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2 Methodology is Nielsen s media planning, buying and selling tool. It provides users with a better understanding of where particular audiences surf online, as well as a site s demographic and psychographic make-up. Data is released on a quarterly basis. data is derived from two sources. The first source is an Internet survey distributed to 9,000 adults quarterly who are at least 8 years old and have been online in the past 0 days. These respondents provide in-depth information about their demographics, lifestyles, and buying preferences. The second source is the age 8+ portion of the Nielsen NetView panel, which includes approximately 0,000 participants. The data from the survey is then fused with the Nielsen NetView online panelbased data to create a far-reaching and diverse sample of the adult universe. Hierarchy utilizes the same three-tier hierarchy as Nielsen NetView, called Nielsen MarketView. The reporting levels are as follows: Parent (P): A consolidation or group of businesses that are owned by a parent company; a parent contains at least one brand Brand (B): An operating unit or subsidiary of a parent company; a brand may contain channels Channel (C): A website with editorial content that focuses on a specific view of interest, i.e. news, sports, or entertainment Domain (D) and Subdomain (S): Most granular reporting levels of websites; they comprise brands and channels Network (N): Publisher-defined vertical that can be viewed by all subscribers Nielsen NetView Custom Roll-Up (R): Publisher-defined vertical from NetView that also shows up Copyright 20 The Nielsen Company. All rights reserved. Nielsen and the Nielsen logo are trademarks or registered trademarks of CZT/ACN Trademarks, LLC. /429 2

Login and Homepage. Go to: https://answers.nielsen.com First time users click the Forgotten Password? link to retrieve password 2 2. Select Nielsen Online tab. Click @Plan 4.

folders with targets and lists that are created and used in the current session Group Saved Info contains folders with targets and lists that are shared by employees from the same company Account

In the Scheduled Reports section, clients can build, revise, or delete scheduled reports The Help menu contains the Help Center, which provides tips and tricks for navigating the tool Recently Run

3 Login and Homepage. Go to: First time users click the Forgotten Password? link to retrieve password 2 2. Select Nielsen Online tab. 4. Press Create a New Report button on the Homepage to begin creating targets, lists, and reports My Saved Info menu contains folders with saved targets, lists, and reports My Session Info contains folders with targets and lists that are created and used in the current session Group Saved Info contains folders with targets and lists that are shared by employees from the same company Account Settings gives users the option to change the data release in the Profile and Preferences section. In the Scheduled Reports section, clients can build, revise, or delete scheduled reports The Help menu contains the Help Center, which provides tips and tricks for navigating the tool Recently Run Reports displays the 0 most recently run reports in Inbox displays scheduled reports, delivery notifications, and long-running reports (reports that take more than a minute to load) 4 Copyright 20 The Nielsen Company. All rights reserved. Nielsen and the Nielsen logo are trademarks or registered trademarks of CZT/ACN Trademarks, LLC. /429

4 define targets/lists screen SEARCH MODE BROWSE MODE Type in desired profile points and sites to search and add to your targets and lists The default search setting is All Entities, which includes brands, channels, NetView Custom Roll-ups Networks. All Sites include everything in All Entities plus parents, domains, subdomains, and applications This mode allows you to peruse through categories and subcategories of profile points and sites to add to your targets and lists A single click adds a profile point or site to the expression canvas Copyright 20 The Nielsen Company. All rights reserved. Nielsen and the Nielsen logo are trademarks or registered trademarks of CZT/ACN Trademarks, LLC. /429 4

define targets/lists screen Create a Group allows user to group items as desired, using parentheses around AND/OR conditions Clear All deletes all target or list items from the expression canvas with

Yellow: Availability of sample data to generate results is between 0 and 29 Red: Availability of sample data to generate results is below 0 Add Target (List) to Session adds target or list to My

5 define targets/lists screen Create a Group allows user to group items as desired, using parentheses around AND/OR conditions Clear All deletes all target or list items from the expression canvas with a single click Expand allows user to view items in the expression canvas that do not fit on the screen Audience Validity Meter: Green: Availability of sample data to generate results is above 0 Yellow: Availability of sample data to generate results is between 0 and 29 Red: Availability of sample data to generate results is below 0 Add Target (List) to Session adds target or list to My Session Info menu for use in current session Save Target (List) adds target or list to My Saved Info menu for use in future sessions Auto Grouping automatically groups items by their AND/OR conditions with parentheses Share Target (List) adds the target or list to the Group Saved Info menu Press Continue to Select Report to move to the Select Report screen or add a target/list to My Session Info Copyright 20 The Nielsen Company. All rights reserved. Nielsen and the Nielsen logo are trademarks or registered trademarks of CZT/ACN Trademarks, LLC. /429 5

Market Sizing Report The Market Sizing report displays the overall size of a target audience or a site Select Report Screen. Select Market Sizing report 2.

Select desired report metrics from Select your Report Metrics menu; US Population Composition Percentage is not selected by default for this report 4.

6 Market Sizing Report The Market Sizing report displays the overall size of a target audience or a site Select Report Screen. Select Market Sizing report 2. Choose desired target(s) from Select the Targets for your Report. Select desired report metrics from Select your Report Metrics menu; US Population Composition Percentage is not selected by default for this report 4. Click Continue to View Your Results The online adult population is comprised of,792,000 females living in Houston.% of the online adult population is comprised of females living in Houston 2 4 Understanding Report Metrics: Composition %: The percentage of the entire online adult population that falls into a target audience or visits a particular site Unique Audience: The total number of people that fall into a target audience or visit a particular site US Population Composition: The percentage of the US population (online and offline) that falls into a target audience or visits a particular site Copyright 20 The Nielsen Company. All rights reserved. Nielsen and the Nielsen logo are trademarks or registered trademarks of CZT/ACN Trademarks, LLC. /429 6

optimizing report The Optimizing report displays the websites that a given target audience is most likely to visit Select Report Screen. Select Optimizing report 2.

