At ITV, we believe theres TV, and then theres Event TV

At ITV, we believe there’s TV, and then there’s Event TV

Source: Event TV 2008

• We wanted to know if appointment to view programming, particularly seen in groups, offers unique benefits to advertisers.

• We believed that viewing compelling content generates a higher level of interest and awareness than other viewing

• We started out with the hypothesis, Not all TV viewing is equal

• Partnering with Other Lines of Enquiry, we commissioned the Event TV 2008 study

Introduction


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What did we test across the study?

• What do we already know about appointment to view content?•When and how much group viewing takes place?

Desk Research

Week long media diary

• How do our qual respondents watch TV?• What are the key appointments to view?

In home filming

• What type of content delivers the strongest reaction in viewers?• What is the group viewing dynamic?

Depth group

interviews

• Do they perceive a difference in their behaviour around certain content? • Were they aware of how they react to TV?

5000 Quant Study

• Are the learning's from the qual actual trends? • Can they be substantiated with numbers?

Ad Testing

• Does compelling content make advertising work harder?


By understanding the level of Passion and Motivation that viewers have with content, we are able to identify

Event TV’s True Fans

Understanding the viewing relationship


True Fans have to engage strongly in 2 or more of the following:

• How much do you like the programme genre?• Do you talk about the content? • Do you seek out information?• Do you plan to watch in advance?• Do you go to the website?

Defining True Fans


Across TV, certain genres attract higher numbers of True Fans

Soaps

Sports

Entertainment

US Drama

Evening Drama

Family Drama

Lifesty

le

Games/Quizz

es

69% 67%

60%

50% 49% 48%

31% 29%

% of viewers who are True

Fans

Base: Genre Viewers across all TV Channels


The combination of Content and Occasion generates powerful characteristics which are unique to True Fans of Event TV…


Event TV is Highly Anticipated

People can’t wait to watch it and don’t want to delay viewing any longer than necessary

“Have to watch sport live because it’s happening at that time and also everyone at work’s going to be talking about it”

Secondary School Family, London


Event TV is High Interest viewers are aware they are watching content that millions of others are glued to

“Someone in work will always say ‘are you watching this tonight’ kind of thing”

Young Adults, London


Event TV is Time Sensitive it doesn’t ‘feel right’ if it isn’t viewed live

“We’d be watching Champions League whatever else is on. It’s important isn’t it”

Young Adults, London


Event TV has its Rituals like the plumping of cushions, scheduling of meals or the enjoyment of special food and drink

“On a Saturday we tend to stay in and it’s a good family occasion. We might have a takeaway or something.”

Secondary School Family, London


Event TV gets people Closer it provides an opportunity for some real primate behaviour among friends and family

“He’s normally on my knee and we talk about most things that we watch”

Primary School Family, Newcastle


Event TV Brings People Together it’s a powerful shared experience and considered to be quality time

“Saturday night we are always in front of the TV and my dad comes up and joins us and watches as well”

Secondary School Family Newcastle


The majority of True Fans always make the effort to watch with other people

Enter-tainment

Family Drama

Soaps Evening Drama

Games/Quizzes

US Drama Sport Lifestyle

85%77% 77% 76%

68% 68%64%

59%

% who always make an effort to watch together

Q. How often do you make an effort to watch these genres with other people?


True Fans build their social lives around programming

SportSoaps

Entertainment

Family Drama

US Drama

Evening Drama

Games/Quizz

es

Lifesty

le

35%

21%14% 16% 16% 12% 10% 8%

26%

19%23% 16% 16%

15%13%

11%

Special Occasions

Always/ Often

Q. Do you ever plan your social life around TV programmes?


True Fans prefer to watch live

Sport

Entertainment

Games/Q

uizzes

Soap

s

Lifesty

le

Family

Drama

US Dram

a

Evening D

rama

81%69%

63% 59%53%

42% 41% 39%

% who always watch live

Q. Do you think it is important to watch these sorts of programmes at the time they're shown on TV or would you sometimes record them?


