Trends in Advertising Activity

Trends in Advertising Activity - Payday Loans December 2013

1

Contents

• Key Facts

• Viewing Trends

• Advertising Activity

• Annex 1 – Methodology

2

Key Facts

Source: BARB/Infosys+/Nielsen Media Note: Figures have been rounded for illustrative purposes – please refer to the ‘Advertising Activity’ section for detailed analyses

3

2012 Total TV Comm.TV

Adults 4.3 2.8

ABC1 Adults 3.5 2.2

C2DE Adults 5.2 3.6

4-15 2.4 1.7

10-15 2.4 1.8

Viewing by daypart Commercial channel viewing by channel group

Adults

Pre-2100

Post-2100

Children

• Around two-thirds of commercial channel viewing takes place pre-2100 across the adults demographic groups – this has remained stable over time. ABC1 Adult viewing tends to be higher later in the evening than Adults/C2DE Adults.

• Around four-fifths of Children’s viewing takes place pre-2100, falling to around three-quarters among older children – this has also remained stable over the analysis period

• In 2012, viewing to commercial channels peaked between 2100-2200 among adult demographic groups, between 2000-2100 among 10-15s and between 1900-2000 among 4-15s

Comm: Non-comm 2008 2012

Adults 66:34 66:34

ABC1 Adults 63:37 61:39

C2DE Adults 68:32 70:30

4-15 74:26 73:27

10-15 75:25 75:25

Adults Terrestrial

Portfolio

Sports

Music

Movies

Children's

Other

Children

• Terrestrial channels account for almost two-fifths of adult viewing - this has been in decline as viewing to Portfolio channels has increased to around a quarter of viewing.

• Among children, the share of viewing represented by the Terrestrial channels falls to around a quarter and viewing to the Portfolio channels accounts for around 15% of viewing. Children’s channels account for almost a third of viewing amongst 4-15 year olds and a fifth of viewing among 10-15 year olds. Music channels account for a greater share of children’s viewing than Adults.

• The ‘Other Top 10 (PDL)’ channels accounted for 5-6% of viewing

Key Facts - Viewing H

ours

of v

iew

ing/

day

Com

mer

cial

: Non

-com

mer

cial

4

Key Facts - Payday Loans 2008 2011 2012

Spots 17k 243k 397k

% total spots 0.1% 0.7% 1.2% 1%

9% 6%

24%

8%

1%

11%

42%

Spots by channel, 2012

Terrestrial

Portfolio

Sports

Music

Movies

Children's

Other - Top 10

Other

9%

55%

16%

6% 15%

Spots by daypart, 2012

0600-0929

0930-1659

1700-2059

2100-2259

2300-2959

• Between 2008 and 2012 the volume of PDL spots shown increased from 17k to 397k, with a year-on-year increase of 64% between 2011 and 2012.

• PDL advertising increased to represent 7.3% of all Finance spots and 90.3% of all advertising related to Personal Loans in 2012.

• Over the past two years, when the volume of PDL advertising has been at its highest, the majority of spots were aired during the day between 0600-1659.

• Over the same period, significant proportions of PDL spots were aired across Music, Movie and ‘Top 10 Other’ channels – the greatest proportion were shown on ‘Other’ channels. Children’s channels accounted for 0.6% of PDL spots in 2012

Impacts by channel, 2012* Terrestrial

Portfolio

Sports

Music

Movies

Children's

Other - Top 10

Other

Impacts by daypart, 2012*

0600-0929

0930-1659

1700-2059

2100-2259

2300-2959

Impacts 2008 2011 2012 Per Person, 2012

Adults 12m 4.2bn 7.5bn, 0.8% 152

ABC1 Adults 5m 1.5bn 2.7bn, 0.7% 103

C2DE Adults 7m 2.7bn 4.8bn, 0.8% 208

4-15 3m 466m 596m, 0.6% 70

10-15 2m 249m 348m, 0.7% 84

• With 55.0% of PDL spots aired between 0930-1659, this daypart also accounted for over half of PDL impacts in 2012. A further 15.8% of PDL spots were shown between 1700-2059 and around a quarter of impacts were seen during this slot – this share was higher among children as the proportion of Child PDL impacts seen post-2100 was lower than Adults.

• While PSB-owned channels accounted for 9.5% of PDL spots in 2012, these channels represented around a half of PDL impacts. Similarly the ‘Top 10 Other’ represented a greater proportion of impacts compared with spots, while the proportion of impacts seen across the Music, Movie and ‘Other’ channels was significantly lower than the share of spots shown across these channel groups in 2012. Among younger viewers the Music and the ‘Top 10 Other’ channels accounted for a notably higher proportion of Child PDL impacts compared against Adults as the PSB-owned channels accounted for smaller shares. In 2012, Children’s channels accounted for 3% of PDL impacts seen by 4-15 year olds, equivalent to 2 impacts per child over the year.

Com

mer

cial

Spo

ts

Com

mer

cial

Impa

cts

* Based on data for Adults - figures have been rounded for illustrative purposes

5

Comparative Analysis by Daypart, 2012

Comparative charts, Payday Loans - Adults

5.1%

27.2

%

34.1

%

21.2

%

12.4

%

9.2%

55.0

%

15.8

%

5.5%

14.5

%

5.6%

57.5

%

23.7

%

6.9%

6.3%

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

0600-0929 0930-1659 1700-2059 2100-2259 2300-2959

Commercial channel viewing (Adults) Spots Impacts (Adults)

Source: BARB/Nielsen Monitor.

Key Facts - Payday Loans

6

Comparative Analysis by Channel Group, 2012

Comparative charts, Payday Loans - Adults

38.6

%

23.0

%

5.1%

1.5%

3.0%

2.8%

5.0%

21.0

%

0.8%

8.6%

6.1%

23.8

%

7.9%

0.6%

10.5

%

41.7

%

26.9

%

25.3

%

4.3%

4.2%

2.2%

0.2%

14.3

% 22

.7%

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

Terrestrial Commercial

Commercial PSB

Portfolio

Sports Music Movies Children's Other - Top 10 (PDL)

Other - All other

Commercial channel viewing (Adults) Spots Impacts (Adults)



7

Comparative Analysis by Daypart, 2012

Comparative charts, Payday Loans – Children 4-15

9.8%

31.1

% 39

.3%

14.0

%

5.8%

9.2%

55.0

%

15.8

%

5.5%

14.5

%

6.1%

55.6

%

30.0

%

4.9%

3.3%

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

0600-0929 0930-1659 1700-2059 2100-2259 2300-2959

Commercial channel viewing (Children 4-15) Spots Impacts (Children 4-15)



8

Comparative Analysis by Channel Group, 2012

Comparative charts, Payday Loans – Children 4-15

24.1

%

15.4

%

3.1%

2.8%

3.5%

30.7

%

4.6%

15.8

%

0.8%

8.6%

6.1%

23.8

%

7.9%

0.6%

10.5

%

41.7

%

16.3

% 24

.7%

4.1%

10.8

%

2.4%

3.0%

19.7

%

19.1

%

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%


Commercial PSB

Portfolio

Sports Music Movies Children's Other - Top 10 (PDL)

Other - All other

Commercial channel viewing (Children 4-15) Spots Impacts (Children 4-15)



9

Total commercial spots & impacts by category

• Within the Nielsen Media database, data for different product categories is classified using a 3-tier system of Major, Mid and Minor product categories.

• The Payday Loans ‘minor’ category sits within the Personal Loans ‘mid’ category, which itself sits within the Finance category. In 2008, the total Finance category accounted for 14.5% of commercial spots- the largest product category in terms of the amount of advertising shown. The Personal Loans ‘mid’ category accounted for 0.7% of total commercial spots and the Payday Loans ‘minor’ category accounted for 0.1% of all television advertising shown.

