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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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Presentation Transcript
slide2

3 hours 32 minutes

Everyday

#TAM14

slide5

Content

Content

#TAM14

slide6

Convenience

Convenience

#TAM14

slide7

Conversation

Over 16m youtube hits for a clip from a TV show.

#TAM14

slide10

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

slide11

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

slide12

Highest peak Twitter mentions during any 5 minute period

“Eastenders” stimulated the highest peak in Twitter messages for the death of Lucy Beal

#TAM14

slide14

‘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

slide15

‘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

slide17

‘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

slide18

‘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

impulse brands spending on tv
“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

impulse brands spending on tv1
“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

slide24

Tony Wearn

Head of Research

TAM Ireland

#TAM14

about the research
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

the digital landscape has changed a lot since the last survey
The digital landscape has changed a lot since the last survey

3PLAYER

AVAILABLE ON

SKY

ON DEMAND

technology profile
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?

a significant growth across all devices is noted
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

a device revolution
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

our audio visual day

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.
the tv viewer
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

tv viewers aged 15 34 years
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:

slide34

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

the laptop pc viewer
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

key findings

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
the netherlands sko
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

the netherlands sko1
The Netherlands (SKO)

Developing a Census measurement solution

Setting up a bespoke online panel to collect viewing profiles

Incorporating data integration techniques

#TAM14

uk barb
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

uk barb1
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

slide43

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

egta guidelines for the future of audiovisual measurement
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

summary of guidelines
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

what is happening
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

slide49

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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