The Association of Commercial Television

MEDIA ADVERTISING INCREASED YEAR-ON-YEAR IN JULY test

This year’s TV advertising growth remains at 4% as in mid-year. Other media types are falling.

Lidl was the largest advertiser in July. At the same time, it started constructing a new store in Uničov in the Šumperská street in summer. Its opening is expected in the first half of the next year. Lidl operates 261 stores in the Czech Republic now.

c This is revealed by Nielsen Admosphere’s monitoring which calculates covered media space in combination with the price list costs rather than showing real advertising spend. The result is called the pricelist value of advertising space. The actual drop may be higher this spring, press publishers talk about up to 70%. The decline was caused by limitations resulting from the coronavirus pandemic.

Pricelist value of advertising space, in CZK billion
January-July 2019 January-July 2020 Difference

Rounded. Excluding companies’ own advertising. Source: Nielsen Admosphere

In July, TV grew by 2% (in June by 4%) following the decline in April and May. In the first half of the year, TV was up 4%. Press, radio and outdoor advertising stopped the recent fall of tens of percents and grew year-on-year in July, albeit by single percents.

Pricelist value of advertising space, in CZK billion
Media type July 2019 July 2020 Difference

Rounded. Excluding companies’ own advertising. Source: Nielsen Admosphere

Retail chains Lidl and Kaufland remain to be the top advertisers with the Sazka betting office squeezing in between them.

Top 10 advertisers by pricelist value of advertising space, July 2020

In CZK million. Rounded. Excluding companies’ own advertising. Source: Nielsen Admosphere

Source: https://www.mediar.cz

REPORT: TV ADVERTISING STILL REIGNS SUPREME WHEN IT COMES TO INFLUENCING BUYERS test

It’s the industry debate that simply won’t go away – the effectiveness of TV advertising. The digital camp protests that telly’s best days are behind it, while others (arguably headed by Professor Mark Ritson) argue there’s plenty of life in the old dog yet.

And a new report would appear to validate putting your marketing spend into TV.
The study was done by UK digital marketing platform Adzooma and interviewed 2000 participants on the value of TV advertising.

Some 56 per cent of respondents agreed they were more likely to buy something as a result of seeing a TV commercial over any other type of marketing, while 23 per cent consider a brand’s website as part of the purchasing appeal.

According to the Adzooma study, TV ads were in front of celebrity endorsements and online video adverts for effectiveness.
But brands also need to shout their green credentials too, with 30 per cent of respondents saying they take notice of a product’s environmental impact.
When it came to online ads, 26 per cent had bought a product after it featured on a sponsored social media post, while 18 per cent had committed to a purchase after seeing an outdoor poster campaign.

In better news, 65 per cent of respondents agreed that advertising helped them make a purchase and 20 per cent of those confessed they’re more likely to buy a product if they’ve seen an ad for it on multiple occasions.
Targeted ads are also an effective tool too. The research revealing that 61 per cent of people were grateful for being shown ads based on their online search habits.

When it came to FMCGs, some 43 per cent of respondents said it took them only seconds to decide on an item in the grocery aisle.
Apparently, there’s not much thinking going into online shopping decisions either. Some 63 per cent admitted to making an impulse purchase while surfing the internet.
And 62 per cent agreed they often shopped online simply because they were bored.

A third of respondents agreed they were now more likely to shop online than in-store, while 25 per cent said they still preferred the bricks and mortar experience.

And lockdown has been good for online shopping. The study found that the average Brit now spends an extra three hours a week browsing or shopping online.
Half of respondents admitted shopping online made them happy, two-fifths said it made them feel excited, while 16 per cent admitted to feeling guilty about buying stuff online.
A further 45 per cent said shopping made them feel good, 38 per cent said they liked trying new things and 60 per cent like to treat themselves. A further third said they would buy things to spoil other people, with nearly half agreed buying things put them in a good mood.

Commenting on the findings, Rob Wass, co-founder and CEO of Adzooma, said: “There are so many things which factor into what we buy, and it’s interesting to see how traditional advertising still plays such a big role, as well as the rise of online activity.

