Transcript Media Comparisons 2010 - Television Bureau of Advertising
Media Comparisons 2012 Persons
Television Reaches More People Each Day than Any Other Medium Television Internet Radio Newspaper Mobile Phone Magazines Tablet 11,7 27,8 24,8 36,1 58,8 73,1 88,3 % Reached Yesterday Persons 18+
Source: TVB Media Comparisons Study 2012. Knowledge Networks Inc. Custom Survey.
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Television Internet Radio Newspaper Mobile Phone Magazines Tablet
TV Reach Remains Strong Despite Digital Growth % Reached Yesterday: A18+
14,3 27,8 36,1 38,6 24,8 28,6 11,7 88,3 89,5 58,8 60,6 67,5 73,1 2012 2010 Source: TVB Media Comparisons Study 2010/2012. Knowledge Networks Inc. Custom Survey. Tablet not surveyed in 2010 3
Age 18+ 18-34 18-49 25-49 25-54 35-64 65+ 13-17
TV Reaches More People Across All Major Age Groups (%)
Television Newspapers 88.3
84.0
85.3
86.0
86.7
89.1
93.7
76.6
36.1
21.4
23.9
24.1
26.5
36.2
61.3
14.4
Radio 58.8
59.7
62.3
64.6
65.3
63.2
44.1
56.9
Magazines 24.8
16.2
19.5
20.2
20.4
25.6
37.4
24.2
Internet 73.0
74.2
75.4
74.9
75.6
75.2
64.3
76.3
Mobile Phone 27.8
46.0
39.7
38.8
36.2
24.9
4.8
21.3
Tablet 11.7
16.8
14.5
14.3
14.6
11.4
4.1
17.1
Source: TVB Media Comparisons Study 2012. Knowledge Networks Inc. Custom Survey.
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TV Reaches More Upscale Households (%)
Household Income Under $25K $25K-$50K $50K-$75K $75K+ $100K+ Television Newspapers 83.7
85.2
87.7
90.4
90.5
29.9
34.8
37.7
34.7
35.1
Radio 47.8
55.5
64.3
63.3
66.1
Magazines 18.9
23.5
25.6
28.0
29.7
Internet 62.4
68.3
72.3
82.0
83.4
Mobile Phone 16.2
23.4
33.1
32.4
35.8
Tablet 3.5
5.9
15.5
18.6
23.8
Source: TVB Media Comparisons Study 2012. Knowledge Networks Inc. Custom Survey.
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People Spend More Time with Television Than with Any Other Major Medium 5,2 Daily Time Spent Yesterday (In Hours) Persons 18+ 3,0 Television Internet 1,4 0,7 0,4 Radio Mobile Phone Newspapers 0,3 Tablet 0,2 Magazines
Source: TVB Media Comparisons Study 2012. Knowledge Networks Inc. Custom Survey.
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Women Spend More Total Time With Media; Television Dominates Time Spent for Both Genders
Average Daily Time Spent (In Hours) Adults W18+ M18+ Television Newspaper 5.42
4.97
0.38
0.42
Radio 1.45
1.39
Magazines Internet 0.30
0.18
3.26
2.75
Mobile Phone 0.84
0.51
Tablet Total 0.36 12.01
0.25 10.47
Source: TVB Media Comparisons Study 2012. Knowledge Networks Inc. Custom Survey.
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Total Time Spent with Media is Up; Time Spent with TV Continues to Dominate Average daily time spent in hours: A18+
2012 2010 Television Internet
+15%
2,6 3,0 1,4 1,5 Radio Mobile Phone Newspaper Tablet
+133%
0,3 0,4 0,4 0,7 0,3 Magazines 0,2 0,2 5,2 5,3 Total time spent with media is up +8% 2010 - 2012 .
Source: TVB Media Comparisons Study 2010/2012. Knowledge Networks Inc. Custom Survey. Tablet not surveyed in 2010 8
Time Spent with TV Tops Other Media Across Demographic Groups
Average Daily Time Spent (In Hours) Age Persons 18+ 18-34 18-49 25-49 25-54 35-64 65+ 13-17 Television Newspapers 5.20
4.46
4.62
4.75
4.69
5.24
6.38
3.14
0.40
0.23
0.24
0.26
0.30
0.38
0.74
0.11
Radio 1.42
1.34
1.53
1.63
1.68
1.58
1.07
1.01
Magazines 0.24
0.20
0.19
0.20
0.20
0.21
0.41
0.16
Internet 3.01
3.50
3.34
3.10
3.12
3.01
2.16
2.30
Mobile Phone 0.68
1.37
1.05
0.89
0.80
0.48
0.09
1.12
Tablet 0.31
0.50
0.42
0.37
0.38
0.27
0.08
0.39
Source: TVB Media Comparisons Study 2012. Knowledge Networks Inc. Custom Survey.
