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Thinkbox Q3 Review

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Title: Thinkbox Q3 Review


1
Thinkbox Half Year Review January - June 2009
2
Impacts viewing
3
Viewing summary

Commercial TV viewing increased by 42 minutes per
week in the first half of 2009 versus the five
year average and rose for all key buying
audiences. Total broadcast viewing also saw some
growth Impacts grew 2 versus the same period
last year, with growth across all key audiences.
This is set to continue until 2012 when digital
switchover will be completed Half year impacts
for 2009 were the highest for over five years
up 16 overall for individuals an impact the
viewing of one ad by one person, also referred to
as an impression or a view
Sources BARB/Tech Edge/DDS
4
Commercial TV viewing time up 42 mins
26 mins
44 mins
42 mins
7 mins
41 mins
Average hours per week
Audience
Source BARB/Tech Edge Jan-June 04-08 Jan-June
09
5
Total TV viewing also increased
Stable
18 mins
27mins
34 mins
-25 mins
Average hours per week
Audience
Source BARB/Tech Edge Jan-June 04-08 Jan-June
09
6
Impacts up 2 versus half year 2008 figures
2
Billions
3.2
3.3
2.5
2.1
Audiences
Source BARB/DDS Jan-June 08 versus Jan-June 09
7
Impacts were the highest for 5 years
16
Billions
20
19
7
8
Audiences
Source BARB/DDS JanJune 2005-2009
8
Viewing Share by Channel Jan-June 2009
Channels Individuals ABC1 Adults Men 16-34s HSW CH
BBC1 21 24.1 21.9 14.2 16.1
BBC2 7.4 8.7 8.3 4.8 4.4
BBC TOTAL 32.5 36.6 33.9 25.2 27.1
ITV1 16.8 15 14.9 12.2 15.4
ITV2 1.8 1.5 1.5 3 2.8
ITV3 1.6 1.4 1.5 0.6 0.8
ITV4 0.8 0.7 1.2 0.8 0.6
ITV TOTAL 21.6 19.1 19.7 17.5 20.5
GMTV 1.2 1.1 0.8 1.1 1.8
Channel 4 7.1 7.3 6.8 8 7.3
E4 1.1 1.2 1 3 1.5
More 4 1 1.1 1 1.3 1.1
Film 4 0.8 0.7 1 1 0.7
C4 TOTAL 11.6 12 11.2 16.6 12.9
Five 5 4.2 4.8 4.2 4.8
Fiver 0.5 0.4 0.4 0.8 0.7
Five USA 0.7 0.5 0.7 0.6 0.6
Five TOTAL 6.3 5.3 6 5.8 6.3
Source BARB Tech Edge Jan-June 2009
9
Viewing Share by Channel Jan-June 2009
Channels Individuals ABC1 Adults Men 16-34s HSW CH
Sky One 1.2 1.2 1.2 2 1.7
Sky Sports 1 1.3 1.7 2.2 1.4 0.8
Sky News 0.5 0.6 0.7 0.4 0.4
Hallmark 0.4 0.4 0.3 0.2 0.4
Sci-Fi Channel 0.2 0.2 0.2 0.2 0.2
Discovery 0.2 0.2 0.2 0.1 0.1
SKY TOTAL 10.9 11.7 13.5 14.1 11.6
Cartoon Network 0.2 0.1 0.1 0.2 0.3
Boomerang 0.2 0.1 0.1 0.2 0.3
TURNER ALL 0.8 0.4 0.5 0.8 1.2
MTV One 0.1 0.1 0.1 0.2 0.1
Nickelodeon 0.2 0.1 0.1 0.1 0.2
Comedy Central 0.3 0.4 0.4 0.8 0.3
VIACOM ALL 2.5 2 1.9 4.6 4
UKTV Total 3.7 4 4.3 4.1 3.5
IDS Total 6.5 6.8 7.3 7.9 7
Other Commercial 3.8 3.1 3.1 4.3 4.9
Total Commercial 63.7 60.3 63.0 70.5 68.0
Source BARB Tech Edge Jan-June 2009, These
represent the unreported channels home
shopping and are not included in the Total
Commercial share
10
ITV1s top programmes Jan-June 2009
Title Channel TX date TVR 000s Share
Britain's Got Talent final result ITV1 30/05/2009 32.2 18294 68.3
Britain's Got Talent ITV1 30/05/2009 28.8 16356 71.6
Coronation Street ITV1 02/02/2009 20.2 11456 41.1
Dancing on Ice ITV1 22/03/2009 19.9 11293 43.7
Whitechapel ITV1 02/02/2009 16.3 9260 31.3
Dancing on Ice the skate off ITV1 08/03/2009 15.7 8920 33.4
Emmerdale ITV1 02/02/2009 15.1 8535 32.6
Wild at Heart ITV1 08/03/2009 15 8501 29.9
UEFA Champions League ITV1 27/05/2009 14.6 8307 34.1
Above Suspicion ITV1 05/01/2009 14.1 8002 29.8
Source BARB/Tech Edge, Audience Individuals
11
Channel 4s top programmes Jan-June 2009
Title Channel TX date TVR 000s Share
Celebrity Big Brother CH4 02/01/2009 10.4 5896 23.4
Big Brother CH4 04/06/2009 9.1 5150 22.5
Grand Designs CH4 25/02/2009 8.2 4657 18.7
Big Chef Takes On Little Chef CH4 21/01/2009 7.6 4312 17.6
Film Night at the Museum (2006) CH4 24/05/2009 6.8 3848 22.5
Relocation, Relocation CH4 11/02/2009 6.8 3832 15.2
Embarrassing Bodies CH4 10/06/2009 6.4 3663 15.3
The Secret Millionaire CH4 29/03/2009 6.2 3516 12.5
Shameless CH4 27/01/2009 6.1 3469 18.8
Dispatches CH4 22/01/2009 6 3393 13.6
Source BARB/Tech Edge, Audience Individuals
12
Fives top programmes Jan-June 2009
Title Channel TX date TVR 000s Share
CSI Crime Scene Investigation five 17/03/2009 8 4545 17.9
The Mentalist five 26/03/2009 7.4 4215 17.7
CSI Miami five 30/06/2009 7.4 4216 19.2
Film The Da Vinci Code (2006) five 10/05/2009 7.3 4169 17
Five news update five 10/05/2009 6.5 3671 13.6
Five News at 9 five 17/03/2009 6.3 3556 14.9
CSI New York five 28/03/2009 5.8 3267 15.6
NCIS five 27/03/2009 5.5 3132 14.1
Minder five 04/02/2009 5.1 2899 10.9
The Lion Cub from Harrods five 24/03/2009 4.1 2317 9.5
Source BARB/Tech Edge, Audience Individuals
13
Top multi-channel programmes non-sport
Title Channel TX date TVR 000s Share
Britain's Got More Talent ITV2 30/05/2009 4.8 2516 13.6
Red Dwarf Dave 10/04/2009 4.5 2357 10.8
Britain's Got More Talent auditions ITV2 09/05/2009 3.3 1740 8.4
Katie Peter Stateside ITV2 21/05/2009 3 1543 7.2
America's Got Talent ITV2 05/06/2009 2.6 1351 6.9
Lost Sky 1 01/02/2009 2.5 1326 5.2
Shameless E4 05/05/2009 2.5 1292 15.3
Come Dine with Me More4 21/06/2009 2.5 1298 7.1
Britain's Got Talent ITV2 17/05/2009 2.3 1225 5.3
Ladies of Letters ITV3 03/02/2009 2.3 1218 6.1
Source BARB/Tech Edge Digital commercial
channels only, Audience Individuals
14
Top multi-channel programmes sport
Title Channel TX date TVR 000s Share
Ford Super Sunday Sky Sports 1 11/01/2009 4.6 2383 14.7
Live Carling Cup Final Sky Sports 1 01/03/2009 4.4 2289 18.9
UEFA Champions League Live Sky Sports 2 06/05/2009 3.7 1933 9.2
UEFA Cup (2008-2009) ITV4 16/04/2009 3.5 1810 8.4
Live Ford Football special-match Sky Sports 1 21/04/2009 3.4 1767 8.5
Live ICC world t20-India v England Sky Sports 1 14/06/2009 2.4 1284 8.2
Live Carling Cup Football Sky Sports 1 20/01/2009 2.3 1197 5.6
Live ICC World t20-England v Pakistan Sky Sports 1 07/06/2009 2.1 1124 6.3
Champions League Final - Live Sky Sports 1 27/05/2009 2.1 1105 5.4
Live ICC World t20-England v West Indies Sky Sports 1 15/06/2009 1.8 931 5.6
Source BARB/Tech Edge Digital commercial
channels only, Audience Individuals
15
Top digital programmes kids
Channel Channel Share () Top rated programme (Programme TVR)
BOOMERANG 1.3 FILM CATS AND DOGS (1.3)
CARTOON NETWORK 1.5 BEN 10 ALIEN FORCE (1.7)
CARTOON NETWORK TOO 0.6 POKEMON ADVANCED BATTLE (0.8)
CITV 2.3 HORRID HENRY (3.4)
GMTV2 0.2 DINOSAUR KING (1.2)
JETIX 0.5 POWER RANGERS JUNGLE FURY (0.7)
NICK JR 1.5 MAX RUBY (1.3)
NICKELODEON 1.7 ICARLY IGO TO JAPAN (2.2)
NICKTOONS 1.5 SPONGEBOB SQUAREPANTS (1.4)
TINY POP 0.4 RUBBADUBBERS (1.1)
Source BARB/Tech Edge Digital commercial
channels only, Audience Children 4-15
16
TV Platforms Technology
17
Technology Summary
Digital Switchover is well on course as digital
penetration on main sets rose to 89.2 Including
secondary sets, that now equates to 73.1 of all
TV sets in the UK being digitally enabled DTRs
(Digital TV recorders) are now in c. 34 of UK
homes, with Sky remaining the dominant provider
of DTR services. Freeview sales continue to
grow, however 42 of TV sets in the UK are HD
ready but the majority of these are not
connected to an HD service so are not HD enabled.
Sky is also the main provider of HD in the UK
with over 1m subscribers. Online or Web TVs
popularity continues to rise as more people
discover the benefits of watching online in
addition to broadcast TV
Sources Ofcom Digital Television Update Q1
2009, Screen Digest
18
89.2 of main sets in the UK are digital
There are 25.4 million main sets in the UK
89.2 are now digitally enabled
ADSL 0.4
Analogue Terrestrial 10.4
Digital Terrestrial 38.5
Cable 13.2
Pay Satellite 36.8
Source Ofcom Digital Television Update Q1 2009,
main set access
19
73.1 of all TV sets are digitally enabled
Of the UKs 60 million TV sets (main and
secondary), 73.1 had been converted to digital
multi-channel by the end of June 2009 (up 5.7pp
year-on-year).
Free Satellite 0.8
Cable 6.1
Analogue Terrestrial 27.1
Pay Satellite 21.5
ADSL 0.2
Digital Terrestrial 43.4
Source Ofcom Digital Television Update Q1 2009,
all sets
20
The UKs DTR market continues to develop
Digital TV Recorders are now in c. 34 of UK
homes 5.1m homes subscribe to Sky - just
over half of all Sky homes Sales of Freeview
DTRs still going strong, 2.6m in total 612k
households subscribe to V from Virgin 398k
homes have a BT Vision DTR 10k opt for the
Tiscali package Around 38 of all DTT
set-top boxes sold in the first quarter of 2009
contained DTR capabilities Time-shifted
recording represents only 5 of total UK
viewing According to Skyview data, when homes
acquire a DTR they watch 17 more TV and approx
85 of viewing is to live TV. People see approx
2 more ads at normal speed as a result
Freeview figures Freeview, Jan 2009. Total
penetration is an estimate based on the
assumption that most Freeview boxes will be
connected to main, rather than secondary sets.
Screen Digest figures
21
HDTVs popularity is still increasing
There are currently 33 specialist HDTV channels
broadcast in the UK Sky have over 1 million HD
subscribers for the first time since launching
the product. 11 of all Sky homes now have
access to HD. - There are up to 12k hours per
month of HD content on Sky 42 of all UK TV
households have HD ready TV sets, but so far only
9 are actually connected to an HD broadcast
platform Virgin (digital cable) has c. 248k
subscribers, according to Screen Digest 4HD
launched on July 09 on the Virgin service and is
free to subscribers Buckingham Research suggests
that awareness of HD offering now stands at 99
of the UK population
Sources Source Ofcom Digital Television Update
Q1 2009, Screen Digest
22
Interactivity
A new development for interactive TV in 2009 is
the green button, which was launched in June by
Sky this year and is available across 50 channels
within the Sky portfolio The green button
enables DTR users to book and record extended
or exclusive video content. For Sky homes, the
content will then sit alongside the programming
on their Sky planner Green button content can
range from 2 minutes to 2 hours
advertising content can even be series linked in
Sky homes Many advertisers are now trialling
this new technology, including Sharwoods sauces,
Sainsburys, Macmillan Cancer Support Warner
Bros
23
On demand TV delivered in three ways
On demand can be delivered via IPTV, local
storage (through Sky boxes) or via the web. ITV
estimate VOD accounts for approximately 4 of
all TV viewing, expected to grow to c.15 by
2013.
IPTV
Web TV via the internet
Local storage via satellite
Source ITV, ACB 3,6,9 study
24
Delivering on-demand TV via the internet
Two of the three delivery systems are brought to
viewers via the internet either through closed
systems (IPTV) or open systems (web TV)
internet / broadband TV
closed system
open system
Web TV
Simulcasts, streaming, downloads (temp to own)
25
IPTV what is it?
IPTV is the delivery of TV on-demand through a
phone-line/ broadband connection proprietary
operating systems (so not via the web), eg
Tiscali BT Vision
internet / broadband TV
closed system
open system
Web TV
Simulcasts, streaming, downloads (temp to own)
26
IPTV services
IPTV still accounts for a tiny proportion of all
digital households. According to Screen Digest,
IPTV penetration reached is 1.7 of UK homes in
2008 According to Screen Digest, BT Vision has
493k subscribers Tiscali just 65k Student IPTV
provider Freewire has approximately 68,000
subscribers according to owners INUK and
continues to roll out across UK universities. It
currently serves 24 campuses Digital cable TV
from Virgin Media could arguably be classified as
a form of IPTV due to its delivery system
Source Ofcom Digital Television Update Q1 2009,
Screen Digest, INUK
27
IPTV on demand
Virgin Media reported that 1.9m users (53 of
subscribers) use their VOD services. - Average
views per month were 29 (21 year on year) -
Average monthly views 55m (4 quarter on
quarter) - Virgin are in the midst of a dynamic
advertising trial, testing brand messages
around progs from MTV and C4 in c. 100k homes -
There are 270 hours of HD VOD content on
Virgin 4oD is available on Virgin, Tiscali and
BT Vision IPTV services In spite of the demise
of Kangaroo, Project Canvas the new IPTV
service which aims to bring catch-up from the PC
to the TV via a broadband connection is going
from strength to strength. Five has recently been
confirmed as joining Project Canvas (alongside
the BBC, ITV BT)
Sources Ofcom Digital Television Update Q1 2009,
Virgin Q1 2009 results
28
Web TV what is it?
Web TV is the provision of television services
(either simulcast, streamed or downloaded)
through the open web. Most UK broadcasters now
have a web-TV offering, but there are also hosts
and aggregators of content in addition to
retailer sites where content can be downloaded
for a fee. Any device that connects to the
internet, such as console game players, can also
access web TV, in addition to PCs, Macs and
mobiles.
internet / broadband TV
closed system
open system
Web TV
Simulcasts, streaming, downloads (temp to own)
29
Web TV the market
According to BARB, 25 of all UK adults have
watched TV online an 8 increase year on year.
10 of those watched within the last week. BARB
state that the average adult watches nearly 1.75
hours per week. This would tally with our own
findings from the MeTV Research we conducted
earlier in the year, although the recent DTR
study by ACB LBS quoted around 1.17 per week.
It is fair to say c. 1.5 hours per week are
slipping below the measurement radar for online
viewers Online VOD accounts for around 8 of
total television viewing, according to ACBs
observational study. Since its re-launch,
channel4.com has more than doubled its views to
long form content. Unique users have risen 26
to 8.5m ITV.com saw traffic increase by 700
thanks in part to the phenomenal success of this
years Britains Got Talent. Average daily
viewers now stand at 1.4m
Source NMA, BARB, ACB and LBS, Thinkbox Me TV
Jan 09, C4 and ITV
30
Web TV broadcaster services
Channel 4.com This is a free 30 day catch-up
service and also has
classic on-demand content. All VoD was
transferred to channel4.com during June and now
the bulk of its back catalogue is available to
view. Users can also pre-book series and
programmes. In Q2 2009, Channel4.com had 39.4m
requests to view. Demand Five Demand Five is a
30 day catch up service which includes a
mixture of free programmes and pay
content. Viewers are able to catch up on the
programmes they have missed, or download
entire series ITV Player ITVs 30 day catch up
service had a year-on-year growth of 250 in
Jan - June 2009. Viewers can now watch all of
ITVs channels live at ITV.com
Source Channel 4 July 2009, ITV July 2009
31
Web TV broadcaster services
MTV Overdrive All clips videos are integrated
within the main MTV site. Video visits had
increased by 40 comparing YTD YOY
(Jan-June), whilst the amount of visitors has
grown by 75. Average monthly streams are 2.2m
total streams for the past 12 months stand
at 32m Sky Player Skys top 31 channels are
available either live or on- demand. It is free
to Sky subscribers, but non- subscribers can
access it on a per view or monthly
subscription basis. The BBC iPlayer can also
be accessed via this platform BBC iPlayer
BBC iPlayer is a service that lets you catch up
with radio and television programmes from the
past week. Viewers can also download and
stream HD programmes. The iPlayer can also be
accessed via IPTV platforms,
games consoles and some mobile
phones.
Source Sky Media April 2009, BBC Press Office,
Viacom Brand Solutions July 2009
32
New developments in web TV
Hulu (the ad-funded American equivalent of
Kangaroo) is set to launch in the UK in September
2009. The services will host over 3k hours of US
content and both ITV, C4 and the BBC are in
negotiations with them YouTube are also
planning to launch long-form programming in the
UK (they have seen success in the USA) and C4 are
currently in talks around providing non-exclusive
programming

Sources TechWatch Guardian, July 09
33
On demand through local storage
Sky Anytime is the only local storage service in
the UK delivers selected programming over
satellite to a partitioned section of the Sky
DTR hard-drive. The Sky Anytime service provides
up to 35 hours of additional content. The line up
changes daily, with content from Sky's own
channels as well as others, including The History
Channel, Nat Geo, The Biography Channel, Disney,
Nickelodeon and Cartoon Network. The service is
currently available in over 3 million households.
Research shows that viewers like it because
there is a small selection of carefully chosen
programmes' . Currently Anytime TV'
experiences around 10 million household programme
views each month. It is used by over 1m Sky
homes each week - a share of 2.5.
Source Sky Media, SkyView
34
TV Expenditure

Source Nielsen Media Research Period 01/01/09
31/03/09.
35
TV Expenditure

Between Jan June 2009, 1,618,163,864 was spent
on TV spot advertising, according to Nielsen. It
is important to note that this does not include
any form of sponsorship, AFP or interactive
revenue Retail was the top spending category of
Q2 2009. However, most categories have decreased
their spend yoy except for Government, Social
Political organisations who have increased their
spend by 12.5, Computers have increased by 20.8
as the holiday season kicks in, Travel and
Transport has seen rises of 14.8. The COI was
the biggest spender of Q2 2009 with a yoy
increase of 26. Another advertiser that
increased spend by a whopping 127 was Aviva, as
a result of their rebranding from Norwich
Union The DFS sofa range was the biggest
spending brand, but Asdas product range and
Dreams bed stores increased their spend massively
yoy.
Source Nielsen Media Research Period 01/01/09
30/06/09
36
Top spending TV categories
Rank Sector TV Expenditure change compared to Q1 08
1 Retail -10.9
2 Entertainment The Media -10.91
3 Finance -25.97
4 Motors -28.69
5 Govt, social, political organisations 12.56
6 Travel Transport 14.77
7 Food -18.91
8 Drink -38.81
9 Telecomms -33.39
10 Computers 20.82
235,052,767
152,285,351
124,096,671
109,335,330
74,137,423
51,859,824
45,324,194
36,276,865
36,004,338
32,448,639
Source Nielsen Media Research Period
01/01/08-30/06/08 01/01/09 30/06/09
37
Top spending TV advertisers
Rank Advertiser TV Expenditure change compared to Q1 08
1 COI 26
2 Procter Gamble Ltd -25.28
3 Reckitt Benckiser (UK) Ltd -6.83
4 Unilever UK Ltd -37.50
5 Kelloggs Co. Of GB Ltd -18.50
6 LOreal Paris 12.65
7 Aviva Plc 127.04
8 Nestle -9.86
9 Ford Motor Company Ltd 35.47
10 Asda Stores Ltd 66.82
51,302,922
42,852,191
41,808,151
30,663,094
26,487,521
23,347,378
19,495,811
18,389,781
17,808,548
17,787,496
Source Nielsen Media Research Period
01/01/08-30/06/08 01/01/09 30/06/09
38
Top spending TV brands
Rank Brand TV Expenditure change compared to Q1 08
1 DFS - Sofa/suite Range -9.15
2 Asda - Product Range 241.01
3 Dreams Bed Superstores - Bed Range 105.51
4 McDonalds - Restaurant Chain 9.10
5 Confused.com Motor Ins Comparison 111.33
6 Camelot Group - Lotto 70.07
7 BQ Prod Range 69.35
8 Direct Line - Motor Ins -27.82
9 KFC Kentucky Fried Chicken -14.77
10 Comparethemarket.com Motor Ins 18.54
17,045,730
16,191,003
12,863,291
8,984,469
8,970,945
8,466,362
7,969,158
7,635,831
6,938,076
6,762,764
Source Nielsen Media Research Period
01/01/08-30/06/08 01/01/09 30/06/09
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