4A's SET TOP BOX SURVEY RESULTS - American Association of ...

4A’s Set-Top Box Survey
Results
A publication of the
AMERICAN ASSOCIATION of ADVERTISING AGENCIES
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Copyright © 2012
AMERICAN ASSOCIATION of ADVERTISING AGENCIES
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transmitted by any means, electronic, mechanical, photocopying,
recording, or otherwise, without written permission from the 4A’s.

Table of Contents
Questionnaire ...................................................................................................................... 1
Respondents:
KantarMedia ........................................................................................................... 3
Nielsen ...................................................................................................................16
Nielsen Catalina .................................................................................................... 20
Rentrak .................................................................................................................. 24
TiVo Inc. ................................................................................................................30
TRA....................................................................................................................... 35
Note: The following companies were contacted for this survey but declined to participate,
or did not respond:
AT&T
Cablevision
Canoe
Charter
Comcast
DirecTV
Dish
Google TV Ads
Microsoft Audience TV Network
Rovi
Simulmedia
Time Warner
Verizon

4A’s Set-Top Box Vendor Survey
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KantarMedia
Jeff Boehme
Chief Research Officer
E-mail: jeff.boehme@kantarmedia.com
Phone: (212) 991-6141
Kantar Media Audiences is a business unit of Kantar Media, the global media research
and insight arm of WPP. Kantar is one of the world’s largest insight, information and
consultancy networks, and the pre-eminent provider of compelling and inspirational
insights for the global business community. Its 28,500 employees work across 100
countries and across the whole spectrum of research and consultancy disciplines —
enabling our group to offer clients business insights at each and every point of the
consumer cycle. The group’s services are employed by over half of the Fortune Top 500
companies. We work with the largest brands and advertisers globally helping them with
pricing, assortment, product launch decisions and marketing spend effectiveness insights.
We have a proven track record in audience research services across 50+ countries, and
have established industry standards in the electronic measurement of media audiences
using fixed and portable metering technology and Return Path Data (RPD) from set-top
boxes to deliver state-of-the-art Internet, TV & radio audience measurement. By Q4
2012, Kantar Media Audiences will be operating twelve RPD services in eleven
countries.
Kantar Media Audiences utilizes the term return path data (RPD) to describe the usage
information derived from set top boxes (STBs) or any digital device (smart phones, PCs,
tablets, smart TVs, etc.). Our philosophy and business models are focused on measuring
audience activity and tuning behavior based on the most granular data available from all
available devices where content is consumed.
We have been involved in practically every return path data trial, project and product in
the United States over the last ten years. More recently, we successfully launched several
profitable enterprises, for Time Warner, Rovi, Charter Communications and DIRECTV,
reporting on their linear, interactive and addressable audiences. Our addressable
advertising trial work with various companies (Comcast) led to procedures and standards
to define the digital consumer, linking various datasets to establish critical patterns of
consumption and new metrics to assess it.
This experience has aided our development efforts to use RPD for audience
measurement, advertising insights and the results-based metrics. Our proven ability with
internal companies (Kantar Retail) and external relationships (Experian, JD Power) has
enabled us to develop robust ROI solutions for television. We currently offer RPD-based
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insights commercially and have multiple clients – including video platform companies,
agencies, advertisers, networks and ad placement networks.
Globally, our company continues to manage the most comprehensive RPD applications in
over 5 countries:
In the U.S., Kantar Media Audiences currently offers two syndicated RPD offerings:
DIRECTView
1. Managed Sample – 100K Households
Launched January 2009
Projectable to 17.6 million DIRECTV households
2. Complete household tuning records
3. 400+ channels
4. Network/Channel/Program Detail
5. Second/second program, channel & commercial measurement
6. National/local commercial occurrence
7. Measurement Capabilities
Linear
DVR/VOD Usage
4

8. Data Matching/Overlays
Experian household attributes
o Age/gender/income/education/ethnicity/presence of kids/geography
Automotive purchase records
o JD Power
o Auto category, make, model
o Purchase/lease
Kantar Retail Shopcom
o 231 million U.S. consumers shopping across 270 categories
o Customized audience segments based on purchasing habits
Custom
o Capabilities include direct match of TV tuning with client-specific
actual purchase records
Charter Communications
1. Census Database
Los Angeles launched May 2006
o ~300,000+ households
National expansion launching 4 th quarter 2011
o 12+ markets, ~1 million households
2. Second/second program, channel & commercial measurement
3. National/local commercial occurrence
4. Measurement Capabilities
Linear
5. Data Matching/Overlays
Experian household attributes
o Age/gender/income/education/ethnicity/presence of kids/geography
Automotive purchase records
o JD Power
o Auto category, make, model
o Purchase/lease
Kantar Retail Shopcom
o 231 million U.S. consumers shopping across 270 categories
o Customized audience segments based on purchasing habits
Custom
o Capabilities include direct match of TV tuning with client-specific
actual purchase records
5

Kantar Media Audiences has developed a series of value propositions which address
three critical media issues:
Accountability
Importantly, Kantar Media Audiences has the most experience in the collection,
processing, normalization and reporting of audience metrics through RPD. Our global
expertise as a world leader in marketing, media and advertising information gives us the
unique benefit of advanced media research methods combined with unsurpassed
knowledge of the media business needs and requirements. Our RPD greatly improves
current practices of evaluating media content; by accessing actual second/second tuning
activity, we can provide our clients with the greatest precision in measuring audience
behavior. In addition, our RPD products significantly enhance the potential effectiveness
of media by supplying the following advantages:
1. Stability
RPD delivers much higher household counts, so tuning data are far more
stable and projectable than traditional measurement in the U.S.
