Thinkbox Q3 Review Jan - Sep 2008

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  • With digital take-up still continuing, commercial viewing will rise well beyond it’s currently 62% (predicted between 70-80% of viewing according to source.)
  • Thinkbox Q3 Review Jan - Sep 2008

    1. 1. Thinkbox Q3 Review Jan - Sep 2008
    2. 2. Viewing summary On average, we watched 16 hours of commercial broadcast television per week this year & 25.7 hours of broadcast TV in total (which includes the BBC). Commercial viewing remained healthy - up 5% for all individuals year-on-year. Commercial impacts rose 6% versus the same period last year with significant increases against all key audiences. ABC1s saw a massive 9% uplift, whilst 16-34s grew by nearly 4%. 2.6 billion ads are seen everyday, that’s 45 per person. The broadcasters’ online viewing sites continue to gain momentum. The BARB numbers on the following pages do not include that form of TV viewing, which makes the numbers all the more remarkable. Sources: BARB/Tech Edge/DDS
    3. 3. Impacts grew 6% year on year Billions Audiences +6% +9% +7% +4% +4% Source: BARB/DDS Jan-Sep ‘07 versus Jan-Sep ‘08
    4. 4. +15% +19% +17% +6% +8% Billions Audience Source: BARB/DDS Jan–Sep 04-08. See Appendix for full year figures Q3 impacts the highest for over 5 years
    5. 5. Great creative work in 2008 Audi Quattro ‘Grip’: 224,527,000 broadcast impacts Hovis ‘Go on lad’: 110,887,000 broadcast impacts Ford Fiesta ‘This is now’ 120,952,000 broadcast impacts Source: DDS Jul-Sep 2008
    6. 6. Commercial TV viewing time up 5% Ave. hours per week Audience Source: BARB/Tech Edge Jan-Sep 03-07 & Jan-Sep 08 +5% +5% +5% -1% +3%
    7. 7. Audience +3.6% +4.5% +3.3% -1.4% +2.2% Ave. hours per week Total TV viewing has increased marginally Source: BARB/Tech Edge Jan-Sep 03-07 & Jan-Sep 08
    8. 8. Viewing Share by Channel Jan-Sep 2008 Source: BARB Tech Edge Jan-Sep 2008 0.7 0.8 0.7 0.5 0.6 Sky 3 0.4 0.5 0.4 0.4 0.4 Sky 2 1.2 1.5 0.9 0.9 0.8 Sky 1 6.1 5.9 5.9 5.2 6.2 Five Total 0.5 0.6 0.6 0.4 0.5 Five US 0.6 0.7 0.3 0.4 0.5 Fiver 4.8 4.4 4.9 4.3 5.1 five 12.8 16.4 11.1 12.0 11.7 C4 Total 0.7 0.9 0.9 0.7 0.8 Film4 0.8 1.1 0.8 0.9 0.8 More4 1.4 2.6 0.9 1.1 1.1 E4 8.0 9.0 7.2 7.7 7.6 CH4 28.2 26.1 34.9 37.2 33.6 BBC Total 5.0 5.3 8.6 8.8 7.8 BBC 2 16.8 15.2 23.0 24.7 21.9 BBC 1 23.6 18.3 15.9 20.3 20.1 GMTV Total 19.8 17.2 19.9 18.9 21.5 ITV Total 0.6 0.8 1.1 0.7 0.8 ITV4 0.7 0.6 1.3 1.2 1.4 ITV3 2.8 2.7 1.4 1.4 1.7 ITV2 15.1 12.4 15.7 15.2 17.1 ITV1 HSW CH 16-34 Adults Men ABC1 Adults Individuals  
    9. 9. Viewing Share by Channel Jan-Sep 2008 Source: BARB Tech Edge Jan-Sep 2008 HSW CH 16-34 Adults Men ABC1 Adults Individuals   0.8 0.7 0.4 0.6 0.5 Living 2.8 3.1 2.4 2.4 2.4 Virgin Total 0.4 0.7 0.7 0.4 0.5 Virgin 1 0.2 0.2 0.2 0.2 0.2 Challenge TV 0.1 0.2 0.2 0.2 0.2 Bravo 0.1 0.1 0.0 0.1 0.1 Trouble 4.2 4.2 1.6 1.8 2.3 Viacom Total 0.3 0.5 0.3 0.3 0.2 Paramount 0.3 0.2 0.1 0.1 0.3 Nickelodeon uk 0.1 0.3 0.1 0.1 0.1 MTV One 0.1 0.2 0.1 0.1 0.1 E! 0.2 0.2 0.0 0.0 0.2 Jetix Total 4.3 4.5 3.7 3.5 3.6 Sky Inc sales 0.2 0.3 0.3 0.2 0.2 Sci-Fi Channel 0.2 0.2 0.2 0.2 0.2 Discovery 0.1 0.1 0.1 0.1 0.1 Animal Planet 0.1 0.1 0.1 0.1 0.1 National Geographic 0.1 0.1 0.2 0.1 0.1 History Channel 0.4 0.4 0.4 0.5 0.5 Hallmark 6.7 8.4 8.0 7.2 6.4 Sky Total Ex sales 0.8 1.3 1.9 1.5 1.2 Sky Sports 1 0.3 0.3 0.5 0.5 0.4 Sky News