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Younger Demographic Groups are Increasing Their Time Spent with Television
18+ 18-34 18-49 25-49 25-54 35-64 65+
Television Average daily time spent: (In Hours) +14% +3% +5%
2012 2010 3,88 4,46 4,62 4,46 4,75 4,50 4,69 4,73 5,20 5,32 5,24 5,80 6,38 7,19 Source: TVB Media Comparisons Study 2010/2012. Knowledge Networks Inc. Custom Survey. 10
More People Learn About Products They Would Like to Try or Buy From TV Commercials
Source most likely to learn about products or brands you would like to try or buy: % A18+ 39,8 8,0 Television Newspapers 2,9 Radio 6,8 8,7 Magazines Internet 0,4 0,4 Mobile Outdoor Billboards 9,4 Other Source: TVB Media Comparisons Study 2012. Knowledge Networks Inc. Custom Survey. 23.6% responded “Don’t Know” 11
Television is Most Influential in Making a Purchase Decision
37,2 Advertising medium most influential in making a purchase decision: % A18+ 10,6 Television Newspapers 1,8 Radio 4,4 Magazines 5,6 Internet 0,8 Mobile 0,2 Outdoor Billboards Source: TVB Media Comparisons Study 2012. Knowledge Networks Inc. Custom Survey. 39.5% responded “Don’t Know” 12
Television Influences More Purchase Decisions Across All Major Age Groups (%)
Age 18+ 18-34 18-49 25-49 25-54 35-64 65+ 13-17 Television Newspapers 37.2
40.8
40.2
40.1
39.9
36.5
32.7
36.4
10.6
3.2
5.6
6.0
7.3
12.3
18.5
0.9
Radio 1.8
2.2
1.9
2.2
2.2
1.7
1.6
0.8
Magazines 4.4
3.4
3.2
3.0
3.7
4.6
5.3
5.2
Outdoor Billboards 0.2
0.1
0.3
0.4
0.3
0.3
0.0
3.1
Internet 5.6
7.4
6.4
5.9
6.0
5.4
2.9
12.0
Mobile Phone 0.8
1.4
1.3
1.6
1.4
0.6
0.0
0.0
13 Source: TVB Media Comparisons Study 2012. Knowledge Networks Inc. Custom Survey.
Consumers Are Enhancing Their TV Experience
Adoption of new technology and synergistic media capability is growing. 69.4% of adults 18+ have HD TV sets.
37% are Internet-capable 8.5% have 3-D capability A25-54 3-D capability is at 11.2% 14 Source: TVB Media Comparisons Study 2012. Knowledge Networks Inc. Custom Survey.
29,9
Viewers Are Savvy About HD Quality
Do you notice when a commercial on an HD channel isn’t being shown in HD format? (%) 48,3 43,6 41,5 35,4 29,4 P13-17 A18-34 A18-49 A25-54 A35-64 A65+ Source: TVB Media Comparisons Study 2012. Knowledge Networks Inc. Custom Survey. Based on HD TV owners.
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51% of Adults Say a TV Ad Prompted Them to Go Online to Find Out More
Source: TVB Media Comparisons Study 2012
Social Networks Have Reached Critical Mass A18+
Members of Social Networking Site
61%
Source: TVB Media Comparisons Study 2012
Social Networks are Not Primary Drivers of Consumer Purchases
Source: TVB Media Comparisons Study 2012
Mobile Phone Content Impact
Nearly half of mobile phone owners 18+ have smart phones and access Internet content. Teens are reaching adult penetration levels.
86% of adults 18+ own a mobile phone 46% have smart phones Smart phone ownership up +93% from 2010 41.5% of smart phone owners access Internet content via phone Highest demographic group is A18-49 at 54.5% 74% of Teens 13-17 own a mobile phone 37.5% have smart phones Smart phone ownership up +58% from 2010 39% access content on the Internet via phone Source: TVB Media Comparisons Study 2012. Knowledge Networks Inc. Custom Survey.
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Content Accessed on Cell Phone or Mobile Device
A18-34 leads content viewing, but the behavior is strong across core demos.
Age 13-17 18+
18-34 18-49 25-49 25-54
35-64 65+ % Smart Phone Users Viewing Internet Content on Mobile 39.0
41.5
62.2
% Total Persons 29.0
35.0
56.0
54.6
51.3
49.1
38.0
9.8
48.0
45.0
43.0
32.0
7.0
Source: TVB Media Comparisons Study 2012. Knowledge Networks Inc. Custom Survey.
