Here - Video Advertising Bureau

“Turnt Up” For Television:
How TV Brands “Kill It” With Millennials
*Millennial slang decoder: “Turnt Up” = when a person gets pumped for something; “Kill It” = do something really well or with a lot of energy
This report reflects a compilation of insights on millennial media
consumption habits as they relate to the video ecosystem and
TV Brands in particular. Additionally, we showcase the distinct
qualitative advantage that TV Brands have and then highlight
case studies on how these brands are utilized to drive revenue in
millennial-focused categories.
The tongue-in-cheek references to slightly dated and currently
popular millennial words and phrases sprinkled throughout this
report are a subtle reminder that while slang may come and go,
TV brands’ ability to effectively reach millennials and spur action
remains timeless.
2
Contents
The “Sitch”………………………………………………………...……………………………………………………………… 4
When It Comes To Video Consumption, TV Is Still Millennials’ “Bae”……………….…………. 5
TV Brands Are “Next Level” Through Their Multi-Platform Audiences…………………….…. 13
Although Ad-Tech Platforms Are So “Thirsty” To Be Considered Like TV Brands,
Any Given Minute Metrics Show There’s No Comparison………….…………………………………….20
TV Brands Are Anything But “Basic”………………………………………………………………………………… 34
TV Brands “Slay” The Millennial Content Game……………………………………………………………… 40
TV Consistently “Breaks The Internet”……………….…………………………………………………………… 48
TV’s Impact Within Millennial-Driven Categories Is “On Fleek”………….………………………… 50
3
The “Sitch”
While much has been made about millennials’ evolving media consumption habits, it’s
important to note that branded TV content, accessed across screens, remains at the
center of their universe:
•
More Adults 18-34 watch TV now than at the start of the millennium
•
More millennials continue to watch video on TV, where the vast majority of video
consumption takes place, than any other device
•
Millennials spend more time with TV brands online than with any other site across a wide
variety of internet genres
•
During Any Given Minute, many more millennials are consuming TV content than are checking
Facebook, listening to Pandora or watching videos on YouTube
•
TV brands offer a breadth of innovative, exciting and edgy ad-supported programming across
genres which is unmatched by any other platform or entity
•
Millennial-focused TV programs deliver higher audiences and greater engagement than the
most popular personality-driven YouTube channels
•
TV continually creates moments that transcend the viewing experience and generates
enormous social buzz
•
Most importantly, TV advertising has constantly shown the ability to create real impact and
drive revenues in millennial-driven categories
4
*Millennial slang decoder: “Sitch” = situation
When It Comes To Video Consumption,
TV Is Still Millennials’ “Bae”
*Millennial slang decoder: “Bae” = Before Anything Else
Despite Some Thoughts To The Contrary, TV Reaches More
Adults 18-34 Now Than At The Start Of The Millennium
TV Cume Quarterly Reach (000)
61,692
65,068
36,941 37,684
24,751
27,384
A18-24
A25-34
1Q '02
A18-34
1Q '16
Source: Nielsen R&F Time Period Report; Live + 7, Total Day. Q1’02 & Q1’16 (each year represents 13 weeks in 1Q). 1Q’02 represents the earliest time period
for VAB-accessible Nielsen data
6
Although The Smartphone Is The Highest Reaching Device Among
Millennials, TV Remains “Queen ” Of Video Consumption
Average A18-34 Weekly Reach %
82.7%
75.2%
75.0%
50.4%
55.4%
45.2%
42.3%
28.8%
TV
TV-Connected
Devices
PC
PC Video
PC
*Millennial slang decoder: “Queen Bey”
33.0%
25.8%
PC Social
Network
23.7%
Smartphone
(App+Web)
Smartphone Smartphone
Tablet
Video
Social Network (App+Web)
Smartphone
Tablet Video
Tablet Social
Network
Tablet
= Beyoncé as leader of the “bey-hive;” pinnacle of greatness
Source: Nielsen Comparable Metrics Report Q4 2015; Data based on average week between October 26 – November 29, 2015. A18-34 UE = 72,850,000.
Video & Social Network is a subset of each device’s (App+Web). Nielsen does not break out a video subset for TV-Connected Devices.
7
Currently, TV Accounts For 88% Of Total Video Consumption
Among Millennials
% of A18-34 Video Consumption By Device
Based on Average Audience Per Minute
Tablet Video
2%
Smartphone Video
2%
TV
88%
PC Video
8%
Source: Nielsen Comparable Metrics Report Q4 2015; Data based on average week between October 26 – November 29, 2015. A18-34 UE = 72,850,000.
Video & Social Network is a subset of each device’s (App+Web). Video usage from TV-Connected Devices is not included as Nielsen does not break this figure out.
8
Millennials Spend Much More Time With TV On A Weekly
Basis Than Any Other Device
Average Weekly Minutes Spent By Device
Based on A18-34 Population
1,258
680
405
376
224
122
TV
TV-Connected
Devices
PC
PC Video
PC
37
PC Social
Network
156
32
Smartphone
(App+Web)
Smartphone Smartphone
Tablet
Video
Social Network (App+Web)
Smartphone
24
40
Tablet Video
Tablet Social
Network
Tablet
Source: Nielsen Comparable Metrics Report Q4 2015; Data based on average week between October 26 – November 29, 2015. A18-34 UE = 72,850,000.
Video & Social Network is a subset of each device’s (App+Web)
9
Every Other Device “Literally Can’t Even” When
Compared to TV’s Average Audience Among Millennials
Average A18-34 Audience Per Minute
9,091,706
4,911,597
2,927,624 2,719,969
1,615,846
880,552
TV
TV-Connected
Devices
PC
PC Video
268,320
PC Social
Network
PC
1,130,849
230,713
Smartphone
(App+Web)
Smartphone Smartphone
Tablet
Video
Social Network (App+Web)
Smartphone
176,151
289,724
Tablet Video
Tablet Social
Network
Tablet
*Millennial slang decoder: “Literally Can’t Even”= Can't deal or can't handle it.
Source: Nielsen Comparable Metrics Report Q4 2015; Data based on average week between October 26 – November 29, 2015. A18-34 UE = 72,850,000.
Video & Social Network is a subset of each device’s (App+Web)
10
Live Viewing Is “Live”: It Comprises A Vast Majority Of
Millennials’ Television Consumption
Time Spent Per Week (Hrs:Min) 1Q16
P18-24
P25-34
Live TV
14:48
20:25
Playback
1:30
3:01
91%
87%
% Live
*Millennial slang decoder: “Live”= refers to something as being cool or exciting, can also be interpreted as extreme / intense.
Source: Nielsen Total Audience Report, 1Q16
11
“High Key,” Ad-Supported TV Maintains A Large Time Spent
Advantage Against The Popular Internet Video Platform, YouTube
Time Spent = Commitment, Interest & Loyalty
Monthly “Time Spent” Average (Minutes per Viewer)
Ad- Supported TV
YouTube
4,226
3,646
2,839
871
18-24
Hrs:Min
Split:
47:19
14:31
77% / 23%
825
788
25-34
70:26
13:08
84% / 16%
18-34
60:46
13:45
82% / 18%
*Millennial slang decoder: “High Key”= the straight up truth and there’s no denying it.
