How Multi-Screen Consumers Are Changing Media Dynamics

7/30/2019 How Multi-Screen Consumers Are Changing Media Dynamics

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How MultiScreen ConsumersAre Changing Media DynamicsFindings rom a comScore Study or theCoalition or Innovative Media Measurement

JOAN FITZGERALD VP, TV & CrossMedia Solutions, comScore, Inc.

JANE CLARKE Managing Director, CIMM


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The media landscape as we know it is rapidly changing,

driven by the expansion of consumer viewing habits from

TV alone to the combination of digital platforms and TV.

Innovative upstarts that make TV content available on digital platorms,

major media companies enabling their content online and on mobile, and

the rapid adoption o smartphones, tablets and other connected devices

by consumers, have given rise to a consumer that values on-demand and

on-the-go TV consumption. Although millions o consumers continue to watch

their programming rom the traditional TV platorm, consumers who connect

with content via mobile and the Internet represent an important and growing

segment o the population.

This complex television ecosystem posesa variety o new challenges or mediacompanies, marketers and advertisingagencies. Media companies seek tomaximize enjoyment and engagementor their audiences, while ensuring thatadvertisers can maximize eectiveness andreach to garner the greatest ROI or theirad dollars. Achieving these goals becomesmore challenging as consumers embrace

new platorms or their TV consumption.

The timing is right or new investigationsinto how consumers use media acrossmultiple screens in order to helpmake sense o this new reality.To help get new investigations underway,the Coalition or Innovative MediaMeasurement (CIMM) engaged comScoreor a major research study on multiscreenTV and advertising consumption.

As media companies and marketers bothcontinue to make investments in multiscreen content, allocating advertisingacross TV and digital channels presentsa challenge. New insights are needed tounderstand consumers who use mediain dierent ways, which would allowthe development o solid marketing andmedia strategies. This paper highlightsthe fndings rom comScore research,

examining how consumers use TV, Internetand Mobile alone and in combination.

Introduction

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FOR FURTHER INFORMATION,

PLEASE CONTACT:

Joan FitzGeraldcomScore, Inc.

+1 703 438 [email protected]


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comScore conducted a major research study or the Coalition or Innovative MediaMeasurement (CIMM), with the purpose o deploying an audience and advertisingcampaign measurement capability across TV, Internet and mobile using a singlesourceconsumer research panel. By singlesource, we mean that media usage across all threemedia touchpoints was captured rom the same media users under measurement.

To establish this critical view o CrossMedia consumption, comScore developed aMultiScreen panel o consumers who had access to TV, Internet and mobile devices.The study includes media behavior rom both smartphones and tablets but does notinclude mobile app usage. TV viewing was obtained rom set top boxes with returnpath data capability, with panel households located in metropolitan areas o 22 states.Internet and mobile media usage data was collected or each panelist and includesdetailed demographics or each user. To report TV usage at a demographic basis,comScore developed a methodology to attribute demographics to the householdbased TV data. With these pieces in place, each platorm was enabled with thedemographic and sociodemographic segments commonly used in the media industry.

In all, 10,000 consumers participated in the study and 1,000 were active mobileInternet users.

comScore measured the audience size and composition or 10 networks andnetwork groups (media brands) and 3 advertisers. The networks/network groupswere comprised o 4 major broadcast networks and 6 major cable networks ornetworks groups.

The study was conducted over a fve week period in Fall 2011 and examinedTV viewing or individual networks or groups o networks and crosstabulated that

viewing with the use o related content on the Internet, mobile Internet and online video.Due to sample size considerations, related content was usually broadly defned,so that it included the media companys networkspecifc websites and online video,but also may have included other websites and online video content that the mediacompany owns.

By way o defning the consumer groups, MultiScreen consumers are those whoused the respective network/network groups content on two or more platorms othe three measured: TV, Internet, mobile. Digital consumers are consumers whoused the respective network/network groups content on Internet, on mobile or both.Digital Only consumers are those who used the respective network/network groupscontent on the Internet and/or on mobile but did not view that network/networkgroups content on TV. Due to sample size considerations, mobile consumers arenot broken out separately in the study but are included in the Digital, Digital Onlyand MultiScreen defnitions. In addition, the study also examined delivery oadvertising on TV, on the Internet (including both display ads and online videoadvertising) and on mobile.

