TV and Its Online Companions What Consumers Really Do When Watching TV

TV and its online companions What consumers really do when watching TV

Bas de Vos GfK Jeffrey Kruk MEC

…it is now much more challenging to understand any given brand’s reach and impact

What is the impact of Currency data consumers’ changing to plan and trade behavior on the way Crossmedia behavior I should buy media? Questions Answers Insights to define What is the impact value of reach and (Advertisers, optimize advertising of consumers’ changing Agencies and behavior on my platforms’ Publishers) Data feeding into performance. And how digital trading can I retain audiences? systems

Don’t trust your gut feeling

Radio Radio audience Television listening/ Television measurement audience playing usage measurement CDs

Single Consumer source kernel

Online Reading Digital Print media papers and audience audience usage magazines measurement measurement

Decrease Increase Decrease in linear TV viewing in TV advertising time in channel switching

…during commercial breaks?

Individual panelist n=8,450

Online fixed and TV mobile n=3,500 N=6,250 N= 4,200 Personal characteristics

Analysis based on data from GfK Crossmedia Link Panel Netherlands © GfK November 8, 2017 | TV and its Online Companions: What consumers really do while watching TV 9 Single sourced measurement in action Watching a 29-year old man on TV and online

19:13 – 19:19 (RTL 4) 19:28 – 19:34 (RTL 4) 19:45 – 19:52 (SBS 6) 20:01 – 20:06 (SBS 6) Commercial break Commercial break Commercial break Commercial break

Time 19:00 19:15 19:30 19:45 20:00 20:15 19:04 – 19:40 Watching RTL 4 19:40 – 20:02 SBS 6 NPO 1 NPO 2 SBS 6

Zalando app Adidas.com Facebook Google.com YouTube.com Amazon.com WhatsApp Email

Used mobile in 3/4 Break 1: used tablet, 90% of commercial break time, 4 actions Break 3: used tablet & smartphone, 100% of break time, 2 actions Results: commercial breaks Break 2: used smartphone, 18% of commercial break time, 1 action Break 4: did not use mobile device

People are active 30% usesuse aa 30% Duringduring 38% on Facebook digital device during 38% of all commercial during commercial breaks blocks, a digital of all 10% more than 30 times device is used commercial blocks a month

SAME Digital device SAME usage during time spent on 28% ofof thethe commercial breaks 28% a digital device time watching TV or programs slightly during programs is spent using a increases – purely or during digital device driven by mobile commercials

Not just during As much during commercial television breaks programs

during during 32% 35% 31% 31% >30 times of breaks >30 times of programs a month a month

… purely driven by mobile

35% of people Mobile devices use their mobile The % of time spent are used more device during on a mobile device often, fixed devices commercial breaks, during commercial are still used for more than 30 times breaks is increasing longer sessions a month

36% Communication

20% 24% Programs TV Gaming 7% 8% 6% Media Percentage consumption of time spent Retail & shopping 38% Information 24% 19% Other

7% 6% 6%

Commercial breaks

People do not turn to Digital devices are Looking for media The slight increase in their digital device used in parallel symbiosis. digital device usage is when a commercial with TV, also driven by mobile break starts. during programs. devices.

Insights Future proof Efficiency

JEFFREY BAS KRUK DE VOS

Analytics & Insight Director Global Director Strategy Media Measurement

Wavemaker | Karperstraat 10 GfK | Krijgsman 22-25 1075 KZ Amsterdam | Netherlands 1186 DM Amstelveen | Netherlands [email protected] [email protected]