• In 2012, the Finance category accounted for 15.9% of commercial spots shown. The Personal Loans ‘mid’

category accounted for 1.3% of all spots and Payday Loan commercials represented 1.2% of all television advertising shown. This proportion suggests that, while the share of commercials represented by Payday Loan advertisers has grown from 0.1% in 2008 to 1.2% in 2012, the market remained a relatively small one in 2012, when compared against all the other activity across commercial television.

• In terms of exposure, the Finance category accounted for 10.1% of total Adult impacts in 2008 and 8.5% of impacts among 10-15 year olds. Within this, the Payday Loans ‘minor’ category was very small, with a share of 0.0% being recorded against all demographics.

• In 2012, the Finance category accounted for 12.4% of all Adult impacts – and 10.2% of 10-15 year old impacts. The Payday Loans ‘minor’ category represented 0.8% of all television impacts seen by Adults and 0.7% of television impacts seen by 10-15 year olds. This demonstrates that while audiences were exposed to a significant share of a wide range of finance related commercials, the proportion represented by Payday Loan commercials was relatively small.

Key Facts - In context

10

Total Commercial Advertising Spots, 2008

Category Spots, Millions

Share

TOTAL 31.8 100.0% Finance 4.6 14.5% Food 3.9 12.3% Cosmetics & Personal Care 3.8 11.8% Entertainment & Leisure 2.9 9.2% Household FMCG 2.5 7.9% Pharmaceutical 1.6 5.1% Govt, Political, Social Org 1.5 4.8% Leisure Equipment 1.5 4.8% Telecoms 1.2 3.8% Drink 1.2 3.8% Motors 1.2 3.7% Retail 0.9 3.0% Travel & Transport 0.9 2.7% Media 0.8 2.5% Games & Consoles 0.8 2.4% All Other 2.5 7.8%

Source: BARB/Nielsen Monitor. Top 15 categories based on volume of spots in 2008

General Insurance 8.0% Other Financial Services 1.9% Mortgages 0.8% Brand Building/Services 0.8% Personal Loans 0.7% (Payday Loans 0.1%) Money Transmission 0.6% Plastic Cards 0.6% Life Protection 0.5% Savings 0.4% Business Banking Services 0.1% Pensions 0.1% Asset Management 0% Investments 0% General Financial 0% Company Notices & Announcement 0%


11

Total Commercial Advertising Spots, 2012

Category Spots, Millions

Share

TOTAL 34.2 100.0%

Finance 5.4 15.9% Food 4.3 12.6% Entertainment & Leisure 3.9 11.4% Cosmetics & Personal Care 2.7 8.0% Telecoms 2.2 6.5% Household FMCG 1.7 4.9% Leisure Equipment 1.5 4.3% Travel & Transport 1.3 3.8% Drink 1.2 3.4% Pharmaceutical 1.2 3.4% Retail 1.1 3.2% Media 1.1 3.2%

Motors 1.1 3.2% Household Equipment & DIY 0.9 2.6% Govt, Political, Social Org 0.8 2.4% All Other 3.8 11.2%

Source: BARB/Nielsen Monitor. Top 15 categories based on volume of spots in 2012

General Insurance 6.9% Other Financial Services 4.7% Personal Loans 1.3% (Payday Loans 1.2%) Money Transmission 0.6% Life Protection 0.6% Brand Building/Services 0.5% Business Banking Services 0.4% Savings 0.4% Plastic Cards 0.4% Mortgages 0.1% General Financial 0% Asset Management 0%


12

Share of commercial impacts by category: 2008

10.1% 10.0% 10.2% 8.5%

15.0% 14.9% 15.1% 13.4%

10.5% 10.7% 10.3% 10.7%

10.7% 10.9% 10.6% 12.5%

6.3% 6.1% 6.4% 6.4%

5.0% 4.8% 5.1% 3.6%

3.6% 3.6% 3.6% 3.5%

1.7% 1.6% 1.8% 7.6% 4.1% 4.2% 4.0%

4.0% 4.6% 4.8% 4.5% 3.8% 5.2% 5.5% 5.0% 4.3%

5.0% 4.9% 5.1% 4.2% 2.9% 3.0% 2.9% 2.7% 3.0% 3.0% 3.0% 2.9% 1.8% 1.9% 1.8% 3.0% 10.4% 10.1% 10.6% 8.9%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Adults ABC1 Adults C2DE Adults 10-15 year olds

All Other Games & Consoles Media Travel & Transport Retail Motors Drink Telecoms Leisure Equipment Govt, Political, Social Org Pharmaceutical Household FMCG Entertainment & Leisure Cosmetics & Personal Care Food Finance

Sha

re o

f com

mer

cial

impa

cts,

%

Source: BARB/Nielsen Monitor. Top 15 categories based on volume of spots shown in 2008

Payday Loans 0% 0% 0% 0% (Minor category within Finance)


13

Share of commercial impacts by category: 2012

12.4% 12.1% 12.6% 10.2%

14.6% 14.5% 14.7% 13.3%

11.8% 12.0% 11.6% 12.5%

9.2% 9.2% 9.1% 9.3%

5.1% 5.2% 5.1% 4.9%

4.6% 4.5% 4.7% 4.9%

1.6% 1.7% 1.5% 6.8% 3.9% 4.0% 3.9% 3.6% 4.1% 4.3% 4.1% 3.9% 3.6% 3.5% 3.7% 2.5% 5.3% 5.3% 5.3% 4.6% 2.5% 2.6% 2.5% 3.3% 4.2% 4.4% 4.0% 3.4% 3.9% 3.9% 3.9% 3.0% 2.0% 1.9% 2.1% 1.6%

11.2% 11.2% 11.1% 12.0%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Adults ABC1 Adults C2DE Adults 10-15 year olds

All Other

Govt, Political, Social Org

Household Equipment & DIY

Motors

Media

Retail

Pharmaceutical

Drink

Travel & Transport

Leisure Equipment

Household FMCG

Telecoms

Cosmetics & Personal Care

Entertainment & Leisure

Food

Finance

Sha

re o

f com

mer

cial

impa

cts,

%

Source: BARB/Nielsen Monitor. Top 15 categories based on volume of spots shown in 2012

Payday Loans 0.8% 0.7% 0.8% 0.7% (Minor category within Finance)


14

Viewing trends

15

Viewing Trends

• In 2012, total television viewing ranged from 2.4 hours/day among Children to 5.2 hours/day among C2DE Adults.

• In 2012, commercial channels accounted for 66.2% of Adult viewing • Commercial channels accounted for a lower proportion of viewing among ABC1 Adults,

standing at 61.5% in 2012. • Viewing to commercial channels stood at 69.8%, in 2012, among C2DE Adults – up marginally

from 67.9% in 2008.

• The share of viewing accounted for by commercial channels was higher among Children, standing at 73.4% in 2012.

• A similar split in viewing was seen among Children aged 10-15 years, with 74.8% of their viewing in 2012 represented by commercial channels.

Total TV viewing

Summary

16

In 2012, total television viewing ranged from 2.4 hours/day among Children to 5.2 hours/day among C2DE Adults

4.0 4.0 4.3 4.3 4.3

3.4 3.4 3.5 3.5 3.5

4.6 4.6 5.1 5.2 5.2

2.3 2.3 2.5 2.5 2.4

2.2 2.2 2.4 2.4 2.4

0

1

2

3

4

5

6

2008 2009 2010 2011 2012

Adults

Adults ABC1

Adults C2DE

Children 4-15

Children 10-15

Average hours of viewing: Total TV, 2008-2013

Aver

age

hour

s/da

y

Source: BARB/Infosys+. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.

