• Share
  • Email
  • Embed
  • Like
  • Private Content
Performics, Tremor, IAB UK Present TV and VOD Study Results
 

Performics, Tremor, IAB UK Present TV and VOD Study Results

on

  • 1,016 views

Performics, Tremor Video, and IAB UK present their findings from their recent study on Video on Demand

Performics, Tremor Video, and IAB UK present their findings from their recent study on Video on Demand

Statistics

Views

Total Views
1,016
Views on SlideShare
709
Embed Views
307

Actions

Likes
1
Downloads
15
Comments
0

3 Embeds 307

http://blog.performics.com 300
https://twitter.com 6
http://ranksit.com 1

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • Netnet: As TV Spend increases, incremental reach from VOD decreases. This effect is amplified for heavy and medium/heavy TV viewers.If you add VOD to TV, you’re getting not just a little more people, your getting higher awareness and stronger message association. This lowers the cost of getting more awareness because impact is so much higher if combine those 2 togetherVOD (online video) as a lean-forward medium that has less clutter and less commercial load, may:Amplify awareness and reach Generate more efficient and effective campaignsReach and affect higher socioeconomic strata who are light TV viewersComplement a TV buy
  • phase 1: had 10 people with tv, with vod reached 2 morephase 2:start with tv add vod and see how much changesin order to increase awaremeness on person x cost _ dollars
  • phase 1: had 10 people with tv, with vod reached 2 morephase 2:start with tv add vod and see how much changesin order to increase awaremeness on person x cost _ dollarsPhase 1VOD contribution to TV's incremental reach@ what frequency level?@ what TVR level?Phase 2VOD contribution to TV's awareness and message associationCost per percent point increase per personLight vs. heavy/medium TV viewersReduce TV decay effects
  • Modeled incremental reach potentialFMCG Beverage up to 3.02% Finance up to 3.24%Retail up to 2.59%Tech up to 4.12%
  • passive - meter on computer and on tv. used existing meter that is on computer and tv; can meassure both for same person to measure reacha and frequency across single campaign; Fusion of TV and VOD (online) panelsMeasure reach and frequency across single campaign 5 brands across 4 categoriesFMCG beverage (1 non-alcoholic, 1 alcoholic brand)FinanceRetail (consumer electronics)TechMeasurement period: Oct. 2011-Dec. 2011
  • NetNetPhase 1 methodology, measure reach and frequency across TV and VOD for five brands using combined Nielsen & BARB panel data.Step 1: Tag VOD campaign with the Nielsen tag.Step 2: Visualise all those that have been exposed to the VOD campaign on the Nielsen NetView meter. Capture data at a respondent level-basis (with associated demographic profiles and weights).Step 3: Nielsen IMS extracts the respondent level data and associated demographic/ weights based on those exposed to the TV campaign from the BARB database.Step 4: Fuse data sets (Nielsen Fusion) to determine the incremental reach/contribution of VOD campaign when combined with TV campaign.
  • To isolate the impact of online activity when combined with TV, we utilise Nielsen-IMS’ CampaignRF fusion tool.•This allows us to identify those respondents that have been exposed and pair them by matching common characteristics in both the BARB & Nielsen Online panels (i.e. demos, geo demos, etc.) via a hub study (TGI).•These linking variables were validated by a series of statistical tests and analyses to ensure they closely match to produce an accuracy level of 95% or higher.
  • vod penetration in uk is growing and thus upside will only get bigger
  • vod penetration in uk is growing and thus upside will only get bigger
  • vod penetration in uk is growing and thus upside will only get bigger
