Performics, Tremor, IAB UK Present TV and VOD Study Results
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Performics, Tremor Video, and IAB UK present their findings from their recent study on Video on Demand
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Performics, Tremor, IAB UK Present TV and VOD Study Results
- 1. SIMON NUDDS DIRECTOR OF UK MEDIA ANALYTICS NIELSEN DORON WESLY HEAD OF MARKET STRATEGY TREMOR VIDEO MAURICIO LEON COMMERCIAL DIRECTOR PERFORMICS
- 3. VOD IS A LEAN-FORWARD MEDIUM WITH LESS CLUTTER THAT CAN: AMPLIFY AWARENESS GENERATE MORE EFFICIENT & EFFECTIVE CAMPAIGNS COMPLEMENT A TV BUY
- 4. OBJECTIVE: HOW DOES VOD COMPLEMENT
- 5. PHASE ONE: VOD CONTRIBUTION TO TV’S INCREMENTAL REACH PHASE TWO: VOD CONTRIBUTION TO TV'S AWARENESS AND MESSAGE ASSOCIATION
- 6. PHASE ONE: VOD CONTRIBUTION TO TV’S INCREMENTAL REACH OCT. 2011 - DEC. 2011
- 7. TV + VOD INCREMENTAL REACH a. FMCG Beverage Alcohol 1.33% b. FMCG Beverage 0.33% c. Finance 0.44% d. Retail (ce) 0.19% e. Tech 0.45% a. FMCG Beverage Alcohol A16-34 ~41% b. FMCG Bev ABC1 Women ~14% c. Finance ABC1 ~20% d. Retail (ce) ABC1 ~10% e. Tech A16-34 ~15% 10-41% OF PEOPLE ONLINE WERE NOT EXPOSED TO TV
- 8. METHODOLOGY FUSION OF TV AND VOD (ONLINE) PANELS MEASURE REACH AND FREQUENCY ACROSS SINGLE CAMPAIGN MEASUREMENT PERIOD: OCT. 2011 – DEC. 2011 5 BRANDS ACROSS 4 CATEGORIES FMCG BEVERAGE (x2) RETAIL FINANCE TECH
- 9. STEP 1 TAG STEP 2 VISUALISE STEP 3 EXTRACT STEP 4 COMBINE METHODOLOGY
- 10. BARB Respondent Level Data Nielsen Online Respondent Level Data To isolate the impact of online activity when combined with TV, we utilize Nielsen-IMS’ CampaignRF fusion tool METHODOLOGY
- 11. BARB Respondent Level Data Nielsen Online Respondent Level Data We link respondents from one dataset to another by using the common variables (i.e. demos, geo demos, etc.) that exist on the BARB panel, Nielsen NetView panels and a hub where the reach results are reported. On-the-fly fusion Using common demo variables METHODOLOGY
- 12. These linking variables were validated by a series of statistical tests and analyses to ensure they closely match to produce an accuracy level of 95% or higher. Nielsen Online Respondent Level Data On-the-fly fusion Using common demo variables “Fused result of TV and online viewing” METHODOLOGY
- 13. 64.6% 65.93% FMCG BEVERAGE ALCOHOL A16 TV Only TV + VOD VOD Effect Incremental to Base of Campaign % Reach 70% 25 150 Source: Nielsen IMS CampaignRF, Oct.-Dec. 2011
- 14. FMCG BEVERAGE ABC1W 15+ 87.56% 87.89% TV Only TV + VOD VOD Effect Incremental to Base of Campaign % Reach 90% 50 550 Source: Nielsen IMS CampaignRF, Oct.-Dec. 2011
- 15. % Reach FINANCE ABC1 ADULTS 78.46% 78.9% TV Only TV + VOD VOD Effect Incremental to Base of Campaign 80% 50 250 Source: Nielsen IMS CampaignRF, Oct.-Dec. 2011
- 16. % ReachRETAIL (CONSUMER ELECT) ABC1 15+ 89.72% 89.91% TV Only TV + VOD VOD Effect Incremental to Base of Campaign % Reach 90% 50 600 Source: Nielsen IMS CampaignRF, Oct.-Dec. 2011
- 17. TECH 16-34S 87.38% 87.83% TV Only TV + VOD VOD Effect Incremental to Base of Campaign % Reach 90% 50 550 Source: Nielsen IMS CampaignRF, Oct.-Dec. 2011