17

In 2012, commercial channels accounted for 66.2% of Adult viewing

65.7% 66.5% 66.6% 66.5% 66.2%

34.3% 33.5% 33.4% 33.5% 33.8%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

100%

2008 2009 2010 2011 2012

Non-commercial

Commercial

Share of viewing: Commercial vs Non-commercial, Adults

Sha

re o

f vie

win

g, %

Source: BARB/Infosys+. Non-commercial = All BBC channels. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.

4.0 4.0 4.3 4.3 4.3 Avg hrs/day

18

Commercial channels accounted for a lower proportion of viewing among ABC1 Adults, standing at 61.5% in 2012

62.7% 63.2% 62.7% 62.4% 61.5%

37.3% 36.8% 37.3% 37.6% 38.5%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

100%

2008 2009 2010 2011 2012

Non-commercial

Commercial

Share of viewing: Commercial vs Non-commercial, Adults ABC1

Sha

re o

f vie

win

g, %


3.4 3.4 3.5 3.5 3.5 Avg hrs/day

19

Viewing to commercial channels stood at 69.8%, in 2012, among C2DE Adults – up marginally from 67.9% in 2008

67.9% 69.1% 69.4% 69.5% 69.8%

32.1% 30.9% 30.6% 30.5% 30.2%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

100%

2008 2009 2010 2011 2012

Non-commercial

Commercial

Share of viewing: Commercial vs Non-commercial, Adults C2DE

Sha

re o

f vie

win

g, %


4.6 4.6 5.1 5.2 5.2 Avg hrs/day

20

The share of viewing accounted for by commercial channels was higher among Children, standing at 73.4% in 2012

73.8% 75.1% 72.4% 72.6% 73.4%

26.2% 24.9% 27.6% 27.4% 26.6%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

100%

2008 2009 2010 2011 2012

Non-commercial

Commercial

Share of viewing: Commercial vs Non-commercial, Children 4-15

Sha

re o

f vie

win

g, %


2.3 2.3 2.5 2.5 2.4 Avg hrs/day

21

A similar split in viewing was seen among Children aged 10-15 years, with 74.8% of their viewing in 2012 represented by commercial channels

74.8% 77.0% 74.1% 74.2% 74.8%

25.2% 23.0% 25.9% 25.8% 25.2%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

100%

2008 2009 2010 2011 2012

Non-commercial

Commercial

Share of viewing: Commercial vs Non-commercial, Children 10-15

Sha

re o

f vie

win

g, %


2.2 2.2 2.4 2.4 2.4 Avg hrs/day

22

The proportion of viewing represented by commercial channels, in 2012, ranged from 61.5% among ABC1 Adults to 74.8% among older children

66.2% 61.5% 69.8% 73.4% 74.8%

33.8% 38.5% 30.2% 26.6% 25.2%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

100%

Adults Adults ABC1 Adults C2DE Children 4-15 Children 10-15

Non-commercial

Commercial

Share of viewing: Commercial vs Non-commercial, 2012

Sha

re o

f vie

win

g, %


4.3 3.5 5.2 2.4 2.4 Avg hrs/day

23

Viewing Trends

• The time spent watching commercial channels, in 2012, ranged from 3.6 hours/day among C2DE Adults to 1.7 hours/day among Children.

• In 2012, viewing to commercial channels peaked between 2100-2200 among adult demographic groups, between 2000-2100 among 10-15 year olds and between 1900-2000 among Children aged 4-15.

• 66.4% of Adult viewing to commercial channels, in 2012, took place between 0600-2100 – the share of viewing by daypart remained fairly stable over the analysis period.

• Among ABC1 Adults, 64.7% of their commercial viewing in 2012 took place pre-2100, with a greater proportion of their viewing (23.4%) taking place between 2100-2300 compared with all Adults(21.2%).

• Compared against ABC1 Adults, a greater proportion of commercial channel viewing among C2DE Adults took place between 0600-1700 (33.9% vs. 30.0%) and post-2300(12.8% vs. 11.9%).

• In 2012, 80.2% of Children’s viewing to commercial channels took place pre-2100. • Over a quarter of viewing to commercial channels among older children took place post-2100 in

2012 – this share remained relatively stable over the analysis period.

Commercial channel viewing – by daypart

Summary

24

2.6 2.7 2.9 2.9 2.8

2.1 2.2 2.2 2.2 2.2

3.1 3.2

3.6 3.6 3.6

1.7 1.7 1.8 1.8 1.7

1.7 1.7 1.8 1.8 1.8

0

1

2

3

4

2008 2009 2010 2011 2012

Adults

Adults ABC1

Adults C2DE

Children 4-15

Children 10-15

Average hours of viewing: Commercial channels, 2008-2012

Aver

age

hour

s/da

y

Source: BARB/Infosys+. Analysis excludes all BBC channels. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.

The time spent watching commercial channels, in 2012, ranged from 3.6 hours/day among C2DE Adults to 1.7 hours/day among Children

25

In 2012, viewing to commercial channels peaked between 2100-2200 among adult demographic groups, between 2000-2100 among 10-15 year olds and between 1900-2000 among Children aged 4-15

0

5

10

15

20

25

06:0

0 - 0

7:00

07:0

0 - 0

8:00

08:0

0 - 0

9:00

09:0

0 - 1

0:00

10:0

0 - 1

1:00

11:0

0 - 1

2:00

12:0

0 - 1

3:00

13:0

0 - 1

4:00

14:0

0 - 1

5:00

15:0

0 - 1

6:00

16:0

0 - 1

7:00

17:0

0 - 1

8:00

18:0

0 - 1

9:00

19:0

0 - 2

0:00

20:0

0 - 2

1:00

21:0

0 - 2

2:00

22:0

0 - 2

3:00

23:0

0 - 2

4:00

24:0

0 - 2

5:00

25:0

0 - 2

6:00

26:0

0 - 2

7:00

27:0

0 - 2

8:00

28:0

0 - 2

9:00

29:0

0 - 3

0:00

Adults

Adults ABC1

Adults C2DE

Children 4-15

Children 10-15

Average minutes of viewing per hour: Commercial channels, 2012

Aver

age

min

utes

/hou

r

Source: BARB/Infosys+. Analysis excludes all BBC channels.

26

66.4% of Adult viewing to commercial channels, in 2012, took place between 0600-2100 – share of viewing by daypart remained fairly stable over the analysis period

4.9% 4.8% 5.0% 5.1% 5.1%

26.2% 26.4% 27.0% 26.7% 27.2%

35.5% 35.0% 34.4% 34.2% 34.1%

21.2% 21.5% 21.1% 21.3% 21.2%

12.2% 12.3% 12.5% 12.6% 12.4%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

100%

2008 2009 2010 2011 2012

2300-3000

2100-2300

1700-2100

0930-1700

0600-0930

Share of viewing by daypart: Commercial channels, Adults

Sha

re o

f vie

win

g by

day

part,

%


2.6 2.7 2.9 2.9 2.8 Avg hrs/day

27

Among ABC1 Adults, 64.7% of their commercial viewing in 2012 took place pre-2100, with a greater proportion of their viewing taking place between 2100-2300 compared with Adults

4.8% 4.7% 4.6% 4.7% 4.7%

24.3% 24.4% 25.0% 24.8% 25.3%

35.4% 35.1% 35.1% 34.7% 34.7%

23.1% 23.2% 23.3% 23.6% 23.4%

12.3% 12.5% 12.0% 12.2% 11.9%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

