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Room For A View #TAM14. 3 hours 32 minutes Everyday #TAM14.

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Presentation on theme: "Room For A View #TAM14. 3 hours 32 minutes Everyday #TAM14."— Presentation transcript:

1 Room For A View #TAM14

2 3 hours 32 minutes Everyday #TAM14

3 Live viewing still very dominant #TAM14

4 One Quarter of our waking day Watching TV #TAM14

5 Content #TAM14

6 Convenience #TAM14

7 Conversation Over 16m youtube hits for a clip from a TV show. #TAM14

8 TV & Twitter #TAM14

9 15,500,000 #TAM14

10 43% of all contributors Tweeted about TV during April and these 43% account for 82% of all Twitter activity emerging from Ireland – they are the chattering class of the 21 st century and they’re talking about TV. #TAM14

11 Top 15 TV shows by volume of tweet mentions Game of Thrones was the most heavily tweeted TV show in our data with 20,714 mentions, #TAM14

12 Highest peak Twitter mentions during any 5 minute period “Eastenders” stimulated the highest peak in Twitter messages for the death of Lucy Beal #TAM14

13 TV, Twitter & Brands

14 ‘Tesco’ TV ads vs ‘Tesco’ mentions on Twitter Television adsTwitter mentions correlation = 0.41 Mentions of Tesco are very varied, including people saying, “on my way to Tescos”. We see an interesting peak in Tesco mentions on the weekend of 19/20th April that fits very closely with the peak in Tesco ads for the month. #TAM14

15 ‘Lindt’ TV ads vs ‘Lindt’ mentions on Twitter Television adsTwitter mentionscorrelation = 0.37 Mentions of Lindt climb steadily up to a peak on Easter Day when people report what chocolate they’re eating. We see a great match between peaks in TV ads and Twitter mentions around 14th & 15th April. #TAM14

16 TV ads & Website visits

17 ‘Retail’ brand TV ads vs ‘Retail’ brand website visits (22 brand advertisers) Television adsWebsite visitscorrelation = 0.71 In the retail sector we find the highest correlation between increases in TV ad frequency and website traffic growth. The blue arrows illustrate how a general upward, then downward, trend in ad frequency is reflected in similar ups and downs for website traffic. data source: TAM Ireland / similar web.comweb.com #TAM14

18 ‘Insurance’ brand TV ads vs ‘Insurance’ brand website visits (12 brand advertisers) Television adsWebsite visitscorrelation = 0.61 data source: TAM Ireland / similar web.comweb.com #TAM14

19 Watch & Buy 2014 #TAM14

20 “impulse” Brands spending on TV Date groups for change are: 23/03/ /03/2013 v 23/03/ /03/2014 Adspend data as per Nielsen AdDynamix, Media comprised of Cinema, Press, Outdoor, Radio, TV Reach as per Nielsen/TAM Ireland, Consolidated data, Adults 15+ unless otherwise indicated, ** Women 15+, *Housekeepers Share Point Change +3.3 Total Media spend change+7.2% % TV of total spend ( )99% Reach 1+ ( )93.1% Share Point Change +1.3 Total Media spend change+94.8% % TV of total spend ( )99% Reach 1+ ( )91.7% Share Point Change +1.1 Total Media spend change+100% % TV of total spend ( )100% Reach 1+ ( )70.8% Share Point Change +1.7 Total Media spend change+100% % TV of total spend ( )91% Reach 1+ ( )89.8% #TAM14

21 “impulse” Brands spending on TV As are other brands that are gaining share in their respective categories Date groups for change are: 23/03/ /03/2013 v 23/03/ /03/2014 Adspend data as per Nielsen AdDynamix, Media comprised of Cinema, Press, Outdoor, Radio, TV Reach as per Nielsen/TAM Ireland, Consolidated data, Adults 15+ unless otherwise indicated, ** Women 15+, *Housekeepers Share Point Change +2.7 Total Media spend change+87.7% % TV of total spend ( )100% Reach 1+* ( )89.3% Share Point Change +3.0 Total Media spend change+250% % TV of total spend ( )50% Reach 1+* ( )86.2% Share Point Change +1.1 Total Media spend change+68.6% % TV of total spend ( )75% Reach 1+* ( )88.3% Share Point Change +2.0 Total Media spend change+31.0% % TV of total spend ( )100% Reach 1+ ( )85.7% #TAM14

22 What of the Future? #TAM14

23 1 in 4 homes have a tablet: 3 in 4 adlanders own a tablet #TAM14

24 Tony Wearn Head of Research TAM Ireland #TAM14

25 /TAM Ireland Viewing Habits © Ipsos MRBI TAM Ireland Viewing Habits March 2014

26 About the Research ● The key objectives of the research were: − To determine viewing habits of the Irish market across all platforms (devices); − To establish relative consumption levels by device. Methodology Face to Face interviews of 1000 people. 100 x yr olds 450 x yr olds 450 x 35+ Focused on A/V consumption yesterday – x ¼ hr What does the current viewing landscape look like?