- 18. UK DIGITAL VIDEO VIEWERS Digital Viewers (millions) –% change –% of internet users –% of population 2012 32.6 8.9% 69.9% 51.4% 2013 34.4 5.5% 71.7% 53.8% 2014 36.3 5.8% 74.1% 56.4% 2015 37.8 4.1% 75.6% 58.3% 2016 39.1 3.3% 76.7% 59.7% 2017 40.0 2.4% 77.4% 60.6% Digital Viewers (millions) 32.6 34.4 36.3 37.8 39.1 40.0 Source: eMarketer, Feb 2013 VOD PENETRATION
- 19. PHASE TWO: VOD CONTRIBUTION TO TV'S AWARENESS AND MESSAGE ASSOCIATION
- 20. VOD AMPLIFIES
- 21. VOD +
- 22. VOD + INCREASE RETURN ON BRANDING
- 24. METHODOLOGY EXPERIMENTAL DESIGN (TEST VS. CONTROL) NATIONAL REP. SAMPLE FOR ABC1 TARGET TV EXPOSURE (OTS) BASED ON MEDIA CONSUMPTION REPORTING (12 MIN. SURVEY) VOD EXPOSURE BASED ON COOKIE FILE AVIVA MEASUREMENT PERIOD: AUG.-NOV. 2012
- 25. MEDIA CONSUMPTION QUESTIONS Do you watch commercial TV?
- 26. Thinking about your commercial TV viewing habits, on average, what time of day do you watch TV?
- 27. On average, how many hours of commercial TV do you watch a day?
- 28. Which, if any, of the following TV shows have you watched since 1st of Sep. 2012? Source: Nielsen, Tremor Video Wave 1 = Last month, Wave 2 since Sep 1 2012
- 29. Which, if any, of the following TV shows have you watched since 1st of Sep. 2012? Source: Nielsen, Tremor Video Wave 1 = Last month, Wave 2 since Sep 1 2012 SPOT SCHEDULE ITV / ITV+1 • Downton Abbey • Coronation Street • X-factor Station Day Time Sec Programme ITV London Sun 9:45:00 PM :30 Downton Abbey
- 30. Before Campaign Sep.-Oct. TV Sep.-Oct. TV + VOD Nov. No VOD Nov. VOD Nov. Carry Over 33% 39% 37.7% 35.9% 41.4% 2.6% Source: Nielsen, Tremor Video n=1375 @90% confidence level Aug-Nov 2012 VOD AMPLIFIES TV DOMINANT STRATEGY TV is off-air: VOD sustains and increases viewers’ brand awareness (Unaided Awareness)
- 31. Before Campaign Sep.-Oct. TV Sep.-Oct. TV + VOD Nov. No VOD Nov. VOD Nov. Carry Over 33% 39% 37.7% 35.9% 41.4% 2.6% Source: Nielsen, Tremor Video n=1375 @90% confidence level Aug-Nov 2012 VOD AMPLIFIES TV DOMINANT STRATEGY TV is off-air: VOD sustains and increases viewers’ brand awareness (Unaided Awareness)
- 32. Before Campaign Sep.-Oct. TV Sep.-Oct. TV + VOD Nov. No VOD Nov. VOD Nov. Carry Over 33% 39% 37.7% 35.9% 41.4% 2.6% Source: Nielsen, Tremor Video n=1375 @90% confidence level Aug-Nov 2012 VOD AMPLIFIES TV DOMINANT STRATEGY TV is off-air: VOD sustains and increases viewers’ brand awareness (Unaided Awareness)
- 33. Before Campaign Sep.-Oct. TV Sep.-Oct. TV + VOD Nov. No VOD Nov. VOD Nov. Carry Over Source: Nielsen, Tremor Video n=1375 @90% confidence level Aug-Nov 2012 VOD AMPLIFIES TV DOMINANT STRATEGY VOD Effect Incremental to Base of Campaign TV is off-air: VOD sustains and increases viewers’ brand awareness (Unaided Awareness)
- 34. Before Campaign Sep.-Oct. TV Sep.-Oct. TV + VOD Nov. No VOD Nov. VOD Nov. Carry Over 29.2% 43.6% 48% 26.1% 31.7% -3.1% Source: Nielsen, Tremor Video n=1375 @90% confidence level Aug.-Nov. 2012 VOD AMPLIFIES TV DOMINANT STRATEGY TV + VOD (vs. TV alone): A higher percentage of viewers connected the core message with the brand (Message Association)