100%

2008 2009 2010 2011 2012

2300-3000

2100-2300

1700-2100

0930-1700

0600-0930

Share of viewing by daypart: Commercial channels, ABC1 Adults

Sha

re o

f vie

win

g by

day

part,

%


2.1 2.2 2.2 2.2 2.2 Avg hrs/day

28

Compared against ABC1 Adults, a greater proportion of commercial channel viewing among C2DE Adults took place between 0600-1700 and post-2300

5.0% 4.9% 5.2% 5.4% 5.3%

27.6% 27.8% 28.2% 28.0% 28.6%

35.5% 34.9% 34.0% 33.8% 33.7%

19.9% 20.2% 19.7% 19.8% 19.6%

12.1% 12.2% 12.8% 12.9% 12.8%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

100%

2008 2009 2010 2011 2012

2300-3000

2100-2300

1700-2100

0930-1700

0600-0930

Share of viewing by daypart: Commercial channels, C2DE Adults

Sha

re o

f vie

win

g by

day

part,

%


3.1 3.2 3.6 3.6 3.6 Avg hrs/day

29

In 2012, 80.2% of Children’s viewing to commercial channels took place pre-2100

9.9% 9.7% 9.2% 9.7% 9.8%

31.2% 31.2% 30.5% 30.5% 31.1%

39.7% 39.7% 38.8% 39.1% 39.3%

13.7% 14.0% 15.0% 14.7% 14.0%

5.5% 5.4% 6.4% 5.9% 5.8%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

100%

2008 2009 2010 2011 2012

2300-3000

2100-2300

1700-2100

0930-1700

0600-0930

Share of viewing by daypart: Commercial channels, Children 4-15

Sha

re o

f vie

win

g by

day

part,

%


1.7 1.7 1.8 1.8 1.7 Avg hrs/day

30

Over a quarter of viewing to commercial channels among older children took place post-2100 in 2012 – this share remained relatively stable over the analysis period

7.2% 6.8% 6.0% 6.3% 6.3%

28.0% 28.2% 27.4% 27.2% 27.5%

40.0% 40.2% 38.9% 39.4% 39.6%

17.5% 17.8% 19.2% 19.0% 18.6%

7.3% 7.0% 8.5% 8.0% 8.0%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

100%

2008 2009 2010 2011 2012

2300-3000

2100-2300

1700-2100

0930-1700

0600-0930

Share of viewing by daypart: Commercial channels, Children 10-15

Sha

re o

f vie

win

g by

day

part,

%


1.7 1.7 1.8 1.8 1.8 Avg hrs/day

31

In 2012, C2DE Adults watched more than double the amount of commercial television than Children – almost a fifth of children’s viewing took place post-2100

5.1% 4.7% 5.3% 9.8% 6.3%

27.2% 25.3% 28.6% 31.1%

27.5%

34.1% 34.7% 33.7%

39.3% 39.6%

21.2% 23.4% 19.6%

14.0% 18.6%

12.4% 11.9% 12.8% 5.8% 8.0%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

100%


2300-3000

2100-2300

1700-2100

0930-1700

0600-0930

Share of viewing by daypart: Commercial channels, 2012

Sha

re o

f vie

win

g by

day

part,

%


2.8 2.2 3.6 1.7 1.8 Avg hrs/day

32

Viewing Trends

• The PSB-owned channels accounted for a greater proportion of commercial channel viewing among adult demographic groups than Children, who spent a greater proportion of their time watching Music channels, as well as Children’s channels. The ‘Other Top 10’ channels accounted for around 5-6% of viewing.

• Among Adults, the proportion of commercial channel viewing represented by the Terrestrial channels fell from 48.4% in 2008 to 38.6% in 2012 as viewing to the PSB portfolio channels increased from 15.3% to 23.0%. The ‘Other Top 10’ channels accounted for 5.0% of viewing.

• Commercial channel viewing among ABC1 Adults followed a similar trend with the PSB-owned channels accounting for 60.0% of viewing in 2012. Viewing to Sports channels and the ‘Top 10 Other’ was marginally higher among ABC1s than All Adults.

• The PSB-owned channels represented 62.7% of commercial channel viewing among C2DE Adults in 2012 compared with 66.5% in 2008. Compared against ABC1 Adults, viewing to the PSB portfolio channels has been higher while viewing to Sports and the ‘Top 10 Other’ channels has been lower.

• While viewing to commercial channels followed a similar trend among Children, the share accounted for by the PSB-owned channels stood at 39.5%, in 2012, compared with 61.6% among Adults. Children’s channels accounted for 30.7% of Children’s viewing in 2012.

• Compared with 4-15 year olds, viewing to the PSB portfolio and Music channels has been higher among older children. The PSB-owned channels accounted for 44.5% of viewing in 2012, down from 47.5% in 2008. Children’s channels accounted for 19.1% of viewing among 10-15 year olds and the ‘Top 10 Other’ channels accounted for a further 6.4% of viewing.

Commercial channel viewing – by channel group

Summary

33

Among Adults, the proportion of commercial channel viewing represented by the Terrestrial channels fell from 48.4% in 2008 to 38.6% in 2012 as viewing to the PSB portfolio channels increased from 15.3% to 23.0% - and in 2012 the ‘Other Top 10’ accounted for 5.0% of viewing

48.4% 45.5% 43.0% 40.7% 38.6%

15.3% 16.7% 18.6% 21.6% 23.0%

4.7% 5.1% 4.9% 5.1% 5.1% 2.9% 2.9% 2.7% 2.9% 3.0% 2.8% 2.8% 2.6% 2.7% 2.8% 4.0% 4.6% 4.7% 4.6% 5.0%

20.3% 20.6% 22.0% 20.8% 21.0%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

100%

2008 2009 2010 2011 2012

Other - All other

Other - Top 10 (PDL)

Children's

Movies

Music

Sports

Commercial PSB Portfolio


Share of viewing by channel group: Commercial channels, Adults

Sha

re o

f vie

win

g by

cha

nnel

gro

up, %

Source: BARB/Infosys+. Analysis excludes all BBC channels. ‘Other – Top 10’ based on Top 10 channels for airing Payday Loans spots in 2012. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.

2.6 2.7 2.9 2.9 2.8 Avg hrs/day

34

Commercial channel viewing among ABC1 Adults followed a similar trend with the PSB-owned channels accounting for 60.0% of viewing in 2012 - viewing to Sports channels and the ‘Top 10 Other’ was marginally higher among ABC1s than All Adults

44.9% 42.7% 42.4% 39.8% 38.4%

14.8% 16.0% 17.6% 19.8% 21.6%

5.9% 6.4% 6.0% 6.8% 6.6% 3.3% 3.3% 2.8% 3.1% 2.9% 2.7% 2.7% 2.6% 2.9% 3.0% 4.7% 5.3% 5.4% 5.2% 5.7%

22.1% 21.9% 21.6% 20.6% 20.3%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

100%

2008 2009 2010 2011 2012

Other - All other


Children's

Movies

Music

Sports



Share of viewing by channel group: Commercial channels, ABC1 Adults

Sha

re o

f vie

win

g by

cha

nnel

gro

up, %

2.1 2.2 2.2 2.2 2.2 Avg hrs/day


35

The PSB-owned channels represented 62.7% of commercial channel viewing among C2DE Adults in 2012 down from 66.5% in 2008 - compared against ABC1 Adults, viewing to the PSB portfolio channels has been higher while viewing to Sports and the ‘Top 10 Other’ channels has been lower

