week 22 / 28 May 2014 PEOPLE LOVE TELEVISION All about the 11th TV Effectiveness Day United Kingdom France Luxembourg Star-studded Media for equity: Enex expands live shows Groupe M6 and Fami Hero in Africa join forces week 22 / 28 May 2014 PEOPLE LOVE TELEVISION All about the 11th TV Effectiveness Day United Kingdom France Luxembourg Star-studded Media for equity: Enex expands live shows Groupe M6 and Fami Hero in Africa join forces Cover Publisher RTL Group 45, Bd Pierre Frieden L-1543 Luxembourg Editor, Design, Production RTL Group Corporate Communications & Marketing k before y hin ou T p r in t backstage.rtlgroup.com backstage.rtlgroup.fr backstage.rtlgroup.de QUICK VIEW Star-studded live shows FremantleMedia UK p.8 Media for equity: Groupe M6 and Fami Hero join forces Groupe M6 p.9 “A golden age” Wirkstoff TV p.4–7 Enex expands in Africa: 24 Live (Nigeria) to join as 43rd member Enex p.10 Big Picture p.11 SHORT NEWS p.12 PEOPLE p.13 At the 11th TV Effectiveness Day in Dusseldorf, the marketing body “A GOLDEN Wirkstoff TV presented not only new research results, but also new members AGE” Germany – 28 May 2014 Wirkstoff TV Presenter Wolfram Kons (left) and Martin Krapf, Managing Director of Wirkstoff TV 4 In 2014, TV Effectiveness Day was infused with Modenbach announced that the project would be the spirit of the football World Cup. The over 1,300 extracted from Seven One Media and continued participants who had flocked to the Maritim Hotel under the Wirkstoff TV umbrella – so that all the in Dusseldorf under the heading ‘TV and video participating sales houses benefit from the findings. as a motor of the digital world’ were treated to fan scarves – and the event’s moderator Wolfram Kons subjected the lecturers to a few sporting trials. Apart from sharing the latest findings about advertising effectiveness, the presenters were urged to prove their football skills at a ‘goal wall’ and have their kicking speed recorded. “Never before has so much TV and video content been accessed across all devices,” said Martin Krapf, Managing Director of the marketing Les Binet, Head of Effectiveness at Adam & Eve body Wirkstoff TV to welcome participants at one of the biggest German TV industry events. “Video is Les Binet, Head of Effectiveness at Adam & Eve becoming more and more important for viewers DDB, then spoke about TV effectiveness in the and advertisers. A golden age of screen media and digital age. He also emphasised on the importance audio-visual content is dawning – and TV is of the long-term effects of TV advertising, before the engine behind this development,” Krapf added. Lindsey Clay, CEO of the British genre initiative Thinkbox, talked about word of mouth, and where conversations about brands start. She underlined that TV is the social medium and key paid channel in driving brand conversations and long-term brand health. Guido Modenbach, Managing Director at Seven One Media In the first presentation of the day,Guido Modenbach of Seven One Media introduced the ‘ROI Analyzer’, a project in which the company linked consumer analysis data (personal purchases recorded using scanners) to data from brand and advertising campaigns. The result is a detailed breakdown of the return on investment (ROI). All brands achieved an Christian Franzen, Managing Director at Mediacom average short-term ROI of 1.15 – meaning they get more than one euro back for every euro invested. After the lunch break, Mediacom Managing Director The study showed that over time, ROI actually rose Christian Franzen and Head of New Markets, to 2.66. The model predicts purchases depending Continental Europe at Twitter Benjamin Ampen on advertising exposure and brand loyalty. discussed the similarities between TV and social networks like Twitter. Franzen said: “TV creates As Modenbach emphasised: “The loyalty increase momentum; advertisers need to identify the right through advertising leads to a positive long-term environment for their brand and then have to take a effect. It is important to reach out to many people, chance, be quick and find the right tonality to get in because in the end what matters is not the potential touch with their target group.” buyer, but the purchase. That’s why reach is becoming more and more important. This will Benjamin Ampen underlined the fruitful relationship further increase the importance of TV in successful between Twitter and television: “The content is on TV, advertising as well.” At the end of his presentation, the discussion takes place on Twitter,” Ampen said. Next > 5 “People’s passion for television has not changed. People love television – but with Twitter they love it even more.” Ampen explained how television and Twitter complement each other and allow viewers to join their friends on the “virtual sofa.” For advertisers, he said, TV creates predictable moments of scale: “The Tweets are following the action.” The result: advertisers can target anyone engaged in the show. “Combining this with TV advertising helps to amplify the brand impact of TV advertising”, Ampen said, before closing with “TV is making Twitter strong and Twitter is enhancing