Topics. TV Today. Profile Kanaal Z / Canal Z viewer. Commercial possibilities
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2 Business case
3 Topics TV Today Profile Kanaal Z / Canal Z viewer Commercial possibilities
4 TV Today
5 TV Today Facts & Figures TV TV advertising in Flanders: 968 mio gross (Econopolis) Share of 39% in adver!sing Video on demand +30% (267 mio) (BEA) Total sales consumer electronics Belgium: + 50% flats screens (GfK) Tablets Q1: + 12% worldwide / + 50% Belgium (Data News) Phablets 10% of sales smartphones (IDC) DVD-players 30% (GfK)
6 TV Today PewDiePie: 25 mio subscribers / 20 minutes
7 TV Today Kanaal Z / Canal Z shifts to IPTV Loop television of 28 minutes for light TV viewers Time-shifted television -catch-up TV (replays a TV show that was broadcast hours or days ago) - start-over TV (replays the current TV show from its beginning) - Yelo TV & Belgacom Everywhere Video on demand (VOD) - Browse a catalog of videos on website and partner communities
8 Profile Kanaal Z / Canal Z viewer CIM PMP - Kaderledenstudie
9 Profile Kanaal Z / Canal Z viewer Reach & Profile (February 2014) AUDIENCE AFFINITY Daily reach: 217,000* Men ** Weekly reach 1,091,000 Men 35+ SG Monthly reach 2,895,000 Men 35+ Higher educated % of the viewers earn >3.000 net *** * Source: Small Audimetrie survey (April 2014) -Audience 1 minute on total universe p. / ** CIM11-12 / *** Executives Survey 2012
10 Base: All executives (n=1269 / N=192.9) Profile Kanaal Z / Canal Z viewer The executive as a consumer To what extentdoes this statement apply to you? Regularly search info interesting products/services 28% 77% Pay more for time saving purchase Pay more for environmentally friendly products Convincing others of my ideas Pay more for original brands Family/friends ask purchasing advice Talk to others about recently seen products Inform others new products Does often impulsive purchases 20% 18% 19% 15% 9% 13% 12% 13% 71% 67% 64% 59% 53% 50% 45% 39% Brand choice identifies me Feel attracted to luxury goods 10% 7% 34% 39% Perfectly + somehow Perfectly Spot new products/brands 7% 20% Source: Executives Survey 2012 Portrait of the executive
11 Base: All executives (n=1269 / N=192.9) Profile Kanaal Z / Canal Z viewer Executives: maybe not attracted by luxury goods, fond of comfort Luxury goods bought in the past 12 months Ownership Parfum & cosmetics 59% Alarm system 42% Shoes Clothing 31% 31% Hifi deluxe Design products 1/more work of art 30% 27% 25% Wine 22% TV > % Leathers goods Watches 19% 17% Antiques Country house Belgium Luxury furniture 20% 17% 17% Jewels 16% Jacuzzi/Sauna 13% Suits Pens 16% 10% Home automation Swimming pool Country house abroad 12% 12% 8% Other accessories 23% Sailing boat/yacht 3% Source: Executives Survey 2012 Portrait of the executive
12 Base: All executives (n=1269 / N=192.9) Profile Kanaal Z / Canal Z viewer Executives: media consumption (on an average day + in a professional context) Average day Average day in a professional context Dailies: 71% 88% Magazines: 39% 94% TV: 79% 54% Radio: 95% 57% Websites: 89% 99% Cinema: 0,7% 6,6% Source: Executives Survey 2012 Media Results 2012 strategic part
13 Base: All executives (n=1269 / N=192.9) Profile Kanaal Z / Canal Z viewer Executives: usage ofmedia for professional purposes Which of the following media do you use regularly for TV Internet None of these Current affairs follow-up 71% 40% 68% 77% 68% 0% Economy follow-up 73% 48% 49% 63% 66% 1% Market follow-up 42% 62% 19% 21% 76% 7% Competitors' activities and plans 25% 41% 10% 10% 71% 20% Personal job opportunities 26% 8% 1% 1% 54% 40% Recruitment of personnel 42% 18% 2% 1% 64% 24% Information on useful goods and services 18% 45% 6% 7% 87% 8% Selection of suppliers 5% 19% 1% 2% 73% 23% Prospection 21% 32% 6% 5% 63% 29% Advertising 34% 49% 17% 13% 56% 22% Source: Executives Survey 2012 Media Results 2012 strategic part
14 Profile Kanaal Z / Canal Z viewer Executives: profile and personal life -Knowledgehow to lead a company - Career is important -Likes to have influenceand is not easily satisfied - Insurance is important - Manages their finances very well -Not loyal to brands - Owns SICAV, stock options and/or treasury bonds - Car reflects personality - Enjoys to buy technological innovations
15 Profile Kanaal Z / Canal Z viewer Executives: car profile Type - Coupé (248) - Convertible (263) - Break (127) - New car (120) - Company car (119) Range Selectivity < >
16 Profile Kanaal Z / Canal Z viewer Executives: house and leisure - Habitation is business card - Buys furniture in specialized shop -House and garden is more than 5 acres -Energy with heat pump - Has second residence -Shopping -Walking - Trips & cultural visits - Precision sports (golf, archery, equestrian) - Mountain sports (ski, climbing)
17 Commercial possibilities
18 Commercial possibilities Commercials NIEUWS SPOTS BEURS EXPERT SPOTS WIJZER BUSINESS BRANDING COCKTAIL - Sponsoring of programs (Beurs or Expert) - Length of billboards: +/- 5 seconds -Visibility in loop system : +/-40 broadcasts a day on each channel
19 Commercial Opel Commercial possibilities
20 Commercial possibilities Billboard campaigns NIEUWS SPOTS BEURS EXPERT SPOTS WIJZER BUSINESS BRANDING COCKTAIL - Advertising slots amongst the different programs -Length commercial : +/-30 seconds -Visibility in the loop system : +/-224 broadcasts a week, on each channel
21 Commercial possibilities Business Branding NIEUWS SPOTS BEURS EXPERT SPOTS WIJZER BUSINESS BRANDING COCKTAIL - To present products/services to viewers (advertorial) - Partner decides on content - Partner owns video & own website, newsletters, events/fair -Length: 1,5 2 or 3 minutes -Visibility in loop: +/-40 broadcasts a day per channel - During 1 month in streaming video on kanaalz.be/canalz.be
22 Commercial possibilities Commercial Contraload
23 Commercial possibilities Cocktail NIEUWS SPOTS BEURS EXPERT SPOTS WIJZER BUSINESS BRANDING COCKTAIL - Reports on reception, event, company party -Program s construction: Report of event Graphic support (what, when, where) 1 to 3 quotes Interview is possible - Partner owns video & own website, newsletters, events/fair -Length: 1,5 2 or 3 minutes - Visibility in loop: +/- 40 broadcasts a day, per channel + 1 month in streaming video on kanaalz.be/canalz.be
24 Commercial possibilities Wijzer NIEUWS SPOTS BEURS EXPERT SPOTS WIJZER BUSINESS BRANDING COCKTAIL - 5 Episodes Broadcast: Monday, Tuesday, Wednesday, Thursday & Friday - Recording in studio -5 video capsules each of 4 minutes -5 billboards before & after each broadcast = 10 -Partner may suggest 1 expert - 2 channels/2 languages - Streaming of programs during 1 month on kanaalz.be & canalz.be
25 Commercial possibilities New topics! NIEUWS SPOTS BEURS EXPERT SPOTS TOPICS BUSINESS BRANDING COCKTAIL - Wijzer extended to dossiers in Trends, Data News or Knack -Announcement in Trends with logo - Bannering 1 week on Trends.be ( impressions) -Communication on & -Discount -25% top topical in print -Streaming 1 month on KanaalZ.be -Campaign 2 weeks app Trends.be Budget: euro
26 The history of presentation!
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