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The Sony channel New Channel Evaluation Fuel for Brilliant DECISIONS February 2013 Fuel for Brilliant DECISIONS Outline 1.Introduction 2.Main Findings in Detail i. Is there a need? ii. Could Sony do it? iii. Do they like it and would they
The Sony channel
New Channel Evaluation
February 2013 Outline
1.Introduction 2.Main Findings in Detail i. Is there a need? ii. Could Sony do it? iii. Do they like it and would they watch it? iv. Would it drive subscriptions? 3.Conclusions & Implications
Introduction
Background and methodology
Background SONY and FOXTEL have been in discussions regarding a channel for women. In February 2012, research was conducted to test the channel concept for propensity to watch, measure the appeal of the channel and proposed programming and identify any potential barriers to viewing and successful channel launch. Methodology D&M Research hosted an online survey with 500 Australian women aged 25-54 years. The survey was 15 minutes long and included visual stimulus in the form of a video showing elements of the SONY channel Is there a need? Main Findings in Detail
Types of Shows or Programs like to Watch
Mini series / Movies Drama / Drama serials Sports Other (Specify 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 34% 39% 15% 32% 32% 33% 39% 25% 17% 6% 10% 8% 4% 15% 11% 1% Watched Favourites 77% 76% 72% 72% 71% 71% 69% 63% 44% 40% 39% 35% 31% 30% 25% 2%Women claim to watch and love Dramas, Soaps and Miniseries / Movies.
Top 3 Favourites by Show Type
Net Dramas & Soaps Reality/ Celebrity Soaps/ Soap Operas Sports 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 33% 27% 16% 13% 9% 7% 5% 8% 6% 3% 2% 2% 1% 0% Top 3 FavouriteJust over 1 in 2 mentioned an actual Drama or Soap show in their top 3, and 1 in 3 as their most Favourite.
Based on Shows USA = 63% AUS = 62%
UK = 17% Other = 9% Home & Away 72% of AUS Soap Viewers Downton Abbey 34% of UK Soap ViewersTop Soaps by Country
Watching soaps
One in 4 women said they watch Soap Operas, among these:
0.25 0.75; 100%
All respondents n=502 Population = 4,520 N= 127 respondents who watch soaps Population = 1,145 Most watched Soaps in 2012 by Country
The most watched USA Soaps are The Bold and the Beautiful (49%), Days of our Lives (17%) and Revenge (13%). The most watched Australian Soaps are Home & Away (72%), Neighbours (33%) and Packed to the Rafters (18%). The most watched UK Soaps are Downton Abbey (32%), Eastenders (24%) & Coronation Street (20%). N= 127 respondents who watch soaps Population = 1,145 USA = 63% Base 83 Base 80 Base 23 Population 729 Population 722 Population 195 The Bold and the Beautiful 49% Home and Away 72% Downton Abbey 32% Days of our Lives 17% Neighbours 33% Eastenders 24% Revenge 13% Packed to the Rafters 18% Coronation Street 20% The Young and the Restless 10% Winners and Losers 4% Emmerdale 5% Bones 6% House husbands 9% Other 34% Parenthood 6% Offspring 3% Dont know 15% The Big Bang Theory 5% Underbelly 3% Dallas 4% Other 3% Greys Anatomy 4% Dont know 3% How I Met Your Mother 3% Days of our Lives 3% Other 11% Dont know 3% Australian Soaps USA Soaps UK Soaps AUS = 62% UK = 17% . . . Australian women aged 25-54 think there is something missing from the current Australian television offering (71%) Is anything missing?
What’s missing in the current offering?
When asked what, if anything, is missing from the current Australian offering, only 29% said ‘Nothing/Don’t know’, indicating that for 71%, something is missing.
DK/Nothing Quality programming/quality acting and writing/less cheap reality Documentaries/Nature/History Variety Drama/Drama series Comedies/good comedy Movies/Mini Series/Better movies Australian/local content 0% 5% 10% 15% 20% 25% 30% 35% 29% 6% 6% 7% 7% 8% 12% 14% . . . Australian women aged 25-54 think the current Australian television offering needs a channel that caters more towards women (31%) Is there a need? Almost
The current Australian offer
6 6 6
Bottom 3 Box 3-4 5 - Neither 6-7 Top 3 Box AverageOverall, Australian Women give the current television offer for women a 6/10.
All respondents n=502 Extremely well Not at all well Who caters best – Pay TV Subscribers vs. Non Subs
Channel 7 is seen as catering best to women amongst Non subs, Lifestyle the best for Subs – who also rate it higher.
women?
