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The last TVB Media Comparison relied heavily on a Syndicated offering from . GfK. called . MultiMedia. Mentor. It provided data going back several years, allowing for yearly comparisons. GfK. felt with changes in the media environment this product needed an overhaul and stopped issuing it. ID: 723389

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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

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Reach

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The Majority of TV Program Reach is Through Linear TV

4Source: GfK TVB Mentor Survey Spring 2016. M-S 6A-12M. Persons 18

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Most TV Program Viewers Are Reached Through Broadcast TV

5Source: GfK TVB Mentor Survey Spring 2016. M-S 6A-12M. Persons 18+.

Slide6

Key Categories Have Higher Than Average Broadcast TV Reach

6Source: GfK TVB Mentor Survey Spring 2016. M-S 6A-12M. Persons 18

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The Internet7

1991

2004199719951995

2006

2005

2009

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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?

Source: December 2015 Nielsen, ComScore, People 2+

# of Channels

Time

Frame

Days

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The Internet10

1991

2004199719951995

2006

2005

2009

2007

2010

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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 %

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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

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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

platform — time spent13

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Time Spent

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Most Time Spent with TV Programs is On Linear TV

Source: GfK TVB Mentor Survey Spring 2016. M-S 6A-12M. Persons 18+.

Slide16

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.

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People Spend More Time with TV Programming Than All These Media Channels Combined

17Source:

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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

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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.

Slide23

Slide24

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

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

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

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

30Source: GfK TVB Mentor Survey Spring 2016. M-S 6A-12M. Persons 18+.

88.6%87.6%89.1%84.8%77.8%84.3%

Total Broadcast TV & Websites

16.5%

Slide31

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

33Source: Pew Research

Slide34

TV Has The Highest Reach for All Ages

34Source: 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.

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

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

Slide38

HH Income 100K+: Greater Reach of Media with TV HighestBut Generally Spend Less or Comparable Time with Exception of E-mail

Slide39

“Advertising medium which most influences you to make a Purchase Decision” TV Tops

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

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

Slide47

Categories47

Slide48

TV Ads By Far Top Influencer of Purchase DecisionsRunners Up Vary by Category

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

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:

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:

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

motivation58

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Category Decks59

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Thank You!

Slide61

By yoshiko-marsland
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