1 vs 100 season 2 pilot study a measurement success
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1 vs. 100: Season 2 Pilot Study - A Measurement Success Going LIVE Xbox LIVE: 23 million members world wide 10.4 million avg. monthly U.S. Xbox LIVE Users 1 Xbox LIVE members in US ~ 60% M, 40% F 1 Xbox 360 Console usage in US ~ 80% M, 20% F 2

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1 vs 100 season 2 pilot study a measurement success l.jpg

1 vs. 100: Season 2Pilot Study - A Measurement Success


Going live l.jpg
Going LIVE

Xbox LIVE: 23 million members world wide

  • 10.4 million avg. monthly U.S. Xbox LIVE Users1

  • Xbox LIVE members in US ~ 60% M, 40% F1

  • Xbox 360 Console usage in US ~ 80% M, 20% F2

  • Peaks of 2.2 million concurrent LIVE members (world wide)3

    1 vs. 100 Overview

  • November 2009 - February 2010, 13-weeks

  • Two versions of the game: Live vs. Extended Play

  • Ad supported: game lobby & stadium; video interstitials

  • Major sponsors: Sprint, Honda, Progressive

  • Prizes Awarded: Points, Games, Consoles,Trips/Vacations, Car

    Short Video

1 Simmons

2 Nielsen GamePlay Metrics

3 Microsoft


Pilot study gaming the system l.jpg
Pilot Study – “Gaming the System”

  • Watermarked: Season 2 of 1 vs 100

  • Measurement: Same TV technology and national panel

  • Results: Audience metrics

  • Useful: Comparing Xbox LIVE to other media


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Face the Facts

18-34 M: 10 days/month, 22 sessions/month, Avg Session = 87 min

XBOX 360 User1

1 vs. 100 Player Profile2

1GamePlay Metrics

2Nielsen People Meter


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Prime Time is Game Time

  • 20-24% of XBOX 360s active 8PM-11PM

Source: Nielsen GamePlay Metrics, December 2009


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Average Time Spent Playing 1 vs. 100

SB XLIV

Live Play Avg 87 min

70.59 Avg


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Impact of Advertising

  • Editorial Calendar capabilities (Super Bowl Theme)

  • Twitter posts:

  • 1 vs. 100 Post Ad Effectiveness study1: Automotive Video Ad

    • 200% liftin unaided awareness

    • 20% liftin brand rating

    • 44% more likely to “definitely lease or purchase” the brand

    • 23% visited website of automotive company

    • An impressive 11% visited a local dealership

“It appears the Nielsen/Xbox/1vs100 ‘test’ was successful - times area changing…”– jag731, 02/7/10

1Interpret LLC


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“Channeling” your Message

  • Xbox LIVE provides a means to reach key demographics in a unique, engaging manner

  • Nielsen/MSFT exploring measurement to other Xbox LIVE environments and channels

  • End Goal to create a set of metrics that can be directly compared to TV and Online media

    • XRP, GRP, etc.