Thinkbox: 234 million views

234 million views is the average and other things you should know about TV

0II TITLE TBC

Contents

Desi Rascals Sky Living

PAGE CONTENTS TITLE HERE 01

Why should you read this?

02

If you read one bit, read this…

04

TV is enormous

06

The myth of time spent

08

Because you can measure it, doesn’t mean it’s worth it

10

All video is not equal

12

Aim wide

14

Multi-screening should be feted, not feared

16

TV is the steroid for other media

18

TV is at bargain prices

20

Why live TV thrives

24

TV is the dominant youth medium

26

Talk to us…

28

02 234 MILLION VIEWS

WHY SHOULD YOU READ THIS? 03

Why should you read this?

It is a valid question. Why should you read this?

You’re undoubtedly busy and there’s that new guide to programmatic buying eyeing you seductively from your desk.

We think you will find this a useful read because it deals with some of the prevalent themes in marketing today and how they do or don’t affect TV and TV advertising.

Things like narrow and mass targeting, what young people are up to, what new forms of video mean for advertising, and the latest effectiveness evidence.

This booklet attempts to contextualise some of the rhetoric, deflate some of the myths, and might even surprise and inspire you (did you know that that an average broadcast TV campaign of 400 TVRs in the UK gets 234 million views?).

01 Suits Dave 02 Homeland Channel 4 03 Carbanaro truTV 04 Rugby World Cup ITV

01

02

While it is true that Thinkbox has an axe the size of Sussex to grind, we always grind it in full view and only ever draw on the most rigorous research to sharpen it.

We want everyone in marketing to make informed and effective decisions, and our belief is that this is only possible with the facts at your fingertips. We hope you find this useful – or at least a warm-up for that programmatic buying guide.

03

04

04 234 MILLION VIEWS

IF YOU READ ONE BIT, READ THIS… 05

If you read one bit, read this…

01

02

04

03

800 NEW OR RETURNING ADVERTISERS ON TV

TV ADVERTISING GENERATES THE MOST PROFIT

TV ACCOUNTS FOR THREE QUARTERS OF ALL VIDEO

TV IS 40% CHEAPER THAN 10 YEARS AGO

There were 800 new or returning advertisers to TV in 2014 (returning after no TV advertising for at least five years), based on Nielsen and Sky’s AdSmart data. Notable new or returning investors were Ryanair, Booking.com and Swinton Insurance.

Studies by the IPA, Ebiquity and indeed the Radio Advertising Bureau consistently show that TV outperforms all other media both in term of sales and profit – and is crucial for building brands’ long-term profit. On average £1 invested in TV pays back £1.79 in profit, more than any other medium.

There are lots of different types of video, from linear TV to online video to subscription VOD services, to screens on underground escalators. The average person in the UK watches 4.5 hours a day of video in total and TV accounts for three quarters of it.

Research by Oxford Economics has shown that the cost of TV advertising has fallen in real terms in the last 10 years by 40%, while so many other goods and services have rocketed in price.

01 Volkswagen adam&eve/DDB 02 Sainsbury’s Abbott Mead Vickers BBDO 03 Cadbury Fallon London 04 Ikea Mother

ONLINE BRANDS LIKE GOOGLE AND NETFLIX SPEND OVER 70% OF THEIR AD BUDGETS ON TV TV can be laser-targeted and does amazing things in the short term, which online businesses feel immediately.

However, TV’s real and unique value comes over the long term as it creates the fame and word of mouth that builds the biggest brands.

TV IS THE DOMINANT YOUTH MEDIUM TV reaches 90% of 16–34s every week and accounts for 42% of their chosen media time. In recent years there has been a decline in how much young people watch on TV sets, but they are the fastest adopters of viewing TV via other screens (we just don’t have the figures for this yet).

The average 16–34-year-old watched 2 hours and 36 minutes of TV on a TV set per day in 2014, which is obviously still a lot.

06 234 MILLION VIEWS

TV IS ENORMOUS 07

TV is enormous

TV accounts for nearly half of people’s chosen media day Adults 15+. TV, radio, newspaper and magazine share includes online/app consumption. Includes media which carries content only. Source: IPA Touchpoints 5 2014.

