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"La TV es el espejo del alma".
                         TV is mirror of the soul




How much attention does TV still command,
  and are consumers moving ‘off the grid’?
(Mitt Romeny’s digital director Zac)
   “Moffat has latched on to recent
     surveys that show one in three
   adult Americans do not watch any         "It takes communities of one
    live television other than sport.        million to even start paying
                                          back... There's no point having a
     He calls that group "off-the-           little Facebook community
    grid"..."Our entire consumption        bubbling along. Stick it in TV"
   habits are changing. But many of      Diageo’s Philip Gladman, quoted in
  the powers that be who determine            Marketing Week 22/03/12
    TV ad buys don't seem to know
                  this".
        The Guardian, 14/6/12




Who is right?
“A new study has revealed that
           a huge third of Brits no longer
             really watch live TV AT ALL.
           The research commissioned by
              MyVoucherCodes.co.uk has
             found that 36% of people in
            the UK don't tend to tune into
                       live TV.”
                Shiny Shiny, 20/3/12




The evidence from the UK
However, TV viewers are slowly getting older


                   2006             2011


        CBS


        ABC


        NBC


        Fox


              20          30   40          50   60
While the under 25s no longer see TV
as ‘essential’




 From OFCOM, which media activity would (UK) consumers miss most -
  for the under 25s: Mobile phones (28%), PC+Internet (26%), TV (23%)
What about advertising?
According to Ofcom, there       A stat cited by Mark Ritson
    are significant levels of ad   in Marketing Week 19/1/12,
    avoidance, especially early    talked about 30% of viewers
              evenings             in the room watching an ad




There is evidence ads are being ignored....
A study by the US Council for
    A Thinkbox study said     Research excellence found that
     that 68% of viewers      there was neither a tendency to
    showed some kind of        channel hop or leave the room
     response to TV ads              while ads were on




...and other evidence they are being watched
Both sets of evidence are right - TV ads
have *partial* awareness




  According to YuMe and IPG Media Lab, smartphones are the no 1
       distraction device, but those distractions aren’t total
The Council for Research
      Excellence study found that
    distractions were not restricted
     to ads - its no longer a case of
     1st or 2nd screen, but several
      screens being present at the
                same time




Conclusion - it is no longer accurate
   to talk about the second screen
Using TV and                                  The likelihood of
     online together                               buying or using a
     results in 47%                                product increases
     more positivity                               by more than 50%
     about a brand                                 when TV and
     than using either                             online are used
     in isolation                                  together




Conclusion - TV + online together pays off
(stats from Thinkbox among medium+ broadband and digital TV users)
Thank you!

• You can find me (@dirktherabbit) here - Blog, Twitter, Instagram, Google+,
  LinkedIn

• You can find Rabbit here - Web, Twitter, Instagram, Facebook

• Further links and info about this presentation can be found here

• Creative commons credits - Brocco Lee, rgusick, Goiaba, Dandownunder,
  USB, Pete Ashton, Gryphes, Roadsidepictures, Cuitzil, Lord Jerome

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Off the grid - is TV being ignored?

  • 1. "La TV es el espejo del alma". TV is mirror of the soul How much attention does TV still command, and are consumers moving ‘off the grid’?
  • 2. (Mitt Romeny’s digital director Zac) “Moffat has latched on to recent surveys that show one in three adult Americans do not watch any "It takes communities of one live television other than sport. million to even start paying back... There's no point having a He calls that group "off-the- little Facebook community grid"..."Our entire consumption bubbling along. Stick it in TV" habits are changing. But many of Diageo’s Philip Gladman, quoted in the powers that be who determine Marketing Week 22/03/12 TV ad buys don't seem to know this". The Guardian, 14/6/12 Who is right?
  • 3. “A new study has revealed that a huge third of Brits no longer really watch live TV AT ALL. The research commissioned by MyVoucherCodes.co.uk has found that 36% of people in the UK don't tend to tune into live TV.” Shiny Shiny, 20/3/12 The evidence from the UK
  • 4. However, TV viewers are slowly getting older 2006 2011 CBS ABC NBC Fox 20 30 40 50 60
  • 5. While the under 25s no longer see TV as ‘essential’ From OFCOM, which media activity would (UK) consumers miss most - for the under 25s: Mobile phones (28%), PC+Internet (26%), TV (23%)
  • 7. According to Ofcom, there A stat cited by Mark Ritson are significant levels of ad in Marketing Week 19/1/12, avoidance, especially early talked about 30% of viewers evenings in the room watching an ad There is evidence ads are being ignored....
  • 8. A study by the US Council for A Thinkbox study said Research excellence found that that 68% of viewers there was neither a tendency to showed some kind of channel hop or leave the room response to TV ads while ads were on ...and other evidence they are being watched
  • 9. Both sets of evidence are right - TV ads have *partial* awareness According to YuMe and IPG Media Lab, smartphones are the no 1 distraction device, but those distractions aren’t total
  • 10. The Council for Research Excellence study found that distractions were not restricted to ads - its no longer a case of 1st or 2nd screen, but several screens being present at the same time Conclusion - it is no longer accurate to talk about the second screen
  • 11. Using TV and The likelihood of online together buying or using a results in 47% product increases more positivity by more than 50% about a brand when TV and than using either online are used in isolation together Conclusion - TV + online together pays off (stats from Thinkbox among medium+ broadband and digital TV users)
  • 12. Thank you! • You can find me (@dirktherabbit) here - Blog, Twitter, Instagram, Google+, LinkedIn • You can find Rabbit here - Web, Twitter, Instagram, Facebook • Further links and info about this presentation can be found here • Creative commons credits - Brocco Lee, rgusick, Goiaba, Dandownunder, USB, Pete Ashton, Gryphes, Roadsidepictures, Cuitzil, Lord Jerome

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