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Television Still Master of the Media Universe

Television Still Master of the Media Universe. NCC Ottawa 2011, June 15 - 18. If you listen to many media pundits, you’d think that television is going the way of the 8-track tape. . Newspaper Headlines proudly proclaim The Death of TV.

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Television Still Master of the Media Universe

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  1. Television Still Master of the Media Universe NCC Ottawa 2011, June 15 - 18

  2. If you listen to many media pundits, • you’dthink that television is • going the way of the • 8-track tape.

  3. Newspaper Headlines proudly proclaim The Death of TV “…television remains a universal medium but almost no-one is watching the ads…” -Toronto Star reporting on the Bensimon Byrne /Gandalf Research Published On Wed Jan 27, 2010

  4. Are emerging technologies and the • changing media landscape spelling • DEATH for TV?

  5. Three key reasons why people may hold the belief that Television, or more specifically the 30-second TV commercial, is dead or waning:

  6. Internet • People are spending more time with the internet than with television and are using different delivery platforms – online and mobile – to access content. Three Key Myths • PVRs • PVRs are becoming ubiquitous and are being used to skip or fast forward through TV commercials. • Relevance • TV no longer engages, connects with people in a truly meaningful way – the way social media can.

  7. Myth #1

  8. Despite ongoing predictions • of the demise of TV, • PPM proves that TV is • more vibrant than ever with • 29 million Canadians tuning in nightly.

  9. Television has the highest weekly and daily reach of any medium in Canada. • 98.7%Average Weekly Reach • 92.8% Average Daily Reach • Source: BBM Canada Infosys TV; M-Su 2a-2a; National; Total TV; Weeks 1-38 in 2010/11 (complete weeks)

  10. TV Viewing Remains Strong (or Growing) Year over Year TV viewing – per capita weekly hours tuned, PPM

  11. Telecaster Clearances • Advertisers are producing more and more commercials

  12. TV Ad Revenues • TV ad revenues have rebounded following the recession +9.5% +2.8% +0.9% +8.0% 3,440 3,403 -7.7% 3,310 +2.5% 3,280 +4.3% 3,142 3,038 +9.5% 2,964 2,842 2,595 +7.2% 1,060 989 Source: TVB TSS Report

  13. Average Weekly Time Spent Online vs. with TelevisionPer Capita Hours, 3-month Average Online Data Source: comScore Media Metrix; based on measured online monthly minutes at home and out-of-home. TV Data Source: BBM Canada National PPM; based on measured weekly hours at home and out-of-home.

  14. Myth #2

  15. PVR Usage in Canada • PVR penetration in Canada is currently at 25.5% as of March 2011.

  16. PVR Usage in Canada • To skip or fast forward commercials there are two basic requirements: • you must have a PVR • you must be watching recorded or time delayed television. • Even with a PVR you cannot skip/fast forward LIVE TV.

  17. The fact is…96.1% of viewing in Canada is to LIVE television

  18. Live vs. Playback Viewing Hours

  19. Myth #3

  20. Is TV still an effective advertising vehicle? The Television Bureau of Canada set out to establish renewed proof of the power of Television advertising. Here was their answer…

  21. Broccoli -A Case for Television Advertising

  22. TVB’s Objective • Prove TV advertising works better than ever • By developing a campaign that would be communicated with TV alone. No support channels, no PR. Just 3 TV spots and a metrics plan to measure its success… • Thereby increasing the sales and awareness of broccoli; a widely un-liked and unadvertised commodity product, owned by no one.

  23. Primary Measurable Goals • Advertising Impact: • Prove that television could make a “mundane” product such as broccoli RELEVANT: • Raise top-of-mind AD awareness by 20 points • Raise intent to purchase by 10 points • Business/Sales Results: • Increase year-over-year sales of broccoli by 5%

  24. U&A Study Results • Top-of-mind awareness for broccoli grew from no mentions before the campaign, to being the second most mentioned produce in the grocery aisle • 13% of respondents indicated they purchased at least one more bunch of broccoli on their latest shopping trip vs. the pre-campaign period • Intent to purchase at least one more bunch of broccoli also increased by 13 points

  25. Ad Awareness Results • 65% unaided and 90% aided campaign awareness; vastly surpassingthe goal of a 20 point increase

  26. Product Traits

  27. Online/Social Results • Online mentions of “broccoli” or “miracle food” increased by 444%

  28. Online/Social Results • Search volume was up 100% • Campaign spawned consumer generated media: • Fans of the campaign created a Facebook fan page • garnered more than 17,000 followers • Fans posted the broccoli commercials to YouTube • generated more than 30,000 additional views • Fans created more than 15 spoofsof the commercials which were posted to YouTube • viewed more than 20,000 times

  29. Sales Results According to AC Nielsen, the volume of broccoli sold in Ontario and B.C. increased 8% in same period (year-over-year) sales surpassing the goal of 5% That’s an additional 188,574 pounds of broccoli!

  30. So…. • Is TV still an effective • advertising vehicle?

  31. In Summary • TV viewing time is as high as ever (or growing) • Advertisers continue to invest in television • Time spent with TV continues to exceed time spent online • PVR penetration is at 25.5%... But 96% of viewing is to LIVE TV • Television remains highly RELEVANT – clearly generating engagement, recall and sales results – as demonstrated by the Broccoli Campaign

  32. To paraphrase Mark Twain:“the reports of my death have been greatly exaggerated.”

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