Get ready for the innovations! New products available for Bulgaria

Transcription

1 Get ready for the innovations! New products available for Bulgaria Sofia, 3rd November 2015

2 Q1: Can I get additional audience? 2

3 Q2: Can we reach more people? 3

4 Q3: Can you see your Brand KPIs on sight? 4

5 i1 Time-shifted TV audience in Bulgaria 5

6 Introduction and pilot description 6

7 Introduction Time-shifted TV audience = viewing a program on a TV set later after its live broadcast. Various types of devices and/or services enable this: PVR, HDD, IPTV, Smart TV etc. 1+7 days horizon is measured (7 is a standard, exceptions exist: Germany 3 days, UK 28 days). Pilot measurement was conducted to evaluate the potential of such measurement for Bulgarian market. Time-shifted viewing would be reported in user software Kite: Matched always to the program/period of live broadcast. User can work with live, time-shifted or total TV audience. 7

8 Pilot measurement setup Period measured: (3 complete weeks) TOP 30 TV channels were measured (according to live TV audience) number of channels affects the HW demands. Whole TAM panel was measured. Standard 1+7 days window measured. Standard data processing: Evaluated time-shifted audience intervals on TV sets were matched with respondents log in/out events. Reported based on standard weighted daily net panel. 8

9 Results of a pilot measurement

10 Additional relative 1.05 % to TV ratings (in average) For the 30 TV channels measured in the pilot, time-shifted viewing makes an additional relative 1.05 % of their ratings. This level is comparable to e.g. Germany, Spain, Italy or France. USA, UK, Ireland, Netherlands and Scandinavian countries exhibit much higher levels of time shifted TV audience (5-15 % out of live). 10

11 82 % = VOSDAL (Viewed On Same Day As Live) 100% 80% 82% Time-shifted viewing distribution 60% 40% 20% 0% 10% 3% 1% 1% 1% 0% 1% Day 0 Day Note: Day 0 = day of live broadcast. TV reporting day is used, i.e. 6:00 6:00. 11

12 30 % comes from time-shifted cable broadcasting 80% 70% 60% 50% 40% Time-shifted cable broadcasting 65% 30% 20% 10% 0% 18% 10% 3% 5% +1 hour +2 hours +3 hours Other cable Non-cable Note: Defined as (-5 s; +25 s) tolerance interval around 1, 2 or 3 hours 12

13 56 % coming from IPTV households In split of TV signal reception type 0% 9% 8% Terrestrial 56% 27% Satellite Analog cable Digital cable IPTV Note: Groups defined by the highest reception type used by the household in this order (from lowest to highest): terrestrial, satellite, analog cable, digital cable, IPTV 13

14 Villages < 3 Towns 3-25 Towns Cities 100+ Sofia Capital Low Middle High Time-shifters : aged 18-49, high income, from Sofia 4.5% 4.0% 3.5% 3.0% 2.5% 2.0% 1.5% 1.0% 0.5% 0.0% % time-shifted out of live target groups 4.1% 1.8% 1.7% 1.2% 1.0% 1.0% 0.7% 0.7% 0.7% 0.0% 0.1% 1.6% Setllement size Age Household income Note: For the 30 measured TV channels 14

15 Nova and btv dominate time-shift similarly to live Share %, target group 4+ Live Time-shifted 2% 3% 5% 24% 27% 4% 4% 2% 3% 4% 16% 37% Nova btv btv Comedy BNT 1 Diema Family Diema Kino Nova 5% Rest of channels 3% 31% 30% Note: Shares calculated using the 30 measured TV channels as 100% basis 15

