Room For A View #TAM14 Slide 2 3 hours 32 minutes Everyday
#TAM14 Slide 3 Live viewing still very dominant #TAM14 Slide 4 One
Quarter of our waking day Watching TV #TAM14 Slide 5 Content #TAM14
Slide 6 Convenience #TAM14 Slide 7 Conversation Over 16m youtube
hits for a clip from a TV show. #TAM14 Slide 8 TV & Twitter
#TAM14 Slide 9 15,500,000 #TAM14 Slide 10 43% of all contributors
Tweeted about TV during April and these 43% account for 82% of all
Twitter activity emerging from Ireland they are the chattering
class of the 21 st century and theyre talking about TV. #TAM14
Slide 11 Top 15 TV shows by volume of tweet mentions Game of
Thrones was the most heavily tweeted TV show in our data with
20,714 mentions, #TAM14 Slide 12 Highest peak Twitter mentions
during any 5 minute period Eastenders stimulated the highest peak
in Twitter messages for the death of Lucy Beal #TAM14 Slide 13 TV,
Twitter & Brands Slide 14 Tesco TV ads vs Tesco mentions on
Twitter Television adsTwitter mentions correlation = 0.41 Mentions
of Tesco are very varied, including people saying, on my way to
Tescos. We see an interesting peak in Tesco mentions on the weekend
of 19/20th April that fits very closely with the peak in Tesco ads
for the month. #TAM14 Slide 15 Lindt TV ads vs Lindt mentions on
Twitter Television adsTwitter mentionscorrelation = 0.37 Mentions
of Lindt climb steadily up to a peak on Easter Day when people
report what chocolate theyre eating. We see a great match between
peaks in TV ads and Twitter mentions around 14th & 15th April.
#TAM14 Slide 16 TV ads & Website visits Slide 17 Retail brand
TV ads vs Retail brand website visits (22 brand advertisers)
Television adsWebsite visitscorrelation = 0.71 In the retail sector
we find the highest correlation between increases in TV ad
frequency and website traffic growth. The blue arrows illustrate
how a general upward, then downward, trend in ad frequency is
reflected in similar ups and downs for website traffic. data
source: TAM Ireland / similar web.comweb.com #TAM14 Slide 18
Insurance brand TV ads vs Insurance brand website visits (12 brand
advertisers) Television adsWebsite visitscorrelation = 0.61 data
source: TAM Ireland / similar web.comweb.com #TAM14 Slide 19 Watch
& Buy 2014 #TAM14 Slide 20 impulse Brands spending on TV Date
groups for change are: 23/03/2012-22/03/2013 v
23/03/2013-22/03/2014 Adspend data as per Nielsen AdDynamix, Media
comprised of Cinema, Press, Outdoor, Radio, TV Reach as per
Nielsen/TAM Ireland, Consolidated data, Adults 15+ unless otherwise
indicated, ** Women 15+, *Housekeepers Share Point Change +3.3
Total Media spend change+7.2% % TV of total spend (2013-14)99%
Reach 1+ (2013-14)93.1% Share Point Change +1.3 Total Media spend
change+94.8% % TV of total spend (2013-14)99% Reach 1+
(2013-14)91.7% Share Point Change +1.1 Total Media spend
change+100% % TV of total spend (2013-14)100% Reach 1+
(2013-14)70.8% Share Point Change +1.7 Total Media spend
change+100% % TV of total spend (2013-14)91% Reach 1+
(2013-14)89.8% #TAM14 Slide 21 impulse Brands spending on TV As are
other brands that are gaining share in their respective categories
Date groups for change are: 23/03/2012-22/03/2013 v
23/03/2013-22/03/2014 Adspend data as per Nielsen AdDynamix, Media
comprised of Cinema, Press, Outdoor, Radio, TV Reach as per
Nielsen/TAM Ireland, Consolidated data, Adults 15+ unless otherwise
indicated, ** Women 15+, *Housekeepers Share Point Change +2.7
Total Media spend change+87.7% % TV of total spend (2013-14)100%
Reach 1+* (2013-14)89.3% Share Point Change +3.0 Total Media spend
change+250% % TV of total spend (2013-14)50% Reach 1+*
(2013-14)86.2% Share Point Change +1.1 Total Media spend
change+68.6% % TV of total spend (2013-14)75% Reach 1+*
(2013-14)88.3% Share Point Change +2.0 Total Media spend
change+31.0% % TV of total spend (2013-14)100% Reach 1+
(2013-14)85.7% #TAM14 Slide 22 What of the Future? #TAM14 Slide 23
1 in 4 homes have a tablet: 3 in 4 adlanders own a tablet #TAM14
Slide 24 Tony Wearn Head of Research TAM Ireland #TAM14 Slide 25
13-099586/TAM Ireland Viewing Habits Ipsos MRBI TAM Ireland Viewing
Habits March 2014 Slide 26 About the Research The key objectives of
the research were: To determine viewing habits of the Irish market
across all platforms (devices); To establish relative consumption
levels by device. Methodology Face to Face interviews of 1000
people. 100 x 12 -17 yr olds 450 x 15-34 yr olds 450 x 35+ Focused
on A/V consumption yesterday x hr What does the current viewing
landscape look like? Slide 27 The digital landscape has changed a
lot since the last survey 3PLAYER AVAILABLE ON SKY ON DEMAND Slide
28 Technology Profile Base: All Respondents 15+: 919 Q.Which of the
following activities did you participate in yesterday? Q.Which of
the following, if any, did you do online yesterday? 59% accessed
the internet yesterday (82% amongst 15-34 yrs) 14% listened to an
iPod/MP3 yesterday 46% 37% 30% other websites 30% sent an email 4%
downloaded music 6% 4% bought goods 5% Slide 29 A Significant
Growth Across All Devices Is Noted Base: All Respondents 15+: 919
20122014 Average minutes of audio-visual content viewed yesterday
230 216 192 All Devices On a TV 193 Slide 30 Ipsos MRBI
13-099586/TAM Ireland Viewing Habits A Device Revolution The TV set
still accounts for the majority of audio-visual content consumed.
