Council for Research Excellence
Video Consumer Mapping Study
Mike Bloxham, Director
Michael Holmes, Assoc Director
Insight & Research, Center for Media Design
CABA CH-RC Digital Home Ecosystem Forum, April 2009
Agenda
•
•
•
•
The Key Players Involved
The Video Consumer Mapping Study
The Method Applied
Selected Findings
2
The Key Players
• The Nielsen Company
–
Creator and supporter of the Council’s work
• Council for Research Excellence
–
A client-led group that operates independently from
Nielsen
• The Media Consumption and
Engagement Committee
–
Selected and guided the Video Consumer Mapping Study
• Sequent Partners
–
A brand and media metrics consultancy
• BSU Center for Media Design
–
A consumer-centric media insight and R&D facility
3
Council for Research Excellence Active Membership

Brad Adgate, Horizon Media

Shari Anne Brill, Carat*

Joanne Burns, 20th Television, Fox*

Michele Buslik , AAAA Media Research Committee;
TargetCast TCM


Michael Nathanson, Sanford C. Bernstein and Co.
Michael Orgera, Warner Brothers*


Jessica Pantanini, Bromley Communications
Mike Pardee, Scripps Networks*

David Poltrack, CBS

Alex Corteselli , Telerep

Beth Rockwood, Discovery Communications

Laura Cowan, Rick Johnson & Co.

Greg Ross, Procter & Gamble

Susan Cuccinello, TVB

Matt Ross, Hearst-Argyle Television

Paul Donato, The Nielsen Company

Lyle Schwartz, Mediaedge: CIA

Colleen Fahey-Rush, MTV Networks

Ceril Shagrin, Univision

Nancy Gallagher, NBC Universal

Mike Hess, Carat

George Ivie, Media Ratings Council



Tina Silvestri, NBC Universal
Noreen Simmons, Unilever*
Barbara Singer, Kraft*

Bob Ivins, Comcast Spotlight

Mark Kaline, Kimberly Clark


Kate Sirkin, Starcom MediaVest Group
Steve Sternberg, Magna*

Michael Link, The Nielsen Company

Pat Liguori, ABC Owned Television Stations

Billy McDowell, Raycom Media*



Ira Sussman, CAB
Beth Uyenco, Microsoft Advertising*
Jack Wakshlag, Turner Broadcasting*