    10. 10. Viewing Share by Channel Jan-Sep 2008 Source: BARB Tech Edge Jan-Sep 2008 HSW CH 16-34 Adults Men ABC1 Adults Individuals   0.1 0.1 0.1 0.2 0.1 UKTV Food 94.6 94.8 96.8 96.3 96.0 Total Broadcast TV 66.4 68.6 61.8 59.0 62.3 Total Commercial 0.1 0.1 0.0 0.0 0.0 Mediaicon Total 0.1 0.1 0.1 0.1 0.1 Optima Total 0.0 0.1 0.0 0.0 0.0 DMS Sales Total 0.8 0.4 0.7 0.6 0.8 Dolph Sales Total 1.2 0.8 0.4 0.4 0.7 Turner Total 0.1 0.1 0.1 0.1 0.1 TCM 0.3 0.2 0.1 0.1 0.2 Cartoon Network 0.3 0.2 0.1 0.1 0.2 Boomerang 0.1 0.2 0.4 0.4 0.3 Eurosport Total 6.2 7.3 6.9 6.5 6.2 IDS Total (Virgin & IDS) 3.4 4.2 4.5 4.1 3.8 UKTV Total 0.0 0.0 0.0 0.0 0.0 Watch 0.1 0.1 0.1 0.0 0.1 Setanta Sports News 0.1 0.2 0.3 0.2 0.2 Setanta Sports 1 0.1 0.0 0.1 0.1 0.1 UKTV Gardens 0.2 0.1 0.1 0.2 0.2 UKTV Style 0.1 0.2 0.4 0.3 0.3 UKTV History 1.0 1.8 1.3 1.1 1.0 Dave 0.6 0.6 0.6 0.6 0.5 G.O.L.D.
    11. 11. ITV1’s top programmes Jan-Sep 2008 Source: BARB/Tech Edge, Individuals 37.5 8854 15.7 02/01/2008 ITV1 EMMERDALE 32.86 8585 15.19 02/03/2008 ITV1 WILD AT HEART 37 8874 15.7 24/02/2008 ITV1 LEWIS 30.3 8913 15.8 09/03/2009 ITV1 DANCING ON ICE – THE SKATE OFF 43.2 10051 17.8 21/05/2008 ITV1 UEFA CHAMPIONS LEAGUE LIVE 49.8 10785 19 16/08/2008 ITV1 THE X FACTOR 50.7 11842 20.9 30/05/2008 ITV1 BRITAIN’S GOT TALENT 44.70 12083 21.38 16/03/2008 ITV1 DANCING ON ICE 51.89 13021 23.08 18/01/2008 ITV1 CORONATION STREET 56.29 13884 24.53 31/05/2008 ITV1 BRITAIN'S GOT TALENT FINAL RESULT Share 000s TVR TX date Channel Title
    12. 12. Channel 4’s top programmes Jan-Sep 2008 Source: BARB/Tech Edge, Individuals 19.9 4675 8.2 19/08/2008 CH4 THE SECRET MILLIONAIRE 15.32 3727 6.60 08/02/2008 CH4 PETER KAY LIVE AT THE MANCHESTER ARENA 17.71 3845 6.79 10/06/2008 CH4 GORDON RAMSEY'S F WORD 16.32 4045 7.17 11/01/2008 CH4 JAMIE'S FOWL DINNERS 21.30 4119 7.29 13/02/2008 CH4 RAMSAY'S KITCHEN NIGHTMARES USA 16.93 4203 7.45 16/01/2008 CH4 RELOCATION, RELOCATION 18.10 4432 7.86 18/01/2008 CH4 GORDON RAMSAY: COOKALONG LIVE 18.19 4766 8.45 02/01/2008 CH4 HALF TON MUM 21.51 5453 9.66 13/02/2008 CH4 GRAND DESIGNS 24.58 5595 9.87 05/06/2008 CH4 BIG BROTHER Share 000s TVR TX date Channel Title
    13. 13. Source: BARB/Tech Edge Five’s top programmes Jan-Sep 2008 12.3 2789 4.9 21/08/2008 Five EXTRAORDINARY PEOPLE… 11.5 2899 5.1 17/08/2007 Five FILM: HELLBOY (2004) 16.15 3754 6.65 02/02/2008 Five CSI - NEW YORK 12.92 3404 6.02 14/04/2008 Five EXTRAORDINARY PEOPLE: HALF MAN HALF TREE 14.03 3337 5.91 26/02/2008 Five FIVE NEWS AT 9 12.31 2819 4.99 07/03/2008 Five NCIS 11.03 2739 4.85 07/03/2008 Five ICE ROAD TRUCKERS 11.41 2684 4.74 10/04/2008 Five HOUSE 10.32 2671 4.72 02/04/2008 Five EXTRAORDINARY PEOPLE: THE WORLD'S HEAVIE 17.65 4359 7.72 12/02/2008 Five CSI: CRIME SCENE INVESTIGATION Share 000s TVR TX date Channel Title
    14. 14. Top digital programmes: non-sport Source: BARB/Tech Edge *Digital commercial channels only 7.4 1438 2.8 06/09/2008 ITV2 XTRA FACTOR 5.3 1187 2.4 27/04/2008 ITV2 BRITAIN'S GOT TALENT 6.8 1336 2.7 18/02/2008 ITV2 GHOSTHUNTING WITH....... 6.8 1426 2.9 28/01/2008 Sky One ROSS KEMP IN AFGHANISTAN 6.3 1482 3.0 17/02/2008 Sky One LOST 11.8 1564 3.1 11/05/2008 Sky One GLADIATORS 10.1 1983 3.9 23/03/2008 Sky One THE COLOUR OF MAGIC 12.7 2172 4.3 31/05/2008 ITV2 BRITAIN'S GOT MORE TALENT 11.6 2553 5.1 11/03/2008 ITV2 BIONIC WOMAN 14.8 2573 5.1 12/02/2008 Five US WITHOUT A TRACE Share 000s TVR TX date Channel Title
    15. 15. Top digital programmes: sport Source: BARB/Tech Edge *Digital commercial channels only 9.6 931 1.8 08/09/2008 Sky Sports 1 LIVE TENNIS 6.3 1224 2.4 01/05/2008 ITV4 UEFA CUP (2007- 2008) 6.8 1280 2.53 21/05/2008 Sky Sports 1 CHAMPIONS LEAGUE FINAL - LIVE 7 1405 2.8 01/01/2008 Sky Sports 1 LIVE FORD FOOTBALL SPECIAL-MATCH 6.7 1414 2.8 22/01/2008 Sky Sports 1 LIVE CARLING CUP FOOTBALL 11 1570 3.1 06/04/2008 Sky Sports 1 LIVE FA CUP FOOTBALL 8.9 1865 3.7 26/03/2008 Sky Sports 1 INTERNATIONAL FOOTBALL LIVE 17.5 2354 4.7 24/02/2008 Sky Sports 1 LIVE CARLING CUP FINAL 15.4 2392 4.7 23/03/2008 Sky Sports 1 FORD SUPER SUNDAY 12.3 2486 4.9 30/04/2008 Sky Sports 2 UEFA CHAMPIONS LEAGUE LIVE Share 000s TVR TX date Channel Title
    16. 16. Top digital programmes: kids Source: BARB/Tech Edge *Digital commercial channels only Strawberry shortcake (0.8) 0.5 Tiny Pop Power rangers jungle fury (0.8) 0.7 Jetix Ben 10 (1.1) 0.9 Cartoon Network Too Film: tom and jerry: blast off to mars (1.1) 1.0 Boomerang Zoey 101: chasing zoey (1.9) 2.1 Nickelodeon uk Horrid henry (2.6) 1.8 CITV Lazytown (1.8) 1.5 NJR Film: ben 10: race against time (1.8) 1.5 Cartoon Network Spongebob squarepants (1.6) 1.4 Nicktoons Tom and jerry tales (1.3) 0.2 GMTV2 Top rated programme (Programme TVR) Channel Share (%) Channel
    17. 17. Only 12% of UK homes have yet to convert to digital. Analogue switch- off is well on track. 22.5 million households in the UK have multi-channel TV. Freeview remains the most popular platform overall and is driving digital take-up on secondary sets. DTR technology is now in 20% of UK homes with c. 87% of those opting for Sky+. Nearly 50% of homes in the UK pay for television content. Platform & Technology Summary Sources: Ofcom Digital Comms Report Q2 2008, Screen Digest, Skyview
    18. 18. 88% of UK homes main sets are digital There are 25.3 million main sets in the UK Digital Terrestrial: 38.0% ADSL: 0.3% Analogue Terrestrial: 12.0% Cable: 12.5% Free Satellite: 3.3% Pay Satellite: 34.0% Source: Ofcom Digital Television Update Q2 2008, main set access
    19. 19. Two thirds of all TV sets are digitally enabled Analogue Terrestrial: 31.1% Cable: 5.9% Free Satellite: 1.4% Pay Satellite: 20.2% ADSL: 0.1% Digital Terrestrial: 40.7% Of the UK’s 60 million TV sets (main and secondary), 41.4 million had been converted to digital multi- channel by the end of Q2 2008. Source: Ofcom Digital Television Update Q2 2008, all sets
    20. 20. DTR penetration continues to grow <ul><li>Digital TV Recorders are now in 20% of UK homes: </li></ul><ul><ul><li>3.7m households subscribe to Sky+ (41% of all Sky homes)*** </li></ul></ul><ul><ul><li>Freeview DTRs have reached the million mark </li></ul></ul><ul><ul><li>424.9k households subscribe to Virgin’s V+ </li></ul></ul><ul><ul><li>120k households have a BT Vision DTR* </li></ul></ul><ul><ul><li>10k opt for the Tiscali+ package* </li></ul></ul><ul><li>Sky homes watch 17% more TV when they convert to Sky+ (over 20 minutes more per day)** </li></ul><ul><li>82% of viewing in DTR homes is to live broadcast TV** </li></ul><ul><li>45% of recorded breaks are watched at normal speed** </li></ul><ul><li>Homes with Sky+ see c. 2% more ads ‘as live’** </li></ul>Sources: Ofcom Digital Comms Report Q2 2008, Screen Digest Oct 2008 estimates* Skyview Apr 08** , Sky Results 30 June 2008***
    21. 21. HDTV’s popularity is still increasing The are currently 28 specialist HDTV channels 498,000 households opt for Sky (5.5% of all Sky subscribers) Virgin (digital cable) is predicted to reach 253k households by the end of the year** c. 11.6m households in the UK will be equipped with HDTV sets by the end of 2008** According to research from Ofcom, HD programming accounts for a third of total viewing in HD households. 43% of respondents reported overall viewing to increase after subscribing to HD Sources: Ofcom Digital Comms Report Q2 2008, Screen Digest Oct 08**
    22. 22. IPTV Services IPTV is the delivery of TV on-demand through a phone line/broadband connection and proprietary operating systems (so not via the web), eg Tiscali and BT Vision Almost 0.3% of UK homes subscribed to IPTV services in 2008 according to Ofcom.* Tiscali TV accounted for 72k IPTV households* 282khouseholds subscribed to BT Vision* Student targeted IPTV provider ‘Freewire’ has c. 50,000 subscribers** Sources: Screen Digest Oct 2008*, Inuk Oct 2008**
    23. 23. TV on Demand Sky Anytime has been used by 2.19m users since Jan 07, mainly via Sky+ boxes, but now also via the web. 4oD is available online and also on Virgin, Tiscali and BT Vision IPTV services.* According to Virgin, the proportion of subscribers accessing VOD passed 50% for the first time in August – which had 45m views alone** BBC iPlayer averages 11.5m views per month on Virgin and represents a third off the BBC’s catch-up views overall**. According to BT Vision, its subscribers access VOD content 29 times per month on average. Demand Five and BBC iPlayer are both now available on the platform at a monthly cost. Sources: Sky Oct 08, Virgin Sep 08**, Channel 4, BT Vision Feb 08
    24. 24. Internet TV Although internet TV is gaining rapid momentum, according to Touchpoints 2, only 11% of adults have ever watched TV online. TV viewing is still a marginal online activity. Of everything we do online, less than 2% of time spent using the internet was to view TV. Broadcaster sites are now overtaking youtube as primary TV destinations* The vast majority of online TV viewing to broadcaster sites is driven by the need to catch-up on missed programmes and series. This is incremental to broadcast viewing.* Sources: Touchpoints 2, 2008 & Thinbox’s ‘TV & Online: better together’, 2008
    25. 25. TV on Demand – Web Services 12% of the UK’s internet users have watched on demand programmes on their computer. The top 3 broadcasters services are: iPlayer (12% reach) 4oD (8% reach) ITV (4% reach)** 4oD Free 30 day catch-up service and access to classic on demand content. Users can also ‘pre-book’ series and programmes. 567K unique viewers used 4oD in Q3 2008. Channel4.com has also launched a catch-up service.* Demand Five Catch-up and download service. Includes a mixture of free and pay for programmes. ITV.com Free 30 day catch-up service and access to archive programming. Users can also watch the ITV channels streamed live. Coronation Street is the most popular programme to download. Source: Channel 4 February 2008, Revolution July 2008 *Channel4.com’s new catch-up service was launched at the beginning of Q4 and therefore will be referenced in our Q4 review **BMRM Interaction Monitor Wave 4 (May 08), base= all internet users
