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TouchPoints 2008

TouchPoints 2008. 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 2008

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  1. TouchPoints 2008 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. The Hub Survey

  6. TV

  7. Continued Consumer Investment in TV Technologies2005 Vs 2008 Source: TouchPoints 2 Hub Survey – all adults

  8. Main reasons for watching TV Source: TouchPoints 2 Hub Survey – all adults

  9. Main reasons for watching TVIndexed Vs All Adults Index Vs Adults Favourite Channel Source: TouchPoints 2 Hub Survey – all adults

  10. ITV2 fans engage with TV advertising % Agree with statement by favourite TV channel Source: TouchPoints 2 Hub Survey – all Adults

  11. TV Via Internet

  12. ITV3 and ITV4 fans search out more TV content online % Who ever watch TV via the internet Favourite TV Channel All internet users watching TV online: 11.8 Source: TouchPoints 2 Hub Survey – all internet users

  13. Live Streaming and Catch Up “When do you generally watch TV programmes via the internet?” Website visited in last 4 weeks % Source: TouchPoints 2 Hub Survey – all adults who watch TV via internet (excludes sample who did not answer)

  14. Top 20 Genres Watched Live Via the InternetRanked on ITV website visitors “What types of programmes have you watched live via the internet?” % Source: TouchPoints 2 Hub Survey – all who watch TV LIVE via the internet (excludes sample who did not answer)

  15. Top 20 ‘Catch Up’ Genres Watched OnlineRanked on ITV website visitors “What types of programmes have you watched later via the internet?” % Source: TouchPoints 2 Hub Survey – all who watch TV via the internet later than when originally broadcast (excludes sample who did not answer)

  16. ‘Couldn’t Live Without’ Internet ActivitiesTraditional Media :2005 Vs 2008 % TV seen biggest increase Source: TouchPoints 2 Hub Survey – all adults who have ever accessed the internet

  17. ITV Channel and Website Overlaps (watched/visited in last 4 weeks) % Accessed any ITV channel or platform ITV Total Adult Reach: 44.6 million Source: TouchPoints 2 Hub Survey – Base: all adults who have viewed/accessed ITV TV and/or website

  18. Channel and Website Overlaps (watched/visited in last 4 weeks) ITV Total Adult Reach: 44.6 million Five Total Reach: 35 million C4 Total Reach: 42.6 million Source: TouchPoints 2 Hub Survey – Base: all adults

  19. ITV Family: TV Only Vs TV and Website: Profiles ABC1 Profile: 50.4% 60.9% % Source: TouchPoints 2 Hub Survey – Base: all adults

  20. General Online

  21. Internet and ITV Website Access2005 Vs 2008 Source: TouchPoints 2 Hub Survey – all adults

  22. Top 10 Indexing Main Reasons for Going OnlineITV Website Visitors Vs All Internet Users 199 188 175 167 168 164 154 151 128 126 % Source: TouchPoints 2 Hub Survey – all adults who have given reasons for using the internet

  23. Where Accessed At Home ITV.com visitors are more likely to access the internet in the living room – they don’t want to be away from the telly! Source: TouchPoints 2 Hub Survey – all who have ever accessed internet at home

  24. The Diary

  25. Any Day – Weekly Reach 05 vs. 08 % Adults Internet seen biggest growth Time (24 Hr Clock Hours) Source: IPA TouchPoints 2005 & 2008 (Diary – any day average by timeslot)

  26. A Weekend Focus

  27. Weekend Media Activities Sat-Sun, 6am-1am, Daily Average % % of Adults Time (24 Hr Clock Hours) Source: TouchPoints 2 Diary – Base: All Adults

  28. Weekend Internet Activities Sat-Sun, 6am-1am, Daily Average % % of internet users Time (24 Hr Clock Hours) Source: TouchPoints 2 Diary – Base: All Internet Users

  29. Weekend Internet Activities Whilst Watching TVSat-Sun, 6am-Midnight, Daily Average % % of internet users When TV viewing peaks so does general browsing so ‘surfers’ are in a more open mindset to advertising messages Time (24 Hr Clock Hours) Source: TouchPoints 2 Diary – Base: All Internet Users

  30. Saturday: Time Spent with Media6am to Midnight % of time spent with each Source: TouchPoints 2 Hub Survey – Base: All Adults

  31. Saturday Shopping % of Adults Time (24 Hr Clock Hours) Source: TouchPoints 2 Diary – Base: All Adults

  32. Sunday Shopping % of Adults Time (24 Hr Clock Hours) Source: TouchPoints 2 Diary – Base: All Adults

  33. Saturday Mutual Viewing6am to Midnight % of Adults watching TV with someone else Time (24 Hr Clock Hours) Source: TouchPoints 2 Diary – Base: All Adults

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