Introduction to TV

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April 27, 2012

Introduction to TV

The Thinkbox Introduction to TV presentation from April 2012

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itswesty

April 27, 2012
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Transcript

  1. An introduction to TV

  2. None
  3. Who are we? Thinkbox is the marketing body for commercial

    TV in the UK in all its forms Shareholders are ITV, Channel 4, Sky Media, Turner and UKTV Our aim: to help advertisers get the best out of today’s TV
  4. Who are you?

  5. Agenda Intro to TV 0930-1115 Break 1115-1130 Planning and buying

    TV 1130-1230 Lunch 1230-1315 Syndicate work 1315-1515 Break 1515-1530 Present 1530-1600 Feedback and end 1600-1615
  6. 0 TV Landscape

  7. http://www.flickr.com/photos/roxeteer/3538785770/sizes/o/in/photos tream/ Source: BARB Establishment Survey Q4 2011 96.4% of

    households own a TV 97% of these have multichannel TV 60% of households have more than one TV 3.6% of households have more than five! Building a picture of the TV landscape
  8. TV is in great shape 4.03 hours broadcast TV per

    day 2.6 hours commercial TV per day
  9. And it has been in great shape for a while

    Source: BARB/TechEdge 2011 No. of hours of TV viewed per day 4.03 2.60 Commercial TV Total TV
  10. How is the country receiving TV? Freeview 38% Digital Satellite

    42% Virgin Media 16% Analogue 3% BT Vision 1% Freesat 2% Source: Ofcom Technology Tracker Q1 2012 (4th Jan – 27th Feb 2012)
  11. The rise of the DTR – now in 50% of

    UK homes Source: Sky 10 years of Sky Plus 2011
  12. Despite this a majority of viewing is live All Individuals

    Individuals with DTRs 89.8% 4.8% 5.4% Live Viewed on the same day as live (VOSDAL) Timeshifted viewing from 2-7 days 83.9% 7.6% 8.5% Individuals Individuals with DTRs Source: BARB Jan-Mar 2012; individuals in digital homes
  13. There are a few more channels too Source: BARB

  14. TV reaches more people than any other medium Source: BARB/TechEdge

    2011 Commercial TV Total TV 74% of the population in a day 94% of the population in a week 98% of the population in a month Commercial TV reaches…
  15. And for 1634s the picture is much the same Source:

    BARB/TechEdge 2011 Commercial TV Total TV 64% of the population in a day 90% of the population in a week 97% of the population in a month Commercial TV reaches…
  16. Lots of different ways for brands to reach consumers Spots

    Number of TV adverts in 2011? Source: BARB 2011 35,781,464,000
  17. Alternatives to spot advertising Sponsorship

  18. What is sponsorship? 15” ident 5” ident 5” ident 5”

    ident Break Break Break Strong ROI High frequency Tight targeting Positive brand values
  19. Advertiser funded programming AFP One step further Brand creates programme

  20. AFP – New Look Style the Nation Source: SPA Research

  21. Overview PP Product Placement Started on 28th Feb 2011

  22. Summary Lots of ways for brands to advertise on TV

    Less reliance on the 30” spot (although it is still the most popular form of advertising) Innovation is rewarded 2012 will see more PP as brands use it with sponsorship
  23. Viewing

  24. How viewing has changed since 2000 0% 10% 20% 30%

    40% 50% BBC1 BBC2 ITV/Daybreak C4 C5 Mch 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 Source: BARB 2000-2011
  25. Viewing – top 10 programmes 2011 Source: BARB 2011 13.7m

    13.6m 13.3m 13.0m 12.8m 12.8m 12.4m 11.4m 10.9m 10.8m
  26. Viewing Top 5 channels by share of commercial impacts Source:

    BARB 2011 (Individuals) 24.6% 9.1% 6.9% 4.1% 3.9%
  27. Viewing split by saleshouse 38.5% Source: BARB 2011 (Individuals)

  28. Viewing split by saleshouse 25.6% Source: BARB 2011 (Individuals)

  29. Viewing split by saleshouse 22.7% Source: BARB 2011 (Individuals)

  30. Viewing split by saleshouse 1.5% Source: BARB 2011 (Individuals)

  31. Intro to ££ Revenue

  32. Top 10 media agencies by spend 2011 Agencies Source: Nielsen

    AdDynamix 2011 464 428 377 372 324 314 284 163 160 129
  33. Top 10 brands by spend in 2011 Source: Nielsen 2011

    £32m £32m £25m £22m £21m £20m £20m £19m £14m £13m
  34. The result of this is Source: Nielsen 2011 Advertisers Spend…

    £11.4 million On TV each day
  35. TV trading

  36. TVRs or GRPs or TRPs or Ratings

  37. TVRs or GRPs or TRPs or Ratings A rating is

    a percentage of your audience who watched the spot or programme To make sense of ratings you need to know what audience & region they relate to BARB measures viewers and they are calculated back to TVRs IMPACTS (total viewers) TVR = x 100 (because they are expressed as a %) UNIVERSE (potential audience)
  38. Building Coverage