Select desired report metrics from Select your Report Metrics menu 5. Click Continue to View Your Results 2 4 5.

7 optimizing report The Optimizing report displays the websites that a given target audience is most likely to visit Select Report Screen. Select Optimizing report 2. Choose desired target(s) from Select the Targets for your Report. Select All Categories or a particular category/ subcategory of sites 4. Select desired report metrics from Select your Report Metrics menu 5. Click Continue to View Your Results % of the San Francisco Giants website s visitors are females, 8-4 who live in San Francisco Understanding Report Metrics: You are 95% more likely to see a female, 8-4 from San Francisco on the San Francisco Giants website than the online average 69,000 visitors on the San Francisco Giants website are females, 8-4 who live in San Francisco The San Francisco Giants website reaches.% of all females, 8-4 who live in San Francisco Composition %: The percentage of website visitors that fall into a target audience Unique Audience: The total number of people in a target audience that visit a particular website Index: The probability that the target audience will visit a particular website when compared to the overall online adult population Coverage: The percentage of the target audience that the website reaches Copyright 20 The Nielsen Company. All rights reserved. Nielsen and the Nielsen logo are trademarks or registered trademarks of CZT/ACN Trademarks, LLC. /429 7

Profiling Report The Profiling report displays the online and offline behaviors of a target audience or website visitors Select Report Screen. Select Profiling report 2.

Select desired report metrics from Select your Report Metrics menu; US Population Composition Percentage and Index metrics are not selected by default for this report 5.

8 Profiling Report The Profiling report displays the online and offline behaviors of a target audience or website visitors Select Report Screen. Select Profiling report 2. Choose desired target(s) from Select the Targets for your Report. Select All Categories or a particular category/ subcategory of profile points 4. Select desired report metrics from Select your Report Metrics menu; US Population Composition Percentage and Index metrics are not selected by default for this report 5. Click Continue to View Your Results % of Site audience is female Site visitors are 2% more likely to be female than the online average Site reaches 80.4% of females Site ranks 2nd when compared to all sites in the list Understanding Report Metrics: Composition %: The percentage of website visitors or target audience members that exhibit a given behavior Unique Audience: The total number of website visitors or target audience members that exhibit a given behavior Index: The probability that website visitors or target audience members will exhibit a given behavior when compared to the overall online adult population Coverage: The reach percentage of website visitors or target audience members that exhibit a given behavior Rank: Displays site rank for a particular profile point when compared to all sites in a list Copyright 20 The Nielsen Company. All rights reserved. Nielsen and the Nielsen logo are trademarks or registered trademarks of CZT/ACN Trademarks, LLC. /429 8

Segment Profiling Report The Segment Profiling report provides a comparison of target audiences; it also allows users to cross-tab targets with sites Select Report Screen.

Click Continue to View Your Results 8.% of females who live in Houston have visited Site.

9 Segment Profiling Report The Segment Profiling report provides a comparison of target audiences; it also allows users to cross-tab targets with sites Select Report Screen. Select Segment Profiling report 2. Choose desired target(s) for rows and columns from Select the Targets for your Report. Select desired report metrics from Select your Report Metrics menu 4. Click Continue to View Your Results 8.% of females who live in Houston have visited Site.% of Site visitors are females who live in Houston Site visitors are % more likely to be females living in Houston, when compared to the overall online average Houston females are % more likely to be Site visitors than the average online user 2 4 Understanding Report Metrics: Horizontal Percent: The percentage of the item in the row (i.e. target audience) that also falls in the item in the column (i.e. website) Vertical Percent: The percentage of the item in the column (i.e. website) that also falls in the item in the row (i.e. target audience) Unique Audience: The total number of website visitors or target audience members that comprise a target Horizontal Index: The probability that a target audience member will visit a website or fall into a target Vertical Index: The probability that a website visitor or target audience member will fall into a target Copyright 20 The Nielsen Company. All rights reserved. Nielsen and the Nielsen logo are trademarks or registered trademarks of CZT/ACN Trademarks, LLC. /429 9

Visualizations, Exports and Filtering Results Clients can select and display search results visually

files Click the drop-down arrow located in the bottom lefthand corner of the header column to filter

column to sort search results in ascending or descending order Copyright 20 The Nielsen Company.

10 Visualizations, Exports and Filtering Results Clients can select and display search results visually with bar, pie or bubble charts Users can export results as easy-to-read and editable Microsoft Excel files Click the drop-down arrow located in the bottom lefthand corner of the header column to filter results: Greater Than, Less Than, or Within Range Use the arrows located in the right-hand side of each column to sort search results in ascending or descending order Copyright 20 The Nielsen Company. All rights reserved. Nielsen and the Nielsen logo are trademarks or registered trademarks of CZT/ACN Trademarks, LLC. /429 0

Receive confirmation that your report has been saved Schedule and

Click on the Account Settings menu and select Schedule Reports 2.

You can retrieve scheduled reports in the Inbox on the Homepage with each

11 SAVE REPORT. Click Save Report 2. Name your report and save it in the folder of your choice 2. Receive confirmation that your report has been saved Schedule and Retrieve Saved Report. Click on the Account Settings menu and select Schedule Reports 2. Select the desired report. Click Accept 4. You can retrieve scheduled reports in the Inbox on the Homepage with each quarterly data release 5. You can schedule up to ten reports 2 4 Copyright 20 The Nielsen Company. All rights reserved. Nielsen and the Nielsen logo are trademarks or registered trademarks of CZT/ACN Trademarks, LLC. /429