Why Ad-Supported Cable?
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- Alan Sims
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1 Why Ad-Supported Cable?
2 Technology and Video Usage Has Exploded in the US
3 We Now Expect Sharp & Clear Video to be Available Instantly at an Arm s Length Video Anywhere, Any.me Any Size
4 Television is By Far the Lead Video OpHon The US Spends Nearly One-Third Of Its Waking Hours Watching Television Source: 168 hrs per week * 7 hr sleep (Avg # of hrs adult sleep Nat l Institute of Health) = 119 waking hrs; 32 hrs / wk with TV brands online & TV (Nielsen P2+ Live+7; comscore avg. time spent per site Broadcast & Cable; June 2013)
5 Television SHll Reigns as the Best Device For Watching Video Best Device For Watching Video (Among Owners of Each Device) - A18-49 Vs. YAG CAB 2013 Custom Study, Video Nation: Anytime, Anywhere, Anyplace BASE: Watches video on device; 205 Overall, which of the following is the best device for watching video?
6 TV Comprises 92% of All Video Time Monthly Video ConsumpHon by Device Watching Television in the home Watching Video on a Computer Watching Video on a Mobile Phone # of Viewers 283 Million 155 Million 45 Million 157:32 8:20 5:29 92% Of Overall Video Time Source: Nielsen Cross Platform Report 1Q13; P2+
7 TV Ads are the Most Memorable Device On Which AdverLsing Is Most Memorable (Among Owners of Each Device) A18-49 This holds true across all demos (60% of teens / & 80% of 35+ find TV ads most memorable) CAB 2013 Custom Study, Video NaHon: AnyHme, Anywhere, Anyplace BASE: Watches video on device; 1056 On which of the following devices do you find adverhsements most memorable?
8 Television Ads Encourage Further InvesHgaHon and UlHmately Move Products Off the Shelves A18-49 How ORen? 75% Look up informahon online about an adverhsement currently watching 69% Once a week or more 62% Shop online or purchase something they have seen on a show / adverhsement they are currently watching 56% Once a week or more CAB 2013 Custom Study; Video NaHon: AnyHme, Anywhere, Anyplace 600 How oden do you do each of the following while watching television? Please think about these achvihes as directly related to the show or an adverhsement you are watching.
9 Amidst the Explosion of Video Content and Devices, Why is TV Stronger than Ever?
10 Cable is Single Handily Driving Television s Growth Cable s Share Reaches Record Highs, Broadcast Record Lows A25-54 Total Day Share: First Half 2013 Broadcast Ad-Supported Cable Source: CAB Analysis of Nielsen timeperiod level data; LIVE+SD. Share of impressions by source. Jan-June 13 v yag
11 Cable Viewership Grew or was Flat 6 out of 7 Days of the Week; Broadcast was Down Every Day A25-54 Total Day % Ratings Change By Day First Half 2013 v. YAG Sun Mon Tue Wed Thu Fri Sat Ad-Supported Cable Broadcast +1% 0% +2% +2% +1% 0% -1% -7% -12% -9% -13% -9% -4% -5% Source: CAB Analysis of Nielsen Live+SD change; Jan-June 2013 v. 2012
12 Viewers Spend Double the Time with Cable Than Broadcast Time Spent Per Week (Hrs:Min) Total Day: First Half 2013 Source: CAB Analysis of Nielsen NPower Live+SD; English Bdcst 6; Jan-June 2013
13 Cable RaHngs Remain Steady Throughout the Year While Broadcast Experiences a Significant Dip in the Summer June 12 May 13 Primetime A18-49 & A25-54 Monthly Ratings C3 AA% 25% rahngs drop from May to June 23% rahngs drop from May to June Source: Nielsen Npower; June 12 May 13; excludes the Olympics
14 Why is Ad- Supported Cable Thriving?
15 Cable s $120B Investment in Original Programming Cable Network Programming Expenses (In Billions) Cable invested $120B in programming since 2007 Source: SNL Kagan 2012, *projechons
16 So What Does $120 Billion Buy These Days?
17 Original Programming That Has Dominated US Video
18 Cable Originals Have More Than Doubled Over the Past Decade Ad- Supported Cable s Original Programs June 02 vs. 13: Total Day 2,899 1,230 Source: NPower. All original programming. Analyzed on programs, not telecasts. Total Day
19 Two Out of Three Cable Shows are Original Programs Ad-Supported Cable s # of Programs June 13 : Total Day # of Programs % of Total Original Programs: Acquired Programs: Total: 2,899 1,357 4,256 68% 32% 100% Source: NPower. Analyzed on programs, not telecasts.
