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Broadcast vs. Cable There are two kinds Broadcast vs. Cable There are two kinds

Broadcast vs. Cable There are two kinds - PowerPoint Presentation

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Broadcast vs. Cable There are two kinds - PPT Presentation

of television and they are not created equal Simple Marketing Philosophy 2 Spend your money where consumers spend the most time and are the most influenced Broadcast Television Dominates Cable ID: 669644

cable broadcast break source broadcast cable source break min network comm media local news websites ratings nielsen gfk 2017

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Slide1

Broadcast vs. Cable

Local TV Advantages

vs. CableSlide2

Simple

Marketing

Philosophy

Spend your money where

consumers spend the most time,

and are the most influencedSlide3

Broadcast Television Dominates Cable

Top Program Ratings

– Broadcast TV has:

Higher program ratings

Higher reach

Digital subchannels out-delivering cable ratings Highest Reach - More Viewer Minutes per Broadcast Network Broadcast Total Penetration vs. Local Cable Ads – Limitations of cable interconnects and ADS diminish cable’s market reachMajor Product Categories - Broadcast TV has stronger purchase influence in the key categories

3Slide4

Time SpentSlide5

People Spend the Most Time with Television

of All Ad Supported Platforms

5

Source: GfK TVB Media Comparisons Study 2020. M-S 5A-1A. Persons 18+. Online/internet platforms such as email, social media, internet radio and websites, are totaled for any online device-PC, Smartphone and Tablets. Broadcast TV News Websites/Apps includes local TV station & network websites/apps for news/weather/sports.Slide6

InfluenceSlide7

What Influenced Consumers Most

7

Source: GfK TVB Purchase Funnel 2019 A18+; Most important for media that registered 2% or higher.

% Influenced by mediaSlide8

Of Those that Cited TV as the Most Important in Awareness Phase, 7 out of 10 Picked Broadcast TV

8

Source: GfK TVB Purchase Funnel 2019 A18+

QA4 How to read: Of the 56% that said TV was most important for awareness, 69% of them cited Broadcast TV as the most important.Slide9

ReachSlide10

TV Has Highest Reach of Ad Supported Platforms Broadcast Leads the Way

10

Source: GfK TVB Media Comparisons Study 2020. M-S 5A-1A. Persons 18+. Online/internet platforms such as email, social media, internet radio and websites, are totaled for any online device-PC, Smartphone and Tablets. Broadcast TV News Websites/Apps includes local TV station & network websites/apps for news/weather/sports.Slide11

Broadcast TV is TV’s Primary Reach Engine

11

Source: GfK TVB Media Comparisons Study 2020. M-S 5A-1A. Persons 18+. Slide12

The Primary Source for News: Local Broadcast Television

12

Source: GfK TVB Purchase Funnel 2019 A18+

B1 “Which one of the following sources, if any, would you say is your primary source for news?”

Which of the following sources, if any, would you say is your primary source for news?Slide13

There Are Many Cable Networks

13

Source: ComScore

comScore measures

238

Cable NetworksSlide14

Average Channels Receivable & Tuned Per Week, Per Household

14

Source: Nielsen Average Channels Tuned Custom report, Households, Composite, based on Aug of every year, channels tuned for all sources/originators contributing to HUTSlide15

If you could choose

only

five

networks,

which five would you choose?Slide16

Out of 5 choices, the top 4 were Broadcast Networks

16

Source: GfK TVB Media Comparisons Study 2020. Respondents were given 50 choices of Broadcast and Cable Networks with an option to write in a network.

If you could choose only

five

networks, which five would you choose?

Network “A”

Network “B”

Network “C”

Network “D”

Network “E”

BROADCAST NETWORK

CABLE NETWORKSlide17

17

Source: Nielsen

NPower

. November 13

th

2019 Adults 25-54 Live+1 Ratings.

Broadcast TV’s Reach: Significantly Higher Than CableSlide18

Broadcast Websites Added More Reach to Broadcast TV, than Cable

18

Source: GfK TVB Media Comparisons Study 2020. M-S 5A-1A. Persons 18+.

1.4%

Reach

Added

3.4%

Reach

AddedSlide19

Broadcast TV and Broadcast Websites:

Overall Reach Increased Over 3% on Top of an Already High Base

19

Source: GfK TVB Media Comparisons Study 2020. M-S 5A-1A. Persons 18+.

Broadcast

Websites

22.6%

Broadcast

TV Only

78.2%

Added Reach

3.4%

DuplicationSlide20

Local Broadcast Television Station Websites:

Top Choice For Information On News And Events

20

Source: GfK TVB Media Comparisons Study 2020. Persons 18+. Includes only those who answered.

Q13 - Which one of the following websites are you most likely to turn to when you need information about local news or events? As a percentage of those that use websites and apps.

