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Operación Triunfo:Reinventing TV foryounger audiences
Ignacio GomezDirector RTVE Digital & Research
01 >> Rebooting An Old Format
02 >> Researching Together: Our Challenges
03 >> 1st Phase: Results from Data Modelling
04 >> 2nd Phase: Audiomatching Results
INDEX_
01
A Format Reboot----------
[Reinventing Operación Triunfo]----------
OT> Reinventing TV For Younger Audiencies
Operación Triunfo. First Years
>> Research is born out of OT 2017
01
+ 4 years
+4 years
35,5 %40,5 %
13 - 24 years
25,9 % 29,4 %
43,7
----> Music talent show with strong predicament among the young
SZN 1
36,6 22,9
52,0 41,8 20,2
37,4 26,9 26,8
45,3 33,2 26,4
18,7 13,9
19,9 14,9
PRE-SOCIAL* YEARS *
(3 seasons)2001 ----
13 - 24 years
---- 2003 (5 seasons)2005 ---- ---- 2011
SZN 1 SZN 1 SZN 1 SZN 1 SZN 1 SZN 1 SZN 1
% SEASON SHARE
+ 4 years 13 - 24 years
+ 4 13 – 24 years
% AVERAGE SZN 2004-2008 SHARE
% AVERAGE SZN 2001-2003 SHARE
2017 >> Program reboot in a different context
>> Research is born out of OT 2017
01
13–24 years
19,7
Female
Broadcast: Prime time show + Show recap
% TOTAL SHARE + 4
25,3
33,5
29,4
Female Male
Male
Program reboot with a different young generation
>> Research is born out of OT 2017
01
13–24 years
110 live daily consecutive events / Max. 121K peak concurrents
15 % 30 %
19,7
Female
Broadcast: Prime time show + Show recap
Digital: 16 / 7 Live-streaming on YouTube
TOTAL SHARE + 4 years
25,3
33,5
29,4
Female Male
2,7 billion minutes of total WT, 372M views
Male
0 %15 %
18-24 years
25-34 years
* 41% of Total watch time
* 31% of Total watch time
02
Researching Together----------
[RTVE + Youtube]----------
OT> Reinventing TV For Younger Audiencies
An increasingly complex distribution
>> What if we researched together?
02
Rtve
YouTube
OT
Linear
Linear Video recaps
PT Show Chat Sunday re-airingsLa 1
Clan
An increasingly complex distribution
>> What if we researched together?
02
Rtve
YouTube
OT
Linear
Linear
Linear
VOD
VOD
VOD
Liner 24HoursChannel
Highlights 24Hoursedits
Exclusive content Others
Highlights MerendOT Exclusivecontent Others
OthersOT in 1 minLV Str. ClanLive Str. La1
Highlights Exclusive content Highlights OT chat
Video recaps
PT Show Chat Sunday re-airingsLa 1
Clan
O&O
Social
YouTube
An increasingly complex distribution
>> What if we researched together?
02
Rtve
YouTube
OT
Linear
Linear
Linear
VOD
VOD
VOD
Liner 24HoursChannel
Highlights 24Hoursedits
Exclusive content Others
Highlights MerendOT Exclusivecontent Others
OthersOT in 1 minLV Str. ClanLive Str. La1
Highlights Exclusive content Highlights OT chat
Video recaps
PT Show Chat Sunday re-airingsLa 1
Clan
O&O
Social
YouTube
02
What we know and what needs to be learnt
>> What was missing...
Audience
Motivations
TV audiences_ Digital O&O audiences_
YouTube audiences_
Behaviour, moments, experiences, contexts...
How the audience transitions from one media to another
NO YES
Journeys
Integration and audiencemodelling_
Audiomatching and research of motivations and user consumption journeys_
OT 2017 OT 2018
…our research plan1+2
1+2+3
Panel Digital audienceTV audience +
merging Relay logs
Signal Signal
Audiomatching
Data and project management
Data Modelling Results----------
[CMAM + YouTube]----------_Project with Kantar and Comscore
03
OT> Reinventing TV For Younger Audiencies
03
The tools we had available
>> What was missing
Assets
Kantar + Comscore CMAM project
Comscore Video Measurement_
Full mobile measurement_
YouTube channel breakout_
Incrementality and deduplication of Rtve.es (O&O) and YouTube_
YouTube TV RTVE.es
Total watched time (Currencies)
¿Total reach? ¿Deduplication?
¿?
