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thinkbox topline telly issue 1: january-september 2006. contents impacts & viewing commercial impacts all tv viewing hours commercial broadcast viewing hours & share top programmes by channel & platform platform & technology trends digital penetration (main tv and all sets) pay tv access - PowerPoint PPT Presentation
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thinkbox topline telly
issue 1: january-september 2006
contentsimpacts & viewingcommercial impactsall tv viewing hourscommercial broadcast viewing hours & sharetop programmes by channel & platform
platform & technology trendsdigital penetration (main tv and all sets)pay tv accesspvrshdtvmobile & iptv
reachtotal reach commercial broadcast reachplatform reach
tv expenditurecategory, advertiser & brand investment
impacts & viewing
viewing summary
commercial impacts up 3%, continuing the trend of long term growth
on average, we watch 3.5 hours of tv every day
commercial channels now account for two thirds of
our viewing & this is set to increase until 2012
0
100
200
300
400
500
600
700
inds abc1s 16-24s 16-34s hwch
200420052006
impacts are still on the up
source: barb/infosys q 1, 2 & 3
millions
audience
commercial broadcast’s impacts have risen 3% in 2006, continuing the long-term growth trend of the last decade
0
1
2
3
4
inds abc1s 16-24s 16-34s hwch
2004 fullyear2005 fullyear2006 q1, 2& 3*
we spend more time with tv than any other medium
•2006 should match 2005 levels by end of year. source: barb/Infosys
ave. hours per day
audience
on average, we watch over three and a half hours of television every day. autumn & christmas viewing should increase 2006 to last year’s levels
0
1
2
3
inds abc1s 16-24s 16-34s hwch
2004
2005
q1, 2 & 3
source: barb/Infosys
ave. hours per day
audience
commercial channels account for nearly two thirds of our tv viewing
& this will continue to increase in line with digital uptake
commercial broadcast tv accounts for
most of our viewing
0
10
20
30
40
50
60
70
80
90
2001 2002 2003 2004 2005 2006 … 2012
inds
16-24s
abc1s
year
and commercial’s share will
continue to grow…by 2012 weekly share for commercial channels should
increase by almost 10%average weekly share%
itv1’s top programmes
source: barb/infosys
Title Channel Date TVR 000s Share
World Cup 06: England v Sweden ITV1 20/06/2006 33.04 18464 67.77
World Cup 06: England v. Trinidad ITV1 15/06/2006 24.47 13671 72.68
Coronation Street ITV1 13/03/2006 22.59 12598 52.63
Dancing on Ice: The Skate Off ITV1 04/03/2006 20.95 11680 45.89
World Cup 06: Post Match ITV1 20/06/2006 20.5 11452 46.55
Dancing on Ice ITV1 04/03/2006 20.34 11344 49.39
Lewis ITV1 29/01/2006 20.3 11306 47.41
Wild at Heart ITV1 29/01/2006 19.41 10810 40.86
Emmerdale ITV1 13/03/2006 17.68 9857 43.99
Ghostboat ITV1 09/04/2006 17.47 9747 38.09
world cup fever swept the nation over summer, but itv’s staples continued to perform well
channel 4’s top programmes
source: barb/infosys
Title Channel Date TVR 000s Share
Big Brother CH4 18/08/2006 14.65 8198 40.85
Celebrity Big Brother CH4 27/01/2006 13.13 7310 35.87
8 out of 10 Cats CH4 18/08/2006 9.44 5282 23.32
Lost CH4 11/01/2006 9.42 5246 25.79
Bodyshock: Half Tonne Man CH4 06/02/2006 9.23 5145 19.5
Deal or No Deal CH4 11/03/2006 8.36 4662 21.72
Desperate Housewives CH4 18/01/2006 8.12 4520 23.46
Gordon Ramsey's F Word CH4 28/06/2006 8.09 4521 21.36
Grand Designs CH4 19/04/2006 7.8 4351 17.99
Ramsay's Kitchen Nightmares CH4 21/02/2006 7.71 4299 17.41