Sources: Nielsen R&F Time Period Report Live+SD, Total Day 5/1-5/31/16; comScore Media Metrix (multiplatform) May 2016. Ad-supported TV = broadcast + cable TV
12
TV Brands Are “Next Level” Through Their MultiPlatform Audiences
*Millennial slang decoder: “Next Level” = to succeed or to maximize whatever it is you’re referring to
The Increase in Time Spent Watching Video On a Smartphone
Is “Cray”
% Change in Time Spent With Smartphone Video/Monthly
(1Q16 v. YAG)
40%
26%
A18-24
*Millennial slang decoder: “Cray” = crazy
Source: Nielsen Total Audience Report, 1Q16
A25-34
14
TV Is Well-Positioned In A Multiscreen World, With TV
Brands Ranking #1 Across Many Different Content Genres
Ranking by Internet Genre
A18-34
Top TV
Websites
Genre
Rank:
1st
Sports
1st
TV Entertainment
1st
Weather
1st
General News
1st
Food
Top TV
Websites
Genre
Rank:
1st
Family
& Youth
1st
Kids
1st
Home
2nd
Comedy
2nd
LGBT
15
Source: VAB analysis of multi-platform comScore data, March 2016 (ranking based on “total minutes viewed”)
In Fact, Multiple TV Brands Rank Among The Top Five
Sites Across These Genres
Top 5 Rank by Internet Genre
A18-34
Sports
Sports
TV Entertainment
Weather
General News
Food
ESPN
ABC Digital
The Weather Channel
ABC News
Food Network
Bleacher Report
(Turner)
NBCU Digital
Accuweather.com
CNN
AllRecipes.com
NBC Sports
FOX
Weatherbug.com
Buzzfeed
BlogHer - Food
CBS Sports
Freeform
Yahoo Weather
CBS News
Bon Appetit
NFL.com
GSN
MSN Weather
NBC News
MyRecipes
Family & Youth
Kids
Home
Comedy
LBGT
Disney Online
Disney Entertainment
HGTV
Resignation Media
Adam 4 Adam
Roblox.com
Roblox.com
Hearst Home & Family
Comedy Central
Logo Online
PBS Kids
PBS Kids
Houzz
Cracked
Totally LGBT
BabyCenter
TotallyKidz
Electus Digital
Here Media
TotallyKidz
Cartoon Network
Internet Brands Home
& Garden
eBaum’s World
PinkNews UK
Michaels.com
16
Source: VAB analysis of multi-platform comScore data, March 2016 (ranking based on “total minutes viewed”)
TV Brands Rank Among The Top 3 Downloaded Apps
Across The Most Popular Categories As Well
From Over 1,500,000 Apps:
Top 5 iPad Apps Downloaded
Sports
News
Weather
Finance
FOX Sports Go
CNN
The Weather Channel
Yahoo Finance
Netflix
Watch ESPN
Twitter
NOAA Weather Radar
CNBC
Amazon Video
ESPN
FOX News
WeatherBug
Bloomberg
Hulu
NBC Sports Live Extra
USA Today
MyRadar
MarketWatch
Watch ABC
PGA Tour Live
BBC News
AccuWeather
Dave Ramsey Show
HBO Go
Food
Kids 5 & Under
Long-Form Video
Home
Travel
Jamie Oliver’s Recipes
Houzz
Yelp
ABCmouse
Smule
Yummly Recipes
HGTV Watch
Trip Advisor
Nick Jr.
Yokee
Food Network
Homestyler Interior
Design
National Parks by
National Geographic
PBS Kids Video
The Voice: On Stage
Grilling: A Bon Appetit
Manual
Toca Kitchen Monsters
Music Maker Jam
Watch Travel Channel
Tiny Hands
DIY Watch
Zagat
Disney Spotlight
Karoake
Allrecipes
Panna
Karoake
Source: Apple app store 6/13/16; Most popular iPAD apps by category search term. Finance, Food, Home & Travel categories reflect editorial apps and excludes both
service apps and non-media, company-branded apps. Kids 5 & Under category reflects education subcategory.
17
When It Comes To Any Activity, Millennials Engage With TV Brands Much
More Than With The Four Portals, YouTube & Facebook Combined
Monthly Time Spent (May 2016)
(Average mins per visitor, Hrs: Mins)
TV Brands (TV + Internet) +
4 Portals + YouTube + FB
(Hrs: Mins)
175:32
131:34
Total Ad-Supported TV Brands
(Cable Nets+ MVPD’s + Broadcast: TV+
Web+Mobile)
4 Portals + YouTube + FB
(Hrs: Mins)
(Hrs: Mins)
139:45
88:48
42:46
35:47
Source: Nielsen Npower Live+7, Total Day, May 2016 A18-34, VAB analysis of comScore audience duplication May 2016 data, A18-34 (mediametrix,
multiplatform). Total Ad-Supported TV Brands represents all measured Ad-Supported Cable & Broadcast TV networks in Nielsen & measured TV
network / MVPD websites in comScore. Four Portals include AOL, Google, MSN & Yahoo!
18
Those 131 Hours of Avg. A18-34 Consumer Usage Split:
68% Ad-Supported TV & 32% 4 Portals + YouTube + Facebook
Monthly “Time Spent” (May 2016)
(Avg mins per visitor - Hrs:Min)
4 Portals
11:26
YouTube
13:45
Total
AdSupported
TV Brands
88:48
Facebook
17:35
Source: Nielsen Npower Live+7, Total Day, May 2016 A18-34, VAB analysis of comScore audience duplication May 2016 data, A18-34 (mediametrix,
multiplatform). Total Ad-Supported TV Brands represents all measured Ad-Supported Cable & Broadcast TV networks in Nielsen & measured TV
network / MVPD websites in comScore. Four Portals include AOL, Google, MSN & Yahoo!
19
Although Ad-Tech Platforms Are So “Thirsty” To Be
Considered Like TV Brands, Any Given Minute
Metrics Show There’s No Comparison
*Millennial slang decoder: “Thirsty” = referring to someone’s over-eagerness
Marketers Need To Keep A Few Things In Mind When They Hear AdTech’s Seemingly Impressive Stats Mentioned In Comparison To TV
Ad-Tech Platforms
Television
Unique Viewers
Average Audience
(rating)
Video / Page Views
Average Audience
(rating)
Streams
Average Audience
(rating)
Global Stats
U.S. Audience
First Party Unaudited Data
Third Party Audited Data
(universe)
21
Therefore, Comparable Metrics Should Be Utilized To Level The
Playing Field Across Screens & Platforms
To create a singular language for comparison purposes, metrics commonly associated with
only one type of content – such as video starts, page views or streams – need be set aside in
favor of measurements that are equally applicable across media.
So what are these equally applicable measurements?
•
Unique Audience (Reach): the number of adults who view a given platform or piece of
content during a specified time period (daily, weekly, monthly)
•
We’d stress audience over reach % since a percentage can vary based on the universe
•
Average Time Spent Per Visitor / Viewer: the measure of time spent engaging with each
platform or piece of content by person during a specified time period
•
Total Minutes Spent: the measure of total time spent engaging with each platform or
piece of content by everyone who has engaged with it during a specified time period
•
Average Audience: the measure of adults engaging with each platform or piece of
content in an average minute during a specified time period
22
Ultimately, Average Audience Is A Dynamic Comparable Metric
That Can Equivilize Relative Scale Across Platforms & Programs
Average Audience is a formula that takes into consideration three critical measurements
that are applicable across media – unique audience, average minutes viewed and total
minutes.
Here’s the formula:
First Step:
Unique Audience
X
Average Minutes Viewed/Per Visitor
=
Total Minutes Viewed
=
Average Audience
Second Step:
Total Minutes Viewed
/ Total Minutes In Measured Time Period
(ex. 44,640 in a 31-day month)
In our analyses, “average audience” is factored based on a 24-hour day for digital properties since they’re “always on” and the average during the
totality of time that a network or program is on the air
To an advertiser, scale of available customers and driving those customers into sales channels on
any given day, in any given minute is what matters and this relative scale (reach + time spent) is
the key denominator in being able to drive enough traffic into the sales channel every day.
