Transcript engaging platforms for key target audiences

THE POWER OF INTERNATIONAL TV
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E N G A G E M E N T
INTERNATIONAL TV RESEARCH GROUP
The International Television Research
Group is an industry body consisting of
research executives from the major
international television stations.
Its aim is to understand international
media as an advertising platform within
the wider media mix.
Its philosophy is to share knowledge with
the marketing and advertising industry so
that well informed decisions can be taken.
PROJECT ENGAGEMENT
Hypotheses
International TV channels provide an engaging
platform for viewers and advertisers alike
Viewers of INTV channels are particularly receptive
and responsive to advertising
INTV channels work effectively with their respective
digital properties to extend the message and enhance
advertising effectiveness
M E C H A N I C S
THE APPROACH: RESEARCH BY HALL & PARTNERS
Quantitative Survey
Fieldwork: 10-20 November, 2009
Interviewing conducted online among:
Adults aged 21-65
Annual personal income £/€25k+
Watch both International and National TV+
Watch 2+ hours of International TV per week
UK
Qualitative Survey
Fieldwork: 22 February – 2 March, 2010
Three online groups in UK, France, Germany
8 respondents per market
(recruited from the quantitative sample)
Germany
France
ESTABLISHING CORE VIEWER GROUPS
Main Comparison Groups
Heavy International (n=278)
Heavy National (n=327)
vs.
>8+ hours International TV per week
>8+ hours National TV per week
<4+ hours International TV per week
Sub Comparison Groups
vs.
PI €40K+ and Heavy International (n=109)
PI €40K+ and Heavy National (n=124)
VIEWER GROUP PROFILE: DEMOGRAPHICS
Base: All heavy INTV viewers (278), heavy National viewers (327), heavy INTV viewers, €40K+ (109), heavy National viewers, €40K+ (124)
DISCUSSION THEMES
1. Brand Environment
2. Receptive and
Actionable Advertising
3. TV and Digital Complement
B R A N D
E N V I R O N M E N T
BRAND ENVIRONMENT
INTV provides a knowledgeable, engaging and trusted brand environment for viewers and advertisers alike
Q: Please indicate which of these statements you think would best describe INTV and National TV channels?
Base: All heavy INTV viewers (278), heavy National viewers (327), heavy INTV viewers, €40K+ (109), heavy National viewers, €40K+ (124)
BRAND ENVIRONMENT
INTV generates interest with original, diverse and compelling content
BRAND ENVIRONMENT
…Providing an appropriate environment for airlines, tourism, finance IT and luxury goods brands in particular
Q. From the list below please select which five types of brands you think are most likely to advertise on National terrestrial TV channels?
Q. From the list below please select which five types of brands you think are most likely to advertise on International TV channels?
Base: All heavy INTV viewers (278), Heavy National viewers (327)
R E C E P T I V E
A C T I O N A B L E
&
RECEPTIVE AND ACTIONABLE ADVERTISING
An attractive brand environment and appealing content is essential to encourage receptiveness to advertising…
Attitudes to advertising: INTV vs. National TV % strong agreement (7+ out of 10)
Q: Please use the scale below to show how you feel about advertising on national terrestrial TV channels (1-10 scale where 10=strongly agree)?
Q: Please use the scale below to show how you feel about advertising on international TV channels (1-10 scale scale where 10=strongly agree)?
Base: All heavy INTV viewers (278), heavy National viewers (327), heavy INTV viewers, €40K+ (109), heavy National viewers, €40K+ (124)
RECEPTIVE AND ACTIONABLE ADVERTISING
…And attention and ‘retention’ is key...
RECEPTIVE AND ACTIONABLE ADVERTISING
Attention encourages action… Particularly among decision makers
“The advertising on INTV/National TV very often influences my choice of brand” INTV vs. National TV, % strong agreement (7+ out of 10)
Q: Please use the scale below to show how you feel about advertising on national terrestrial TV channels (1-10 scale where 10=strongly agree)?
