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1Copyright © 2016 The Nielsen Company

BEVERAGE ALCOHOL MEDIA REPORTQ1 2016

2 BEVERAGE ALCOHOL MEDIA REPORT | Q1 2016

Better insights drive better action, and so it’s our pleasure to provide you

with an updated Nielsen perspective on the U.S. media landscape, specific

to the Beverage Alcohol (Bev Al) 21 and older environment. In this report,

we will provide snapshots of the Bev Al media landscape from different

perspectives in the first quarter of 2016.

The Big Game, a.k.a. The Super Bowl, is one of the biggest events of the

first-quarter and an especially big one for Bev Al. Just mentioning the name

brings to mind the sights, smells and tastes of the day — from the food and

beer consumed, to yelling at the TV and laughing at the commercials. All of

these things and more seem to be forever tied to the big event. That being

said, perceptions and participation continue to evolve and influence how

consumers and sponsors treat this event. We offer some thoughts around:

• Is the Super Bowl more than just beer?

• The women fan base - Are they driving change?

• Super Bowl commercials - Just how important are they?

Beyond the big game, we also highlight the top Bev Al television ads from

first-quarter 2016 and provide an updated look on how LDA consumers are

engaging with media content that has a specific focus on generation and

ethnicity.

We hope you enjoy these highlights as we endeavor to enable a true

understanding of total audience behavior within an ever-fragmenting media

world.

WELCOMEDANNY BRAGER

SVP PROFESSIONAL SERVICES

BEV-AL PRACTICENIELSEN

D A N N Y


SUPER BOWL SUNDAY IS NO LONGER JUST A BEER HOLIDAYFor most Americans who enjoy the Super Bowl, the season’s

biggest game is much more than just a sports event. In many

ways, Super Bowl Sunday is now a bona fide American holiday.

And like with most holidays, food and drink play an important

role in this national celebration. Millions of viewers gathered with

friends and family to tune into the Super Bowl 50, digging into a

host of traditional game day favorites like chips, Buffalo wings and

beer.

But despite traditionally being considered a beer-drinking event,

there are signs that consumers are thirsty for something else.

According to a Nielsen survey conducted by Harris Poll, 57% of

Americans said they were planning to host others for the big

game. They more than likely had to clear some space on the

tables for options other than beer. While beer remains the number

one adult beverage choice for the Super Bowl, 20% of legal age

drinkers said they’ll drink wine, and 20% said they’ll drink some

form of spirits.

Nielsen’s off-premise sales data for adult beverages shows that

the Super Bowl benefits wine and spirits as much as it does beer.

During the week leading up to the Super Bowl, wine sales are

9% higher on average than the average of three weeks prior, and

spirits are about 11% higher. That’s in the same range as the lift in

beer sales during the same period.

SUPER BOWL SALES SPIKE

Adult beverage sales have been

higher across the entire category

the week before the Super Bowl

for the past two years

BEER WINE SPIRITS

*Average sales increases during the week leading up to the Super Bowl over the past two years.

Source: Nielsen off-premise measured channels.

SUPER BOWL WEEK SALES*

9.0% 8.9%

10.7%

% G

rowt

h


UNDER THE INFLUENCE OF WOMEN

While kicking off the Super Bowl with a cabernet may not be the choice

for all football fans, the appeal certainly speaks to women. According

to Nielsen Spectra data, women continue to account for a larger

percentage of wine consumption than men (57% of women compared

with 43% of men), and are a more significant gender to both wine and

spirits than to beer.

Football is also a growing taste among women, particularly the Super

Bowl. According to Nielsen Media Research, the Super Bowl attracted

significantly more female viewers over the past five seasons than regular

NFL season games. In fact, women now make up about 47% of the

people who watch the Super Bowl, versus about 34% during the regular

season.

Football and beer may be a perfect pairing, but new preferences of fans

and the widening appeal of the country’s biggest sporting event among

women are changing the beverage-buying game. With the spirits and

wine categories making inroads into a sport better known for chugging

than sipping, it’s clear that there are growth opportunities across the

entire adult beverage category for Super Bowl Sunday.