16 Series, films and shows of btv and Nova occupy the TOP TOP 20 time-shifted programs, Rating 000, 4+ Channel Title Date From To Live Time-shifted % from live btv Masterchef :00 21: % btv Завръщане :00 21: % btv Завръщане :59 21: % Nova Малката булка :29 17: % btv С Русия в сърцето :57 21: % Nova Черешката на тортата :56 20: % btv Концерт на Слави Трифонов и Ку Ку Бенд :57 22: % Nova Малката булка :29 17: % Nova Малката булка :29 17: % Nova Малката булка :30 17: % btv Завръщане :59 21: % Nova Съдби на кръстопът крими :59 21: % Nova Малката булка :29 17: % btv Завръщане :59 21: % Nova Съдби на кръстопът крими :58 20: % btv Връзки :29 22: % Nova Карате кид :58 22: % btv Опасни улици :09 18: % Nova 22 куршума :51 1: % Nova Черешката на тортата :59 21: % Note: From period to have 1+7 days window observed 16

17 Summary Time-shifted viewing makes an additional relative 1.05 % of TV ratings. Nova and btv dominate the times-shifted audience. Programs most viewed time-shifted are series, films and shows. The least ones are news and sport. Time-shifting is relatively higher for 18-49, high income households and those living in Sofia Capital. 82 % of time-shifted audience is VOSDAL. Majority of time-shifted viewing come from IPTV and time-shifted cable broadcasting. 17

18 When? 18

19 Time-shifted audience will be reported from December

20 i2 SimCross 20

21 Problem to solve: Total ad campaign reach One brand/product, one period, similar ad spot, broadcasted both on TV and on Internet (online). Question: What % of target group has seen the ad both on TV and on Internet? i.e. duplicated reach On Internet but not on TV? i.e. incremental reach Either on TV or Internet? i.e. combined reach 21

22 SimCross - Scope Goal: As precise as possible estimation of cross-platform reach of TV & online ad campaign By combination of single source data and statistical modeling Can be used both for post-buy analyses and planning Usable for any types of online campaigns - not just video 22

23 Advantages of SimCross Simplicity - no online panel is needed, no actual data fusion is done Flexibility - results of any online campaign measurement system can be used as inputs for SimCross Transparency - explicit formula for probability of online reach (in contrast to data fusion) Possible to work with any target group (e.g. not just formed by gender and age) Can be used for arbitrary small online campaign 23

24 Product requirements 24

25 SimCross requirements Online measurement Results of any online campaign measurement system. Eventually clients can use anyone based on what they have on their disposal for a particular online campaign. What we need: Reach 1+ in 000 for general population Good to have: Sociodemographic profile of the campaign s reach, or at least of the involved server(s) page views as an approximation. 25

26 How it works? 26

27 SimCross basic principles Complement the TAM panel with a non-tv population TV reach of the campaign measured by the TAM panel Probability of being reached online calculated for each respondent TAM panel Measured TV reach: 0 = no, 1 = yes Online: P(reach) = value (0, 1) Non-TV population = General population of individuals (e.g.) 4+ Statistical prediction model Respondent s Internet consumption power Sociodemographic (reflecting the profile of a particular campaign) Measured TV audience (vs. campaign servers) Iterative proportional fitting + + Exposure model 27

28 SimCross - Step-by-step application (post buy) Defining the TV campaign (brand/product, TV channel, period ) Entering online campaign results: Reach 1+ in 000, ideally with a sociodemographic profile (gender, age, education) Choosing any target groups for analyses Run the analysis Results: Reach 1+ v 000 a v % For target groups specified For all combinations of TV and online 28

29 Tested on real campaigns in Bulgaria 29

30 Campaign 1 FMCG, , media mix TV (1349 TRPs 4+) Online (12,6 mil. impressions) FOX Int. 4% 7 Group 7% Discovery 2% others 2% Xenium 3% others 7% Allegro 9% btv Group 30% Nova Group 55% btv 34% Netinfo 47% 30

31 Campaign 1 FMCG, Target group Universe (general pop.) TV Reach % Online Reach % TV + Online Reach % Incremental Reach % ,9 14,2 89,0 2, ,8 21,9 87,3 3, ,8 24,6 81,4 5, ,2 6,3 90,8 0,7 M ,3 17,9 84,8 3,5 W ,5 26,2 90,1 3,5 Note: Reache values are defined as "1+" (at lest 1 contact) and are related to the general population 31

