Thinkbox Q1 Review: January–March 2009
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Thinkbox Q1 Review: January–March 2009

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    Thinkbox Q1 Review: January–March 2009 Thinkbox Q1 Review: January–March 2009 Presentation Transcript

    • Thinkbox Quarterly Review: January - March 2009
    • Impacts & viewing
    • Viewing summary Sources: BARB/Tech Edge/DDS Commercial TV viewing increased by 28 minutes per week year on year. Broadcast viewing remained virtually flat, demonstrating the strong performance of the commercial channels Impacts* grew 2% versus the same period last year, with growth across all key audiences. This is set to continue until 2012 when digital switchover will be completed Q1 impacts in 2009 were the highest for over five years – up 16% overall for individuals *an impact = the viewing of one ad by one person, also referred to as an impression or a view
    • Commercial TV viewing time up 28 mins Average hours per week Audience Source: BARB/Tech Edge Jan-Mar 04-08 & Jan-Mar 09 +28 mins +28mins +36mins -10mins Same
    • Audience -1.7 mins +16mins +11mins -54 mins -30mins Average hours per week Total TV viewing remains stable Source: BARB/Tech Edge Jan-Mar 04-08 & Jan-Mar 09
    • Impacts up 2% versus Q1 2008 Billions Audiences +2% +2% +3% +2% +2% Source: BARB/DDS Jan-Mar ‘08 versus Jan-Mar ‘09
    • +16% +5% +19% +8% +11% Billions Audience Source: BARB/DDS Jan–Mar ‘05-’09. See Appendix for full year figures Impacts in Q1 were the highest for 5 years
    • Viewing Share by Channel Jan-Mar 2009 Source: BARB Tech Edge Jan-Mar 2009 1.1 1.3 1 1.1 1 More 4 2.5 1.4 0.8 1.2 1.6 GMTV 0.7 0.8 1.2 0.7 0.8 ITV4 0.9 0.7 1.6 1.6 1.7 ITV3 5.6 5.4 5.6 4.8 5.8 Five TOTAL 0.6 0.7 0.7 0.5 0.7 Five USA 0.7 0.8 0.4 0.5 0.5 Fiver 4.1 3.7 4.4 3.7 4.5 Five 13 16.8 11.6 12.3 11.8 C4 TOTAL 0.7 0.9 1 0.7 0.8 Film 4 1.5 3 1 1.2 1.1 E4 7.5 8.3 7.1 7.7 7.4 Channel 4 20.8 17.4 20.1 19.6 21.9 ITV TOTAL 2.6 2.7 1.4 1.3 1.6 ITV2 15.9 12.3 15.3 15.6 17.2 ITV1 27.7 25.5 34.2 36.9 32.9 BBC TOTAL 4.5 5 8.5 8.7 7.6 BBC2 16.4 14.4 22 24.4 21.2 BBC1 HSW CH 16-34s Men ABC1 Adults Individuals Channels
    • Viewing Share by Channel Jan-Mar 2009 Source: BARB Tech Edge Jan-Mar 2009 1.8 2.2 1.3 1.2 1.2 Sky One 0.8 1.4 2 1.6 1.2 Sky Sports 1 0.4 0.4 0.6 0.5 0.5 Sky News 3.5 4.0 4.3 4.0 3.6 UKTV Total 7 7.8 7.3 6.8 6.4 IDS Total 0.3 0.2 0.1 0.1 0.2 Cartoon Network 12.1 15 13.9 12 11.3 SKY TOTAL 0.1 0.1 0.2 0.1 0.2 Discovery 0.2 0.2 0.2 0.2 0.2 Sci-Fi Channel 0.4 0.3 0.3 0.4 0.4 Hallmark 67.4 70.2 62.9 60.2 63.5 Total Commercial 3.8 4.3 1.8 1.9 2.4 VIACOM ALL 0.3 0.6 0.3 0.3 0.2 Comedy Central 0.2 0.1 0.1 0.1 0.2 Nickelodeon 0.1 0.2 0.1 0.1 0.1 MTV One 1.1 0.7 0.5 0.4 0.8 TURNER ALL 0.3 0.2 0.1 0.1 0.2 Boomerang HSW CH 16-34s Men ABC1 Adults Individuals Channels
    • ITV1’s top programmes Jan-Mar 2009 Source: BARB/Tech Edge, Audience: Individuals 31.3 7815 13.8 12/01/2009 ITV1 UNFORGIVEN (PART 1) 32.5 7738 13.7 14/02/2009 ITV1 ANT AND DEC’S SATURDAY NIGHT TAKEAWAY 34.6 7868 13.9 14/02/2009 ITV1 HARRY HILL’S TV BURP 29.9 8002 14.1 05/01/2009 ITV1 ABOVE SUSPICION 30 8490 15 08/03/2009 ITV1 WILD AT HEART 32.8 8535 15.1 02/02/2009 ITV1 EMMERDALE 33.5 8918 15.7 08/03/2009 ITV1 DANCING ON ICE – THE SKATE OFF 31.5 9260 16.3 02/02/2009 ITV1 WHITECHAPEL 43.8 11277 19.9 22/03/2009 ITV1 DANCING ON ICE 41.2 11456 20.2 02/02/2009 ITV1 CORONATION STREET Share 000s TVR TX date Channel Title
    • Channel 4’s top programmes Jan-Mar 2009 Source: BARB/Tech Edge, Audience: Individuals 15.2 3807 6.7 11/02/2009 CH4 RELOCATION, RELOCATION 16.4 3270 5.8 02/01/2009 CH4 RUDE TUBE 13.7 3292 5.8 13/02/2009 CH4 RAMSEY’S KITCHEN NIGHTMARES USA 15 3308 5.8 30/01/2009 CH4 RAMSEY’S GREAT BRITISH NIGHTMARES 13.5 3343 5.9 22/01/2009 CH4 DISPATCHES 18.8 3449 6.1 27/01/2009 CH4 SHAMELESS 12.6 3504 6.2 29/03/2009 CH4 THE SECRET MILLIONAIRE 17.7 4288 7.6 21/01/2009 CH4 BIG CHEF TAKES ON LITTLE CHEF 18.9 4655 8.2 25/02/2009 CH4 GRAND DESIGNS 23.5 5887 10.4 02/01/2009 CH4 CELEBRITY BIG BROTHER Share 000s TVR TX date Channel Title
    • Source: BARB/Tech Edge, Audience: Individuals Five’s top programmes Jan-Mar 2009 8.7 2108 3.7 21/01/2009 FIVE FILM: THE CONTRACTOR 13.2 2907 5.1 27/03/2009 FIVE NCIS 16.4 3838 6.8 26/03/2009 FIVE THE MENTALIST 13.2 3093 5.5 17/03/2009 FIVE FIVE NEWS AT 9 13.4 3000 5.3 24/01/2009 FIVE CSI – NEW YORK 9.4 2456 4.3 04/02/2009 FIVE MINDER 8.7 2094 3.7 24/03/2009 FIVE THE LION CUB FROM HARRODS 9.7 1840 3.2 10/03/2009 FIVE CSI MIAMI 7.2 1817 3.2 21/01/2009 FIVE ICE ROAD TRUCKERS 15.9 3937 6.9 17/03/2009 FIVE CSI: CRIME SCENE INVESTIGATION Share 000s TVR TX date Channel Title
    • Top digital programmes: non-sport Source: BARB/Tech Edge *Digital commercial channels only, Audience: Individuals 5.6 972 1.9 05/03/2009 E4 SKINS 4.0 932 1.8 12/03/2009 LIVING JADE’S WEDDING 4.5 928 1.8 05/01/2009 E4 HOLLYOAKS 4.6 983 1.9 19/03/2009 SKY 1 BONES 12.2 986 1.9 10/03/2009 E4 SHAMELESS 5.1 1063 2.0 08/02/2009 MORE4 COME DINE WITH ME 6.4 1153 2.2 01/02/2009 SKY 1 ROSS KEMP: RETURN TO AFGHANISTAN 5.6 1185 2.3 17/03/2009 SKY 1 THE SIMPSONS 6.1 1218 2.3 03/02/2009 ITV3 LADIES OF LETTERS 5.2 1326 2.5 01/02/09 SKY 1 LOST Share 000s TVR TX date Channel Title
    • Top digital programmes: sport Source: BARB/Tech Edge *Digital commercial channels only, Audience: Individuals 3.5 788 1.5 19/01/2009 SETANTA SPORTS 1 BARCLAYS PREMIER LEAGUE 3.5 827 1.6 04/01/2009 SKY SPORTS 1 LIVE WORLD DARTS FINAL 4.1 887 1.7 03/03/2009 SKY SPORTS 2 LIVE FORD FOOTBALL SPECIAL MATCH 4.9 1104 2.1 10/03/2009 ITV4 UEFA CHAMPIONS LEAGUE LIVE 5.4 1199 2.3 26/02/2009 ITV4 UEFA CUP (2008-2009) 5.6 1197 2.3 20/01/2009 SKY SPORTS 1 LIVE CARLING CUP FOOTBALL 6.3 1267 2.4 11/03/2009 SKY SPORTS 2 UEFA CHAMPIONS LEAGUE LIVE 19.6 1665 3.2 14/03/2009 SKY SPORTS 1 LIVE FORD FOOTBALL SPECIAL MATCH 18.9 2289 4.4 01/03/2009 SKY SPORTS 1 LIVE CARLING CUP FINAL 14.7 2383 4.6 11/01/2009 SKY SPORTS 1 FORD SUPER SUNDAY Share 000s TVR TX date Channel Title
    • Top digital programmes: kids Source: BARB/Tech Edge *Digital commercial channels only, Audience: Children 4-15 SPONGEBOB SQUAREPANTS (1.4%) 1.5 NICKTOONS SPONGEBOB SQUAREPANTS (1.4%) 1.6 NICKELODEON MAX & RUBY (1.3%) 1.6 NICK JR POWER RANGERS JUNGLE FURY (0.7%) 0.5 JETIX FILM: GARFIELD (1.2%) 1.2 BOOMERANG BEN 10: ALIEN FORCE (1.7%) 1.7 CARTOON NETWORK POKEMON ADVANCED BATTLE (0.8%) 0.6 CARTOON NETWORK TOO HORRID HENRY (3.4%) 2.2 CITV DINOSAUR KING (1.2%) 0.3 GMTV2 RUBBADUBBERS (1.1%) 0.3 TINY POP Top rated programme (Programme TVR) Channel Share (%) Channel
    • TV Platforms & Technology
    • Platform & Technology Summary Sources: Ofcom Digital Television Update Q4 2008, Screen Digest, Skyview Digital TV continued to gain momentum as penetration on main sets rose to 88.8% Including secondary sets, that now equates to 72.3% of all TV sets in the UK being digitally enabled & means that digital switchover is well on track DTRs (Digital TV recorders) are now in 31% of UK homes, with Sky+ being the predominant model. We are the most DTR advanced country in Europe. 42% of TV sets in the UK are HD ready – but most of these are not connected to an HD service, Sky is also the main provider of HD in the UK with nearly 800k subscribers. Online or Web TV is gaining momentum
    • 88.8 % of main sets in the UK are digital There are 25.6 million main sets in the UK. 88.8% are now digitally enabled. Digital Terrestrial: 38.4% ADSL: 0.3% Analogue Terrestrial: 11.1% Cable: 12.8% Free Satellite: 2.4% Pay Satellite: 34.6% Source: Ofcom Digital Television Update Q4 2008, main set access
    • 72.3% of all TV sets are digitally enabled Analogue Terrestrial: 27.6% Cable: 6.2% Free Satellite: 1.2% Pay Satellite: 20.7% ADSL: 0.1% Digital Terrestrial: 43.1% Of the UK’s 60 million TV sets (main and secondary), 72.3% had been converted to digital multi-channel by the end of 2008 (up 7.3pp year-on-year). Source: Ofcom Digital Television Update Q4 2008, all sets
    • The UK’s DTR market continues to develop Digital TV Recorders are now in c. 30% of UK homes*: 4.65m homes subscribe to Sky+ - that’s half of all Sky homes Sales of Freeview DTRs have rocketed to 2.3m in total 522k households subscribe to V+ from Virgin 398k homes have a BT Vision DTR** 14k opt for the Tiscali + package** Around 28% of all DTT set-top boxes sold in the final quarter of 2008 contained DTR capabilities – that’s more than 2 boxes sold every minute According to the Parks Associates study ‘Entertainment 2.0 in Europe’ (Dec 08), over a third of UK broadband homes own a DTR – making us the most DTR-advanced country in Europe According to Skyview data, when homes acquire a DTR they watch 17% more TV and approx 85% of viewing is to live TV. People see approx 2% more ads at normal speed Freeview+ figures = Freeview, Jan 2009. *Total penetration is an estimate based on the assumption that most Freeview+ boxes will be connected to main, rather than secondary sets. **Screen Digest figures
    • HDTV’s popularity is still increasing Sources: Screen Digest, Sky+HD ‘Happier Days’ study Feb 09 There are currently 32 specialist HDTV channels 17 of those channels were launched by Sky in Q4 2008. Sky has the largest HD package of all European operators 10.8m UK households have HD ready TV sets (42%), though only c.1m of those are actually connected to an HD broadcast platform 779,000 HD households opt for Sky (8.4% of all Sky subscribers) Virgin (digital cable) has c. 248k subscribers, according to Screen Digest Buckingham Research suggests that awareness of HD offering now stands at 99% of the Uk population According to research from Sky+HD, HD TV programmes can improve the psychological wellbeing of the viewer and US research suggests it increases the effectiveness of advertising.
    • The internet: delivering TV in different ways In addition to linear TV services, we can also watch on-demand. Our own ‘Me TV’ research shows that on demand viewing is mostly incremental to broadcast, largely due to the different motivations for viewing. There are three kinds of on-demand TV: IPTV, local storage & web TV open system Retailer Sites Other Aggregators Hosted Broadcaster Services Linear & on-demand to TV screens On-demand services from broadcasters also available via IPTV platforms IPTV local storage Simulcasts, streaming, downloads (temp & to own) web TV closed system internet / broadband TV
    • IPTV: what is it? IPTV is the delivery of TV on-demand through a phone-line/ broadband connection & proprietary operating systems (so not via the web), eg Tiscali & BT Vision open system Retailer Sites Other Aggregators Hosted Broadcaster Services Linear & on-demand to TV screens On-demand services from broadcasters also available via IPTV platforms IPTV local storage Simulcasts, streaming, downloads (temp & to own) web TV closed system internet / broadband TV
    • IPTV services IPTV still represents a tiny fraction of the digital market. Just 0.3% of UK homes subscribed to IPTV services in 2008 according to Ofcom According to Screen Digest, BT Vision has 398k subscribers & Tiscali just 90k Orange has shelved plans to launch an IPTV service in the UK, believing the service would be too similar to BT Vision. It currently has nearly 2m IPTV subscribers across Europe Student IPTV provider ‘Freewire’ has c. 50,000 subscribers according to owners INUK and now offers addressable advertising on Channel 4 through Packet Vision In addition to these figures, digital cable TV from Virgin Media could arguably be classified as a form of IPTV Source: Ofcom Digital Television Update Q4 2008, Screen Digest
    • IPTV on demand Sources: Sky Media, Virgin Q4 ‘08 results, Channel 4 Although Virgin is a cable service, we’d still class Virgin On Demand as a form of IPTV due to its delivery system Virgin Media reported that VOD usage rose to 52% of subscribers in Q4 2008 – 9pp increase year on year There were 53m views per month There were 516 million views to iPlayer across 2008 ITV Player recently launched on the platform with over 40 hours of catch-up TV per week and 500 new hours of content from ITV During its first month, there were 4m views of the ITV player – a very solid performance Demand Five is also available on Tiscali 4oD is available on Virgin, Tiscali and BT Vision IPTV services. Recent research by C4 showed ad awareness was 12pp higher for users of the service on Virgin than non-users
    • Local storage: what is it? Sky Anytime is the only local storage service in the UK & delivers selected programming over satellite to a partitioned section of the Sky+ DTR hard-drive. It continues to go from strength-to-strength and now has around 10m programme views each month open system Retailer Sites Other Aggregators Hosted Broadcaster Services Linear & on-demand to TV screens On-demand services from broadcasters also available via IPTV platforms IPTV local storage Simulcasts, streaming, downloads (temp & to own) web TV closed system internet / broadband TV
    • Web TV: what is it? Web TV is the provision of television services (either simulcast, streamed or downloaded) through an the open web. Most UK broadcasters now have a web-TV offering, but there are also hosts and aggregators of content in addition to retailer sites where content can be downloaded for a fee. Any device that connects to the internet, such as console game players, can also access web TV, in addition to PCs, Macs and mobiles. open system Retailer Sites Other Aggregators Hosted Broadcaster Services Linear & on-demand to TV screens On-demand services from broadcasters also available via IPTV platforms IPTV local storage Simulcasts, streaming, downloads (temp & to own) web TV closed system internet / broadband TV
    • Web TV: the market Source: Hitwise Feb 09, EITO, BBC Feb 09 & Thinkbox’s ‘Me TV’ research Jan 09 According to Hitwise, during Feb 2008, 1 in every 35 internet visits in the UK went to a specialist AV website – a rise of 41% year on year Thinkbox believes that broadband & WIFI penetration, mobile broadband growth & a proliferation of ‘free’ laptops have served to move the web-TV market forwards rapidly. EITO predicts that the wireless communications market will expand by 6.6% in 2009, paving the way for increased usage The BBC’s iPlayer has done a phenomenal job of luring internet users into web TV. Visits have increased by over 150% in the last 12 months. Our own research highlighted that the average number of TV sites visited had increased by almost 50% in a 5 month period & all of the UK’s commercial broadcasters have seen significant increases in usage of their online TV offerings Measurement remains a challenge and increasing levels of viewing are slipping under the radar. BARB are currently working with several of our shareholders to develop a common approach for measuring online viewing – first test will roll out in Q2 2009
    • Web TV: developments Online TV is soon to go HD. The BBC is now offering HD content from its BBCHD channel via the iPlayer, although quality will be limited by users’ screen specs and download speeds. In addition, HD via the web will take a lot of bandwidth, so users may unwittingly find themselves falling foul of their broadband providers’ data-caps Philips are soon to launch their internet-based TV service, ‘NET TV’ in the UK. This will enable partnered internet content to be displayed and browsed through a simple web-TV layout. Thinkbox’s own research demonstrated that the inability to watch web-TV on a large, quality screen was a turn-off for some would-be web-TV users, so we’ll be watching developments closely… Online video service, Blinkbox, has recently signed deals with two production houses, enabling it to expand its offering of ad supported streaming of full-length programmes alongside its paid-for offerings Source: Thinkbox’s ‘Me TV’ research Jan 09
    • Web TV: broadcaster services Source: Channel 4 May 2009, ITV May 2009 Channel 4 4oD is a f ree 30 day catch-up service and also has classic on-demand content. Users can also ‘pre-book’ series and programmes. In Q1 2009, 4oD had 14.43m programme views. Channel4.com offers a streamed 30 day catch up service. There were 8.33m programme views to this service in Q1 2009 Demand Five The 30 day catch up service includes a mixture of free programmes and pay content (this is due to specific deals with production studios). Viewers are able to catch up on the programmes they have missed, or download entire series ITV Player ITV’s 30 day catch up service had a year-on-year growth of 359% in Q1 2009. Viewers can now watch all of ITV’s channels live at ITV.com
    • Web TV: broadcaster services MTV Overdrive The site was relaunched in March ‘09. Now all clips & videos are integrated within the main site. Users can also now download their favourite shows on iTunes. Video visits had increased 24% comparing the last 6 months (Oct 08-Mar 09) to the previous 6 months (Apr- Sep 08). Average monthly streams are 3.4m & total streams for the past 12 months stand at 44m Sky Player Viewers can watch programmes from Sky’s top 31 channels either live or on-demand. It is free to Sky subscribers, but available to non-subscribers on a pay per view or monthly subscription basis. The BBC iPlayer can also be accessed via this platform BBC iPlayer It is expanding its offering with the addition of high-definition TV content from its BBC HD TV channel. BBC also offers younger viewers their own version of BBC iPlayer for CBBC Source: Sky Media April 2009, BBC Press Office, MTV April 2009
    • TV Expenditure Source: Nielsen Media Research Period: 01/01/09 – 31/03/09.
    • TV Expenditure Source: Nielsen Media Research Period: 01/01/09 – 31/03/09 According to Nielsen, TV spot expenditure totalled £795,828,759,000 in Q1 2009. It is important to note that this does not include any form of sponsorship revenue. As the recession continued to bite, most categories cut spend, but the Government, Social & Political sector bucked the trend by investing 10% more versus the same period last year Not all major advertisers cut their spend; Nestle and L’Oreal followed recessionary wisdom by taking advantage of the great TV value by increasing spend by 35% and 26% Aviva (formerly Norwich Union) invested heavily in their rebrand by increasing spend by a massive 144% - their home insurance also entered the top 10 for the highest spending brands Asda & confused.com both took advantage of recessionary conditions to increase their TV presence by 116% & 145% respectively
    • Top spending TV categories Source: Nielsen Media Research Period: 01/01/08-31/03/08 & 01/01/09 – 31/03/09 -9 39,702,230 Travel & Transport 10 -11 41,268,327 Household Stores 9 -20 44,098,831 Pharmaceutical 8 +10 51,914,383 Govt, social, political organisations 7 -1 65,470,799 Retail 6 -12 65,847,385 Cosmetics & Toiletries 5 -19 68,659,429 Motors 4 -15 88,006,687 Food 3 -7 98,878,320 Entertainment & The Media 2 -16 98,982,197 Finance 1 % change compared to Q1 08 TV Expenditure Sector Rank
    • Top spending TV advertisers Source: Nielsen Media Research Period: 01/01/08-31/03/08 & 01/01/09 – 31/03/09 -14 8,215,444 DFS Furniture Plc 10 +4 8,557,847 Ford Motor Company Ltd 9 +26 10,952,948 L’Oreal Paris 8 +35 10,981,151 Nestle 7 -19 11,959,287 Kelloggs Co. Of GB Ltd 6 +144 13,642,596 Aviva Plc 5 -26 14,107,462 Unilever UK Ltd 4 -7 21,484,072 Reckitt Benckiser (UK) Ltd 3 -14 23,591,990 Procter & Gamble Ltd 2 +46 35,585,919 COI 1 % change compared to Q1 08 TV Expenditure Advertiser Rank
    • Top spending TV brands Source: Nielsen Media Research Period: 01/01/08-31/03/08 & 01/01/09 – 31/03/09 +29 3,713,509 Norwich Union Direct - Motor Ins 10 -2 3,998,261 McDonalds - Restaurant Chain 9 -26 4,087,715 Direct Line - Motor Ins 8 +2 4,091,127 NHS - Smokefree 7 +47 4,347,172 Camelot Group - Lotto 6 N/A 4,769,968 Norwich Union Direct - Home Ins 5 +145 4,819,796 Confused Com - Motor Ins Comparison 4 +96 5,545,100 Dreams Bed Superstores - Bed Range 3 +116 6,260,498 Asda - Product Range 2 -14 8,215,444 DFS - Sofa/suite Range 1 % change compared to Q1 08 TV Expenditure Brand Rank