insightxplorer biweekly report_20150317
Post on 03-Oct-2015
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市調解析 –收視行為篇產業新知 –The U.S. Total Video Report產業新知 –MEC Showcase – Packaged Food BrandTRANSCRIPT
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20150317
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IX Survey 3
20 The U.S. Total Video Report
32 MEC Showcase Packaged Food Brand
IX
2015 03 17
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IX
2015 03 17
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()()2014103111061,121
comScore
IX
2015 03 17
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IX
Key Findings (78.9)(50.0%)(46.8%)
/(87.8%)(85.8%) /(77.8%)
()/
/()
()7()8~11()
()
2015 03 17
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/
IX
(78.9%) (50.0%) (46.8%)
2015 03 17
/ (87.8%)(85.8%)/ (77.8%)
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()TOP 3
IX
2015 03 17
()//()
/
()TOP 3
(91.3%) /(35.1%) (29.6%)
(74.8%) /(25.2%) (8.6%)
(82.5%) /(21.0%) (11.8%)
(86.3%) /(13.7%) (8.6%)
/ (29.9%) /(28.9%) (28.3%)
(86.1%) (24.3%) (21.7%)
(86.9%)
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()
IX
()App()()()()
2015 03 17
(82.8%) (69.4%)
(50.8%)
(51.8%) (84.4%)App
(68.8%)
(78.3%) (92.7%)
App (71%)
(63.2%) (82.3%)App
(59%)
App (55.9%)
(89.0%)
(50.6%)
(75.2%) App(66.2%)//
(87.9%)
(48.1%)
Oct.2014
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()
IX
2015 03 17
()7~8(47.8%)12~1(36.3%)()8~9(36.1%)
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()
IX
2015 03 17
()
()7~8(36.2%)8~9(33.5%)9~10/(32.1%)
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/
IX
2015 03 17
/8~99~10(61.4%, 53.8%)10~11/(42.7%) /
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()
IX
2015 03 17
/9~1044.5%/8~9(33.2%)10~11(32.9%)
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IX
2015 03 17
9~10(42.7%)10~11(37.7%)10~11(36.1%)
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()
IX
2015 03 17
()6~7 (38.9%)7~8(21.1%)5~6(18.4%)
/
-
IX
2015 03 17
/()8~9(30.8%) 9~1010~11(29.7%)
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()
IX
2015 03 17
()7()8~11()12~1()7~85~8/
//()
()
Oct.2014
(7~8) (12~1) (8~9)
(9~10) (10~11) (10~11)
(8~9) (9~10) /(10~11)
(9~10) (8~9) (10~11)
/ /(8~9) /(9~10) /(10~11)
(7~8) (8~9) /(9~10)
(6~7) (7~8) (5~6)
-
()()
IX
2015 03 17
()()(104)/118116(94)(117)/(104)47
104 /118116
99
94 117/104
87
/ 76 98/
81
65
74 84/
82
76
74 /99
70
61
61 71/
63
59
47 47
Oct.2014
()(/)
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IX
(78.9%)(50.0%)(46.8%)()/()()App
()7()8~11()()()
2015 03 17
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IX
2015 03 17
(IX Survey)
CyberPanel 12
2014/10/312014/11/06
N=1,12195%2.93%
496 44.2%
625 55.8%
19 66 5.9%20-24 117 10.4%25-29 189 16.9%30-34 156 13.9%35-39 137 12.2%40 456 40.7%
645 57.5%
207 18.5%
269 24.0%
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The U.S. Total Video Report
2015 03 17
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VOD (Netflix Hulu Plus)
comScore The U.S. Total Video Report
2015 03 17
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The U.S. Total Video Report
2015 03 17
201482120148271,159 ()
*
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The U.S. Total Video Report
2015 03 17
#1
(18-34)*
(34%) (19%)
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The U.S. Total Video Report
2015 03 17
17%*(44%)(49%)(31%)
*(32%)/(25%)
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The U.S. Total Video Report
2015 03 17
#2
(56%)(52%)
(38%)(35%)(29%)
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The U.S. Total Video Report
2015 03 17
(29%) (12%)(13%)
45%13%5583%17%
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The U.S. Total Video Report
2015 03 17
#3
46%
35-54(35%)55(30%)
(NetflixHulu PlusAmazon Instant Video)
45%(27%)
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The U.S. Total Video Report
2015 03 17
87%**(69%)3615%
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The U.S. Total Video Report
2015 03 17
84%DVR*VOD VOD
*Live TV
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2015 03 17
comScore Total Video
Total Video
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#
2015 03 17
Internet-connected TV device: Apple TVRokuGoogle Chromecast
Video-on-demand (VOD): VOD
Original TV series: (Heroes)(The Office)CSI(CSI)(House)(Americas Next Top Model)(Mythbusters)
Non-pay TV subscriber: ComcastDish NetworkDIRECTV
Non-paid digital video subscriber: NetflixHulu PlusAmazon Prime Instant Video
Paid digital video service: NetflixHulu PlusAmazon Prime Instant Video
Paid digital video subscriber:
Pay TV: ComcastCablevisionDish NetworkDIRECTVVerizon FIOSAT&T U-verse
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MEC Showcase Packaged Food Brand
2015 03 17 MEC [email protected]
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2015 03 17
MEC Showcase Packaged Food Brand
MEC
OTV
+72% OTV
+162%
Source: Nielsen MI & LI Taiwan 2014Q4 / 2011
-10%
-14%
Source: Nielsen Arianna
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2015 03 17
MEC Showcase Packaged Food Brand
GroupM The Bridge TA TV+OTV MEC /
/ MEC
GroupM 3D Segmentation
Focus Group/
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2015 03 17
MEC Showcase Packaged Food Brand
MEC
//TA/ 2-12% incremental reach TA
The Bridge
comScore
TA : 15-24A
TV Only
TV+OTVTA : 20-39A
TV GRP
Total about 6.3%Incremental Reach
Total about 11.7%Incremental Reach
TA : 25-44F
Total about 8.5%Incremental Reach
Note. MEC / TA / TA
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2015 03 17
MEC Showcase Established FMCG Brand
(FMCG) bursting KPI
MEC/
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2015 03 17
MEC/
MEC Showcase Established FMCG Brand
MEC Momentum Framework
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2015 03 17
MEC Showcase Established FMCG Brand
MEC bursting recency recency
MEC Parameter Guide
MEC Crossmedia
MEC Parameter Guide Crossmedia
MEC
Note.
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2015 03 17
MEC Showcase Established FMCG Brand
/&MEC
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2015 03 17
Cross Screen Planning FAQs
Awareness & Engagement
Video vs. Display Plan &
Measurement
Budget Level Reach
Local Experience
TAMEC
Q: reach reach &
Q:
Q: prime time
Q: Display Video & Display reach & awareness (TV+OTV) (banner) & (rich media)
Q: 100%
Q: