Post on 23-Jun-2020
COVID-19 Impact on Media Habits & Ad EngagementWeek 4A P R I L 2 0 2 0
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Premium Video Remains EssentialAnd is Driving Persistent Increased Usage of the TV Screen
78%
say they are watching
more video content than
usual, despite the disruption
in regularly-scheduled events
-
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
4 week benchmark COVID Impact Dates Weeks 1-3 COVID Impact Dates Week 4
A18+ (000) Total TV Users(includes Linear and Non-Linear TV Usage)
% Change vs. 4 week Benchmark
Source: Nielsen, A18+ Total Using TV, Total Day, COVID Week 1: 3/14/20-3/20/20, COVID Week 2: 3/21/20 – 3/27/20, COVID Week 3: 3/28/20 – 4/03/2020, COVID Week 4: 4/04/2020 – 4/10/2020 vs. 4-wk Avg. (2/15/20-3/13/20) and YAGO (3/16/19-3/22/19), Live data.
+18%+18% +19% +22%
+23%
+21% +17%
3Source: Nielsen, A18-34, A35-49, A50+ Total Using TV, Total Day, COVID Time Period: 3/14/20 – 3/27/20, Week 1: 3/14/20-3/20/20, Week 2: 3/21/20 – 3/27/20, Week 3: 3/28/20 – 4/03/2020, Week 4: 4/04/2020 – 4/10/2020, Benchmark: 4-wk Avg. (2/15/20-3/13/20), Live data.
A18-34
+22%vs. Prior 4-wk
A35-49
+24%vs. Prior 4-wk
A50+
+16%vs. Prior 4-wk
Total TV Users % Change
COVID-19 Impact
vs. Benchmark:+27%
vs. Prior 4-wk
Consumption Growth Is Across All Demos
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Premium Video Acts as a LifelineKeeping Viewers Informed & Permitting Escape
Agree that video keeps them
informed with important updates 88%
Agree that TV/video helps them
escape into a different world
during these stressful times
84%
Source: NBCU Ad Sales Proprietary COVID-19 Research Wave 2, Executed Apr 3-10, N=1,597
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5 Nielsen Live + Same Day, COVID Impact 3-week period 03/14/2020-04/03/2020 vs Benchmark 4-week period (2/15-3/13/2020)
The NBCUniversal Platform Offers Growth & Stability for Advertising Partners
Media Co. Rank(Mins Viewed)
Total Mins (Billions)
% vs. Benchmark
3.6 +21%
3.5 +12%
3.0 -14%
2.9 +6%
2.6 +4%
1.7 +21%
1.3 +2%
A18-49 Prime Average Weekly Minutes Viewed
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NBCU News and Entertainment Brands Are Delivering Increased Scale
NBC News CNBC MSNBC Telemundo NBC Syfy E! Oxygen USA Bravo
Prior 4 Weeks Benchmark COVID Impacted Weeks
63%are open to watching different
types of programming than
usual as a result of the crisis
73%are watching more
classic/archival shows
75%are watching 3+ Eps per
Session during the public
health crisis
P18-49 Total Minutes Viewed (Linear + Digital) %Change By Brand
COVID Impact Weeks vs. Prior 4 Weeks Average
+47%
+19%
+54%
+25%+38%
+20%+42%
+50%
+7%
+7%
Source: Prior 4 Weeks = 2/15/2020 – 3/13/2020. COVID Impacted Dates = 3/14/2020 – 4/10/2020. Linear: Nielsen Media Research, A18-49, LSD, Time Spend Viewing TV = AA*Duration. Digital: DAVD. Includes short form and long form. Excludes STB VOD, Hulu Live, and News On Domain.
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Source: Prior 4 Weeks = 2/15/2020 – 3/13/2020. COVID Impacted Dates = 3/14/2020 – 4/10/2020. Linear: Nielsen Media Research, A18-49, LSD,
Time Spend Viewing TV = AA*Duration. Digital: DAVD. Includes short form and long form. Excludes STB VOD, Hulu Live, and News On Domain.
The Way Consumers Watch Is Not ChangingThe exception of NBC News which is seeing increased Digital Consumption
as people seek information and updates
P18-49 Percent of Linear vs. Long form vs. Short form
COVID Impacted Dates vs. Prior 4 Weeks Average
56% 56%
35% 37%
9% 7%
89% 87%
8% 11%
3% 2%
80%72%
9%
8%
11%20%
73% 71%
19% 22%
8% 7%
80% 82%
18% 16%
2% 2%
79% 79%
19% 19%
2% 2%
89% 89%
10% 10%1% 1%
91% 90%
8% 9%
92% 93%
8% 7%
93% 93%
7% 7%1% 1%
Linear Long Form Short Form
COVID Impacted Dates
Linear Long Form Short Form
Prior 4 Week Benchmark
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Source: Lake 5 Media, Nielsen Media Research. A18-49, Live +SD Average Audience % Chg of 3/14/2020 – 4/10/2020
vs. prior 4 weeks (2/15/2020 – 3/13/2020, M-F). Nielsen standard broadcast daypart definition is used for all networks.
17%
50%
20%
106%
-7%
76%
36%
29%
33%
OXYGEN
E!
BRAVO
SYFY
USA
CNBC
MSNBC
TELEMUNDO
NBC
Early Morning
37%
70%
25%
83%
17%
93%
86%
49%
57%
Daytime
-2%
49%
5%
36%
19%
49%
14%
8%
62%
Early Fringe
12%
51%
4%
22%
-1%
15%
8%
17%
9%
Prime
16%
24%
11%
45%
7%
36%
13%
55%
22%
Late Night
% Change by Weekday Daypart: A18-49 Average Audience
COVID to Date (Week 1-3) vs. Prior 4 Weeks
Consumers Are Watching More Content Throughout the Day
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agree that brands should be
advertising the same amount or
more79%
Source: NBCU Ad Sales Proprietary COVID-19 Research Wave 2, Executed Apr 3-10, N=1,597
In These Tough Times, Consumers Are Open to AdvertisingThe Majority Look to Brands to Set a Good Example & Assume Normalcy
agree that they look to brands
to set a good example75%
look to my favorite brands to
keep things feeling normal as
possible 71%
55%will stop purchasing products
from brands that have not supported the community
In response to the public health crisis:
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103106 108
Ad Memorability Brand Memorability Message Memorability
Source: PhoenixMI TV Brand Effect, P18-49, primetime, all programming genres, measured programs on Bravo, MSNBC, NBC, SYFY,
Telemundo and USA; Likeability = Top 2 Box; COVID-19 – 3/1-4/3/20, Prior Period = 2/1-2/29/20.
NBCU Ad Performance During COVID-19
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And Our Platform Can Deliver ImpactReceptivity to ads has grown for NBCU posting lifts in key brand engagement metrics
Pre-COVID Benchmark
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Viewership Continues to Grow
• TV and video viewing is surging;
All eyes are on TV screen with
nearly 80% of consumers
watching more
• NBCUniversal is most watched
portfolio; Continues to strengthen
competitive advantage
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Key Takeaways
Crisis Opens Door for Discovery
• Premium Video acts as a lifeline
for consumers, keeping the public
informed and permitting escape
• Viewers’ appetite for new content gives NBCUniversal’s diverse content library a chance to shine
Reimagining Brand Leadership
• Consumers expect to hear
from brands and want to
reward those making an
impact
• NBCU can help Brands drive
consumer engagement and
trust
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