0.4%

TV

0.6%

Social networking/ messaging

21.2%

1.3% 1.1% 1.9%

3.9%

48.0%

1.6%

Magazines

Online buying/product info/banking

Radio

Cinema

Average monthly reach and time spent Note on BARB data: includes in-home linear TV only with all other activity estimated to add an extra 1.6% on viewing for individuals. Note on comScore data: in Oct 2014, MMX MP for total internet included: Audience reach for PC browsing, PC video streams, mobile browsing and apps (on-network only for untagged apps), tablet browsing and apps for tagged sites and apps.

Duration for PC browsing, PC video streams, mobile browsing, tablet browsing and apps for tagged sites and apps only. Google, YouTube, Facebook and Twitter are not tagged for their mobile or tablet sites or apps.

02

Commercial TV

50

03

40

30

20

10 01 Trevor McDonald meets the Mafia ITV 02 Banana E4 03 Crisis Watch

Total TV

60

Total time online (inc. VOD)

TV is changing as the balance between linear and on-demand is shifting, but it remains people’s favourite medium.

The two charts opposite put that into perspective. One shows the average person in the UK’s chosen ‘media day’ – of which TV accounts for nearly half.

The other compares time spent and reach for TV with some well-known online media companies (it was inspired by Google’s Eric Schmidt claiming YouTube had ‘overtaken’ linear TV – as you can see, he was being a bit fast and loose with the facts).

Newspapers

Online browsing/ info seeking

6.2 6.2% %

Google Facebook YouTube

But imagine what newspapers would look like without it; imagine the cultural reference points our conversations would lack. Sometimes it is only when you take something away that you realise how central it is to your life. (In fact we did take TV away from people once in our ‘Screen Life: TV in demand’ study and they quickly developed a form of televisual cold turkey.

It was almost cruel.)

Other online activity

Internet for work

4.6% 5.6%

WE WATCH AN AVERAGE OF 3 HOURS 41 MINUTES OF TV PER DAY IN THE UK

Online games

Email

Twitter

LIKE ELECTRICITY, TV CAN BE TAKEN FOR GRANTED

3.7%

01

Individuals reached (millions)

With all the big, easily available numbers coming out of online media companies, it can be easy to overlook the size of TV.

Video clips/movies/ music online

0 0

10

20

30

40

50

60

70

Average hours per month

80

90

100

110

120

08 234 MILLION VIEWS

THE MYTH OF TIME SPENT 09

The myth of time spent The case for ad investment is sometimes based on the amount of time spent with a medium, but is this the most important reason to choose where to advertise? No, and we’re shooting ourselves in the foot here because, if it was, TV would get a lot more investment.

The time people choose to spend with a device or medium is a sign of its vitality and popularity. If no one is using something, they can’t see its advertising.

But quantity should inform not dominate the decision to advertise. If time spent was all we should care about then advertising on pillows would be booming.

Ultimately for advertisers it is about advertising effectiveness (for more on that, see page 12). But, to put the issue in context, here we have looked at how the proportions of time spent with each medium compares to its share of advertising investment. As you can see, in a purely time spent world, TV and radio are woefully underinvested in and online media and press are receiving too much.

04

01

Chosen media day share versus ad spend share* 02

Source: Touchpoints 5 2014 for total media time per day. NB online time excludes consumption of TV, radio and press; AA WARC 2014 ad expenditure forecast. *Share of only media featured in chart, media which people choose to consume.

48% Media day share

43%

Ad revenue share

30%

03

26% 21% 16%

01 Jimmy Rose ITV

3%

02 Critical Sky 1

1%

03 Adventure Time Cartoon Network 04 Indian Summers Channel 4

6%

4%

TV

Online

Radio

Newspapers

Magazines

1%

1%

Cinema

10 234 MILLION VIEWS

BECAUSE YOU CAN MEASURE IT, DOESN’T MEAN IT’S WORTH IT 11

Because you can measure it, doesn’t mean it’s worth it

TV advertising generates the most profit Source: Payback 4 – Ebiquity database 2008–2011 and 2011–2014

2008–2011 2.00 1.80 1.60

Profit ROI (£)

1.40 1.20 1.00 0.80 0.60 0.40 0.20

We are drowning in metrics, but not all metrics matter.

Ultimately it is about effectiveness.

0.00

01

TV

Radio

Press

Online display

Out of home

TV is vital for long-term profit Source: IPA The Long and Short of it, 2012

TV ADVERTISING PAYS BACK MORE THAN ANYTHING ELSE

It is our belief that the only measure in advertising that really counts is effectiveness: did the ad actually work?

