Spark Session with CHI

An Introduction to TV

• TV Fundamentals

• TV Buying Process

• TV Developments and

Innovations

• A Brief Guide To Making a TV

Commercial

Defining a TVRA TVR is the % of the total potential audience who viewed a particular spot

was watched by an average of 2m Ads1634

total potential audience (Universe) for Ads1634 is 14.6m

= 13.5 TVRS

TV Fundamentals

CPTCost per thousand impacts

CPTCost per thousand impacts

=

REVENUE

AUDIENCE

TVRS are determined by Price

Demand(Revenue)

Supply(Viewing)

Price(CPT)

A Supply and Demand market

Costs vary by station…

Source: DDS, Group M Estimates 2012

…by target audience

£95.03

£59.37

£42.23

£37.40

£15.28

£5.31

1634 Men

1634Wmn

HW+Ch

16-34 ADS

ABC1 Ads

Ads

Average ITV CPT


…and by month

£49.17£59.76

£71.32£71.24

£57.92£42.78

£47.92£47.59

£46.72£40.79

£35.26£34.15

DecNovOctSepAug

JulJun

MayApr

MarFebJan

Average Ads1634 CPT


Average price is £64.70

The TV Buying Process

Best blend of quality and price

Channel mix

Dayparts

DRTVPosition in break

Effective Weekly weights

Centre breakaccess

Programming

Channel mix

Dayparts

DRTV


Programming

Channel mix

Dayparts


Things to consider when planning/buying TV

TV buying starts at AB…

AB DeadlineMonth

of Transmission

Money approvedto TV stations

Schedules released to

agencies

Schedulesbooked by TV

stations &optimised

Two Months

Continued airtime improvement

Programme requests sent

Negotiated airtime

improvement

Wks prior to TX: 8 7 6 5 4 3 2 1 0

All good programming booked up so approve late and quality suffers

significantly

Seasonality also affects how flexible stations can be with AB deadlines. Q4 is always very difficult due to over-demanded programming and high brand counts

The TV buying process

Book in schedules

Re-rate spots Determine

what can be afforded Argue CPTs

(rev/aud)

Turn-around

campaign quality

Chase key programmesEnsure

hitting channel mix

dealsChase value

to ensure strikeweights

are met

Assess market and

report to client

TV Developments and Innovation

Areas of development in TV

Enhanced Viewing New Devices becoming TV devices

Connected TVs TV & Other Devices


Enhanced Viewing New Devices becoming TV

devices


TV Sets are getting bigger

Analogue switch off is imminent

You View just launched

Now TV is an example of on demand TV growing

First screen developments

Product Placement Brands and channels

working closer together eg. AFP

Tresseme sponsorship with next top model

Successful to push brand metrics

Advertorial/themed breaks


Enhanced Viewing New Devices

becoming TV devices


Penetration on the increase

Views across 2011

C4 innovating with new VoD formats available to advertisers

And some more formats on the horizon



devices


Each of the big 4 have their own technology



devices


Second screen devices are often used whilst watching TV

And tech companies are taking advantage of this

As well as media owners

And advertisers

A brief guide to making a TV commercial

TalkTalk: Homes Within Homes 60”

The TVC Process

Script

We would take the camera inside ‘homes’ that are situated in people’s real life homes. We’d film the characters as they come to life, watching enviously out of their windows at the real people in the real homes using Talk Talk (skyping, surfing YouTube, calling friends and so on). Each so called home would come to life true to the style that it’s rendered in. So an oil painting of a house that hangs on a wall would come to life, with the characters within it moving in their fluid, oil painted state. Inside a cuckoo’s home, we’d observe a wooden cuckoo moving around it’s house in a very rigid, comedic way (think Professor Yaffle from Bagpuss). The house on the front cover of a DVD would be shot live action, replicating the real life look as intended on the cover. Or a plastic scale model railway signal man comes to life, and we see inside his plastic world as he moves over to the signal hut window to observe the outside world of the real home using TalkTalk. All of the scenarios above are just starters for ten – we’re sure there’s lots more interesting ‘homes’ that can be found and brought to life in an entertaining way. After visiting five or six homes within homes, we would then revisit them towards the end of the commercial. All the envious characters are envious no more, as they now have Talk Talk installed and are enjoying the benefits for themselves.

