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The Multi-Screen Dayparting Playbook How to Utilize Device Dayparts for Greater Reach & Impact

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The Multi-Screen Dayparting Playbook How to Utilize Device Dayparts for Greater Reach & Impact The Multi-Screen Dayparting Playbook How to Utilize Device Dayparts for Greater Reach & Impact Table of Contents Introduction.................................................................................................................4 Multi-Screen Reach.....................................................................................................6 Device Reach by Daypart..........................................................................................10 Relationships with Devices........................................................................................12 Implementing the Device Daypart...........................................................................14 Case Studies...............................................................................................................17 Looking Ahead..........................................................................................................22 Sources & Methodology............................................................................................23 3 The Multi-Screen Dayparting Playbook Table of Contents 24 Media is now Accessible 24/7 on 4 Screens Introduction KEY FINDINGS INCLUDE: Much has been made in recent New complexity has been layered years about changes to the tele- over the 21st-century media day. 1 vision industry. The most striking Advertising reach and frequen- change of all may not be what’s cy opportunities are no longer Multi-Screen happening on TV—but instead, defined by TV and traditional TV on other screen devices. dayparts, but instead are spread Reach. across multiple devices and are Audiences who consume media Much of how television advertising defined by the consumer’s prefer- on multiple devices are now is bought and sold has remained ences—even relationships—with vastly in the majority, numbering reassuringly—and confidently—sta- each device. Advertisers who follow 203 million people in the US, ble for decades. That confidence these consumer media dynamics outnumbering single-screen is justifiable when television com- closely can gain a competitive edge audiences by almost 2.5 to 1. mands complete dominance in in engaging their customer; those Even in Prime Time, the ratio audience reach and wields the who ignore the trends will quickly is 1.5 multi-screen users for emotional power of video advertis- find themselves in the minority. every 1 user of a single screen. ing. However, industry conventions such as the daypart—which for- To understand the new “device merly offered a shorthand for the daypart,” Collective commis- 4 availability of the US audience to sioned and analyzed data from video ad messages (e.g. working Nielsen, and looked to our own people in Prime Time, kids and clients’ best practices, to craft a Implementation. housewives in Daytime)—require a guide for advertisers in managing Advertisers may match their drastic revision due to the impact of this new multi-screen paradigm. creative to the mindset asso- internet-enabled screen devices. ciated with each screen—for instance by bringing critical storytelling to the surface of a tablet ad, so that it intermingles with the leisure experience. Media is now Accessible 24/7 on 4 Screens KEY FINDINGS INCLUDE: 2 3 Device by Daypart. Relationships with Different screen devices gain an edge Devices. in capturing user attention in each The tasks favored on each device daypart: smartphones dominate the are distinct and even suggest per- Morning, TV wins in Early Fringe, sonalities: computers are life man- and tablets lead in Prime Time. agement devices, smartphones are real-time connectors, tablets are favored for leisure activities. 5 Case Studies. Some brands are already using the unique characteristics of each device daypart to boost engagement with consumers—for instance, the CPG advertiser who used smartphones to reach “Connected Moms” in Morning; or the technology adver- tiser who mixed Prime Time TV with online video to boost frequency. 5 The Multi-Screen Dayparting Playbook Introduction 24 1 THERE ARE Multi-Screen 203 MILLION MULTI-SCREEN USERS Reach. IN THE UNITED STATES. THAT IS In the past few years, with consumer adoption of the smartphone and tablet as well as the maturation of the online video market, multi- screen users have grown to outnumber single-screen users. Multi- 71% OF THE MEDIA-USING screen has in effect become the new normal. But the scale to which POPULATION. this has occurred is surprising. There are now over 203 million people in the United States—71% of the media-using audience1— consum- ing media on multiple screens. This means multi-screen users out- number single-screen users by approximately 2.5:1. The largest group of multi-screen users employ 3 screens, combining TV, online (com- puter) and smartphone—of whom there are 80.8 million (or 28% of the media-using population). There are almost as many of these 3-screen users as there are members of the largest group of single-screen us- ers: those who use TV only, of whom there are 81.4 million in the US. MULTI-SCREEN USERS OUTNUMBER : SINGLE-SCREEN USERS BY APPROXIMATELY 2.5:1 Multi-Screen Audiences are the New Normal 1Media use is defined as a person who watches, listens, streams or reads media on one of the four devices (computer, tablet, smartphone or TV) as measured by Nielsen’s panels or surveys. Multi-Screen Audiences are the New Normal 7 The Multi-Screen Dayparting Playbook Multi-Screen Reach 24 These data may be parsed in numerous ways, but a few additional metrics are Audience by Screen Use (MONTHLY AUDIENCE IN MILLIONS) revealing: there are 35 million people who regularly combine tablet and TV use, a TELEVISION ONLINE TABLET SMARTPHONE habit that is prominent in Prime Time. Yet TV still massively dominates, as there are The most prominent screen combination occurs within the 3-screen universe, with 80.8 million users opting for the very few (about 3.4 million, or 1% of total) combination of online, smartphone and TV. small-screen-only users, meaning those who use only some combination of on- 0.1 MM line, smartphone or tablet, without TV. 0.9 MM While the combination of devices might 0.9 MM 81.4 MM cycle throughout the day, the data show that multi-device usage dominates through- out. At least 100 million people are using multiple screens in any given daypart, and during Prime Time—traditionally the time of television’s greatest influence—there S R E are 169 million users of multiple screens. S SCREEN U 1 A I This stands in stark contrast to the 112 D E M million who are only engaging with a single N E E R screen in that time period; a ratio of 1.5:1. C -S LE NG SI 8 TAL 3.3 MILLION TO 80.8 MM Prime Time Multi-Screen to Single- 1 SCREEN 3 SCREENS Screen Users Ratio is 1.5:1 2 SCREENS 4 SCREENS S MONTHLY MEDIA AUDIENCE BY SCREEN USE, BY DAYPART (AUDIENCE IN MILLIONS) R E S U EARLY MORNING 122.0 92.0 39.0 2.8 133.8 Multi-Screen users A 6AM-10AM I D E M DAYTIME N E 105.7 99.9 62.2 6.4 168.5 Multi-Screen users E 10AM-4:30PM R C S - 3 EARLY FRINGE L A 107.8 99.9 65.7 7.2 172.8 Multi-Screen users T 4:30PM-8PM O T N PRIME TIME IO 111.9 94.0 65.9 9.3 169.2 Multi-Screen users L 8PM-11PM IL M .6 5 9 LATE FRINGE 152.6 84.3 20.5 1.9 106.7 Multi-Screen users 11PM-2AM 0.2 MM 1.0 MM 0.1 MM 2.0 MM 70.5 MM How to Read this Chart: This chart illustrates the popularity of different device combinations, organized by the total number of screens through which a user consumes media within a single month. 15.9 MM The most prominent screen combination occurs within the 3-screen universe, with 80.8 million users opting for the combination of online, smartphone and TV. S S R R SCREENS EE 2 SS UU AA II DD EE M M NN EE EE RR 0.2 MM CC S 3.2 MM --S 2 2 LL A TTA OO T T ONN LIIO IILLL 66 M M 8899.. 11.4 MM 4SCREENS S R E S U 18 IA .5 D M E IL N M LIO EE N TOTAL 4-SCR S R E 3SCREENS S U A I D E M N E E R C S - 3 L A T O T N IO L IL M .6 5 9 9 The Multi-Screen Dayparting Playbook Multi-Screen Reach 24 Each daypart appears to have a relative 2 “winner”: the time when use of that device peaks compared to other devices. This trend can be easily spotted in the boost in tablet Device Reach reach during Prime Time vs. Daytime (29 million vs. 21 million users). The nuances are by Daypart. revealed in the next chart, which illustrates how the use of each device, in each day- Reach by device is dominated by television, which part, indexes against that device’s daily finds an audience of between 222 and 275 million average. For each daypart, the device with across dayparts, peaking in Prime Time. Online reach the highest index is the “Dominant Device follows with a range of 88 to 145 million users, while Daypart.” These data reveal that a consum- smartphones are next with a reach of 41 to 99 million. er’s marginal attention gravitates to certain Tablets, the newcomer, draw an audience of 11 to 29 devices over the course of the day—infor- million. While the absolute numbers fluctuate, the rank- mation useful to a programmer or advertiser ing does not significantly change throughout the day. seeking to understand when their content will likely receive an extra boost of attention What does change is the degree to which audiences and engagement on each device. favor different devices, on a relative basis, at different times of day. Smartphone use “wins” Online use dominates during Daytime– in the Early Morning daypart— when work-related search, and video the morning commute. entertainment breaks, peak. Device Usage Index Device Usage Index Device Usage Index SMARTPHONE: 85 ONLINE: 177 TV: 109 TABLET:
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