  39. Cost Per Thousand or SAP or PSP Cost of buying

    1000 impacts Negotiate a discount vs the average price in market Transparent demand and supply mechanism Constantly moving as viewing and demand changes
  40. Why costs change

  41. Costs - Seasonality Source: ITV Rev/BARB Impacts/All Adults 60 70

    80 90 100 110 120 130 140 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec All Adult Index Price Revenue Impacts
  42. Regions Source: ITV Media How many of the regions can

    you name?
  43. Answers Source: ITV Media

  44. Different regions have different costs Source: BARB Tyne Tees –

    small region – 2.2m adults Watch more TV than average Less demanded London – large region – 9.3m adults Watch less TV than average More demanded
  45. TV Technology

  46. 1. Enhanced viewing 2. New devices becoming TV devices 3.

    Connected TVs 4. TV + other devices Four key technology trends
  47. 1. Enhanced viewing

  48. TV sets are getting bigger Profile of sets by TV

    size? Source: BARB 2012 2005 8% over 30” 2011 50% over 30”
  49. HDTV is becoming mainstream Sky : 55 HDTV channels &

    4.1m subscribers = 40% of all Sky homes Virgin : 36 HD channels & 2.25m subscribers = 60% of all Virgin homes Freeview : 4 HD channels & 2.0m HD boxes = 18% of Freeview homes Freesat : 3 HD channels Sources: Screen Digest, Sky January 2012, Virgin February 2012
  50. Current HD channels Source: Screen Digest March 2012

  51. HD penetration will continue to increase over time Source: Screen

    Digest March 2012 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 2005 2006 2007 2008 2009 2010 2011 2012 2013 HD Ready % HD Enabled % Predictions for end 2012 81% HD Ready 61% HD Enabled Where do we go from HD?
  52. Ultra HD / 4K / Quad HD Quad HD =

    4320P (7680 x 4320) 33,177,600 pixels Over 16x the pixels of the current best TVs on the market London 2012 set to have three Ultra HD screens set up across the country Source: www.pocket-lint.com
  53. Glasses free 3DTV now available for pre-order Source: John Lewis

    website New Toshiba TV the first of its kind, just in time for the Olympics
  54. 2. New devices becoming TV devices

  55. Household device penetration 82% 63% 11% Source: Ofcom Technology Tracker

    Q1 2012
  56. TVoD – what is it? Viewing of TV content on-demand

    Streamed through set-top box or TV Downloaded to device such as DTR, tablet, laptop, PC Delivered via the internet – wired or wireless
  57. Four ways it is delivered 1. 2. 3. 4.

  58. Why advertise on TVoD? Ability to advertise around content you

    might not be able to afford – premium TV Content has been specifically chosen to watch – viewer will have positive mindset Interactive – ads are clickable and can drive traffic to specific URL
  59. Syndication vital for the major players

  60. TV now available on new platforms

  61. Viewing via mobile phones 2.1% 3.1% 5.0% 7.0% Nov 08

    Nov 09 Nov 10 Nov 11 % of all adults who have ever watched content via a mobile phone Source: Ipsos MORI Capibus for BARB November 2011
  62. New screens mean new ad formats Ad bloom Ad pop

    Ad social Ad interact Ad elect Source: Channel 4
  63. 3. Connected TVs

  64. Connected TV set to be massive in 2012

  65. For brands as well as the major players M&S are

    the first brand to launch a connected TV app on Samsung TV’s Can purchase goods via QR codes will be transactional later in 2012
  66. Games consoles offer the best connectivity

  67. 4. TV + other devices

  68. Penetration of devices on the increase Sources: MobiLens Feb 2012,

    Ofcom Technology Tracker Q1 2012 (4th Jan – 27th Feb 2012) 55% 11%
  69. These devices often used whilst people watch TV Source: Nielsen

    Q4 2011 78% 80%
  70. Apps now being developed to for the second screen

  71. Zeebox is the new kid in town

  72. Zeebox is the new kid in town

  73. Zeebox is the new kid in town

  74. What is the interest for brands?

  75. Why should brands use it? 1 click – open Zeebox

  76. Why should brands use it? 2 clicks – select what

    you are watching
  77. Why should brands use it? 3 clicks select a zeetag

  78. Why should brands use it? 4 clicks add product to

    basket
  79. What is the interest for programme makers? Possibility to extend

    sponsorship of programme to second screen Create games for these devices
  80. Summary TV technology changing quickly 2012 year of convergence Big

    year for OLED and 3DTV – Olympics Second device penetration set to boom Consumers set to determine successes
  81. How well do you know your TV? Quiz

  82. Name as many programmes and brands as you can 1.

    Name the brands and programmes
  83. 2. Name the brand

  84. 3. Name the programme

  85. 4. Name the brand

  86. 5. What year did the Milky Way advert first air?

