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Key Facts – Tv, it’s so over ?
Hugues Rey CEO Havas Belgium
12 Novembre 2013
So over ? Not at all !
• TV is more than ever a strong and powerful media in its ‘traditional’ way. (the most important and major consumption patern)
• Digital & Connected TV, Portablity of Content, Social TV will empower its role in a “Fire Starter” of consumer engagement.
• Communications opportunities in a new content form, thinner & smarter targeting, interactivity & sharing will grow in the near future
TV AUDIENCE EVOLUTION IN BELGIUM Daily average viewing time (min.) 4+ Guests
Source: CIM TV Sud – LD – All Day
176
190 199 199
149 150
170 180
193
206
221 231
162 161
183
197
100
120
140
160
180
200
220
240
1997 2002 2007 2012
Total TV South
Total TV North
TSU South
TSU North
TV AUDIENCE EVOLUTION IN BELGIUM Daily reach (%) 4+ Guests
Source: CIM TV Sud – LD – All Day
70 70
73 72
72
67
76
70
72 71 74 73 73
68
77
76
60
62
64
66
68
70
72
74
76
78
80
1997 2002 2007 2012
Total TV South
Total TV North
TSU South
TSU North
‘Traditional’ TV: More Time – (A very liNle less) Reach (Source: CIM Audimétrie 3/2005 vs 3/2013)
15-34 2005
15-34 2012
35+ 2005 35+
2012
Men 2005
Men 2012
Women 2005 Women
2012
SG 1-4 2005
SG 1-4 2012
45%
50%
55%
60%
65%
70%
75%
80%
85%
2:52:48 3:21:36 3:50:24 4:19:12 4:48:00 5:16:48
Daily Reach %
TIME SHIFTED VIEWING IN BELGIUM TSV % 4+ Guests
Source: CIM TV Sud – LD – All Day
96,4 95,6 94,9 94,1
3,6 4,4 5,1 5,9
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
TSV
Live
South North 2012 Jan-Oct. 2013 2012 Jan-Oct. 2013
AD MARKET SHARE Market Share (%) Belgium South
Source: MediaXim
33% 33% 33% 34% 36% 34% 34%
1% 1% 1% 1% 1% 1% 1% 14% 15% 14% 14% 15% 16% 17% 2% 3% 3% 4% 5% 5% 6%
41% 40% 39% 37% 35% 33% 32%
10% 9% 9% 10% 9% 10% 10%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2006 2007 2008 2009 2010 2011 2012
Outdoor
Press
Internet
Radio Cinema
TV
AD MARKET SHARE Market Share (%) Belgium North
Source: MediaXim
40% 41% 42% 42% 44% 44% 44%
1% 1% 1% 1% 1% 1% 1% 10% 11% 10% 9% 9% 10% 10% 2% 3% 4% 4% 5% 5% 5%
41% 38% 37% 36% 35% 32% 32%
7% 7% 7% 7% 6% 7% 8%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2006 2007 2008 2009 2010 2011 2012
Outdoor
Press
Internet Radio Cinema
TV
TOP AUDIENCES Belgium South
Source: CIM TV – 4+ Guests
Programme Channel Date Rating Market Share
1 Le journal de 19h RTL TVI 03/01/12 915.800 50,3
2 Edition Spéciale RTL TVI 30/01/12 897.600 46,8
3 Football : Spain vs Italy La Une 01/07/12 836.900 45,4
4 Football : Germany vs Italy La Une 28/06/12 808.400 46,8
5 Pirette - Les Gens d’en Bas sont déjà Belges RTL TVI 30/09/12 805.800 43,4
6 Pirette - Les Gens d’en Bas RTL TVI 11/03/12 759.800 37,6
7 Belgium’s Got Talent RTL TVI 19/11/12 759.100 37,6
8 Football : Belgium vs Croatia Club RTL 11/09/12 753.100 39,9
9 Football : Portugal vs Spain La Une 27/06/12 747.000 47,2
10 Les orages de la vie RTL TVI 04/11/12 744.700 39,5
TOP AUDIENCES Belgium North
Source: CIM TV – 4+ Guests
Programme Channel Date Rating Market Share
1 De Pappenheimers Een 05/02/12 2.055.600 66,6
2 Witse Een 12/02/12 2.004.700 64,5
3 Tomtesterom Een 19/02/12 1.741.000 57,9
4 Geert Hoste kookt Een 01/01/12 1.585.900 60,8
5 Salamander Een 30/12/12 1.538.600 48,4
6 Quiz me quick Een 09/12/12 1.535.600 47,9
7 Cycling : Koksijde Canvas 29/01/12 1.512.300 76,8
8 Twee tot de zesde macht Een 21/10/12 1.463.400 49,3
9 God en klein pierke – Piet Huysentruyt Een 02/01/12 1.419.300 43,4
10 Thuis Een 28/12/12 1.404.100 49,9
Challenging the “new normal” …
60% of the Belgian owned a ‘Digital TV’ (Source: Multiscreen & Mobile Survey (MMS) – Havas Media Belgium 12/2012)
Despite the penetration of the new devices, alternative consumption of linear TV is mainly watch from a ‘traditional TV set’. But, opportunities of ‘media meshing’ are multiplied by the abundance of devices
Belgium is in the top ‘Tablet European League’
Live TV on other less than 1% of the Volume in 2012
Cette étude a été réalisée par GfK Audimetrie, en collaboration avec Significant GfK qui était responsable du terrain – une enquête en ligne de 10.665 répondants de 18 ans et plus, entre le 1 et le 10 octobre 2012.
TV Empowered by Social Media & Second Screen (Match Study 9/9 – 22/9/2013 by Havas Media & Tevizz)
Next Steps & Challenges
• TV Audience Measurement Evolution – Other Screen Audience – Other Screen Campaign (Traditional Metrics)
• Social TV & Second Screen
– New Metrics
• CIM TV Challenge
18
Merci – Thank you ! www.huguesrey.com
www.facebook.com/havasmediabelgium
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