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DTV Transition: Key Research Findings

DTV Transition: Key Research Findings. DTV Transition. Who is over-the-air? Older Heads of household are women Minority – especially Hispanic Rural (proportionately, but not numerically)

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DTV Transition: Key Research Findings

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  1. DTV Transition: Key Research Findings

  2. DTV Transition • Who is over-the-air? • Older • Heads of household are women • Minority – especially Hispanic • Rural (proportionately, but not numerically) Data provided by SmithGeiger LLC, from a 1,200 sample survey of broadcast-only households (9/10/07-9/20/07)

  3. GENDER AGE ETHNICITY LANGUAGE AMONG HISPANICS

  4. EDUCATION INCOME EMPLOYMENT STATUS

  5. POLITICAL AFFILIATION MARKET SIZE COUNTY SIZE * A County: Largest 21 counties in country B County: Metro area is 85,000+) C County: (County with 20,000+) D County: (Less than 20,000)

  6. # OF TV SETS IN HOME TV RECEPTION CABLE / SATELLITE SUBSCRIPTION

  7. CURRENTLY OWN / USE IN HOME INTERNET ACCESS (HOME)

  8. DTV Transition • General Awareness “On February 17, 2009 television stations will begin broadcasting exclusively in a digital format. Have you seen, read or heard anything about this?” • 40%: January 29, 2007 • 49%: September 18, 2007

  9. Consumer Awareness

  10. DTV Transition Benefits of Digital • “Crystal Clear” pictures and sound (57%) • DTV is free TV (55%) • Better reception (53%) • More channels (47%)

  11. Key info to convey

  12. 49% Total 54% African- American 41% 52% 55% White Hispanic (English) 42% 68% Hispanic (Spanish) 27% 70% Viewers believe DTV is a good thing Awareness of DTV beforehand Positive view after interview 50%

  13. DTV Transition Messaging NAB tested seven different messages with different themes – stressing consumer benefits, public safety benefits, that DTV is available now and other issues. Best message stresses “good news” “In 2009, regular TV goes digital! If you don't have cable or satellite, you might need a converter box. The good news is that the government is offering $40 coupons to help pay for it. That's right - the government will pay you to have crystal clear picture and sound quality and more channels in your home. Make the switch to digital today.”

  14. “Good news” message: Favorable/Unfavorable

  15. Where viewers will get information:

  16. Where viewers will get information:

  17. Viewer Preferences Viewers prefer boxes when they know about coupon

  18. Time Frames on Viewer Upgrades 54% would wait until 60 days before transition to upgrade with converter box 27% likely to do so 60 days before the transition

  19. Likely consumer action: • Most OTA households prefer coupon option

  20. More Demographics: Census v. OTA population

  21. More Demographics: Census v. OTA population

  22. TV viewing • Men 18-34 and 35-54 average the most viewing over a week, with women 35-54 watching the least

  23. DTV Transition • Research Take-Away • Demographics are key • Key messages: • Date of transition • How to get coupons • Costs involved • Benefits – Clear pictures and sound, more channels • “Good News” messaging works • Keep it positive in spots and newscasts

  24. DTV Transition 441 Days Left!

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