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Asia Pacific Multichannel TV 2012
About CASBAA
Covering 17 geographic markets and encompassing 420 million connections within a footprint spanning China to Australia and Japan to Pakistan, CASBAA works to be the authoritative voice for multichannel TV promoting even handed and market friendly regulation, IP protection and revenue growth for subscriptions and advertising.
CASBAA’s 130 member organisations include leading cable, satellite, DTH and broadband operators as well as multinational networks and programmers in Asia and worldwide. Member corporations also comprise leading suppliers and manufacturers of cable and satellite technology, related business service providers, communications, advertising & marketing executives, media, government regulatory bodies, telecom companies, new media service providers and network enablers.
Website: www.casbaa.com
CASBAA Executive Office 802 Wilson House 19-27 Wyndham Street Central, Hong Kong Tel: 852 2854 9913 Enquiry: [email protected]
CASBAA Ltd holds all copyrights to this report unless otherwise stated, and no part thereof may be reproduced or replicated without prior explicit and written permission.
3
Executive Summary – Asia Pacific Welcome to the latest CASBAA update on the trends in Multichannel TV distribution, audience numbers and viewership profiles.
Our report documents the 12% growth of the industry in the past 12 months, in terms of percentage of connected homes and the increase in dual subscription homes as channel choices increase. Piracy, as always, remains uppermost in our minds and the report provides a breakdown of the latest situation across each of the markets.
Crucially, our industry relies on the consumer, viewers and users. The CASBAA research team has compared the latest information from accredited sources such as Nielsen, Synovate, SNL Kagan, PwC and places them in a global landscape.
Most recent industry reports show TV embracing and engaging with social media while building strong online communities and actively expanding its reach to new devices and channels. TV continues to deliver an intensity of experience and audience reach that other media struggle to match.
More detailed information can be found at www.casbaa.com and CASBAA members can benefit from our regular member reports.
ContentsP.4 Fast FactsP.5 Topline Data: Research Surveys, Asia PacificP.6 Global UpdateP.7 Asia Pacific UpdateP.8 ROI with the multichannel multiplierP.10 The Asia Pacific, Regional AudienceP.12 The New TV LexiconP.13 TV, Online and ‘Second Screening’P.14 Cost of Piracy
4
Fast Facts Asia Pacific 2011
Multichannel TV audiences in Asia are driving global
growth
Popula on 3,481,000,954 Total Homes 935,776,540 Average Household size 3.7 TV Homes 761,695,644 Mul channel Homes 407,056,074 Broadband Internet Subscribers 307,643,000 Internet Users 923,152,145 Non-Terrestrial TV Connections
Indonesia 2,047,000
Philippines 2,134,667 Vietnam 3,815,000
Japan 13,792,000
Australia 2,857,000
Thailand 10,310,000
China 203,639,000 Pakistan 9,600,000
New Zealand 890,000
Malaysia 3,240,514 Singapore 1,057,000
India 134,000,000 Hong Kong 2,543,667
Taiwan 7,862,000
South Korea 23,400,000
Source: Casbaa, SNL Kagan, MCN, SARFT, CSM, TAM India, SKY, Gallup Pakistan, Starhub, SingTel, Kantar, Nielsen. Note: This data includes multiple connections to non-terrestrial channels 4
Source: SNL Kagan, MCN, SARFT, CSM, TAM India, SKY, Gallup Pakistan, Starhub, SingTel, Kantar, Nielsen
Over 420 million* non-terrestrial TV connections
*NB: includes multiple connections to non-terrestrial TV channels. For example, homes in Singapore subscribing to SingTel and Starhub or homes in Taiwan subscribing to Chunghwa and another cable operator.
