BAM Congres 2017: Oli Robertson (Thinkboxtv) - The relationship between media, advertising and the general public in the UK
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The advertising industry is pretty unique. We’re generally educated, upmarket, and time-poor and this shows through in our lifestyles, attitudes and behaviour – particularly when it comes to technology and media. In this session, Oli Robertson from Thinkbox will talk you through the relationship between media, advertising and the general public in the UK, before putting the advertising industry in the spotlight to see how accurately they reflect the rest of the nation.
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BAM Congres 2017: Oli Robertson (Thinkboxtv) - The relationship between media, advertising and the general public in the UK
- 1. What’s ‘normal’ anyway? DEC 2017
- 2. Who is Thinkbox? Main shareholders Associates & supporters
- 3. We have a tendency to live in our own ‘bubble’
- 5. Ad Nation study Ipsos July 2016 288 online interviews Ad industry professionals: media, creative, digital agencies and advertisers Ipsos July 2016 795 face to face interviews Nationally representative GB adults 15+
- 7. We get up much earlier, we come home much later…
- 8. We spend double the amount of time commuting
- 9. 0 50 100 150 200 250 Ad people's self estimate Column2 Normal people's self estimate Column3 Ad people's estimate of normal people Column4 Actual data (BARB) ESTIMATEDHOURSOFTVONATVSET Source: TV/Ad Nation, 2016, Ipsos Connect/Thinkbox.’, adults 15+. BARB viewing Sep 2015 - Aug 2016 Question: ‘In an average day, approximately how much time do you spend…watching broadcast TV on a TV set? Our perception of TV viewing time is different from the reality 1h 16m 2h 15m 2h 41m 3h 52m
- 10. 38% 55% 49% 87% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Ad people's self estimate Column2 Normal people's self estimate Column3 Ad people's estimate of normal people Online Actual data (BARB) ESTIMATEDHOURSOFTVONATVSET Source: TV/Ad Nation, 2016, Ipsos Connect/Thinkbox. adults 15+. BARB viewing 2015. Question: ‘Of the time you / British public spend watching television (excluding DVDs & SVoD), what proportion of that time is spent watching…live programmes’ We massively underestimate the amount of live TV viewing
- 11. 13% 10% 6% 19% 12% 5% 20% 14% 8% 0% 10% 20% 30% 40% It's more of an event To avoid ‘spoilers’ To discuss with people straight away %AGREE 2013 2014 2016 Source: TV/Ad Nation, 2016, adults 15+ Question: ‘Why do you watch any TV programmes live (at the time they are broadcast), rather than watching them later (e.g. recorded or via catch-up or on demand)?’ …and yet the importance placed on live viewing is increasing
- 12. We have a very different demographic profile
- 13. 76% of the UK ad industry is aged 18-44
- 14. We work hard and play hard
- 16. 81% 35% 21% 21% 24% 13% 88% 11% 12% 7% 1% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% %WATCHTVVIADEVICE 15-24 55+ Young people have more varied TV viewing habits Source: TV/Ad Nation, 2016, Ipsos Connect/Thinkbox.
- 17. We overestimate TV viewing on mobile devices Source: TV/Ad Nation, 2016, Ipsos Connect/Thinkbox, adults 15+. BARB /broadcaster data 2015. 24% 16% 37% 2% 0% 10% 20% 30% 40% 50% Ad people's self estimate Normal people's self estimate Ad people's estimate of normal people Actual data PROPORTIONOFTVVIEWINGON DEVICES
- 18. Multi-screening occurs less than people think Source: TV/Ad Nation, 2016, Ipsos Connect/Thinkbox, adults 15+. Touchpoints 2016 48% 25% 50% 19% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Ad people's self estimate Normal people's self estimate Ad people's estimate of normal people Actual data TVVIEWING%SPENT MULTI-SCREENING
- 19. Ad people are social media & SVoD addicts % CLAIM TO HAVE USED IN LAST 3 MONTHS 12 16 30 38 43 47 63 68 81 83 90 92 93 4 19 15 15 13 5 30 18 22 37 62 60 14 Ad people ‘Normal’ People Source: TV/Ad Nation, 2016, Ipsos Connect/Thinkbox, adults 15+Question: ‘Which of the following websites, apps or services have you visited or used in the last 3 months?’
- 20. We massively overestimate the use of YouTube and SVoD 20 50 40 32 62 84 16 11 0 10 20 30 40 50 60 70 80 90 100 Using YouTube Watching a subscription on demand service ESTIMATEDMINUTES Source: TV/Ad Nation, 2016, Ipsos Connect/Thinkbox, adults 15+. BARB viewing 2015, Touchpoints 2016, broadcaster data 2015, comScore Aug 2015-Sept 2016 Question: ‘In an average day, approximately how much time do you/the average British person spend doing the following activities?’ Public self- estimate Ad-industry self- estimate Industry perception of public Actual data
- 22. In summary —People are terrible witnesses to their own behaviour! —UK media decision makers live in a ‘bubble’… —…of people who are time poor, young and tech-savvy —This is distorting their view of consumer media consumption… —And (probably) leading to poor investment decisions
Editor's Notes
- Both parts of study conducted by Ipsos
- 64% get up before 7am versus 47% of normal people 64% v 12% get home after 7pm We eat later and go to bed earlier.
- Over an hour v – versus just 30 minutes Sign of us often being city-based
- The latest analysis of the IPA Effectiveness Databank shows that campaigns using TV are the ones that are most likely to drive a higher number of big business effects such as very high volumes of profit, market share growth or decreases in price sensitivity. This backs up every other major piece of advertising effectiveness research – TV is consistently the highest performing medium.
- The latest analysis of the IPA Effectiveness Databank shows that campaigns using TV are the ones that are most likely to drive a higher number of big business effects such as very high volumes of profit, market share growth or decreases in price sensitivity. This backs up every other major piece of advertising effectiveness research – TV is consistently the highest performing medium.
- The latest analysis of the IPA Effectiveness Databank shows that campaigns using TV are the ones that are most likely to drive a higher number of big business effects such as very high volumes of profit, market share growth or decreases in price sensitivity. This backs up every other major piece of advertising effectiveness research – TV is consistently the highest performing medium.
- Ad industry – 76% under 45 (compared to 56% of the average working population) 81% have degree qualification or higher which is over double the UK average
- Over half of us go out at least twice a week. For normal people, it’s less than a third. Over half of us think we drink too much compared to just 25% of the general population.
- The latest analysis of the IPA Effectiveness Databank shows that campaigns using TV are the ones that are most likely to drive a higher number of big business effects such as very high volumes of profit, market share growth or decreases in price sensitivity. This backs up every other major piece of advertising effectiveness research – TV is consistently the highest performing medium.
- The latest analysis of the IPA Effectiveness Databank shows that campaigns using TV are the ones that are most likely to drive a higher number of big business effects such as very high volumes of profit, market share growth or decreases in price sensitivity. This backs up every other major piece of advertising effectiveness research – TV is consistently the highest performing medium.