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The World of Television and Internet Convergence

The World of Television and Internet Convergence. Los Angeles Media and Marketing Research Council Chris Gregory, Program Manager February 26, 2009. Agenda Topics. TV/Internet Sources Cross-Platform Analyses Data Highlights Election Day Super Bowl Cause/Effect Simultaneous

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The World of Television and Internet Convergence

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  1. The World of Television and Internet Convergence Los Angeles Media and Marketing Research Council Chris Gregory, Program Manager February 26, 2009

  2. Agenda Topics • TV/Internet Sources • Cross-Platform Analyses • Data Highlights • Election Day • Super Bowl • Cause/Effect • Simultaneous • Video Consumption

  3. TV/Internet Measurement We’re answering a variety of questions: • Are TV and Internet usage complementary? • How does the interaction vary by demo/market break/daypart/genre? • How does online streaming impact linear TV viewing? • What are the “causes and effects” of advertising and promotions on these platforms? • Does TV promotion drive people to a Website? • Does online promotion drive people to watch a TV network/show? • What is my network’s reach across platform? • Can Internet expand reach on top of a base TV buy? • What is the relationship between people who visit my website and view my network/network airing my advertising?

  4. Nielsen Cross-Platform Tools • TV/Internet Data Fusion • (MRI fusion available and Mobile Internet fusion on the way) • TV/Internet Convergence Research Panel • NPOWER, Excel Tables, Custom • Quarterly 3-Screen Report

  5. TV data from NPM ~30,000 persons 2+ reporting ~22,000 persons with online access at home Internet data from Nielsen Online’s NetView panel ~ 23,000 persons aged 2+ metered home Internet use ~ 4,000 persons metered Internet use at work Supplementary information from Nielsen Online’s @Plan data ~ 40,000 persons self-reporting Internet and other media use, products and services TV-NPM Respondent Level Data Internet-NetView RespondentLevel Data Fusion Using Common Demo Variables and @Plan Data Fused Database Respondent level TV and Internet Data TV/Internet Data Fusion

  6. 700 Forced Turnover Homes 180 Newly Installed Homes 120 Retired Hisp Homes TV/Internet Convergence Panel - A 1000 home Cross-Platform panel comprised of: designed to provide single-source insights into TV and Internet consumption

  7. TV/Internet Convergence Panel Collection Technology Illustration

  8. Unique Benefits of the Convergence Panel • Opportunity to observe simultaneous usage of TV and Internet • Ability to measure Cause and Effect • Gain additional insights with customized on-line surveys ?

  9. Convergence Research Panel How much simultaneous/concurrent usage exists? • My network and website • Same genre of content • Unrelated

  10. Personal Internet usage on PCs owned by the household (not work) Multiple PCs measured per HH PC-based, no Macs Convergence Panel Coverage

  11. Data Fusion / Convergence Panel

  12. Cross-Platform Interaction

  13. Cross-Platform usage a plus, not a minus • This is not a zero sum game • Each platform presents unique benefits, strengths, advantages • User consumption of these platforms is not mutually-exclusive - Relevant information- Context- Incredible depth - Clarity and presentation- Programming- Usability - Portability- Immediacy- Communications

  14. Three Screen Measurement – The Expanded Day • Because of their unique strengths, these platforms complement each other. • This complementary nature results in simultaneoususage. • Simultaneous usage translates into an expanded clock. • The expandedclock presents marketers with more opportunities to convey their message. • Complementary platforms, simultaneous usage, and expanded clocks represent new research questions for the industry.

  15. TV Usage by Internet Quintile Heavy Internet users are heavy TV viewers Source: TV/Internet Convergence Research Panel, November 2008 - Weighting not applied

  16. Internet Usage by TV Quintile Heavy TV viewers are heavy Internet users Source: TV/Internet Convergence Research Panel, November 2008 - Weighting not applied

  17. Election Day Insights

  18. TV/Internet Only, Only, Both Total Election Day Adult Reach = 163.6 Mill TV = 158.3 Mill Internet = 28.8 Mill 23.6 Mill 134.8 Mill 5.2 Mill Source: TV/Internet Custom Data Fusion

  19. TV/Internet by Age Group P18-34 - consistent across TV and Internet P35-49 - greater share with Internet than with TV Source: TV/Internet Custom Data Fusion

  20. Only, Only, Both by Age Group Internet Only was the most evenly distributed, with only a slightly younger skew Source: TV/Internet Custom Data Fusion

  21. Super BowlHighlights

  22. James Harrison sets Super Bowl record for longest interception run…..100 yards!!!

  23. The data highlight slide was removed to prevent wide distribution of preliminary, client-specific data.

  24. Cause&Effect Insights

  25. Does TV Advertising Exposure Drive People to Advertiser’s Web Site?

  26. Does Promotion Exposure Drive People to Network’s Web Site?

  27. Simultaneous Insights

  28. Simultaneous Usage by Demo Overall, 2% of TV viewing and 30% of Internet usage is spent simultaneously Simultaneous users spend 4% of TV and 32% of Internet time simultaneously Source: TV/Internet Convergence Research Panel, December 2008 – Weighting not applied

  29. Top Ten Sites with Highest Simultaneous Reach Google, Google Search Yahoo!, Yahoo! Home, Yahoo! Search Source: TV/Internet Convergence Research Panel, December 2008 – Weighting not applied

  30. Top Ten Networks with Highest Simultaneous Reach Source: TV/Internet Convergence Research Panel, December 2008 – Weighting not applied

  31. SpanishDominant Insights

  32. MySpace and Facebook by Language Class Note: Sample under 50 panelists for Spanish Dominant and for Facebook English/Spanish Equally Source: TV/Internet Convergence Research Panel, December 2008

  33. Video Consumption Insights

  34. Streaming Users Slightly more than 1/2 of the sample had some streaming activity Less than 1/3 for Spanish Dominants Source: TV/Internet Convergence Research Panel, December 2008

  35. TV Usage Source: TV/Internet Convergence Research Panel, December 2008

  36. Streaming Usage by Language Class Spanish speakers spend more time streaming Note: Sample under 50 panelists for Spanish Dominant and English/Spanish Equally Source: TV/Internet Convergence Research Panel, December 2008

  37. Time Spent with Video Heavy Teen Streamers- 20% of consumption is non-live TV Total Teens Heavy Teen Streamers 113 Minutes of Video/Day 152 Minutes of Video/Day Source: TV/Internet Convergence Research Panel, May 2008 – Weighting not applied

  38. Time Spent with Video Heavy M18-54 Streamers- 11% of consumption is non-live TV Total Men 18-54 Heavy M18-54 Streamers 200 Minutes of Video/Day 202 Minutes of Video/Day Source: TV/Internet Convergence Research Panel, May 2008 – Weighting not applied

  39. Time Spent with Video Heavy W18-54 Streamers- 14% of consumption is non-live TV Total W18-54 Heavy W18-54 Streamers 215 Minutes of Video/Day 197 Minutes of Video/Day Source: TV/Internet Convergence Research Panel, May 2008 – Weighting not applied

  40. Questions?

  41. Thank you!

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