50.8% 47.4% 43.4% 41.3% 38.8%

15.6% 17.2% 19.3% 22.8% 24.0%

4.0% 4.1% 4.1% 3.9% 4.0%

2.6% 2.7% 2.7% 2.8% 3.0% 2.8% 2.9% 2.6% 2.6% 2.6% 3.5% 4.2% 4.3% 4.2% 4.6%

19.0% 19.7% 22.2% 20.9% 21.4%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

100%

2008 2009 2010 2011 2012

Other - All other


Children's

Movies

Music

Sports



Share of viewing by channel group: Commercial channels, C2DE Adults

Sha

re o

f vie

win

g by

cha

nnel

gro

up, %

3.1 3.2 3.6 3.6 3.6 Avg hrs/day


36

While viewing to commercial channels followed a similar trend among Children, the share accounted for by the PSB-owned channels stood at 39.5%, in 2012, compared with 61.6% among Adults – Children’s channels accounted for the greatest proportion of viewing

29.8% 28.2% 28.2% 26.6% 24.1%

11.5% 13.2% 13.6% 14.4% 15.4%

3.3% 3.1% 3.0% 3.3% 3.1% 2.9% 3.2% 2.6% 2.9% 2.8% 3.2% 3.0% 2.8% 3.1% 3.5%

29.0% 29.1% 27.4% 29.0% 30.7%

3.2% 3.7% 3.6% 4.1% 4.6%

17.1% 16.5% 18.9% 16.6% 15.8%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

100%

2008 2009 2010 2011 2012

Other - All other


Children's

Movies

Music

Sports



Share of viewing by channel group: Commercial channels, Children 4-15

Sha

re o

f vie

win

g by

cha

nnel

gro

up, %

1.7 1.7 1.8 1.8 1.7 Avg hrs/day


37

Compared with 4-15 year olds, viewing to the PSB portfolio and Music channels has been higher among older children – PSB-owned channels accounted for 44.5% of viewing in 2012 and Children’s channels represented 19.1% of viewing

32.9% 31.2% 29.9% 28.8% 25.5%

14.7% 16.4% 17.0% 18.0% 19.1%

3.8% 3.4% 3.6% 4.0% 3.8% 4.1% 4.5% 3.6% 4.1% 3.8% 3.6% 3.3% 3.1% 3.4% 3.6%

18.4% 18.1% 17.6% 17.7% 19.1%

4.3% 4.8% 4.7% 5.5% 6.4%

18.3% 18.1% 20.5% 18.5% 18.7%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

100%

2008 2009 2010 2011 2012

Other - All other


Children's

Movies

Music

Sports



Share of viewing by channel group: Commercial channels, Children 10-15

Sha

re o

f vie

win

g by

cha

nnel

gro

up, %

1.7 1.7 1.8 1.8 1.8 Avg hrs/day


38

The PSB-owned channels accounted for a greater proportion of commercial channel viewing among adult demographic groups than Children, who spent a greater proportion of their time watching Music channels, as well as Children’s channels

38.6% 38.4% 38.8% 24.1% 25.5%

23.0% 21.6% 24.0%

15.4% 19.1%

5.1% 6.6% 4.0%

3.1% 3.8% 2.8% 3.8%

3.0% 2.9% 3.0%

3.5% 3.6%

2.8% 3.0% 2.6%

30.7% 19.1%

5.0% 5.7% 4.6% 4.6%

6.4%

21.0% 20.3% 21.4% 15.8% 18.7%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

100%


Other - All other


Children's

Movies

Music

Sports



Share of viewing by channel group: Commercial channels, 2012

Sha

re o

f vie

win

g by

day

part,

%


39

Advertising Activity

40

Advertising Activity: Payday Loans

• Between 2008 and 2012, the total number of commercial spots aired increased from 31.8m to 34.2m – over this period the share of spots represented by Payday Loan advertising increased from 0.1% to 1.2%.

• Between 2008 and 2012 the volume of PDL spots shown increased from 17k to 397k, with a year-on-year increase of 64% between 2011 and 2012.

• PDL advertising increased to represent 7.3% of all Finance spots and 90.3% of all advertising related to Personal Loans in 2012.

• Over the past two years, when the volume of PDL advertising has been at its highest, the majority of spots were aired during the day between 0600-1659.

• Over the same period, significant proportions of PDL spots were aired across Music, Movie and ‘Top 10 Other’ channels, with the majority shown across ‘Other’ channels. Less than 1% (0.6%) of PDL spots were shown across Children’s channels in 2012, down from 5.3% in 2011

Summary

Commercial Spots

41

Between 2008 and 2012, the total number of commercial spots aired increased from 31.8m to 34.2m – over this period the share of spots represented by Payday Loan advertising increased from 0.1% to 1.2%

31.8 32.6 32.7 32.6 33.8

0.0 0.0 0.1 0.2 0.4

0.0

5.0

10.0

15.0

20.0

25.0

30.0

35.0

2008

2009

2010

2011

2012

Payday Loans All other categories

Number of total spots

Num

ber o

f com

mer

cial

spo

ts (m

illion

s)

Source: BARB/Nielsen Monitor - Analysis excludes HD variants. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.

99.9% 100.0% 99.8% 99.3% 98.8%

0.1% 0.0% 0.2% 0.7% 1.2%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

100%

2008

2009

2010

2011

2012

Share of total spots

31.8m 32.7m 32.7m 32.9m 34.2m

42

Between 2008 and 2012 the volume of PDL spots shown increased from 17k to 397k, with a year-on-year increase of 64% between 2011 and 2012 Number of Spots(000s): Payday Loans

17 11

77

243

397

0

100

200

300

400

2008 2009 2010 2011 2012

Num

ber o

f spo

ts, 0

00s


-36% +625% +215% +64% Yr/Yr%

43

PDL advertising increased to represent 7.3% of all Finance spots and 90.3% of all advertising related to Personal Loans in 2012

0.4% 0.2% 1.7%

5.2%

7.3%

0%

2%

4%

6%

8%

10%

2008

2009

2010

2011

2012

Payday Loan spots: Share of Total Finance spots


Payday Loan spots: Share of Personal Loans spots

7.9%

39.1%

89.7% 90.8% 90.3%

0%

20%

40%

60%

80%

100%

2008

2009

2010

2011

2012

44

Over the past two years, when the volume of PDL advertising has been at its highest, the majority of spots were aired during the day between 0600-1659

8 25 37 10 54

128

218

12

38

63

14

22

38

58

0

100

200

300

400

2008

2009

2010

2011

2012

2300-2959

2100-2259

1700-2059

0930-1659

0600-0929

Spots by daypart: Payday Loans

Num

ber o

f com

mer

cial

spo

ts (0

00s)


Share of spots by daypart: Payday Loans

17k 11k 77k 243k 397k

11.7% 3.7% 10.6% 10.2% 9.2%

29.1%

93.3% 70.5%

52.9% 55.0%

18.2%

2.9%

16.2%

15.6% 15.8% 10.9%

5.6% 5.5% 30.0%

1.7% 15.7% 14.5%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

100%

2008

2009

2010

2011

2012

45

Over the same period, significant proportions of PDL spots were aired across Music, Movie and ‘Top 10 Other’ channels, with the majority shown across ‘Other’ channels – 0.6% of PDL spots were shown across Children’s channels in 2012, down from 5.3% in 2011

22 34 5 14

24 62

95 20

31

6

13

2

14

30

42

8 4

38

81

166

0

100

200

300

400

2008

2009

2010

2011

2012

Other - All other

Other - Top 10 (PDL) Children's

Movies

Music

Sports

Commercial PSB Portfolio Terrestrial Commercial

Spots by channel group: Payday Loans

Num

ber o

f com

mer

cial

spo

ts (0

00s)

Source: BARB/Nielsen Monitor - Analysis excludes HD variants. ‘Other – Top 10’ based on Top 10 channels for airing PDL spots in 2012. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.

