project jazz drivers of fbnc viewership. copyright ©2013 the nielsen company. confidential and...
Post on 11-Jan-2016
214 Views
Preview:
TRANSCRIPT
PROJECT JAZZ
DRIVERS OFFBNC VIEWERSHIP
Copy
right
©20
13 T
he N
iels
en C
ompa
ny. C
onfid
entia
l and
pro
prie
tary
.
2
AGENDA
1 Research Background
2 Executive Summary
3Detailed Analysis Viewer needs and FBNC’s Niche An image & execution that resonates Platforms for growth
RESEARCH BACKGROUND & BUSINESS NEED
Copy
right
©20
13 T
he N
iels
en C
ompa
ny. C
onfid
entia
l and
pro
prie
tary
.
4
CONSTANT EVOLVINGWith the ever growing viewer’s demand comes the need for constant improvement.
2010 2012 2013
Basic financial information
• Business news• Overall economic news
Diversifying programs
• Adding new programs to match viewer’s needs
• Provide real life experiences from key figures
Going above and beyond
• Highly interactive program• Introducing lifestyle and
education values
Improvements over the year
Copy
right
©20
13 T
he N
iels
en C
ompa
ny. C
onfid
entia
l and
pro
prie
tary
.
5
DIFFERENTIATION FROM COMPETITORS
Promoting social interactionFBNC has an exclusive YouTube partnership in Vietnam
Getting financial news closer to viewersRelevant and practical topics during the shows to educate viewers
Providing analytical informationNot just reporting news, FBNC provides analysis from professional views
• How do viewers perceive FBNC’s values?
• How does the show fit viewer’s need?
• What makes FBNC different from other channels?
Insights NeededCurrent values
An in-depth study has been carried out to provide a clear understanding of the market demand.
Copy
right
©20
13 T
he N
iels
en C
ompa
ny. C
onfid
entia
l and
pro
prie
tary
.
6
RESEARCH METHODOLOGYQualitative and quantitative studies are carried out to gain a thorough understanding of how viewers perceive the values of FBNC
Qualitative study
• Focused group discussion to get a general understanding of viewer needs
• Respondents selected to capture overall market opinion
Quantitative study
• Survey designed based on knowledge gain from group discussions
• Purposive sampling to get the right respondent
• A soft quota of InfoTV viewer is applied for accurate competitor analysis
A comprehensive understanding of the market
• Understand how the values of FBNC’s perceived
• Paint a clear picture of the competitive landscape
• Identify the opportunities for improvement
Copy
right
©20
13 T
he N
iels
en C
ompa
ny. C
onfid
entia
l and
pro
prie
tary
.
7
RESPONDENT CRITERIAIn order to capture the full picture of market demand, 2 main groups are targeted for sampling purpose.
Young & Aspirational Affluent business viewers
• 24 – 32 years old• Male & Female• HIB class: A,B,C• Degree owner• Currently working or running a
business• Ambitious to improve current financial
situation through knowledge (business, finance, real estate) and accelerate career path
• 40 – 55 years old• Male & Female• HIB class: A & above• Business owner or
management• Experienced in investment or
savings (money or gold) in banks
Common criteria
• Have seen FBNC for at least 6 months
• Have seen any FBNC program in the last 7 days
• A sample size of 100 in HCM for each group
Household income budget (HIB) definition:
• A: 15 mil VND and above/month• B: 7.5 mil – 15mil/month• C: Under 7.5 mil/month
EXECUTIVE SUMMARY
Copy
right
©20
13 T
he N
iels
en C
ompa
ny. C
onfid
entia
l and
pro
prie
tary
.
9
FBNC STANDS OUT
Watched in the last 6 months KEY COMPETITORS
FBNC is seen as …
Having great financial discussions
Having Experienced guest speakersInteresting programs
Intention to watch is high…
Smart Money 83Top CEO 82Vietnam and Me 78
KEY STRENGTHS
VS
Copy
right
©20
13 T
he N
iels
en C
ompa
ny. C
onfid
entia
l and
pro
prie
tary
.
10
YOUNG & ASPIRATIONAL VIEWERS
Overview
• Majority interested in Savings with a small portion concerned about gold trading & starting a business
• Watch FBNC later in the evening• Responsible for more online traffic to
FBNC’s materials
Sources of information
Where FBNC stands outImportant channel attributes
• Program in English• Easy to understand• Showbiz image• Has financial discussions• Experienced guests• Interesting programs
TV
Online
Word of mouth
99
87
79
Daily (36%)
Daily (39%)
Once a week (29%)
Program in English
Experienced guests
Showbiz image
Interesting program
Copy
right
©20
13 T
he N
iels
en C
ompa
ny. C
onfid
entia
l and
pro
prie
tary
.