23
*“Average Audience” is also a key metric used in the “How Long” section of Nielsen’s Quarterly Comparable Metrics Report
Against Millennials, Multi-Screen TV Brands Deliver An Average
Audience That’s On Par With 20 Popular Websites Combined
A18-34 Average Audience (000) Comparison
Ad-Supported TV Brands Vs. Popular Websites
“Any Given Minute”
Audience
Multiscreen (TV + online)
Digital Properties
Source: comScore MediaMetrix Key Measures (multiplatform), May 2016; A18-34. Nielsen R&F Time Period Report, Live + SD, Total Day, May 1-31, 2016; A1834. “Average Audience” is based on the average minute, which is factored across the full month for websites and TV. Multiscreen TV Brands include linear TV
and TV-related websites. Digital website measurement includes all visitor activity, not just video consumption.
24
THE MILLENNIAL MINUTE:
What Platforms Get The Millennial Audience At Any Given Moment?
A18-34 Average Audience (000) Comparison
Ad-Supported TV Brands Vs. Popular Websites
5,699.2
Multiscreen (TV + online)
“Any Given Minute”
Audience
1,636.3
1,304.7
1,290.1
412.2 386.1 357.0 331.8
TV Brands
Facebook
YouTube
Pandora
Google
Spotify
Instagram
Snapchat
113.9 109.7 73.0 67.3 64.7 53.7 43.7 31.9 29.8 29.3 25.2 21.3 12.7
Yahoo.com
Twitter
Pinterest
Tumblr
Amazon
Twitch
Skype
VEVO
WhatsApp
Craigslist
Buzzfeed
Imgur
Source: comScore MediaMetrix Key Measures (multiplatform), May 2016; A18-34. Nielsen R&F Time Period Report, Live + SD, Total Day. May1-31, 2016; A18-34.
“Average Audience” is based on the average minute, which is factored across the full month for websites and TV. TV Brands include linear TV and TV-related
websites. Digital website measurement includes all visitor activity, not just video consumption.
25
eBay
Only Three Of The Most Popular Younger-Skewing Websites
Would Rank Within TV’s Top 100 Programs Against Millennials
Where Would Top Websites Rank Among Ad-Supported TV Programs?
Based on A18-34 Average Audience
Source: comScore MediaMetrix Key Measures (multiplatform), May 2016; A18-34. Nielsen Npower, Live + SD, Total Day. May 1-31, 2016; A18-34.
“Average Audience” is based on the average minute, which is factored across the full month for websites and across program run time for TV.
Digital website measurement includes all visitor activity, not just video consumption.
26
PLATFORMS VS. PROGRAMS:
What Is A Comparable TV Program Based On A Website’s Average Audience?
A18-34 Average Audience Comparison
Popular Websites Vs. Comparable Ad-Supported TV Programs
Source: comScore MediaMetrix Key Measures (multiplatform), May 2016; A18-34. Nielsen Npower, Live + SD, Total Day. May 1-31, 2016; A18-34.
“Average Audience” is based on the average minute, which is factored across the full month for websites and across program run time for TV.
Digital website measurement includes all visitor activity, not just video consumption.
27
Applying Comparable Metrics To The Ad-Tech Platforms Who Made
TV-Like Proclamations During The 2016 Digital Content NewFronts
28
28
TV Brands Deliver More Millennials Than Any Ad-Tech Platform
Most of Ad-Tech’s claims around “bigness” center on one metric – one time only reach – which TV
continues to lead
A18-34 Monthly Unique Reach (000)
Ad-Supported TV Brands Vs. Ad-Tech Platforms
73,186.6
71,452.1
69,772.9 69,001.2
Multiscreen (TV + online)
57,227.2
51,190.2
48,634.0 47,888.9
32,220.6
30,704.4
24,629.5
22,296.1
17,637.1 17,297.4
15,207.5
12,188.3
10,598.2 10,016.0
6,399.0
3,216.1
TV
Brands
Source: comScore MediaMetrix Key Measures (multiplatform), March 2016; A18-34. Nielsen NPower / R&F Program Report, Live + SD, Total Day. March 1-31,
2016; A18-34. TV Brands include linear TV and TV-related websites. Digital platform measurement includes all visitor activity, not just video consumption. AdTech platforms like AOL & Yahoo! include all sites measured under their property designation in comScore.
29
3,162.5
Millennials Spend Much More Time With TV Brands Than They Do
With Any Ad-Tech Platform
Comparing TV Brands’ “Drive-In” Commitment Levels To Digital Platforms’ “Drive-Thru” Experiences
A18-34 Monthly Average Minutes Per Viewer/Visitor
Ad-Supported TV Brands Vs. Ad-Tech Platforms
Multiscreen (TV + online)
3,374.1
1,071.6
755.0
Less than the length of one hour-long TV episode over the course of a month
279.4
240.0
184.4
147.7
90.7
64.0
55.8
28.8
27.0
20.3
18.2
8.3
7.6
7.5
7.4
7.2
4.4
2.6
TV
Brands
Source: comScore MediaMetrix Key Measures (multiplatform), March 2016; A18+. Nielsen R&F Program Report, Live + SD, Total Day. March 1-31, 2016; A18+.
TV Brands include linear TV and TV-related websites. Digital platform measurement includes all visitor activity, not just video consumption. Ad-Tech platforms
like AOL & Yahoo! include all sites measured under their property designation in comScore.
30
Therefore, Ad-Tech Platforms Do Not Have Anywhere Near The Millennial
Audience Scale That TV Brands Deliver During Any Given Minute
Similar audience gap between TV Brands & Ad-Tech platforms utilizing March ‘16
data as there was for the original “Any Given Minute” analysis in December ‘15
A18-34 Average Audience (000)
Ad-Supported TV Brands Vs. Ad-Tech Platforms
5,531.8
Multiscreen (TV + online)
“Any Given Minute”
Audience
1,674.9
1,208.5
320.4
285.0
160.9
37.0
34.4
29.0
24.8
19.0
6.5
5.4
4.6
4.3
3.7
3.0
3.0
2.0
1.4
0.6
TV
Brands
Source: comScore MediaMetrix Key Measures (multiplatform), March 2016; A18-34. Nielsen R&F Program Report, Live + SD, Total Day. March 1-31, 2016; A18-34.
“Average Audience” is based on the average minute, which is factored across the full month for ad-tech platforms and TV. TV Brands include linear TV and TVrelated websites. Digital platform measurement includes all visitor activity, not just video consumption. Ad-Tech platforms like AOL & Yahoo! include all sites
measured under their property designation in comScore.
31
There’s A Definite Audience Advantage Among Select Highly-Rated A18-34
TV Programs Vs. Top Ad-Tech Platforms
TV Program
Average Audience
Advantage
Ad-Tech
Platform
TV Program
(1,674.9)
(793.1)
1.3x
1.7x
(1,208.5)
10.6x
(320.4)
(37.0)
(392.2)
11.2x
2.8x
(888.5)
(285.0)
(498.3)
3.9x
(1,234.1)
(285.0)
(537.3)
1.2x
(1,394.6)
(320.4)
1.9x
(1,208.5)
(1,618.1)
Ad-Tech
Platform
2.5x
1.7x
(2,875.0)
Average Audience
Advantage
(320.4)
(323.8)
(#) = A18-34 average audience (000)
Source: comScore MediaMetrix Key Measures (multiplatform), March 2016; A18-34. Nielsen Npower, Live + SD, Total Day. March 1-31, 2016; A18-34. “Average Audience” is based on the average minute,
which is factored across the full month for ad-tech platforms and across program run time for TV. Digital platform measurement includes all visitor activity, not just video consumption.