Source: Nielsen

REGULAR SEASON VIEWERSHIP PER GAME

SUPER BOWL VIEWERSHIP

15,372,000 14,753,000 15,453,000 15,746,000 15,987,000

35% 65%35% 65% 34% 66%34% 66% 33% 67%

SEASON

LDA VIEWERS

2011-2012 2012-2013 2013-2014 2014-2015 2015-2016

90,141,000 88,714,000 90,520,000 93,245,000 92,285,000

47% 53% 47% 53%47% 53%47% 53%46% 54%

SUPER BOWL

LDA VIEWERS

XLVI (2012) XLVII (2013) XLVIII (2014) XLIX (2015) 50 (2016)


SPORTS MEDIA


5.3

NFLWhether cheering for Cam Newton and the Carolina Panthers or

Peyton Manning and the Denver Broncos, fans certainly tuned into

to watch Super Bowl 50, which had over 90 million viewers P21 and

older.

AVERAGE AUDIENCE PROJECTIONS IN MILLIONS

Average Audience Projections based on P21+

TIMELINE OF TV VIEWERSHIP HIGHLIGHTS

Jan 10, 2016FOX NFC Wildcard GameGreen Bay at WashingtonFOX

Jan 16, 2016NBC NFL Playoff Game 1/16Green Bay at ArizonaNBC

Jan 24, 2016FOX NFC ChampionshipArizona at CarolinaFOX

Jan 24, 2016AFC Championship on CBSNew England at DenverCBS

Jan 16, 2016AFC Divisional Playoff-SaKansas City at New EnglandCBS

Jan 09, 2016AFC Wildcard PlayoffPittsburgh at CincinnatiCBS

Jan 17, 2016AFC Divisional Playoff-SuPittsburgh at DenverCBS

Feb 07, 2016Super Bowl 50Carolina vs. DenverCBS

Jan 17, 2016FOX NFL Playoff GameSeattle at CarolinaFOX

Jan 10, 2016NBC NFL Playoff Game 1/10Seattle at MinnesotaNBC

Jan 09, 2016NFL Wildcard LKansas City/HoustonESPN

92.328.0 28.1 47.6 40.3 32.4 34.8 31.7 34.838.3


*Non-Sports/Sports: Based on P21+ survey responses from Jan. 24, 2010 - Feb. 15, 2016

THE CHAMPIONS OF ADVERTISINGThe Super Bowl is not only the biggest sporting event of the year, but

it is also the biggest advertising event of the year. Viewers who don’t

like football often tune in just to watch the ads. While the $4.5 million

charged for a 30-second spot is certainly a lot of money, brands not

only see enormous “Reach” from their investment, their ads perform

significantly better.

Brand Memorability of ads within the Super Bowl is about 54% more

effective than both the average sports programming ad outside of the

Super Bowl and the average non-sports programming ad.

HISTORICAL SUPER BOWL AD EFFECTIVENESS

HISTORICAL SUPER BOWL PERFORMANCEFeb. 7, 2010 - Feb. 7, 2016

NON-SPORTS PROGRAMMINGBroadcast /Cable

SPORTS PROGRAMMINGBroadcast/Cable 28%

45%

28%

46%

43%

58%

AD MEMORABILITY BRAND MEMORABILITY


PANTHERS FANS BRONCOS FANS

12345

TOP NATIONAL ADVERTISERS

Source: Scarborough

Source: Nielsen Ad Intel

LOCAL FAN INSIGHTSWhile both Panthers and Broncos fans enjoy throwing back a few “coldies”

on a Sunday afternoon, the difference lies in their imported beer of choice.

Both Panthers Fans and Broncos Fans agree on their favorite domestic

beer, Miller Genuine Draft.

