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Brief presentation for
Generation Media
22
WHAT WE ARE TALKING ABOUT?
Children's TV isn't what it used to be, as well as other distractions
Ads aren't working?
Children's TV isn't what
it used to be, as well as
other distractions
44
Total TV reach has remained broadly stable over 5 years
Source: BARB December 2012 – 2016, reach 1min+
Weekly reach %
Individuals
Adults
ABC1 adults
16-34
Men
Kids
Women
95.1
95.2
94.8
91.2
94.2
96.1
94.5
94.5
94.8
94.3
89.7
93.8
95.7
92.7
95.2
95.4
95.2
91.2
94.6
96.2
94.2
95.2
95.5
95.0
91.8
94.9
96.1
93.8
95.2
95.2
94.5
91.2
94.2
96.2
94.9
Dec 2012 Dec 2013 Dec 2014 Dec 2016Dec 2015
However, the total TV reach has remained broadly stable –
in 2016 by Kids TA it’s decreased by 2%
55
2h35m
2h07m
1h29m
0
1
2
3
dec.07 dec.08 dec.09 dec.10 dec.11 dec.12 dec.13 dec.14 dec.15 dec.16
Hours
Individuals
ABC1 Adults
Kids 4-15
Source: BARB December 2007-2016, TV viewing in-home on a TV set
Number of hours of commercial TV viewed per day (TV viewing in-home on a TV set)
Commercial TV viewing over time by demographic
During last 6 years commercial TV
viewing continue to decrease
66
3h49m
3h28m
2h02m
0
1
2
3
4
5
dec.07 dec.08 dec.09 dec.10 dec.11 dec.12 dec.13 dec.14 dec.15 dec.16
Hours
Individuals
ABC1 Adults
Kids 4-15
Commercial TV viewing over time by demographic
Number of hours of Total TV viewed per day (TV viewing in-home on a TV set)
Source: BARB December 2007-2016, TV viewing in-home on a TV set
Total TV viewing decreasing
as well, specially by Kids TA
Ads aren't working?
88
Source: BARB December 2016 vs. December 2006,
TV viewing in-home on a TV set Base: 30” equivalent impacts
Men
+25.4%
Kids
-3.8%
Individuals
+22.1%
ABC1 Adults
+25.2%
16-34s
-1.5%
Adults
+25.3%
Ten year comparison of commercial impacts
Commercial impacts comparison
showing that TV is loosing
young generations
9
THANK YOU

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Brief presentation for generation media by alexandr ababii

  • 2. 22 WHAT WE ARE TALKING ABOUT? Children's TV isn't what it used to be, as well as other distractions Ads aren't working?
  • 3. Children's TV isn't what it used to be, as well as other distractions
  • 4. 44 Total TV reach has remained broadly stable over 5 years Source: BARB December 2012 – 2016, reach 1min+ Weekly reach % Individuals Adults ABC1 adults 16-34 Men Kids Women 95.1 95.2 94.8 91.2 94.2 96.1 94.5 94.5 94.8 94.3 89.7 93.8 95.7 92.7 95.2 95.4 95.2 91.2 94.6 96.2 94.2 95.2 95.5 95.0 91.8 94.9 96.1 93.8 95.2 95.2 94.5 91.2 94.2 96.2 94.9 Dec 2012 Dec 2013 Dec 2014 Dec 2016Dec 2015 However, the total TV reach has remained broadly stable – in 2016 by Kids TA it’s decreased by 2%
  • 5. 55 2h35m 2h07m 1h29m 0 1 2 3 dec.07 dec.08 dec.09 dec.10 dec.11 dec.12 dec.13 dec.14 dec.15 dec.16 Hours Individuals ABC1 Adults Kids 4-15 Source: BARB December 2007-2016, TV viewing in-home on a TV set Number of hours of commercial TV viewed per day (TV viewing in-home on a TV set) Commercial TV viewing over time by demographic During last 6 years commercial TV viewing continue to decrease
  • 6. 66 3h49m 3h28m 2h02m 0 1 2 3 4 5 dec.07 dec.08 dec.09 dec.10 dec.11 dec.12 dec.13 dec.14 dec.15 dec.16 Hours Individuals ABC1 Adults Kids 4-15 Commercial TV viewing over time by demographic Number of hours of Total TV viewed per day (TV viewing in-home on a TV set) Source: BARB December 2007-2016, TV viewing in-home on a TV set Total TV viewing decreasing as well, specially by Kids TA
  • 8. 88 Source: BARB December 2016 vs. December 2006, TV viewing in-home on a TV set Base: 30” equivalent impacts Men +25.4% Kids -3.8% Individuals +22.1% ABC1 Adults +25.2% 16-34s -1.5% Adults +25.3% Ten year comparison of commercial impacts Commercial impacts comparison showing that TV is loosing young generations

Editor's Notes

  1. AH On top of this, we also know that owned channels are simply more effective than paid channels. Data from our own Touchpoints tool based on interviews with over 700,000 consumers globally show that owned touchpoints have far higher influence.