A YEAR IN TV THINKBOX ANNUAL REVIEW 2017-18 - Commercial Producers Association
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THINKBOX A YEAR IN TV ANNUAL REVIEW 2017–18
THINKBOX
Contents
02—09
WHO WE ARE 02
Who we are 04
Welcome, from Lindsey Clay 06
If you read one bit, read this 08
10—23
TV IN NUMBERS 10
TV viewing: the facts 12
How broadcaster VOD keeps TV reaching further 16
TV advertising in the video world 18
TV advertising revenue 22
24—39
RESEARCH & TRENDS 24
Profit Ability: the business case for advertising 26
Get with the Programmes 30
TV in 2017 at a glance 34
Ad fab: new approaches to TV advertising 36
40—59
TELEVISIONARIES 40
The year in commercial TV, by Lisa Campbell 42
Forever young: how TV keeps young audiences 46
tuned in, by John Plunkett
Let’s use TV to change minds, attitudes... 50
even society, by Rosie Arnold
Bringing the TV world together: the Global TV 52
Group, by Katty Roberfroid
System One: the behavioural science revolution, 56
by Orlando Wood
Advertising can power growth beyond Brexit, 58
by Stephen Woodford
60—71
CREAM OF THE CROP:
2017’S AWARD WINNERS 60
Cracking creativity: The Thinkboxes 2017 62
The Thinkbox TV Planning Awards 2017 66
72—77
HOW CAN WE HELP? 72
Allow us 74
With thanks to… 76
Chewing
The GreatGum
British Bake Off
Channel 4 Channel 4 CONTENTS 01
THINKBOX A YEAR IN TV Who we are A League Of Their Own Sky One
THINKBOX A YEAR IN TV
Who we are
Thinkbox’s role is to help advertisers
get the best out of today’s TV by
proving its supreme effectiveness
and helping them navigate the
developing technologies contributing
to TV’s exciting future.
Thinkbox is the marketing body for commercial
TV in the UK. We are owned by Channel 4, ITV, Sky
Media, UKTV and Turner, but are supported by all
UK commercial broadcasters, representing over
99% of TV advertising.
02
We are also proud to have many Associate Members
both in the UK and abroad. These are Discovery
Networks Norway, Disney, TAM Ireland, Think TV
(Australia), thinktv (Canada), TVN (Poland), TV Globo
(Brazil), TV 2 (Norway), TV 2 (Denmark), DStv (South
Africa) and Virgin Media. Discovery Networks UK &
Ireland, and STV also give direct financial support.
TV and TV advertising shape popular culture. We are
living in The Age of Television where the standard,
variety and popularity of the shows that broadcasters
invest in create an environment for brands that is
second to none.
TV has more to offer advertisers than ever before.
As viewers embrace new forms of TV, the targeting
capabilities and data-richness of the online world are
blending with the high-quality, highly trusted world
of TV with its huge reach. TV now has the best of
both worlds for advertisers. 01 03
01 Britain’s Got Talent, ITV
02 Joshua vs Klitschko,
Sky Sports Box Office
03 Murder on the Blackpool
Express, Gold
04 Ben 10, Cartoon Network
05 The Handmaid’s Tale,
05 04
Channel 4
04 WHO WE ARE WHO WE ARE 05
THINKBOX A YEAR IN TV
Welcome
from Lindsey Clay
This is a brand-safe publication.
100% viewable and not a bot in sight.
You can trust the content you are
about to associate with.
01
Where was I? In last year’s ‘A Year in TV’ I ended my TV advertising revenue in 2017 was dampened by
welcome like this: the ongoing economic uncertainty, down 3.2% to
£5.11 billion – its first year without growth for 8 years.
“With the ugly revelations about Facebook’s inflated However, the shoots of recovery are already in
video metrics and other murky misdoings online, evidence and the pendulum is swinging back to TV
marketers are demanding and deserve better.” advertising after a promising Q4 in which revenue
Well that went well. was up year-on-year by approximately 2%. In 2018,
TV is predicted to see a return to growth.
LINDSEY CLAY 2017 was again something of an annus horribilis for
parts of online advertising. More on that in a moment, If you want clever opinion as well as well as cold,
Chief Executive, Thinkbox hard data then allow me to present the Advertising
but first let’s focus on TV.
Association’s Stephen Woodford on how advertising
One consequence of the online omni-fiasco is can grow beyond Brexit (p. 58) and John Plunkett
that TV’s strengths and unique assets have been looking at why TV remains such a fundamental part
thrown into even sharper relief. You can read all of younger viewers’ lives (p. 46). We also have Abbott
about these strengths in the coming pages, from Mead Vickers BBDO’s Rosie Arnold talking about
the latest effectiveness research by Ebiquity and how TV can make the world a better place (p. 50).
Gain Theory (‘Profit Ability’ on p. 26), to the immense
variety and quality of the broadcasters’ investment Talking of making the world a better place, briefly
in programming (courtesy of Lisa Campbell on back to that annus horribilis. Surely we cannot
p. 42), to the latest examples of brands using TV continue to inhabit a world where online platforms
in innovative and surprising ways (p. 36). claim to reach more people than exist, where ads
appear next to inappropriate content, and advertisers
If TV in 2018 has a theme, it is collaboration. There is are ripped off by non-human traffic. We need a
a renewed spirit of partnership among broadcasters policy and regulatory framework to ensure all online
both within countries and between countries. The TV companies take proper responsibility and face
industry is working together more than ever to tell consequences for misdemeanours. It works for TV
its amazing story. At an international level, we’ve and other media, so why not them?
seen the formation of the Global TV Group to give
TV a global, unified voice (see p. 52). In the UK, the Anyway, enough on that; this publication is about
main TV sales houses of Channel 4, ITV and Sky are the positive and wonderful world of TV, so enjoy and
publicly committed to exploring ways in which they I’ll finish with a couple of grovelling yet genuine thank
can combine to make it easier for advertisers to get yous: to our amazing broadcaster shareholders who 02
the most out of TV, be that joint research, joint events keep commercial TV at the top of its game, and to
like The Big TV Festival, or joint technology initiatives. those equally amazing advertisers who invest in TV
and show us how it’s done – especially the 785 new
And we have plenty of data in here to share with you. or returning advertisers on TV in 2017. Thank you
TV viewing is changing and we look at exactly how and have a great year.
on page 12 with all the facts and figures you need to
know. At 3 hours, 23 minutes a day, TV remains the
bulk of our video diet and our latest video viewing 01 This Morning, ITV
analysis is on page 18, including a breakdown of how 02 Big Little Lies, Sky Atlantic
03 First Dates Hotel, Channel 4
much video advertising people are seeing (spoiler
04 Dave Gorman: Modern Life is Goodish, Dave
alert: TV accounts for 95%). 05 Gold Rush, Discovery
03 04 05
06 WHO WE ARE WELCOME FROM LINDSEY CLAY 07
THINKBOX A YEAR IN TV
If you read one TV ADVERTISING
DELIVERS LIKE NOTHING ELSE
TV ACCOUNTS FOR
71% OF ALL VIDEO VIEWING
THERE WERE 785 NEW OR
RETURNING ADVERTISERS ON TV IN 2017
bit, read this
‘Profit Ability: the business case for advertising’ by In total, the average person in the UK watched This figure represents the number of brands who
Ebiquity and Gain Theory found that TV outperforms 4 hours, 39 minutes a day of video in 2017 advertised on TV for the first time or returned to TV
all other media investments. They found that TV and TV accounted for almost three quarters of after a gap of at least five years and includes new to
delivers 71% of total profit generated by advertising, it, with viewers offered an unparalleled variety TV advertisers who used Sky AdSmart. Notable new
We trust you. We have complete faith that at the greatest efficiency, and for the least risk and quality of shows and advertisers offered a or returning brands included Uber, Opodo and Sixt.
you will read and absorb all the goodness (see p. 26). premium advertising environment (see p. 18).
