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June 2007

SKY NEWS EMS Summer 2009. June 2007. EMS SURVEY OVEVIEW. EMS (The European Media and Marketing Survey) has been measuring the media, business and consumer lives of upscale Europeans every year since 1995, with bi-annual releases since 2005.

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June 2007

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  1. SKY NEWS EMS Summer 2009 June 2007

  2. EMS SURVEY OVEVIEW • EMS (The European Media and Marketing Survey) has been measuring the media, business and consumer lives of upscale Europeans every year since 1995, with bi-annual releases since 2005. • All respondents reside within the Top 20% of households bases on household income, and represent 13% of all adults across measured markets. • With a sample of 18,067 and a universe of 45,997,000, EMS provides robust insight into a highly desirable target audience for Pan European campaigns. • EMS has recognised the growing importance of Central Europe with the development of CEMS, measuring 4 key markets within the area alongside the 16 EMS Regular markets. • The longevity of EMS allows for trend analysis across both the Pan European media landscape and the habits of the consumers. • EMS is conducted by Synovate which also conducts the Asian PAX survey, allowing for a considerable amount of aligned targeting across Europe & Asia.

  3. WHY USE EMS? The European Media and Marketing Survey is the No1 planning and buying currency for international media across Europe EMS is sponsored by most key agencies and media owners operating at an international level – support which continues to grow with every survey launch. This support ensures EMS is developed with input from most major international media companies, thus is more transparent, unbiased and relevant TV Sponsors Sky News National Geographic Channel BBC World Bloomberg CNBC Europe CNN Discovery Channel Euronews Eurosport Travel Channel TV 5 Monde France 24 Russia Today (New subscriber) History Channel (New subscriber) Print Sponsors National Geographic Magazine Newsweek Fortune TIME Metro International The Economist IMB IHT FT (New Subscriber) Agency/Other Sponsors MPG UK MediaCom UK OMD France OMD International Mediaedge: CIA Mindshare Starcom Universal McCann Zenith Optimedia Paris Zenith Optimedia London Inviseo Hakuhodo Aegis Media Ogilvy (New Subscriber) Prime Media (New subscriber)

  4. EMS MARKETS Austria Belgium Denmark Finland Sample: 470 Universe: 900,000 Annual HHI Threshold: €36,500 Sample: 502 Universe: 1,139,000 Annual HHI Threshold: €46,000 Sample: 451 Universe: 730,000 Annual HHI Threshold: DKK 670k Sample: 412 Universe: 680,000 Annual HHI Threshold: €58,500 France Germany Ireland Italy Sample: 2,421 Universe: 6,420,000 Annual HHI Threshold: €40,500 Sample: 9,550,000 Universe: 2,798,000 Annual HHI Threshold: €37,500 Sample: 320 Universe: 320,000 Annual HHI Threshold: €58,000 Sample: 1,899 Universe: 5,100,000 Annual HHI Threshold: €32,500 Luxembourg Netherlands Norway Portugal Sample: 88 Universe: 47,000 Annual HHI Threshold: €70,000 Sample: 824 Universe: 1,653,000 Annual HHI Threshold: €52,500 Sample: 356 Universe: 582,000 Annual HHI Threshold: NOK 730k Sample: 481 Universe: 786,000 Annual HHI Threshold: €27,500 Spain Sweden Switzerland UK Sample: 1,304 Universe: 3,550,000 Annual HHI Threshold: €29,000 Sample: 602 Universe: 1,240,000 Annual HHI Threshold: SEK 525k Sample: 489 Universe: 851,000 Annual HHI Threshold: CHF 110k Sample: 2,650 Universe: 6,339,000 Annual HHI Threshold: GBP 41k Czech Republic Hungary Poland Russia Sample: 400 Universe: 982,000 Annual HHI Threshold: CZK 320k Sample: 400 Universe: 768,000 Annual HHI Threshold: HUF2,700k Sample: 699 Universe: 3,100,000 Annual HHI Threshold: PLN 36k Sample: 501 Universe: 1,260,000 Annual HHI Threshold: RUB 380k Source: EMS Summer 2009– All respondents base: 45,997,000

