Switch On or Switch Over MRG 24th May 2004

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Switch On or Switch OverMRG 24th May 2004
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Research rationaleUKTV proposed to revisit and
challenge various industry hypotheses which
surround junctions
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Average daily TV viewing time per individual (in
minutes)
2003
Greece
233
Italy
230
UK
223
Spain
213
Portugal
207
Germany
203
France
202
Netherlands
202
Finland
173
Belgium (North)
161
Switzerland
158
Denmark
157
Norway
154
Austria
152
Sweden
141
Europe Average
206
Source Eurodata TV Worldwide "L'année de
télévision dans le monde Edition 2004
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The UK has a much higher tolerance of advertising
than other European countries
Too much advertising (in or respondents)
Countries
Too much Adv.
Countries
Too much Adv.
Spain
91.7
Switzerland
68
Russia
85.2
Portugal
66.4
Italy
84.7
Slovak Republic
65.4
Greece
82.5
Austria
61.8
Poland
80.9
Romania
61.5
France
79.6
Croatia
61.3
Germany
78.2
Bulgaria
60.2
Sweden
74.4
Finland
58.6
Belgium
74.2
Slovenia
57.2
Denmark
73.8
UK
54.1
Czech Republic
72
Source GfK Marktforschung 2003
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Advertising in the UK is deemed more entertaining
than other European countries
Ads are entertaining (in or respondents)
Countries
Ads are entertaining
Countries
Ads are entertaining
UK
72.7
Switzerland
55.7
Slovenia
70.9
Belgium
54.9
Portugal
70
Sweden
52.7
Poland
67
Denmark
51.7
Romania
62.9
Spain
46.2
Greece
62.1
Russia
35.7
Bulgaria
61.9
Slovak Republic
31.6
Austria
58.6
Germany
30.5
France
57.8
Italy
28.8
Finland
57.8
Czech Republic
23.5
Croatia
56.7
Source GfK Marktforschung 2003
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Billetts 2001 study suggested that longer breaks
and promotional minutage were detrimental to
advertising recall
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What did we want to achieve?

• Test optimum break length
• Appraise role of individual break components
• Evaluate junction effectiveness
• Recall commercials promotions
• Audience attention / retention
• Gauge viewer tolerance

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How did we get there?

• To capture all facets of the research UKTV worked
  with a number of agencies and salehouse ids
• Billetts/BMRB
• Blinc Partnership
• Carat
• Using a number of techniques both quantitative
  and qualitative

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Access to an unparalleled overview of real viewer
opinion on junction structure
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Billetts/BMRB

• Overall 1,044 respondents recruited over 2 waves
• Telephone recall survey

Recall
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Billetts/BMRB

• Overall 1,044 respondents recruited over 2 waves
• Telephone recall survey

Recall

• Hall test of 300 respondents
• RTR dialling -programme junction tape
• Self completion questionnaire
• Follow up focus groups

Blinc Partnership
Behaviour, recall relationship
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Billetts/BMRB

• Overall 1,044 respondents recruited over 2 waves
• Telephone recall survey

Recall

• Hall test of 300 respondents
• RTR dialling -programme junction tape
• Self completion questionnaire
• Follow up focus groups

Blinc Partnership
Behaviour, recall relationship
Carat

• 12 home observations / depth interviews
• 12 focus groups
• 5,000 respondents

Attitude to and relationship with break
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Project learning

• 1. Viewers are adept at managing junction
  activity
• 2. Less is more - significant gains in recall are
  evident
• 3. Quality and relevance are key
• 4. Promotional activity is valued and used by the
  viewer
• 5. Multichannel non-programme minutage is near
  saturation
• 6. Viewers have clear views on enhancing breaks
• Viewers welcome UKTV plans

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1. Viewers are adept at managing junctions
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Neutral attitude towards presence of breaks

• Generally accepted as part of TV landscape
• Recognition that they serve a commercial purpose
• Claim to avoid them, by leaving channel or room
• But high recall of specific ads contradicts this
• Can be useful as an escape without missing out,
  but depends
• Sometimes inappropriate interruption
• Short programmes, badly-timed, sports
• Sometimes welcome
• Films

Source Carat Insight
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Viewers have mastered junction management
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With a proliferation of choice, viewers have seen
their behaviour shift within breaks
Flicking (esp male) Escape breaks (MC) Reliance
on promos/WOM EPG usage (letterbox) Difficulties
navigating Use of book marking Setting reminders
Reliance on traditional guides Attention to
breaks Appreciation of advertising

-
Source Carat Insight
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Viewers disengage with junctions
Viewers have programmed themselves to tune out as
the shows hits break
Source Blinc Partnership
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2. Less is more(Awareness increases
significantly in shorter junctions)
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We saw a 10 increase in spontaneous recall
Source Billetts/BMRB
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Shorter breaks saw higher recall in ads
Shorter break
Longer break
Percent recalled
41
45
Vs
Mean number recalled
Vs
2.0
2.2
Source Billetts/BMRB Ad recall
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Greatest gains were seen amongst 16-34s
20
30
No change
No change
Source Billetts/BMRB
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Shorter breaks enhance recall of those ads
further along in the break.
Position in break
Source Billetts/BMRB
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Reduction in ads in the Blinc research saw a
significant increase in recall
Percent recalled
Mean number recalled
Break A - 9 ads
55
4.6 from 9
73
Break B - 7 ads
5.3 from 7
77
Break C - 7 ads
5.4 from 7
Source Blinc Partnership
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3. Quality relevance are key
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Shorter breaks can improve recall but an
entertaining programme can enhance further
Programme rating out of 10
Source Billetts/BMRB
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Range of factors influence acceptance of
advertising, which promos are not subject to

