ITV’s Got the X-Platform Factor Creating content & distributing s trategies for a multi-platform w orld

1. ITV’s Got the X-Platform FactorCreating content & distributing strategies for a multi-platform world

2. TV Audiences are Growing PREMIUM CONTENT

3. Consumer touchpoints and expectations are evolving Live AFP Transactional One Channel Conversational & Inspirational Multi Platform

4. Content needs to live and breathe in a wide multi-platform landscape Mobile TV PVRs Interactivity IPTV Video On Demand (VOD) EPGs & Gateways

5. Directing journeys between platforms is more complex than ever… ...now they look like this: They used to look like this... Official web site Online syndi-cation WOM Email links ITV Player Twitter Live TV Voting You Tube Red button Press Radio Face-book

6. How can ITV… Win a bigger share of consumers’ finite media time profitably by increasing the number of people consuming our programme brands across more platforms or touchpoints? 3. REVEAL THE BENEFITS 1. MEASURE IT 4. IDENTIFY THE OPPORTUNITIES 2. UNDERSTAND IT

7. Researching it… 7 Vision Panel surveys 10 audience workshops 40 household visits 80 Skype chats BARB analysis 4 commercial surveys 80 audience ‘task’ experiences 4 omnibus surveys 7 7

8. Key Finding 1:Additional touchpoints can add up to 55% incremental reach above and beyond the live TV audience (aka The Overnights)

9. Example: The X Factor Total: 61% (29.3m) How we worked it out: Like everything else we do, it all started with the TV audience… 1.8% (0.9m) 5.2% (2.5m) Extending the relationship with the property (7.9m) 9.4% (4.5m) 5.2% (2.5m) Extending the viewing window (0.9m) 1.8% (0.9m) Total BARB viewing (20.5m) 37% (18m) Word of mouth Other traditional media Other online / mobile Non-BARB viewing (inc online / mobile) Other BARB viewing ITV1 Live

10. The highest incremental reach in percentage terms was for This Morning 25% bigger 43% bigger 44% bigger 55% bigger

11. Key Finding 2:Digital media drive reach as well as engagement

12. Digital media drive reach as well as engagement Xx% % incremental audience growth delivered by digital media +17% +8% +13% +26%

13. Key Finding 3:People engage with shows across a huge range of touchpoints across the week

14. People engage with shows across a huge range of touchpoints across the week Each person who engaged with the X Factor did so 10 times Nearly 7m adults talked or read about the X Factor on social networks in a typical week And those who encountered the X Factor in this way did it 4 times a week on average Making Social Networks comparable to print in the volume of audience encounters they delivered

15. Key Finding 4:ITV does not currently own, control or monetise all of this incremental reach

16. ITV does not currently own, control or monetise all of this incremental reach Radio, Print, Other websites, talked/read about on Social Networks, etc. Fan page on Facebook, followed on Twitter Watched catch-up on itv.com; watched clip on YouTube Official XF Website; Watched clip on itv.com; XF Beauty section

17. Key Finding 5:Six consumer needs drive the majority of this activity

18. Six consumer needs drive the majority of this activity… Belonging Connecting Sharing Self Expression Extended Enjoyment Control & Convenience

19. Connecting Connect with contestants / talent Find out about background & heritage An emotional connection with people on screen Video clips, diaries, ‘bloopers’, voting Twitter, Facebook “Jon and Edward (They) started following me on Twitter, so I followed them back. …It feels like they’re kind of talking to you, you feel involved. That’s mostly the reason why I do it.” Female X Factor viewer, London, teens

20. Belonging This programme helps me feel part of a group Shared ‘banter’, staying in the loop, being part of the national debate WOM, email, phone, print, radio, social media “I like X Factor, I like to watch it. But I am not a fanatic fan... When the family is interested, you like it more as you want to be interested in the same things as them”. Male X Factor viewer, Birmingham (46)

