Media Consumption Habits Affluent Households MarketBreaks $75,000+ HHI $100,000+ HHI.
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Transcript of Media Consumption Habits Affluent Households MarketBreaks $75,000+ HHI $100,000+ HHI.
Media Consumption HabitsAffluent Households
MarketBreaks• $75,000+ HHI• $100,000+ HHI
$75,000+ Household Income ($75K+ HHI)
• A large majority within affluent demos see Television as “a good escape” for “pure entertainment” that “relaxes them”
Affluent People View Television As An Oasis From Their Otherwise Hectic Lives
Source: 2012 GfK MRI Doublebase. Base: 18+
Affluent Adults ($75K+ HHI) Spend More Than 15 Hours Per Week Watching Cable TV Programming
Source: CAB analysis of Nielsen Npower Live+7 pm level. 2Q’13 Total Day
Broadcast (6 nets) Ad-Supported Cable
10:11
15:19
$75K+ HHI (A18+)Time Spent (Weekly)
HRS:MIN
Affluent Households ($75K+ HHI) Spend Almost Twice The Amount of Time Watching Cable Than They Do Broadcast
Source: CAB analysis of Nielsen Npower Live+7 pm level. 2Q’13 Total Day
Broadcast (6 nets) Ad-Supported Cable
18:28
35:59
$75K+ HHI (Households)Time Spent (Weekly)
HRS:MIN
Ad-Supported Cable Has A Large Majority of The Available GRPs Within Affluent Households ($75K+ HHI)
Source: CAB analysis of Nielsen Npower Live+7 pm level. 2Q’13 Total Day
20%
80%
$75K+ HHI (Households)Share of Sellable GRPs
Broadcast (6 nets) Ad-Supported Cable
Cable Ratings Against Adults With A $75K+ HHI Have Seen A Significant Increase Over The Last Ten Years While Broadcast Has Steadily Declined
2003 2008 2013
5.1 4.6 4.2
6.4
8.49.5
Broadcast Ad-Supported Cable
Total Day $75K+ HHI Rating (A18+)10-Year Trend
Source: CAB Analysis of Nielsen Live+7 time period data. Broadcast reflects the “Big 4” in 2Q’03 and the “Big 4 + CW” in 2Q’08 & 2Q’13
*Time period reflects 2Q only in each year
Cable’s Share Against Adults With A $75K+ HHI Has Been Steadily Increasing Over The Last 10 Years While Broadcast Declines
2003 2008 2013
44.036.0
31.0
56.064.0
69.0
Broadcast Ad-Supported Cable
Total Day Cable/Broadcast $75K+ HHI Share (A18+)10-Year Trend
Source: CAB Analysis of Nielsen Live+7 time period data. Share is based on sum of all cable & English-language broadcast impressions. Broadcast reflects the “Big 4” in 2Q’03 and the “Big 4 + CW” in 2Q’08 & 2Q’13
*Time period reflects 2Q only in each year
Across Genres, Branded Cable Content is the Most Sought After on the Internet For Affluent People ($75K+ HHI)
Sports
NBC Sports Network
ESPN
Yahoo! Sports
FOX Sports on MSN
USA Today Sports
Adult Swim
Huffington Post Comedy
Comedy Central
Break.com
College Humor
ABC News
CNN
Yahoo!
Huffington Post
NBC News
VEVO
TownSquare Media
ToneMedia
MTV
Yahoo! Music
Source: CAB analysis of comScore data, September 2013. Top sites by category
eHow Home & Garden
Houzz.com
HGTV
Hearst Home Design
Shelter Hub
The Weather Channel
Weatherbug.com
Accuweather.com
MSN Weather
Weather Underground
NBCU TV
Yahoo!
