SUPER SUPER Issue : May 23, 2018
THE FUTURE OF TV IS HERE… Are you ready?
CONNECT YOUR AUDIENCE ANYTIME, ANYWHERE on ANY DEVICE Home PC On the Go Source: myTV SUPER subscription management system
MASS PENETRATION EVERYONE IS WATCHING Registered Subscribers over 5.9 Million (as of Apr 8, 2018) # Apps + Web : over 4.9M TV Set-Top-Box : over 1M Source : myTV SUPER subscription management system
ENGAGED AUDIENCE WEEKLY TOTAL STREAMING HOUR WEEKLY STREAM VIEWS 17.2M 30.1M Equivalent to * 1.57 (4+ Monthly stream views * 121M TVRs) in all day all time average ratings Source: Nielsen SiteCensus (wk1816 exact date data including STB, App & Web) *Nielsen SiteCensus (wk1813 - wk1816) *Online ratings – based on Nielsen SiteCensus figures & ratings calculation is certified by Nielsen
A CONTINOUS GROWTH OF CONSUMPTION WEEKLY AVERAGE TIME SPENT PER UNIQUE STREAM VISITOR 13.3 hours AVERAGE STREAM VIEW WEEKLY STREAM VISITORS (SUMMATION) DURATION 1.3M 34 MIN WEEKLY UNIQUE VISITORS AVERAGE NO. OF STREAM (SUMMATION) VIEWS PER VISITOR 1.7M 23 Source: Nielsen SiteCensus (wk1816 data including STB, App & Web)
EQUIVALENT TO N0. 2 TV CHANNEL IN HK A STRONG COMPLEMENT TO TVB CHANNELS (IN TERMS OF RATINGS) Wk 1813 - 1816 All Day All Time Average Ratings 4+ TVRs Jade 5.67 2 myTV SUPER 1.58 TVB News Channel 1.03 J2 0.83 TVB Finance Channel 0.40 Pearl 0.33 ViuTV 0.31 Cable TV 0.42 nowTV* 0.49 Fantastic TV 0.28 Remark: Jade, J2, TVB News Channel, Pearl, TVB Finance Channel included Live, As Live / Timeshift 1 and 7-Day Catch Up 2 viewership via TV Set or myTV SUPER STB. 1 As Live / Timeshift Reach include catch up viewership within the same telecast day of respective channels live on TV. 2 7-Day Catch Up Reach includes catch up viewership within 7 days period after the telecast day of respective channels live on TV. *Overall nowTV excludes TVBNV channels Date source: Nielsen SiteCensus and CSM Media Research (Mar 26 – Apr 22, 2018)
BEST OF 2017 T op Apps Charts myTV SUPER rank #ONE amongst all entertainment apps
YOUNG AFFLUENT AUDIENCE
MEET THE MILLENIALS AND GEN X myTV SUPER APP myTV SUPER Web Total TV myTV SUPER STB A4-14 A4-14 A4-14 3% A4-14 10% 5% 6% A15 - 24 A15 - 24 6% A15 - 24 17% A15 - 24 5% 15% A25 - 34 29% A25 - 34 13% A25 - 34 26% A25 - 34 8% A35 - 44 A35 - 44 19% A35 - 44 15% A35 - 44 23% 13% A45 - 54 A45 - 54 21% A45 - 54 15% A45 - 54 18% 16% A55+ A55+ 41% A55+ 10% A55+ 13% 52% 0% 10% 20% 30% 40% 50% 60% 0% 10% 20% 30% 40% 50% 60% 0% 10% 20% 30% 40% 50% 60% 0% 10% 20% 30% 40% 50% 60% Source: CSM Media Research Source : myTV SUPER App User Profile Survey Source: CSM Media Research Source: comScore Channel: TTV (TV set) conducted by TVB, powered by Nielsen Channel: myTV SUPER Set-top-box Period: Nov 2017 Period: Jan - Apr 2018 Period: May 12-29, 2017; Sep 19-Oct 18, 2017 Period: Jan – Apr 2018 Sample size: 306,484 A35-54 (30%) A 25-54 (67%) A 25-54 (60%)
WELL EDUCATED & WEALTHY Monthly HHI Education 14% 35% 70000+ University or above 12% 29% 19% 50000-69999 14% 10% Diploma Median HHI average : 5% 10% 40000-49999 myTV SUPER : $33,048 9% HK : $28,163 13% 12% 30000-39999 F6-F7 12% 10% 16% 20000-29999 36% 16% F1-F5 36% 10% 15000-19999 13% 6% Primary completed 19% Less than 15,000 13% 24% 0% 10% 20% 30% 40% 0% 5% 10% 15% 20% 25% 30% myTV SUPER Total Population myTV SUPER Total Population Source : Websites/APP Used to Watch Online Video (myTV SUPER) in P7D 2017 Nielsen Media Index (Jul 2016 – Jun 2017)
BEST LOCAL PREMIUM CONTENT NO UGC • 28,000 hour TVB production • 24,000 hour acquired Korean drama, Japanese drama, Asian drama, variety & premium program • 500 hour to 700 hour fresh program per week TVB is the unbeatable giant in HK content-production industry
KOREAN, JAPANESE, MANDARIN DRAMAS Synchronous playout 那年花開月正圓 海上牧雲記 如懿傳 告白夫婦 - KBS 雙面醫生 2 當你沉睡時 Black Revenge 延禧攻略 獨孤皇后
HUGE GE PROD ODUCTION UCTION IN IN 2018 18
ST STRONG ONG DRAMA AMA LIN INE-UP UP 白色強人 跳躍生命線 包青天再起風雲 是咁的，法官閣下 特技人
AD INVENTORY AVAILABLE ON EXCHANGE • Able to target the individual & household, and highly measurable in its performance. This would be truly programmatic TV, and it can’t come soon enough .
