business case - newsroom.roularta.benewsroom.roularta.be/static/18082014/kanaal z presa... · tv...
TRANSCRIPT
Business case
• TV Today
• Profile Kanaal Z / Canal Z viewer
• Commercial possibilities
Topics
TV Today
Facts & Figures TV
• TV advertising in Flanders: 968 mio gross (Econopolis)
→ Share of 39% in adver!sing
• Video on demand +30% (267 mio) (BEA)
• Total sales consumer electronics Belgium: + 50% flats screens (GfK)
• Tablets Q1: + 12% worldwide / + 50% Belgium (Data News)
• Phablets 10% of sales smartphones (IDC)
• DVD-players – 30% (GfK)
TV Today
PewDiePie: 25 mio subscribers / 20 minutes
TV Today
TV Today
Kanaal Z / Canal Z shifts to IPTV
• Loop television of 28 minutes for light TV viewers
• Time-shifted television
- catch-up TV (replays a TV show that was broadcast hours or days ago)
- start-over TV (replays the current TV show from its beginning)
- Yelo TV & Belgacom Everywhere
• Video on demand (VOD)
- Browse a catalog of videos on website and partner communities
Profile Kanaal Z / Canal Z viewer
CIM PMP - Kaderledenstudie
Reach & Profile (February 2014)
AUDIENCE AFFINITY
* Source: Small Audimetrie survey (April 2014) - Audience 1 minute on total universe 4+ 10 208 000 p. / ** CIM11-12 / *** Executives Survey 2012
Daily reach: 217,000* Men 25+ 136 **
Weekly reach 1,091,000 Men 35+ SG1-3 145
Monthly reach 2,895,000 Men 35+ Higher educated 141
60% of the viewers earn >3.000€ net ***
Profile Kanaal Z / Canal Z viewer
The executive as a consumer
Source: Executives Survey 2012 | Portrait of the executive
77%
71%
67%
64%
59%
53%
50%
45%
39%
39%
34%
20%
28%
20%
18%
19%
15%
9%
13%
12%
13%
10%
7%
7%
Regularly search info interesting products/services
Pay more for time saving purchase
Pay more for environmentally friendly products
Convincing others of my ideas
Pay more for original brands
Family/friends ask purchasing advice
Talk to others about recently seen products
Inform others new products
Does often impulsive purchases
Brand choice identifies me
Feel attracted to luxury goods
Spot new products/brands
Perfectly + somehow
Perfectly
To what extent does this statement apply to you?
Base: All executives (n=1269 / N=192.9)
Profile Kanaal Z / Canal Z viewer
Executives: maybe not attracted by luxury goods, fond of comfort
Base: All executives (n=1269 / N=192.9)
59%
31%
31%
22%
19%
17%
16%
16%
10%
23%
Parfum & cosmetics
Shoes
Clothing
Wine
Leathers goods
Watches
Jewels
Suits
Pens
Other accessories
42%
30%
27%
25%
23%
20%
17%
17%
13%
12%
12%
8%
3%
Alarm system
Hifi deluxe
Design products
1/more work of art
TV >2500€
Antiques
Country house Belgium
Luxury furniture
Jacuzzi/Sauna
Home automation
Swimming pool
Country house abroad
Sailing boat/yacht
Luxury goods bought in the past 12 months Ownership
Source: Executives Survey 2012 | Portrait of the executive
Profile Kanaal Z / Canal Z viewer
Executives: media consumption (on an average day + in a professional context)
Average day Average day in a professional context
Dailies: 71% 88%
Magazines: 39% 94%
TV: 79% 54%
Radio: 95% 57%
Websites: 89% 99%
Cinema: 0,7% 6,6%
Base: All executives (n=1269 / N=192.9)
Source: Executives Survey 2012 | Media Results 2012 – strategic part
Profile Kanaal Z / Canal Z viewer
Executives: usage of media for professional purposes
Base: All executives (n=1269 / N=192.9)
Source: Executives Survey 2012 | Media Results 2012 – strategic part
TV InternetNone
of these
Current affairs follow-up 71% 40% 68% 77% 68% 0%
Economy follow-up 73% 48% 49% 63% 66% 1%
Market follow-up 42% 62% 19% 21% 76% 7%
Competitors' activities and plans 25% 41% 10% 10% 71% 20%
Personal job opportunities 26% 8% 1% 1% 54% 40%
Recruitment of personnel 42% 18% 2% 1% 64% 24%
Information on useful goods and services 18% 45% 6% 7% 87% 8%
Selection of suppliers 5% 19% 1% 2% 73% 23%