Share of spots by channel group: Payday Loans

15.3% 5.9% 9.0% 8.6% 6.5% 6.1% 5.7% 6.1%

41.5% 20.1%

3.1%

25.6% 23.8%

4.6%

10.2%

8.2% 7.9% 14.2%

7.3%

5.3% 0.6%

9.4%

18.3%

12.2% 10.5%

50.7% 35.0%

49.0% 33.2%

41.7%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

100%

2008

2009

2010

2011

2012

17k 11k 77k 243k 397k

46

Advertising Activity: Payday Loans

• Exposure to PDL advertising rose significantly from 1.3bn Adult impacts in 2010 to 7.5bn impacts in 2012 – representing 0.8% of total television impacts.

• ABC1 Adult impacts: 0.5bn in 2010 to 2.7bn in 2012 • C2DE Adult impacts: 0.8bn in 2010 to 4.8bn in 2012 • Children: 153m impacts in 2010 to 596m in 2012 • Children 10-15: 74m impacts in 2010 to 348m impacts in 2012

• With 55.0% of PDL spots aired between 0930-1659, this daypart also accounted for over half of PDL impacts in 2012. A further 15.8% of PDL spots were shown between 1700-2059 and around a quarter of impacts were seen during this slot – this share was higher among children as the proportion of Child PDL impacts seen post-2100 was lower than Adults.

• While PSB-owned channels accounted for 9.5% of PDL spots in 2012, these channels represented around a half of PDL impacts. Similarly the ‘Top 10 Other’ represented a greater proportion of impacts compared with spots, while the proportion of impacts seen across the Music, Movie and ‘Other’ channels was significantly lower than the share of spots shown across these channel groups in 2012.

• Among younger viewers the Music and the ‘Top 10 Other’ channels accounted for a notably higher proportion of Child PDL impacts compared against Adults as the PSB-owned channels accounted for smaller shares.

• While Children’s channels accounted for 0.6% of PDL spots aired in 2012, these channels represented 3.0% of PDL impacts seen by 4-15 year olds (an average of 2 impacts per child over the year) - this is likely to be linked to substantial viewing levels to these channels. These channels represented 0.9% of PDL impacts seen by 10-15 year olds.

Summary

Impacts

0.0% 0.0% 0.1% 0.4% 0.8% %of total imps 0.0% 0.1% 1.4% 4.1% 6.3% %of Finance imps 0.4% 22.2% 82.7% 80.3% 79.7% % of Pers.Loans imps

47

Exposure to PDL advertising rose significantly from 1.3bn Adult impacts in 2010 to 7.5bn impacts in 2012 – representing 0.8% of total television impacts Number of Impacts: Payday Loans, Adults

0.0 0.1

1.3

4.2

7.5

-

1.0

2.0

3.0

4.0

5.0

6.0

7.0

8.0

2008 2009 2010 2011 2012

Num

ber o

f im

pact

s, b

n

Source: BARB/Nielsen Monitor. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.

=152 impacts per individual

48

With 55.0% of PDL spots aired between 0930-1659, this daypart also accounted for the greatest share of impacts in 2012 – a further 15.8% of PDL spots were shown between 1700-2059 and 23.7% of impacts were seen during this slot

0.1 0.5 0.4 1.0

2.3

4.3

0.2

0.8

1.8

0.3

0.5

0.3

0.5

0

1

2

3

4

5

6

7

8

2008

2009

2010

2011

2012

2300-2959

2100-2259

1700-2059

0930-1659

0600-0929

Impacts by daypart: Payday Loans, Adults

Num

ber o

f im

pact

s, b

n


Share of impacts by daypart: Payday Loans, Adults

0.0bn 0.1bn 1.3bn 4.2bn 7.5bn (12m) (131m)

2.8% 3.0% 7.0% 11.0% 5.6%

31.6%

94.4% 73.9%

55.4% 57.5%

27.6%

2.4%

16.4%

20.0% 23.7% 18.2%

1.5% 6.7% 6.9% 19.9% 7.0% 6.3%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

100%

2008

2009

2010

2011

2012

49

While PSB-owned channels accounted for 9.5% of PDL spots in 2012, these channels represented 52.2% of impacts – similarly the ‘Top 10 Other’ represented a greater proportion of impacts compared with spots

0.2 1.0

2.0 0.9

1.9

0.2

0.3

0.3

0.8

1.1

0.5

0.9

1.7

0

1

2

3

4

5

6

7

8

2008

2009

2010

2011

2012

Other - All other


Children's

Movies

Music

Sports



Impacts by channel group: Payday Loans, Adults

Num

ber o

f im

pact

s, b

n

Source: BARB/Nielsen Monitor. ‘Other – Top 10’ based on Top 10 channels for airing PDL spots in 2012. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.

Share of impacts by channel group: Payday Loans, Adults

16.4% 11.6% 24.2% 26.9%

34.9%

12.4%

21.2% 25.3%

12.0%

4.4%

10.3%

4.6% 4.3%

46.9%

5.4% 4.5%

4.2% 6.6%

2.4% 2.2%

8.1%

3.5%

2.1%

14.5%

24.2%

18.5% 14.3%

34.5%

15.4%

34.6% 22.6% 22.7%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

100%

2008

2009

2010

2011

2012

0.0bn 0.1bn 1.3bn 4.2bn 7.5bn (12m) (131m)


50

2.7bn PDL impacts in 2012 represented 0.7% of all television advertising seen by ABC1 Adults – equivalent to 103 impacts per ABC1 Adult over the course of the year Number of Impacts: Payday Loans, ABC1 Adults

0.0 0.0

0.5

1.5

2.7

0.0

1.0

2.0

3.0

2008 2009 2010 2011 2012

Num

ber o

f im

pact

s, b

n



51

As with Adults, in 2012, over half of PDL impacts were seen by ABC1 Adults between 0930-1659, with a further quarter seen between 1700-2059

0.2 0.1 0.4

0.8

1.5

0.1

0.3

0.7

0.1

0.2

0.1

0.2

0

1

2

3

2008

2009

2010

2011

2012

2300-2959

2100-2259

1700-2059

0930-1659

0600-0929

Impacts by daypart: Payday Loans, ABC1 Adults

Num

ber o

f im

pact

s, b

n


Share of impacts by daypart: Payday Loans, ABC1 Adults

0.0bn 0.0bn 0.5bn 1.5bn 2.7bn (5m) (49m)

3.9% 3.0% 7.0% 11.0% 5.6%

28.2%

94.7% 74.0%

52.8% 56.1%

29.8%

2.2%

16.3%

21.3% 24.5% 18.0%

1.6%

7.5% 7.4% 20.1% 7.4% 6.4%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

100%

2008

2009

2010

2011

2012

52

While the PSB-owned channels accounted for 48.5% of PDL impacts seen by ABC1 Adults in 2012, this was lower than the proportion seen across these channels by Adults (52.2%) as a greater proportion was seen across the ‘Top 10 Other’ (16.7% vs. 14.3%)