Event TV Stimulates Discussion and Interaction people love to share their thoughts about Event TV before, during and after a show

“We talk about the characters in Coronation Street as if we know them”Grown-up family, Manchester


Entertainment Sport Family Drama0%

10%

20%

30%

40%

50%

60%

70%

80%70%

66%61%

41%33%

27%

True FansAll Viewers

True Fans have a stronger relationship with programming

+71% +100% +126%% difference vs. All Viewers

Q. Do you ever watch ‘extra’ programming around shows?


Event TV is Britain’s most loved TV…and ITV is its home

“On a Saturday night, we put on ITV, and it stays on ITV all night long”

Primary School Family Newcastle


ITV owns the key Event TV genres

Soap

s

Entertainment

Games/Q

uizzes

Family

Drama

Evening D

rama

Sport

Lifesty

le

US Dram

a

81%75% 73%

56%51%

36% 33%

10%

23%

54%

28%

18%12%

5%

39%

24%28%

16% 13%

23%

9% 6%

20%

39%

ITV1 CH4 Five

Q. Which of these channels do you most associate with the following genres?

All respondents, all Channels


Group viewers to all commercial channels

Each week, we deliver the highest number of group viewers

ITV1

CH4 Total

Five

ITV2 Total

E4 Total

Sky 1

Film4 Tota

l

ITV3 Total

Dave Total

ITV40

500

1000

1500

2000

2500

3000

3500

3117

1000629

234 201 163 144 141 129 109

000s of Group Viewers

Watching TV togetherNumber watching in a group Mon-Sun 1900-2230 . Source: BARB Jan-Jul ‘08


We deliver the highest number of group viewers across all genres

Soaps Drama Enter-tainment

Sport Films

100% 100% 99%

70%

50%

0.01

0.290.09

0.210.21MCH

Five

Ch4

ITV1

% of shows by Channel

Top 100 shows by genre. Group viewers to all commercial channels. Source: Jan-Jul ‘08



ITV and Event TV deliver Greater Advertising Engagement

“I think you have more of a reaction when you are sitting with other people there in the adverts.”

Grown-up family, London


• Event TV viewers don’t want to miss any of the programme

• Flicking between channels annoys others in the group

• Viewers of Event TV anticipate higher quality, therefore, more enjoyable adverts

True Fans flick channels less

“If you are sitting by yourself, you flick more than if you are in a group.”

Secondary Family, Glasgow


Programme vs break data

Ad flicking is 29% lower

vs

Ad flicking is 15% lower

Eviction Night

Ad flicking is 70% lowerAd flicking is 24% lowerAd flicking is 52% lower

Source: BARB, 2008, Average Programme rating vs average centre break rating across series


Soap True Fans are 97% more

likely to stay and watch the ads

…as a result they see more ads



Event TV leads to more positive opinions of advertising among True Fans

“You know when you’re sitting watching TV with your friends and you go ‘wow, I’m going to get something like that’”

Grown-up family, Manchester


Top scores – (8, 9, 10) or (4, 5)

Test Product: Cars

Market leader

Fits brand im

age

Aimed at p

eople like m

e

Positive opinion of b

rand

Would co

nsider

Would re

commend

70%

45%51%

55%

45%

38%

56%

35%31%

37%

28%23%

True Fans All Viewers

Please give marks out of 10 for how much you enjoyed the advert (10=liked a lot, 1= not at all)/ Which of these words & phrases do you feel could be applied to the <brand> advertising


Top scores – (8, 9, 10) or (4, 5)

Test Product: Lager

Remember

Fits brand im

age

Aimed at p

eople like m

e


rand

Would co

nsider

Would re

commend

64% 65%

45%

56%

48%

39%

58%54%

32%

44%

36%

26%




Top scores – (8, 9, 10) or (4, 5)

Test Product: Financial Services

Enjoyed

Market Leader

Aimed at p

eople like m

e


rand

Would co

nsider

Would re

commend

54%

73%

37% 39%

28%

18%

52%

69%

32%36%

26%

17%


Q. Please give marks out of 10 for how much you enjoyed the advert (10=liked a lot, 1= not at all)/ Which of these words & phrases do you feel could be applied to the <brand> advertising


Top scores – (8, 9, 10) or (4, 5)

Test Product: Supermarket

75% 74%

65%

78%

62% 60%56% 56%

39%

57%

50%

41%




• Some viewers have a higher level of engagement with content – we call them True Fans

• Event TV is the combination of these True Fans with Content and Occasion

• Event TV is the UK’s most liked and discussed programming

• Event TV delivers higher value to advertisers than other TV

• ITV is the home of Event TV

Summary


Documents

At ITV, we believe theres TV, and then theres Event TV