at itv, we believe theres tv, and then theres event tv
TRANSCRIPT
At ITV, we believe there’s TV, and then there’s Event TV
Source: Event TV 2008
• We wanted to know if appointment to view programming, particularly seen in groups, offers unique benefits to advertisers.
• We believed that viewing compelling content generates a higher level of interest and awareness than other viewing
• We started out with the hypothesis, Not all TV viewing is equal
• Partnering with Other Lines of Enquiry, we commissioned the Event TV 2008 study
Introduction
Source: Event TV 2008
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What did we test across the study?
• What do we already know about appointment to view content?•When and how much group viewing takes place?
Desk Research
Week long media diary
• How do our qual respondents watch TV?• What are the key appointments to view?
In home filming
• What type of content delivers the strongest reaction in viewers?• What is the group viewing dynamic?
Depth group
interviews
• Do they perceive a difference in their behaviour around certain content? • Were they aware of how they react to TV?
5000 Quant Study
• Are the learning's from the qual actual trends? • Can they be substantiated with numbers?
Ad Testing
• Does compelling content make advertising work harder?
Source: Event TV 2008
By understanding the level of Passion and Motivation that viewers have with content, we are able to identify
Event TV’s True Fans
Understanding the viewing relationship
Source: Event TV 2008
True Fans have to engage strongly in 2 or more of the following:
• How much do you like the programme genre?• Do you talk about the content? • Do you seek out information?• Do you plan to watch in advance?• Do you go to the website?
Defining True Fans
Source: Event TV 2008
Across TV, certain genres attract higher numbers of True Fans
Soaps
Sports
Entertainment
US Drama
Evening Drama
Family Drama
Lifesty
le
Games/Quizz
es
69% 67%
60%
50% 49% 48%
31% 29%
% of viewers who are True
Fans
Base: Genre Viewers across all TV Channels
Source: Event TV 2008
The combination of Content and Occasion generates powerful characteristics which are unique to True Fans of Event TV…
Source: Event TV 2008
Event TV is Highly Anticipated
People can’t wait to watch it and don’t want to delay viewing any longer than necessary
“Have to watch sport live because it’s happening at that time and also everyone at work’s going to be talking about it”
Secondary School Family, London
Source: Event TV 2008
Event TV is High Interest viewers are aware they are watching content that millions of others are glued to
“Someone in work will always say ‘are you watching this tonight’ kind of thing”
Young Adults, London
Source: Event TV 2008
Event TV is Time Sensitive it doesn’t ‘feel right’ if it isn’t viewed live
“We’d be watching Champions League whatever else is on. It’s important isn’t it”
Young Adults, London
Source: Event TV 2008
Event TV has its Rituals like the plumping of cushions, scheduling of meals or the enjoyment of special food and drink
“On a Saturday we tend to stay in and it’s a good family occasion. We might have a takeaway or something.”
Secondary School Family, London
Source: Event TV 2008
Event TV gets people Closer it provides an opportunity for some real primate behaviour among friends and family
“He’s normally on my knee and we talk about most things that we watch”
Primary School Family, Newcastle
Source: Event TV 2008
Event TV Brings People Together it’s a powerful shared experience and considered to be quality time
“Saturday night we are always in front of the TV and my dad comes up and joins us and watches as well”
Secondary School Family Newcastle
Source: Event TV 2008
The majority of True Fans always make the effort to watch with other people
Enter-tainment
Family Drama
Soaps Evening Drama
Games/Quizzes
US Drama Sport Lifestyle
85%77% 77% 76%
68% 68%64%
59%
% who always make an effort to watch together
Q. How often do you make an effort to watch these genres with other people?
Source: Event TV 2008
True Fans build their social lives around programming
SportSoaps
Entertainment
Family Drama
US Drama
Evening Drama
Games/Quizz
es
Lifesty
le
35%
21%14% 16% 16% 12% 10% 8%
26%
19%23% 16% 16%
15%13%
11%
Special Occasions
Always/ Often
Q. Do you ever plan your social life around TV programmes?
Source: Event TV 2008
True Fans prefer to watch live
Sport
Entertainment
Games/Q
uizzes
Soap
s
Lifesty
le
Family
Drama
US Dram
a
Evening D
rama
81%69%
63% 59%53%
42% 41% 39%
% who always watch live
Q. Do you think it is important to watch these sorts of programmes at the time they're shown on TV or would you sometimes record them?