Being liked on Facebook, shared on Twitter, viewed on YouTube, winning awards or making the news… these are all interesting, but if sales, profit or changed behaviour don’t follow, they are not much to be left with. The seduction of short-term metrics can only ever give a very limited picture. That is why the IPA Effectiveness Awards, and the robust body of evidence they provide, are so important.

There is a growing body of research into advertising effectiveness, by the IPA and others such as Ebiquity, which shows how TV consistently outperforms all other media in terms of sales and profit. It also illustrates that TV is crucial for building brands’ long-term profit; on average £1 invested in TV pays back £1.79 in profit.

Opposite we’ve provided two key charts which set the effectiveness scene and show TV’s payback relative to other media.

For more effectiveness research, visit thinkbox.tv/tv-effectiveness.

3+ year campaigns only

02

140% 120%

01 Thomson BMB 02 Marks & Spencer RKCR/Y&R

Average uplift in profit effects

IF YOU CAN’T MEASURE ADVERTISING’S RESULTS, YOU CAN’T JUSTIFY THE INVESTMENT

100% 80% 60% 40% 20% 0% -20%

TV

Other brand channels

Activation channels

12 234 MILLION VIEWS

ALL VIDEO IS NOT EQUAL 13

All video is not equal

01

02

03

All TV is video, but not all video is TV. TV is special for its content, its context and its huge appeal.

TV ACCOUNTS FOR THREE QUARTERS OF ALL VIDEO There are lots of different types of video, from linear TV to online video, to subscription VOD services like Netflix, to screens on underground escalators.

The average person in the UK watches 4.5 hours a day of video in all its different forms and TV – watched on a TV set or other screens like tablets and smartphones – accounts for over three quarters of the total.

TV PROVIDES THE HIGHEST QUALITY CONTEXT FOR ADVERTISING It is important to distinguish the different contexts video is consumed in and what advertising rubs shoulders with. TV lives at the premium, trusted, high-quality end of the video spectrum but there are wild variations in the context for other types of video. For instance, non-TV online video accounts for nearly 15% of total video, but nearly a third of that is ‘adult’ content – not a useful environment for most brands.

UK BROADCASTERS INVESTED £5.8 BILLION IN TV CONTENT

BEWARE THE SEDUCTION OF ‘VIEWS’

TV is such a great advertising context because of its high-quality content and the relationship viewers have with it. UK broadcasters invested £5.8bn in content in 2013, up 3.7% on the previous year (most recent figures available from Ofcom).

Views that TV ads get online are an important part of the way brands now communicate. But because the figures are so visible, the offline views – which are often driving them – can get overlooked. A million online views is not to be sniffed at, but an average broadcast TV campaign in the UK gets 234 million ‘views’ – and that is before you consider the different quality of the viewing experiences.

Total video time in the UK in 2014 2014 share of all video consumption – averages 4 hours 35 mins a day per person.

Source: BARB, comScore, Route, IMDb, Rentrak, FAME, DCM, Broadcaster data, Thinkbox estimates, version as of February 2015, subject to change, average includes non users. Based on comScore video reporting on PC only, adjusted using Thinkbox estimates to account for mobile consumption.

0.4% 0.5%

Industry standard TV (live/ playback/on-demand on TV set within 7 days of broadcast) TV playback/on-demand on TV set within 8–28 days of broadcast

9.1% 1.2% 1.2%

Broadcaster VOD on other devices (e.g. tablets, smartphones)

5.6% 4.5% 4.4%

Extra TV content on the TV set (incl.

DVD, Subscription VOD, +29 day TV playback/on-demand) Extra TV set activity (e.g. Gaming/ Skype) 'Adult' online video

73.0%

Other non-TV online video (e.g. YouTube) Cinema Out of home video (e.g. screens on London Underground)

01 The Imitation Game Sky Movies 02 Home Fires ITV 03 Storage Hunters Dave

14 234 MILLION VIEWS

AIM WIDE 15

Aim wide

01

Targeting is important at some stages of marketing, but every serious piece of research about advertising effectiveness shows that broad reach is also essential to make brands grow.

