resilience and effectiveness of tv - tv marketing€¦ · % average increase on business effects*...
TRANSCRIPT
RESILIENCE AND EFFECTIVENESS OF TV
STRUCTURE
Source: Ipsos Affluent Europe 2017
• Growing TV ad revenue
• Delivering high reach
• Cross-platform TV viewing
• Delivering trust and security
• Emotional connections
• Bringing families together
• Encouraging conversation
• Premium effectiveness
TV AD SPEND CONTINUES TO GROW
35.536.4 37.0
38.039.0
2013 2014 2015 2016 2017
TV Ad spend in Europe US$ (billion)
Source: Zenith Ad Forecast Dec 2016
40.3Projected Europe TV ad
spend in 2018
Five year trend
+24%Projected growth in Europe
TV ad spend 2009 to 2018
95%
Of affluent Europeans
watch TV at least once
a day
93%
Of affluent Europeans
aged 21-35 watch TV at
least once a day
% Daily reach
HIGH TV PENETRATION AMONG ALL AGE SEGMENTS
Source: Ipsos Affluent Europe 2017, * The Global TV Group
‘TV remains very important for us. It’s still a
very important way for us to drive mass reach
and the right reach as well’.
Andrew Clarke, CMO, Mars, Feb 2017*
HEAVY TV VIEWERS ARE HEAVY DIGITAL VIEWERS
Millennials Light Medium Heavy
Light 143 103 58
Medium 115 118 68
Heavy 87 93 120
TV
Dig
ita
l
All Affluent Light Medium Heavy
Light 115 102 88
Medium 98 111 91
Heavy 90 90 117
TV
Dig
ita
l
Index where 100 = average affluent Europeans
‘TV still works, obviously, how we plug it
with digital is becoming more and more
important. You can’t separate digital from
what happens on air’.
Seth Kaufman, CMO, Pepsi, Oct 2016*
Source: Ipsos Affluent Europe 2017, * The Global TV Group
MILLENNIAL TV VIEWING INFLUENCED BY LIFESTAGE
Source: Auditel Audiweb Objects 2016 (Main Italy TV broadcaster)
2:012:28
3:16
16-24 25-34 25-34 with children
Age
Average TV hours viewed per day by Italian consumers
‘Should millennial-minded marketers even
be considering TV advertising anymore?
Yes, they most definitely should’.
Mark Ritson, Columnist and Marketing Professor,
Marketing Week, Nov 2017
54%
Of affluent Europeans
only watch TV on a TV
set
41%
Of affluent Europeans
watch TV on a TV set
and on other platforms
TV SETS CONTINUE TO DOMINATE VIEWING
‘TV is still really powerful for us. It is still the
most mass reaching audience and it still
works for us’.
Marisa Thalberg, CMO, Taco Bell, April 2017*
5%Only watch TV on other
platforms
less
Source: Ipsos Affluent Europe 2017, * The Global TV Group
than
But
TV VIEWING EXTENDS THROUGH THE HOME
56% 46%
Living room
24%
Bedroom
Study
19%
Kitchen
12% 9%
Garden Bathroom
Where UK consumers watch television via tablets,
laptops and/or smartphones
Source: Screen Life: TV advertising everywhere, 2014, Craft/Thinkbox
* Ipsos Affluent Europe 2017
46%Of Affluent Europeans also
watch TV on other platforms*
FIRST SOURCE FOR NEWS AND SPORT
33%31%
13%10% 9%
2% 2%
TV Desktop Newspapers Radio Mobile Magazines Socialmedia
Media platforms affluent Europeans turn to first for news
41%
31%
11%7% 6%
2% 2%
TV Desktop Newspapers Mobile Radio Magazines Socialmedia
Media platforms affluent Europeans turn to first for sport
Source: Ipsos Affluent Europe 2017 *Touchpoints 2016, IPA. Base: adults 15+. Includes
only media which people choose to consume.
41%Of UK consumer media time
taken up by TV every day *
GROWING NUMBER OF TV ADS SEEN EVERY DAY
3:32 Average length of time
UK consumers view TV
every day
98%Of all UK viewers watch
TV on a standard TV set
TV ads viewed every day
by UK consumers in 2016(+6 more ads than 2006)45
‘TV, at least in the foreseeable future, is
always going to have a place in big brands’.
David Christopher, CMO, AT&T, Jan 2017*
Source: BARB, 2006 - 2016, * FORTUNE 2017
DOMINANCE OF TV SHARE OF VIDEO
Minutes of video
advertising watched per
day in the UK
94%
Of all Video advertising
in the UK is TV(18 minutes, 53 seconds)
20
‘Every medium has a place in your mix. We
think about it as video, not TV. That’s how
we buy it and how we think about it’.
David Christopher, CMO, AT&T, Jan 2017*
Source: 2016, BARB / comScore / Broadcaster stream data / OFCOM Digital Day / IPA
Touchpoints 2016 / Rentrak * FORTUNE 2017
BENEFITS OF COMBINED TV AND ONLINE VIDEO
+0%
+25%
+32%
+54%
No activity Online videoOnly
TV Only TV and Onlinevideo
% increase in business effects* by adding…
% average increase on business effects* of using TV and
online video combinations
Source: Effectiveness in the digital era, 2016, Binet & Field IPA
Base: all IPA cases *business effects = market share, brand loyalty, profit, sales etc.)
