Tag Archives: directv

The Impact of Mobile Viewing on Sports Networks

The 2015 College Football Playoffs on New Year’s Day saw the cable TV viewing records be beaten not once, but twice. In fact, 28.271 million viewers (the most of all time) tuned into ESPN to watch the Ohio State Buckeyes defeat the number one seed Alabama Crimson Tide 42-35 in the Sugarbowl. This was preceded by the Oregon Ducks winning 59-20 against the Florida State Seminoles, which received 28.164 million viewers (the second most of all time). These viewing figures had increased by 51 percent and 150 percent, respectively from last year’s games.  
So, with figures like these why do many people believe that TV is dying out? Of course, events such as the College Football Playoffs do not occur every day, however I believe that TV is not dying out, but is simply adapting to the challengers that have recently emerged.
The recent popularity of companies such as Netflix has pushed many major channels to create ways to watch programs and stream live shows online. This has come about in correlation with the advancement of tablet and smartphone technology which now allow you to stream video. Daily media usage for tablets has increased from 21 minutes per day per person to 159 minutes from 2010-2014, smartphones have increased from 40 to 134 minutes, and television only increasing from 269-279 minutes.
ESPNis a prime example of the online charge as 1,728,000 unique viewers used Watch ESPN, its new online stream to watch the Football on New Year’s Day. That huge number of people will have been ESPN subscribers on cable, but were able to watch the game remotely despite not being at home with their cable box via Xbox, laptop, tablets and smartphones.
Despite this surge of online streaming. Bloomberg News discovered that U.S. pay TV subscriptions fell in 2013 from 100.9 million subscriptions to 100.8; not exactly a terrifying statistic for TV companies. Bloomberg’s Ian King points the finger at young people or ‘cord-nevers’ who have never paid for cable or satellite television. These ‘cord-nevers’ are mostly students or young graduates who turn to alternatives such as YouTube, Netflix or Google Play to watch their most loved shows at cheaper prices than a TV subscription.
However, more often than not these people’s families will have television sets; it was found that TV reaches nearly 90 percent of US households. So the recent drive to provide remote online streaming means that these people who may not be able to afford a TV subscription can still watch cable and satellite channels such as ESPN but in different locations. From personal experience, while I was at University in England I was able to watch the FA Cup final live (the English, less glamorous version of the Super Bowl!) while my family watched it at home, instead of having to watch season three of Friends for the ninth time on Netflix.
There is a belief amongst many people that these young ‘cord-nevers’ will continue to use cheaper alternatives as they are used to living without cable TV. I, myself am living in a foreign country on a small budget so television is not a priority, but I believe there will come a time where again I will be able to afford the luxury of satellite TV and I will want to provide it for a family and for them to watch remotely when they themselves can’t afford it.
Understandably, the emergence of cheaper alternatives to watch television shows has caused a decline for cable and satellite TV providers. I believe that the battle for TV domination will continue and TV will have to keep adapting to keep up with the increasingly mobile world but it will not become a thing of the past. People will continue to sit down on New Year’s day to watch Football Playoffs with 28 million other people.
About the Author: Harry Kempe, a marketing intern at IIR USA, who works on various aspects of the industry including social media, marketing analysis and media. He is a recent graduate of Newcastle University who previously worked for EMAP Ltd. and WGSN as a marketing assistant on events such as the World Architecture Festival, World Retail Congress and Global Fashion Awards. He can be reached at hkempe@IIRUSA.com.

Kim Rivielle on Media Insights & Engagement

As we embark on the inaugural Media Insights & Engagement Conference, I feel the same sense of excitement I felt back when The Market Research Event (TMRE) was first breaking ground. The buzz is contagious.
The market has embraced the event and declared this too would become the industry’s must attend and for that I am grateful for all those who pitched in to make it possible. I look forward to celebrating the success of another industry summit ripe for growth while advancing the knowledge, relationships and innovation for rising stars and trailblazers in the media space.

Hundreds of media executives, over 65% from the client-side, will uncover what it takes to drive innovation and influence smarter decisions as it relates to the industry at The Media Insights & Engagement Conference in Miami, FL, on Jan. 29-31.  Download the brochure here.

