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Welcomes

Welcomes. CBS Vision Presentation To CABA David F. Poltrack Chief Research Officer, CBS Corporation President, CBS Vision. CABA DIGITAL HOME FORUM. “Participants will be engaged to openly discuss current research strategy as it relates to the connected

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Welcomes

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  1. Welcomes

  2. CBS Vision Presentation To CABA David F. PoltrackChief Research Officer, CBS Corporation President, CBS Vision

  3. CABA DIGITAL HOME FORUM

  4. “Participants will be engaged to openly discuss current research strategy as it relates to the connected home sector and their respective organizations”

  5. Not just connection…Commitment David F. PoltrackChief Research Officer, CBS Corporation President, CBS Vision February, 2011

  6. Not just connection…Commitment CBS has just completed the latest wave of its on-going New Entertainment Technology Research Program at our state-of-the-art Television City research facility in Las Vegas. This program, which began in 2004, has allowed us to monitor the scope and speed of the transition of the U.S video market from a one-screen, linear market to its current three-screen, non-linear form. In our research, we have discovered the changes in connection provided by the new technologies to be transformative in terms of expanding the consumer’s connectivity and providing access to video entertainment. We have also found the new technologies effective in altering the consumer’s information-gathering processes. However, to-date, we have found these technologies to be having less impact on the entertainment options chosen by the consumer. In this case, greater connectivity does not appear to be leading to a commitment on the part of the consumer to substantially change his or her consumption of video entertainment content. If the adoption of new technology does not lead to a commitment to behavioral change on the part of the consumer, then that consumer is unlikely to continue to place a high value on that technology.

  7. Television City

  8. HOME TECHNOLOGY SURVEY IMMERSION RESEARCH INTERACTIVE SURVEY PRODUCT DEMONSTRATION

  9. Television City New Technology Focus Groups December 2010- January 2011 • 20 Focus Groups • Adults 25-54 • 18-34= 42% • 35-64= 57% • No Dependent Young Adults • Sample = 232 • College Grad= 66% • Median Income= $101,000 • 34 States Represented

  10. Charter members include: CBS NBC/UNIVERSAL DISNEY-ABC TV GROUP ESPN FOX/NEWS CORP TIME/WARNER VIACOM DISCOVERY Charter members include: STARCOM/MEDIAVEST WPP/GROUP M OMNICOM INTERPUBLIC P&G UNILEVER ATT COALITION FOR INNOVATION IN MEDIA MEASURMENT-CIMMTotal industry initiative to foster new audience measurement research solutions

  11. COALITION FOR INNOVATION IN MEDIA MEASURMENT-CIMMTotal industry initiative to foster new audience measurement research solutions • TOUCHPOINTS • TAXI

  12. ETHNOGRAPHIC RESEARCH LIMITATIONS • LIMITED SAMPLES • COOPERATION BIAS

  13. ETHNOGRAPHIC RESEARCH • TOUCHPOINTS • VIRTUAL APPROACH

  14. Video Market Segmentation CONVERGENCE CONCEPT “Fully Connected” “TV Centric” “Web Centric” “Old School”

  15. Video Market Segmentation TOTAL ADULTS – SPRING 2006 25% “Fully Connected” DIGITAL TV AND BROADBAND 24% “TV Centric” DIGITAL TV, NO BROADBAND 16% “Web Centric” BROADBAND, NO DIGITAL TV 35% “Old School” NO DIGITAL TV, NO BROADBAND Source: MRI, Spring 2006

  16. Video Market Segmentation TOTAL ADULTS – SPRING 2010 50% “Fully Connected” DIGITAL TV AND BROADBAND 16% “TV Centric” 17% DIGITAL TV, NO BROADBAND “Web Centric” BROADBAND, NO DIGITAL TV 17% “Old School” NO DIGITAL TV, NO BROADBAND Source: MRI, SPRING 2010

