Media Consumption Habits Families MarketBreaks At Least One Child (0-17) in Household 2+ Children...
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Transcript of Media Consumption Habits Families MarketBreaks At Least One Child (0-17) in Household 2+ Children...
Media Consumption HabitsFamilies
MarketBreaks• At Least One Child (0-17) in
Household• 2+ Children (0-17) in Household
At Least One Child (0-17) In Household
• Busy adults who have transitioned towards a family-oriented lifestage centered around the home helps explain the duality of their television experience
Although Most Adults Who Have Children At Home Look At Television As An Escape, Many Also Watch It To Keep Informed
Source: 2012 GfK MRI Doublebase. Base: A18+
Best Video Device: People With At Least One Child In The Household 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%
3%
26%
At Least One Child In HHI
74%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) – At Least One Child In
HH
Television Ads Are “Judged” Most Memorable By People With At Least One Child In The Household
Television
Computer
Smartphone Tablet
“I Expect To See Advertising On This Device (Top 2 Box)”
At Least One Child In HH
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 Has The Highest Advertising Acceptance Among People With At Least One Child In The Household
Television
Computer
Smartphone Tablet
Television Ads Encourage Further Investigation By People With At Least One Child In The Household 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.
62% Look up information online about an advertisement currently watching
60% Once a week or more
57% Shop online or purchase something they have seen on a show / advertisement they are currently watching
At Least One Child In HH
How Often?
48% Once a week or more
Adults With At Least One Child in HH Spend More Than 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
8:57
19:04
“At Least One Child in HH” (A18+)Time Spent (Weekly)
HRS:MIN
Households With At Least One Child Spend Almost 3x 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
17:42
50:22
“At Least One Child in HH” (Households)
Time Spent (Weekly)HRS:MIN
Ad-Supported Cable Has A Large Majority of The Available GRPs Against Households With At Least One Child
Source: CAB analysis of Nielsen Npower Live+7 pm level. 2Q’13 Total Day
13%
87%
“At Least One Child In HH” (Households)
Share of Sellable GRPs
Broadcast (6 nets) Ad-Supported Cable
Cable Ratings Against Adults With At Least One Child In HH Have Seen A Significant Increase Over The Last Ten Years While Broadcast Has Steadily Declined
2003 2008 2013
5.74.9
3.9
6.7
10.711.4
Broadcast Ad-Supported Cable
Total Day “At Least One Child In HH” 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 At Least One Child in HH Has Been Steadily Increasing Over The Last 10 Years While Broadcast Declines
2003 2008 2013
46.0
31.025.0
54.0
69.075.0
Broadcast Ad-Supported Cable
Total Day Cable/Broadcast “At Least One Child in HH” 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 Those With At Least One Child In Household
Source: CAB analysis of comScore data, September 2013. Top sites by category
Sports
NBC Sports Network
ESPN
Yahoo! Sports
FOX Sports on MSN
USA Today Sports
Adult Swim
Break.com
Comedy Central
College Humor
Huffington Post Comedy
ABC News
CNN
Yahoo!
Huffington Post
NBC News
VEVO
ToneMedia
MTV
TownSquare Media
Pulsepoint Home & DecorationeHow Home & Garden
Houzz.com
HGTV
Scripps Networks
The Weather Channel
Weatherbug
Accuweather.com
MSN Weather
Weather Underground
NBCU TV
Yahoo!
A+E Networks
MSN TV
Discovery Networks
Allrecipes
Food Network
BlogHer Food
Taste Network
FOOD.com
Disney Entertainment
CoolMath-Games.com
Nickelodeon Kids & Teens
Miniclip
PBSKids.org
Sports Comedy General News Music
Home Weather TV Entertainment
Kids
Food
Spotify
Top 5 Websites by Genre – “At Least One Child in HH”
= Ad-supported cable brand
GSN
EA Websites
FreeRide Games
Spil Games
Wild Tangent Media
Gaming
2+ Children (0-17) In Household
• Busy adults who have transitioned towards a family-oriented lifestage centered around the home helps explain the duality of their television experience
Although Most Adults Who Have Children At Home Look At Television As An Escape, Many Also Watch It To Keep Informed
Source: 2012 GfK MRI Doublebase. Base: A18+
Adults With 2+ Children in HH Spend More Than 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
7:30
17:34
“2+ Children in HH” (A18+)Time Spent (Weekly)
HRS:MIN
Households With 2+ Children in HH 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
15:17
58:38
“2+ Children In HH” (Households)Time Spent (Weekly)
HRS:MIN
Ad-Supported Cable Has A Large Majority of The Available GRPs Against Households With Two Or More Children
Source: CAB analysis of Nielsen Npower Live+7 pm level. 2Q’13 Total Day
9%
91%
“2+ Children In HH” (Households)Share of Sellable GRPs
Broadcast (6 nets) Ad-Supported Cable
Cable Ratings Against Adults With 2+ Children In HH Have Seen A Significant Increase Over The Last Ten Years While Broadcast Has Steadily Declined
2003 2008 2013
5.03.9
3.2
6.5
8.9
10.3
Broadcast Ad-Supported Cable
Total Day “2+ Children In HH” 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 2+ Children in HH Has Been Steadily Increasing Over The Last 10 Years While Broadcast Declines
2003 2008 2013
44.0
31.023.0
56.0
69.077.0
Broadcast Ad-Supported Cable
Total Day Cable/Broadcast “2+ Children in HH” 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