1 / 21

Time Shifted Viewing Presentation to MMS London, Wednesday 20 th September 2006

Time Shifted Viewing Presentation to MMS London, Wednesday 20 th September 2006. Tony Wearn, Research Director, BARB. Time Shifted Viewing Background. Introduced to BARB Measurement in 1991

erv
Download Presentation

Time Shifted Viewing Presentation to MMS London, Wednesday 20 th September 2006

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Time Shifted ViewingPresentation to MMS London, Wednesday 20th September 2006 Tony Wearn, Research Director, BARB

  2. Time Shifted ViewingBackground Introduced to BARB Measurement in 1991 Penetration and growth of VCR ownership opened up concern that time shifted viewing would generate unmeasured exposure to programmes and commercials Deemed essential to capture as much OTS as possible

  3. Time Shifted ViewingInitial Technique Initially accessed by frequency measurement Video tape continuously encoded with day, time and channel tuned On playback identifiable code would confirm playback from broadcast content – if no code present (‘uncoded playback’) then tape bought, borrowed or rented Time shift captured up to seven days post-transmission

  4. Time Shifted ViewingLater Technique Since 2002, CTS used as comprehensive technique to identify all time shifted viewing VCR household penetration peaked in 2001 at 87% - now at 78% and falling Recordable DVDs and PVRs are now the future for time shifted viewing Hard-disc prevents ‘date-stamping’

  5. VCR Time Shift Viewing in UK % overall viewing % playback by day (day 0 = same day as broadcast) Source: BARB

  6. Time Shift Viewing – by Genre • VCR • Time Shift • % • Drama: Series/Serials 4.9 • Documentaries 2.6 • Soaps 2.7 • Films 2.2 • - • All Programmes 1.6 • - • Sport 0.8 • Children’s 0.4 • News/Weather 0.1 Source: 8 weeks ending 30th April 2006 BBC1, BBC2, ITV1, C4, Five only

  7. Time Shift Viewing – by Genre • VCR Sky+ • Time Shift Time Shift • % % • Drama: Series/Serials 4.9 30.6 • Documentaries 2.6 25.5 • Soaps 2.7 20.0 • Films 2.2 12.5 • - • All Programmes 1.6 13.8 • - • Sport 0.8 6.5 • Children’s 0.4 6.7 • News/Weather 0.1 3.0 Source: 8 weeks ending 30th April 2006 BBC1, BBC2, ITV1, C4, Five only

  8. Time Shifted Viewing Play Back by Day of Week • (Time Shift as % of Total Consolidated Audience) • VCR Sky+ • Mon-Fri 1.5 14.3 • Sat 1.3 12.0 • Sun 1.4 13.2 • All Week 1.4 13.8 • 8 weeks ending 30th April 2006

  9. Time Shifted ViewingSky+ Developments Developed by accessing the SI code when in time shift mode Necessitated coordinated technical expertise from both AGB Nielsen Media Research and BSkyB Dependent on compatible transponder downloaded set-top box upgrades

  10. Time Shifted ViewingSky+ Developments A number of issues caused concerns with the implementation of the software downloads Collectively these problems caused us to withhold Sky+ homes from reporting Re-instigated on March 6th 2006

  11. Time Shifted ViewingSky+ - Early Indicators of Use of Time Shift 14% of all viewing in Sky+ homes is time shifted c.40% takes place on same day as original broadcast Roughly similar by sex and social grade Some age differential 16-54 15% 55+ 11% Children 10% (Summary taken over eight weeks – 6 th March – 30th April 2006)

  12. Time Shifted ViewingSky+ Early Viewing Indicators of Use of Time Shift Use by individual viewers varies 8% time shift half or more of their viewing 38% time shift between 10-50% 47% time shift less than 10% 7% did not time shift at all!

  13. Time Shifted ViewingReporting Implications • The advent and growth of ‘paused’ and playback viewing will mean that viewing on the day of transmission is increasingly offset from the actual live transmission • ‘Overnights’ previously only reported on ‘live’ viewing • Same Day Playback (VOSDAL) figures now incorporate playback on the same day as the originating transmission within ‘overnight’ reporting

  14. When is Sky+ Time Shift Viewed? • % • VOSDAL 40.7 • ------------------------------------------------------------------- • Within 1 hour 18.0 • Between 1 – 6 hours 17.7 • Between 6 – 12 hours 6.4 • Between 12 – 24 hours 18.8 • Between 1 – 2 days 16.8 • Between 2 – 3 days 8.8 • Between 3 – 7 days 13.4

  15. Time Shifted ViewingFrom VCR to PVR • VCR Playback – under 2% of UK viewing • - one third of recordings are played back within 7 days • PVR functionality • - greater ease of use for initial recording • - content more easily locatable via cataloguing • - ease of retrieval via menus • - pause and rewind of ‘live’ TV

  16. Time Shift ViewingLevel of Playback Viewing % of Total Viewing Time Shifted • % • April 1996 2.9 • April 2001 2.1 • April 2005 1.4 • April 2006 1.9 • The increase in April 2006 is accounted for by Sky+ • time shifted viewing

  17. Time Shifted ViewingFuture Trends? PVRs are the new ‘threat’ to live viewing PVRs are the new ‘challenge’ to TAM systems! PVRs will impact on viewer choice and consumption – but by how much?

  18. % of TV homes with TV recorders % TV HH

  19. Time Shift vs Live Viewing % Assumptions: DVR penetration 9%  78% TS as % viewing: Sky+ 20%; Cable/DTT recorder 15%; DVD-R 5%; VCR 1.5%. VOD availability 1%  23% VOD TS as % viewing 10%  20%

  20. Time Shifted ViewingConclusions Live viewing will inevitably decline as we progress into the ‘viewer dominated’ environment Time shifted viewing will therefore become increasingly essential to maintain the TAM currency But accessing ‘content’ places greater strain on our ‘linear’ reporting

  21. Thank you

More Related