2. Reportabilitity
RPD enable reporting of all channel/network options, including the emerging
content providers, ethnic programmers, VOD, etc.
3. Software
Infosys – Globally, our InfoSys software is the most widely used media
evaluation/analysis software program. Actively used in 29 countries by nearly
400 TV stations, 200 advertising agencies and media buyers and more than
8,000 other users, including advertisers
4. Precision
Household or STB level reporting
Second-by-second detail
5. Planning, Buying, Posting
RPD enhances the current media ecosystem by informing marketers where
their target audiences can be reached with the highest level of precision.
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Performance
As our RPD reports second/second tuning activity, we supply our clients with the most
complete measure of audience behavior, from media exposure, return on investment, and
advanced advertising:
1. Commercial Measurement
Combined with Kantar Media’s Media Intelligence dataset, our second/second
tuning records enable us to measure and report actual audiences to commercials.
We have created a commercial rating dataset, by ad category and brand. Clients
can assess their media schedules, comparing their actual commercial audience to
the program/network environment as well as to their competition.
2. Commercial Avoidance
As a corollary to commercial measurement, we also report the audiences in
context to the specific media environment. We track how audiences behave when
exposed to commercials (retention and tuneaway) and the relative impact of
various media environmental influences, including:
o Network/channel
o Program
o Commercial duration
o Commercial pod
o Position within commercial
pod
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o Daypart
o Product category/brand
o Creative
o Ad category/brand
o Program genre
3. RapidView & TV Return on Investment (TV ROI)
Through our data partner program, Kantar Media Audiences has successfully
established a model and method to match all relevant consumer databases to our
RPD TV audiences tuning records. Clients can now qualify specific audience
targets through our PI compliant procedures and determine what media choices
best attract and improve their media investments.
Advanced Television
Kantar Media Audiences is the industry leader in deploying state-of-the-art methods,
processes, procedures and standards to deliver consistent performance metrics for
advanced advertising applications, including interactive and addressable advertising
platforms:
RPD measurement of interactive services and advertising campaigns for
DIRECTV. Now in its fifth year, DIRECTV has successfully utilized this
measurement to grow its interactive business
Evaluation of addressable advertising by developing advanced analytics based on
RPD in Huntsville and Baltimore on behalf of Comcast and SMG

Launch of addressable advertising services by creating and managing advanced
analytics based on RPD from DIRECTV addressable advertising platform
Launch of first interactive program guide analytics by analyzing RPD tuning data
to IPG content on behalf of Rovi
Benefit Summary
1. Networks/Channels:
Implement the best programming and promotional strategies based on
second-by-second audience behavior patterns.
Maximize advertising sales opportunities: improve sales team’s
prospecting and accountability with current clients.
Stable, consistent ratings for all media outlets, especially previously
unreported networks for small, digital and HD networks.
Program & commercial pod performance
2. Agencies and advertisers:
Develop cost-effective media buying/planning strategies — measure
advertising campaign’s effectiveness and Return on Investment (ROI)
based on second-by-second commercial ratings and DVR playback
patterns.
Integration of DIRECTView with third-party or proprietary databases to
allow for customized reports on tuning behavior.
Custom metrics — set retention metrics to evaluate commercial
avoidance, creative wear-out levels and audience flow.
Kantar Media Audiences operates a variety of RPD databases. We do not directly own
the raw RPD, but we do own the derivative product analyses, reports and insights. We
currently offer syndicated services from our partner platform data providers, DIRECTV
and Charter Communications. The data are derived from the STBs enabled with audience
measurement software, with second/second tuning detail by source.
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Kantar Media Audiences, in conjunction with our platform company RPD supplier
partners, have developed a sophisticated procedure to determine the minimum number of
managed sample or census-based database households and STBs from the available
universe of RPD-capable devices predicated on statistical accuracy and data acquisition
costs. Kantar Media Audiences has defined the following methods of RPD collection:
1. Managed Sample (DIRECTView)
Kantar Media Audiences selects a household sample from DIRECTV’s
subscriber base to represent complete household tuning from every TV set
connected to the service
Enlists a six-step process to effectively manage the sample on a daily basis
Projectable to the DIRECTV national residential footprint (17.6M
households)
2. Census-based Databases (Charter Communications)
Kantar Media Audiences collects all available RPD from reportable devices
and conforms to specific households
Measures selected geographic digital footprint
3. Census-based (Proprietary)
Kantar Media Audiences collects all STB tuning from the entire footprint
Measures selected geographic digital footprint
In our DIRECTView service, our operations team analyzes the entire DIRECTV
customer base. This provides a complete view of the entire DIRECTV customer
composition by: nine standard geographic regions (same as the nine census divisions),
household box type composition (standard box HH only, HH with HD box only, HH with
a DVR box present and household with a HD and DVR present, number of set-top-boxes
present 1, 2, 3, 4–6 and package type).