0.3 0.7

0.3

0.6

0.1

0.1

0.2

0.1

0.3

0.4

0.2

0.3

0.6

0

1

2

3

2008

2009

2010

2011

2012

Other - All other


Movies

Music

Sports


Impacts by channel group: Payday Loans, ABC1 Adults

Num

ber o

f im

pact

s, b

n


Share of impacts by channel group: Payday Loans, ABC1 Adults

14.2% 11.4% 22.7% 25.4%

32.5%

11.3%

17.7% 23.1%

15.2%

6.0%

12.1%

6.6% 5.7%

32.8%

6.0%

0.4%

4.9% 4.4%

7.3%

6.6%

3.9%

2.8% 0.3%

16.2%

25.7%

20.5% 16.7%

44.7%

17.4% 32.8%

22.6% 22.5%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

100%

2008

2009

2010

2011

2012

0.0bn 0.0bn 0.5bn 1.5bn 2.7bn (5m) (49m)


53

Exposure to PDL advertising among C2DE Adults rose from 2.7bn impacts in 2011 to 4.8bn impacts in 2012, accounting for 0.8% of total television impacts Number of Impacts: Payday Loans, C2DE Adults

0.0 0.1

0.8

2.7

4.8

0.0

1.0

2.0

3.0

4.0

5.0

2008 2009 2010 2011 2012

Num

ber o

f im

pact

s, b

n



54

Representing over half of PDL impacts in 2012, the volume of impacts seen by C2DE Adults between 0930-1659 rose from 1.5bn in 2011 to 2.8bn in 2012 – impacts also rose from 0.5bn to 1.1bn over the same period during the 1700-2059 slot, accounting for 23.3% of exposure

0.3 0.3 0.6

1.5

2.8

0.1

0.5

1.1

0.2

0.3

0.2

0.3

0

1

2

3

4

5

2008

2009

2010

2011

2012

2300-2959

2100-2259

1700-2059

0930-1659

0600-0929

Impacts by daypart: Payday Loans, C2DE Adults

Num

ber o

f im

pact

s, b

n


Share of impacts by daypart: Payday Loans, C2DE Adults 0.0bn 0.1bn 0.8bn 2.7bn 4.8bn

(7m) (82m)

2.0% 3.1% 7.0% 11.0% 5.6%

34.1%

94.2% 73.8%

56.8% 58.3%

26.0%

2.6%

16.4%

19.3% 23.3% 18.3%

1.5% 6.2% 6.6% 19.7% 6.7% 6.2%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

100%

2008

2009

2010

2011

2012

55

Due to differences in viewing habits, the PSB-owned channels represented a higher proportion of PDL impacts in 2012 among C2DE Adults (54.3%) compared with Adults (52.2%)

0.7 1.3

0.6

1.3

0.1

0.2

0.2

0.5

0.6

0.3

0.6

1.1

0

1

2

3

4

5

2008

2009

2010

2011

2012

Other - All other


Movies

Music

Sports


Impacts by channel group: Payday Loans, C2DE Adults

Num

ber o

f im

pact

s, b

n


Share of impacts by channel group: Payday Loans, C2DE Adults

17.8% 11.7% 25.0% 27.7%

36.4%

13.1%

23.1% 26.6%

9.7%

3.4%

9.2%

3.5% 3.5%

57.0%

5.1% 4.2%

4.0%

6.0% 9.0%

3.3%

13.5%

23.3%

17.4% 13.0%

27.2% 14.1%

35.7% 22.5% 22.7%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

100%

2008

2009

2010

2011

2012

0.0bn 0.1bn 0.8bn 2.7bn 4.8bn (7m) (82m)


56

PDL advertising accounted for 0.6% of all television advertising seen by Children – 596m impacts in 2012 represented 70 impacts per child over the course of the year Number of Impacts: Payday Loans, Children 4-15

3 23

153

466

596

0

100

200

300

400

500

600

2008 2009 2010 2011 2012

Num

ber o

f im

pact

s, m

illio

ns



57

While 23.7% of PDL impacts were seen by Adults between 1700-2100 in 2012, this daypart represented 30.0% of Child impacts – a smaller proportion of PDL impacts were seen by Children post-2100 compared with Adults

10 64 37 21

119

263 331

22

107

179 18

29

15

20

0

100

200

300

400

500

600

2008

2009

2010

2011

2012

2300-2959

2100-2259

1700-2059

0930-1659

0600-0929

Impacts by daypart: Payday Loans, Children 4-15

Num

ber o

f im

pact

s, m

illion

s


Share of impacts by daypart: Payday Loans, Children 4-15

3m 23m 153m 466m 596m

4.9% 4.2% 6.8% 13.7% 6.1%

41.0%

93.7% 77.7%

56.3% 55.6%

28.5%

2.1% 14.2%

22.9% 30.0%

11.9%

0.9% 3.8% 4.9% 13.7% 3.3% 3.3%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

100%

2008

2009

2010

2011

2012

58

In 2012, Music and the ‘Top 10 Other’ channels accounted for a notably higher proportion of Child PDL impacts compared against Adults as the PSB-owned channels accounted for smaller shares – Children’s channels accounted for 3.0% of PDL impacts, an average of 2 impacts per child over the year

63 97

95

147 15

24

41

64

44

94

18

33

86

117

40

64

114

0

100

200

300

400

500

600

2008

2009

2010

2011

2012

Other - All other


Movies

Music

Sports


Impacts by channel group: Payday Loans, Children 4-15

Num

ber o

f im

pact

s, m

illion

s


Share of impacts by channel group: Payday Loans, Children 4-15

4.5% 6.4% 13.6% 16.3%

18.6% 9.6%

20.4% 24.7%

5.2%

1.6% 5.8%

3.2% 4.1% 82.1%

6.5%

8.8%

10.8% 1.7%

2.4% 49.5%

28.5%

20.1% 3.0%

11.3%

21.7%

18.5% 19.7%

12.3% 7.9%

26.4% 13.8% 19.1%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

100%

2008

2009

2010

2011

2012

3m 23m 153m 466m 596m


59

Accounting for 0.7% of total television advertising exposure, 348m PDL impacts represented 84 impacts per 10-15 year old across the year Number of Impacts: Payday Loans, Children 10-15

2 9

74

249

348

0

100

200

300

400

2008 2009 2010 2011 2012

Num

ber o

f im

pact

s, m

illio

ns



60

As with all children, exposure to PDL advertising among 10-15 year olds was relatively higher during the 1700-2059 slot in 2012 compared with Adults and lower post-2100

24 20 9 56

138 191

12

65

104 12

19

11

15

0

100

200

300

400

2008

2009

2010

2011

2012

2300-2959

2100-2259

1700-2059

0930-1659

0600-0929

Impacts by daypart: Payday Loans, Children 10-15

Num

ber o

f im

pact

s, m

illion

s


Share of impacts by daypart: Payday Loans, Children 10-15

2m 9m 74m 249m 348m

4.7% 3.2% 5.7% 9.7% 5.6%

42.9%

94.5% 75.8%

55.2% 54.8%

27.6%

2.2% 16.7%

26.0% 29.9% 10.7%

1.1% 4.8% 5.5% 14.1% 4.4% 4.2%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

100%

2008

2009

2010

2011

2012

61

In 2012, the Terrestrial channels accounted for 13.2% of PDL impacts seen by older children compared with 26.9% among Adults as Music and ‘Top 10 Other’ channels represented significantly higher shares – Children’s channels represented 0.9% of PDL impacts