(29.0)
32
PLATFORMS VS. PROGRAMS:
So What Is A Comparable TV Program Based On An Ad-Tech Platform’s
Average Audience?
In many instances, older-skewing, “off-target” TV programming actually deliver higher Millennial average
audiences than the more targeted ad-tech platforms
A18-34 Average Audience (000) Comparison
Popular Ad-Tech Platforms Vs. Comparable Ad-Supported TV Programs
Source: comScore MediaMetrix Key Measures (multiplatform), March 2016; A18-34. Nielsen Npower, Live + SD, Total Day. March 1-31, 2016; A18-34.
“Average Audience” is based on the average minute, which is factored across the full month for ad-tech platforms and across program run time for
TV. Digital platform measurement includes all visitor activity, not just video consumption. Ad-Tech platforms like AOL & Yahoo! include all sites
measured under their property designation in comScore.
33
TV Brands Are Anything But “Basic”
*Millennial slang decoder: “Basic” = unoriginal, someone who likes something that is just so mainstream that it’s boring and loses all individuality
TV Brands Offer A Wide Range Of Unique, Innovative,
Exciting & Edgy Programming…
…With Content That’s “Gucci” Existing Across All TV Genres
*Millennial slang decoder: “Gucci” = awesome, cool
There Really Is No Comparison Between TV Brands’
“Lit” Programming & YouTube’s Disjointed Content
TV Brands
*Millennial slang decoder: “Lit” = refers to something that is pretty amazing.
Marketers Should Stay “Woke” That A YouTube MCN Brand Is
Actually An Aggregation Of Thousands of (Mostly UGC) Channels
Abbreviated Channel List By Network
- Tobuscus (6M)
- Bart Baker (4M)
- Stampylonghead (4M)
- TheDiamondMinecart (4M)
- Bad Lip Reading (3M)
- Glozell Green (3M)
- Kassem G (2M)
- ERB (1M)
- Westfesttv (1M)
- HuskyStarcraft (889k)
- Katilette (667k)
- Gardea23 (624k)
- Polaris (619k)
- ItsMyRayeRaye (595k)
- EpicLloyd (475k)
- HeyKayli (422k)
- The Platform (379k)
- CarlieStylez (345k)
- Kandeeland (325k)
- The Mom’s View (316k)
- DaveChaos (293k)
- Animonster (306k)
- MakerMusic (235k)
- Mary Doodles (231k)
- Bobbylee (145k)
- FriendlyPaw (138K)
- Caroonium (100k)
- Maker Gen (100k)
- SanctionedTV (14k)
- David Barbara (5k)
- The Daily Connoisseur (18k)
- Emily Valentine (1K)
- Emily Hughes (436)
- TheFineBros (10M)
- fouseyTube (4M)
- Shane (4M)
- megannicolesite (2M)
- TiffanyAlvord (2M)
- our2ndlife (2M)
- Tyler Ward Music (1M)
- WHATTHEBUCKSHOW (1M)
- DavidSoComedy (947k)
- TantrumJas (877k)
- Avbyte (752k)
- Casey Holmes (747k)
- COOP3RDRUMM3R (503k)
- Jefferson Bethke (490k)
- AverageBroTV (487k)
- Chrissy Costanza (395k)
- 5secondfilms (385k)
- Rachel Ballinger (357k)
- RAJIV DHALL (356k)
- Matt Stonie (337k)
- FrankieJGrande (312k)
- Brittani (278k)
- Lycia Faith (154k)
- Molo Nation (102k)
- AndrewQuo (80k)
- Siennaspaldingtv (69k)
- Digital Tour Bus (33k)
- Glitterglam95 (25k)
- Erik Shaw (15k)
- Soulection (10k)
- Collegefession (6k)
- Derrion Tolanski (6k)
- FullscreenCommunity (1K)
- RayWilliamJohnson (10M)
- Rooster Teeth (7M)
- machinimarespawn(2M)
- MachinimaRealm (2M)
- Dane Boe (1M)
- Happyhour (1M)
- Nerdist (1M)
- Tiesto (1M)
- deadmau5 (807K)
- Inside Gaming (630k)
- xSGTxSMURFx (590)
- PressHeartToContinue (522k)
- Machinima ETC (412k)
- Samandniko (336k)
- Black Nerd Comedy (321k)
- ThatGuyWhoCamps (314k)
- MachinimaVS (227k)
- MachinimaLatino (180k)
-ItsJustSomeRandomGuy(176k)
- AndrewQuo (80k)
- RCSuperPowers (70k)
- Team Respawn (66k)
- Ken Burton (48k)
- xCaliGrrlx (11k)
- Danstreet123 (7k)
- Ash Sowesby (6k)
- LenzyDaGreat (5k)
- Radnerdtv (4k)
- JustinIsAProdigy (3k)
- ApoKHD(798)
- ting6345 (733)
- Energizer (354)
- NothingtodowithCats (111)
- Rooster Teeth (7M)
- Simons’s Cat (3M)
- Dane Boe (1M)
- DotaCinema (1M)
- Element Animation (1M)
- Improv Everywhere (1M)
- VintageBeef (1M)
- xRpMx13 (1M)
- Na’Vi.Dota 2 (914k)
- Jumpinthepack (797k)
- PauseUnpause (641k)
- GuudeBoulderfist (464k)
- TheDevildogGamer (435K)
- OK Go (414k)
- TGN (395k)
- First Person Troller (384k)
- Team Epiphany (342k)
- TheMinecraftHippie (326k)
- OMGitsfirefoxx (294k)
- Sparkles – CSGO&more (286k)
- AgentXPQ (276k)
- BajheeraWoW (235k)
- stonewall008 (187k)
- NukemDukem (169k)
- HaloFollwer(167k)
- Golden GS (134k)
- TCTNGaming (122k)
- The Solar Gamer (86k)
- OneCheesyMofo (81k)
- Cutewithchris (33k)
- EmpowerYourBody (24k)
- Blackdogfilms (1k)
- The DanseSociety (30)
- RocketJump (7M)
- Epic Meal Time (6M)
- Annoying Orange (4M)
- Cinema Sins (3M)
- CorridorDigital (3M)
- HouseholdHacker (2M)
- Wassabi Productions (2M)
- JustKiddingFilms(1M)
- Lindsey Hughes (980k)
- Node(976k)
- HollywireTV (879k)
- Rob Dyke (758k)
- iSekC (751k)
- Alexa Losey (474k)
- BaratsAndBereta (417k)
- Beatdownboogie (393k)
- Pogo (380k)
- Goldiestarling (371k)
- Andrewmfilms (328k)
- Bart Kwan (302k)
- Inside the Magic (284k)
- Yourharto (283k)
- Gina Morano (263k)
- BloodBlitz (208k)
- The Axis of Awesome (206k)
- RUNAGROUND (179k)
- Jhaller (153k)
- LazyPillow (135k)
- Belated Media (118k)
- TVNweather (112k)
- Lena Danya (101k)
- Alligator Tub (94k)
- Film4 (70)
- UltraMusic (2M)
- Colinfurze (709k)
- Unicoos (349k)
- Musical Freedom (252k)
- What’s Trending (151k)
- Ashley Mardell (106k)
- PM Recordings(40k)
- Video Creators (31k)
- Justkissmyfrog (20k)
- SshakeTV (9k)
- Flyotw Film( 8k)
- JimbleJam (7k)
- Alexxparkour (6k)
- Jaguar Skills Videos (6k)
- Matthias Mayer (6k)
- Nikki Yanofsky (6k)
- Funk Stylers TV (5k)
- Flair20TV (4k)
- Mick Woods (4k)
- NextTime onLonny (4k)
- N1Project (3k)
- ILUVLIVE (2k)
- Leoleove (2k)
- OfficiallyEricJoel (1k)
- Sarah Grimstone (1k)
- NFoxMUA (885)
- BairesFamilyMedia (880)
- Tiny Bag Productions (414)
- CHOKOHAYS (397)
- FourFourTwoUK (394)
- fdsmusiclabel(91)
- Empire Divide (77)
