Why TV Brands?. Over the Past Several Years, Technology and Video Usage Has Exploded in the US.
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Transcript of Why TV Brands?. Over the Past Several Years, Technology and Video Usage Has Exploded in the US.
Why TV Brands?
Over the Past Several Years, Technology and Video Usage
Has Exploded in the US
Growth In Technology Has Continued To Prompt Choice; Smart TV and Tablets Up Considerably
63%
41%
27%
14%
-1%-1%
-2% -3%-3%
1%
16%
49%
19%
42%
49%
46%
80%
75%
77%
Penetration Levels
YOY Growth
Source: Nielsen NPM 2/15 v year ago; SVOD is 4Q14 v
yag
Today, Consumers Expect Instant Access To Their Video
Video
Anywhere,
Anytime,
Any Screen
Today, Television Still Reigns as the Best Device For Watching Video
“Best Device For Watching Video”(Among Owners of Each Device) - A18-49
CAB 2013 Custom Study, Video Nation: Anytime, Anywhere, AnyplaceBASE: Watches video on device; 205 Overall, which of the following is the best device for watching video?
70 27 3 8Vs. YAG
In Fact, Television Still Commands Half (49%) of Consumers Total Media Time On a Daily Basis
Avg Time Spent Per Day (Hrs: Min) Among P18+
4:51
0:33
2:43
1:06
0:130:09 0:07
1:25Live TV
Watching Time-shifted TV
AM/FM Radio
Internet Usage/Computer
Game Console
DVD/Blue-Ray
Multimedia Device
Using Smartphone
Source: Nielsen Cross Platform Report 4Q14,P18+
…and Majority Of Their Viewing Continues To BeWith Live Television
Time Spent Per Day (Hrs:Min) Among P18+
Source: Nielsen Cross Platform Report 4Q14,P18+;
4Q14 4Q13 4Q120:33 0:32 0:27
4:51 5:04 5:10 Live TVTimeshifted
How Much Video Content is Consumed Across Each Platform?
TV Still Commands 93% of Total Video Time
Watching Video on Internet
Watching
TelevisionWatching Video
on a Smartphone
Monthly by Device
149:14 10:29 1:42
Source: Nielsen Total Audience Report 4Q14 v yag;Total video= TV+comp+smartphone
P2+: Time Spent Hrs:min
P2+:# of Viewers
v. YAG
285 Million
-0.56%
146 Million
-4.2%
122 Million
+19.8%
P18-49 P25-54 P18-34
128:39 145:21110:09
13:4312:44
15:13
2:001:38
2:21
Monthly Time Spent By Medium (Hrs: min)
Traditional TV Video on Internet Video on Smartphone
Among Key Advertiser Targets, Television Commands Practically 9 out of 10 Total Video Minutes
89% 91% 86%TV Share Of Total Video
Source: Nielsen Total Audience Report 4Q14; Total
video=TV; internet video and mobile video
CH2-11 T12-17 A18-24 A25-34 A35-49 A50-65 A65+
102:45 84:17 95:01 120:52 149:02191:04
223:125:265:38
15:5814:45
12:16
8:535:03
2:541:56
1:341:04
0:27
Monthly Time Spent By Medium (Hrs: min)
Traditional TV Video on Internet Video on Smartphone
…and Captures Majority Of Total Video Time Among Both Young and Old
95% 94% 84% 88% 92% 95% 98%TV Share Of TotalVideo
Source: Nielsen Total Audience Report 4Q14; Total
video=TV; internet video and mobile video
T12-17 M12-17 F12-17 A18-24 M18-24 F18-24
84:17 83:27 85:08 95:01 90:33 99:36
5:38 6:24 4:4915:58 18:58 12:342:54 3:17 2:06
Monthly Time Spent By Medium (Hrs: min)
Traditional TV Video on Internet Video on Smartphone
Source: Nielsen Total Audience Report 4Q14; Total
video=TV; internet video and mobile video
Even Among Teens & Young Adults, Television Remains The Dominant Viewing Platform
TV Share Of TotalVideo
94% 93% 95% 84% 81% 87%
With So Much Being Written About SVOD & Its Growth In The Press This Past Year, Lets Put It All Into Perspective…
Source: Nielsen NPM
SVOD Continues To Grow – Reaching 42%
Source: Nielsen analysis of time spent; total day; 4Q14; svod – netflix selfreported
Time Spent On SVOD Is Equivalent To Only One TV Show While Time Spent On Traditional TV Totals Over 5 Hours
Among A18+ Per Day
5:24
Live TV
Time-shifted TV
Source: Nielsen analysis of time spent; live+7; jan’15 data; top cable & bdcst nets based on rating; svod – industry number
