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Audio and Video at the Intersections of Digital Video and Linear TV

Laura Gambino

Data Scientist

Omnicom Analytics

Paul Lindstrom

Head of Research & Analytics

Tunity Analytics

Note: United States; 2015 to 2018; 18-59 years; 2,106 Respondents; among those with annual household incomes of over 40,000 U.S. dollarsSource: PwCID 497267

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Since 2015 traditional TV subscriptions have declined 21%

Isolating the “Unreachables” shows the real declines in linear TVLinear TV viewing declines are 2-3x steeper among younger viewers than A35+ — 5% annual declines are only the P18-49 average!

5

31.67

24.46

30.63

35.92

23.20

13.89

20.06

29.90

0.0

5.0

10.0

15.0

20.0

25.0

30.0

35.0

40.0

P18-49 P18-24 P25-34 P35-49

2012/13 2013/14 2014/15 2015/16 2016/17 2017/18

-27%

Source: Nielsen National TV Toolbox

Linear TV Viewership Trend 2012/13 – 2017/18(Average Hours per Week)

-43%

-35%

-17%

Objectives & Design• The Tunity app allows users to scan any linear TV

program and stream the audio to a mobile device. Data is collected on the program, start time, duration, demography, and location.

• Tunity location data was used to define segments and to broadly identify behavioral differences

• OMG TV viewership database was used to examine the in-home viewing behavior by segment

• Experian was used to match the two dataset

Source: Tunity & OMG April 2019 6

OOH Venue Matched Tunity Users Matched Smart TVs

Total 21,813 13,926

Bar & Restaurant 11,562 7,365

Office 3,988 2,536

Gym 2,695 1,758

Residential 1,100 673

Prove that through technology we now can capture OOH audiences

Explore the OOH and in-home behavior of valuable OOH audiences

Test methodology to connect OOH and in-home TV viewership

Regardless of venue, people who watch content OOH want to know about sports and current events

Source: Tunity & OMG: Total Tunity Users N: 21,813 ; Total Matched Smart TVs N: 13,926 (June-December 2018)

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Tota

l OO

H V

iew

ers

Daytime 36%

Fringe12%

Primetime27%

Overnight11%

Late Fringe4% Early Morning

10%

0

50

100

150

200

2503:

00 A

M4:

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M5:

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M6:

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AM11

:00

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M

Top NetworksDaypartsDemographics

2%

11%

25%

12%

51%

35%65%

Inde

x

In-Home

OOH

Regardless of networks, criminal programming is heavily watched in-home (e.g. NCIS, Law & Order)

Age

18-24

25-34

35-49

50-54

55+

0

50

100

150

200

250

3:00

AM

4:00

AM

5:00

AM

6:00

AM

7:00

AM

8:00

AM

9:00

AM

10:0

0 AM

11:0

0 AM

12:0

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1:00

PM

2:00

PM

3:00

PM

4:00

PM

5:00

PM

6:00

PM

7:00

PM

8:00

PM

9:00

PM

10:0

0 PM

11:0

0 PM

12:0

0 AM

1:00

AM

2:00

AM

Source: Tunity & OMG April 2019: Bar & Restaurant Tunity Users N: 11,562 ; Total Matched Smart TVs N: 7,365 (June-December 2018)

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OO

H B

ar &

Res

taur

ant

In-HomeNetworks

In-HomePrograms

OOH Bar & restaurant viewers peak in the evening and are heavy sports fans that are likely to have families

Demographics

2%

15%

26%

11%

47%

28%72%

Soccer - Liverpool vs. Southampton

NCAAB - Oregon vs. Baylor

Around the Horn

Pardon the Interruption

OOHNetworks & Programs

Inde

x

18-24

25-34

35-49

50-54

55+

Age

0

50

100

150

200

3:00

AM

4:00

AM

5:00

AM

6:00

AM

7:00

AM

8:00

AM

9:00

AM

10:0

0 AM

11:0

0 AM

12:0

0 PM

1:00

PM

2:00

PM

3:00

PM

4:00

PM

5:00

PM

6:00

PM

7:00

PM

8:00

PM

9:00

PM

10:0

0 PM

11:0

0 PM

12:0

0 AM

1:00

AM

2:00

AM

Source: Tunity & OMG April 2019: Office Tunity Users N: 3,988 ; Total Matched Smart TVs N: 2,536 (June-December 2018)

9

OO

H O

ffic

eOOH Office viewers prefer financial news for help on the job and tend to save sports programming for home consumption

Demographics

2%

10%

33%

13%

43%

39%61%

Squawk on the Street

Around the Horn

Fast Money Halftime Report

Power Lunch

OOHNetworks & Programs

Inde

x

In-HomeNetworks

In-HomePrograms

18-24

25-34

35-49

50-54

55+

Age

0

50

100

150

200

250

3:00

AM

4:00

AM

5:00

AM

6:00

AM

7:00

AM

8:00

AM

9:00

AM

10:0

0 AM

11:0

0 AM

12:0

0 PM

1:00

PM

2:00

PM

3:00

PM

4:00

PM

5:00

PM

6:00

PM

7:00

PM

8:00

PM

9:00

PM

10:0

0 PM

11:0

0 PM

12:0

0 AM

1:00

AM

2:00

AM

Source: Tunity & OMG April 2019: Gym Tunity Users N: 2,536 ; Total Matched Smart TVs N: 1,758 (June-December 2018)

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OO

H G

ym OOH Gym viewers are more likely to be women, who want to be in-the-know

Demographics

2%

9%

20%

11%

58%

42%58%

Fox and Friends

The Five

America's Newsroom

OOHNetworks & Programs

Inde

x

In-HomeNetworks

In-HomePrograms

Age

18-24

25-34

35-49

50-54

55+

0

50

100

150

200

250

3:00

AM

4:00

AM

5:00

AM

6:00

AM

7:00

AM

8:00

AM

9:00

AM

10:0

0 AM

11:0

0 AM

12:0

0 PM

1:00

PM

2:00

PM

3:00

PM

4:00

PM

5:00

PM

6:00

PM

7:00

PM

8:00

PM

9:00

PM

10:0

0 PM

11:0

0 PM

12:0

0 AM

1:00

AM

2:00

AM

Source Tunity & OMG April 2019: Residential Tunity Users N: 1,100; Total Matched Smart TVs N: 673 (June-December 2018)

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OO

H R

esid

entia

lOOH Residential viewers are the oldest and may be using Tunity as a way to hear TV content in their home

Demographics

18-24

25-34

35-49

50-54

55+

1%

6%

17%

12%

64%

34%66%

Age

The 11th Hour with Brian Williams

The Last Word with Lawrence O'Donnell

The Rachel Maddow ShowHigh Noon

Mom

Inde

x

OOHNetworks & Programs

In-HomeNetworks

In-HomePrograms

Key Findings

Source: Tunity & OMG April 2019 12

1. By using Tunity app usage we were able to capture previously uncounted OOH audience and uncover new opportunities for targeting

2. The location of OOH TV content viewership had substantial influence on segment demographics, dayparts, and in-home viewership patterns

3. We need begin to think about how OOH audiences can contribute to our TV campaigns. By taking into account the preferences of our target audience, we can choose content that they are likely to watch in-home and OOH, which will make our campaign more efficient

4. As an industry, we need to further investigate how to incorporate OOH viewership into our effort to develop a standard cross-screen measurement methodology

Questions?

Laura GambinoData Scientist, Omnicom Media Grouplaura.gambino@omnicommediagroup.com

Paul LindstromHead of Research & Analytics, Tunitypaull@tunityapp.com

Source: Tunity & OMG April 2019 13

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