03
Data modelling methodology
>> Measurement challenge
KANTAR PANEL
5K HH
9k Tv’s
VIRTUAL METER (6K DEV)
O&O + TV
Tag Dev + TV meterCOMSCORE
Digital watched time & demos
Digital deduplication & Demos
TV watched & demos
KANTARYOUTUBE + TV
URLs PC + TV Meter
03
Data modelling methodology
>> Measuremente challenge
FINAL OUTCOME > TOTAL REACH & PLATFORM DEDUPLICATION
03
More than ¼ of consumption was digital
>> Phase 1 _ Total Watchtime OT 2018
More digital watch-time on young targets
>> Millions of minutes_
>> Millions of minutes_
[Age Distribution]
Source: TV Audience Kantar, Digital Audiencia Comscore.Kantar Analysis. October-December 2018
03
The loss in minutes happened mostly in the +55 TV target
>> Phase 1 _ Total Watchtime OT 2018 vs. OT 2017
>> Millions of minutes_
TV
YouTube
RTVE.es
People: 18-24 25-44 +55 Rest45-54
Source: Own elaboration with Kantar and Comscore OT 2017 data = Nov. to Jan. TV corrected factor 12/13 for different number of shows. OT 2018 = Oct a Dic
03
Digital platforms add new viewers
>> Phase 1 _ Audience deduplication
>> Digital added 0.9 million viewers to the total viewership, +6% incremental reach vs.TV_
>> 142,000 exclusive digital viewers(+18% incremental reach)
Total X_ Platform 2018 >> 16,8 million viewers
18-24 X_ Platform>> 0,8 millón viewers
TV15,8
YouTube3,2
Rtve.es0,8
YouTube668K
Rtve.es149K
TV YouTube Rtve.es
TV713K
Source: TV Audience Kantar, Digital Audience Comscore. Analysis Kantar. October-December 2018
03
Digital platforms add new viewers
>> Phase 1 _ Audience deduplication
>> Digital added 1,7 million viewers to the total viewership, +9% incremental reach vs.TV_
>> 503,000 exclusive digital viewers(+54% incremental reach)
Total X_ Platform 2017 >> 20,1 million viewers
18-24 X_ Platform>> 1,4 million viewers
TV18,4
YouTube4,1
Rtve.es1,8
TV869K
YouTube775K
Rtve.es368K
TV ------ YouTube Rtve.esSource: TV Audience Kantar, Digital Audience Comscore. Analysis Kantar. January 2018
03
Digital platforms add new viewers
>> Phase 1 _ Audience deduplication
>> Digital added 0.9 million viewers to the total viewership, +6% incremental reach vs.TV _
>> 142,000 exclusive digital viewers(+18% incremental reach)
Total X_ Platform 2018 >> 16,8 million viewers
18-24 X_ Platform>> 0,8 millón viewers
TV15,8
YouTube3,2
Rtve.es0,8
YouTube668K
Rtve.es149K
TV ------ YouTube Rtve.es
TV713K
Source: TV Audience Kantar, Digital Audience Comscore. Analysis Kantar. October-December 2018
04
Results fromaudiomatching----------
[The Cocktail Analysis + Fluzo]----------_Tracking the consumption journey
OT> Reinventing TV For Younger Audiencies
1
Slide 22
1 [email protected] sorry is it possible to align the colors to the MI template, the slides after are really...really...flashy!!!_Assigned to you_Tiphaine Goisbeault, 16/04/2019
Software Meter
FLUZO COMPUTER
TABLET
TV
Audiomatching Methodology
NETQUEST
1.800People
---18-65Years
TARGETED SURVEYS
04
>> What was missing...
04
An average week: reach, comsuption and platforms
How PT shows are watched
Watch theshows
Don´t watch the shows
56% watch the next show
96% don’t watch the next show
>> Source: Research by The Cocktail Analysis over 1800 individuals 16-65 combining passive measurement via audiomatching with surveys. Field research 19 September to 26 December 2018
O L D
Thursday Friday Saturday Sunday Monday TuesdayShow 5 Show 6
>> What was missing...
** La1 / YouTube / Rtve.es / OT 24h04
High reach also in-between shows
In-between gala consumption
>> Overall reach and reach by platform from shows 5 to 6
100%
17%
40%
20%
39%
20%
34%
20%
35%
21%
35%
18%
39%
17%
75%
22%
>> Source: Research by The Cocktail Analysis over 1800 individuals 16-65 combining passive measurement via audiomatching with surveys. Field research 19 September to 26 December 2018
Jueves Viernes Sábado Domingo Lunes Martes
Watched the showDidn’t watch the show
04
Wednesday Thursday Friday Saturday Sunday Monday Tuesday
Second RehearsalFirst RehearsalSong Allocation
Prime Time Show
04
>> The 24H livestream on YouTube shows responsiveness to “key editorial moments”. Otherwise it shows the same behavior as broadcast TV.
