Bienvenidos al II Seminario Anual de la TV Cable.

Bienvenidos al II Seminario Anual de la TV Cable

LAMAC

Formada y financiada por 29 Canales miembros

Misión

• Facilitar el entendimiento de la TV Cable y su lugar en el panorama de medios en Chile y América Latina.

• Desarrollar la inversión publicitaria en TV Cable, superando los obstáculos de la industria.

• Promover una distribución equitativa de la inversión publicitaria.

Objetivo

• Compartir cifras actualizadas de la televisión de Paga.

• Discutir nuevos conceptos de mercadeo.

Los medios tradicionales

ERANla fuente principal de entretenimiento

Revolución de la información y los medios

Los consumidores tienen muchas alternativas

A tan solo 6 clicks y

2 segundos…

Los consumidores tienen el control…

El mundo de hoy es diferente

Necesitamos redefinir nuestros esquemas de

comunicación y mercadeo…

Diferenciar las marcas es cada vez más difícil …

Hoy todos los productos se pueden duplicar

Entonces…

¿cómo podemos diferenciar nuestras marcas?

A través de …

Mensaje publicitario

+

Los medios

Pero los medios han recibido

menos importancia como

herramienta para la

diferenciación de marcas

“¡Quiero estar en el canal de

la Universidad Católica!” “¡Quiero más alcance!”Históricamente … “¡Quiero CPMs más bajos!”

Las personas buscan algo para ellos, y no para todos…

¿Hacia dónde va la TV Cable?

La penetración muestra una tendencia de crecimiento

Fuente: IBOPE Media (Chile). Tablas de universos 2004-2007

2004 2005 2006 2007

Incremento 2007

Incremento 2006

Incremento 2005Incremento 2004

29.6%

32.8% 35.0% 35.0%

18%

La TV Cable tiene una penetración del 35%

Penetración de TV Cable

TV Cable35%

Fuente: IBOPE Media (Chile). Tablas de universos 2007

La TV Cable fragmenta la audiencia de TV Abierta

13.8

8.0

6.5

Total Personas sin TV Cable Total Personas con TV Cable

TV Abierta TV de Paga

-42%

Fuente: IBOPE Media (Chile). Media Workstation. Rating promedio anual 2006 Total personas, lunes a domingo, 06:00 a 30:00 hrs.

Lo que representa un 16% del share de audiencia

Share de TV Cable

TV Cable16%

Fuente: IBOPE Media (Chile). Media Workstation. Share promedio anual 2006 de TV Cable. Total personas, lunes a domingo, 06:00 a 30:00 hrs.

Target Total Personas

84.4%

81.3%

75%

80%

85%

90%

2005 1erTrimestre

2005 2doTrimestre

2005 3erTrimestre

2005 4toTrimestre

2006 1erTrimestre

2006 2doTrimestre

2006 3erTrimestre

2006 4toTrimestre

Porque nos debemos ajustar a la realidad

• Los shares de la TV abierta ha disminuido de 84% a 81%

Fuente: IBOPE Media (Chile), Media Work Station, share trimestral Enero 2005-Diciembre 2006. Total día, lunes a domingo, target total personas.

El share en las personas ABC1 ha mantenido un crecimiento constante

2003 2004 2005 2006

Incremento 2006

Incremento 2005

Incremento 2004

30%

31.7%31.8%

33.9%

Fuente: IBOPE Media (Chile). Media Workstation. Share promedio anual 2003-2006 En personas ABC1, lunes a domingo, 06:00 a 30:00 hrs.

13%

La inversión mínima en la TV Cable debe ser de 16%

¡No hacerlo es obviar el ritmo del mercado!

Por eso estamos aquí …

Al Ries: “Hay que alcanzar a la gente que cuenta”

Frans Kok, MarketResponse

Frans demostró…

ratings≠

efectividad

efectividad=

apreciación

Frans Kok también concluyó…

• Existe la transferencia:

– Buscar congruencia entre el medio ambiente y la marca

– Los medios transfieren sus cualidades a las marcas que ahí se anuncian

Dr. Edward C. Malthaouse Northwestern University

• Profesor de integrated marketing communications.

• Especialidad en medios y minería de datos.

•Autor de publicaciones como Journal Consumer Psychology

•Co-editor en The Journal of Interactive Marketing

Media Engagement and Advertising

Congruence

EDWARD C. MALTHOUSEEDWARD C. MALTHOUSESills Distinguished Associate Professor of Integrated Marketing Sills Distinguished Associate Professor of Integrated Marketing

CommunicationsCommunications

Senior Researcher, Media Management CenterSenior Researcher, Media Management Center

MEDILL SCHOOL OF JOURNALISMMEDILL SCHOOL OF JOURNALISMNORTHWESTERN UNIVERSITYNORTHWESTERN UNIVERSITY

[email protected]@northwestern.edu

Overview

• What is engagement?• Why does engagement matter?

– Engagement causes advertising effectiveness (in addition to execution factors)

– Experiential congruence between ads and advertising vehicles make ads even more effective

• How can cable TV leverage its focused, relevant content to attract advertisers?

• As time permits, which medium is most engaging?

Two Views of Media

• Traditional view of Media: – Advertising effectiveness depends on the

product and creative execution of the ad– Media is about optimizing exposure to the ad

• The New View of Media: Advertising effectiveness depends on– The media context of the ad– As well as the product and ad execution

What is Engagement?

• Marc (1966): How disappointed a person would be “should the magazine stop publication.”

• Davina Kent, TiVo: “Engagement is the average time spent in a branded experience.”

• Mark McLaughlin, Yahoo!: “Operationally, Yahoo! defines Engagement on two dimensions: Loyalty (retention of unique users, new visitors per month, average properties/channels per user) and usage (average minutes per day average days per month, average page views per visit visits per month, share of minutes spent online). ….”

Engagement Usage• Instead, Engagement causes usage and me to

– Be “attentive”– Regard it as “one of my favorites” – Be “very satisfied” with it or parts of it– “Recommend it to a friend”– Think “I would miss it if it were no longer published”

• The absence of Engagement causes me to stop using it

• Engagement is more fundamental (and actionable) than its consequences. It more actionable because it is more directly under the control of content producers

What is Engagement?

• MI4 Committee Working Definition: “Engagement is turning on a prospect to a brand idea enhanced by the surrounding context.”

• Mike Pardee, Scripps Networks: “Scripps defines viewer engagement in terms of four factors: ad receptivity, life enhancing, trusted source, and Near & Dear TV.”

What is Engagement?

The collective experiences with content

Experiences are the thoughts, feelings and beliefs of readers about

their program

ENGAGEMENT

Experience 2

Experience 1

Experience 3

CONSEQUENCESOF ENGAGEMENT

Usage and attentiveness

Reactions to an ad

Affective responses

Engagement: The collective experiences with content

Our Research Approach1. (Exploratory Research) Qualitative interviews with consumers

generate descriptive statements (items)– Watching this TV program gives me something to talk about.

2. (Descriptive Research) Survey (agree-disagree with items)3. Exploratory factor analysis to identify latent dimensions and purify

scales– Social “talk-about-it” experience, also indicated by:– I bring up things I have seen on this program in conversations with

many other people.– I use things I have seen on this program in discussions or arguments

with other people I know.– A big reason I watch it is to make myself more interesting to other

people.– I give advice and tips to people I know based on things I’ve seen

4. Confirmatory survey and factor analysis (CFA)5. Higher-order CFA models identify Engagement6. Evaluate effects on readership and advertising