20 Investment in Content Extends Across Genres Ad-Supported Cable s Original Programs: Total Day (June 2013) Genre # Originals / June 02 # Originals / June 13 Dramas Children s Comedy General Documentary Instruction/ Advice Sports All Other Grand Total 1,230 2,899 Source: NPower. Analyzed on programs, not telecasts.
21 This Investment is Compelling, Original Content is Driving Viewers Across Screens
22 Cable s Growing Across All Screens / Platorms A25-54 C3 RaLng 11/ 12 vs. 12/ 13 Unique Viewers July 12 vs. July 13 Avg. Mobile Audience Increase July 12 vs. July 13 Cable s % of Social TV AcLvity Top 20 Shows July 13 +2% +11% +22% 73% Source: Nielsen Npower full official season; comscore Media Trend report; comscore MulH- platorm report; Trendrr PrimeHme
23 Cable Network + System Websites Reach 89% of all Internet Users in a Given Month Cable Network Brands Uniques 188MM % Reach 84% Cable System Sites 48MM 21% Cable Network & Systems De- Duplicated 201MM 89% Total Internet 225MM 100% Source: comscore July 2013 CAB Custom De- DuplicaHon Report
24 Cable Brands Reach Trumps Portals / Facebook Uniques % Reach Cable Network & Systems De- Duplicated 201MM 89% Cable Network Brands 188MM 84% Yahoo Sites 196MM 87% Google/YouTube Sites 192MM 85% Microsod Sites 180MM 80% Facebook.com 139MM 62% AOL, Inc. 117MM 52% Source: comscore July 2013 CAB Custom De- DuplicaHon Report
25 The Popularity of Cable Content is Growing on the Internet While Big Portals and Facebook in Decline Unique Visitors Ad- Supported Cable Nets Avg. Daily Visitors Total Visits Unique Visitors Ad- Supported Cable Nets + Systems Avg. Daily Visitors Total Visits 12% 11% 10% 9% 9% 9% Unique Visitors 4- Portal Average: (AOL, Google, msn, Yahoo!) Avg. Daily Visitors Total Visits Unique Visitors Facebook Avg. Daily Visitors Total Visits 9% -3% -2% -14% -19% -20% Source: comscore; Media Trend Report; July 2012 vs. July 2013; Represents average % change over all ad-supported Cable nets; Duplicated
26 Branded Cable Content is the Most Sought Ader on the Internet Across the Gamut of Content Genres Sports Sports Comedy TV Entertainment - Black General News Music NBC Sports Network Adult Swim NBCU TV ABC News MTV Networks Yahoo! Sports Break.com Yahoo! Yahoo! VEVO ESPN Comedy Central BET CNN YouTube FOX Sports on MSN Cracked.com GSN Huffington Post Warner Music Turner Sports Cheezburger CBS NBC News ToneMedia Home Weather TV Entertainment Kids Food ehow Home & Garden Yahoo! Weather NBCU TV Allrecipes Disney Entertainment Houzz.com The Weather Channel Yahoo! Food Network Nickelodeon Kids & Teens HGTV ivillage Home & Garden About.com Home Weatherbug.com Accuweather.com Weather Underground MSN Discovery Networks A+E Networks BlogHer Food Food.com About.com Food Disney Channel TV Cartoon Network Miniclip Source: CAB analysis of comscore data, August 2013
27 And Consistently Ranks in the Top 5 Among Mobile Apps on the ipad From Over 500,000 Apps: Sports Music TV Entertain. News Comedy ESPN Fantasy Football MTV News Netlix Today Show Vudu CBS Sports TuneIn Radio Amazon Instant Video NY Times TBS Yahoo! Fantasy Football Pandora CBS CNN Anime Network CBS Sports Fantasy Football SpoHfy Hulu + WSJ Blip TV MLB.com at Bat Vevo Xfinity TV Player Time Magazine HBO Go Weather Finance Entertain. TV News Children Business Weather Channel CNN Money and Business OTRC: On the Red Carpet Netlix CNN Money and Business MyRadar Wall Street Journal Entertainment Weekly Nick BBC News Weatherbug WSJ Live E! Live from the Red Carpet Barbie Makeover Bloomberg Businessweek + Weather+ Bloomberg TV+ BBC News Disney s Princess Palace FOX Business Networks NOAA Weather Radar CNN Viki Beemo CNBC Real- Time Source: Apple app store 08/14/13; Most popular ipad apps by category search term (excluding gaming apps) 27
