1. “Now everybody’s sampling” – Missy Elliot Chris Binns @bassbinns74 www.tedmediacom.com

2. This image originally appeared in a presentation by FarisJakob (I think)

3. “In time shift culture you can’t assume the viewer sees a specific channel first” #IPAPlanning4

4. 72% of Glee viewing is delivered AFTER the first transmission Average audience by platform per episode (individuals, 000s) Average Episode total 000s = 3,280 The PC VoD window is 30 days post CH4 tx, (4 days after E4 first run) and episodes up to the latest date counting the 30 day period ahead are measured. The TV VoD window is 7 days post CH4 tx, again with the latest date counting the 7 day period measured. Recorded viewing is calculated by totalling each week of recorded viewing and then averaging the totals. Source: BARB Infosys, Network, TV & PC VoD Data – Business Objects.

5. Timeshifting gets worse the longer you have the technologyTimeshifting by Date of Acquisition Percentage of total viewing in TS 23% 21% 17% 17% 17% 20% 13% 9% HOURS VIEWED PER DAY DATE OF SKY+ ACQUISITION SOURCE: SKYVIEW 29th Dec 2008 – 4th Oct 2009 – All Individuals – Ave Hrs All

6. Mobile devices exacerbate this SOURCE: eMarketer

7. Making this trend worrying for you all SOURCE: TGI GB Index

8. Because YOU are the programmes

9. And this is what people are confronted with when they get in store

10. You need one rule to bind all your communications

11. Its all about the samples

12. Peer to peer sampling

13. Mass peer sampling

14. Product driven sampling

15. Product driven sampling

16. Does this add up? Industry spend = £27mn SOURCE: NRS & ACNielsen

17. Maybe it does when you do this

18. But when these go mass, this is even more interesting

19. And the possibilities for interactive sampling go even further

20. “In time shift culture you can’t assume the viewer sees a specific channel first” #IPAPlanning4

21. So learn from some old hippies – Sample, sample, sample