27 The digital landscape has changed a lot since the last survey 3PLAYER AVAILABLE ON SKY ON DEMAND

28 Technology Profile Base: All Respondents 15+: 919 Q.Which of the following activities did you participate in yesterday? Q.Which of the following, if any, did you do online yesterday? 59% accessed the internet yesterday (82% amongst yrs) 14% listened to an iPod/MP3 yesterday 46% 37% 30% other websites 30% sent an 4% downloaded music 6% 4% bought goods 5%

29 A Significant Growth Across All Devices Is Noted Base: All Respondents 15+: Average minutes of audio-visual content viewed yesterday All Devices On a TV 193

30 © Ipsos MRBI /TAM Ireland Viewing Habits A Device Revolution ● The TV set still accounts for the majority of audio-visual content consumed. ● There has been a significant increase since 2012 in other devices used to view audio-visual content yesterday. Summary Points

31 © Ipsos MRBI /TAM Ireland Viewing Habits Our Audio-Visual Day The overall number of audio-visual minutes consumed has grown by 14 minutes since 2012 (216 vs. 230 mins). The TV Set remains the most popular device for viewing audio-visual content (193 minutes), followed by the Laptop (14 minutes). The peak time for viewing audio-visual content, regardless of device is from 9pm onwards. Younger Irish males are more likely to view a-v content on non-TV devices i.e. mobile, laptop & tablet. Summary Points

32 The TV Viewer

33 TV Viewers – Aged Years Base: All TV Viewers Aged Years: 89% of yr old viewers Viewed on a TV Accounting for 72% Of all their viewing

34 0.3% TV socially 2.5% TV some-one else’s home 0.5% TV at work Television set Laptop Desktop computer Tablet Mobile phone Games console Out of home screen 3.1% mobile own home 5.4% laptop at home 0.3% desktop at work 0.2% out of home screen at work 0.2% laptop at work 0.1% mobile commuting 1.6% tablet own home 0.2% mobile in a public space 0.5% mobile at work 0.6% TV in a public space 0.7% games console own home 1.7% desktop own home 0.2% TV other 0.3% laptop someone else’s home 0.1% mobile Some one else’s home 0.1% out of home screen in a public space 79.8% TV at home The Majority of viewing is still TV Consumed In Home Base: All Respondents 15+: 919

35 The Laptop/PC Viewer

36 © Ipsos MRBI /TAM Ireland Viewing Habits Key Findings ● 95% of A/V viewers watched content on a TV yesterday ● 27% of viewers watched content on another device in addition to a TV Set (up from 15% in 2012) ● The overall number of audio-visual minutes consumed has grown by 14 minutes since 2012 (216 vs. 230 mins). ● An average of 193 minutes of content was consumed on a TV set yesterday - an increase of one minute. Device viewing does not appear to be cannibalising TV viewing. ● Laptops (18% yesterday), are the most popular Non -TV devices for viewing a/v content Summary Points

37 Where does this leave television audience measurement? #TAM14

38 The Netherlands (SKO) The Videodata Integration Model (VIM) – “SKO should be measuring and reporting reach, frequency and time spent for: - All video content - All commercial video messages - Across any platform - With a quality level comparable to TAM” #TAM14

39 The Netherlands (SKO) Developing a Census measurement solution Setting up a bespoke online panel to collect viewing profiles Incorporating data integration techniques #TAM14

40 UK (BARB) Project Dovetail “The objective of bringing site-centric data together with panel viewing data through an integration process that leads to unified audience reporting.” #TAM14

41 UK (BARB) Embedding programme and advertising content with metadata tags to collect census level data Integrate this census data with television viewing First results expected in 2016 #TAM14

42 What will be the future form of Television Audience Measurement? #TAM14

43 Egta “A single source for multi-screen measurement is not the panacea it may appear to be” Franz Prenner President Egta Paper: Future of Audience Measurement, Jan 28 th 2014 #TAM14

44 Egta Guidelines for the Future of Audiovisual Measurement “Egta believes it is important not only to contribute to the debate about the evolution of audience measurement tools…but it is crucial to allow broadcasters and their sales houses to derive change and lay the foundations of any future solution.” #TAM14

45 Summary of Guidelines All audio-visual content across any screen Continued use of metered panel A hybrid product – a single currency based on more than one measurement The harmonisation of advertising metadata Different devices to show multi-screen video campaigns Possibility of different trading and planning currencies #TAM14

46 What is happening? Development of a ‘Statement of Requirements’ (SoR) to address the future needs of the Irish market This will have at its heart a television audience measurement panel…but will outline additional requirements #TAM14

47 These are early days in developing new systems - but the pace is quickening! #TAM14

48 To measure all forms of viewing across all devices by 2017

49 Repeat Ipsos Total Viewing Study Pilot capture of desktop and laptop devices Establish willingness of panel homes to have mobiles and tablets monitored Tagging Solutions Return- path data Data fusion


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