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Each week we update the attributes of the current households, adjusting for various
conditions, including adding or dropping STBs to correct for customer hardware changes.
When recruitment is necessary, we select from a pool of households that have 100% STB
cooperation and the STBs confirm connectivity. This ensures that all the STBs in the
household are RPD-capable.
RIM weighting balances the sample within tolerance levels, typically within 0% to .2%.
Any RIM weighting variances greater than 2.0% is automatically reviewed. STBs are
enabled and reviewed over the course of several weeks to ensure that all boxes were
correctly enabled. Any households that failed to enable properly are removed and new
households are selected to replace them. Maintenance/performance is reviewed daily and
demo updates are completed weekly.
Kantar Media Audience’s DIRECTView service maintains a daily in-tab panel size of
about 100,000 households, which is much larger than panel sizes typically used by
traditional audience measurement services. This allows for much more precision in
audience estimates than is possible with a smaller panel size, and gives us confidence that
we are providing reliable audience metrics which exceed industry standards.
Precision is a measure of how close a metric is expected to be to the “true value‖ due the
fact that a sample is measured rather than the entire population, and is reflected by the
standard error (variation) of the metric. Less precision is reflected by a larger standard
error.
As you can see from the following table, standard errors for ratings obtained from very
large panels can provide precise estimates, even for channels which receive relatively low
ratings:
The combination of having this large panel size coupled with sampling balancing of the
panel to the population being measured (in this case, 17.6 million DIRECTV residential
households) on key household attributes provides the most reliable and valid
measurement of any television audience measurement service.
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In terms of standard uses, both our DIRECTView and Charter Communications services
enable coverage area-based analyses down to the local market level. Our DIRECTView
service is national in scope, but also can provide local market detail. Our Charter
Communications service allows local market reportability down to the headend (where
Charter has subscribers. Through custom, proprietary and PI-compliant procedures, we
can match, profile and analyze on customer-specific geographies.
All of our syndicated RPD datasets have been successfully matched with attributes to
include the most relevant household descriptors, including:
o Age
o Gender
o Income
o Education
o Ethnicity
o Religion
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o Home ownership
o Car purchasing
o Census region
o Time zone
o STB device
o DVR

All of our syndicated RPD datasets have the potential to be matched with any custom or
syndicated dataset, providing:
All parties agree to preset terms of permissible use
Personal Identification conditions are clearly stated and accepted
We have already successfully matched multiple consumer datasets, including:
Experian attributes
Kantar Retail Shopcom
JD Power Auto Purchase & Leases
Custom (ability to match with customer-specific purchase records)
We do not currently apply a ‘fusing’ technique as we have determined direct household
matching provides our customers the most relevant and representative measure of actual
behavior.
We offer various tiers of service where we effectively package the most relevant datasets
and components for maximum value for our clients.
Because RPD provides the most granular and precise method of measuring both tuning
and purchase behavior, there are many levels of data we routinely load into our main
systems. However, we accommodate the needs of our clients by offering various levels of
service which is of most interest to them.
Our product offerings vary by client and need. We provide multiple levels of service,
including:
Data Access – full access to the Data and analytic software
Data Feeds – access to formatted data files for import into client software
Analytics – Specific analyses of tuning behavior, commercial measurement, etc.
Custom Projects – Custom analytics measuring specific behavior of tuning and
matched purchase (or other) activity.
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Our RPD service can be delivered through two primary methods:
1. Infosys Software Suite:
Global Web-based software application now used in 29 countries by nearly
400 TV stations, 200 advertising agencies and media buyers and more than
8,000 other users, including advertisers
Allows users to create customized reports using ‘drag and drop’ techniques
All channels/networks
Program & commercial detail
Second/second precision
Standard and advanced audience metrics
DVR time-shifting
HH attributes
Custom data/segment matching
Product placement
Contextual ad analyses
2. Data Feeds
Custom output of total tuning activity
Our clients are not required to install software or use a Web interface unless they opt for
our Infosys product. Our RPD data feed subscribers do not require any software, just a
reliable Web interface for data transfers.
Our clients are allowed to access our RPD through their internal systems or other
available stewardship systems.
Our clients’ use of our RPD varies widely, depending if they are a network/channel,
content supplier, ad agency, advertiser, ad server or platform provider. We do have
clients who regularly transact on our RPD as ‘currency.’ Their negotiations are
proprietary.
13

Yes, Kantar Media Audiences is currently the research agent supplying DIRECTV with
the method, metrics, sampling and reporting for their newly launched addressable ad
platform.
Briefly, the DIRECTV addressable ad architecture is designed to deliver targeted
advertising on addressable capable STBs. During a campaign flight, the STB replaces
regularly scheduled ads with ads stored on the STB based on a household‘s specific target
profile. The basic principle is that an ad-capable STB detects a digitally transmitted
trigger and creates an ad playlist from a library of targeted ads. The software within the
STB then decides which ads to display within established criteria. STB-specific
attributes, defined by the household composition, are defined and transmitted to the STB
where it is stored on the device‘s hard drive. New ads regularly transmitted and stored on
STBs, while current ads are inserted into live programming, playback and ―trick mode‖
streams, including while fast forwarding, rewinding or paused. Our systems
automatically construct and maintain samples specific for each target group used for
addressable advertising. Required metrics are made available automatically via Web
services to the appropriate client systems.
