Presentation on theme: "At ITV, we believe theres TV, and then theres Event TV."— Presentation transcript:
At ITV, we believe theres TV, and then theres Event TV
Source: Event TV 2008 We wanted to know if appointment to view programming, particularly seen in groups, offers unique benefits to advertisers. We believed that viewing compelling content generates a higher level of interest and awareness than other viewing We started out with the hypothesis, Not all TV viewing is equal Partnering with Other Lines of Enquiry, we commissioned the Event TV 2008 study Introduction
Source: Event TV 2008 What did we test across the study? What do we already know about appointment to view content? When and how much group viewing takes place? Desk Research Week long media diary How do our qual respondents watch TV? What are the key appointments to view? In home filming What type of content delivers the strongest reaction in viewers? What is the group viewing dynamic? Depth group interviews Do they perceive a difference in their behaviour around certain content? Were they aware of how they react to TV? 5000 Quant Study Are the learning's from the qual actual trends? Can they be substantiated with numbers? Ad Testing Does compelling content make advertising work harder?
Source: Event TV 2008 By understanding the level of Passion and Motivation that viewers have with content, we are able to identify Event TV s True Fans Understanding the viewing relationship
Source: Event TV 2008 True Fans have to engage strongly in 2 or more of the following: How much do you like the programme genre? Do you talk about the content? Do you seek out information? Do you plan to watch in advance? Do you go to the website? Defining True Fans
Source: Event TV 2008 Across TV, certain genres attract higher numbers of True Fans % of viewers who are True Fans Base: Genre Viewers across all TV Channels
Source: Event TV 2008 The combination of Content and Occasion generates powerful characteristics which are unique to True Fans of Event TV…
Source: Event TV 2008 Event TV is Highly Anticipated People can t wait to watch it and don t want to delay viewing any longer than necessary Have to watch sport live because it s happening at that time and also everyone at work s going to be talking about it Secondary School Family, London
Source: Event TV 2008 Event TV is High Interest viewers are aware they are watching content that millions of others are glued to Someone in work will always say are you watching this tonight kind of thing Young Adults, London
Source: Event TV 2008 Event TV is Time Sensitive it doesn t feel right if it isn t viewed live We d be watching Champions League whatever else is on. It s important isn t it Young Adults, London
Source: Event TV 2008 Event TV has its Rituals like the plumping of cushions, scheduling of meals or the enjoyment of special food and drink On a Saturday we tend to stay in and it s a good family occasion. We might have a takeaway or something. Secondary School Family, London
Source: Event TV 2008 Event TV gets people Closer it provides an opportunity for some real primate behaviour among friends and family He s normally on my knee and we talk about most things that we watch Primary School Family, Newcastle
Source: Event TV 2008 Event TV Brings People Together it s a powerful shared experience and considered to be quality time Saturday night we are always in front of the TV and my dad comes up and joins us and watches as well Secondary School Family Newcastle
Source: Event TV 2008 The majority of True Fans always make the effort to watch with other people % who always make an effort to watch together Q. How often do you make an effort to watch these genres with other people?
Source: Event TV 2008 True Fans build their social lives around programming Q. Do you ever plan your social life around TV programmes?
Source: Event TV 2008 True Fans prefer to watch live % who always watch live Q. Do you think it is important to watch these sorts of programmes at the time they're shown on TV or would you sometimes record them?
Source: Event TV 2008 Event TV Stimulates Discussion and Interaction people love to share their thoughts about Event TV before, during and after a show We talk about the characters in Coronation Street as if we know them Grown-up family, Manchester
Source: Event TV 2008 True Fans have a stronger relationship with programming +71% +100%+126% % difference vs. All Viewers Q. Do you ever watch extra programming around shows?
Source: Event TV 2008 Event TV is Britain s most loved TV… and ITV is its home On a Saturday night, we put on ITV, and it stays on ITV all night long Primary School Family Newcastle
Source: Event TV 2008 ITV owns the key Event TV genres Q. Which of these channels do you most associate with the following genres? All respondents, all Channels
Source: Event TV 2008 Group viewers to all commercial channels Each week, we deliver the highest number of group viewers 000s of Group Viewers Watching TV together Number watching in a group Mon-Sun Source: BARB Jan-Jul 08
Source: Event TV 2008 We deliver the highest number of group viewers across all genres % of shows by Channel Top 100 shows by genre. Group viewers to all commercial channels. Source: Jan-Jul 08
Source: Event TV 2008 ITV and Event TV deliver Greater Advertising Engagement I think you have more of a reaction when you are sitting with other people there in the adverts. Grown-up family, London
Source: Event TV 2008 Event TV viewers don t want to miss any of the programme Flicking between channels annoys others in the group Viewers of Event TV anticipate higher quality, therefore, more enjoyable adverts True Fans flick channels less If you are sitting by yourself, you flick more than if you are in a group. Secondary Family, Glasgow
Source: Event TV 2008 Programme vs break data Ad flicking is 29% lower vs Ad flicking is 15% lower Eviction Night Ad flicking is 70% lower Ad flicking is 24% lower Ad flicking is 52% lower Source: BARB, 2008, Average Programme rating vs average centre break rating across series
Source: Event TV 2008 Soap True Fans are 97% more likely to stay and watch the ads …as a result they see more ads
Source: Event TV 2008 Event TV leads to more positive opinions of advertising among True Fans You know when youre sitting watching TV with your friends and you go wow, Im going to get something like that Grown-up family, Manchester
Source: Event TV 2008 Top scores – (8, 9, 10) or (4, 5) Test Product: Cars Please give marks out of 10 for how much you enjoyed the advert (10=liked a lot, 1= not at all)/ Which of these words & phrases do you feel could be applied to the advertising
Source: Event TV 2008 Top scores – (8, 9, 10) or (4, 5) Test Product: Lager Please give marks out of 10 for how much you enjoyed the advert (10=liked a lot, 1= not at all)/ Which of these words & phrases do you feel could be applied to the advertising
Source: Event TV 2008 Top scores – (8, 9, 10) or (4, 5) Test Product: Financial Services Q. Please give marks out of 10 for how much you enjoyed the advert (10=liked a lot, 1= not at all)/ Which of these words & phrases do you feel could be applied to the advertising
Source: Event TV 2008 Top scores – (8, 9, 10) or (4, 5) Test Product: Supermarket Please give marks out of 10 for how much you enjoyed the advert (10=liked a lot, 1= not at all)/ Which of these words & phrases do you feel could be applied to the advertising
Source: Event TV 2008 Some viewers have a higher level of engagement with content – we call them True Fans Event TV is the combination of these True Fans with Content and Occasion Event TV is the UKs most liked and discussed programming Event TV delivers higher value to advertisers than other TV ITV is the home of Event TV Summary