- 35. Before Campaign Sep.-Oct. TV Sep.-Oct. TV + VOD Nov. No VOD Nov. VOD Nov. Carry Over 29.2% 43.6% 48% 26.1% 31.7% -3.1% Source: Nielsen, Tremor Video n=1375 @90% confidence level Aug.-Nov. 2012 VOD AMPLIFIES TV DOMINANT STRATEGY TV + VOD (vs. TV alone): A higher percentage of viewers connected the core message with the brand (Message Association)
- 36. Before Campaign Sep.-Oct. TV Sep.-Oct. TV + VOD Nov. No VOD Nov. VOD Nov. Carry Over Source: Nielsen, Tremor Video n=1375 @90% confidence level Aug.-Nov. 2012 VOD AMPLIFIES TV DOMINANT STRATEGY VOD Effect Incremental to Base of Campaign TV + VOD (vs. TV alone): A higher percentage of viewers connected the core message with the brand (Message Association)
- 37. Source: Nielsen, Tremor Video n=1375 @90% confidence level Aug.-Nov. 2012; TV heavy + medium = >14 hours/week, TV light = <14 hours/week Cost to Raise Awareness per Person (Index) RETURN ON BRANDING INVESTMENT TV TV + VOD Unaided Awareness 100 171 Message Association 100 101.1 It appears that TV + VOD are less cost efficient at increasing awareness and message association. But the story is very different for light TV viewers (1/4 of ABC1 Target).
- 38. Source: Nielsen, Tremor Video n=1375 @90% confidence level Aug.-Nov. 2012; TV heavy + medium = >14 hours/week, TV light = <14 hours/week; *Calculated % x TV Pop; **Calculated based on nationally rep data; ***Light TV Viewers x % Exposed to VOD ABC1 Aviva TV: Heavy, Medium, Light 39.5%Aviva TV Light 48.4% Aviva VOD 55.5% Heavy, Medium, and Light TV Viewers TV + VOD REACH OVERLAP Even though light TV viewers are ¼ of ABC1 Target, they only compromise 15% of TV viewing. EFFECTIVE REACH
- 39. Source: Nielsen, Tremor Video n=1375 @90% confidence level Aug.-Nov. 2012; TV heavy + medium = >14 hours/week, TV light = <14 hours/week; *Calculated % x TV Pop; **Calculated based on nationally rep data; ***Light TV Viewers x % Exposed to VOD ABC1 Aviva TV: Heavy, Medium, Light 39.5%Aviva TV Light 48.4% Aviva VOD 55.5% Heavy, Medium, and Light TV Viewers TV + VOD REACH OVERLAP Even though light TV viewers are ¼ of ABC1 Target, they only compromise 15% of TV viewing. EFFECTIVE REACH 26M VIEWERS ABC1 hrs./day LIGHT 0 – 1.5 LIGHT-MED 1.6 – 2.2 MEDIUM 2.3 – 3.6 MED-HEAVY 3.7 – 5 HEAVY 5.1 – 5.7 14.9% of TV viewing 55.5% of TV viewing
- 40. TV Source: Nielsen, Tremor Video n=1375 @90% confidence level Aug.-Nov. 2012; TV heavy + medium = >14 hours/week/>2 hours per day, TV light = <14 hours/week/<2 hours/day RETURN ON BRANDING INVESTMENT: TV HEAVY/MEDIUM VS. TV LIGHT Cost to Raise Awareness per Person (Index) Unaided Awareness 100 58.7108.6 Message Association 100 63.8528.3 TV Heavy/Medium + VOD TV Light + VOD
- 41. PHASE 2: MESSAGE ASSOCIATION Decay ON AIR WK 1 WK 2 WK 3 WK 4 TV VOD MessageAssociation+2.5-3.1 Source: Nielsen, Tremor Video n=1375 @90% confidence level Aug.-Nov. 2012
- 42. TV OFF-AIR VOD ON-AIRON AIR WK 1 WK 2 WK 3 WK 4 TV VOD MessageAssociation+2.5-3.1 PHASE 2: MESSAGE ASSOCIATION Decay Source: Nielsen, Tremor Video n=1375 @90% confidence level Aug.-Nov. 2012
- 43. TV OFF-AIR VOD ON-AIRON AIR WK 1 WK 2 WK 3 WK 4 TV VOD WK 5 WK 6 WK 7 WK 8 MessageAssociation+2.5-3.1 y = -22.81ln(x) + 48.202 R2 = 0.86996 PHASE 2: MESSAGE ASSOCIATION Decay Source: Nielsen, Tremor Video n=1375 @90% confidence level Aug.-Nov. 2012