WE’RE IN THE AGE OF TELEVISION
herein contained and then discuss it at TV ACCOUNTS FOR 95% THE PENDULUM We really are. We have more great TV than you can
length with colleagues, friends and family. OF VIDEO ADVERTISING SEEN IS SWINGING BACK TO TV shake a stick at – and we include the likes of Netflix
But, to help make those conversations That’s in full, with the sound (most likely) turned Although total TV advertising investment in 2017 and Amazon here, which couldn’t be more TV if they
on and with unbeatable effectiveness. For 16 to was down due to the ongoing economic and political tried. Commercial TV in particular had another vintage
even punchier, here are a few of the key 34-year-olds TV advertising accounts for 90%. uncertainty, Q4 2017’s performance is significant. year and the wonderful Lisa Campbell has a look at
points we’d really like you to know. In 2017, YouTube activity accounted for 0.9% of It was the first year-on-year quarterly comparison some of the highlights on p. 42.
video advertising time for all individuals and 2.9% since the impact of the Brexit referendum and it
for 16–34s. Netflix and Amazon accounted for shows the shoots of regrowth, with TV spend up
none (see p. 18). year-on-year by approximately 2%.
ABOVE Love Island, ITV2
08 WHO WE ARE IF YOU READ ONE BIT, READ THIS 09
THINKBOX A YEAR IN TV TV in numbers 10 Victoria ITV
THINKBOX A YEAR IN TV
TV viewing:
the facts
Prepare for a tale of the standard industry DESPITE A DECADE OF DISRUPTION, STANDARD VIEWING IS RESILIENT WE WATCH 43 TV ADS A DAY TOTAL INDIVIDUAL BROADCAST IMPACTS
Source: BARB, 2007–2017, individuals. TV set viewing within 7 days of broadcast. *Ipsos Tech tracker Q4 2017. Source: BARB, 2007–2017. Base: 30” reweighted impacts. An impact = one person viewing one TV ad in its entirety.
definition of TV viewing and what it doesn’t Commercial impacts have grown by 14% in the last Impacts only count when viewed at normal speed.
include. Steel yourself for the knowledge 62% INTERNET ACCESS 91% INTERNET ACCESS* decade. The average viewer watched 43 TV ads a day
4hrs 02m 4hrs 02m 4hrs 01m 3hrs 52m
that people continue to watch tonnes of TV, 4 3hrs 38m 3hrs 44m 3hrs 45m 3hrs 41m 3hrs 36m 3hrs 32m 4 at normal speed (anything else is free to advertisers – 1000 1000
3hrs 23m 984 984 1000
especially commercial channels. React with bonus views). This is 3 ads more a day than 10 years 959 967 957 965 942
INDIVIDUAL IMPACTS BILLIONS
3 3 906
almost no surprise when we tell you that ago and totals an average of 2.6 billion TV ads watched 800
823
875 800
younger audiences love TV in all its forms 2 2 a day in 2017, or 942 billion across the year.
and that people prefer to watch TV on big 600 600
screens. Yes, it’s time for some up-to-date 1 1
YOUNG PEOPLE LOVE TV IN ALL ITS FORMS
400 400
facts about TV viewing in the UK… 0
2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
0
Younger audiences are the most enthusiastic watchers
of new forms of TV and this has an impact on their
200 200
WE WATCH 3 HOURS, 23 MINUTES TV consumption. That said, TV remains the biggest
A DAY OF ‘STANDARD’ TV form of video in their lives, accounting for just under
0 0
When you see figures for TV viewing, they are usually half of 16–34s’ total video diet (see p. 18). 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
based on the Broadcasters’ Audience Research TV VIEWED ON A TV SET PER DAY HOURS Commercial Non-commercial
Board’s (BARB) standard measurement: broadcaster In 2017, 16–34s watched 2 hours, 3 minutes a day
programming on a TV set watched within seven of TV on a TV set, down from 2 hours, 18 minutes in
days of the original broadcast either live, playback 2016; under-16s watched 1 hour, 26 minutes a day,
or on-demand. COMMERCIAL ‘INDUSTRY STANDARD’ TV SET VIEWING OVER TIME (INDV/ABC1 AD/KIDS) down from 1 hour, 42 minutes. According to our TV SET VIEWING OVER TIME BY AGE
Source: BARB, 2007–2017, industry standard commercial TV viewing in-home on a TV set. analysis, 41% of 16–34s’ video viewing is on devices, Source: BARB, 2007–2017. TV set viewing within 7 days of broadcast.
Standard TV is the bulk of TV viewing, but it only tells 3 3
compared with 22% for all individuals. 7 7
part of the TV viewing story, as an increasing amount
AVERAGE HOURS OF TV VIEWED
In 2018, BARB will begin to officially report on 6 6
PER DAY ON A TV SET HOURS
is outside standard measurement. We’ll give the full
picture below, but for now we’ll tell you that standard non-TV set viewing. This is a vital step as TV viewing 5 5
2hrs 17m
2 2 evolves, especially younger people’s viewing habits.
viewing accounted for 3 hours, 23 minutes a day 4 4
(23 hours, 41 minutes a week) of the average viewer’s 1hrs 55m We have been missing out on measuring the entirety
of viewing. For example, if you look at the week from
HOURS PER DAY
3 3
TV consumption in 2017 – just 15 minutes a day less
than 10 years ago.
1 1hr 04m 1 3rd July to 9th July and the six episodes of ITV2’s 2 2
youth blockbuster Love Island that aired, an average
1 1
TWO THIRDS IS COMMERCIAL TV VIEWING of 2.8 million people watched live or within 7 days
67.5% of standard TV set viewing in 2017 was to
0 0 on a TV set. Not to be sniffed at. But this increased 0 0
2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 to 3.5 million when ‘device viewing’ was included, 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
commercial TV channels, up 0.6 percentage points
on 2016. This means that the average person either live-streaming or on-demand.
Individuals ABC1 Adults Kids 4–15 16–24 25–34 35–44 45–54 55–64 65+
watched 2 hours, 17 minutes of commercial TV
a day, just 5 minutes a day less than 2016 and up COMMERCIAL TV REACHES
1 minute on 2007. 90% OF THE UK IN A WEEK
COMMERCIAL ‘INDUSTRY STANDARD’ TV SET VIEWING OVER TIME (ADS/MEN/16–34) In 2007, it was 91.5%, so a story of stability. For COMMERCIAL TV HAS EXTREMELY HIGH DAILY, WEEKLY AND MONTHLY REACH
Source: BARB, 2007-2017, industry standard commercial TV viewing in-home on a TV set. younger audiences, it is lower, as it always has Source: BARB, 2017, individuals, reach 3 min+. TV set viewing within 7 days of broadcast.
been, but the vast majority watch every week:
3 3
2hrs 30m
in 2017, standard commercial TV reached 83.6%
of 16–34s a week compared with 87.2% in 2007. 65.9%
OF THE POPULATION IN A DAY
2 2hrs 17m 2
1hr 35m 90.0%
HOURS PER DAY
1 1 OF THE POPULATION IN A WEEK
0 0 97.0%
OF THE POPULATION IN A MONTH
2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
Adults Men 16–34s
12 TV IN NUMBERS TV VIEWING: THE FACTS 13
THINKBOX A YEAR IN TV
TV viewing
Continued…
LIVE TV REMAINS FUNDAMENTAL THE MAJORITY OF INDUSTRY STANDARD TV SET VIEWING IS LIVE BROADCASTER VOD VIEWING IS SHIFTING FURTHER TO THE TV SET TV ACCOUNTS FOR 40% OF ADULTS’ CHOSEN MEDIA DAY
Source: BARB, 2017, individuals; individuals in TV recorder homes. TV set viewing within 7 days of broadcast. Source: UK broadcaster data, Individuals. Source: Touchpoints 2017, IPA. Base: Adults 15+. Includes only media which people choose
86% of standard TV was watched live in 2017. This to consume. TV, radio, newspaper and magazine figures include online/app consumption.