02

MASS MARKETING, MASSIVE RESULTS

THERE’S NO SUCH THING AS ‘WASTAGE’

TV IS SHARED AND SHARING IS POWERFUL

With connected sets, TVOD and addressable advertising, different TV commercials can be sent to different households and individuals. Advertisers have always targeted very specific TV audiences, but now that is on to the next level. Addressability in Channel 4’s TVOD has led to brilliant work such as the recent personalised Coke campaign, and addressable advertising in linear TV via Sky AdSmart is allowing advertisers to target households based on a wide range of attributes. It’s also making TV accessible to niche and emerging brands.

But never lose sight of the mass power and reach of TV advertising. TV can be laser-targeted and do amazing things in the short term, but its unique value comes over the long term as it creates the fame and word of mouth that builds the biggest brands. In ‘Advertising Effectiveness: the Long and Short of it’ the IPA showed that reaching a mass audience is the most effective strategy; targeting the whole market achieves three times the large business effects – such as sales and profit – than focusing on existing customers.

‘Wastage’ is a misnomer; it sounds bad when actually it should be highly valued by advertisers. An ad might not be 100% relevant now, but it may well be later.

Where would BMW be if it only reached people who could buy their cars right now and not those who aspire to in the future?

Watching TV is a shared experience and is going to stay so for the foreseeable future. Around half of all TV is watched with at least one other person in the room and an increasing amount is watched with friends perched on the virtual sofa of social media. Being shared and discussed in person or online while being watched by mass audiences in real time is one of TV’s greatest strengths. Conversations about ads in real time strengthen the effect and are key for joint purchasing decisions.

02 Troy E4 03 Planes Sky Movies

Plus any viewers outside of the purchased demographic are free for the advertiser – so the cost of any supposed inefficiency is borne by the broadcaster. ‘Wastage’ is really a sort of free incremental reach which helps make advertising effective by reaching future potential customers and generating fame and word of mouth.

The broader the reach, the broader the effects Source: IPA The Long and Short of It, 2012

8

Total number of very large effects

TV REACHES FAR, WIDE, NEAR AND NARROW

01 The Delivery Man ITV

03

7 6 5 4 3 2 1 0

Target existing customers

Target new customers

Target whole market

16 234 MILLION VIEWS

MULTI-SCREENING SHOULD BE FETED, NOT FEARED 17

Multi-screening should be feted, not feared People have always multi-tasked when watching TV; they might eat, do some ironing, chat or do their homework. Multi-screening is the latest accompaniment – and it has a lot more commercial potential for advertisers than ironing.

Multi-tasking is positive for TV though TV one of the least affected Proportion of solus and simultaneous media minutes, by activity. Source: Ofcom Digital Day seven-day diary, 2014. Base: All activity recorded minutes for adults aged 16+

Solus

20%

MULTI-SCREENING KEEPS VIEWERS IN THE ROOM

TV IS ONE OF THE LEAST MULTI-TASKED MEDIA

Having a connected device to hand when watching TV enables people to interact with what they’re watching. Viewers can chat on social media about what’s on (40% of Twitter activity in the evening is TV-related says Twitter). They can join in with shows that have developed accompanying apps. They can instantly find out more about what’s on screen, be it an actor, a location or a brand.

And they can now easily buy what they see advertised on TV because TV is now a powerful point-of-sale medium.

Thinkbox’s ‘Screen Life’ studies have repeatedly shown the benefits of multiscreening. They have shown it doesn’t affect explicit ad recall compared to people who don’t multi-screen and that it keeps viewers in the room and on the channel during the ad breaks.

According to IPA Touchpoints data, 58% of UK adults multi-screen weekly.

Even though multi-screening is very positive for TV advertisers, it needs perspective. Ofcom has looked at how different media are multi-tasked and found that TV is actually one of the least multi-tasked media. That’s because the programmes tend to absorb our attention the vast majority of the time we’re watching it.

24%

28% 38%

Radio on radio set

CHAT, PLAY, DISCOVER AND BUY

21%

TV or films on a TV set

Radio on another device

Simultaneous

43%

47%

TV or films Other audio Print media on another device

Games

49%

Other internet media

49%

54%

Other non- Other video internet media

59%

61%

Voice comms

Text comms

Ad break multi-screeners are more likely to stay in front of ads % agreeing with each statement. Source: Craft, Screen Life 3, Mobile Field Test (7pm–11pm), 2014

57%

I just stayed where I was and waited for the programme to restart

49%

36% I left the room during the ad breaks 41%

I found myself watching the adverts almost by accident

35% 28%

Multi-screeners

Everyone else

18 234 MILLION VIEWS

TV IS THE STEROID FOR OTHER MEDIA 19

TV is the steroid for other media

01

02

03

One aspect of TV advertising – one that can often be overlooked or misattributed – is how it consistently makes other elements of advertising campaigns work harder.