  5. SKY NEWS VIEWER INSIGHT

  6. SKY NEWS REACH BY MARKET Austria (900,000) Belgium (1,139,000) Denmark (730,000) Finland (680,000) Daily : 13,000 (1.4%) Weekly: 73,000 (8.1%) Monthly: 153,000 (17.0%) Daily : 18,000 (1.6%) Weekly: 67,000 (5.9%) Monthly: 115,000 (10.1%) Daily : 15,000 (2.0%) Weekly: 74,000 (10.1%) Monthly: 162,000 (22.2%) Daily : 17,000 (2.5%) Weekly: 56,000 (8.3%) Monthly: 115,000 (16.9%) France (6,420,000) Germany (9,550,000) Ireland (320,00) Italy (5,100,000) Daily : 78,000 (1.2%) Weekly: 306,000 (4.8%) Monthly: 576, 000 (9.0%) Daily : 126,000 (1.3%) Weekly: 541,000 (5.7%) Monthly: 1,038,000 (10.9%) Daily : 82,000 (25.5%) Weekly: 192,000 (60.0%) Monthly: 268,000 (83.6%) Daily : 499,000 (9.8%) Weekly: 1,280,000 (25.1%) Monthly: 1,905,000 (37.4%) Luxembourg (47,000) Neth (1,653,000) Norway 582,000) Portugal (786,000) Daily : 4,000 (7.5%) Weekly: 8,000 (16.1%) Monthly: 11,000 (22.6%) Daily : 21,000 (1.3%) Weekly: 116,000 (7.0%) Monthly: 248,000 (15.0%) Daily : 17,000 (3.0%) Weekly: 65,000 (11.2%) Monthly: 123,000 (21.1%) Daily : 92,000 (11.7%) Weekly: 285,000 (36.2%) Monthly: 452,000 (57.5%) Spain (3,550,000) Sweden (1,240,000) Switzerland (851,000) UK (6,339,000) Daily : 57,000 (1.6%) Weekly: 241,000 (6.8%) Monthly: 486,000 (13.7%) Daily : 22,000 (1.8%) Weekly: 101,000 (8.2%) Monthly: 221,000 (17.8%) Daily : 15,000 (1.7%) Weekly: 53,000 (6.2%) Monthly: 94,000 (11.0%) Daily : 1,114,000 (17.6%) Weekly: 2,756,000 (43.5%) Monthly: 4,179,000 (65.9%) Czech Repub (982,000) Hungary (768,000) Poland (3,100,000) Russia (1,260,000) Daily : 16,000 (1.7%) Weekly: 56,000 (5.7%) Monthly: 106,000(10.8%) Daily : 20,000(2.7%) Weekly: 89,000 (11.6%) Monthly: 169,000(22.0%) Daily : 113,000 (3.6%) Weekly: 473,000 (15.3%) Monthly: 899,000 (29.0%) Daily : 22,000 (1.7%) Weekly: 81,000 (6.4%) Monthly: 140,000 (11.1%) Source: EMS Summer 2009– All respondents base: 45,997,000

  7. HOW DOES CEMS AFFECT SKY NEWS? Top 12 PETV Channels - Daily Reach % EMS 16 Markets (39,887,000) EMS/CEMS (45,997,000) When including CEMS markets, Discovery jumps ahead in the rankings #5 HOWEVER – Sky News maintains a healthy lead over all main news and business competitors #5 Throughout this presentation, when referring to EMS, data includes CEMS markets Source: EMS Summer 2009– All respondents base: 45,997,000

  8. PLANNING WITH DAILY REACH • To qualify as a daily/weekly/monthly viewer of any channel you only need to have actually watched for 2 minutes during that time. • Weekly and monthly reach are and should be the accepted currency for series and programming lead channels, where individuals specifically tune in for certain programmes. • BUT news and business channels should trade on daily reach - it is easy to look at large numbers surrounding broader reach and plan a campaign based on that, but by drilling down to daily reach you are measuring true, loyal brand consumers. • People notoriously flick on to news channels as and when there is a gap in their viewing. But daily reach indicates a loyalty beyond “ad break browsing”; it indicates a familiarity which makes that channel the first choice for current affairs information. • EMS is a constantly developing survey in a rapidly changing and growing media landscape. With the vast quantity of media available, regular return to any channel will obviously have a significant impact on ad awareness and as such, daily reach needs to be taken more seriously as a measurement.