Multichannel TV is in 53% of TV
homes
Multichannel TV Now in 53% of Homes
Source: Casbaa, SNL Kagan, MCN, SARFT, CSM, TAM India, SKY, Gallup Pakistan, Starhub, SingTel, Kantar, Nielsen
% of homes receiving multichannel TV
5
Source: SNL Kagan, MCN, SARFT, CSM, TAM India, SKY, Gallup Pakistan, Starhub, SingTel, Kantar, Nielsen
Non-Terrestrial TV Connections
5
Topline 2011: Findings from Research Surveys in Asia
50% of Asian Business Elites in Asia watched an International TV Channel yesterday, 74% watch every week and 81% monthly. (BEAsia: CT IPSOS 2011)
Q3 2011 ratings data reveals a 4.1% increase in Australian subscription television reach compared to the same quarter in 2010. (OZTam: Q3 2011)
56% of multichannel homes in the Philippines have a monthly household income of more than double the average. (Synovate Media Atlas: Philippines 2011)
CSM data from 153 cities across China shows that 72.3% of all viewing is to multichannel TV. (CSM China: Jan-June 2011, 153 cities)
In the first half of 2011 CTR Media Intelligence reported advertising expenditure of US$ 40 billion. (CTR 2011)
77% of all TV viewing by affluent Astro subscribers in Malaysia is to multichannel TV. (AGB Nielsen: People HHI MYR 3,000+ & Astro)
78% of Elites and Affluents in Asia have watched multichannel TV in the last 30 days, for the most senior management it rises to 83% (Synovate PAX: Q3 2010 to Q2 2011 10 Markets)
92% of people with a TV tune into multichannel TV each month, up from 86% in 2008. (TAM India 2011)
Half of all Pakistan’s TV homes have multichannel TV with an 80% reach in urban homes. Foreign entertainment is leading the way. (Medialogic 2011)
6
The global TV audience will reach nearly 4 billion people by the end of 2011, with nearly 800 million in Asia.
Advertising continues to grow in all regions, led by the Asia Pacific.
All four categories measured* show growth, with TV leading the pack.
Technology is changing the way we consume and are able to measure TV.
Growth of internet viewing is boosting online television advertising.
Asia Pacific Leads The Way Total Multichannel Homes 2008-2015
Asia Pacific Leads The Way Total Multichannel Homes 2008-2015
-
100,000,000
200,000,000
300,000,000
400,000,000
500,000,000
2008 2009 2010 2011 2015 Asia Pacific N. America W.Europe Latin America Middle East E.Europe Total of Non Asia Pacific
Source: SNL Kagan
Asia Pacific
Total Excluding Asia Pacific
7 Source: SNL Kagan
Global Media: % Change Year To Date
Global Media: % change year to date
Source: Nielsen Q2 2011 Global Adview Pulse LiteSource: Nielsen Q2 2011 Global Adview Pulse Lite
Global Media: Television Advertising % Change Year To Date
Global Media: Television Advertising % change year to date
Source: Nielsen Q2 2011 Global Adview Pulse Lite10
Source: Nielsen Q2 2011 Global Adview Pulse Lite
Global Advertising Trend Year on Year % ChangeGlobal Advertising Trend Year on Year % change
Source: Nielsen Q2 2011 Global Adview Pulse Lite8 Source: Nielsen Q2 2011 Global Adview Pulse Lite
* Television, newspapers, magazines and radio.
7
There are already more multichannel connections in Asia Pacific than the rest of the world combined. Revenue growth in Asia is experiencing double digit annual increases in China, India, Indonesia, Malaysia, Pakistan, Philippines and Thailand.In 2010, Japan, India, and China were the leading Asian multichannel advertising markets, accounting for nearly 80% of the total. The four biggest media categories* gained 10.7% Y on Y, while TV led with 12%.Multichannel TV in Asia Pacific is outpacing terrestrial TV.
Asia’s Share of Multichannel Homes in 2011
Asia’s Share of Multichannel Homes in 2011
Source: SNL Kagan12
Source: SNL Kagan
Asia Pacific: Total Advertising Year on Year % Change
Asia Pacific: Total Advertising Year on Year % change
Source:Nielsen Q2 2011 Global Adview Pulse14 Source: Nielsen Q2 2011 Global Adview Pulse Lite
Asia Pacific: Growth of Multichannel Homes
Asia Pacific: Growth of Multichannel homes
Source: Casbaa, SNL Kagan, MCN, SARFT, CSM, TAM India, SKY, Gallup Pakistan, Starhub, SingTel, Kantar, Nielsen 17
Source: SNL Kagan, MCN, SARFT, CSM, TAM India, SKY, Gallup Pakistan, Starhub, SingTel, Kantar, Nielsen
Multichannel TV Outpacing Terrestial
Asia Pacific Television Advertising Market Growth %
%
Sources : PWC LLP, Wilkofsky Gruen Assoc
Multi-channel TV outpacing terrestrial
40 Source: PWC LLP, Wilkofsky Gruen Assoc
* Television, newspapers, magazines and radio.
