Upload
april-gordon
View
213
Download
0
Embed Size (px)
Citation preview
GfK-KN Media:Measuring
“Audiences in Motion”
March 2012
© 2012 GfK Custom Research North America
This material was prepared at the effort and expense of GfK-Knowledge
Networks. No part of it may be circulated, copied or reproduced for distribution
without the prior written consent of GfK.
Audiences Are on the Move…
TV Analog to digital pay TV services Blockbuster to Netflix
Audio Analog terrestrial to digital satellite Timeslots to podcasts
Print Ink to Internet to mobile Text to multimedia
2
…So Where Are the Opportunities?
The path may be the same, but the destinations (outcomes) may be different
KN’s Media Practice guides our clients to derive optimal value from their audience.
3
Buyers
Sellers
Distributors
4
Knowledge Networks’ Media PracticeLeading media research practice
40+ years of experience through our Statistical Research, Inc. (SRI, 1969-2001) lineage, as part of KN (2001 to 2011), and now GfK
Recognized as leading media methodologists
– 2009 CTAM Research Case Study Award - winner2009 EXPLOR Award for research innovation - finalist2007 CTAM Research Case Study Award - finalist1994 ARF Lysaker Award - winner
– 2009 ARF Lifetime Achievement Award (Gale Metzger - SRI’s founder)
Clients include most major TV networks, ad agencies, radio networks, Internet media, and magazine publishers, as well as many advertisers
Research “acceptance” among media buyers/sellers
– Less time justifying your vendor/methods means more time to pitch results
5
Key Practice Competencies
Media Audience
Measurement
Media Technology
Insights
Advertising Effectiveness
Audience Insights
~20% syndicated services~80% custom research
7
KnowledgePanel® is the Heart of KN
Probability-selected Internet Panel that is truly representative of U.S. population – 50,000 strong
Statistically valid and projectable due to our address-based sample (ABS) recruitment methodology
Captures the 25%+ of U.S. HHs without Internet access by providing those panelists with a netbook and dial-up
Includes cell phone-only households – almost 30% of US HHs
Representative Hispanic sample (English and Spanish speaking) through KnowledgePanel Latino
Extensive background data on panelist attitudes, opinions and behaviors
88
Why is a probability sample important?KnowledgePanel vs. Opt-In SamplesProblems with Opt-In Samples
Exclusion of non-Internet households
Unknown probabilities of selection, precluding calculations of margin of error
Unknown, but substantial clustering and biases within respondents
U.S. Adult Population
100%
KN Sample
97%
KN Sample
74%
Landline Telephone Sample
(RDD)
Internet Survey Sample
75%
Unknowable Clustering of Opt-In Web Panel,
Non-Probability Sample
MultiMedia Mentor®
Single source, cross-platform media usage
Media planning and strategy
Understanding the changing media audience
10
Simultaneous Media Use Has Tripled Since 2000
11
17%
47%
Fall 2000 Fall 2010
Base: Persons 13-64
Source: Multi Media Mentor
% of TV Users Simultaneously Using TV & Internet
Total TouchSM
A custom, property-level measure of cross-platform “events” or “a day in the life” of a particular audience
Total, unduplicated property reach and time spent
Understanding the cross-platform audience
Documenting cross-platform lift for advertising and sponsorship sales
12
13
Research Issues Addressed by Total Touch
There is no “currency-based” solution that addresses media companies’ need to understand multi-platform use
In any case, standard “currency” (ratings) have a number of drawbacks:
They are not single source. No analysis can be made of unduplicated cume audiences or audience combinations across the different media
Their measurement of out-of-home usage is limited or not available
They do not measure simultaneous use of different media platforms
They do not include custom variables that can be used for analysis or sales
They are not designed for rapid turn-around.
Alternative solutions are not representative, not scalable, or not affordable
Shadowing consumers to physically record their media use
Personal “listening” devices that rely on audio encoding/matching
Issues with workplace measurement
Pure opt-in samples are not representative
2010 World Cup: Cross-Platform Increases TV Audience by Half
14
From ESPN World Cup press release:
Using Total Touch data, ESPN estimated out-of-home viewing and usage of non-TV platforms added 46% to ESPN’s daily World Cup average in-home TV audience
Internet Radio
Mobile Magazine
Base: Persons 13-64
Source: Total Touch
15
2008 Olympics:Buys Outside NBC Prime Increased Reach
Age 18-64, Total population, Average Days 1 - 17
NBC "primetime plus", 62%
Other NBCU, no primetime,
28%
NBC "primetime only" , 10%
Share of Average NBCU Olympics Daily Cume
NBC “primetime only” = only viewed NBC in primetime, no other NBCU Olympics consumptionNBC “primetime plus” = viewed NBC in primetime plus consumed Olympics via other NBC daypart or NBCU cable, online, mobileOther NBCU, no primetime = no NBC in primetime at all but consumed Olympics via other NBC daypart or NBCU cable, online, mobile
17
The Home Technology Monitor™
Annual Ownership and Trend report– A broad, high quality HH-level
measurement of media technology in the home
How People Use® Media insight reports– Usage of/reaction to emerging
technologies, resultant changes in TV and media use
– Social Media and Program Choice– Over-the-Top TV– Connected TVs – TV’s Web Connections
“Over the Top” TV: Friend or Foe?
