How much attention does the average TV ad get, and is it true that more and more consumers are off the grid as far as TV is concerned? For more details, see the accompanying blog post - http://liesdamnedliesstatistics.com/2012/06/offthegrid.html

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%)

6. What about advertising?

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