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72% of viewers of the TV show Glee watch episodes after the first broadcast transmission through time-shifting methods like DVR recordings, online streaming, and video-on-demand. Time shifting is becoming more common, with the percentage of total viewing through these methods rising from 13% for early adopters of DVR technology to 23% for later adopters. Mobile devices are exacerbating this trend of time-shifted viewing. As time shifting increases, traditional broadcasters need to adopt a "sampling" approach to content promotion across multiple platforms in order to engage viewers who no longer watch specific channels or content in a linear fashion.
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- 1. “Now everybody’s sampling” – Missy ElliotChris Binns@bassbinns74www.tedmediacom.com
- 2. This image originally appeared in a presentation by FarisJakob (I think)
- 3. “In time shift culture you can’t assume the viewer sees a specific channel first”#IPAPlanning4
- 4. 72% of Glee viewing is delivered AFTER the first transmissionAverage audience by platform per episode (individuals, 000s)Average Episode total 000s = 3,280The PC VoD window is 30 days post CH4 tx, (4 days after E4 first run) and episodes up to the latest date counting the 30 day period ahead are measured. The TV VoD window is 7 days post CH4 tx, again with the latest date counting the 7 day period measured. Recorded viewing is calculated by totalling each week of recorded viewing and then averaging the totals.Source: BARB Infosys, Network, TV & PC VoD Data – Business Objects.
- 5. Timeshifting gets worse the longer you have the technologyTimeshifting by Date of AcquisitionPercentage of total viewing in TS23%21%17%17%17%20%13%9%HOURS VIEWED PER DAYDATE OF SKY+ ACQUISITIONSOURCE: SKYVIEW 29th Dec 2008 – 4th Oct 2009 – All Individuals – Ave Hrs All
- 6. Mobile devices exacerbate thisSOURCE: eMarketer
- 7. Making this trend worrying for you allSOURCE: TGI GB Index
- 8. Because YOU are the programmes
- 9. And this is what people are confronted with when they get in store
- 10. You need one rule to bind all your communications
- 11. Its all about the samples
- 12. Peer to peer sampling
- 16. Does this add up?Industry spend = ?27mnSOURCE: NRS & ACNielsen
- 17. Maybe it does when you do this
- 18. But when these go mass, this is even more interesting
- 19. And the possibilities for interactive sampling go even further
- 20. “In time shift culture you can’t assume the viewer sees a specific channel first”#IPAPlanning4
- 21. So learn from some old hippies – Sample, sample, sample