TV.” Bärbel Bolten, Director Media CT at Ipsos Bärbel Bolten, Director Media CT at Ipsos, then presented the results of the representative study Martin Klarmann, from the Professor of Marketing ‘Screen Life in 2014’ which was commissioned at the Karlsruhe Institute of Technology by Wirkstoff TV. “Television is very important as Maik Richter, Managing Director Consulting at a central point in people’s everyday lives. When the Heimat agency, talked about storytelling in people use multiple screens, the other devices advertising, highlighting the effectiveness of – such as tablets, smartphones and laptops – evocative stories. Afterwards, Martin Klarmann, play a complementary role,” said Bolten. Finally, Professor of Marketing at the Karlsruhe Institute Manfred Tautscher, MD at Millward Brown spoke of Technology presented an update on the about digital audiences and Guy Bisson talked ‘Wirkungsatlas’ project. The purpose of this about technological megatrends. central database for effectiveness research on video communications is to give the market Before the topics of the day were discussed further structured access to existing effectiveness at the evening get-together, the genre initiative knowledge for benchmarking their advertising greeted a new partner: Servus TV, the Red Bull campaigns. In addition, it will show where new Media House’s broadcaster brand. In mid-April, approaches for effectiveness research are needed Wirkstoff TV had already welcomed two new (‘white spots’). In the long term, the ‘Wirkungsatlas’ partners on board: Disneymedia Plus and also has the potential to yield general statements Arbeitsgemeinschaft Teletest, a syndicate of across all the research. Austrian broadcasters and ad marketers. At the end of the day, it was Benjamin Ampen who achieved the highest score at the goal wall: 91 km/h. The presentations are available (mostly in German) at www.wirkstoff.tv. Wirkstoff TV is a marketing body financed by the sales houses of Germany’s TV industry, among them IP Deutschland, the sales house of Mediengruppe RTL Deutschland. Next > Wolfram Kons 6 ‘SCREEN LIFE 2014’: TV IS A CENTRAL ELEMENT IN MULTI-SCREENING Television remains very important as a central point in people’s everyday lives, while devices such as smart phone, tablet or laptop when multi-screening have a complementary function – concludes the ‘Screen Life 2014’ study. Conducted by Ipsos on behalf of Wirkstoff TV, it surveyed 1,500 people aged 14 to 65. The key findings at a glance: TV remains the central element: 98 per cent of German households have a TV set in their living rooms. 96 per cent of Germans watch television daily. For 72 per cent, the TV is the central point in the home, while 66 per cent (broadest user pool) use a second screen (PC, laptop, tablet, smartphone) while watching TV, at least rarely/occasionally. Linear TV dominates video usage: 94 per cent mostly watch programmes when they are broadcast on TV (linear use); time-shifted viewing of TV is still very low across all devices. However: 56 per cent use video on other devices as well, especially on laptops and smartphones. TV is the basic medium, even for younger people: Overall, people’s use of series, films and videos via the Internet is still low. 14 to 65 year olds watch 6 minutes per day on the Internet (TV: 174 minutes), 14- to 29-year-olds watch 12 minutes (TV: 156 minutes). TV as a relaxed evening event: the later the hour, the bigger TV’s role as a social event and as a lean-back-and-relax medium. Exclusive TV use is highest here – multi-screening on other devices declines accordingly over the day. Get together after the event 7 STAR-STUDDED LIVE SHOWS FremantleMedia UK The Britain’s Got Talent (BGT) live shows kicked off on Monday 26 May, promising a week full of undeniable talent, high-profile musical performances and a nail-biting grand finale. United Kingdom – 27 May 2014 The search for this year’s representative of ultimate British talent is coming to a close. The season promises to go out with a bang, with a week of star-studded live-show performances: Will.i.Am, Little Mix, Ed Sheeran, The Vamps and Ella Henderson will all take to the BGT stage. The remaining 45 acts who impressed the judges thus far, will now try to secure the Great British public’s vote, for the chance to perform in front of the Royal Family at this year’s Royal Variety Performances as well as a £250,000 cash prize. THE LIVE SHOWS LINE-UP: Ella Henderson introduced her debut single Ghost in the first of the live shows on Monday 26 May Ed Sheeran will treat viewers to his smash hit Sing on Tuesday 27 May The BGT judges from left to right: David Walliams, Alesha Dixon, Amanda Holden and Simon Cowell The Vamps hit the stage on Wednesday 28 May with their As Britain crowns its winner on Saturday 7 June in the grand finale, song Last Night platinum selling girl group Little Mix will join forces with dance troupe Diversity in an exclusive routine to the song Salute and an extra Global superstar Will.i.Am makes special guest, yet to be announced, will also take to the stage for a his Britain’s Got Talent debut on stunning performance.