Sounds dull, but it is very important and yet more evidence of the brilliance of TV + online. Ebiquity found that the amount of branded search created by TV advertising on search engines increased by 33% per rating point during 2011–14 compared with 2008–11. This has been encouraged by viewers ‘multi-screening’ (see page 16) and the proportion of brands featuring specific online calls-to-action in their TV ads, which has increased from 2% in 2005 to 16% in 2013.

37% OF TV’S TOTAL SALES EFFECT IS FELT BY PRODUCTS NOT DIRECTLY ADVERTISED Ebiquity also revealed TV advertising’s ability to create a ‘halo effect’ across a brand’s portfolio. So, if a beauty brand advertises a shampoo product on TV, the campaign is likely to boost sales of its other products, such as body spray or moisturiser; if a finance brand advertises a current account on TV, the campaign is likely to boost sales of its other products, such as mortgages or insurance.

TV spreads the love.

TV/Online synergy is large… and increasing Source: IPA, the Long and Short of It, 2012

TV + online is the most powerful brand and activation combination

1.6 1.4

1.0

0.8

0.6

0.4

0.2

0.0 01 Drugs Live Channel 4 02 Broadchurch ITV 03 Keeping up with the Kardashians E!

TV + online campaigns are improving in efficiency over time

1.2

Annualised ESOV efficiency

In their ‘Payback 4’ study, Ebiquity found that for radio advertising, the multiplier effect of TV advertising can be greater than 100% and is up to 50% for press and outdoor.

TV DRIVEN BRANDED SEARCH HAS INCREASED BY 33%

Annualised ESOV efficiency

TV’S BENEFICIAL EFFECTS ARE FELT BY ALL ACCOMPANYING MEDIA

1.2 1.0 0.8 0.6 0.4 0.2

Brand + activation channels

TV + online

0.0

1998 – 2004

2006 –2010

TV + online campaigns

20 234 MILLION VIEWS

TV IS AT BARGAIN PRICES 21

TV is at bargain prices If you’re a TV advertiser then you might scratch your head at the headline above – you’ll know that TV advertising prices have risen recently. However, in real terms, the cost of TV has fallen over the last decade.

04

01

05

06

Price changes of goods and services 2003–2013 Source: Oxford Economics, Sky, Haver Analytics, ONS

-100%

-50%

0%

50%

100%

150%

200%

250% Liquid fuels

Tobacco Sewerage collection

800 NEW OR RETURNING ADVERTISERS TO TV IN 2014 One of the reasons that the cost of advertising on TV has increased recently is that viewing levels have fallen. However, just as significant a reason is that demand has increased because advertisers want to be on TV as they know what it will do for their businesses. In 2014, there were 800 new or returning advertisers on TV (returning after more than five years away).

TV IS 40% CHEAPER THAN 10 YEARS AGO Advertising should ultimately be judged on effectiveness (value) rather than cost and Ebiquity’s Payback 4 (see page 13) showed how TV has become more effective in recent years. But cost is a genuine issue for all businesses, so we want to put it in perspective. Recent research by Oxford Economics has shown that the cost of TV advertising at current prices has fallen by 17% in the last 10 years while so many other goods and services have rocketed in price. If this is adjusted to take inflation into account, then TV is in fact 40% cheaper in real terms.

Rail transport

02

Fish Bread & cereals Coffee & tea Milk, cheese, eggs Fruits Restaurants Hairdressing & personal services Carpets & other floor coverings

03

Non-durable household goods Vehicle parts Books Garden & plants Pharmaceutical products Beer House content insurance Sports & outdoor equipment

01 Foster’s adam&eve/DDB

Television advertising

02 Three Wieden + Kennedy

Second-hand cars

03 Guinness Abbott Mead Vickers BBDO

Clothing garments

04 Sport England FCB Inferno 05 Moneysupermarket.com Mother 06 Honda Wieden+Kennedy

-100%

-50%

0%

50%

100%

150%

200%

250%

22 234 MILLION VIEWS

TV IS AT BARGAIN PRICES 23

Moone Boy Sky 1

THE DECLINING COST OF TV ADVERTISING IS CLEARLY DEMONSTRATED WHEN PLACED IN CONTEXT WITH THE RISING COSTS OF RETAIL GOODS Television and advertising costs in context Source: Oxford Economics, Sky, Haver Analytics, ONS

