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Do Online Video Platforms Cannibalize Television? How Viewers are Moving from Old Screens to New Ones
Jiyoung Cha, Journal of Advertising Research, Vol. 53, No. 1, 2013, pp. 71-82
This study investigated whether (and how) online video platforms displace television with respect to time investment and viewership.
This study investigated whether (and how) online video platforms displace television with respect to time investment and viewership. To that end, this study employed mail surveys of a random sample of Internet users throughout the United States. This study revealed that the existence of the time displacement effect depends on (1) what type of online video venues consumers use; (2) how much video content overlaps between online video platforms and television in general; and (3) what type of video content consumers watch online. Specifically, the current study found that the time spent using the Internet to watch user-generated videos and on video-sharing sites reduced the time spent watching television as a consequence.
The Big Picture for Large-Screen Television Viewing: For Both Programming and Advertising, Audiences Are More Attentive, More Absorbed, and Less Critical
Michael D. McNiven, Dean Krugman and Spencer F. Tinkham, Journal of Advertising Research, Vol. 52, No. 4, 2012, pp. 421-432
Large-screen televisions have gained prominence in the marketplace. Focus groups and a national survey were used to investigate viewing of large-screen televisions as they relate to attitudes toward advertising and the way advertising and programming are viewed.
Large-screen televisions have gained prominence in the marketplace. Focus groups and a national survey were used to investigate viewing of large-screen televisions as they relate to attitudes toward advertising and the way advertising and programming are viewed. Results indicate that larger screens positively impact how advertising and television programming are consumed. Large-screen television viewers were less skeptical of advertising than small-screen viewers; more positive toward advertising; and paid more attention to both commercials and programming. Also, large-screen viewers were more absorbed in television programming—a phenomenon that mediates the impact of screen size on attention, evaluation, and skepticism toward television advertising.
Nick Hirst, Admap, November 2012, pp. 8-8
Zeebox is an app, a website and a platform for those that want a richer social TV experience. The app had around 1.5 million downloads and over 300,000 monthly UK users in September.
Zeebox is an app, a website and a platform for those that want a richer social TV experience. The app had around 1.5 million downloads and over 300,000 monthly UK users in September. Zeebox works on a second screen while the user watches TV. Its technology allow user to see what friends are watching, look up more information, buy products that they see and chat about shows either on Twitter, with Zeebox-designed hashtags called zeetags or in private chats. The opportunities for marketers are broad, from synchronising with ads and driving users to Amazon, sponsoring zeetags and making them interactive and developing their own apps.
Screen Life: A view from the sofa - How multi-screening affects television watching
Cila Warncke, Event Reports, Thinkbox, June 2012
The Screen Life: A view from the Sofa conference reported on the results of research into multi-screening commissioned by Thinkbox, the UK's leading TV marketing body, and carried out by award-winning researchers Cog.
The Screen Life: A view from the Sofa conference reported on the results of research into multi-screening commissioned by Thinkbox, the UK's leading TV marketing body, and carried out by award-winning researchers Cog. The company used a three-stage process to investigate multi-screening among British consumers, which is defined as using at least one additional digital device such as a smartphone or laptop while watching TV. They presented results that showed higher than anticipated levels of multi-screening and follow-up interviews revealed that multi-screeners have a tendency to be more ad-aware and ad-positive. The presentation highlighted opportunities for brands to benefit from this increasingly common behaviour.
Multi-screen media planning: The lure of Social TV
Kendra Hatcher King with Kris Magel, Matt Meeks and Onur Ibrahim, Admap, July/August 2012, pp. 33-35
The growth of social media has led to trends such as Social TV, in which consumers combine social media with their TV viewing.
The growth of social media has led to trends such as Social TV, in which consumers combine social media with their TV viewing. Initiative undertook a study across seven global markets - Argentina, Australia, Canada, Germany, the Netherlands, the UK and the US - surveying 8,000 consumers about their use of social, mobile and TV. The findings showed that TV's future is symbiotically liked to social media and this demands a new approach dubbed 'brand navigation'. There are four key navigation strategies highlighted and examples of Social TV in action from Hyundai's link with the US TV series Burn Notice to SyFy Network's forthcoming combined TV/Massive Multiplayer Game programme, Defiance.