is the average figure for all UK households, but 39% 10 10
of UK households don’t have a television recorder. 8 10 8.5
7
In those that do, 81% of TV on a TV set in 2017 was 9 8 7.5 8
watched live, compared with 82% in 2016. If live Any TV 40% Internet for work 2%
Any radio 18% Music online 1%
TV didn’t exist, we’d have to invent it – this is why INDIVIDUALS 6
5.0 5.0
6
Messaging/ Shopping online/
people watch TV they have recorded so soon INDIVIDUALS % WITH TV 9% 40% emailing/video product research 1%
MINUTES PER DAY
RECORDERS % 4.0 4.0
4 3.5 3.5 3.5 4 ADULTS 15+ calling 15% Any magazine 0.9%
afterwards; they instinctively choose to stick 3.0 Social media 9% Travel/weather
close to the schedules. Browsing/other info online 0.7%
2 2 15% activity 4% Sports/hobbies info
Online video inc. online 0.5%
AN ADDITIONAL 7% OF TV VIEWING 86 81 SVOD (not BVOD) 3% Cinema 0.4%
0 0 18% Any newspaper 3%
FALLS OUTSIDE STANDARD MEASUREMENT Banking online 0.3%
2013 2014 2015 2016 2017
By including census level device and TV set stream
Live Viewed on the same day as live (VOSDAL) Time-shifted viewing within 7 days
data from the broadcasters together with the TV TV Set BVOD Device BVOD
set viewing that occurs 8–28 days after broadcast
(BARB reports it but doesn’t include it in its standard
measurement) we can estimate total time spent
PEOPLE PLAYBACK PROMPTLY: 58% WITHIN TWO DAYS TIME-SHIFTED VIEWING STABLE IN TV RECORDER HOMES
watching broadcaster TV content for the average Source: BARB, 2017. All playback on a TV set 0–28 days post broadcast, individuals. Source: Sky – 10 Years of Sky Plus (Q3 2006–Q3 2010) and BARB Establishment Survey (Q4 2010 onwards). Q4 2017 TV recorder penetration Thinkbox estimate.
viewer at 3 hours, 38 minutes, compared to the
standard measurement of 3 hours, 23 minutes. 40 39 40 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
This means some 7% of TV viewing currently falls 70 70
TV RECORDER PENETRATION %
outside the standard BARB measurement. 60 60
30 30
Among 16–34s the amount of additional viewing 50 50
on top of standard measurement increases 20 19 20
40 40
to 15% meaning their total TV consumption is
ALL VIEWING %
14 30 30
in fact 2 hours, 21 minutes, compared to the
PLAYBACK %
10 8 10 20 20
standard measurement of 2 hours, 2.5 minutes. 6 4 4 4 10 10
1
98% OF TV IS WATCHED ON… THE TV 0 0
0 0
Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3 Q1 Q3
Hope you were sitting down for that. Yes, other TV Viewing on 1 2 3 4 5 6 7 8–28
same day
screens like tablets and smartphones are a brilliant as live DAY OF VIEWING POST BROADCAST TV recorder penetration (HH) % Total time-shifted viewing (inds) % Time-shifted viewing in TV recorder homes (inds)
and much appreciated way to watch TV, but they are
most often a compromise; they’re there when a big
screen isn’t. Quite understandably, people will always
THERE’S AN ADDITIONAL 7% OF TV THERE’S AN ADDITIONAL 15% OF TV VIEWING TIME-SHIFTING IS DRIVEN BY PROGRAMME GENRE NOT AD AVOIDANCE
want to watch on the best screen available and 98%
VIEWING ON TOP OF ‘INDUSTRY STANDARD’ ON TOP OF ‘INDUSTRY STANDARD’ FOR 16–34S Source: BARB, 2017, individuals in TV recorder homes, commercial TV vs BBC. TV set viewing within 7 days of broadcast.
of the TV the average viewer watched in 2017 was Source: BARB and UK broadcaster data, 2017, individuals. Source: BARB and UK broadcaster data, 2017, 16–34.
on a TV set. 6% 5%
100 100
35% 43% 25% 22% 24% 20% 22% 20% 16% 16% 16% 13% 12% 10% 14% 21%
94% 95%
88% 90%
PROPORTION LIVE/TIME-SHIFTED
87% 86%
80 84% 84% 84% 80
AVERAGE TIME PER PERSON
80%
78% 76% 78% 80% 79%
75%
3.5m 60 65% 60
Commercial lifestyle & leisure
3h 38m 6.5m 2h 21m 57%
Commercial documentaries
11.5m
Commercial entertainment
BBC news & current affairs
BBC lifestyle & leisure
BBC drama inc. soaps
12m 40 40
BBC documentaries
BBC entertainment
Commercial drama
Commercial music
Commercial sport
Commercial news
Commercial films
Commercial kids
& current affairs
PER DAY
BBC music
20 20
BBC sport
inc. soaps
BBC films
BBC kids
3hrs 23m 2hrs 2.5m
0 0
Industry standard TV set viewing Additional TV set viewing Additional viewing on other devices
Time-shifted Live
14 TV IN NUMBERS TV VIEWING: THE FACTS 15
THINKBOX A YEAR IN TV
How broadcaster VOD
keeps TV reaching further
There is now industry standard proof that But those viewers you reach who are outside “Among 16–34s Industry standard measurement only gives a partial Using data from the 5,000 strong IPA TouchPoints “As people have
television’s reach hasn’t changed in the last 10 your bought audience are far from worthless; picture of TV. A consequence of this is that it has media diary and hub questionnaire, RSMB has
years – but, to make the most of it, marketers they are simply worth less.
there’s an extra 15% looked as though TV’s ability to drive cost-effective made it possible to model the reach build for TV
embraced new
need to plan across both TV and broadcaster of TV viewing that is 1+ reach, especially among younger audiences, and BVOD together. ways to watch
So reach is crucial. You don’t become a household
VOD, writes Thinkbox’s Matt Hill. not incuded as part had declined. TV, getting a
name by avoiding most of the households. However, So, for example, a campaign today targeting
as people have embraced new ways to watch TV, of industry standard This led to a question we at Thinkbox have been 16–34s with a budget of £1 million planned only proper picture
Reach has always been one of TV advertising’s
trump cards. Broad reach creates fame and that their viewing has split across different times, places measurement.” asked above all others: how can Broadcaster across ‘industry standard’ TV reaches 60% of of TV’s reach has
builds brand desirability. and devices and getting a proper picture of TV’s VOD be planned in conjunction with linear TV 16–34s, when it would have been 70% back in 2007. become harder.”
reach has become harder. BELOW Fargo, Channel 4
to maximise reach?
