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Research Department Brady Darvin, Research Manager

Explore the comprehensive research areas, resources, and strategic analyses of the CTHE Research Department and its role in the entertainment industry.

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Research Department Brady Darvin, Research Manager

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  1. Research Department Brady Darvin, Research Manager

  2. CTHE Organizational Structure 2 CTHE Research Dept.

  3. CTHE Research Personnel • Brady Darvin • Oversee all domestic research needs of CTHE • Primary contact with all CTHE senior executives & outside research vendors • Liaise with other SPE & SCA divisions • Manage 2 analysts, 2 Nielsen on-site consultants • Paul Jones • Quantitative analyses • Interpretation of data, trendspotting 3 CTHE Research Dept.

  4. Secondary Research: Major Resources • Nielsen VideoScan (retail POS data) • VidTrac (rental POS data) • Nielsen Entertainment Marketing Solutions (MarketNavigator geodemographic system) • Understanding & Solutions (International) • Industry Estimates & Trends (Domestic) • Alexander & Associates • Adams Media Research • Nielsen Entertainment Index • Consumer Electronics Association 4 CTHE Research Dept.

  5. Secondary Research:Databases/Subscriptions • Lexis-Nexis • for due diligence, industry & title-specific news monitoring • IMDB Pro • Subscription version of the Internet Movie Database (BO revenues & production info) • Publications • Video Store, Video Business, Variety, Discount Store News, The DVD Release Report, others 5 CTHE Research Dept.

  6. Major Research Areas:Volumetric/POS Sales Projections • Title-level volumetric projections for DVD & VHS releases • Title-specific projections of DVD & VHS sales (both before and after theatrical release) • Use regression models based on estimated BO, genre, past competitive titles, type of release, date of release • Field intent-to-purchase surveys for key titles • Category-level projections for total home video industry • Tracking of competitive title sales & pricing by channel of distribution • Due diligence for potential acquisitions 6 CTHE Research Dept.

  7. Major Research Areas:Product Development/Strategy • Franchise/line extensions & new franchise development • Television series on DVD • DVD product configuration (e.g., aspect ratios, number of discs, added value) • Release date scheduling strategy 7 CTHE Research Dept.

  8. Major Research Areas:Retail/Industry Trends • Merchandising, placement, fixtures • Pricing, retail promotions • Tracking of competitive sales & marketing promotions • Monitoring wide range of news sources & distributing to relevant CTHE executives 8 CTHE Research Dept.

  9. Major Research Areas:Primary Consumer Research • Intent-to-Purchases (telephone): for very big titles and others with special circumstances (6-10 per year) • Package testing (online): for key titles, when alternative to theatrical key art is being considered • Brand awareness/feedback, e.g. Superbit DVDs, Spanish packaging, children’s franchises (telephone & online) 9 9 CTHE Research Dept.

  10. CTHE Primary Research Resources • Nielsen Entertainment Marketing Solutions • ePoll • Nielsen ReelResearch • Harris Interactive • Lieberman Worldwide 10 CTHE Research Dept.

  11. CTHE Databases & Tools Developed In-House • Competitive release database • POS projection models • Revenue projection models • Reports repository • Product allocation modeling for VMI accounts 11 CTHE Research Dept.

  12. Projects in Development • DVD Attitude & Usage Survey • Competitive Pricing Analysis • Micro-analysis of CTHE catalog product • Next-generation home video products 12 CTHE Research Dept.

  13. Research Wants • More qualitative analysis: focus groups, copy testing, mall intercepts, etc. • International territories: • POS tracking • DVD hardware penetration • Pricing & distribution • Advanced statistical techniques • Factor analysis, perceptual mapping • Logit/probit models • Conjoint & discrete choice analysis 13 CTHE Research Dept.

  14. Strategic Analyses: Examples • Pricing & promotion of catalog titles vs. new releases • Growth of DVD in the grocery channel • Effect of advertising on consumer sales • Widescreen vs. Pan & Scan DVDs • Effect of VHS decline on DVD sales • Effect of theatrical sequels on video sales of original 14 CTHE Research Dept.

