Copyright © 2018 The Nielsen Company (US), LLC. All Rights Reserved. THE NIELSEN TOTAL AUDIENCE REPORT Q1 20182 Copyright © 2018 The Nielsen Company (US), LLC. All Rights Reserved. Which came firstmore consumer choices that drove fundamental shifts in our media behavior or lifestyle changes that begged for new technologies that fit the new way we now live our lives? Perhaps a little of both? Either way, consumers in todays fragmented media landscape have so many ways to discover content that matters to them. This plethora of options is shaping behavior, too, as the ability to choose the source, device, location and time becomes more and more tailored. With each passing day, consumers are able to further customize their own media usage into an individualized experience akin to a media DNA, each consumer with an ability for complete personalization. Using proven science to understand consumer media behavior is something Nielsen is unrivaled at doing. This is especially true when we look at shifting behaviors beyond the here and now. In this re-imagined Nielsen Total Audience Report, were focused on telling the story of whats currently happening across the media landscape for the U.S. consumer. The report examines overall media usage across linear (television and radio) and digital platforms, reviews consumer access to devices and services, digs deeper into TV-connected device use, explores usage differences across various ages and race/ethnicities, and provides insights into households not considered television homes. HIGHLIGHTS FROM THIS Q1 2018 SUMMARY INCLUDE: 92% of U.S. adults listen to radio each week, the highest reach across platforms. On average, U.S. adults are spending over 11 hours a day connected to linear and digital media and almost six hours a day with video alone. Young adults 18-34 spend the largest percentage of time with TV-connected devices and digital devices compared to other demographics. Black adults are the heaviest users of media overall. Compared to overall U.S., Hispanics listen to more radio, and Asian Americans spend more time with computers and tablets. Nearly 3% of TV homes subscribe to a virtual multichannel video programming distributor (vMVPD). Almost 20% of consumers use a smart speaker in the household. Two-thirds of U.S. TV households have devices capable of streaming content to the TV set. One out of 10 minutes of television use in streaming capable homes is streaming to the TV set. Over eight in 10 non-television households still view video content. With the evolving media landscape, we have also made advancements in our measurement solutions and this progress is represented throughout the report. The Nielsen Total Audience Report now uses our cross-platform respondent-level data set, Total Media Fusion, to report on computer, smartphone and tablet measurement as it best reflects digital activity as a whole. To this extent, the more comprehensive and upgraded digital data is not comparable to past reports but will be trended on a go-forward basis. Year-over-year comparisons will be made available once a full year of data with common methodology is established. More details on sources and methodologies used within the report can be found in the appendix. We are excited about the content on the pages that follow and are confident that these unparalleled insights will help provoke thought, influence decisioning and foster industry conversation as a way to drive positive outcomes. Thanks, PETER KATSINGRIS, SVP AUDIENCE INSIGHTS