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Presentation on theme: "Media Comparisons 2016 Introduction"— Presentation transcript:
Slide1
Media Comparisons
2016
Slide2
IntroductionThe last TVB Media Comparison relied heavily on a Syndicated offering from
GfK called MultiMedia MentorIt provided data going back several years, allowing for yearly comparisonsGfK felt with changes in the media environment this product needed an overhaul and stopped issuing it
The last release of MultiMedia Mentor was Spring 2014. As a result TVB developed with GfK our own surveys to produce this 2016 Media comparisonWinter Survey 2016 focused on attitudinal questions of 1,650 respondentsSpring Survey 2016 focused on Reach and Time Spent of 1,100 respondentsWe advise against comparisons of previous studies2
Slide3
Reach
Slide4
The Majority of TV Program Reach is Through Linear TV
Number of Websites1994 - Barely Three Thousand. 2016 - 1 Billion
8Source: 1994 number- Atlantic September 30, 2015. 2016 number- Internet Live Stats July 13, 2016
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175,570,000 Unduplicated Viewers:But How Many Channels and How Long to get there?
9
Source: December 2015 Nielsen, ComScore, People 2+
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The Internet10
1991
2004199719951995
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The Internet Is Very Fragmented11
Source: GfK
TVB Mentor Survey Spring 2016. M-S 6A-12M. Persons 18+. Percentage of total internet daily time spent.ComputerSmartphoneTablet
Online Time Spent %
Slide12
TV Has Highest Reach of Ad Supported Platforms Broadcast Leads the Way
12Source: GfK TVB Mentor Survey Spring 2016. M-S 6A-12M. Persons 18+. Online/internet platforms such as e-mail, social media, internet radio and websites, are totaled for any online device-PC, Smartphone and Tablets. Broadcast TV News Websites includes local TV station websites & network websites for news/weather/sports
.
Slide13
ReachReach does
not discern between those that use a media platform for seconds and those that use a media platform for hoursA better measure of engagement would be time invested with the
People Spend the Most Time with Television of All Ad Supported Platforms
16Source:
GfK TVB Mentor Survey Spring 2016. M-S 6A-12M. Persons 18+. Online/internet platforms such as e-mail, social media, internet radio and websites, are totaled for any online device-PC, Smartphone and Tablets. Broadcast TV News Websites includes local TV station websites & network websites for news/weather/sports.
Slide17
People Spend More Time with TV Programming Than All These Media Channels Combined
17Source:
GfK TVB Mentor Survey Spring 2016. M-S 6A-12M. Persons 18+. Online/internet platforms such as e-mail, social media, internet radio and websites, are totaled for any online device-PC, Smartphone and Tablets. Broadcast TV News Websites includes local TV station websites & network websites for news/weather/sports.4:144:54
Slide18
People Spend More Time with TV For Programming Than All These Devices Combined
18Source:
GfK TVB Mentor Survey Spring 2016. M-S 6A-12M. Persons 18+. Other devices any use: Streaming video any, social media, email, search, games, radio, digital print, TV websites any, any other internet use.4:384:54
Slide19
Ad Recall by Platform: Highest on TV
19Source: CRE “Evaluating Engagement and Recall by Platform”, presented at Nielsen 360 June 2016
Ages 16-54, Total of 38 national ads tested across five shows: Bones, The Big Bang Theory, Family Feud, Family Guy and Survivor% able to recall half or more of the advertisers
Slide20
Influence and Motivation
Slide21
Television is The Top Advertising Medium That Influences Purchase Decisions
21Source:
GfK TVB Mentor Survey Winter 2016. M-S 6A-12M. Persons 18+. Includes only those who chose a media. Q1 - Please select the one type of advertising medium which, you feel, most influences you to make a purchase decision? Broadcast TV News Websites includes local TV station websites & network websites for news/weather/sports.Advertising medium which you feel most influences you to make a purchase decision % Adults 18+
Slide22
Television Ads Motivate To Learn More
22Source: GfK TVB Mentor Survey Winter 2016. M-S 6A-12M. Persons 18+. Q2- From which of the following sources’ advertising are you most motivated to learn more about advertised products or brands you might like to try or buy? Respondent could select more than one answer.
Broadcast TV News Websites includes local TV station websites & network websites for news/weather/sports.
Slide23Slide24
The Primary Source For News:Local Broadcast Television
24Source:
GfK TVB Mentor Survey Winter 2016 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? Broadcast TV News Websites includes local TV station websites & network websites for news/weather/sports.Which one of the following sources, if any, would you say is your primary source for news?
Slide25
25
Source: GfK TVB Mentor Survey Winter 2016 Persons 18+. Includes only those who chose a media. Q6 - What source do you turn to first for information about local weather, traffic, or sports? Broadcast TV News Websites includes local TV station websites & network websites for news/weather/sports.
The Primary Source For Local Traffic, Weather & Sports:Local Broadcast Television NewsWhat source do you turn to first for information about local weather, traffic, or sports?