Carolina Panthers Fans prefer LaBatt Blue; as they are 49% more likely to drink LaBatt Blue than the typical Charlotte adult.*P21+

Corona Light is the favorite among Broncos fans, as they are 32% more likely to enjoy a Corona Light than the typical Denver adult.*P21+

Carolina Panthers Fans are 49% more likely to drink Miller Genuine Draft than the typical Charlotte adults. *P21+

Denver Broncos Fans are more 47% more likely to drink Miller Genuine Draft than the typical Denver adult. *P21+

TOTAL $ SPEND

ANHEUSER-BUSCH INBEV SA/NV

PEPSICO INC

FIAT CHRYSLER AUTOMOBILES NV

TOYOTA MOTOR CORP

HONDA MOTOR COMPANY LTD


THE BEST OF THE BEST: TOP BEV-AL TELEVISION ADS


LOREMCATEGORY

BRAND AD NAME

AD THUMBNAILS

AD DURATION

SCOREIndicates the effectiveness of the ad breaking through in-market and connecting back to the brand in comparison to the ad’s category norm.

BEST PRACTICES MATRIXDisplays the best practices identified in ad.

AD DESCRIPTIONAD ICON

BRAND A – “AD ONE” :15

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Praesent finibus sem commodo scelerisque pretium. Vivamus quis nibh aliquet, elementum.

Brand Memorability Index: 230

BA

BA

BA

BEST PRACTICES

CHARACTER DIALOGUE

RELATABLE CHARACTERS

HUMOR/SENTIMENTALITY

SIMPLE STORYLINE

Today’s consumers have more access to more information than ever

before, and we are consuming information at a faster and faster

rate. The average adult (21+) watches more than five hours of TV per

day. This equates to about 300 ad impressions each day, or 1,750 ad

impressions per week.

The ads showcased in this section were able to break through

the clutter of real-world TV ad viewing—including the impact of

multi-tasking and life’s many other distractions—to deliver high

performance in Brand Memorability.

HOW TO READ TOP ADS PERFORMANCE SECTION


TOP TV BEVERAGE ALCOHOL ADS: Q1 2016

NIELSEN TV BRAND EFFECT

Source: Nielsen TV Brand Effect, 1/1/16 - 3/31/16, 21+Evaluating English-language ads on English-language networks within TV Brand Effect coverage only.Only includes ads that have debuted since 4/1/15 with > 100 Brand Linkage sample in 1Q’16. Ads with less than 100 sample were not consideredBranded Memorability indexed against the 2013-2015 Beverage Alcohol norm for Branded Memorability*No wine ads reached normative levels in Brand Memorability during the measurement period

BEERCOORS LIGHT – “BORN IN THE ROCKIES -PLACE” :30

BUD LIGHT– “BUD LIGHT PARTY: BASKETBALL” :30

Back again as one of the top beer advertisers, Coors Light leverages images of the Rocky Mountains, which have become a recognizable brand icon that continues to break through and drive brand recognition.

Utilizing humor and character dialogue, this spot features Seth Rogen and Amy Schumer holding Bud Light bottles throughout the spot and resonates with viewers through its unique humor.

Brand Memorability Index: 170 Brand Memorability Index: 170

CL

SPIRITSJACK DANIELS – “OLD FASHIONED” :30

This Jack Daniel’s creative achieved the top score in the Spirits category for the third quarter in a row. Continuous support behind a strong creative has resulted in sustained in-market resonance for the brand.


JD JIM BEAM– “A LOOK INSIDE” :15

This spot from Jim Beam featuring Mila Kunis leverages on-screen dialogue and integrates the brand early and often to resonate with consumers.


JM

FMBS & CIDERSHENRY’S HARD SODA – “LIVE HARD-ISH” :15 BUD LIGHT LIME-A-RITA– “ART GALLERY” :30

Making a splash into the top TV ads this quarter is the “Live Hard-ish” spot, which leverages prominent brand cues as well as the use of appropriate humor to help this creative break through the clutter.

This spot was able to break through and link back to the brand by employing a simple storyline with relatable characters and including the brand in the storyline.