Prospection 21% 32% 6% 5% 63% 29%
Advertising 34% 49% 17% 13% 56% 22%
Which of the following media do you use regularly for …
Profile Kanaal Z / Canal Z viewer
Executives: profile and personal life
- Knowledge how to lead a company
- Career is important
- Likes to have influence and is not easily satisfied
- Insurance is important
- Manages their finances very well
- Not loyal to brands
- Owns SICAV, stock options and/or treasury bonds
- Car reflects personality
- Enjoys to buy technological innovations
Profile Kanaal Z / Canal Z viewer
Executives: car profile
• Type
- Coupé (248)
- Convertible (263)
- Break (127)
- New car (120)
- Company car (119)
Range Selectivity
< 10.000 € 68
10.000 – 12.499 94
12.500 – 14.999 108
15.000 – 17.499 123
17.500 – 19.999 102
20.000 – 24.999 143
25.000 – 29.999 190
30.000 – 39.999 140
> 40.000 € 271
Profile Kanaal Z / Canal Z viewer
Executives: house and leisure
- Habitation is business card
- Buys furniture in specialized shop
- House and garden is more than 5 acres
- Energy with heat pump
- Has second residence
- Shopping
- Walking
- Trips & cultural visits
- Precision sports (golf, archery, equestrian)
- Mountain sports (ski, climbing)
Profile Kanaal Z / Canal Z viewer
Commercial possibilities
Commercials
- Sponsoring of programs (Z-Beurs or Z-Expert)
- Length of billboards: +/- 5 seconds
- Visibility in loop system : +/- 40 broadcasts a day on each channel
Commercial possibilities
Z-
WIJZER
BUSINESS
BRANDING
Z-COCKTAIL
BB BBZ-
EXPERTBBBB
Z-
NIEUWS
Z-
BEURSBB SPOTS
Z-
BEURSBBSPOTS
Commercial Opel
Commercial possibilities
Billboard campaigns
- Advertising slots amongst the different programs
- Length commercial : +/- 30 seconds
- Visibility in the loop system : +/- 224 broadcasts a week, on each channel
Commercial possibilities
Z-
WIJZER
BUSINESS
BRANDING
Z-COCKTAIL
BB BBZ-
EXPERTBBBB
Z-
NIEUWS
Z-
BEURSBB SPOTS
Z-
BEURSBBSPOTS
Business Branding
- To present products/services to viewers (advertorial)
- Partner decides on content
- Partner owns video & own website, newsletters, events/fair…
- Length: 1,5 – 2 or 3 minutes
- Visibility in loop: +/- 40 broadcasts a day per channel
- During 1 month in streaming video on kanaalz.be/canalz.be
Commercial possibilities
Z-
WIJZER
BUSINESS
BRANDING
Z-COCKTAIL
BB BBZ-
EXPERTBBBB
Z-
NIEUWS
Z-
BEURSBB SPOTS
Z-
BEURSBBSPOTS
Commercial Contraload
Commercial possibilities
Z-Cocktail
- Reports on reception, event, company party…
- Program’s construction: • Report of event
• Graphic support (what, when, where)
• 1 to 3 quotes
• Interview is possible
- Partner owns video & own website, newsletters, events/fair…
- Length: 1,5 – 2 or 3 minutes
- Visibility in loop: +/- 40 broadcasts a day, per channel + 1 month in streaming video on kanaalz.be/canalz.be
Commercial possibilities
Z-
WIJZER
BUSINESS
BRANDING
Z-COCKTAIL
BB BBZ-
EXPERTBBBB
Z-
NIEUWS
Z-
BEURSBB SPOTS
Z-
BEURSBBSPOTS
Z-Wijzer
- 5 Episodes – Broadcast: Monday, Tuesday, Wednesday, Thursday & Friday
- Recording in studio
- 5 video capsules each of 4 minutes
- 5” billboards before & after each broadcast = 10 BB
- Partner may suggest 1 expert
- 2 channels/2 languages
- Streaming of programs during 1 month on kanaalz.be & canalz.be
Commercial possibilities
Z-
WIJZER
BUSINESS
BRANDING
Z-COCKTAIL
BB BBZ-
EXPERTBBBB
Z-
NIEUWS
Z-
BEURSBB SPOTS
Z-
BEURSBBSPOTS
New Z-topics!
- Z-Wijzer extended to dossiers in Trends, Data News or Knack
- Announcement in Trends with logo
- Bannering 1 week on Trends.be (78.000 impressions)
- Communication on &
- Discount -25% top topical in print
- Streaming 1 month on KanaalZ.be
- Campaign 2 weeks app Trends.be
Budget: 22.000 euro
Commercial possibilities
Z-
TOPICS
BUSINESS
BRANDING
Z-COCKTAIL
BB BBZ-
EXPERTBBBB
Z-
NIEUWS
Z-
BEURSBB SPOTS
Z-
BEURSBBSPOTS
The history of presentation!