Screen Life: TV advertising everywhere

Screen Life: TV advertising everywhereThinkbox

Television is central to our relationship with the living room

Source: Craft, SL3, Nat Rep Study, August 2014

24% 39% 23% 10% 4%

Strongly agree Slightly agree Neither agree nor disagree Slightly disagree Strongly disagree

Agree, 63%

“The living room is a special place in our house and television is central to that”

Mobile screens allow TV viewing across the whole house

Usage of device to watch TV in home – by location

Living room Bedroom Study/office Kitchen Garden Bathroom0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

PC/LaptopTabletSmartphone

Source: Craft, SL3, Nat Rep Study, September 2014

The living room/bedroom are prime for TV viewing on mobile devices

Bathroom 9% Bedroom 46%

Kitchen 19% Living room 56% Study 24%

Garden 12%

Where people watch television via tablets, laptops and/or smartphones


People watch whilst they’re engaged in a range of activities

Eating dinner Eating lunch Eating breakfast Housework Working

83%

74%

63%

53%

39%

How people watch TV/accompanying activities


Out of home viewing is facilitated by mobile devices


33%

53%

50%

40%

18%

7%

Only at home Both Only outside of home

Where people use their device to watch television %

Tablet

Smartphone

TV is viewed in many places outside of the home

Usage of device to watch TV OOH – location

Someone else's house

At work Elsewhere out of home

Travelling on business

Public building Public transport In a car0%

2%

4%

6%

8%

10%

12%

14%

5%4% 4%

3% 3%2%

1%

8%

5%6%

5% 5%

7%6%

11%

9%

7% 7%

10%

13%

9%

PC/Laptop Tablet Smartphone


Net: 17% Net: 13% Net: 12% Net: 10% Net: 13% Net: 16% Net: 12%

Over half of peak TV viewers recall at least one recent ad


43% 48% 9%

0 1-4 5+

“How many advertisements do you recall seeing on the TV in the last 15 minutes?”

The longer people watch TV, the better their ad recall

< 15 mins 15-30 mins 30-60 mins 1-2 hrs > 2 hrs

58%42% 39% 40% 34%

39%

50% 50% 51%49%

4% 8% 12% 9%17%

5 or more1-4None

Avg. adsrecalled

Time spent watching television

Source: Craft, SL3, Mobile Field Test (7pm-11pm), August 2014Living room viewers only

Younger viewers talk about ads more than others

% who talked about a television advert during an ad break in the last 15 minutes / demographics

0%

2%

4%

6%

8%

10%

12%

14%

16%

18%

0.118453865336658

0.162393162393162

0.0842572062084257

0.136490250696379

0.103837471783296

0.101761252446184

0.147766323024055

0.10239651416122

0.139941690962099

Source: Craft, SL3, Mobile Field Test (7pm-11pm), August 2014

Talkability isn’t dramatically different by type of TV viewing

AVERAGE Live VOD Recorded

12%13%

10%

8%

% who talked about a television advert during an ad break in the last 15 minutes / TV mode


Social TV campaigns are welcomed at different times of day

% who stated this would be a good time for social media campaign elements

Weekday Weekend Morning Afternoon Early evening

Late evening /

night

0%

10%

20%

30%

40%

50%

60%

70%

54%59%

16%

27%

55%

35%

Source: Craft, SL3, Ad Camp data, August 2014

Multi-screening during TV ad breaks is a mainstream activity

74%claimed they picked up another device during a

television ad break in the preceding 15 minutes

Multi-screening happens on different screens and types of TV

% who picked up another device during an ad break in the last 15 minutes/Viewing mode

AVERAGE TV set Other screens

Live VOD Recorded0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

0.741895261845387

0.745762711864407 0.657142857

142857

0.736842105263158

0.792452830188679 0.722222222

222222


Multi-screening differs by genre

% who picked up another device during an ad break in the last 15 minutes / programme genre

AVERAGE

Comed

y

Enter

tain

men

t

Soaps

Docum

enta

ry

News &

CA

Film

Dram

aSpo

rt0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

0.740.82 0.81

0.77 0.760.72 0.71 0.7 0.67


Multiscreening doesn’t reduce ad recall

Average number of adverts recalled from last 15 minutes

Average

I left the room

I fast-forwarded the ads until the programme restarted

I talked to someone else about something unrelated to the adverts on screen

I started using another device

1.9

1.6

1.6

2

2


Audio in ads generate more visual upshifts to the TV screen

% of visual upshifts to the TV screen

19%

25%32%

24%MusicOther soundVisualOther (non TV)

Source: Craft, SL3, LoungeCam Study, May & June 2014

Discover more

www.thinkbox.tv

You can find our research write-up here

http://bit.ly/1seQwi7

http://bit.ly/1seTKCq

Screen Life: TV advertising everywhere

Marketing

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