- Cristian Jermane (66)
Plus 1,600+
More Channels
Plus 5,000+
More Channels
Plus 30,000+
More Channels
Plus 74,000+
More Channels
Plus 1,190+
More Channels
Plus 7,500+
More Channels
38
*Millennial slang decoder: “Woke” = being aware and knowledgeable about a topic or type of person
(#) = YouTube channel subscribers
“Dat Integration Doe”: TV Brands’ Advantage Over YouTube
TV integrations live in brand safe environments and can be seamlessly woven into show segments or program storylines
TV Brands
*Millennial slang decoder: “Dat (word) Doe” = That (word) though, used to emphasize that something is particularly awesome. “Sus” = an abbreviation of “suspect” or
“suspicious,” a word to describe a shady situation; “Bootleg” = not genuine, fake
39
TV Brands “Slay” The Millennial Content Game
*Millennial slang decoder: “Slay” = to describe doing such great work or just being awesome at something
Millennials Everywhere: Dozens Of Top Young Talent Can
Be Found Starring In TV Shows Across Screens
Abbi Jacobson, Ilana Glazer
“Broad City”
Eliza Taylor
“The 100”
Grant Gustin
Adam Devine, Anders Holm, Blake Anderson
“The Flash”
“Workaholics”
Dove Cameron
“Liv and Maddie”
Eden Sher
“The Middle”
Note: Sample of Millennial Aged (18-34) TV Talent
41
10 vs. 10 Analysis:
Quantifying Millennial-Focused TV’s Exposure & Engagement
Many Of Today’s Most Well-Known Millennial Stars Reside On TV
•
With high production values, engaging storylines and relatable personalities, TV shows like
Freeform’s Pretty Little Liars, Comedy Central’s Broad City and CW’s Jane The Virgin are quite
popular among Millennials
Just How Popular Are These Millennial-focused TV Shows?
•
In a custom analysis, we quantify this by showing TV programs’ advantage on key audience,
commitment and engagement metrics against top YouTube channels and their personalities
10 Millennial-Focused TV Shows Vs. 10 Top Personality-driven YouTube Channels
“Millennial-Focused TV” = TV shows featuring millennial-aged personalities targeted to a millennial audience
42
The Findings: Millennial-Focused TV Shows & Their Stars Dominate
The Most Popular YouTubers Across Key Metrics
•
Based on our “10 vs. 10” analysis of Millennial TV shows and their stars vs. Top
YouTube channel & their personalities, it’s clear that TV has a significant
audience, commitment & engagement advantage even though YouTubers typically
produce more pieces of content on average:
•
Audience
•
•
•
Commitment & Consumption (“Time Spent”)
•
•
A TV show’s monthly audience on average is 50% higher than the average
YouTube channel’s video views
The audience for an average TV episode is almost 6x higher than the views for an
average YouTube video
Even if every new YouTube video view was viewed to completion in November, TV
would still hold an almost 7-to-1 advantage on “time spent” between the
average TV show and the average YouTube channel
Social Following
•
Although these popular YouTube personalities are inherently digital and “social,”
Millennial-aged TV stars average 7% more Twitter followers
43
“Millennial-focused TV” = TV shows featuring millennial-aged personalities targeted to a millennial audience
When It Comes To New & Original Content, Millennial-Focused TV
Shows Deliver A Much Higher Audience Than Top YouTube Channels
TV Shows
Broad City
Avg. TV Show Total Audience vs. Avg. YouTube Channel Total Video Views
Average Monthly Cume
YouTube Channels
41.5M
Jane The Virgin
Jenna Marbles
Michelle Phan
Ray William Johnson
KSI
27.7M
Workaholics
Pretty Little Liars
The Daily Show Vampire Diaries
The Fine Bros
Ryan Higa
Supergirl
Empire
Shane Dawson
Bethany Mota
Total Divas
Awkward
PewDiePie
Smosh
"TV 10" Show Average
"YouTube 10" Average
Highest Audience / Views
111.5M - Supergirl
113.9M - PewDiePie
Lowest Audience / Views
10.2M - Awkward
1.7M – Michelle Phan
*Audience (impressions) can be duplicative [unique reach x # of times viewed a program(s) = audience]
Source: VAB Analysis of Nielsen Npower / R&F Program Report, Live + SD, 11/1/15 – 11/30/15 (Broad City, Workaholics – 3/1/15 – 3/30/15; Total Divas (9/1/15 – 9/30/15); P2+
(original episodes and their encores only); and analysis of YouTube channel video views during November 2015 (new videos posted in November 2015 only). #M = millions.
TV figures are U.S. only while YouTube numbers are global. TV show figures are based on linear TV viewing only and don’t account for viewership from other cross-platform sources.
44
Millennial-Focused TV Shows’ Audience & Reach Advantage Is
Much Larger On A Per Piece Of Content Basis
Avg. TV Program Audience (IMPs) Per Episode vs. Avg. YouTube Views Per Video
TV Shows
Broad City
Jane The Virgin
Workaholics
Pretty Little Liars
9.3M
YouTube Channels
The Daily Show Vampire Diaries
Supergirl
Empire
Total Divas
Awkward
1.6M
"TV 10" Show Average
Jenna Marbles
Michelle Phan
Ray William Johnson
KSI
The Fine Bros
Ryan Higa
Shane Dawson
Bethany Mota
PewDiePie
Smosh
"YouTube 10" Average
Highest Avg. Audience /
Views per Episode
25.5M - Empire
2.8M – Ryan Higa
Lowest Avg. Audience /
Views per Episode
3.4M - Awkward
378K – Ray William Johnson
*Video views and audience (impressions) can both be duplicative [unique reach x # of times viewed a program(s) = audience]
Source: VAB Analysis of Nielsen Npower / R&F Program Report, Live + SD, 11/1/15 – 11/30/15 (Broad City, Workaholics – 3/1/15 – 3/30/15; Total Divas (9/1/15 – 9/30/15); P2+
45
(original episodes and their encores only); and analysis of YouTube channel video views during November 2015 (new videos posted in November 2015 only). #K = thousands; #M = millions.
TV figures are U.S. only while YouTube numbers are global. TV show figures are based on linear TV viewing only and don’t account for viewership from other cross-platform sources.
