Transcript thinkbox topline telly issue 1: january-september 2006 contents impacts & viewing commercial impacts all tv viewing hours commercial broadcast viewing hours & share top programmes by channel.

thinkbox topline
telly
issue 1: january-september 2006
contents
impacts & viewing
commercial impacts
all tv viewing hours
commercial broadcast viewing hours & share
top programmes by channel & platform
platform & technology trends
digital penetration (main tv and all sets)
pay tv access
pvrs
hdtv
mobile & iptv
reach
total reach
commercial broadcast reach
platform reach
tv expenditure
category, advertiser & brand investment
impacts &
viewing
viewing summary
commercial impacts
up 3%,
continuing the trend of
long term growth
on average, we watch 3.5
hours of tv every day
commercial channels now account for two thirds
our viewing & this is set to increase until 2012
of
impacts are still on the up
commercial broadcast’s impacts have risen 3% in 2006,
continuing the long-term growth trend of the last decade
millions
700
2004
2005
2006
600
500
400
300
200
100
0
audience
inds
source: barb/infosys q 1, 2 & 3
abc1s
16-24s
16-34s
hwch
we spend more
other medium
time with tv than any
three and a half hours of television every day.
autumn & christmas viewing should increase 2006 to last year’s levels
on average, we watch over
ave. hours
per day
4
2004 full
year
2005 full
year
2006 q1, 2
& 3*
3
2
1
audience
0
inds
•2006 should match 2005 levels by end
of year. source: barb/Infosys
abc1s
16-24s
16-34s
hwch
commercial broadcast tv accounts for
most of our viewing
commercial channels account for nearly two thirds of our tv viewing
& this will continue to increase in line with digital uptake
ave. hours
per day
3
2004
2005
q1, 2 & 3
2
1
audience
0
inds
source: barb/Infosys
abc1s 16-24s 16-34s
hwch
and commercial’s
continue to grow…
by
average
weekly
share%
share will
2012 weekly share for commercial channels should
increase by almost 10%
90
inds
80
16-24s
70
abc1s
60
50
40
30
20
10
0
year
2001
2002
2003
2004
2005
2006
…
2012
itv1’s top programmes
world cup fever swept the nation over summer, but itv’s staples
continued to perform well
Title
Channel
Date
TVR
000s
Share
World Cup 06: England v Sweden
ITV1
20/06/2006
33.04
18464
67.77
World Cup 06: England v. Trinidad
ITV1
15/06/2006
24.47
13671
72.68
Coronation Street
ITV1
13/03/2006
22.59
12598
52.63
Dancing on Ice: The Skate Off
ITV1
04/03/2006
20.95
11680
45.89
World Cup 06: Post Match
ITV1
20/06/2006
20.5
11452
46.55
Dancing on Ice
ITV1
04/03/2006
20.34
11344
49.39
Lewis
ITV1
29/01/2006
20.3
11306
47.41
Wild at Heart
ITV1
29/01/2006
19.41
10810
40.86
Emmerdale
ITV1
13/03/2006
17.68
9857
43.99
Ghostboat
ITV1
09/04/2006
17.47
9747
38.09
source: barb/infosys
channel 4’s top programmes
big brother again reigned supreme & deal or no deal became the
surprise hit of the year so far
Title
Channel
Date
TVR
000s
Share
Big Brother
CH4
18/08/2006
14.65
8198
40.85
Celebrity Big Brother
CH4
27/01/2006
13.13
7310
35.87
8 out of 10 Cats
CH4
18/08/2006
9.44
5282
23.32
Lost
CH4
11/01/2006
9.42
5246
25.79
Bodyshock: Half Tonne Man
CH4
06/02/2006
9.23
5145
19.5
Deal or No Deal
CH4
11/03/2006
8.36
4662
21.72
Desperate Housewives
CH4
18/01/2006
8.12
4520
23.46
Gordon Ramsey's F Word
CH4
28/06/2006
8.09
4521
21.36
Grand Designs
CH4
19/04/2006
7.8
4351
17.99
Ramsay's Kitchen Nightmares
CH4
21/02/2006
7.71
4299
17.41
source: barb/infosys
five’s top programmes
csi continued to pull in the viewers for five along with films and quality
drama
Title
Channel
Date
TVR
000s
Share
CSI: Crime Scene Investigation
Five
31/01/2006
8.06
4487
18.81
CSI: New York
Five
29/08/2006
6.81
3812
19.3
CSI: Miami
Five
01/08/2006
5.9
3298
14.68
House
Five
06/04/2006
5.34
2977
13.28
FILM: Armageddon
Five
01/01/2006
5.2
2897
11.3
The Seven Year Old Surgeon
Five
20/03/2006
5.19
2896
11.93
Shallow Hal
Five
10/09/2006
5.03
2818
11.67
News at 9
Five
31/01/2006
5.01
2792
11.89
FILM: Daddy Day Care
Five
19/03/2006
4.75
2650
11.48
Law & Order: Criminal Intent
Five
04/02/2006
4.39
2448
12.37
source: barb/infosys
all digital top programmes:
non-sport
comedy, drama and sci-fi are what viewers like on digital!
