Pu Purpose TAM Ireland strive, through best practice, to drive TV - - PowerPoint PPT Presentation

Pu Purpose

TAM Ireland strive, through best practice, to drive TV audience measurement forward. Our ambition is to measure all video content and provide precise viewership data

• n broadcast content across all platforms

and we are committed to excellence vision and adaptability.

Struct cture

Technical Committee

Board

Future Measurement Group Communications Group Data Implementation Group

Agency cy reps

Alan Cox – Core Media Frankie Carty - Core Media Fiona Fagan - MediaBrands Clodagh McGrath - OMD Neasa McDonagh - Group M Alan Cawley - MediaBrands Frankie Carty - Core Media Carl Flynn – Dentsu Aegis

Board Future Group Communications Group Technical Committee

TV Advertising is transparent

TV TV Ad Advertising i g is t transparent

TV Advertising is Accountable

Advertisers are

• nly charged for

commercials that are viewed at normal speed

TV Advertising is Accountable

Education Resource ces

Understanding TV Data Nielsen training

Our S Our Studi tudies

• Establishment Survey
• Lifestyle Survey
• Total Viewing Study
• Advertising Effectiveness – Meta analysis

TV advertising works. Return on investment, long-term brand builder and a myriad

• f studies old and

new that prove TV advertising is effective as a generator of profit and for growing market share.

TV Advertising Works

Ex Extra TV Sha hare e of Voice e Strong ngly Correl elated ed with h Sha hare e Growth* h*

Correlation 58% Significance 99% N= 46*

80 60 40 20

• 20
• 40

TV Extra Share of Voice (ESOV)

y=3.51+25.07*x

R Linear=0.341

• 1.00

.00 1.00 2.00

Change in Market Share per month

A Deeper Line in the Sand- Updated Meta- Analysis Evidence Karen Hand, 2017

Re Relative Over-In Inves estmen ment in n TV rel elated ed to Value ue Sha hare e Growth

A Deeper Line in the Sand- Updated Meta- Analysis Evidence Karen Hand, 2017

N= 48*

0.5 1 1.5 2 2.5 3 3.5 4 4.5 5

Under TV Share of Voice Over TV Share of Voice

Value S Share C Change ( (%)

%

Re Relative Over-In Inves estmen ment in n TV link nked ed to Value ue Sha hare/ e/Month h Growth

A Deeper Line in the Sand- Updated Meta- Analysis Evidence Karen Hand, 2017

N= 48*

0.1 0.2 0.3 0.4 0.5 0.6

Under T TV S Share o

• f V

Voice Over T TV S Share o

• f V

Voice

Value S Share p per M Month C Change ( (%)

%

UK Data shows TV as Strong Media for Market Share Growth

Base: 2012-16 cases

1.1% 2.1% 2.6%

0.0% 0.5% 1.0% 1.5% 2.0% 2.5% 3.0%

No TV DRTV TV ads

• Avg. markets share points

gained per annum

TV is best for market share growth

Source: Binet & Field 2016

TV Advertising is Trusted

TV is the most trusted medium for advertising (Thinkbox Ipsos & Future Foundation)

TV Advertising has Heart – in terms of emotional engagement with consumers, no

• ther medium

matches TV.

TV Advertising has Heart

TV Advertising Has unrivalled reach

Source: Kantar Media ROI TGI 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 80.00% 90.00% 100.00% Newspaper Radio Internet Outdoor Cinema (monthly) TV

TV reaches more people each week than any other medium

Reach

TV Advertising Works

Source: TAM Ireland Ltd / Nielsen TAM weekly and monthly reach 1+ cons reach, National, Consolidated, all commercial channels - 4th Jan 2016 - 1st Jan 2017

Commercial TV delivers mass markets

Reach

%

10 20 30 40 50 60 70 80 90 100 Adults 15-44 yrs 45+ yrs

Average Weekly and Monthly Reach

Weekly Monthly

The average TV campaign gets 16.38 million views

TV Advertising Works

Source: TAM Ireland Ltd / Nielsen TAM / Av mins. per person, Total TV, Consolidated, National

TV Viewing is up 11 minutes in a decade

M i n u t e s

Source: TAM Ireland Ltd / Nielsen TAM / Av mins, Total TV, Consolidated, National

Time Spent Viewing

The vast majority of viewing is to Live TV Average Time Spent Viewing 2016

It Works It’s Transparent It’s Accountable TV is the Most Trusted Medium TV Delivers Cover and Cost Efficiency Time Spent Viewing TV has heart

Website

• Nickable Slides
• Monthly/Quarterly/Annual TV overviews
• ES updates – Who Owns What
• Ad hoc studies – Adland v Tvland, Social Media study,
• Total Viewing study
• Data Integration

87%

Weekly Reach by commercial channels

25-44 yr olds

The Grown Ups

2 hours

45 mins

consumption per day

28

Total TV

1,223,000

TV Universe

mins

51% 77%

Married Employed

33% claim to be TV addicts 43% enjoy the ads as much as the programmes

2 hours

17 mins

Live

Recorded

50%

Viewing shared with someone else

83%

TV broadcaster content as a percentage of Total Video*

90%

Weekly Reach by commercial channels

Housekeepers with kids

The Mamas & Papas

3 hours

13 mins

consumption per day

29

Total TV

mins

28%

like to be in charge

• f the remote control

30%

enjoy the ads and talk about them afterwards

35%

consider themselves TV addicts

2 hours

44 mins

Live

Recorded

48%

Viewing shared with someone else

532,000

TV Universe

1.9

63%

Average no.

• f Kids

Employed

39.5

Average Age

84%

TV broadcaster content as a percentage of Total Video*

87%

Weekly Reach by commercial channels

ABC1 Adults

The Earners

2 hours

35 mins

consumption per day

23

Total TV

mins

41%

consider themselves to be TV addicts

36%

claim to enjoy the ads as much as the programmes

31%

claim to enjoy the ads and talk about them afterwards

2 hours

12 mins

Live

Recorded

47%

Viewing shared with someone else

1,370,000

TV Universe

52% 66%

Female Employed

48%

Male

83%

TV broadcaster content as a percentage of Total Video*

42.7

Average Age

The Background

The Future Group was formed about 4 years ago – made up of researchers from all of the broadcasters plus representatives from an ad agency and digital agency. They were tasked with understanding and keeping abreast of measurement initiatives and developments around the world. Technology as we know is developing at a rapid pace but the measurement of the consumption of that technology naturally lags behind its growth and is complex. TAM Ireland have commissioned a Total Viewing Study on 4 occasions since 2012. This trends all viewing of all formats across all devices. This is showing increasing levels of viewing outside of the TV set which we are not currently equipped to measure The focus of the Future Group is to deliver cross platform measurement: the following pages outline the strategy adopted for delivering this.

Source Thinkbox

Video Integration Strategy for a Total Audience

The VISTA Project

Website

• Access to all Thinkbox downloads
• Latest News
• Monthly Top 10 programmes x channel
• Universe Updates
• Explanatory Videos

A 4 STAGE APPROACH TO MEASURING VIEWING ACROSS ALL DEVICES AND FORMATS

Current Datasets Integrated Census Data Viewer Data

Stage

4

Integration

Stage

3

Stage

2

Stage

1

Data Integration Current datasets Phase2

TAM Ireland are working with Nielsen Data Science Team to fuse our data set in order to provide an interim planning tool for the industry.

Integrated Datasets

Stage

1