Even If Every View For A New YouTube Video Was Viewed To 100%
Completion, Time Spent Would Still Pale In Comparison To MillennialFocused TV Shows
With the much higher “time spent,” the bond forged with Millennial TV stars is much stronger than with YouTubers
Average Total Minutes Viewed
TV Shows
YouTube Channels
1.0B
Broad City
Jane The Virgin
Workaholics
Pretty Little Liars
The Daily Show Vampire Diaries
Supergirl
Empire
Total Divas
Awkward
150.2M*
"TV 10" Show Average
Jenna Marbles
Michelle Phan
Ray William Johnson
KSI
The Fine Bros
Ryan Higa
Shane Dawson
Bethany Mota
PewDiePie
Smosh
"YouTube 10" Average
Highest Time Spent
3.4B– Empire
710.7M– PewDiePie
Lowest Time Spent
165.3M– Awkward
6.8M– Michelle Phan
*YouTube’s “total minutes viewed” is based on the length of all new videos released in Nov ’15, multiplied by the # of views and averaged across the 10 channels
(assumes 100% completion rate)
Source: VAB Analysis of Nielsen Npower / R&F Program Report, Live + SD, 11/1/15 – 11/30/15 (Broad City, Workaholics – 3/1/15 – 3/30/15; Total Divas (9/1/15 – 9/30/15); P2+
46
(original episodes and their encores only); and analysis of YouTube channel video views during November 2015 (new videos posted in November 2015 only). #B = billions; #M = millions.
TV figures are U.S. only while YouTube numbers are global. TV show figures are based on linear TV viewing only and don’t account for viewership from other cross-platform sources.
Millennial-Aged TV Stars Even Have A Larger Social Following Than
Top YouTube Personalities
Impressively, Millennial stars from the 10 TV programs analyzed average more Twitter followers than
the top digital-based YouTubers
Average Twitter Followers
Millennial TV Stars
2.9M
Trevor Noah
The Daily Show
Ian Sommerhalder
Vampire Diaries
YouTube Channels
2.7M
Lucy Hale
Pretty Little Liars
Jenna Marbles
Michelle Phan
Ray William Johnson
KSI
Ashley Benson
Pretty Little Liars
The Fine Bros
Ryan Higa
Ashley Rickards
Awkward Melissa Benoist
The Bella Twins
Supergirl
Total Divas
Shane Dawson
Bethany Mota
Nina Dobrev Jussie Smollett Adam Devine
Empire
Vampire Diaries
Workaholics
PewDiePie
Smosh
"TV 10" Personalities Avg
Highest Twitter
Followers
6.2M – Ian Somerhalder
Lowest Twitter
Followers
537K– Ashley Rickards
"YouTube 10" Personalities Avg
7.0M – PewDiePie
(The Vampire Diaries)
677K – Michelle Phan
(Awkward)
47
Source: VAB Analysis of Millennial-aged TV and YouTube Personalities’ Twitter Accounts, November 2015.
TV Consistently “Breaks The Internet”
*Millennial slang decoder: “Breaks The Internet” = when something that happens becomes extremely popular because people won’t stop talking about it online.
Whether It’s Live Events Or Scripted Series, TV Creates
Moments That Makes The Internet Say “Yaaass”
Ellen takes the world’s most famous
selfie at the Oscars
Caitlyn Jenner’s interview with
Diane Sawyer
Steve Harvey announces the wrong
winner at 2015 Miss Universe
President Debate moments – like the
Trump/Carson awkward high-five
Kanye West “announces” his 2020
Presidential bid at the VMAs
Any pivotal scene on Empire
Breaking Bad Series Finale
Malcolm Butler’s last minute INT in
Super Bowl XLIX
49
*Millennial slang decoder: “Yaaass” = Yes, but with much more enthusiasm and excitement
TV’s Impact Within Millennial-Driven Categories Is
“On Fleek”
• Daily Fantasy Sports
• Mobile Apps (Games specifically)
• Political Elections (“Get Out The Vote”)
*Millennial slang decoder: “Fleek” = meaning something is just perfect; on point.
Daily Fantasy Sports
TV’s Effectiveness Turns The Category Into A Major Player
Daily Fantasy Sports (DFS) went largely under the radar with consumers for its first eight
years of existence until capital investment made it possible for the major websites to spend
significantly in TV
The results from the two main players – FanDuel & DraftKings – spending $300+ million
collectively in TV over the last three years led to unprecedented growth in users,
engagement and revenues
It’s clear that this growth would not have happened without the category’s immense, deep
push into TV to reach their primary target, Millennials
Click below for the full analysis from the report “Proving TV Is No Gamble: How Daily
Fantasy Sports Became A Big Winner With Millennials”:
http://www.thevab.com/wp-content/uploads/2016/01/Daily-Fantasy-Sports-final.pdf
51
Daily Fantasy Sports (DFS) = subset of fantasy sport games where players compete against others by building a team of pro athletes from a particular league or competition and earn
points based on their performance. DFS is an accelerated variant of traditional fantasy sports that are conducted over short-term periods such as a week or single day of competition.
Daily Fantasy Sports: Demographics
Players Are Overwhelmingly Millennials
2 out of every 3 DFS players are between the age of 18-35; with over 50% between 25-35
DFS Player Age Ranges
51 or older
(6%)
Under 18
(0%)
18-24
(13%)
41-50
(15%)
25-30
(26%)
36-40
(15%)
31-35
(25%)
52
Source: Eilers Research “Daily Fantasy Sports Player Survey – 2015” (n = 1,243)
Daily Fantasy Sports: History
An Influx Of Major Capital Investment Enabled The Two Main DFS
Sites To Launch High-Reach TV Campaigns
In fact some investors, looking for both quick and sustainable ROI, made their funding contingent on
guaranteed TV spend by the DFS sites in order to drive growth and generate more revenue
Over $300 Million has been invested in TV in only the last three years; $200 million of which
was spent in 2015
FanDuel & DraftKings: Investor Funds Raised Vs. TV Expenditures
March 2013 – September 2015
Rolling / Aggregated Totals
Source: Nielsen AdIntel (broadcast TV, cable TV, Spanish language broadcast TV, Spanish language cable TV, syndication TV, spot TV). “Cume TV Spend” reflects aggregated /
rolling total. Legal Sports Report, Funds raised includes both seed and various Series A-E investments
53
Daily Fantasy Sports: Television Buys
Both Major DFS Sites Have Diversified TV Buys, Well Beyond Just
Sports Programming
Although Sports is their primary genre by far ($225MM+), FanDuel & DraftKings have also collectively
spent over $75 million in entertainment and news programming between Jan 2013 – Sept. 2015
FanDuel & Draftkings: % of TV Spending by Entertainment & News Genre
2013 – Sept 2015
Films (20%)
Misc
(1%)
Specials
(1%)
Drama
(17%)
• Collectively aired on 81 TV
networks since 2013
• 37 nets had sports programs
News
(2%)
Talk / Variety /
Game Shows (4%)
Music
(8%)
To maximize reach, the websites
buy deep for both Sports &
Entertainment/News:
Comedy
(17%)
• Active on 71 networks in 2015
alone
• 33 nets had sports programs
Animation (15%)
Documentary
(16%)
54
Source: Nielsen AdIntel (national TV only = broadcast TV, cable TV, Spanish language broadcast TV, Spanish language cable TV)
Daily Fantasy Sports: Television’s Impact
Aggressive TV Investment Led to Explosive User Growth Over A Very
Short Period Of Time
Although digital spend was happening for years, key website metrics did not explode until there was
meaningful TV investment
FanDuel & DraftKings
Cume TV
spend
$324MM
Unduplicated Unique Website Visitors (000)
Cume TV
spend
$132MM
Reported digital
spend began
January 2010
Cume TV spend
< $1MM by
March ‘13
Cume TV
spend
$37MM
Digital Spending In Every Month Throughout Time Period
Not
Measured
Not
Measured
Not
Measured
Not
Measured
Source: comScore MediaMetrix Key Measures - FanDuel and DraftKings, P2+; Nielsen AdIntel (broadcast TV, cable TV, Spanish language broadcast TV, Spanish language cable TV,
syndication TV, spot TV). “Cume TV Spend” reflects aggregated / rolling total
55
Daily Fantasy Sports: Results
TV’s Impact On Key Website Metrics Is Undisputed
A two year comparison of key metrics between when the media buy was prominently digital (2013) and
now when it’s heavy TV (2015) shows just how much growth has skyrocketed
FanDuel & DraftKings Key Website Metrics
September 2013 vs. 2015
Metric
Funds Raised =
Two-Year Increase*
12x
TV Spend =
21x
Unduplicated Unique Visitors =
Total Minutes (MM) =
Average Minutes Per Visitor =
47x
71x
1.4x
Cume TV Spend
by Sept ‘13: $15.7MM
by Sept ‘15: $324.2MM
*Sept’15 vs. Sept’13
Source: comScore MediaMetrix Key Measures - FanDuel and DraftKings, P2+. Nielsen AdIntel (broadcast TV, cable TV, Spanish language broadcast TV, Spanish language cable TV,
syndication TV, spot TV). “Cume TV Spend” reflects aggregated / rolling total
56
Mobile Apps
The TV-Traffic Correlation
With the ubiquity of smartphones, mobile apps are flooding the marketplace with over
1,000 being added to the Apple app store each day. It’s now become crucial for app
developers to build large audiences quickly in hopes of monetizing their product and
maximizing their investment.
