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Media Comparisons 2012 Women

Media Comparisons 2012 Women

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Media Comparisons 2012 Women

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  1. Media Comparisons 2012Women

  2. Television Reaches More Women Each Day than Any Other Medium Source: TVB Media Comparisons Study 2012.  Knowledge Networks Inc. Custom Survey.

  3. TV Reach Remains Strong Despite Digital Growth Source: TVB Media Comparisons Study 2010/2012.  Knowledge Networks Inc. Custom Survey. Tablet not surveyed in 2010

  4. TV Reaches More Women Across All Major Age Groups (%) Source: TVB Media Comparisons Study 2012.  Knowledge Networks Inc. Custom Survey.

  5. TV Reaches More Upscale Households (%) Source: TVB Media Comparisons Study 2012.  Knowledge Networks Inc. Custom Survey.

  6. Women Spend More Time with Television Than with Any Other Major Medium Source: TVB Media Comparisons Study 2012.  Knowledge Networks Inc. Custom Survey.

  7. Women Spend More Total Time With Media;Television Dominates Time Spentfor Both Genders Average Daily Time Spent (In Hours) Source: TVB Media Comparisons Study 2012.  Knowledge Networks Inc. Custom Survey.

  8. Total Time Spent with Media is Up;Time Spent with TV Continues to Dominate Source: TVB Media Comparisons Study 2010/2012. Knowledge Networks Inc. Custom Survey. Tablet not surveyed in 2010

  9. Time Spent with TV Tops Other Media Across Female Demographic Groups Average Daily Time Spent (In Hours) Source: TVB Media Comparisons Study 2012.  Knowledge Networks Inc. Custom Survey.

  10. Younger Demographic Groups are Increasing Their Time Spent with Television Source: TVB Media Comparisons Study 2010/2012. Knowledge Networks Inc. Custom Survey.

  11. More Women Learn About Products They Would Like to Try or Buy From TV Commercials Source most likely to learn about products or brands you would like to try or buy: % W18+ Source: TVB Media Comparisons Study 2012.  Knowledge Networks Inc. Custom Survey. 21.6% responded “Don’t Know”

  12. Television is Most Influential in Making a Purchase Decision Advertising medium most influential in making a purchase decision: % W18+ Source: TVB Media Comparisons Study 2012.  Knowledge Networks Inc. Custom Survey. 38.2% responded “Don’t Know”

  13. Television Influences More Purchase Decisions Across All Major Female Age Groups (%) Source: TVB Media Comparisons Study 2012.  Knowledge Networks Inc. Custom Survey.

  14. Consumers Are Enhancing Their TV Experience Adoption of new technology and synergistic media capability is growing. • 69.0% of women 18+ have HD TV sets. • 37% are Internet-capable • 9.4% have 3-D capability • W25-54 3-D capability is at 13.2% Source: TVB Media Comparisons Study 2012.  Knowledge Networks Inc. Custom Survey.

  15. Viewers Are Savvy About HD Quality Source: TVB Media Comparisons Study 2012.  Knowledge Networks Inc. Custom Survey. Based on HD TV owners.

  16. 54% of Women Say a TV Ad Prompted Them to Go Online to Find Out More Source: TVB Media Comparisons Study 2012

  17. Social Networks Have Reached Critical Mass Members of Social Networking Site 66% Source: TVB Media Comparisons Study 2012

  18. Social Networks are Not Primary Drivers of Consumer Purchases Source: TVB Media Comparisons Study 2012

  19. Mobile Phone Content Impact Nearly half of mobile phone owners 18+ have smart phones and access Internet content. Teens are reaching adult penetration levels. • 87% of women 18+ own a mobile phone • 46.4% have smart phones • Smart phone ownership up +95% from 2010 • 42.3% of smart phone owners access Internet content via phone • Highest demographic group is W18-34 at 68.3% • 81% of Female Teens 13-17 own a mobile phone • 37.2% have smart phones • Smart phone ownership up +57% from 2010 • 36% access content on the Internet via phone Source: TVB Media Comparisons Study 2012.  Knowledge Networks Inc. Custom Survey.

  20. Content Accessed on Cell Phone or Mobile Device W18-34 leads content viewing, but the behavior is strong across core demos. Source: TVB Media Comparisons Study 2012.  Knowledge Networks Inc. Custom Survey.

  21. Broadcast Television is the Primary Source of News for Adults Women 18+ % Source: TVB Media Comparisons Study 2012.  Knowledge Networks Inc. Custom Survey.

  22. Local Broadcast Stations Out-Deliver Cable as a Primary Choice for News Women 18+ % Source: TVB Media Comparisons Study 2012.  Knowledge Networks Inc. Custom Survey.

  23. Broadcast Is the Top News Choice Across Female Demographic Groups Primary Source of News (%) Source: TVB Media Comparisons Study 2012.  Knowledge Networks Inc. Custom Survey.

  24. During Breaking News, Women Turn First to Broadcast TV Source: TVB Media Comparisons Study 2012.  Knowledge Networks Inc. Custom Survey.

  25. Local Broadcast Stations are the Top Source for Local Weather, Traffic or Sports Women 18+ % Local Stations double the Internet and beat all other local media combined. Source: TVB Media Comparisons Study 2012.  Knowledge Networks Inc. Custom Survey.

  26. Local Broadcast Stations are Considered Most Involved in the Community Women 18+ Source: TVB Media Comparisons Study 2012.  Knowledge Networks Inc. Custom Survey.

  27. Local Broadcast Station Websites are the Top Source for Local News and Event Information Source: TVB Media Comparisons Study 2012.  Knowledge Networks Inc. Custom Survey. Note: Multiple responses allowed.

  28. Female Adults Visit Local Broadcast Station Websites (%) Visited Website in Past 30 Days Source: TVB Media Comparisons Study 2012.  Knowledge Networks Inc. Custom Survey.

  29. TV Stations More than Double the Reach of Online Video Viewers Than Other Local Sites (%) W18+ who watch video on local websites Source: TVB Media Comparisons Study 2012.  Knowledge Networks Inc. Custom Survey. Base=Respondents who watched video on local website(s) in the past 30 days.

  30. One-Third of Video Viewers on TV Station Websites are Regular Pre-Roll Ad Viewers % watch pre-roll ads most or every time Source: TVB Media Comparisons Study 2012.  Knowledge Networks Inc. Custom Survey. Base=Respondents who watched video on a local broadcast station website(s) in the past 30 days.

  31. TVB Media Comparisons Study Methodology • In the field in Q1 2012 • Conducted by Knowledge Networks, utilizing their “Knowledge Panel” • Online survey • Includes cell-phone only homes • 813 respondents in total • 744 W18+ • An additional 69 Women 13-17

  32. Thank You