  9. DAILY/WEEKLY/MONTHLY REACH COMPARISON (TOP 12) Daily Reach % Weekly Reach % Monthly Reach % #5 #8 #9 Monthly and Weekly Reach = Large Numbers BUT Daily Reach = LOYALTY Source: EMS Summer 2009– All respondents base: 45,997,000

  10. EMS SELECT Reminder: EMS Regular sample includes main income earners in the Top 20% of households based on HHI, or 13% of all adults WHY WAS THERE A NEED FOR EMS SELECT? EMS was not felt to contain enough senior/affluent individuals to measure B2B and upscale product campaigns THE SOLUTION? EMS Select – A boosted sample (identified using lists) within the database to measure Top 3% in Europe Select: 9.5 million WHO DOES IT INCLUDE? 1) Top Managers Senior managers at establishments with 10+ employees Responsible for 1+ employees Personal income of €40k+ EMS: 46 million + + 2) Frequent Flyers 6+ international business air trips 3) High Income Earners Personal income of €80k

  11. HOW DOES SELECT AFFECT SKY NEWS? Top 12 PETV Channels - Daily Reach % EMS/CEMS SELECT (9,485,000) EMS/CEMS (45,997,000) #3 The more upscale EMS Select sample demonstrates even stronger competitive positioning for Sky News #5 Sky News Select reach provides a strong case for including the channel in any campaigns aimed at a truly upscale audience Source: EMS Summer 2009– All respondents base: 45,997,000 EMS Select: 9,485,000

  12. THE SKY NEWS VIEWER SNAPSHOT Average age - 45 On average they earn a personal income of €59,161 94% are citizens of the country they reside in. 28% have lived/worked/been educated abroad 66% Male : 34% Female 52% are educated to degree standard or higher 26% are influential opinion leaders who have undertaken 4+ influential activities in the last year On average they have 2 children living at home 45% of viewers fall within the top 5% of the EMS universe 30% fall within the elite EMS Select (Top 3%) universe 86% own personal investments. 1/3 traded stocks/shares in the last year. 70% own 2 or more cars in their household Over half took 3+ return air trips in the last year. 23% took 3+ business air trips 51% are purchase decision makers. On average they work 42 hours per week and have responsibility for 20 other employees Source: EMS Summer 2009 (Incl CEMS) – All respondents base: 45,997,000 Sky News Daily Viewers: 2,359,000

  13. OPINIONS OF THE SKY NEWS VIEWER Average Index = 100 Source: EMS Summer 2009 (Incl CEMS) – All respondents base: 45,997,000 Sky News Daily Viewers: 2,359,000

  14. COMPETITIVE POSITIONING

  15. SKY NEWS IS THE LEADING PE NEWS/ BUSINESS CHANNEL ACROSS EUROPE Daily Reach (000) More upscale Europeans turn to Sky News on a daily basis than any other International news or business channel Source: EMS Summer 2009– All respondents base: 45,997,000 EMS Select: 9,485,000

  16. SKY NEWS CONTINUES TO EXPAND ACROSS EUROPE * Daily Reach (000) +7.5% -12.4% Sky News continues to expand its daily reach across Europe; a trend which is reflected across other PE news and business channels. The only notable exception is CNN which recorded a considerable decline in daily viewers Source: EMS Summer 2008 and Summer 2009 – All respondents ex Russia base: 44,515,000 & 44,737,000 Figures exclude Russia to reflect true year on year growth as SNI was not measured in Russia in 2007

  17. SKY NEWS IS THE LEADING PE NEWS/ BUSINESS CHANNEL IN THE UK Sky News reaches 18% of all UK respondents on a daily basis – significantly more than any other PE news or business channels UK Daily Reach (000) Sky News daily UK reach is 421% higher than that of CNN and 216% higher than that of BBC World News Source: EMS Summer 2009 – All respondents base: 45,997,000 UK Base: 6,339,000

  18. MORE THAN HALF OF SKY NEWS DAILY VIEWERS LIVE OUTSIDE THE UK Sky News reaches 1,114,000 daily UK viewers. BUT………………… It is also viewed on a daily basis by 1,245,000 viewers outside of the UK Source: EMS Summer 2009 (Incl CEMS) – All respondents base: 45,997,000 Sky News Daily Viewers: 2,359,000

  19. SKY NEWS OFFERS HIGH UNIQUE REACH ON A DAILY BASIS Total Sky News Daily Reach = 2,359,000 Total CNN Daily Reach = 1,778,000 Total BBC W Daily Reach = 1,491,000 15% of CNN viewers watch SNI but only 11 % of SNI viewers watch CNN CNN 1,516,000 Sky News 262,000 2,096,000 19% of BBC World News viewers watch SNI but only 12% of SNI viewers watch BBC World News BBC World Sky News 1,213,000 278,000 2,080,000 Source: EMS Summer 2009 (Incl CEMS) – All respondents base: 45,997,000

  20. SKY NEWS REACHES AN ELITE BUSINESS AUDIENCE…… Daily Reach % Source: EMS Summer 2009– All respondents base: 45,997,000

  21. SKY NEWS REACHES THE UPSCALE CONSUMER Daily Reach % Source: EMS Summer 2009– All respondents base: 45,997,000 Source: EMS 2006 – All respondents base: 42,427,000