Michel Tcherevkoff/The Image Bank by Getty Images
Million
8
Multichannel multiplier As part of its on-going research, CASBAA commissioned Universal McCann (UM) to analyze a TV campaign worth a notional budget of US$1.5m using syndicated peoplemeter data across seven Asian markets. UM initially ran the campaign using the entire budget on free-to-air channels (FTA), they then re-allocated variable percentages of the budget between Multichannel TV and FTA. Nine audiences were tested and all showed the same results: Increased reach and frequency, more impressions and a lowering of CPT. With a reach in over 50% of all TV homes in Asia, Multichannel TV can no longer be ignored. The numbers demonstrate that multichannel TV makes undeniable fiscal sense when reach and return on investment are optimized.
Reach increases as the advertising budget is reallocated from 100% on Free to Air TV to a proportion on Pay-TV
33
45 52 52 54 56
14.1
20.2 23.6 24.1 26.2 28.0
0
10
20
30
40
50
60
70
100 % FTA 90%|10% 80%|20% 70%|30% 60%|40% 50%|50%
1+ Reach % 3+ Reach %
ADVERTISING BUDGET ALLOCATION FTA vs Multichannel TV
Audience: All 4+
Reach increases as the advertising budget is reallocated from 100% on Free to Air
TV to a proportion on Multichannel TV
See your ROI grow with no additional
investment. Add Multichannel
TV to your campaign and
double the impressions
See your ROI increase with no extra investment Add Pay-TV to your TV campaign and double your campaign
eyeballs
537,551,041
756,003,708 899,484,408
1,048,509,783 1,210,929,718
1,353,659,180
100 % FTA
TV Impressions
ADVERTISING BUDGET ALLOCATION
Audience: All 4+
90%|10% 80%|20% 70%|30% 60%|40% 50%|50%FTA vs Multichannel TV
Using a combination of FTA & Pay-TV lowers cost per thousand by up to 60%
100
71 60
51 44
40
100 % FTA
ADVERTISING BUDGET ALLOCATION
Audience: All 4+ CPT Index Vs 100% FTA
90%|10% 80%|20% 70%|30% 60%|40% 50%|50%
FTA vs Multichannel TV
Using a combination of FTA & Multichannel
TV lowers cost per thousand by up to 60%
Reach increases as the advertising budget is reallocated from 100% on Free to Air TV to a proportion on Pay-TV
33
45 52 52 54 56
14.1
20.2 23.6 24.1 26.2 28.0
0
10
20
30
40
50
60
70
100 % FTA 90%|10% 80%|20% 70%|30% 60%|40% 50%|50%
1+ Reach % 3+ Reach %
ADVERTISING BUDGET ALLOCATION FTA vs Multichannel TV
Audience: All 4+
Using a combination of FTA & Pay-TV lowers cost per thousand by up to 60%
100
71 60
51 44
40
100 % FTA
ADVERTISING BUDGET ALLOCATION
Audience: All 4+ CPT Index Vs 100% FTA
90%|10% 80%|20% 70%|30% 60%|40% 50%|50%
FTA vs Multichannel TV
9
Pay-TV can boost the number of PMEB impressions with no additional cost to nearly 300 million
101,984,157
137,994,163
296,502,419
100 % FTA 90% | 10% 50% | 50%
TV Impressions
ADVERTISING BUDGET ALLOCATION
Audience: PMEB (Professionals, Managers, Execs & Business Owners )
FTA vs Multichannel TV
Multichannel TV can boost the number of
PMEB impressions with no additional cost to nearly 300
million
Using a combination of FTA & Multichannel TV to target Men can increase reach from
32% to 55%
Using a combination of FTA & Pay-TV to target Men can increase reach from 32% to 55%
32
44
55
13.1
19.0
27.3
100 % FTA 90% | 10% 50% | 50%
1+ Reach 1+ Reach % 3+ Reach %
ADVERTISING BUDGET ALLOCATION
Audience: Men
FTA vs Multichannel TV
Targeting 15-24 year olds, using a combination of FTA & Pay-TV can double the number of impressions to 168
million youth
88,778,993
110,188,047
168,756,949
100 % FTA 90% | 10% 50% | 50%
TV Impressions
ADVERTISING BUDGET ALLOCATION
Audience: 15-24 year olds
FTA vs Multichannel TV
