imedia december agency summit: comscore blurring the landscape

Created by Tania Yuki and Andres Palmiter

Blurring the Landscape: How TV is Merging Digital

and Traditional Media

2© comScore, Inc. Proprietary and Confidential.

Cross Media, what does that mean?


Agenda

– Meet the new TV audience

Changing the angle of vision:

Cross platform as connected channels, and behaviors

Cord cutting and connected devices


How the new TV audience tunes in: by platform

00%

Online-Only TV Viewers

6%

Cross Platform Viewers29%

TV-Only Viewers70%

Online-Only TV Viewers

6%

Cross Platform Viewers

24%


Platform viewing by age:

75%

55%

TV Only 57%

20%

36%

TV + Online 35%

5%

9%

Online 8%

35-49

25-34

18-24


This is not a platform war:

Q24. For each type of show, please select whether you prefer to see it Online or on TV.

Base sizes:

Both TV/Online= 502


The balancing act, instead, is between:

Freedom in space and time vs timeliness and quality

Q23. We would now like to compare the viewing of original shows Online and on TV. For each attribute below, please select whether Online or TV is better.

Base sizes:

Both TV/Online= 502


TV Only viewers compared with Cross Platform Viewers


Missed episodes and convenience – not ad avoidance – were the main reasons

for watching TV online among Cross Platform viewers

Q12. What are the reasons why you like to watch Original TV shows online? Check all that apply.Base sizes:

Total=617

Online Only= 115

Both TV/Online= 502


For DVR/TiVo viewers, time shifting was for main motive… for online and

VOD viewers, watching on one’s own schedule was the key motive

Q6. What are the main reasons why you watch Video On Demand and DVR/TiVo and Online? Check all that apply.

Reasons for watching VOD or DVR/TiVO or Online

Base sizes:

Total= 1007

TV Only= 527

Online Only= 97

Both TV/Online= 383

A A

A

B


How the audiences for original TV programming tune in:

live vs time shifted

Which one of the following best describes how you typically watch original TV series?


What this looks like across age groups:

Which one of the following best describes how you typically watch original TV series?


Live64%

Video on Demand

6%

DVR/ TiVO16%

Online11%

Other3%

Base size:

Total= 2054

Q5. What percent of the time do you use the following methods to watch original TV series?

Live and time shifted viewing by time spent


Ways of viewing are also changing…and can drive discovery mid

season


The new TV audience

– Changing the angle of vision:

Cross platform as connected channels, and behaviors

Cord cutting and connected devices


"Numerous small things connected together generate enormous

power." Kevin Kelly

Q25. Through which of the following methods did you hear about your favorite original TV show? Check all that apply.Base sizes:

Total= 2053

TV Only= 1456

Online Only= 115

Both TV/Online= 502

Sources for hearing about TV shows


Online discovery can even drive TV viewing

Q28. After you first watched your favorite show online, did you continue to watch it online or on TV, or both?

Channel used to continue watching shows that

were first discovered Online

Base sizes:

Total= 760

TV Only= 255

Online Only= 103

Both TV/Online= 402


Online discovery is impactful for all kinds of viewers -whether they

watch online or not

Q27. If you had not seen your favorite show online first, do you think you would have discovered that show on TV?

Total

Yes, I would have discovered it on

TV, if I had not first seen it online

67%

No, I would not have discovered it

on TV and prob. missed the show

33%

TV Only [A]

80%

20%

Online Only [B]

47%

53%

Both TV/Online [C]

64%

36%

• Question posed: If you had not seen your favorite show online first, do you think you

would have discovered that show on TV?

Base sizes:

Total= 760

TV Only= 255

Online Only= 103

Both TV/Online= 402


The new TV audience

The financial benefits of cross platform

– Cord cutting and connected devices


Devices. Which, if any, of these devices do you own ?Base sizes:

Total= 2053

TV Only= 1456

Online Only= 115

Both TV/Online= 502

Which, if any, of these devices do you own ?

Connected Devices – a growing demographic


Connected Devices – still subscribe to premium channels

Base sizes:

Total= 2053

TV Only= 1456

Online Only= 115

Both TV/Online= 502

Which of the following premium channels do

you subscribe to?

Devices. Which, if any, of these devices do you own ?

PremChannel. Which of the following premium channels do you subscribe to ?


In closing

TV remains the platform of choice, but audiences are increasingly

connected and platform agnostic in their discovery and behavior

around original TV content

Convenience and catch-up – not ad avoidance – are the key motivators

of cross platform viewing

– We are leaving money on the table when it comes to advertising against

original TV online

In a world with connected devices…

content is still king

imedia december agency summit: comscore blurring the landscape

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