AOL
MSN TV
A+E Networks
Allrecipes
Food Network
BlogHer Food
My Recipes Network
Urbanspoon
Disney Entertainment
Nickelodeon Kids & Teens
CoolMath-Games.com
Miniclip
PBSKids.org
Sports Comedy General News Music
Home Weather TV Entertainment
Kids
Food
MTV
Top 5 Websites by Genre – $75K+ HHI
= Ad-supported cable brand
GSN
EA Websites
FreeRide Games
Nickelodeon Kids & Family Games
Zynga
Gaming
$100,000+ Household Income ($100K+ HHI)
• A large majority within affluent demos see Television as “a good escape” for “pure entertainment” that “relaxes them”
Higher HHI, $100K+, Have Almost Identical Views on Media As $75K+ HHI
Source: 2012 GfK MRI Doublebase
Affluent Adults ($100K+ HHI) Spend More Than 14 Hours Per Week Watching Cable TV Programming
Source: CAB analysis of Nielsen Npower Live+7 pm level. 2Q’13 Total Day
Broadcast (6 nets) Ad-Supported Cable
9:59
14:12
$100K+ HHI (A18+)Time Spent (Weekly)
HRS:MIN
Affluent Households ($100K+ HHI) Spend Almost Twice The Amount of Time Watching Cable Than They Do Broadcast
Source: CAB analysis of Nielsen Npower Live+7 pm level. 2Q’13 Total Day
Broadcast (6 nets) Ad-Supported Cable
18:17
33:55
$100K+ HHI (Households)Time Spent (Weekly)
HRS:MIN
Ad-Supported Cable Has A Large Majority of The Available GRPs Within Affluent Households ($100K+ HHI)
Source: CAB analysis of Nielsen Npower Live+7 pm level. 2Q’13 Total Day
20%
80%
$100K+ HHI (Households)Share of Sellable GRPs
Broadcast (6 nets) Ad-Supported Cable
Cable Now Garners Double The Ratings Compared To Broadcast Against $100K+ HHI
2003 2008 2013
5.0 4.4 4.1
6.0
7.98.9
Broadcast Ad-Supported Cable
Total Day $100K+ HHI Rating (A18+)10-Year Trend
Source: CAB Analysis of Nielsen Live+7 time period data. Broadcast reflects the “Big 4” in 2Q’03 and the “Big 4 + CW” in 2Q’08 & 2Q’13
*Time period reflects 2Q only in each year
No Surprise, Cable’s Share Is Also More Than Double Broadcast Now Against $100K+ HHI
2003 2008 2013
45.036.0
31.0
55.064.0
69.0
Broadcast Ad-Supported Cable
Total Day Cable/Broadcast $100K+ HHI Share (A18+)10-Year Trend
Source: CAB Analysis of Nielsen Live+7 time period data. Share is based on sum of all cable & English-language broadcast impressions. Broadcast reflects the “Big 4” in 2Q’03 and the “Big 4 + CW” in 2Q’08 & 2Q’13
*Time period reflects 2Q only in each year
Across Genres, Branded Cable Content is the Most Sought After on the Internet For Affluent People ($100K+ HHI)
NBC Sports Network
ESPN
Yahoo! Sports
FOX Sports on MSN
USA Today Sports
Adult Swim
Comedy Central
Huffington Post Comedy
Break.com
College Humor
ABC News
CNN
Yahoo!
Huffington Post
NBC News
VEVO
MTV
TownSquare Media
Yahoo! Music
eHow Home & Garden
Houzz.com
HGTV
Shelter Hub
Hearst Home Design
The Weather Channel
Accuweather.com
Weatherbug
Weather Underground
MSN Weather
NBCU TV
Yahoo!
AOL
MSN TV
A+E Networks
Allrecipes
Food Network
BlogHer Food
My Recipes Network
Urbanspoon
Disney Entertainment
Nickelodeon Kids & Teens
Miniclip
CoolMath-Games.com
PBSKids.org
Sports Comedy General News Music
Home Weather TV Entertainment
Kids
Food
ToneMedia
Source: CAB analysis of comScore data, September 2013. Top sites by category
Top 5 Websites by Genre – $100K+ HHI
= Ad-supported cable brand
GSN
EA Websites
FreeRide Games
Nickelodeon Kids & Family Games
Spil Games
Gaming
Best Video Device: Even Thought They Are Moe Likely To Own Multiple Devices, Affluent People Overwhelmingly Prefer TV
Best Device for Watching Video
CAB 2013 Custom Study, Video Nation: Anytime, Anywhere, AnyplaceBASE: Users of each device to watch video 205 Overall, which of the following is the best device for watching video?
7%
2%
20%
$100K+ HHI
78%Television
Computer
Smartphone
Tablet 7%
3%
28%
All Respondents
75%
CAB 2013 Custom Study, Video Nation: Anytime, Anywhere, AnyplaceBASE: Watches video on device1056 On which of the following devices do you find advertisements most memorable?
“Device On Which Advertising Is Most Memorable”(Among Owners of Each Device) – $100K+ HHI
Television Ads Are “Judged” Most Memorable By An Affluent Demo
Television
Computer
Smartphone Tablet
“I Expect To See Advertising On This Device (Top 2 Box)”
$100K+ HI
Television Has The Highest Advertising Acceptance Among Affluent People
CAB 2013 Custom Study, Video Nation: Anytime, Anywhere, AnyplaceBASE: Watches video on device1000/1005/1010/1015 How much do you agree with the following statement - “I expect to see advertising on this device” – when watching video on a particular device? (Top 2 Box – strongly agree, agree)
Television
Computer
Smartphone Tablet
Television Ads Encourage Further Investigation By Affluent Demos and Ultimately Move Products Off the Shelves
CAB 2013 Custom Study; Video Nation: Anytime, Anywhere, Anyplace600 How often do you do each of the following while watching television? Please think about these activities as directly related to the show or an advertisement you are watching.
55% Look up information online about an advertisement currently watching
60% Once a week or more
55% Shop online or purchase something they have seen on a show / advertisement they are currently watching
$100K+ HHI
How Often?
52% Once a week or more