fx design group - magid hd study

© 2008 Frank N. Magid Associates, Inc.

Visually Connect with Your ViewersPresented by FX Group and Frank N. Magid Associates Inc.

RTNDA@NAB

April 2009


FNMA and FX Group completed a landmark HD study using On Line – Instant Studio technology to determine:

• The motivations viewers have for watching HD newscasts• How packaging and aesthetics influence viewing decisions• First mover advantages in Going HD ahead of the competition in local

news and weather• The most influential HD viewer benefits and how you can take

advantage of HD within your newscasts and promotionally• What viewers expect perceptually to see in a newscast and program that

is promoted as HD• Talent issues and aesthetic concerns in HD• All but one of these still images you will see in the study are FX Group

designs in the study they were HD file clips.

Survey Goals


Top Line Results

News sets, lighting and packaging are reasons to watch a local newscast and matter much more than was originally thought

HD is a first advantage driver of local news viewing Aesthetics and packaging drive brand perception The audience can discriminate the differences between HD and 16:9

“stretched” SD The audience can make clear decisions about what they see, why they

like it, and can determine clearly the superior newscast look Backgrounds and lighting that help pop the talent off the screen are

critical to both HD and SD looks Going HD now makes sense, as prices on HD sets lower and market

penetration (currently at 32%) continues to grow quickly


Background & Methodology

HDTV Online HD Instant Studio

421 completed surveys done in conjunction with FX Group 30 top designated market areas (DMA’s)

Between 18 and 54 years old – local news viewers

46% Male, 54% Female

66% HD TV owners, 33% SD TV owners

25 high definition video clips of local newscasts 1 video montage with 13 clips of newscasts

12 newscast clip comparisons

Each video clip was rated using FNMA IBDG On Line – HD Instant Studio moment-by-moment slider rating technology

HDTV Online (Mgd 0708)

© 2008 Frank N. Magid Associates, Inc. 5

Survey Demographics

74%

10% 9% 7% 5%1%

Caucasian/White

Hispanic AfricanAmerican/

Black

AsianAmerican

NativeAmerican

Other

11%

13%

18%17%

16%

14%

11%

18 - 24 25 - 29 30 - 34 35 - 39 40 - 44 45 - 49 50 - 54

46%

54%

Male Female

Age

Gender

Ethnicity

66%

33%

1%

Yes No Don't know

Currently own a high-definition television

n = 421


Local Newscast Viewing

27%

9% 8%

12%

7%

37%

1%

11%9%

14%15%

12%

40%

0%

6%9%

16%14% 15%

40%

1%

None One day Two days Three days Four days Five days Don't know

Morning local news Evening local news Late evening

Q. During a typical week, Monday through Friday, how many days do you watch a local newscast in the…?

n = 421


Reasons to Watch Local NewscastsQ. There are many factors that motivate people to watch local newscasts. Indicate how much each of the following is a reason that you watch

local newscasts.

n = 421

1%0% 0%

1%

4% 4%

8%

10%

14%

58%

1%1%0% 0%

1%

5% 5%

9%

11%

16%

52%

1%1%0%

1% 1%

5% 5%

11%

15%

18%

44%

1%

3%

1% 1%2%

10%9%

15%14%

16%

28%

1%

4%

1%

3% 3%

11%

9%

12%

14%

17%

26%

1%

3%

1%2%

3%

10%9%

15%14%

16%

26%

1%

5%

1%

3% 3%

11% 11%

15%14%

11%

25%

1%

8%

4% 4%

6%

16%

11%

13%12%

11%

14%

1%

1 = Not at all areason to watch

2 3 4 5 6 7 8 9 10 = Majorreason to watch

Don't know

Being accurate and reliable

Being believable and trustworthy

Having newscasters who are knowledgeable aboutthe local area

Newscasters who are warm and friendly

Having a sharp, clear, crisp picture

Clear simple to read graphic information

Having newscasters who look professional, welldressed, well groomed and put together

An attractive setting where the newscast is delivered

51% 7-10 scores


4.00

4.50

5.00

5.50

6.00

6.50

7.00

7.50

8.00

1 5 9 13 17 21 25 29 33 37 41 45 49 53 57 61 65 69 73 77 81 85 89 93 97 101 105 109 113 117 121 125

Montage All Trace

1

1

3

3

5

5

7

7

9

9

11

11

13

13

2 46

810

12

2

4

6

8

10

12

Montage features 13 short video clips of local newscasts. The variation of the trace line color (between red and blue) designates the switch between video clips and not how the clips were rated.

