For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents

Cross Media Audience

Measurement

Stuart Wilkinson

Head of Industry Relations EMEA

2

comScore’s services fulfil many industry needs

3

DIRECT CLIENT QUOTES:

“To move the

industry forward, we

need to be able to

dedupe across

screens.”

“Programmatic TV is in the

first inning of the baseball

game.”

“Live TV viewing will

be less than half of all

video consumption in

less than 2 years.”

“We need GRPs to

compare TV and

digital.”

“Agencies are

setting up to buy

across platforms,

we need to be

prepared to sell

that way.”

“Cobbling together different data sources into a

‘Frankenmetric’ isn’t working.”

© comScore, Inc. Proprietary. 4

Audiences consume content on a combination of platforms

TV Only

TV + Tablet

TV + Desktop +

Smartphone + Tablet

TV + Desktop +

Smartphone

TV + Smartphone+

Tablet

Five Platforms

5

© comScore, Inc. Proprietary. 6

PANEL

CENSUS

SINGLE

SOURCE

PANELS

DEPTH:

DEMOGRAPHY

BREADTH:

ACCURACY

OBSERVED:

DEDUPLICATED REACH

© comScore, Inc. Proprietary. 7

TWO MAJOR CROSS-MEDIA INITIATIVES:

1. Deliver continuous cross-media measurement in the U.S. through

syndicated product

2. Bring cross-media measurement worldwide through partnership

with Kantar

© comScore, Inc. Proprietary. 8

1 A SINGLE, Unduplicated Audience Metric

2 UNIFIED Demography Across Platforms

3 HOLISTIC Accounting of All Video Viewing Behavior

4 SCALABLE Measurement of Platforms & Audiences

5 FLEXIBLE to Fit the Future of Advertising

Our TOTAL VIDEO approach states that a Cross-Media

measurement solution must provide:

METRICS:

• Reach

• Frequency

• Impressions

• GRPs

• Minutes

• Average

Audience

© comScore, Inc. Proprietary. 9

comScore’s Cross-Platform Measurement Projects in USA

Desktop + TV

2010 2011 2013 2014

Set Top Box

Data across

4M HHs

Multi-Screen

Phase I

2012

5 ‘Screen’ Phase 1

Mobile + Desktop + TV Mobile + Desktop + TV

OTT Integration

Multi-Screen

Phase II

2015

© comScore, Inc. Proprietary. 10

How does comScore measure TV?

70,000

Persons

6MM

Homes in

131 DMAs

Projected

U.S. TV

Audience

TV PANEL TV STB DATA

11

The first-ever syndicated measurement solution

allows users to create cross-media packages that combine elements from

TV and digital to analyze unduplicated, incremental and overlapped

audience reach and engagement across platforms.

Xmedia™ will formally launch Summer 2015

© comScore, Inc. Proprietary. 12

© comScore, Inc. Proprietary. 13

Channels Programs Telecasts

Differentiator of comScore cross-media measurement

385 22K 205K

Large datasets allow for granular reporting – at the channel, program

and telecast level:

14

CASE STUDY

Viewing Behavior of

Major Broadcast Network’s Series Finale

© comScore, Inc. Proprietary. 15 Source: comScore Xmedia, February 2015

The Series Finale: Millennials show greater

Time Shifted Viewing (TSV) and Digital consumption

All Persons P18-34

Digital Only

Live + 7

Live + SD

Live

+21%

+3% +24%

+35%

+8%

+43%

Series Finale Incremental Reach from TSV and Digital

© comScore, Inc. Proprietary. 16 Source: comScore Xmedia, February 2015

Can you say Binge-Watch? In the month leading up to the Series Finale, over 26% of

minutes were spent on Digital

All Persons P18-34

Digital

Live + 7

Live + SD

Live

+77%

+36%

+113%

+149%

+89%

+238%

Incremental Minutes from TSV and Digital

© comScore, Inc. Proprietary. 17 Source: comScore Xmedia, Live In Home TV Viewing, February 2015

Multi-platform viewers spent more time with the Series

Finals than those who only viewed on TV

20 22 31

47

All Persons 18-34

TV only

TV and Digital

Average TV Viewing Minutes per Person by Audience Type

+53%

+112%

18

Outside of USA: Strategic Alliance with a Global Footprint

44 Countries 55 Countries +

19

Long-term, Global, Strategic Alliance with WPP/Kantar

• Global strategic partnership, minimum 10 year term

• WPP acquiring up to 20% stake in comScore (but no seat on comScore board)

• Immediate focus on cross-media audience and campaign measurement

• Outside US Market

20

Granularity of media varies. Reconciliation of two cultures.

DIGITAL PLANNING

ALL CONTENT BY CLAISSIFIED BY REPORTING

HIEARCHY MONTHLY

UNCONSTRAINED BREADTH OF REPORTING

GR

AN

UL

AR

ITY

& S

PE

ED

OF

RE

PO

RT

ING

TV PLANNING

&

DELIVERY

PROGRAMMES &

ADS

PER SECOND

DAILY

DIGITAL CAMPAIGN DELIVERY

CAMPAIGN-LEVEL

CREATIVE AND AD PLACEMENT

+ GRANULAR DEMOGRAPHICS

DAILY

CONSTRAINED TV SCOPE

CONSTRAINED AD CAMPAIGN SCOPE

GR

AN

UL

AR

ITY

& S

PE

ED

OF

RE

PO

RT

ING

21

3 Phases:

Extended TV

Total Video

Total View

Need to define the development scope of Cross Media

TV Multi-Platform Digital

22

Cross Media = Extended TV / Total Video / Total View

Digital-Only

Text/Image Content

EXTENDED TV

TOTAL VIEW

TOTAL VIDEO

TV

Content

Delivered

Digitally

Live TV

Content

Digital-Only

Video Content includes

YouTube & Facebook,

+1 month* TV Content

CORE TV

MULTI-PLATFORM DIGITAL

* Time from initial transmission to be agreed by market

'Core TV' includes TV Content

viewed within a month* of

initial transmission

23

Audiences

---

Campaigns Mobile & Router

Panels

Integrated

Tagging

Accelerate Cross-Media Services & Simplify Deployments

24

SINGLE

SOURCE HOME

ROUTER

Cross-Media Assets & Methods (Integrated Tags)

METHODOLOGIES

Enumeration

Weighting

Panel/Census Unification

Multi-Platform Overlap

Profile Probabilistic Model

Cross-Media Overlap

TAM PANEL

PANELS

GRANULAR BEHAVIOUR

CENSUS USER DEMOGRAPHICS

DIGITAL

CENSUS

DEMOGRAPHIC

PROFILES

RETURN

PATH DATA

TV

CENSUS

DEMOGRAPHIC

PROFILES

ONLINE

PANELS

WEB

INTEGRATED

CONTENT

TAGS /

SERVER LINKS

INTEGRATED

AD

TAGS

25

Extended TV

Total Video

Total View

TV Panel

TV Panel with Web Meters

Online Panels

Content Tags

Ad Tags

Census Online Profile Data

Single Source TV & Online

Census TV Profile Data

Return Path Data

Each country to choose its scope, methods and own phases

Phase 1?

Phase X?

Phase 2?

26

Extended TV

Total Video

Total View

TV Panel

TV Panel with Web Meters

Online Panels

Content Tags

Ad Tags

Census Online Profile Data

Single Source TV & Online

Census TV Profile Data

Return Path Data

Spain to be pilot market

Spain Phase 1

H2 2015

27