All respondents n=502 Rating 7/10 Rating 7.5/10 Interest in channel dedicated to Soaps
N= 127 respondents who watch soaps Population = 1,145 Total Soap Watchers (n=127) Pay TV Subscribers (n=64) Non Subs (n=63) 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 1 2 3 4 5 6 7 8 9 10 34% 40% 31% 29% 34% 27% 11% 8% 12% 11% 3% 14% 16% 15% 16%6 7 6
Bottom 3 Box 3-4 5 - Neither 6-7 Top 3 Box AverageAround 2 in 3 women who watch soaps are interested in a channel dedicated to Soaps, including 1 in 3 highly interested. Interest is higher amongst Pay TV Subscribers.
Extremely Not at all Interest in a channel that focuses on family & relationships
shows, talk/chat shows and documentaries that have a family and relationship focus?
Total (n=502) Pay TV Subscribers (n=248) Non Subs (n=254) 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 1 2 3 4 5 6 7 8 9 10 39% 45% 37% 31% 29% 32% 16% 15% 17% 8% 5% 9% 5% 6% 5%7 7 7
NETT Bottom 3 Box 3-4 5 - Neither 6-7 Top 3 Box Average7 in 10 women are interested in a channel that airs a variety of genres with a family and relationship focus. Among them, 4 in 10 are highly interested.
All respondents n=500 Extremely Not at all What would women build?
If women could build their own TV Channel catering for women about 1/3rd of all programming would be dedicated to Drama and Soaps, Mini series and Movies.
All respondents n=502 Net Drama/Soaps/Mini series/Movies = 34% Respondents were shown 10 feature genres as ingredients for a channel that catered predominantly for women and asked what percentage of each genre they would include if they were making the channel themselves. Could SONY do it? Main Findings in Detail
Spontaneous Associations with SONY – Word Cloud
There is a high free association of SONY with Quality (31%) and Televisions.
* A ‘Word Cloud’ is a visual depiction of the responses to this question. The frequency of mention is indicated by the font size of the word PRE-CONCEPT ASSOCIATIONS Could SONY do a TV Channel?
much do you agree or disagree that SONY could do the following in the future?
Nearly 6 in 10 (57%) think SONY is capable of having a TV channel, and less than 1 in 5 (15%) disagree.
All respondents n=502 3.5 3.6 3.5 PRE-CONCEPT Do they like it and will they watch it? Main Findings in Detail
Visual Stimulus
Overall appeal
Total (N=502) Pay TV Subscribers (n=248) Non Subs (n=254) 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 1 2 3 4 5 6 7 8 9 10 47% 52% 45% 28% 24% 29% 8% 8% 8% 8% 7% 8% 9% 8% 9%7 7 7
Bottom 3 Box 3-4 5 - Neither 6-7 Top 3 Box AverageThe SONY channel was well received, with 3 in 4 (75%) giving a positive score, including nearly (47%) giving a top 3 box score for overall.
All respondents n=502 Very Appealing Not at all Appealing What do you like about the SONY Channel – Top 3 Box
What type of person would the SONY Channel be?
Loves to entertain Feminine Modern High quality Clever wit Sexy 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 84% 79% 79% 77% 75% 70% 70% 67% 66% 66% 65% 64% 63% 60% 60% 53% 52% 52% 50% 43% 43% 28% All respondents n=502For 84%, the top personality trait associated with the SONY Channel is “Loves to Entertain”. SONY also has high associations with Accessible (79%), Friendly (79%), Fun (77%) and Modern (75%).
How would you describe the SONY Channel?
The top description associated with the SONY channel is “Light entertainment – nothing too dark or heavy”. Other high associations include: Offers great TV, particularly escapist drama and comedy (68%), Fun and addictive shows and Features shows with strong, relatable female leads (66%).
All respondents n=502 Light entertainment – nothing too dark or heavy It’s not a 24 hour soap channel Humour that is clever, never crass A guilty pleasure 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 79% 68% 66% 66% 65% 62% 61% 60% 60% 59% 58% 55% 54% 54% 52% 52% 46% 44% 43% 35% 34% 32% 25% 21% Channel Diagnostics
Over 7 in 10 agree that they like the idea of this channel and that it would have programs they would like to watch.
All respondents n=502 It looks really different to other channels This channel would be for someone like me It made me feel different about the Sony brand I really like the idea of this channel The channel would have programs and shows I would want to watch 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 54% 65% 63% 71% 76% 19% 13% 26% 13% 8% 26% 21% 9% 16% 16% Disagree Neither Agree 3.9 3.9 3.8 3.7 3.4 Average *Benchmark against best Fox Footy concept = 68%*
Likelihood to watch
Total (N=502) Pay TV Subscribers (n=248) Non Subs (n=254) 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 1 2 3 4 5 6 7 8 9 10 59% 60% 59% 22% 19% 23% 7% 7% 7% 5% 4% 5% 8% 10% 7%7 7 7
Bottom 3 Box 3-4 5 - Neither 6-7 Top 3 Box Average8 in 10 women are likely to watch the SONY Channel if it was available, with 6 in 10 highly likely to watch.
All respondents n=502 Would definitely watch Not at all likely to watch . . . Prefer the name
SONY Entertainment
Preferred name
Almost
Preferred name
Almost 2 in 3 (65%) chose Sony Entertainment as the preferred name
Sony Entertainment Sony Entertainment Television Sony Glow Sony Stella Sony Fling 0% 20% 40% 60% 80% 100% 65% 60% 47% 29% 27% 27% 18% 16% 11% Will it build subscriptions? Main Findings in Detail
Acquisition / Retention Propensity – Foxtel
This chart is based on the Foxtel propensity model of assessing net scores of 6-10 for Acquisition amongst Non-pay TV Subs, and 0-4 for Retention of Pay TV Subs after seeing and considering the Sony TV Channel concept. 0-4 Retention / Churn 6-10 Acquisition 0% 10% 20% 30% 40% 50% 4.4% 27.0% 4.3% 21.2% Resting Propensity Concept Propensity All respondents n=502 Resting Propensity = prior to concept Concept Propensity = after concept More on Retention
Firstly the Sony Concept impacts positively on the retention of those most vulnerable.
Interestingly, mapping Resting Propensity with Concept Propensity for RETENTION, shows quite significant upward lifts for the most vulnerable – i.e. all resting scores of below 6 increase. All Pay TV Subs n=248 100 200 300 400 500 600 700 1 2 3 4 5 6 7 8 9 10 6 6 5 7 7 6 7 7 8 8 9 Population CONCEPT PROPENSITY RESTING PROPENSITY 000’s Definitely Not at all Definitely Resting Propensity = prior to concept Concept Propensity = after concept Where does behaviour change?
Most likely to Churn Less likely to Churn Less likely to Acquire Most likely to Acquire
Bottom 3 Box Approach?
Indifferent 1 2 3 4 5 6 7 8 9 10 Acquirers Churn Risk Churners Acquire Potential Passive
Top 3 box propensity model
An alternative Top 3 (Acquisition) - Bottom 3 (Retention) model shows; Projected Subscriptions
Using past OZTAM data as the base shows a realistic survey estimation of future subscriptions using the resting propensity (29.3%). Adding the Sony Channel to the subscription environment shows a result that is better than the baseline (31.8%). Qtr 1 '11 Qtr 3 '11 Qtr 1 '12 Qtr 3 '12 Qtr 1 '13 Qtr 1 '14 Sony Channel Proj 25% 30% 35% 29.6% 29.8% 30.1% 30.1% 29.9% 29.7% 29.2% 29.2% 28.8% 29.3% 31.8%PAY TV Penetration Estimates & Projections (Using Top 3 / Bottom 3)
QTR 1 2014 Prediction = QTR 1 2013 (28.8%) + (Acquire (3.7%) - Churn (3.2%) ) (Based on women only) Conclusions and Implications The Way Forward
Is there a need?
What's missing: Australian / Local Content (14%), Quality Movies / Mini Series (12%), Quality comedies (8%), Drama (7%) and Variety (7%). Could SONY do it?
SONY already has a strong association with QUALITY and TVs. Would they watch it?
Almost 1 in 2 (47%) women aged 25-54, gave the SONY Channel an appeal score of 8 or more! Would it drive subscriptions?
Using a bottom 3 box approach to retention (i.e. those most likely to churn) shows a 1.2 percentage point decrease in the Retention / Churn proportion. Contact us
D&M Research Pty Limited Newtown Business Centre Suite 104, 1 Erskineville Road NEWTOWN, NSW 2042 e query@dandmresearch.com.au ph +61 2 9565 2655 fax +61 2 9565 2787 Derek Jones – Principal e derek@dandmresearch.com.auHOW TO FIND US