Dan Murphy, Univision*

Richard Zackon, Facilitator
*Media Consumption and Engagement Committee Members.
The MCE Committee members also include
•
•
•
Tim Brooks, Consultant
Jane Clarke, Time Warner
Horst Stipp, NBC Universal
4
Principal Investigators
• Mike Bloxham
Director
• Michael Holmes
Associate Director
• Bill Moult
founding partner
• Jim Spaeth
founding partner
5
Agenda
•
•
•
•
The Key Players Involved
The Video Consumer Mapping Study
The Method Applied
Selected Findings
6
Video Consumer Mapping
Study Objectives
Dimension current consumption of media—focusing on
television and video—and how it is changing over time
in order to
Guide video media audience measurement…
… by generating a comprehensive map of the current
media ecosystem
7
Measuring Video Is Becoming A
Multi-Platform, Multi-Place Challenge
TV
Video
cell
phone
DVR
Video
iPod
Video
on
laptop
DVD
Instore
TV
Portable
DVD
8
Agenda
•
•
•
•
The Key Players Involved
The Video Consumer Mapping Study
The Method Applied
Selected Findings
9
CRE VCM Study
Who?
• Primarily former Nielsen panelists
(e.g. from FTO), recruited with Nielsen’s assistance
What?
• Full waking day observation of
media exposure, life activities and location
When?
• Observed twice, in Spring and Fall 2008
Where?
• Six regionally dispersed DMAs
How?
• Computer-assisted observation
How many?
• A final sample of 952 observed days: Over ¾ million
minutes of observation, at 10-second resolution
10
CRE VCM Study DMAs
• A final sample of 952 observed days:
– N=376 individuals in the Core sample, observed twice,
yielding 752 observed days
– Plus 100-person media Acceleration sample,
yielding 200 observed days
Seattle, WA
Philadelphia, PA
Chicago, IL
Core DMAs
in yellow;
Indianapolis, IN
Atlanta, GA
Dallas, TX
Acceleration
DMA in red
Image from Google Earth™
11
12
The Observational Method
12
Computer-Assisted Observation
Danatm smart
keyboards equipped with
a custom Media Collector™
program
Observers categorize location, life activities and
media exposure via touch screen & keyboard
Data are logged to file every 10 seconds
Image © 2008 Neo Direct
13
Locations and Activities
Locations
Life Activities
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
Own home
Other’s home
Car
Public Transportation
Work
School
Other
•
•
•
•
Media only
Work
Meal preparation
Meal eating
Traveling or commuting
Personal needs
Household activities or chores
Care of another
Personal/household services
Education
Religion (includes church
organizations)
Organizations (civic, govt.,
community)
Social activities (socializing)
Exercise/sports/hobbies
Other
14
Media Categories
TV
• News program
• Sports program
• Entertainment/info program
• Ad/Program promotion
• Surfing
• Navigation (e.g., program guide)
Video Playback
• Videotape
• DVD
• TiVo/DVR
• Other
Radio
Web
• Search (Yahoo, Google, Ask, etc.)
• Social network (MySpace, etc.)
• Online gaming
• Media browsing (YouTube, iTunes)
• Other
Email
Instant Msg
Software
• Office/writing/work
• Offline PC Game
• Online PC Game (non-web)
• Media (photo/imaging/video/sound)
• Other (Programming, CAD)
Computer Media
• CD on Computer (includes SACD)
• DVD on Computer (inc. music DVD)
• Digital Music Stored (on hard drive)
• Digital Music Streaming (real-time)
• Digital Video Stored
• Digital Video Streaming
• Other
Phone
• Landline
• Mobile Talk
• Mobile Texting/SMS
• Mobile Camera
• Mobile Video
• Mobile Audio (MP3)
• Mobile Games (any built-in game)
• Mobile Web (includes online game)
• Other
Print
• Newspaper
• Magazine
• Book
• Other
Games
• Console Online
• Console Offline
• Portable (PSP, Gameboy, etc)
• Other (arcade, DVD extra, etc)
Digital Transfer
• Download audio
• Download video
• Upload audio
• Upload video
Portable Video
Other
• Portable DVD
• Non-DVD (iPod, PSP, PDA, etc.)
• Other
• Cinema
• Other (walkie talkie or other 2-way radio,
etc.)
Music
• Apparent primary attention is noted in
concurrent media exposures
• Supplemental flags are used to tag
social/solitary viewing, altered speed,
indoor/outdoor
• Portable Music (iPod, other MP3)
• Home/Office Stereo or boom box
• Other (e.g., music in retail setting)
15
Observers Were Trained Extensively
Telephone and computer while working, at work
Television while exercising out of home
Game console while socializing, at home
Training videos show typical
behavior in context while
animating the steps to log
the exposure in the
Media Collector software
16
Day in the Life Map
7am markers
8am
Hour
12pm
1pm
2pm
3pm
10am
First part
of the day map
Legend
11am
9am
4pm
5pm
6pm
Second part
of the day map
Note: Map has been horizontally compressed to fit on this slide
7pm
8pm
9pm
10
pm
African-American woman,
43
7am
8am
9am
10am
Audio
Print
Radio
Video
Computer
Television
Activity
Location
11am
12pm
1pm
2pm
3pm
4pm
5pm
Audio
Print
Radio
Video
Computer
Television
Activity
Location
Note: The map has been horizontally compressed to fit on this slide
6pm
7pm
8pm
9pm
10
pm
Agenda
• The Key Players Involved
• The Video Consumer Mapping Study
• The Method Applied
Selected findings
20
Four-Screen Categorization
2nd
1st
TV
Screen
Live TV
DVD/VCR
DVR Playback
Game Console
3rd
Mobile
Screen
Talk
Text
Web
Mobile Other
(e.g. camera)
Mobile Video
•
•
•
•
•
•
•
•
•
•
•
•
•
Text
Message
Computer
Screen
Web
Email
IM
Software
Computer Video
4th
All Other
Screens
• Environmental
• GPS Navigation
• In-Cinema Movie
•
21
The Composition of Consumers’ Screen Media Time Varied Across
Age Groups, but Total Screen Time was Strikingly Similar
Except Among Those 45-54, Whose Screen Time was Highest.
•
Averaging 8½ hours total when including concurrent media exposure,
for all age groups except for the 45-54 group (at 9½ hrs)
Confirmation of earlier
research or beliefs
New information
But with substantial additional detail
now available in a “video consumer
map” from a media-neutral source
Confirms the direction expected,
particularly for digital media…
This is the first known information
source documenting what could be
considered a share competition for
media consumers’ time across
various screen media.
22
How
Consumers
How
Consumers Accumulated
Accumulated Their
Their Screen
Screen Time
Time
Average Daily Minutes, Core Sample, N=752 observed days, Spring and Fall 2008
Except for those 45-54,
4-screen totals all add
Average Daily Minutes, Core Sample, N=752 observed days, Spring and Fall 2008
All participants, including non-users of various media, including concurrent media exposure to 8½ hrs +/-2%
All participants, including non-users of various media, including concurrent media exposure
By age
By age
group
group
65+
421
7 11 19 11 16
8½ hrs
8hrs
18mins
– 2%
It is widely recognized that those 65+ are heavy users of Live TV
55-64
346
9 14
42
38
36
12
8½ hrs
8hrs
32mins
Among those 55+ time with email declines substantially and IM disappears
45-54
336
19 21
DVR playback is highest among those under 55
35-44
230
46
51
15
52
18
9hrshrs
9½
+ 1%
34mins
Those 45-54 use TV like those older but computer like those younger
17
27
74
47
15
62
25
8½ hrs
8hrs
33mins
+ 1%
Web use is highest for those under 45
256
16
DVD use is highest among those18-34
the 18-34
18-24
210
35
14
56
45
17
34
26
67
20 15
1st screen
Live TV: 309min
Playback via DVR: 15min
DVD or VCR: 23min
Console games: 7min
Total
1st
screen: 353min
180
240
Web: 49min
Email: 37min
IM: 8min
Software: 46min
62
nd
2
2nd screen
screen
300
3rd screen
120
2st screen
60
19
8½ hrs
8hrs
31mins
Computer and environmental video small and mainly among those under 25
st
1
1st screen
screen
0
50
Computer video: 2min
Total 2nd screen: 143min
360
420
Mobile talk: 17min
Mobile text: 2min
29
9
rd
3
3rd
th
4
4th
480
4th screen
25-34
Mobile web: 1min
Mobile other (e.g.
camera, etc): 0.5min
Mobile video: 0.1min
Total 3rd screen: 20min
8½ hrs
8hrs
30mins
540
600
Environmental
/Other video: 4min
In-Cinema movie: 2min
GPS navigation: 2min
Total 4th screen: 8min
Mobile is mostly about talking, but
with 12 mins texting for those 18-24
Complete Ranking Of Minutes
for 17 Screen Media, by Age Group
Using a 10 minute average as a cut off
Rank
1
2
3
4
5
Email
11
65+
Live TV
421min
Web
19
Software
16
DVD or
VCR
11
55-64
Live TV
346min
Web
42
Email
38
Software
36
DVD or
VCR
14
45-54
Live TV
336min
Software
52
Email
51
Web
46
DVD or
VCR
21
35-44
Live TV
230min
Web
74
Software
62
Email
47
DVD or
VCR
27
25-34
Live TV
256min
Web
56
Software
51
Email
45
DVD or
VCR
35
18-24
Live TV
210min
Web
67
Software
62
DVD or
VCR
34
Mobile
Talk
29
6
7
8
9
10
11
12
13
14
15
16
17
Environm
ental/
Mobile In-Cinema
Console Computer Mobile
Mobile
Mobile
Mobile
IM
Other
Talk
movie
games
Video
Text
Other
Web
Video
0.3
video
3
2
0.3
0.2
0.06
0.05
0
0
4
Environm
Mobile Playback ental/
GPS In-Cinema Mobile Computer Console Mobile
Mobile
Mobile
IM
Talk
via DVR
Other Navigation movie
Web
Video
games
Text
Other
Video
0
12
9
video
4
3
1.3
1.2
1.2
0.4
0.2
0
4
Environm
Playback Mobile
ental/
Console
GPS
Computer Mobile
Mobile In-Cinema Mobile
Mobile
IM
via DVR
Talk
Other
games Navigation Video
Text
Web
movie
Other
Video
15
19
18
video
3
3
2
1.3
0.7
0.6
0.5
0.13
5
Environm
Mobile Playback
Console In-Cinema Computer ental/
Mobile
Mobile
Mobile
GPS
Mobile
IM
Talk
via DVR
games
movie
Video
Other
Text
Other
Web Navigation Video
15
25
17
5
3
3
video
2
0.6
0.6
0.3
0.06
3
Environm
Mobile Playback Console
ental/ Computer
Mobile
Mobile In-Cinema GPS
Mobile
Mobile
IM
Talk
via DVR games
Other
Video
Web
Text
movie Navigation Other
Video
3
19
16
14
video
4
2
2
2
1.2
0.6
0.02
5
Environm
Console
Playback
Mobile
ental/ Computer In-Cinema Mobile
Mobile
Mobile
GPS
Email
IM
games
via DVR
Text
Other
Video
movie
Other
Web
Video Navigation
20
15
26
17
12
video
6
1.2
1.1
0.8
0.1
0
9
Playback
GPS
via DVR Navigation
7
4
Those 18-24 are exposed to twice as many screen media 10+ mins as those 65+ (10 vs. 5); greater media diversity
25
Live TV Led All Video Time by a Large Margin,
Followed By DVDs, with DVRs Third.
4
•
•
Live TV continued to dominate other media. This was true not only in
total minutes across all adults, but also in daily reach (94%) and
average daily duration (5½ hours) for users.
Total TV’s #1 position among media held across all age groups
(though total audio time matched live TV time for those 18-24).
Confirmation of earlier
research or beliefs
New information
This may confirm Nielsen TV
viewership data…
But disputes a common perception
that TV is not the major medium for
those in younger age groups
Confirms that DVR playback is a
significant component of total TV
time, though much smaller than live
TV
Demonstrates that DVD time (rarely
discussed) is larger than DVR
playback (often discussed)
26
Daily Reach:
% of observed days
100
Example: Total Daily Reach and Duration for Live TV
Users: Daily reach
Live TV
Daily reach: 94%
Avg. daily duration: 331 mins
80
60
40
Total Usage =
Daily reach X Daily duration
94% X 331= 311 avg. mins
per ALL Core participants including non-users
spent with Live Television
20
Usage per User: Average daily duration
0
0
60
120
180
240
Daily Duration: Average Minutes per User
300
360
27
Live TV Continued To Dominate Other Media
Daily Reach:
% of observed days
100
Daily Reach and Average Daily Duration for All Major Media
Core Sample N=752 observed days, Spring and Fall 2008
Any Phone
Live TV
Any Audio
Landline
Broadcast radio
80
Any Computing
Mobile
Any Print
Live TV continued to dominate other media