Total TV impacts

Retail price index

TV advertising costs

140 130 120 110 100 90 80 70 60

2003

2004

2005

2006

2007

2008

2009

2010

2011

2012

2013

2014

Index, 2003=100 Man and the Wild Nat Geo

24 234 MILLION VIEWS

WHY LIVE TV THRIVES 25

Why live TV thrives After years of record growth for broadcast TV as on-demand began to flower, new viewing trends are now becoming more established and there’s a new eco-system emerging. Live TV remains at the heart of things. The future is a blend of both live and VOD. Natural Curiosities Watch

Research reveals six TV viewing needstates

Source: BARB Jan–Dec 2014 Individuals in DTR homes, Commercial TV vs BBC

Source: Screen Life: TV in demand, 2013

Live 100%

Time-shifted

Personal

3% 3% 35% 36% 22% 20% 21% 18% 20% 19% 12% 11% 10% 9%

90%

INDULGE

97% 97%

90% 91% 88% 89%

80% 78%

80% 79%

82%

80% 81% ESCAPE

UNWIND

EXPERIENCE

COMFORT

CONNECT

BBC news

Commercial news

BBC sport

Commercial sport

BBC kids

0%

Commercial kids

10%

BBC entertainment

20%

Commercial entertainment

30%

BBC films

40%

Commercial films

50%

65% 64%

BBC documentaries

60%

Content

70%

Commercial documentaries

If you’re looking for what on-demand has replaced, then it is explained by the gap in the high street that used to be a Blockbusters (or the gap on your shelf where physical box-sets used to live). Why search aisles on foot and risk disappointment when you can do so easily from your sofa? We’ve always had on-demand, only now it is easier – and Broadcaster VOD is creating a rich new landscape of opportunities for advertisers.

Time-shifting is driven by programme genre not ad avoidance

BBC drama inc. soaps

The new eco-system of TV is nuanced though. Younger audiences are the most enthusiastic fans of watching on-demand, older viewers still watch a lot more live.

But in general, live TV is everyone’s daily food and on-demand is a box of chocolates. Together they fulfil our every TV need (all six in fact, see opposite page).

Live can fulfil all our needs, but on-demand excels at more indulgent, personalised viewing (we can binge on-demand rather like we binge with a good book).

VOD-BUSTERS

Social

Context

Despite technological change and the new behaviours we are seeing, nothing can alter the fact that humans like humanity.

We are communal beasts and, if we can, we generally prefer watching TV as it is broadcast, sitting on our sofas, in the company of others. It fulfils a basic human need to share, belong and not miss out.

Social media and the increasing potential for spoilers is yet another reason that we continue to enjoy live TV.

ON-DEMAND IS A BOX OF CHOCOLATES

Commercial drama inc. soaps

88% OF TV IN THE UK IS WATCHED LIVE

26 234 MILLION VIEWS

TV IS THE DOMINANT YOUTH MEDIUM 27

TV is the dominant youth medium

Average hours of linear* TV viewed per day 16–24

Source: BARB 2004–2014. *Live plus playback TVOD on TV set within 7 days.

25–34

35–44

45–54

55–64

65+

7 6 5

Hours

4

Young people are watching less TV on a TV set these days, but they are rapidly embracing all the new ways to watch TV – we just can’t yet measure it!

3 2 1

Our educated guess would place it at about an extra 4-5% of TV viewing for younger people, which compares with the extra 1.6% for the average population. It would be nice to have more clarity on overall volume (BARB is hard at work on this).

TV ACCOUNTS FOR 42% OF THEIR CHOSEN MEDIA TIME However, there are other respected sources like IPA Touchpoints which show how TV remains the dominant youth medium.

BLOODY STUDENTS Our current inability to measure young people’s TV viewing on other screens is compounded by a long-time problem with measuring their TV: students living away from home – about a million of them – aren’t included in BARB’s measurement, and we know they watch a lot of TV.