  15. Product-Specific Analyses: Examples • Length of time between releases of regular edition & “special edition” versions of a DVD title • How to price a multi-disc DVD set of a TV series’ complete season • How many episodes per title & titles per wave to release of a kids’ series • Various studies on pricing, product lifecycles, etc. 15 CTHE Research Dept.

  16. Nielsen VideoScan • VideoScan and ACNielsen (a partnership since January 2000, and sister companies under the VNU banner since 2001) collect and integrate point-of-sale (POS) data. • Reporting retailers transmit scanned purchase data weekly to either VideoScan or ACNielsen to provide a comprehensive view of the VHS and DVD sell-through business. • Data reports are delivered to subscribing customers within the entertainment industry through the Nielsen VideoScan web sites and the ACNielsen NITRO data delivery system. 16 CTHE Research Dept.

  17. Nielsen VideoScan • Sales data is captured from traditional channels of video distribution, which include mass merchants, audio/video and video specialty retailers, electronics outlets, grocery and drug channels, and some Internet sites. • Reporting retailers include: • Specialty Retail (i.e. Blockbuster, Tower, Wherehouse) • Discount Mass (i.e. Kmart, Target) • Drug & Grocery (i.e., Walgreen’s, Ralph’s, Kroger) • Other Mass (i.e. Best Buy, Circuit City) • Able to project to estimate 100% of domestic market 17 CTHE Research Dept.

  18. Sample Data from Nielsen VideoScan 18 CTHE Research Dept.

  19. Sample Data from Nielsen VideoScan 19 CTHE Research Dept.

  20. Nielsen MarketNavigator • SQL server-based software platform complete with applications designed specifically for the home entertainment industry • Provides unique view of the retail and marketing landscape • MarketNavigator is a data/information repository containing thousands of consumer purchase potential and behavioral profiles as well as demographic information on thousands of retail stores. • System allows for extensive analysis of proprietary client sales and survey data. •  Built-in databases include: • Demographic data and PRIZM lifestyle information from Claritas • National consumer data from Simmons Market Research Bureau • Local market consumer data from Scarborough Research • Store lists with gravity model trade areas from Spectra 20 CTHE Research Dept.

  21. Nielsen MarketNavigator • Purchase potential for DVD/VHS releases (new and catalog) • Retailer insight (e.g. detail about consumers in store trade areas) • Store cluster development (e.g. Hispanic clusters, Art House clusters, etc.) • Targeting applications (e.g, selection of the best markets, retailers, and consumer segments for specific products) • Product allocation models that enable clients to optimize their product distribution at the individual store level • Marketing/co-promotion partner identification and ranking (e.g. beverages, consumer packaged goods, electronics, etc.) • Media mix optimization (e.g. print, television, radio, etc.) • Data warehousing (storage and retrieval of sales data by title, store, and week) 21 CTHE Research Dept.

  22. Movie Satisfaction: xXx • 67% of DVD buyers and 44% of VHS buyers surveyed considered xXx to be “very good” or “excellent” Note: “Excellent/Very Good” percentages are the sums of those who answered “Excellent” and those who answered “Very Good,” thus columns do not add to 100%. 22 CTHE Research Dept.

  23. Buyer Demographics: MIB II • Men in Black II has a relatively balanced appeal for both males & females aged 18-54 (for both formats) • Of the DVD & VHS buyers with positive purchase intent for MIB II, the film appeals most strongly to males aged 18-34 Note: An index above 100 indicates an above-average representation of a particular demographic group (e.g. with an index of 154, a male VHS buyer aged 18-34 is 1.54 times more likely to be a Men in Black II buyer than the average US individual). 23 CTHE Research Dept.

  24. Purchase Timing: Stuart Little 2 • 56% of DVD buyers with positive purchase intent for Stuart Little II on DVD said they would purchase it by the 4th week after release • 43% of VHS buyers with positive purchase intent for Stuart Little II on VHS said they would purchase it by the 4th week after release 24 CTHE Research Dept.

  25. Thank you! • Contact information: Brady Darvin Research Manager Columbia TriStar Home Entertainment 10202 West Washington Blvd., SPP 2418 Culver City, CA 90232 PH: (310) 244-3896 E-mail: brady_darvin@spe.sony.com 25 CTHE Research Dept.

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