Beers@Meers: The New World Order of Television

The New World Order of TVIntroductions

Audience Participation

• Win prizes!!!• Phone ready? – Text-based trivia questions

• Text 62889 + your name to 22333• Now, text 63037 + your mobile

number to 22333

Question #1

Times have changed…

In 1980, the top three networks for television viewing were:

But then again…

In 1980, the top three networks for television viewing were:

The top networks today are:

+

The New World Order of TV


• New and enhanced technologies only fuel the demand for video content– 24.7 million mobile subscribers watched

video on a mobile phone– 143.9 million people view video online on a

monthly basis

• Timeshifting allowing viewers to watch more TV

• Social media chatter only helping, not hurting TV viewership.

People don’t watch networks or stations, they watch programs;

content drives viewership and engagement

Remember…

People find the time…

Morning Daytime I Daytime II Early Fringe Early News Prime Time Late Fringe Late Night0%

20%

40%

60%

80%

100%

73%77%

Internet TV Magazines Newspapers Radio

Total Media Audience By DaypartAt Work Users

Question #2


Allisyn Wheeler

Television is NOT Dead

Television is Not Dead

Timeshifting DID NOT start the demise of Television, and Online Video has NOT

“done it in”

People have

MORE CHOICES on how to consume video than ever before Consumers are using their

video viewing options as compliments –

NOT SUBSTITUTES – for one another

Understanding the Video Consumer

Americans love EXCESS – they are spending MORE TIME

watching video content on

Traditional TVs, Mobile Devices and via the Internet than

EVER BEFORE

Question #3


Traditional TV – The number of persons

watching TV in the home increased by 0.8% in Q1 2011 as compared to Q1 2010

– Overall TV viewership increased 22 minutes per month per person for same time period

Q1 11 Q1 10285,000

286,000

287,000

288,000

289,000288,500

286,225

Overall Usage of Traditional TV P2+ (in 000’s)


Traditional TV (Cont’d)– African-Americans consume

the most video on Traditional TV by nearly 27%

– Women watch approximately 16 more hours of TV than Men on a monthly basis

– The majority of Traditional TV fall in line with population distribution, increases by age

Traditional TV Audience Composition by Ethnicity & Race

(Monthly Time Spent in Hours: Minutes)

African-American 212:53

White 155:33

Hispanic 135:42

Asian 100:25

K 2-11, 11% T 12-17, 6%

A 18-24, 7%

A 25-34, 12%

A 35-49, 22%

A 50-64, 25%

A 65+, 18%

Traditional TV Audience Compo-sition by Age


Timeshifted TV – The number of people

watching Timeshifted TV grew by more than 13% from Q1 2010 to Q1 2011 in all TV Homes

– Nearly 10 hours 46 min of Timeshifted TV per month in Q1 2011 was watched

Q1 11 Q1 1080,000

90,000

100,000

110,000 107,065

94,599

Overall Usage of Timeshifted TV P2+ (in 000’s)

Question #4


Timeshifted TV (Cont’d)– News, Sports, Specials,

Events typically are watched in real time

– Daytime, Primetime series are DVR’d• Increases overall ratings for

these shows as additional viewers can now watch

– The majority are not zapping through commercials in playback – about 45% do

How DVRs Increase Viewing

16.0 Real Time Rating

2.5 Time Shifted Viewersx55% Don’t Skip Comm’ls 1.4 Adj. TS Viewers

16.0 + 1.4 = 17.4 Rating

+9% Lift from DVR Viewers


Now or Later?• First few weeks of the new TV season

(September) bring on a large surge in timeshifting with viewer sampling the new season TV programming


Timeshifted TV (Cont’d)– The number of households with DVR’s

increased by 14% from Q1 2010 to Q1 2011

– DVR playback increased 1.7% to 26 hours 14 min (P2+)