Brand Memorability Index: 109 Brand Memorability Index: 100

RD

BREAKTHROUGH BEST PRACTICES BRANDING BEST PRACTICESEARLY VISUAL/VERBAL CUES

CHARACTER DIALOGUE

RELATABLE CHARACTERS LEVERAGE BRAND ICON

HUMOR/SENTIMENTALITY OWNABLE CONCEPT

SIMPLE STORYLINE

BRAND IN STORYLINE

BD

LR

LR

LRLRLRJD JD

JD JDRD RD

RD

BDBDBDBD

BD

CL CL

CL

JM

JM

JM


TOP TV BEVERAGE ALCOHOL ADS: Q1 2016

LDAAUDIENCE MEDIA CONSUMPTION


AVERAGE TIME SPENT PER ADULT 21+ PER DAY

DVR/TIME-SHIFTED TV

DVD/BLU-RAY DEVICE GAME CONSOLE MULTIMEDIA DEVICE

INTERNET ON A PC APP/WEB ON A SMARTPHONE APP/WEB ON A TABLET

AM/FM RADIOLIVE TV

Q1 2015

Q1 2016

Q1 2014

EXHIBIT 1 - BASED ON THE TOTAL U.S. LDA POPULATION

TOTAL LDA AUDIENCE MEDIA CONSUMPTION

4:40

4:43

4:58

0:34

0:34

0:33

1:53

1:52

1:55

0:59

0:49

0:50

1:41

1:03

0:47

0:08

0:09

0:10

0:13

0:12

0:11

0:13

0:09

0:05

0:32

0:20

0:12

Note: Panel enhancements made in March 2016 impacted smartphone and tablet reporting. See sourcing for details.


A 21-34

A 25-34

A 35-49

A 50-64

A 65+

A 21+

BLACK 21+

HISP. 21+

ASIAN AM. 21+

Live+DVR/Time-shifted TV 21:45 23:26 32:07 44:06 51:32 36:40 52:56 28:18 18:24

DVR/Time-shifted TV 2:36 3:01 4:22 4:39 4:12 3:57 3:30 2:33 2:22

AM/FM Radio 11:08 11:20 13:40 15:09 12:32 13:11 13:44 13:54 n/a

DVD/Blu-Ray Device 1:02 1:07 1:05 1:00 0:42 0:58 1:07 0:53 0:35

Game Console 3:43 3:20 1:30 0:28 0:07 1:30 1:36 1:32 0:57

Multimedia Device 2:28 2:36 1:44 1:07 0:42 1:33 1:19 1:32 2:44

Internet on a PC 7:05 7:53 8:20 7:21 4:10 6:53 7:44 5:12 4:10

Video on a PC 2:42 2:57 2:12 1:26 0:41 1:48 2:44 1:52 1:31

App/Web on a Smartphone 15:55 13:47 14:34 12:13 2:41 11:51 13:06 14:38 9:55

Video on a Smartphone 0:42 0:31 0:25 0:16 IFR 0:22 0:36 0:42 0:30

TABLE 1A – WEEKLY TIME SPENT IN HOURS: MINUTES AMONG U.S. POPULATION FOR Q1 2016

Note: IFR represents data that is insufficient for reporting due to small sample sizes. n/a represents data unavailability.


