Beers@Meers: The New World Order of Television

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Consumers’ appetite for media continues to grow. New and enhanced technologies only fuel the demand for video content. Ponder this...

- The average American watched 34 hours and 39 minutes per week during last Fall, a year-over-year increase of two minutes.
- Timeshifting continues to be a significant factor in how consumers watch TV with 38% of all TV households having a DVR.
- 24.7 million mobile subscribers watched video on a mobile phone, a 41% increase from last year.
- 143.9 million Americans have viewed video online on a monthly basis, spending an average of 4 hours 39 minutes viewing video on PCs/laptops.
- And social media chatter on networking sites like Twitter and Facebook are only helping, not hurting TV viewership.

The channel specialists and media mavens from both Meers and Kazoo Marketing will sort through all of these trends in this latest installment of Beers@Meers plus give you a perspective of some of the new programming/content coming your way this Fall. You’ll be able to test your knowledge in a fun and interactive way and will leave with an inside track on the new world order of TV.

Our Presenters:

Sheree Johnson
Director, Business Intelligence
Meers

Cindy Augustine
President
Kazoo Marketing

Allisyn Wheeler
Channel Strategist
Meers

Aubrey Ammon
Channel Manager
Meers

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Beers@Meers, presented by Meers Advertising, is an ongoing series of events that's as rewarding as it sounds. Every six to eight weeks we'll give you 20-30 minutes of fresh information from local professionals on how digital, direct and traditional advertising are changing, merging and otherwise making our industry more exciting.

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  • We now just have more ways by which we consume video than ever before
  • There are more ways to consume video than ever beforeOverall TV viewership increased 22 minutes per month per person over last yearTV viewership remains the dominant source of video content across all demographics
  • Even the lowest 5th quintile of TV viewers still averages an hour of TV consumption per day, with the highest quintile tuning in for nearly 10 hours per dayStill remains the dominant source of video content among all media vehicles across all demographics
  • Traditional TV viewership steadily increases with age, so no surprise the heaviest users skew older
  • - Traditional TV viewership steadily increases with age, so no surprise the heaviest users skew older - 10 hours 46 min is a 12.2% increase over Q1 2010
  • - Traditional TV viewership steadily increases with age, so no surprise the heaviest users skew older
  • - Traditional TV viewership steadily increases with age, so no surprise the heaviest users skew older
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  • NBC is offering first episode of Whitney via video-on-demand a week before it debuts on NBC on Sept 22 – drive hype and create appointment TV down the road
  • - Traditional TV viewership steadily increases with age, so no surprise the heaviest users skew older
  • - Traditional TV viewership steadily increases with age, so no surprise the heaviest users skew older
  • Of all the people who access Online video, the majority falls within A35-49
  • Most significant growth in usage among all vehiclesApproximately 12% of people using mobile phones watch video on their devices
  • -
  • Twitter is still the most common place for real-time discussions happening during the show as well as the “water cooler” discussions that happens after each episode airs. Services such as GetGlue.com, GoMiso.com and Into Now mobile app are trying to piggy back on Twitter discussions by providing even more context and interaction around your favorite shows.When check ins occur the remind those who are familiar wit the show to tune in so they can be a part of a great discussion happening in real time. Also each check in provides a link to a description about the show, what time it airs, etc. Social discussions are peaking during regular air time
  • Twitter is still the most common place for real-time discussions happening during the show as well as the “water cooler” discussions that happens after each episode airs. Services such as GetGlue.com, GoMiso.com and Into Now mobile app are trying to piggy back on Twitter discussions by providing even more context and interaction around your favorite shows.When check ins occur the remind those who are familiar wit the show to tune in so they can be a part of a great discussion happening in real time. Also each check in provides a link to a description about the show, what time it airs, etc. Social discussions are peaking during regular air time
  • Beers@Meers: The New World Order of Television

    1. 1.
    2. 2. The New World Order of TV<br />Introductions<br />
    3. 3. Audience Participation<br />Win prizes!!!<br />Phone ready? <br />Text-based trivia questions<br />Text 62889 + your name to 22333<br />Now, text 63037 + your mobile number to 22333<br />
    4. 4. Question #1<br />
    5. 5. Times have changed…<br /><ul><li>In 1980, the top three networks for television viewing were:</li></li></ul><li>But then again…<br /><ul><li>In 1980, the top three networks for television viewing were:
    6. 6. The top networks today are:</li></ul> +<br />
    7. 7. The New World Order of TV<br />
    8. 8. The New World Order of TV<br />New and enhanced technologies only fuel the demand for video content<br />24.7 million mobile subscribers watched video on a mobile phone<br />143.9 million people view video online on a monthly basis<br />Timeshifting allowing viewers to watch more TV<br />Social media chatter only helping, not hurting TV viewership.<br />
    9. 9. Remember…<br />People don’t watch networks or stations, they watch programs;<br />content drives viewership and engagement<br />
    10. 10. People find the time…<br />
    11. 11. Question #2<br />
    12. 12. The New World Order of TV<br />Allisyn Wheeler<br />
    13. 13. Television is NOT Dead<br />
    14. 14. Television is Not Dead<br /> Timeshifting DID NOT <br />start the demise of Television, and Online Video hasNOT “done it in”<br />People have <br />MORECHOICESon how to consume video than ever before <br /> Consumers are using their video viewing options as compliments – NOT SUBSTITUTES – for one another<br />
    15. 15. Understanding the Video Consumer<br />Americans love EXCESS – they are spending MORE TIME watching video content on <br />Traditional TVs, Mobile Devices and via the Internet than<br /> EVER BEFORE<br />
    16. 16. Question #3<br />
    17. 17. Understanding the Video Consumer<br />Traditional TV <br />The number of persons watching TV in the home increased by 0.8% in Q1 2011 as compared to Q1 2010<br />Overall TV viewership increased 22 minutes per month per person for same time period<br />
    18. 18. Understanding the Video Consumer<br />Traditional TV (Cont’d)<br />African-Americans consume the most video on Traditional TV by nearly 27%<br />Women watch approximately 16 more hours of TV than Men on a monthly basis<br />The majority of Traditional TV fall in line with population distribution, increases by age<br />
    19. 19. Understanding the Video Consumer<br />Timeshifted TV <br />The number of people watching Timeshifted TV grew by more than 13% from Q1 2010 to Q1 2011 in all TV Homes<br />Nearly 10 hours 46 min of Timeshifted TV per month in Q1 2011 was watched<br />
    20. 20. Question #4<br />
    21. 21. Understanding the Video Consumer<br />Timeshifted TV (Cont’d)<br />News, Sports, Specials, Events typically are watched in real time<br />Daytime, Primetime series are DVR’d<br />Increases overall ratings for these shows as additional viewers can now watch<br />The majority are not zapping through commercials in playback – about 45% do<br />How DVRs Increase Viewing<br />16.0 Real Time Rating<br /> 2.5 Time Shifted Viewers<br />x55% Don’t Skip Comm’ls<br /> 1.4 Adj. TS Viewers<br />16.0 + 1.4 = 17.4 Rating<br />+9% Lift from DVR Viewers<br />
    22. 22. Understanding the Video Consumer<br />Now or Later?<br />First few weeks of the new TV season (September) bring on a large surge in timeshifting with viewer sampling the new season TV programming<br />
    23. 23. Understanding the Video Consumer<br />Timeshifted TV (Cont’d)<br />The number of households with DVR’s increased by 14% from Q1 2010 to Q1 2011<br />DVR playback increased 1.7% to 26 hours 14 min (P2+)<br />
    24. 24. Understanding the Video Consumer<br />Timeshifted TV (Cont’d)<br />White Americans watch approx. 31% more Timeshifted TV than any other ethnic group<br />Timeshifted TV viewing highest among A25-34<br />
    25. 25. Understanding the Video Consumer<br />Timeshifted TV (Cont’d)<br />In homes with DVRs, White Americans watch the most Timeshifted TV via DVR playback at 26 hours 59 minutes<br />Heaviest among A25-34<br />
    26. 26. Understanding the Video Consumer<br />Timeshifted TV (Cont’d)<br />Convenient for people with lifestyles that don’t allow for a schedule built around watching their favorite TV Shows<br />Networks are providing added-value or extras to enhance OnDemandofferings and generate fan-base for programming real-time viewing<br />
    27. 27. Question #5<br />
    28. 28. Understanding the Video Consumer<br />Online Video<br />The number of people watching Online Video on a monthly basis increased by 4.8% from Q1 2010 to Q1 2011<br />Approximately 75% of people using the Internet watched Online Video<br />The number of hours spent watching Online Video on a monthly basis grew by 34.5% from Q1 2010 to Q1 2011 to nearly 4 hours 33 min (P2+)<br />
    29. 29. Understanding the Video Consumer<br />Online Video (Cont’d)<br />Asians are by far the heaviest consumers of Online Video than any other ethnic group<br />Men watch 1 hour and 37 minutes more Online Video than Women per month<br />
    30. 30. Understanding the Video Consumer<br />Online Video (Cont’d)<br />While A25-34 spend the most time on the Internet on a monthly basis, A18-24 watch more Online Video than any other demographic at 7 hours 41 minutes<br />Online Video is accessed the most by A35-49 over any other demographic group<br />