- 44. HYPOTHESIS VOD is a lean-forward medium with less clutter that can: • Amplify awareness and reach • Generate more efficient and effective campaigns • Complement a TV buy TV + VOD = TV WITH BENEFITS Incremental Reach: VOD + TV increases by up to 1.33% When TV goes dark: VOD bolsters brand awareness by 5.5%, extending campaign Light TV Viewers: TV + VOD (vs. TV alone) delivers almost 2x the return on branding Brand Performance: TV + VOD drive higher brand performance FRIENDS WITH BENEFITS INDEED
- 45. SIMON NUDDS simon.nudds@nielsen.com DORON WESLY dwesly@tremorvideo.com @sabredutch THANK YOU MAURICIO LEON mauricio.leon@performics.co.uk
Notas do Editor
- Netnet: As TV Spend increases, incremental reach from VOD decreases. This effect is amplified for heavy and medium/heavy TV viewers.If you add VOD to TV, you’re getting not just a little more people, your getting higher awareness and stronger message association. This lowers the cost of getting more awareness because impact is so much higher if combine those 2 togetherVOD (online video) as a lean-forward medium that has less clutter and less commercial load, may:Amplify awareness and reach Generate more efficient and effective campaignsReach and affect higher socioeconomic strata who are light TV viewersComplement a TV buy
- phase 1: had 10 people with tv, with vod reached 2 morephase 2:start with tv add vod and see how much changesin order to increase awaremeness on person x cost _ dollars
- phase 1: had 10 people with tv, with vod reached 2 morephase 2:start with tv add vod and see how much changesin order to increase awaremeness on person x cost _ dollarsPhase 1VOD contribution to TV's incremental reach@ what frequency level?@ what TVR level?Phase 2VOD contribution to TV's awareness and message associationCost per percent point increase per personLight vs. heavy/medium TV viewersReduce TV decay effects
- Modeled incremental reach potentialFMCG Beverage up to 3.02% Finance up to 3.24%Retail up to 2.59%Tech up to 4.12%
- passive - meter on computer and on tv. used existing meter that is on computer and tv; can meassure both for same person to measure reacha and frequency across single campaign; Fusion of TV and VOD (online) panelsMeasure reach and frequency across single campaign 5 brands across 4 categoriesFMCG beverage (1 non-alcoholic, 1 alcoholic brand)FinanceRetail (consumer electronics)TechMeasurement period: Oct. 2011-Dec. 2011
- NetNetPhase 1 methodology, measure reach and frequency across TV and VOD for five brands using combined Nielsen & BARB panel data.Step 1: Tag VOD campaign with the Nielsen tag.Step 2: Visualise all those that have been exposed to the VOD campaign on the Nielsen NetView meter. Capture data at a respondent level-basis (with associated demographic profiles and weights).Step 3: Nielsen IMS extracts the respondent level data and associated demographic/ weights based on those exposed to the TV campaign from the BARB database.Step 4: Fuse data sets (Nielsen Fusion) to determine the incremental reach/contribution of VOD campaign when combined with TV campaign.