A 21-34

A 25-34

A 35-49

A 50-64

A 65+

A 21+

BLACK 21+

HISP. 21+

ASIAN AM. 21+

Live+DVR/Time-shifted TV 22:55 24:36 32:54 43:49 51:14 36:58 52:42 30:05 19:29

DVR/Time-shifted TV 2:55 3:24 4:26 4:31 3:54 3:57 3:40 2:35 2:22

AM/FM Radio 11:15 11:33 13:36 14:55 12:16 13:06 13:33 13:49 n/a

DVD/Blu-Ray Device 1:12 1:18 1:14 1:07 0:42 1:05 1:09 1:01 0:58

Game Console 3:34 3:07 1:16 0:27 0:07 1:24 1:34 1:32 1:07

Multimedia Device 1:38 1:41 1:11 0:40 0:27 1:01 0:46 0:45 2:11

Internet on a PC 5:35 5:36 7:06 6:19 3:23 5:45 6:36 3:56 4:16

Video on a PC 2:05 1:58 1:56 1:22 0:38 1:33 2:23 1:11 1:15

App/Web on a Smartphone 10:33 9:40 9:00 7:02 1:28 7:21 8:14 9:31 7:39

Video on a Smartphone 0:26 0:22 0:14 0:09 IFR 0:13 0:18 0:23 0:21

TABLE 1B - WEEKLY TIME SPENT IN HOURS: MINUTES AMONG U.S. POPULATION FOR Q1 2015


TABLE 3 – MONTHLY TIME SPENT BY MEDIUM AMONG USERSUSERS IN HOURS: MINUTES AMONG P21+

TABLE 2 – OVERALL USERS BY MEDIUMNUMBER OF USERS 21+ (IN 000’S) - MONTHLY REACH

COMPOSITE BLACK HISPANIC ASIAN AMERICAN

Q1 15 Q1 16 Q1 15 Q1 16 Q1 15 Q1 16 Q1 15 Q1 16

Live+DVR/Time-shifted TV 171:06 170:14 242:34 241:00 129:00 128:17 94:29 93:11

DVR/Time-shifted TV 28:31 26:01 25:27 23:06 21:38 19:01 22:08 19:29

AM/FM Radio 57:19 57:47 59:20 60:25 58:47 59:20 n/a n/a

DVD/Blu-Ray Device 9:25 10:49 11:34 13:27 9:00 10:29 7:08 8:39

Game Console 25:46 27:03 28:47 28:50 23:03 23:37 15:15 18:29

Multimedia Device 40:13 26:57 45:20 29:47 42:45 25:07 35:58 28:14

Internet on a PC 34:32 44:18 38:38 49:02 30:42 43:23 42:25 48:16

Video on a PC 12:42 16:34 18:53 24:41 13:33 23:34 16:25 24:42

App/Web on a Smartphone 44:35 59:27 52:18 66:46 51:31 64:19 45:33 52:26

Video on a Smartphone 1:51 2:24 2:23 3:39 2:37 3:49 2:49 3:34

COMPOSITE BLACK HISPANIC ASIAN AMERICAN

Q1 15 Q1 16 Q1 15 Q1 16 Q1 15 Q1 16 Q1 15 Q1 16

Live+DVR/Time-shifted TV 211,880 214,249 26,344 27,048 31,870 32,878 11,371 11,896

DVR/Time-shifted TV 137,008 151,061 16,626 18,691 17,146 20,016 6,239 7,310

AM/FM Radio 224,334 226,751 27,511 27,987 34,071 34,908 n/a n/a

DVD/Blu-Ray Device 101,860 89,257 11,578 10,157 14,249 12,546 4,834 4,109

Game Console 57,759 55,362 6,709 6,833 9,644 9,653 3,667 3,121

Multimedia Device 37,914 56,924 3,487 5,412 5,219 9,116 4,445 5,843

Internet on a PC 161,979 155,332 20,382 19,418 18,433 17,821 5,786 5,267

Video on a PC 119,234 108,043 15,055 13,656 12,656 11,606 4,390 3,708

App/Web on a Smartphone 162,383 184,702 19,296 22,692 27,030 31,558 9,435 10,402

Video on a Smartphone 122,381 145,791 16,132 19,113 22,519 25,913 7,214 7,779

The data sources in Table 3 should not be added or subtracted; they are based on users of each medium and the bases vary by source.