    31. 31. Understanding the Video Consumer<br />Mobile Video<br />The number of mobile subscribers watching video on their mobile phones increased by 41.0% from Q1 2010 to Q1 2011<br />The number of hours spent watching video on mobile devices per month grew by 20.0% from Q1 2010 to Q1 2011 to nearly 4 hours 33 min (P2+)<br />
    32. 32. Understanding the Video Consumer<br />Mobile Video (Cont’d)<br />African-Americans watch more video on mobile devices than any other ethnic group (6 hours and 30 min)<br />Mobile Video has the greatest usage among A25-34<br />
    33. 33. Mobile Will Broaden Video Footprint<br />Couch Potato on the go…<br />65% of the U.S. population will own a smartphone and/or tablet by 2015 <br />Impact on how video entertainment is consumed<br />Numerous apps for the iPad for making TV available to consumers away from home<br />ABC Player, Hulu Plus, HBO GO, WatchESPN<br />Mainly offer delayed, not live, viewing<br />
    34. 34. The New World Order of TV<br />
    35. 35. Social Media Quotient<br />Screen Synergy Growing<br />34% post to Facebook/Twitter during a show<br />28% text to friends/family during a show <br />Driving additional viewers via online buzz<br />Top Ten Tweeted/Posted to Facebook*<br />True Blood (29%)<br />Dexter (29%)<br />Vampire Diaries (24%)<br />Game of Thrones (23%)<br />The Walking Dead (23%)<br />Sons of Anarchy (22%)<br />Mad Men (22%)<br />The Bachelor (21%)<br />Survivor (21%)<br />Glee (21%)<br />*Source: 2011 Yahoo Study<br />
    36. 36. Social Media Integration<br />Are you seeing what I am seeing?<br />Networks are taking advantage of increased social activity during regular scheduled programming to attract attention and increased viewership<br />GetGlue.com, GoMiso.com, Into Now Mobile App<br />“Check-in” to say you are watching a particular show<br />Win digital stickers and badges for your Facebook page<br />Converse with other fans of the show<br />
    37. 37. Social Media Integration<br />Giants bring Twitter into stadium<br />Cross-channel media initiatives are taking the field with the New York Giants this season<br />Integrating fan tweets on the jumbotron video board and other digital displays throughout the stadium<br />For at home fans, the Giants incorporated Twitter updates during the last two pre-season games<br />Include online voting for the most important play of the game<br />Cleveland Indians are also using Facebook and Twitter by offering fans better discounts and have unveiled a new “social media suite”<br />Experiential Marketing<br />Digital OOH Video<br />Social Media<br />Broadcast TV<br />
    38. 38. Question #6<br />
    39. 39. The New World Order of TV<br />Cindy Augustine<br />
    40. 40. What People Are Viewing<br />
    41. 41. Top 10 Network Shows of 2010<br />Program <br />American Idol (Wed)<br />Dancing with the Stars<br />American Idol (Thurs)<br />Dancing with Stars Results<br />NCIS<br />NCIS: LA<br />The Mentalist<br />60 Minutes<br />Criminal Minds<br />Body of Proof<br />Network<br />FOX<br />ABC<br />FOX<br />ABC<br />CBS<br />CBS<br />CBS<br />CBS<br />CBS<br />ABC<br />
    42. 42. Top 10 Cable Original Series in 2010<br />Program <br />Rizzoli & Isles<br />The Closer<br />Royal Pains<br />Covert Affairs<br />Walking Dead<br />Burn Notice <br />Jersey Shore<br />Pawn Stars<br />White Collar<br />Deadliest Catch<br />Network<br />TNT<br />TNT<br />USA<br />USA<br />AMC<br />USA<br />MTV<br />History<br />USA<br />Discovery<br />
    43. 43. Question #7<br />
    44. 44. Daytime: It’s Not Your Grandma’s Stories Any More<br />The Death of the Soap Opera<br />One by one, soap operas have been cancelled, largely due to high production costs.<br />However, they are getting a second life- on the INTERNET!<br />Time will tell if Grandma will follow classics like “All My Children” and “One Life to Live”<br />Being Replaced by the Talk Show<br />Oprah’s gone, so the talk circuit will be looking for a new queen (or king)<br />Rosie O’Donnell? Premiering on OWN October 10th<br />Dr. Oz? The Oprah spinoff seems a natural fit for many affiliates<br />Anderson Cooper? Daytime strip coming this Fall to syndication<br />Katie Couric? Not until Fall 2012<br />
    45. 45. What’s Coming to Prime Time This Fall<br />The 60’s and 70’s are Back<br />On the heels of Mad Men, the Networks launch Pan Am, The Playboy Club, and Charlie’s Angels<br />
    46. 46. Question #8<br />
    47. 47. What’s Coming to Prime Time This Fall<br />Vampires are Out, Story Book is In<br />Fantasy series such as Grimm and Once Upon a Time bring Fairy Tales to the Small Screen<br />
    48. 48. What’s Coming to Prime Time This Fall<br />Fewer Law Dramas- More Girl Comedy<br />Big increase in sitcoms about young single women.<br />New Girl<br />Whitney<br />2 Broke Girls<br />
    49. 49. Question #9<br />
    50. 50. The New World Order of TV<br />Closing Remarks<br />
    51. 51. The New World Order of TV<br />
    52. 52. The New World Order of TV<br />
    53. 53. Timeline of Major Media Channels<br />Relative # of Choices<br />
    54. 54. The New World Order of TV<br />Is not about one medium or one device replacing another, it’s about consumers having more choices, more control<br />
    55. 55. Question #10<br />
    56. 56. Thank You!<br />

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