26 46

65 90 9

14 29

42

7

20

3

22

59

77

24

37

69

0

100

200

300

400

2008

2009

2010

2011

2012

Other - All other


Movies

Music

Sports


Impacts by channel group: Payday Loans, Children 10-15


Share of impacts by channel group: Payday Loans, Children 10-15

4.6% 5.7% 10.6% 13.2%

28.2% 12.9%

26.0% 25.9%

4.8%

1.9%

7.1%

3.5% 4.1% 84.2%

10.3% 11.6%

12.0% 1.5% 2.0% 24.0%

10.0%

7.9% 0.9%

19.2%

30.0%

23.8% 22.2%

10.9% 11.6%

32.5%

15.0% 19.7%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

100%

2008

2009

2010

2011

2012

Num

ber o

f im

pact

s, m

illion

s

2m 9m 74m 249m 348m

62

Annex 1: Methodology

63

Methodology – Data sources • Viewing analysis

– Source: BARB – Audiences: Adults 16+, ABC1 Adults, C2DE Adults, Children 4-15, Children 10-15 – 2008-2012 – New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution

• Spot analysis

– Source: Nielsen Monitor – 2008-2012 – Analysis based on product category 36.13.10-Payday Loans – To avoid multiple counting of commercial spots across the terrestrial channel regions, the following were taken as

indicative of the network based on advice from Nielsen Media: • ITV1 / ITV1+1= ITV1 Granada / ITV+1 Granada • ITV Breakfast /ITV Breakfast +1 = ITV Breakfast North West/ ITV Breakfast +1 North West • C4 / C4+1 = C4 North West/ C4+1 North West • Five / Five+1 = Five East/ Five+1 East

– HD variants of channels have been excluded from analysis - +1 channel variants have been included in the analysis

• Impacts analysis – Source: Nielsen Monitor – Audiences: Adults 16+, ABC1 Adults, C2DE Adults, Children 4-15, Children 10-15 – 2008-2012 – Analysis based on product category 36.13.10-Payday Loans – All impacts across all channels – New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution

64

Methodology – Terminology • Spots: ‘Advertising spots’ are a measure of the number of commercials aired on television – an

‘advertising spot’ means one occasion on which an advertisement is broadcast. Analysis of spots provides some context with regards to how the volume of advertising broadcast has changed and the impact this has on the amount of advertising viewed.

• Impacts: While advertising spots provide a measure of the amount of advertising shown, we assess

‘advertising impacts’ as a measure of the advertising seen. An ‘advertising impact’ is a measure of viewing to a commercial spot. For example, ten impacts could be achieved by ten people viewing a single advertisement, by one person seeing the advertisement ten times, or by five people seeing the advertisement twice, etc.

• Commercial airtime: The definition of commercial airtime excludes all BBC channels. • Dayparts: Dayparts refer to different portions of the day. BARB data is reported on the basis that 06:00

is the start of the day, with the day ending at 05:59 the following morning. Because of this, data post 2359 is reported as 2400 (12am), 2500 (1am), 2600 (2am), etc. The time 29:59 refers to 05:59 of the following day.

65

Methodology – Channel groups BBC Commercial PSB Digital BBC1 (SD+HD) ITV +1 BBC2 ITV News

ITV2 (inc HD) Terrestrial Commercial ITV2 +1 ITV ITV3 (inc HD) ITV HD ITV3 +1 CH4 ITV4 (inc HD) CH5 ITV4 +1 BBC DIGITAL CH4 +1 BBC3 4Music BBC4 4seven BBC HD E4 BBC News E4+1 BBC Parliament Film4 CBeebies Film4 +1 CBBC More4

More4 +1 CH5 +1 5* 5* +1 5 USA 5 USA +1

Note: Not all channels listed may have been active during /for the whole duration of the analysis period. The ITV-owned children’s channel, CITV, has been included in the ‘Children’s’ channel group.

66

Methodology – Channel groups SPORTS MUSIC MOVIES CHILDREN’S All In Sport (ceased 01/01/07) Bedroom TV (ceased 30/09/08) more>movies/movies mix CITV (inc.CITV Bfast from 07/06/10) attheraces Bliss more>movies/movies mix+1 CITV Bfast (includ.under CITV from 07/06/10) BT Sports 1 Brit Hits (ceased 26/01/09) MGM HD CITV Bfas +1 (ceased 16/03/08) BT Sports 2 Bubble Hits (ceased 13/02/09) Movies 24 Boomerang ESPN America BuzMuzik Movies 24 + Boomerang +1 ESPN Channel AKA Movies4Men Cartoon Network ESPN Classic Channel Starz Movies4Men+1 Cartoon Network Too Eurosport Chart Show TV Movies4Men2 Cartoonito Eurosport 2 Chart Show TV + 1 (ceased 29/05/12) Movies4Men2 +1 Disney Channel Eurosport HD Clubland TV Simply Movies (ceased 15/06/09) Disney Channel +1 Extreme Sports Channel Chart Show Dance TCM Disney Cinemagic Fight Network (ceased 03/12/08) Flava TCM 2 Disney Cinemagic +1 Golf TV (ceased 31/12/07) Kerrang Sony Movies Disney XD LFC TV Kiss TV Sony Movies +1 Disney XD +1 Motors TV Magic TV True Movies 1 Kix MUTV MTV True Movies 2 Kix Power Racing UK (ceased 31/12/09) MTV +1 Horror Channel Nick JR Setanta Golf (ceased 23/06/09) MTV Rocks Horror Channel +1 Nick Jr +1 Setanta Sports 1 (ceased 23/06/09) MTV Base World Movies TV (ceased 07/11/08) Nick Jr 2 Setanta Sports 2 (ceased 23/06/09) MTV Dance Sky Movies Showcase Nickelodeon Setanta Sports News (ceased 23/06/09) MTV Hits Sky Movies Crime & Thriller Nickelodeon +1 SportsXchange (ceased 01/01/09) MTV Music Sky Movies Action & Adventure Nicktoons Trace Sports MTV Live Sky Movies Classics NickToons Replay Sky Sports 1 Musflash TV (ceased 01/04/08) Sky Movies Comedy Nicktoonsters (ceased 31/07/09) Sky Sports 2 NME TV (ceased 05/01/12) Sky Movies Disney Disney Junior Sky Sports 3 OMusic (ceased 18/01/10) Sky Movies Drama & Romance Disney Junior Plus Sky Sports F1 p-rock (ceased) Sky Movies Family POP Sky Sports Active Lo 1-9 Rock-on TV (ceased end Nov 08) Sky Movies Select Pop +1 (ceased 18/05/09) Sky Sports Active Hi 1-5 Rockworld TV (ceased 23/01/09) Sky Movies Greats Pop Girl Sky Sports Active Other Scuzz Sky Movies SciFi/Horror Tiny Pop Sky Sports News Smash Hits Sky Movies 9 (ceased 03/04/07) Tiny Pop +1 Sky Sports 4 The Box Sky Movies 10 (ceased 03/04/07) Sky Premiership Plus (ceased 08/05/07) The Vault Sky Movies Premiere

VIVA Sky Movies Premiere +1 VH1 Sky Box Office (Movies) MTV Classic Shorts TV (ceased 01/01/10) Vintage TV TCM +1 Greatest Hits TV heat Planet Pop Heart TV Capital TV

Note: Not all channels listed may have been active during /for the whole duration of the analysis period. The ITV-owned children’s channel, CITV, has been included in the ‘Children’s’ channel group. Analysis of activity during children’s airtime is based on dedicated Children's channels only – it excludes activity during children’s slots on terrestrial channels.

67

Methodology – Channel groups Top 10 'Other' – Payday Loans Based on 2012 Spots Astra - UKTV Dave Astra - Dave ja vu Astra - GOLD Astra - GOLD +1 Astra - Watch Astra - Watch +1 Astra - Comedy Central Astra - Comedy Central +1 Astra - Really Astra - Comedy Central Extra

Top 10 ‘Other’ based on the Top 10 channels for showing category spots in 2012 – excludes channels allocated to channel groups (Terrestrial commercial, Commercial PSB Digital, Sports, Music and Movies).

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