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5 12 event : 5 myths about TV.

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'Nightmare on Main screen', 'Timeshift kills TV', 'Fragmentation divides ratings'; 5 myths about TV, great introduction of 5-12 Havas Media

'Nightmare on Main screen', 'Timeshift kills TV', 'Fragmentation divides ratings'; 5 myths about TV, great introduction of 5-12 Havas Media


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  • 1. EVENT 5/12 INTRODUCTION
  • 2. Havas Media th of December 2013 5
  • 3. Digital TV has become the norm 2012 2.625.173 2011 2.273.208 Evolution of # residential subscribers of packs 89% (Source: IBPT) 2010 1.851.944 89% June 2005 2009 Pack offers rise (2007) 2008 1.291.579 813.728 2007 479.528 Sept 2005 – Interactive TV launch Avril 2006 Feb 2013 Coditel rebranded July 2011 6% 3% 2006 2007 2008 2009 Audimetrie CIM, Janvier 2006-Novembre 2013, 4+, % penetration STB (Settopbox at least 1 TV) 2010 2011 2012 2013
  • 4. A NIGHTMARE ON MAIN SCREEN
  • 5. TV consumption driven by technologies 311 min 292 292 281 255 min 244 min 230 221 211 207 min 1997 1998 1999 2000 2001 2002 Source : Audimetrie CIM, 15-54 y.o. Total screen usage 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
  • 6. There is nothing stable in this world except Belgian TV time view 4 h 05 3 h 21 2013 2010 2013 3 h 23 2010 4 h 02 Source : Audimetrie CIM, 2010(30/08-31/10), 2013 (26/08-03/11), Daily viewing Time (ATS), Daily Reach (10 min. cons.), Live +6 - Guests,15-54y, All Day, Total TV
  • 7. „Traditional‟ TV: More Time – (A very little less) Reach Daily Reach % 85% 35+ 2005 35+ 2012 80% 75% Women 2005 Women 2012 Men 2005 02:52:48 03:07:12 03:21:36 03:36:00 70% 03:50:24 SG 1-4 2005 04:04:48 04:19:12 65% SG 1-4 2012 60% 55% 15-34 2005 50% 15-34 2012 45% Source CIM Audimetrie 3/2005 vs 3/2013 Men 2012 04:33:36 04:48:00 05:02:24 05:16:48
  • 8. Rise of the „other‟ TV screen usage 7% 2% 7% 5% 5% 11% 55% 66% 76% 65% 28% 22% 15% 8% 3% sept-oct 2013 sept-oct 2010 3% sept-oct 2010 17% sept-oct 2013 Source : Audimetrie CIM, 2010(30/08-31/10), 2013 (26/08-03/11), Repartition others screen usages based on RAT 15-54 All Day
  • 9. TIMESHIFT KILLS LIVE TV !
  • 10. Rise of time shifted viewing 68% 64% 37% 37% 2009 2010 2011 Source : CIM Audimetre, All Day, Janvier 2009-03/11/2013, Monthly Reach TSV (= 4+ with STB at least 1 TV) 2012 2013
  • 11. 6 ads out of ten watched inside time shifted viewed programs 7,0% 60% 4,3% Total TSV National (weighted) Ads watched in the TSV (weighted) 2010 2011 2012 Source : Audimetrie CIM, Jan 2010- Oct 2013, TSV Share,15-54y, All Day Commercial Time Band (only break); North: VTM, 2Be, Vitaya, Vier, Vijf, Discovery, South : La Une, La Deux, AB3, RTL-Tvi, Club RTL, Plug RTL 2013
  • 12. Timeshifted viewing: a question of contents 215 Series 163 Movies DocusoapReality serie Game Quizz Cartoon 152 144 133 Series are timeshifted viewed Source : Audimetrie CIM, Sept-Oct 2013 (26/08-03/11), TSV Share,15-54y, All Day North: Een, Canvas, Ketnet, VTM, 2Be, Vitaya, Vier, Vijf 2x more than global average
  • 13. Timeshifted viewing: a question of contents 385 Animated movies Cartoon 226 Docusoap- Reality serie 223 217 Movies Series are timeshifted viewed Series 180 almost 4x more than global average Source : Audimetrie CIM, Sept-Oct 2013 (26/08-03/11), TSV Share,15-54y, All Day South : La Une, La Deux, AB3, RTL-Tvi, Club RTL, Plug RTL
  • 14. FRAGMENTATION DIVIDES RATINGS
  • 15. Fragmentation ? Which fragmentation ? 2.200.000 Total TV Total screen usage 2.024.131 2.000.000 1.954.918 1.800.000 1.862.453 Total TV 1.600.000 1.400.000 1.200.000 1.000.000 800.000 600.000 400.000 200.000 0 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 Source: Audimetrie – 15-54 y.o. - Selected channel(s): Total Screen Usage; Total TV; EEN; CANVAS; KETNET OP 12; SPORZA; VTM; EEN+; KETNET+ / CANVAS+; VTMKZOOM; 2BE; Vier; Vijf; VITAYA; EXQI PLUS NL; DISCOVERY CHANNEL VL; NICK JR(NL); NICKELODEON(NL); DISNEY CHANNEL VL; ACHT; NATIONAL GEOGRAPHIC;; Live+Guest 2011 2012