Time in Seconds

Appeal Rating


Montage All Trace

1

1

3

3

5

5

7

7

9

9

11

11

13

13

2 46

810

12

2

4

6

8

10

12

4.00

4.50

5.00

5.50

6.00

6.50

7.00

7.50

8.00

1 5 9 13 17 21 25 29 33 37 41 45 49 53 57 61 65 69 73 77 81 85 89 93 97 101 105 109 113 117 121 125

Time in Seconds

Appeal Rating


Local news

11

In Terms Of Hours Spent Per Day, Local Television News Is In The Middle Of The Pack

BASE: Those who use each form of media twice a week or more

Q. 302 In a typical 24-hour day, Monday through Sunday, how many hours per day do you do each of the following?

Hours Spent Using Each Media In A Typical Day


The Current Economic Situation Positively Impacts Web Site And Local Television News Usage, Print Magazines Show A Significant Drop

BASE: Those who use each form of media twice a week or more

Q.1100(A-E) In the past several months the economy has unfortunately taken a turn for the worse. How have the recent economic conditions changed your frequency of doing each of the following?

Impact Of Economy On Media Usage

Net Increase

+16

+14

-1

+7

-10

Local news


Relative To Other Media, Products Advertised In Local Television News Are Among The More Trustworthy

BASE: Those who use each form of media twice a week or more, for Yellow Pages and Direct mail respondents used /read the respective media at least once in the past 12 months

Q.700-Q.704 Please indicate the extent to which you agree with the statements below with regard to…?

Advertising Effectiveness - Trustworthiness

Chart shows percent who rate each media a “4” or a “5” where a “5” means “strongly agree”

I can trust products or services that are advertised on this type of media

Local news


Local News Performs Well With Regards To Recall

BASE: Those who use each form of media twice a week or more, for Yellow Pages and Direct mail respondents used /read the respective media at least once in the past 12 months

Q.700-Q.704 Please indicate the extent to which you agree with the statements below with regard to…?

Advertising Effectiveness - Recall

When I see an ad on this type of media, I remember the product or service advertised

Has memorable advertisements

Chart s show percent who rate each media a “4” or a “5” where a “5” means “strongly agree”

Local news

Local news


Top Line Results

HD versus SD 16:9 stretched


WTHR vs. KTVT

4

4.5

5

5.5

6

6.5

7

7.5

8

1 2 3 4 5 6 7 8 9 10 11

WTHR_01_twoshot KTVT_01_twoshot


Time in Seconds

Appeal Rating

Note: 4 seconds of leader have been removed


12%

80%

8%

WTHR_01_twoshot KTVT_01_twoshot Don't know

*

*

* Differences are significant at .05 level

WTHR vs. KTVT

Q. Thinking about the sets and the overall settings of the newscasts, overall which of the two newscasts did you prefer?


n = 421


Top Line Results

Chromakey vs. monitor walls


KCRA Traffic vs. WESH Traffic

4

4.5

5

5.5

6

6.5

7

7.5

8

1 2 3 4 5 6 7 8 9 10 11

KCRA_04_traffic WESH_04_traffic


Time in Seconds

Appeal Rating



KCRA Traffic vs. WESH Traffic

Q. Thinking about the way traffic information is presented in each newscasts, overall which of the two newscasts did you prefer?


