Pu Purpose TAM Ireland strive, through best practice, to drive TV audience measurement forward. Our ambition is to measure all video content and provide precise viewership data on broadcast content across all platforms and we are committed to excellence vision and adaptability.
Struct cture Board Future Data Technical Communications Measurement Implementation Committee Group Group Group
Agency cy reps Board Technical Alan Cox – Core Media Committee Clodagh McGrath - OMD Future Group Neasa McDonagh - Group M Alan Cawley - MediaBrands Frankie Carty - Core Media Frankie Carty - Core Media Communications Carl Flynn – Dentsu Aegis Group Fiona Fagan - MediaBrands
TV TV Ad Advertising i g is t transparent TV Advertising is transparent
TV Advertising is Accountable
TV Advertising is Accountable Advertisers are only charged for commercials that are viewed at normal speed
Education Resource ces Understanding TV Data Nielsen training
Our S Our Studi tudies • Establishment Survey • Lifestyle Survey • Total Viewing Study • Advertising Effectiveness – Meta analysis
TV Advertising Works TV advertising works. Return on investment, long-term brand builder and a myriad of studies old and new that prove TV advertising is effective as a generator of profit and for growing market share.
Ex Extra TV Sha hare e of Voice e Strong ngly Correl elated ed with h Sha hare e Growth* h* 80 R Linear=0.341 2 TV Extra Share of Voice (ESOV) 60 Correlation 58% 40 Significance 99% y=3.51+25.07*x 20 0 -20 -40 A Deeper Line in the Sand- Updated Meta- Analysis Evidence Karen Hand, 2017 -1.00 .00 1.00 2.00 N= 46* Change in Market Share per month
Relative Over-In Re Inves estmen ment in n TV rel elated ed to Value ue Sha hare e Growth Value S Share C Change ( (%) 5 4.5 4 3.5 3 2.5 N= 48* 2 % 1.5 1 0.5 0 Under TV Share of Voice Over TV Share of Voice A Deeper Line in the Sand- Updated Meta- Analysis Evidence Karen Hand, 2017
Re Relative Over-In Inves estmen ment in n TV link nked ed to Value ue Sha hare/ e/Month h Growth Value S Share p per M Month C Change ( (%) 0.6 0.5 0.4 N= 48* 0.3 % 0.2 0.1 0 Under T TV S Share o of V Voice Over T TV S Share o of V Voice A Deeper Line in the Sand- Updated Meta- Analysis Evidence Karen Hand, 2017
UK Data shows TV as Strong Media for Market Share Growth TV is best for market share growth 3.0% 2.6% Avg. markets share points 2.5% 2.1% gained per annum 2.0% 1.5% 1.1% 1.0% 0.5% 0.0% No TV DRTV TV ads Source: Binet & Field 2016 Base: 2012-16 cases
TV Advertising is Trusted TV is the most trusted medium for advertising (Thinkbox Ipsos & Future Foundation)
TV Advertising has Heart TV Advertising has Heart – in terms of emotional engagement with consumers, no other medium matches TV.