  • vod penetration in uk is growing and thus upside will only get bigger
  • vod penetration in uk is growing and thus upside will only get bigger
  • UK VOD is growing by leaps and boundsGrowth will increase incremental reach possibilitiesAs more and more people use VOD, incremental reach will be greater2010-2012 (November) comScore showing Video Metrix % Reach (of Total UK population) of 2010 – 62% 2011 – 60% 2012 – 64%Nielsen estimates penetration in UK of VOD to be around 40%
  • NetNetCombining VOD with television DOES make more people aware of the brand, improve the cost effectiveness of the campaign, and help sustain television's impact after it is off air.
  • VOD amplifies TVVOD fills gaps for light TV viewers
  • TV + VOD increase return on branding investment
  • TV + VOD increase return on branding investment
  • VOD extends TV's impactPulse TV throughout the year and use VOD during dark periods
  • Experimental design (test vs. control)National rep. sample for ABC1 target VOD exposure based on cookie fileTV exposure (OTS) based on media consumption reporting (12 min. survey)1 brand (finance)Measurement period: Aug.-Nov. 2012NetNetPhase 2 methodology: Surveyed (nationally representative sample) people who only saw the VOD campaign and compared their brand awareness level to people who also saw the television campaign, to people who only saw the TV campaign, and to people who did not see any advertising from the brand.
  • NetNetExposure to VOD was measured through cookies and exposure to TV was based on a series of opportunity-to-see questionsDo you watch commercial TV? (i.e. TV with adverts)Thinking about your commercial TV viewing habits, on average, what time of day do you watch TV on Mon.-Fri, Sat., Sun.On average, how many hours of commercial TV do you watch a day?Which, if any, of the following TV shows have you watched since 1st of Sep. 2012?Exclude online and catch-up TV and streaming.Source: Nielsen, Tremor VideoWave 1 = Last month, Wave 2 since Sep 1 2012
  • NetNetExposure to VOD was measured through cookies and exposure to TV was based on a series of opportunity-to-see questionsDo you watch commercial TV? (i.e. TV with adverts)Thinking about your commercial TV viewing habits, on average, what time of day do you watch TV on Mon.-Fri, Sat., Sun.On average, how many hours of commercial TV do you watch a day?Which, if any, of the following TV shows have you watched since 1st of Sep. 2012?Exclude online and catch-up TV and streaming.Source: Nielsen, Tremor VideoWave 1 = Last month, Wave 2 since Sep 1 2012
  • NetNetExposure to VOD was measured through cookies and exposure to TV was based on a series of opportunity-to-see questionsDo you watch commercial TV? (i.e. TV with adverts)Thinking about your commercial TV viewing habits, on average, what time of day do you watch TV on Mon.-Fri, Sat., Sun.On average, how many hours of commercial TV do you watch a day?Which, if any, of the following TV shows have you watched since 1st of Sep. 2012?Exclude online and catch-up TV and streaming.Source: Nielsen, Tremor VideoWave 1 = Last month, Wave 2 since Sep 1 2012
  • NetNetExposure to VOD was measured through cookies and exposure to TV was based on a series of opportunity-to-see questionsDo you watch commercial TV? (i.e. TV with adverts)Thinking about your commercial TV viewing habits, on average, what time of day do you watch TV on Mon.-Fri, Sat., Sun.On average, how many hours of commercial TV do you watch a day?Which, if any, of the following TV shows have you watched since 1st of Sep. 2012?Exclude online and catch-up TV and streaming.Source: Nielsen, Tremor VideoWave 1 = Last month, Wave 2 since Sep 1 2012
