THE POWER OF INTERNATIONAL TV. PROJECT ENGAGEMENT

THE POWER OF INTERNATIONAL TV

PROJECT

ENGAGEMENT

INTERNATIONAL TV RESEARCH GROUP

The International Television Research Group is an industry body consisting of research executives from the major international television stations.

Its aim is to understand international media as an advertising platform within the wider media mix.

Its philosophy is to share knowledge with the marketing and advertising industry so that well informed decisions can be taken.

PROJECT ENGAGEMENT

International TV channels provide an engaging platform for viewers and advertisers alike

Viewers of INTV channels are particularly receptive and responsive to advertising

INTV channels work effectively with their respective digital properties to extend the message and enhance advertising effectiveness

Hypotheses

MECHANICS

THE APPROACH: RESEARCH BY HALL & PARTNERS

Quantitative Survey

Fieldwork: 10-20 November, 2009

Three online groups in UK, France, Germany

8 respondents per market (recruited from the quantitative sample)

Qualitative Survey

Interviewing conducted online among:

Adults aged 21-65Annual personal income £/€25k+Watch both International and National TV+Watch 2+ hours of International TV per week

Fieldwork: 22 February – 2 March, 2010

UK Germany France

ESTABLISHING CORE VIEWER GROUPS

Main Comparison Groups

>8+ hours International TV per week

Heavy International (n=278) Heavy National (n=327)

<4+ hours International TV per week

>8+ hours National TV per week

PI €40K+ and Heavy National (n=124)PI €40K+ and Heavy International (n=109)

Sub Comparison Groups

vs.

vs.

VIEWER GROUP PROFILE: DEMOGRAPHICS

Base: All heavy INTV viewers (278), heavy National viewers (327), heavy INTV viewers, €40K+ (109), heavy National viewers, €40K+ (124)

DISCUSSION THEMES

1. Brand Environment 2. Receptive and Actionable Advertising

3. TV and Digital Complement

BRAND

ENVIRONMENT

BRAND ENVIRONMENTINTV provides a knowledgeable, engaging and trusted brand environment for viewers and advertisers alike

Q: Please indicate which of these statements you think would best describe INTV and National TV channels?Base: All heavy INTV viewers (278), heavy National viewers (327), heavy INTV viewers, €40K+ (109), heavy National viewers, €40K+ (124)

BRAND ENVIRONMENTINTV generates interest with original, diverse and compelling content

BRAND ENVIRONMENT…Providing an appropriate environment for airlines, tourism, finance IT and luxury goods brands in particular

Q. From the list below please select which five types of brands you think are most likely to advertise on National terrestrial TV channels?Q. From the list below please select which five types of brands you think are most likely to advertise on International TV channels?Base: All heavy INTV viewers (278), Heavy National viewers (327)

RECEPTIVE &

ACTIONABLE

RECEPTIVE AND ACTIONABLE ADVERTISING

Attitudes to advertising: INTV vs. National TV % strong agreement (7+ out of 10)

Q: Please use the scale below to show how you feel about advertising on national terrestrial TV channels (1-10 scale where 10=strongly agree)?Q: Please use the scale below to show how you feel about advertising on international TV channels (1-10 scale scale where 10=strongly agree)?Base: All heavy INTV viewers (278), heavy National viewers (327), heavy INTV viewers, €40K+ (109), heavy National viewers, €40K+ (124)

An attractive brand environment and appealing content is essential to encourage receptiveness to advertising…

RECEPTIVE AND ACTIONABLE ADVERTISING…And attention and ‘retention’ is key...

RECEPTIVE AND ACTIONABLE ADVERTISING

“The advertising on INTV/National TV very often influences my choice of brand” INTV vs. National TV, % strong agreement (7+ out of 10)

Q: Please use the scale below to show how you feel about advertising on national terrestrial TV channels (1-10 scale where 10=strongly agree)?Q: Please use the scale below to show how you feel about advertising on international TV channels (1-10 scale where 10=strongly agree)?Base: All heavy INTV viewers (278), heavy National viewers (327), heavy INTV viewers, €40K+ (109), heavy National viewers, €40K+ (124), heavy INTV viewers BDMs (132), heavy National viewers BDMs (85)

Attention encourages action… Particularly among decision makers

RECEPTIVE AND ACTIONABLE ADVERTISINGAnd brands benefit from the association with INTV…

TV & DIGITAL

COMPLEMENT

TV AND DIGITAL COMPLEMENTMulti-media tasking is the norm and INTV viewers are more likely to be online whilst watching TV than viewers of National TV. This is particularly true for high income earners and decision makers

Q: How often do you go online while watching International and National TV?Base: All heavy INTV viewers (278), heavy National viewers (327), heavy INTV viewers, €40K+ (109), heavy National viewers, €40K+ (124)

TV AND DIGITAL COMPLEMENTWhile watching TV, INTV viewers are more likely to participate in the whole range of activities than National viewers, particularly social networking and online communities

Q. What activities do you undertake online at the same time as watching television?Base: All online while watching TV and heavy INTV viewers (220), Heavy National viewers (229), Heavy INTV viewers, €40k+ (88), Heavy National viewers, €40k+ (81)

Q. How often do you visit websites as a result of seeing adverts/ programs about a company or its products on INTV?Q. When you have been online as a result of something you have seen on INTV in the last 12 months, which of the following have you done?Base: All heavy INTV viewers (278), all visiting websites as a result of seeing adverts/products on INTV and heavy INTV viewers (213), heavy INTV viewers, €40k+ (88), heavy INTV viewers BDMs (109)

TV AND DIGITAL COMPLEMENTAlmost eight out of 10 viewers have visited a website as a result of seeing ads or programs about a company on INTV

Website visits and action as a result of seeing ads/programs about a company on INTV

TV AND DIGITAL COMPLEMENTINTV viewers see the benefit of a TV / online combination

Q. Thinking specifically about online advertising on the websites of International TV channels, please indicate how much you agree or disagree with the following statements (where 5 = strongly agree)?Base: All heavy INTV viewers and online users (248), Heavy INTV viewers, €40k+ (94), Heavy INTV viewers BDMs (123)

TV AND DIGITAL COMPLEMENTViewers find online advertising on INTV websites informative and helpful which encourages action and purchase…

Attitude to advertising on INTV websites % strong agreement (4+ out of 5)

TV AND DIGITAL COMPLEMENTAnd this connection leads to action and some of our largest advertisers see the benefits…

WRAP UP

INTV viewers are more likely to be online whilst watching TV than viewers of National TV, and this is particularly true for high income earners and decision makers.

While watching TV, INTV viewers are more likely to participate in the whole range of activities than National viewers, particularly social networking and online communities. Level and range of online activity whilst watching INTV increases significantly among high income earners.

Almost 8 out of ten viewers have visited a website as a result of seeing ads or programs about a company on INTV. Of these, three in ten made a purchase.

Brand Environment

INTV channels are thought to be “interesting”, “knowledgeable” and “engaging” by those who watch.

INTV channels provide something over and above National channel offerings; original information, broader scope and compelling content.

Viewers expect to see tourism, airlines, finance, corporate, luxury goods and telecoms advertising on INTV channels. Viewers of National TV are more likely to associate national channels with broader FMCG categories; DIY, food and drink, retail.

Receptive and Actionable Advertising

Ads on INTV channels are more engaging; viewers are more absorbed in the content and less likely to flick channels than viewers watching National TV.

Ads on INTV drive action. INTV channels are more likely to influence brand choice and this increases among upscale decision makers.

TV and Digital Complement