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Room For A View

Room For A View. #TAM14. 3 hours 32 minutes Everyday. #TAM14. Live viewing still very dominant. #TAM14. One Quarter of our waking day Watching TV. #TAM14. Content Content. #TAM14. Convenience. Convenience. #TAM14. Conversation. Over 16m youtube hits for a clip from a TV show.

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Room For A View

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  1. Room For A View #TAM14

  2. 3 hours 32 minutes Everyday #TAM14

  3. Live viewing still very dominant #TAM14

  4. One Quarter of our waking day Watching TV #TAM14

  5. Content Content #TAM14

  6. Convenience Convenience #TAM14

  7. Conversation Over 16m youtube hits for a clip from a TV show. #TAM14

  8. TV & Twitter #TAM14

  9. 15,500,000 #TAM14

  10. 43%of all contributors Tweeted about TV during April and these 43% account for 82%of all Twitter activity emerging from Ireland – they are the chattering class of the 21st century and they’re talking about TV. #TAM14

  11. Top 15 TV shows by volume of tweet mentions Game of Thrones was the most heavily tweeted TV show in our data with 20,714 mentions, #TAM14

  12. Highest peak Twitter mentions during any 5 minute period “Eastenders” stimulated the highest peak in Twitter messages for the death of Lucy Beal #TAM14

  13. TV, Twitter & Brands

  14. ‘Tesco’ TV ads vs ‘Tesco’ mentions on Twitter correlation = 0.41 Television ads Twitter mentions Mentions of Tesco are very varied, including people saying, “on my way to Tescos”. We see an interesting peak in Tesco mentions on the weekend of 19/20th April that fits very closely with the peak in Tesco ads for the month. #TAM14

  15. ‘Lindt’ TV ads vs ‘Lindt’ mentions on Twitter Television ads correlation = 0.37 Twitter mentions Mentions of Lindt climb steadily up to a peak on Easter Day when people report what chocolate they’re eating. We see a great match between peaks in TV ads and Twitter mentions around 14th & 15th April. #TAM14

  16. TV ads & Website visits

  17. ‘Retail’ brand TV ads vs ‘Retail’ brand website visits (22 brand advertisers) Television ads correlation = 0.71 Website visits In the retail sector we find the highest correlation between increases in TV ad frequency and website traffic growth. The blue arrows illustrate how a general upward, then downward, trend in ad frequency is reflected in similar ups and downs for website traffic. #TAM14 data source: TAM Ireland / similar web.com

  18. ‘Insurance’ brand TV ads vs ‘Insurance’ brand website visits (12 brand advertisers) Television ads correlation = 0.61 Website visits #TAM14 data source: TAM Ireland / similar web.com

  19. Watch & Buy 2014 #TAM14

  20. “impulse” Brands spending on TV Date groups for change are: 23/03/2012-22/03/2013 v 23/03/2013-22/03/2014 Adspend data as per Nielsen AdDynamix, Media comprised of Cinema, Press, Outdoor, Radio, TV Reach as per Nielsen/TAM Ireland, Consolidated data, Adults 15+ unless otherwise indicated, ** Women 15+, *Housekeepers #TAM14

  21. “impulse” Brands spending on TV As are other brands that are gaining share in their respective categories Date groups for change are: 23/03/2012-22/03/2013 v 23/03/2013-22/03/2014 Adspend data as per Nielsen AdDynamix, Media comprised of Cinema, Press, Outdoor, Radio, TV Reach as per Nielsen/TAM Ireland, Consolidated data, Adults 15+ unless otherwise indicated, ** Women 15+, *Housekeepers #TAM14

  22. What of the Future? #TAM14

  23. 1 in 4 homes have a tablet: 3 in 4 adlanders own a tablet #TAM14

  24. Tony Wearn Head of Research TAM Ireland #TAM14

  25. TAM Ireland Viewing Habits March 2014

  26. About the Research What does the current viewing landscape look like? • The key objectives of the research were: • To determine viewing habits of the Irish market across all platforms (devices); • To establish relative consumption levels by device. Methodology Face to Face interviews of 1000 people. 100 x 12 -17 yr olds 450 x 15-34 yr olds 450 x 35+ Focused on A/V consumption yesterday – x ¼ hr

  27. The digital landscape has changed a lot since the last survey 3PLAYER AVAILABLE ON SKY ON DEMAND

  28. Technology Profile 59% accessed the internet yesterday (82% amongst 15-34 yrs) 14% listened to an iPod/MP3 yesterday Base: All Respondents 15+: 919 Q. Which of the following activities did you participate in yesterday? Q. Which of the following, if any, did you do online yesterday?