TV Advertising Has unrivalled reach
Reach TV reaches more people each week than any other medium TV Cinema (monthly) Outdoor Internet Radio Newspaper 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 80.00% 90.00% 100.00% Source: Kantar Media ROI TGI
TV Advertising Works
Reach Commercial TV delivers mass markets Average Weekly and Monthly Reach 100 90 80 70 60 % 50 40 30 20 10 0 Adults 15-44 yrs 45+ yrs Source: TAM Ireland Ltd / Nielsen TAM weekly and monthly reach 1+ cons reach, National, Consolidated, Weekly Monthly all commercial channels - 4th Jan 2016 - 1st Jan 2017
The average TV campaign gets 16.38 million views
TV Advertising Works
TV Viewing is up 11 minutes in a decade M i n u t e s Source: TAM Ireland Ltd / Nielsen TAM / Av mins. per person, Total TV, Consolidated, National
Time Spent Viewing The vast majority of viewing is to Live TV Average Time Spent Viewing 2016 Source: TAM Ireland Ltd / Nielsen TAM / Av mins, Total TV, Consolidated, National
It Works It’s Transparent It’s Accountable TV is the Most Trusted Medium TV Delivers Cover and Cost Efficiency Time Spent Viewing TV has heart
Website • Nickable Slides • Monthly/Quarterly/Annual TV overviews • ES updates – Who Owns What • Ad hoc studies – Adland v Tvland, Social Media study, • Total Viewing study • Data Integration
The Grown Ups 28 Total TV 50% 83 % Recorded Live mins consumption per day Viewing shared TV broadcaster with someone else 2 hours 2 hours content as a percentage of Total Video* 17 mins 45 mins 33% claim to be TV addicts 43% enjoy the ads as much as the programmes Weekly Reach by commercial channels 87% TV Universe 1,223,000 51% Married 25-44 yr olds 77% Employed * Source: IPSOS MRBI – Total Viewing Study 2016 Source: TAM Ireland/Nielsen. (Nat consolidated. all day, all week: avg mins p/p; weekly reach; Life style/ES)
The Mamas & Papas 28% Total TV 48% 29 84 % like to be in charge Live Recorded consumption per day of the remote control mins Viewing shared with someone else TV broadcaster 30% 3 hours 2 hours content as a percentage of Total Video* 44 mins enjoy the ads and talk about them afterwards 13 mins 35% 532,000 TV Universe consider themselves Weekly Reach by TV addicts commercial channels 90% 39.5 Average Age 1.9 Average no. of Kids Housekeepers 63% with kids Employed * Source: IPSOS MRBI – Total Viewing Study 2016 Source: TAM Ireland/Nielsen. (Nat consolidated. all day, all week: avg mins p/p; weekly reach; Life style/ES)
The Earners Total TV 41% 23 47% 83 % Recorded consumption per day consider themselves Live mins Viewing shared to be TV addicts 36% TV broadcaster with someone else 2 hours 2 hours content as a percentage of claim to enjoy the ads as Total Video* much as the programmes 12 mins 31% 35 mins claim to enjoy the ads and talk about them afterwards TV Universe 1,370,000 Weekly Reach by commercial channels 87% 52% 48% Female Male 42.7 Average Age ABC1 Adults 66% Employed * Source: IPSOS MRBI – Total Viewing Study 2016 Source: TAM Ireland/Nielsen. (Nat consolidated. all day, all week: avg mins p/p; weekly reach; Life style/ES)
The VISTA Project Video Integration Strategy for a Total Audience The Background The Future Group was formed about 4 years ago – made up of researchers from all of the broadcasters plus representatives from an ad agency and digital agency. They were tasked with understanding and keeping abreast of measurement initiatives and developments around the world. Technology as we know is developing at a rapid pace but the measurement of the consumption of that technology naturally lags behind its growth and is complex. TAM Ireland have commissioned a Total Viewing Study on 4 occasions since 2012. This trends all viewing of all formats across all devices. This is showing increasing levels of viewing outside of the TV set which we are not currently equipped to measure The focus of the Future Group is to deliver cross platform measurement: the following pages outline the strategy adopted for delivering this. Source Thinkbox
Website • Access to all Thinkbox downloads • Latest News • Monthly Top 10 programmes x channel • Universe Updates • Explanatory Videos
A 4 STAGE APPROACH TO MEASURING VIEWING ACROSS ALL DEVICES AND FORMATS Stage Stage Stage Stage 1 2 4 3 Current Datasets Census Data Integration Viewer Data Integrated
Data Integration Current datasets Phase2 Stage 1 Integrated Datasets TAM Ireland are working with Nielsen Data Science Team to fuse our data set in order to provide an interim planning tool for the industry.
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