tv – social media starts here
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TV – Social Media Starts Here. TV Day Alberta Television Bureau of Canada. May 23-24, 2012. Is anybody watching?. Viewing & Investment Trends. Viewing Trends. 3.7 billion viewers 159.6 billion weekly hours viewed. Global Television Viewing. - PowerPoint PPT PresentationTRANSCRIPT
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TV – Social Media Starts HereTV Day AlbertaTelevision Bureau of Canada
May 23-24, 2012
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Viewing & Investment Trends
Is anybody watching?
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Viewing Trends
• 3.7 billion viewers• 159.6 billion weekly hours
viewed
Global Television Viewing
Source: Deloitte TMT 2011; World POPClock; Eurodata TV Worldwide
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Viewing TrendsPerson 2+ – Millions of Weekly Hours
English Canada0
100200300400500600700800
554 583 586 569 566
709 713 737
04-05 STB05-06 STB06-07 STB07-08 STB08-09 STB09-10 PPM10-11 PPMYTD PPM *
Source: BBM Canada InfoSys+ TV PPM; Total Weekly Hours; Total TV PPM; M-Su 2a-2a; YTD 11-12 = weeks 1-33; * includes Edmonton
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Viewing TrendsPerson 2+ – Millions of Weekly Hours
Alberta0
102030405060708090
28 30 30 30 3240 39
84
04-05 STB05-06 STB06-07 STB07-08 STB08-09 STB09-10 PPM10-11 PPMYTD PPM *
Source: BBM Canada InfoSys+ TV PPM; Total Weekly Hours; Total TV PPM; M-Su 2a-2a; YTD 11-12 = weeks 1-33; * includes Edmonton
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Viewing TrendsAdults 18+ - Average Weekly Per Capita Hours
04-05 STB
05-06 STB
06-07 STB
07-08 STB
08-09 STB
09-10 PPM
10-11 PPM
YTD PPM *
05
101520253035
24.5 25.3 25.2 24.2 23.827.7 28.2 28.8
English Canada
English Canada
Source: BBM Canada InfoSys+ TV PPM; Total TV PPM; M-Su 2a-2a; YTD 11-12 = weeks 1-33; * includes Edmonton
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Viewing TrendsAdults 18+ - Average Weekly Per Capita Hours
04-05 STB
05-06 STB
06-07 STB
07-08 STB
08-09 STB
09-10 PPM
10-11 PPM
YTD PPM *
05
1015202530
22.8 23.9 23.4 22.9 23.426.7 26.4 27.3
Alberta
Alberta
Source: BBM Canada InfoSys+ TV PPM; Total TV PPM; M-Su 2a-2a; YTD 11-12 = weeks 1-33; * includes Edmonton
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Viewing TrendsAdults 18+ - Average Weekly Reach
English Canada
Source: BBM Canada InfoSys+ TV PPM; Total TV PPM; M-Su 2a-2a; YTD 11-12 = weeks 1-33
Alberta
98.1% 97.3%
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Advertising Investment
• $227 billion• 40.1% share of all ad revenue
Global Television Investment
Source: Deloitte TMT 2012; ZenithOptimedia Ad Spend Forecast
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Advertising Investment
• TV revenue remains strong• Top share of ad revenue• Continued annual growth
Net Advertising Volume
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Advertising InvestmentCanadian Net Advertising Revenue 2010 - Share
29.6%
TVDaily PapersCommunity PapersRadioInternetMagazineOutdoor
Source: TVB Net Advertising Volume 2010
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Advertising InvestmentCanadian Net Advertising Revenue 10-Year Trend – Millions
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
0500
1,0001,5002,0002,5003,0003,5004,000
482606
1,1291,517
2,1022,232
3,390 Out-of-HomeGeneral MagazinesCommunity NewspaperRadioDaily NewspaperInternetTelevision
Source: TVB Net Advertising Volume 2010
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Advertising InvestmentNet Advertising Revenue – Television Time Sales
3820
0
3856
5
3893
0
3929
5
3966
1
4002
6
4039
1
4075
6
0500
1,0001,5002,0002,5003,0003,500
2,863
461
English CanadaAlberta
Source: TVB Time Sales Survey (TSS)
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Commercial Clearance Statistics
More & More Commercials
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Telecaster Services
• 60.9K commercial cleared for airing in 10/11
• +10.0% vs. year ago• :30’s dominate• :15’s, :30’s & HD on the rise
Commercial Clearance
Source: TVB Telecaster Services
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Telecaster ServicesClearance Trends
08/09 09/10 10/110
10,00020,00030,00040,00050,00060,00070,000
49,83855,284
60,790
Total Commercials Cleared
Source: TVB Telecaster Services
+11% +10%
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Telecaster ServicesShare by Length – 2010/11
2.9%
29.6%
50.8%3.4% 0.0%
0.7%0.5%0.2%
11.8%
Under 1515's30's60's90'sOver 90Other LengthInfomercialsTags
Source: TVB Telecaster Services
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Telecaster ServicesShare by Format – 2010/11
75.1%
24.9%
SDHD
Source: TVB Telecaster Services
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Telecaster ServicesClearance Trends
Under 15
15's30's
60's90's
Over 9
0
Other Length
Infomercials Tag
s SD HD-80%-40%
0%40%80%
-2.9%
13.0% 11.9%
-26.4% -34.8%-63.5%
-1.2%
-46.8%
34.2%
-5.0%
77.0%
Change 2011 vs. 2010
Source: TVB Telecaster Services
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TV Anywhere, Anytime
The Power of Technology
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Multi PlatformFour Screen World
Source: Media Technology Monitor Fall 2011
Internet on TV
Internet on Tablet
Internet on Phone
Tablet
Smartphone
9.0%
10.0%
33.0%
12.0%
41.0%
10.0%
11.0%
40.0%
13.0%
47.0%
Alberta
English Canada
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Multi PlatformOnline Video – Weekly Access
Any Video Content TV Content0%
10%
20%
30%
40%
50%
60%
70% 64.0%
27.0%
62.0%
21.0%
English CanadaAlberta
Source: Media Technology Monitor Fall 2011
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Multi PlatformOnline Video – Average Weekly Hours Per Capita
Any Video Content TV Content0.0
0.5
1.0
1.5
2.0
2.5
3.02.5
0.8
2.1
0.6
English CanadaAlberta
Source: Media Technology Monitor Fall 2011
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PVR AdoptionTV Household Penetration Rate %
33.4%
PVR Penetration - March 2012
No PVRPVR
Source: BBM Canada
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PVR TrendsTV Household Penetration Rate %
Mar-09
May-09
Jul-09
Sep-09
Nov-09Jan
-10
Mar-10
May-10
Jul-10
Sep-10
Nov-10Jan
-11
Mar-11
May-11
Jul-11
Sep-11
Nov-11Jan
-12
Mar-12
05
10152025303540
14.1
33.4
%
Source: BBM Canada
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PVR TrendsAdults 18+ - Live Viewing
94.6%
English Canada
LivePlayback
Source: BBM Canada InfoSys+ TV PPM; Total TV PPM; M-Su 2a-2a; YTD 11-12 = weeks 1-33
93.2%
Alberta
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PVR TrendsPVR Owners - Live Viewing
88.0%
English Canada
LivePlayback
Source: BBM Canada InfoSys+ TV PPM; Total TV PPM; M-Su 2a-2a; YTD 11-12 = weeks 1-33
87.2%
Alberta
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PVR Trends
• Commercials can only be skipped during Playback - ~5% of viewing
• 46% of PVR Owners stop to watch commercials of interest
• 72% of PVR Owners are aware of the advertisers in the commercials viewed during fast forward
Playback Statistics – Adults 18+
Source: TVB/BBM Analytics OmniVu Survey July 2011
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Proving Television Advertising Effectiveness
Research
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Biometric Proof
• Emotions are the primary driver of human behaviour and influence behaviour below conscious awareness
• 95% of brain processing occurs below conscious awareness including the majority of emotional processing
• Biometric marketing research measures the physiological responses traveling from the emotional centres of the brain to measure emotional engagement without bias
Using Neuroscience to measure advertising effectiveness
Conscious
Associative
NonConscious
Source: Innerscope Research
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Biometric Proof
• Two ground breaking studies measured emotional engagement with advertising, and the priming effect or uplift provided to engagement with online advertising when combined with offline advertising
Using Neuroscience to measure advertising effectiveness
Source: Innerscope Research
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Biometric Proof
• Video advertising was proven to be most effective in creating emotional engagement with ads
• Television was the most effective while static online display ads were shown to have little effect
• The immersive nature of television enhances the emotional experience increasing engagement with the content and advertising
Emotional Engagement
Source: Innerscope Research
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Biometric Proof
• Exposure to an ad for a brand offline can provide a significant uplift to engagement with advertising for the same brand when subsequently exposed online
• Television advertising had the greatest priming effect, lifting online engagement by 14 percentile points for video ads and 18 points for display ads
Priming Effect
TV Radio Newspaper
-5
0
5
10
15
20
14
8
0
18
4
-3
Video Ad Display AdSource: Innerscope Research
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Advertising Perceptions
• Relating to the advertising to which they are exposed, consumers report that television advertising is the most:
Influential Persuasive & Powerful
The survey says…
Source: BBM Analytics March 2012 – TVB Attitudinal Survey 2012
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Advertising PerceptionsWhich ONE of the following media carries advertising that you believe to be the most influential?
Television
Radio
Newspap
er
Magazi
ne
Internet
Out-of-h
omeOther
DK/Ref
0%10%20%30%40%50%60%70% 59.3%
5.1%11.1%
2.9%15.2%
1.1% 2.7% 2.6%
Source: BBM Analytics March 2012 – TVB Attitudinal Survey 2012
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Advertising PerceptionsWhich ONE of the following media carries advertising that you believe to be the most persuasive?
Television
Radio
Newspap
er
Magazi
ne
Internet
Out-of-h
omeOther
DK/Ref
0%10%20%30%40%50%60%70%
57.7%
5.0%12.2%
4.6%11.4%
1.4% 3.1% 4.5%
Source: BBM Analytics March 2012 – TVB Attitudinal Survey 2012
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Advertising PerceptionsWhich ONE of the following media carries advertising that you believe to be the most powerful?
Television
Radio
Newspap
er
Magazi
ne
Internet
Out-of-h
omeOther
DK/Ref
0%10%20%30%40%50%60%70% 59.5%
4.3%10.1%
2.7%
16.4%
1.1% 2.3% 3.6%
Source: BBM Analytics March 2012 – TVB Attitudinal Survey 2012
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The Media Eco-System
• While many rattled digital as the death knell of television, in reality linear TV and Online have become integral companions and have combined to amplify advertising communications
• Rather than replacing linear, linear and digital have combined to create an experiential eco-system which is turning out to be greater than the sum of its parts
Eco-system theory = whole > sum of parts
Source: David Brennan – Media Native
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The Media Eco-System
• The power of emotion and implicit memory are essential to effective communication
• Televisions immersive experience is key to creating a relaxed, receptive and shared environment in which messages reach the non conscious levels of our brain
• Television creates an engaging experience built on story telling, trust and sharing
Eco-system theory = whole > sum of parts
Source: David Brennan – Media Native
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The Media Eco-System
• TV has been shown to lead and influence many forms of online behaviour, often occurring within seconds of the TV broadcast because of the emergence of “second screening”
• Online has combined with television to create many new opportunities for advertisers
Eco-system theory = whole > sum of parts
Source: David Brennan – Media Native
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The Media Eco-System
• Online has allowed TV to add Point-of-Sale to its many strengths by creating a direct response channel
• Online has become an audience builder for TV by allowing for new channels of content distribution
• And online has allowed communities to rise around television content and advertiser communication seen on TV
Eco-system theory = whole > sum of parts
Source: David Brennan – Media Native
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The water cooler has moved online
Social Networking
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Social Networking
• 55% of Albertans have participated in Social Networking in the past month
• 47% engage with TV online• 12% have chatted about a TV
program• 4% chat about a program
while watching
Making Connections
Source: Media Technology Monitor Fall 2011
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Social TV
• The top three Super Bowl ads created an amplifier effect generating 329K social media comments which multiplied into more than 200 million earned impressions on top of the paid media spots
• People who chat about TV are 8x more likely to chat about brands
The sum is greater than the parts
Source: Bluefin Labs
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Social TV
• TV + Social Expression = countless earned impressions to followers who share an affinity with the speaker
• Buzz drives Tune-in & Tune-in drives buzz
• TV and Video content is moving to integration allowing advertisers to harness its power across all touch points and coordinate them to create a community around their message
Amplifying Communication
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Theresa TreutlerPresident & CEOTelevision Bureau of [email protected]
www.tvb.ca
Thank you.
Contact: