FX Design Group - Magid HD Study
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Transcript of FX Design Group - Magid HD Study
© 2008 Frank N. Magid Associates, Inc.
Visually Connect with Your ViewersPresented by FX Group and Frank N. Magid Associates Inc.
RTNDA@NAB
April 2009
© 2008 Frank N. Magid Associates, Inc.
FNMA and FX Group completed a landmark HD study using On Line – Instant Studio technology to determine:
• The motivations viewers have for watching HD newscasts• How packaging and aesthetics influence viewing decisions• First mover advantages in Going HD ahead of the competition in local
news and weather• The most influential HD viewer benefits and how you can take
advantage of HD within your newscasts and promotionally• What viewers expect perceptually to see in a newscast and program that
is promoted as HD• Talent issues and aesthetic concerns in HD• All but one of these still images you will see in the study are FX Group
designs in the study they were HD file clips.
Survey Goals
© 2008 Frank N. Magid Associates, Inc.
Top Line Results
News sets, lighting and packaging are reasons to watch a local newscast and matter much more than was originally thought
HD is a first advantage driver of local news viewing Aesthetics and packaging drive brand perception The audience can discriminate the differences between HD and 16:9
“stretched” SD The audience can make clear decisions about what they see, why they
like it, and can determine clearly the superior newscast look Backgrounds and lighting that help pop the talent off the screen are
critical to both HD and SD looks Going HD now makes sense, as prices on HD sets lower and market
penetration (currently at 32%) continues to grow quickly
© 2008 Frank N. Magid Associates, Inc.
Background & Methodology
HDTV Online HD Instant Studio
421 completed surveys done in conjunction with FX Group 30 top designated market areas (DMA’s)
Between 18 and 54 years old – local news viewers
46% Male, 54% Female
66% HD TV owners, 33% SD TV owners
25 high definition video clips of local newscasts 1 video montage with 13 clips of newscasts
12 newscast clip comparisons
Each video clip was rated using FNMA IBDG On Line – HD Instant Studio moment-by-moment slider rating technology
HDTV Online (Mgd 0708)
© 2008 Frank N. Magid Associates, Inc. 5
Survey Demographics
74%
10% 9% 7% 5%1%
Caucasian/White
Hispanic AfricanAmerican/
Black
AsianAmerican
NativeAmerican
Other
11%
13%
18%17%
16%
14%
11%
18 - 24 25 - 29 30 - 34 35 - 39 40 - 44 45 - 49 50 - 54
46%
54%
Male Female
Age
Gender
Ethnicity
66%
33%
1%
Yes No Don't know
Currently own a high-definition television
n = 421
© 2008 Frank N. Magid Associates, Inc.
Local Newscast Viewing
27%
9% 8%
12%
7%
37%
1%
11%9%
14%15%
12%
40%
0%
6%9%
16%14% 15%
40%
1%
None One day Two days Three days Four days Five days Don't know
Morning local news Evening local news Late evening
Q. During a typical week, Monday through Friday, how many days do you watch a local newscast in the…?
n = 421
© 2008 Frank N. Magid Associates, Inc.
Reasons to Watch Local NewscastsQ. There are many factors that motivate people to watch local newscasts. Indicate how much each of the following is a reason that you watch
local newscasts.
n = 421
1%0% 0%
1%
4% 4%
8%
10%
14%
58%
1%1%0% 0%
1%
5% 5%
9%
11%
16%
52%
1%1%0%
1% 1%
5% 5%
11%
15%
18%
44%
1%
3%
1% 1%2%
10%9%
15%14%
16%
28%
1%
4%
1%
3% 3%
11%
9%
12%
14%
17%
26%
1%
3%
1%2%
3%
10%9%
15%14%
16%
26%
1%
5%
1%
3% 3%
11% 11%
15%14%
11%
25%
1%
8%
4% 4%
6%
16%
11%
13%12%
11%
14%
1%
1 = Not at all areason to watch
2 3 4 5 6 7 8 9 10 = Majorreason to watch
Don't know
Being accurate and reliable
Being believable and trustworthy
Having newscasters who are knowledgeable aboutthe local area
Newscasters who are warm and friendly
Having a sharp, clear, crisp picture
Clear simple to read graphic information
Having newscasters who look professional, welldressed, well groomed and put together
An attractive setting where the newscast is delivered
51% 7-10 scores
© 2008 Frank N. Magid Associates, Inc.
4.00
4.50
5.00
5.50
6.00
6.50
7.00
7.50
8.00
1 5 9 13 17 21 25 29 33 37 41 45 49 53 57 61 65 69 73 77 81 85 89 93 97 101 105 109 113 117 121 125
Montage All Trace
1
1
3
3
5
5
7
7
9
9
11
11
13
13
2 46
810
12
2
4
6
8
10
12
Montage features 13 short video clips of local newscasts. The variation of the trace line color (between red and blue) designates the switch between video clips and not how the clips were rated.
Time in Seconds
Appeal Rating
© 2008 Frank N. Magid Associates, Inc.
Montage All Trace
1
1
3
3
5
5
7
7
9
9
11
11
13
13
2 46
810
12
2
4
6
8
10
12
4.00
4.50
5.00
5.50
6.00
6.50
7.00
7.50
8.00
1 5 9 13 17 21 25 29 33 37 41 45 49 53 57 61 65 69 73 77 81 85 89 93 97 101 105 109 113 117 121 125
Time in Seconds
Appeal Rating
© 2008 Frank N. Magid Associates, Inc. 10
© 2008 Frank N. Magid Associates, Inc.
Local news
11
In Terms Of Hours Spent Per Day, Local Television News Is In The Middle Of The Pack
BASE: Those who use each form of media twice a week or more
Q. 302 In a typical 24-hour day, Monday through Sunday, how many hours per day do you do each of the following?
Hours Spent Using Each Media In A Typical Day
© 2008 Frank N. Magid Associates, Inc. 12
The Current Economic Situation Positively Impacts Web Site And Local Television News Usage, Print Magazines Show A Significant Drop
BASE: Those who use each form of media twice a week or more
Q.1100(A-E) In the past several months the economy has unfortunately taken a turn for the worse. How have the recent economic conditions changed your frequency of doing each of the following?
Impact Of Economy On Media Usage
Net Increase
+16
+14
-1
+7
-10
Local news
© 2008 Frank N. Magid Associates, Inc. 13
Relative To Other Media, Products Advertised In Local Television News Are Among The More Trustworthy
BASE: Those who use each form of media twice a week or more, for Yellow Pages and Direct mail respondents used /read the respective media at least once in the past 12 months
Q.700-Q.704 Please indicate the extent to which you agree with the statements below with regard to…?
Advertising Effectiveness - Trustworthiness
Chart shows percent who rate each media a “4” or a “5” where a “5” means “strongly agree”
I can trust products or services that are advertised on this type of media
Local news
© 2008 Frank N. Magid Associates, Inc. 14
Local News Performs Well With Regards To Recall
BASE: Those who use each form of media twice a week or more, for Yellow Pages and Direct mail respondents used /read the respective media at least once in the past 12 months
Q.700-Q.704 Please indicate the extent to which you agree with the statements below with regard to…?
Advertising Effectiveness - Recall
When I see an ad on this type of media, I remember the product or service advertised
Has memorable advertisements
Chart s show percent who rate each media a “4” or a “5” where a “5” means “strongly agree”
Local news
Local news
© 2008 Frank N. Magid Associates, Inc.
Top Line Results
HD versus SD 16:9 stretched
© 2008 Frank N. Magid Associates, Inc.
© 2008 Frank N. Magid Associates, Inc.
© 2008 Frank N. Magid Associates, Inc.
WTHR vs. KTVT
4
4.5
5
5.5
6
6.5
7
7.5
8
1 2 3 4 5 6 7 8 9 10 11
WTHR_01_twoshot KTVT_01_twoshot
WTHR_01_twoshot KTVT_01_twoshot
Time in Seconds
Appeal Rating
Note: 4 seconds of leader have been removed
© 2008 Frank N. Magid Associates, Inc.
12%
80%
8%
WTHR_01_twoshot KTVT_01_twoshot Don't know
*
*
* Differences are significant at .05 level
WTHR vs. KTVT
Q. Thinking about the sets and the overall settings of the newscasts, overall which of the two newscasts did you prefer?
WTHR_01_twoshot KTVT_01_twoshot
n = 421
© 2008 Frank N. Magid Associates, Inc.
Top Line Results
Chromakey vs. monitor walls
© 2008 Frank N. Magid Associates, Inc.
© 2008 Frank N. Magid Associates, Inc.
© 2008 Frank N. Magid Associates, Inc.
KCRA Traffic vs. WESH Traffic
4
4.5
5
5.5
6
6.5
7
7.5
8
1 2 3 4 5 6 7 8 9 10 11
KCRA_04_traffic WESH_04_traffic
KCRA_04_traffic WESH_04_traffic
Time in Seconds
Appeal Rating
Note: 4 seconds of leader have been removed
© 2008 Frank N. Magid Associates, Inc.
KCRA Traffic vs. WESH Traffic
Q. Thinking about the way traffic information is presented in each newscasts, overall which of the two newscasts did you prefer?
KCRA_04_traffic WESH_04_traffic
75%
21%
4%
KCRA_04_traffic WESH_04_traffic Don't know
* Differences are significant at .05 level
*
*
n = 421
© 2008 Frank N. Magid Associates, Inc.
Top Line Results
Simple vs. “busy” backgrounds
© 2008 Frank N. Magid Associates, Inc.
KTVT vs. KCRA
4
4.5
5
5.5
6
6.5
7
7.5
8
1 2 3 4 5 6 7 8 9 10 11 12
KTVT_02_oneshot_noots_replace KCRA_05_oneshot
KTVT_02_oneshot_noots_replace KCRA_05_oneshot
Time in Seconds
Appeal Rating
Note: 4 seconds of leader have been removed
© 2008 Frank N. Magid Associates, Inc.
KTVT vs. KCRA
73%
62%
58%
64%
69%
64%
68%
78%
19%
20%
33%
26%
18%
20%
24%
17%
9%
18%
9%
9%
14%
16%
9%
5%
The newcast w ith lighting that made the newcasters and the settingmore attractive and easier to see
The newscast who looked the most professional, well dressed, wellgroomed and put together
The newcast where the pictures of the newcasters were the mostvivid and eye-catching
The newscast where the studio setting and the video were sharp,clear and crisp
The newscast where the overall look of the newscast, graphics andset made the newscast believable and trustworthy
The newcast setting that made the anchors seem warm and friendly
The newscast that was delivered from the most attractive set
The newscast that had the clearest and simplest graphical information
KTVT_02_oneshot_noots_replace KCRA_05_oneshot Don't knowKTVT_02_oneshot_nootsreplace KCRA_05_oneshot
n = 421
© 2008 Frank N. Magid Associates, Inc.
Top Line Results
Sharp vs. soft backgrounds
© 2008 Frank N. Magid Associates, Inc.
WESH vs. KTVT
4
4.5
5
5.5
6
6.5
7
7.5
8
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19
WESH_02_oneshot KTVT_02_oneshot_noots_replace
WESH_02_oneshot KTVT_02_oneshot_noots_replace
Time in Seconds
Appeal Rating
Note: 4 seconds of leader have been removed
© 2008 Frank N. Magid Associates, Inc.
WESH vs. KTVT
62%
51%
72%
65%
56%
53%
65%
43%
30%
34%
21%
27%
30%
33%
28%
52%
8%
16%
7%
8%
14%
15%
7%
5%
The newcast with lighting that made the newcasters and the settingmore attractive and easier to see
The newscast who looked the most professional, well dressed, wellgroomed and put together
The newcast where the pictures of the newcasters were the mostvivid and eye-catching
The newscast where the studio setting and the video were sharp,clear and crisp
The newscast where the overall look of the newscast, graphics andset made the newscast believable and trustworthy
The newcast setting that made the anchors seem warm and friendly
The newscast that was delivered from the most attractive set
The newscast that had the clearest and simplest graphical information
WESH_02_oneshot KTVT_02_oneshot_noots_replace Don't know
WESH_02_oneshot KTVT_02_oneshot_noots_replace
n = 421
© 2008 Frank N. Magid Associates, Inc.
Top Line Results
Rear screen projector vs. plasma walls
© 2008 Frank N. Magid Associates, Inc.
WCVB vs. WESH
4
4.5
5
5.5
6
6.5
7
7.5
8
1 2 3 4 5 6 7 8 9
WCVB_03_rp WESH_06_oneshot_w_screen
WCVB_03_rp WESH_06_oneshot_w_screen
Time in Seconds
Appeal Rating
Note: 4 seconds of leader have been removed
© 2008 Frank N. Magid Associates, Inc.
Top Line Results
Identical set: Proper contrast between foreground and background and proper camera settings.
© 2008 Frank N. Magid Associates, Inc.
© 2008 Frank N. Magid Associates, Inc.
RP - Moving background
Drab wardrobes
Exact same set --- different background – contrast ratio
© 2008 Frank N. Magid Associates, Inc.
WESH Versus KCRA — Preferred Newscast
WESH
WESH_01_twoshot KCRA_01_twoshot_replace
KCRA DK/NS
© 2008 Frank N. Magid Associates, Inc.
WESH Versus KCRA – exact same set --- only difference is the graphic in the rear screen projector.
Clearest and simplestgraphical information
WESH_01_twoshot KCRA_01_twoshot_replace
Delivered from themost attractive set
Setting made the anchorsseem warm and friendly
Overall look of the newscast,graphics and set made the
newscast believable andtrustworthy
© 2008 Frank N. Magid Associates, Inc.
WESH Versus KCRA
Studio setting and videowere sharp, clear and crisp
WESH_01_twoshot KCRA_01_twoshot_replace
Pictures of the newscasterswere the most vivid
and eye-catching
Most professional, well-dressed, well groomed and
put together
Lighting made thenewscasters and the setting
more attractive andeasier to see
© 2008 Frank N. Magid Associates, Inc.
Visually Connect with Your ViewersPresented by FX Group and Frank N. Magid Associates Inc.
RTNDA@NAB
April 2009