    1987 1989 1993
  87. 6. Name the programme

  88. 7. Name the brand

  89. 8. Which famous ex-footballer starred in the recent BHF Staying

    Alive advert?
  90. 9. Name the programme

  91. 10. Name the brand

  92. 11. Name the programme

  93. 12. What is this programme called? What channel does it

    appear on?
  94. 13. Name the brand

  95. 14. Name the programme

  96. 15. In the famous Guinness advert which animals were featured

    representing surf?
  97. Break

  98. Name the programmes and adverts Boots O2 Honda Sony Waitrose

    M&S Sky John Lewis Microsoft Samsung Muller EasyJet Lynx Apple HTC Nokia Yeo Valley T-Mobile Battle Los Angeles Celebrity Juice TOWIE Boardwalk Empire True Blood Downton Abbey Misfits My Transsexual Summer X-Factor Dynamo An Idiot Abroad Made in Chelsea Fresh Meat New Look Style the Nation Skins Argumental Brands Programmes
  99. 2. Name the brand

  100. 3. Name the programme

  101. 4. Name the brand

  102. 5. What year did the Milky Way advert first air?

    1987 1989 1993
  103. 6. Name the programme

  104. 7. Name the brand

  105. 8. Which famous ex-footballer starred in the recent BHF Staying

    Alive advert?
  106. 9. Name the programme

  107. 10. Name the brand

  108. 11. Name the programme

  109. 12. What is this programme called? What channel does it

    appear on?
  110. 13. Name the brand

  111. 14. Name the programme

  112. 15. In the famous Guinness advert which animals were featured

    representing surf?
  113. Horses

  114. TV planning and buying

  115. The players Buyer Auditor BARB Creative Stations Clearcast Planner Client

  116. Client Function sits either with marketing or specialist advertising &

    media controllers Controls budgets Sets tasks Manages agency partners Signs off campaign
  117. Creative Strategic thinking and creative development

  118. Buyer Negotiates with stations to get the best possible TV

    spot laydown for client
  119. Auditors Independently assess cost and value of TV campaigns

  120. Planner Designs media strategy, understands audience and evaluates role of

    channels
  121. Clearcast Work with advertising agencies to help get ads to

    air and keep them there Owned by the broadcasters CAP and BCAP create the codes Clearcast ensure ads comply with codes Ofcom and ASA regulate the codes
  122. Stations Create content, manage delivery to consumers & monetise commercial

    airtime
  123. BARB Provides the official measurement of UK television audiences Funded

    by major broadcasters and the IPA RSMB responsible for sample design & panel controls Kantar Media recruit panel homes & install metering equipment Ipsos MORI conducts the Establishment Survey
  124. The briefing Creative Buyer Auditor BARB Stations Clearcast Planner Client

  125. The briefing Creative Buyer Auditor BARB Stations Clearcast Planner Client

  126. The briefing Creative Client Planner

  127. Understanding what clients need

  128. Developing a strategy Marketing Strategy Communications Strategy Media Strategy Television

    Strategy
  129. What should be in a brief

  130. What should be in a brief

  131. Broadly Brand Task History Creative Regionality Seasonality Measurement Budget

  132. Timelines BARB 7-10 days Buyer Stations 2 months Buyer 7

    days Approval Schedule Delivery
  133. Timelines Buyer Stations 2 months Approval Budgets Timelengths Dates Channels

    Programme requests Dayparts In writing, via CARIA
  134. Timelines Stations Buyer 7 days Schedule

  135. Launching on television

  136. Launching on television Launch Spot Terrestrial Road blocking Tease Long

    timelengths Stunt weekend Trade Frontweighting
  137. Your chance to be a TV Buyer Buyer

  138. Timelines BARB 7-10 days Buyer Delivery

  139. How do we know who is watching what?

  140. What does BARB measure? Universal currency Programming Airtime Audience behaviour

    Who is viewing To what How much and where Trading Spot Break Campaign Measures performance
  141. What does BARB measure? Universal currency Programming Airtime Audience behaviour

    Who is viewing To what How much and where Trading Spot Break Campaign Measures performance
  142. How do they measure it? Demo, platform & regionally representative

    panel 53,000 ‘establishment’ interviews every year Meters connected to all TV-related equipment Panel members sign in and out through remote Tight controls on panel & data
  143. What do they measure? Minute by minute measurement 281 stations

    measured Live (overnight) & consolidated data Guest viewers counted Who’s watching what
  144. 144

  145. 145

  146. TV measurement is crucial to TV trading BARB provide the

    currency for TV trading Consolidated ratings don’t include Timeshifted viewing after 7 days Any ads fast-forwarded Non-residential viewing Web TV viewing
  147. BARB in the future – on PCs and laptops

  148. Finally…what gets reported? Audience TVR Share Reach Profile Loyalty Inheritance

    Av Mins Impacts Insertions Universe Coverage Frequency Migration Duplication Break average Commercial spots Patronage Dayparts Patronage Sample Dynamic targets Unique reach Live VOSDAL Time Shift Persistence
  149. Timelines Creative Clearcast Client

  150. Legal, honest, decent & truthful

  151. Timelines Creative Clearcast Client Auditor Buyer

  152. Auditing Verify spend Assess quality Benchmark pricing View on market

  153. None