TNS & VMMTV RESEARCH

SCREENTEST WHiCH SCREEN

Will plAy THE STARRiNg RolE

iN THE CoNSuMER’S lifE?

multiscreen-reseArcH BY tns cOmmissiOneD BY VmmtV

screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH

RESEARCH iNfo

Multiscreen-research by vmmtv and tns media

objective1. Anno 2012: “Who uses which screen and how will that evolve?”2. How does this change the tv viewer?

Methodology• Focusgroups:differentlifestagesandscreenusage(June2012)• Quantitative:N=2026North;15-64y(July2012)

screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH

HOW multiscreen Are We?tHe tV eXPerience On AnY screen?A neW DimensiOn

CoNTENT

1.

2.

3.

screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH

HoW MulTiSCREEN ARE WE?

screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH

fACT 1: 2/3 HAS 3 SCREENS

*Source:CimAudimetrie,hasdigitaltv,Q22012|Base:all

Penetration 96% 76%* 75% 67% 19% 16% 36%

fACT 1

screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH

fACT 2: +55% TAblET uSAgE VS pREViouS yEAR

Base:haseachscreen

More 10% 33% 20% 55% 28% 46%stable 74% 53% 54% 27% 45% 38%

fACT 2

screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH

fACT 3: TV+pC/lApTop = 87% of THE SCREEN VoluME

Base:volume=frequencyxduration

19%

41%

8% 3%3%

24%

fACT 3

screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH

fACT 4: 15% HAS CoNNECTEd TV

15%fACT 4

Basis:hasatraditionaltvscreen

10%potential

screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH

fACT 5: +8% uSAgE MobilE SCREENS NExT yEAR

Base: all

More-less -3% +6% -5% +8% +10%stable 82% 61% 53% 20% 30% Nodevice(anylonger) 14% 23% 51% 42%

fACT 5

Usage screen next year

screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH

MobilE SCREENS ARE fuTuRE pRoof

2/3 has3screensfact 1

+55% tabletusagevspreviousyearfact 2

tv+pc/laptop =87%ofthescreenvolumefact 3

15%hasconnected TVfact 4

+8%usagemobilescreensnextyearfact 5

screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH

THE TV ExpERiENCEoN ANy SCREEN

screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH

THE TV ExpERiENCE oN THE TV SCREEN

screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH

*Sou

rce:CIM

Aud

imetrie,%live-viewingaspart

ofthe

totaltvview

ung,18-54y(jan

-jun20

1217-24

h)92%liVe

fACT 1

screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH

Outofhabit

Towatchwiththeentirefamily

Towatchdailyprograms

Forthetalkvalueofaprogram

Towatchliveeventsorprograms

SoCiAl CoNTExT dETERMiNES liVE ViEWiNg

Base: all

screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH

fACT 2: 7,9% TiME SHifTEd ViEWiNg

7.9%5.7%18-54y

4+&guest

fACT 2

Source:CimAudimetrie,jan-jun2012,17-24h

screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH

fACT 2: 7,9% TiME SHifTEd ViEWiNg

7.9%5.7%18-54y

4+&guests

>

>

17%12%

estimate PWC 2015

fACT 2

Source:CimAudimetrie,jan-jun2012,17-24hSource:PWC,impacttimeshiftedviewing,May2012

screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH

Digital television

ENHANCES THE TV ExpERiENCE i don’t have to stay at home 34%

i can do something else beforewatchingtv 24%

to skipadvertising 13%

Icanenjoy2 programs at the same time 17%

Base:hasdigitaltv,top2%

screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH

Idiscover/viewmore programs 59%

Thereareless conflicts in the household 43%

i watchtvprogramsmoreconsciously57%

i get more satisfactionoutofwatchingtv61%

Digital television

opTiMizES THETV ExpERiENCE

Base:hasdigitaltv,top2%

screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH

THE TV ExpERiENCE oN ANoTHER SCREEN

screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH

WATCHES loNg foRM (iNCl. liVE) TV-CoNTENT oN oTHER SCREENS

23,5%

15-24y52,4%

fACT 3

Base: all

screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH

WATCHES SHoRT foRM TV-CoNTENT oN oTHER SCREENS

32%

15-24y 48%

fACT 4

Base: all

screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH

1/3 WATCHES SHoRT foRM oN lApTop

Base: all

Shortformtvcontent 29.3% 5.3% 3.8%Longformtvcontent 18.5% 3.1% 2.2%live 7.3% 2.9% 1.8%Tv content 35% 7% 6%

screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH

Base:watchestvliveviaYelo/Tvoveral

76% in home

“i want to watch some-thing else but still stay in the same room.”

live tv viewing on another screen, alone anD together

TNS & VMMTV RESEARCH

ENTERTAiNMENT RElATiVEly iMpoRTANT foR TAblETS

Social connection

Routine

Fun, entertainment

Enriching

75%

64%39%Base:all,indexentertainmentvsleadingmotivation

screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH

THE NEW diMENSioN =iNTERACTioN& ACTiVATioN

screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH

uSES 2Nd SCREEN To do SoMETHiNg WiTH oR To diSCuSS AbouT TV-pRogRAMS

37%

fACT 5

Base: all

screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH

WilliNg To iNTERACT WiTH bRANdS fRoM TV CoMMERCiAlS

18%

fACT 6

Basis:bezitandereschermenBase: all

screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH

2Nd SCREEN ENHANCES THE TV-ExpERiENCE

Basis:bezitandereschermen

“it is importanttobeabletodiscussapro-gramonthe2nd screen”

“Thetvexperienceisenhanced by the si-multaneoususeofatvand2ndscreen”

“Ifeelmore involvedwithtv-programswheni can discuss about them on social media”

Base: all

screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH

social 12%

apps 2%

sms/bycalling 13%

chatonline/smartphone 4%

website tv channel 6%

2Nd SCREEN (RE)ACTioN oN TV CoNTENT

2%2% uses apps related to tv content

Base: all

screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH

30%e-commerceamongst screeners

MulTiSCREENERS ARE REAdy foR CoNVERSioN

fACT 7

Base:hasanotherscreen

Question Howoftenhaveyoupurchasedaproductonline?1xamonthormore

screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH

TV CoNTENT liVES oN oTHER SCREENS

fact 1: 92%oftvvolumeiswatchedlivefact 2: 7,9%ofthetvvolumeisviewedtime shiftedfact 3: 23,5% watches long formtv-contentonotherscreensfact 4: 32% watches short formtv-contentonotherscreens fact 5: 37%uses2nd screentodosomethingwithortodiscussaboutatvprogramfact 6: 18%iswillingto interactwithbrandsfromtvcommercialsfact 7: 30%ofthescreenersbuys products online

screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH

WHiCH SCREEN Will plAy THE STARRiNg RolE iN THE CoNSuMER’S lifE?

screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH

WHiCH SCREEN Will plAy THE STARRiNg RolE iN THE CoNSuMER’S lifE?

it’s not about the screen, but about the viewer>

who watches when he/she wants >

who watches where he/she wants >

other screens extend and complement the tv viewing>

screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH

lET’S TAlkAbouT THEfuTuREof TV

screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH

fuTuRE of VMMA

Future1:Strongtvcontentisthefoundationforeveryscreen

Future2:Newbusiness model:

• Monetisecontentonanyplatform • Directbillingrelationshipwiththecustomer

Future3:Tvprogram=brandwitha(social)livecycle

screentest | which screen will play the starring role in the consumers’ life? TNS & VMMTV RESEARCH

fuTuRE foR THE MARkETEER

Opportunity1:multiscreencontact

Opportunity2:realinteractionoftvusingthe2ndscreen

Opportunity3:frominteractiontoconversion viae-commerce