The Advertising Research Foundation's Audience 2014 Measurement Conference NYC included a presentation June 9th by Brad Fay, COO of the Keller Fay Group and Graeme Hutton, SVP at Universal McCann on how the Nielsen TV/Talktrack® Data Fusion system of measure can determine commercial advertisement placement which will best reach target audiences, priming word of mouth advocacy.

1. @The_ARF #ARFAM2014
“Social” Television –
How Marketers Can Best Capitalize
Graeme Hutton
SVP
Universal McCann
@graemehutton
Brad Fay
COO
Keller Fay Group
@kellerfay

2. @The_ARF #ARFAM2014
WOM Drives Results
WOM is predictive of over 10%
of new sales, only ad expenditure
data is more predictive (~30%).
-AT&T and Accenture
“The most disruptive
force in marketing”
-McKinsey
“A significant
driver of sales”
-MarketShare
10%+

3. @The_ARF #ARFAM2014
Talktrack® Survey Shows
WOM Is Impactful
57%
46%
48%
35%
Credibility/Believability of
What Was Heard
Likely to Pass Along to
Others
Likely to Purchase Likely to Seek More Info
% of WOM Rated Highly Credible/Highly Likely to Take Action (9 or 10 on a 0-10 Scale)
About half of
conversations are
highly likely to lead to
purchase intent

4. @The_ARF #ARFAM2014
Consumers Cite Marketing & Media
Sources in Brand Conversations
2.9%
2.9%
3.0%
3.0%
3.6%
3.9%
4.3%
4.7%
4.8%
4.9%
5.3%
6.1%
6.4%
6.4%
7.8%
11.1%
Magazine Ad
Direct Mail
Billboard Ad
Sports/Concert/Event
Newspaper Ad
Product Sample
Online Consumer Reviews
Social Media
Other Website
Internet Ad
Product Package
Coupon/Circular
Company Website
In Store Display Or Video
Television Program
Television Ad
TV should be included in
definition of “social media”
Information Sources Referenced in Brand WOM:
% of past day brand WOM citing selected marketing or media

5. @The_ARF #ARFAM2014
Awareness is fine, but
advocacy will take your
business to the next
level.
Joe Tripodi, CMO, Coca-Cola
In the Harvard Business Review

6. @The_ARF #ARFAM2014
What Is the Nielsen TV/Talktrack®
Data Fusion?
“TalkTrack is to word of
mouth what the
Nielsen ratings panel is
to television.”
Greg Pharo,
AT&T, Director Market
Research & Analysis
• Fuses Nielsen TV viewing data
(Nielsen People Meter) and Keller Fay
Word of Mouth activity (TalkTrack®)
• Links WOM activity around brands
and categories with TV viewing
• Unique as a dedicated WOM tracker
by encompassing
• Both online AND offline WOM activity,
• Robust demographics
• Unambiguous sentiment

7. @The_ARF #ARFAM2014
Simple Data Fusion Example
How many people watch the game
AND engage in credit card WOM?
Nielsen People Meter Panel
How many people
watch a game
TalkTrack®
How many people engage in
WOM about credit cards

8. @The_ARF #ARFAM2014
Relevant Behavior Sourced
from Each Panel
Nielsen People Meter Panelists
TalkTrack® Respondents
Watched the game Did not watch the game
“Credit Card Talker” Not a “Credit Card Talker”

9. @The_ARF #ARFAM2014
Fusion Matches Similar Respondents
Each consumer pictured represents DIFFERENT COMBINATIONS OF CHARACTERISTICS
e.g. age, occupation, race, income, media usage, that are collected on both panels

10. @The_ARF #ARFAM2014
New Approach to Media Planning
• Another way to go beyond today’s paradigm of Reach,
Frequency and Impressions based on Demographics
• Other “Beyond demographics” approaches include planning based
on engagement, psychographics, and social media overlay such as
Nielsen Twitter TV Ratings
• In this session, we focus on an overlay using WOM-based
planning
• Today we will demonstrate a method to take WOM into account
with the top 100+ cable stations/channels
• Equally applicable to broadcast networks

11. @The_ARF #ARFAM2014
A New Way of Using TV for “WOM”
• Until now, WOM marketing on TV, has typically focused on:
1. Tentpole events, e.g. Super Bowl, Oscars
2. Larger scale reality shows, e.g. American Idol, The Voice
3. Two gender-specific genres
• Sports, such as basketball, football
• Younger female drama, e.g. Teen Wolf, Pretty Little Liars
• The Keller Fay/Nielsen Fusion unlocks untapped audience
value:
• Focus on TV audiences rich in relevant brand & category talkers
• Advertisers extend reach of paid media through earned WOM

12. @The_ARF #ARFAM2014
Wireless Product Influence
Investment Company Influence
Wireless & Investment Influence
Different Categories Can Suggest Highly
Differentiated Station Solutions
NFL
FOX Sports 1
H2
NBC Sports Network
ESPNU
MSNBC
ESPN2
Biography
CNBC
FOX News
Destination America Travel
Military
BBC America
ESPN
CNN
Nat Geo Wild
ESPNEWS
Sundance
Esquire
Food
FXX
Discovery
Animal Planet
Science
TNT
History
HLN
Spike
IFC
Weather
Reelz
HGTV
Hallmark
CMT
USA
Nat Geo
VH1
TV Land
Comedy
TRUTV
TBS
A&E
FX
ABC Family
Disney XD
SYFY
Fuse
ID
OWN
BET
AMCTLC
Lifetime
GSN
Bravo
Disney
E!
The Hub
WGN America
Oxygen
Nick-at-Nite
MTV2
MTVCartoon
WE
Nickelodeon
Adult Swim
TVGN
80
85
90
95
100
105
110
115
120
125
130
135
80 85 90 95 100 105 110 115 120 125 130 135 140 145 150
Telecom:WirelessProductBrandTalkers
Finance: Investment Company Brand Talkers
Correlation across categories: r2 = 5%
% of Viewers Talking about Category, Indexed to Total Public
Custom analysis by UM/Keller Fay.