11
AFFLUENT BUSINESS VIEWERS
Overview
• Savings is a prominent financial activity, followed by real estate and own business investment
• Viewership declines after 8pm• Lower online traffic to FBNC’s materials
Sources of information
TV
Word of mouth
Newspapers
Daily (39%)
2-3 times a month (31%)
Daily (51%)
95
81
76
Where FBNC stands outImportant channel attributes
• Program in English• Appealing host• Experienced guests• Interesting delivery• Financial discussions• Deep analysis• Accurate information
Experienced guests
Program in English
DETAILED ANALYSIS
VIEWER NEEDS AND FBNC’S NICHE
Copy
right
©20
13 T
he N
iels
en C
ompa
ny. C
onfid
entia
l and
pro
prie
tary
.
14
”
NEED FOR FINANCIAL INFORMATIONFBNC audience’s involvement in financial matters is tremendous, therein lies a huge demand for financial information.
Young & Aspirational Affluent Business Viewers
I have to update information regarding banking interest rates, Forex rates, gold price, etc. everyday. Such information helps me to consult my clients more accurately & building the trust they put in me
“”
“”
“I am investing on real estate, gold & even open a savings account. Any changes in financial market will affect my investment decisions so information about finance is crucial to me
Financial Information, such as USD-VND exchange rates , gold price, is very important to me to set selling prices for my products. I may lose my money if I lost track of it
Quali
28-year-old client service staff in telecom industry, HCMC
42-year-old laptop shop owner, HCMC
45-year-old senior accountant, HCMC
Copy
right
©20
13 T
he N
iels
en C
ompa
ny. C
onfid
entia
l and
pro
prie
tary
.
15
84
49
35
33
25
24
43
14
54
9
FINANCIAL ACTIVITIESSavings stands out as the most prevalent for both groups. However the nature and diversity of investments such as gold trading, currencies and financial management indicate a need for financial information. Investing in one’s business is a notable activity for older viewers in addition to an intention to buy property.
Project Jazz U&A
Q10b – Which financial activities have you done L12MQ10c – Which financial activities do you intend to do N12M
Base: Activities aware
Savings
Gold trading
Loans
Buying/selling properties
Trading different currencies
Life insurance
Financial management
Trading stocks
Invest in my own business
Endowment fund
72
38
23
17
25
15
39
7
27
9
Savings
Gold trading
Loans
Buying/selling properties
Trading different currencies
Life insurance
Financial management
Trading stocks
Invest in my own business
Endowment fund
72
40
22
23
18
18
35
8
32
9
74
50
34
46
22
20
37
17
54
9
Activities done Activities intend to doYoung &
Aspirational(n=100)
Affluent business viewers(n=100)
Young & Aspirational
(n=100)
Affluent business viewers(n=100)
BUT WHERE DO THEY GET THEIR INFORMATION?
Copy
right
©20
13 T
he N
iels
en C
ompa
ny. C
onfid
entia
l and
pro
prie
tary
.
17
FINANCIAL REFERENCES – TOTALWhile one in 3 indicate that they seek information on properties, this represents 91% of those considering the investment method. TV is the main source of financial information, followed by word of mouth and papers.
Project Jazz U&A
Q10d – Which financial activities require you to seek references?Q15a – From which sources of information do you get your financial information?Q15b – Please evaluate those sources from 1-5Q15c – How often do you access these sources?
Base: All respondents
56% Savings
38% Invest in my own business
36% Gold trading
32% Buying/selling properties
30% Financial management as part of daily job
Activities seeking info (N=200) Where do they get info from? (N=200)
TV (InfoTV, FBNC, ViTV, etc.)
Friends/Family/Colleagues
Websites, online news
Newspapers
Forums, social network
Information given by financial provider
Radio
97
80
77
71
39
21
5
Daily (38%)
Once a week (26%)
Daily (39%)
Daily (40%)
2-3 times a week (25%)
2-3 times a week (29%)
Once a week (33%)
“ ”Every evening, I tune in to FBNC to
watch the interviews with enterprises which are about investment experience
to build up my knowledge.
