trends in advertising activity
Post on 14-Feb-2017
234 Views
Preview:
TRANSCRIPT
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)
Source: BARB/Nielsen Monitor.
Key Facts - Payday Loans
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)
Source: BARB/Nielsen Monitor.
Key Facts - Payday Loans
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%
Terrestrial Commercial
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)
Source: BARB/Nielsen Monitor.
Key Facts - Payday Loans
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%
Key Facts - In context
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%
Key Facts - In context
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)
Key Facts - In context
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)
Key Facts - In context
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, %
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.
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, %
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.
4.6 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, %
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.
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, %
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.
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, %
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.
4.3 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,
%
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.
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,
%
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.
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,
%
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.
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,
%
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.
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,
%
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.
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%
Adults Adults ABC1 Adults C2DE Children 4-15 Children 10-15
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,
%
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.
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
Terrestrial Commercial
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
Other - Top 10 (PDL)
Children's
Movies
Music
Sports
Commercial PSB Portfolio
Terrestrial Commercial
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
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.
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
Other - Top 10 (PDL)
Children's
Movies
Music
Sports
Commercial PSB Portfolio
Terrestrial Commercial
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
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.
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
Other - Top 10 (PDL)
Children's
Movies
Music
Sports
Commercial PSB Portfolio
Terrestrial Commercial
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
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.
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
Other - Top 10 (PDL)
Children's
Movies
Music
Sports
Commercial PSB Portfolio
Terrestrial Commercial
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
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.
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%
Adults Adults ABC1 Adults C2DE Children 4-15 Children 10-15
Other - All other
Other - Top 10 (PDL)
Children's
Movies
Music
Sports
Commercial PSB Portfolio
Terrestrial Commercial
Share of viewing by channel group: Commercial channels, 2012
Sha
re o
f vie
win
g by
day
part,
%
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.
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
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.
-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
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.
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)
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.
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
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.
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
Other - Top 10 (PDL)
Children's
Movies
Music
Sports
Commercial PSB Portfolio
Terrestrial Commercial
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)
0.0% 0.0% 0.1% 0.4% 0.7% %of total imps 0.0% 0.1% 1.3% 3.9% 5.9% %of Finance imps 0.5% 20.7% 82.3% 80.6% 78.7% % of Pers.Loans imps
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
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.
=103 impacts per individual
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
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.
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
Other - Top 10 (PDL) Children's
Movies
Music
Sports
Commercial PSB Portfolio Terrestrial Commercial
Impacts by channel group: Payday Loans, ABC1 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, 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)
0.0% 0.0% 0.1% 0.5% 0.8% %of total imps 0.0% 0.2% 1.4% 4.2% 6.6% %of Finance imps 0.4% 23.1% 82.9% 80.2% 80.3% % of Pers.Loans imps
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
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.
=208 impacts per individual
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
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.
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
Other - Top 10 (PDL) Children's
Movies
Music
Sports
Commercial PSB Portfolio Terrestrial Commercial
Impacts by channel group: Payday Loans, C2DE 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, 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)
0.0% 0.0% 0.2% 0.5% 0.6% %of total imps 0.0% 0.3% 1.8% 5.5% 6.3% %of Finance imps 1.0% 35.3% 90.2% 88.4% 83.1% % of Pers.Loans imps
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
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.
=70 impacts per individual
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
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.
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
Other - Top 10 (PDL) Children's
Movies
Music
Sports
Commercial PSB Portfolio Terrestrial Commercial
Impacts by channel group: Payday Loans, Children 4-15
Num
ber o
f im
pact
s, m
illion
s
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, 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
0.0% 0.0% 0.1% 0.5% 0.7% %of total imps 0.1% 0.2% 1.7% 5.5% 7.2% %of Finance imps 1.5% 27.4% 88.6% 87.6% 83.2% % of Pers.Loans imps
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
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.
=84 impacts per individual
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
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.
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
Other - Top 10 (PDL) Children's
Movies
Music
Sports
Commercial PSB Portfolio Terrestrial Commercial
Impacts by channel group: Payday Loans, Children 10-15
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, 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).
top related