Inventory management is proprietary to DIRECTV.
All of the above.
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Jeff Boehme
Chief Research Officer
Kantar Media Audiences, North America
11 Madison Avenue
New York, NY 10010
(212) 991-6141
jeff.boehme@kantarmedia.com
15

Nielsen
Patrick Dineen
SVP, Local Product Leadership
E-mail: patrick.dineen@nielsen.com
Phone: (646) 654-7971
Set Top Box data, also known as Return Path Data, is television tuning detailed
information that is collected by MSO, telcos and DBS television service providers from
their subscriber’s television consumption activity.
The key value proposition from STB data that Nielsen is focused on is how it can
economically enable significant sample size increases in local markets to improve the
fidelity of local TV ratings.
Nielsen licenses STB data from a number of television services providers and continues
to develop relationships with others, including aggregators, to address our local TV
ratings improvement objectives. To date, we have made public statements about our
relationships with Charter and with Kantar for Directview data.
Out of respect for our supplier agreements, we do not share this detail publically at this
juncture. We may well make more information like this available in the future in concert
with incorporation of STB in our ratings offerings and subsequent requirements from the
MRC.
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Again, we do not share details about our STB coverage at this point. However, Nielsen’s
public statements about our recent STB Proof of Concept test showed our proprietary
methodology to utilize our National People Meter panel to project local STB samples to
the entire market. We plan on building on that concept as we use STB in local ratings
offerings.
Again, out of respect to our provider agreements, we do not share this detail publically at
this juncture.
Nielsen’s public statements about our recent STB Proof of Concept test showed our
proprietary methodology to utilize our National People Meter panel to project local STB
samples to the entire market and estimate accurate local demographic viewing. We plan
on building on that concept as we use STB in local ratings offerings. However, we do not
have any plans for demographic targeting of specific households.
We do not, and do not plan to have any capabilities for targeting of specific consumers
with STB.
17

Nielsen has several evaluations ongoing in this area, but it is too early for us to discuss
our success or plans at this point.
Not applicable to our plans at this point.
We do not as of yet offer a STB product to the market place. We expect to introduce our
first in the coming year and will make more announcements on this in the coming
months.
Our current thinking is to deliver our STB enhanced local ratings within existing Nielsen
local TV ratings products.
Again, our current thinking is to deliver our STB enhance ratings within existing Nielsen
local products. This would facilitate all of our third parties such as Donovan and
MediaBank to deliver our new ratings offering as well.
We do not yet offer a STB product to the marketplace. When we do introduce our
offering, it will be up to our clients and important oversight bodies like the MRC to
determine its merit as currency.
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Not at this point.
National network television
Spot broadcast television
National cable television
Spot cable television
Satellite television
Syndicated television
Internet-delivered video (e.g., Apple TV, Google TV, Roku, etc.)
Other (Please list)
As suggested above, our initial effort will be to utilize STB data to improve our local
ratings offering.
Patrick Dineen
SVP Local Product Leadership
patrick.dineen@nielsen.com
(646) 654-7971
19

Nielsen Catalina
Carl Spaulding
SVP
E-mail: Carl.spaulding@ncsolutions.com
Phone: (801) 414-7209
Nielsen Catalina Solutions (NCS) is a joint venture between Nielsen and Catalina
Marketing.
NCS helps consumer package goods (CPG) marketers, agencies and media companies
improve advertising efficiency and effectiveness by directly linking what consumers
watch with what they buy using single-source datasets.
NCS provides a comprehensive ―Watch & Buy‖ single-source view of advertising ―
across TV, online, mobile, gaming, print and proprietary CRM consumer touch points.
For TV, our watch assets include the Nielsen People Meter (NPM) panel, Nielsen Set
Meter panel (in DMAs #25 – #60), and cable Set-Top Box (STB) households.
We offer our clients a range of single-source datasets to fuel NCS solutions. For TV, the
option is to base analyses on 1) the NPM only, or 2) the full NCS Watch panel, which
includes STB data. Each option fulfills different business requirements.
Using the NPM only portion of our TV single-source is best for
Measurement of advertising sales impact and ROI of larger brands with high
levels of household penetration and TV advertising spend
Persons level audience viewership
“Buyergraphic‖ rankers of TV networks, dayparts and programs based on
category purchase behavior
The full NCS Watch panel, which includes cable STB households, with its larger sample
size, allows us to provide measurement services for smaller brands and campaigns.
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We do not release the names of our STB data providers. However, although as a separate
company we are not restricted from obtaining STB data on our own, in practice we work
with the same STB data providers that Nielsen works with.
Currently, NCS is receiving STB viewing data from approximately 850,000 households.
Our STB data represents less than 1% of US households. STB data on its own is not
projectable to the US population. At this point, we only use STB data in conjunction with
Nielsen TV panel data – not as a standalone data source.
Our STB data comes from a variety of markets across the US, both large and small. We
use STB data on a national basis only, to augment the Nielsen TV panels when needed.