  • NetNetExposure to VOD was measured through cookies and exposure to TV was based on a series of opportunity-to-see questionsDo you watch commercial TV? (i.e. TV with adverts)Thinking about your commercial TV viewing habits, on average, what time of day do you watch TV on Mon.-Fri, Sat., Sun.On average, how many hours of commercial TV do you watch a day?Which, if any, of the following TV shows have you watched since 1st of Sep. 2012?Exclude online and catch-up TV and streaming.Source: Nielsen, Tremor VideoWave 1 = Last month, Wave 2 since Sep 1 2012
  • Net NetVOD sustains and increases the television-awareness level during the period when television is off air.Overall, TV + VOD campaign raised unaided awareness and message associationAlways-on strategy isn’t always feasible with TV-only campaignVOD bolsters brand impact, when TV goes dark, extending campaignIn crowded space (finance), it’s critical to maintain an ongoing presence to sustain brand salience (top-of-mind awareness)In absence of TV, while brand message still in mind, VOD can pick up when TV always is not feasible to maintain an always-on strategy
  • Net NetVOD sustains and increases the television-awareness level during the period when television is off air.Overall, TV + VOD campaign raised unaided awareness and message associationAlways-on strategy isn’t always feasible with TV-only campaignVOD bolsters brand impact, when TV goes dark, extending campaignIn crowded space (finance), it’s critical to maintain an ongoing presence to sustain brand salience (top-of-mind awareness)In absence of TV, while brand message still in mind, VOD can pick up when TV always is not feasible to maintain an always-on strategy
  • Net NetVOD sustains and increases the television-awareness level during the period when television is off air.Overall, TV + VOD campaign raised unaided awareness and message associationAlways-on strategy isn’t always feasible with TV-only campaignVOD bolsters brand impact, when TV goes dark, extending campaignIn crowded space (finance), it’s critical to maintain an ongoing presence to sustain brand salience (top-of-mind awareness)In absence of TV, while brand message still in mind, VOD can pick up when TV always is not feasible to maintain an always-on strategy
  • Net NetVOD sustains and increases the television-awareness level during the period when television is off air.Overall, TV + VOD campaign raised unaided awareness and message associationAlways-on strategy isn’t always feasible with TV-only campaignVOD bolsters brand impact, when TV goes dark, extending campaignIn crowded space (finance), it’s critical to maintain an ongoing presence to sustain brand salience (top-of-mind awareness)In absence of TV, while brand message still in mind, VOD can pick up when TV always is not feasible to maintain an always-on strategy
  • Net NetVOD sustains and increases the television-awareness level during the period when television is off air.Overall, TV + VOD campaign raised unaided awareness and message associationAlways-on strategy isn’t always feasible with TV-only campaignVOD bolsters brand impact, when TV goes dark, extending campaignIn crowded space (finance), it’s critical to maintain an ongoing presence to sustain brand salience (top-of-mind awareness)In absence of TV, while brand message still in mind, VOD can pick up when TV always is not feasible to maintain an always-on strategy
  • Net NetVOD sustains and increases the television-awareness level during the period when television is off air.Overall, TV + VOD campaign raised unaided awareness and message associationAlways-on strategy isn’t always feasible with TV-only campaignVOD bolsters brand impact, when TV goes dark, extending campaignIn crowded space (finance), it’s critical to maintain an ongoing presence to sustain brand salience (top-of-mind awareness)In absence of TV, while brand message still in mind, VOD can pick up when TV always is not feasible to maintain an always-on strategy
