Upload
thinkbox-tv
View
146
Download
7
Embed Size (px)
DESCRIPTION
Thinkbox launched the third instalment in its award-winning Screen Life series of research studies. Commissioned from Craft research, Screen Life 3 looked at emerging TV technologies and behaviours.
Citation preview
Screen Life: TV advertising everywhereThinkbox
Television is central to our relationship with the living room
Source: Craft, SL3, Nat Rep Study, August 2014
24% 39% 23% 10% 4%
Strongly agree Slightly agree Neither agree nor disagree Slightly disagree Strongly disagree
Agree, 63%
“The living room is a special place in our house and television is central to that”
Mobile screens allow TV viewing across the whole house
Usage of device to watch TV in home – by location
Living room Bedroom Study/office Kitchen Garden Bathroom0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
PC/LaptopTabletSmartphone
Source: Craft, SL3, Nat Rep Study, September 2014
The living room/bedroom are prime for TV viewing on mobile devices
Bathroom 9% Bedroom 46%
Kitchen 19% Living room 56% Study 24%
Garden 12%
Where people watch television via tablets, laptops and/or smartphones
Source: Craft, SL3, Nat Rep Study, September 2014
People watch whilst they’re engaged in a range of activities
Eating dinner Eating lunch Eating breakfast Housework Working
83%
74%
63%
53%
39%
How people watch TV/accompanying activities
Source: Craft, SL3, Nat Rep Study, September 2014
Out of home viewing is facilitated by mobile devices
Source: Craft, SL3, Nat Rep Study, August 2014
33%
53%
50%
40%
18%
7%
Only at home Both Only outside of home
Where people use their device to watch television %
Tablet
Smartphone
TV is viewed in many places outside of the home
Usage of device to watch TV OOH – location
Someone else's house
At work Elsewhere out of home
Travelling on business
Public building Public transport In a car0%
2%
4%
6%
8%
10%
12%
14%
5%4% 4%
3% 3%2%
1%
8%
5%6%
5% 5%
7%6%
11%
9%
7% 7%
10%
13%
9%
PC/Laptop Tablet Smartphone
Source: Craft, SL3, Nat Rep Study, August 2014
Net: 17% Net: 13% Net: 12% Net: 10% Net: 13% Net: 16% Net: 12%
Over half of peak TV viewers recall at least one recent ad
Source: Craft, SL3, Nat Rep Study, August 2014
43% 48% 9%
0 1-4 5+
“How many advertisements do you recall seeing on the TV in the last 15 minutes?”
The longer people watch TV, the better their ad recall
< 15 mins 15-30 mins 30-60 mins 1-2 hrs > 2 hrs
58%42% 39% 40% 34%
39%
50% 50% 51%49%
4% 8% 12% 9%17%
5 or more1-4None
Avg. adsrecalled
Time spent watching television
Source: Craft, SL3, Mobile Field Test (7pm-11pm), August 2014Living room viewers only
Younger viewers talk about ads more than others
% who talked about a television advert during an ad break in the last 15 minutes / demographics
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
0.118453865336658
0.162393162393162
0.0842572062084257
0.136490250696379
0.103837471783296
0.101761252446184
0.147766323024055
0.10239651416122
0.139941690962099
Source: Craft, SL3, Mobile Field Test (7pm-11pm), August 2014
Talkability isn’t dramatically different by type of TV viewing
AVERAGE Live VOD Recorded
12%13%
10%
8%
% who talked about a television advert during an ad break in the last 15 minutes / TV mode
Source: Craft, SL3, Mobile Field Test (7pm-11pm), August 2014
Social TV campaigns are welcomed at different times of day
% who stated this would be a good time for social media campaign elements
Weekday Weekend Morning Afternoon Early evening
Late evening /
night
0%
10%
20%
30%
40%
50%
60%
70%
54%59%
16%
27%
55%
35%
Source: Craft, SL3, Ad Camp data, August 2014
Multi-screening during TV ad breaks is a mainstream activity
74%claimed they picked up another device during a
television ad break in the preceding 15 minutes
Multi-screening happens on different screens and types of TV
% who picked up another device during an ad break in the last 15 minutes/Viewing mode
AVERAGE TV set Other screens
Live VOD Recorded0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
0.741895261845387
0.745762711864407 0.657142857
142857
0.736842105263158
0.792452830188679 0.722222222
222222
Source: Craft, SL3, Mobile Field Test (7pm-11pm), August 2014
Multi-screening differs by genre
% who picked up another device during an ad break in the last 15 minutes / programme genre
AVERAGE
Comed
y
Enter
tain
men
t
Soaps
Docum
enta
ry
News &
CA
Film
Dram
aSpo
rt0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
0.740.82 0.81
0.77 0.760.72 0.71 0.7 0.67
Source: Craft, SL3, Mobile Field Test (7pm-11pm), August 2014
Multiscreening doesn’t reduce ad recall
Average number of adverts recalled from last 15 minutes
Average
I left the room
I fast-forwarded the ads until the programme restarted
I talked to someone else about something unrelated to the adverts on screen
I started using another device
1.9
1.6
1.6
2
2
Source: Craft, SL3, Mobile Field Test (7pm-11pm), August 2014
Audio in ads generate more visual upshifts to the TV screen
% of visual upshifts to the TV screen
19%
25%32%
24%MusicOther soundVisualOther (non TV)
Source: Craft, SL3, LoungeCam Study, May & June 2014
Discover more
www.thinkbox.tv
You can find our research write-up here