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Broadcast Television is the Primary Source of News for Adults
Mobile Device 1,6% No primary source 10,4%
Persons 18+ %
Public TV 7,2% Internet 17,2% Broadcast Television 37,4% Newspapers 10,1% Radio 6,0% Cable News Channels 10,2% Source: TVB Media Comparisons Study 2012. Knowledge Networks Inc. Custom Survey.
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Local Broadcast Stations Out-Deliver Cable as a Primary Choice for News Persons 18+ %
Source: TVB Media Comparisons Study 2012. Knowledge Networks Inc. Custom Survey.
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18-34 18-49 25-49 25-54 35-64 65+ 13-17 Age
Broadcast Is the Top News Choice Across Demographic Groups
Primary Source of News (%) Broadcast TV 26.3
31.4
34.2
34.2
40.0
49.0
22.3
Cable News Networks 8.4
7.4
6.8
7.6
8.8
17.4
3.6
Radio 7.2
6.4
6.5
6.9
6.2
3.2
3.3
Newspaper 5.2
6.3
6.1
6.7
10.5
17.4
2.2
Internet 26.1
23.8
23.0
22.2
16.9
4.7
29.0
Source: TVB Media Comparisons Study 2012. Knowledge Networks Inc. Custom Survey.
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During Breaking News, Adults Turn First to Local Broadcast TV Stations Local TV Stations
Major broadcast networks Internet Cable news networks Radio Newspaper A18+
21.3
21.1
18.4
16.7
3.2
0.5
Source: TVB Media Comparisons Study 2012. Knowledge Networks Inc. Custom Survey.
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Local Broadcast Stations are the Top Source for Local Weather, Traffic or Sports Persons 18+ %
Internet 17,1% Public TV 6,7% Mobile Device 6,3% Other / DK 7,7% Major Broadcast Networks 14,6% Newspapers 2,4% Radio 6,5% Cable News Channels 3,6%
Local Stations double the Internet and beat all other local media combined .
Local Broadcast Stations 35,1% Source: TVB Media Comparisons Study 2012. Knowledge Networks Inc. Custom Survey.
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Local Broadcast Stations are Considered Most Involved in the Community Persons 18+
Internet websites 5% Public TV 8% Other / DK 9% Major Broadcast Networks 10% Newspapers 16% Radio 6% Cable News Channels 2% Source: TVB Media Comparisons Study 2012. Knowledge Networks Inc. Custom Survey.
Local Broadcast Stations 44% 26
Local Broadcast Station Websites are the Top Source for Local News and Event Information Local Website (s) %
Broadcast Station Newspaper Radio Other Local Site(s) None/Don't know P13-17 54.5
A18+ 57.4
A18-34 53.7
A18-49 57.1
A25-54 58.2
A35-64 59.4
A65+ 57.5
23.5
15.2
15.7
41.3
9.8
6.6
1.8
41.1
12.2
5.1
0.7
40.5
10.7
5.6
1.8
39.7
11.4
6.4
1.8
40.6
9.6
7.5
2.6
44.6
5.1
6.4
1.0
Source: TVB Media Comparisons Study 2012. Knowledge Networks Inc. Custom Survey.
Note: Multiple responses allowed.
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Nearly Half of Adults Visit Local Broadcast Station Websites on Average
(%) Visited Website in Past 30 Days 46 44 49 44 53 48 33 27 31 Local TV Station Local Newspaper Local Radio A18+ A18-49 A25-54 Source: TVB Media Comparisons Study 2012. Knowledge Networks Inc. Custom Survey.
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TV Stations More than Double the Reach of Online Video Viewers Than Other Local Sites
(%) A18+ who watch video on local websites
29,2% 12,8% 5,7% TV Station Newspaper
Source: TVB Media Comparisons Study 2012. Knowledge Networks Inc. Custom Survey.
Base=Respondents who watched video on local website(s) in the past 30 days.
Radio
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One-Third of Video Viewers on TV Station Websites are Regular Pre-Roll Ad Viewers
% watch pre-roll ads most or every time
34,5% 32,3% 26,9% 28,3% Adults 18+ Adults 18-34 Adults 18-49
Source: TVB Media Comparisons Study 2012. Knowledge Networks Inc. Custom Survey.
Base=Respondents who watched video on a local broadcast station website(s) in the past 30 days.
Adults 25-54
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TVB Media Comparisons Study Methodology
In the field in Q1 2012 Conducted by Knowledge Networks, utilizing their “Knowledge Panel” Online survey 1,557 respondents in total 1,433 A18+ Includes cell-phone only homes An additional 124 Persons 13-17 31