For demographic targeting, our preferred watch assets are the Nielsen TV panels. For
STB households, the independent third party that provides our blind match services also
provides demographic attributes, including most of those listed above.
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Our primary capability is purchase behavior-based audience analyses.
We use shopper data from 60 million US households provided by our parent, Catalina
Marketing and all-outlet purchase data from Nielsen’s Homescan panel to help our clients
define the most important consumer groups to reach with advertising. This includes
custom segmentations (such as Cambridge Group and SPECTRA) as well as proprietary
attitudinal surveys that have been typed to Homescan. In addition to purchase behavior
and attitudes, we can also leverage demographics, program viewership and other
traditional ways of defining target audiences.
Yes, we blind match STB households along with Nielsen TV panel households, Nielsen
Online panel households and Nielsen Homescan panel households to 60 million shopper
households from Catalina Marketing — creating the most comprehensive single-source
“ Watch & Buy‖ dataset in the CPG industry.
Not at this time.
NCS solutions are consultative and project-based. Specific datasets are provided along
with our deliverables based on the requirements of each project.
NCS currently delivers project results and related datasets in MS PowerPoint decks and
Excel spreadsheets. We have self-serve client-facing software for unlimited access to
some of our capabilities under development. We expect to release an initial version of
this software by the end of 2012.
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NCS supports the integration of some data outputs with a number of existing media tools
such as IMS, Npower, Audience Watch and others.
We position NCS data and services as a valuable source of insights to improve the
efficiency and efficacy of TV activation, to be used in addition to Nielsen TV data by the
CPG industry.
We are actively discussing the possibility of using NCS data to fuel addressable TV
advertising platforms with interested providers.
National network television Yes
Spot broadcast television No
National cable television Yes
Spot cable television No
Spot Satellite television No
Syndicated television Yes
Internet-delivered video (e.g., Apple TV, Google TV, Roku, etc.) Online video,
yes
Other (Please list)
Carl Spaulding, SVP, Carl.spaulding@ncsolutions.com, (801) 414-7209
23

Rentrak
Bruce Goerlich
Chief Research Officer
E-mail: bruce.goerlich@rentrakmail.com
Phone: (212) 541-2437
Rentrak Corporation is an industry-advancing media measurement and research
company, providing content measurement, analytical services, and unique insight to the
most recognizable names in the media, agency, and entertainment industry.
The set-top box (STB) data in Rentrak’s TV Essentials and StationView Essentials
comprises hundreds of billions of events called tunes. A tune describes which channel
was viewed, when it was viewed, and how long it was viewed. We collect STB data for
live viewing and digital video recorder (DVR) viewing.
We use the STB data to provide audience measurement of all telecasts, all series, and all
networks—for each of the 210 television markets and for the entire nation. We integrate
the measurements with consumer segmentation systems, syndicated consumer behavioral
data, and other transactional databases, empowering agencies, advertisers, television
networks, and television stations to connect the right message to the right audience at the
right time.
With Rentrak’s census like, STB database currency, clients gain the following:
The most targeted TV viewership intelligence available
Increased programming effectiveness through empirical data
Overlay of segmentation schemas onto actual viewer behavior data sets to
determine how audiences respond to the context within which ads are placed
Accurate audience measurement for more informed decision-making regarding
local station news and programming
Data and analytics to increase direct local advertising sales
Viewer-as-target data to support programs and inventory with lower sellout
ratios
Identification of audience duplication across competing local stations
Reporting tools to help design more effective and efficient advertising schedules
The most stable and granular television audience measurement data in the world
Measurement on over 230 television networks
The most precise commercial ratings data with Exact Commercial Ratings
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Unique measures such as Engagement
Vertical specific measurement tools in important categories such as automotive
and movies
Database sizes that are literally hundreds of times larger than current standards
Rentrak obtains STB data from the following companies:
Dish Network
AT&T’s U-verse Digital TV
Charter communications, Inc.
Midcontinent Communications
Rentrak’s STB data represents 19 million STBs in 7.8 million households. The data
comes from operators in these platforms:
Direct broadcast satellite (DBs)
ipTV (also known as telco)
Cable
Rentrak’s 7.8 million households represent 6.8% of the U.S. television households. We
obtain market and national universe sizes from the Nielsen Company. We project the 7.8
million households to the national population, correcting for:
Demographics — to make reporting household demographics match national
demographics
Geographics — to make reporting households reflect the relative size of actual
households in each zip code
Behavior — to make reporting household viewing habits reflect cable and overthe-air
viewing habits
Coverage — to account for the availability of each network in each market
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The granularity of most TV Essentials and StationView Essentials reports is at the DMA
level. We also provide heat maps at the ZIP code level, and we can produce custom
reports at the ZIP code or trading zone level.
