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ESPN finds a multi-platform measurement solution
Geoffrey Precourt, Event Reports, ARF Audience Measurement, June 2013
ESPN, the broadcaster, has partnered with Arbitron and comScore to pioneer a new multi-platform audience measurement system.
ESPN, the broadcaster, has partnered with Arbitron and comScore to pioneer a new multi-platform audience measurement system. In the first instance, it found that 136 million adults, and 84 million men, were exposed to its content over the course of a month. Roughly 40% currently consume content via digital channels, either exclusively or as an accompaniment to TV. More specifically, almost 24 million viewers watched material on a smartphone, as did four million on a tablet. Digital users also exhibited higher levels of stickiness, a trend most pronounced among the multi-platform audience.
TV's not dead
David Brennan, Market Leader, Quarter 3, 2013, pp. 41-43
This article examines and debunks the six recurring myths on which the 'TV is dead' narrative in the marketing world is based.
This article examines and debunks the six recurring myths on which the 'TV is dead' narrative in the marketing world is based. These myths are that people don't watch TV any more, fragmentation is inevitable and bad for TV, viewers are 'migrating' to on-demand, PVR is killing the 30-second spot, advertising is dead and 'content' is dead. Instead, the author argues that television is performing better than ever before demonstrating that television viewing is at its highest peak, fragmentation is overstated and that on-demand experiences account for less than 3% of total viewing time.
Free to move between screens: The cross-platform report
Nielsen, March 2013
This report examines Americans' use of different media, finding that viewing time is growing as mobile and streaming technology develops.
This report examines Americans' use of different media, finding that viewing time is growing as mobile and streaming technology develops. The report focuses on households that primarily access viewing content through a variety of devices other than television, including computers and smartphones. These 'zero-TV' households tend to be younger, with half below the age of 35, and have no children at home. The main reasons for 'zero-TV' households are cost and lack of interest.
2012 year in sports
Nielsen, State of the Media, January 2013
This report compiles US media highlights, advertiser trends and consumer insights across leading sports properties in 2012.
This report compiles US media highlights, advertiser trends and consumer insights across leading sports properties in 2012. There was a 45% increase in sports programming hours from 2011 - a figure heavily assisted by the 2012 Summer Olympics. TV viewers who recalled the ads were 10% more likely to remember the advertiser's brand during sports programs when compared to non-sports programs in 2012. Data included covers sports share of advertising spend, top advertisers, usage of apps, access of sports-related content by device, most marketable athletes and fan attitudes and behaviours. Highlighted sports entities are NFL football, NBA basketball, MLB baseball, NHL ice hockey, motor sports, golf, soccer, NCAA college sports, UFC mixed martial arts and the Summer Olympics.
Understanding What's on the TV
Pat McDonough, Nielsen, 2011
This slide presentation looks at the changing use of television in the U.S. and the development of associated products and services, such as DVRs, video-on-demand and internet-enabled TVs.
This slide presentation looks at the changing use of television in the U.S. and the development of associated products and services, such as DVRs, video-on-demand and internet-enabled TVs. Research shows that the internet is not killing television, but habits are changing as consumers take control of their viewing, with more use of DVRs and VOD. Co-viewing is also starting to make a comeback as more adults watch DVRs with others than alone. Just 0.4% of people use a streaming device but these devices account for up to a fifth of their TV screen time. In the future the router is seen as key, as it moves wireless content to and fro.
Realscreen Summit 2011: Is 2 the New 5?
This brief slide presentation from Nielsen shows how the company measures all aspects of U.S. TV viewing and how that can help TV channel programmers.
This brief slide presentation from Nielsen shows how the company measures all aspects of U.S. TV viewing and how that can help TV channel programmers. Facilities include: measurement of time-shift viewing using DVRs, which can add 45% to a show's ratings; minute-by-minute ratings that show audience flow; and viewing measures of online and mobile video.
Understanding television audiences
Andrew Green, Warc Best Practice, September 2011
Television is the dominant mass medium in the minds of major marketers and consumers. It has a 41% share of major media adspend globally.
Television is the dominant mass medium in the minds of major marketers and consumers. It has a 41% share of major media adspend globally. In 2001 - with internet advertising still in its infancy - the medium's share stood at 38%. Television therefore remains, for many marketers, the primary communications channel when launching a new brand or supporting an existing one. It offers impact through sound, pictures and motion, the ability to reach lots of people quickly, and 'talkability'. This issues covered included set-top boxes, peoplemeters, viewing contexts and interactive TV. Like all papers in the Warc Best Practice series, it includes a list of related articles and items for further reading, many of which are available on Warc.
US TV Trends by Race and Ethnicity
Nielsen, March 2011
This report from Nielsen looks into trends in media habits among among U.S. households, with a focus on how TV watching varies depending on ethnicity.
This report from Nielsen looks into trends in media habits among among U.S. households, with a focus on how TV watching varies depending on ethnicity. Findings suggest that America's multi-cultural groups tend to watch different programs and use peripheral devices differently, all of which hold significant implications for the media and advertising industries. Ethnic populations in major US cities are also analysed.
From Prime Time to My Time - Measuring television audiences
Andrew Green, Warc Exclusive, From Prime Time to My Time, 2010, pp. 82-124
The focus of this chapter of From Prime Time To My Time is television, often the first communications channel a mass marketer thinks of when planning to launch a new brand or support an existing one.
The focus of this chapter of From Prime Time To My Time is television, often the first communications channel a mass marketer thinks of when planning to launch a new brand or support an existing one. Research tends to focus on the rational and emotional benefits offered. The history of both the evolution of television from 1870 and audience measurement is briefed and the state of the modern television industry assessed. The use of peoplemeters is examined, including its history and variations in implementation. Other methods looked at are passive measurement device and return path data. New challenges include a growing incidence of mobile phone-only households, making it harder for market researchers to reach consumers and the increasing ability to watch television through other, new channels. Audience engagement studies has shown recall of television advertising is decreasing but much of it is implicit and registered subconsciously. Research into the effects of programme and advertising environment is covered and whether programme rating delivers better results. With the growth of VCRs, viewer surveys and electronic tracking are used to determine what the the ability to skip adverts means. Other areas covered are catch-up TV and more interactive viewing. The future of television audience measurement is considered.
A serious examination of the myth of TV viewing
Tim Jones and Tom Baxter, Market Leader, Quarter 1, 2010, pp. 26-29
Has the internet finally killed off TV? Contrary to what we may have read, reports of the death of TV advertising have been greatly exaggerated, say Tim Jones and Tom Baxter.
Has the internet finally killed off TV? Contrary to what we may have read, reports of the death of TV advertising have been greatly exaggerated, say Tim Jones and Tom Baxter. The fact remains that we are buying bigger, better and more TV sets for our homes, and they not all being used for DVDs and games. Furthermore, data from a range of sources shows that we spend on average more hours watching TV per week than we do online. They suggest that TV advertising is most likely to be effective when it forms emotional bonds between the brand and its consumers.
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TV audience size and composition
Cable and satellite TV
Copytesting and pretesting TV
Direct response TV
Product placement on TV
TV advertising breaks and clutter
TV audience attitudes and behaviour
TV programming and syndication
TV spot lengths and position
Radio planning and buying
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