Guaging expected viewer response and behaviour to multi channel digital tv services
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Gauging Expected Viewer Response and Behaviour to Full Digital Services
Steve Weaver
Network Research Director
Nine Network Australia
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Understanding the Viewer and their Expectations
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Impact?
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I know Underbelly is on Sunday, Two and a Half Men on Monday, new Simpsons on Tuesday then mum gets the tv for that show…
(16-39yo, Melbourne, 2009)
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There’s so many channels now it’s hard to
remember, especially the new ones…
(16-39yo, Sydney, 2010)
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Morphing Choice Sets
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Morphing Choice Sets
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Morphing Choice Sets
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Share of Viewing- The Impact of ch100
20.0%
22.0%
24.0%
26.0%
28.0%
30.0%
32.0%
34.0%
Network 7 Network 9 Network TENPPL with PAYTV PPL with FTA ONLY
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Brand Identity as an EPG
I know the sort of shows that’ll be on Go!…
(16-39yo, Parramatta, 2010)
7Two’s got the old crap, the classics and that… (16-39yo, Parramatta,
2010)
One’s got the sport…
Parramatta, 2010)
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I like that the free-to-air digital multi-channels are specialising in different
genres
13%
53%
29%
4%
12%
49%
26%
10% 3%
The new digital free-to-air multi-channels are now part of my regular
viewing
66%
Ag
ree
61%
Ag
ree
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Expectations
ANYTIME ANYWHERE ANY DEVICE
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How Will Broadcasters Meet Viewer Expectations?
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How Will Broadcasters Meet Viewer Expectations?
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ATAWAD
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0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
2010 2011
DT
T P
enet
rati
on
Mu
ltic
han
nel
Sh
are
of
Vie
win
g
Multichannel Share and DTT Penetration TTV
Multichannel Share Multichannel Share Weighted by Penetration Digital Terrestrial Penetration
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0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
2010 2011
PV
R P
enet
rati
on
% P
layb
ack
Playback and PVR Penetration TTV
Playback (%) Playback Weighted by Penetration PVR Penetration
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0:14:24
0:21:36
0:28:48
0:36:00
0:43:12
0:50:24
0:57:36
2008 2009 2010 2011
Time Spent Viewing Multichannels
TTL Multichannels
0:14:24
0:21:36
0:28:48
0:36:00
0:43:12
0:50:24
0:57:36
1:04:48
2010 2011
Time Spent Viewing in Playback
TTL TV TTL FTA Primary TTL Multichannels
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PVR non longer has a monopoly on the catch-up domain
Online for catch-up:
Cheaper
More Storage
Longer availability
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Reasons for Watching Long Form Online
66
64
42
39
38
36
36
28
25
13
4
To catch up on missed TV
I can watch them when I want to
To watch programs I can't get anywhere else
When there is nothing on TV
To watch a program I forgot to record
To skip ads
To have more control over what I want to watch
For additional content to what is on TV
To fill in time
I prefer watching shows online rather than TV
Other
Total LF Users %
70
86
50
51
47
44
51
42
31
19
5
63
45
32
31
36
27
20
19
21
5
5
Use LF > weekly
%
Use LF < weekly
%
Source: Ninemsn Millward Brown Fixplay Audience Study, Nov 2010
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Deloitte's State of the Media Democracy
1. Internet, mobile and social media channels enhancing viewer experience and driving initial broadcast
2. Concurrent Media Exposure
1. while watching TV…
1. 42% are online
2. 29% are on mobile devices
3. 26% are IM or text
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Concurrent Media Exposure by Age
Overall 16-29 years 30-49 years 50 years+
Internet + TV 49% 68% 60% 34%
Internet + Radio 39% 45% 39% 38%
Radio + TV 10% 8% 8% 12%
No simultaneous consumption 31% 16% 26% 40%
0%
10%
20%
30%
40%
50%
60%
70%
Source: Nielsen Internet and Technology Report 2010
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0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
90.00%
100.00%
TV Only TV & Online Online Only
Main Way of Following The Block
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
TV Total TV Only Online while TVon
Main Way of Following the Vancouver Winter Olympics
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46.0%
24.1%
19.5%
0.0%
47.1%
42.5%
40.2%
34.5%
24.1% 24.1%
12.6%
35.2%
17.6%
8.2%
39.6% 41.5%
23.3%
37.1%
11.9%
15.7%
6.3%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Catch Up Up Next Old Ep's Interest inRenovating
Renovating Tipsand Tricks
I want to find outmore about the
contestants
Enter aCompetition
Read comments Read commentsfrom experts
I want to find outmore about the
presenters
Why visited The Block website
Mid Wave Post Wave
Reason for website visit
Source: The Block Cross Platform Research, 2010, Mid Wave n = 51 Post Wave n = 85
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Deeper Connections
STB
Foxtel IQ; CE PVR
OTT STB
T-Box; Foxtel IPTV; iinet/fetch box; Apple
Connected TV’s
Samsung
Game Consoles
x-box 360
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0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Recall Perception Consideration Advocacy
Brand Funnel Impact from Multi-Platform Exposure
Not seen Seen Brand X TVC only Seen campaign (Both TV & Online)
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WWOS
TV Program
Sports Production
Sports Updates
Website
BEFORE
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WWOS
TV Program
Umbrella Brand Sports Production
Website
Sports Update
Magazine (Umbrella Brand of specialist
Titles)
Tour Promoter
Loyalty Club
Tables Stats
In-line Highlights In-line & Video
Player Long Form Library Footage
Tipping Voting
Exclusives Editorial
Opinion- Expert and User Education
Community Connection
AFTER
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515 000
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Will Viewing Habits Change?
