Performics, Tremor, IAB UK Present TV and VOD Study Results

SIMON NUDDSDIRECTOR OF UK MEDIA ANALYTICS NIELSEN

DORON WESLYHEAD OF MARKET STRATEGYTREMOR VIDEO

MAURICIO LEONCOMMERCIAL DIRECTOR

PERFORMICS

IS VODWITH BENEFITS?

VOD IS A LEAN-FORWARD MEDIUM WITH LESS CLUTTER THAT CAN:

AMPLIFY AWARENESS GENERATE MORE EFFICIENT & EFFECTIVE

CAMPAIGNS

COMPLEMENT A TV BUY

OBJECTIVE:HOW DOES VOD COMPLEMENT

PHASE ONE:VOD CONTRIBUTION TO TV’S INCREMENTAL REACH

PHASE TWO:VOD CONTRIBUTION TO TV'S AWARENESS AND MESSAGE ASSOCIATION

PHASE ONE:VOD CONTRIBUTION TO TV’S INCREMENTAL REACH

OCT. 2011 - DEC. 2011

TV + VOD

INCREMENTAL REACH

a. FMCG Beverage Alcohol 1.33%

b. FMCG Beverage 0.33%

c. Finance 0.44%

d. Retail (ce) 0.19%

e. Tech 0.45%

a. FMCG Beverage Alcohol A16-34 ~41%

b. FMCG Bev ABC1 Women ~14%

c. Finance ABC1 ~20%

d. Retail (ce) ABC1 ~10%

e. Tech A16-34 ~15%

10-41% OF PEOPLE ONLINE WERE

NOT EXPOSED TO TV

METHODOLOGY

FUSION OF TV AND VOD (ONLINE) PANELS

MEASURE REACH AND FREQUENCY ACROSS SINGLE CAMPAIGN

MEASUREMENT PERIOD: OCT. 2011 – DEC. 2011

5 BRANDS ACROSS 4 CATEGORIES FMCG BEVERAGE (x2) RETAIL FINANCE TECH

STEP 1

TAG

STEP 2

VISUALISE

STEP 3

EXTRACT

STEP 4

COMBINE

METHODOLOGY

BARB

Respondent

Level Data

Nielsen Online

Respondent Level Data

To isolate the impact of online activity when

combined with TV, we utilize Nielsen-IMS’

CampaignRF fusion tool

METHODOLOGY

BARB

Respondent

Level Data

Nielsen Online


We link respondents from one dataset to another

by using the common variables (i.e. demos, geo

demos, etc.) that exist on the BARB panel, Nielsen

NetView panels and a hub where the reach results

are reported.

On-the-fly fusion

Using common demo

variables

METHODOLOGY

These linking variables were validated by a series

of statistical tests and analyses to ensure they

closely match to produce an accuracy level of 95%

or higher.

Nielsen Online


On-the-fly fusion

Using common demo

variables

“Fused result of TV and

online viewing”

METHODOLOGY

64.6%

65.93%

FMCG BEVERAGE ALCOHOL A16

TV Only TV + VOD

VOD Effect Incrementalto Base of Campaign

% Reach70%

25 150

Source: Nielsen IMS CampaignRF, Oct.-Dec. 2011

FMCG BEVERAGE ABC1W 15+

87.56% 87.89%

TV Only TV + VOD


% Reach

90%

50 550


% Reach

FINANCE ABC1 ADULTS

78.46%78.9%

TV Only TV + VOD


80%

50 250


% ReachRETAIL (CONSUMER ELECT) ABC1 15+

89.72% 89.91%

TV Only TV + VOD


% Reach

90%

50 600


TECH 16-34S

87.38% 87.83%

TV Only TV + VOD


% Reach

90%

50 550


UK DIGITAL VIDEO VIEWERS

Digital Viewers(millions)

–% change

–% of internet users

–% of population

2012

32.6

8.9%

69.9%

51.4%

2013

34.4

5.5%

71.7%

53.8%

2014

36.3

5.8%

74.1%

56.4%

2015

37.8

4.1%

75.6%

58.3%

2016

39.1

3.3%

76.7%

59.7%

2017

40.0

2.4%

77.4%

60.6%

Digital Viewers(millions) 32.6 34.4 36.3 37.8 39.1 40.0

Source: eMarketer, Feb 2013

VOD PENETRATION

PHASE TWO:VOD CONTRIBUTION TO TV'S AWARENESS AND MESSAGE ASSOCIATION

VOD AMPLIFIES

VOD + INCREASE RETURN ON BRANDING

VOD EXTENDSIMPACT

METHODOLOGY

EXPERIMENTAL DESIGN (TEST VS. CONTROL)

NATIONAL REP. SAMPLE FOR ABC1 TARGET

TV EXPOSURE (OTS) BASED ON MEDIA

CONSUMPTION REPORTING (12 MIN. SURVEY)

VOD EXPOSURE BASED ON COOKIE FILE

AVIVA

MEASUREMENT PERIOD: AUG.-NOV. 2012

MEDIA CONSUMPTION QUESTIONS

Do you watch

commercial TV?

Thinking about your commercial TV viewing habits, on

average, what time of day do you watch TV?

On average, how many hours of commercial TV do you watch a

day?

Which, if any, of the following TV shows have you watched since 1st

of Sep. 2012?

Source: Nielsen, Tremor Video

Wave 1 = Last month, Wave 2 since Sep 1 2012

Which, if any, of the following TV shows have you watched since 1st

of Sep. 2012?

Source: Nielsen, Tremor Video

Wave 1 = Last month, Wave 2 since Sep 1 2012

SPOT SCHEDULE

ITV / ITV+1

• Downton Abbey

• Coronation Street

• X-factor

Station Day Time Sec Programme

ITV

London

Sun 9:45:00

PM

:30 Downton Abbey

Before Campaign

Sep.-Oct.TV

Sep.-Oct.TV + VOD

Nov.No VOD

Nov.VOD

Nov. Carry Over

33%

39%37.7% 35.9%

41.4%

2.6%

Source: Nielsen, Tremor Video n=1375 @90% confidence level Aug-Nov 2012

VOD AMPLIFIES TV DOMINANT STRATEGY

TV is off-air: VOD sustains and increases viewers’ brand awareness

(Unaided Awareness)

Before Campaign

Sep.-Oct.TV

Sep.-Oct.TV + VOD

Nov.No VOD

Nov.VOD

Nov. Carry Over

Source: Nielsen, Tremor Video n=1375 @90% confidence level Aug-Nov 2012



TV is off-air: VOD sustains and increases viewers’ brand awareness

(Unaided Awareness)

Before Campaign

Sep.-Oct.TV

Sep.-Oct.TV + VOD

Nov.No VOD

Nov.VOD

Nov. Carry Over

29.2%

43.6%

48%

26.1%

31.7%

-3.1%

Source: Nielsen, Tremor Video n=1375 @90% confidence level Aug.-Nov. 2012

VOD AMPLIFIES TV DOMINANT STRATEGYTV + VOD (vs. TV alone): A higher percentage of viewers connected the core message with the brand (Message Association)

Before Campaign

Sep.-Oct.TV

Sep.-Oct.TV + VOD

Nov.No VOD

Nov.VOD

Nov. Carry Over




TV + VOD (vs. TV alone): A higher percentage of viewers connected the core message with the brand (Message Association)

Source: Nielsen, Tremor Video n=1375 @90% confidence level Aug.-Nov. 2012; TV heavy + medium = >14 hours/week, TV light = <14 hours/week

Cost to Raise Awareness per Person (Index)

RETURN ON BRANDING INVESTMENT

TV TV + VOD

Unaided Awareness 100 171

Message Association 100 101.1

It appears that TV + VOD are less cost efficient at increasing awareness and message association. But the story is very different for light TV viewers (1/4 of ABC1 Target).