big brother again reigned supreme & deal or no deal became the surprise hit of the year so far
five’s top programmes
Title Channel Date TVR 000s Share
CSI: Crime Scene Investigation Five 31/01/2006 8.06 4487 18.81
CSI: New York Five 29/08/2006 6.81 3812 19.3
CSI: Miami Five 01/08/2006 5.9 3298 14.68
House Five 06/04/2006 5.34 2977 13.28
FILM: Armageddon Five 01/01/2006 5.2 2897 11.3
The Seven Year Old Surgeon Five 20/03/2006 5.19 2896 11.93
Shallow Hal Five 10/09/2006 5.03 2818 11.67
News at 9 Five 31/01/2006 5.01 2792 11.89
FILM: Daddy Day Care Five 19/03/2006 4.75 2650 11.48
Law & Order: Criminal Intent Five 04/02/2006 4.39 2448 12.37
source: barb/infosys
csi continued to pull in the viewers for five along with films and quality drama
Title Channel Date TVR 000s Share
THE SIMPSONS Sky One 23/04/2006 3.93 2344 22.75
MALCOLM IN THE MIDDLE Sky One 22/01/2006 1.67 936 6.46
24 Sky One 12/02/2006 1.55 930 8.01
BONES Sky One 12/01/2006 1.5 864 7.18
ROBBIE WILLIAMS LIVE: A CLOSE ENCOUNTER/
Sky One 09/09/2006 1.42 839 6.31
MYSTERIOUS ISLAND Sky One 13/03/2006 1.29 790 10.94
STARGATE SG-1 Sky One 07/02/2006 1.16 650 5.63
FILM: INDEPENDENCE DAY (1996) Sky One 14/04/2006 1.15 648 4.54
STARGATE ATLANTIS Sky One 08/02/2006 1.13 634 5.61
STEVEN GERRARD - A YEAR IN MY LIFE Sky One 06/06/2006 1.09 632 4.71
all digital top programmes: non-sport
source: barb/infosys
comedy, drama and sci-fi are what viewers like on digital!
Title Channel Date TVR 000s Share
FORD SUPER SUNDAY Sky Sports 1 09/04/2006 3.35 2193 18.41
LIVE FA CUP FOOTBALL Sky Sports 1 08/01/2006 2.91 1868 12.6
UEFA CHAMPIONS LEAGUE LIVE Sky Sports 1 19/04/2006 2.81 1621 12.66
INTERNATIONAL FOOTBALL LIVE Sky Sports 1 06/09/2006 2.68 1576 11.17
LIVE FORD FOOTBALL SPECIAL-MATCH Sky Sports 1 03/01/2006 2.57 1494 16
LIVE CARLING CUP FINAL Sky Sports 1 26/02/2006 2.27 1432 16.65
LIVE FA COMMUNITY SHIELD Sky Sports 1 13/08/2006 2.15 1270 15.1
LIVE FOOTBALL LEAGUE Sky Sports 1 14/01/2006 2.12 1201 8.61
FORD MONDAY NIGHT FOOTBALL Sky Sports 1 06/03/2006 2.09 1183 9.19
LIVE CARLING CUP FOOTBALL Sky Sports 1 08/01/2006 1.68 1165 7.06
source: barb/infosys
football was the biggest pull for all sport lovers
all digital top programmes: sport
platform & technology
trends
platform & technology summary
72% of homes have digital access & 44% of these pay for tv content
freeview is increasing digital reach on secondary sets but sky remains the main platform in the living room
pvr penetration is increasing. 7% of households have Sky+ (an
estimated 1% have non-sky pvrs)
over 1% of homes now subscribe to hd channels
mobile tv becoming more popular than ringtones
source: ofcom 2006 , *dresdner kleinwort benson research
Free Satellite: 2.8%
Pay Satellite: 30.7%
Analogue Terrestrial: 28%
Digital Terrestrial: 25.3%
Cable: 13.1% ADSL: 0.2%
sky & freeview driving digital uptake on main sets
there are 25.3 million tv homes in the uk 72% are now digitally enabled, that’s 12% more than predicted in 1999*. sky is the dominant
platform for main sets
source: ofcom 2006
Free Satellite: 2.8%
Pay Satellite: 14.7%
Analogue Terrestrial: 57.6%
Digital Terrestrial: 19.4%
Cable: 7%
freeview has greater presence on
secondary sets but freeview overtakes when all sets are taken into account & is
driving digital take-up outside of the living room
source: ofcom 2006
Digital Cable: 13.10 Free (Analogue, Freeview & Freesat):
56.1%
Digital Satellite: 30.7
we are increasingly paying to access tv content
pay tv is growing steadily. 44% of us now pay to access content
pvrs:
1.7m subscribers to Sky+ (20% of all Sky homes, 7% of all homes.)