  • Net NetVOD sustains and increases the television-awareness level during the period when television is off air.Overall, TV + VOD campaign raised unaided awareness and message associationAlways-on strategy isn’t always feasible with TV-only campaignVOD bolsters brand impact, when TV goes dark, extending campaignIn crowded space (finance), it’s critical to maintain an ongoing presence to sustain brand salience (top-of-mind awareness)In absence of TV, while brand message still in mind, VOD can pick up when TV always is not feasible to maintain an always-on strategy
  • Net Net: At a top-level view, the combination of TV and VOD appears to be more expensive at increasing awareness than just TV alone. However, this does not account for different levels of television viewing.
  • Target: ABC1Population size: 26,735,507Total TV Effe Reach pop: 10,545,820Total TV Effe Reach % 39.45%Light TV Viewers pop 5,108,396Light TV Viewers % 48.44%**VOD Reach % 10.65%% light TV viewers exposed to VOD 55.5%Total Light TV Viewers impacted by VOD 2,835,159,5***Total Heavy & Medium TV Viewers impacted by VOD 7,710,66177% of Light TV Viewers were also exposed to VOD [Summary: VOD is a way to reach those who don’t watch TV that much]
  • Target: ABC1Population size: 26,735,507Total TV Effe Reach pop: 10,545,820Total TV Effe Reach % 39.45%Light TV Viewers pop 5,108,396Light TV Viewers % 48.44%**VOD Reach % 10.65%% light TV viewers exposed to VOD 55.5%Total Light TV Viewers impacted by VOD 2,835,159,5***Total Heavy & Medium TV Viewers impacted by VOD 7,710,66177% of Light TV Viewers were also exposed to VOD [Summary: VOD is a way to reach those who don’t watch TV that much]
  • Target: ABC1Population size: 26,735,507Total TV Effe Reach pop: 10,545,820Total TV Effe Reach % 39.45%Light TV Viewers pop 5,108,396Light TV Viewers % 48.44%**VOD Reach % 10.65%% light TV viewers exposed to VOD 55.5%Total Light TV Viewers impacted by VOD 2,835,159,5***Total Heavy & Medium TV Viewers impacted by VOD 7,710,66177% of Light TV Viewers were also exposed to VOD [Summary: VOD is a way to reach those who don’t watch TV that much]
  • Net Net: At a top-level view, the combination of TV and VOD appears to be more expensive at increasing awareness than just TV alone. However, this does not account for different levels of television viewing.VOD increases effective frequency amongs light TV viewers Light TV avg. frequency of <1VOD increases frequency thus generating brand lift
  • Every month TV is off air, we see a 3.1% decay is message associationVOD offsets this with a 2.5% higher lift than when TV was on air Sept-Oct.Net NetEach week television is off the air, people remember less and less about the brand message. Running VOD when TV is off the air sustains and increase the effectiveness of the television campaign for people exposed to VOD.Note: visual fading TV commercial over time[Testing how much you remember ad after you saw it, over time]
  • Every month TV is off air, we see a 3.1% decay is message associationVOD offsets this with a 2.5% higher lift than when TV was on air Sept-Oct.Net Net:Each week television is off the air, people remember less and less about the brand message. Running VOD when TV is off the air sustains and increase the effectiveness of the television campaign for people exposed to VOD.Note: visual fading TV commercial over time[Testing how much you remember ad after you saw it, over time]
  • Every month TV is off air, we see a 3.1% decay is message associationVOD offsets this with a 2.5% higher lift than when TV was on air Sept-Oct.Net Net:Each week television is off the air, people remember less and less about the brand message. Running VOD when TV is off the air sustains and increase the effectiveness of the television campaign for people exposed to VOD.Note: visual fading TV commercial over time[Testing how much you remember ad after you saw it, over time]