  • 16. Fragmentation ? Which fragmentation ? 1.600.000 Total TV Total screen usage 1.433.060 1.473.600 1.400.000 1.390.328Total TV 1.200.000 1.000.000 800.000 600.000 400.000 200.000 0 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 Source: Audimetrie – 15-54 y.o. - Selected channel(s): Total Screen Usage; Total TV; LA UNE; LA DEUX; RTL-TVI; CLUB RTL; PLUG RTL; AB3; ; Live+Guest 2012
  • 17. A smooth on-going change RAT (%) 45% 40% 35% 97-2000 2001-2004 30% 2005-2008 2009-2012 25% 20% 15% 1 2 3 4 5 6 7 Shows ranking Top 10 Source: Audimetrie – 15-54 y.o. – Selected channels: Een, Canvas, Ketnet, VTM, 2BE, Vier, Vijf, Vitaya (live + guest) 8 9 10
  • 18. A smooth on-going change RAT (%) 35% 7/3/2010 30% 25% 97-2000 2001-2004 2005-2008 2009-2012 20% 15% 10% 1 2 3 4 5 Shows ranking Top 10 Source: Audimetrie – 15-54 y.o. – Selected channels: 6 7 8 9 10
  • 19. ALL GUESTS ARE EQUAL .
  • 20. Similar # guests in both regions but… 5% Source : Audimetrie CIM, Septembre 2012 – Octobre 2013, Guests Share,15-54y, All Day
  • 21. Guests ratings are a question of contents 119 4-14 y.o. 118 Sports 04-14y 111 Youth contents 109 15-34y Movies 105 Source : Audimetrie CIM, Septembre 2012 – Octobre 2013, Guests Share,15-54y, All Day Index = North
  • 22. Guests ratings are a question of contents 117 4-14 y.o. 108 Sports Youth contents 15-34y Movies 106 105 104 Source : Audimetrie CIM, Septembre 2012 – Octobre 2013, Guests Share,15-54y, All Day Index = South 04-14y
  • 23. Guests ratings is a question of season 130 120 « Guests Share » 110 100 90 C H R I S T M A S 80 70 S U M M E R 60 1/09/2012 1/10/2012 1/11/2012 1/12/2012 1/01/2013 1/02/2013 1/03/2013 1/04/2013 Source : Audimetrie CIM, Septembre 2012 – Octobre 2013, Guests Share,15-54y, All Day 1/05/2013 1/06/2013 1/07/2013 1/08/2013 1/09/2013 1/10/2013
  • 24. MULTI-SCREEN THE NEW NORMAL ACTIVITY
  • 25. Belgium in the top „Tablet European League‟ 40% 36% 35% 31% 30% 30% 30% 25% 21% 21% 20% 20% 16% 15% 2012 2013 15% 12% 11% 11% 12% 10% 7% 5% 0% US UK France Belgium Germany Finland Japan
  • 26. Other devices & format grow steadily Youtube 8,0% 8h40/month DVD, 5% TSV; 5,0% Emergence of „watching TV‟ on other devices 95% 5h30/month 5h00/month (PC, Tablet or Smartphones) 72% Daily Reach Total Reach 90h/month Traditional TV viewing, 82% 14% 7% TV screen Source: audimetrie – Comscore - GFK Other Devices
  • 27. Watching TV on other devices A youngsters‟s habit 2% 2% 65+ 8% 55-64 3% 14% 45-54 7% Total Reach 14% 35-44 Daily Reach 7% 23% 25-34 10% 30% 18-24 14% 0% 5% Source: audimetrie – Comscore - GFK 10% 15% 20% 25% 30% 35%
  • 28. Laptop and Gaming Consoles: Popular TV devices next to the traditional TV set TV 97% Connected tablet Laptop 52% 7% Watch TV Gaming console connected to TV Smartphone 13% 19% Tablet 15% Source: MMS Study 2013 – Havas Media
  • 29. Live TV on other screens less than 1% of the Volume in 2012 100% 96% 95% 90% 80% 73% 72% 70% 60% 50% Daily Reach 18+ (%) Total Reach 18+ (%) 40% 30% 20% 16% 10% 14% 7% 6% 0% North TV North Other screen South TV South Other screen Cette étude a été réalisée par GfK Audimetrie, en collaboration avec Significant GfK qui était responsable du terrain – une enquête en ligne de 10.665 répondants de 18 ans et plus, entre le 1 et le 10 octobre 2012.
  • 30. The challenging “new normal”
  • 31. 2nd screen (TV) a strong link with digital brand content Surf on websites related to what I’m watching 44% Look or buy things related to what I’m watching Tweet about the TV program or movie 9% 25% Multi screen usage Comment online about ads, film or program I’m watching Write on FB about what I’m watching 22% 18% Consult Twitter 21% Send emails / sms related to what I’m watching 22%
  • 32. In a nutshell TV remains an avoidable, dominant and massive media Digital transformation has - so far - allowed: - TV contents‟s usage multiplication - More relevant and personalized contents - „Live‟ social interactivity Let‟s share together 120 minutes to better understand - the Social TV phenomenon - Links between traditional TV and other screens in order to optimize potential synergies
  • 33. THANK YOU facebook.com/HavasMediaBelgium fr.slideshare.net/havasmediabe

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