“Now everybody’s sampling” –Missy Elliot

Chris Binns

@bassbinns74

www.tedmediacom.com

This image originally appeared in a presentation by Faris Jakob (I think)

“In time shift culture you can’t

assume the viewer sees a specific

channel first”

#IPAPlanning4

0

100

200

300

400

500

600

700

800

900

1,000

E4 first run

E4+1 first run

C4 first run

C4 + 1

All C4 Repeats

All E4 Repeats

Total Recorded viewing

PC VoD views

TV VoD Views

The PC VoD window is 30 days post CH4 tx, (4 days after E4 first run) and episodes up to the latest date counting the 30 day period

ahead are measured. The TV VoD window is 7 days post CH4 tx, again with the latest date counting the 7 day period measured.

Recorded viewing is calculated by totalling each week of recorded viewing and then averaging the totals.

Source: BARB Infosys, Network, TV & PC VoD Data – Business Objects.

Average audience by platform per episode (individuals, 000s)

Average Episode total

000s = 3,280

72% of Glee viewing is

delivered AFTER the first

transmission

Timeshifting gets worse the longer you

have the technologyTimeshifting by Date of Acquisition

0

1

2

3

4

5

2001/2002 2003 2004 2005 2006 2007 2008 2009

SOURCE: SKYVIEW 29th Dec 2008 – 4th Oct 2009 – All Individuals – Ave Hrs All

DATE OF SKY+ ACQUISITION

23% 21% 17%17%17%20% 13%

Percentage of total viewing in TS

9%

HO

UR

S V

IEW

ED P

ER D

AY

Mobile devices exacerbate this

SOURCE: eMarketer

Making this trend worrying for you all

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

40.00%

19

85

19

87

19

89

19

91

19

93

19

95

19

97

19

99

20

01

20

03

20

05

20

07

Ads are as good as progsSOURCE: TGI GB Index

Because YOU are the

programmes

And this is what people are

confronted with when they get in

store

You need one rule to bind all

your communications

Its all about the samples

Peer to peer sampling

Mass peer sampling

Product driven sampling

Product driven sampling

Does this add up?

Industry spend

= £27mn

SOURCE: NRS & ACNielsen

Maybe it does when you do this

But when these go mass, this is

even more interesting

And the possibilities for interactive

sampling go even further

“In time shift culture you can’t

assume the viewer sees a specific

channel first”

#IPAPlanning4

So learn from some old hippies –

Sample, sample, sample