Drilling Down To Network Level: Time Spent With Top 10 TV Nets On Traditional TV Is 3X More Than Time With SVOD Programming
Source: Nielsen analysis of time spent; total day; jan’15; tv= english cable+bdcst; netflix – self reported
Even When Looking At A Base of Netflix Subscribers, Time Spent Is Still Only A Fraction Of The Time Adults Spend With TV
Of Netflix Subscribers Only
5:24
Time-shifted TV
Live TV
All in All, In Spite Of SVOD Growth In Years Past, Live TV Is The Preferred Method For Watching TV Shows By
Far
18-34 35-49 Total
Live TV 39% 51% 44%
DVR 20% 20% 20%
Netflix 24% 8% 16%
Youtube 18% 7% 13%
DVD/Blue-ray 10% 5% 7%
VOD 9% 6% 7%
TV provider livestream app 8% 6% 7%
TV network website 8% 5% 7%
Free Download 7% 3% 5%
Hulu Plus 7% 3% 5%
TV Network app 7% 3% 5%
TV network website 6% 3% 5%
Amazon Instant Video 5% 2% 4%
Crackle 3% 2% 3%
Google Play 1% - -
Source: Ipsos MediaCT, “FYI: Earthquake! How TV Landscape continues to change” nov 25,2014
Methods by Which TV Viewers Watch TV Shows Daily: 5/14
In This New Omni-Screen World, Television is Still Thriving…
Source: Nielsen Npower for Total Day. Hut/PUT’s; nov’14-jan’15 v yag
Overall, TV’s Reach Is Still at 98-99% Across The Board
Consumers Are Driven To Branded TV
Content
$29.2
$34.2$36.8
$39.4
$12.7 $12.3 $13.4 $12.8 $14.3 $13.7 $14.9 $14.3 $15.6
$24.3
$20.0$21.9
$26.6$31.4
2010 2011 2012 2013 2014 2015* 2016* 2017* 2018*
Cable Broadcast
TV Programming Investment (in Billions)
Source: SNL Kagan Media Trends; Cable investment into original pgm.
TV’s Investment Into Its Programming Will Continue To Increase, Spurring Growth Across
Screens
$233 Billion invested since 2010
What Does $233 Billion Investment Into TV Content Buy These Days?
Compelling Original Programming That Has Dominated U.S. Video and Won Critical Acclaim
…and Branded TV’s Content Connection Extends
Across All Screens Television Computer
SmartphoneTablet
TV Brands Rank in the Top 5 Multiple Times in Most Major Content Genres
Sports ESPN
NBC Sports Network
Bleacher Report
FOXSports.comCBSSports.com
College Humor/CrackedtheCHIVE.com
Adult Swim
Comedy Central
Defy Media Humor
NBCU TV
Tribune Broadcasting
ABC Digital
BETAOL On –Huff Post TV
ABC News
CNN
NBC News
CBS News
Buzzfeed
VEVO
Soundcloud.com
MTV Networks
Myspace.com
Yahoo! Music
Source: CAB analysis of multi-platform comScore data, February 2015
HOUZZ.com
Hearst
HGTV
Internet Brands Home & GardenAbout.com Home
The Weather ChannelAccuweather.com
Yahoo! Weather
Weatherbug.com
MSN Weather
NBCU TV
ABC Digital
Tribune BroadcastingAOL On – Huff Post TV
TV Guide
Food Network
BlogHer Food
AllRecipes.com
MyRecipes.com
Mode Foodie
Disney EntertainmentTotally Kidz
COOL-MATHGAMES.comNickelodeon Kids & TeensPBSKIDS.org
Sports Comedy TV Ent. Black
General News Music
Home Weather TV Entertainment KidsFood
Gaming
PCH Digital
GSN
Midas Player
Zynga
EA Websites
Top 5 Websites by Genre:
Out of 1 Million + iPAD Apps, TV Brands are Among the Top 5 Downloaded
Top iPAD apps from Over 1,000,000 Apps:
Sports Music TV Networks Comedy ESPN Tourney ChallengeNCAA March Madness Live
CBS Sports
Watch ESPN
ESPN Scorecenter
NewsPandora
Spotify
Beats Music
iheartradio
The Voice
Watch ESPN
The CW
A&E Networks
Showtime Anytime
History
FOX News
BBC News
Flipboard: Social News MagazineNBC News
Wall Street Journal
Comedy Central
Pandora
Viki
Yahoo! Screen
Huffington Post
Source: Apple app store 3/17/15; Most popular iPAD apps by category search term (excluding gaming apps)
Weather
Finance TV Entertainment BusinessWeather Channel for iPadYahoo Weather
Weather
MyRadar
NOAA Hi-Def Radar
ChildrenWall Street Journal
Bloomberg TV+
Yahoo Finance
CNBC
CNN Money
Shazaam
Entertainment Weekly
Xfinity TV Go
HBO Go
AOL On
Nickelodeon
Watch Disney ChannelTBN Mobile
Nick JR.