For 16–34s TV accounts for 42% of their chosen media day TV, radio, newspaper and magazine share includes consumption via internet/apps. Includes media which carries content only. Source: IPA Touchpoints 5 2014. Base: adults 16–34.

0.7% 0.4% 1.6% 1.3% 1.6% 2.1% 2.0%

TV Social networking/ messaging

15.5% 41.8% 7.2% 4.5% 6.9% 14.3%

Video clips/movies/ music online Online games

Email

Other online activity

Internet for work

Newspapers

Online browsing/ info seeking

Magazines

Online buying/product info/banking

Radio

Cinema

2014

2013

2012

2011

2010

2009

2008

The main reason viewing on TV sets has fallen – and this is the same for all age groups – is that heavy viewers are watching a bit less and this has a disproportionate effect on the average.

This explains why reach hasn’t changed in any meaningful way. It isn’t that young people have stopped watching linear TV; it is that those who were watching the most watched a bit less.

2007

The TV set is everyone’s favourite way to watch TV, regardless of age, but younger audiences are fast adopters of viewing TV via other screens. However there are no BARB figures for this yet.

0 2006

Young people have always watched a bit less TV than the national average, but in recent years there has been a decline in how much they watch on TV sets. The average 16–34 year old watched 2 hours and 36 minutes of TV on a TV set a day in 2014. This is obviously still a lot, but it is less than before (16% less than 10 years ago) and this needs explaining.

SUPERFANS ARE WATCHING LESS

2005

MEASURING TOTAL TV ACROSS ALL SCREENS IS TRICKY

2004

TV REACHES 90% OF 16–34S EVERY WEEK

28 234 MILLION VIEWS

TALK TO US… 29

Talk to us…

Thinkbox is here to help advertisers get the best out of television, which includes providing the latest facts about TV’s unrivalled effectiveness, along with inspiring examples of brands that have reaped the rewards of investing in TV. If any of the stats in this handy booklet have sparked your curiosity and you’d like to find out more, then you can do that by visiting our website at thinkbox.tv.

It’s a hub of useful material.

And we’re always happy to come along and talk to advertiser and agency teams.

We can present on pretty much any tellyrelated topic, from effectiveness to the future of TV. The Thinkbox Planning Helpdesk is always available too, if you’d prefer a quick chat on the phone with someone. So please do get in touch.

THANKS TO...

We are indebted to our research partners and friends who provide the industry with a plethora of insight and are dedicated to proving what works in advertising: Craft Strategy, Ebiquity, the IPA, Ofcom, Oxford Economics, AA/Warc, PwC, BARB, Flamingo, Tapestry, comScore and of course Les Binet and Peter Field (the Godfathers of Effectiveness).

USEFUL CONTACTS The Thinkbox Planning Helpdesk planning@thinkbox.tv

Research Enquiries research@thinkbox.tv

Thinkbox Switchboard 020 7360 2320

Lindsey Clay Chief Executive lindsey.clay@thinkbox.tv

Tess Alps Chair tess.alps@thinkbox.tv

Amanda Sweeney PA to Tess Alps, Matt Hill & Andrew MacGillivray amanda.sweeney@thinkbox.tv

Andrew MacGillivray Marketing Director andrew.macgillivray@thinkbox.tv

Matt Hill Research and Planning Director matt.hill@thinkbox.tv

Jaine Tamplin EA to the CEO & Company Secretary jaine.tamplin@thinkbox.tv Mel and Sue ITV

About Thinkbox

About The Marketing Society

Thinkbox is the marketing body for commercial TV in the UK, in all its forms. Its shareholders are Channel 4, ITV, Sky Media, Turner Media Innovations and UKTV who represent over 90% of commercial TV advertising revenue through their owned and partner TV channels.

Thinkbox works with the marketing community with a single ambition: to help advertisers get the best out of today’s TV.

The Marketing Society is an exclusive network of senior marketers. Over the past 55 years we have emerged as one of the most influential drivers of marketing in the business community.

The Society challenges its members to think differently and be bolder marketing leaders by supporting the development of leading-edge thinking and promoting the evidence of effective marketing. We are the place for discerning marketers to learn, develop and share best practice. www.marketingsociety.co.uk

Shareholders

Associate Members Thinkbox TV Ltd. Manning House, 22 Carlisle Place, Victoria, London SW1P 1JA Tel. 020 7630 2320 www.thinkbox.tv

Thinkbox Supporters