  29. A Significant Growth Across All Devices Is Noted 2012 2014 Average minutes of audio-visual content viewed yesterday 216 230 All Devices 193 192 On a TV Base: All Respondents 15+: 919

  30. A Device Revolution • The TV set still accounts for the majority of audio-visual content consumed. • There has been a significant increase since 2012 in other devices used to view audio-visual content yesterday. Summary Points

  31. Summary Points Our Audio-Visual Day • The overall number of audio-visual minutes consumed has grown by 14 minutes since 2012 (216 vs. 230 mins). • The TV Set remains the most popular device for viewing audio-visual content (193 minutes), followed by the Laptop (14 minutes). • The peak time for viewing audio-visual content, regardless of device is from 9pm onwards. • Younger Irish males are more likely to view a-v content on non-TV devices i.e. mobile, laptop & tablet.

  32. The TV Viewer 95% of all A/V viewers content on a TV yesterday (193 mins) TV viewing accounts for 86% of In-home viewing Top 3 Formats* * VolUME Mentions

  33. TV Viewers – Aged 15-34 Years 89% of 15-34 yr old viewers Viewed on a TV 89% (161 mins) Accounting for 72% Of all their viewing Base: All TV Viewers Aged 15-34 Years:

  34. The Majority of viewing is still TV Consumed In Home 79.8% TV at home 2.5% TV some-one else’s home Television set Laptop Desktop computer 1.6% tablet own home Tablet Mobile phone 3.1% mobile own home Games console Out of home screen 0.3% TV socially 0.5% mobile at work 0.2% laptop at work 0.1% mobile commuting 0.6% TV in a public space 0.7% games console own home 0.3% desktop at work 0.5% TV at work 5.4% laptop at home 1.7% desktop own home 0.2% TV other 0.1% out of home screen in a public space 0.1% mobile Some one else’s home 0.3% laptop someone else’s home 0.2% out of home screen at work 0.2% mobile in a public space Base: All Respondents 15+: 919

  35. The Laptop/PC Viewer 22% of all A/V viewers viewed content on a laptop/PC yesterday (19 mins) Top 3 Formats* * VolUME Mentions Laptop / PC viewing accounts for 8% of In-home viewing

  36. Summary Points Key Findings • 95% of A/V viewers watched content on a TV yesterday • 27% of viewers watched content on another device in addition to a TV Set (up from 15% in 2012) • The overall number of audio-visual minutes consumed has grown by 14 minutes since 2012 (216 vs. 230 mins). • An average of 193 minutes of content was consumed on a TV set yesterday - an increase of one minute. Device viewing does not appear to be cannibalising TV viewing. • Laptops (18% yesterday), are the most popular Non -TV devices for viewing a/v content

  37. Where does this leave television audience measurement? #TAM14

  38. The Netherlands (SKO) The Videodata Integration Model (VIM) – 2013-2017 “SKO should be measuring and reporting reach, frequency and time spent for: - All video content - All commercial video messages - Across any platform - With a quality level comparable to TAM” #TAM14

  39. The Netherlands (SKO) Developing a Census measurement solution Setting up a bespoke online panel to collect viewing profiles Incorporating data integration techniques #TAM14

  40. UK (BARB) Project Dovetail “The objective of bringing site-centric data together with panel viewing data through an integration process that leads to unified audience reporting.” #TAM14

  41. UK (BARB) Embedding programme and advertising content with metadata tags to collect census level data Integrate this census data with television viewing First results expected in 2016 #TAM14

  42. What will be the future form of Television Audience Measurement? #TAM14

  43. Egta “A single source for multi-screen measurement is not the panacea it may appear to be” Franz Prenner President Egta Paper: Future of Audience Measurement, Jan 28th 2014 #TAM14

  44. Egta Guidelines for the Future of Audiovisual Measurement “Egta believes it is important not only to contribute to the debate about the evolution of audience measurement tools…but it is crucial to allow broadcasters and their sales houses to derive change and lay the foundations of any future solution.” #TAM14

  45. Summary of Guidelines • All audio-visual content across any screen • Continued use of metered panel • A hybrid product – a single currency based on more than one measurement • The harmonisation of advertising metadata • Different devices to show multi-screen video campaigns • Possibility of different trading and planning currencies #TAM14

  46. What is happening? Development of a ‘Statement of Requirements’ (SoR) to address the future needs of the Irish market This will have at its heart a television audience measurement panel…but will outline additional requirements #TAM14

  47. These are early days in developing new systems - but the pace is quickening! #TAM14

  48. To measure all forms of viewing across all devices by 2017

  49. Repeat Ipsos Total Viewing Study Pilot capture of desktop and laptop devices Establish willingness of panel homes to have mobiles and tablets monitored Tagging Solutions Return- path data Data fusion

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