Downloaded 41 times
Uploaded byThinkbox TV
Screen Life: TV advertising everywhere
The document provides insights into how television advertising is perceived and engaged with, highlighting that the living room remains central to viewing experiences, while mobile devices facilitate viewing in various locations. It discusses the prevalence of multi-screening during ad breaks, suggesting that this behavior does not diminish ad recall. Additionally, social media campaigns are welcomed at different times of day, indicating evolving strategies for engaging viewers.
More Related Content
Similar to Screen Life: TV advertising everywhere
Screen Life: TV advertising everywhere
- 1. Screen Life: TVadvertising everywhere Thinkbox
- 2. Television is centralto our relationship with the living room “The living room is a special place in our house and television is central to that” Strongly agree Slightly agree Neither agree nor disagree Slightly disagree Strongly disagree 24% 39% 23% 10% 4% Agree, 63% Source: Craft, SL3, Nat Rep Study, August 2014
- 3. Mobile screens allowTV viewing across the whole house Usage of device to watch TV in home – by location 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% PC/Laptop Tablet Smartphone Living room Bedroom Study/office Kitchen Garden Bathroom Source: Craft, SL3, Nat Rep Study, September 2014
- 4. The living room/bedroomare prime for TV viewing on mobile devices Where people watch television via tablets, laptops and/or smartphones Bathroom 9% Bedroom 46% Kitchen 19% Living room 56% Study 24% Garden 12% Source: Craft, SL3, Nat Rep Study, September 2014
- 5. People watch whilstthey’re engaged in a range of activities How people watch TV/accompanying activities 83% 74% 63% 53% 39% Eating dinner Eating lunch Eating breakfast Housework Working Source: Craft, SL3, Nat Rep Study, September 2014
- 6. Out of homeviewing is facilitated by mobile devices Where people use their device to watch television % 33% Source: Craft, SL3, Nat Rep Study, August 2014 53% 50% 40% 18% 7% Only at home Both Only outside of home Tablet Smartphone
- 7. TV is viewedin many places outside of the home Usage of device to watch TV OOH – location 5% PC/Laptop Tablet Smartphone 4% 4% 3% 3% 2% 1% 8% 5% 6% 5% 5% 7% 6% 11% 9% 7% 7% 10% 13% 9% 14% 12% 10% 8% 6% 4% 2% 0% Someone else's house At work Elsewhere out of home Travelling on business Public building Public transport In a car Net: 17% Net: 13% Net: 12% Net: 10% Net: 13% Net: 16% Net: 12% Source: Craft, SL3, Nat Rep Study, August 2014
- 8. Over half ofpeak TV viewers recall at least one recent ad “How many advertisements do you recall seeing on the TV in the last 15 minutes?” 43% 48% 9% Source: Craft, SL3, Nat Rep Study, August 2014 0 1-4 5+
- 9. The longer peoplewatch TV, the better their ad recall 58% 42% 39% 40% 34% 39% 50% 50% 51% 49% 4% 8% 12% 9% 17% < 15 mins 15-30 mins 30-60 mins 1-2 hrs > 2 hrs Avg. ads recalled 5 or more 1-4 None Time spent watching television Source: Craft, SL3, Mobile Field Test (7pm-11pm), August 2014 Living room viewers only
- 10. Younger viewers talkabout ads more than others % who talked about a television advert during an ad break in the last 15 minutes / demographics 12% 16% 8% 14% 10% 10% 15% 10% 14% 18% 16% 14% 12% 10% 8% 6% 4% 2% 0% Source: Craft, SL3, Mobile Field Test (7pm-11pm), August 2014
- 11. Talkability isn’t dramaticallydifferent by type of TV viewing % who talked about a television advert during an ad break in the last 15 minutes / TV mode 12% 13% 10% 8% AVERAGE Live VOD Recorded Source: Craft, SL3, Mobile Field Test (7pm-11pm), August 2014
- 12. Social TV campaignsare welcomed at different times of day % who stated this would be a good time for social media campaign elements 54% 59% 16% 27% 55% 35% 70% 60% 50% 40% 30% 20% 10% 0% Weekday Weekend Morning Afternoon Early evening Late evening / night Source: Craft, SL3, Ad Camp data, August 2014
- 13. Multi-screening during TVad breaks is a mainstream activity 74% claimed they picked up another device during a television ad break in the preceding 15 minutes
- 14. Multi-screening happens ondifferent screens and types of TV % who picked up another device during an ad break in the last 15 minutes/Viewing mode 74% 75% 66% 74% 79% 72% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% AVERAGE TV set Other screens Live VOD Recorded Source: Craft, SL3, Mobile Field Test (7pm-11pm), August 2014
- 15. Multi-screening differs bygenre % who picked up another device during an ad break in the last 15 minutes / programme genre 74% 82% 81% 77% 76% 72% 71% 70% 67% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Source: Craft, SL3, Mobile Field Test (7pm-11pm), August 2014
- 16. Multiscreening doesn’t reducead recall Average number of adverts recalled from last 15 minutes 1.9 1.6 1.6 2 2 I started using another device I talked to someone else about something unrelated to the adverts on screen I fast-forwarded the ads until the programme I left the room Average restarted Source: Craft, SL3, Mobile Field Test (7pm-11pm), August 2014
- 17. Audio in adsgenerate more visual upshifts to the TV screen % of visual upshifts to the TV screen 19% 25% 24% 32% Music Other sound Visual Other (non TV) Source: Craft, SL3, LoungeCam Study, May & June 2014
- 18. Discover more Youcan find our research write-up here www.thinkbox.tv