Title
Channel
Date
TVR
000s
Share
THE SIMPSONS
Sky One
23/04/2006
3.93
2344
22.75
MALCOLM IN THE MIDDLE
Sky One
22/01/2006
1.67
936
6.46
24
Sky One
12/02/2006
1.55
930
8.01
BONES
Sky One
12/01/2006
1.5
864
7.18
ROBBIE WILLIAMS LIVE: A CLOSE
ENCOUNTER/
Sky One
09/09/2006
1.42
839
6.31
MYSTERIOUS ISLAND
Sky One
13/03/2006
1.29
790
10.94
STARGATE SG-1
Sky One
07/02/2006
1.16
650
5.63
FILM: INDEPENDENCE DAY (1996)
Sky One
14/04/2006
1.15
648
4.54
STARGATE ATLANTIS
Sky One
08/02/2006
1.13
634
5.61
STEVEN GERRARD - A YEAR IN MY LIFE
Sky One
06/06/2006
1.09
632
4.71
source: barb/infosys
all digital top programmes: sport
football was the biggest pull for all sport lovers
Title
Channel
Date
TVR
000s
Share
FORD SUPER SUNDAY
Sky Sports 1
09/04/2006
3.35
2193
18.41
LIVE FA CUP FOOTBALL
Sky Sports 1
08/01/2006
2.91
1868
12.6
UEFA CHAMPIONS LEAGUE LIVE
Sky Sports 1
19/04/2006
2.81
1621
12.66
INTERNATIONAL FOOTBALL LIVE
Sky Sports 1
06/09/2006
2.68
1576
11.17
LIVE FORD FOOTBALL SPECIAL-MATCH
Sky Sports 1
03/01/2006
2.57
1494
16
LIVE CARLING CUP FINAL
Sky Sports 1
26/02/2006
2.27
1432
16.65
LIVE FA COMMUNITY SHIELD
Sky Sports 1
13/08/2006
2.15
1270
15.1
LIVE FOOTBALL LEAGUE
Sky Sports 1
14/01/2006
2.12
1201
8.61
FORD MONDAY NIGHT FOOTBALL
Sky Sports 1
06/03/2006
2.09
1183
9.19
LIVE CARLING CUP FOOTBALL
Sky Sports 1
08/01/2006
1.68
1165
7.06
source: barb/infosys
platform &
technology
trends
platform & technology summary
72% of homes have digital access & 44% of these pay for
tv content
freeview is increasing digital reach on secondary sets but sky
remains the main platform in the living room
pvr penetration is increasing. 7% of households have Sky+ (an
estimated 1% have non-sky pvrs)
over 1%
of homes now subscribe to hd channels
mobile tv becoming more popular than ringtones
sky & freeview driving digital uptake on
main sets
there are 25.3
million tv homes in the uk 72% are now digitally enabled,
that’s 12% more than predicted in 1999*. sky is the dominant
platform for main sets
Cable: 13.1%
ADSL: 0.2%
Free Satellite:
2.8%
Pay Satellite: 30.7%
source: ofcom 2006 , *dresdner kleinwort benson research
Analogue Terrestrial:
28%
Digital Terrestrial: 25.3%
freeview has greater presence on
secondary sets
but freeview
overtakes when all sets are taken into account & is
driving digital take-up outside of the living room
Pay Satellite:
14.7%
Free Satellite:
2.8%
Digital Terrestrial:
19.4%
source: ofcom 2006
Cable: 7%
Analogue Terrestrial:
57.6%
we are increasingly
paying to access tv
content
pay tv is growing
steadily. 44% of us now pay to access content
Digital Satellite: 30.7
Digital Cable: 13.10
source: ofcom 2006
Free (Analogue,
Freeview & Freesat):
56.1%
and the opportunity to act
as our own
scheduler
pvrs:
1.7m subscribers to Sky+ (20% of all
Sky homes, 7% of all homes.)
