TV – Social Media Starts Here

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TV – Social Media Starts HereTV Day AlbertaTelevision Bureau of Canada

May 23-24, 2012

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Viewing & Investment Trends

Is anybody watching?

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Viewing Trends

• 3.7 billion viewers• 159.6 billion weekly hours

viewed

Global Television Viewing

Source: Deloitte TMT 2011; World POPClock; Eurodata TV Worldwide

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Viewing TrendsPerson 2+ – Millions of Weekly Hours

English Canada0

100200300400500600700800

554 583 586 569 566

709 713 737

04-05 STB05-06 STB06-07 STB07-08 STB08-09 STB09-10 PPM10-11 PPMYTD PPM *

Source: BBM Canada InfoSys+ TV PPM; Total Weekly Hours; Total TV PPM; M-Su 2a-2a; YTD 11-12 = weeks 1-33; * includes Edmonton

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Viewing TrendsPerson 2+ – Millions of Weekly Hours

Alberta0

102030405060708090

28 30 30 30 3240 39

84

04-05 STB05-06 STB06-07 STB07-08 STB08-09 STB09-10 PPM10-11 PPMYTD PPM *

Source: BBM Canada InfoSys+ TV PPM; Total Weekly Hours; Total TV PPM; M-Su 2a-2a; YTD 11-12 = weeks 1-33; * includes Edmonton

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Viewing TrendsAdults 18+ - Average Weekly Per Capita Hours

04-05 STB

05-06 STB

06-07 STB

07-08 STB

08-09 STB

09-10 PPM

10-11 PPM

YTD PPM *

05

101520253035

24.5 25.3 25.2 24.2 23.827.7 28.2 28.8

English Canada

English Canada

Source: BBM Canada InfoSys+ TV PPM; Total TV PPM; M-Su 2a-2a; YTD 11-12 = weeks 1-33; * includes Edmonton

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Viewing TrendsAdults 18+ - Average Weekly Per Capita Hours

04-05 STB

05-06 STB

06-07 STB

07-08 STB

08-09 STB

09-10 PPM

10-11 PPM

YTD PPM *

05

1015202530

22.8 23.9 23.4 22.9 23.426.7 26.4 27.3

Alberta

Alberta

Source: BBM Canada InfoSys+ TV PPM; Total TV PPM; M-Su 2a-2a; YTD 11-12 = weeks 1-33; * includes Edmonton

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Viewing TrendsAdults 18+ - Average Weekly Reach

English Canada

Source: BBM Canada InfoSys+ TV PPM; Total TV PPM; M-Su 2a-2a; YTD 11-12 = weeks 1-33

Alberta

98.1% 97.3%

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Advertising Investment

• $227 billion• 40.1% share of all ad revenue

Global Television Investment

Source: Deloitte TMT 2012; ZenithOptimedia Ad Spend Forecast

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Advertising Investment

• TV revenue remains strong• Top share of ad revenue• Continued annual growth

Net Advertising Volume

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Advertising InvestmentCanadian Net Advertising Revenue 2010 - Share

29.6%

TVDaily PapersCommunity PapersRadioInternetMagazineOutdoor

Source: TVB Net Advertising Volume 2010

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Advertising InvestmentCanadian Net Advertising Revenue 10-Year Trend – Millions

2001

2002

2003

2004

2005

2006

2007

2008

2009

2010

0500

1,0001,5002,0002,5003,0003,5004,000

482606

1,1291,517

2,1022,232

3,390 Out-of-HomeGeneral MagazinesCommunity NewspaperRadioDaily NewspaperInternetTelevision

Source: TVB Net Advertising Volume 2010

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Advertising InvestmentNet Advertising Revenue – Television Time Sales

3820

0

3856

5

3893

0

3929

5

3966

1

4002

6

4039

1

4075

6

0500

1,0001,5002,0002,5003,0003,500

2,863

461

English CanadaAlberta

Source: TVB Time Sales Survey (TSS)

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Commercial Clearance Statistics

More & More Commercials

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Telecaster Services

• 60.9K commercial cleared for airing in 10/11

• +10.0% vs. year ago• :30’s dominate• :15’s, :30’s & HD on the rise

Commercial Clearance

Source: TVB Telecaster Services

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Telecaster ServicesClearance Trends

08/09 09/10 10/110

10,00020,00030,00040,00050,00060,00070,000

49,83855,284

60,790

Total Commercials Cleared


+11% +10%

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Telecaster ServicesShare by Length – 2010/11

2.9%

29.6%

50.8%3.4% 0.0%

0.7%0.5%0.2%

11.8%

Under 1515's30's60's90'sOver 90Other LengthInfomercialsTags


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Telecaster ServicesShare by Format – 2010/11

75.1%

24.9%

SDHD


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Telecaster ServicesClearance Trends

Under 15

15's30's

60's90's

Over 9

0

Other Length

Infomercials Tag

s SD HD-80%-40%

0%40%80%

-2.9%

13.0% 11.9%

-26.4% -34.8%-63.5%

-1.2%

-46.8%

34.2%

-5.0%

77.0%

Change 2011 vs. 2010


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TV Anywhere, Anytime

The Power of Technology

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Multi PlatformFour Screen World

Source: Media Technology Monitor Fall 2011

Internet on TV

Internet on Tablet

Internet on Phone

Tablet

Smartphone

9.0%

10.0%

33.0%

12.0%

41.0%

10.0%

11.0%

40.0%

13.0%

47.0%

Alberta

English Canada

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Multi PlatformOnline Video – Weekly Access

Any Video Content TV Content0%

10%

20%

30%

40%

50%

60%

70% 64.0%

27.0%

62.0%

21.0%



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Multi PlatformOnline Video – Average Weekly Hours Per Capita

