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Gauging Expected Viewer Response and Behaviour to Full Digital Services
Steve Weaver
Network Research Director
Nine Network Australia
Understanding the Viewer and their Expectations
Impact?
I know Underbelly is on Sunday, Two and a Half Men on Monday, new Simpsons on Tuesday then mum gets the tv for that show…
(16-39yo, Melbourne, 2009)
There’s so many channels now it’s hard to
remember, especially the new ones…
(16-39yo, Sydney, 2010)
Morphing Choice Sets
Morphing Choice Sets
Morphing Choice Sets
Share of Viewing- The Impact of ch100
20.0%
22.0%
24.0%
26.0%
28.0%
30.0%
32.0%
34.0%
Network 7 Network 9 Network TENPPL with PAYTV PPL with FTA ONLY
Brand Identity as an EPG
I know the sort of shows that’ll be on Go!…
(16-39yo, Parramatta, 2010)
7Two’s got the old crap, the classics and that… (16-39yo, Parramatta,
2010)
One’s got the sport…
Parramatta, 2010)
I like that the free-to-air digital multi-channels are specialising in different
genres
13%
53%
29%
4%
12%
49%
26%
10% 3%
The new digital free-to-air multi-channels are now part of my regular
viewing
66%
Ag
ree
61%
Ag
ree
Expectations
ANYTIME ANYWHERE ANY DEVICE
How Will Broadcasters Meet Viewer Expectations?
How Will Broadcasters Meet Viewer Expectations?
ATAWAD
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
2010 2011
DT
T P
enet
rati
on
Mu
ltic
han
nel
Sh
are
of
Vie
win
g
Multichannel Share and DTT Penetration TTV
Multichannel Share Multichannel Share Weighted by Penetration Digital Terrestrial Penetration
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
2010 2011
PV
R P
enet
rati
on
% P
layb
ack
Playback and PVR Penetration TTV
Playback (%) Playback Weighted by Penetration PVR Penetration
0:14:24
0:21:36
0:28:48
0:36:00
0:43:12
0:50:24
0:57:36
2008 2009 2010 2011
Time Spent Viewing Multichannels
TTL Multichannels
0:14:24
0:21:36
0:28:48
0:36:00
0:43:12
0:50:24
0:57:36
1:04:48
2010 2011
Time Spent Viewing in Playback
TTL TV TTL FTA Primary TTL Multichannels
PVR non longer has a monopoly on the catch-up domain
Online for catch-up:
Cheaper
More Storage
Longer availability
Reasons for Watching Long Form Online
66
64
42
39
38
36
36
28
25
13
4
To catch up on missed TV
I can watch them when I want to
To watch programs I can't get anywhere else
When there is nothing on TV
To watch a program I forgot to record
To skip ads
To have more control over what I want to watch
For additional content to what is on TV
To fill in time
I prefer watching shows online rather than TV
Other
Total LF Users %
70
86
50
51
47
44
51
42
31
19
5
63
45
32
31
36
27
20
19
21
5
5
Use LF > weekly
%
Use LF < weekly
%
Source: Ninemsn Millward Brown Fixplay Audience Study, Nov 2010
Deloitte's State of the Media Democracy
1. Internet, mobile and social media channels enhancing viewer experience and driving initial broadcast
2. Concurrent Media Exposure
1. while watching TV…
1. 42% are online
2. 29% are on mobile devices
3. 26% are IM or text
Concurrent Media Exposure by Age
Overall 16-29 years 30-49 years 50 years+
Internet + TV 49% 68% 60% 34%
Internet + Radio 39% 45% 39% 38%
Radio + TV 10% 8% 8% 12%
No simultaneous consumption 31% 16% 26% 40%
0%
10%
20%
30%
40%
50%
60%
70%
Source: Nielsen Internet and Technology Report 2010
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
90.00%
100.00%
TV Only TV & Online Online Only
Main Way of Following The Block
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
TV Total TV Only Online while TVon
Main Way of Following the Vancouver Winter Olympics
46.0%
24.1%
19.5%
0.0%
47.1%
42.5%
40.2%
34.5%
24.1% 24.1%
12.6%
35.2%
17.6%
8.2%
39.6% 41.5%
23.3%
37.1%
11.9%
15.7%
6.3%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Catch Up Up Next Old Ep's Interest inRenovating
Renovating Tipsand Tricks
I want to find outmore about the
contestants
Enter aCompetition
Read comments Read commentsfrom experts
I want to find outmore about the
presenters
Why visited The Block website
Mid Wave Post Wave
Reason for website visit
Source: The Block Cross Platform Research, 2010, Mid Wave n = 51 Post Wave n = 85
Deeper Connections
STB
Foxtel IQ; CE PVR
OTT STB
T-Box; Foxtel IPTV; iinet/fetch box; Apple
Connected TV’s
Samsung
Game Consoles
x-box 360
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Recall Perception Consideration Advocacy
Brand Funnel Impact from Multi-Platform Exposure
Not seen Seen Brand X TVC only Seen campaign (Both TV & Online)
WWOS
TV Program
Sports Production
Sports Updates
Website
BEFORE
WWOS
TV Program
Umbrella Brand Sports Production
Website
Sports Update
Magazine (Umbrella Brand of specialist
Titles)
Tour Promoter
Loyalty Club
Tables Stats
In-line Highlights In-line & Video
Player Long Form Library Footage
Tipping Voting
Exclusives Editorial
Opinion- Expert and User Education
Community Connection
AFTER
515 000
Will Viewing Habits Change?
TV Consumption Up
New technologies, platforms, device, providers
Better viewing experience
Depth of content
Australia Up
1.5hrs/mth
USA Up
2hrs/mth
UK Up
2hrs/wk
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
Multichannel Share of Viewing TTL PPL
ONE Launch
SBS2 Launch
ABC2 Launch
GO! Launch ABC3 Launch
7Two Launch
ABC24 Launch
7Mate/GEM Launch
Eleven Launch
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
Primary Channel Share Multichannel Share
2002 levels in UK 2008 levels in France
Early 90’s in US
0
0.01
0.02
0.03
0.04
0.05
0.06
0.07
0.08
0.09
Net Share Gains by Network
Net 7Two/7mate Net Go!/Gem Net One/Eleven
0.0
1.0
2.0
3.0
4.0
5.0
6.0
7.0
8.0
9.0
Multichannel Share Progression- weeks since launch 16-39yo’s
ONE GO! 7TWO GEM 7mate ELEVEN
0.0
1.0
2.0
3.0
4.0
5.0
6.0
7.0
8.0
9.0
Multichannel Share Progression re-weighted based on Penetration 16-39yo’s
ONE GO! 7TWO GEM 7mate ELEVEN
20
25
30
35
40
45
50
55
60
65
70Median Age
Network 7TWO Network 7mate Network GO! Network Gem Network ONE Network ELEVEN
Impact on Primary Broadcast
0
10
20
30
40
50
60
70
80
Number of 2m+ programs
2,187,095
2,354,068
2,404,659 2,425,715
2,439,849 2,455,804
2,464,652
1,900,000
2,000,000
2,100,000
2,200,000
2,300,000
2,400,000
2,500,000
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
Tota
l Au
die
nce
Pla
ybac
k an
d S
tre
amin
g A
ud
ien
ce
Underbelly Audience Growth
PVR Playback Streams Total Audience
+6.9% +2.2% +1.4% +0.9% +1.1% +1.0% +1.0%
69:31 58:42 34:66 33:67 48:52 12:88 18:82
0
50
100
150
200
250
Index of Streams x days after TV broadcast
Drama Ob Doc Reality
Longer tail
38%
13%
8% 6% 5% 5% 4% 4% 4% 3%
2% 2%
Wk 1 Wk 2 Wk 3 Wk 4 Wk 5 Wk 6 Wk 7 Wk 8 Wk 9 Wk 10 Wk 11 Wk 12
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
% o
f to
tal s
tre
ams
% of total video streams
Source: Ninemsn. Omniture Site Catalyst June’2010
62% of streams occur after the first week
0
200,000
400,000
600,000
800,000
1,000,000
1,200,000
1,400,000
1,600,000
1,800,000
2,000,000
News Streams and 6PM Bulletin- Brisbane Flood & Yasi
Nine News video streams by day 6PM Bulletin
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
180,000
Nine News Hourly Streams During Brisbane Flood
Nine News streams 11/01/2011 Nine News streams 12/01/2011 Average News Day (5/1/2011)
How Can Networks Balance The Needs of Advertiser and Viewer
Attitude to Payment for Long Form Online Content
16 18
50 10 10
26
74 72
24
Pay by programme without ads
%
Pay for subscription to
collection without ads
%
Accept more advertising to
keep free %
Source: Ninemsn Millward Brown Fixplay Audience Study, Nov 2010
Very Willing
Not Very Willing But Will Accept It
Not At All Willing
Long Form Video
Content Commercials
Television
Content Commercials
Summary
Viewer Expectations:
ATAWAD
Meeting Expectations:
Breadth, Depth, Immediacy (BDI)
Changing Habits:
Morphed by Platform That Provides BDI
Balancing Needs:
X-Platform Ad Supported