TABLE 4A – MONTHLY TIME SPENT BY MEDIUM IN HOURS:MINUTES AMONG USERSAMONG COMPOSITE

TABLE 4B – MONTHLY TIME SPENT BY MEDIUM IN HOURS:MINUTES AMONG USERSAMONG BLACKS

A21-34

A25-34

A35-49

A50-64

A65+

A21+

Live+DVR/Time-shifted TV 107:11 113:35 147:29 199:52 232:51 170:14

DVR/Time-shifted TV 18:42 20:27 26:59 29:20 28:41 26:01

AM/FM Radio 48:39 49:15 60:00 66:13 54:36 57:47

DVD/Blu-Ray Device 14:18 14:14 10:35 10:05 8:33 10:49

Game Console 39:49 35:26 19:22 14:16 10:10 27:03

Multimedia Device 33:43 33:11 23:52 22:56 24:17 26:57

Internet on a PC 46:38 49:11 47:31 45:28 33:01 44:18

Video on a PC 26:12 26:52 18:07 12:15 7:32 16:34

App/Web on a Smartphone 65:07 63:27 64:39 53:13 39:06 59:27

Video on a Smartphone 3:26 2:57 2:16 1:41 0:37 2:24

A21-34

A25-34

A35-49

A50-64

A65+

A21+



AM/FM Radio 49:19 50:24 62:33 70:58 60:02 60:25


Game Console 41:56 39:07 20:05 14:30 10:30 28:50


Internet on a PC 55:14 59:15 52:20 45:15 30:00 49:02

Video on a PC 33:02 33:40 25:42 19:48 8:23 24:41

App/Web on a Smartphone 73:49 77:57 73:34 60:20 IFR 66:46

Video on a Smartphone 4:54 4:31 3:07 3:23 IFR 3:39

Note: IFR represents data that is insufficient for reporting due to small sample sizes.



A21-34

A25-34

A35-49

A50-64

A65+

A21+



AM/FM Radio 51:30 53:00 64:11 68:26 57:57 59:20


Game Console 31:54 28:23 16:10 12:43 13:08 23:37


Internet on a PC 47:54 48:02 42:27 39:56 34:32 43:23

Video on a PC 31:29 30:48 24:14 13:12 15:31 23:34

App/Web on a Smartphone 66:25 64:57 67:47 56:01 IFR 64:19

Video on a Smartphone 4:23 3:57 3:46 2:21 IFR 3:49

A21-34

A25-34

A35-49

A50-64

A65+

A21+




Game Console 31:37 27:21 13:08 7:32 8:08 18:29


Internet on a PC 63:38 64:07 53:48 22:14 24:34 48:16

Video on a PC 31:19 32:12 26:43 14:55 10:08 24:42

App/Web on a Smartphone 60:08 58:51 54:32 IFR IFR 52:26

Video on a Smartphone 3:37 2:48 4:19 IFR IFR 3:34

TABLE 4C – MONTHLY TIME SPENT BY MEDIUM IN HOURS:MINUTES AMONG USERSAMONG HISPANICS

TABLE 4D – MONTHLY TIME SPENT BY MEDIUM IN HOURS:MINUTES AMONG USERSAMONG ASIAN AMERICANS

Note: IFR represents data that is insufficient for reporting due to small sample sizes.



EXHIBIT 2: MOBILE DEVICE PENETRATION BY ETHNICITY AMONG MOBILE SUBSCRIBERS 21+

SMARTPHONE

COMPOSITE

HISPANICASIAN

AMERICAN

WHITE BLACK

FEATURE PHONE

18%

17% 11%

20% 13%

82%

83% 89%

80% 87%


SOURCING & METHODOLOGIESTELEVISION METHODOLOGY

Live+DVR/Time-shifted TV includes Live usage plus any playback viewing within the measurement period. DVR/Time-shifted TV is playback primarily on a DVR but includes playback from video on demand, DVD recorders, server based DVR’s and services like Start Over.

TV-connected devices (DVD, Game Console, Multimedia Device) would include content being viewed on the TV screen through these devices. This would include when these devices are in use for any purpose, not just for accessing media content. For example, Game Console would also include when the game console is being used to play video games.

Multimedia Devices is a combination of usage of the Internet Connected Devices viewing source and Audio-Video viewing sources. It would include viewing on an Apple TV, Roku, Google Chromecast, Smartphone, Computer/Laptop, etc. connected to the TV.

Reach for television and TV-connected devices includes those viewing at least one minute within the measurement period.

Data used in this report is inclusive of multicultural audiences. Hispanic consumer audiences are comprised of both English and Spanish speaking representative populations.

The last phase of a two-year sample expansion initiative (referred to as NPX) was completed on December 28, 2015, essentially doubling the sample size of our National Panel. The off icial production ratings that comprise Nielsen’s National television measurement service will be based on the larger panel of households. As with any past panel enhancements or methodology change, there is a trend break in the data when looking at year-over-year comparisons.

AM/FM RADIO METHODOLOGY

Listening to programming from AM/FM radio stations or network programming.

Audience estimates for 48 large markets are based on a panel of people who carry a portable device called a Personal People Meter (PPM) that passively detects exposure to content that contains inaudible codes embedded within the program content. Audience estimates from the balance of markets and countries in the U.S. are based on surveys of people who record their listening in a written diary for a week.