both in daily reach (94%) and average daily
duration (5hr 31min) for users.
Any Internet
Web
Media Categories
60
Email
Software
Video
40
Newspapers
Magazines
20
Gaming
IM
Any audio:
• Broadcast radio
• MP3s, CDs, etc. (not shown separately)
Any computing:
• Any Internet
• Web
• Email
• IM
• Software
Video includes DVDs and DVRs primarily and other
video hierarchy media (shown on next chart)
Any print includes newspapers, magazines, books
(not shown separately)
Any phone includes landline and mobile
Other media
0
0
60
120
180
Daily Duration: Average Minutes per User
240
300
28
DVDs Followed by DVR Playback Were by Far
the #2 And #3 Sources of Video After Live TV
Daily Reach:
% of Participants
Total Daily Reach and Duration for Video Media
Core sample, N=752 total observed days, Spring '08 and Fall '08
100
Total TV & Video
Live TV represented the overwhelming majority (88%) of
total TV & video time
80
Live TV
Total TV
(Live + Playback)
Adding DVR playback did not
increase daily reach of TV;
it increased daily duration,
and video increased both.
60
Total TV & Video
TV
Non Total TV Video
Computer Video
Non Total TV Video
40
Mobile Video
DVD/VCR
20
DVD/VCR players matched DVR on duration,
but were higher on daily reach.
Computer Video
Playback via DVR
Digital video streaming to
computer
Environmental/Other video
Mobile Digital video stored on
Video
computer
Video on Demand/PPV
DVD on computer
(Fall '08 only)
0
Portable DVD
0
120
180
240
Video on personal 60
devices
Video on
(iPods, etc.)
Daily Duration: Average Minutes per User
mobile phone
300
360
29
Media Acceleration Process™
• Previously piloted by PepsiCo, P&G and Time Warner
• Targets devices/services in early adoption phase
• Designed to avoid “early adopter” trap
• Provided steep discount (50%) to participants who
bought from catalog of selected items, to accelerate
adoption by “early majority” consumers
• For a minimum of $1400 and maximum of $4000 in
purchases (i.e., $700 to $2000 cost per participant)
• N=100 individuals observed before and after
acceleration purchases
Acceleration Learning Was Dominated
By HDTV Effect, But Also Led To DVR Analysis
Device available
Purchase Category included
count in tables
HDTV
79 HDTV
Nintendo Wii
41 Nintendo Wii
PS3
31 PS3
Laptop computer
21 Laptop computer
DVD player
18 DVD player
iPod
16 Portable audio player
iTouch
14 Portable video player
Xbox 360
12 Xbox 360
Desktop computer
7 Desktop computer
Apple TV
5
iPhone
5 iPhone
Zune
4 Portable audio player
Kindle
1
Archos Wifi
1 Portable video player
DirectTV receiver (new service)
1 Satellite TV
Cable/Satellite upgrade
0
Slingbox
0
Smartphone
0
Tivo
0
This sample did not need acceleration to try DVR
(17 participants naturally adopted DVRs)
Accelerated categories
analyzed
Video Games
Purchase
count
84
PS3 + Xbox 360
43
Nintendo Wii
41
HDTV
79
Portable audio/video player
35
Laptop computer
21
DVD player
18
iPhone
5
DVR/Tivo
0
• The outlined 2 acceleration categories analyzed
• Other devices were all purchased by 5 or fewer
participants each
Media Acceleration Findings
• The evidence suggests that a new HDTV increases
TV viewership:
– 1st HDTV (in both Core and Accelerated samples)
– 2nd HDTV (which was only possible to observe in the Accelerated
sample)
– Particular increase in Live TV and Sports
• However, the decline in TV viewership among early
HDTV owners in Core suggests that some portion of
the HDTV-based increase in TV viewing is temporary
• Game Consoles
– Game Console Accelerators spent more time with Live TV and
Gaming
– Less time with computer applications – particularly computer video
For more information
The study report, summary PowerPoint deck, additional
analyses and technical appendices are available for
download from the client’s site:
www.researchexcellence.com
Thank you
33