“We are still making a buying decision from things like social media ads and website advertising, and it just shows that this is a marketing tool which still needs to be perfected and optimised.

“Of course, price and quality will always play a key part in what we buy, but when torn between two equally great products, it can be as simple as seeing it in multiple places that makes you feel more inclined to buy something,” Wass said.

Source: https://www.bandt.com.au/report-tv-advertising-still-reigns-supreme-when-it-comes-to-influencing-buyers/

IN UNCERTAIN TIMES BE TV CERTAIN test

So far 2020 (not only in Australia) has brought uncertainty upon us. Bushfires, a pandemic, and then a recession. As marketers we do the best we can with the information we have available, making choices to deliver growth for our brands.

Now, more than ever before, marketing budgets are under pressure and the battle for market share is hard fought. But the more things change the more they stay the same. When you invest in TV you know exactly what you will get – mass reach, attention, memorability and sales.
When it comes to selecting video media platforms to deliver effective campaigns, there are 7 steps to certainty:

  1. TV reaches 85% of the population each week.
  2. BVOD consumption is booming.
  3. Australians trust TV, which haloes onto advertising.
  4. Ads shown on TV receive greater attention which is maintained for longer.
  5. Ads shown on TV are remembered for 9X longer.
  6. TV + BVOD has 2.4X the sales impact of TV combined with YouTube.
  7. TV is the King of ROI.

The second half of 2020 will be challenging. Every dollar of marketing investment should be working as hard as you are. Be certain in your media investment decisions. Be TV certain.

When you invest in TV you know exactly what you will get – mass reach, attention, memorability and sales. So, if you want to be certain in your media investment decisions – be TV certain.

Source: https://thinktv.com.au/deep-dive/be-tv-certain/

ADVERTISING OUT OF CV-19 test

• What are the benefits, short and long term, of remaining on air during and out of CV-19?

• What considerations or adjustments that need to be made to brand advertising out of CV-19?

• What media channels to cut and what media channels to keep out of CV-19?

These questions are answered in following document Advertising-out-of-COVID-19.pdf.

CV-19 has brought cuts to advertising budgets and so the imperative is to at least maintain, or, if possible, grow share of voice. Brands that can grow share of voice will have a larger share of the market as recovery comes.

Consumers have wanted to hear from brands through the crisis, but they are wary, and so association with trusted brands has never been more important. Marketers will need to pay close attention the media vehicles they associate with.

The most sensible course of action for marketers, especially during a recession or when emerging from crisis, is to play the long game, stretching campaign evaluation periods into the future.

Brand growth is achieved by targeting as broadly as possible, and this has never been truer than now. Consumers have been forced to set their consumption habits aside and reconsider all purchase decisions.

Broad reach is key, and marketers must stay abreast of rapidly changing media consumption and perceptions. Self-isolation has caused a sudden and dramatic change in media consumption and the changes will linger as the recovery comes.

Reach alone is not enough. Media decisions need to be made in terms of “effective reach” where brands reach as many people as possible and the impact of the reach is multiplied by the channel’s ability to ensure the ad is seen.

Advertising campaigns that give consumers help for right now, and hope for a better future are needed. Brands that stay on equity will be reassuring and will build brand connection.

Reduced budgets often mean large gaps between advertising bursts. The best campaigns will utilise media channels that imprint advertising messages in consumer’s memory banks for longer.

During CV-19 it is imperative for advertising to be humanistic. Marketers should feel confident that emotionally-driven storytelling can consolidate brand share now and into a post-pandemic world.

Source: https://thinktv.com.au/deep-dive/advertising-out-of-cv-19/

COMMERCIAL BROADCASTERS SUPPORTED INFORMATION CAMPAIGN OF THE MINISTRY OF HEALTH, AIRING 25 HOURS OF PUBLIC AWARENESS SPOTS FOR FREE test

Commercial TVs Nova and Prima participated in educational activities relating to the ongoing COVID-19 pandemic. In addition to tens of hours of their own news and journalistic content and new public awareness programmes launched, commercial broadcasters supported the official educational campaign of the Ministry of Health focused on prevention of the coronavirus infection and provided the Ministry with ad space for free.