- To isolate the impact of online activity when combined with TV, we utilise Nielsen-IMS’ CampaignRF fusion tool.•This allows us to identify those respondents that have been exposed and pair them by matching common characteristics in both the BARB & Nielsen Online panels (i.e. demos, geo demos, etc.) via a hub study (TGI).•These linking variables were validated by a series of statistical tests and analyses to ensure they closely match to produce an accuracy level of 95% or higher.
- vod penetration in uk is growing and thus upside will only get bigger
- vod penetration in uk is growing and thus upside will only get bigger
- vod penetration in uk is growing and thus upside will only get bigger
- vod penetration in uk is growing and thus upside will only get bigger
- vod penetration in uk is growing and thus upside will only get bigger
- UK VOD is growing by leaps and boundsGrowth will increase incremental reach possibilitiesAs more and more people use VOD, incremental reach will be greater2010-2012 (November) comScore showing Video Metrix % Reach (of Total UK population) of 2010 – 62% 2011 – 60% 2012 – 64%Nielsen estimates penetration in UK of VOD to be around 40%
- NetNetCombining VOD with television DOES make more people aware of the brand, improve the cost effectiveness of the campaign, and help sustain television's impact after it is off air.
- VOD amplifies TVVOD fills gaps for light TV viewers
- TV + VOD increase return on branding investment
- TV + VOD increase return on branding investment
- VOD extends TV's impactPulse TV throughout the year and use VOD during dark periods
- Experimental design (test vs. control)National rep. sample for ABC1 target VOD exposure based on cookie fileTV exposure (OTS) based on media consumption reporting (12 min. survey)1 brand (finance)Measurement period: Aug.-Nov. 2012NetNetPhase 2 methodology: Surveyed (nationally representative sample) people who only saw the VOD campaign and compared their brand awareness level to people who also saw the television campaign, to people who only saw the TV campaign, and to people who did not see any advertising from the brand.
- NetNetExposure to VOD was measured through cookies and exposure to TV was based on a series of opportunity-to-see questionsDo you watch commercial TV? (i.e. TV with adverts)Thinking about your commercial TV viewing habits, on average, what time of day do you watch TV on Mon.-Fri, Sat., Sun.On average, how many hours of commercial TV do you watch a day?Which, if any, of the following TV shows have you watched since 1st of Sep. 2012?Exclude online and catch-up TV and streaming.Source: Nielsen, Tremor VideoWave 1 = Last month, Wave 2 since Sep 1 2012
- NetNetExposure to VOD was measured through cookies and exposure to TV was based on a series of opportunity-to-see questionsDo you watch commercial TV? (i.e. TV with adverts)Thinking about your commercial TV viewing habits, on average, what time of day do you watch TV on Mon.-Fri, Sat., Sun.On average, how many hours of commercial TV do you watch a day?Which, if any, of the following TV shows have you watched since 1st of Sep. 2012?Exclude online and catch-up TV and streaming.Source: Nielsen, Tremor VideoWave 1 = Last month, Wave 2 since Sep 1 2012
- NetNetExposure to VOD was measured through cookies and exposure to TV was based on a series of opportunity-to-see questionsDo you watch commercial TV? (i.e. TV with adverts)Thinking about your commercial TV viewing habits, on average, what time of day do you watch TV on Mon.-Fri, Sat., Sun.On average, how many hours of commercial TV do you watch a day?Which, if any, of the following TV shows have you watched since 1st of Sep. 2012?Exclude online and catch-up TV and streaming.Source: Nielsen, Tremor VideoWave 1 = Last month, Wave 2 since Sep 1 2012
- NetNetExposure to VOD was measured through cookies and exposure to TV was based on a series of opportunity-to-see questionsDo you watch commercial TV? (i.e. TV with adverts)Thinking about your commercial TV viewing habits, on average, what time of day do you watch TV on Mon.-Fri, Sat., Sun.On average, how many hours of commercial TV do you watch a day?Which, if any, of the following TV shows have you watched since 1st of Sep. 2012?Exclude online and catch-up TV and streaming.Source: Nielsen, Tremor VideoWave 1 = Last month, Wave 2 since Sep 1 2012
