,972 Buzzfeed ,138 Imgur ,319 ebay ,823 Source: comscore MediaMetrix Key Measures (multiplatform), December 2015; A Nielsen Npower, Live + SD, Total Day. December 1-31, 2015; A Average Audience is based on the average minute, which is factored across the full month for websites and across program run time for TV. Digital website measurement includes all visitor activity, not just video consumption.
26 There Are Also Interesting Results When Popular Millennial Websites Are Compared To TV Shows With A Similar Young Audience Website Websites Avg Audience (000) Facebook 1,776.5 Pandora 1,257.1 YouTube 1,098.3 Google Spotify Instagram Snapchat Twitter Amazon Yahoo.com 91.2 Pinterest 89.1 Twitch 74.6 Tumblr 72.6 Skype 55.3 WhatsApp 45.5 Vevo 30.8 Craigslist 29.5 Buzzfeed 26.3 Imgur 23.7 ebay 16.8 A18-34 Average Audience Comparison Popular Websites Vs. Comparable Ad-Supported TV Programs TV Program TV Programs Network Avg Audience (000) SEC Championship Football Game CBS 1,985.8 Adele Live In New York NBC 1,400.7 TNF Post-Game Show NFL Network 1,250.9 Mat Franco's Got Magic NBC Sinatra An All-Star Grammy Concert CBS Superjail! Adult Swim General Hospital ABC The Cleveland Show TBS Middle of The Night Show MTV American Diner Revival Food Network 93.3 Donny! USA Network 89.8 House Hunters Renovation HGTV 74.7 King of Queens TV Land 73.2 Fear Thy Neighbor Investigation Discovery 56.1 All That TeenNick 45.6 Engineering Disasters History 31.2 Man-Eating Super Croc Animal Planet 29.8 Wonders of Life Science 26.5 Double Dare TeenNick 24.7 Justice w/ Judge Jeanine Fox News Channel 20.5 Source: comscore MediaMetrix Key Measures (multiplatform), December 2015; A Nielsen Npower, Live + SD, Total Day. December 1-31, 2015; A Average Audience is based on the average minute, which is factored across the full month for websites and across program run time for TV. Digital website measurement includes all visitor activity, not just video consumption.
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28 Using Comparable Metrics Help Dispel Late Night TV Myths And Provide Proper Perspective And Context Myth Example #1: YouTube draws larger audiences to their channels for content from popular late night hosts like Jimmy Fallon or Conan O Brien than linear TV does This myth is perpetuated by some people trying to compare YouTube s unique visitors to TV s average audience rating, but as we ve explained: unique visitors average audience / rating Metric Total Unique Visitors (000) / Cume Audience Reach (000) Average Minutes / Viewer Total Minutes Viewed (000) Average Audience (000) Avg Audience (000) The Tonight Show Starring Jimmy Fallon YouTube Linear TV 6,843 50, ,252 3,269, ,360.7 YouTube Conan Linear TV 2,546 21, , , Fact: Far more people are more engaged for far more time with late night content on the Television while YouTube serves as a complementary platform for viral clips Source: comscore Video Metrix Key Measures (desktop only), YouTube Partners Report, December 2015; A18+ (The Tonight Show Starring Jimmy YouTube / YouTube). Nielsen Npower / R&F Program Report, Live + SD Days, December 1-31, 2015; A18+. Average Audience is based on the average minute, which is factored across the full month for YouTube and across program run time for TV.
29 Millennials Still Prefer To Consume Late Night TV Content Through The Television Than Online Myth Example #1: YouTube draws much larger millennial audiences to their channels than linear TV for content from popular late night hosts like Jimmy Fallon or Conan O Brien This myth is perpetuated when some people try to compare YouTube s unique visitors to TV s average audience rating, but as we ve explained: unique visitors average rating Metric Total Unique Visitors (000) / Cume Audience Reach (000) Average Minutes / Viewer Total Minutes Viewed (000) Average Audience (000) Avg Audience (000) The Tonight Show Starring Jimmy Fallon YouTube Linear TV 3,437 7, , , YouTube Conan Linear TV 1,499 5, , , Fact: Far more millennials are more engaged for far more time with late night content on the Television while YouTube serves as a complementary platform for viral clips Source: comscore Video Metrix Key Measures (desktop only), YouTube Partners Report, December 2015; A18-34 (The Tonight Show Starring Jimmy YouTube / YouTube). Nielsen Npower / R&F Program Report, Live + SD, December 1-31, 2015; A Average Audience is based on the average minute, which is factored across the full month for YouTube and across program run time for TV.
30 Using Comparable Metrics Also Help Dispel The Facebook Vs. Super Bowl Myth Myth Example #2: Facebook has a Super Bowl on mobile everyday By the numbers: Utilizing available comparable metrics for daily vs. program measurement Metric Average Audience (000) Desktop: Average Audience (000) Mobile: Average Audience (000) Total Minutes Viewed (000) Desktop: Total Minutes (000) Mobile: Total Minutes (000) Facebook (average day in Feb 16) 4, , , ,319,193 1,573,430 4,745,763 Super Bowl 50 (February 7th, 2016) 95,813.2 N/A N/A 18,151,306 Fact: Total time spent viewing last year s Super Bowl was almost four times higher than time spent on Facebook mobile and almost three times that of total Facebook consumption Source: comscore Media Metrix Key Measures (multiplatform), February 2016 A18+. Nielsen Npower / R&F Program Report, Live + SD, February 7th, 2016; A18+. Average Audience represents the average minute audience which is factored across the full month for Facebook and across program run time for TV. Facebook daily time spent metrics are estimated based on VAB s average audience analysis of comscore February 2016 data. N/A N/A
31 The Facebook Vs. Super Bowl Myth Is Even Busted Amongst Millennials Myth Example #2: Facebook has a Super Bowl on mobile everyday By the numbers: Utilizing available comparable metrics for daily vs. program measurement Metric Average Audience (000) Desktop: Average Audience (000) Mobile: Average Audience (000) Total Minutes Viewed (000) Desktop: Total Minutes (000) Mobile: Total Minutes (000) Facebook (average day in Feb 16) 1, , ,500, ,273 2,084,568 Super Bowl 50 (February 7th, 2016) 22,685.4 Fact: Total time spent viewing last year s Super Bowl among millennials was 68% higher than time spent on Facebook mobile and 40% higher than Facebook consumption Source: comscore Media Metrix Key Measures (multiplatform), February 2016; A Nielsen Npower / R&F Program Report, Live + SD, February 7th, 2016; A Average Audience represents the average minute audience which is factored across the full month for Facebook and across program run time for TV. Facebook daily time spent metrics are estimated based on VAB s average audience analysis of comscore February 2016 data. N/A N/A 3,510,606 N/A N/A
32 Using Comparable Metrics Also Help Dispel BuzzFeed s Notion That Their Reach Rivals Television Myth Example #3: BuzzFeed s reach now rivals that of the largest TV networks Metric Total Unique Visitors (000) / Cume Audience Reach (000) Average Minutes / Visitor Total Minutes Viewed (000) Average Audience (000) By the numbers: BuzzFeed 80,442 Rank Vs. TV Networks Fact: Not only would BuzzFeed not break the top #25 on reach among TV networks but it would also be one of the lowest-ranked properties on average audience and against time spent metrics Source: comscore Media Metrix Key Measures (multiplatform), December 2015; P2+. Nielsen Npower / R&F Program Report, Live + SD, December 1-31, 2015; P2+. Average Audience is based on the average minute, which is factored across the full month for Buzzfeed and TV networks. *Last among the 124 Nielsen-measured TV networks ,651, #26 Last* #108 #114
33 CONTACT US If you would like additional video advertising information, insights or analysis please visit our website at or feel free to contact us directly: Sean Cunningham President & CEO Jason Wiese VP Strategic Insights Follow us on and like us on Danielle DeLauro SVP Strategic Sales Insights Evelyn Skurkovich Sr. Director, Strategic Insights
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