The estimates in this report are based on RADAR and the National Regional Database. RADAR reports national network radio ratings covering the U.S. using both PPM and Diary measurement and it is based on a rolling one-year average of nearly 400,000 respondents. The Q1 2016 report is based on the June RADAR studies to more accurately align with the other included media. This adjustment is also reflected in the included historical data.

Monthly Radio Estimates: Nielsen’s Measurement Science group used statistical modeling techniques to estimate the total cume audience to radio in a four week period, as compared to the total cume audience to radio in an average week. The methodology utilized PPM panel data, and essentially measured how many people who were not exposed to radio in a single week might typically be exposed to radio over a consecutive four week period. A radio cume growth factor was then determined and applied to radio listening on a national basis. In the Q1 2016 report, the model for monthly radio


estimates has been refined to more accurately align with the other included media. This adjustment is also reflected in the included historical data.

Listening to HD radio broadcasts, Internet streams of AM/FM radio stations and Satellite Radio is included in the Persons Using Radio estimates in this report where the tuning meets our reporting and crediting requirements of at least 5 minutes of usage. Reach for AM/FM Radio includes those listening for at least 5 minutes within the measurement period.

Data used in this report is inclusive of multicultural audiences. Hispanic consumer audiences are comprised of both English and Spanish speaking representative populations.

ONLINE METHODOLOGY

Nielsen’s Online Panel is recruited based on an opt-in convenience panel. Online recruitment pages are offered in both English and Spanish. Panelists then download Nielsen’s patented desktop NetSight meter, which accurately identifies which browser, tab, Internet application (including media players and instant messaging) or desktop application is in focus. Nielsen’s Online Panel tracks usage across web sites and digital applications to deliver audience and analytics through metered measurement of panels of Internet users at both home and work.

Nielsen Netview and VideoCensus data is reflective of the hybrid methodology which combines a census level accounting of page views and video streams where Nielsen measurement tags have been deployed in order to project audience and behavior to the full universe of all Internet users. For VideoCensus, the portion of the total video streams calibrated by census data, previously allocated to Home/Work computers, are now allocated to other devices and locations such as smartphones and viewing outside of home and work.

Hours:minutes for Internet and video use are based on the universe of persons who used the Internet/watched online video. All Internet figures are weekly or monthly averages over the course of the quarter. All Internet on a PC metrics are derived from Nielsen NetView, while all Video on a PC metrics are derived from Nielsen VideoCensus. The audience of Video on a PC is a subset of Internet on a PC.

As of August 2015, the rules used for crediting page views and duration within Netview have been updated with more comprehensive accounting of multi-tabbed browsing and iFrames, as well as the implementation of a longer timeout threshold for mouse/keyboard inactivity. These changes resulted in an increase in Internet duration on a PC.

Meter collection capability improved in February 2016, which generally resulted in increased audience, page view, stream and duration metrics for Internet on a PC.

MOBILE METHODOLOGY

Nielsen’s Electronic Mobile Measurement (EMM) is an observational, user-centric approach that uses passive metering technology on smartphones and tablets to track device and application usage on an opt-in convenience panel, recruited online and in English. Results are then reported out through Nielsen Mobile NetView 3.0. There are approximately 9,000 smartphone and 1,300 tablet panelists in the U.S. across both iOS and Android smartphone devices. This method provides a holistic view of all activity on the device as the behavior is being tracked without interruption.

A number of steps are taken after the data collection process to ensure the reported data is representative of the mobile population. For smartphones, weighting controls are applied across five characteristics (gender, age, income, race, and ethnicity) while independent enumeration studies are carried out on a continuous basis to provide the most current estimates of the mobile population (aka Universe Estimation).


Tablet data is unweighted and projections are applied using estimates from the National People Meter (NPM) panel that is the industry standard for TV ratings.

Figures reported in Nielsen’s Mobile NetView 3.0 include those individuals who are P18+ who have used an iOS or Android device in the U.S. In particular:

App/Web refers to consuming mobile media content through a web browser or via a mobile app. It does not include other types of activity such as making/receiving phone calls, sending SMS/MMS messages etc, which has been excluded for this report.

