HRAMA: Our 21st Century Relationship with Television


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It’s no longer a single “screen” world. Learn how new “screens” and social media have impacted how we get, watch and interact with our favorite television programs. Adam Bush, Director of Account Management of Rentrak and former Vice President, Account Manager, with The Nielsen Company discussed our new relationship with television and how marketers are taking advantage of it at a Hampton Roads American Marketing Association (HRAMA) event on June 7, 2012.

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HRAMA: Our 21st Century Relationship with Television

  1. 1. Our 21st Century Relationship with TelevisionHampton Roads American Marketing AssociationThursday, 06/07/2012
  2. 2. For today... Pre -2000: Old school ( turn of the century ) 2003: Introduction of the dual tuner DVR 2004: Facebook launches 2006: Twitter launches 2007: First iPhone is released 2008: Hulu launches/Netflix launches unlimited streaming model 2010: First iPad is released 2011-2012: Apple TV 2, Aero, Roku, and Boxee
  3. 3. Viewingbased on thenetwork sschedule
  4. 4. Lack ofbroadbandpenetration
  5. 5. contentsurvivaldeterminedby ratingsalone
  6. 6. 60 channelswas a lot!
  7. 7. Definitions  DVR -- digital device used to record television   Timeshifting -- watching television on your time. Shifting the time of a show to fit someone s schedule  Screens -- places or devices where video content can be watched  Placeshifting -- watch video content where you want   Over the top -- devices that provide video content to a television screen outside of traditional means such as a antenna or cable box   Cord cutters -- those who have cancelled either cable or satellite service  Cord nevers -- those who have never had cable or satellite service
  8. 8. Changing Relationship -- DVR  Current DVR penetration at 43% nationally  Timeshifting viewership (+13.8%) and total time with television is on the increase (+1%)  85-90% of all viewing is still live. For Prime that is closer to 75%.  Studies have shown almost 50% of timeshifted commercials are still viewed.
  9. 9. DVR trends
  10. 10. Penetration trends
  11. 11. Changing relationship -- multiscreen impact  86% of people use their smartphone while watching television. 88% use their tablet   61% check email   47% visit a social network site   37% looked up information related to the TV program   27% looked up information for an advertisement they were watching  TV Everywhere -- watch live television on the device you want.   Cox Communications and other cable/satellite porviders   Various cable nets
  12. 12. Changing relationship -- over the top   Cord cutting -- real or not?   Penetration of devices like Apple TV, XBox, Roku, Boxee and Netflix subscriptions
  13. 13. Changing Relationship -- Social Media   Top social media buzzed television programs   Growth of Social TV Ecosystem   Checking in with TV shows
  14. 14. Top Social Media Buzzed Television Shows
  15. 15. Changing relationship -- shift invideo consumption  decrease in television households  new device adaption  less video consumed...or is more being viewed differently?
  16. 16. How I Met Your Mother - case study  The New York Times, 4/8/2012  +20% YtY increase P18-49  Early seasons available on Netflix  Repeats on FX  Social Media buzz
  17. 17. what does this all mean?  television is not dying...its evolving. Better control/ influence of content  Viewer engagement is significant, though different  if you have a heavy social media presence, advertise in shows that drive social media usage  synch your mobile, web, and tv messaging. be there now
  18. 18. Thank you