Slide26
Local Broadcast Television News:#1 For Trust
26Source:
GfK TVB Mentor Survey Winter 2016 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. Broadcast TV News Websites includes local TV station websites & network websites for news/weather/sports.I trust the News that I see/hear on this media source:Percent Agree
Slide27
Television Ads Are Motivation To Do Further Research Online
27
Source: GfK TVB Mentor Survey Winter 2016 Persons 18+. Includes only those who answered.Q3 Has an advertisement on television motivated you to go the Internet to find out more information about that product or service?Has an advertisement on television motivated you to go the Internet to find out more information about that product or service?
Slide28
Working Together
TV
Internet
Slide29
Internet Usage Skews Towards the Day.TV Skews Towards the Evening/Night.
29Source:
GfK TVB Mentor Survey Spring 2016. M-S 6A-12M. Persons 18+. Internet=Social Media, E-mail, Search, Internet Radio, Digital Print, TV websites, any other internet use.
Slide30
Combining Broadcast TV with Broadcast Websites Results in 3-10% Increased Reach
Local Broadcast Television Station Websites:First For Info On News And Events
31Source:
GfK TVB Mentor Survey Winter 2016 Persons 18+. Q13 - Which one of the following websites are you most likely to turn to when you need information about local news or events? Most Likely To Turn To When You Need InformationAbout Local News Or Events
Slide32
Demographics
Slide33
Demographics: Boomers and Millennials Two Largest Age Groups in 2015
*Digital media includes all use on any online device-PC, Smartphone and Tablets. Broadcast TV News Websites includes local TV station websites & network websites for news/weather/sports.
Slide35
The Difference in Time Spent for TV Versus Other Media is Dramatic, for All Age Groups
35Source: GfK
TVB Mentor Survey Spring 2016. M-S 6A-12M. Television= Broadcast & Cable *Digital media includes all use on any online device-PC, Smartphone and Tablets. Broadcast TV News Websites includes local TV station websites & network websites for news/weather/sports.
Slide36
Adults 18-34Reach: TV Highest, Followed by Email & Social MediaTime Spent: TV 3X Next Closest Platform
36
Source: GfK TVB Mentor Survey Spring 2016. M-S 6A-12M. Television= Broadcast & Cable *Digital media includes all use on any online device-PC, Smartphone and Tablets. Broadcast TV News Websites includes local TV station websites & network websites for news/weather/sports.
Slide37
Adults 25-54Reach: TV Highest, Followed by Email & RadioTime Spent: TV 4X Next Closest Platform
37
Source: GfK TVB Mentor Survey Spring 2016. M-S 6A-12M. Television= Broadcast & Cable *Digital media includes all use on any online device-PC, Smartphone and Tablets. Broadcast TV News Websites includes local TV station websites & network websites for news/weather/sports.
Slide38
HH Income 100K+: Greater Reach of Media with TV HighestBut Generally Spend Less or Comparable Time with Exception of E-mail
38
Source: GfK TVB Mentor Survey Spring 2016. M-S 6A-12M. Television= Broadcast & Cable *Digital media includes all use on any online device-PC, Smartphone and Tablets. Broadcast TV News Websites includes local TV station websites & network websites for news/weather/sports.
Slide39
“Advertising medium which most influences you to make a Purchase Decision” TV Tops
39
Source: GfK TVB Mentor Survey Winter 2016. M-S 6A-12M. Persons 25-54 & 18-34. Includes only those who chose a media. Q1 - Please select the one type of advertising medium which, you feel, most influences you to make a purchase decision? Broadcast TV News Websites includes local TV station websites & network websites for news/weather/sports. (%) Advertising medium which you feel most influences you to make a purchase decision A18-34A25-54
Slide40
Television Ads Motivate To Learn More
40Source: GfK TVB Mentor Survey Winter 2016. M-S 6A-12M. Persons 25-54 & A18-34. Includes only those who chose a media. Q2 - From which of the following sources’ advertising are you most motivated to learn more about the advertised products or brands you might like to try or buy? Respondent could select more than one
answer.Broadcast TV News Websites includes local TV station websites & network websites for news/weather/sports.(%) From which of the following sources’ advertising are you most motivated to learn more about the advertised products or brands you might like to try or buy?A18-34A25-54
Slide41
Television Ads Are The Top Medium That Influences Mom’s Purchase Decisions
41Source:
GfK TVB Mentor Survey Winter 2016. M-S 6A-12M. Women 18+ with presence of children. Includes only those who chose a media. Q1 - Please select the one type of advertising medium which, you feel, most influences you to make a purchase decision? Broadcast TV News Websites includes local TV station websites & network websites for news/weather/sports. Advertising medium which you feel most influences you to make a purchase decision % Moms
Slide42
African Americans & Hispanics42
Source: Nielsen Universe Estimates January 2016
12.9% of U.S.Households12.7% of U.S.Households
Slide43
African Americans and Hispanics: TV Highest for BothHispanic Reach Generally Higher than African AmericansAfrican Americans Spend More Time with TV
43
Source: GfK TVB Mentor Survey Spring 2016. M-S 6A-12M. Television= Broadcast & Cable *Digital media includes all use on any online device-PC, Smartphone and Tablets. Broadcast TV News Websites includes local TV station websites & network websites for news/weather/sports.