Targeting 15-24 year olds, using a
combination of FTA & Multichannel TV can double the number
of impressions to 168 million
Source: Peoplemeter R&F. CSM, OzTAM, TAM Media Research, Nielsen, Kantar Media & UM. Data based on Q1 2011 | Budget of US$1.5 million Markets: Australia, Hong Kong, Philippines, India, Malaysia, Taiwan & Singapore. Multichannel TV Networks: Discovery, Turner, Sony, NBCU, Viacom, Fox. FTA (free to air) channels: Australia:Channel7,Channel9,Channel10. HK:TVB Jade, ATV Home, TVB Pearl, ATV World. India:DD1. Malaysia:TV3,TV2,TV9. Philippines: ABS, GMA. Singapore: Channel 5,Channel 8,Channel U. Taiwan: FTV, CTV, CTV, TTV. Universes: 4+ (347,993,367), PMEB (104,471,420), Men (180,948,423), 15-24 (64,572,253) More information: www.casbaa.com/atac
Using a combination of FTA & Pay-TV to target Men can increase reach from 32% to 55%
32
44
55
13.1
19.0
27.3
100 % FTA 90% | 10% 50% | 50%
1+ Reach 1+ Reach % 3+ Reach %
ADVERTISING BUDGET ALLOCATION
Audience: Men
FTA vs Multichannel TV
10
The Asia Pacific Regional AudienceProfile of Affluent Adult Viewers
With and Without Multichannel TV %
27
4742
2328
13
2531
47 47
60
4843
32
46 44
Profile of Affluent Adult Viewers With and Without Multichannel TV %
Market Australia Taiwan Malaysia Singapore Philippines India Hong Kong
HH Income/ Social Group
Occupation Group 1/2
NT$ 70,000 RM 3,000 S$5,000 SEC ABC SEC A/B HK$30,000
Source: Local Peoplemeter (Jan-Jun 2011)*Asia Pac: 7 markets (India, Australia, Taiwan, Malaysia, Singapore, Philippines, Hong Kong)18
Terrestrial TV Multichannel TV
Multichannel TV viewers are the most affluent
Multichannel TV attracts more viewers every year
Terrestrial TV continues
to lose viewership
Total Day Average Audience ‘000
2,669 2,776 2,604 2,695
7,6798,868
9,97911,137
2008 2009 2010 Jan-Jun 2011
10,64912,701 12,447 12,517
18,078
21,60924,169
27,194
2008 2009 2010 Jan-Jun 2011
Total Affluent PeopleTotal People
Total Day Average Audience ‘000
Multichannel TV grows +50% Multichannel TV grows +45%
Source: Local Peoplemeter 2008 – YTD 2011; Universe/Sample: 2008: Total People (255,622,024/53,603); Total Affluent (100,350,064 /22,757)2009: Total People (302,300,865/61,278); Total Affluent (112,164,749/25,558) 2010: Total People (321,655,444/62,416); Total Affluent (120,364,006/26,182) Jan-Jun 2011: Total People (339,483,524/62,679); Total Affluent (129,030,431/26,659)Asia Pac: India, Australia, Taiwan, Malaysia, Singapore, Philippines**Data starts from 1st Feb 2009; Mega Manila used for 2008
Terrestrial TV Multichannel TV
20
% Share of Viewing
13
23
48
64
55
66
28
87
77
52
36
45
34
73
Taiwan Malaysia New Zealand Philippines South Korea Hong Kong China
% Share of viewing
Source: Peoplemeter (Jan-Jun 2011) SOV in Pay Homes
Market Taiwan Malaysia New Zealand
Philippines South Korea
Hong Kong China
HH Income/ Social Group
NT$100,000+ MYR3,000+ NZ$40,000+ ABC1 KR4,400 HK$30,000+ RMB2600+
Terrestrial TV Multichannel TV
Viewers paying for TV, watch more TV
11
The Asia Pacific Regional Audience"Intend to buy in the next 12 months”
82 86 79
90
122 125 132
117
US$500+Ave Spend on Cosmetic,Fragrance &
Aftershave
Laptop / Notebook* SLR Digital camera* LCD/Plasma TV*
Terrestrial TV Only Multichannel TV
Source: Synovate PAX Q3 2010 to Q2 2011 PAX Average Base Index: 100. Viewed Yesterday
“Intend to buy in the next 12 months”
Elites and Affluents Who Watched TV Yesterday (Index)
25
The Multichannel audience is more affluent and more prepared to spend
Multichannel TV Viewers are
more receptive to advertising
Viewers Who Strongly Agree That...
