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Thinkbox Half Year Review: January - June 2009

Thinkbox Half Year Review: January - June 2009. Impacts & viewing. Viewing summary. Commercial TV viewing increased by 42 minutes per week in the first half of 2009 versus the five year average and rose for all key buying audiences. Total broadcast viewing also saw some growth

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Thinkbox Half Year Review: January - June 2009

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  1. Thinkbox Half Year Review: January - June 2009

  2. Impacts & viewing

  3. Viewing summary Commercial TV viewing increased by 42 minutes per week in the first half of 2009 versus the five year average and rose for all key buying audiences. Total broadcast viewing also saw some growth Impacts* grew 2% versus the same period last year, with growth across all key audiences. This is set to continue until 2012 when digital switchover will be completed Half year impacts for 2009 were the highest for over five years – up 16% overall for individuals *an impact = the viewing of one ad by one person, also referred to as an impression or a view Sources: BARB/Tech Edge/DDS

  4. Commercial TV viewing time up 42 mins +26 mins +44 mins +42 mins +7 mins +41 mins Average hours per week Audience Source: BARB/Tech Edge Jan-June 04-08 & Jan-June 09

  5. Total TV viewing also increased Stable +18 mins +27mins +34 mins -25 mins Average hours per week Audience Source: BARB/Tech Edge Jan-June 04-08 & Jan-June 09

  6. Impacts up 2% versus half year 2008 figures +2% Billions +3.2% +3.3% +2.5% +2.1% Audiences Source: BARB/DDS Jan-June ‘08 versus Jan-June ‘09

  7. Impacts were the highest for 5 years +16% Billions +20% +19% +7% +8% Audiences Source: BARB/DDS Jan–June 2005-2009

  8. Viewing Share by Channel Jan-June 2009 Source: BARB Tech Edge Jan-June 2009

  9. Viewing Share by Channel Jan-June 2009 Source: BARB Tech Edge Jan-June 2009, * These represent the unreported channels & home shopping and are not included in the Total Commercial share

  10. ITV1’s top programmes Jan-June 2009 Source: BARB/Tech Edge, Audience: Individuals

  11. Channel 4’s top programmes Jan-June 2009 Source: BARB/Tech Edge, Audience: Individuals

  12. Five’s top programmes Jan-June 2009 Source: BARB/Tech Edge, Audience: Individuals

  13. Top multi-channel programmes: non-sport Source: BARB/Tech Edge *Digital commercial channels only, Audience: Individuals

  14. Top multi-channel programmes: sport Source: BARB/Tech Edge *Digital commercial channels only, Audience: Individuals

  15. Top digital programmes: kids Source: BARB/Tech Edge *Digital commercial channels only, Audience: Children 4-15

  16. TV Platforms & Technology

  17. Technology Summary Digital Switchover is well on course as digital penetration on main sets rose to 89.2% Including secondary sets, that now equates to 73.1% of all TV sets in the UK being digitally enabled DTRs (Digital TV recorders) are now in c. 34% of UK homes, with Sky+ remaining the dominant provider of DTR services. Freeview+ sales continue to grow, however 42% of TV sets in the UK are HD ready – but the majority of these are not connected to an HD service so are not HD enabled. Sky is also the main provider of HD in the UK with over 1m subscribers. Online or Web TV’s popularity continues to rise as more people discover the benefits of watching online in addition to broadcast TV Sources: Ofcom Digital Television Update Q1 2009, Screen Digest

  18. 89.2% of main sets in the UK are digital There are 25.4 million main sets in the UK 89.2% are now digitally enabled Analogue Terrestrial: 10.4% ADSL: 0.4% Digital Terrestrial: 38.5% Cable: 13.2% Satellite: 36.8% Source: Ofcom Digital Television Update Q1 2009, main set access

  19. 73.1% of all TV sets are digitally enabled Of the UK’s 60 million TV sets (main and secondary), 73.1% had been converted to digital multi-channel by the end of June 2009 (up 5.7pp year-on-year). Free Satellite: 0.8% Cable: 6.1% Analogue Terrestrial: 27.1% Pay Satellite: 21.5% ADSL: 0.2% Digital Terrestrial: 43.4% Source: Ofcom Digital Television Update Q1 2009, all sets

  20. The UK’s DTR market continues to develop Digital TV Recorders are now in c. 34% of UK homes*: 5.1m homes subscribe to Sky+ - just over half of all Sky homes Sales of Freeview DTRs still going strong, 2.6m in total 612k households subscribe to V+ from Virgin 398k homes have a BT Vision DTR** 10k opt for the Tiscali + package** Around 38% of all DTT set-top boxes sold in the first quarter of 2009 contained DTR capabilities Time-shifted recording represents only 5% of total UK viewing According to Skyview data, when homes acquire a DTR they watch 17% more TV and approx 85% of viewing is to live TV. People see approx 2% more ads at normal speed as a result Freeview+ figures = Freeview, Jan 2009. *Total penetration is an estimate based on the assumption that most Freeview+ boxes will be connected to main, rather than secondary sets. **Screen Digest figures

