resilience and effectiveness of tv - tv marketing€¦ · % average increase on business effects*...

RESILIENCE AND EFFECTIVENESS OF TV

STRUCTURE

Source: Ipsos Affluent Europe 2017

• Growing TV ad revenue

• Delivering high reach

• Cross-platform TV viewing

• Delivering trust and security

• Emotional connections

• Bringing families together

• Encouraging conversation

• Premium effectiveness

TV AD SPEND CONTINUES TO GROW

35.536.4 37.0

38.039.0

2013 2014 2015 2016 2017

TV Ad spend in Europe US$ (billion)

Source: Zenith Ad Forecast Dec 2016

40.3Projected Europe TV ad

spend in 2018

Five year trend

+24%Projected growth in Europe

TV ad spend 2009 to 2018

95%

Of affluent Europeans

watch TV at least once

a day

93%


aged 21-35 watch TV at

least once a day

% Daily reach

HIGH TV PENETRATION AMONG ALL AGE SEGMENTS

Source: Ipsos Affluent Europe 2017, * The Global TV Group

‘TV remains very important for us. It’s still a

very important way for us to drive mass reach

and the right reach as well’.

Andrew Clarke, CMO, Mars, Feb 2017*

HEAVY TV VIEWERS ARE HEAVY DIGITAL VIEWERS

Millennials Light Medium Heavy

Light 143 103 58

Medium 115 118 68

Heavy 87 93 120

TV

Dig

ita

l

All Affluent Light Medium Heavy

Light 115 102 88

Medium 98 111 91

Heavy 90 90 117

TV

Dig

ita

l

Index where 100 = average affluent Europeans

‘TV still works, obviously, how we plug it

with digital is becoming more and more

important. You can’t separate digital from

what happens on air’.

Seth Kaufman, CMO, Pepsi, Oct 2016*


MILLENNIAL TV VIEWING INFLUENCED BY LIFESTAGE

Source: Auditel Audiweb Objects 2016 (Main Italy TV broadcaster)

2:012:28

3:16

16-24 25-34 25-34 with children

Age

Average TV hours viewed per day by Italian consumers

‘Should millennial-minded marketers even

be considering TV advertising anymore?

Yes, they most definitely should’.

Mark Ritson, Columnist and Marketing Professor,

Marketing Week, Nov 2017

54%


only watch TV on a TV

set

41%


watch TV on a TV set

and on other platforms

TV SETS CONTINUE TO DOMINATE VIEWING

‘TV is still really powerful for us. It is still the

most mass reaching audience and it still

works for us’.

Marisa Thalberg, CMO, Taco Bell, April 2017*

5%Only watch TV on other

platforms

less


than

But

TV VIEWING EXTENDS THROUGH THE HOME

56% 46%

Living room

24%

Bedroom

Study

19%

Kitchen

12% 9%

Garden Bathroom

Where UK consumers watch television via tablets,

laptops and/or smartphones

Source: Screen Life: TV advertising everywhere, 2014, Craft/Thinkbox

* Ipsos Affluent Europe 2017

46%Of Affluent Europeans also

watch TV on other platforms*

FIRST SOURCE FOR NEWS AND SPORT

33%31%

13%10% 9%

2% 2%

TV Desktop Newspapers Radio Mobile Magazines Socialmedia

Media platforms affluent Europeans turn to first for news

41%

31%

11%7% 6%

2% 2%

TV Desktop Newspapers Mobile Radio Magazines Socialmedia

Media platforms affluent Europeans turn to first for sport

Source: Ipsos Affluent Europe 2017 *Touchpoints 2016, IPA. Base: adults 15+. Includes

only media which people choose to consume.

41%Of UK consumer media time

taken up by TV every day *

GROWING NUMBER OF TV ADS SEEN EVERY DAY

3:32 Average length of time

UK consumers view TV

every day

98%Of all UK viewers watch

TV on a standard TV set

TV ads viewed every day

by UK consumers in 2016(+6 more ads than 2006)45

‘TV, at least in the foreseeable future, is

always going to have a place in big brands’.

David Christopher, CMO, AT&T, Jan 2017*

Source: BARB, 2006 - 2016, * FORTUNE 2017

DOMINANCE OF TV SHARE OF VIDEO

Minutes of video

advertising watched per

day in the UK

94%

Of all Video advertising

in the UK is TV(18 minutes, 53 seconds)

20

‘Every medium has a place in your mix. We

think about it as video, not TV. That’s how

we buy it and how we think about it’.

David Christopher, CMO, AT&T, Jan 2017*

Source: 2016, BARB / comScore / Broadcaster stream data / OFCOM Digital Day / IPA

Touchpoints 2016 / Rentrak * FORTUNE 2017

BENEFITS OF COMBINED TV AND ONLINE VIDEO

+0%

+25%

+32%

+54%

No activity Online videoOnly

TV Only TV and Onlinevideo

% increase in business effects* by adding…

% average increase on business effects* of using TV and

online video combinations

Source: Effectiveness in the digital era, 2016, Binet & Field IPA

Base: all IPA cases *business effects = market share, brand loyalty, profit, sales etc.)