Quali
“ ”I have capital but I haven’t got any ideas of what to invest on then I will resort to FBNC. Watching FBNC helps me to find
out an investment direction
Quali
AN IMAGE & EXECUTION THAT RESONATES
“”
Presenters of FBNC are very good. The way they guide stories is clear, concise & comprehensible, it’s like a conversation between friends. The clothes they wear
are also professional
Quali
Copy
right
©20
13 T
he N
iels
en C
ompa
ny. C
onfid
entia
l and
pro
prie
tary
.
22
PROGRAM VIEWERSHIPYo
ung
& A
spira
tiona
lAffl
uent
bus
ines
s vi
ewer
s
Q23a – Which FBNC programs are you aware of? Q23b – Which programs have you seen L12M?Q23c – Which programs will you watch N12M? Q23d – What’s your favorite program?Q26 – Program theme evaluation
Base: All respondents
Top CEO
Smart Money
Vietnam and Me
CNBC
84
84
82
12
78
79
79
9
80
84
79
11Intend to watch Watched Aware
Top CEO
Smart Money
Vietnam and Me
CNBC
84
82
80
20
79
76
75
15
84
82
77
17Intend to watch Watched Aware
Project Jazz U&A
FBNC’s original programming is receiving support from viewers with many of those aware planning to watch.
Conversion from aware to intention to watch
Top CEO 95.2%
Smart Money 100.0%
Vietnam and Me 96.3%
CNBC 91.7%
Top CEO 100%
Smart Money 100%
Vietnam and Me 96%
CNBC 85%
Copy
right
©20
13 T
he N
iels
en C
ompa
ny. C
onfid
entia
l and
pro
prie
tary
.
23
WHAT VIEWERS SAY ABOUT FBNC
FBNC’s programs analyze a lot of industries, such as banking, real estate, stock, etc
Only FBNC provides analysis hence it brings deeper knowledge that I can understand & learn from that. Info TV doesn’t. For example, Info TV tells me this table is worth 6 million but FBNC will explain to me why this table is worth that price in a detailed way
“”
Info TV only provides information about prices, like price of gold, petrol, forex, sugar and so on. Not as diversified as FBNC
“ ”“ ”“
”
Reliable
Diverse
Analytical
Quali
Guests on FBNC are very prestigious. Since FBNC is screened by HTV – a well-established television channel so all guests speakers invited are all creditable guest. And that’s the point making this channel so trust-worthy
Copy
right
©20
13 T
he N
iels
en C
ompa
ny. C
onfid
entia
l and
pro
prie
tary
.
24
0 10 20 30 40 50 60 70 80 90 1000.00
0.05
0.10
0.15
0.20
0.25
0.30
CHART EXPLANATIONThis chart maps the brand imagery attributes with regards to their importance and relevance to deciding on a financial channel for viewers.
Project Jazz U&A
Attributes are mapped with their importance and relevance values
Top 5 reasons
How relevant the attributes are to choosing a favourite channel
Meanscores of vertical & horizontal values
Hygiene factors are the basic values expected by viewers
Motivators are important values that drive viewership
Potentials are values that can drive for viewership but aren’t stated as important by viewers
Low priorities are factors that are neither important nor relevant for choosing a favourite channel
Copy
right
©20
13 T
he N
iels
en C
ompa
ny. C
onfid
entia
l and
pro
prie
tary
.
25
CHART EXPLANATIONThese charts display the importance of attributes associated with a financial channel and the ratings given to each channel by respondents.
Stated importance displays the attributes and their relevance to viewers in choosing a channel
#1
The attributes are ranked from 1-5, with 1 being most important and 5 being least important
Brand imagery compares the performance of different channels based on these attributes. The percentages correlate with how much viewers agree with the attributes for each channel.
FBNC
International channels
InfoTV
VTV1
HTV9
Legend
Copy
right
©20
13 T
he N
iels
en C
ompa
ny. C
onfid
entia
l and
pro
prie
tary
.
26
0 10 20 30 40 50 60 70 80 90 1000.00
0.05
0.10
0.15
0.20
0.25
0.30
IMAGERY IMPORTANCE – YOUNG & ASPIRATIONALAccurate and analytical information are the basic must have factors of any financial news channel. The key drivers for young viewership lie in insightful knowledge from financial discussions among experts.
Project Jazz U&A
Showbiz image
Program in English
Easy to understandInteresting programs
Experienced guests
Financial discussions
International newsDeep analysis
Accurate information Timely update
Top 5 reasons
Correlation
Motivators
Hygiene Factors
Potential Drivers
Low priority
Base: Young & Aspirational
Copy
right
©20
13 T
he N
iels
en C
ompa
ny. C
onfid
entia
l and
pro
prie
tary
.
