Introduction to TV

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