Research Background & Methodology


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The study revealed several important insights regarding how consumers are integratingmultiple screens into their media experience and who these consumers are, bothdemographically and behaviorally. The ollowing section describes the key insightsresulting rom this analysis.

MAJOR BROADCAST AND CABLE NETWORKS ARE OFFERING THEIR

CONTENT ACROSS PLATFORMS AND CONSUMERS ARE TAKING

ADVANTAGE OF THE OPPORTUNITY.

Across the ten major media brands included in the Study, it is no surprise that onaverage 90 percent o the audiences were reached on the TV platorm. What is moresurprising, however, is how the media brands investments in digital platorms appearto be paying o. The media brands reach online is signifcant with 26 percent o theaudience on average using the networks content online, while 12 percent on averagewas reached through online video.

There were wide ranges around each o those averages. For example, or a major Newsnetwork group and a Young Adult ormatted network group, 75 percent o the audienceis reached on TV. While thats still a substantial TV audience, it means that 25 percento their consumers are DigitalOnly and access the programming content via onlineand/or mobile. These consumers are getting content where they want it and when theywant it, experiencing the media brands in a nontraditional environment.

What We Learned

Figure 1 % Reach During 5-Week Study PeriodAverage Across 10 Broadcast and Cable Networks/Network Groups

% REACHED TV

% REACHED ONLINE

% REACHED ONLINE VIDEO

90%

25%

12%


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NEW CONSUMER GROUPS WITH DISTINCT MEDIA BEHAVIORS AND

CHARACTERISTICS ARE DISCOVERED: TV-ONLY, DIGITAL-ONLY AND

MULTI-SCREEN CONSUMERS

The research investigated dierent types o consumers who engaged with the mediabrands, fnding three new and distinct consumer groups: TV Only consumers, whouse the brands media content on TV but do not access by way o other digital platorms;Digital Only consumers, who consume the media brands content on mobile and/orInternet but not on the TV platorm; and MultiScreen consumers who accesscontent via two or more platorms. The defnition o MultiScreen consumers includesconsumers who used TV and Internet, TV and Mobile, TV and Internet and Mobile,and Internet and Mobile.

TV Only consumers continue to represent the largest portion o the audience. 72 percenton average across the media brands accessed the respective media brands content

only on TV. However, the emerging Digital Only and MultiScreen consumers are makinga signifcant contribution to audience reach. Among the ten major broadcast and cablenetwork groups in the Study, 17 percent on average is MultiScreen and 11 percenton average is Digital Only.

The averages dont tell the entire story. Sports, News and Young Adult networks had asmuch as 30 percent o their audience going MultiScreen, with most o the MultiScreenaudience choosing both TV and the Internet. In addition, one major broadcast networkreached the 30 percent high bar or multiscreen audience, perhaps as a result o itsinvestments in making TV programming available on digital platorms, but also as a resulto creating additional digital content as part o the media brand that appeals to its TVviewers to help extend the audience to the digital platorms.

Figure 2 % Reach During 5-Week Study PeriodAverage Across 10 Broadcast and Cable Networks/Network Groups

TV-ONLY

MULTI-SCREEN

DIGITAL-ONLY

11%

17%

72%


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CONSUMERS WHO USE MEDIA BRANDS VIA ONLINE VIDEO AND

MULTI-SCREEN CONSUMERS TEND TO BE THE MOST ENGAGED

AND LOYAL BRAND CONSUMERS

Online video consumption proves to closely associate with consumer engagement withmedia brands overall. For most o the media brands, the MultiScreen consumers whouse the media brands via TV and online video spend more time with the content on anyplatorm, and spend more time consuming the content on TV.

Consumers who build online video into their TV experience appear to be an important

core constituency or media brands. On average across the ten media brands in the study,consumers who consumed the brands content via online video and TV consumed 25percent more minutes on the TV platorm than the TV audience overall, indexing at 125.

Figure 3 Multi-Screen by Network/Network Group% Who Use Network/Network Groups Content On Multiple Screens

1 4 72 5 83 6 9 10

3%

12%

21%

3%

15%

30%

8%

17%

30% 31%

Figure 4 Index o Minutes Spent Using TVAverage Across 10 Broadcast and Cable Networks/Network Groups

TV VIEWERS TV AND ONLINE VIDEO VIEWERS

100

125


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The importance o the online video user was seen across many o the media brands.On a network by network basis, the indices show that consumers who use the brandscontent on TV and via online video watch more TV, with seven o the ten media brandsindexing over 100.