No-one can truly predict who might end up a But, with the new TouchPoints planning tool we
customer and to succeed in marketing you can’t Industry standard measurement (viewing within Many media agencies have developed their own can see that by using an 80:20 mix of industry
simply speak to those who are in market; our seven days of broadcast on a TV set) has not been systems to estimate the combined reach of TV standard TV and Broadcaster VOD, this goes back
emotions drive our decisions and, as a result, able to keep pace with the changes in TV viewing. and BVOD. But we’ve been in urgent need of an up to 70%. TV’s reach is undiminished.
we need to be warm towards a brand for our industry standard and I’m happy to say we now
For example, among 16–34s there’s an extra 15% have one, and a very credible and revealing one This is an important new tool for the industry.
activation media to work. If the first time you of TV viewing that is not included as part of the It shows the modern marketer how to generate
see a Mercedes ad is in your 50s, it’s too late. it is too.
industry standard measurement, these being the incredibly high and cost-effective reach using the
That’s why the term ‘wastage’ is such a misnomer most enthusiastic adopters of the new ways we Step forward and receive thunderous applause premium, brand safest advertising environment,
in TV. There is no waste in TV, just bonus views. have to watch TV (see p. 14). IPA TouchPoints’ new AV planning tool. It has a and the optimal budget splits between TV and
In TV, advertisers only pay for the audience they channel planner to find the optimal splits of TV BVOD to achieve this.
buy – everything else is a windfall of extra viewers. and BVOD to maximise 1+ reach at the lowest
budget for the key buying TV audiences. TV’s immense reach is still easily within reach.
INCLUSIVE OF BVOD, TOTAL TV REACH IS UNCHANGED FOR 16–34S
Source: BARB / K2 / Touchpoints 2017 / Station average prices / Natural delivery.
90 90
80 80
70 70
60 60
50 50
40 40
1+ REACH (16–34 s ) %
30 30
20 20
10 10
0 0
– 0.2 0.4 0.6 0.8 1.0 1.2 1.4 1.6 1.8
SPEND (CONSTANT PRICES) £ MILLIONS
100% Linear (2007) 100% Linear (2017) 80% Linear TV / 20% BVOD (2017)
16 TV IN NUMBERS HOW BROADCASTER VOD KEEPS TV REACHING FURTHER 17THINKBOX A YEAR IN TV
TV advertising in the video world
From click farms and brand safety issues TV ACCOUNTS FOR 95% OF ALL VIDEO ADVERTISING TIME NEW COMSCORE DATA ALTERS THE PICTURE WEEKLY REACH BY VIDEO TYPE
Source: 2017, BARB / comScore / Broadcaster stream data / OFCOM Digital Day / IPA Touchpoints 2017 / Rentrak. Source: Touchpoints 2017, IPA. Other online video inc. Facebook video.
to the continuing issues in measurement and In 2017, for the first time, there was a full year of data
lingering questions of effectiveness, the video available from comScore’s multiplatform Video Metrix 100 100
93.4
world didn’t get any less complicated in 2017. 0.9 analysis software. This has had an impact on the
0.4 87.2
What is increasingly clear is that not all forms 0.7 YouTube data. In the absence of mobile data, previous
3.9 2.9
of video are of equal value to advertisers. But, if 2.5 6.3
Thinkbox analyses of the video world have employed 80 80
6.6
you want to advertise next to high-quality shows 4.8 IPA Touchpoints data to estimate the proportion of
in a high-quality, brand-safe context – at scale YouTube activity on mobiles. The new comScore
9.0
or more personally – TV is the answer. data – provided by YouTube – suggests that mobile 60 54.2 60
85.8 ALL INDIVIDUALS % 76.3 16–34s %
accounts for a significantly higher proportion than
46.4 45.6
TV ACCOUNTS FOR 95% the Touchpoints study found (39% for Touchpoints
40.1
OF VIDEO ADVERTISING SEEN vs. 66% for comScore). 40 40
32.9
That’s in full, with the sound (most likely) turned
WEEKLY REACH %
on and with unbeatable effectiveness (see p. 26). So, following comScore’s change in methodology, 24.7
21.6 21.7
For 16–34s, TV advertising accounts for 90%. In 2017, YouTube has grown from 6.5% of all video in 2016 20 20
YouTube accounted for 0.9% of video advertising to 9.1% in 2017.
time for all individuals and 2.9% for 16–34s. Netflix
and Amazon accounted for none. 88% OF YOUTUBE USE 0 0
IS BY 20% OF ITS USERS TV Broadcaster Subscription YouTube Other online
YouTube Cinema Playback TV VOD VOD video
TV ACCOUNTS FOR 71% OF ALL VIDEO VIEWING Other online video Broadcaster VOD Live TV
It’s important to take into account the fact that, unlike
A caveat: we can confidently say ‘viewing’ when we BARB, comScore reports the activity of devices not
Adults 16–34
talk about TV, cinema and SVOD, for example, but humans. ComScore’s data shows that 88% of YouTube
not all video activity is strictly speaking viewing (or by activity is generated by only 20% of devices. There
humans). For example, a significant chunk of YouTube is a hardcore of YouTube super-users that affect the
activity is where the service is being used more like average (for TV 48% of viewing is accounted for by
TV ACCOUNTS FOR 71% OF OUR VIDEO DAY the heaviest 20%). THE MAJORITY OF YOUTUBE VIEWING IS GENERATED BY HEAVY VIEWERS
a jukebox. Source: 2017, BARB / comScore / Broadcaster stream data / OFCOM Digital Day / IPA Touchpoints 2017 / Rentrak. Source: comScore November 2017 / BARB November 2017.
Nonetheless, in total, the average person in the UK In addition, a portion of YouTube activity is using the
100 100
watched 4 hours, 39 minutes a day of video in 2017.
1.2
service as a jukebox, so the service is being listened
to as opposed to watched. This use of YouTube is on 88 89
TV’s share of total video time in 2017 was slightly down
from 2016, a total of 4% points fewer. The astonishing
9.1
0.4 the increase. IPA Touchpoints data for 2017 shows
80 80
choice of video on offer has unsurprisingly taken a 6.3
22.1 that 71% of 16–34s use YouTube at least once a month
1.1
slice of time from watching TV – most likely the TV for ‘background music’, up from 57% in 2016.
1.8
we watched more as a compromise than a choice. 3.7
33.1
60 60
FACEBOOK NOW ACCOUNTS
56.4 ALL INDIVIDUALS % 16–34s % 48
LIVE TV VIEWING CONTINUES TO DOMINATE
6.4 FOR 1.2% OF VIDEO TIME
8.1
But it has moved from 60% of all video to 56%. This equates to 3 minutes a day per person, which
3.9 40 40
The shares of the playback of recorded TV
2.0 echoes Facebook’s own claims that 100 million hours
% OF ALL VIEWING
and broadcaster VOD are largely unchanged 10.8 9.6
4.3 of video are watched on Facebook a day. With 2 27
year-on-year. 12.6
billion users globally, this averages out at 3 minutes 20 20
6.4 16
0.6 a day per person. In 2016, Facebook accounted for
9 9 8
1.7% of video time, so a story of stability year-on-year.
2 2 1 0 0 0 2
0 0
Heaviest fifth 2 3 4 Lightest fifth
YouTube Online ‘adult’ DVD Playback TV
Facebook XXX video Subscription VOD Live TV
Other online video Cinema Broadcaster VOD YouTube Mobile YouTube.com TV on a TV set
18 TV IN NUMBERS TV ADVERTISING IN THE VIDEO WORLD 19THINKBOX A YEAR IN TV
TV advertising in the video world
Continued...
AMONGST 16–34S, TV ACCOUNTS THE IMPACT OF LIFESTAGE ON TV VIEWING
Source: Touchpoints 2017, IPA. Base: 16–24, 25–34, 25–34 with children.
FOR 49% OF ALL VIDEO VIEWING
This is down from 59% in 2016 following the impact 3 3
of comScore’s new methodology and the effect it
has had on YouTube activity, which increased from
AVERAGE HOURS VIEWED
13% of all 16–34s’ video in 2016 to 22% in 2017 (see 2 2
previous page).
SVOD VIEWING HAS GROWN FROM 4.1% TO 6.4% 1 1
It is likely that this growth has been at broadcaster TV
PER DAY
viewing’s expense, which makes sense as SVOD is TV
and more homes now have access to SVOD services.