32 Campaign 2 TelCo, , media mix TV (668 TRPs 4+) Online (2,5 mil. impressions) FOX Int. 5% 7 Group 7% Nova Group 40% Discovery 2% btv Group 46% Eurocom Gr. 0% Btv.bg 8% Httpool 9% others 21% Dir.bg 13% NetInfo 33% Crimtan 16% 32

33 Campaign 2 TelCo, Target group Universe (general pop.) TV Reach % Online Reach % TV + Online Reach % Incremental Reach % ,8 6,3 82,3 1, ,5 9,8 78,1 2, ,5 10,6 71,0 3, ,3 2,7 86,7 0,4 M ,8 10,7 74,0 3,2 W ,7 8,8 82,5 1,8 Note: Reache values are defined as "1+" (at lest 1 contact) and are related to the general population 33

34 When? 34

35 SimCross is ready now! 35

36 i3 BRAIN 36

37 Nielsen BRAIN Brand Research Advertising Insight Nielsen 37

38 BRAIN Three sources of data in one report Enabling quick analysis of yours and competitors advertisements, sales and awareness. Nielsen Admosphere AIS (watch) data Response and awareness data (NAD cat. tracking) Including Nielsen s Brand Equity Index Nielsen Buy data Online Dashboard Report 38

39 BRAIN principles & methodology BRAIN reports information from 3 sources: Nielsen Buy Sales value, value share, promo volume share KAI (HM+SM+chem. stores) Nielsen Admosphere AIS Advertising value, share of spends Gross value of advertising Nielsen Admosphere R&A Brand and Ad awareness, Brand Equity index Category tracking research 39

40 BRAIN Category tracking indicators Top of mind Awareness Total Spontaneous Awareness Prompted Awareness Ad's spontaneous awareness Ad's prompted awareness Ad's evaluation Is attractive; Fits the brand; Is convincing; Is for people like me; Ad's score Nielsen Brand Equity index 40

41 BRAIN Dashboard 41

42 BRAIN Dashboard Brands period key indicators 42

43 BRAIN Dashboard Brands period performance 43

44 BRAIN Dashboard Brands period changes 44

45 BRAIN Dashboard Ads evaluation 45

46 BRAIN Dashboard Brands performance charts 46

47 BRAIN Dashboard 3 KPIs on sight 47

48 BRAIN Key benefits All data in one place See cost, impact and revenue in one report Data for your brands as well as competitors Easy navigation Weekly / monthly update Contains visuals of ads Globally accepted Nielsen s Brand Equity index Influence of promotional activity

49 Available NOW 49

50 SSummary 50

51 S1: Time-shift will be reported as VOSDAL +7 days Time-shift is expected to report more than additional 1% of ratings Time-shift available in Adwind Kite software Time-shift available from December

52 S2: SimCross allows to calculate overall reach for TV and online campaigns SimCross works with all kinds of online campaign SimCross reports incremental and combined reach SimCross available NOW 52

53 S3: BRAIN is the unique tool for KPIs reporting BRAIN combines sales, ad monitoring and brand tracking data BRAIN provides various dashboards BRAIN available NOW 53

54 Copyright 2012 The Nielsen Company. Confidential and proprietary. EUROPEAN TAM LANDSCAPE 38 years of TAM experience in Europe Over 23,000 homes metered 19 countries where Nielsen is the TAM provider Nielsen TAM countries Licensee countries TV events only 54

55 Copyright 2012 The Nielsen Company. Confidential and proprietary. OUR MISSION To provide our clients with the most complete understanding of consumers worldwide OUR PROMISE An uncommon sense of the consumer for faster smarter, more confident decisions that drive growth 55

56 Copyright 2012 The Nielsen Company. Confidential and proprietary. FEEL FREE TO CONTACT US! THANK YOU! Tomas Bicik, Business Development Director, Nielsen Admosphere, Nielsen Admosphere, a.s. Českobratrská 2778/ Praha