SLIDE 1 The TV viewing landscape
SECTION TWO
The TV viewing landscape
SECTION TWO
The total video viewing landscape
SLIDE 2 A Few Definitions before we start
- TV – Live/Recorded Broadcaster generated content viewed on any
device.
- Live TV – TV viewed at time of transmission
- Recorded TV – TV viewed within 7 days of transmission
- BVOD – Broadcaster Video On demand viewed on any device via the
player or ondemand service (on TV set 8+ days after transmission) on all other devices – anytime.
- Shortform – Youtube, facebook and any other short clips of video
- Stand Alone – Netflix, Amazon Prime, Other streaming services,
gaming.
SLIDE 3
SLIDE 4 Source: CSO. Nielsen Individuals. TV set viewing within 7 days of broadcast 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
0.1 2.55 3.06 3.14 3.14 3.16 3.23 3.25 3.16 3.05 3.05 3.01 3.02 3.00
Total TV BVOD
4.0
89%
Internet access*
HOURS OF TV VIEWED ON A TV SET PER DAY
In a decade of disruption, TV viewing on a TV set is resilient
SLIDE 5 If live TV didn’t exist we’d have to invent it
- Technology changes quickly but human needs do not.
- We are sociable and love to share live experiences.
- Live TV reaches 88% of adults in a week.
SLIDE 6
Young people love TV in all its forms
Broadcaster generated content accounts for 65% of 15-34’s video diet Young people are enthusiastic adopters of new forms of TV but this isn’t included in industry measurement, yet …..
SLIDE 7
TV is going everywhere
SLIDE 8 TV is having babies. Over time, TV's new babies will mature. Some will survive
and some will die.
Consumers will continue to consume video, and there will continue to be plenty of
- pportunities for advertisers.
People love television -- regardless of how it is delivered or what we choose to call it.
Contrarian
SLIDE 9
SLIDE 10 Video Integration Strategy for a Total Audience The VISTA Project
SLIDE 11
SLIDE 12 Methodology – Award Winning Research
- Winner of the Data Analytics category in the Research Excellence Awards
2017.
- Data Fusion conducted by Nielsen Data Science Team
Total Viewing Study Establishment Survey TAM Ratings Data A/V Data Solution Lifestyle Survey
SLIDE 13 3 hr 8 mins per day
Our Video Day - % of mins viewed x format
15-24 yrs
5% 15% 21% 1% 9% 7% 41%
Live TV Recorded TV BVOD PPV Shordorm Stand Alone Other
SLIDE 14
SLIDE 15 25-44 yrs
1% 13% 9% 1% 6% 17% 53%
3 hr 57 mins per day
Our Video Day - % of mins viewed x format
SLIDE 16
SLIDE 17 45+ yrs
3% 3% 2% 10% 82%
4 hr 8 mins
Our Video Day - % of mins viewed x format
SLIDE 18
15-24 yrs 25-44 yrs 3 hr 57 mins per day 45+ yrs 4 hr 8 mins per day 3 hr 8 mins per day
Our Video Day - % of mins viewed x format
SLIDE 19 25-44 yrs
22.5 45 67.5 90
45+ yrs
22.5 45 67.5 90
Our Video Day - incremental Daily Reach build x format
22.5 45 67.5 90
15-24 yrs
SLIDE 20
15-24 yrs – Share of Ads viewed
Format Share of Video Share of Ads Live TV 41.4 78.8 Recorded TV 7.3 5.4 BVOD 8.8 4.5 Short form 21.2 11.3 PPV 1.4 Stand Alone 15.3 Others 4.7
SLIDE 21
Our Video Day - % of minutes viewed x device
15-24 years
55% 5% 22% 19%
45+ years
95% 1% 2% 2%
25-44 years
81% 3% 9% 7%
SLIDE 22 Source: TAM A/V Data Solution
5.7%
14.5%
6.4%
22.2%
% average net monthly reach of Adults 15-24 watching broadcaster VOD via device
Laptop / desktop Tablet Smartphone TV set
Younger viewers are embracing smaller screens for broadcaster VOD
SLIDE 23 2017 IPSOS MRBI TAM Viewing habits
“In the home” still dominates AV viewing
79.8% TV Set 4.5% Laptop 5.4% Mobile Phone 0.3% Desktop 1.8% Tablet 0.6% Games Console
Viewing Still Happens in The Home, Regardless of Device
SLIDE 24
As video consumption increases across digital channels – so does video advertising
SLIDE 25 The average TV campaign in Ireland gets 16.38 million views
25
SLIDE 26
SLIDE 27 BVOD viewers watch on the Big Screen Average viewers per view Increase in Purchase Consideration when BVOD is added to linear TV campaigns
Key Findings - Firefly Research
SLIDE 28 INCREASE IN AVG. NO. OF VERY LARGE BUSINESS EFFECTS FROM ADDING 0% 9% 18% 27% 36% TV without BVoD TV with BVoD
Broadcaster VOD enhances TV’s effectiveness
- Source: Media in Focus, 2016, Binet & Field IPA
27% 36%
SLIDE 29
ADFX 2018 – Energia – TV (Brand Building)Ad
SLIDE 30
ADFX 2018 – Energia VOD (activation) Ad
SLIDE 31 Tailor ads for device, platform and context Keep ads short and brand early and often Good video creative helps us all Content creation can open up new markets and
Be Creative
SLIDE 32
Viewing is a massive part of our lives Content is and will always be king Synergy beats Specialism: Combining mass reach (TV) for long term brand building and exponential growth with targeting (VOD) for activation provides the ideal mix for brand growth Integrated screen planning is important to maximise reach across all screens, from TV to mobile video
Key learnings
