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Week ending November 21, 2014

ACT - Television: the social medium - November 21, 2014
from Marta Sokol/ACT

Television is the social medium. People watch it together, either with friends and family in the same room or in the company of their social networks online via tablets, smartphones and laptops.

To mark World Television Day on 21 November, TV organisations from around Europe have brought together the latest statistics to reveal how TV and social media complement each other. The insights show how ‘multi-screening’ is becoming a mainstream activity in many countries, how TV drives commentary online and how the marriage of TV and internet-connected second screens presents opportunities for advertisers.

Multi-screening now mainstream

During peaktime viewing in the UK, 74% claim to have picked up an internet connected device during TV ad breaks, with very little difference between age groups, social demographics or gender (Craft/Thinkbox ‘Screen Life: TV advertising everywhere’, 2014)
Most TV shows attract some social media commentary, but the shows which attract the most tend to be live sports and reality TV shows - the 2014 BRIT Awards in the UK saw a vast volume of Twitter conversation with 4.2 million Tweets about the show.
42% of French viewers aged 15-60 say that they have engaged with a TV programme via a social network (OmnicomMediaGroup/ Mesagraph – Social Télévision)
37% of Swiss say that it’s “normal” and “commonplace” to use the internet while watching TV (Publisuisse, ‘Media du Future 2017’)
In Spain, 62% of people claimed in 2013 to use a second screen while watching TV – an increase of 11 percentage points compared to the previous year (Televidente 2.0, 2013)
In Sweden, 55% viewers have used another screen (smartphone, tablet or computer) while watching TV (MMS Moving Images 2014:1)
33% of people in Poland have multi-screened and almost half of multi-screening activity (49%) is in order to look at content that is related to what is being watched (Millward Brown ‘AdReaction 2014’).

Opportunity for brands

Research in the UK has found that multi-screening in ad breaks does not affect ad recall. People who multi-screen during TV ad breaks are able to explicitly recall slightly just as many ads as the average viewer. Multi-screeners can recall 2 ads from the previous 15 minutes of viewing compared to the 1.9 average (Craft/Thinkbox ‘Screen Life: TV advertising everywhere’, 2014)
In Spain, 30% of users of social platforms comment on TV advertising (Televidente 2.0, 2013)
In Switzerland, 16% of people who multi-screen say that they are looking for additional information on brands and products that they have seen on TV (Publisuisse, Media du Future 2017)
People are more likely to stay in the room and less likely to change the channel during the ad break if they are multi-screening, according to research by the UK’s Thinkbox. Multi-screening viewers stayed in the room for 81% of ad breaks; viewers not multi-screening stayed in the room for 72% (‘Screen Life: the view from the sofa’, Thinkbox/Cog Research, 2012)

TV remains primary screen
Despite this new clear trend of multi-screening, the TV set remains the primary screen:

In Germany, 86% of all video touchpoints among adults 14-59 are with live linear television. The figure is similar for 14-20s, for whom 76% is linear TV (IP Fourscreen Touchpoints, adults 14-59 / 14-25 resp.)
In the Netherlands, 65% of the time spent watching TV is spent solely watching TV, without any other activity (MediaTijd analysis 2014 by SPOT).
Thinkbox’s ‘Screen Life: TV advertising everywhere’ from the UK found that TV plays a profound role within people’s homes and within the living room in particular, playing a vital role in unifying households and being a part of numerous day-to-day rituals. 98% of TV viewing in the UK takes place on a TV set, with 86% on a TV set in the living room (BARB, H1 2014).

TV drives commentary online

TV is the greatest driver of word of mouth, on- or offline. Research in the UK found that TV advertising is responsible for 51% of the conversations about brands that marketers can influence (D2D/Keller Fay/Thinkbox ‘POETIC’, 2013)
8.5% of the French people (aged 15+) claim to have commented on social media about a show they were watching live on TV. Younger people are the most likely to comment online, with 15% of 15-24s having commented about a show online on social networks (L’Argus de la presse, Ipsos-Steria et Aura Mundi)
In Spain, almost 30% of users of social platforms are posting comments at least once “from time to time” about advertising they are seeing on television (Televidente 2.0, 2013)

Multi-screening benefits live TV viewing

28% of French people say they have watched a TV show having read online comments about it. This is particularly true for under-35s, for whom the proportion is 40% (L’Argus de la presse, Ipsos-Steria et Aura Mundi, 2014).

This year’s World Television Day has seen the creation of a TV ad highlighting and celebrating the power of TV with TV broadcasters across the continent running the ad. The ad includes a call to action for viewers to share their favourite TV moments on social media. You can watch the World Television Day ad here http://www.worldtelevisionday.tv/video-love-tv/

VPRT zum World TV Day 2014: Fernsehen bewegt die Welt - November 20, 2014
from Hartmut Schultz for VPRT

Der Verband Privater Rundfunk und Telemedien e.V. (VPRT) stellt anlässlich des diesjährigen World TV Day am 21. November 2014 die besondere gesellschaftliche und volkswirtschaftliche Bedeutung von Fernsehen heraus.

Annette Kümmel, ProSiebenSat.1 Media AG und Vorsitzende des Fachbereiches Fernsehen und Multimedia im VPRT: „Fernsehen bewegt die Welt. Jeden Tag sehen rund 5,5 Milliarden Menschen fern, das entspricht 75 Prozent der Weltbevölkerung. Eine unabhängige, vielfältige und wirtschaftlich tragfähige Fernsehlandschaf hat einen unschätzbaren Wert für die Meinungsvielfalt und -freiheit und ist damit einer der Eckpfeiler für demokratische Gesellschaftsordnungen.“

Frank Giersberg, Leiter Marktentwicklung im VPRT: „In großen Teilen der Welt kommt dem Fernsehen auch eine besondere volkswirtschaftliche Relevanz zu. Weltweit erwirtschaftet die Branche über 300 Milliarden Euro und stimuliert ein Vielfaches dessen an Wertschöpfung bei vor- und nachgelagerten Branchen. Als Werbeträger stützt Fernsehen zudem die Innovations- und Wettbewerbsfähigkeit vieler Industrien in nationalen und internationalen Märkten.“