  22. SKY NEWS REACHES THE FREQUENT TRAVELLER Daily Reach % Source: EMS Summer 2009– All respondents base: 45,997,000 Source: EMS 2006 – All respondents base: 42,427,000

  23. SKY NEWS REACHES THE INTERNATIONAL/UPSCALE TRAVELLER Daily Reach % Source: EMS Summer 2009– All respondents base: 45,997,000 Source: EMS 2006 – All respondents base: 42,427,000

  24. SKY NEWS FORMS PART OF A LEADING MEDIA GROUP Daily Reach/AIR % - Total Source: EMS Summer 2009– All respondents base: 45,997,000

  25. COMPETITIVE WEBSITE REACH Sky News ranks #3 for weekly and monthly website reach. Monthly reach provides more robust overall website measurement in terms of numbers. However, the higher weekly reach ranking further reflects the fact that Sky News is turned to on a more regular basis by consumers. Weekly Reach % Monthly Reach % Source: EMS Summer 2009 – All respondents base: 45, NB: BBC World Website figures excluded currently it is combined with the UK, non-commercial site BBC.com*

  26. FREQUENCY OF VISITING SKYNEWS.COM Profile %– Monthly Visitors The Sky News website reaches 3,215,000 upscale individuals on a monthly basis Over Half are visiting a few times a week or more More than 1 in 5 of these visitors is returning on a daily basis Source: EMS Summer 2009– All respondents base: 45,997,000

  27. DAY PART EMS MEASUREMENT • Asked during the telephone questionnaire • TV • Respondents are asked during which time periods yesterday they watched each channel for at least 2 minutes. • They are then asked: • When did you start watching this channel? • When did you stop watching this channel? • Did you watch continuously during this period? • Were there any other periods in this day part when you were watching? • Interviewers then code this into 9 day parts • ONLINE • Respondents are asked: • Did you visit in the last 30 days? • Apart from today and yesterday, when was the last time you visited? • Frequency during the last month • Probabilities are then assigned to show average day unique visitors

  28. COMPETITIVE DAYPART REACH Average Audience Mon-Sun (000) Sky News achieves consistently strong reach throughout the day EMS Ratings: Day parts viewed by channel yesterday per quarter hour Source: EMS Summer 2009 (Incl CEMS) – All respondents base: 45,997,000

  29. COMPETITIVE DAYPART REACH Average Audience Mon-Sun (000) Sky News combines effectively with National Geographic Channel to ensure strong coverage during any time of the day EMS Ratings: Day parts viewed by channel yesterday per quarter hour Source: EMS Summer 2009 (Incl CEMS) – All respondents base: 45,997,000

  30. Sky News Delivers Cost Efficiency Sky News provides cost efficiency with the lowest CPT and highest peaktime reach amongst main competitors Based on M-S peaktime (1900 – 2400h) Based on M-S peaktime (1900 – 2400h) Rate $US 3,528 6,214 5,353 2,971 2,321 Source: EMS Summer 2009 (Incl CEMS) – All respondents base: 45,997,000 Rates: Monday-Sunday average PT

  31. SKY NEWS ADDS VALUE TO A SCHEDULE BUDGET: $1,000,000 – Assuming equal budget split across channels • Scenario 1 – 251 spots • CNN: 83 spots 19.00-00.00 Mon to Sun • BBC World: 168 spots 19.00-00.00 Mon to Sun • Scenario 2 – 258 spots • CNN: 53 spots 19.00-00.00 Mon to Sun • BBC World: 110 spots 19.00-00.00 Mon to Sun • Sky News: 95 spots 19.00-00.00 Mon to Sun

  32. SKY NEWS ADDS VALUE TO A SCHEDULE Peaktime schedule - Budget of $1million based on ratecard = scenario 1 = scenario 2 Adding Sky News to a schedule delivers stronger GRP, reach and impact, whilst providing a more cost efficient option. Source: EMS Summer 2009 (Incl CEMS) – All respondents base: 45,997,000

  33. KEY FINDINGS • SNI continues to offers higher daily reach of upscale Europeans than all news/business competitors • It is not necessary to cherry pick targets – Sky News leads across most key target groups • Combining Sky News effectively with its National Geographic media partners provides coverage which other media owners are unable to match. • As well as providing strong peaktime reach, Sky News continues to deliver throughout all times of the day. • Beyond reach, Sky News provides a cost effective campaign option. • Sky News retains its strength in the UK with 18% daily reach - 421% higher than that of CNN and 216% higher than that of BBC World News • However, Sky News is NOT just a UK channel – more than half of its European reach is based outside the UK market

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