0 0
As of Q4 2017, 10.2 million homes in the UK (36%) TV on a TV set Broadcaster Subscription Other online video (incl.
VOD VOD Youtube/ Facebook)
subscribed to either Amazon Prime or Netflix, according
to the BARB Establishment Survey, up 23% from 8.3
16–24 25–34 25–34 with children
million in Q4 2016. Based on our viewing estimates, this
means that in homes with access to Netflix or Amazon
Prime, the average viewer spends 50 minutes watching
VIEWING PROPORTIONS BY DEVICE – ADULTS
SVOD per day.
Source: Touchpoints 2017, IPA. All adults. ‘Other device’ not shown.
For 16–34s, SVOD has grown from 9% to 13% of all video
viewing. 54% of 16–34s have access to either Amazon LIVE/STREAMED/ BVOD ALL OTHER
RECORDED TV CATCH UP SVOD YOUTUBE ONLINE VIDEO
Prime or Netflix according to the BARB Establishment
Survey. In these homes we estimate that 16–34s spend % OF ALL
VIDEO TIME 2017 67.2% 3.9% 6.4% 9.1% 9.3%
on average 1 hour, 3 minutes watching SVOD per day
(see previous page).
99% 66% 66% 18% 39%
LIFE STAGE INFLUENCES VIDEO CONSUMPTION
0.4% 15% 18% 41% 37%
No one has a crystal ball, but we do have the IPA’s
Touchpoints study. It shows the impact that our life
0.3% 11% 8% 14% 9%
stage has on our viewing habits. Looking within the
‘millennials’ generation, it shows that as millennials
0.1% 5% 5% 25% 12%
get older they watch less YouTube and Netflix, and
more TV. If they have kids, TV becomes even more
popular. With 91% of the UK having internet access,
73% having VOD services on their TV and 81% carrying
smartphones, it is reasonable to think that this may VIEWING PROPORTIONS BY DEVICE – 16–34S
Source: Touchpoints 2017, IPA. 16–34. ‘Other device’ not shown.
now be an established pattern of behaviour.
SCREEN PREFERENCE VARIES BY VIDEO LIVE/STREAMED/
RECORDED TV
BVOD
CATCH UP SVOD YOUTUBE
ALL OTHER
ONLINE VIDEO
According to Touchpoints, BVOD and SVOD are most
likely to be viewed on the TV set, while YouTube is % OF ALL
VIDEO TIME 2017 42.7% 6.4% 12.6% 22.1% 11.2%
most commonly viewed on a PC/laptop. Broadly
speaking, 16–34s and adults have similar preferences 98% 59% 60% 13% 30%
when it comes to what form of video is watched on
what screen, although 16–34s are more likely to watch
1.0% 21% 22% 44% 48%
video on PC/laptops, tablet or smartphone.
0.4% 10% 9% 13% 7%
0.4% 7% 6% 27% 13%
20 TV IN NUMBERS Red Dwarf XII Dave TV ADVERTISING IN THE VIDEO WORLD 21THINKBOX A YEAR IN TV
TV advertising revenue:
the pendulum is swinging back
Post-recession, TV advertising in the UK had TOTAL TV REVENUE
Source: Advertising Association/WARC Expenditure Report 2000–2010. 2011–2017 data supplied by the
TV IS DELIVERING EXCELLENT VALUE THE FMCG SECTOR IS UNDER HUGE PRESSURE “The first proper
seven consecutive years of growth. But TV In 2017 the average adult cost per thousand for TV set The success of an FMCG campaign relies heavily on
hyper-reacts to the economy, good or bad,
UK broadcasters which includes VOD revenue. Note: Figures are at current prices and gross. Revenue
ad views (100% viewable, played through from start reach and the recruitment of lighter consumers to
year-on-year
includes linear TV spots and sponsorship, product placement, broadcaster VOD, addressable and
and recent uncertainty saw growth stall in 2017. interactive (broadcaster VOD from 2011). to finish at normal speed) was £5.06, 4% less than boost the return on investment, both areas in which comparison since
However, this was temporary and there are INCLUDES BROADCASTER VOD 2016 and 28.6% cheaper in real terms than 10 years TV excels. But FMCG brands are under huge pressure. the impact of the
signs that growth is returning. ago. This high value should be coupled with findings The post-Brexit drop in the value of the pound, wage
6.00 6.00 Brexit referendum
from Ebiquity and Gain Theory’s ‘Profit Ability’ study inflation falling behind RPI, and the rise of discounters
TV ad revenue totalled £5.11 billion in 2017 (gross of 5.00 5.00 (see p. 26) that showed TV advertising investment is like Lidl and Aldi have all hit FMCG profits and led to shows the shoots
agency commission), down 3.2% on 2016. This represents often sub-optimal. This means there is a significant short-term cost cutting. With TV such a fundamental of regrowth with
4.00 4.00
all the money invested by advertisers in commercial opportunity for brands to get even more business medium for this category, it is understandable that this TV spend up
TV across all formats and on any screen: linear spot and 3.00 3.00 impact out of TV. has been a key factor in the overall TV spend levels.
sponsorship, product placement, broadcaster VOD, year-on-year.”
addressable and interactive. 2.00 2.00
WHY DID TV ADVERTISING NOT GROW IN 2017? The impact of FMCG can be clearly seen when you
£ BILLIONS
In 2017, according to data from Nielsen, 216 look at where the biggest cuts in TV came from. BELOW Cold Feet, ITV
1.00 1.00
Of the 10 advertisers who saw the biggest cuts in TV
2000
2004
2006
2009
2008
2005
2002
2003
2007
2001
2010
2014
2016
2015
2012
2013
2017
Q4 2017 WAS UP 2% YEAR-ON-YEAR advertisers in the UK increased their TV budgets
2011
Although total TV advertising investment in 2017 0.00 0.00
by over £1 million year-on-year, a total of £546 million spend in 2017 compared with 2016, seven are FMCG
was down, Q4’s performance is significant. It was in additional investment. At the top end of this was advertisers, including Mars Confectionery which more
the first proper year-on-year comparison since the the likes of Samsung, which increased TV spend by than halved its TV budget (-£23 million) and Premier
impact of the Brexit referendum and it shows the ONLINE BUSINESSES ARE THE BIGGEST INVESTORS IN TV
33% from £34 million to £45 million, contributing to a Foods which cut its TV budget by 74% (-£11 million).
Source: Nielsen, 2016 vs. 2017. ‘Online business’ is a Thinkbox-created category which consists of all online-only In total, these seven FMCG advertisers account for
shoots of regrowth with TV spend up year-on-year brands and online services for bricks and mortar businesses. very successful year for the company. However, there
by approximately 2%. were 240 advertisers who invested over £1 million a £103 million decline in TV revenue year-on-year.
700 -0.3% 700 less in 2017 than in 2016 – a total loss of £663 million.
ONLINE BRANDS REMAIN SIGNS OF IMPROVEMENT
600 -11.4% 600
THE BIGGEST ADVERTISERS ON TV This pattern shows that, despite there being a decline Going forward, it is sensible to remain cautious, but
AD SPEND £ MILLIONS
500 500
Now more than ever, online brands need to be seen
-2.4% in standard TV viewing (p. 12) and growth in some things are looking up. For FMCG advertisers, the
+1.6%
400 400 other forms of ad-funded video content, there is no year-on-year Brexit effect on the value of the pound
as trustworthy. Imbuing brands with trust is one of TV -3.1%
-4.9% +11.1%
advertising’s strengths and online businesses seeking
300 -0.3% -0.4% 300 structural cause of TV spend not growing in 2017. has come to pass and in Q4 2017, FMCG investment
+1%
to harness the brand-building power and confidence 200 200 If there was, most or all brands would be cutting in TV advertising grew by 8% year-on-year, according
that TV advertising instils invested £682 million in TV 100 100 spend, but this is not happening. Instead, there are to Nielsen.
in 2017, a decrease of only 0.3% on 2016. 0 0
other topical factors that had a disproportionate
impact on TV.
Online
business
Food
Cosmetics
& PC
Ent. &
leisure
Finance
Motors
Telecoms
Retail
Household
equip. & DIY
Household
FMCG
785 NEW OR RETURNING ADVERTISERS ON TV
This figure represents the number of brands who
advertised on TV for the first time or returned to TV
after a gap of at least five years and includes new to
TV advertisers who used Sky AdSmart. Notable new
MOST VIEWED ADVERTISERS / HOLDING COMPANIES IN 2017
or returning brands included Uber, Opodo and Sixt. Source: BARB, 2017, R/W commercial impacts according to BARB reporting.
TV FORECAST TO RETURN TO GROWTH P&G 33.5
WARC estimates for the Advertising Association Sky 24.7
indicate that the total UK advertising market grew Unilever 17.5
to £22.1 billion in 2017 (up 3.4%), with TV advertising Reckitt Benckiser 16.9
TV BROADCAST VIEWS*
representing 23.4% of it. The AA/WARC forecast BT 14.1
that in 2018 the ad market will reach £22.7 billion L’Oréal 11.9
(up 2.8%), with TV forecast to increase by 1.5%. Mars 11.2
Crown Commercial Service 8.6
Tesco 8.3
McDonald’s 8.2
0 5 10 15 20 25 30 35
IMPACTS BILLIONS
*A TV ad ‘view’ relates to a single viewer watching a full TV ad at normal speed and with the sound likely
to be on, as measured by The Broadcasters’ Audience Research Board (BARB).
22 TV IN NUMBERS TV ADVERTISING REVENUE: THE PENDULUM IS SWINGING BACK 23THINKBOX A YEAR IN TV Research & trends Channel 4 News Channel 4
THINKBOX A YEAR IN TV
Profit Ability:
the business case for advertising
This study, for the first time, quantified the THE PROPORTION OF TOTAL PROFIT REVEALED BY ATTRIBUTION MODELLING AND ECONOMETRICS
Source: ‘Profit Ability: the business case for advertising’, Nov 2017 Gain Theory long-term ROI study.
TV DELIVERS SCALE OF RETURN ADVERTISING CAN BE RISK ASSESSED “TV delivers 71%
total profit generated by different forms TV drives the most profit because its scale and In the long-term, 72% of advertising campaigns create
of advertising to show what they deliver to popularity enable it to deliver efficient profit return profit. Advertising is a safe business investment.
of total profit
the bottom line. It set out to examine and at high volumes of spend. Businesses can increase TV is the ‘safest’ medium as it is most likely to create generated by
benchmark all media’s profit-generating investment in TV to a higher level than other media advertising-generated profit, both in the short and advertising, at
performance, with a particular emphasis 18% ATTRIBUTION and it will continue to generate a profitable return long-term. In the short term, 70% of TV advertising
MODELLING the greatest
on uncovering TV advertising’s effects. before diminishing returns kick in. campaigns delivered a profitable return. During the
42% SHORT-TERM
ECONOMETRICS 3 years after ad campaigns finished, this increases efficiency, and
The study was commissioned by Thinkbox from ADVERTISING-GENERATED to 86% of TV advertising campaigns delivering for the least risk.”
Ebiquity and Gain Theory, who independently PROFIT VARIES BY CATEGORY a profitable return.
evaluate advertising performance and effectiveness 100% LONG-TERM
As well as looking at overall advertising performance,
for hundreds of brands. Using their databanks The majority of advertising STUDIES the study also shows how different forms of advertising IT’S TIME TO REASSESS THE RETURN
of existing, client-funded data, they analysed over returns (58%) occur in the perform for different categories – Retail, FMCG, THAT ADVERTISING CAN GENERATE
2,000 advertising campaigns across 11 categories long-term. Financial Services and Travel – and how factoring in Businesses can now reassess the potential return
to uncover the impact that different forms of the long term is crucial to understanding the impact that can be generated by different forms of advertising.
advertising have on short-term profit (within 3–6 advertising has on different categories. For example, the study concludes that advertisers
months of a campaign finishing), and then combined may be missing out on maximising advertising-
these learnings with results for profit generated generated profit by under-investing in TV. Currently,
over the longer term (up to 3 years on) to determine TV accounts for 54% of advertising spend among
total profit return. Clearly, advertising also has Ebiquity’s database, yet it is responsible for 71%
an even longer-term impact beyond 3 years, but of total advertising-generated profit.
that is beyond the scope of this study. The key
findings were...
58% OF ADVERTISING’S PROFIT RETURN IS
PROFIT ABILITY KEY FINDINGS PROPORATION OF ADVERTISING-GENERATED PROFIT BY MEDIUM
OVERLOOKED WHEN IGNORING THE LONG-TERM Source: ‘Profit Ability: the business case for advertising’, Nov 2017 | Ebiquity & Gain Theory. Source: ‘Profit Ability: the business case for advertising’, November 2017 Ebiquity ROI campaign database (Feb ’14–May ’17) & Gain Theory. Campaign obs: 1,954.
Less than half of advertising’s profit impact happens in
the short term. Businesses optimising their advertising £5.00 £5.00
investment based solely on these more easily visible
TOTAL AD-GENERATED PROFIT SHORT-TERM AD-GENERATED PROFIT
short-term returns are hugely undervaluing the total (WITHIN 3 YEARS) (WITHIN 3–6 MONTHS)
£4.50 £4.50
TV 71%
profitability driven by advertising. They are not £4.00 £4.00
TOTAL PROFIT ROI EFFICIENCY
maximising the growth and value of the company.
TOTAL PROFIT ROI EFFICIENCY
% OF % OF AVERAGE PROFIT % OF AVERAGE PROFIT NO. OF
BUDGET PROFIT PROFIT ROI LIKELIHOOD PROFIT PROFIT ROI LIKELIHOOD CAMPAIGNS £3.50 £3.50
ADVERTISING IS A £3.00 £3.00
TV 54% 71% £4.20 86% 62% £1.73 70% 1,280
POWERFUL BUSINESS INVESTMENT
£2.50 Online Video 4% Print 18% £2.50
Looking at total profit return on investment (ROI) PRINT 23% 18% £2.43 78% 22% £1.44 61% 980
over 3 years, the average campaign delivers a profit OUT OF
£2.00 £2.00
Radio 3%
ROI of £3.24 per pound spent. This varies by channel, HOME 8% 3% £1.15 48% 3% £0.57 19% 580
£1.50 £1.50
but all forms of advertising, except Online Display, ONLINE
VIDEO 6% 4% £2.35 67% 5% £1.21 52% 158 Out of Home 3%
deliver profitable returns when you look at their £1.00 BREAK EVEN £1.00
long-term impact. £2.09 £1.61 540 Online Display 1%
RADIO 5% 3% 75% 5% 62% £0.50 £0.50
ONLINE
DON’T LOOK AT ROI IN A VACUUM DISPLAY 4% 1% £0.84 40% 2% £0.82 37% 330 £0 £0
This study is unique because it moves on from only 0% 10% 20% 30% 40% 50% 60% 70%
looking at ROI to position it within the context of ALL MEDIA 100% 100% £3.24 72% 100% £1.51 58% 1,954
% OF BUDGET
the volume of investment and scalability of different
media. It found that, in the short term, TV is responsible Note: Online Video includes Broadcaster VOD, YouTube, Facebook video & online programmatic video Note: Online Video includes Broadcaster VOD, YouTube, Facebook video & online programmatic video
for 62% of all advertising-generated profit at an ROI Bubble size represents % of total profit
of £1.73 for every pound spent, the highest of any Total profit = all return (short + long-term) generated over 3 years
media. In the longer term, TV advertising creates 71%
of total advertising-generated profit at an ROI over
3 years of £4.20 for every pound spent, also the
highest of any media.
26 RESEARCH & TRENDS PROFIT ABILIT Y: THE BUSINESS CASE FOR ADVERTISING 27THINKBOX A YEAR IN TV
Profit Ability
Continued...
THE DATASET DISTRIBUTION OF EBIQUITY CLIENT BASE (ANNUAL TURNOVER)
Source: ‘Profit Ability: the business case for advertising’, November 2017. Ebiquity ROI campaign database.
The findings are representative of the average
performance of larger, better-known advertiser
brands whose media is bought by the major 1.7% 5.1%
10.2%
media agencies and is professionally audited
6.8%
by Ebiquity and/or Gain Theory. 1.7%
Ebiquity’s client base was used to determine the 8.5% 5.1%
£1bn+
short-term ROIs and ad-generated profit volumes,
£500m–1bn
which Gain Theory then built on to determine £200m–500m
long-term impact. The annual revenue distribution £100m–200m
of Ebiquity’s client base can be seen to the right: £50m–100m
£20m–50m
£10m–20m
So, all sizes of advertisers are accounted for, with 16.9% £5m–10m
a skew towards bigger companies. This is not £5m–10m
27.1%
surprising if we are realistic and pragmatic. To produce THINKBOX A YEAR IN TV
Get with the Programmes
What brands can expect
from TV sponsorship
Would you like the evidence and benchmarks SPONSORSHIP MAGNIFIES BRAND STATURE TURBO-CHARGING AWARENESS GOOD CREATIVE FIT DRIVES HIGHER BRAND HEALTH
Source: ‘Get with the Programmes’, 2017, Thinkbox/House 51. Base: 8 sponsorships (1,199 viewers; Source: ‘Get with the Programmes’, 2017, Thinkbox/YouGov. Base: 26 ‘good fit’ sponsorships, six ‘less obvious’
to measure the positive impact TV sponsorship 1,202 non-viewers).
ESPECIALLY FOR LESSER-KNOWN BRANDS sponsorships. ‘Partnership Index’ is a composite average of reputation, impression, quality and consideration.
will have on your business? A major study The reach and frequency that comes from sponsoring
by House 51 and YouGov provides just that. 100 100 a TV show raises brand awareness for all brands. 7 7
Here we look at the key findings from ‘Get For lesser-known brands this effect is even greater,
with the Programmes’. 90 90 underlining the impact TV sponsorship offers
6 6
5.7
80
78 %
80
new brands.
5.2
% PTS DIFF VIEWERS vs. NON-VIEWERS
5
MATCHMAKING VIEWERS WITH BRANDS 68 % For less well-known brands, both their brand and 5
4.9 5
70 70
People love their favourite TV shows, and brands that advertising awareness scores were substantially higher
sponsor them can share in that love and borrow from 60 60 for viewers of the TV shows they sponsored. Brand 4 3.7 4
the show’s personality. This ‘brand rub’ effect makes awareness was 17.2 percentage points higher than for 3.4
viewers feel the sponsoring brand is more for them. 50 50 2.8 2.8
% AGREE BRAND IS POPULAR
non-viewers (it was 1.1 percentage points higher for 3 3
On average, the personality fit between a viewer of a well-known brands). 2.4
40 40
sponsored TV show and the sponsoring brand is 53% 2 2
higher than the fit between the sponsoring brand 30 30 CREATIVE FIT IS KEY
and a non-viewer. When a TV sponsorship creative was a good fit with 1 1
20 20 0.4
a TV show, key brand health metrics for viewers of
MAGNIFYING BRAND STATURE 10 10 the sponsored show were 5 percentage points higher 0 0
Partnering with TV shows takes advantage of ‘costly than for non-viewers. When the fit was less obvious Partnership index Reputation Impression Quality Consideration
signalling’ – TV sponsorship is perceived to be costly, 0 0
they were 2.4 percentage points higher.
so it signals success. Viewers of a sponsored TV show Non-Viewer Viewer Less obvious Good fit
are more likely to believe the sponsoring brand is FULLY INTEGRATED PARTNERSHIPS
popular than non-viewers. WORK MUCH HARDER
Fully integrated sponsorships – those that include
BOOSTING MENTAL AVAILABILITY MENTAL AVAILABILITY IS AMPLIFIED FOR VIEWERS additional activity such as bespoke spot advertising, EXTENT OF CAMPAIGN INTEGRATION IS REFLECTED IN BRAND HEALTH
Using a timed response test, House 51 found that Source: ‘Get with the Programmes’, 2017, Thinkbox/House 51. Perception of sponsorship brand.
microsites, product placement, programme talent Source: ‘Get with the Programmes’, 2017, Thinkbox/YouGov. Base: 22 badging only, nine some integration, four fully
viewers were twice as fast as non-viewers to agree Base: 8 sponsorships (1,199 viewers; 1,202 non-viewers). integrated. ‘Partnership Index’ is a composite average of reputation, impression, quality and consideration.
or licensing – increased brand health metrics by 8.9
they would recommend the sponsoring brand. 100 100 percentage points above non-viewers compared
HIGH, MORE EFFECTIVE HIGH & AUTOMATIC 12 12
with a ‘badging-only’ sponsorship approach which
delivered a 2.8 percentage point increase.
Popular, 78% 10 9.8 10
Likeable, 77%
% PTS DIFF VIEWERS vs. NON-VIEWERS
8.9
Popular, 68%
8 8
I’d recommend, 63% 7.6 8
Likeable, 66%
For me, 57%
% AGREE
6.1 6.3
50 50 6 6
I’d recommend, 49% 5.3 5.6
For me, 43% 5
4 3.7 4
3.6 3.4
2.8 3.2
2 2
1.2
LOW, MORE EFFORT LOW & AUTOMATIC 0 0
0 0
Reaction time Partnership index Reputation Impression Quality Consideration
Viewers Non viewers Badging only Some Integration Fully Integrated
30 RESEARCH & TRENDS GET WITH THE PROGRAMMES 31THINKBOX A YEAR IN TV
Get with the Programmes
Continued...
PLAY THE LONG GAME LONG-TERM PARTNERSHIPS DELIVER BETTER BRAND RESULTS
Source: ‘Get with the Programmes’, 2017, Thinkbox/YouGov. Base: 15 below 12 months, seven at three years and
Longer-running campaigns (three+ years) drove over. ‘Partnership Index’ is a composite average of reputation, impression, quality and consideration.
increases in all brand health metrics above younger
campaigns (up to one year). 7
7 7
TV SPONSORSHIP EFFECTS LIVE ON
6 6
In the six months following the end of a TV sponsorship,
5.4
whilst ad awareness fell as you’d expect, brand 5.1 5.2
% PTS DIFF VIEWERS vs. NON-VIEWERS
5 5
health metrics fell at a far slower rate. Six months after 4.7
4.5 4.6
sponsorships had ended, 81% of the brand health 4
advantage gained with viewers of the sponsored 4 4
TV show was still active. 3.2
3 3
2.2
NOTE: METHODOLOGY
2 2
House 51 used a blend of mobile self-ethnographies,
filmed in-depth interviews, and a quantitative survey
1 1
across eight TV sponsorships, each time interviewing
300 viewers/non-viewers, to understand the mechanics 0 0
of how TV sponsorship drives brand affinity.