28 Cable Networks: TV + Online = 85+ Hrs a Month Monthly Time Spent (July 2013) (Hrs: Mins) Ad-Supported Cable Television (Hrs: Mins) Cable Network Websites (Hrs: Mins) Total (Hrs: Mins) 71:02 85:25 14:23 Source: Nielsen Npower Live+7 July 2013 P2+, CAB analysis of comscore duplicated July 2013 data, Cable Television represents all measured Ad-Supported Cable nets; Cable network websites represents 61 cable network websites
29 Cable Brands (Nets + Systems): TV + Online = 95 Hours Monthly Time Spent (July 2013) (Hrs: Mins) Ad-Supported Cable Television (Hrs: Mins) Cable Network & System Operator Websites (Hrs: Mins) Total (Hrs: Mins) 94:47 71:02 23:45 Source: Nielsen Npower Live+7 July 2013 P2+, CAB analysis of comscore duplicated July 2013 data.
30 Consumers Spend More Time with Cable Than 4 Portals, Facebook and Broadcast Combined Monthly Time Spent (July 2013) (Average mins per visitor, Hrs: Mins) Cable: Television + Network & System Sites (Hrs: Mins) 4 Portals + FB (Hrs: Mins) Broadcast: Television + Web (Hrs: Mins) 85:02 94:47 23:04 30:23 Source: Nielsen Npower Live+7 July 2013 P2+, CAB analysis of comscore duplicated July 2013 data.
31 The Consumer s Passion for Cable Content is Also Evident by Their Eagerness to Discuss and Debate TV Programs in Social Media
32 Viewers Chat About TV Programs Frequently 6 out of 10 Discuss a Few Times a Week or More How OHen Do you Chat / Post / Tweet About a Show While Watching TV? (A18-49) Less than once a wk: 22% 23% Daily: About once a week: 17% Few Hmes a week: 38% Teens & Young Adults are even higher daily users: 40% of Teens 41% of % of % of % chat / post / tweet a few Hmes a week or more CAB Custom Study, Video NaHon: AnyHme, Anywhere, Anyplace BASE: Respondents who engage in Social TV 600 How oden do you do each of the following while watching television? Please think about these achvihes as directly related to the show or an adverhsement you are watching.
33 Socially AcHve Viewers Endorse Products Over 30% Comment on an Ad Why Do You Post / Tweet / Chat During a TV Show? (%) A Teens: 28% 18-24: 34% 25-34: 29% 35+: 29% See what others Big fan of show Keep in touch think about the w/friends show Discuss show w/fans Makes watching more intereshng Saw an ad/ product I like and want to share Get insider info Like engaging in Chat with stars about show play along games CAB 2013 Custom Study; Video Nation: Anytime, Anywhere, Anyplace BASE: Respondents who engage in social TV 610 Previously you indicated you do the above. Why do you do these activities? Select all that apply.
34 Cable Consistently A{racts the Most Socially AcHve, Passionate Audience In first half 2013, 6 out of 10 Social TV conversations were about Ad-Supported Cable programs Ad-Supported Cable: Broadcast: Social Buzz Activity (000) 165,810 96,017 % of Total 62% 36% Pay: 7,053 3% Source: Trendrr; Jan-June 2013, Top 20 Programs ranked by social activity, Specials and Spanish programming excluded
35 More First Half 2013 Social TV Stats #1 Ad-Supported Cable programs ranked #1 16 out of 26 weeks 60 percent of the top 10 most buzzed about Primetime programs were on Ad-Supported Cable 10 Different Cable networks ranked among the top 20 programs 11 of the top 20 most buzzed about Primetime programs were on Ad- Supported Cable Source: Trendrr; Jan-June 2013, Top 20 Programs ranked by social activity, Specials and Spanish programming excluded 35
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