additional 1% have non-sky pvrs
merril lynch estimate 8% total PVR penetration by the end of the year
pvr viewers watch more tv & more ads. 85% of viewing still live &
more than half of all recorded programmes are watched on the same day as transmission
source: sky, barb
and the opportunity to act as our own scheduler
hdtv:
96,000 Sky subscribers (1.2% of all Sky subscribers)
fastest ever take-up of an additional sky product
800,000 - 1m hdtv set sales by july 07 according to continental research
there are currently 8 specialist hdtv channels
-43% of 16-24s excited about the prospect of hdv*
source: sky nov 2006
picture quality is increasingly important
mobile & iptv:
c. 7 million people are now watching tv via their mobile phone or broadband – a 37% increase since march*
vodafone’s mobile service now more successful than ringtones
According to ims, by 2011, half a billion people will be watching tv on their mobile phones
gartner predict there could be 48m iptv users by 2010
and tv is moving into new domains
source: ofcom, *contentworxx aug 06
tv’s reach
reach summary
tv reaches over 90% of people every single week
commercial reach is growing and is now only fractionally behind that of total tv
the digital platforms reach nearly 65% of individuals each week
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inds abc1s 16-24s 16-34s hwch
jan-sep 06
average weekly
virtually all of us watch tv
source: barb/infosys
reach %
audience
tv reaches over 90% of the population every single week, ensuring
it remains the most visible medium
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inds abc1s 16-24s 16-34s hwch
jan-sep 06
average weekly
commercial tv hits 90% of us every week
reach %
audience
commercial tv goes from strength to strength – commercial reach is now only fractionally behind that of total tv
source: barb/infosys
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digi terrestrial
digi satellite
digi cable
reach %
audience
digital’s reach is growing, but there are still marked profile variations by platform
sky & freeview’s reach is climbing
source: barb/infosys
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inds abc1s 16-24s 16-34s hwch
digi terrestrial
digi satellite
digi cable
weekly reach is strong across platforms
reach %
audience
however, the digital platforms combined reach nearly 65% of individuals over the course of every week
source: barb/infosys
tv investment
investment summary
motors remain the dominant tv sector
finance have increased spend 16% since last year
p&g and unilever are still the biggest spenders on tv
dfs is now the highest spending brand on tv with a
massive increase in investment since last year
top spending tv categories
source: barb/infosys
motors remain are the dominant tv spender in the uk’s category
sector, but finance has shifted up after a 16% increase yoy
Rank Sector Expenditure % Change
1 Motors 227,608,963 -3.5
2 Finance 157,335,375 +16.1
3 Food 127,128,470 +7.8
4 Entertainment & Media 91,690,057 -2.9
5 Govt, Social & Political 56,533,783 -22.7
6 Leisure Equipment 55,217,559 -26.1
7 Telecomms 54,967,081 +5.8
8 Entertainment & Leisure 42,383,710 -4.4
9 Cosmetics & Toiletries 33,758,349 +10.7
10 Household Stores 32,306,354 +13.7
top spending tv advertisers
source: barb/infosys
proctor & gamble are the biggest uk tv spender for 2006 but there have been
changes at the top with loreal, tesco & vauxhall massive upping spend
Rank Advertisers £ Spend % Change
1 Proctor & Gamble 99,517,911 -6.8
2 Unilever UK 87,907,439 -1.4
3 Reckitt Benckiser 58,242,023 -4.10
4 Loreal Golden 55,820,776 +15
5 COI 44,478,941 -26.6
6 Kelloggs 43,105,628 +4.6
7 Nestle 34,143,755 -16.2
8 Masterfoods 31,008,026 -16.7
9 Tesco 26,449,573 +17.1
10 Vauxhall Motors 26,182,869 +15.48
top spending tv brands
* based on previous spend of £1.38m. source: barb/infosys
dfs are the top spending tv brand after a spectacular increase in tv spend
Rank Brand £ Spend % Change
1 DFS Product Range 25,211,112 +1682*
2 Tesco Product Range 18,426,551 +29.5
3 Homebase Product Range 17,096,043 -8.4
4 McDonalds 16,950,101 -25.6
5 M&S Food 13,197,045 +1.8
6 Camelot - Lotto 13,156,993 +92.6
7 Sainsbury Product Range 13,035,188 +49.4
8 Asda Product Range 10,661,333 -1.2
9 Direct Line Motor Ins. 10,593,998 -1
10 MFI Furniture 10,567,418 -9.3