Tag Archives: ESPN

Content Is “Kinger” Than Ever

“I’m a television guy.  TV is the most powerful medium ever invented” says Keynote Speaker Jeffrey Cole, Center for the Digital Future and Research Professor, USC Annenberg School for Communication.  Keynote Speaker Jeffrey Cole, kicked off the Media Insights and Engagement Conference here in San Diego this morning discussing all things television-where it is today and where it’s heading.

Mr. Cole is a storyteller, no powerpoint (how refreshing!) and full of great anecdotes about television penetration and content distribution.  He says that content drives everything.  “Content is ‘kinger’ than ever,” says Cole.  He knows television better than most and was full of many television viewing predictions.
Here are a few of his television predictions in regards to Millennials:
1.  They don’t use landlines
2.  They don’t subscribe to newspapers
3.   They are not satellite and cable subscribers
4.   Many don’t even own a TV set
Mr. cole predicts that television will completely transform itself in the next 24 months. The average sized TV purchased today is 50 inches. Viewers have a wide array of programming choices-almost too many-with Netflix, HBO, Hulu, ESPN, the four networks, etc.,. There simply are too many choices for viewers at ever-increasing monthly rates.  The bottom line:  we need to provide choice but at far more reasonable rates.  The consumer on average pays about $5.85 month for ESPN which is a great bargain if you love sports.  ESPN currently reaches 100 million cable and satellite subscribers.  Mr. Cole sees an a’ la carte approach to viewing television- we only pay for content we want-as the next big transformation in television viewership.
Other predictions from Mr. Cole:
1. Half of movie screens in America will go away
2. The line between film and television is blurring
3. Best high quality programming is moving to television (think Kevin Spacey in House of Cards, Netflix)
4.  The shine on Netflix is about to disappear with major competitors Amazon and HBO offering original programming at affordable prices
Mr. Cole says it’s a great time to be creating television programming.  It is the most exciting time in television with all the great content that is bubbling up to the surface.  Stay tuned!

About the Author: Kerry Inserra, is Managing Partner and Co-Founder of Zip2Media, a media planning and buying agency located in the San Francisco Bay Area, with a focus on social media, SEO, SEM, traditional media, sports marketing, and blogging.  Kerry has worked for CBS Radio and Television, ABC Radio/Television and Disney.  Follow her @kinserra.

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.

The Impact of TV Everywhere?

“It’s doing exactly what pay-TV providers have hoped it would do’ it’s cutting churn and leaving customers more satisfied with their overall service. Some 28% of pay-TV customers were more satisfied with their service (compared to 24% a year ago), and 33% said they were less likely to change providers, and improvement from 25%.

The real winner may be hybrid TV offerings. GfK said that among consumers who have a pay-TV service AND streaming services, 39% said they’re less likely to change providers and 35% are more satisfied with their pay-TV service.” Read about the the study, ‘How People Use Media: TV Everywhere/VOD,’ from GfK and the of the post here.

The World’s Best Insight Event Tackles Media Engagement

A week ago, The Market Research Event broke records, nearly 1,300 research and insights professionals were in attendance. The number of connections made and best practices shared was legendary… it truly was the “World’s Best Insights Event.”

Now, we’d like to introduce you to the newest addition to the TMRE family, The Media Insights & Engagement Conference, developed with the same commitment to quality and dedication to driving the industry forward.

The Media Insights & Engagement Conference will unlock new insights to drive growth and influence smarter decision making, specifically as it relates to media engagement. Program highlights include:

‘ 9 World-Class Keynotes Take the Stage, including:
o Elizabeth Ellers, Executive Vice President, Corporate Research, Univision Communications
o Tom Ziangas, SVP Research, AMC Networks
o Jack Wakshlag, Chief Research Officer, Turner Broadcasting Systems
o Jeffrey Graham, Global Ad Research Director, Twitter
o Fred Leach, Head of Measurement Research, Development & Partnerships, Facebook

‘ 35+ Sessions to Choose from, giving you the power to create your own agenda. Choose the sessions YOU want to learn more about, and move freely between the 3 concurrent tracks as much as you like

‘ 40+ Cross-Industry, Media Insights & Engagement Experts share best practices and what’s on the horizon from our industry. Hear from A+E Networks, Netflix, Redbox, Warner Bros., AMC, Viacom, Time, WE tv, National Geographic, ESPN and more

‘ 0 Commercialism from the Platform

And much more. Download the brochure for the complete agenda and session descriptions.

How can you truly engage Consumers across Media platforms?

What do you REALLY know about today’s media consumer? Deepen your understanding of what they do, why they do it and how you can truly engage with them across media platforms.

The Media Insights & Engagement Conference is bringing together the best minds in the media industry to challenge your thinking, accelerate new ideas and create the partnerships of tomorrow.

