Transcript Most Influential Advertising % Adults 18+

TV and the PVR
July 2010
TV and the PVR
• Technology which allows viewers to record and playback
television has always had the potential to effect television
advertising
• The VCR, DVD Recorder and now the PVR enable viewers to
fast forward or skip commercials when playing back recorded
programming
• The ease with which the PVR allows viewers to “schedule”
their own viewing experience has added to the concern that
television commercials are in greater danger than ever,
however as with the VCR it is just not the case...
TV and the PVR
• Commercials may only be fast forwarded or skipped when the
viewer is playing back recorded or time delayed programming
• In Canada almost all weekly viewing is to LIVE programming,
a mode of viewing which cannot be skipped or fast forwarded,
leaving commercials safe from the dreaded fast forward
button
• On average less than one hour out of the ± 25 hours a week
that people watch television is in playback mode
• While commercials may be fast forwarded in playback, they
are still breaking through...
TV and the PVR
• For the relatively few Canadians who use a PVR to view
programs in playback and fast forward commercials, roughly
half stop to watch commercials because they are either
entertaining or the product advertised is of interest to them
• The vast majority of those who view programs in playback
and fast forward commercials report awareness of the
advertisers in the commercials they are fast forwarding
• In the PVR world, targeting to ensure the appropriate
environment for your ad, and appealing/engaging creative is
more important than ever
Total Weekly Television Viewing
Average Weekly Hours Per Week
37.6
39.1
35.7
29.1
23.5
18+
18-34
24.2
18-49
24.1
25-49
25.0
25-54
25.0
35-49
26.1
35-54
50+
55+
60+
Source: BBM Canada; National PPM data averaged over first 47 weeks of 2009/10 broadcast year; Total Television 2a-2a
Live vs. Playback viewing
Live - avg weekly hrs
Playback - avg weekly hrs
38.2
36.7
34.8
28.2
23.3
22.6
0.91
18+
0.87
18-34
24.0
23.1
0.91
18-49
0.96
25-49
25.2
24.1
0.96
25-54
0.94
35-49
0.94
35-54
0.90
0.91
50+
55+
0.87
60+
Viewers can only skip commercials during Playback viewing
Source: BBM Canada; National PPM data averaged over first 47 weeks of 2009/10 broadcast year; Total Television 2a-2a
Live vs. Playback viewing
Live - % of weekly viewing
96.9
96.3
3.1
18+
96.3
3.7
18-34
96.2
96.0
3.7
18-49
Playback - % of weekly viewing
4.0
25-49
3.8
25-54
3.8
35-49
3.6
35-54
2.4
2.5
50+
97.8
97.6
97.5
96.4
96.2
55+
2.2
60+
Viewers can only skip commercials during Playback viewing
Source: BBM Canada; National PPM data averaged over first 47 weeks of 2009/10 broadcast year; Total Television 2a-2a
Stop to watch commercials
% Yes
51.8
45.4
42.9
41.5
18-49
25-49
54.6
50.5
45.3
44.7
41.2
32.9
18+
18-34
25-54
35-49
35-54
50+
55+
60+
Q: When you fast forward or skip commercials during playback [using your PVR]
do you ever stop to watch commercials that are of interest to you?
Source: BBM Analytics July 2010
Stop to watch commercials
% Interested in product
% Found commercial entertaining
50.7
49.5
49.4
46.4
41.3
42.9
43.0
42.6
38.4
39.9
40.4
37.4
37.5
33.5
18+
18-34
48.8
44.8
39.1
40.5
35.1
31.0
18-49
25-49
25-54
35-49
35-54
50+
55+
60+
Q: What was the main reason for stopping to watch the commercial during playback?
Source: BBM Analytics July 2010
Aware of commercials
% Yes
75.7
66.9
67.4
69.8
74.1
71.2
69.6
61.0
60.9
52.9
18+
18-34
18-49
25-49
25-54
35-49
35-54
50+
55+
60+
Q: When you fast forward or skip commercials [using your PVR] are you
ever aware of the advertisers in the commercials you are skipping?
Source: BBM Analytics July 2010