additional 1%
have non-sky pvrs
merril lynch estimate 8%
total PVR
penetration by the end of the year
pvr viewers watch more tv &
more ads. 85% of viewing still live &
more than half of all recorded
programmes are watched on the
same day as transmission
source: sky, barb
picture quality is increasingly important
hdtv:
96,000 Sky subscribers (1.2% of all Sky
subscribers)
fastest ever take-up of an additional sky
product
800,000 - 1m hdtv set sales by july 07
according to continental research
there are currently 8
specialist hdtv
channels
-43% of 16-24s excited about the
prospect of hdv*
source: sky nov 2006
and tv is moving
into new domains
mobile & iptv:
c. 7 million
people are now
watching tv via their mobile phone
or broadband – a 37% increase since
march*
vodafone’s mobile service now more
successful than ringtones
According to ims, by
2011, half a
billion people will be watching tv
on their mobile phones
there could be 48m
iptv users by 2010
gartner predict
source: ofcom, *contentworxx aug 06
tv’s reach
reach summary
tv reaches over 90% of people every single week
commercial reach is growing and is now only fractionally
behind that of total tv
the digital
platforms reach nearly 65% of individuals
each week
virtually all of us
tv reaches over
reach %
watch tv
90% of the population every single week, ensuring
it remains the most visible medium
100
jan-sep 06
80
average weekly
60
40
20
audience
0
inds
source: barb/infosys
abc1s
16-24s
16-34s
hwch
commercial tv hits 90% of us every
week
commercial tv goes from strength to strength – commercial reach is
now only fractionally behind that of total tv
reach %
100
90
jan-sep 06
80
average weekly
70
60
50
40
30
20
10
audience
0
inds
source: barb/infosys
abc1s
16-24s
16-34s
hwch
sky & freeview’s reach is climbing
digital’s reach is growing, but there are still
marked profile variations
by platform
reach %
50
45
digi terrestrial
digi satellite
40
digi cable
35
30
25
20
15
10
5
audience
0
inds
source: barb/infosys
abc1s
16-24s
16-34s
hwch
weekly reach is strong across
platforms
65% of individuals
over the course of every week
however, the digital platforms combined reach nearly
reach %
50
45
digi terrestrial
digi satellite
40
digi cable
35
30
25
20
15
10
5
audience
0
inds
source: barb/infosys
abc1s
16-24s
16-34s
hwch
tv investment
investment summary
motors remain the dominant tv sector
finance have increased spend 16% since last year
p&g and unilever are still the biggest spenders on tv
dfs is now the highest spending brand on tv with a
massive increase in investment since last year
top spending tv categories
motors remain are the dominant tv spender in the uk’s category
sector, but finance has shifted up after a 16% increase yoy
source: barb/infosys
Rank
Sector
Expenditure
% Change
1
Motors
227,608,963
-3.5
2
Finance
157,335,375
+16.1
3
Food
127,128,470
+7.8
4
Entertainment & Media
91,690,057
-2.9
5
Govt, Social & Political
56,533,783
-22.7
6
Leisure Equipment
55,217,559
-26.1
7
Telecomms
54,967,081
+5.8
8
Entertainment & Leisure
42,383,710
-4.4
9
Cosmetics & Toiletries
33,758,349
+10.7
10
Household Stores
32,306,354
+13.7
top spending tv advertisers
proctor & gamble are the biggest uk tv spender for 2006 but there have been
changes at the top with loreal, tesco & vauxhall massive upping spend
source: barb/infosys
Rank
Advertisers
£ Spend
% Change
1
Proctor & Gamble
99,517,911
-6.8
2
Unilever UK
87,907,439
-1.4
3
Reckitt Benckiser
58,242,023
-4.10
4
Loreal Golden
55,820,776
+15
5
COI
44,478,941
-26.6
6
Kelloggs
43,105,628
+4.6
7
Nestle
34,143,755
-16.2
8
Masterfoods
31,008,026
-16.7
9
Tesco
26,449,573
+17.1
10
Vauxhall Motors
26,182,869
+15.48
top spending tv brands
dfs are the top spending tv brand after a spectacular increase in tv
spend
Rank
Brand
£ Spend
% Change
1
DFS Product Range
25,211,112
+1682*
2
Tesco Product Range
18,426,551
+29.5
3
Homebase Product Range
17,096,043
-8.4
4
McDonalds
16,950,101
-25.6
5
M&S Food
13,197,045
+1.8
6
Camelot - Lotto
13,156,993
+92.6
7
Sainsbury Product Range
13,035,188
+49.4
8
Asda Product Range
10,661,333
-1.2
9
Direct Line Motor Ins.
10,593,998
-1
10
MFI Furniture
10,567,418
-9.3
* based on previous spend of £1.38m. source: barb/infosys