Performics, Tremor, IAB UK Present TV and VOD Study Results Performics, Tremor, IAB UK Present TV and VOD Study Results Presentation Transcript

  • SIMON NUDDSDIRECTOR OF UKMEDIA ANALYTICSNIELSENDORON WESLYHEAD OF MARKET STRATEGYTREMOR VIDEOMAURICIO LEONCOMMERCIAL DIRECTORPERFORMICS
  • IS VODWITH BENEFITS?
  • VOD IS A LEAN-FORWARDMEDIUM WITH LESSCLUTTER THAT CAN:AMPLIFY AWARENESS GENERATE MOREEFFICIENT & EFFECTIVECAMPAIGNSCOMPLEMENTA TV BUY
  • OBJECTIVE:HOW DOES VOD COMPLEMENT
  • PHASE ONE:VOD CONTRIBUTION TO TV’SINCREMENTAL REACHPHASE TWO:VOD CONTRIBUTION TO TVSAWARENESS AND MESSAGEASSOCIATION
  • PHASE ONE:VOD CONTRIBUTION TO TV’SINCREMENTAL REACHOCT. 2011 - DEC. 2011
  • TV + VODINCREMENTAL REACHa. FMCG Beverage Alcohol 1.33%b. FMCG Beverage 0.33%c. Finance 0.44%d. Retail (ce) 0.19%e. Tech 0.45%a. FMCG Beverage Alcohol A16-34 ~41%b. FMCG Bev ABC1 Women ~14%c. Finance ABC1 ~20%d. Retail (ce) ABC1 ~10%e. Tech A16-34 ~15%10-41% OF PEOPLE ONLINE WERENOT EXPOSED TO TV
  • METHODOLOGYFUSION OF TV AND VOD (ONLINE) PANELSMEASURE REACH AND FREQUENCY ACROSS SINGLE CAMPAIGNMEASUREMENT PERIOD: OCT. 2011 – DEC. 20115 BRANDS ACROSS 4 CATEGORIES FMCG BEVERAGE (x2) RETAIL FINANCE TECH
  • STEP 1TAGSTEP 2VISUALISESTEP 3EXTRACTSTEP 4COMBINEMETHODOLOGY
  • BARBRespondentLevel DataNielsen OnlineRespondent Level DataTo isolate the impact of online activity whencombined with TV, we utilize Nielsen-IMS’CampaignRF fusion toolMETHODOLOGY
  • BARBRespondentLevel DataNielsen OnlineRespondent Level DataWe link respondents from one dataset to anotherby using the common variables (i.e. demos, geodemos, etc.) that exist on the BARB panel, NielsenNetView panels and a hub where the reach resultsare reported.On-the-fly fusionUsing common demovariablesMETHODOLOGY
  • These linking variables were validated by a seriesof statistical tests and analyses to ensure theyclosely match to produce an accuracy level of 95%or higher.Nielsen OnlineRespondent Level DataOn-the-fly fusionUsing common demovariables“Fused result of TV andonline viewing”METHODOLOGY
  • 64.6%65.93%FMCG BEVERAGE ALCOHOL A16TV Only TV + VODVOD EffectIncrementalto Base ofCampaign% Reach70%25 150Source: Nielsen IMS CampaignRF, Oct.-Dec. 2011
  • FMCG BEVERAGE ABC1W 15+87.56% 87.89%TV Only TV + VODVOD EffectIncrementalto Base ofCampaign% Reach90%50 550Source: Nielsen IMS CampaignRF, Oct.-Dec. 2011
  • % ReachFINANCE ABC1 ADULTS78.46%78.9%TV Only TV + VODVOD EffectIncrementalto Base ofCampaign80%50 250Source: Nielsen IMS CampaignRF, Oct.-Dec. 2011
  • % ReachRETAIL (CONSUMER ELECT) ABC1 15+89.72% 89.91%TV Only TV + VODVOD EffectIncrementalto Base ofCampaign% Reach90%50 600Source: Nielsen IMS CampaignRF, Oct.-Dec. 2011
  • TECH 16-34S87.38% 87.83%TV Only TV + VODVOD EffectIncrementalto Base ofCampaign% Reach90%50 550Source: Nielsen IMS CampaignRF, Oct.-Dec. 2011
  • UK DIGITAL VIDEO VIEWERSDigital Viewers(millions)–% change–% of internet users–% of population201232.68.9%69.9%51.4%201334.45.5%71.7%53.8%201436.35.8%74.1%56.4%201537.84.1%75.6%58.3%201639.13.3%76.7%59.7%201740.02.4%77.4%60.6%Digital Viewers(millions) 32.6 34.4 36.3 37.8 39.1 40.0Source: eMarketer, Feb 2013VOD PENETRATION