SUPER: TalkTalk logo.

SUPER: A brighter home for everyone.

TalkTalk ‘Homes Within Homes’ 60”

Timings

Weeks Stage Proposed Dates

Final Script approval by Friday 24th December Christmas Break w/c Monday 27th December BANK HOLIDAY on Monday 3rd January Commence Director search w/c Tuesday 4th January Director meetings w/c Monday 10th January Develop treatments and budgeting w/c Monday 17th January Treatments and budget to agency on Friday 21st January Budgeting on Friday 21st January

1 Treatments to Creative DirectorContinue budgeting on Monday 24th January

Present recommended treatment and budgets to Talk Talk on Wednesday 26th January

Client approve recommended director and estimate by Thursday 27th January

Full go ahead to production incl. casting, location recce. Art director briefed and boards begun on Friday 28th January

1st 50% of budget invoiced to client on Friday 28th January 2 Continue pre-production w/c Monday 31st January 3 WIP meeting incl. presentation of storyboards and artists w/c Monday 7th February

Commence applications for child licences based on approved cast from Wednesday 9th February

1st 50% of Budget payment due from client by Friday 11th February

4 Final pre-production meeting incl. sign off of all elements incl. casting and location w/c Monday 14th February

Artist background checks w/c Monday 14th February Production Company 1st 50% due by Friday 18th February 5 Shoot w/c Monday 21st February 6 Commence offline editing w/c Monday 28th February First offline edits to Agency (and Clearcast) by Thursday 3rd March Offline edits to Creative Director on Friday 4th March

7 Agency amendsVO record on Monday 7th March

First offline edits to Talk Talk on Tuesday 8th March

Edit Feedback & revisions from Tuesday 8th March

Client approval of off-line edits by Friday 11th March 8 TK approved edits on Monday 14th March

Commence online post production / animation incl. SFX and sound dub from Tuesday 15th March

9 Continue online post production / animation w/c Monday 21st March

10 Continue online post production / animation w/c Monday 28th March

11 Continue online post production / animation w/c Monday 4th April




15 Continue online post production / animation w/c Monday 2nd May

Final film to client for approval by Thursday 5th May

16 Final films approved by Client and Clearcast by Monday 9th May

Playout to TV stations on Tuesday 10th May

On Air TV from Friday 13th May

Treatments & Budgets

Adam Berg (on budget)

Brett Forakker (£100,000 over budget)

Dom&Nic (£80,000 over

budget)

Storyboards

Character design

Character design cont...

Locations

Insert information

Shoot

• Live Action shoot - 3 day location shoot across 5

locations in London.

• Standard shoot day is 10 working hours

• Filming with children (reduced filming times)

• Stop Motion Animation shoot – 4 days

• It takes 1 day of shooting to obtain 6-9 seconds

of stop motion footage

• No options for alternative takes with stop motion

animation

• We shot 8am – 3am most days and had to shoot

an additional 1x day to get what we needed.

• TalkTalk Animators had just finished working on

Fantastic Mr Fox (see how similar the characters

move in the film and the TVC)

Offline edit (alt. 6 character version)

Music Home - Ellie Goulding Close to home - Ian Dury No place like home- Elvis Home-Iggy Pop I wanna go home - Van Morrison Home is where the heart is – Elvis Presley Mama I’m coming home – Ozzy Osbourne – tone change at 1min 30sec Home of the brave- Lou Read Goin home- Elvis Home- Edward Sharpe At home- Crystal Fighters On my way back home- Band of Horses Home- Foo Fighters Bring me home- Sade Home- LCD soundsystem Home- Glasser My home- Seasick Steve

Music option: ‘All out of love’

Final film

Spark Session with CHI

Entertainment & Humor

Transcript of Spark Session with CHI