Video is a subset of App/Web and refers to those individuals who visit a website or use a mobile app specifically designed to watch video content.

Weekly smartphone data is now based on weekly weights. This adjustment is also reflected in the included historical data.

In March 2016 Nielsen implemented a crediting enhancement to improve the reporting of mobile usage on iOS devices. A legacy crediting rule that capped usage at 30 minutes was removed, so now if a panelist uses an app or visits a website for more than 30 minutes at a time the entire duration is now credited towards the app or website. This crediting rule will also be implemented on Android devices in the coming months.

TV BRAND EFFECT METHODOLOGY

Nielsen TV Brand Effect employs a nationally representative online panel of U.S. TV viewers who have watched programs within the past 24 hours. These panelists answer survey questions about the programs they watched and the commercials they were exposed to. Since the panelists respond based on what they watched in a natural environment, the results reflect real-life reaction to and memory of television commercials. Nielsen logs and issues surveys for all national commercials within its coverage dayparts and networks. Advertisements evaluated for this report were English-language ads viewed on English-language networks within TV Brand Effect coverage only.

BRAND MEMORABILITY INDEX

The Brand Memorability Index represents an ad’s Brand Memorability indexed against that ad’s category average for adults 21+. A Brand Memorability Index of 100 indicates that the ad is performing at the category average.

AD MEMORABILITY

The percentage of an ad’s natural in-home viewers who are able to remember its content the next day.

BRAND LINKAGE

Of those viewers who remember an ad’s content (Ad Memorability), the percentage that are able to identify the advertised brand.

BRAND MEMORABILITY

The percentage of viewers who are able to remember both the ad’s content and the advertised brand (Ad Memorability * Brand Linkage).


SOURCING

EXHIBIT 1 & TABLES 1, 2, 3, 4 – AVERAGE TIME SPENT PER ADULT 21+ PER DAY, A WEEK IN THE LIFE, USERS BY MEDIUM, MONTHLY TIME SPENT BY MEDIUM AMONG USERS

Source: Live+DVR/Time-shifted TV, DVR/Time-shifted TV, DVD, Game Consoles, Multimedia Devices 12/28/2015 - 03/27/2016 via Nielsen NPOWER/National Panel, Radio 03/26/15-03/23/16 via RADAR 129, PC 01/01/16-03/31/16 via Nielsen Netview and Nielsen VideoCensus, Smartphone 01/01/16-03/31/16 via Nielsen Electronic Mobile Measurement, Tablet 01/01/16-03/31/16 via Nielsen Electronic Mobile Measurement – unweighted, projections based on estimates from the NPOWER/National Panel.

Exhibit 1 and Table 1 are based on the total U.S. population whether or not they have the technology

Tables 2-4 are based on users of each medium.

EXHIBIT 2 – MOBILE DEVICE PENETRATION AMONG MOBILE SUBSCRIBERS 21+Source: Mobile 01/01/16-03/31/16 via Nielsen Mobile Insights

SUPER BOWL SUNDAY IS NO LONGER JUST A BEER HOLIDAYSurvey insights from this article were derived from a Nielsen survey conducted by Harris

Poll of 2,000 21+ Americans representative of the general adult population. The survey was

conducted between Jan. 19-21, 2016.


ABOUT NIELSEN Nielsen Holdings plc (NYSE: NLSN) is a global performance

management company that provides a comprehensive understanding

of what consumers watch and buy. Nielsen’s Watch segment provides

media and advertising clients with Total Audience measurement services

for all devices on which content — video, audio and text — is consumed.

The Buy segment offers consumer packaged goods manufacturers

and retailers the industry’s only global view of retail performance

measurement. By integrating information from its Watch and Buy

segments and other data sources, Nielsen also provides its clients with

analytics that help improve performance. Nielsen, an S&P 500 company,

has operations in over 100 countries, covering more than 90% of the

world’s population.

For more information, visit www.nielsen.com.

Copyright © 2016 The Nielsen Company. All rights reserved. Nielsen and

the Nielsen logo are trademarks or registered trademarks of CZT/ACN

Trademarks, L.L.C. Other product and service names are trademarks or

registered trademarks of their respective companies. 16/10114

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