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Touchpoints – what can it give us?

Touchpoints – what can it give us?. What is it?. A joint initiative, led by the IPA, with advertisers, media owners and agencies Delivers a unique perspective on peoples' lives shedding new light on how consumers are spending their time in today's multi-media world.

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Touchpoints – what can it give us?

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  1. Touchpoints– what can it give us?

  2. What is it? A joint initiative, led by the IPA, with advertisers, media owners and agencies Delivers a unique perspective on peoples' lives shedding new light on how consumers are spending their time in today's multi-media world. Offers a week in the life picture on both consumer and media behaviour Is the first media planning tool to incorporate data across suppliers – BARB, RAJAR, POSTAR, JICREG, CAVIAR,NRS and TGI

  3. How is the info collected?1: Self Completion Survey Self-completion questionnaire covers detailed quantitative and qualitative questions on: television press radio outdoor (roadside, transport and ambient) cinema on-line SMS event sponsorship direct mail advertising

  4. How is the info collected?2: The 7 Day PDA Diary Respondents also complete a 7 day diary every half an hour… Location Mode of transport Reason for travel Who with What doing (eating, shopping, sports, relaxing etc) Media consumption Communicating Topline media channels being consumed Radio station TV channel (BBC, ITV, 4, 5, MCH) Type of MCH channel National newspaper Type of magazine Internet activity Mood

  5. Key findings

  6. TV is dominant in our media day Source: Touchpoints 2012 – Adults Base: All Media use recorded per day – excludes OOH, DM and ambient

  7. TV is dominant in our media day – 15-24s Source: Touchpoints 2012 – 15-24s Base: All Media use recorded per day – excludes OOH, DM and ambient

  8. TV is dominant in our media day – ABC1 Adults Source: Touchpoints 2012 – ABC1 Adults Base: All Media use recorded per day – excludes OOH, DM and ambient

  9. Average daily Reach Ave. daily % of Adults Source: Touchpoints 2012 – Adults

  10. Weekly Reach Weekly % of Adults Time Source: Touchpoints 2012 – Adults

  11. TV has both broad reach and volume Broadcast TV Travelling (OOH) Radio General browsing the web Seeking info online Newspapers Social networking Magazines Online radio Playing games online Online Newspapers Online TV Online Magazines Source: Touchpoints 2012 – Adults

  12. Media time compared to media spend Source: Touchpoints 2012 and The AA/WarcExpenditure Report 2011 Base: time and revenue calculated as a % of total internet, press, radio and TV and outdoor only * Cinema and DM time not available

  13. 43% of all adults have used VOD before Source: Touchpoints 2012 Diary data– Adult UK population

  14. Almost everyone watches TV in some way Source: Touchpoints 2012 Diary data– Adult UK population

  15. 6.4% of all TV viewing is non-linear 18% of adults claim to watch TVod via the internet** 23% of adults claim to use TVod services* at least once a week 6.4% of all TV viewing is non-linear either via catch-up services through the TV set or online – this is extra TV viewing which is not yet captured by BARB Source: Touchpoints 2012 – Adults * Tvod services are defines as Sky Anytime on demand, Virgin on demand, BT Vision on demand etc. ** Tvod via the internet means content via ITV player, 4OD, Sky Player etc.

  16. Watching via other platforms incremental to linear Source: Touchpoints 2012, All adults

  17. Catch up is the key driver for online TV viewing % Source: Touchpoints 2012 – Adult internet TV users * Claimed data

  18. 2 screening is a common occurrence However, only 9.9% of all TV viewing* is consumed whilst 2-screening. 7.4% of all UK TV viewing. Source: Touchpoints 2012 Diary data– *Adult’s who have internet access at home N.B. Internet use on any device

  19. Nearly half of 2 screening is to social media sites TV and social networking • Source: Touchpoints 2012 Diary data– Adults • Internet use on any device • ** Social network whilst watching TV is not mutually exclusive, other activities on the internet can also be taking place

  20. Average daily Reach Ave. daily % of Adults Time Source: Touchpoints 2012 – Adults who have internet access at home

  21. What can TV offer to advertisers?

  22. TV and online: a winning combination 42% of adults have watched TV and used the internet concurrently up from 33% in 2008 Average time spent = 28 mins per session, up from 22 minutes 2 years ago Virtual word of mouth enabled as 29% of all social networking time is done with TV Helps instant online responses to TV ads – search and purchase Source: Touchpoints2012

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