- NetNetExposure to VOD was measured through cookies and exposure to TV was based on a series of opportunity-to-see questionsDo you watch commercial TV? (i.e. TV with adverts)Thinking about your commercial TV viewing habits, on average, what time of day do you watch TV on Mon.-Fri, Sat., Sun.On average, how many hours of commercial TV do you watch a day?Which, if any, of the following TV shows have you watched since 1st of Sep. 2012?Exclude online and catch-up TV and streaming.Source: Nielsen, Tremor VideoWave 1 = Last month, Wave 2 since Sep 1 2012
- Net NetVOD sustains and increases the television-awareness level during the period when television is off air.Overall, TV + VOD campaign raised unaided awareness and message associationAlways-on strategy isn’t always feasible with TV-only campaignVOD bolsters brand impact, when TV goes dark, extending campaignIn crowded space (finance), it’s critical to maintain an ongoing presence to sustain brand salience (top-of-mind awareness)In absence of TV, while brand message still in mind, VOD can pick up when TV always is not feasible to maintain an always-on strategy
- Net NetVOD sustains and increases the television-awareness level during the period when television is off air.Overall, TV + VOD campaign raised unaided awareness and message associationAlways-on strategy isn’t always feasible with TV-only campaignVOD bolsters brand impact, when TV goes dark, extending campaignIn crowded space (finance), it’s critical to maintain an ongoing presence to sustain brand salience (top-of-mind awareness)In absence of TV, while brand message still in mind, VOD can pick up when TV always is not feasible to maintain an always-on strategy
- Net NetVOD sustains and increases the television-awareness level during the period when television is off air.Overall, TV + VOD campaign raised unaided awareness and message associationAlways-on strategy isn’t always feasible with TV-only campaignVOD bolsters brand impact, when TV goes dark, extending campaignIn crowded space (finance), it’s critical to maintain an ongoing presence to sustain brand salience (top-of-mind awareness)In absence of TV, while brand message still in mind, VOD can pick up when TV always is not feasible to maintain an always-on strategy
- Net NetVOD sustains and increases the television-awareness level during the period when television is off air.Overall, TV + VOD campaign raised unaided awareness and message associationAlways-on strategy isn’t always feasible with TV-only campaignVOD bolsters brand impact, when TV goes dark, extending campaignIn crowded space (finance), it’s critical to maintain an ongoing presence to sustain brand salience (top-of-mind awareness)In absence of TV, while brand message still in mind, VOD can pick up when TV always is not feasible to maintain an always-on strategy
- Net NetVOD sustains and increases the television-awareness level during the period when television is off air.Overall, TV + VOD campaign raised unaided awareness and message associationAlways-on strategy isn’t always feasible with TV-only campaignVOD bolsters brand impact, when TV goes dark, extending campaignIn crowded space (finance), it’s critical to maintain an ongoing presence to sustain brand salience (top-of-mind awareness)In absence of TV, while brand message still in mind, VOD can pick up when TV always is not feasible to maintain an always-on strategy
- Net NetVOD sustains and increases the television-awareness level during the period when television is off air.Overall, TV + VOD campaign raised unaided awareness and message associationAlways-on strategy isn’t always feasible with TV-only campaignVOD bolsters brand impact, when TV goes dark, extending campaignIn crowded space (finance), it’s critical to maintain an ongoing presence to sustain brand salience (top-of-mind awareness)In absence of TV, while brand message still in mind, VOD can pick up when TV always is not feasible to maintain an always-on strategy
- Net NetVOD sustains and increases the television-awareness level during the period when television is off air.Overall, TV + VOD campaign raised unaided awareness and message associationAlways-on strategy isn’t always feasible with TV-only campaignVOD bolsters brand impact, when TV goes dark, extending campaignIn crowded space (finance), it’s critical to maintain an ongoing presence to sustain brand salience (top-of-mind awareness)In absence of TV, while brand message still in mind, VOD can pick up when TV always is not feasible to maintain an always-on strategy
- Net Net: At a top-level view, the combination of TV and VOD appears to be more expensive at increasing awareness than just TV alone. However, this does not account for different levels of television viewing.