Figure 5 Index o Minutes Spent with TV by Network/Network GroupConsumers Using TV and Online Video Compared to Consumers Using TV

106

4

126

7

97

2

87

1

108

5

162

8

99

3

109

6

164

9

187

10


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NO CANNIBALIZATION HERE: HOW MULTI-SCREEN CONSUMERS BUILD

TV AND DIGITAL INTO THEIR EXPERIENCE WITH MEDIA BRANDS

The case study below shows one o the media brands and how the new MultiScreenconsumer, and in particular the new TV and Online Video consumers, are buildingminutes into their experience with the media brands. All three consumer groups TV, MultiScreen and TV and Online Video continue to spend the majority o theirtime with the media brand on TV. Importantly the share o viewing minutes with themedia brand on digital platorms grows as consumers build these platorms into theirexperience with the brand. MultiScreen consumers spend almost twice as much timewith the media brand on digital platorms than the overall TV audience or the mediabrand. Consumers who experience the brand on TV and Online Video spend morethan twice as much time with the brand on digital platorms.

Its interesting to speculate how consumers are building up this new engagementwith media brands. Although not specifcally investigated in this study, comScore hasconducted research about the timing o consumer engagement with dierent mediaplatorms. By extending their content to digital platorms, the content is available toconsumers on a wherever, whenever basis, which has led to the emergence o newdigital dayparts in time segments that previously did not exist due to the exclusivereliance on TV as a content medium.

Figure 6 Case Study: How Minutes Build by Platorm or One Major Network/Network Group

TV CONSUMERS MULTI-SCREEN

CONSUMERS

TV AND ONLINE VIDEO

CONSUMERS

MOBILE MINUTES ONLINE VIDEO MINUTES WEB MINUTES TV MINUTES


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Below is a chart rom a recent comScore analysis that traces the relative mediaconsumption or dierent digital platorms (desktop computers, tablets andsmartphones) or the news category. What is interesting is how consumption patternsvary by hour or each platorm despite the similarity o content. Computer usage orthis category spikes during the workday then tapers o during the traditional TV primetime peak. Tablet usage tends to ollow the TV curve with usage peaking during primetime and into the later evening hours, and there is another distinct peak during the earlymorning hours as well. Smartphone usage starts out strong in the early morning andcontinues almost unabated throughout the day and evening.

MULTI-SCREEN CONSUMERS ARE DEMOGRAPHICALLY ON TARGET

The study ound that it is predominantly the media brands key demographicaudience who is extending their reach across multiple platorms. The study reportedon MultiScreen media usage or more than thirty demographic and sociodemographicsegments. For each network or network group, the percentage o the audience in eachdemographic segment was compared to the percentage o that demographic segment

in the population. The resulting calculation was a Propensity Index, with an index o100 or greater indicating an above average likelihood o representation rom amongthat particular audience segment as compared to the total population.

Figure 7 Share o U.S. Device Page Trafc or the Newspaper Category Over a Day (Weekday)Source: comScore Custom Analytics, U.S., January 24, 2012 (Tuesday)

TABLET MOBILE COMPUTERSHARE

OFDAILYDEVICETRAFFIC

TOC

ATEGORY

10%

9%

8%

7%

6%

5%

4%

3%

2%

1%

0%

12:00 AM 6:00 AM 12:00 PM 6:00 PM


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The study ound that the highest propensities occurred in the media brands keydemographic audience. For example, where the networks key demographic audienceis males, that segment shows a higher propensity to be MultiScreen, TV and onlinevideo users or DigitalOnly or all three. Where the networks key demographicaudience is young adults, similarly young adults exhibit a higher propensity to beMultiScreen, TV and online video users or DigitalOnly users o the respectivemedia brand.

Comparing younger and older demographic segments, an interesting fnding emerges.Where the key demographic audience or the media brand is adults 50+ and older,this audience emerged as more likely to be MultiScreen and users o TV and OnlineVideo, but they did not emerge as more likely to be DigitalOnly. In contrast, where thekey demographic audience or the media brand was younger persons age 1234, theyemerged as more likely to be MultiScreen and TV and Online Video users, but theywere also more likely to be DigitalOnly consumers.