myTV SUPER PROVIDES BETTER TARGETING • To address right targets with high value audience in a more efficient and effective model by using of TVB DMP platform. • Enables us to access very accurate audience data across myriad consumer traits like purchase consideration and shopping behavior and to programmatically reach these tailored audiences at scale in myTV SUPER
A WORLD CLASS DMP • Partner with Nielsen, employing their DMP, Marketing Cloud enabling TVB clients to improve their marketing outcomes. • Delivers unrivaled consumer data and analytics to fully integrate TVB’s first party data, Nielsen unique data & 3rd party data for better audience segmentation, DMP DMP media planning and marketing activation.
MARKETER’S DREAM COME TRUE SEND A SPECIFIC TV COMMERCIAL TO INDIVIDUAL HOUSEHOLD AND USER • It's actually real • Addressable ads will be available in up to 1M SET-TOP-BOX households through live TV and video-on-demand. • Plus 4.8M individual Web + App users Enhanced Improved relevance Less ad burnout engagement
CREATING A BETTER, MORE COMPREHENSIVE AUDIENCE DATA LEARNINGS • To reach more specific audiences with greater creative flexibility, deep insights, and dependable ROI data. • Advertisers can understand the true performance of their ad - including engagement, brand lift, and conversions.
myTV SUPER ROADMAPS TO PROGRAMMATIC TV Ready to use Ready to use Late Q2 Demograhic Demograhic Intent & Cross & Content & Device Targeting Geographic Targeting • • • Demographic Demographic Demographic • • • Gender Age Income class • • • Content Targeting Geographic Intent • • • Precise delivering ads STB locations Actively in market for products • against programme Frequent location and services • content Cross Device Targeting • • Viewing Interest Reach the same consumer • Programme typologies with personalized sequential messaging • Third Party Data Actual target filtering is subject to myTV SUPER programmatic time frame
• High ad completion rates and viewability • Direct targeting by myTV myTV platform, audience • Engaged, lean back experiences SUPE SUPER • Measurement by impression over • Full-screen TV rating experience on a large living-room device
ADDITIONAL TV AUDIENCE Total TV 2016 – 2018 latest, by quarter, all day all time TVRs 16Q1 16Q2 16Q3 16Q4 17Q1 17Q2 17Q3 17Q4 18Q1 TV myTV SUPER STB Period: (Jan 1, 2016 – Mar 31, 2018) TV: Live on Jade, J2, Pearl, TVB News, TVB Finance, ViuTV, ViuTV Six, Fantastic TV, Overall HKC, Overall now TV myTV SUPER STB: Linear channels and VOD on myTV SUPER set-top-box Source: Nielsen TAM (2016-2017); CSM Media Research (2018)
HIGH VIEWABILITY In-View Measurable % • Marketers have concerns on 98.7% viewability and fraudulent traffic. However, myTV SUPER is inherently 84.4% 83.7% 76.1% less vulnerable to both challenges due 73.9% 71.4% to high authentication rates, the devices ’ closed environments, and the Viewability rates ranged from *48% nature of the viewing experience. to 55% across markets • Our average viewability rate : 72% (Source : DoubleClick, March 2018) Pop-up Banner LREC App STB Instream Web Instream Instream Source : *Comscore Q1 2017 vCE campaign benchmarks
ENGAGED VIEWERS LEADS TO HIGH COMPLETION RATE AD COMPLETION RATES BY DEVICE PLATFORM MAR 2018 • myTV SUPER average video ad completion rate is a whopping 95.5% 97.1% 89.1% 87.2% • While other premium video platforms also yield high video ad completion, no other platform SET-TOP-BOX WEB MOBILE DEVICE comes close to the near perfect Source : DoubleClick rate observed on OTT. These superior metrics can partially be explained by the full-screen, lean- back experience that OTT enables, replicating behaviours seen on (Market average) traditional linear television. 84% 93% 85%/78% Desktop OTT device Tablet/Smartphone Source : Kinetic Social, Q2 2016 Social Trend Report
SCENE TARGETING U-SHAPE WALLPAPER +
STONGER EMOTIONAL CONNECTION Ad Dovetailing With Relevant Content Programme : 溏心風暴 3 Special tailor-made version transmission date : 2 x episodes within Dec 2017 – Jan 2018
MID-ROLL INSERTION DURING TIMESHIFT • During the 3 hour rewind of live program, fewer mid roll instream AD will replace normal TV Ad breaks. Live program without timeshift will carry the same AD break of live DTT. • Audience will enjoy a shorter Ad break during timeshift. • Advertisers can capture As-Live audience with higher share of voice. • Scope of linear channels and involved platforms: Ch.81 to 85 (except 84) STB, App & Web
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