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TV Consumption Up
New technologies, platforms, device, providers
Better viewing experience
Depth of content
Australia Up
1.5hrs/mth
USA Up
2hrs/mth
UK Up
2hrs/wk
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0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
Multichannel Share of Viewing TTL PPL
ONE Launch
SBS2 Launch
ABC2 Launch
GO! Launch ABC3 Launch
7Two Launch
ABC24 Launch
7Mate/GEM Launch
Eleven Launch
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0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
Primary Channel Share Multichannel Share
2002 levels in UK 2008 levels in France
Early 90’s in US
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0
0.01
0.02
0.03
0.04
0.05
0.06
0.07
0.08
0.09
Net Share Gains by Network
Net 7Two/7mate Net Go!/Gem Net One/Eleven
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0.0
1.0
2.0
3.0
4.0
5.0
6.0
7.0
8.0
9.0
Multichannel Share Progression- weeks since launch 16-39yo’s
ONE GO! 7TWO GEM 7mate ELEVEN
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0.0
1.0
2.0
3.0
4.0
5.0
6.0
7.0
8.0
9.0
Multichannel Share Progression re-weighted based on Penetration 16-39yo’s
ONE GO! 7TWO GEM 7mate ELEVEN
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20
25
30
35
40
45
50
55
60
65
70Median Age
Network 7TWO Network 7mate Network GO! Network Gem Network ONE Network ELEVEN
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Impact on Primary Broadcast
0
10
20
30
40
50
60
70
80
Number of 2m+ programs
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2,187,095
2,354,068
2,404,659 2,425,715
2,439,849 2,455,804
2,464,652
1,900,000
2,000,000
2,100,000
2,200,000
2,300,000
2,400,000
2,500,000
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
Tota
l Au
die
nce
Pla
ybac
k an
d S
tre
amin
g A
ud
ien
ce
Underbelly Audience Growth
PVR Playback Streams Total Audience
+6.9% +2.2% +1.4% +0.9% +1.1% +1.0% +1.0%
69:31 58:42 34:66 33:67 48:52 12:88 18:82
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0
50
100
150
200
250
Index of Streams x days after TV broadcast
Drama Ob Doc Reality
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Longer tail
38%
13%
8% 6% 5% 5% 4% 4% 4% 3%
2% 2%
Wk 1 Wk 2 Wk 3 Wk 4 Wk 5 Wk 6 Wk 7 Wk 8 Wk 9 Wk 10 Wk 11 Wk 12
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
% o
f to
tal s
tre
ams
% of total video streams
Source: Ninemsn. Omniture Site Catalyst June’2010
62% of streams occur after the first week
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0
200,000
400,000
600,000
800,000
1,000,000
1,200,000
1,400,000
1,600,000
1,800,000
2,000,000
News Streams and 6PM Bulletin- Brisbane Flood & Yasi
Nine News video streams by day 6PM Bulletin
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0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
180,000
Nine News Hourly Streams During Brisbane Flood
Nine News streams 11/01/2011 Nine News streams 12/01/2011 Average News Day (5/1/2011)
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How Can Networks Balance The Needs of Advertiser and Viewer
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Attitude to Payment for Long Form Online Content
16 18
50 10 10
26
74 72
24
Pay by programme without ads
%
Pay for subscription to
collection without ads
%
Accept more advertising to
keep free %
Source: Ninemsn Millward Brown Fixplay Audience Study, Nov 2010
Very Willing
Not Very Willing But Will Accept It
Not At All Willing
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Long Form Video
Content Commercials
Television
Content Commercials
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Summary
Viewer Expectations:
ATAWAD
Meeting Expectations:
Breadth, Depth, Immediacy (BDI)
Changing Habits:
Morphed by Platform That Provides BDI
Balancing Needs:
X-Platform Ad Supported
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