Presentation on theme: "Television Still Master of the Media Universe NCC Ottawa 2011, June 15 - 18."— Presentation transcript:
Television Still Master of the Media Universe NCC Ottawa 2011, June 15 - 18
If you listen to many media pundits, you’d think that television is going the way of the 8-track tape.
Newspaper Headlines proudly proclaim The Death of TV “…television remains a universal medium but almost no-one is watching the ads…” - Toronto Star reporting on the Bensimon Byrne /Gandalf Research Published On Wed Jan 27, 2010
Are emerging technologies and the changing media landscape spelling DEATH for TV?
Three key reasons why people may hold the belief that Television, or more specifically the 30-second TV commercial, is dead or waning: Internet 1 PVRs 2 Relevance 3
Three Key Myths People are spending more time with the internet than with television and are using different delivery platforms – online and mobile – to access content. Internet PVRs are becoming ubiquitous and are being used to skip or fast forward through TV commercials. PVRs TV no longer engages, connects with people in a truly meaningful way – the way social media can. Relevance
Myth #1 People are spending more time with the internet than with television… and are using different delivery platforms – online and mobile – to access content. Internet
Despite ongoing predictions of the demise of TV, PPM proves that TV is more vibrant than ever with 29 million Canadians tuning in nightly.
Television has the highest weekly and daily reach of any medium in Canada. – 98.7% Average Weekly Reach – 92.8% Average Daily Reach Source: BBM Canada Infosys TV; M-Su 2a-2a; National; Total TV; Weeks 1-38 in 2010/11 (complete weeks)
PPM 2010/11 - Year-to-Date Statistics DemographicAverage Weekly Per Capita Hours Average Weekly Reach % Average Daily Reach % Persons 2+28.998.792.8 Kids 2-1122.598.390.8 Teens 12-1721.998.590.5 A18+30.498.893.3 A18-2424.198.289.6 A18-3423.197.989.3 A18-4924.498.391.0 A25-5425.898.592.1 A55+40.099.496.5 Source: BBM Canada Infosys TV; M-Su 2a-2a; National; Total TV; Weeks 1-38 in 2010/11 (complete weeks)
TV Viewing Remains Strong (or Growing) Year over Year TV viewing – per capita weekly hours tuned, PPM
Telecaster Clearances Advertisers are producing more and more commercials
TV Ad Revenues TV ad revenues have rebounded following the recession +9.5% +4.3% +2.5% +8.0% +0.9% +2.8% -7.7% +9.5% +7.2% Source: TVB TSS Report 2,595 2,842 2,964 3,038 3,280 3,310 3,403 3,142 3,440 989 1,060
Average Weekly Time Spent Online vs. with Television Per Capita Hours, 3-month Average Online Data Source: comScore Media Metrix; based on measured online monthly minutes at home and out-of-home. TV Data Source: BBM Canada National PPM; based on measured weekly hours at home and out-of-home.
Myth #2 PVRs are being used to skip or fast forward through TV commercials. PVRs
PVR Usage in Canada PVR penetration in Canada is currently at 25.5% as of March 2011. Penetration as of March 2011 PVR25.5% HDTV Sets57.6% HDTV Receivers28.5% Last Updated: 5/19/2011 9:58:55 AM
PVR Usage in Canada To skip or fast forward commercials there are two basic requirements: 1.you must have a PVR 2.you must be watching recorded or time delayed television. Even with a PVR you cannot skip/fast forward LIVE TV.
The fact is… 96.1% of viewing in Canada is to LIVE television
Live vs. Playback Viewing Hours PPM 2010/11 YTD – Live vs. Playback Viewing Hours Demographic% Live TV% Playback Persons 2+96.13.9 Kids 2-1196.73.3 Teens 12-1796.73.3 A18+96.13.9 A18-2496.13.9 A18-3495.24.8 A18-4995.24.8 A25-5495.14.9 A55+97.03.0 Source: BBM Canada Infosys TV; M-Su 2a-2a; National; Total TV; Weeks 1-38 in 2010/11 (complete weeks)
Myth #3 TV no longer engages, connects with people in a meaningful way – the way social media can. Relevance
Is TV still an effective advertising vehicle? The Television Bureau of Canada set out to establish renewed proof of the power of Television advertising. Here was their answer…
TVB’s Objective Prove TV advertising works better than ever By developing a campaign that would be communicated with TV alone. No support channels, no PR. Just 3 TV spots and a metrics plan to measure its success… Thereby increasing the sales and awareness of broccoli; a widely un-liked and unadvertised commodity product, owned by no one.
Primary Measurable Goals 1.Advertising Impact: Prove that television could make a “mundane” product such as broccoli RELEVANT: Raise top-of-mind AD awareness by 20 points Raise intent to purchase by 10 points 2.Business/Sales Results: Increase year-over-year sales of broccoli by 5%
U&A Study Results Top-of-mind awareness for broccoli grew from no mentions before the campaign, to being the second most mentioned produce in the grocery aisle 13% of respondents indicated they purchased at least one more bunch of broccoli on their latest shopping trip vs. the pre-campaign period Intent to purchase at least one more bunch of broccoli also increased by 13 points
Ad Awareness Results 65% unaided and 90% aided campaign awareness; vastly surpassing the goal of a 20 point increase
Online/Social Results Online mentions of “broccoli” or “miracle food” increased by 444%
Search volume was up 100% Campaign spawned consumer generated media: – Fans of the campaign created a Facebook fan page garnered more than 17,000 followers – Fans posted the broccoli commercials to YouTube generated more than 30,000 additional views – Fans created more than 15 spoofs of the commercials which were posted to YouTube viewed more than 20,000 times Online/Social Results
Sales Results According to AC Nielsen, the volume of broccoli sold in Ontario and B.C. increased 8% in same period (year-over-year) sales surpassing the goal of 5% That’s an additional 188,574 pounds of broccoli!
So…. Is TV still an effective advertising vehicle?
In Summary TV viewing time is as high as ever (or growing) Advertisers continue to invest in television Time spent with TV continues to exceed time spent online PVR penetration is at 25.5%... But 96% of viewing is to LIVE TV Television remains highly RELEVANT – clearly generating engagement, recall and sales results – as demonstrated by the Broccoli Campaign