Elites and Affluents Who Watched TV Yesterday
61.2
94.4 85.2
139
117 126
12+ Int'l Air Trips In Past 12 Months
21+ Nights Spent In Hotels In Past 12 Months
Travel By Business Class or First Class Most Often
Terrestrial TV Only Multi-channel TV
Source: Synovate PAX Q3 2010 to Q2 2011 PAX Average Base Index: 100. Viewed Yesterday
Elites and Affluents Who Watched TV Yesterday
24
Index Multichannel TV viewers are your best customers
12
The New Lexicon
Internet-connected TV: Television systems (typically HDTV) that display some or more Internet content, such as TVs networked to broadband enabled set-top boxes, media centres, PCs or other consumer devices. These systems are often interactive via wireless keyboard, mouse or even voice activation.
Social Television: Technology that supports communication and interaction while watching television, or social media interaction related to TV content. (It can also refer to the study of television-related social behavior.)
TV Everywhere: Premium content (movies, TV shows etc) are accessible online via a variety of display devices including PC, mobile and TV, usually on a subscription basis.
Live TV Prompts Online Conversation
Source: thinkbox UK : Far from killing off television as predicted, the internet, thanks to social networks, has helped to keep TV at the heart of home entertainment. As a result, TV advertising has cemented its status at the heart of consumer marketing.
Live social media conversations about TV programmes, through the likes of Twitter and Facebook, add value to ads running in the programmes.
The short, emotive words used makes social conversations ideal for sentiment analysis and can reveal a great deal of insight into consumers’ views and opinions.
Television companies and advertisers that embrace this will be the ones to succeed and prosper.
13
TV, Online and ‘Second Screening’The growth of connected devices will soon add a new dimension to what the industry has come to know as TV advertising. Traditional TV won’t lose its share of ad spend; instead additional revenue will come from the various new channels that ads can appear on. Connected TVs offer brands the ability to connect the massive offline spend with the rapidly emerging online video market. TV advertising is about to merge with the exciting and innovative medium that is online. This will be happening in living rooms throughout the world.
Source : ‘Adjust Your Set ‘ 2011
Non TV Media Perform Better With TV Support
TV has a ‘halo’ effect which improves the
performance of other advertising
Non TV Media TV Alone Either Media Plus
TV
Aided Brand Awareness 59 100 135
0
20
40
60
80
100
120
140
160 Indexed on TV
Source: Millward Brown
Social Media ‘Social TV’ allows viewers to instantly comment on favourite shows via the web or mobile phone. Mobile internet users communicate in real-time during broadcasts. Now ‘second screening’ is common place and young people are happy to add to the TV experience and use one to enhance their enjoyment of the other.
“Until 12 months ago, TV was struggling to reach the younger market as more and more channels were becoming available. Social TV has changed this completely by turning programmes into online events where you have to watch them as they happen”.
Reggie James: founder Digital Clarity
14
Cost of PiracyCASBAA’s annual “Cost of Multichannel TV Piracy” survey estimates several major forms of piracy. However, as of now there is no accurate way to measure the huge role played by online piracy. Governments and Industry need to work together to change consumer behavior.
Piracy breakdownPiracy breakdown
1360
412
252
103
14
Grey Market Estimation
Illegal Distributors
Individual Connections
Subscriber Under-declaration
Satellite Overspill
2 Source: Casbaa
US$ Millions
Source: CASBAA
Cost of PiracyCost of Piracy
1539
1,754
1,9422,088 2,142
0
500
1000
1500
2000
2500
2007 2008 2009 2010 2011
US$ Millions
1 Source: Casbaa
Source: CASBAA
Estimated Tax Losses from Multichannel TV Piracy 2011
Estimated Tax Losses From Pay TV Piracy 2011
94
65
3530
17
0
25
50
75
100
Thailand Pakistan Philippines Taiwan Indonesia
US$ Millions
3 Source: PwC
Source:
Investment and enforcement can cure “traditional” forms of piracy, but the fastest-growing challenge is online piracy, which remains uncountable. Governments need to update their legal regimes to staunch the torrent of revenue leakage.
• Major investments in encryption and CA technology by Multichannel TV providers have made many systems far more secure.
• Some Southeast Asian governments are beginning to address Multichannel TV theft at the commercial level.
• Digitization of the remaining analogue markets is a high priority. Completion of addressable digitization in major Indian cable markets would be a major boost.
However, ongoing antipiracy efforts by industry, and by governments who want to protect their creative industries, are necessary. Regional governments must attack the problem of transnational criminal syndicates operating internet key sharing networks.
News, publications and data provision
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