Exploring Evoving Trends in Viewship

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Presentation by CTAM at Mid-Atlantic Marketing Research Association event on Future TV, May 2010, Washington DC

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  • 06/23/10 18:01
  • 06/23/10 18:01
  • This provides a great opportunity for programmers to reach new audiences they might be missing with other tactics.
  • On Demand helps drive its viewers back to linear networks. 47% of On Demand/DVR households were driven back to linear television from On Demand. 34% of On Demand-only users discovered a program On Demand and then sought out the program on its regular channel. This provides programmers with an opportunity to provide samples of their network’s content in the On Demand space by targeting viewers who exhibit the propensity to try new programming and drive them back to the linear network.
  • 06/23/10 18:01
  • Exploring Evoving Trends in Viewship

    1. 1. Exploring Evolving Trends in Viewership
    2. 2. Bigger screen is Big Kahuna … TV Viewing Share-of-clock (Adults 18+) TV viewing adults are spending 70% of their time watching regularly scheduled television In addition, 76% prefer regularly scheduled television on a TV set. Q35. Please indicate the percentage of the total time you spend watching TV programming content on each device, service or platform. Q36. Regardless of what video viewing devices you currently have, how do you prefer to watch TV programs? Sum of all other devices (17%)
    3. 3. Viewing loyalty is still alive and well <ul><ul><ul><li>83% of viewers reported making a special effort to watch at least one program in primetime the previous night. </li></ul></ul></ul><ul><ul><ul><li>38% report appointment viewing 4 or more programs. </li></ul></ul></ul><ul><ul><ul><li>28% of these viewers say the number of shows they appointment view has increased in the last 2 years. </li></ul></ul></ul>Q9. Do you have any PT shows you make special effort to watch? Q10. How many PT shows do you make special effort to watch? Q11. Has the number of shows increased or decreased in P12M?
    4. 4. Top alternative platforms to view television/movies <ul><ul><ul><li>DVR at 36% </li></ul></ul></ul><ul><ul><ul><li>On the computer via Internet at 26% </li></ul></ul></ul><ul><ul><ul><li>VOD at 21% </li></ul></ul></ul><ul><ul><ul><li>On the computer via DVD or files at 20% </li></ul></ul></ul><ul><ul><ul><li>Next generation gaming console at 11% </li></ul></ul></ul><ul><ul><ul><li>On the TV from the Internet at 10% </li></ul></ul></ul><ul><ul><ul><li>Cell phone / portable media device at 6% </li></ul></ul></ul>Q29a. Do you currently watch TV shows and/or movies using the following devices, services or platforms?
    5. 5. Fewer than one-in-five cross platform users are watching less regularly scheduled TV Q34. Compared to 6 months ago, have you been watching TV shows on these devices, services or platforms more, less or about the same? Among Cross Platform Device Users:
    6. 6. Online Viewing Enhances TV Engagement + Loyalty Online viewing is often used as additional means to watch their shows Q21. What are some of the reasons why you would choose to watch a TV show online?
    7. 7. Impact of Cable On Demand and DVRs
    8. 8. On Demand Introduces Viewers to New Programming <ul><ul><li>Almost two-thirds use On Demand to look for new programs and movies. </li></ul></ul><ul><ul><li>Makes them more likely to try new programs. </li></ul></ul><ul><ul><li>Broadens their viewing to include new genres. </li></ul></ul>
    9. 9. On Demand Driving Viewers to Linear Programming? Base (Have OD and currently use it):(OD Only/OD and DVR) (339/333) Q.46 - Have you ever watched a program On-Demand that you don't normally watch and then sought that program out on the channel that regularly airs the program? OD+DVR: 47% On Demand-only: 34% On Demand Linear TV
    10. 10. On Demand and DVRs Increase TV Viewing and Enjoyment <ul><li>DVRs: </li></ul><ul><ul><li>Have increased their enjoyment of television. </li></ul></ul><ul><ul><li>DVR users say they spend more time watching TV because of their DVRs. </li></ul></ul><ul><li>On Demand: </li></ul><ul><ul><li>Has increased the enjoyment of television </li></ul></ul><ul><ul><li>On Demand households report they watch more programs as a results of on Demand. </li></ul></ul><ul><ul><li>On Demand + DVR </li></ul></ul><ul><ul><li>Increase both viewing time and enjoyment </li></ul></ul>
    11. 11. Consumer Segmentation Standard Technology Adoption Curve Extreme Techies 13% Modern Media Mavens 6% Trendsetters 4% TV Seeking Enthusiasts 17% On-the-Go Timeshifters 7% TV Devoted Online Socializers 7% Entertainments Indifferents 32% All-Around Traditionalists 13%
    12. 12. Defining “Next Generation” Standard Technology Adoption Curve Extreme Techies 13% Modern Media Mavens 6% Trendsetters 4% TV Seeking Enthusiasts 16% On-the-Go Timeshifters 7% TV Devoted Online Socializers 7% Entertainments Indifferents 32% All-Around Traditionalists 13%
    13. 13. Focusing on the 3DTV Experience Discover a realistic view of consumer perceptions of 3DTV. Partnered with:
    14. 14. Focusing on the 3DTV Experien ce <ul><li>First comprehensive study including exposure to 3DTV content in both qualitative focus groups and a full quantitative survey </li></ul>
    15. 15. TV City
    16. 16. TV City
    17. 17. 3D Experience
    18. 18. 3D Experience
    19. 19. 3D Experience
    20. 21. 3DTV Study Objectives <ul><li>Gauge consumer awareness and familiarity with 3DTV </li></ul><ul><li>Uncover what 3DTV features and genres appeal to and attract consumers </li></ul><ul><li>Understand the full 3DTV experience from consumers’ perspectives, including the weaknesses or realities </li></ul><ul><li>Discover how 3DTV will impact technology adoption and consumer behavior </li></ul>
    21. 22. Content Tested <ul><li>Situation Comedy </li></ul><ul><li>Non-fiction </li></ul><ul><li>Sports </li></ul><ul><li>Live Events – Concerts </li></ul><ul><li>Movies </li></ul><ul><li>Videogames </li></ul>
    22. 25. Technology Challenges <ul><li>Active (TV) vs passive (polarized) theatrical </li></ul><ul><li>Formats vary: 3 files (left eye, right eye, audio </li></ul><ul><li>Players not compatible </li></ul><ul><li>Glasses not compatible </li></ul>
    23. 27. Focusing on the 3DTV Experience Not Quite Ready for Prime Time…But Getting There!

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