5, 6, 7, 8… are we on the air? · there is a need: tv-set viewing young targets viewing time...

5, 6, 7, 8… Are We On The Air?

The Broadcast Schedule Todays show live from Cape Town

SKO and NOBO Let’s Get Digital Online Behaviour

SKO and NOBO

Where is online in the organisational frame?

SKO VINEX NLO

NEWS

NOM

Collaborations in ‘digital’ Where we are and where we are heading

SKO VINEX

PANEL MEASUREMENT

Collaborations in ‘digital’ Where we are and where we are heading

CENSUS MEASUREMENT CENSUS MEASUREMENT MD APPOINTED 1ST MAY

NLO

NEWS

NOM

Let’s Get Digital

Video Data Integration Model (SKO VIM)

Census

data

Online

panel

Online

Currency Cross

Platform

Unified coding of

programmes and online

commercials

Data

integration

Online

Panel

TAM currency

Data

integration

VIDEO

currency

Data Architecture

Advertising metadata

VAST measurement

QC+Data cleaning

Video Census measurement

Panel management

Data transformation

Data integration

Modelling

In the end….. it’s just a lot of hard working people

What people see

What people don’t see

Success

is an

iceberg!

Dedication

Hard Work

Good Habits

Disappointment

Sacrifice

Failure

Persistence

Online Behaviour

There is a need: TV-Set Viewing Young Targets

Viewing time

dropped among

13-19 YO by

17%

Penetration of

smartphones

and tablets >

75% and

growing

Internet in almost

100% of Dutch

households

TV Avg. viewing time 13-19 Source: SKO TAM

Device penetration 13+ Source: Establishment Survey MMS

0

50

100

150

200

250

300

1 5 9 13 17 21 25 29 33 37 41 45 49 53

2014

2015

2016

46% 72%

57% 27%

23%

11%

75%

0% 20% 40% 60% 80% 100%

Desktop/PC

Laptop/Netbook

Tablet

Game console

MediaPlayer

MediaCenter

Smartphone

2014

2013

2012

2015

Online Behaviour Generic insights - learnings

94

97

100

93

6

3

0

7

PC

laptop

smartphone

tablet

solo viewing co viewing

Co viewing across devices November 2015

Data: November 2015, number of starts in raw panel data.

35

KPN outage on Friday November 20th 2015

803

744

1,171

785

781

During the KPN outage, many more people watched online TV content than on other Fridays. On November 20th there were

1.171 viewing sessions for online TV, on other Fridays in the same period on average 778.

On the evening of Friday November 20th, provider KPN had an outage for TV. We compared the level of online viewing on

this day with comparable Fridays .

39

Fri 6 Nov

Fri 13 Nov

Fri 20 Nov

Fri 27 Nov

Fri 4 Nov

other Fridays

KPN outage

KPN outage: more older people use online video

% of the viewing statements

Other

Fridays

KPN

Outage

38% 62% 44% 56%

4%

2%

6%

4%

5%

4%

32%

25%

24%

23%

17%

19%

13%

22%

6-12 years 13-19 years 20-24 years 25-34 years 35-49 years 50-64 years 65+ years

other Fridays

KPN outage

NPO RTL SBS

KPN outage: more NPO, more live

% of the viewing statements

57%

62%

35%

33%

8%

5%

other Fridays

KPN outage

live playback

20%

35%

80%

65%

Is your PC a TV? Example long viewing, connected viewing statements

Start: 16:04:00

Stops: 24:20:00

Schaatsen ek allround 500 heren live

Politieke partijen live

Schaatsen ek allround 1000 heren live

Journaal 18:00 live

Eenvandaag live

Gesprek met de minister-president live

Gesprek met de minister-president live

De wereld draait door live

Journaal 20 uur live

Flikken rotterdam live

Hello goodbye live

Studio sport live

Jinek live

Journaal laat

& sport live

Binge viewing online Example of long viewing and connected viewing statements

Start: 09:55:21

Stops: 17:34:07

Goeden Tijden Slechte Tijden playback

Tessa playback

Achter gesloten deuren- EP. 01 playback

EP. 02

EP. 03

EP. 04

EP. 07

EP. 08

EP. 09

EP. 05

EP. 06

Watched 9

episodes of “Achter

Gesloten Deuren”

Online Behaviour Market use!

Daily cross platform currency for

broadcaster video and commercials

Standard tools available to all market

participants

Alignment with TV calculation and

reporting

Output

Online ratings; How small is it?