  • PHASE TWO:VOD CONTRIBUTION TO TVSAWARENESS AND MESSAGEASSOCIATION
  • VOD AMPLIFIES
  • VOD +
  • VOD + INCREASE RETURNON BRANDING
  • VOD EXTENDSIMPACT
  • METHODOLOGYEXPERIMENTAL DESIGN (TEST VS. CONTROL)NATIONAL REP. SAMPLE FOR ABC1 TARGETTV EXPOSURE (OTS) BASED ON MEDIACONSUMPTION REPORTING (12 MIN. SURVEY)VOD EXPOSURE BASED ON COOKIE FILEAVIVAMEASUREMENT PERIOD: AUG.-NOV. 2012
  • MEDIA CONSUMPTION QUESTIONSDo you watchcommercial TV?
  • Thinking about your commercialTV viewing habits, onaverage, what time of day do youwatch TV?
  • On average, how many hours ofcommercial TV do you watch aday?
  • Which, if any, of the following TVshows have you watched since 1stof Sep. 2012?Source: Nielsen, Tremor VideoWave 1 = Last month, Wave 2 since Sep 1 2012
  • Which, if any, of the following TVshows have you watched since 1stof Sep. 2012?Source: Nielsen, Tremor VideoWave 1 = Last month, Wave 2 since Sep 1 2012SPOT SCHEDULEITV / ITV+1• Downton Abbey• Coronation Street• X-factorStation Day Time Sec ProgrammeITVLondonSun 9:45:00PM:30 Downton Abbey
  • BeforeCampaignSep.-Oct.TVSep.-Oct.TV + VODNov.No VODNov.VODNov. CarryOver33%39%37.7% 35.9%41.4%2.6%Source: Nielsen, Tremor Video n=1375 @90% confidence level Aug-Nov 2012VOD AMPLIFIES TV DOMINANT STRATEGYTV is off-air: VOD sustains and increases viewers’ brand awareness(Unaided Awareness)
  • BeforeCampaignSep.-Oct.TVSep.-Oct.TV + VODNov.No VODNov.VODNov. CarryOver33%39%37.7% 35.9%41.4%2.6%Source: Nielsen, Tremor Video n=1375 @90% confidence level Aug-Nov 2012VOD AMPLIFIES TV DOMINANT STRATEGYTV is off-air: VOD sustains and increases viewers’ brand awareness(Unaided Awareness)
  • BeforeCampaignSep.-Oct.TVSep.-Oct.TV + VODNov.No VODNov.VODNov. CarryOver33%39%37.7% 35.9%41.4%2.6%Source: Nielsen, Tremor Video n=1375 @90% confidence level Aug-Nov 2012VOD AMPLIFIES TV DOMINANT STRATEGYTV is off-air: VOD sustains and increases viewers’ brand awareness(Unaided Awareness)
  • BeforeCampaignSep.-Oct.TVSep.-Oct.TV + VODNov.No VODNov.VODNov. CarryOverSource: Nielsen, Tremor Video n=1375 @90% confidence level Aug-Nov 2012VOD AMPLIFIES TV DOMINANT STRATEGYVOD EffectIncrementalto Base ofCampaignTV is off-air: VOD sustains and increases viewers’ brand awareness(Unaided Awareness)
  • BeforeCampaignSep.-Oct.TVSep.-Oct.TV + VODNov.No VODNov.VODNov. CarryOver29.2%43.6%48%26.1%31.7%-3.1%Source: Nielsen, Tremor Video n=1375 @90% confidence level Aug.-Nov. 2012VOD AMPLIFIES TV DOMINANT STRATEGYTV + VOD (vs. TV alone): A higher percentage of viewers connected the core message with the brand(Message Association)
  • BeforeCampaignSep.-Oct.TVSep.-Oct.TV + VODNov.No VODNov.VODNov. CarryOver29.2%43.6%48%26.1%31.7%-3.1%Source: Nielsen, Tremor Video n=1375 @90% confidence level Aug.-Nov. 2012VOD AMPLIFIES TV DOMINANT STRATEGYTV + VOD (vs. TV alone): A higher percentage of viewers connected the core message with the brand(Message Association)
  • BeforeCampaignSep.-Oct.TVSep.-Oct.TV + VODNov.No VODNov.VODNov. CarryOverSource: Nielsen, Tremor Video n=1375 @90% confidence level Aug.-Nov. 2012VOD AMPLIFIES TV DOMINANT STRATEGYVOD EffectIncrementalto Base ofCampaignTV + VOD (vs. TV alone): A higher percentage of viewers connected the core message with the brand(Message Association)