- Target: ABC1Population size: 26,735,507Total TV Effe Reach pop: 10,545,820Total TV Effe Reach % 39.45%Light TV Viewers pop 5,108,396Light TV Viewers % 48.44%**VOD Reach % 10.65%% light TV viewers exposed to VOD 55.5%Total Light TV Viewers impacted by VOD 2,835,159,5***Total Heavy & Medium TV Viewers impacted by VOD 7,710,66177% of Light TV Viewers were also exposed to VOD [Summary: VOD is a way to reach those who don’t watch TV that much]
- Target: ABC1Population size: 26,735,507Total TV Effe Reach pop: 10,545,820Total TV Effe Reach % 39.45%Light TV Viewers pop 5,108,396Light TV Viewers % 48.44%**VOD Reach % 10.65%% light TV viewers exposed to VOD 55.5%Total Light TV Viewers impacted by VOD 2,835,159,5***Total Heavy & Medium TV Viewers impacted by VOD 7,710,66177% of Light TV Viewers were also exposed to VOD [Summary: VOD is a way to reach those who don’t watch TV that much]
- Target: ABC1Population size: 26,735,507Total TV Effe Reach pop: 10,545,820Total TV Effe Reach % 39.45%Light TV Viewers pop 5,108,396Light TV Viewers % 48.44%**VOD Reach % 10.65%% light TV viewers exposed to VOD 55.5%Total Light TV Viewers impacted by VOD 2,835,159,5***Total Heavy & Medium TV Viewers impacted by VOD 7,710,66177% of Light TV Viewers were also exposed to VOD [Summary: VOD is a way to reach those who don’t watch TV that much]
- Net Net: At a top-level view, the combination of TV and VOD appears to be more expensive at increasing awareness than just TV alone. However, this does not account for different levels of television viewing.VOD increases effective frequency amongs light TV viewers Light TV avg. frequency of <1VOD increases frequency thus generating brand lift
- Every month TV is off air, we see a 3.1% decay is message associationVOD offsets this with a 2.5% higher lift than when TV was on air Sept-Oct.Net NetEach week television is off the air, people remember less and less about the brand message. Running VOD when TV is off the air sustains and increase the effectiveness of the television campaign for people exposed to VOD.Note: visual fading TV commercial over time[Testing how much you remember ad after you saw it, over time]
- Every month TV is off air, we see a 3.1% decay is message associationVOD offsets this with a 2.5% higher lift than when TV was on air Sept-Oct.Net Net:Each week television is off the air, people remember less and less about the brand message. Running VOD when TV is off the air sustains and increase the effectiveness of the television campaign for people exposed to VOD.Note: visual fading TV commercial over time[Testing how much you remember ad after you saw it, over time]
- Every month TV is off air, we see a 3.1% decay is message associationVOD offsets this with a 2.5% higher lift than when TV was on air Sept-Oct.Net Net:Each week television is off the air, people remember less and less about the brand message. Running VOD when TV is off the air sustains and increase the effectiveness of the television campaign for people exposed to VOD.Note: visual fading TV commercial over time[Testing how much you remember ad after you saw it, over time]