Any Video Content TV Content0.0

0.5

1.0

1.5

2.0

2.5

3.02.5

0.8

2.1

0.6



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PVR AdoptionTV Household Penetration Rate %

33.4%

PVR Penetration - March 2012

No PVRPVR

Source: BBM Canada

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PVR TrendsTV Household Penetration Rate %

Mar-09

May-09

Jul-09

Sep-09

Nov-09Jan

-10

Mar-10

May-10

Jul-10

Sep-10

Nov-10Jan

-11

Mar-11

May-11

Jul-11

Sep-11

Nov-11Jan

-12

Mar-12

05

10152025303540

14.1

33.4

%

Source: BBM Canada

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PVR TrendsAdults 18+ - Live Viewing

94.6%

English Canada

LivePlayback


93.2%

Alberta

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PVR TrendsPVR Owners - Live Viewing

88.0%

English Canada

LivePlayback


87.2%

Alberta

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PVR Trends

• Commercials can only be skipped during Playback - ~5% of viewing

• 46% of PVR Owners stop to watch commercials of interest

• 72% of PVR Owners are aware of the advertisers in the commercials viewed during fast forward

Playback Statistics – Adults 18+

Source: TVB/BBM Analytics OmniVu Survey July 2011

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Proving Television Advertising Effectiveness

Research

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Biometric Proof

• Emotions are the primary driver of human behaviour and influence behaviour below conscious awareness

• 95% of brain processing occurs below conscious awareness including the majority of emotional processing

• Biometric marketing research measures the physiological responses traveling from the emotional centres of the brain to measure emotional engagement without bias

Using Neuroscience to measure advertising effectiveness

Conscious

Associative

NonConscious

Source: Innerscope Research

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Biometric Proof

• Two ground breaking studies measured emotional engagement with advertising, and the priming effect or uplift provided to engagement with online advertising when combined with offline advertising

Using Neuroscience to measure advertising effectiveness


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Biometric Proof

• Video advertising was proven to be most effective in creating emotional engagement with ads

• Television was the most effective while static online display ads were shown to have little effect

• The immersive nature of television enhances the emotional experience increasing engagement with the content and advertising

Emotional Engagement


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Biometric Proof

• Exposure to an ad for a brand offline can provide a significant uplift to engagement with advertising for the same brand when subsequently exposed online

• Television advertising had the greatest priming effect, lifting online engagement by 14 percentile points for video ads and 18 points for display ads

Priming Effect

TV Radio Newspaper

-5

0

5

10

15

20

14

8

0

18

4

-3

Video Ad Display AdSource: Innerscope Research

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Advertising Perceptions

• Relating to the advertising to which they are exposed, consumers report that television advertising is the most:

Influential Persuasive & Powerful

The survey says…

Source: BBM Analytics March 2012 – TVB Attitudinal Survey 2012

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Advertising PerceptionsWhich ONE of the following media carries advertising that you believe to be the most influential?

Television

Radio

Newspap

er

Magazi

ne

Internet

Out-of-h

omeOther

DK/Ref

0%10%20%30%40%50%60%70% 59.3%

5.1%11.1%

2.9%15.2%

1.1% 2.7% 2.6%


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Advertising PerceptionsWhich ONE of the following media carries advertising that you believe to be the most persuasive?

Television

Radio

Newspap

er

Magazi

ne

Internet

Out-of-h

omeOther

DK/Ref

0%10%20%30%40%50%60%70%

57.7%

5.0%12.2%

4.6%11.4%

1.4% 3.1% 4.5%


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Advertising PerceptionsWhich ONE of the following media carries advertising that you believe to be the most powerful?

Television

Radio

Newspap

er

Magazi

ne

Internet

Out-of-h

omeOther

DK/Ref

0%10%20%30%40%50%60%70% 59.5%

4.3%10.1%

2.7%

16.4%

1.1% 2.3% 3.6%


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The Media Eco-System

• While many rattled digital as the death knell of television, in reality linear TV and Online have become integral companions and have combined to amplify advertising communications

• Rather than replacing linear, linear and digital have combined to create an experiential eco-system which is turning out to be greater than the sum of its parts

Eco-system theory = whole > sum of parts

Source: David Brennan – Media Native

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• The power of emotion and implicit memory are essential to effective communication

• Televisions immersive experience is key to creating a relaxed, receptive and shared environment in which messages reach the non conscious levels of our brain

• Television creates an engaging experience built on story telling, trust and sharing



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• TV has been shown to lead and influence many forms of online behaviour, often occurring within seconds of the TV broadcast because of the emergence of “second screening”

• Online has combined with television to create many new opportunities for advertisers



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• Online has allowed TV to add Point-of-Sale to its many strengths by creating a direct response channel

• Online has become an audience builder for TV by allowing for new channels of content distribution

• And online has allowed communities to rise around television content and advertiser communication seen on TV



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The water cooler has moved online

Social Networking

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Social Networking

• 55% of Albertans have participated in Social Networking in the past month

• 47% engage with TV online• 12% have chatted about a TV

program• 4% chat about a program

while watching

Making Connections


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Social TV

• The top three Super Bowl ads created an amplifier effect generating 329K social media comments which multiplied into more than 200 million earned impressions on top of the paid media spots

• People who chat about TV are 8x more likely to chat about brands

The sum is greater than the parts

Source: Bluefin Labs

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Social TV

• TV + Social Expression = countless earned impressions to followers who share an affinity with the speaker

• Buzz drives Tune-in & Tune-in drives buzz

• TV and Video content is moving to integration allowing advertisers to harness its power across all touch points and coordinate them to create a community around their message

Amplifying Communication

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Theresa TreutlerPresident & CEOTelevision Bureau of [email protected]

www.tvb.ca

Thank you.

Contact:

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TV – Social Media Starts Here