Monday (2nd rehearsal) Tuesday (“normal” day)
>> Distribution of views per hour
OT Channel VODYouTube total OT Channel 24h livestream
>> Distribution of views per hour
Viewers Clusters----------
[When, where and what?]----------_Undestanding consumption patterns
OT> Reinventing TV For Younger Audiencies
05
>> How the 2018 contestants watched OT
Video 1
05
Viewer clusters
OCCASIONAL
TRADITIONALALL-CONSUMING DIGITAL-ONLY
Profile of both genres, more senior cohort (less peopleunder 34 years old_
Nº of pieces of OT content watched in a week_
Time spent watching OT every week_
Nº of pieces of OT content watched in a week_
Time spent watching OT every week_
Mixed and urban profilemostly under 55 years old_
Female profile, with a higherpresence of under 34 years old(younger profile)_
Nº of pieces of OT content watched in a week_
Time spent watching OT every week_
Profile similar to the averageSpaniard_
Nº of pieces of OT contentwatched in a week_
Time spent watching OT everyweek_
>> Source: Research with The Cocktail Analysis over 1800 individuals 16-65 combining passive measurement via audiomatchingwith surveys. Field research 19 September to 26 December 2018
05
“Traditional” BEGINNING WEEK MIDDLE WEEK LAST WEEK
SATURDAYVOD Performances
WEDNESDAYPT Show / VOD Performances
WEDNESDAYPT Show and Show recapVOD Performances
WEDNESDAYPT Show and Show recap
12% 3.3 70 min >35
>> Source: Research with The Cocktail Analysis over 1800 individuals 16-65 combining passive measurement via audiomatchingwith surveys. Field research 19 September to 26 December 2018
05
“All-consuming” BEGINNING WEEK MIDDLE WEEK LAST WEEK
THURSDAYTV Show recapFRIDAYFull recapSATURDAYAcademy 24h (live)Recap & HighlightsVOD PerformancesSUNDAYAcademy 24h (live)Academy 24h (OnDemand)Coaching & RehearsalMONDAYAcademy 24h (live)Rehearsal and TV show recapTUESDAYAcademy 24h (live)Rehearsal and TV show recapWEDNESDAYAcademy 24h (live) – severaltimesAcademy highlightsTV Show and chat
THURSDAYDaily recap and rehersalAcademy 24h (live)FRIDAYDaily recapAcademy 24h (live)VOD performancesSATURDAYAcademy 24h (live)Academia 24h (OnDemand)Full recap and rehearsalCoaching and VOD performancesSUNDAYAcademy 24h (live)Academia 24h (OnDemand)Coaching & VOD performancesMONDAYAcademy 24h (live)RehearsalShow recapPerformancesWEDNESDAYAcademy 24h (live)Academy 24h (OnDemand)Full recapCoaching and VOD performancesTV Show and recap
THURSDAYAcademy 24h (live)Academy 24h (OnDemand)Coaching clipsTV Show recapFRIDAYAcademy 24h (live)TV Show recapVOD performancesSATURDAYAcademy 24h (live)Academy 24h (OnDemand)TV Show recapVOD performancesSUNDAYRepaso de galaMONDAYAcademy 24h (live)Academy 24h (OnDemand)RehearsalFull recapTUESDAYAcademy 24h (live)Academy 24h (OnDemand)Full recapFull rehearsalWEDNESDAYAcademy 24h (OnDemand)Full recapRehearsalVOD performancesCoaching clipsTV Show10% 6.7 180 min <35
>> Source: Research with The Cocktail Analysis over 1800 individuals 16-65 combining passive measurement via audiomatching with surveys. Field research 19 September to 26 December 2018
05
“Digital-only” BEGINNING WEEK MIDDLE WEEK LAST WEEK
THURSDAYShow recap
FRIDAYDaily recap 24H
MONDAYVOD 24H Clips
TUESDAYVOD Performances
THURSDAYWatch Show VOD
FRIDAYVOD Performance
MONDAYVOD Perfomance
WEDNESDAYVOD PerformanceCoaching Sessions
MONDAYDaily recap 24H
TUESDAYDaily recap 24HCoaching Sessions
WEDNESDAYWatch previous show VOD
14% 5.5 28 min <55
>> Source: Research with The Cocktail Analysis over 1800 individuals 16-65 combining passive measurement via audiomatchingwith surveys. Field research 19 September to 26 December 2018
Digital as an additional revenue source
YouTube brand integration campaignsYouTube CPM comparison
** 18 different brands **2018
2017
>> What was missing...
05
>> MEASURING EVERYTHING----------
>> THE ROLE OF DIGITAL ----------
>> TV STILL CENTRAL----------
See you soon…
Key Takeways
Thank you!