Prague, 29 April 2020 – The campaign has been under way since 19 March 2020 and will continue until further notice on channels of the Nova and Prima TV groups. More than 1,000 spots have been aired to date in the aggregate length exceeding 1,500 minutes. The key objective of the campaign is to inform the public of the most appropriate hygiene measures to prevent the spread of COVID-19. The videos are available on the website of the Ministry of Health at https://koronavirus.mzcr.cz/spolu-proti-koronaviru/.

“The current wave of solidarity, consistent adherence to the Government’s regulations and consideration of people in the Czech Republic are really impressive. Every day, our news desk colleagues seek to capture the most inspiring stories and distribute the most useful information to  as many viewers as possible. Therefore, we joined the official preventive campaign and provided space for information spots of the Ministry of Health as a matter of course,” says Marek Singer, President of AKTV.

“We very much appreciate the fast involvement of commercial TVs in our preventive activities. Thanks to the high reach of TV broadcast, our public awareness campaign will hit the maximum number of people, which significantly facilitates containment of the disease,” adds Gabriela Štěpanyová, PR Manager and Spokeswoman of the Ministry of Health.

The situation around the COVID-19 disease is completely new for all of us. On that account, the Together Against the Coronavirus campaign (#Spolu proti koronaviru) is aimed at providing people with universal and simple rules on how to behave under the current conditions and how to care of their health. The Ministry of Health has prepared six TV spots using an amiable and original approach to inform viewers of the rules to be followed now. In the first spot named How to Protect Yourself and People Around You, an actress, Alena Doláková, presents the current hygiene rules. She gives viewers an idea that protection of our eyes, nose, mouth and hands is of the utmost importance and shows how to protect ourselves properly. Other spots of the Ministry of Health called How to Behave in Public Transport, How to Proceed with a Doctor’s Appointment, How to Proceed in Shops or Why Protect Health Care Workers feature renowned science experts: Director of the National Institute of Public Health, MUDr. Pavel Březovský, MBA; Rector of Czech Technical University in Prague, doc. RNDr. Vojtěch Petráček, CSc.; Head of the Department of Health Care Disciplines and Population Protection of Czech Technical University, prof. MUDr. Leoš Navrátil, CSc., MBA, dr. h. c; and the medical microbiology specialist, MUDr. Emil Pavlík, CSc. In a simple and entertaining way, the four experts present important hygiene measures and rules to be followed in our daily routines. The last one of the Ministry’s video spots, What You Should Know about the Coronavirus, is an animated video providing a summary of the key information on COVID-19.

Apart from the TV spots, the Ministry of Health has prepared posters to be displayed in public transport and in the streets across the Czech Republic as part of the same campaign.

TOTAL TV BRINGS THE BEST ROI – A STUDY BY SCREENFORCE FINLAND test

This week’s egtabite features an in-depth ROI study of the Finnish market – conducted by Screenforce Finland, the national TV trade body and Sellforte, an independent tech company specialised in granular marketing ROI measurements  – which proves that Total TV (in this case meaning linear and online, with no programmatic) brings the highest incremental sales in the long-term and delivers a strong argument for advertisers to invest in Total TV.

Total TV advertising measurement

In Finland, 99% of the population watches TV content on any device. The viewing time of just under 3 hours per day (2h 42min) has remained pretty stable for the past decade, with commercial broadcasters representing 52% of the market. Nonetheless, there was a need for an in-depth ROI study, with advertising measurement added to Total TV.

Therefore, Screenforce Finland, in collaboration with Sellforte, conducted a unique piece of research by analysing purchase data from Gigantti, the largest retailer of electronic and household appliances, with over 41 stores nationwide. With the huge amount of data, the research takes into account, among other things, the effect of discounts made by Gigantti.

The objective of the study was to discover the strengths of TV from a brand that uses both tactical and brand-building marketing and to understand which media channels generate the highest incremental sales.

The study compared more than ten million receipt lines collected over Gigantti’s sales and marketing data. The advertiser’s data showed that 18% of their media budget goes into Total TV, while one-third of the total media budget goes in direct mail, as their marketing is driven via weekly promotions.

