20150317

IX Survey 3

20 The U.S. Total Video Report

32 MEC Showcase Packaged Food Brand

IX

2015 03 17

IX

2015 03 17

()()2014103111061,121

comScore

IX

2015 03 17

IX

Key Findings (78.9)(50.0%)(46.8%)

/(87.8%)(85.8%) /(77.8%)

()/

/()

()7()8~11()

()

2015 03 17

/

IX

(78.9%) (50.0%) (46.8%)

2015 03 17

/ (87.8%)(85.8%)/ (77.8%)

()TOP 3

IX

2015 03 17

()//()

/

()TOP 3

(91.3%) /(35.1%) (29.6%)

(74.8%) /(25.2%) (8.6%)

(82.5%) /(21.0%) (11.8%)

(86.3%) /(13.7%) (8.6%)

/ (29.9%) /(28.9%) (28.3%)

(86.1%) (24.3%) (21.7%)

(86.9%)

()

IX

()App()()()()

2015 03 17

(82.8%) (69.4%)

(50.8%)

(51.8%) (84.4%)App

(68.8%)

(78.3%) (92.7%)

App (71%)

(63.2%) (82.3%)App

(59%)

App (55.9%)

(89.0%)

(50.6%)

(75.2%) App(66.2%)//

(87.9%)

(48.1%)

Oct.2014

()

IX

2015 03 17

()7~8(47.8%)12~1(36.3%)()8~9(36.1%)

()

IX

2015 03 17

()

()7~8(36.2%)8~9(33.5%)9~10/(32.1%)

/

IX

2015 03 17

/8~99~10(61.4%, 53.8%)10~11/(42.7%) /

()

IX

2015 03 17

/9~1044.5%/8~9(33.2%)10~11(32.9%)

IX

2015 03 17

9~10(42.7%)10~11(37.7%)10~11(36.1%)

()

IX

2015 03 17

()6~7 (38.9%)7~8(21.1%)5~6(18.4%)

/

IX

2015 03 17

/()8~9(30.8%) 9~1010~11(29.7%)

()

IX

2015 03 17

()7()8~11()12~1()7~85~8/

//()

()

Oct.2014

(7~8) (12~1) (8~9)

(9~10) (10~11) (10~11)

(8~9) (9~10) /(10~11)

(9~10) (8~9) (10~11)

/ /(8~9) /(9~10) /(10~11)

(7~8) (8~9) /(9~10)

(6~7) (7~8) (5~6)

()()

IX

2015 03 17

()()(104)/118116(94)(117)/(104)47

104 /118116

99

94 117/104

87

/ 76 98/

81

65

74 84/

82

76

74 /99

70

61

61 71/

63

59

47 47

Oct.2014

()(/)

IX

(78.9%)(50.0%)(46.8%)()/()()App

()7()8~11()()()

2015 03 17

IX

2015 03 17

(IX Survey)

CyberPanel 12

2014/10/312014/11/06

N=1,12195%2.93%

496 44.2%

625 55.8%

19 66 5.9%20-24 117 10.4%25-29 189 16.9%30-34 156 13.9%35-39 137 12.2%40 456 40.7%

645 57.5%

207 18.5%

269 24.0%

The U.S. Total Video Report

2015 03 17

VOD (Netflix Hulu Plus)

comScore The U.S. Total Video Report

2015 03 17

The U.S. Total Video Report

2015 03 17

201482120148271,159 ()

*

The U.S. Total Video Report

2015 03 17

#1

(18-34)*

(34%) (19%)

The U.S. Total Video Report

2015 03 17

17%*(44%)(49%)(31%)

*(32%)/(25%)

The U.S. Total Video Report

2015 03 17

#2

(56%)(52%)

(38%)(35%)(29%)

The U.S. Total Video Report

2015 03 17

(29%) (12%)(13%)

45%13%5583%17%

The U.S. Total Video Report

2015 03 17

#3

46%

35-54(35%)55(30%)

(NetflixHulu PlusAmazon Instant Video)

45%(27%)

The U.S. Total Video Report

2015 03 17

87%**(69%)3615%

The U.S. Total Video Report

2015 03 17

84%DVR*VOD VOD

*Live TV

2015 03 17

comScore Total Video

Total Video

#

2015 03 17

Internet-connected TV device: Apple TVRokuGoogle Chromecast

Video-on-demand (VOD): VOD

Original TV series: (Heroes)(The Office)CSI(CSI)(House)(Americas Next Top Model)(Mythbusters)

Non-pay TV subscriber: ComcastDish NetworkDIRECTV

Non-paid digital video subscriber: NetflixHulu PlusAmazon Prime Instant Video

Paid digital video service: NetflixHulu PlusAmazon Prime Instant Video

Paid digital video subscriber:

Pay TV: ComcastCablevisionDish NetworkDIRECTVVerizon FIOSAT&T U-verse

MEC Showcase Packaged Food Brand

2015 03 17 MEC yuhsin.huang@ixresearch.com

2015 03 17

MEC Showcase Packaged Food Brand

MEC

OTV

+72% OTV

+162%

Source: Nielsen MI & LI Taiwan 2014Q4 / 2011

-10%

-14%

Source: Nielsen Arianna

2015 03 17

MEC Showcase Packaged Food Brand

GroupM The Bridge TA TV+OTV MEC /

/ MEC

GroupM 3D Segmentation

Focus Group/

2015 03 17

MEC Showcase Packaged Food Brand

MEC

//TA/ 2-12% incremental reach TA

The Bridge

comScore

TA : 15-24A

TV Only

TV+OTVTA : 20-39A

TV GRP

Total about 6.3%Incremental Reach

Total about 11.7%Incremental Reach

TA : 25-44F

Total about 8.5%Incremental Reach

Note. MEC / TA / TA

2015 03 17

MEC Showcase Established FMCG Brand

(FMCG) bursting KPI

MEC/

2015 03 17

MEC/

MEC Showcase Established FMCG Brand

MEC Momentum Framework

2015 03 17

MEC Showcase Established FMCG Brand

MEC bursting recency recency

MEC Parameter Guide

MEC Crossmedia

MEC Parameter Guide Crossmedia

MEC

Note.

2015 03 17

MEC Showcase Established FMCG Brand

/&MEC

2015 03 17

Cross Screen Planning FAQs

Awareness & Engagement

Video vs. Display Plan &

Measurement

Budget Level Reach

Local Experience

TAMEC

Q: reach reach &

Q:

Q: prime time

Q: Display Video & Display reach & awareness (TV+OTV) (banner) & (rich media)

Q: 100%

Q:

m marcom@insightxplorer.com