• Praise advertising that provokes positive
  (physical) response
• and provides conversational currency

• Critical of most loan / financial ads
• Sense of fatigue and over-exposure to formulaic
  approach
• Strength of reaction varies immoral to tacky

Source Carat Insight
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Ads which have been seen a lot or are boring
churn viewers out of breaks
Likely
Very likely
Source Carat Insight
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4. Promotional activity is valued
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Acceptance of promos driven by helpfulness and
relevance

• POSITIVE
• Helpful / convenient
• Saves flicking, or referring to paper guides
• Reason to stay on channel
• Relevant
• if youre watching this, you might like this
• Giving something to viewer
• E.g. variety, information
• Inoffensive content
• Not a hard sell

• NEGATIVE
• Timings too much or too little notice
• Over-promotion of sister channels
• Esp. terrestrial-only viewers
• Over-stated
• Unsophisticated and loud

Source Carat Insight
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Promotions assist with viewing selection
PLANNED
SEMI-PLANNED
SPONTANEOUS
My programme Habitual Favourites Set
reminders Communal occasion Event
TV Recommendation
Might watch that Second choices Scanning
paper Viewing EPG Take a mental
note Recommendation External influences

• Coming up next
• Not committed
• Flicking
• Prompted by boredom
• Seeking relevance
• External influence

Terrestrial Older females
Multichannel Younger
Multichannel Males
Source Carat Insight
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Promotions assist with viewing selection
PLANNED
SEMI-PLANNED
SPONTANEOUS
My programme Habitual Favourites Set
reminders Communal occasion Event
TV Recommendation
Might watch that Second choices Scanning
paper Viewing EPG Take a mental
note Recommendation External influences

• Coming up next
• Not committed
• Flicking
• Prompted by boredom
• Seeking relevance
• External influence

DIRECTION
KNOWLEDGE
INFORMATION
Terrestrial Older females
Multichannel Younger
Multichannel Males
Source Carat Insight
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Directional devices are generally welcomed

• Menus are considered a useful and relevant
  signpost through an evenings entertainment - they
  can encourage return viewing
• Offers opportunity to give a network message,
  communicating sense of choice
• Coming up next strips work well for the viewer
• Credit squeezes are more controversial

Source Blinc Partnership
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Viewers are able to digest and recall promotional
material
Percent recalled
Mean number recalled
Break A
41
2.9
37
Break B
1.52
39
Break C
1.17
Source Blinc Partnership
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5. Multichannel non-programme minutage is near
saturation
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Channels are differentiated on the basis of
expected junction content
Quality promos quality programming
BBC
Quality promos and focus on stronger brands
C4
Daytime breaks more likely to include negative
aspects
Primetime focus on stronger brands and powerful
promos
ITV / C5
Sky
Expect daytime TV breaks at all times Less high
quality, less brand advertising
Non-terrestrial
Source Carat Insight
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Expected content of break can encourage rejection

• Acceptance and tolerance of break varies
  according to balance of content
• And (consequently) channel
• Non-terrestrial channels known to run longer
  breaks
• Contributes to perception of lower proportion of
  strong advertising

• Any combination of these factors will deter
  viewers
• LONG BREAK
• REPETITION OF THEME
• POOR ADVERTISING

Source Carat Insight
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6. Viewers have clear views on enhancing
junctions
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Clear opinions about what a break should contain
and deliver
RELEVANCE
VARIETY

• but not exclusive or over-themed

Audience Programme Content Mood / occasion TV
preferences
Information
Aesthetic Appeal
Reason to stay
Cohesion
Source Carat Insight
Source Carat Insight
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Expected format is acceptable with certain caveats
PROMOS
FAMILIAR STRUCTURE

• Greater proportion than usual
• Generating interest in upcoming features

ADS
Focus on RELEVANCE
Specifically quality / entertaining ads Widely
appreciated
PROMOS
Whats on next
Source Carat Insight
Source Carat Insight
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Challenging expected content is perceived to
increase attention
PROMOS
To hook interest Includes Whats on next
UNEXPECTED STRUCTURE
ADS
Focus on VARIETY

• Deliberate move to invoke surprise
• Expected to revive interest

PROMOS
ADS
Alternating formats Provides a range of
information
PROMOS
Source Carat Insight
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What did UKTV make of all this research?
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Viewers want to be entertained, but understand
and can even be engaged by junctions

• TV viewers have become highly adept at navigating
  / avoiding junction content
• Research clearly demonstrates that shortening
  junctions has had significant positive impact on
  ad recall
• Structure AND content are key to effectiveness in
  junctions
• Viewers respond to variety and challenging break
  formats

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Viewers want to be entertained, but understand
and can even be engaged by junctions

• Promotional advertising elements are perceived
  separately by viewers
• Relevant/appropriate activity is appreciated (ads
  promos)
• Increasing amount of messages on multichannel TV
  results in negative perceptions of their output
• Viewers welcome the initiative to improve
  junctions BUT are wary how/where broadcaster will
  recoup minutage loses

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Next steps.
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March 2004 saw UKTV shorten break messages across
the network.
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Thank you, any questions?