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Presentation by CTAM at Mid-Atlantic Marketing Research Association event on Future TV, May 2010, Washington DC
Citation preview
Broadcast Television: Trends and Implications
Rick DuceyChief Strategy Officer
BIA/Kelsey
Market Research AssociationMid-Atlantic Chapter
May 25, 2010
2Proprietary and Confidential. Copyright © 2009 BIA/Kelsey. All Rights Reserved.
Topics
1. What is “broadcast television”?
2. Happy birthday, TV.
3. Broadcast TV meets the
Internet which meets the
smartphone.
4. Where does broadcast TV fit in
the media mix?
5. Five questions.
3Proprietary and Confidential. Copyright © 2009 BIA/Kelsey. All Rights Reserved.
Happy birthday, terrestrial digital TV.
4Proprietary and Confidential. Copyright © 2009 BIA/Kelsey. All Rights Reserved.
What is “broadcast television”?
5Proprietary and Confidential. Copyright © 2009 BIA/Kelsey. All Rights Reserved.
It’s a content distribution and user engagement platform.
6Proprietary and Confidential. Copyright © 2009 BIA/Kelsey. All Rights Reserved.
TV is compelling to the user.
7Proprietary and Confidential. Copyright © 2009 BIA/Kelsey. All Rights Reserved.
Digital TV is flexible.
ReceiverSTB Cell TV PC
Data Packet Format
IP MPEG2 TBDServices
HDTV SDTV DMTV VOD Interactive
Over The Air Transmission
Fixed Mobile
8Proprietary and Confidential. Copyright © 2009 BIA/Kelsey. All Rights Reserved.
TV Meets the InternetCase study: Sezmi
9Proprietary and Confidential. Copyright © 2009 BIA/Kelsey. All Rights Reserved.
TV Meets the InternetCase Study: Google TV
10Proprietary and Confidential. Copyright © 2009 BIA/Kelsey. All Rights Reserved.
Case Study:Mobile DTV is born (again)
11Proprietary and Confidential. Copyright © 2009 BIA/Kelsey. All Rights Reserved.
MDTV does DC
12Proprietary and Confidential. Copyright © 2009 BIA/Kelsey. All Rights Reserved.
It takes a village MDTV ecosystem . . .
Supply Chain
Sprint, SES WORLD SKIES, Harris Broadcast, Rohde & Schwarz, Thomson Grass Valley, Envivio, Nagravision, iSet, DTVInteractive, Expway, Roundbox, Hauppauge Computer Works, Harris Interactive, Rentrak, BIA/Kelsey, Tribune Media Services, RRD, TVB, Ad Council, Fox Cable, NBCU Cable
Washington, DC Stations
• WRC (NBC Universal)• WTTG (Fox)• WDCA (Fox)• WPXW (ION Media Networks)• WFDC (Univision)• WHUT (PBS/Howard University)• WUSA (Gannett Broadcasting)• WNVC (MHz Networks)• WNUV (Sinclair Broadcasting)
13Proprietary and Confidential. Copyright © 2009 BIA/Kelsey. All Rights Reserved.
Services– On the go– Personal– Live/Linear TV– Non-linear TV– Time Shifted/DVR– Interactive TV– Emergency Alert– ESG– Subscriber Interactivity
Revenue Models– Channel change
interstitial– Pop-up ads– E-Commerce– Coupon– Targeted ads– Geotargeting– Viewer data– VOD– Subscriptions
14Proprietary and Confidential. Copyright © 2009 BIA/Kelsey. All Rights Reserved.
Smartphones reach 50% by 2011
14
15Proprietary and Confidential. Copyright © 2009 BIA/Kelsey. All Rights Reserved.
Where does TV fit in the media mix?
16Proprietary and Confidential. Copyright © 2009 BIA/Kelsey. All Rights Reserved.
Television
Radio Any ComputerAny Online
WebE-Mail
Inst.Msg
Software
All Phone
Telephone
Mobile Phone MusicPrint Media
Newspaper
MagazineBookAll Video
VCR
DVDGame Console
Other
0%
20%
40%
60%
80%
100%
0 60 120 180 240 300Daily Duration: Average Minutes per User
Daily Reach:Incidence of Use
Among 350 Adults
Daily Reach and Duration for Various Media
Among 350 Adults in the Middletown Media Studies II
Media Consumption is Fragmented
17Proprietary and Confidential. Copyright © 2009 BIA/Kelsey. All Rights Reserved.
3 Core Drivers of Change
•Content
Digital
•Conversations
Social
•Connected
Mobile
18Proprietary and Confidential. Copyright © 2009 BIA/Kelsey. All Rights Reserved.
Users integrate the TV experience as an “app” across screens.
19Proprietary and Confidential. Copyright © 2009 BIA/Kelsey. All Rights Reserved.
Americans Using More News Sources
Local TV
Online
Local Newspaper
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
78%
73%
61%
54%
50%
17%
92% of Americans use more than one platform; 46% use 4-6 platforms.
Source: Pew Internet, 2010
19
20Proprietary and Confidential. Copyright © 2009 BIA/Kelsey. All Rights Reserved.
150 Million Active U.S. Social Networkers
20
21Proprietary and Confidential. Copyright © 2009 BIA/Kelsey. All Rights Reserved.
Site Visits: Facebook Dethrones Google
21
22Proprietary and Confidential. Copyright © 2009 BIA/Kelsey. All Rights Reserved.
Both Drive Traffic to Broadcast Sites
23Proprietary and Confidential. Copyright © 2009 BIA/Kelsey. All Rights Reserved.
Follow the TV app across platforms.
• Users• Measurement • Reporting• ROI• Buy/sell platforms• Brand managers• Agencies• SMBs
24Proprietary and Confidential. Copyright © 2009 BIA/Kelsey. All Rights Reserved.
Five questions we were to answer.
1. What innovation or emerging technology will have the greatest impact on the television industry in the next few years?
Answer: Internet Protocol
2. What is the biggest challenge facing television as a medium?
Answer: Extending their business model cross-platform.
3. What are some of the new or innovative ways in which broadcasters and content producers are tracking audiences and audience behaviors?
Answer: Data on servers assume key role along with sample surveys.
4. How will television-based marketing evolve with the medium, and what are the implications for the current advertising-based revenue model?
Answer: Multiple screens, multiple roles in the media mix requires new media mix models.
5. What do you think is the most significant moment in the history of TV (can be content or technological) OR What is your favorite TV moment of all time?
25Proprietary and Confidential. Copyright © 2009 BIA/Kelsey. All Rights Reserved.
Bobby Orr’s winning goal in Stanley Cup final, 40 seconds into O/T on Mother’s Day 1970.
Thank you.