ITV's Got The X-Platform Factor - Suzanne Lugthart, Head of Online, VOD & Platforms Research & Insight
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ITV’s Got The X-Platform Factor
Creating content and distribution strategies for a multi-platform world
Suzanne Lugthart, Head of Online, VOD & Platforms Research & Insight
Sarah Messer, Head of Commercial Research & Insight
TV audiences are growing PREMIUM CONTENT
Consumer touchpoints and expectations
are evolving
AFP
Transactional Conversational & Inspirational
One Channel Multi Platform
Content needs to live and breathe in a wide
multi-platform landscape
PVRs Mobile TV
Interactivity
IPTV
EPGs Video On
& Gateways Demand
(VOD)
Directing journeys between platforms is more
complex than ever
They used to look like this... ...now they look like this:
Official
Online web
syndi- site
cation
Email WOM
links
ITV
Player Twitter
Live
TV
You
Voting
Tube
Red
button Press
Radio Face-
book
5
How can ITV …
• Win a bigger share of consumers’ finite media time profitably
• Increase the number of people consuming our programme brands across
as many platforms as possible
1. MEASURE IT 3. REVEAL THE BENEFITS
4. IDENTIFY THE
2. UNDERSTAND IT OPPORTUNITIES
Researching it
Watched some X Factor on TV, either live or recorded on your VCR, Sky+ bo etc (even if it was just for a minute) Talked to friends or family about it (in person, by phone, by email, etc) Read about The X Factor in a newspaper Read about X Factor in a magazine Heard about The X Factor on the radio Watched an old episode of The X Factor that you had recorded on your VCR Sky+ box, etc Watched an episode of The X Factor via 'video on demand' o 'catchup' on your TV (e.g. ITV Net Player on Virgin) Watched a full length episode of X Factor on ITV Player via ITV.com Read an article on the official Factor website at ITV.com Read about The X Factor on a website other tha the official website Read about The X Factor on teletext or through the re button service on TV Watched a X Factor video clip on ITV.com Talked or re other peoples updates about it on a social network or forum e.g. Facebook Twitter Received an email newsletter from ITV about The X Factor Watche extra material for The X Factor via the red button on your remote control Followed/read updates by ITV Corrie on Twitter Watched a X Factor video c on Youtube or another website Read an update by or visited a X Factor fan page on Facebook Visited The X Factor online store Received a text alert from ITV about X Factor Watched an X Factor video on a portable device (e mobile phone/iPod) Saw an advert for The X Factor somewhere other tha
Measuring it
Nearly 7 million adults talked or read about the X
Factor on online social networks in a typical week
and those who encountered X Factor in this way did
it 4 times a week on average …
making social networks comparable to print in the
volume of audience encounters they delivered
10Measuring it
The amount by
which a TV
55%
programme brand
can increase its
reach over and
above its live TV
audience in a weekAdditional touchpoints grew reach of
The X Factor by 43% from 20m to 29m
70%
Total reach to
adults
Total: 61% (29.3m)
Extending the 60% 1.8% (0.9m)
relationship with the 9.4% (4.5m) Word of mouth
property (7.9m) 50%
5.2% (2.5m)
Other traditional media
Extending the viewing 1.8% (0.9m)
window (0.9m) 40% 5.2% (2.5m)
Other online / mobile
30% Non-BARB viewing (inc online / mobile)
Total BARB viewing Other BARB viewing
(20.5m) 20%
37% (18m) ITV1 Live
10%
Source: BARB and Vision Panel X Factor Wave 2 survey, 29 th OctUnderstanding it
Most of this growth is being driven by
six consumer needs
CONTROL &
SELF EXPRESSION
CONVENIENCE
CONNECTING SHARING
EXTENDED
BELONGING
ENJOYMENTCONNECTING
Connect with
An contestants / talent
emotional Find out about
connection background &
with people heritage
on screen
Video clips,
diaries,
‘bloopers’,
voting
“Jon and Edward (They) started following me on Twitter,
Twitter, so I followed them back. …It feels like they’re Facebook
kind of talking to you, you feel involved. That’s mostly
the reason why I do it.”
Female X Factor viewer, London, teens 14BELONGING
This
programme
helps me feel
part of a
group
Shared ‘banter’,
staying in the WOM, email,
loop, being part phone, print,
of the national radio, social
debate media
“ I like X Factor, I like to watch it. But I am not a fanatic fan...
When the family is interested, you like it more as you want
to be interested in the same things as them” .
Male X Factor viewer, Birmingham (46)
15SELF EXPRESSION
Show who I
support
Show what I
think
Facebook &
I want to tell Twitter: joining
people who I groups,
am and what commenting in
I’m all about status,
Twibbons or
badges
16SHARING
Enjoying a
passion
shared with WOM, email,
friends & SMS, phone,
family Deconstruct
email links e.g.
events, gossip,
to clips
sharing
relevant
content
“ If I don’t have my friends over, it’s messaging
“ If Liverpool are losing I know I’ ll always get on my Blackberry. It’ s to share the experience,
a text from my brother, just to wind me up” because it’ s quite boring by yourself.”
Male, football fan, York 30s Female X Factor viewer, London, 24EXTENDED
ENJOYMENT
Chatting with
friends,
reliving key
moments,
previewing the
big event Xtra Factor, The F
I can’t wait Factor, online
for it to start. video clips,
I don’t want official website
it to stop previews,
newspapers,
radio
18UNDERSTANDING IT:
Touchpoint benefits change over the course of the series
Boot Judges’ Live shows Live shows
Auditions After
Camp Houses (early stages) (final stages)
CONTROL
PVRs and ITV Player. Highest after Boot Camp; decreases in final stages
EXTENDED
ENJOYMENT Mostly online clips; driven by contestant engagement and ‘big moments’
YouTube Social media,
BELONGING radio
Fairly constant. Mostly WOM and print. Social media & Radio ‘buzz’ in latter stages
SELF
EXPRESSION
Gathers real momentum once live shows start. Mostly social media
YouTube Social media,
(emailed) SMS
SHARING
Emailed links to clips in early stages. SMS/IM/Twitter in latter stages
CONNECTING
Gathers real momentum from Judges’ Houses. Online clips, print, social media, additional TVIDENTIFYING OPPORTUNITIES: A week in the life of a Superfan
Live shows Afterglow Downtime Build up
SAT & SUN MON TUES WEDS THUR FRI
Overall
engagement
Maintaining
Excited, sharing experience sharing opinions; Recap, fuel the
involvement: gossip &
and expressing opinions hearing from the excitement
stories about
evicted contestant
contestants
Watching together , SMS, Watch GMTV or This Gossip magazines ITV.COM highlights
IM, Facebook during show Morning, Chatting at (print and online), clips and YouTube
work, Facebook & forums and radio
Twitter for debate
“If I don’t have my friends over, I’m “It’s the aftermath – what “I like the stuff in Closer “I like to watch the best
messaging on my Blackberry. It’s a happens now, what because it makes me feel bits from last week, just to
little bit to share the experience, happens next, how they like I know them on a more get me in the mood”
because it’s quite boring by feel. You can’t just stop personal level”
yourself” caring about them after
they’ve gone”What does it mean for marketers in this connected world?
We are gathering evidence of the impact of
multi-platform viewing for advertisers
Advertising
Programme Advertising
impact &
engagement engagement
behaviourAnalysis of monthly grocery spends demonstrates
that advertising engagement leads ultimately to
purchase
UK HH ITV HH ITV 3+ platform
average £278 average £284 HH £298
Monthly HH spend of those viewing show on 3+ ITV platforms…
£359 £429 £317
Source: Valuing Multi Platform Fans 2010 – Kantar WorldpanelMultiple Touchpoints
Drive Awareness
100
Sponsor brand awareness (%)
91 93
86 83 86
79
63
59
27
1
None 1 2 3 4 5 6 7 8 or 9 10 or 11 12
X Factor Touchpoints encounteredMultiple Touchpoints
Improve Advertiser Perceptions
“ They must be good
because a big show
like X Factor
Talk Talk is exciting +61%
Talk Talk is engaging +54%
wouldn’t have taken
them on otherwise Talk Talk is a company with bright
- F Birmingham , 45 +47%
”
ideas
“ TalkTalk is X-
Factor’s
cousin, or a
Talk Talk is fun +41%
Talk Talk has the best value
+33%
broadband and calls
friend of a very
cool person to Talk Talk has a reliable network that
”
hang out with you can count on
+28%
- F, Bristol 24
Figures are % uplift amongst audiences encountering The X Factor at both ITV1/ITV2 and ITV.com, compared to
those encountering it only on ITV1/2Yeo Valley truly integrated with X Factor –
with enormous and instant success..…moving beyond simply audience size to
generate customer engagement & advocacy
MANY FEW
Awareness Engagement Advocacy
PASSIVE ACTIVEPlatforms sustain and grow the audience – in
many ways
X Factor reach by 43% in a typical week
Extending viewing window & brand engagement
Bringing in different, harder-to-reach audiences
But they do more than this...
They build and sustain emotional
involvement throughout the series
for viewers and advertisers
This requires a shift in direction and
focus for all players – commissioning,
commercial, creative, media agencies..You can also read
