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At ITV, we believe there ’ s TV, and then there ’ s Event TV

At ITV, we believe there ’ s TV, and then there ’ s Event TV. Introduction. We wanted to know if appointment to view programming, particularly seen in groups, offers unique benefits to advertisers.

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At ITV, we believe there ’ s TV, and then there ’ s Event TV

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  1. At ITV, we believe there’s TV, and then there’s Event TV

  2. Introduction We wanted to know if appointment to view programming, particularly seen in groups, offers unique benefits to advertisers. We believed that viewing compelling content generates a higher level of interest and awareness than other viewing We started out with the hypothesis, Not all TV viewing is equal Partnering with Other Lines of Enquiry, we commissioned the Event TV 2008 study

  3. Desk Research • What type of content delivers the strongest reaction in viewers? • What is the group viewing dynamic? • How do our qual respondents watch TV? • What are the key appointments to view? • Are the learning's from the qual actual trends? • Can they be substantiated with numbers? • What do we already know about appointment to view content? • When and how much group viewing takes place? • Do they perceive a difference in their behaviour around certain content? • Were they aware of how they react to TV? • Does compelling content make advertising work harder? Week long media diary In home filming Depth group interviews 5000 Quant Study Ad Testing What did we test across the study?

  4. Understanding the viewing relationship By understanding the level of Passion and Motivation that viewers have with content, we are able to identify Event TV’sTrue Fans

  5. Defining True Fans True Fans have to engage strongly in 2 or more of the following: How much do you like the programme genre? Do you talk about the content? Do you seek out information? Do you plan to watch in advance? Do you go to the website?

  6. Across TV, certain genres attract higher numbers of True Fans % of viewers who are True Fans Base: Genre Viewers across all TV Channels

  7. The combination of Content and Occasion generates powerful characteristics which are unique to True Fans of Event TV…

  8. Event TV isHighly Anticipated People can’t wait to watch it and don’t want to delay viewing any longer than necessary “Have to watch sport live because it’s happening at that time and also everyone at work’s going to be talking about it” Secondary School Family, London

  9. Event TV is High Interestviewers are aware they are watching content that millions of others are glued to “Someone in work will always say ‘are you watching this tonight’ kind of thing” Young Adults, London

  10. Event TV is Time Sensitive it doesn’t ‘feel right’ if it isn’t viewed live “We’d be watching Champions League whatever else is on. It’s important isn’t it” Young Adults, London

  11. Event TV has its Rituals like the plumping of cushions, scheduling of meals or the enjoyment of special food and drink “On a Saturday we tend to stay in and it’s a good family occasion. We might have a takeaway or something.” Secondary School Family, London

  12. Event TV gets peopleCloser it provides an opportunity for some real primate behaviour among friends and family “He’s normally on my knee and we talk about most things that we watch” Primary School Family, Newcastle

  13. Event TV Brings People Together it’s a powerful shared experience and considered to be quality time “Saturday night we are always in front of the TV and my dad comes up and joins us and watches as well” Secondary School Family Newcastle

  14. The majority of True Fans always make the effort to watch with other people % who always make an effort to watch together Q. How often do you make an effort to watch these genres with other people?

  15. True Fans build their social lives around programming Q. Do you ever plan your social life around TV programmes?

  16. True Fans prefer to watch live % who always watch live Q. Do you think it is important to watch these sorts of programmes at the time they're shown on TV or would you sometimes record them?

  17. Event TVStimulates Discussion and Interaction people love to share their thoughts about Event TV before, during and after a show “We talk about the characters in Coronation Street as if we know them”Grown-up family, Manchester

  18. True Fans have a stronger relationship with programming % difference vs. All Viewers +71% +100% +126% Q. Do you ever watch ‘extra’ programming around shows?

  19. Event TV is Britain’s most loved TV…and ITV is its home “On a Saturday night, we put on ITV, and it stays on ITV all night long” Primary School Family Newcastle

  20. ITV owns the key Event TV genres Q. Which of these channels do you most associate with the following genres? All respondents, all Channels

  21. Each week, we deliver the highest number of group viewers 000s of Group Viewers Group viewers to all commercial channels Watching TV togetherNumber watching in a group Mon-Sun 1900-2230 . Source: BARB Jan-Jul ‘08

  22. We deliver the highest number of group viewers across all genres % of shows by Channel Top 100 shows by genre. Group viewers to all commercial channels. Source: Jan-Jul ‘08

  23. ITV and Event TV deliver Greater Advertising Engagement “I think you have more of a reaction when you are sitting with other people there in the adverts.” Grown-up family, London

  24. True Fans flick channels less Event TV viewers don’t want to miss any of the programme Flicking between channels annoys others in the group Viewers of Event TV anticipate higher quality, therefore, more enjoyable adverts “If you are sitting by yourself, you flick more than if you are in a group.” Secondary Family, Glasgow

  25. vs Eviction Night Ad flicking is 29% lower Ad flicking is 70% lower Ad flicking is 52% lower Ad flicking is 15% lower Ad flicking is 24% lower Programme vs break data Source: BARB, 2008, Average Programme rating vs average centre break rating across series

  26. …as a result they see more ads SoapTrueFans are 97% more likely to stay and watch the ads

  27. Event TV leads to more positive opinions of advertising among True Fans “You know when you’re sitting watching TV with your friends and you go ‘wow, I’m going to get something like that’” Grown-up family, Manchester

  28. Test Product: Cars Top scores – (8, 9, 10) or (4, 5) Please give marks out of 10 for how much you enjoyed the advert (10=liked a lot, 1= not at all)/ Which of these words & phrases do you feel could be applied to the <brand> advertising

  29. Test Product: Lager Top scores – (8, 9, 10) or (4, 5) Please give marks out of 10 for how much you enjoyed the advert (10=liked a lot, 1= not at all)/ Which of these words & phrases do you feel could be applied to the <brand> advertising

  30. Test Product: Financial Services Top scores – (8, 9, 10) or (4, 5) Q. Please give marks out of 10 for how much you enjoyed the advert (10=liked a lot, 1= not at all)/ Which of these words & phrases do you feel could be applied to the <brand> advertising

  31. Test Product: Supermarket Top scores – (8, 9, 10) or (4, 5) Please give marks out of 10 for how much you enjoyed the advert (10=liked a lot, 1= not at all)/ Which of these words & phrases do you feel could be applied to the <brand> advertising

  32. Summary Some viewers have a higher level of engagement with content – we call them True Fans Event TV is the combination of these True Fans with Content and Occasion Event TV is the UK’s most liked and discussed programming Event TV delivers higher value to advertisers than other TV ITV is the home of Event TV

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