13. @The_ARF #ARFAM2014
Athletic Influence
Discount Store Influence
Athletic & Discount Store Influence
Complementary Categories Still
Retain a High Level of Differentiation
Golf
G4
NFL FOX Sports 1
NBA-TV
NBC Sports
ESPNU
MSNBC
ESPN2
Biography
CNBC
FX Movie
FOX News
Travel
Military
TeenNick
BBC America
ESPN
CNN
Nat Geo Wild
Sundance
Esquire
Food
FXX
Discovery
Animal PlanetScience
TNT
DIY
History
HLN
Spike
IFC TV
NickToons
Weather
Reelz
Cooking
HGTV
CMT
USANat Geo
Disney Junior
VH1
TV Land
Nick JRComedy
TRU
TBS
FX ABC Family
Disney XD
SyFy
FUSE
ID
OWN
BET
AMC
TLC
Lifetime
GSN
Bravo
Disney
E!
LMN
Oxygen
Nick-at-Nite
MTV2
MTV
Great American Country
Cartoon
WE
Nickelodeon
UP
Adult SwimMLB
TVGN
80
90
100
110
120
130
140
90 95 100 105 110 115 120 125 130
AthleticStores&BrandsTalkers
Discount Store Talkers
Correlation across categories: r2 = <1%
% of Viewers Talking about Category, Indexed to Total Public
Custom analysis by UM/Keller Fay.

14. @The_ARF #ARFAM2014
Oral Health Influence Oral Health & Cosmetic Influence
Cosmetics Influence
...A Pattern Mirrored across Various
Market Sectors of the U.S.
TBS
TNT
FX
AMC
A&E
ESPN
USA
ABC Family
Comedy
Spike
History
Disney
Lifetime
Discovery
SyFy
E!
TLC
Food Network
Animal Planet
HGTV
VH1
Bravo
MTV
Weather
Nickelodeon
CartoonTravel
ESPN2
TRUTVCNN
Nat Geo
CMT
TV Land
Nick-at-Nite
Hallmark Channel
MSNBC
NBC Sports
BET
FOX News
Oxygen
WGN
HLN
CNBC
Adult Swim
Disney XD
MTV2
85
90
95
100
105
110
115
120
125
130
135
140
145
85 90 95 100 105 110 115 120 125
OralHealthProductsBrandTalkers
Cosmetics Brand Talkers
Correlation across categories: r2 = 4%
% of Viewers Talking about Category, Indexed to Total Public
Custom analysis by UM/Keller Fay.

15. @The_ARF #ARFAM2014
Foreign Auto
Influence
Domestic Auto Influence
Foreign & Domestic Auto
Influence
Foreign Auto
Influence
Domestic Auto Influence
Foreign & Domestic Auto
Influence
Furthermore, Pinpoint Specific Shows
within a Channel & Category
24 Hours of a
Xmas Story
American Dad
The Big Bang
Theory
Conan
Everybody Loves
Raymond
Family Guy
Four Christmases
Fred Claus
Fresh Prince of Bel
Air
Friends
Full House
Ground Floor
King of Queens
Married with
Children
My Name is Earl
The Office
Seinfeld
TBS Late Movie
TBS Movie Sunday
TBS Prime Movie Sat. AM Movie
Sun. AM Movie
Trust Me I'm a
Game Show Host
Wipeout
90
95
100
105
110
115
120
125
130
135
140
90 95 100 105 110 115 120 125 130 135 140
ForeignAutoBrandTalkers
Domestic Auto Brand Talkers
AMC Movie
AMC Movie with
Story Notes
AMC Premiere
Event
Breaking Bad
Marathon
Christmas Movie
Marathon
Christmas with The
Duke
Godfather After-
Christmas
Home Alone
Marathon
Home Alone-a-
Thon
Rifleman
Talking Dead
Walking Dead
Walking Dead
Marathon
90
95
100
105
110
115
120
125
130
135
140
90 95 100 105 110 115 120 125 130 135 140
ForeignAutoBrandTalkers
Domestic Auto Brand Talkers
TBSAMC
r2 = 11%r2 = 32%
% of Viewers Talking about Category, Indexed to Total Public
Custom analysis by UM/Keller Fay.

16. @The_ARF #ARFAM2014
What Does ALL This Mean for
Marketers?
1. Nielsen TV/TalkTrack® fusion provides compellingly
different solutions for TV stations and program selection
beyond the usual and obvious
2. Solutions are highly differentiated by market category
3. The fusion provides targeting insights at the category,
sub category, or specific program level
• Enables marketers to structure specific WOM and social TV
strategies in ways not previously imaginable or quantifiable

17. @The_ARF #ARFAM2014
A Three Way Win-Win for All
Nielsen TV/TalkTrack® Fusion Provides TV Station and Program
Differentiation and Selectivity Which Is Replicable and Scalable
Marketers
have WOM marketing
distinctive strategies
for brands within
their portfolio and
versus competitors
Agencies
can develop unique
WOM-centric
solutions that can
boost campaign
reach
Media owners
can offer diverse
added-value
solutions for each of
their TV properties
Key
Benefits
are: