To celebrate World Television Day (as proclaimed by the United Nations, no less, in response to an initiative by the television trade bodies ACT, EBU and EGTA) European broadcasters will be running a specially prepared ad today to celebrate the power and importance of TV (you can see it here). Few people would argue with the sentiments in the ad, including â€˜Moments we love, only given to us by televisionâ€™.
To accompany the ad campaign, PEPPTV, the Platform for European Promotion of TV, an informal grouping of broadcastersâ€™ trade bodies and sales houses (including ACT, egta, SNPTV, SPOT, Thinkbox, Wirkstoff and ABMA), have been highlighting the continuing strength of primary screen TV and the way TV drives commentary online, while outlining the growing impact of multi-screening and what it means for brand advertisers.
Here are (what we consider) the best statistics provided by PEPPTV, gathered from across Europe.
TV remains the primary screen.
In Germany, 86% of all video touchpoints among adults 14-59 are with live linear television. The figure is similar for 14-20s, for whom 76% is linear TV (IP Fourscreen Touchpoints, adults 14-59 / 14-25 resp.). In the Netherlands, 65% of the time spent watching TV is spent solely watching TV, without any other activity (MediaTijd analysis 2014 by SPOT). Thinkboxâ€™s â€˜Screen Life: TV advertising everywhereâ€™ from the UK found that TV plays a vital role in unifying households and being a part of numerous day-to-day rituals. 98% of TV viewing in the UK takes place on a TV set, with 86% on a TV set in the living room (BARB, H1 2014).
TV and social synergies
The shows that attract the most social media commentary tend to be live sports and reality TV shows. 8.5% of the French (aged 15+) claim to have commented on social media about a show they were watching live on TV. Younger people are the most likely to comment online, with 15% of 15-24s having commented about a show online on social networks (Lâ€™Argus de la presse, Ipsos-Steria et Aura Mundi). 42% of French viewers aged 15-60 say that they have engaged with a TV programme via a social network (OmnicomMediaGroup/ Mesagraph â€“ Social TÃ©lÃ©vision). 33% of people in Poland have multi-screened and almost half of multi-screening activity (49%) is in order to look at content that is related to what is being watched (Millward Brown â€˜AdReaction 2014â€™). 28% of French people say they have watched a TV show having read online comments about it. This is particularly true for under-35s, for whom the proportion is 40% (Lâ€™Argus de la presse, Ipsos-Steria et Aura Mundi, 2014).
During peaktime viewing in the UK, 74% claim to have picked up an Internet connected device during TV ad breaks, with very little difference between age groups, social demographics or gender (Craft/Thinkbox â€˜Screen Life: TV advertising everywhereâ€™, 2014). 37% of Swiss say that itâ€™s â€œnormalâ€ and â€œcommonplaceâ€ to use the Internet while watching TV (Publisuisse, â€˜Media du Future 2017â€™). In Spain, 62% of people claimed in 2013 to use a second screen while watching TV â€“ an increase of 11 percentage points compared to the previous year (Televidente 2.0, 2013). In Sweden, 55% viewers have used another screen (smartphone, tablet or computer) while watching TV (MMS Moving Images 2014:1)
Opportunity for brands
TV is the greatest driver of word of mouth, on- or offline. Research in the UK found that TV advertising is responsible for 51% of the conversations about brands that marketers can influence (D2D/Keller Fay/Thinkbox â€˜POETICâ€™, 2013). In Spain, 30% of users of social platforms comment on TV advertising (Televidente 2.0, 2013). In Switzerland, 16% of people who multi-screen say they are looking for additional information on brands and products that they have seen on TV (Publisuisse, Media du Future 2017). People are more likely to stay in the room and less likely to change the channel during the ad break if they are multi-screening, according to research by the UKâ€™s Thinkbox. Separately, Craft/Thinkbox â€˜Screen Life: TV advertising everywhereâ€™ in 2014 found that multi-screening in ad breaks does not affect ad recall. Multi-screeners can recall two ads from the previous 15 minutes of viewing compared to the 1.9 average.
The people behind World TV Day
Here are the organisations behind World TV Day and the accompanying research aggregation effort:
Platform for European Promotion of TV is an informal grouping of broadcastersâ€™ trade bodies and sales houses, active at EU level and across EU Member States: ACT, egta, SNPTV, SPOT, Thinkbox, Wirkstoff and ABMA.
The Association of Commercial Television in Europe represents the interests of leading commercial broadcasters in 37 European countries. The ACT member companies finance, produce, promote and distribute content and services benefiting millions of Europeans across all platforms. ACT engages with the EU institutions to achieve a balanced and appropriate regulatory framework which will encourage further investment and growth in our sector.
egta is the association representing television and radio sales houses, either independent from the channel or in-house, that market the advertising space of both private and public television and radio stations throughout Europe and beyond. egta fulfils different functions for its members in fields of activities as diversified as regulatory issues, audience measurement, sales methods, interactivity, cross-media, technical standards, new media etc. During its 40 years of existence, egta has become the reference centre for television & radio advertising in Europe. egta counts 128 members operating across 37 countries.
The Syndicat National de la PublicitÃ© TÃ©lÃ©visÃ©e is a professional organisation of the French TV sales houses (TF1 PublicitÃ©, M6 PublicitÃ©, France TÃ©lÃ©visions PublicitÃ©, Canal + RÃ©gie, TMC RÃ©gie, Next RÃ©gie, LagardÃ¨re PublicitÃ©, Be Viacom). SNPTV has for the main mission to collect the proofs, through collective studies, that the television is the undeniable media for the advertisers and their TV ads in terms of return on investment, construction of brand, fame, image â€¦
SPOT is the Dutch marketing center for television advertising. SPOT provides information about television as a medium for advertising, offers services in support of advertisers, and represents the interests of television broadcasting advertising agencies. The following organizations participate in SPOT: Ster, Discovery Networks Benelux, ORN, RTL Nederland, FOX Channels Benelux, AT5, SBS Broadcasting, Disney Channels Benelux, BE VIACOM Benelux, Eurosport, Eredivisie Live and Sport1.
Thinkbox is the marketing body for commercial TV in the UK, in all its forms â€“ broadcast, on-demand and interactive. It works with the marketing community with a single ambition: to help advertisers get the best out of todayâ€™s TV. Its shareholders are Channel 4, ITV, Sky Media, Turner Media Innovations and UKTV, who together represent over 90% of commercial TV advertising revenue through their owned and partner TV channels. Associate Members are RTL Group, Virgin Media, TalkTalk, London Live, Norwayâ€™s SBS Discovery and Australiaâ€™s ThinkTV. Discovery Channel UK, UTV and STV also give direct financial support.
Wirkstoff TV is the initiative of the German and Austrian TV Sales houses for television and online video. The twelve partners of Wirkstoff TV are representing more than 95% of the German and Austrian TV advertising market.
The Belgian Association for Audiovisual Media.