Take a look at just some of the companies already confirmed to participate:
A+E Networks
AMC Networks
BBM Canada
BET Networks
CBS Corporation
Clarion Research
Comcast Spotlight
Country Music Association
Creative Artists Agency
CW Television Network
DirecTV Latin America
Discovery Communications
Dragon Rouge Innovation
Dreyfus Media Advisors
eCGGlobal Solutions
Eurodata TV Worldwide
Feldman Research Lab
Fidelity Investments
Food Network
Food Network
Fox Networks Group
Frank N. Magid & Associates
Fuse Networks LLC
Future Research Consulting
GfK Media
Google Consumer Surveys
Hallmark Channel
HBO Latin America          
HUB Entertainment Research
IFC & Sundance Channel
Intelligence Group
Ipsos MediaCT
Keller Fay Group
Latitude Research
Leichtman Research
Lieberman Research
Luth Research
Meredith Corporation
Miner & Co Studio
MTV Networks
National Geographic Society
Nestle USA
Nielsen Co
Nielsen Entertainment Television
Nielsen NRG
Norman Hecht Research Inc.
Participant Media/pivot
Phoenix Marketing International
Radius Global Market Research
Rentrak Corporation      
RLS Media Consulting Llc
Sci Futures
Science Channel
Scripps Networks
Showtime Networks
SNL Kagan
Sony Computer Entertainment
Sony Pictures Television
Sveriges Utbildningsradio AB
The Intelligence Group
The Nielsen Company
The Oprah Winfrey Network
The Social Guide
The Weather Channel
Time Inc.
Time Warner Inc.
Turner Broadcasting
TV One
TV Media Insights
Univision Communications
Viacom Media Networks
Vision Critical
Warner Bros Interactive Entertainment
Warner Brothers Media Research & Insights
Weiner, Edrich, Brown

Join us later this month and take the first steps to move your industry forward.

All the best,

Kim Rivielle
Managing Director,
Marketing & Business Strategy Division, IIR

Save 15 % off the standard rate when you register: MEDIA14BLOG
Email: register@iirusa.com
Phone: 888.670.8200 or 941.554.3500 (Int’l)

DirecTV LatAm Audience Researcher Eyes Insights Partnerships

Microsoft, Google and WPP May Augment Syndicated Set-Top RPD

By Marc Dresner, IIR
DirecTV Latin America Audience Research Director Luiz Duarte’credited with introducing set-top RPD as a syndicated product in 2010′is eyeballing insights partnerships with some big names.
Duarte has made a name for himself as a savvy innovator in industry circles, notably by building commercially available ratings services at subscription viewing providers (ex. TiVo StopWatch).
Now he’s looking to take the DTH digital giant’s data to the next level by collaborating with other sources, including less traditional media.
‘The Holy Grail of media data is the single-source panel,’ Duarte told The Research Insighter.
Luiz Duarte

‘So, what we are looking to do is to build on top of our ratings data, which is really unique in the sense that you have large samples across several different countries.

‘That could be a good baseline to add social media demographics, psychographics, biographics and all varieties of other services,’ he added.
The players Duarte has in mind include agencies and networks like WPP and HBO, as well as some maybe not-so-obvious choices like Microsoft and Google.
‘We started thinking about merging [set-top RPD] with data from Microsoft, Google, WPP and other agencies to produce a different kind of insight’
-Luiz Duarte, DirecTV

‘For an advertiser that’s really the ultimate in data analysis,’ Duarte said, ‘because now you are not trying to infer return on investment based on a certain demographic’you are actually making sure that the people who buy your or your competitor’s products are watching that show at that minute and second.’

In this podcast interview with The Research Insighter, Duarte talks about building DirecTV’s syndicated service and what’s ahead for 2014.

‘It really is a good situation to be in when you have so many interesting projects to choose from and you have to just focus on the one that will deliver the biggest bang for the buck,’ he said. 
Editor’s note:  Luiz Duarte will be speaking at the Media Insights & Engagement Conference 2014 taking place January 29-31 in Miami, Florida.

For more information or to register, please visit www.mediainsightsconference.com