Adding minutes to broadcast viewing content Share of online and TV viewing time (%) in total viewing time Viewing time in minutes per month (online viewers)

Total 6+

Men 6+

Women 6+

Age 6-12

Age 13-19

Age 20-24

Age 35-49

Age 50+

50+

35-49

20-34

13-19

6-12

6+

Online ratings; profiles

Viewers’ profile TV

per age category

In %

Viewers’ profile online

per age category

In %

3 4 12

20 61

6-12

13-19

20-34

35-49

50+

2 14

34 24

26

Insights: broad and niche audiences

Market use Publications and internal reporting

9.6 9.6 10.0

11.3

9.8

3.0 3.9

2.4 2.7 3.4

9.7 9.5 9.3 9.4 9.0

0

2

4

6

8

10

12

2016w10 2016w11 2016w12 2016w13 2016w14

Online viewing per week, 20-49 year olds (%) per exploitant

RTL SBS NPO

Week 10 Week 11 Week 12 Week 13 Week 14

2016

Market use Publications and Internal Reporting

3.5 2.3

2.1 2.4

3.4 8.2

10.1 3.7

6.3 5.7

2.5 7.0

0.8 6.8

7.6 7.8

8.3 7.4

3.1 7.6

0.1 0.8

1.0 0.4

0.8 2.2

1.4 2.7

0.9 1.3

0.6 1.8

0.0 1.5

1.8 1.3

1.7 1.5

2.7 1.9

0.4 0.4 0.4

0.4 0.5

0.5 0.5

0.5 0.5

0.6 0.7

0.8 0.8

0.8 1.0

1.1 1.1

1.1 1.2

1.3

0 2 4 6 8 10 12 14

Voetbal inside - 4 apr

Spuiten en slikken op reis - 4 apr

Kvw - 7 apr

Hollands got talent - 8 apr

It takes 2 - 9 apr

Break free - 7 apr

Kerels met een kleintje - 5 apr

Goede tijden slechte tijden - 6 apr

Goede tijden slechte tijden - 4 apr

Temptation island - 7 apr

Top 20 titles TV & online, 20-49 year olds, (ranking obv online audience ratings) TV - Live

TV - UGK

Online

Temptation Island (7 April)

Goede Tijden Slechte Tijden (4 April)

Goede Tijden Slechte Tijden (6 April)

Kerels Met Een Kleintje (5 April)

Break Free (7 April)

It Takes 2 (9 April)

Holland’s Got Talent (8 April)

KVW (7 April)

Spuiten En Slikken Op Reis (4 April)

Voetbal Inside (4 April)

Market use Example of a weekly program evaluation for internal use by AVROTROS

Programme: ‘Wie Is De Mol’ (a weekly top 10 programme)

54% 29% 1% 16%

Live Audience Time-shifted up to 6 days Time-shifted up to 27 days Online audience

Next Campaigns, Cross Media, Websites & Apps

What’s next Never a dull moment

Today! 1st September 1st October 1st December

Online campaign

data released to

market, for a

selection of

publishers

BranDeli

(Discovery,

FOX, VIACOM)

will be added

Media agencies will tag

non-participating

publishers and

programmatic

Crossplatform data by

fusion is to be signed

off

Online data for

websites and app’s to

be released by Sept 1st

(NOBO/VINEX)

Campaign data; issued for the first time! Reach, GRP’s and contacts for targets and devices

Target

group

GRP’s

mobile %

Mobile

reach %

Computer

reach %

Mobile contacts

average

Computer

contacts average

6+ 55 24,7 21,4 17,0 15,8

20-34 56 40,3 32,1 19,9 19,0

20-49 56 34,9 27,6 17,3 17,2

M20-49 47 28,0 24,2 7,5 9,6

V20-49 58 41,6 30,9 23,6 22,9

Campaign data: issued for the first time! Campaign and product-category evaluation

0 10 20 30 40 50 60 70 80 90 100

Online Grp's

Avg. Freq. Contacts

1 + Reach (min 25%)

Total Mobile/telecom Brand A Brand B

Campaign data; issued for the first time! Starts -> Online reach in targets

0

1000000

2000000

3000000

4000000

5000000

6000000

Too

thpa

ste

s

Banks a

nd

Fin

ance

Co

mpa

nie

s Beer

TV

and

Rad

io C

ha

nne

ls

Gro

cery

Sto

res

Mo

bile

Tele

co

mm

unic

atio

n

Mo

bile

Ph

one

s

Ch

arities a

nd F

ou

nda

tio

ns

Icecre

am

Passe

nge

r C

ars

0

2

4

6

8

10

12

14

16

18

20

Reach %

Reach 20-49 Reach 20-34 Reach 6+ Stack (*1000)

Sta

rts

Hope and fear…