  17. Video Market Segmentation TOTAL ADULTS – SPRING 2011 55% “Fully Connected” DIGITAL TV AND BROADBAND 16% “TV Centric” 16% DIGITAL TV, NO BROADBAND “Web Centric” BROADBAND, NO DIGITAL TV 13% “Old School” NO DIGITAL TV, NO BROADBAND Source: MRI, SPRING 2011

  18. Video Market Segmentation OWN A DVR – SPRING 2010 “Fully Connected” 76% (159) DIGITAL TV AND BROADBAND 7% (40) “Web Centric” BROADBAND, NO DIGITAL TV 15% (90) “TV Centric” DIGITAL TV, NO BROADBAND “Old School” 2% (10) NO BROADBAND, NO DIGITAL TV Source: MRI, Spring 2010; Percent that Own a DVR, ( ) Index to Total U.S.

  19. Video Market Segmentation OWN A DVR – SPRING 2011 “Fully Connected” 80% (145) DIGITAL TV AND BROADBAND 6% (40) “Web Centric” BROADBAND, NO DIGITAL TV 12% (79) “TV Centric” DIGITAL TV, NO BROADBAND “Old School” 1% (7) NO BROADBAND, NO DIGITAL TV Source: MRI, Spring 2010; Percent that Own a DVR, ( ) Index to Total U.S.

  20. Fully Connected Consumers Broadband+Digital TV Package Source: MRI

  21. CBS Annual New Technology Research Watched Video on the Internet Source: CBS Television City, December Each Year

  22. CBS Annual New Technology Research Watched TV Episodes on the Internet Source: CBS Television City, December Each Year

  23. CBS Annual New Technology Research Have a DVR Source: CBS Television City, December Each Year

  24. CBS Annual New Technology Research Have VOD service Source: CBS Television City, December Each Year

  25. CBS Annual New Technology Research Ability to stream or download content on cell phone Source: CBS Television City, December Each Year

  26. CBS Annual New Technology Research Netflix Subscriber Source: CBS Television City, December Each Year

  27. CBS Annual New Technology Research Evening Television Viewing Source: CBS Television City, December Each Year

  28. DVR Homes vs. Non-DVR Homes – A18-49 Source: NTI

  29. A18-49 as a Percent of Total Adult Population 2002-03 2010-11 Source: Nielsen Universe Estimates

  30. A18-49 as a Percent of Total Adult Population 2010-11 2015-16 (Est.) Source: Nielsen Universe Estimates

  31. A18-49 is a Stagnant Market Year-Over-Year Growth A50+ A18-49 Projections Source: U.S. Census Bureau

  32. PRIMETIME New Season “Buzz”

  33. Mode of Discussion – Ages 13-69 Source: Keller Fay Group’s TalkTrack, Sepetmber 2011; N=700

  34. Mode of Discussion – Adults 18+ In which of the following ways have you discussed new television programs with other people? Select All that Apply. Source: CBS Entertainment Panel, September 2011, N=3,300

  35. Primary Mode of Discussion In which of the following ways have you been most likely to discuss new television programs with other people? Source: CBS Entertainment Panel, September 2011, N=3,300

  36. Mode of Discussion – Adults 18-34 In which of the following ways have you discussed new television programs with other people? Select All that Apply. Source: CBS Entertainment Panel, September 2011, N=3,300

  37. NETFLIX

  38. Subscribers: 20,000,000 (U.S + Canada) • Growth: +63% • At peak times accounts for 20% of U.S. bandwidth consumption • Nielsen Sample: 17% • Entertainment Panel: 37% • New Technology Groups: 43% • Lapsed Subscribers: 13% • Very/Somewhat Likely to Subscribe this year: 10%

  39. Sources of on line television programs 2010 09 08 • YouTube 41% 31% (32%) • Network Television Sites 54% 73% (71%) • Cable Television Sites 33%33% (34%) • Google Video 9% 3% (11%) • Hulu 57% 48% (19%) • Facebook 8% 5% ( 5%) • Netflix 35% • iTunes 16% 9% (11%) • Yahoo Video 6% 1% (7%)

  40. Thank You

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