Interactive Television

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Interactive Television

• Hugh Johnson - Channel 4 TV

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Big Brother
darren
mel
tom
anna
craig
claire
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BARB Jan 2002 on...

• Considerations
• A meter to cover all platforms
• Large number and variety of channels - i.e.
  fragmentation
• Increase in non- domestic viewing
• New Technologies internet, DVD, flat screen,
  interactivity, EPG, hard disc recorders

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• Core System
• Evolution
• Ancillary Systems

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Core System

• In-house
• Electronic
• Individuals 4
• Regionality
• Persistence
• Minute by minute
• Video Replay (normal speed)
• Guest viewing

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Sample
Homes
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Ancillary research

• Non-domestic / Very small Channels
• Meter Panels - short term boosts
• Non-meter methods
• Plus
• Data from set top boxes / interactivity etc.

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• Interactive clicks are measurable
• Internet on PC is measurable
• But
• Internet on TV
• Viewing to multi-screen/reduced picture

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More data from a metered panel

• Life stage
• Life style / interests and activities
• Some market data
• Income

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Interactivity

• LOW TECH
• DRTV/Web

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Ads carrying a Direct Response mechanism
(either telephone number or website address)
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Sources used to learn about websites (1999)
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People who use the net regularly - URLs
35 would like to see URLs improved on TV
ads58 say having a TV ad with a URL gives the
URL credibility
Source Continental Research
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Opinion on execution of ads with URLs (1999)
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Reasons for including a web address in TV
advertising (1999)
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Interactivity

• Low Tech
• DRTV/Web

• High Tech
• On-screen clicks

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Interactivity

• Within a TV ad
• Away from TV screen
• TV picture plus web

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Lean Forward TV vs Sit Back TV

• Who
• Where
• Time of day
• Who with

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DRTV Test - Market Harborough
Source DRTV/TNS
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DRTV Test - Market Harborough
Source DRTV/TNS
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DRTV Test - Market Harborough

• Product group of clicks
• Motor cars 8.6
• Supermarkets chain grocery stores 2.8
• Cereal - ready to eat 2.7
• Motor dealers 2.0
• TV coms 2.0
• Insurance assurance companies - generic 1.7
• Chocolate countlines 1.7
• Soft drinks - carbonated 1.7
• Fast food chain restaurants 1.5
• Corporate - financial 1.5
• Beauty aids - skin care 1.4
• Hair care - shampoos and conditioners 1.4
• Toilet tissue 1.3
• Hair care - colourants 1.3

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DRTV Test - Market Harborough Qualitative
Questionnaire

• Q4 - Which method of requesting information about
  something youve seen advertised on TV would you
  be most likely to use? Rank 1-4
• a) Ring a freefone number on advert 21.5
• b) Website on advert 15.0
• c) Writing to address on advert 3.7
• d) New DRTV system 59.8

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DRTV Test - Market Harborough Qualitative
Questionnaire

• Q6 - How soon after recording a click would you
  expect to receive some information?
• a) Within 24 Hours 2.0
• b) Within 48 hours 18.7
• c) Within a week 58.5
• d) Within a fortnight 11.2
• e) Within a month 7.5

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As with DRTV, how to use interactive advertising
will all be about trial and error

• Hugh Johnson

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