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1 vs. 100: Season 2 Pilot Study - A Measurement Success

1 vs. 100: Season 2 Pilot Study - A Measurement Success Going LIVE Xbox LIVE: 23 million members world wide 10.4 million avg. monthly U.S. Xbox LIVE Users 1 Xbox LIVE members in US ~ 60% M, 40% F 1 Xbox 360 Console usage in US ~ 80% M, 20% F 2

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1 vs. 100: Season 2 Pilot Study - A Measurement Success

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  1. 1 vs. 100: Season 2Pilot Study - A Measurement Success

  2. Going LIVE Xbox LIVE: 23 million members world wide • 10.4 million avg. monthly U.S. Xbox LIVE Users1 • Xbox LIVE members in US ~ 60% M, 40% F1 • Xbox 360 Console usage in US ~ 80% M, 20% F2 • Peaks of 2.2 million concurrent LIVE members (world wide)3 1 vs. 100 Overview • November 2009 - February 2010, 13-weeks • Two versions of the game: Live vs. Extended Play • Ad supported: game lobby & stadium; video interstitials • Major sponsors: Sprint, Honda, Progressive • Prizes Awarded: Points, Games, Consoles,Trips/Vacations, Car Short Video 1 Simmons 2 Nielsen GamePlay Metrics 3 Microsoft

  3. Pilot Study – “Gaming the System” • Watermarked: Season 2 of 1 vs 100 • Measurement: Same TV technology and national panel • Results: Audience metrics • Useful: Comparing Xbox LIVE to other media

  4. Face the Facts 18-34 M: 10 days/month, 22 sessions/month, Avg Session = 87 min XBOX 360 User1 1 vs. 100 Player Profile2 1GamePlay Metrics 2Nielsen People Meter

  5. Prime Time is Game Time • 20-24% of XBOX 360s active 8PM-11PM Source: Nielsen GamePlay Metrics, December 2009

  6. Average Time Spent Playing 1 vs. 100 SB XLIV Live Play Avg 87 min 70.59 Avg

  7. Impact of Advertising • Editorial Calendar capabilities (Super Bowl Theme) • Twitter posts: • 1 vs. 100 Post Ad Effectiveness study1: Automotive Video Ad • 200% liftin unaided awareness • 20% liftin brand rating • 44% more likely to “definitely lease or purchase” the brand • 23% visited website of automotive company • An impressive 11% visited a local dealership “It appears the Nielsen/Xbox/1vs100 ‘test’ was successful - times area changing…”– jag731, 02/7/10 1Interpret LLC

  8. “Channeling” your Message • Xbox LIVE provides a means to reach key demographics in a unique, engaging manner • Nielsen/MSFT exploring measurement to other Xbox LIVE environments and channels • End Goal to create a set of metrics that can be directly compared to TV and Online media • XRP, GRP, etc.

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