Rentrak obtains HH level demographic data from Epsilon Targeting to report on the
following demographic characteristics:
Age Range (HHs with)
o 18–24
o 25–34
o 35–44
o 45–54
o 55–64
Race/Ethnicity
o African American
o Asian American
o Hispanic
o White
o Other
Household Income
o $0 – $19,999
o $20,000 – $29,999
o $30,000 – $39,999
o $40,000 – $49,999
o $50,000 – $74,999
o $75,000 – $99,999
o $100,000 – $124,999
o $125,000 – $149,999
o $150,000 – $174,999
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o 65+
o 18–34
o 18–44
o 25–54
o 35–64
o $175,000 – $199,999
o $200,000 – $249,999
o $75,000+
o $100,000+
o $125,000+
o $150,000+
o $200,000+
o $250,000+

Household Composition
o Male present in HH
o Female present in HH
o Single-person HH, Male
o Single-person HH, Female
o Children present in HH
o One child in HH
o Two children in HH
o Three children in HH
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o Four or more children in HH
o One adult with children in HH
o Grandchildren present
o No children present in HH
o Two adults in HH
o Three adults in HH
o Four or more adults in HH
Rentrak currently delivers performance data for other audience segments, using
consumer behavioral data from these marketing research sources:
Epsilon lifestyle characteristics
Simmons National Consumer Study
SimmonsLOCAL
Mediamark Research & Intelligence
Polk automotive intelligence and solutions
We are “ data agnostic‖ and will incorporate other data sets that our clients’ request as
well as seek out additional partnerships. We will produce future segmentations in the
CPG, Movie, Financial Services, Political, Retail, Insurance, Restaurant, Telcom and
Travel.
Rentrak integrates its STB data with other data sources through the following means:
Epsilon — anonymous household matching
Simmons National Consumer Study — alignment of indices
SimmonsLOCAL — alignment of indices
Mediamark Research & Intelligence — alignment of indices
Rentrak Movie Segments ― alignment at Zip code level
Polk automotive intelligence and solutions — alignment at ZIP code level

Epsilon demographics and lifestyle reporting is part of the basic Rentrak service. All
other integrations are sold separately.
TV Essentials is a national service. StationView Essentials is sold in individual
markets, and it supports each of the 210 DMAs.
Clients access Rentrak’s service through a custom, proprietary, secure Web interface.
No software installation is required.
Rentrak integrates the service with the following advertisement buying and selling
technologies:
MediaBank
STRATA
Donovan Data Systems (DDS)
OneDomain Media Office
The Rentrak service provides the analytics for planning and purchasing television
buys, and it feeds data into third party advertisement buying and selling systems.
Clients can use those systems to utilize Rentrak as the sole currency or a combined
currency.
Rentrak’s database comprises TV viewing data from 19 million STBs, far more than
other STB-based services. The comprehensive Rentrak database greatly reduces
relative standard error, a traditional statistical method for measuring “ ratings bounce.‖
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We are currently working with individual operators, such as Cablevision, to
implement addressable advertising.
National network television — Yes
Spot broadcast television — Yes
National cable television — Yes
Spot cable television — Yes
Satellite television — No
Syndicated television — Not currently, but work is in progress
Internet-delivered video (e.g., Apple TV, Google TV, Roku, etc.) — No
Other (Please list) — A separate Rentrak service, OnDemand Essentials,
provides video on demand measurement.
Bruce Goerlich
Chief Research Officer
bruce.goerlich@rentrakmail.com
(212) 541-2437
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TiVo Inc.
Alex Petrilli, Jr.
Senior Manager, Audience Research
E-mail: apetrilli@tivo.com
Phone: (408) 914-9776
Description: TiVo created the world’s first digital video recorder (DVR). Today, the
company continues to improve the way consumers watch and access home
entertainment. As a result of the DVR media methodology, a large amount of
streaming data by household is available. Viewing data is collected passively
anonymously and on an opt-in basis. A panel that TiVo has created for the purposes
of matching their streaming data against household demographics and other audience
characteristics is leveraged for both targeting and cross media insight.
TiVo Stop||Watch Mission Statement: Valuable viewership insights into DVR usage.
TiVo’s Stop||Watch data includes a DVR sample of 2 million subscribers that
provides a rich view of the true impact of audience viewing behavior in a growing
DVR world. TiVo Stop||Watch second-by-second ratings identify the program and
commercial performance by Live, Time-shifted and Total ratings for up to 7 days of
viewing. TiVo Stop||Watch Local, currently in San Francisco, Orlando and Tucson,
has a rich sample size and provides commercial ratings and retention that identifies
true commercial performance at a DMA level. TiVo’s Power||Watch DVR sample of
43,000 (and growing) subscribers offer clients the benefits of understanding how
viewership varies by presence of demographics, political affiliation, primary vehicle
type and more. TiVo Power||Watch True Targets helps in identifying specific
segmented viewership by asking the panel questions about the characteristics of a
client’s target audience with television viewership data.
TiVo’s Stop||Watch data offers detailed insight not available from other television
research offerings. Our second-by-second data with up to seven days of time-shifted
viewing allows clients to analyze how viewers are interacting with their content be it
programming, promos or commercials, in a DVR world. With DVR penetration now
at 45% and rising, DVR usage is well beyond the tipping point and programmers and
advertisers need to understand consumer usage. TiVo’s unique Commercial Retention
metric, which compares the commercial rating to the program rating in which spot
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aired in, evaluates spots for both Live and Time-shifted viewing. Through our
Power||Watch True Targets product clients can focus on the viewership of their
specific segment. Power||Watch also offers true reach, frequency and GRPs allowing
advertisers to gauge the success of their campaigns in DVR homes.
TiVo’s Stop||Watch data is culled from the TiVo subscriber base of over two million
U.S. residents. Our archetype product Stop||Watch is a daily anonymous sample of
350,000 subscribers while Power||Watch is our opt-in panel of 43,000 (and growing)
subscribers. We survey the panel on a monthly basis which allows us to cut the
viewing based on various characteristics or client specific targets. Because we track
the panel on a daily basis we are also able to calculate true reach, frequency and
GRPs.
See reply to #3 above. In terms of TiVo’s penetration, based on an average of various
research companies penetration figures (report available upon request), DVRs are in
46.3 million U.S. households. Based on two million subscribers TiVo’s DVR
penetration is 4.3%. Nielsen’s U.S. household total for the 2011-12 season is
115,905,405 putting TiVo’s U.S. penetration at 1.7%.
See reply to #4 above. TiVo is confident our data is projectable to the U.S. DVR
population based on Gfk MRI household characteristics comparing DVR homes to
TiVo subscribers (report available upon request.)
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TiVo has a national footprint and is receivable with all signal sources, e.g. analog
cable, digital cable, satellite, OTA, Telco. TiVo Stop||Watch Local is currently
available in three DMAs; San Francisco, Orlando and Tucson.
TiVo’s Power||Watch panel can segment viewing by “ presence of‖ many
demographic segments including Teens, K2–11, A50+, A18–49, etc. Since we survey
our panel on a monthly basis we do know ethnicity, race, income, home ownership,
political affiliation, primary auto and a host of other characteristics. Because we are a
passive measurement system actual demographic viewing is not currently available.
See reply #7 above. We also have access to select Acxiom segments as part of a
recent partnership. This allows us to report on Acxiom segment television viewing
and time-shifting habits. Please let me know if you would like to see the list of
Acxiom segments that are available in Power||Watch.
See reply #8 above – Acxiom is data fusion/match. TiVo’s Power||Watch panel also
has a joint product with Quantcast offering advertisers cross-media analysis that
includes:
Unduplicated Reach and Frequency―the combined reach and frequency of
your TV and online advertising.
Attribution Analysis and the extent to which TV and Internet advertising
exposure drives subsequent Internet activity.
Affinities Analysis– what programs/networks/genres are your best site visitors
over/under indexing on.
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Both the Acxiom and Quantcast products are sold separately.
TiVo audience research products are marketed and sold in a variety of different ways.
Clients can subscribe to all or a portion of our portal. Clients can purchase a
comprehensive analysis based on their interest. Specific analysis includes, but is not
limited to:
DVR Post Analysis of their campaign and a few competitors based on
network delivery, daypart performance, pod position, True Targets, etc.
Creative Wear-out Study
Segmentation Analysis
Promo Conversion Analysis
Segmentation TV Viewing Profile
TiVo’s Stop||Watch portal ― https://stopwatch.tivo.com/home/index.html Special
analysis reports are delivered as PowerPoint presentations.
No Stop||Watch does not require installation of software, it is Web based. Currently
we do not interface with any third party software.
We do not position Stop||Watch data as currency.
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TiVo has an Ad Sales division devoted entirely to interactive advertising. Through
TiVo’s Emmy Award winning portal subscribers have the option to interact with
various advertisers, watch videos, learn about their products and request additional
information (i.e. coupons). More information on the Ad Sales division is available
upon request.
National network television – Yes.
Spot broadcast television – In three local markets – San Francisco, Orlando
and Tucson.
National cable television – Yes.
Spot cable television – In three local markets – San Francisco, Orlando and
Tucson.
Satellite television – We do not isolate satellite viewership.
Syndicated television – Syndicated data is only available in our local markets.
Internet-delivered video (e.g., Apple TV, Google TV, Roku, etc.) – We offer a
HUT viewing chart that aggregates all over-the-top viewing broken out by
streaming and download. A sample of the chart is available on request.
Other (Please list)
Alex Petrilli, Jr.
Senior Manager, Audience Research
TiVo Inc.
2160 Gold Street, PO Box 2160
Alviso, CA 95002-2160
(w) (408) 914-9776
(c) (650) 291-2492
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TRA
Bill Harvey
Co-Founder, Vice Chairman and Chief Research Officer
E-mail: bill@traglobal.com
Phone: (212) 796-0352
TRA is a technology based research and analytics company currently serving 45 of
the top 100 CPG brands on TV and 5 of the 10 top 100 Rx companies to reach more
actual purchasers at the same budget and thereby increase TV ROI. We do this by
matching set top box viewing data with actual purchase data at the same-household
level without any fusion/ascription/modeling. We provide a Web-based system called
Media TRAnalytics® to our clients which, due to the system’s massively parallel
processing architecture, allows clients to self-serve customized reports containing
tens of billions of database records in seconds. This is supplemented by an Advanced
Analytics group for custom work. Our mission is to expand to all media and product
categories and help brands increase their marketing ROI. We also have agency,
network and MSO clients. Our direct advertiser clients are allowed to give seats to
our system to their agency which they always do.
TRA defines a “ set-top box‖ as any box capable of collecting tuning logs which are
deployed within consumer households at no TRA installation cost. This includes the
boxes used by cable, satellite, and telephone company television distributors, as well
as TiVo boxes purchased by consumers.
In looking for the greatest value from STB TRA saw it to be the linkage with
purchase data. This linkage allows us to do a few very important things with our
brand clients:
See which parts of their current TV campaign are producing highest ROI, so
that client can curtail the other parts and shift more budget to the high ROI
parts – creative, media, brand integration, target groups (finding the ROI
Driving Segment), frequency levels, flighting/continuity, etc.
Our clients today are most focused on shifting media buys to deliver greater
reach/frequency against the brand’s current ROI Driving Segment without
increasing budget.
A couple of brands are also dropping the creative executions with lower ROI.
Mars/Wrigley has gone public at ARF (June 2011) announcing that use of TRA
lifted one brand’s TV ROI +25% and another’s +35%. Other TRA clients are
seeing ROI increases as well.
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We license 2.2 million households (over 3 million set top boxes) from multiple MSOs
and from TiVo. We currently receive set top box data from Charter, Fourthwall (a
provider that aggregates multiple smaller MSOs), TiVo.
All sources are combined and harmonized then weighted and projected by market and
demographics to be a representative national sample in terms of age, income, race,
Hispanic/Non-Hispanic, family size, county size, and market. ARF has verified TRA
representativeness and validity.
See response to prior question which contains answer to this question.
This is a common question but we believe the wrong question. It is like asking
Nielsen what percentage of total U.S. TV households do they have in their national
peoplemeter sample. The STB is just another form of meter that fortunately was
installed at the consumer’s cost not the researcher’s cost, making possible huge
sample sizes to be used for important purposes, such as increasing TV ROI by
knowing which programs to buy to reach the people who are actually switching to
buying more of your brand because of your actual current TV commercials. The data
are made projectable by weighting to correct for imbalances by market/county size
and demography, and the projectability of TRA has been confirmed by ARF.
Universe estimates are licensed from Knowledge Networks/SMART and
Cablefax/Mediabiz, and when the full 2010 Census comes online it will become the
main Universe Estimate source.
The sample is national with data in all U.S. markets. Users can break out reports
nationally, by market, by cable zone, and by zip code.
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Household, age, gender, ethnicity, race, country of origin, acculturation, language,
income, home ownership, census region, etc.? If so, what external data sources do
you use to determine your demographic characteristics?
Experian provides 350 demographics at the household level and TRA excludes about
100 of these which are deemed to be too easily used to re-identify the household
identity e.g. exact value of mortgage. TRA is rigorous in protection of consumer
privacy and is the only media research company in the U.S. that is audited and
certified as ISO 27001 compliant.
TRA has over 60 million households of loyalty card data from supermarkets and 1.6
billion Rx claims. The main use of TRA is to target specific classes of purchasers,
with the intent of focusing media pressure on the ROI Driving Segment. In packaged
goods one can target based on heaviness of category purchase during any time period
one wants, homes that buy or do not buy one’s own brand by degree of Share Of
Requirements (SOR) that your brand has in the category in the household (from 0%–
100%), Boolean logic to say buys brand X but not Y etc., and other variations of
customized purchaser targeting. Auto is similarly granular in targeting capability as is
pharma. We also have modeled data based on extensive Experian demographics for
multiple alternative targets within moviegoing, cellular telephony, financial services,
and restaurants.
The primary data sources with which we direct match at the household level are
Experian demographics/lifestyles, frequent shopper card data (going back 2 years)
from over 60 million homes, Rx data from 1.6 billion Rx claims, Motor Vehicle
Bureau data from 116 million homes. The source of packaged goods purchase data
are 25 supermarket chains/imprints of which by contract none can be named except
for Kroger, the largest in U.S. SDI is the Rx data source and Experian the auto source.
All matching is done by use of TRA’s patented privacy The data and the personally
identifiable information are never in the same place hence TRA represents the gold
standard of privacy protection.
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Integrated into main product offering.
Annual seat license is basic modus operandi. There are exceptions made as desirable.
Media TRAnalytics® is a self-serve, Web-based system to our clients which due to
the system’s massively parallel processing architecture allows clients to self-serve
customized reports containing tens of billions of database records in seconds. This is
supplemented by an Advanced Analytics group for custom work.
There is no need to install software. TRA’s system is a Web interface and is currently
in process of being integrated with MediaBank/MediaOcean.
TRA advises clients to continue to use Nielsen as the currency and to weight Nielsen
data by TRA metrics to increase TV ROI.
TRA is a measurement and targeting company and can measure addressable
commercials but does not deliver them.
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National network television
Spot broadcast television
National cable television
Spot cable television
Satellite television
Syndicated television
Internet-delivered video (e.g., Apple TV, Google TV, Roku, etc.)
Other (Please list)
Currently TRA supports all of these and is not yet covering syndicated television or
Internet-delivered video. However TRA has created a product called TTI 2 which is a
scoring algorithm that can help sellers of Internet video and static display ads select
cookies with high probability of being the ROI Driving Segment for the brand in
question. TRA also has a product for measuring the ROI of Internet ad campaigns
using matched geographic test/control groups.
Bill Harvey
Co-Founder, Vice Chairman and Chief Research Officer
bill@traglobal.com
(212) 796-0352
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