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THE POWER OF INTERNATIONAL TV

THE POWER OF INTERNATIONAL TV. PROJECT. ENGAGEMENT. INTERNATIONAL TV RESEARCH GROUP. The International Television Research Group is an industry body consisting of research executives from the major international television stations.

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THE POWER OF INTERNATIONAL TV

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  1. THE POWER OF INTERNATIONAL TV

  2. PROJECT ENGAGEMENT

  3. INTERNATIONAL TV RESEARCH GROUP The International Television Research Group is an industry body consisting of research executives from the major international television stations. Its aim is to understand international media as an advertising platform within the wider media mix. Its philosophy is to share knowledge with the marketing and advertising industry so that well informed decisions can be taken.

  4. PROJECT ENGAGEMENT Hypotheses International TV channels provide an engaging platform for viewers and advertisers alike Viewers of INTV channels are particularly receptive and responsive to advertising INTV channels work effectively with their respective digital properties to extend the message and enhance advertising effectiveness

  5. Mechanics

  6. THE APPROACH: RESEARCH BY HALL & PARTNERS Quantitative Survey Fieldwork: 10-20 November, 2009 Interviewing conducted online among: Adults aged 21-65 Annual personal income £/€25k+ Watch both International and National TV+ Watch 2+ hours of International TV per week UK Germany France Qualitative Survey Fieldwork: 22 February – 2 March, 2010 Three online groups in UK, France, Germany 8 respondents per market (recruited from the quantitative sample)

  7. ESTABLISHING CORE VIEWER GROUPS Main Comparison Groups Heavy International (n=278) Heavy National (n=327) vs. >8+ hours International TV per week >8+ hours National TV per week <4+ hours International TV per week Sub Comparison Groups vs. PI €40K+ and Heavy International (n=109) PI €40K+ and Heavy National (n=124)

  8. VIEWER GROUP PROFILE: DEMOGRAPHICS Base: All heavy INTV viewers (278), heavy National viewers (327), heavy INTV viewers, €40K+ (109), heavy National viewers, €40K+ (124)

  9. DISCUSSION THEMES 1. Brand Environment 2. Receptive and Actionable Advertising 3. TV and Digital Complement

  10. Brand ENVIRONMENT

  11. BRAND ENVIRONMENT INTV provides a knowledgeable, engaging and trusted brand environment for viewers and advertisers alike Q: Please indicate which of these statements you think would best describe INTV and National TV channels? Base: All heavy INTV viewers (278), heavy National viewers (327), heavy INTV viewers, €40K+ (109), heavy National viewers, €40K+ (124)

  12. BRAND ENVIRONMENT INTV generates interest with original, diverse and compelling content

  13. BRAND ENVIRONMENT …Providing an appropriate environment for airlines, tourism, finance IT and luxury goods brands in particular Q. From the list below please select which five types of brands you think are most likely to advertise on National terrestrial TV channels? Q. From the list below please select which five types of brands you think are most likely to advertise on International TV channels? Base: All heavy INTV viewers (278), Heavy National viewers (327)

  14. RECEPTIVE & ACTIONABLE

  15. RECEPTIVE AND ACTIONABLE ADVERTISING Attitudes to advertising: INTV vs. National TV % strong agreement (7+ out of 10) An attractive brand environment and appealing content is essential to encourage receptiveness to advertising… Q: Please use the scale below to show how you feel about advertising on national terrestrial TV channels (1-10 scale where 10=strongly agree)? Q: Please use the scale below to show how you feel about advertising on international TV channels (1-10 scale scale where 10=strongly agree)? Base: All heavy INTV viewers (278), heavy National viewers (327), heavy INTV viewers, €40K+ (109), heavy National viewers, €40K+ (124)