Partnership index Reputation Impression Quality Consideration
YouGov combined their Brand Index database with
Below 12m 3 Years and over
their TV programme database (both of which survey
the attitudes of 4,000 people every day) to look
for evidence of the impact TV sponsorships deliver
for brand health and to uncover the key drivers of
BRAND HEALTH DECAYS SLOWLY WHEN SPONSORSHIPS END
increased effectiveness. Source: ‘Get with the Programmes’, 2017, Thinkbox/YouGov. Base: 16 completed campaigns.
‘Partnership Index’ is a composite average of reputation, impression, quality and consideration.
7 7
6.3
6 6
5.4 5.4
5.2
% PTS DIFF VIEWERS vs. NON-VIEWERS
5 4.7 5
4.3
4 3.8 4
3
3 3
2 2
1.5
1 1
0.1
0 0
Last day of campaign 1 Month Post 2 Months Post 6 Months Post 9 Months Post
Partnership Index (Ave. of four brand health metrics) Ad awareness
32 RESEARCH & TRENDS The Voice ITV GET WITH THE PROGRAMMES 33THINKBOX A YEAR IN TV
TV in 2017 at a glance 03
CHANNEL 4,
ITV AND SKY
MEDIA UNITE
Broadcasters and
Perhaps ‘TV at a glimpse’ is a better title given the Thinkbox team up
to launch The Big
impossibility of fitting everything from the last year TV Festival, an event
for media planners
on a double-page spread. But, this gives you a taste and marketers to
of what happened... showcase the power
of TV advertising
CHANNEL 4
CHANNEL 4 JOINS EUROPEAN
TAKEOVER FOR BROADCASTER
INTERNATIONAL EXCHANGE
WOMEN’S DAY Ad alliance will see
CANCER RESEARCH Broadcaster hands GET WITH THE Channel 4 run pan- CO-OP FESTIVE
UK LIVE AD FIRST control of its JOSHUA vs PROGRAMMES CHANNEL 4’S European campaigns CHOIR AD LAUNCHES
Channel 4 airs the first airwaves to 18 KLITSCHKO FIGHT New study SIGNED AD BREAK across its VOD ON CHANNEL 4
live ad shot from inside guest announcers IS A KNOCKOUT commissioned by Brands including services alongside Groups sing the theme
the human body for its biggest-ever Sky Sports broadcast Thinkbox reveals Nationwide, Samsung other EBX partners tunes of The Crystal
continuity takeover ITV & CHANNEL is one of the biggest the value that TV and Maltesers team up Maze, Gogglebox and
THE NATIONAL 4 PARTNER UP boxing matches in sponsorships deliver with Channel 4 to create PROFIT ABILITY Countdown in the break
TELEVISION TV ACCOUNTS FOR ALZHEIMER’S recent history for brands LIONESSES the first ad break fully DAVE BECOMES New research from immediately preceding
AWARDS GO TO… FOR 94% OF SOCIETY SMASH RECORD accessible to deaf and ‘RUPERT’ FOR Ebiquity and Gain the shows
Emmerdale, I’m A VIDEO ADVERTISING Broadcasters team THE HANDMAID’S DFS AND MEDIACOM England’s crunch Euro hard-of-hearing viewers SNICKERS Theory – commissioned
Celebrity, Gogglebox, LEGO BATMAN TAKES New analysis by up to simultaneously TALE PREMIERES SUPERHUMANS WIN GRAND PRIX 2017 semi-final against UKTV channel by Thinkbox – reveals AUDI IS AD OF
This Morning and OVER CHANNEL 4 Thinkbox of 2016 launch ‘United Against ON CHANNEL 4 TRIUMPHS AT At the Thinkbox TV Holland draws the JUST EAT SPONSORS morphs into a posh that TV advertising THE YEAR
Ant & Dec’s Saturday CONTINUITY video consumption Dementia’ campaign Award-winning series BRITISH ARROWS Planning Awards biggest-ever UK TV THE X FACTOR and pretentious outperforms all other Thinkboxes winner
Night Takeaway Warner Brothers brings in the UK shows scores an average Channel 4’s campaign for ongoing TV ad audience for a women’s The online food delivery character for ‘You’re media investments, ‘Clowns’ by BBH is chosen
take the honours Lego Batman to life as breakdown of video SKY Q HITS 1 audience of 2.3 million for the Paralympics wins innovation that sold football match with brand creates idents not you when you’re in both the long and as top film ad of 2017 by
for commercial TV a continuity announcer advertising viewing MILLION HOMES per episode Commercial of the Year £1bn worth of sofas a peak of 4 million featuring singing chefs hungry’ campaign short term Campaign magazine
JANUARY FEBRUARY MARCH APRIL MAY JUNE JULY AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER
THE VOICE ONLINE BRANDS DISCOVERY CHANNEL 4 JAMESTOWN DEBUTS SKY AND VIRGIN LOVE ISLAND IS A SKY & HBO CORONATION SKY LAUNCHES WORLD TV DAY CHANNEL 5
LAUNCHES ON ITV FUEL GROWTH FOR LAUNCHES SHOWCASES New Sky One series is MEDIA ANNOUNCE SMASH HIT ON ITV2 ANNOUNCE FIRST STREET ADDS DIVERSITY Global TV Group launch ENJOYS GREAT 2017
The show’s debut on TV ADVERTISING QUEST RED PERSONALISED the channel’s biggest STRATEGIC The number of 16–34s CO-PRODUCTION AN EPISODE COMPETITION ‘The Global TV Deck’, Delivered highest ever
commercial TV captures Amazon, Facebook, New free-to-air AUDIO ADVERTISING launch in a year PARTNERSHIP watching increased by DEAL INVESTMENT The record-breaking Aims to encourage pulling together data share of 16–34 UK views
5.6 million viewers, Google and friends now channel with focus 20th Century Fox’s Enables brands to reach 86% year-on-year Investing in British soap moves to six brands to be braver from 19 countries to in 2017 and strongest
including 1 million 16–34s the biggest spenders on true-life stories campaign for ‘Alien: more than 30 million production company shows a week when targeting ethnic underline the power overall performance for
on TV with 8% increase Covenant’uses new viewers with brand-safe GAME OF Bad Wolf as part of minority groups of TV advertising 13 years
in spend BVOD ad format that targetable advertising THRONES FINALE $250m deal AND THE EMMY
addresses viewers by REACHES 5.2M GOES TO… RECORD RATINGS TWO LEGENDARY
ITV HUB LAUNCHES their name RIVIERA IS A SKY The final episode JOHN SNOW Sky Atlantic’s Big Little FOR GOLD’S MURDER STREETS TEAM UP
ON XBOX RECORD BREAKER of season 7 is Sky’s TACKLES FACEBOOK Lies and Channel 4’s ON THE BLACKPOOL FOR CHRISTMAS
Sun-drenched crime largest-ever audience Veteran newsreader The Handmaid’s Tale EXPRESS ON ITV
thriller becomes the calls on digital platform are the big winners Becomes the highest- Coronation Street and
broadcaster’s most to pay more for TV ever rated show on Gold Quality Street partner to
news content in the TASKMASTER offer families a festive
successful original
Edinburgh TV Festival’s RETURNS TO DAVE THE GREAT celebration on the
commission
McTaggart Lecture Bafta-nominated UKTV BRITISH BAKE OFF hallowed cobbles
Originals show back for RISES TO THE TOP
01 series 5 Channel 4 wins its biggest
audience in 32 years and
second-biggest ever
SKY ADSMART HITS
10K CAMPAIGN
MILESTONE
Landmark campaign
02 04 is for Clydesdale Bank
ITV LAUNCHES
LINEAR
ADDRESSABLE
ADVERTISING
01 Jamestown Partnership with
02 UEFA Women’s Sorenson Media will see
EURO 2017 dynamically personalised
03 Profit Ability ads on ITV’s channels
04 Coronation Street
34 RESEARCH & TRENDS TV IN 2017 AT A GLANCE 35You can also read
