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What: CNN’s SVP of Research and Scheduling Robin Garfield tells Portada how the ubiquitous news broadcaster is navigating the complex landscape of digital, mobile, OOH and OTT television viewing habits along with the greatly expanded opportunities they present for brands to communicate with their markets.
Why it matters: In spite of predictions that the small screen would go the way of the dinosaur, quite the opposite is occurring as multiple platforms and viewing opportunities inside and outside the home bring viewers closer to CNN in their living rooms, including millennials, making it an even stronger medium for advertising.

Like the famous newspaper headline proclaiming “Dewey Beats Truman,” predictions of the demise of the traditional home television haven’t proven to be true. In fact, in a recent interview with Portada, CNN’s Senior Vice President of Research and Scheduling Robin Garfield describes a much different landscape where brand marketers have new and expanding opportunities to communicate with their markets via advertising on CNN.

Some of Garfield’s top insights include:

  • While viewers are using more and more platforms to view CNN, “traditional TV viewing has never been stronger.”
  • CNN is the “youngest” news brand on TV and mobile phones are a gateway for Millennials to both discover and become loyal CNN viewers.
  • More viewers prefer to watch CNN live when viewing CNN on over-the-top (OTT) media
  • CNN’s online shopping guide CNN Underscored has proven very popular with consumers.

Measuring Out-of-Home Viewing

CNN was an early adopter of OOH (out-of-home) metrics to understand how CNN content is consumed in airports, bars, doctors’ offices and other public venues. “It’s been our mission to be able to just holistically tell a story about where people are encountering CNN and how they are consuming us in those places.” Garfield told Portada.

Traditional TV viewing has never been stronger.

Each viewing experience of CNN away from home is “unique,” and the broadcaster, using its measurement data and understanding of each, works to help advertisers to tailor their messaging for maximum impact. “What is important to us when working with advertisers is to understand what the advertiser is trying to accomplish and then help them understand what the different platforms are.”

CNN’s Robin Garfield will participate at #PortadaNY on April 3 where she will be a speaker on the panel “How data and content continue to fuel the evolving world of advertising.

CNN doesn’t let so-called “analysis paralysis” get in the way. “It is easy to get the data wrong.  We still need to rely on our expertise. But it’s vital that researchers focus on the research goals and the best tools for the job rather than chasing available data.”

Live TV Most Popular OTT Choice

Over the top (OTT) viewing opportunities, including services like Apple TV, are another very important venue for CNN consumers, and the single most popular CNN OTT content is Live TV. “We’re on all of the platforms and on each of the OTT media we have our live TV feed, on-demand content, (original series, big events) video on demand, and clips. But live TV is really important,” Garfield told Portada.

It’s vital that researchers focus on the research goals and the best tools for the job rather than chasing available data.

“I don’t want to overstate the difference between the OTT opportunities because they are all different, but I think more than anything else they are all growing and evolving and creating new capabilities for advertisers with targeting that makes them very exciting.”

Mobile a CNN Gateway for Millennials

Millennials “skew” to watching CNN on mobile platforms like smart phones, and the mobile phone has proven to be a gateway for acquiring their loyalty which includes, watching CNN at home on a traditional television.

Garfield said she recently spoke with a young 19-year-old woman who started watching CNN on her mobile phone, and has become a big fan of CNN’s Erin Burnett OutFront. “The gateway platform was the phone but she catches up at the end of the day,” on her television at home, Garfield said explaining the woman’s CNN consumption pattern.

Importance of CNN’s Multi-cultural Audience

 A proposal to put a citizenship question on the US census is being watched closely by CNN, according to Garfield. “From a research perspective, it is very important that the US Census methodology does not change in a way that discourages participation. A variety of research sources and methods rely on it to establish the total, available universe.

In terms of Mexico´s audience share, Televisa ranked first having a share of 43.4%, Pay TV placed second with a share of audience of 27.4% and TV Azteca, came in third with 19.5% of the share, according to Nielsen-IBOPE.

This data derive from the annual Establishment Survey study (E.S.) the company conducts. In Mexico this study is based on 23,040 household surveys conducted in 28 cities, to evaluate key market trends.

The study also finds that during the past three years Pay TV’s audience share grew 53%. Pay TV Audience Share Reachs 27.4% in 2013.

lamac.mexico

Viewed from another perspective, in Mexico for every 100 people with a TV on en the 28 cities measured by Nielsen-IBOPE, 43 people are watching a free TV Televisa channel (2, 5, 9), 27 are watching a Pay TV channel, 19 are watching a TV Azteca channel (7 y 13) and 9 are tuned-in to a local channel.

The new data also revealed that Pay TV leads among a few targets:

  • People 18-49 ABC+C with 43.7% audience share.
  • Children 4-12 ABC+C with 49.9% audience share.
  • Teens 13-18 ABC+C with 40.2% audience share.
  • Men 19-44 ABC+C with 49.2% audience share.

And among others it places second, for instance: People 19+ without DE with 32.2% audience share, Homemakers 25-55 without DE 31.6% audience share, Women 18-45 without DE 30.9% audience share, Homemakers 19-45 CD+ 25.9% audience share.

Federico Baumgartner, Country Manager, LAMAC México says: “we’re very pleased wth the release of the 2013 Nielsen- IBOPE universes, as the TV advertising industry in Mexico (approximately valued at US$3,000 million) had been working for the past 6 months with data that was totally outdated, however as of June 20th the audience data is current. This will make a difference when planning media in our country”.

Source: LAMAC – IBOPE Media, data Mexico. Average share by target jan-may 2013. Total day, Monday-sunday. Share calculated manually based on rating, excluding Videogames, VHS y others. Targets include Guest Viewers except the Homemakers.

In terms of Mexico´s audience share, Televisa ranked first having a share of 43.4%, Pay TV placed second with a share of audience of 27.4% and TV Azteca, came in third with 19.5% of the share, according to Nielsen-IBOPE.

This data derive from the annual Establishment Survey study (E.S.) the company conducts. In Mexico this study is based on 23,040 household surveys conducted in 28 cities, to evaluate key market trends.

The study also finds that during the past three years Pay TV’s audience share grew 53%. Pay TV Audience Share Reachs 27.4% in 2013.

lamac.mexico

Viewed from another perspective, in Mexico for every 100 people with a TV on en the 28 cities measured by Nielsen-IBOPE, 43 people are watching a free TV Televisa channel (2, 5, 9), 27 are watching a Pay TV channel, 19 are watching a TV Azteca channel (7 y 13) and 9 are tuned-in to a local channel.

The new data also revealed that Pay TV leads among a few targets:

  • People 18-49 ABC+C with 43.7% audience share.
  • Children 4-12 ABC+C with 49.9% audience share.
  • Teens 13-18 ABC+C with 40.2% audience share.
  • Men 19-44 ABC+C with 49.2% audience share.

And among others it places second, for instance: People 19+ without DE with 32.2% audience share, Homemakers 25-55 without DE 31.6% audience share, Women 18-45 without DE 30.9% audience share, Homemakers 19-45 CD+ 25.9% audience share.

Federico Baumgartner, Country Manager, LAMAC México says: “we’re very pleased wth the release of the 2013 Nielsen- IBOPE universes, as the TV advertising industry in Mexico (approximately valued at US$3,000 million) had been working for the past 6 months with data that was totally outdated, however as of June 20th the audience data is current. This will make a difference when planning media in our country”.

Source: LAMAC – IBOPE Media, data Mexico. Average share by target jan-may 2013. Total day, Monday-sunday. Share calculated manually based on rating, excluding Videogames, VHS y others. Targets include Guest Viewers except the Homemakers.