20150317

IX Survey
3

20 The U.S. Total Video Report
32 MEC Showcase Packaged Food Brand

2015 03 17

I
X

IX

2015 03 17


()()

I
X

201410311106
1,121

comScore

2015 03 17

Key Findings

()7

(78.9)
(50.0%)
(46.8%)

()8~11
()

/(87.8%)
(85.8%) /
(77.8%)

()/

/()

2015 03 17

()

I
X

I
X

(78.9%)
(50.0%)
(46.8%)
2015 03 17

/
(87.8%)(85.8%)/
(77.8%)

()TOP 3
()TOP 3

(91.3%)

/(35.1%)

(29.6%)

(74.8%)

/(25.2%)

(8.6%)

(82.5%)

/(21.0%)

(11.8%)

(86.3%)

/(13.7%)

(8.6%)

(29.9%)

/(28.9%)

(28.3%)

(86.1%)

(24.3%)

(21.7%)

(86.9%)

()/
/()

/
2015 03 17

I
X

()

(82.8%)

(69.4%)

(50.8%)

(51.8%)

(84.4%)

App
(68.8%)

(78.3%)

(92.7%)

App
(71%)

(82.3%)

App
(59%)

(63.2%)

App
(55.9%)

2015 03 17

(89.0%)
(50.6%)

(75.2%)

App
(66.2%)

//
(87.9%)

()
App
()
()()
()

(48.1%)

Oct.2014

I
X

()

I
X

()7~8(47.8%)
12~1(36.3%)()8~9(36.1%)

2015 03 17

()
()

I
X

()7~8(36.2%)
8~9(33.5%)9~10/(32.1%)

2015 03 17

I
X

/8~99~10(61.4%,
53.8%)10~11/(42.7%)
/

2015 03 17

()

I
X

/
9~1044.5%/8~9
(33.2%)10~11(32.9%)

2015 03 17

I
X

9~10(42.7%)
10~11(37.7%)10~11(36.1%)

2015 03 17

()

I
X

()6~7
(38.9%)7~8(21.1%)5~6(18.4%)

2015 03 17

I
X

/()8~9
(30.8%) 9~1010~11(29.7%)

2015 03 17

()
()

(7~8)

(12~1)

(8~9)

(9~10)

(10~11)

(10~11)

(8~9)

(9~10)

/(10~11)

(9~10)

(8~9)

(10~11)

/(8~9)

/(9~10)

/(10~11)

(7~8)

(8~9)

/(9~10)

(6~7)

(7~8)

(5~6)

Oct.2014

()7()8~11()
12~1()7~8
5~8/

//
()
2015 03 17

I
X

()()
()(/)

104

/
118

116

99

94

117

/
104

87

76

98

/
81

65

74

84

/
82

76

74

/
99

70

61

61

71

/
63

59

47

47

Oct.2014

()()(104)
/118116
(94)(117)/(104)
47

2015 03 17

I
X

(78.9%)
(50.0%)(46.8%)()
/()
()App

()7()8~11
()()()

2015 03 17

I
X

496

44.2%

625

55.8%

19

66

5.9%

20-24

117

10.4%

25-29

189

16.9%

(IX Survey)

CyberPanel
12

2014/10/312014/11/06
N=1,121
95%
2.93%

2015 03 17

30-34

156

13.9%

35-39

137

12.2%

40

456

40.7%

645

57.5%

207

18.5%

269

24.0%

I
X


The U.S. Total Video Report

2015 03 17

VOD (Netflix Hulu Plus)

comScore
The U.S. Total Video Report

2015 03 17

The U.S. Total Video Report

201482120148271,159
()

2015 03 17

The U.S. Total Video Report

#1
(18-34)*

(34%)
(19%)

2015 03 17

The U.S. Total Video Report

17%*
(44%)(49%)
(31%)

*(32%)/(25%)

2015 03 17

The U.S. Total Video Report

#2

(56%)
(52%)

2015 03 17

(38%)
(35%)
(29%)

The U.S. Total Video Report

(29%)
(12%)
(13%)

45%13%
5583%17%

2015 03 17

The U.S. Total Video Report

#3

46%

35-54
(35%)55(30%)

2015 03 17

(NetflixHulu Plus
Amazon Instant Video)

45%(27%)

The U.S. Total Video Report

87%**
(69%)3
615%

2015 03 17

The U.S. Total Video Report

84%
DVR*VOD
VOD

*Live TV

2015 03 17

2015 03 17

comScore Total Video

Total Video

#
Internet-connected TV device:

Apple TVRokuGoogle
Chromecast

Non-paid digital video subscriber:

NetflixHulu Plus
Amazon Prime Instant Video

VOD

NetflixHulu PlusAmazon
Prime Instant Video

(Heroes)(The
Office)CSI(CSI)(House)
(Americas
Next Top Model)(Mythbusters)

Non-pay TV subscriber:
ComcastDish
NetworkDIRECTV

2015 03 17

Original TV series:

Video-on-demand (VOD):

Paid digital video service:

Paid digital video subscriber:

Pay TV:
ComcastCablevision
Dish NetworkDIRECTVVerizon FIOS
AT&T U-verse


MEC Showcase Packaged Food Brand

2015 03 17

MEC
yuhsin.huang@ixresearch.com

MEC Showcase Packaged Food Brand

OTV

OTV

+72%

+162%

MEC

2015 03 17

-14%
-10%

Source: Nielsen Arianna

Source: Nielsen MI & LI Taiwan

2014Q4 / 2011

MEC Showcase Packaged Food Brand

/ MEC

GroupM 3D Segmentation

2015 03 17

Focus Group
/

GroupM The Bridge

TA TV+OTV
MEC /

MEC Showcase Packaged Food Brand

MEC

comScore

2015 03 17

TV
Only

Total about 6.3%

Incremental Reach

Total about 8.5%

Incremental Reach

//TA/
2-12% incremental reach
TA

TA : 25-44F

The Bridge

TA : 20-39A TV+OTV

TV GRP

TA : 15-24A

Total about 11.7%

Incremental Reach

Note. MEC / TA
/
TA

MEC Showcase Established FMCG Brand

(FMCG)

bursting

KPI

MEC/

2015 03 17

MEC Showcase Established FMCG Brand

MEC
/

MEC Momentum Framework

2015 03 17

MEC Showcase Established FMCG Brand

MEC bursting recency
recency
MEC Parameter Guide

MEC Crossmedia

MEC Parameter Guide

Crossmedia

MEC

Note.
2015 03 17

MEC Showcase Established FMCG Brand

/&
MEC

2015 03 17

Cross Screen Planning FAQs

TA
MEC

Reach

Q: Display

Video & Display

reach & awareness (TV
+OTV)
(banner) & (rich media)
2015 03 17

Plan &
Measurement

Q:

100%

Q:

prime time
Local Experience

Q:

Video vs. Display

Q:

Q:

reach
reach
&

Budget Level

Awareness &
Engagement

marcom@insightxplorer.com