  21. HDTV’s popularity is still increasing There are currently 33 specialist HDTV channels broadcast in the UK Sky have over 1 million HD subscribers for the first time since launching the product. 11% of all Sky homes now have access to HD. - There are up to 12k hours per month of HD content on Sky 42% of all UK TV households have HD ready TV sets, but so far only 9% are actually connected to an HD broadcast platform Virgin (digital cable) has c. 248k subscribers, according to Screen Digest 4HD launched on July 09 on the Virgin service and is free to subscribers Buckingham Research suggests that awareness of HD offering now stands at 99% of the UK population Sources: Source: Ofcom Digital Television Update Q1 2009,Screen Digest

  22. Interactivity Anew development for interactive TV in 2009 is the green button, which was launched in June by Sky this year and is available across 50 channels within the Sky portfolio The green button enables DTR users to ‘book’ and record extended or exclusive video content. For Sky+ homes, the content will then sit alongside the programming on their Sky+ planner Green button content can range from 2 minutes to 2 hours; advertising content can even be series linked in Sky+ homes Many advertisers are now trialling this new technology, including Sharwoods sauces, Sainsbury’s, Macmillan Cancer Support & Warner Bros

  23. On demand TV: delivered in three ways On demand can be delivered via IPTV, local storage (through Sky+ boxes) or via the web. ITV estimate VOD accounts for approximately 4% of all TV viewing, expected to grow to c.15% by 2013. IPTV Web TV via the internet Local storage via satellite Source: ITV, ACB 3,6,9 study

  24. IPTV Linear & on-demand to TV screens Broadcaster Services Other Aggregators Retailer Sites Hosted On-demand services from broadcasters also available via IPTV platforms Delivering on-demand TV via the internet Two of the three delivery systems are brought to viewers via the internet – either through closed systems (IPTV) or open systems (web TV) internet / broadband TV closed system open system Web TV Simulcasts, streaming, downloads (temp & to own)

  25. IPTV On-demand to TV screens Broadcaster Services Other Aggregators Retailer Sites Hosted On-demand services from broadcasters also available via IPTV platforms IPTV: what is it? IPTV is the delivery of TV on-demand through a phone-line/ broadband connection & proprietary operating systems (so not via the web), eg Tiscali & BT Vision internet / broadband TV closed system open system Web TV Simulcasts, streaming, downloads (temp & to own)

  26. IPTV services IPTV still accounts for a tiny proportion of all digital households. According to Screen Digest, IPTV penetration reached is 1.7% of UK homes in 2008 According to Screen Digest, BT Vision has 493k subscribers & Tiscali just 65k Student IPTV provider ‘Freewire’ has approximately 68,000 subscribers according to owners INUK and continues to roll out across UK universities. It currently serves 24 campuses Digital cable TV from Virgin Media could arguably be classified as a form of IPTV due to its delivery system Source: Ofcom Digital Television Update Q1 2009, Screen Digest, INUK

  27. IPTV on demand Virgin Media reported that 1.9m users (53% of subscribers) use their VOD services. - Average views per month were 29 (+21% year on year) - Average monthly views = 55m (+4% quarter on quarter) - Virgin are in the midst of a ‘dynamic advertising’ trial, testing brand messages around progs from MTV and C4 in c. 100k homes - There are 270 hours of HD VOD content on Virgin 4oD is available on Virgin, Tiscali and BT Vision IPTV services In spite of the demise of Kangaroo, Project Canvas – the new IPTV service which aims to bring ‘catch-up from the PC to the TV’ via a broadband connection – is going from strength to strength. Five has recently been confirmed as joining Project Canvas (alongside the BBC, ITV & BT) Sources: Ofcom Digital Television Update Q1 2009, Virgin Q1 2009 results

  28. IPTV Linear & on-demand to TV screens Broadcaster Services Other Aggregators Retailer Sites Hosted On-demand services from broadcasters also available via IPTV platforms Web TV: what is it? Web TV is the provision of television services (either simulcast, streamed or downloaded) through the open web. Most UK broadcasters now have a web-TV offering, but there are also hosts and aggregators of content in addition to retailer sites where content can be downloaded for a fee. Any device that connects to the internet, such as console game players, can also access web TV, in addition to PCs, Macs and mobiles. internet / broadband TV closed system open system Web TV Simulcasts, streaming, downloads (temp & to own)