Source: Nielsen, Tremor Video n=1375 @90% confidence level Aug.-Nov. 2012; TV heavy + medium = >14 hours/week, TV light = <14 hours/week;

*Calculated % x TV Pop; **Calculated based on nationally rep data; ***Light TV Viewers x % Exposed to VOD

ABC1

Aviva TV:

Heavy, Medium, Light 39.5%Aviva TV Light 48.4%

Aviva VOD 55.5%

Heavy, Medium, and Light TV Viewers

TV + VOD REACH OVERLAP

Even though light TV viewers are ¼ of ABC1 Target, they only compromise 15% of TV viewing.

EFFECTIVE REACH

Source: Nielsen, Tremor Video n=1375 @90% confidence level Aug.-Nov. 2012; TV heavy + medium = >14 hours/week, TV light = <14 hours/week;

*Calculated % x TV Pop; **Calculated based on nationally rep data; ***Light TV Viewers x % Exposed to VOD

ABC1

Aviva TV:

Heavy, Medium, Light 39.5%Aviva TV Light 48.4%

Aviva VOD 55.5%

Heavy, Medium, and Light TV Viewers

TV + VOD REACH OVERLAP

Even though light TV viewers are ¼ of ABC1 Target, they only compromise 15% of TV viewing.

EFFECTIVE REACH

26M VIEWERS ABC1 hrs./day

LIGHT

0 – 1.5

LIGHT-MED

1.6 – 2.2

MEDIUM

2.3 – 3.6

MED-HEAVY

3.7 – 5

HEAVY

5.1 – 5.7

14.9% of TV viewing 55.5% of TV viewing

TV

Source: Nielsen, Tremor Video n=1375 @90% confidence level Aug.-Nov. 2012; TV heavy + medium = >14 hours/week/>2 hours per day, TV light = <14 hours/week/<2 hours/day

RETURN ON BRANDING INVESTMENT:TV HEAVY/MEDIUM VS. TV LIGHT

Cost to Raise Awareness per Person (Index)

Unaided Awareness 100 58.7108.6

Message Association 100 63.8528.3

TV Heavy/Medium + VOD TV Light + VOD

PHASE 2: MESSAGE ASSOCIATIONDecay

ON

AIR

WK 1 WK 2 WK 3 WK 4

TV

VOD

Me

ssa

ge

Asso

cia

tio

n +

2.5

-3.1


TV OFF-AIR VOD ON-AIRON

AIR

WK 1 WK 2 WK 3 WK 4

TV

VOD

Me

ssa

ge

Asso

cia

tio

n +

2.5

-3.1



TV OFF-AIR VOD ON-AIRON

AIR

WK 1 WK 2 WK 3 WK 4

TV

VOD

WK 5 WK 6 WK 7 WK 8

Me

ssa

ge

Asso

cia

tio

n +

2.5

-3.1

y = -22.81ln(x) + 48.202

R2 = 0.86996



HYPOTHESISVOD is a lean-forward medium with less

clutter that can:

• Amplify awareness and reach

• Generate more efficient and effective

campaigns

• Complement a TV buy

TV + VOD = TV WITH BENEFITSIncremental Reach: VOD + TV increases

by up to 1.33%

When TV goes dark: VOD bolsters brand

awareness by 5.5%, extending campaign

Light TV Viewers: TV + VOD (vs. TV alone) delivers

almost 2x the return on branding

Brand Performance: TV + VOD drive higher brand

performance

FRIENDS WITH BENEFITS INDEED

SIMON [email protected]

DORON [email protected]

@sabredutch

THANK YOU

MAURICIO [email protected]

Performics, Tremor, IAB UK Present TV and VOD Study Results

Technology

Transcript of Performics, Tremor, IAB UK Present TV and VOD Study Results