Figure 8 High Propensity Indices or Network/Network Groups by Age

159

179

107

119

134 134

120111

142

128123

151

114

132

116

128

117

MULTI-SCREEN TV AND ONLINE VIDEO DIGITAL-ONLY

PERSONS 12-34 ADULTS 50+


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When looking at propensity indices by gender, male and emale audiences appearedequally likely to be MultiScreen, TV and Online Video users and DigitalOnly userso the respective media brand. Where the key demographic audience or the mediabrand is adult men or adult women, they emerged as having a high propensity to beMultiScreen, TV and Online Video users and DigitalOnly users o the media brand.

CONSUMERS ARE LEVERAGING DIGITAL TO ENRICH EXPERIENCE

WITH MEDIA BRANDS AND USING TV AND DIGITAL PLATFORMS

CONCURRENTLY

The study also investigated the existence o concurrent media users; specifcally,consumers who use TV and Internet within the same halhour time block. Examiningconcurrent users enabled us to get an initial perspective on consumer behavior beoredoing a uture deeper dive into usage that is simultaneous (at the same time).

The study revealed that the percentage o consumers who use TV and Internetconcurrently is surprisingly high and very common. Across the media brands in thestudy, 60 percent o the media brands TV consumers used the Internet concurrentlywhile they watch the network on TV at least once during the 5week study period.About hal o those consumers (29 percent overall) used Facebook.

Figure 9 High Propensity Indices or Network/Network Groups by Gender

MULTI-SCREEN TV AND ONLINE VIDEO DIGITAL ONLY

MEN 18+ WOMEN 18+

129 128

108

124 124117

109

120

110

141

131 132

113117

172

111113

151


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As one might expect, a smaller percentage o TV viewers are visiting the networksown websites and using the networks own online video content on a concurrent basis.However, or two o the networks in the study, the percent o consumers watching TVon the network and using the networks websites and online video concurrently wassignifcant. For one o the networks, 25 percent o consumers who used the Internetconcurrently while watching the network on TV were visiting the network website andonline video. For the other network, more than 10 percent were using the networksown websites and online video.

Figure 10 % Reach - Average Across 10 Networks/Network Groups During 5-Week Study Period

USED FACEBOOK CONCURRENTLY WITH TV

USED INTERNET CONCURRENTLY WITH TV

29%

61%


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THE MARKETER PERSPECTIVE: MULTI-SCREEN CAMPAIGNS

Three CIMM marketer members included their MultiScreen advertising

campaigns in the study. All o the marketers used TV advertising in combinationwith one or more digital advertising ormats: display advertising, online videoadvertising or mobile advertising.

The study uncovered new insights regarding MultiScreen campaign perormance,including the ollowing:

While TV drives the greatest audience reach or the campaigns in the study, digitalplatorms provide an important contribution. Digital advertising builds incrementalcampaign reach; however, it was generally a modest contribution due primarily tothe relatively small size o digital spend relative to TV spend.

For the three campaigns in the study, MultiScreen consumers had exposure

requency that was about the same as the overall TV audience. As expected, MultiScreen consumers received a portion o their requency o exposure rom TV and aportion rom digital platorms, and the MultiScreen consumers in these campaignshad lower requency o exposure rom TV than the overall TV audience.Digital may play an important role in maintaining exposure requency or targetconsumer segments so that the exposure requency or MultiScreen and Digitalconsumers is on par with the TV audience.

Digital platorms are more highly targeted and deliver a higher portion o theadvertisers target audience compared to TV. This fnding is not unexpected andaltogether consistent with the conventional wisdom o digital ad targeting efciency.As a mass medium, TV reaches not only the marketers target consumers but the

entire audience even i they are not in the marketers target. Digital advertising canbe more fnely targeted through the use o ad targeting technologies and algorithms,and the study provided evidence to support this act.