27
BRAND IMAGERY – YOUNG & ASPIRATIONALQuick and accurate access to analytical financial news are the most important features of a financial channel, followed by experienced insights from professionals. FBNC excels in international news, covering just as much information as international channels do.
Stat
ed im
port
ance
(N
=100
)
Brand imageryTop 2 box
FBNC (n=100)
International channels (n=33*)
InfoTV (n=73)
VTV1 (n=100)
HTV9 (n=100)
#1 #2#3 #4#5
Information Insights Programs Delivery
Note: * Small base
Project Jazz U&AQ16a – Which statements apply to you? Q16b – What are the top 5 reasons?Q16c – Please rank the 5 reasons from 1-5 Q17 – Brand imagery
Base: Young & Aspirational
Copy
right
©20
13 T
he N
iels
en C
ompa
ny. C
onfid
entia
l and
pro
prie
tary
.
28
0 10 20 30 40 50 60 70 80 900.00
0.05
0.10
0.15
0.20
0.25
0.30
0.35
0.40
IMAGERY IMPORTANCE –BUSINESS VIEWERSAttractive host and English programs are factors that can potentially increase viewership. The most important aspects are still financial discussions among experts, with the addition of analytical and accurate information.
Project Jazz U&ABase: Affluent business viewers
Appealing host
Program in English
Professional image
Interesting delivery
Experienced guests
Financial discussions
International newsTimely information
Deep analysis
Accurate info
Top 5 reasons
Correlation
Motivators
Hygiene Factors
Potential Drivers
Low priority
Copy
right
©20
13 T
he N
iels
en C
ompa
ny. C
onfid
entia
l and
pro
prie
tary
.
29
#1 #2#3 #4#5
BRAND IMAGERY – AFFLUENT BUSINESS VIEWERSAccess to quick and accurate information is much more important for older viewers, while expert insights take a step down in terms of importance. National channels are seen as being more educational than FBNC.
Q16a – Which statements apply to you? Q16b – What are the top 5 reasons?Q16c – Please rank the 5 reasons from 1-5 Q17 – Brand imageryProject Jazz U&A
Base: Affluent business viewers
Information Insights Programs Delivery
Stat
ed im
port
ance
(N=1
00)
FBNC (n=100)
International channels (n=41)
InfoTV (n=78)
VTV1 (n=100)
HTV9 (n=100)
Brand imageryTop 2 box
PLATFORMS FOR GROWTH
Copy
right
©20
13 T
he N
iels
en C
ompa
ny. C
onfid
entia
l and
pro
prie
tary
.
31
PROGRAM ABOUT WOMEN’S ISSUESThe idea is appreciated by both men & women since it is fitting with their current knowledge needs
High
Low
Interest level
Sure! I will watch this show to understand & share with my wife more easily, which will enhance family happiness“ ”
Great! I am a woman so I need to watch such program to learn how women can spend money wisely. Men & women are now equal, they
must have something exclusive for women“
”
Quali
Copy
right
©20
13 T
he N
iels
en C
ompa
ny. C
onfid
entia
l and
pro
prie
tary
.
32
”
”
SOURCES OF INFORMATIONThere are various sources of information but mass media – including TV predominate by virtue of high accessibility. TV is the second most frequent source of info following internet
Industry insider
Friends & Family
NewspapersTV
Internet
Least frequent
Most frequent
Accessibility
Internet helps me to collect info at will, even at work so I spend 70% of my time reading info on it. I normally watch TV when in the evening when I am at home. I just reach my friends when I need them to consult me. Industry insiders? Not so many people have such relationship to have info
We watch TV every morning before going to work & in the evening. At work, we will use Internet to collect info. Some of us don’t know how to use Internet thus less exposed to cyber info than younger generation. It’s hard to get info from insiders. The info from them is not always available
“
“
Quali
Copy
right
©20
13 T
he N
iels
en C
ompa
ny. C
onfid
entia
l and
pro
prie
tary
.
33
Young & Aspirational (n=100) Affluent business viewers (n=100)
VIEWING PLATFORMSThe use of multiple platforms in the younger groups is manifest in their consumption of FBNC platforms. YouTube is proving a more popular medium than the FBNC website.
FBNC on Yahoo
FBNC on YouTube
FBNC website
6%
22%
16%
Project Jazz U&AQ22 – On what other platform do you view FBNC besides TVBase: All respondents
FBNC on Yahoo
FBNC on YouTube
FBNC website
3%
9%
7%
top related