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Media Comparisons 2012 Persons. Television Reaches More People Each Day than Any Other Medium 2 Source: TVB Media Comparisons Study 2012. Knowledge Networks.

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Presentation on theme: "Media Comparisons 2012 Persons. Television Reaches More People Each Day than Any Other Medium 2 Source: TVB Media Comparisons Study 2012. Knowledge Networks."— Presentation transcript:

1 Media Comparisons 2012 Persons

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

3 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 People Across All Major Age Groups (%) Age TelevisionNewspapersRadioMagazinesInternet Mobile Phone Tablet 18+ 88.336.158.824.873.0 27.811.7 18-34 84.021.459.716.274.2 46.016.8 18-49 85.323.962.319.575.4 39.714.5 25-49 86.024.164.620.274.9 38.814.3 25-54 86.726.565.320.475.6 36.214.6 35-64 89.136.263.225.675.2 24.911.4 65+ 93.761.344.137.464.3 4.84.1 13-17 76.614.456.924.276.3 21.317.1 4 Source: TVB Media Comparisons Study 2012. Knowledge Networks Inc. Custom Survey.

5 TV Reaches More Upscale Households (%) 5 Source: TVB Media Comparisons Study 2012. Knowledge Networks Inc. Custom Survey. Household Income TelevisionNewspapersRadioMagazinesInternet Mobile Phone Tablet Under $25K 83.729.947.818.962.4 16.23.5 $25K-$50K 85.234.855.523.568.3 23.45.9 $50K-$75K 87.737.764.325.672.3 33.115.5 $75K+ 90.434.763.328.082.0 32.418.6 $100K+ 90.535.166.129.783.4 35.823.8

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

7 Women Spend More Total Time With Media; Television Dominates Time Spent for Both Genders Adults TelevisionNewspaperRadioMagazinesInternet Mobile Phone TabletTotal W18+ 5.420.381.450.303.26 0.840.3612.01 M18+ 4.970.421.390.182.75 0.51 0.2510.47 7 Source: TVB Media Comparisons Study 2012. Knowledge Networks Inc. Custom Survey. Average Daily Time Spent (In Hours)

8 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 Total time spent with media is up +8% 2010 - 2012. +15% +133%

9 Time Spent with TV Tops Other Media Across Demographic Groups Age Persons TelevisionNewspapersRadioMagazinesInternet Mobile Phone Tablet 18+ 5.200.401.420.243.01 0.680.31 18-34 4.460.231.340.203.50 1.370.50 18-49 4.620.241.530.193.34 1.050.42 25-49 4.750.261.630.203.10 0.890.37 25-54 4.690.301.680.203.12 0.800.38 35-64 5.240.381.580.213.01 0.480.27 65+ 6.380.741.070.412.16 0.090.08 13-17 3.140.111.010.162.30 1.120.39 9 Source: TVB Media Comparisons Study 2012. Knowledge Networks Inc. Custom Survey. Average Daily Time Spent (In Hours)

10 10 Younger Demographic Groups are Increasing Their Time Spent with Television Source: TVB Media Comparisons Study 2010/2012. Knowledge Networks Inc. Custom Survey. +14% +3% +5%

11 More People Learn About Products They Would Like to Try or Buy From TV Commercials 11 Source: TVB Media Comparisons Study 2012. Knowledge Networks Inc. Custom Survey. 23.6% responded “Don’t Know” Source most likely to learn about products or brands you would like to try or buy: % A18+

12 Television is Most Influential in Making a Purchase Decision 12 Advertising medium most influential in making a purchase decision: % A18+ Source: TVB Media Comparisons Study 2012. Knowledge Networks Inc. Custom Survey. 39.5% responded “Don’t Know”

13 Television Influences More Purchase Decisions Across All Major Age Groups (%) Age TelevisionNewspapersRadioMagazines Outdoor Billboards Internet Mobile Phone 18+ 37.210.6 1.84.40.2 5.60.8 18-34 40.83.2 2.23.40.1 7.41.4 18-49 40.25.6 1.93.20.3 6.41.3 25-49 40.16.0 2.23.00.4 5.91.6 25-54 39.97.3 2.23.70.3 6.01.4 35-64 36.512.3 1.74.60.3 5.40.6 65+ 32.718.5 1.65.30.0 2.90.0 13-17 36.40.9 0.85.23.1 12.00.0 13 Source: TVB Media Comparisons Study 2012. Knowledge Networks Inc. Custom Survey.

14 Consumers Are Enhancing Their TV Experience 14 Source: TVB Media Comparisons Study 2012. Knowledge Networks Inc. Custom Survey. 69.4% of adults 18+ have HD TV sets. 37% are Internet-capable 8.5% have 3-D capability A25-54 3-D capability is at 11.2% Adoption of new technology and synergistic media capability is growing.

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

16 51% of Adults 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 Source: TVB Media Comparisons Study 2012 Members of Social Networking Site 61% Members of Social Networking Site 61%

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

19 Mobile Phone Content Impact 19 Source: TVB Media Comparisons Study 2012. Knowledge Networks Inc. Custom Survey. 86% of adults 18+ own a mobile phone 46% have smart phones Smart phone ownership up +93% from 2010 41.5% of smart phone owners access Internet content via phone Highest demographic group is A18-49 at 54.5% 74% of Teens 13-17 own a mobile phone 37.5% have smart phones Smart phone ownership up +58% from 2010 39% access content on the Internet via phone Nearly half of mobile phone owners 18+ have smart phones and access Internet content. Teens are reaching adult penetration levels.

20 Content Accessed on Cell Phone or Mobile Device 20 Source: TVB Media Comparisons Study 2012. Knowledge Networks Inc. Custom Survey. A18-34 leads content viewing, but the behavior is strong across core demos.

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

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

23 Local Broadcast Is the Top News Choice Across Demographic Groups Age Local Broadcast Stations Major Broadcast Networks Cable News Networks RadioNewspaperInternet 18-34 13.712.6 8.4 7.2 5.226.1 18-49 18.313.1 7.4 6.4 6.323.8 25-49 21.213.0 6.8 6.5 6.123.0 25-54 20.313.9 7.6 6.9 6.722.2 35-64 21.818.2 8.8 6.2 10.516.9 65+ 23.725.3 17.4 3.2 17.44.7 13-17 12.69.7 3.6 3.3 2.229.0 23 Source: TVB Media Comparisons Study 2012. Knowledge Networks Inc. Custom Survey. Primary Source of News (%)

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

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

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

27 Local Broadcast Station Websites are the Top Source for Local News and Event Information 27 Source: TVB Media Comparisons Study 2012. Knowledge Networks Inc. Custom Survey. Note: Multiple responses allowed. Local Website (s) %P13-17A18+A18-34A18-49A25-54A35-64A65+ Broadcast Station 54.557.453.757.158.259.457.5 Newspaper 23.541.341.140.539.740.644.6 Radio 15.29.812.210.711.49.65.1 Other Local Site(s) 15.76.65.15.66.47.56.4 None/Don't know -1.80.71.8 2.61.0

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

29 TV Stations More than Double the Reach of Online Video Viewers Than Other Local Sites 29 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. (%) A18+ who watch video on local websites

30 One-Third of Video Viewers on TV Station Websites are Regular Pre-Roll Ad Viewers 30 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. % watch pre-roll ads most or every time

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 1,557 respondents in total 1,433 A18+ An additional 124 Persons 13-17 31

32 Thank You


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