tv is the most engaging media

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TV is the most engaging media. Source: Nielsen Media Q2 2011-Q1 2012. Media Engagement AP 15+. TV is the most effective media. Econometric modelling undertaken by Ebiquity on behalf of Thinkbox in the UK in 2011 showed that… TV pays back more than any other medium - PowerPoint PPT Presentation

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Page 1: TV is the most  engaging  media
Page 2: TV is the most  engaging  media

Good for finding out what's newIt gives me useful information

I get a lot of pleasure from this medium

I look forward to watching this medium

It is good entertainment value

It puts me in a good mood

I get caught up with this medium

It demands my attention - difficult to do other things

It is my personal treatIt often changes the way I feelIt can make me feel happy or sad

It helps me form opinions

It often changes the way I think

I think this medium is pretty cool

This medium often inspires me

I like to experience this medium with someone/others

This medium is important in my life

I could not do without this medium

This medium is like a trusted friend

50

100

Media Engagement – AP 15+

Television Newspapers Magazines Radio Out Of Home

TV is the most engaging media

Source: Nielsen Media Q2 2011-Q1 2012. Media Engagement AP 15+

Page 3: TV is the most  engaging  media

Econometric modelling undertaken by Ebiquity on behalf of Thinkbox in the UK in 2011 showed that… TV pays back more than any other medium

Average profit based ROI for campaigns measured is 1.7:1 The typical profit-based ROI for radio was 1.48:1, while press was on 1.40:1, static online display on 1.06:1 and outdoor on 0.45:1.

TV delivers long term resultsResearch shows that the sales effect of a TV ad is almost as strong in year two as it is in year one, whereas the effects of other media on sales "fades quite quickly".

On the other side of the ledger, cutting spend on TV can result in a long term revenue loss.

According to previous Thinkbox work with Data Decisions, there can be a massive effect even if you cut for just one year. In all, brands might take up to six years to recover their position following the cut.

“TV isn't just efficient, it has the scale to be effective. It's the beating heart of the campaign. If it was a drug, they'd have to license it.”

Andrew Challier, a marketing advisor at Ebiquity

TV is the most effective media

Source: TV is still king: Analysis from Thinkbox's Payback 3 study - Joseph Clift WARC

Page 4: TV is the most  engaging  media

Watch

ed TV

Been online

Listened to

the ra

dio

Read a comm

unity p

aper

Read a daily paper

Noticed outd

oor adverti

sing

Read a magazin

e

Read unaddre

ssed m

ail

Read dire

ct mail

Read a weekend p

aper

Read news s

tories/

article

s onlin

e

Been to th

e cinema

20

40

60

80

100

Media Recency – AP 15+

TV is the most used media

Source: Nielsen Media Q2 2011-Q1 2012. Media Engagement AP 15+

Page 5: TV is the most  engaging  media

More time is spent with TV than any other media

TV 21 hours

19 minutes

Radio16 hours

18 minutes

Online13 hours

47 minutes

MagazinesOne hour,

37 minutes

NewspapersTwo hours, 50 minutes

Source: Roy Morgan, May 2012. AP 14+ base used

Page 6: TV is the most  engaging  media

TV Radio Newspapers Magazines Internet0:00

2:24

4:48

7:12

9:36

12:00

14:24

16:48

19:12

21:36

0:00

Time Spent With Media – AP 14+

2006 2011

Tim

e (O

ver

a w

eek

)

In fact, TV and Online are the only media to have shown growth in time spent using over the last five years

Source: Roy Morgan, May 2012. AP 14+ base used

Page 7: TV is the most  engaging  media

Daily Weekly Monthly Yearly0.0

10.0

20.0

30.0

40.0

50.0

60.0

70.0

80.0

90.0

100.0

Cume Reach

All TV TVNZ TV Works Prime Sky

TVNZ reaches more people than any other network on a daily, weekly and monthly basis

Source: Nielsen TAM, Cume Reach AP 5+, 2011

Page 8: TV is the most  engaging  media

TVNZ TVWorks TVNZ TVWorks TVNZ TVWorksAP 25-54 AP 25-542 HHS w Kids

0-14HHS w Kids

0-142AP 18-49 AP 18-492

0%10%20%30%40%50%60%70%80%90%

100%

Rating Distribution Weeks 25-28 2012

0-4 TARPS 5-8 TARPs 9-12 TARPs 13 + TARPs

Against 25-54, 49% of all ratings delivered higher than 9 TARPs vs just 8% from TV WorksAgainst HHS w/kids 0-14, 53% of all ratings delivered higher than 9 TARPs vs just 6% from TV WorksAgainst AP 18-49, 36% of all ratings delivered higher than 9 TARPs vs just 5% from TV Works

TVNZ delivers more high rating shows than anyone else

Source: Nielsen TAM, Top Programmes in Peak Only, Weeks 25-28 2012

Page 9: TV is the most  engaging  media

Across all TARP bands TVNZ’s 1+ reach is at least 5% and up to 9% higher than TV3, against AP 25-54

TVNZ’s premium programming delivers a TARP for TARP reach advantage at all levels

60-79 80-99 100-119 120-139 140-159 160-18030.0

35.0

40.0

45.0

50.0

55.0

60.0

1+ Reach Delivered by TARPs, AP25-54 Week 25-28 2012

TVNZ 1+ ReachTV Works 1+ Reach

Source: Nielsen Arianna: All Advertisers Week 25-28 2012 Consolidated

60-79 80-99 100-119 120-139 140-159 160-1800%1%2%3%4%5%6%7%8%9%

10%

5%

9%

8%8%

5%

9%

1+ Reach Differential, AP 25-54, Week 25-28 2012

Page 10: TV is the most  engaging  media

Across all TARP bands TVNZ’s 1+ reach is up to 7% higher than TV3, against HHS with kids 0-14

60-79 80-99 100-119 120-139 140-159 160-18030.0

35.0

40.0

45.0

50.0

55.0

60.0

1+ Reach Delivered by TARPs, HHS w/kids 0-14 Week 25-28 2012

TVNZ 1+ ReachTV Works 1+ Reach

60-79 80-99 100-119 120-139 140-159 160-1800%

1%

2%

3%

4%

5%

6%

7%

8%

1%

7%

4% 4%

1%

3%

1+ Reach Differential, HHS w/kids 0-14 Week 25-28 2012

Source: Nielsen Arianna: All Advertisers Week 25-28 2012 Consolidated

Page 11: TV is the most  engaging  media

Across all TARP bands TVNZ’s 1+ reach is at least 5% and up to 12% higher than TV3, against AP 18-49

60-79 80-99 100-119 120-139 140-159 160-18030.0

35.0

40.0

45.0

50.0

55.0

60.0

1+ Reach Delivered by TARPs, AP18-49 Week 25-28 2012

TVNZ 1+ ReachTV Works 1+ Reach

60-79 80-99 100-119 120-139 140-159 160-1800%

2%

4%

6%

8%

10%

12%

14%

9%

8% 7%

6%

5%

12%

1+ Reach Differential, AP 18-49, Week 25-28 2012

Source: Nielsen Arianna: All Advertisers Week 25-28 2012 Consolidated