‘TV is great for effectiveness, but what online
video does is increase the efficiency of TV.
It's the best of both worlds’.
WARC, Opinion, March 2017
TV IS THE MOST TRUSTED ADVERTISING PLATFORM
TV is by far the most trusted form of advertising by UK
consumers
42% 13%
TV
9%
Newspapers Websites
8% 8%
Radio
5%
Magazines You Tube
5% 4%
Social Media
3%
Search Outdoor
Source: *The Guardian Feb 2018, TV Ad Nation 2016, Ipsos Connect/Thinkbox
Q. In which of the following places are you most likely to find advertising that makes you feel…
‘We will prioritise investing only in responsible
platforms that are committed to creating a
positive impact in society’.
Keith Weed, CMO Unilever, Feb 2018*
Source: Ipsos Affluent Europe 2017
IMPORTANCE OF BRAND SATEFY
• Trust and transparency is dominating
conversations
• Consumers becoming more selective
• Online brand safety a growing concern
• Brands increasingly seeking trusted
advertising environments
• TV is a safer haven for brands
• TV content and advertising is tightly
regulated
• TV ad measurement based on completed,
full screen, human views
‘There’s no escaping today’s brand safety…
and some broadcasters have actually seen ad
spend increase, as advertisers have flocked
back to TV as a safe haven for their brands’.
Source: The Global TV Group, INTV *Media Post, Sept. 2017, **The Guardian Feb 2018
‘Advertisers are becoming increasingly wary
of online’s quality and so are unlikely to shift
money aggressively from TV to online’.
Ian Whittaker, Annick Maas, Analysts, Liberum**
Kevin O’Reilly, CTO, TVSquared*
TV IS THE EMOTIONAL AND ENGAGING MEDIUM
Source: Ipsos Affluent Europe 2017, INTV daily TV, desktop and mobile index
Media where UK consumers most likely to find advertising
that makes them feel emotional
58% 9%
TV
9%
Social media YouTube
6% 6%
Newspapers
5%
Websites Radio
3% 2%
Magazines
1%
Search Outdoor
Source: TV Ad Nation 2016, Ipsos Connect/Thinkbox Q. In which of the following places are
you most likely to find advertising that makes you feel… * BBC newsbeat 2015
‘Good advertising creates emotion’.
Deborah Wahl, CMO, McDonald’s, Jan 2015*
Source: Ipsos Affluent Europe 2017, INTV monthly cross-platform reach
TV BRINGS FAMILIES TOGETHER
68%
Of UK adults agree that
watching TV brings the
family together
Source: Ofcom Communications Report 2017, Mintel 2016
62%
Of UK adults consider
watching television
together as a form of
family relaxation
TV ADS ENCOURAGE TALKABILITY
53%
14%9% 8% 7% 7%
TV Social media Websites Newspapers Radio Magazines
Medium most likely to find ads to talk about face to face/on
the phone in the UK
26%
19%
7%4% 3% 2%
TV Social media Websites Newspapers Magazines Radio
Source: Ipsos Affluent Europe 2017
Medium most likely to find ads to talk about online in the UK
Source: TV Ad Nation 2016, Ipsos Connect/Thinkbox
Q: On which medium are you likely to find advertising that you talk about either face to face or
over the phone / online (e.g. on Facebook/Twitter)?
TV IS THE MOST EFFECTIVE ADVERTISING MEDIUM
+29% +20%
TV
+17%
Outdoor
Radio
+15%
+7% +2%
Digital Cinema
“A lot of our campaign recall comes from TV
and not Digital. When ads on Facebook just
flow by, with TV ads we’re really able to tell
our story.”
Per Carleo, Marketing Director Sweeden of
Volvo
‘TV has demonstrated that it gets broad
reach and high engagement, the quality of
the content has become significantly better
and it’s very efficient and effective.’
Marc Pritchard, Chief Brand Officer, P&G, Oct 2017**
% average increase on business effects* of using different
media types
Source: Effectiveness in the digital era, 2016, Binet & Field IPA: All IPA cases *business
effects = market share, brand loyalty, profit, sales etc.) ** Campaign Oct 2017
WRAP UP
Source: Ipsos Affluent Europe 2017
• 95% daily TV reach in Europe
• Maintaining high reach among millennials
• First source for news and sport
• Extending TV reach via other devices
• Heavy TV viewers are heavy digital users
• Consistent TV ad revenue growth
• Trusted brand safe environment
• Making an emotional connection with
consumers and bringing families together
• TV encourages conversation
• #1 medium for advertising effectiveness
ABOUT INTV
INTV is an industry body consisting of
marketers from the leading international
television brands.
INTV brands cross borders and distribution
platforms to reach hundreds of millions of
homes around the world and account for the
five largest channels in Europe.
For audiences, INTV brands provide a trusted
global perspective on news, business, sport
and culture.
For marketers, INTV brands provide an
opportunity for advertisers to connect with an
internationally-minded and upscale audience
around the world in a trusted brand
environment.
RESILIENCE AND EFFECTIVENESS OF TV