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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