75%

21%

4%

KCRA_04_traffic WESH_04_traffic Don't know

* Differences are significant at .05 level

*

*

n = 421


Top Line Results

Simple vs. “busy” backgrounds


KTVT vs. KCRA

4

4.5

5

5.5

6

6.5

7

7.5

8

1 2 3 4 5 6 7 8 9 10 11 12

KTVT_02_oneshot_noots_replace KCRA_05_oneshot

KTVT_02_oneshot_noots_replace KCRA_05_oneshot

Time in Seconds

Appeal Rating



KTVT vs. KCRA

73%

62%

58%

64%

69%

64%

68%

78%

19%

20%

33%

26%

18%

20%

24%

17%

9%

18%

9%

9%

14%

16%

9%

5%

The newcast w ith lighting that made the newcasters and the settingmore attractive and easier to see

The newscast who looked the most professional, well dressed, wellgroomed and put together

The newcast where the pictures of the newcasters were the mostvivid and eye-catching

The newscast where the studio setting and the video were sharp,clear and crisp

The newscast where the overall look of the newscast, graphics andset made the newscast believable and trustworthy

The newcast setting that made the anchors seem warm and friendly

The newscast that was delivered from the most attractive set

The newscast that had the clearest and simplest graphical information

KTVT_02_oneshot_noots_replace KCRA_05_oneshot Don't knowKTVT_02_oneshot_nootsreplace KCRA_05_oneshot

n = 421


Top Line Results

Sharp vs. soft backgrounds


WESH vs. KTVT

4

4.5

5

5.5

6

6.5

7

7.5

8

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19

WESH_02_oneshot KTVT_02_oneshot_noots_replace


Time in Seconds

Appeal Rating



WESH vs. KTVT

62%

51%

72%

65%

56%

53%

65%

43%

30%

34%

21%

27%

30%

33%

28%

52%

8%

16%

7%

8%

14%

15%

7%

5%

The newcast with lighting that made the newcasters and the settingmore attractive and easier to see

The newscast who looked the most professional, well dressed, wellgroomed and put together

The newcast where the pictures of the newcasters were the mostvivid and eye-catching

The newscast where the studio setting and the video were sharp,clear and crisp

The newscast where the overall look of the newscast, graphics andset made the newscast believable and trustworthy

The newcast setting that made the anchors seem warm and friendly

The newscast that was delivered from the most attractive set

The newscast that had the clearest and simplest graphical information

WESH_02_oneshot KTVT_02_oneshot_noots_replace Don't know


n = 421


Top Line Results

Rear screen projector vs. plasma walls


WCVB vs. WESH

4

4.5

5

5.5

6

6.5

7

7.5

8

1 2 3 4 5 6 7 8 9

WCVB_03_rp WESH_06_oneshot_w_screen

WCVB_03_rp WESH_06_oneshot_w_screen

Time in Seconds

Appeal Rating



Top Line Results

Identical set: Proper contrast between foreground and background and proper camera settings.


RP - Moving background

Drab wardrobes

Exact same set --- different background – contrast ratio


WESH Versus KCRA — Preferred Newscast

WESH

WESH_01_twoshot KCRA_01_twoshot_replace

KCRA DK/NS


WESH Versus KCRA – exact same set --- only difference is the graphic in the rear screen projector.

Clearest and simplestgraphical information


Delivered from themost attractive set

Setting made the anchorsseem warm and friendly

Overall look of the newscast,graphics and set made the

newscast believable andtrustworthy


WESH Versus KCRA

Studio setting and videowere sharp, clear and crisp


Pictures of the newscasterswere the most vivid

and eye-catching

Most professional, well-dressed, well groomed and

put together

Lighting made thenewscasters and the setting

more attractive andeasier to see


Visually Connect with Your ViewersPresented by FX Group and Frank N. Magid Associates Inc.

RTNDA@NAB

April 2009

fx design group - magid hd study

Documents

local news local news

hd newscasts

type of media local

local newscasts q

advantage of hd

going hd

local television news

pack local news base