delivering quality audiences with frequency and scale2)/e2808cintv... · use social media primarily...
TRANSCRIPT
DELIVERING QUALITY AUDIENCES WITH FREQUENCY AND SCALE
INTV IN CONTEXT
INTV is an industry body consisting of
marketers from the leading international
television brands.
INTV brands cross borders and distribution
platforms to reach hundreds of millions of
homes around the world and account for the
five largest channels in Europe.
For audiences, INTV brands provide a trusted
global perspective on news, business, sport
and culture.
For marketers, INTV brands provide an
opportunity for advertisers to connect with an
internationally-minded and upscale audience
around the world in a trusted brand
environment.
* BBC World News, Bloomberg & CNN are not members of the inTV
Group, however, for the purposes of giving a holistic view of
international TV consumers they were included in this analysis.
STRUCTURE
• Value of frequency on audience quality
• Impact of frequency on tech and social
involvement
• Improving ad and brand engagement
• Value of frequency and affluence on
audience quality
• Improving ad and brand engagement by
frequency and affluence
• Significant reach beyond the ‘traditional’
affluent segment
Decision makers
16% 31% 39%
Top 10% income
5% 10% 12%
Non INTV Light INTV Heavy INTV
University educated
28% 38% 39%
AUDIENCE QUALITY ENHANCED BY INTV FREQUENCY
x2
+39%
x2
* Heavy INTV vs. Non INTV
HEAVY INTV
ADVANTAGE*
Source: GlobalWebIndex Q2, Q3 & Q4 in 2017 and Q1 2018 (Europe)
SOCIAL ENGAGEMENT GROWS WITH INTV FREQUENCY
Use social media primarily for work
10% 18% 21%
Follow entrepreneurs/business people on social media
17% 27% 28%
Follow contacts relevant to my work on social media
5% 11% 14%
X2
+65%
* Heavy INTV vs. Non INTV
HEAVY INTV
ADVANTAGE*
X3
Source: GlobalWebIndex Q2, Q3 & Q4 in 2017 and Q1 2018 (Europe)
Non INTV Light INTV Heavy INTV
TECH INTEREST INCREASES WITH INTV FREQUENCY
33
4957
Own smart devices at home
610
14
Own voice controlled smartassistant
20
3444
Latest technology is important tome
4351
56
Constantly connected online
+73%
* Heavy INTV vs. Non INTV
* *
* *
+30%
X2
X2
%%
%%
Source: GlobalWebIndex Q2, Q3 & Q4 in 2017 and Q1 2018 (Europe)
Non INTV Light INTV Heavy INTV
ASPIRATION INCREASES WITH INTV FREQUENCY
Strive to achieve more in life
53% 64% 68%
Aspirational
18% 27% 32%
Career orientated
29% 41% 49% +39%
+28%
+78%
HEAVY INTV
ADVANTAGE
* Heavy INTV vs. Non INTV
*
Source: GlobalWebIndex Q2, Q3 & Q4 in 2017 and Q1 2018 (Europe)
Non INTV Light INTV Heavy INTV
32 3342
Aspirational
39 4152
Decision makers
3853
69
University educated
49 5060
Career oriented
AFFLUENCE ENHANCES HEAVY INTV PROFILE
* *
+30%* *
* Heavy INTV vs. Europe Affluent Average
+27%
+27%+20%
Heavy INTV Heavy Affluent INTVEurope Affluent Average
%%
%%
Source: GlobalWebIndex Q2, Q3 & Q4 in 2017 and Q1 2018 (Europe)
25
36
45
Brand conscious
15
24
32
Tend to buy brands seen advertised
24
3948
Buy premium version of a product
5561 63
Once I find a brand I like I tend tostick to it
* Heavy INTV vs. Non INTV
+73%* *
* *
+30%
X2
X2
BRAND ENGAGEMENT GROWS WITH INTV FREQUENCY
Non INTV Light INTV Heavy INTV
Source: GlobalWebIndex Q2, Q3 & Q4 in 2017 and Q1 2018 (Europe)
%%
%%
4550
60
Brand conscious
32 33
43
Tend to buy brands seen advertised
4855
66
Buy premium version of a product
63 67 69
Once I find a brand I like I tend tostick to it
* *
* *
INCREASING FURTHER AMONG HEAVY AFFLUENT INTV
+30%+20%
+3%+20%
Heavy INTV Heavy Affluent INTV
* Heavy INTV vs. Europe Affluent Average
Europe Affluent Average
%%
%%
INTV DELIVERING HIGH REACH BEYOND AFFLUENCE
22M INTV viewers within the
Top 10% income segment
226M INTV viewers in
Europe
204M INTV viewers OUTSIDE the
Top 10% income segment
Source: GlobalWebIndex Q2, Q3 & Q4 in 2017 and Q1 2018 (Europe)
Decision makers
11M
Aspirational
University educated
ADDITIONAL
INTV NON AFFLUENT
REACH
+53M
INTV Less AffluentINTV Affluent
15M
9M
42M
109M
62M
+94M
+53M
INTV DELIVERING HIGH QUALITY REACH BEYOND AFFLUENCE *
* Affluent = Top 10% incomeSource: GlobalWebIndex Q2, Q3 & Q4 in 2017 and Q1 2018 (Europe)
Brand conscious
12M
Discover ads via TV
Tend to buy brands seen advertised
9M
9M
77M
53M
87M
+65M
+44M
+78M
ADDITIONAL
INTV NON AFFLUENT
REACH
INTV DELIVERS HIGH AD ENGAGEMENT BEYOND AFFLUENCE
INTV Less AffluentINTV Affluent
*
* Affluent = Top 10% incomeSource: GlobalWebIndex Q2, Q3 & Q4 in 2017 and Q1 2018 (Europe)
WRAP UP
Source: Ipsos Affluent Europe 2017
• Increased INTV frequency enhances audience
quality in Europe
• Increased INTV frequency improves tech
engagement and use of social for work
• Frequency more important than affluence in
delivering aspirational consumers
• Increased frequency enhances ad
receptiveness and brand engagement
• Audience quality improves further among
frequent and affluent INTV viewers
• Ad and brand engagement enhanced further
with frequency and affluence
• INTV reaches 22 million affluent Europeans
and beyond the Top 10%, reaches an extra
204 million!
• Across key targets INTV delivers significant
reach beyond the affluent segment
Source: GlobalWebIndex Q2, Q3 & Q4 in 2017 and Q1 2018 (Europe)
DELIVERING QUALITY AUDIENCES WITH FREQUENCY AND SCALE
DEFINITIONS
Source: Ipsos Affluent Europe 2017
Affluent Consumers: the top 10% of
income earners
Less Affluent Consumers: the remaining
90% of income earners
Frequent INTV Viewers: watch any of the
InTV channels at least twice a week
Light INTV Viewers: watch any of the
InTV channels less frequently than once a
week
Non-Viewers: don’t watch any of the InTV
channels