SUPER SUPER Issue : March 1, 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 5.6 Million (as of Feb 4, 2018) # Apps + Web : over 4.62M TV Set-Top-Box : over 945K Source : myTV SUPER subscription management system
ENGAGED AUDIENCE WEEKLY TOTAL STREAMING HOUR WEEKLY STREAM VIEWS 12.5M 23.1M Equivalent to * 1.14 (4+ Monthly stream views * 91.3M TVRs) in all day all time average ratings Source: Nielsen SiteCensus (wk1749 exact date data including STB, App & Web) *Nielsen SiteCensus (wk1749 - wk1752) *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 9.5 hours AVERAGE STREAM VIEW WEEKLY STREAM VISITORS (SUMMATION) DURATION 1.3M 32 MIN WEEKLY UNIQUE VISITORS AVERAGE NO. OF STREAM (SUMMATION) VIEWS PER VISITOR WEEKLY PAGE VIEWS 1.8M 18 73.5M Source: Nielsen SiteCensus (wk1749 data including STB, App & Web)
EQUIVALENT TO N0. 2 TV CHANNEL IN HK A STRONG COMPLEMENT TO TVB CHANNELS (IN TERMS OF RATINGS) Wk 1749 - 1752 All Day All Time Average Ratings 4+ TVRs Jade 4.96 myTV SUPER^ 1.12 2 TVB News Channel 1.07 J2 0.86 TVB Finance Channel 0.36 Pearl 0.28 ViuTV 0.21 Cable TV 0.64 nowTV* 0.47 Fantastic TV 0.19 # Jade, J2, TVB News Channel (iNews before Aug 15), Pearl, TVB Finance Channel (J5 before Aug 15), and TVB Group included OTT Live via myTV SUPER set-top-box *exclude TVBNV channels ^Nielsen SiteCensus figures & ratings calculation of SiteCensus is certified by Nielsen + TVBNV via now platforms Date source: Nielsen TAM (Nov 27 – Dec 24, 2017)
myTV SUPER IS THE MOST POPULAR OTT IN HONG KONG A Survey on the Regulation of Indirect Advertising and Sponsorship in Domestic Free Television Programme Services in Hong Kong which prepared by The Communications Authority in Apr 2017, the result of viewing habits on other platforms shown : among those who had watched television programmes on other platforms in the month prior to the interviews, 43.9% had watched television programmes on OTT/Internet TV (23.6% for myTV Super , 12.1% for LeEco and 11.2% for Viu). Communications Authority 通訊事務管理局 二零一七年八月
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 12% 4% 6% A15 - 24 A15 - 24 7% A15 - 24 17% A15 - 24 5% 11% A25 - 34 29% A25 - 34 8% A25 - 34 23% A25 - 34 7% A35 - 44 A35 - 44 19% A35 - 44 20% A35 - 44 25% 13% A45 - 54 A45 - 54 21% A45 - 54 26% A45 - 54 22% 17% A55+ A55+ 27% A55+ 10% A55+ 15% 53% 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: Nielsen TAM Source : myTV SUPER App User Profile Survey Source: Nielsen TAM Source: comScore Channel: TTV (TV set) conducted by TVB, powered by Nielsen Channel: myTV SUPER Set-top-box Period: Nov 2017 Period: Jan - Nov 2017 Period: May 12-29, 2017 Period: Jan – Nov 2017 Sample size: 52, 834 A35-53 (46%) A 25-54 (70%) 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 • 23,000 hour TVB production • 21,000 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 13
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 擇天記 當你沉睡時 Black Revenge 無心法師 2
HUGE GE PROD ODUCTION UCTION IN IN 2018 18
ST STRONG ONG DRAMA AMA LIN INE-UP UP 果欄中的江湖大嫂 跳躍生命線 逆緣 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 4.6M 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 Jan 1, 2018 Late Q1 Late Q2 Demograhic Intent & Cross Demograhic & Content Device & Targeting Targeting Geographic • • • Demographic Demographic Intent • • • Gender Age Actively in market for products • • Content Targeting Geographic and services • • • Cross Device Targeting Precise delivering ads STB locations • • against programme Frequent location Reach the same consumer content with personalized sequential • Viewing Interest messaging • • Programme typologies Third Party Data Actual target filtering is subject to myTV SUPER programmatic time frame
• Direct targeting by • High ad completion myT myTV platform, audience rates and viewability SUPE SUPER • Measurement by • Engaged, lean back impression over experiences rating
ADDITIONAL TV AUDIENCE Total TV 2016 – 2017 latest, by quarter, all day all time TVRs myTV SUPER has compensated for a large part of total TV ratings decline. Have you followed the audience? 16Q1 16Q2 16Q3 16Q4 17Q1 17Q2 17Q3 17Q4 TV myTV SUPER STB Period: Jan 1, 2016 – Dec 31, 2017) 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
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 : 76% (Source : DoubleClick, Aug 2017) 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 AUG 2017 • myTV SUPER average video ad completion rate is a whopping 95.5% 99.6% 90.4% 96.5% • 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
MAXIMIZE THE POWER OF PRODUCT PLACEMENT One Program Two Live Versions +
MAXIMIZE THE POWER OF PRODUCT PLACEMENT One Program Two Live Versions myTV SUPER version DTT Jade Version Programme : 阿爺廚房 2 Total Stream View : Net Reach : Special tailor-made version topic & transmission date : 298,913 133,098 3 x episodes within Aug, 2017
STONGER EMOTIONAL CONNECTION Ad Dovetailing With Relevant Content +
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