Yo Gabba Gabba
Bloomberg TV+
CNBC
BBC News
New York Times
FOX News
Time Spent With Ad-Supported Television Equals Over 107 Hours a Month
Source: Nielsen Npower Live+7 February 2015 P2+, Broadcast Television represents FOX, CBS, NBC, ABC, iON and CW. Cable Networks Represents all Nielsen measured Ad-Supported Cable Networks.
Ad- Supported Cable Networks(Hrs: Mins)
Broadcast Networks(Hrs: Mins)
37:17
Monthly Time Spent (February 2015) (Average mins per visitor, Hrs: Mins)
70:18
107:35
Ad-Supported Television(Hrs: Mins)
When Factor In Online, Time Spent With Ad-Supported TV Brands Totals 139 Hours/Month
Source: Nielsen Npower Live+7 February 2015 P2+, CAB analysis of comScore duplicated data. Cable Television represents all measured Ad-Supported Cable nets by Nielsen and ComScore; Broadcast Television represents FOX, CBS, NBC, ABC, iON and CW; Four Portals represent: Yahoo, Google, MSN and AOL.
Total Ad-Supported TV Brands (Cable + MVPDs+ Broadcast: TV+ Web)
(Hrs: Mins)
4 Portals + Facebook(Yahoo!+ Google + MSN + AOL)
(Hrs: Mins)
36:04
Monthly Time Spent (February 2015) (Average mins per visitor, Hrs: Mins)
139:20
Ad-Supported TV Brands
4 Portals(Google, MSN, AOL & Yahoo!)
In Fact, More Time Is Spent Online With Ad-Supported TV Brands Than The 4 Portals Or
Average minutes per visitorSource: Nielsen Npower Live+7 February 2015 P2+, CAB analysis of comScore duplicated February 2015 data (mediametrix, multiplatform). Nielsen Social February 2015. Ad-Supported Television Brands represents all measured Ad-Supported Cable nets, mvpds. And Broadcast Television FOX, CBS, NBC, ABC, iON and CW. 4 portals = Google, AOL, MSN, Yahoo!
107:35 21:04
14:49 2:32
5:25 13:18
10:4195MM Tweet
s139:20
Monthly Time Spent(Hrs:Mins)
17:21
18:43
P2+
Ad-Supported TV Brands
4 Portals
Adults 18-34 Spend More Time Online With Ad-Supported TV Brands Than The 4 Portals Or Facebook
Average minutes per visitorSource: Nielsen Npower Live+7 February 2015 P18-34, CAB analysis of comScore duplicated February 2015 data (mediametrix, multiplatform A18-34). Ad-Supported Television Brands represents all measured Ad-Supported Cable nets, mvpds. And Broadcast Television FOX, CBS, NBC, ABC, iON and CW. 4 portals = Google, AOL, MSN, Yahoo!
75:48 14:11
14:37 4:12
4:46 17:04
13:49103:48
Monthly Time Spent(Hrs:Mins)
18:49
21:50
A18-34
What about Ad Supported TV Brands vs YouTube?
Prof
essi
onal
ly P
rodu
ced
Cont
ent
Sources: comScore Video Metrix September 2014 YouTube Partners Report, P13+; Nielsen Npower Live+7 Days, P13+, 9/1-9/30/14
Monthly “Time Spent” Average (Minutes Per Viewer)
Total Ad-Supported TV vs. All YouTube Video
Predominately UGC
=UGC
(Cable + Broadcast)
Time Spent With YouTube Is Dwarfed By Time Spent With Ad-Supported TV…Creating a 5% YouTube / 95%
TV Split
Sources: comScore Video Metrix September 2014 YouTube Partners Report, P13+; Nielsen Npower Live+7 Days, P13+, 9/1-9/30/14
Monthly Reach Average (P13+)TV Cume Reach vs. YouTube Unique Visitors (000)
Professionally Produced Content
Predominately UGC
=UGC
(Cable + Broadcast)
Same Pattern Holds True When Look at Reach
Sources: comScore Video Metrix September 2014 YouTube Partners Report, P18-24; Nielsen Npower Live+7 Days, P18-24, 9/1-9/30/14
Monthly “Time Spent” Average (Minutes Per P18-24 Viewer)
Total Ad-Supported TV vs. All YouTube Video
Prof
essi
onal
ly P
rodu
ced
Cont
ent
Predominately UGC
=UGC
(Cable + Broadcast)
Among Younger Consumers - 18-24 - Similar Usage Split Prevails: 88% TV /
12% YouTube
Consumer’s Passion for TV Content is Evident In Social Media…
Over 3 Billion Tweets about Television Have Been Sent since 2012
Source: Nielsen Social – Insights Data Source, Monthly Total Tweets; Jan & Feb 2012 was not reported
0
20,000,000
40,000,000
60,000,000
80,000,000
100,000,000
120,000,000
2012 Tweets 2013 Tweets
Month
Tota
l M
on
thly
Tw
eets
2014World Cup 2012
Presidential Debate
2013Super Bowl
Every Year there seems to be a High Watermarking Social Event.