  29. Web TV: the market According to BARB, 25% of all UK adults have watched TV online – an 8% increase year on year. 10% of those watched within the last week. BARB state that the average adult watches nearly 1.75 hours per week. This would tally with our own findings from the MeTV Research we conducted earlier in the year, although the recent DTR study by ACB & LBS quoted around 1.17 per week. It is fair to say c. 1.5 hours per week are slipping below the measurement radar for online viewers Online VOD accounts for around 8% of total television viewing, according to ACB’s observational study. Since its re-launch, channel4.com has more than doubled its views to long form content. Unique users have risen 26% to 8.5m ITV.com saw traffic increase by 700% thanks in part to the phenomenal success of this year’s Britain’s Got Talent. Average daily viewers now stand at 1.4m Source: NMA, BARB, ACB and LBS, Thinkbox: ‘Me TV’ Jan 09, C4 and ITV

  30. Web TV: broadcaster services Channel 4.com This is a free 30 day catch-up service and also has classic on-demand content. All VoD was transferred to channel4.com during Juneand now the bulk of its back catalogue is available to view. Users can also ‘pre-book’ series and programmes.In Q2 2009, Channel4.com had 39.4m requests to view. Demand Five Demand Five is a 30 day catch up service which includes a mixture of free programmes and pay content. Viewers are able to catch up on the programmes they have missed, or download entire series ITV Player ITV’s 30 day catch up service had a year-on-year growth of 250% in Jan - June 2009. Viewers can now watch all of ITV’s channels live at ITV.com Source: Channel 4 July 2009, ITV July 2009

  31. Web TV: broadcaster services MTV Overdrive All clips & videos are integrated within the main MTV site. Video visits had increased by 40% comparing YTD YOY (Jan-June), whilst the amount of visitors has grown by 75%. Average monthly streams are 2.2m & total streams for the past 12 months stand at 32m Sky Player Sky’s top 31 channels are available either live or on- demand. It is free to Sky subscribers, but non- subscribers can access it on a per view or monthly subscription basis. The BBC iPlayer can also be accessed via this platform BBC iPlayer BBC iPlayer is a service that lets you catch up with radio and television programmes from the past week. Viewers can also download and stream HD programmes. The iPlayer can also be accessed via IPTV platforms, games consoles and some mobile phones. Source: Sky Media April 2009, BBC Press Office, Viacom Brand Solutions July 2009

  32. New developments in web TV Hulu (the ad-funded American equivalent of Kangaroo) is set to launch in the UK in September 2009. The services will host over 3k hours of US content and both ITV, C4 and the BBC are in negotiations with them YouTube are also planning to launch long-form programming in the UK (they have seen success in the USA) and C4 are currently in talks around providing non-exclusive programming Sources: TechWatch & Guardian, July 09

  33. On demand through local storage Sky Anytime is the only local storage service in the UK & delivers selected programming over satellite to a partitioned section of the Sky+ DTR hard-drive. The Sky Anytime service provides up to 35 hours of additional content. The line up changes daily, with content from Sky's own channels as well as others, including The History Channel, Nat Geo, The Biography Channel, Disney, Nickelodeon and Cartoon Network. The service is currently available in over 3 million households. Research shows that viewers like it because ‘there is a small selection of carefully chosen programmes' . Currently ‘Anytime TV' experiences around 10 million household programme views each month. It is used by over 1m Sky homes each week - a share of 2.5%. Source: Sky Media, SkyView

  34. TV Expenditure Source: Nielsen Media Research Period: 01/01/09 – 31/03/09.

  35. TV Expenditure Between Jan – June 2009, £1,618,163,864 was spent on TV spot advertising, according to Nielsen. It is important to note that this does not include any form of sponsorship, AFP or interactive revenue Retail was the top spending category of Q2 2009. However, most categories have decreased their spend yoy except for Government, Social & Political organisations who have increased their spend by 12.5%, Computers have increased by 20.8% & as the holiday season kicks in, Travel and Transport has seen rises of 14.8%. The COI was the biggest spender of Q2 2009 with a yoy increase of 26%. Another advertiser that increased spend by a whopping 127% was Aviva, as a result of their rebranding from Norwich Union The DFS sofa range was the biggest spending brand, but Asda’s product range and Dreams bed stores increased their spend massively yoy. Source: Nielsen Media Research Period: 01/01/09 – 30/06/09

  36. Top spending TV categories Source: Nielsen Media Research Period: 01/01/08-30/06/08 & 01/01/09 – 30/06/09

  37. Top spending TV advertisers Source: Nielsen Media Research Period: 01/01/08-30/06/08 & 01/01/09 – 30/06/09

  38. Top spending TV brands Source: Nielsen Media Research Period: 01/01/08-30/06/08 & 01/01/09 – 30/06/09

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