Websites Most Likely To Turn To When You Need Information

About Local News Or EventsSlide21

Market PenetrationSlide22

Cable Coverage in Topeka, KS

PrecisionTrak

CableOne

Advertising - Emporia, KS

Cox Media - Topeka, KS Interconnect

AT&T U-verse - Topeka, KS

Cox Cable - Manhattan/Junction City, KS

Cox Cable - Topeka, KS

Prime Media - Topeka, KS Interconnect

Blue Valley Tele - Marysville, KS

Giant Comms - Holton, KS

Rainbow Comms - Hiawatha, KS

Tri County Tele - Council Grove, KS

Twin Valley Tele - Clay Center, KS

ValuNet Fiber - Emporia, KS

Wamego Tele - Wamego, KS

Vyve

- Ft. Riley, KS

April 2019

Source:

Comscore

– April 2019. (OTA=Over-the-Air or Broadcast Only homes).

22Slide23

Feb 2019

REMEMBER:

Local cable commercials

aren’t

seen in every satellite home

As of Feb ‘20, Cable (HW) reaches

56.0%

of TV homes in the market, but reach diminishes depending on the cable interconnect.

Cable Coverage in

San Diego, CA

Sources: Nielsen Feb ‘19 & Feb ‘20 San Diego, CA DMA, NLTV (OTA=Over-the-Air)

Feb 2020

23Slide24

How Do Advertisers Reach Viewers in (Your Market)?

24

Broadcast

100%

Broadcast Reaches 100% of TV HomesSlide25

The Importance of Cable and

Alternate Delivery Systems (ADS) Trends in DMAsSlide26

Satellites and Local Cable Advertising

Key questions to ask your cable rep

Are Local Satellite ads available in your market?

Can the ads be seen on both DirecTV and Dish, or just one of the two?

Can the ads be seen on all the boxes in the home, or just the primary box?

Can the ads be placed on all the cable networks or just some of them?

26Slide27

The Limitations of Cable Because of ADS Trends

National ADS (Alternate Delivery System) penetration is high – 23.2% of TV HHs, while Wired Cable continues to decrease.

Local cable commercials

may not be seen

in ADS homes.

Broadcast television has the potential to reach 100% of TV homes.Many markets exceed the national penetrations average and advertisers in those markets must consider the ADS factor.27

Source: Nielsen, February 2020

DMA Rank

DMA Name

% ADS

46

Albuquerque-Santa Fe

44.6%

44

Birmingham

42.6%

38

Greenville-Spartanburg

41.9%

20

Sacramento-Stockton

40.7%

11

Phoenix (Prescott)

39.6%

Top 5 ADS Levels of TV HHs in Markets 1-50Slide28

Wired Cable Penetration Declining vs.

Satellite and Over the Air Growing

28

Source: Nielsen, Feb 2000-2020Slide29

OTA Households Continue to Grow!

National OTA (Over-the-Air) penetration has climbed 63% from Feb’12 (9.6%) to Feb’20 (15.3%), and is even higher in many markets:

29

Source: Nielsen, Feb 2020

Top 10 OTA Levels of TV HHs in Markets 1-50

DMA Rank

DMA Name

% OTA

36

Milwaukee

31.8%

11

Phoenix (Prescott)

30.8%

46

Albuquerque-Santa Fe

29.8%

5

Dallas-Ft. Worth

29.2%

8

Houston

28.2%

31

San Antonio

27.9%

15

Minneapolis-St.

Paul

27.8%

43

Oklahoma City

27.0%

37

Cincinnati

25.1%Slide30

Broadcast vs. Cable Ratings

2018-2019 Season Ratings Vastly

Out-deliver CableSlide31

The Local Programming of Choice is on Local TV Stations… 92 of the Top 100 Shows in the 2018-’19 Season Were Broadcast

31

Source: Nielsen, NPOWER, 9/24/18-5/22/19; Ranked by A25-54 L+1 US AA % (ties broken by 000’s)

S/O-S/O Programs Ranked by Adults 25-54 Live+1 Ratings

Program Rank

Broadcast Stations

Ad-Supported

Cable

Total

1-25

24

1

25

26-50

24

1

25

51-75

20

5

25

76-100

24

1

25

Total

92

8

100

%

92%

8%

100%Slide32

Only 8 Cable Programs in the Top 100 in the 2018-’19 season

32

Source: Nielsen, NPOWER, 9/24/18-5/22/19; Ranked by A25-54 L+1 US AA % (ties broken by 000’s)

Rank

Program

Network

22

CFP CHAMPIONSHIP

ESPN

45

CFP CHAMPIONSHIP SUST

ESPN

51

ORANGE BOWL

ESPN

55

CFP SEMI-FINAL

ESPN

64

ROSE BOWL

ESPN

69

COTTON BOWL

ESPN

75

NFL REGULAR SEASON

ESPN

76

SUGAR BOWL

ESPNSlide33

In the 2018-19 Season, the Programming of Choice Is on Broadcast TV – 24 of the Top 25 Shows

33

Source: Nielsen, NPOWER, 9/24/18-5/22/19; Ranked by A25-54 L+1 US AA % (ties broken by 000’s) Slide34

How is Cable Sold?

Advertisers most commonly buy broad rotators

Can buy specific programs but at a much higher premium Shows that deliver actual ratings have limited local avails

Where do cable providers make their money, advertisers or cable customers?

