media usage, trends & misconceptions
MAY 26 2021 what we do
thinktv is a marketing and research association dedicated to the advancement of commercial television.
presentations of note
ad nation Canada Canada’s top rated optimizing media peak performance: ads 2020 using behavioural driving advertising science effectiveness that lasts
Developed with Ipsos Canada, In this insightful and In this webinar, Richard “Peak Performance” assesses the this research outlines how the practical presentation Shotton looks at the impact impact of media investment media habits of those in the System1 reveal the top 10 behavioural science can beyond the first year and delivers advertising and media ads in Canada from 2020, play in channel selection, qualitative insights about communities differ from the how advertising changed creative development and balancing short-term activation rest of Canada, and how those over the course of the year, media optimization. with long-term brand building differences skew our and tips on making impactful activities, and how to maximize assumptions of general media creative. Watch now. sales ROI from media spend over usage. the longer term.
The differences between US and THEM
Female Male 55% 44%
BC Prairies (ex AB) QC 6%|13% 2%|6% 5%|24% AB ON Atlantic % % % % % % 4 |11 82 |39 2 |7 Female Male 50% 50% 18-34 35-54 55+ 28%|27% 56%|34% 17%|39%
41% 17% 16% 15% 11% Advertiser Creative Publisher* Media Digital agency agency agency
* Publishers include TV, print, radio, Google, etc. The differences between US and THEM
SMARTPHONE NETFLIX GAMES CONSOLE TV STREAMING DEVICE AMAZON PRIME VIDEO SMART SPEAKERS Us 97% 95% 59% 66% 77% 58% Them 78% 61% 34% 27% 35% 19%
7 ‒ © Ipsos ‘Them’ Base: Canada Gen Pop (n=601). ‘Us’ Base: Industry (n=255). Our lens appears to be colouring how much we think Canadians are consuming media
Daily Time Spent on Different Media Types (mean number of hours) Canadian public Industry professionals Industry’s estimate of the general public 4.1 3.7
3.0 2.8 2.5 2.3 2.2 2.0 1.8 1.7 1.8 1.5 1.6 1.3 1.0 1.0 0.5 0.5
Watching on TV Watching Watching a Using YouTube Social networking Online for on-demand subscription service or social media practical tasks
In an average day, approximately how much time do you spend doing the following activities? What percentage of time do you think that the average adult Canadian spends doing the following activities in an average day? Our lens appears to be colouring what we think Canadians are doing – app usage
Apps Used in the Last Month Canadian public Industry professionals Industry’s estimate of the general public
99% 96% 93% 94% 93% 91% 93% 89% 88% 78% 74% 74% 71% 71% 71% 70% 68% 63% 57% 42% 36% 25% 25% 26%
Facebook YouTube Netflix Instagram Twitter Spotify Amazon Prime LinkedIn Video
Which of the following websites, apps, or services have you visited or used in the last 1 month? Which of the following websites, apps, or services do you think that the average adult Canadian has visited or used in the last 1 month? Our lens appears to be colouring what we think Canadians are doing – app usage
Apps Used in the Last Month Canadian public Industry professionals Industry’s estimate of the general public
74% 64% 59% 56% 54% 44% 46% 46% 39% 34% 31% 33% 27% 25% 25% 24% 18% 13% 14% 13% 6%
WhatsApp Pinterest Tik Tok Disney+ Snapchat Apple TV+ Reddit
Which of the following websites, apps, or services have you visited or used in the last 1 month? Which of the following websites, apps, or services do you think that the average adult Canadian has visited or used in the last 1 month? We are underestimating TV and overestimating Social Media Draws your attention to a product/brand you hadn't heard of
Canadian Public Industry Professionals PLANNED BUDGET (Q9)
+71% +66% 40% 15% +60% +45% TV
18% % Social Media 49 (second highest) E-mail Search Online Social marketing video
In which of the following media are you most likely to find advertising that …? Assuming that your total marketing budget returns to a normal level next year, how will you adjust your spending for the following media (if at all). But we also recognize TV’s strengths Sticks in your memory
