Download thinkbox_tv_snapshot_2006.ppt

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

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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

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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

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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

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2001 2002 2003 2004 2005 2006 … 2012

inds

16-24s

abc1s

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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



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


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


csi continued to pull in the viewers for five along with films and quality drama


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


comedy, drama and sci-fi are what viewers like on digital!


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


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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jan-sep 06

average weekly

virtually all of us watch tv


reach %

audience

tv reaches over 90% of the population every single week, ensuring

it remains the most visible medium

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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


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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


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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


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


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


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

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