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Television and Technology:
Friends, Foes, or Just
Fragmented?A brief look at the changes and challenges facing the television and marketing industries in an age when technology is both lending a hand and getting in the way of progress
By Anne MacDonaldExecutive Vice PresidentChief Marketing OfficerTravelers April 12, 2011
Ad Spending: 2010-2011
April 12, 2011Proprietary and Confidential – Internal Use Only 2
Sources: eMarketer, GroupM Spending Forecast
GROUPM
$68
2011 (E)
43%
($ in Billions)
BROADCAST & CABLE
$59 $60.9
2010 2011 (E)
39.1%38.6%
DIGITAL
$30.9$34.8
2010 2011 (E)
21.6%19.9%
3
Time Spent per Day by Medium*: Adults 18+
*Daily time based on total A18+ population, not just users of a medium; **Average time spent per Usage Day for A18+ Internet population is 1:28Source: Nielsen NAD-D 2008; Arbitron RADAR 101 All Persons (June 2009); Time spent 12 month average from comScore projected to U.S. population; Entertainment Software Association; TVB.org
Television 4:55
Radio2:25
Internet**1:00
Video Games 1:05
Newspapers 0:27
Magazines 0:16
Total hh:mm 10:08
April 12, 2011Proprietary and Confidential – Internal Use Only
April 12, 2011Proprietary and Confidential – Internal Use Only 4
Pro
duct
ivit
y
Time
+400%
April 12, 2011Proprietary and Confidential – Internal Use Only 5
LISTEN TO ME!
April 12, 2011Proprietary and Confidential – Internal Use Only 6
Proprietary and Confidential – Internal Use Only 7April 12, 2011
Changes in human behavior are always slower than advancements in
technology
April 12, 2011Proprietary and Confidential – Internal Use Only 8
Addressable television could provide some answers…
April 12, 2011Proprietary and Confidential – Internal Use Only 9
…but there are challenges
April 12, 2011Proprietary and Confidential – Internal Use Only 10
Proprietary and Confidential – Internal Use Only 11
Challenges to Addressable
Many players in the mix
Agencies
Networks
MSOs
Satellite distributors
Content providers
Measurement companies
April 12, 2011
April 12, 2011Proprietary and Confidential – Internal Use Only 12
April 12, 2011Proprietary and Confidential – Internal Use Only 13
Proprietary and Confidential – Internal Use Only 14
CANDOR
CONSOLIDATION
COST MANAGEMENT
COMMON DATA DEVELOPMENT
COLLABORATION
April 12, 2011
Television and Technology:
Friends, Foes, or Just
Fragmented?
Thank You