Canadian Public Industry Professionals
53% 51% TV
9% 13% Social Media (second highest)
In which of the following media are you most likely to find advertising that …? But we also recognize TV’s strengths Makes brands, products or services more recognizable/famous
Canadian Public Industry Professionals
51% 57% TV
14% 20% Social Media (second highest)
In which of the following media are you most likely to find advertising that …? Canadians watch a lot of TV
14 Canadians watch a lot of
AVERAGE WEEKLY HOURS
ADULTS 25-54 ADULTS 18-34
14.6** 10.1 *
6.8 6.2
2.2 1.6 0.7 1.3 1.1 0.1 0.6 0.2 0.4 0.2
Total TV YouTube Facebook Instagram Snapchat TikTok Twitter Total TV YouTube Facebook Instagram Snapchat TikTok Twitter
* 85% of A25-54 TV viewing is LIVE * 87% of A18-34 TV viewing is LIVE
Total Canada | Fall 2020 15 Western Canadians watch a little less
AVERAGE WEEKLY HOURS
ADULTS 25-54 ADULTS 18-34 * 13.2*
8.5*
5.2 5.6
2.3 1.4 0.5 0.6 1.2 1.1 0.2 0.2 0.4 0.1
Total TV YouTube Facebook Instagram Snapchat TikTok Twitter Total TV YouTube Facebook Instagram Snapchat TikTok Twitter
* 85% of A25-54 TV viewing is LIVE * 86% of A18-34 TV viewing is LIVE
Western Canada| Fall 2020 16 Francophones watch a little more
AVERAGE WEEKLY HOURS
ADULTS 25-54 ADULTS 18-34 18.2* * 13.1*
8.4
5.5
2.6 2.0 1.2 1.1 0.4 0.1 0.5 0.1 0.4 0.1
Total TV YouTube Facebook Instagram Snapchat TikTok Twitter Total TV YouTube Facebook Instagram Snapchat TikTok Twitter
* 80% of A25-54 TV viewing is LIVE * 78% of A18-34 TV viewing is LIVE
Total Canada | Fall 2020 17 POLL:
TV reaches how many Adults 18-34 on a weekly basis
A. 48% B. 58% C. 68% D. 78%
18 tv reaches 27,221,000 Canadians every day
weekly reach 89% 78% 80% adults (18+) adults (18-34) kids (2-11)
Total Canada | Fall 2020 19 10.5 million Canadian HH’s have a paid TV subscription
Cord cutting has been far overstated: total subs are down less than 1%.
The notion that “no millennials subscribe to TV” is also false: 57% of 18-34 year olds subscribe to TV, and they’re also accessing linear TV out-of-home and via streaming (which is how TV is able to reach 78% of A18-34 on a weekly basis).
2021 Jan ‘20 Jan ‘21 Index TV SUBSCRIPTIONS Total Subscribers 10,548,341 10,483,436 99.4 Basic/Digital Cable Basic/Digital Cable 5,634,299 5,497,952 97.6 30% DTH 53% Telco/IPTV Satellite 1,933,180 1,786,392 92.4
Telco/IPTV 2,956,769 3,175,139 107.4 17% Other 24,093 23,953 99.4
Total Canada 20 POLL:
How many impressions does the average TV campaign deliver: (6 week campaign @ 150 GRPs / week)
A. 13 Million impressions B. 130 Million impressions C. 230 Million impressions D. 330 Million impressions
21 the average campaign delivers
337 million impressions
22 TV is highly effective
23 TV works throughout the funnel
TV is your best store-front window
Top of the Funnel • Awareness • Brand building • Interest / purchase intent
Bottom of the Funnel • Activation via sales promotions messages • TV ads drive website visits • Thanks to digital, you can literally buy online while watching the TV commercial TV delivers the best ROI TV’s ROI is $14.34 for every dollar spent
ATTRIBUTED SALES ROI BY MEDIA CHANNEL OVER A ONE YEAR PERIOD $14.34 $13.52 $12.71 $11.79 $11.45 $9.99
$6.95
Overall TV Display & Other Paid Search Paid Social SFVC Other Media
% of Media Spending: 42% 18% 14% 6% 2% 18% 25 Source: Canadian Media Attribution Study TV delivers the best ROI In the long term, TV’s ROI grows to $23.40
ATTRIBUTED SALES ROI BY MEDIA CHANNEL (OVER 4 YEARS) $23.40 $20.21
$15.20 $14.32 $13.10 $9.49
MULTIPLATFORM TV Display & Other Search Social SFVC Other Media
% of Media Spending: 42% 18% 14% 6% 2% 18%
Source: Peak Performance: Driving Advertising Effectiveness That Lasts TV improves online performance
TV’s halo effect amplifies the sales ROI of digital by 19%
Standalone Digital ROI Without TV’s TV’s Adjusted ROI halo effect, digital advertising’s +23% average ROI would decline by 19%. -19%
Source: Accenture “The Moneyball Moment for Marketing in Canada” digital companies know works!
TV spend by internet - related products & services* is up over 2.7x s i n c e 2 0 1 5
YEAR-OVER-YEAR % INCREASE TV SPEND BY INTERNET BUSINESSES +28% +37% +30% +17%
2015 2016 2017 2018 2019
Companies like: *full list available here:
Source: Total Canada/Annual/Numerator Canada | Full Report Here 28 FAANG’s spend continues to grow
TV spend by the FAANG companies has doubled in 4 years
YEAR-OVER-YEAR % INCREASE TV SPENDING +30% +32% +29% +21% -1.5%
2015 2016 2017 2018 2019
Source: Total Canada/Annual/Numerator Canada | Full Report Here 29 30 Sales uplift over base of theshort The deception Short Short term uplifts sales No No enhancement of pricingpower Creativityhas little or no impact Tacticalbehavioural prompts Sales activationSales Short Tightlytargeted - term sales uplifts only Time Source: Binet & Field 2013 Field & Binet Source: - termmodel Sales uplift over base of theshort The deception Short term effects dominate ~6 months Short Short term uplifts sales No No enhancement of pricingpower Creativityhas little or not impact Tacticalbehavioural prompts Sales activationSales Short Tightly targetedTightly - term sales uplifts only Long term sales growth Strategic emotional associations Strengthened pricing power Creativity boostsstrongly Long Brand building Time - term growthsales Broadreach Source: Binet & Field 2013 Field & Binet Source: - termmodel As short-termism took off, effectiveness fell 2.0 30%
1.9 Effectiveness 25% 1.8
1.7 20%
% short-term term 1.6 - 15%
1.5 Avg. no. VL business effects business VL no. Avg. 1.4 10% short cases %
1.3 5% 1.2
1.1 0% 2002 2004 2006 2008 2010 2012 2014 2016 6 years ending
Source: IPA Databank, 1998-2016 for-profit cases Balance Media Sales activation Brand-led growth
Tight targeting Broad reach
Path to Emotional Mental Information purchase priming availability
Rational information media Emotive audio-visual media e.g. search retargeted or data-driven social display e.g. TV, online video You need brand and activation
Profit 2.5 Sales gain 2.4 Market share Penetration Price sensitivity 2.0 2.0 Loyalty Activation ROI 1.5 1.5
1.0 0.8
Number of very large business effects effects business large very of Number 0.5
0.0 Low Brand, Low Activation Low Brand, High Activation High Brand, Low Activation High Brand, High Activation Balance of brand and activation effects
Source: IPA Databank, 1998-2016 for-profit cases, based on scale of activation effects and number of brand effects POLL:
What is the ideal balance of brand-building to activation?
A. 60 brand building, 40 activation B. 80 brand building, 20 activation C. 20 brand building, 80 activation D. 40 brand building, 60 activation
36 Optimum balance: The “60:40 rule”
Very Large Strongest Most Very Large Share Growth Cases Brand-Building Cases Efficient Cases Profit Growth Cases
38 42 36 36 62 58 64 64
Source: IPA Databank, 2016 cases today’s
100% of TV channels explosion in viewing advances in addressable delivered digitally options advertising & measurement TV ’s top attributes (a re-cap)
High completion rates Robust measurement
Full Screen Brand safe
Sound on Shared viewing
Viewed by humans High quality programming
For more check out The Power of TV in an Attention Economy “You must have TV in your consideration set … TV continues to represent a significant majority slice of video for most demographics.”
Mark Ritson Marketing & Branding Expert, Columnist, Consultant and Professor
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