Cable makes their money from you, their subscriber. Advertising is not their main source of income

When cable has a program with ratings, they would rather run a commercial promoting their services34Slide35

ClutterSlide36

The Fewer Commercials in a Podthe Higher the Exposure

Source: TV Dimensions / Media Dynamics, Inc.

Above Average

Below Average

36Slide37

DVR vs. Live ViewingSlide38

Watching TV at Home Captures the Lion’s Share of Viewing

Q1 2020: Weekly Time Spent A18+ (

Hrs:Min

)

Live TV 26:00 65.7%

Internet Connected Device 5:38 14.2%

Time-Shifted TV 3:53 9.8%

Video Focused App/Web (Smartphone) 2:00 5.1%

Video on a Computer 1:12 3.0%

Video Focused App/Web (Tablet) 0:52 2.2%

Total A18+ Video Consumption 39:35 100.0%

Source: Nielsen The Total Audience Report August 2020 (Q1 2020), Hours:Minutes among U.S. population

Internet Connected Device is inclusive of Smart TV app usage.

38Slide39

Source:

Nielsen Total Audience Report August 2020 (Q1 2020), Based on Total U.S. Population

Note: Internet Connected Device is inclusive of Smart TV app usage. Some amount of simultaneous usage may occur across devices.

39

Nielsen: Weekly Time Spent Video Viewing 1Q20 (HH:MM)

Hours: Minutes/Week

A18+

A18-34

A35-49

A50-64

A65+

A18-49

A25-54

Live TV

26:00

10:02

20:17

34:37

44:32

14:41

18:57

Time-shifted TV

3:53

1:19

3:31

5:24

6:04

2:18

3:07

DVD/Blu Ray Device

0:27

0:20

0:32

0:31

0:27

0:25

0:29

Game Console

1:39

3:38

1:44

0:28

0:10

2:46

2:10

Internet

Connected Device

5:38

6:57

6:52

4:57

3:12

6:55

7:02

Video

on a Computer

1:12

1:44

1:17

1:04

0:30

1:32

1:26

Video

Focused App/Web

(

Smartphone)

2:00

3:02

2:17

1:23

0:58

2:41

2:20

Video Focused App/Web (Tablet)

0:52

0:59

1:04

0:51

0:29

1:01

1:03

Live TV continues to dominate all video viewing across all age segmentsSlide40

Zoned CableSlide41

Zoned Cable

For a business to grow, they have to have the ability to reach 100% of their customers, not a small % as with cable.

Even with cable zoning, an advertiser can still only reach a very small % of their customers.

Take the advertiser back to what consumers are watching. What good does it do to be on zoned cable if nobody watches those programs?

Think politics. Politicians have one month to influence the voter, and they buy broadcast because it’s win or go home.

41Slide42

I+

(

Local ad insertion on Satellite)Slide43

I+ = 23 Channels

43Slide44

Getting Your Ad on Satellite in Local Markets

44

At the local break, copy is inserted into the network feed in every DVR home in each DMA.

The ads are stored

on each DVR

for future use.

Local commercials are sent via satellite to individual DVR boxes in each DMA.

Each DVR box has unique code mapped to a specific DMA.

Commercials can ONLY play back on the MAIN DVR box in the homeSlide45

TrustSlide46

The Primary Source For News:

Local Broadcast Television

46

Source: GfK TVB Media Comparisons Study 2020. Persons 18+. Includes only those who chose a media. Q5 - Which one of the following sources, if any, would you say is your primary source for news?

Which one of the following sources, if any,

would you say is your primary source for news?Slide47

Local Broadcast Television News:

#1 For Trust

47

Source: GfK TVB Media Comparisons Study 2020. Persons 18+. Agree Strongly or Agree Somewhat. Q9 - For each source, please indicate the extent to which you agree or disagree with the following statement: I trust the News that I see/hear on this media source.

I trust the News that I see/hear on this media source:

Percent AgreeSlide48

Local Broadcast Television News:

Most Involved In Your Community

48

Source: GfK TVB Media Comparisons Study 2020. Persons 18+. Includes only those who chose a media. Q8 - And, which source of news do you feel is the most involved in your community?

Which source of news do you feel is the most involved in your community?Slide49

Broadcast Television – The Strategic Choice

Top Program Ratings

Higher Reach

More Time Spent per Network

Stronger Purchase Influence

100% TV Market ReachSelectivityLess Advertising ClutterMulti-Platform Opportunities49Slide50

Key Takeaways

There are two kinds of television and they are not created equal.

Consumers are watching broadcast TV at far greater numbers than cable and are influenced more by broadcast commercials.

Understand your DMA cable/satellite pie chart. This will help you as you explain to your client the fragmented cable market.

If you are in a I+ market, know the problems with I+ but keep in mind the main point: these are still cable shows.

Think politics when it comes to cable zoning. You can really win by driving this point home. It makes sense to most advertisers.For a company to grow their business, they must have the majority of their allocation on broadcast TV.

50