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TVGuide.com Consumer Research

Fall 2012: TV has Changed Forever October 17, 2012

@christytanner EVP & GM, TVGuide.com & TV Guide Mobile

It’s a great time to be in the TV business, because TV is better than ever

But it’s also a weird time to be in TV, because it’s changing really fast

2

How are monumental shifts in viewer behavior fundamentally altering the TV ecosystem?

3

On demand and streaming are increasingly driving discovery

89% find new shows AFTER episodes or seasons air

Source: TV Guide TV Team Survey; June 2012; 2,696 respondents

4

42% are watching MORE streaming content this year vs. last year‌

Source: TVGuide.com Fall 2012 TV User Survey, October 2012; 2,306 Participants New Girl photo: credit Patrick McElhenney/FOX

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…and 30% are watching more paid video than they did last year 60%

55%

2011 2012 50%

46% 40% 40%

36%

34% 31% 30%

27% 21%

20%

10% 10%

7%

0%

Sources: TVGuide.com Fall 2011 TV User Survey, October 2011; 5,897 Participants, TVGuide.com Fall 2012 TV User Survey, October 2012; 2,306 Participants

6 6

Why are viewers watching more streaming and on demand?

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73%

to catch up on missed episodes

56%

to catch up on shows discovered mid-season or between seasons

10%

cancelled cable

8%

cut back on cable

Source: TVGuide.com Fall 2012 TV User Survey, October 2012; 2,306 Participants

8

How are mobile devices driving the shift in habits?

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68% are watching 1-5 hours of video per week on mobile devices

Source: TV Guide TV Team Survey; June 2012; 2,696 respondents

10

Mobile users pay for 10% of content watched on their devices

Source: TVGuide.com Fall 2012 TV User Survey, October 2012; 2,306 Participants

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What’s the most interesting device-driven change in viewer habits?

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Two people, same room: Different devices, different shows

47% have co-viewed with a companion at home

Source: TV Guide TV Team Survey; June 2012; 2,696 respondents

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How are TVGuide.com and TV Guide Mobile meeting changing consumer needs?

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We are using TV Guide’s social data* to drive discovery and tune-in

*User check-ins power our real time New Tonight Trending list

15

We are creating unique, social content to drive discovery

16

We are integrating full episodes online and in mobile to drive sampling

#1

Most-watched returning show

#1

Source: Omniture

Most-watched new show

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We are making TV simple again with personalized, one-stop Watchlists*

*TV Guide Digital’s Watchlist was a recipient of a 2011 AdAge Media Vanguard Award

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Watchlist organizes all the ways to watch your shows, teams, actors & movies

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Valuable data: Top new Watchlist shows last fall predicted 8 of 10 season pickups

Source: TVGuide.com Internal Reporting

20

This year: The jury is still out, but most top new Watchlist shows are doing well

Source: TVGuide.com Internal Reporting

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Case study: NBC ran a Watchlist campaign on TVGuide.com and Mobile

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Revolution moved from #4 to #1 on TV Guide’s Watchlist Aug. 9 Revolution was #4 on TV Guide’s Watchlist

Sept. 3 Ad campaign starts

Sept. 12 Revolution is #1 on TV Guide’s Watchlist

23

On Sept 17, Revolution became the

#1

drama premiere since 2009

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What is the opportunity for Social TV?

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Social data is key to discovery & tune-in – the key drivers of the TV ecosystem

26

Actionable, high-quality social data is extremely valuable

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Thank you.

@christytanner EVP & GM, TVGuide.com & TV Guide Mobile

APPENDIX: How are 2012’s top Watchlist shows faring so far?

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#1 Highest rated drama premiere since 2009; highest rated NBC drama premiere since 2007

30 Source: Nielsen Prime Broadcast Network Television Ratings , Sept. 18, 2012

#2

Second highest rated drama premiere of 2012-13

31 Source: Nielsen Prime Broadcast Network Television Ratings , Sept. 28, 2012

#3 Showing strong Live +7 numbers

32 Source: Nielsen Prime Broadcast Network Television Ratings, Oct. 1, 2012

#4 The CW's most watched series premiere since The Vampire Diaries’ debut in 2009

33 Source: Nielsen Prime Broadcast Network Television Ratings , Oct. 11, 2012

#5

NBC’s best sitcom premiere since My Name Is Earl in 2005

34 Source: Nielsen Prime Broadcast Network Television Ratings , Aug . 9, 2012

#6 Showing strong Live +7 numbers

35 Source: Nielsen Prime Broadcast Network Television Ratings , Sept. 28, 2012

#7 Total audience was CBS' highest rated premiere in 10 years

36 Source: Nielsen Prime Broadcast Network Television Ratings , Sept. 26, 2012

#8 Debuted 21% lower than previous timeslot occupant, Law & Order: SVU

37 Source: Nielsen Prime Broadcast Network Television Ratings , Oct. 11, 2012

#9 Premiere episode won its timeslot; third highest rated drama premiere of 2012-13

38 Source: Nielsen Prime Broadcast Network Television Ratings , Oct. 11, 2012

#10 Debut ratings matched The Secret Circle's premiere in same slot last year; only show to air opposite VP Debate 39 Source: Nielsen Prime Broadcast Network Television Ratings , Oct. 12, 2012

#11 Premiered at #1 in its timeslot

40 Source: Nielsen Prime Broadcast Network Television Ratings , Sept. 12, 2012


Fall 2012: TV has Changed Forever