Exploring Evoving Trends in Viewship
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Presentation by CTAM at Mid-Atlantic Marketing Research Association event on Future TV, May 2010, Washington DC
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Exploring Evoving Trends in Viewship
- 1. Exploring Evolving Trends in Viewership
- 2. Bigger screen is Big Kahuna … TV Viewing Share-of-clock (Adults 18+) TV viewing adults are spending 70% of their time watching regularly scheduled television In addition, 76% prefer regularly scheduled television on a TV set. Q35. Please indicate the percentage of the total time you spend watching TV programming content on each device, service or platform. Q36. Regardless of what video viewing devices you currently have, how do you prefer to watch TV programs? Sum of all other devices (17%)
- 5. Fewer than one-in-five cross platform users are watching less regularly scheduled TV Q34. Compared to 6 months ago, have you been watching TV shows on these devices, services or platforms more, less or about the same? Among Cross Platform Device Users:
- 6. Online Viewing Enhances TV Engagement + Loyalty Online viewing is often used as additional means to watch their shows Q21. What are some of the reasons why you would choose to watch a TV show online?
- 7. Impact of Cable On Demand and DVRs
- 9. On Demand Driving Viewers to Linear Programming? Base (Have OD and currently use it):(OD Only/OD and DVR) (339/333) Q.46 - Have you ever watched a program On-Demand that you don't normally watch and then sought that program out on the channel that regularly airs the program? OD+DVR: 47% On Demand-only: 34% On Demand Linear TV
- 11. Consumer Segmentation Standard Technology Adoption Curve Extreme Techies 13% Modern Media Mavens 6% Trendsetters 4% TV Seeking Enthusiasts 17% On-the-Go Timeshifters 7% TV Devoted Online Socializers 7% Entertainments Indifferents 32% All-Around Traditionalists 13%
- 12. Defining “Next Generation” Standard Technology Adoption Curve Extreme Techies 13% Modern Media Mavens 6% Trendsetters 4% TV Seeking Enthusiasts 16% On-the-Go Timeshifters 7% TV Devoted Online Socializers 7% Entertainments Indifferents 32% All-Around Traditionalists 13%
- 13. Focusing on the 3DTV Experience Discover a realistic view of consumer perceptions of 3DTV. Partnered with:
- 15. TV City
- 16. TV City
- 17. 3D Experience
- 18. 3D Experience
- 19. 3D Experience
- 27. Focusing on the 3DTV Experience Not Quite Ready for Prime Time…But Getting There!
Editor's Notes
- 06/23/10 18:01
- 06/23/10 18:01
- This provides a great opportunity for programmers to reach new audiences they might be missing with other tactics.
- On Demand helps drive its viewers back to linear networks. 47% of On Demand/DVR households were driven back to linear television from On Demand. 34% of On Demand-only users discovered a program On Demand and then sought out the program on its regular channel. This provides programmers with an opportunity to provide samples of their network’s content in the On Demand space by targeting viewers who exhibit the propensity to try new programming and drive them back to the linear network.
- 06/23/10 18:01