As part of the study, two years of extensive sales data (item, location, date) were analysed together with marketing data and media spend, which enabled the researchers to obtain a comprehensive, reliable and actionable model and results.

Sales data was split into three components, the base sales, that would occur without any promotions, the offer, as an uplift for the promotion of a product and finally the media, an ad for a certain promotion. ROI was calculated by dividing media-driven uplift by media investments.

The long-term results

Results of the study demonstrate that search engine marketing stands out with the highest ROI in the short term, but TV generates a much higher ROI than any other media in the long term. In the incremental sales that occur the following week after the campaign, search engine marketing is the most efficient turnover driver.

However, TV has a positive spill-over effect on web traffic and it is the biggest media driver of total turnover. The results show that 4% of search engine marketing-driven incremental sales belong to Total TV.

The study proves that Total TV has the best total performance and is the best media channel to drive incremental sales over a long period. Each euro invested in Total TV generates 17 euros of total turnover

The ROI study sparked a dialogue between TV, agencies and advertisers. “Gigantti is one of Finland’s largest advertisers, and the results of the study certainly give food for thought in many corner rooms,” said Anna Lujanen, Executive Director, Screenforce Finland.

„We spend a significant portion of our marketing budget on TV advertising because it effectively generates demand. Our industry is highly competitive and hectic, and we need to know the return on our marketing investment. The efficiency of marketing can only be increased with the right information, ” says Sami Särkelä, Marketing Director, Gigantti.

Source: http://www.egta.com/egta_bites/egta_bites_297_10042020/index.html

IF YOU’RE IN MARKETING, NOW IS A TIME TO SPEND, NOT BEND test

Mark Ritson

There are very few upsides for anyone right now. A record number of companies, big and small, find themselves just weeks from insolvency. Employees are being let go in record numbers. And the media is collapsing as advertising dries up and a long, difficult and painful ­recession lumbers into view.

It’s a struggle to find even the faintest flash of a silver lining with so many grey clouds above us. But there is one. And perhaps only one.

We are about to find out who the great chief marketing officers are. And, with the other side of the tape measure, we will identify all those imposters who aren’t worth their big salaries.

The COVID-19 events that now engulf us are entirely unprecedented. But what follows next will be nothing new. After our global lockdown ends, we will head directly into a recession. Economists are divided about whether it will be a long one or a short one. But it’s as inevitable as it is familiar.

And that is good news, because recessions, unlike COVID-19, are nothing new. We’ve lived through them before. And we know a lot about how to manage brands and businesses when they arrive.

As long as there have been marketers, we have been studying advertising’s impact on sales during and after a recession.

In 1920, in 1974, in 1980, in 1991 and, of course, in 2007-08, analysts looked at which companies spent what on advertising and what ­happened as a result. And the ­pattern has been remarkably similar, time after time.

As the recession looms, there are two kinds of marketer. The first sees the decline in sales demand as a signal to cut advertising budgets and save money. They slash their marketing and advertising spend, batten down the hatches and wait months for the green shoots of ­recovery to appear.

And then we have the other type of marketer. Unlike most of their peers, they have a formal education in marketing and know the case studies of old. Thanks to their training, they also know that advertising works on an immediate level to drive short-term sales, as well as on a much longer-term, multi-year basis to build brand and ­deliver enduring success.

Rather than cut the budget, this marketer heads straight upstairs to talk to their CFO or CEO and make the case for maintaining the advertising budget. And if they are really good, they even propose an ­increase in the advertising spend.

Yes, you read that right. They increase their advertising budget in the face of a recession.

The reason they are right to push for more money and more advertising is partly because branding is a long-term game. Waiting until the recession ends to kickstart an increase in advertising is like firing the starter’s gun 10 seconds after the sprinters have left the blocks. But the main reason they are smart to spend more in a recession is because their rival marketers are cutting budgets.

Market share is a function of many things. But one of the biggest drivers of sales is a brand’s share of voice. The more a brand spends on advertising versus its rivals, the more it will grow. Analysts call this proven relationship “ESOV”, excess share of voice. If a brand has a 20 per cent share of the market but a 30 per cent share of the voice, it has an excess, an ESOV, of +10.

In almost every recorded instance, a brand with a positive ESOV will gradually grow its share of the market to a level that will eventually match its share of voice.

In a recession, brands go bankrupt and disappear. Other brands, run by poorly trained marketers or those without the support of their executive board will cut their advertising spend. Those marketers that maintain their spend or even increase it will survive the tough times a little better and then grab huge increases in market share when the recession ends.

This is not some spurious argument to help save our media companies. It’s one of the few hard facts of marketing and advertising.

For a century, we have watched thousands of companies go into a recession and have recorded their advertising investment. Those that maintained or increased their budgets during the recession grew their subsequent market share tremendously at the expense of those that cut back.

There are famous historical examples of companies that discovered the inherent opportunity of recessions and acted accordingly. Consumer goods giant Procter & Gamble is notorious for upping advertising investment levels when recessions hit. It increased its ad spend by 7 per cent during the difficult post-GFC period, ­following flat investment levels in the more positive growth years that preceded 2007.

It’s a smart play but it depends on three important factors. First, and most obviously, you need the money available to maintain your advertising budget. Next, you need a board of directors who understand that marketing and advertising are an investment and not something you cut when the going gets tough. Australia is notorious for boards of old white sales guys who see marketing as little more than costly window-dressing. No guesses what these old duffers will all be doing in the weeks ahead.

Finally, you need a marketer who knows about marketing things. That might sound a given, but there are plenty of senior marketers out there without the faintest clue about any of this, who simply spend the budget they are presented with by the company they work for.

But smarter, “proper” marketers do exist. I talked to two top CMOs last week about the coming recession. One was steadfast that she would not be cutting the advertising budget by a single dollar. The other had already been to see his board and received a multimillion-dollar increase.

They are the rare ones. The ones who will reap the benefits when this horrible ­period of isolation and recession ends.

They are the ­silver lining I was looking for.

Source: https://www.theaustralian.com.au/business/media/if-youre-in-marketing-now-is-a-time-to-spend-not-bend/news-story/c77121237f66e142f1b5efc123536332

THE VALUE OF TV IN THE TIME OF CORONAVIRUS test

TV advertising has an important role to play in keeping commerce going through the coronavirus crisis.

When people’s livelihoods are threatened and we all fear for the people we love, everything else can feel a little beside the point, a bit trivial.

So I have to keep reminding myself that there is a point. That life goes on. We can’t all stop and dwell. “The best way out is always through,” Robert Frost said. 

I look at the incredible response from the team at Thinkbox, atomised like so many teams for the time being but adapting and pushing forward, and I watch as stories of solidarity and collective effort from around the world come through, and I am reassured.

This is a time when we are so much more aware and hopefully far more appreciative of society’s key workers. The NHS staff, care workers, delivery drivers, police, the people keeping our supermarkets going, to name just a handful.

There is a long list of people to be grateful to and I would add our broadcasters to it. They are being fleet of foot, keeping our shows on and keeping us informed and entertained. 

Witness the record audience for ITV’s Ant & Dec’s Saturday Night Takeaway at the weekend, recreated without its studio audience. Look at Channel 4’s Jamie: Keep Cooking and Carry On, a new show to help people cook during self-isolation. Millions are glued to Sky News as a trusted source.

Broadcasters are making the tough choices of putting some shows on hold, quickly changing formats and reducing the output of certain shows, even while large chunks of content and revenue – like sport – disappear from the schedules.

TV journalists are rightly on the government’s key workers list.

As society becomes temporarily withdrawn, TV is there for us all as a source of trusted information and much-needed distraction.

TV is and always has been a social glue. It brings us together. It comforts and connects. It also lets us escape. It is a faint professional silver lining at the moment.

During times of crisis, we always turn to trusted media. But our media habits in this crisis are being more directly affected because we’re being forced to spend more time in our homes and less time outside and commuting. This means media consumed at home will see increased consumption.

Rediscovering the value of TV

We are already seeing a dramatic effect on TV viewing, which grew by 17% year on year last week, having been tracking down about 4% this year. So, people watched an average of 28 minutes more a day. 

Daytime average TV audiences have grown 29% and daily reach has increased by 18%. Viewing among children has grown by 20% (and this was before the schools were closed). Monday’s prime ministerial address to the nation was watched by 27 million people on TV.

Media consumption and the impact of advertising are linked. So the crisis is also having an impact on advertising; it is changing how advertising should – or, in fact, can – be approached.

Thinkbox’s role is to help advertisers, to offer the best advice through uncertain times. And when we do get through the current uncertain times, it will be vital that businesses are in as strong a position as possible to help rebuild our economy. 

Those businesses are of course under immense pressure, which inevitably puts pressure on their advertising budgets. 

Some sectors will be affected more – travel is the obvious example. Some, though, will likely see a surge of interest because their products and services will be vital in this period. 

There can scarcely be a better time to be an online retailer, for example. Home entertainment, too, has never been more central to our lives. Disney+ is launching at a good time, if this time can ever be described as good.

As some advertisers, like travel, have little choice but to reduce their TV spend and TV viewing shoots up, the average price for a TV spot will come down (in TV terms, this means demand is down and supply is up).

The impact of this for advertisers is that TV advertising pricing will offer ridiculous value over the next couple of months.

This presents an opportunity to brands that can earn market share growth through well-established marketing mechanics such as extra share of voice. 

For every 10% points of extra share of voice (a brand with 10% market share but 20% share of voice will have 10% points extra share of voice) on average, you will earn 0.5% market share growth, according to Les Binet and Peter Field. 

Going after this growth is not mercenary panic-buying; it would be a sensible business decision that would not only offer competitive advantage, but fuel the economy (and, obviously, fund TV shows).

Now is the time to back up your brands. For most, there is little point in a focus on sales activation at this point with the world in retreat. But when we emerge, brands that maintained or built will be much stronger for it.

It may feel weird to be talking about opportunities at a time like this, but it is weirder still to ignore them. The worst thing to do would be to grind everything to a halt.

We must engage with the real world and its future still. And advertising has an important role to play in keeping commerce going.

Not all advertisers will be able to take advantage of the value on offer but, for those that can, competing via advertising is an important way through this and out the other side.

Lindsey Clay is chief executive of Thinkbox

Source: https://www.campaignlive.co.uk/article/value-tv-time-coronavirus/1678425

ATO: TV RATING HAS INCREASED BY 45 MINUTES PER DAY test

Time spent in front of a TV screen has increased on average by 45 minutes per day, TV news rating has even doubled. 

Since 10 March when the Government prohibited all cultural, sports and social events attended by more than 100 people due to the coronavirus pandemic and declared that schools would be closed starting from the following day, the Czech data has shown a rapid growth in daily TV rating.

Further tightening of government measures has recently contributed to an increase in rating of 45 minutes per day (compared to previous weeks) in the 4+ target group. In the recent seven days, the rating has been even higher than in February 2018 when the Winter Olympic Games were held. This is revealed by ATO’s data supplied by Nielsen Admosphere.

Daily Total TV ATS (h:mm), target group 4+

Source: ATO – Nielsen Admosphere, live + TS0-3, calculated on 20 March 2020

Rating of the news has grown significantly. The increase is noticeable in the main news programmes of all major TV stations and continuous news broadcast. In the past seven days, an average Czech above 15 years who owns a functioning TV set watched on average 67 minutes of news programmes on TV per day, which is more than double compared to the regular situation.

In the last ten years, only the results of elections to the Chamber of Deputies (26 October 2013 and 21 October 2017), the presidential elections in January 2013 and 2018, floods in early June 2013 and Václav Havel’s funeral (23 December 2011) drew the same attention to TV news.

Total TV rating in %, target group: pupils, students and apprentices

5 business days before school closing

5 business days after school closing

Source: ATO – Nielsen Admosphere, live + TS0+3, calculated on 20 March 2020

Rating of young viewers, such as pupils, students and apprentices who are home from schools due to the Government regulation effective as of 11 March, has increased. In the Czech population, there are 1.6 of these individuals. The graph above compares this group’s rating curves (% of people watching TV in a given time) showing the average for the last five business days before school closing and for the following five days after the closing. A dramatic increase is apparent namely in the usual time of school attendance between 8 am and 3 pm and also late in the evening because there is no need to get up early next morning. This is also the reason why rating around 7 am has decreased.

Source: https://www.mediaguru.cz

WHAT DOES TV MEAN TO PEOPLE WORLDWIDE test

The TV viewing experience has been changing drastically in the last years, especially with the rise of streaming services and all new devices for accessing them. The way audiences consume TV daily is constantly evolving. Therefore, there is a rising need for most recent figures that precisely show people’s viewing behaviour.

This week’s egtabite puts the spotlight on a project conducted by ViacomCBS in collaboration with the Global TV Group.

A closer look

The project, aiming to shed light on how and why global audiences watch TV, involved 10,000 respondents aged 13-54 from 10 different countries (Australia, Argentina, Germany, Hungary, Mexico, Poland, Spain, Thailand, UK and US) through 60+ hours of filmed footage. Using GoPro cameras, in-home ethnographies and online surveys, ViacomCBS got to see how consumers are watching TV today.

Global Consumer Insights

The main insights of this extensive research unanimously prove the undeniable power of TV.

First, people all over the world love TV more than ever before, as it remains central to their lives. TV is big and nuanced enough to have something for everyone. It is perceived as a companion, a unifier, and a source of inspiration. One of the respondents from Germany said: “For me, TV is a great way to be inspired and entertained.” While 69% of respondents feel that TV is an inevitable part of their daily lives, 70% say it’s an important source of entertainment.

Also, TV is bigger and better than before, in terms of content rather than devices or platforms that have been proliferating in the last years. 62% of all the respondents define TV as “TV shows and movies”. They perceive TV as content and not as the tools they use to get their shows and movies.

Third, people use TV to reduce stress and unwind after a tiring day. However, the amount of content that is available to viewers is overwhelming. Searching for content is time-consuming and frustrating, especially on VOD services. Therefore, audiences are seeking out viewing experiences that are easy and seamless, allowing them instant access to the content they love. If that is not the case, the viewers are turning to watching movies or shows that they are familiar with. The respondents admit that they occasionally turn to linear TV as a way of simplifying their choices.

TV indulges us, brings us together and broadens our horizons

The project proved that some viewing habits have remained the same. Despite a changing TV landscape, well-established needs continue to be served by TV.

TV still indulges us today, giving us a break from our busy lives and satisfying our need to unwind. It serves as a wonderful escape that lets the viewers get their “me time”.

Apart from offering a relaxing solo time, TV serves as a strong social connector, bringing audiences closer to each other. People prefer to spend quality time together with their close friends and families while watching TV, cooking and chatting. The most popular place for gathering remains a living room with a big TV.

Also, TV serves as a great mind opener. People are watching shows from all over the world, featuring different cultures which expand their views. TV allows them to learn new things and have a fresh perspective. One of the respondents said: “You feel like you are sitting and not doing anything when in fact you are exploring the world and going on a journey.”

Our research proves that we are living in TV’s Golden (or even Platinum) Age. TV is no longer limited to one screen at home – Today’s TV is a concept for consumers and tomorrow’s TV will be more important than ever,” says Christian Kurz, Senior Vice President, Global Consumer Insights, ViacomCBS. “The research shows that while TV continues to satisfy many crucial needs, such as personal indulgence, togetherness and broadening perspectives, consumers are increasingly craving ease and seamlessness in their viewing experiences.”

We Love TV

Finally, the ViacomCBS/Global TV Group project showed that TV today is loved more than ever, it is bigger and better than ever and also more complex. Whether we are viewing TV as a social ritual, getting out of our heads for a while, or expanding our mind, it remains the best way to relax and unwind in today’s complex world.

Source: http://www.egta.com/egta_bites/egta_bites_289_14022020/index.html