  16. RECEPTIVE AND ACTIONABLE ADVERTISING …And attention and ‘retention’ is key...

  17. RECEPTIVE AND ACTIONABLE ADVERTISING Attention encourages action… Particularly among decision makers “The advertising on INTV/National TV very often influences my choice of brand” INTV vs. National TV, % strong agreement (7+ out of 10) Q: Please use the scale below to show how you feel about advertising on national terrestrial TV channels (1-10 scale where 10=strongly agree)? Q: Please use the scale below to show how you feel about advertising on international TV channels (1-10 scale where 10=strongly agree)? Base: All heavy INTV viewers (278), heavy National viewers (327), heavy INTV viewers, €40K+ (109), heavy National viewers, €40K+ (124), heavy INTV viewers BDMs (132), heavy National viewers BDMs (85)

  18. RECEPTIVE AND ACTIONABLE ADVERTISING And brands benefit from the association with INTV…

  19. TV & digital COMPLEMENT

  20. TV AND DIGITAL COMPLEMENT Multi-media tasking is the norm and INTV viewers are more likely to be online whilst watching TV than viewers of National TV. This is particularly true for high income earners and decision makers Q: How often do you go online while watching International and National TV? Base: All heavy INTV viewers (278), heavy National viewers (327), heavy INTV viewers, €40K+ (109), heavy National viewers, €40K+ (124)

  21. TV AND DIGITAL COMPLEMENT While watching TV, INTV viewers are more likely to participate in the whole range of activities than National viewers, particularly social networking and online communities Q. What activities do you undertake online at the same time as watching television? Base: All online while watching TV and heavy INTV viewers (220), Heavy National viewers (229), Heavy INTV viewers, €40k+ (88), Heavy National viewers, €40k+ (81)

  22. TV AND DIGITAL COMPLEMENT Almost eight out of 10 viewers have visited a website as a result of seeing ads or programs about a company on INTV Website visits and action as a result of seeing ads/programs about a company on INTV Q. How often do you visit websites as a result of seeing adverts/ programs about a company or its products on INTV? Q. When you have been online as a result of something you have seen on INTV in the last 12 months, which of the following have you done? Base: All heavy INTV viewers (278), all visiting websites as a result of seeing adverts/products on INTV and heavy INTV viewers (213), heavy INTV viewers, €40k+ (88), heavy INTV viewers BDMs (109)

  23. TV AND DIGITAL COMPLEMENT INTV viewers see the benefit of a TV / online combination

  24. TV AND DIGITAL COMPLEMENT Viewers find online advertising on INTV websites informative and helpful which encourages action and purchase… Attitude to advertising on INTV websites % strong agreement (4+ out of 5) Q. Thinking specifically about online advertising on the websites of International TV channels, please indicate how much you agree or disagree with the following statements (where 5 = strongly agree)? Base: All heavy INTV viewers and online users (248), Heavy INTV viewers, €40k+ (94), Heavy INTV viewers BDMs (123)

  25. TV AND DIGITAL COMPLEMENT And this connection leads to action and some of our largest advertisers see the benefits…

  26. WRAP UP INTV viewers are more likely to be online whilst watching TV than viewers of National TV, and this is particularly true for high income earners and decision makers. While watching TV, INTV viewers are more likely to participate in the whole range of activities than National viewers, particularly social networking and online communities. Level and range of online activity whilst watching INTV increases significantly among high income earners. Almost 8 out of ten viewers have visited a website as a result of seeing ads or programs about a company on INTV. Of these, three in ten made a purchase. TV and Digital Complement Brand Environment INTV channels are thought to be “interesting”, “knowledgeable” and “engaging” by those who watch. INTV channels provide something over and above National channel offerings; original information, broader scope and compelling content. Viewers expect to see tourism, airlines, finance, corporate, luxury goods and telecoms advertising on INTV channels. Viewers of National TV are more likely to associate national channels with broader FMCG categories; DIY, food and drink, retail. Receptive and Actionable Advertising Ads on INTV channels are more engaging; viewers are more absorbed in the content and less likely to flick channels than viewers watching National TV. Ads on INTV drive action. INTV channels are more likely to influence brand choice and this increases among upscale decision makers.

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