Features Speakers include:

Today’s Media Landscape: Separating Fact from Fiction on Today’s Media Consumer
Jack Wakshlag, Chief Research Officer, Turner Broadcasting System
Jack contrasts the findings of current best in class data vs. views based on self-reports and the views of pundits, experts and prognosticators. He will separate fact from fiction on today’s media consumer.

The Future of Social Media and TV Measurement
Beth Rockwood, SVP Market Resources and Advertising Sales Research, Discovery Communications

A panel of leading measurement companies and users will discuss their experience, debate the option and make us better understand better the social sea of possibilities.

Live, Public, Conversational: Recent Learning from Twitter Research
Jeffrey Graham, Global Ad Research Director, Twitter
Jeffrey will focus on new learning about how people use Twitter, and how companies are using the social platform to connect and engage with Twitter users.

How Digital Has Disrupted Consumer Behavior Forever
James McQuivey, VP, Principal Analyst, Forrester, Author, Digital Disruption
Find out how smart media companies are using digital tools to learn more about what consumers really want and how to assess your company’s readiness to engage in the digital disruption consumers are ready for.

Plus industry leaders from: A+E Networks, AMC, DirecTV Latin America, ESPN, Facebook, HBO, Netflix, Redbox, Viacom and more.

Save 15% off the standard rate by using your blog reader code when you register to attend: MEDIA14BL.

#TDMR Live: Online ‘Feeling-based’ Dial Testing with Vision Critical and ESPN

Live Coverage by Kristin Schwitzer, cross-posted from the New Qualitative Research blog.

Real-time coverage of the following session from IIR’s 2011 Technology Driven Market Research Event in Chicago: ‘Online ‘Feeling-based’ Dial Testing ‘ A Revolutionary New Way of Understanding the Emotional Drivers of Content Appeal’

Vision Critical and ESPN spent the past two years ‘innovating together’ to develop new research solutions. Matt Kleinschmit, Senior VP of Vision Critical, and Julie Propper, Senior Director Advertising Analytics of ESPN, spoke on their relatively new online approach to testing cr
eative.

What is Reaction Plus? a new way of doing traditional dial testing, a scalable system for testing audio visual content online with national sampling in the context of a regular online survey, measuring emotional reactions real-time with overall assessment. It’s a next generation content testing tool providing second by second testing with real-time reporting, and full quant results available a few days later. It’s good for program testing, on-air talent testing, promo spots, ad testing, pilot testing, web media content testing, and radio.

How does it work? four steps: training video, content evaluation, follow-up Qs, and instant reporting.

How did ESPN use it? to take a closer look at creative and determine which elements have the greatest impact on ESPN’s audience. For football season, they looked at 43 ads from 14 advertisers and tested 25 reactions (e.g., amused, annoyed, informed). Their work included looking at various creative themes, media weight, and commercial duration.

What did they learn?
‘ the importance of knowing your audience ‘ men and women have different reactions (e.g., men are more frequently amused by the tested creative than women);
‘ simultaneous emotions exist ‘ the same element triggered both Amused and Annoyed reactions;
‘ not all TV creative are created equal ‘ branded messages are more likely to have higher unaided recall, aided recall and overall appeal, while co-branded messages tend to have higher fit with the sport;
‘ (not surprisingly) emotions that drive appeal and recall: Happy, Amused and Entertaining; Annoyed can drive recall, even though not appealing;
‘ make the most of a :15 second commercial, as these shorter spots can generate reaction in half the time of :30 spots.

Going forward, ESPN will use Reaction Plus to test multiplatform efforts, wear out, optimal commercial pod length, contextual relevance, pod positioning, and live game/highlights vs. programming.

Are you taking advantage of the iTunes Apps Store?

I recently found a post by Ben Lorica which looked into the best selling apps at the iTunes store. According to his post, the top sellers are apps dealing with sports, education and entertainment. Read his analysis.

After having a chance to browse the iTunes Apps store, I found a few companies who have already started to use it to their advantage. Slate has a Poll Tracker ’08. ESPN has a few apps as well. What could something like this do for your company? Have you seen a great example of companies taking advantage of the iTunes Apps Store?

Online Video Watching Habits

In a recent study by Neilson Online, discussed here at CNet, 4.1 million children ages 2 ‘ 11 watched videos on YouTube. The Disney Channel website came in second place, with 1.3 million viewers. The average child viewed 2 hours of videos from home.
Of the 75 million adults who streamed videos, they streamed 44 videos in the month of April, and spent an hour and forty minutes. Their favorite sites for videos were ESPN and CNN. Teens, 12-17, spent the most time online at an average of more than two hours. However, the study prevailed that YouTube is still dominantly the leader when watching streaming videos off the internet. Over 73 million people watched 4 billion videos. These numbers are more than all of the other competitors combined. I think the biggest impact of this survey is how many children are watching videos online. This could impact the television watching industry and change it as we know it. We’ve already seen the CW try to cope with the success of the television show Gossip Girl online, by pulling the options for free streaming video from their website. How will this study affect the future of television watching?