Transcript Affluent - Cabletelevision Advertising Bureau

Media Consumption Habits
Affluent Households
MarketBreaks
• $75,000+ HHI
• $100,000+ HHI
$75,000+ Household Income ($75K+ HHI)
Affluent People View Television As An Oasis From Their Otherwise
Hectic Lives
• A large majority within affluent demos see Television as “a good escape” for
“pure entertainment” that “relaxes them”
$75K+ HHI Media Attitudes
(% that agree with statement)
Source: 2013 GfK MRI Doublebase. Base: 18+
Affluent Adults ($75K+ HHI) Spend More Than 16 Hours Per Week
Watching Cable TV Programming
Source: CAB analysis of Nielsen Npower Live+7 pm level. 1Q’14 Total Day
Affluent Households ($75K+ HHI) Spend Over 36 Hours Watching Cable
Source: CAB analysis of Nielsen Npower Live+7 pm level. 1Q’14 Total Day
Ad-Supported Cable Has A Large Majority of The Available GRPs Within
Affluent Households ($75K+ HHI)
Source: CAB analysis of Nielsen Npower Live+7 pm level. 1Q’14 Total Day
Cable Ratings Against Adults With A $75K+ HHI Have Seen A Significant
Increase Over The Last Ten Years While Broadcast Has Steadily Declined
Total Day $75K+ HHI Rating (A18+)
10-Year Trend
*Time period reflects 1Q only in each year
Source: CAB Analysis of Nielsen Live+7 time period data. Broadcast reflects the “Big 4” in 1Q’04 and the “Big 4 + CW” in
1Q’09 & 1Q’14
Cable’s Share Against Adults With A $75K+ HHI Has Been Steadily
Increasing Over The Last 10 Years While Broadcast Declines
Total Day Cable/Broadcast $75K+ HHI Share (A18+)
10-Year Trend
*Time period reflects 1Q only in each year
Source: CAB Analysis of Nielsen Live+7 time period data. Share is based on sum of all cable & English-language
broadcast impressions. Broadcast reflects the “Big 4” in 1Q’04 and the “Big 4 + CW” in 1Q’09 & 1Q’14
Across Genres, Branded Cable Content is the Most Sought After on the
Internet For Affluent People ($75K+ HHI)
Top 5 Websites by Genre – $75K+ HHI
Sports
Sports
Comedy
General News
Music
Kids
NBC Sports Network
College Humor/Cracked
CNN
ToneMedia
CoolMath-Games.com
ESPN
Adult Swim
Yahoo!
MTV
Nickelodeon Kids & Teens
FOX Sports on MSN
Comedy Central
NBC News
Spotify
Disney Entertainment
Bleacher Report
Huffington Post Comedy
USA Today
Yahoo! Music
PBSKids.org
USA Today Sports
Cheezburger.com
CBS News
MSN Music
Poptropica
Home
Weather
TV Entertainment
Food
Houzz.com
The Weather Channel
NBCU TV
Allrecipes
eHow Home & Garden
Weatherbug.com
Yahoo! TV
Food Network
HGTV
Accuweather.com
MSN TV
BlogHer Food
About.com Home
MSN Weather
A+E Networks
My Recipes Network
Hearst Home Design
Yahoo! Weather
TV Guide
Food.com
Gaming
EA Websites
GSN
FreeRide Games
King.com
Zynga
= Ad-supported cable brand
Source: CAB analysis of comScore data, March 2014. Top sites by category
$100,000+ Household Income ($100K+ HHI)
Higher HHI, $100K+, Have Almost Identical Views on Media As $75K+
HHI
• A large majority within affluent demos see Television as “a good escape” for
“pure entertainment” that “relaxes them”
$100K+ HHI Media Attitudes
(% that agree with statement)
Source: 2013 GfK MRI Doublebase
Affluent Households ($100K+ HHI) Spend Over 34 Hours Watching
Cable
Source: CAB analysis of Nielsen Npower Live+7 pm level. 1Q’14 Total Day
Ad-Supported Cable Has A Large Majority of The Available GRPs Within
Affluent Households ($100K+ HHI)
Source: CAB analysis of Nielsen Npower Live+7 pm level. 1Q’14 Total Day
Cable Now Garners Double The Ratings Compared To Broadcast Against
$100K+ HHI
Total Day $100K+ HHI Rating (A18+)
10-Year Trend
*Time period reflects 1Q only in each year
Source: CAB Analysis of Nielsen Live+7 time period data. Broadcast reflects the “Big 4” in 1Q’04 and the “Big 4 + CW” in
1Q’09 & 1Q’14
No Surprise, Cable’s Share Is Also More Than Double Broadcast Now
Against $100K+ HHI
Total Day Cable/Broadcast $100K+ HHI Share (A18+)
10-Year Trend
*Time period reflects 1Q only in each year
Source: CAB Analysis of Nielsen Live+7 time period data. Share is based on sum of all cable & English-language
broadcast impressions. Broadcast reflects the “Big 4” in 1Q’04 and the “Big 4 + CW” in 1Q’09 & 1Q’14
Across Genres, Branded Cable Content is the Most Sought After on the
Internet For Affluent People ($100K+ HHI)
Top 5 Websites by Genre – $100K+ HHI
Sports
Comedy
General News
Music
Kids
NBC Sports Network
College Humor/Cracked
CNN
ToneMedia
CoolMath-Games.com
ESPN
Adult Swim
Yahoo!
MTV
Nickelodeon Kids & Teens
FOX Sports on MSN
Comedy Central
NBC News
Spotify
Disney Entertainment
Bleacher Report
Huffington Post Comedy
USA Today
Yahoo! Music
PBSKids.org
USA Today Sports
Cheezburger.com
CBS News
MSN Music
Poptropica
Home
Weather
TV Entertainment
Food
Gaming
Houzz.com
The Weather Channel
NBCU TV
Allrecipes
EA Websites
eHow Home & Garden
Accuweather.com
Yahoo!
Food Network
GSN
HGTV
Weatherbug
A+E Networks
BlogHer Food
FreeRide Games
iVillage Home & Garden
MSN Weather
MSN TV
My Recipes Network
Spil Games
About.com Home
Yahoo! Weather
TV Guide
Food.com
King.com
= Ad-supported cable brand
Source: CAB analysis of comScore data, March 2014. Top sites by category
Best Video Device: Even Thought They Are Moe Likely To Own
Multiple Devices, Affluent People Overwhelmingly Prefer TV
Best Device for Watching Video
$100K+ HHI
All
Respondents
Television
78%
75%
Computer
20%
28%
Smartphone
2%
3%
Tablet
7%
7%
CAB 2013 Custom Study, Video Nation: Anytime, Anywhere, Anyplace
BASE: Users of each device to watch video 205 Overall, which of the following is the best device for watching video?
Television Ads Are “Judged” Most Memorable By An Affluent Demo
“Device On Which Advertising Is Most Memorable”
(Among Owners of Each Device) – $100K+
Television
Computer
CAB 2013 Custom Study, Video Nation: Anytime, Anywhere, Anyplace
BASE: Watches video on device
1056 On which of the following devices do you find advertisements most memorable?
Smartphone
HHI
Tablet
Television Has The Highest Advertising Acceptance Among Affluent People
“I Expect To See Advertising On This Device (Top 2 Box)”
$100K+ HI
Television
Computer
Smartphone
CAB 2013 Custom Study, Video Nation: Anytime, Anywhere, Anyplace
BASE: Watches video on device
1000/1005/1010/1015 How much do you agree with the following statement - “I expect to see advertising on this
device” – when watching video on a particular device? (Top 2 Box – strongly agree, agree)
Tablet
Television Ads Encourage Further Investigation By Affluent Demos and
Ultimately Move Products Off the Shelves
$100K+ HHI
How Often?
55%
60%
Look up information online about an
advertisement currently watching
Once a week or more
55%
Shop online or purchase something
they have seen on a show /
advertisement they are currently
watching
52%
Once a week or more
CAB 2013 Custom Study; Video Nation: Anytime, Anywhere, Anyplace
600 How often do you do each of the following while watching television? Please think about these activities as directly related
to the show or an advertisement you are watching.