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

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5 12 event : 5 myths about TV.

  1. 1. EVENT 5/12 INTRODUCTION
  2. 2. Havas Media th of December 2013 5
  3. 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. 4. A NIGHTMARE ON MAIN SCREEN
  5. 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. 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. 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. 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. 9. TIMESHIFT KILLS LIVE TV !
  10. 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. 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. 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. 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. 14. FRAGMENTATION DIVIDES RATINGS
  15. 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. 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. 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. 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. 19. ALL GUESTS ARE EQUAL .
  20. 20. Similar # guests in both regions but… 5% Source : Audimetrie CIM, Septembre 2012 – Octobre 2013, Guests Share,15-54y, All Day
  21. 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. 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. 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. 24. MULTI-SCREEN THE NEW NORMAL ACTIVITY
  25. 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. 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. 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. 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. 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. 30. The challenging “new normal”
  31. 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. 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. 33. THANK YOU facebook.com/HavasMediaBelgium fr.slideshare.net/havasmediabe

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