Because of this, the category has been increasingly turning towards the power of TV
advertising to increase downloads, visits and in-app purchases and now collectively spends
almost $1 billion annually in the medium.
For this analysis, we looked at a cross-section of 60 mobile apps in 10 categories – brands
that live as an app only, brands that have a mix of browser and app access and brands
that have an app supporting their bricks & mortar presence – and specifically isolated
mobile app only TV spending and traffic of each brand.
Click below for the full analysis from the report “What’s App’ning!! The TV-Traffic
Correlation For Mobile Apps”:
http://www.thevab.com/wp-content/uploads/2016/06/VAB-Whats-Appening.pdf
57
Mobile Apps: Demographics
Millennials Represent Almost Half Of Those Who Actively Use
Mobile Apps
Used A Mobile App On A Smartphone In Last 30 Days
A55-64
10%
A65+
4%
(21 index)
(61 index)
%
A18-24
20%
(156 index)
A45-54
16%
A18-34
48%
(91 index)
(157 index)
A25-34
28%
A35-44
22%
(158 index)
(131 index)
When looking at specific categories, “gaming” app usage skews even more towards Millennials as
they’re 71% more likely to actively use them than the average population
58
Source: 2015 GfK MRI Doublebase; A18+
Mobile Apps: History
Category Now Collectively Spends Nearly $1 Billion On TV Ads
As smartphone penetration matured, the app category grew from one TV advertiser to almost 400 in
six short years as more brands look to Television to drive downloads, usage and, in many cases, in-app
purchases
Mobile App Category
Six-Year Total TV Spend (000)
$992,308.5
$679,114.1
$299,104.8
$565.3
# of Apps
$2,370.1 $36,494.1
$81,388.8
2009
2010
2011
2012
2013
2014
2015
1
4
38
128
178
265
395
59
Source: Nielsen AdIntel. Total TV includes cable TV, broadcast TV, Spanish language cable TV, Spanish language broadcast TV, syndication TV, cable TV
Mobile Apps: Television Buys
The App Category Buys Deep In TV To Build Scale And Maximize
Reach Across A Variety of Networks And Genres
In 2015, mobile app advertising appeared on over 120+ national TV networks across over 13 sub-genres
•
Including live sports, talk/variety, dramas, comedies, films, kids, music, news, documentaries, adult animation
Mobile App Category
# of Nat’l TV Networks With App Advertisers
122
105
123
110
Reflects 100%
of Nielsenmeasured
networks
68
2011
2012
2013
2014
2015
60
Source: Nielsen AdIntel (national TV only = broadcast TV, cable TV, Spanish language broadcast TV, Spanish language cable TV)
Mobile Apps: Television’s Impact
Games Segment Findings: 86% Correlation Among 21 Apps
18 of the 21 Mobile “Games” Apps (86%) Analyzed Exhibited a Direct Correlation
Between TV Spend & App Traffic
3 Brands
18 Brands
“TV Off” Months Led To
“TV On” Months Led To
In Monthly Unique Visitors
In Monthly Unique Visitors
No correlation between “TV Off” & “TV On” Months
Vs. Monthly Unique Visitors
Games
Line: Disney
Tsum Tsum
Pet Rescue Saga
Sources: Nielsen AdIntel, (web-based app game product category), TV spend
(cable TV, broadcast TV, Spanish language cable TV, Spanish language broadcast
TV, syndication TV, spot TV); October 2014 – December 2015. comScore mobile
metrix media trend (application access only), unique visitors (P2+), October 2014 –
December 2015. Analysis is based on average comparison of monthly unique
visitors for “When TV Off” vs. “When TV On” months of activity.
61
Mobile Apps: Television’s Impact
TV Spend Impact On The 18 Games Apps With A Definitive
Correlation
18 Mobile Games App Advertisers: Unique Visitors vs. TV Spend
“When Off” & “When On” TV During 15 Month Time Period (Oct. ‘14 – Dec. ’15)
“When Off” TV Months
“When On” TV Months
18 “Correlation”
Advertisers
18 “Correlation”
Advertisers
-23% less Unique Visitors
+30% more Unique Visitors
+$1.9MM TV Spend
(on average)
(on average)
Sources: Nielsen AdIntel, (web-based app game product category), TV spend (cable TV, broadcast TV, Spanish language cable TV, Spanish language broadcast TV, syndication TV, 62
spot TV); October 2014 – December 2015. comScore mobile metrix media trend (application access only), unique visitors (P2+), October 2014 – December 2015. Analysis is based on
comparison of average monthly unique visitors for “When TV Off” vs. “When TV On” months of activity.
Mobile Apps: Television’s Impact
Select Examples of Demonstrated TV Spend / Traffic Correlation
“When On” / “When Off” Comparison
Avg Mnthly Unique Visitors (000):
“When TV On”:
1,938
11,892
7,653
2,525
3,463
“When TV Off”:
1,440
10,200
6,923
1,983
2,385
% Difference:
+35%
+17%
+11%
+27%
+45%
+$740
+$4,523
+$2,123
+$3,300
+$1,321
“When TV On”:
1,982
1,897
2,470
3,192
2,526
“When TV Off”:
1,209
1,318
1,769
2,646
2,025
% Difference:
+64%
+44%
+40%
+21%
+25%
+$157
+$2,493
+$1,062
+$839
+$9,112
Avg Mnthly TV Spend “When On” (000):
Avg Mnthly Unique Visitors (000):
Avg Mnthly TV Spend “When On” (000):
Pet Rescue Saga
63
Source: comScore, mobile metrix media trend (application access only); Total audience (P2+), Oct ‘14 – Dec ‘15. Nielsen AdIntel (web-based app game product category), TV spend
(cable TV, broadcast TV, Spanish language cable TV, Spanish language broadcast TV, syndication, spot TV) Oct ‘14-Dec ’15.
