M&M July e-Zine

GLOBAL THINKING International TV grabs consumer attention

In an age when consumers are demanding more and more from the media they consume the pressure on television to connect with audiences is increasing.Martina Lacey examines the latest research comparing how viewers respond to regional and international TV

Multi-tasking may in fact be beneficial to advertisers trying to connect with time-pressed consumers, rather than the hindrance that it is perceived to be.

‘Project Engagement’ was commissioned by International Television Research Group (INTV) to explore the perceptions of international versus national TV and how viewers interact with their respective digital platforms. It found that many viewers visit a website directly linked to on-air content while watching international TV. Almost 8 out of 10 international TV

viewers said that they had visited a website as a result of seeing content on-air, and of those, 9 in 10 have taken some form of action as a result and 3 in 10 made a purchase. Thirty-four percent had visited a website that is ‘directly’ linked to on-air content. “We found a large duplication

between TV viewers engaging with the TV channels and then visiting websites as well,” explains Mike Jeanes, research director, CNBC EMEA. “I think that it really demonstrates how engaged viewers are with the content.” When browsing online, international

TV viewers are likely to participate in a broader range of internet activities than their domestic counterparts. International viewers are also more likely to spend their time social networking and connecting with online communities. According to the research

ACTION TAKEN AS A RESULT OF SEEING ADS ON INTERNATIONAL TELEVISION

61% 47% 30% 25%

Looked for info about a company or product

Checked for special offers online

Brought a product online

Entered a competition online

15 M&M JULY EZINE 2010

this activity increases significantly among upscale viewers. In regards to advertising, nearly 30% of international viewers agreed with the statement that advertising ‘very often’ influences their brand choices, compared with 24% of national TV viewers. In addition, 32% of international viewers claimed to never switch between channels when the ad break starts, compared to 20% of those viewing national channels. Jeanes credits the targeting

of international TV’s content and its shorter ad breaks for the retained attention of its viewers: “International TV is quite targeted in terms of its audience and content. With national TV you are never going to be able to please people all of the time due to the broader and more varied content.” When asked what kind of advertising they expected to see, international TV viewers expect to see tourism, finance, corporate, luxury goods & telecoms advertisers. Meanwhile, viewers of national TV, are more likely to associate these channels with broader FMCG advertisers such as DIY, food and drink, and retail. When viewers were asked to assign attributes to the type of TV that they

“With national

TV you are never going to be able to please people all the time”

TV’s global landscape offers varied opportunities

watch, international TV viewers were more likely to use the terms knowledgeable and engaging. National TV viewers were more likely to use the words superficial and unexciting when talking about the attributes they would assign the news that they watch on TV. INTV consists of research executives

from BBC World News, CNBC, CNN, Euronews, Eurosport, National Geographic, Sky News and TV5Monde. To compile the report, 1,500 affluent

For more in-depth comment go to mandmglobal.com

international and national TV viewers in UK, France and Germany were polled via an online survey at the end of 2009. In March 2010 qualitative research was carried out to support the results. ○

ATTRIBUTES ASSOCIATED WITH INTERNATIONAL AND NATIONAL TV 100

25 50 75

0

52%

48%

49% 36% 28% 16% 6% Interesting Source: INTV, 2010 www.mandmglobal.com Knowledgeable Heavy international viewers Heavy national viewers Engaging Trustworthy Superficial 26% 25% 16%

JULY DIGITAL EXCLUSIVE

Page 1 | Page 2 | Page 3 | Page 4 | Page 5 | Page 6 | Page 7 | Page 8 | Page 9 | Page 10 | Page 11 | Page 12 | Page 13 | Page 14 | Page 15 | Page 16