  • Source: Nielsen, Tremor Video n=1375 @90% confidence level Aug.-Nov. 2012; TV heavy + medium = >14 hours/week, TV light = <14 hours/weekCost to Raise Awareness per Person (Index)RETURN ON BRANDING INVESTMENTTV TV + VODUnaided Awareness 100 171Message Association 100 101.1It appears that TV + VOD are less cost efficient at increasing awareness and message association.But the story is very different for light TV viewers (1/4 of ABC1 Target).
  • Source: Nielsen, Tremor Video n=1375 @90% confidence level Aug.-Nov. 2012; TV heavy + medium = >14 hours/week, TV light = <14 hours/week;*Calculated % x TV Pop; **Calculated based on nationally rep data; ***Light TV Viewers x % Exposed to VODABC1Aviva TV:Heavy, Medium, Light39.5%Aviva TV Light 48.4%Aviva VOD 55.5%Heavy, Medium, andLight TV ViewersTV + VOD REACH OVERLAPEven though light TV viewers are ¼of ABC1 Target, they onlycompromise 15% of TV viewing.EFFECTIVE REACH
  • Source: Nielsen, Tremor Video n=1375 @90% confidence level Aug.-Nov. 2012; TV heavy + medium = >14 hours/week, TV light = <14 hours/week;*Calculated % x TV Pop; **Calculated based on nationally rep data; ***Light TV Viewers x % Exposed to VODABC1Aviva TV:Heavy, Medium, Light39.5%Aviva TV Light 48.4%Aviva VOD 55.5%Heavy, Medium, andLight TV ViewersTV + VOD REACH OVERLAPEven though light TV viewers are ¼of ABC1 Target, they onlycompromise 15% of TV viewing.EFFECTIVE REACH26M VIEWERS ABC1 hrs./dayLIGHT0 – 1.5LIGHT-MED1.6 – 2.2MEDIUM2.3 – 3.6MED-HEAVY3.7 – 5HEAVY5.1 – 5.714.9% of TV viewing 55.5% of TV viewing
  • TVSource: Nielsen, Tremor Video n=1375 @90% confidence level Aug.-Nov. 2012; TV heavy + medium = >14 hours/week/>2 hours per day, TV light = <14 hours/week/<2 hours/dayRETURN ON BRANDING INVESTMENT:TV HEAVY/MEDIUM VS. TV LIGHTCost to Raise Awareness per Person (Index)Unaided Awareness 100 58.7108.6Message Association 100 63.8528.3TV Heavy/Medium + VOD TV Light + VOD
  • PHASE 2: MESSAGE ASSOCIATIONDecayONAIRWK 1 WK 2 WK 3 WK 4TVVODMessageAssociation+2.5-3.1Source: Nielsen, Tremor Video n=1375 @90% confidence level Aug.-Nov. 2012
  • TV OFF-AIR VOD ON-AIRONAIRWK 1 WK 2 WK 3 WK 4TVVODMessageAssociation+2.5-3.1PHASE 2: MESSAGE ASSOCIATIONDecaySource: Nielsen, Tremor Video n=1375 @90% confidence level Aug.-Nov. 2012
  • TV OFF-AIR VOD ON-AIRONAIRWK 1 WK 2 WK 3 WK 4TVVODWK 5 WK 6 WK 7 WK 8MessageAssociation+2.5-3.1y = -22.81ln(x) + 48.202R2 = 0.86996PHASE 2: MESSAGE ASSOCIATIONDecaySource: Nielsen, Tremor Video n=1375 @90% confidence level Aug.-Nov. 2012
  • HYPOTHESISVOD is a lean-forward medium with lessclutter that can:• Amplify awareness and reach• Generate more efficient and effectivecampaigns• Complement a TV buyTV + VOD = TV WITH BENEFITSIncremental Reach: VOD + TV increasesby up to 1.33%When TV goes dark: VOD bolsters brandawareness by 5.5%, extending campaignLight TV Viewers: TV + VOD (vs. TV alone) deliversalmost 2x the return on brandingBrand Performance: TV + VOD drive higher brandperformanceFRIENDS WITH BENEFITS INDEED
  • SIMON NUDDSsimon.nudds@nielsen.comDORON WESLYdwesly@tremorvideo.com@sabredutchTHANK YOUMAURICIO LEONmauricio.leon@performics.co.uk