Mobile Apps: Television’s Results
TV Investments Have Been Quite Successful As Current Monthly
Revenues Typically Far Outpace Their When On Spend
Apps’ cumulative TV spend has also led to explosive, and sustained, revenue growth
Gaming Apps: Avg Month “When On” TV Spend Vs. Estimated Monthly U.S. Revenues
Avg Monthly TV Spend "When On" (000)
Estimated Monthly U.S. Revenues (000)
$36,046
$24,606
$9,112
$7,788
$6,841
$5,033
$4,523
$2,123
$2,493
$1,070
$3,778
$740
$3,548
$3,300
$839
$2,133
$1,321$1,613
$1,442
$383
Sources: TV spend based on Nielsen AdIntel (web-based app game product category), TV spend (cable TV, broadcast TV, Spanish language cable TV, Spanish language broadcast
TV, syndication TV, spot TV). Estimated monthly revenues based on VAB analysis of daily U.S. revenue estimates from Think Gaming, iPhone only, April 18th, 2016 (monthly
estimates based on a 30-day month). Gaming apps reflect those that had active TV spending towards the end of the October 2014 – December 2015 analysis time period.
$258 $528
64
Mobile Apps: Television’s Results
Success Is Confirmed By Game Developers Who Directly Credit
Their TV Spend For Growing Users And Increasing Revenue
65
Political: Voter Decision Making Process
TV Is Top For Awareness, Consideration & Influencing The Vote
VAB commissioned Research Now to conduct the Political Vote 2016
survey to better understand the power media has in a voters’ decision
making process in both national and local community elections.
This poll of registered or likely voters A18+ takes an in-depth look at how
eight different media influence key voting constituents such as age, party
affiliation, gender and ethnicity.
Click below for the full report from the study “Early Polling Shows TV
Wins All: TV Is Top For Awareness, Consideration & Influencing The Vote”:
http://www.thevab.com/wp-content/uploads/2016/06/VAB-Early-PollingReport-2016.pdf
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TV As The Key Driver For Millennials During The Election Cycle
Television Has The Greatest Influence in Both National & Local Community
Elections For Millennials
Voter’s Decision Making Process
Discover
Candidates /
Issues
Television is relied on most
to “first learn” about
Political candidates/issues
Gather Intel
& Generate
Excitement
Television has the strongest
influence on which Political
candidates/issues are for
consideration
Cast the
Final Vote
Television has the most
media influence on
final vote
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Source: VAB / Research Now Poll of Registered or Likely Voters Adults 18+; April 2016
TV As The Key Driver For Millennials During The Election Cycle
Television Generates Instant Name Recognition and Platform Awareness in
Both National & Local Elections
Where are you (A18-34) most likely to first learn about Political candidates and issues?
National Election
74%
Local Elections
64%
56%
28%
19%
18%
5%
6%
4%
45%
35%
33%
22%
9%
16%
5%
Source: VAB / Research Now Poll of Registered or Likely Voters Adults 18-34; April 2016; Numbers do not equal 100% as multiple selections were allowed; Note: Internet
represents social media, online search, online video, banner ads, mobile apps / browser on smartphone / tablet & online radio; Television represents the device only - website /
app viewing would be included in Internet.
68
TV As The Key Driver For Millennials During The Election Cycle
Television Establishes and Builds Political Momentum For Candidates and
Issues
Which of following keeps you (A18-34) up to date about Political candidates and issues?
National Election
78%
Local Elections
70%
56%
32%
24%
47%
34%
23%
37%
20%
5%
7%
3%
9%
11%
6%
Source: VAB / Research Now Poll of Registered or Likely Voters Adults 18-34; April 2016; Numbers do not equal 100% as multiple selections were allowed; Note: Internet
represents social media, online search, online video, banner ads, mobile apps / browser on smartphone / tablet & online radio; Television represents the device only – website /
app viewing would be included in Internet
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TV As The Key Driver For Millennials During The Election Cycle
Television Has The Greatest Influence On the Voter’s Final Decision
Which of the following influences your final decision (A18-34) when voting?
National Election
64%
Local Elections
61%
52%
37%
20%
17%
5%
5%
3%
47%
42%
30%
18%
6%
9%
5%
Source: VAB / Research Now Poll of Registered or Likely Voters Adults 18-34; April 2016; Numbers do not equal 100% as multiple selections were allowed; Note: Internet
represents social media, online search, online video, banner ads, mobile apps / browser on smartphone / tablet & online radio; Television represents the device only – website /
app viewing would be included in Internet
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With Their Superior Exposure, Engagement & Effect
Among Millennials It’s No Wonder That…
TV Brands Are
*Millennial slang decoder: “fire” = something good
Source Materials
When It Comes To Video Consumption, TV Is Still Millennials’ “Bae”
•
State of Digital Video: Multi-Screen Insights 4Q’15
•
•
•
http://www.thevab.com/wp-content/uploads/2016/05/VAB-Report-Multi-Screen-Insights-4Q15.pdf
Nielsen ComparableMetrics Report 4Q’15
•
http://www.thevab.com/wp-content/uploads/2016/06/Comparable-Metrics-Report-4Q-2015.pdf
Just The Facts: A Comparison Of Millennial Content Among TV Brands & YouTube
•
http://www.thevab.com/wp-content/uploads/2016/04/VAB-Report-Just-The-facts.pdf
TV Brands Are “Next Level” Through Their Multi-Platform Audiences:
•
State of Digital Video: Multi-Screen Insights 4Q’15
•
•
http://www.thevab.com/wp-content/uploads/2016/05/VAB-Report-Multi-Screen-Insights-4Q15.pdf
Get Real: Video Advertising 2016
•
http://www.thevab.com/wp-content/uploads/2016/05/Get-Real-Video-Feb2016-public.pdf
AlthoughAd-Tech Platforms Are So “Thirsty” To Be Considered Like TV Brands, Any Given Minute Metrics Show There’s No Comparison:
•
Any Given Minute: Solving The Multi-Screen Measurement Paradox
•
•
http://www.thevab.com/wp-content/uploads/2016/04/VAB-Any-Given-Minute-Comparable-Metrics-Report.pdf
New“Fronting” 2016: Applying “Meaningful” Comparable Metrics To Ad-Tech’s “Big” ClaimsDuring The 2016 NewFronts
•
http://www.thevab.com/wp-content/uploads/2016/06/NewFronting-2016-Presentation.pdf
TV Brands Are AnythingBut “Basic”:
•
Just The Facts: An Analysis of YouTube’s Top Marketplace Claims
•
Get Real: Video Advertising 2016
•
•
http://www.thevab.com/wp-content/uploads/2015/12/Just_the_Facts-YouTube.pdf
http://www.thevab.com/wp-content/uploads/2016/05/Get-Real-Video-Feb2016-public.pdf
TV Brands “Slay” The Millennial Content Game:
•
Just The Facts: A Comparison Of Millennial Content Among TV Brands & YouTube
•
http://www.thevab.com/wp-content/uploads/2016/04/VAB-Report-Just-The-facts.pdf
TV’s Impact Within Millennial-Driven Categories Is “On Fleek”:
•
Proving TV Is No Gamble: How Daily Fantasy Sports Became A Big Winner With Millennials
•
What’sApp’ning!! The TV-Traffic Correlation For Mobile Apps
•
Early Polling Shows TV Wins All
•
•
•
http://www.thevab.com/wp-content/uploads/2016/01/Daily-Fantasy-Sports-final.pdf
http://www.thevab.com/wp-content/uploads/2016/06/VAB-Whats-Appening.pdf
http://www.thevab.com/wp-content/uploads/2016/06/VAB-Early-Polling-Report-2016.pdf
72
Click The Following Link For A “Slang”-less Version Of This Report:
http://www.thevab.com/wp-content/uploads/2016/07/Millennials-Turnt-Up-For-TV-Clean-Version.pptx
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