TheTVviewinglandscape

SECTIONTWO

TheTVviewinglandscape

SECTIONTWO

Thetotalvideoviewinglandscape

AFewDefinitionsbeforewestart

• TV–Live/RecordedBroadcastergeneratedcontentviewedonanydevice.

• LiveTV–TVviewedattimeoftransmission• RecordedTV–TVviewedwithin7daysoftransmission• BVOD–BroadcasterVideoOndemandviewedonanydeviceviatheplayerorondemandservice(onTVset8+daysaftertransmission)onallotherdevices–anytime.

• Shortform–Youtube,facebookandanyothershortclipsofvideo• StandAlone–Netflix,AmazonPrime,Otherstreamingservices,gaming.

Source:CSO.NielsenIndividuals.TVsetviewingwithin7daysofbroadcast

2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017

0.1

2.553.063.143.143.163.233.253.163.053.053.013.023.00

TotalTV BVOD

4.0

89% Internet access*

HO

UR

S O

F TV

VIE

WED

ON

A T

V SE

T PE

R D

AYInadecadeofdisruption,TVviewingonaTVsetisresilient

IfliveTVdidn’texistwe’dhavetoinventit

• Technologychangesquicklybuthumanneedsdonot.• Wearesociableandlovetoshareliveexperiences.• LiveTVreaches88%ofadultsinaweek.

YoungpeopleloveTVinallitsforms

Broadcastergeneratedcontentaccountsfor65%of15-34’svideodietYoungpeopleareenthusiasticadoptersofnewformsofTVbutthisisn’t

includedinindustrymeasurement,yet…..

TVisgoingeverywhere

TVishavingbabies.Overtime,TV'snewbabieswillmature.Somewillsurviveandsomewilldie. Consumerswillcontinuetoconsumevideo,andtherewillcontinuetobeplentyofopportunitiesforadvertisers. Peoplelovetelevision--regardlessofhowitisdeliveredorwhatwechoosetocallit.

• BobHoffman,TheAdContrarian

VideoIntegrationStrategyforaTotalAudience

TheVISTAProject

Methodology–AwardWinningResearch

• WinneroftheDataAnalyticscategoryintheResearchExcellenceAwards2017.

• DataFusionconductedbyNielsenDataScienceTeam

TotalViewingStudy

EstablishmentSurvey

TAMRatingsData A/VDataSolution

LifestyleSurvey

3hr8minsperday

OurVideoDay-%ofminsviewedxformat15-24yrs

5%

15%

21%

1%9% 7%

41%

LiveTV RecordedTVBVOD PPVShordorm StandAloneOther

25-44yrs

1%13%

9%

1%

6%

17%

53%3hr57minsperday

OurVideoDay-%ofminsviewedxformat

45+yrs

3%3%2%

10%

82%

4hr8mins

OurVideoDay-%ofminsviewedxformat

15-24yrs 25-44yrs

3hr57minsperday

45+yrs

4hr8minsperday

3hr8minsperday

OurVideoDay-%ofminsviewedxformat

25-44yrs

0

22.5

45

67.5

9045+yrs

0

22.5

45

67.5

90

OurVideoDay-incrementalDailyReachbuildxformat

0

22.5

45

67.5

90

15-24yrs

15-24yrs–ShareofAdsviewed

Format ShareofVideo ShareofAds

LiveTV 41.4 78.8

RecordedTV 7.3 5.4

BVOD 8.8 4.5

Shortform 21.2 11.3

PPV 1.4 0

StandAlone 15.3 0

Others 4.7 0

OurVideoDay-%ofminutesviewedxdevice15-24years

55%

5%

22%

19%

45+years

95%

1%

2%

2%

25-44years

81%

3%

9%

7%

Source:TAMA/VDataSolution

5.7%14.5% 6.4%

22.2%

% average net monthly reach of Adults 15-24 watching broadcaster VOD via device

Laptop / desktop Tablet SmartphoneTV set

YoungerviewersareembracingsmallerscreensforbroadcasterVOD

2017IPSOSMRBITAMViewinghabits

“Inthehome”stilldominatesAVviewing

79.8% TV Set

4.5% Laptop

5.4% Mobile Phone

0.3% Desktop

1.8% Tablet

0.6% Games Console

•Over90%ofallA/VViewingStillHappensinTheHome,RegardlessofDevice

Asvideoconsumptionincreasesacrossdigitalchannels–sodoesvideoadvertising

TheaverageTV

campaigninIrelandgets

16.38millionviews

25

BVOD viewers watch on the Big Screen Average viewers per view Increase in Purchase Consideration when BVOD is added to linear TV

campaigns

KeyFindings-FireflyResearch

INCR

EASEIN

AVG

.NO.O

FVE

RYLAR

GE

BUSINESSEFFECT

SFROMADD

ING

0%

9%

18%

27%

36%

TVwithoutBVoD TVwithBVoD

BroadcasterVODenhancesTV’seffectiveness

• Source:MediainFocus,2016,Binet&FieldIPA

27%

36%

ADFX2018–Energia–TV(BrandBuilding)Ad

ADFX2018–EnergiaVOD(activation)Ad

Tailor ads for device, platform and context

Keep ads short and brand early and often

Good video creative helps us all

Contentcreationcanopenupnewmarketsandopportunities

BeCreative

Viewingisamassivepartofourlives

Contentisandwillalwaysbeking

SynergybeatsSpecialism:Combiningmassreach(TV)forlongtermbrandbuildingandexponentialgrowthwithtargeting(VOD)foractivationprovidestheidealmixforbrandgrowth

Integratedscreenplanningisimportanttomaximisereachacrossallscreens,fromTVtomobilevideo

Keylearnings