Q: Please use the scale below to show how you feel about advertising on international TV channels (1-10 scale where 10=strongly agree)?
Base: All heavy INTV viewers (278), heavy National viewers (327), heavy INTV viewers, €40K+ (109), heavy National viewers, €40K+ (124), heavy INTV viewers BDMs (132), heavy National viewers BDMs
(85)
RECEPTIVE AND ACTIONABLE ADVERTISING
And brands benefit from the association with INTV…
T V
&
D I G I TA L
C O M P L E M E N T
TV AND DIGITAL COMPLEMENT
Multi-media tasking is the norm and INTV viewers are more likely to be online whilst watching TV than viewers of
National TV. This is particularly true for high income earners and decision makers
Q: How often do you go online while watching International and National TV?
Base: All heavy INTV viewers (278), heavy National viewers (327), heavy INTV viewers, €40K+ (109), heavy National viewers, €40K+ (124)
TV AND DIGITAL COMPLEMENT
While watching TV, INTV viewers are more likely to participate in the whole range of activities than National
viewers, particularly social networking and online communities
Q. What activities do you undertake online at the same time as watching television?
Base: All online while watching TV and heavy INTV viewers (220), Heavy National viewers (229), Heavy INTV viewers, €40k+ (88), Heavy National viewers, €40k+ (81)
TV AND DIGITAL COMPLEMENT
Almost eight out of 10 viewers have visited a website as a result of seeing ads or programs about a company on INTV
Website visits and action as a result of seeing ads/programs about a company on INTV
Q. How often do you visit websites as a result of seeing adverts/ programs about a company or its products on INTV?
Q. When you have been online as a result of something you have seen on INTV in the last 12 months, which of the following have you done?
Base: All heavy INTV viewers (278), all visiting websites as a result of seeing adverts/products on INTV and heavy INTV viewers (213), heavy INTV viewers, €40k+ (88), heavy INTV viewers BDMs (109)
TV AND DIGITAL COMPLEMENT
INTV viewers see the benefit of a TV / online combination
TV AND DIGITAL COMPLEMENT
Viewers find online advertising on INTV websites informative and helpful which encourages action and purchase…
Attitude to advertising on INTV websites % strong agreement (4+ out of 5)
Q. Thinking specifically about online advertising on the websites of International TV channels, please indicate how much you agree or disagree with the following statements (where 5 =
strongly agree)?
Base: All heavy INTV viewers and online users (248), Heavy INTV viewers, €40k+ (94), Heavy INTV viewers BDMs (123)
TV AND DIGITAL COMPLEMENT
And this connection leads to action and some of our largest advertisers see the benefits…
WRAP UP
Brand Environment
TV and Digital Complement
INTV channels are thought to be “interesting”, “knowledgeable” and
“engaging” by those who watch.
INTV viewers are more likely to be online whilst
watching TV than viewers of National TV, and this is
particularly true for high income earners and
decision makers.
INTV channels provide something over and above National channel
offerings; original information, broader scope and compelling
content.
Viewers expect to see tourism, airlines, finance, corporate, luxury
goods and telecoms advertising on INTV channels. Viewers of
National TV are more likely to associate national channels with
broader FMCG categories; DIY, food and drink, retail.
While watching TV, INTV viewers are more likely to
participate in the whole range of activities than
National viewers, particularly social networking and
online communities. Level and range of online
activity whilst watching INTV increases significantly
among high income earners.
Receptive and Actionable Advertising
Almost 8 out of ten viewers have visited a website as
a result of seeing ads or programs about a company
on INTV. Of these, three in ten made a purchase.
Ads on INTV channels are more engaging; viewers are more
absorbed in the content and less likely to flick channels than viewers
watching National TV.
Ads on INTV drive action. INTV channels are more likely to influence
brand choice and this increases among upscale decision makers.