TV budget optimisation: Maximise multi-screen audience response
Dan Hagen, Admap, July/August 2012, pp. 20-23
Topline stats show that investment into video-on-demand lags VoD viewership by 3:1. This article looks more closely at individual audiences' consumption and engagement with VoD relative to other channels.
Topline stats show that investment into video-on-demand lags VoD viewership by 3:1. This article looks more closely at individual audiences' consumption and engagement with VoD relative to other channels. It draws from Carat's Consumer Connection Survey and looks at two specific audiences in two European countries, using the results to offer some planning guidelines towards investment. The audiences analysed were: men aged 16 to 34 and housewives with children in Germany and the UK.
Multi-screen media planning: Audience measurement
Antonio Carvalho, Admap, July/August 2012, pp. 30-32
The increasingly complementary relationship between traditional TV and digital is driving content creators to take a more holistic approach to distribution.
The increasingly complementary relationship between traditional TV and digital is driving content creators to take a more holistic approach to distribution. This sees them delivering material to consumers in a way that is independent of the platform, recognising that people want access to content anywhere and at any time. However, advertisers and agencies continue to treat traditional TV and online TV as separate entities when it comes to buying strategies. This article, using examples from the likes of MTV, shows how multi-screen TV consumption, and digital in particular, facilitates an unprecedented level of detail when it comes to audience measurement and advises how these different levels of granularity can be used to best effect when planning campaigns.
The 38-Percent Solution: Empirical Generalizations for Repeat Viewing of Television Programs
Peter J. Danaher and Tracey S. Dagger, Journal of Advertising Research, Vol. 52, No. 2, 2012, pp. 225-233
Repeat viewing is commonly used as an indication of program loyalty. The authors extended the pioneering work by Ehrenberg, Barwise, and Goodhardt by examining a unique dataset of prime time television shows that change time in midseason.
Repeat viewing is commonly used as an indication of program loyalty. The authors extended the pioneering work by Ehrenberg, Barwise, and Goodhardt by examining a unique dataset of prime time television shows that change time in midseason. These data help to unravel the difference between loyalty to programs and loyalty to particular time periods. For example, across 42 different datasets of programs that changed time, the authors calculated repeat viewing levels for the four weeks before and after the change. A resulting empirical generalization was that repeat viewing is 38 percent—both before and after the time change. This generalization is true across all program types, and even when a program changes day. In addition, a surprising finding is that many programs retain their share of audience when moved to a new time slot.
User engagement with mobile data collection apps: A new set of concerns
Michael Link, Jennie Lai and Trent Buskirk, ARF Key Issue Forum, Audience Measurement 7.0, 2012
This paper explores the effects of gamification and social sharing on consumer engagement with smartphone applications that are designed to collect users' data for market research purposes.
This paper explores the effects of gamification and social sharing on consumer engagement with smartphone applications that are designed to collect users' data for market research purposes. The study involved developing a gamified smartphone application and a social feed that was designed to capture television viewing behaviours. Results from the study were that gamification appeared to engage respondents to participate whilst the addition of a social feed appeared to have little appeal or impact. Overall, the authors argue that the features appear to be important for re-engaging respondents that are part of a long-term data collection effort, with the cost and effort to develop the features making it less viable for shorter-term studies.
Back to the Future: A "new fashioned" coincidental
Mark Loughney, Barry Stoddard, Lisa Heimann and David C. Tice, ARF Key Issue Forum, Audience Measurement 7.0, 2012
'Typical use' studies serve a purpose in sizing a market but are typically reported at a weekly or monthly level.
'Typical use' studies serve a purpose in sizing a market but are typically reported at a weekly or monthly level. Disney-ABC Television Group sought to update this methodology developing a way of recording the actual behaviour of an audience during a particular hour of a particular day, through interviewing respondents from GfK's research panel. Viewership was explored through a series of online 'coincidental' surveys that recorded viewing of TV programs and movies during a two-hour slice of primetime through all mediums, including internet-connected TVs, mobile devices and physical media like DVDs. The research found that the percentage of viewers on non-traditional media platforms during the coincidental survey was lower than the market studies based on cumulative data and, although younger audiences were more likely to view on alternative media platforms, live TV remained their platform of choice.
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