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The comScore MultiScreen Study or CIMM represented a signifcant milestonerom two important perspectives: consumer insights and methodology. The study wasdesigned to uncover new insights about consumers and how they use multiple screensto access content, and to explore new methodologies or crossplatorm audienceand campaign measurement as a way o establishing best practices to guide utureresearch. The study was successul on both ronts, capturing important new insightsand demonstrating new methods to establish a singlesource multiscreen panel, andcapture usage data rom multiple platorms TV, Internet and mobile electronicallyand passively.

New research methods were developed or this study and the fndings guide ourrecommendations regarding next steps. The establishment o this 10,000 panelistsample size was a signifcant achievement in many regards because building andmaintaining consumer research panels can be challenging particularly when consumersare asked to do multiple tasks. comScore was able to leverage its existing digitalmeasurement capabilities, so the technical execution was well understood.The exploration o methodologies or TV set top box data processing was alsoan important part o the project.

One o the most critical issues this research suraced is the issue o scale. It is clearthat larger even censusbased sample sizes oer the opportunity or improvedgranularity in the research and the ability to unlock new insights or a wider array omedia brands and advertisers.

As an industry, we have statistically reliable sample sizes in our syndicatedmeasurement services which measure each medium individually, whether it is TV,Internet or mobile. The methodology or MultiScreen measurement needs to be

designed to ocus on the duplication between media. We need statistically reliablesample sizes to measure this duplication accurately and meaningully.

Enhanced granularity is also a desirable goal, with very large sample sizes being theoundation o such an eort. This study aggregated TV shows and networks and usedthe highest levels o Internet and mobile reporting groups, but reporting or individualTV shows and more granular website groups are also needed to more ully understandconsumer motivations and usage.

The Future of MultiScreen Measurement


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Major broadcast network and cable network groups are making their contentavailable to consumers online, on mobile and on TV, and consumers have respondedin resounding ashion by accessing the available content across all platorms. We cannow distinguish between critical and distinct consumer segments, with MultiScreenand DigitalOnly consumers emerging as behaviorally and demographically distinctrom the oundational TV audience. MultiScreen consumers, particularly when they useonline video, are driving greater usage and engagement with the media brands content.Both MultiScreen and DigitalOnly consumers tend to align with the key demographicaudience or media brands, so creating content that interests and excites them willcontinue to be an important strategy.

Similarly, marketers are ensuring that advertising content reaches consumers online, onmobile and on TV. The increasing size o MultiScreen and Digital audiences presentscompelling opportunities to reach new consumers, increase exposure requency, andprovide more compelling marketing communication in surroundsound. By measuringconsumers who use one medium, two media or even three or more media, marketerscan make more inormed decisions about how to optimally reach consumers with theappropriate media weight and allocation.

Conclusion & Implications


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For more inormation about this Study, CIMM research initiativesor comScore services, contact:

Joan FitzGeraldcomScore [email protected]

Jane [email protected]

ABOUT CIMM

The Coalition or Innovative Media Measurement (CIMM) was ounded by several leading

television content providers, media agencies, and advertisers to promote innovation inaudience measurement or television and crossplatorm video. CIMM is exploring andidentiying new methodologies and approaches to audience measurement through aseries o pilot studies with independent measurement companies ocusing on two keyareas: the current and uture potential o television measurement through settopboxdata, and new methods or crossplatorm media measurement. www.cimmus.org

Current members are: A+E Networks, Belo, CBS Corporation, Carat USA, ConAgra,Discovery Communications, Gannett, GroupM, Hearst, Interpublic Group Mediabrands,LEGO Systems, Inc., Microsot, NBC Universal, News Corporation, Omnicom MediaGroup, P&G, Publicis Groupe, Scripps Networks, Time Warner, Unilever, UnivisionCommunications, Viacom, and The Walt Disney Company.

ABOUT COMSCORE MULTI-SCREEN MEASUREMENT

comScore MultiScreen Measurement quantifes the reach, requency and behavioralimpact o ad campaigns across multiple media touchpoints and qualifes the sizeand composition o media audiences. Media companies, publishers, advertisers andadvertising agencies can gain an understanding o how multimedia campaigns reachpeople in dierent digital media environments and use these insights to deliver moretargeted campaigns at the desired reach and requency.

ABOUT COMSCORE

comScore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital worldand preerred source o digital business analytics. For more inormation, please visit

www.comscore.com/companyino.

For more information

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How Multi-Screen Consumers Are Changing Media Dynamics