There has been a significant increase since 2012 in other devices
used to view audio-visual content yesterday. Summary Points Slide
31 Ipsos MRBI 13-099586/TAM Ireland Viewing Habits Our Audio-Visual
Day The overall number of audio-visual minutes consumed has grown
by 14 minutes since 2012 (216 vs. 230 mins). The TV Set remains the
most popular device for viewing audio-visual content (193 minutes),
followed by the Laptop (14 minutes). The peak time for viewing
audio-visual content, regardless of device is from 9pm onwards.
Younger Irish males are more likely to view a-v content on non-TV
devices i.e. mobile, laptop & tablet. Summary Points Slide 32
The TV Viewer Slide 33 TV Viewers Aged 15-34 Years Base: All TV
Viewers Aged 15-34 Years: 89% of 15-34 yr old viewers Viewed on a
TV Accounting for 72% Of all their viewing Slide 34 0.3% TV
socially 2.5% TV some-one elses home 0.5% TV at work Television set
Laptop Desktop computer Tablet Mobile phone Games console Out of
home screen 3.1% mobile own home 5.4% laptop at home 0.3% desktop
at work 0.2% out of home screen at work 0.2% laptop at work 0.1%
mobile commuting 1.6% tablet own home 0.2% mobile in a public space
0.5% mobile at work 0.6% TV in a public space 0.7% games console
own home 1.7% desktop own home 0.2% TV other 0.3% laptop someone
elses home 0.1% mobile Some one elses home 0.1% out of home screen
in a public space 79.8% TV at home The Majority of viewing is still
TV Consumed In Home Base: All Respondents 15+: 919 Slide 35 The
Laptop/PC Viewer Slide 36 Ipsos MRBI 13-099586/TAM Ireland Viewing
Habits Key Findings 95% of A/V viewers watched content on a TV
yesterday 27% of viewers watched content on another device in
addition to a TV Set (up from 15% in 2012) The overall number of
audio-visual minutes consumed has grown by 14 minutes since 2012
(216 vs. 230 mins). An average of 193 minutes of content was
consumed on a TV set yesterday - an increase of one minute. Device
viewing does not appear to be cannibalising TV viewing. Laptops
(18% yesterday), are the most popular Non -TV devices for viewing
a/v content Summary Points Slide 37 Where does this leave
television audience measurement? #TAM14 Slide 38 The Netherlands
(SKO) The Videodata Integration Model (VIM) 2013- 2017 SKO should
be measuring and reporting reach, frequency and time spent for: -
All video content - All commercial video messages - Across any
platform - With a quality level comparable to TAM #TAM14 Slide 39
The Netherlands (SKO) Developing a Census measurement solution
Setting up a bespoke online panel to collect viewing profiles
Incorporating data integration techniques #TAM14 Slide 40 UK (BARB)
Project Dovetail The objective of bringing site-centric data
together with panel viewing data through an integration process
that leads to unified audience reporting. #TAM14 Slide 41 UK (BARB)
Embedding programme and advertising content with metadata tags to
collect census level data Integrate this census data with
television viewing First results expected in 2016 #TAM14 Slide 42
What will be the future form of Television Audience Measurement?
#TAM14 Slide 43 Egta A single source for multi-screen measurement
is not the panacea it may appear to be Franz Prenner President Egta
Paper: Future of Audience Measurement, Jan 28 th 2014 #TAM14 Slide
44 Egta Guidelines for the Future of Audiovisual Measurement Egta
believes it is important not only to contribute to the debate about
the evolution of audience measurement toolsbut it is crucial to
allow broadcasters and their sales houses to derive change and lay
the foundations of any future solution. #TAM14 Slide 45 Summary of
Guidelines All audio-visual content across any screen Continued use
of metered panel A hybrid product a single currency based on more
than one measurement The harmonisation of advertising metadata
Different devices to show multi-screen video campaigns Possibility
of different trading and planning currencies #TAM14 Slide 46 What
is happening? Development of a Statement of Requirements (SoR) to
address the future needs of the Irish market This will have at its
heart a television audience measurement panelbut will outline
additional requirements #TAM14 Slide 47 These are early days in
developing new systems - but the pace is quickening! #TAM14 Slide
48 To measure all forms of viewing across all devices by 2017 Slide
49 Repeat Ipsos Total Viewing Study Pilot capture of desktop and
laptop devices Establish willingness of panel homes to have mobiles
and tablets monitored Tagging Solutions Return- path data Data
fusion