Top Ad-Supported Primetime Television Programs of 2014…
Source: Nielsen Social – Rankings Data 2014 Total Tweets, Sports and Specials Not Included in Programming
Top 10 Primetime Programs of 2014
Top 10 Primetime Networks of 2014(# of Tweets) (# of Tweets)
13,088,653
9,269,370
12,070,112
9,885,470
13,056,492
8,971,206
6,644,536 3,730,865 2,845,804
2,812,807
65,918,323 43,634,38951,035,157
29,594,63835,759,192 26,588,477
19,756,16021,936,684 16,082,141
14,605,450
In General Viewers “Chat” About TV Programs Frequently…
6 out of 10 Discuss a Few Times a Week or More
CAB Custom Study, Video Nation: Anytime, Anywhere, Anyplace BASE: Respondents who engage in Social TV600 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.
How Often Do you Chat / Post / Tweet About a Show While Watching TV?
(A18-49)
Less than once a wk:
About once a week:
Few times a week:
61% chat / post / tweet a few times a
week or more
Teens & Young Adults are even higher daily users: • 40% of Teens• 41% of 18-24• 39% of 25-34• 27% of 35+
Socially Active Viewers Endorse Products…Over 30% Comment on an Ad
CAB 2013 Custom Study; Video Nation: Anytime, Anywhere, Anyplace BASE: Respondents who engage in social TV610 Previously you indicated you do the above. Why do you do these activities? Select all that apply.
Teens: 28%18-24: 34% 25-34: 29% 35+: 29%
Why Do You Post / Tweet / Chat During a TV Show? (%)
A18-49
But, Most Importantly, Do TV Brands “Sell More Stuff” for Advertisers?
Television Ads Encourage Further Investigation 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.
75% Look up information online about an advertisement currently watching
69% Once a week or more
62% Shop online or purchase something they have seen on a show / advertisement they are currently watching
A18-49
How Often?
56% Once a week or more
That’s Why Pure-Play Internet Brands, Whose Businesses Are Solely Dependent On Internet Traffic To Drive Revenue, Rely on TV (Not the Internet) to Sell Their Products & Services
In Just 5 Years These Brands Increased their TV Investment by Over a Third; 71% of TV Spend in Cable and Growing
Source: Nielsen AdViews; Website category (national + spot TV);
# of Brands:
2,701 2,599 2,560 2,4262,425
Website Category: 5 Year Trend TV Spend by Source
(Billions)
In Fact, CAB’s Custom Analysis of 63 of the 75 Pure-Play Internet Brands Exhibited a Direct
Correlation Between TV Spend & Website Traffic
63 Website Brand Advertisers: Unique Visitors vs. TV Spend Feb. ‘13 – April ’14 (15 month Half vs. Half Comparison)
Source: Nielsen AdViews; Website category (subcategories: auto, travel, dating, gaming, care giving, entertainment, educational, financial, insurance, business services, retail); National TV spend Feb. 2013-April 2014; comScore unique visitors P15+
TV Spend Up, Traffic Up
TV Spend Down, Traffic Down
25 Advertisers When Spend DOWN
-22% less unique visitors (on average)
38 Advertisers When Spend UP
+33% more unique visitors (on average)
44
Deloitte “State of Media Democracy” Report
Visited Website After Seeing Ad
Keller Fay/ThinkBox “Paid.Owned. Earned” Report
% of Visits Generated
Source: Deloitte 2013 ‘State of Media Democracy” report; Keller Fay / ThinkBox 2013
TV Ads Continue To Generate Website Traffic
45
Simply Put Branded Content Delivers …
Young Adults (18-24)
Men 18-34
Women 18-34
Men 25-54
Women 25-54
Men 50+
Women 50+
Hispanic
Black
Note: Local Ad Insertion Capabilities & Footprints Can Vary Slightly By Network/MSO Agreements
Scale and Content Commitment Across Every Imaginable Demographic (10 Examples)
Top Content Across All Screens…Anytime/Anyw
here