Source: Event TV 2008
Event TV Stimulates Discussion and Interaction people love to share their thoughts about Event TV before, during and after a show
“We talk about the characters in Coronation Street as if we know them”Grown-up family, Manchester
Source: Event TV 2008
Entertainment Sport Family Drama0%
10%
20%
30%
40%
50%
60%
70%
80%70%
66%61%
41%33%
27%
True FansAll Viewers
True Fans have a stronger relationship with programming
+71% +100% +126%% difference vs. All Viewers
Q. Do you ever watch ‘extra’ programming around shows?
Source: Event TV 2008
Event TV is Britain’s most loved TV…and ITV is its home
“On a Saturday night, we put on ITV, and it stays on ITV all night long”
Primary School Family Newcastle
Source: Event TV 2008
ITV owns the key Event TV genres
Soap
s
Entertainment
Games/Q
uizzes
Family
Drama
Evening D
rama
Sport
Lifesty
le
US Dram
a
81%75% 73%
56%51%
36% 33%
10%
23%
54%
28%
18%12%
5%
39%
24%28%
16% 13%
23%
9% 6%
20%
39%
ITV1 CH4 Five
Q. Which of these channels do you most associate with the following genres?
All respondents, all Channels
Source: Event TV 2008
Group viewers to all commercial channels
Each week, we deliver the highest number of group viewers
ITV1
CH4 Total
Five
ITV2 Total
E4 Total
Sky 1
Film4 Tota
l
ITV3 Total
Dave Total
ITV40
500
1000
1500
2000
2500
3000
3500
3117
1000629
234 201 163 144 141 129 109
000s of Group Viewers
Watching TV togetherNumber watching in a group Mon-Sun 1900-2230 . Source: BARB Jan-Jul ‘08
Source: Event TV 2008
We deliver the highest number of group viewers across all genres
Soaps Drama Enter-tainment
Sport Films
100% 100% 99%
70%
50%
0.01
0.290.09
0.210.21MCH
Five
Ch4
ITV1
% of shows by Channel
Top 100 shows by genre. Group viewers to all commercial channels. Source: Jan-Jul ‘08
Source: Event TV 2008
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ITV and Event TV deliver Greater Advertising Engagement
“I think you have more of a reaction when you are sitting with other people there in the adverts.”
Grown-up family, London
Source: Event TV 2008
• Event TV viewers don’t want to miss any of the programme
• Flicking between channels annoys others in the group
• Viewers of Event TV anticipate higher quality, therefore, more enjoyable adverts
True Fans flick channels less
“If you are sitting by yourself, you flick more than if you are in a group.”
Secondary Family, Glasgow
Source: Event TV 2008
Programme vs break data
Ad flicking is 29% lower
vs
Ad flicking is 15% lower
Eviction Night
Ad flicking is 70% lowerAd flicking is 24% lowerAd flicking is 52% lower
Source: BARB, 2008, Average Programme rating vs average centre break rating across series
Source: Event TV 2008
Soap True Fans are 97% more
likely to stay and watch the ads
…as a result they see more ads
Source: Event TV 2008
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Event TV leads to more positive opinions of advertising among True Fans
“You know when you’re sitting watching TV with your friends and you go ‘wow, I’m going to get something like that’”
Grown-up family, Manchester
Source: Event TV 2008
Top scores – (8, 9, 10) or (4, 5)
Test Product: Cars
Market leader
Fits brand im
age
Aimed at p
eople like m
e
Positive opinion of b
rand
Would co
nsider
Would re
commend
70%
45%51%
55%
45%
38%
56%
35%31%
37%
28%23%
True Fans All Viewers
Please give marks out of 10 for how much you enjoyed the advert (10=liked a lot, 1= not at all)/ Which of these words & phrases do you feel could be applied to the <brand> advertising
Source: Event TV 2008
Top scores – (8, 9, 10) or (4, 5)
Test Product: Lager
Remember
Fits brand im
age
Aimed at p
eople like m
e
Positive opinion of b
rand
Would co
nsider
Would re
commend
64% 65%
45%
56%
48%
39%
58%54%
32%
44%
36%
26%
True Fans All Viewers
Please give marks out of 10 for how much you enjoyed the advert (10=liked a lot, 1= not at all)/ Which of these words & phrases do you feel could be applied to the <brand> advertising
Source: Event TV 2008
Top scores – (8, 9, 10) or (4, 5)
Test Product: Financial Services
Enjoyed
Market Leader
Aimed at p
eople like m
e
Positive opinion of b
rand
Would co
nsider
Would re
commend
54%
73%
37% 39%
28%
18%
52%
69%
32%36%
26%
17%
True Fans All Viewers
Q. Please give marks out of 10 for how much you enjoyed the advert (10=liked a lot, 1= not at all)/ Which of these words & phrases do you feel could be applied to the <brand> advertising
Source: Event TV 2008
Top scores – (8, 9, 10) or (4, 5)
Test Product: Supermarket
75% 74%
65%
78%
62% 60%56% 56%
39%
57%
50%
41%
True Fans All Viewers
Please give marks out of 10 for how much you enjoyed the advert (10=liked a lot, 1= not at all)/ Which of these words & phrases do you feel could be applied to the <brand> advertising
Source: Event TV 2008
• Some viewers have a higher level of engagement with content – we call them True Fans
• Event TV is the combination of these True Fans with Content and Occasion
• Event TV is the UK’s most liked and discussed programming
• Event TV delivers higher value to advertisers than other TV
• ITV is the home of Event TV
Summary
Source: Event TV 2008