18
Source: The Home Technology Monitor™
2011 Ownership and Trend ReportBase: TV households
15% of TV HHs in 2011 use connected devices to watch TV or movies,
up from 8% in 2010
Average number of the 20 new primetime programs…
…have heard of
…actually watched
…have read or posted about in social media
…that social media increased/decreased interest
6.9
0.3
0.5
2.0
20
Social Media and Program Choice: The average 13-54 had their viewing influenced by social media on about 4% of the new Fall programs of which they were aware
19
Awareness and Viewership of New Primetime Programs – All persons 13-54 –
Base: Total13-54 (N=1015), Gen Y 13-32 (n=447), Gen X 33-46 (n=300), Young Boomers 47-54 (n=268)
.23 increased interest and
.05 decreased interest
• On average, 13-54s were aware of 6.9 of the 20 new programs listed in the survey, influenced by SM about 0.3 of them
Faces of Social Media Segments
21
Active SoMe Users
Influenced by SoMe
S1. Evangelists
Passive SoMe Users
Not Influenced by SoMe
S2. Highly Influenced
Active Users
S3. Low Influenced
Active Users
S5. Low Influenced
Passive Users
S4. Highly Influenced
Passive Users
10%10%
18%
S6. Non Users of SM
24%24%38%38%
5%5%6%6%
16%16%Bubbles Represent Segment Size (% among population)
The Faces of Social MediaSM SyndicatedSyndicated
The Faces of Social MediaSM CustomCustom
Activity
Sentiment
Source
Dimension
Activity
Sentiment
Source
Dimension
22
23
Activity Timeline: Dancing with the Stars MentionsMarch 1, 2011 – May 30, 2011
# of
Men
tions
# of Mentions base sizes: DWTS (n=184,008)
Season Premiere
discussion & excitement for different Contestants
Season Premiere
discussion & excitement for different Contestants
Season Finale Kym and Hines
announced winners
Season Finale Kym and Hines
announced winners
Classical night and Jennifer Hudson
performs
Classical night and Jennifer Hudson
performs
The Largest Spikes were Driven by the Premiere and Finale Episodes of DWTS
13% 7% 6% 6% 5%
# of Mentions base sizes: DWTS Contestants and Judges, no news (n=7,472)
% of All Mentions
Positive
Neutral
Negative
Engaged Viewers Posted Often with Positive Comments About Their Favorite Contestants
24
26
KN’s QuantM Mobile Research Platform
Interviews at the point of experience
Diaries and Digital
Ethnographies
Self complete on individuals own devices
Mobile CAPI Mobile Diary Mobile Panel
28
10050050100
Mobile respondents generally feel engaged and happy when watching programs/movies
Engagement with program/movie
Program/Movie made me feel…
Program/Movie made me feel.
Not at all engaged (B3B)
Very engaged (T3B)
Program and Movie Diagnostics
– Total Mobile Respondents –
M20. Would you say you were very engaged with the program, not engaged at all, or something in between? M21. Would you say that the program/movie made you feel happy, sad, or something in between? M22. Would you say the program/movie made you feel relaxed, excited, or something in between? Base: Total MOBILE respondents (N=146)
Respondents report being even more engaged and happy while watching a TV program or movie on playback (DVD, streamed, DVR)
Sad (B3B)
Happy (T3B)
Relaxed (B3B)
Excited (B3B)
29
David TiceSenior Vice President
Media Team908-497-8075
KN Online – find out more about our capabilities, conference presentations and featured insights at: www.knowledgenetworks.com
KN Resources & Products: http://www.knowledgenetworks.com/resources/index.html
Accuracy’s Impact on Research (A:IR) – KN’s online magazine featuring expert opinions on research topics: www.knowledgenetworks.com/accuracy
If you have any questions…