1 Reconnecting With the Empowered Consumer “The View: His & Her Body Test”
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Transcript of 1 Reconnecting With the Empowered Consumer “The View: His & Her Body Test”
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Reconnecting With the Empowered Consumer
“The View: His & Her Body Test”
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Today’s Empowered Consumer
More choice More convenience More control
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Network TV Costs Climb While Ratings Decline
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'91 '92 '93 '94 '95 '96 '97 '98 '99 2000 '01 '02
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Source: Ratings - Universal McCann: Nielsen Media Research, NTI by season 4-Net Average Primetime ratings; CPMs - CMR Industry costs (non-J&J)
W1849 CPMsW 1849 Avg. 4-Net Prime Ratings
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J&J Third Largest Buyer of Network TV
$1,000.3MM in U.S. Adspend (rank #8) $772MM in U.S. TV spend (rank #6) $504MM in U.S. Network TV spend (rank #3)
Source: Taylor, Nelson Sofres CMR, Jan-Dec 2002
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Strategies to Recapture Consumer Attention
Multimedia sponsorships In-Program Integration/Product Placement Original Program Production/Ownership Shift Spending to Alternate Channels Integrated, Interactive Sponsorships
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“The View: His & Her Body Test”Innovation Objectives:
Objective:– Increase audience engagement with program content and
advertising Strategy:
– Leverage media investment and relationships with multimedia suppliers
– Create new forms of TV programming that embrace interactivity and blend brand message into program content
Hypothesis:– Interactive TV programming increases consumer involvement
and response to advertising
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Roll Tape
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Results: Using Online to Drive Offline Impact
Day-after survey of 1,000 passive viewers and 1,000 interactive participants
Results showed that Interactors:– Stayed longer with the program– Skipped fewer commercials– Were more involved with our advertising
Results
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Interactors Stayed Longer with the Program
43
54
30
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Mean TimeSpent (Mins.)
43 54
Viewed Only Interacted
Results
Q: How much of 'The View' His and Her Body Test on television did you watch?
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Interactors Skipped Fewer Commercials
61%
7%
29%
18%
1%
80%
0%
20%
40%
60%
80%
100%
Viewed Only 61% 7% 29%
Interacted 18% 1% 80%
The Same More Less
Q: Compared to your normal TV viewing, did you get up or channel surf more, less or the same during commercial breaks during the broadcast?
Results
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Interactors Were More Involved With Our Advertising
28% 26%
69%
82%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Viewed Only 28% 26%
Interacted 69% 82%
I paid attention to advertising during the show
I remember specific advertisers/sponsors
Q: Please use the table below to indicate how much you agree or disagree with each of the following statements about the broadcast. Top 2 box (Strongly Agree/Agree)
Results
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The View: “His & Her Body Test”Innovation Objectives:
Objective: Achieved– Increase audience engagement with program content and
advertising Strategy: Executed
– Leverage media investment and relationships with multimedia suppliers
– Create new forms of TV programming that embrace interactivity and blend brand message into program content
Hypothesis: Proven– Interactive TV programming increases consumer involvement
and response to advertising
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Next Steps:
Two eTV events in 2004:– Drive increased interactive usage – Improve on-air/online integration– Improve online creative– Investigate other emerging channels
Results
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Back Pocket
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Usage Metrics
4.07 million viewers Age 18+ to the broadcast (source: Nielsen Media Research)
54,868 unique viewers who made use of interactive applications– Equals 1.3% of the total adult viewing audience
Unique Users
Gross # of Interactions
Interactions Per User
Synchronous PC 39,396 n.a. n.a.
Interactive TV 5,686 11,451 2.01
Cellular Text Messaging
9,786 18,193 1.86