Timeshifted TV (Cont’d)–White Americans watch

approx. 31% more Timeshifted TV than any other ethnic group

– Timeshifted TV viewing highest among A25-34

Timeshifted TV Audience Composition by Ethnicity & Race


White 11:55

Asian 8:14


Hispanic 6:56


Timeshifted TV (Cont’d)– In homes with DVRs,

White Americans watch the most Timeshifted TV via DVR playback at 26 hours 59 minutes

– Heaviest among A25-34

DVR Timeshifted TV Audience Composition by Ethnicity & Race


White 26:59

Hispanic 24:03

Asian 22:47



Timeshifted TV (Cont’d)– Convenient for people with lifestyles that

don’t allow for a schedule built around watching their favorite TV Shows

– Networks are providing added-value or extras to enhance OnDemand offerings and generate fan-base for programming real-time viewing

Question #5


Online Video– The number of people watching

Online Video on a monthly basis increased by 4.8% from Q1 2010 to Q1 2011• Approximately 75% of people

using the Internet watched Online Video

– The number of hours spent watching Online Video on a monthly basis grew by 34.5% from Q1 2010 to Q1 2011 to nearly 4 hours 33 min (P2+)

Q1 11 Q1 10130,000

140,000

150,000

142,437

135,855

Overall Usage of Online Video P2+ (in 000’s)


Online Video (Cont’d)– Asians are by far the

heaviest consumers of Online Video than any other ethnic group

–Men watch 1 hour and 37 minutes more Online Video than Women per month

Online Video Audience Composition by Ethnicity & Race


Asian 10:19

Hispanic 6:24


White 3:57


Online Video (Cont’d)– While A25-34 spend the most time on the

Internet on a monthly basis, A18-24 watch more Online Video than any other demographic at 7 hours 41 minutes

– Online Video is accessed the most by A35-49 over any other demographic group

K 2-11, 8%

T 12-17, 7%

A 18-24, 9%

A 25-34, 17%

A 35-49, 27%

A 50-64, 22%

A 65+, 10%

Online Video Audience Composition by Age


Mobile Video– The number of mobile

subscribers watching video on their mobile phones increased by 41.0% from Q1 2010 to Q1 2011

– The number of hours spent watching video on mobile devices per month grew by 20.0% from Q1 2010 to Q1 2011 to nearly 4 hours 33 min (P2+)

Q1 11 Q1 100

10,000

20,000

30,000 28,538

20,284

Overall Usage of Mobile Video P2+ (in 000’s)


Mobile Video (Cont’d)– African-Americans

watch more video on mobile devices than any other ethnic group (6 hours and 30 min)

–Mobile Video has the greatest usage among A25-34

Mobile Video Audience Composition by Ethnicity & Race



Hispanic 4:20

Asian 4:20

White 3:37

T 12-17,12%A 18-24,

20%

A 25-34, 30%

A 35-49, 26%

A 50-64, 10% A 65+, 2%

Mobile Video Audience Compo-sition by Age

Mobile Will Broaden Video Footprint

Couch Potato on the go…• 65% of the U.S. population will own a

smartphone and/or tablet by 2015 – Impact on how video entertainment is consumed

• Numerous apps for the iPad for making TV available to consumers away from home– ABC Player, Hulu Plus, HBO GO, WatchESPN

• Mainly offer delayed, not live, viewing

Traditional TV Online Mobile -

50,000

100,000

150,000

200,000

250,000

300,000

350,000

288,500

142,437

28,538

2011 Video Viewers (000)

Traditional TV Online Mobile0.00

40.00

80.00

120.00

160.00138.00

4.39 4.20

2011 Monthly Time Spent


Social Media Quotient

Screen Synergy Growing• 34% post to Facebook/Twitter

during a show• 28% text to friends/family during

a show • Driving additional viewers via

online buzz

Top Ten Tweeted/Posted to Facebook*

1. True Blood (29%)2. Dexter (29%)3. Vampire Diaries (24%)4. Game of Thrones (23%)5. The Walking Dead (23%)6. Sons of Anarchy (22%)7. Mad Men (22%)8. The Bachelor (21%)9. Survivor (21%)10.Glee (21%)