Slide44
TV Most InfluentialFor African Americans and Hispanics
44Source:
GfK TVB Mentor Survey Winter 2016. M-S 6A-12M. Persons 18+ Race: Black & Hispanic. Includes only those who chose a media. Q1. Broadcast TV News Websites includes local TV station websites & network websites for news/weather/sports.(%) Advertising medium which you feel most influences you to make a purchase decision HispanicsAfrican Americans
Slide45
TV Top MotivatorFor African Americans and Hispanics
45Source:
GfK TVB Mentor Survey Winter 2016. M-S 6A-12M. Persons 18+ Race: Black & Hispanic. Q2. Respondent could select more than one answer. Broadcast TV News Websites includes local TV station websites & network websites for news/weather/sports.(%) From which of the following sources’ advertising are you most motivated to learn more about the advertised products or brands you might like to try or buy?HispanicsAfrican Americans
Slide46
African Americans and Hispanics Turn To Local Broadcast TV News First
46Source:
GfK TVB Mentor Survey Winter 2016. M-S 6A-12M. Persons 18+ Race: Black & Hispanic. Q6 - What source do you turn to first for information about local weather, traffic, or sports? Broadcast TV News Websites includes local TV station websites & network websites for news/weather/sports.(%) What source do you turn to first for information about local weather, traffic, or sports?HispanicsAfrican Americans
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Categories47
Slide48
TV Ads By Far Top Influencer of Purchase DecisionsRunners Up Vary by Category
48
Source: GfK TVB Mentor Survey Winter 2016. M-S 6A-12M. Persons 18+. Includes only those who chose a media.QO1 - Please select the one type of advertising medium which, you feel, most influences you to make a purchase decision? AutoHome PurchasersRemodeling
Urgent Care
Slide49
TV Ads Top Motivator to Learn More About Products
49Source: GfK TVB Mentor Survey Winter 2016. M-S 6A-12M. Persons 18+. Q2 - From which of the following sources’ advertising are you most motivated to learn more about the advertised products or brands you might like to try or buy? Respondent could select more than one
answer.Broadcast TV News Websites includes local TV station websites & network websites for news/weather/sports. AutoHome PurchasersRemodeling
Urgent Care
Slide50
The Primary Source For News: Local TV
50
Source: GfK TVB Mentor Survey Winter 2016 Persons 18+. Includes only those who chose a media. QO5 - Which one of the following sources, if any, would you say is your primary source for news? Broadcast TV News Websites includes local TV station websites & network websites for news/weather/sports.
Slide51
They All Have TV News.But Local TV News is Far More Trusted.
51Source:
GfK TVB Mentor Survey Winter 2016 Persons 18+. 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.RemodelingAutoHome PurchasersUrgent Care
Slide52
They All Have Digital News.But Local TV Digital is Far More Trusted.
52Source:
GfK TVB Mentor Survey Winter 2016 Persons 18+. 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.RemodelingAutoHome PurchasersUrgent Care
Slide53
Voters: TV Top Influencer and Motivator
53Source:
GfK TVB Mentor Survey Winter 2016. M-S 6A-12M. Persons 18+ Likely to vote in 2016 presidential election. Includes only those who chose a media. Question Q1 & Q2. Broadcast TV News Websites includes local TV station websites & network websites for News/weather/sports. Most Influences Your Decision%Most Motivates to Learn More%
Slide54
The Primary Source For News: Local TV
54Source: GfK TVB Mentor Survey Winter 2016 Persons 18+ Likely to vote in 2016 presidential election. 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? Broadcast TV News Websites includes local TV station websites & network websites for news/weather/sports.
Which one of the following sources, if any, would you say is your primary source for news?
Slide55
Voter Trust is in Local Broadcast Assets
55Source:
GfK TVB Mentor Survey Winter 2016 Persons 18+. 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.TV NewsDigital News
Slide56
SummaryMost TV viewers are reached through broadcast TV
The Internet is very fragmented (1 billion websites), comprised of very different entities (email, social media, search etc.) on multiple devicesMost time spent with TV programs is on linear TV
People spend more time with TV programming than all other media studied combined56
Slide57
SummaryTV is the top advertising medium for purchase influence and motivation to learn more about products
Local TV news is the top source for news and is most trustedBroadcast TV & broadcast websites can synergistically work together to increase reach
Local Broadcast TV website are turned to first for local news among local digital platforms57
Slide58
SummaryAll demographics spent at least 3 times more hours/minutes with TV than the next closest media platform - even adults 18-34.
The time spent runner up for adults 25-54 is radio. For 18-34 second platform after TV was social media.For all demographics and categories measured, TV is the top advertising medium for purchase influence and