21. Self Expression Show who I support Show what I think I want to tell people who I am and what I’m all about Facebook & Twitter: joining groups, commenting in status, Twibbons or badges

22. Sharing Enjoying a passion shared with friends & family WOM, email, SMS, phone, email links e.g. to clips Deconstruct events, gossip, sharing relevant content “If Liverpool are losing I know I’ll always get a text from my brother, just to wind me up” Male, football fan, York 30s “If I don’t have my friends over, it’s messaging on my Blackberry. It’s to share the experience, because it’s quite boring by yourself.” Female X Factor viewer, London, 24

23. Extended Enjoyment Chatting with friends, reliving key moments, previewing the big event I can’t wait for it to start. I don’t want it to stop Xtra Factor, The F Factor, online video clips, official website previews, newspapers, radio

24. Key Finding 6:The relative importance of these needs can change during the day, week or series

25. The relative importance of these needs can change during the series…Example: The X Factor After Live shows (final stages) Boot Camp Judges’ Houses Live shows (early stages) Auditions PVRs and ITV Player. Highest after Boot Camp; decreases in final stages Control Mostly online clips driven by contestant engagement and ‘big moments’ Extended Enjoyment Fairly constant. Mostly WOM and Print. Social Media & Radio ‘buzz’ in latter stages. Belonging Self Expression Gathers real momentum once live shows start. Mostly Social Media. Sharing Emailed links to clips in early stages. SMS/IM/Twitter in latter stages. Connecting Gathers real momentum from Judges’ houses. Online clips, print, social media etc.

26. Identifying Opportunities: A Week in the Life of an X Factor Superfan Downtime Build up Live shows Afterglow Sat & Sun Mon Tues Wed Thurs Fri Overall engagement Excited, sharing experience and expressing opinions Sharing opinions; hearing from the evicted contestant Maintaining involvement: gossip & stories about contestants Recap; Fuel the excitement Watching together, SMS, IM, Facebook during the show Watch GMTV or This Morning, chatting at work, FB & Twitter debate Gossip magazines (print & online), forums, radio ITV.com clips, highlights & YouTube “I like the stuff in Closer because it makes me feel like I know them on a more personal level” “I like to watch the best bits from last week, just to get me in the mood” “It’s the aftermath – what happens now, what happens next, how they feel. You can’t just stop caring about them after they’ve gone” “If I don’t have my friends over, I’m messaging on my Blackberry. It’s a little bit to share the experience, because it’s quite boring by yourself”

27. What does it mean for marketers in this connected world?

28. We are gathering evidence of the impact of multi-platform viewing for advertisers

29. Analysis of monthly grocery spends demonstrates that advertising engagement leads ultimately to purchase UK HH average £278 ITV HH average £284 ITV 3+ platform HH £298 Monthly HH spend of those viewing shows on 3+ ITV platforms… £359 £317 £429 Source: Valuing Multi Platform Fans 2010 – Kantar Worldpanel

30. Multiple Touchpoints Drive Awareness… Sponsor brand awareness (%) X Factor Touchpoints encountered

31. Multiple Touchpoints improve Advertiser Perceptions They must be good because a big show like X Factor wouldn’t have taken them on otherwise - F Birmingham , 45 TalkTalk is X-Factor’s cousin, or a friend of a very cool person to hang out with - F, Bristol 24

32. Yeo Valley truly integrated with The X Factor with enormous and instant success…

33. …moving beyond simply audience size to generate customer engagement and advocacy Many Few Awareness Engagement Advocacy Passive Active

34. Towards a new Framework?A Cross Platform Future means a shift from linear broadcaster to distributor of entertainment experiences … At ITV everything starts with TV, but that is just the beginning Content, not technology, drives engagement Understand the needs around a show Develop products, content, advertising, experiences which meet those needs Have a clear view of the consumers we need to engage with Deliver brilliant experiences in all the right places That’s the X-Platform Factor

35. commercialresearch@itv.com Thank you