‘TV is great for effectiveness, but what online

video does is increase the efficiency of TV.

It's the best of both worlds’.

WARC, Opinion, March 2017

TV IS THE MOST TRUSTED ADVERTISING PLATFORM

TV is by far the most trusted form of advertising by UK

consumers

42% 13%

TV

9%

Newspapers Websites

8% 8%

Radio

5%

Magazines You Tube

5% 4%

Social Media

3%

Search Outdoor

Source: *The Guardian Feb 2018, TV Ad Nation 2016, Ipsos Connect/Thinkbox

Q. In which of the following places are you most likely to find advertising that makes you feel…

‘We will prioritise investing only in responsible

platforms that are committed to creating a

positive impact in society’.

Keith Weed, CMO Unilever, Feb 2018*


IMPORTANCE OF BRAND SATEFY

• Trust and transparency is dominating

conversations

• Consumers becoming more selective

• Online brand safety a growing concern

• Brands increasingly seeking trusted

advertising environments

• TV is a safer haven for brands

• TV content and advertising is tightly

regulated

• TV ad measurement based on completed,

full screen, human views

‘There’s no escaping today’s brand safety…

and some broadcasters have actually seen ad

spend increase, as advertisers have flocked

back to TV as a safe haven for their brands’.

Source: The Global TV Group, INTV *Media Post, Sept. 2017, **The Guardian Feb 2018

‘Advertisers are becoming increasingly wary

of online’s quality and so are unlikely to shift

money aggressively from TV to online’.

Ian Whittaker, Annick Maas, Analysts, Liberum**

Kevin O’Reilly, CTO, TVSquared*

TV IS THE EMOTIONAL AND ENGAGING MEDIUM

Source: Ipsos Affluent Europe 2017, INTV daily TV, desktop and mobile index

Media where UK consumers most likely to find advertising

that makes them feel emotional

58% 9%

TV

9%

Social media YouTube

6% 6%

Newspapers

5%

Websites Radio

3% 2%

Magazines

1%

Search Outdoor

Source: TV Ad Nation 2016, Ipsos Connect/Thinkbox Q. In which of the following places are

you most likely to find advertising that makes you feel… * BBC newsbeat 2015

‘Good advertising creates emotion’.

Deborah Wahl, CMO, McDonald’s, Jan 2015*

Source: Ipsos Affluent Europe 2017, INTV monthly cross-platform reach

TV BRINGS FAMILIES TOGETHER

68%

Of UK adults agree that

watching TV brings the

family together

Source: Ofcom Communications Report 2017, Mintel 2016

62%

Of UK adults consider

watching television

together as a form of

family relaxation

TV ADS ENCOURAGE TALKABILITY

53%

14%9% 8% 7% 7%

TV Social media Websites Newspapers Radio Magazines

Medium most likely to find ads to talk about face to face/on

the phone in the UK

26%

19%

7%4% 3% 2%

TV Social media Websites Newspapers Magazines Radio


Medium most likely to find ads to talk about online in the UK

Source: TV Ad Nation 2016, Ipsos Connect/Thinkbox

Q: On which medium are you likely to find advertising that you talk about either face to face or

over the phone / online (e.g. on Facebook/Twitter)?

TV IS THE MOST EFFECTIVE ADVERTISING MEDIUM

+29% +20%

TV

+17%

Outdoor

Radio

+15%

Print

+7% +2%

Digital Cinema

“A lot of our campaign recall comes from TV

and not Digital. When ads on Facebook just

flow by, with TV ads we’re really able to tell

our story.”

Per Carleo, Marketing Director Sweeden of

Volvo

‘TV has demonstrated that it gets broad

reach and high engagement, the quality of

the content has become significantly better

and it’s very efficient and effective.’

Marc Pritchard, Chief Brand Officer, P&G, Oct 2017**

% average increase on business effects* of using different

media types

Source: Effectiveness in the digital era, 2016, Binet & Field IPA: All IPA cases *business

effects = market share, brand loyalty, profit, sales etc.) ** Campaign Oct 2017

WRAP UP


• 95% daily TV reach in Europe

• Maintaining high reach among millennials

• First source for news and sport

• Extending TV reach via other devices

• Heavy TV viewers are heavy digital users

• Consistent TV ad revenue growth

• Trusted brand safe environment

• Making an emotional connection with

consumers and bringing families together

• TV encourages conversation

• #1 medium for advertising effectiveness

ABOUT INTV

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.

RESILIENCE AND EFFECTIVENESS OF TV

resilience and effectiveness of tv - tv marketing€¦ · % average increase on business effects*...

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