television viewing preferences online synergy quebec adults 18 august 2011
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Television Viewing Preferences & Online Synergy Quebec Adults 18+ August 2011

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Television Viewing Preferences & Online Synergy Quebec Adults 18+ August 2011. TV & Online Synergy. There is little doubt that Canadians are spending more time than ever online, however contrary to some reports online is having little effect on TV viewing

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Presentation Transcript
tv online synergy
TV & Online Synergy
  • There is little doubt that Canadians are spending more time than ever online, however contrary to some reports online is having little effect on TV viewing
  • In fact, the results of this study indicate that 40-50% of people surveyed under the age of 55 use the Internet while simultaneously watching Television, and, they pay attention to both alternatively
  • Rather than taking away from time spent with Television, people are using both TV and the Internet at the same time
  • While viewers have several options available to choose from, they overwhelmingly choose to watch TV on a TV set in the comfort of their home as opposed to a computer or mobile device screen
tv online synergy1
TV & Online Synergy
  • In addition, there is a symbiotic relationship for advertisers
  • More than half of those surveyed under the age of 55 have gone online based on something they saw in a television commercial
  • Of those people, most researched the product or service or requested information, but a significant proportion go on to make an online purchase
  • This result highlights the unique role that Television and the Internet each have in the “purchase funnel”
tv online synergy2
TV & Online Synergy
  • Television at the top of the purchase funnel provides a very immersive environment which enables advertisers to create a need state among customers/viewers (see Innerscope Media Effectiveness Study)
  • The Internet further down the purchase funnel provides advertisers with a very flexible environment which enables them to provide customers with the additional information they require before making a purchase, or in some cases facilitates the purchase
time spent with television vs the internet
Time Spent with Television vs. the Internet

Hours per week

Source: TV - BBM Canada 2010/11 Broadcast Year measured by PPM; Internet – comScore measured by Media MetrixJune 2011 (3-month average)

slide6
Time Spent with Television by Internet GroupInternet use has little effect on time spent with Television

Hours of Television per week

Source: BBM Analytics RTS Spring 2011; Base P12+

Note: RTS is a self-report survey in which weekly time spent with Television is generally reported a level lower than what is actually measured by PPM.

preferred screen quebec adults 18
Preferred Screen - % Quebec Adults 18+

Q: Thinking about watching your favourite TV programs,where would you rather watch them?

Source: BBM Analytics OmniVU August 2011

preferred location quebec adults 18
Preferred Location - % Quebec Adults 18+

Q: How would you most prefer to watch TV programs?

Source: BBM Analytics OmniVU August 2011

preferred screen quebec adults 181
Preferred Screen - % Quebec Adults 18+

Q: Could watching your favourite TV programs on a computer or mobile device replace watching them on your home TV as your PREFERRED method of watching television?

Source: BBM Analytics OmniVU August 2011

simultaneous use quebec adults 18
Simultaneous Use - % Quebec Adults 18+

Q: In the past week have you watched TV and used the internet at the same time?

Source: BBM Analytics OmniVU August 2011

simultaneous use quebec adults 181
Simultaneous Use - % Quebec Adults 18+

Q: While you were watching TV and using the internet at the same time, were you paying attention to both?

Source: BBM Analytics OmniVU August 2011

simultaneous use quebec adults 182
Simultaneous Use - % Quebec Adults 18+

Q: Did you pay more attention to the Television or the Internet, or did you switch back and forth?

Source: BBM Analytics OmniVU August 2011

synergy quebec adults 18
Synergy - % Quebec Adults 18+

Q: Have you ever gone online and searched for information or a website based on something you saw in a television commercial?

Source: BBM Analytics OmniVU August 2011

synergy quebec adults 181
Synergy - % Quebec Adults 18+

Q: When you went online and searched for information or a website based on something you saw in a television commercial, what did you do?

Source: BBM Analytics OmniVU August 2011

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