    26. 26. TV on Demand – Web Services MTV Overdrive Free service showcasing the best of MTV’s content, MTV sessions and the latest music videos Sky Player Catch-up and download service is free to sky subscribers, but available to non- subscribers on a pay per view basis BBCiPlayer 7 day catch-up service. By the end of 2007/08 it was reaching 1.1 million users each week. The most popular programmes are The Apprentice, Gavin and Stacy and EastEnders.* Source Revolution July 2008, BBC Annual Report 2007/08
    27. 27. TV Expenditure Retail saw a 6 monthly uplift +5.9% year on year on TV spend. The category is still putting money into TV advertising in a bid to encourage consumers to spend despite the credit crunch. Direct Line increased its spend on TV advertising by 45.2% since Q3 last year, coinciding with its decision to opt out of the price comparison websites Asda increased TV advertising spend on its product range by a massive 304.6%, promoting its low prices at a time when consumers are at their most cost-conscious. Source: Nielsen Media Research Period: 01/01/08 – 30/09/08.
    28. 28. Top spending TV categories Source: Nielsen Media Research Period: 01/01/07-30/09/07 & 01/01/08 – 30/09/08. 104,600,830 120,747,489 126,363,530 134,789,497 242,251,714 246,629,150 304,928,822 312,089,259 323,590,883 403,416,740 Expenditure £ +23.6 -5.3 +0.7 -7.7 -4.0 -9.1 -2.9 +3.8 -15.9 +5.9 % change compared with same period last year GOVT, SOCIAL, POLITICAL 10 PHARMACEUTICAL 9 DRINK 8 HOUSEHOLD STORES 7 COSMETICS & TOILETRIES 6 MOTORS 5 FOOD 4 ENTERTAINMENT& THE MEDIA 3 FINANCE 2 RETAIL 1 Sector Rank
    29. 29. Top spending TV advertisers Source: Nielsen Media Research Period: 01/01/07-30/09/07 & 01/01/08 – 30/09/08. 25,601,148 25,884,309 31,180,097 33,612,909 35,616,854 49,085,323 54,385,080 63,830,842 74,950,703 88,003,619 £ Spend +5.0 -1.3 -23.8 +45.2 +10.8 +6.3 +21.6 +4.2 -4.7 -12.2 % change compared with same period last year TESCO PLC 10 DFS FURN PLC LTD 9 NESTLE 8 DIRECT LINE INS PLC 7 LOREAL PARIS 6 KELLOGGS CO OF GB LTD 5 COI COMMUNICATIONS 4 RECKITT BENCKISER (UK) LTD 3 UNILEVER 2 PROCTER & GAMBLE LTD 1 Advertisers Rank
    30. 30. Top spending TV brands Source: Nielsen Media Research Period: 01/01/07-30/09/07 & 01/01/08 – 30/09/08. 8,752,274 9,138,203 9,203,541 9,247,881 10,201,349 11,979,919 12,288,043 15,393,277 16,388,693 25,746,065 £ Spend +27.1 +304.6 -20.6 +390.1 +41.2 +23.1 +16 +19.8 +43.2 -0.1 % change compared with same period last year GOCOMPARE.COM – FIN COMPARISON SITE 10 ASDA - PROD RGE 9 CONFUSED.COM MOTOR INS COMPARISON 8 COMPARETHEMARKET .COM – MOTOR INS 7 DREAMS BED SUPERSTORES – BED RGE 6 KFC KENTUCKY FRIED CHICKEN 5 DIRECTLINE HOME INS 4 MCDONALDS RESTR CHAIN 3 DIRECT LINE MOTOR INS 2 DFS - SOFA/SUITE RGE 1 Brand Rank

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