*Source: 2011 Yahoo Study

Social Media Integration

Are you seeing what I am seeing?• Networks are taking advantage of increased social

activity during regular scheduled programming to attract attention and increased viewership– GetGlue.com, GoMiso.com, Into Now Mobile App

1. “Check-in” to say you are watching a particular show

2. Win digital stickers and badges for your Facebook page

3. Converse with other fans of the show

Social Media Integration

Giants bring Twitter into stadium• Cross-channel media initiatives are taking

the field with the New York Giants this season– Integrating fan tweets on the jumbotron video

board and other digital displays throughout the stadium

– For at home fans, the Giants incorporated Twitter updates during the last two pre-season games• Include online voting for the most important play of

the game

• Cleveland Indians are also using Facebook and Twitter by offering fans better discounts and have unveiled a new “social media suite”

Social Media

Digital OOH Video

Broadcast TV

Experiential Marketing

Question #6


Cindy Augustine

What People Are Viewing

Top 10 Network Shows of 2010

Program• American Idol (Wed)• Dancing with the Stars• American Idol (Thurs)• Dancing with Stars Results• NCIS• NCIS: LA• The Mentalist• 60 Minutes• Criminal Minds• Body of Proof

Network• FOX• ABC• FOX• ABC• CBS• CBS• CBS• CBS• CBS• ABC

Source: The Nielsen Company, 9/20/10-5/25/11; Programming under 25 min. excluded; in the event of a tie, impressions (000’s) are used as a tiebreaker.

Top 10 Cable Original Series in 2010

Program• Rizzoli & Isles• The Closer• Royal Pains• Covert Affairs• Walking Dead• Burn Notice • Jersey Shore• Pawn Stars• White Collar• Deadliest Catch

Network• TNT• TNT• USA• USA• AMC• USA• MTV• History• USA• Discovery

Source: The Nielsen Company, 9/20/10-5/25/11; Programming under 25 min. excluded; in the event of a tie, impressions (000’s) are used as a tiebreaker.

Question #7

Daytime: It’s Not Your Grandma’s Stories Any More

• The Death of the Soap Opera– One by one, soap operas have been cancelled, largely due to high production

costs.– However, they are getting a second life- on the INTERNET!– Time will tell if Grandma will follow classics like “All My Children” and “One Life

to Live”• Being Replaced by the Talk Show

– Oprah’s gone, so the talk circuit will be looking for a new queen (or king)• Rosie O’Donnell? Premiering on OWN October 10th

• Dr. Oz? The Oprah spinoff seems a natural fit for many affiliates• Anderson Cooper? Daytime strip coming this Fall to syndication• Katie Couric? Not until Fall 2012

What’s Coming to Prime Time This Fall

• The 60’s and 70’s are Back– On the heels of Mad Men, the Networks launch

Pan Am, The Playboy Club, and Charlie’s Angels

Question #8


• Vampires are Out, Story Book is In– Fantasy series such as Grimm and Once

Upon a Time bring Fairy Tales to the Small Screen


• Fewer Law Dramas- More Girl Comedy– Big increase in sitcoms about young single women.• New Girl• Whitney• 2 Broke Girls

Question #9


Closing Remarks



Total

TV TVCab

le

Internet

Newsp

apers

Radio

Magazi

nes

Outdoor0.0%

10.0%

20.0%

30.0%

40.0%

50.0%45.7%

28.3%

17.4% 16.7% 16.6%

11.0%

6.0%4.0%

% Share 2010 Ad Dollars

Timeline of Major Media Channels

1650 1870 1920 1941 1980 1990 2000 20100

20

40

60

80

100

120

Rela

tive

# of

Cho

ices

Is not about one medium or one device replacing

another, it’s about consumers having more

choices, more control


Question #10

Thank You!

Business

Beers@Meers: The New World Order of Television