Tv2.0 terra coutinho

717 views

Published on

Simultaneous media usage Latam+Spain+US Hispanics and its impact on the TV advertising value chain. Data based on research with 6.600 internet users (IPSOS)

Published in: Business

Tv2.0 terra coutinho

  1. 1. Consumercast:  the  age  of  media  spreadable  around  consumer  needs  
  2. 2. Media  Consump&on   Consumo  mídia  durante  a  semana   Argen&na      Brazil     Chile     Colômbia   Spain   México   Peru   US                    Sample   (600)   (1000)   (600)   (600)   (1000)   (1000)   (600)   (1200)   TOP  3  BOX     %   %   %   %   %   %   %   %   (at  least  1  hour/day)  • Internet  (surfing,  general  news,   70   68   71   74   62   69   71   66   vídeo,  etc.)  • Internet  (social  networks  /   66   69   71   69   44   65   70   50   blogs)  • Internet  (email,  instant   67   67   73   74   53   69   72   59   messaging,  etc)  • Watching  TV  (Broadcast)   54   51   52   53   59   50   58   61  • Listening  radio  (not  online)   50   41   55   54   39   49   52   42  • Watching  Cable  TV   42   47   48   53   20   45   41   41  • Using  Mobile  /  Smartphone  / 33   28                  34   34   23   37   35   39   Tablet  for  email/messages  • Using  Mobile  /  Smartphone  / Tablet  for  social  networks  /   28   26                  35   33   20   34   34   34   blogs  • Using  Mobile  /  Smartphone  / Tablet  for  surfing  /  general   23   25                  30   28   20   32   34   38   news,  videos,  etc  • Reading  newspapers  (print)   20   21   24   21   17   16   24   21  • Reading  magazines  (print)   15   18   15   16   9   15   18   20   Frequency  scale:  More  than  4  hours/day;  Between  2  to  4  hours/day;  Between  1  to  2  hours/day;  less  than  1  hour  daily;  zero   Source: Terra Digital (Ipsos)
  3. 3. Consumercast  >  Broadcast  screens   Source: Nielsen (US consumers)
  4. 4. Media  usage  and  aLen&on    felevisão   Acesso  a  Internet  simultâneo  à tocus   Simultaneous  use:  Web  and    TV   Main  aLen&on  focus   35   16   11   10   55   37   8   34   17   11   9   49   44   7   33   19   14   6   48   46   6   33   24   16   9   49   44   7   33   25   15   16   57   35   8   33   21   17   9   55   37   8   37   21   13   7   50   42   8   35   22   7   8   53   39   8   Always   Almost  always   I  pay  more  a^enon  to  the  web   Somemes   Seldom   I  pay  the  same  a^enon  to  both   Never   I  pay  more  a^enon  to  TV  Sample:  ArgenAna  (600)  /    Brasil  (1000)  /  Chile  (600)  /  Colômbia  (600)  /   Base:  usage  of  Web  and  TV  at  same  Ame:  ArgenAna  (539)  /    Brasil  (914)  /   Espanha  (1000)  /  México  (1000)  /  Peru  (600)  /  US  (1200)   Chile  (563)  /  Colômbia  (544)  /  Espanha  (844)  /  México  (912)  /  Peru  (557)  /   US  (1109)   Source: Terra Digital (Ipsos)
  5. 5. Potential audience outside TV scheduleFonte: Poltrack e Bowen, “The Future is now”, Journal of Advertising Research, June 2011
  6. 6. Thousands   1.000   1.500   2.000   2.500   3.000   0   500   sex  09/jun   sáb  10/jun   dom  11/jun   seg  12/jun   ter  13/jun   qua  14/jun   qui  15/jun   sex  16/jun   South Africa 2010 sáb  17/jun   dom  18/jun   seg  19/jun   ter  20/jun   qua  21/jun   qui  22/jun   sex  23/jun   sáb  24/jun   dom  25/jun   matchs at Rede Bandeirantes on 6 days seg  26/jun   ter  27/jun   qua  28/jun   qui  29/jun   sex  30/jun   sáb  01/jul   dom  02/jul   seg  03/jul   ter  04/jul   qua  05/jul   qui  06/jul   sex  07/jul   sáb  08/jul   dom  09/jul   seg  10/jul   ter  11/jul   In 2010, the World Cup section at Terra had more audience than the Terra   Pico  Band  Source: Omniture, PNT IBOPE
  7. 7. Streamings  London  2012   (computers)  
  8. 8. London  2012:  Connected  TV   streamings  27/jul   28/jul   29/jul   30/jul   31/jul   01/ago   02/ago   03/ago   04/ago   05/ago   06/ago   07/ago   08/ago   09/ago   10/ago   11/ago   12/ago   Fim  de   Fim  de   Fim  de   semana   semana   semana   Source: Omniture
  9. 9. One  media  powers  the  other   14   35   19   38   15   41   Research  for  TV  Guide   23  Comments  on  social  networks  about  the   38   or  crics  about  the   16   program   22   program   18   43   18   47   25   26   8   31   15   10   34   Buy  products  that   12   34   appeared  on  TV   7   Research  products  that  appear  on  the   34   program  /  commercial   7   program/commercials   26   10   29   20   36   28   44   41   16   42   19   None  of  the  above  /   40   18   other   54   39   25   Visit  the  programs  website   35   15   43   19   27   25   Argenna   Brasil   Chile     Colômbia   Espanha   México   Peru   US   Sample:  Uses  Web  and  TV  at  same  Ame:  ArgenAna  (539)  /    Brasil  (914)  /  Chile  (563)  /  Colômbia  (544)  /  Espanha  (844)  /   México  (912)  /  Peru  (557)  /  US  (1109)   Source: Terra Digital (Ipsos)
  10. 10. For  a  media  company,  relevance  is  the   answer  for  the  informaon  explosion  
  11. 11. The  A^enon  Economy       “In   an   informaon-­‐rich   world,   the   wealth   of   informaon   means   a   dearth   of   something   else:   a   scarcity   of   whatever   it   is   that   informaon   consumes.     What   informaon   consumes   is   rather   obvious:   it   consumes   the   a^enon   of   its   recipients.     Hence   a   wealth   of   informaon   creates   a   poverty   of   a^enon”.     Herbert  Simon,  1971     Nobel  Prize  Economics,  1978  
  12. 12. The  path  to  relevance:    reach↔  interacon  ↔ disseminaon  
  13. 13. Spreadable  Media  Business  Model?   Source: Yume/Frank Magid Associates – 2012 (US)
  14. 14. New  content  producon  and   distribuon  “chain”  
  15. 15. The  challenge:  share  of  a^enon  /   disseminaon  measurement  

×