Published Engagement StudiesMedium Publications

StudiedTotal

Sample Size

Experiences Identified or

Studied

TV News 5 1386 12

Newspapers 101

52

10,858

4,444

44

33

Magazines 100

72

4

4,347

25,000

1,511

39

4

6

Media Web Sites

39

7

3

2,127

11,541

810

22

22

22

ESPN Ad

http://www.youtube.com/watch?v=pAs6TDLuKgQ

Self-Esteem

Experience

Reading this newspaper/magazine/

site makes me feel good about myself

I like for other people to know I watch this show

I am a better person for using this site/watching this

show

Watching this news program makes me feel

like a better citizen

Timeout Experience

It’s a quiet time

It takes my mind off other things that are

going on

I like to go to this site when I am eating or

taking a break

I lose myself in the pleasure of watching

this program

I like to kick back and wind down

with it

It’s an escape

It is my reward for doing other things

I feel less stress after reading it

Reading/Watching is my time alone

Going to this site improves my mood,

makes me feel happier

Visual / Transporta

tion Experience

I sometimes show a picture in it to someone else

I like to picture things in my own mind while

I am reading it

I can picture myself at the scene of the events and places described

I look at the pictures in it and think “Wow!”

I like to look at the pictures for a

while

It’s an escape

Most often I look at the pictures before reading the article

I like to look at the pictures even if I don’t

read the story

Timeout and Visual Experiences in Country Home Magazine

Positive Emotional Experience

When watching the news, I want to learn

how stories end

I find myself wondering how things could have turned out differently

It helps me to see that there are good people in the world

Some stories on the news touch me deep down

The stories in the news affect me emotionally

It features people who make you proud

Bold items measure positive emotional experience for TV news

Utilitarian Experience You learn how to

improve yourself from this site.

I really like the tips in the magazine

It helps me make up my mind and make

decisions

This site provides information that helps me make important

decisions

I look at the magazine as educational. I am gaining knowledge

It shows me how to do things the right way

I learn about things to do or places to go in

this newspaper

This newspaper has columns that give good

advice

I get good ideas from this web site

Makes Me Smarter

Experience

I look at it as educational. I am gaining something

It’s important I remember later

what I have read

Even if I disagree with information on this site, I

feel I have learned something valuable

It addresses issues or topics of special concern to me

It updates me on things I try to keep up with

This program stimulates my thinking about things

Entertainment

Experience

It is definitely entertaining

It always has something that surprises me

I like stories about the weird things that can

happen

Once you start surfing around this site, it’s hard

to leaveI really do have a lot of

fun visiting this site

It often makes me laugh

On-Line Community Experience

Overall, the visitors to this site are pretty knowledgeable about the topics it covers.

A big reason I like this site is what I

get from other users.

This site does a good job of getting its

visitors to contribute or provide feedback.

I’ve gotten interested in causes I otherwise

wouldn’t have because of this site.

I’d like to meet other people who regularly

visit this site.

I’m as interested in input from other users as I am in the regular content on this

site.

Civic Experience

Watching the news makes me feel like a

better citizen

Our society would be much weaker without

TV news / NP

I think people who do not read this NP or one like it are

at a disadvantage in life

It makes me feel more a part of my

community

Watching the news makes a difference in

my life

I count on this NP to investigate wrongdoing

Routine Experience

It helps me get my day started in the morning

I always go through the same routine

when I read it

I use TV news to get my news for the day

I tend to watch TV news at the same time

or times each day

It’s part of my daily routine

This is one of the sites I always go to when I’m

surfing the web

I know the layout well and where to

find things

Disengagement Experiences• Negativity Experience

– There is so much sad and scary news that it is hard to watch.

– Too much time is spent on negative things.

– Not enough effort is made to cover the good things that happen.

– They are always trying to catch people or tear them down.

• Hype Experience– The local news that I watch

covers accidents and crimes way too much.

– I wish they would talk less and show me more.

– Too much of what they do is done mainly to try to get more people to watch.

– The same stories on the news are repeated day after day.

• All-the-Same Experience– The different news programs I watch are all very

similar in the way they do the news.– The different news programs all have the same

stories.• Selective Surfer Experience

– When watching the television news I try to see what stories are coming up so I can catch the ones I want to see and avoid the ones I don’t.

– I always wonder what the other news programs are covering when I am watching the news.

– I pick and choose what I pay attention to on the news.

– I often turn on the news to see if there is anything going on.

• Background Experience – I like to have the television news on in the

background while I am doing other things.– When I watch the news I prefer to sit and focus

on it. (negative loading)– While I’m watching, usually the activity going

on in the room around me is on my mind.

ENGAGEMENT

Experience 2

Experience 1

Experience 3

CONSEQUENCESOF ENGAGEMENT

Usage and attentiveness

Reactions to an ad

Affective responses

Engagement: The collective experiences with content

Does Media Engagement affect Usage and Reactions to Advertising?

• Engagement predicts usage across TV News, magazines, web sites and newspapers based on correlations and multiple regressions – see papers for details

• Engagement-Advertising studies:– Magazines: Pure Water ad (n=3654, 100 mags)– Newspapers: Pure Water ad (n=4100, 101 NPs)– Web: iPod & Orbitz banner ads (n=11541, 7 sites)– Magazines: Affinity ad copy-testing study (n=25000,

5,000 ads executions, 72 mags)– Magazines: Meredith Study (n=1511, 5 ads, 4 mags)

Design of Ad Studies

• Measure experiences with a specific publication

• Measure confounding variables, e.g., product usage, ad receptivity

• Show ad that either appeared or tell respondents it will appear in their publication

• Measure reactions to ad– Pure Water: copy test– Web: intent to click, copy test– Affinity: recall, actions taken

• Mag and Web studies: context-free control groups

Affinity study: experiences measured after ad measures, no confounding variables measured

1 1.5 2 2.5 3 3.5 4 4.5 5

Engagement

Trust

Sophisticated

Utilitarian

Social

Intrinsic

Copy Testing Score

Not Engaged Engaged

Effect of Some Magazine Experiences on Pure Water Ad

Timeout

Credibility

Pure Water Ad, 101 Newspapers, 4,100 Respondents

1 1.5 2 2.5 3 3.5 4 4.5 5

Engagement

Intrinsic

Social

Sophisticated

Trust

Copy Testing Score

Not Engaged Engaged

Timeout

Credibility

Orbitz Ad, 7 Web Sites, 11,541 Respondents

1 2 3 4 5 6 7

Makes Me Smarter

Intrinsic

Utilitarian

Connects me withOthers

Social

Intention to Click

Not Engaged Engaged

Timeout

iPod Ad, 7 Web Sites, 11,541 Respondents

1 2 3 4 5 6 7

Makes Me Smarter

Intrinsic

Utilitarian

Connects me withOthers

Social

Intention to Click

Not Engaged Engaged

Timeout

5,000 ads, 72 Magazines, 25,000 Respondents

Engaged readers are those with an average of 3.5 or more on the scale.

Results hold across ads and magazines after controlling for characteristics of execution

0

10

20

30

40

50

60

70

Per

cen

t W

ho

Rec

alle

d A

d

Not Engaged Engaged

0

10

20

30

40

50

60

70

Per

cen

t w

ith

Act

ion

s T

aken

Not Engaged Engaged

Tim

eout

Tim

eout

Meredith Congruency

Study

http://www.medill.northwestern.edu/faculty/malthouse/congruence.pdf

Meredith Congruency Study

• Magazines evaluated on Visual, Timeout, Positive Emotional, Utilitarian, and Inspirational Experiences

• Ads evaluated on Transportation– The ad took my mind off of other things– An ad like this is a bit of an escape– I could picture myself in the scene of the events in the

ad– I felt I was right there in the ad experiencing the same

thing• We compute the experiential congruence

between each ad and each magazine

Average Experience Levels

Visual 4.19 4.06 3.42 3.38

Timeout 4.07 3.79 3.81 3.70

Behr Neutrogena Woolrich Neosporin

Better Homes and Gardens

0.14 1.28 0.32 0.09

Country Home

0.27 1.41 0.19 0.22

Fitness 0.50 0.64 0.96 0.55

Parents 0.54 0.60 1.00 0.59

Visual Distances

Between Ads and

Magazines

Ad-Magazine Visual Congruence

Ave

rage

Atti

tude

tow

ards

the

Pro

duct

4.0

4.5

5.0

5.5

Low High

Ad-Magazine Visual Congruence

Ave

rage

Atti

tude

tow

ards

the

Ad

3.5

4.0

4.5

5.0

Low High

Ad-Magazine Timeout Congruence

Ave

rage

Atti

tude

tow

ards

the

Pro

duct

4.0

4.5

5.0

5.5

Low High

Ad-Magazine Timeout Congruence

Ave

rage

Atti

tude

tow

ards

the

Ad

3.5

4.0

4.5

5.0

Low High

Does Media involvement Affect Advertising?

• Conclusion: we have shown that involvement with web sites, newspapers, and magazines affects reactions to many different ads and vehicles

• See papers for multivariate hierarchical linear model analysis – conclusions hold across– Hundreds of Publications in different media– Thousands of Ads– Multiple effectiveness measures (recall, copy test

measures, intention to click, attitude toward ad and product),

Even after controlling for general ad liking and product category interest, and comparing with a context-free control group

• The more congruent the experiences between the ad and magazine are, the more effective the ad is

How can cable TV leverage its focused, relevant content to attract advertisers?

• Identify a set of experiences that your network delivers and support with data

• Improve ad effectiveness by– Evaluating fit of an ad in a program using our

Contextual Fit Index. (Ad Experiences determined through copy testing)

– Encouraging advertisers to create experiential versions

Cross-Media Experience and Involvement Comparisons

• Which medium is most engaging?

• Compute engagement measures for large samples of web sites, magazines and newspapers (measure = average over respondents)

• Compare distributions of engagement measures across publications within a medium and across media

2.5

3.0

3.5

4.0

NP1 NP2 Mag Web1

Involvement

2.5

3.0

3.5

4.0

NP1 NP2 Mag Web1

Utilitarian

2.5

3.0

3.5

4.0

NP1 NP2 Mag Web1

Source2.

53.

03.

54.

0

NP1 NP2 Mag Web1

Intrinsic2.

53.

03.

54.

0

NP1 NP2 Mag Web1

Positive Emotional

2.5

3.0

3.5

4.0

NP1 NP2 Mag Web1

SocialTimeout

Engagement Credibility / Trust

Cross-Media Conclusions

• There are many ways that media can be engaging. Different vehicles within a medium can be stronger or weaker on delivering specific experiences.

• For each experience, there is substantial variation across titles within a medium.

• While there are differences in the median engagement/experiences levels across media, there tends to be more variation across titles within a medium.

• For magazines and to a lesser extent for web sites, there is substantially more variation across titles in experiences than for overall engagement.

Efectividad publicitaria

Contexto del medio

Consumidor

MarcaMedio

Buscando la afinidad entre…

Algunos ejemplos…

Ejemplos de Anuncios Locales

Práctico

Económico

Cámaras Digitales

- Chile -

¿Quién es el comprador de

cámaras digitales?

ABC1 11% 31% 11% 23% 10% 12%

C2 22% 36% 22% 34% 22% 23%

C3 28% 22% 28% 22% 28% 28%

D 39% 11% 39% 20% 39% 37%

Male 49% 53% 49% 51% 47% 49%

Female 51% 47% 51% 49% 53% 51%

12 - 19 18% 19% 18% 19% 18% 19%

20 - 24 10% 13% 10% 13% 9% 11%

25 - 29 10% 15% 10% 12% 9% 10%

30 - 34 10% 10% 10% 12% 11% 10%

35 - 44 20% 20% 19% 19% 21% 20%

45 - 54 16% 17% 15% 15% 15% 15%

55 - 64 10% 6% 10% 8% 10% 9%

65 - 75 7% 1% 7% 4% 6% 5%

Single 42% 44% 42% 46% 42% 43%

Son/daughter 35% 43% 35% 43% 35% 37%

Student 25% 34% 26% 33% 25% 27%

ABC1 11% 31% 11% 23% 10% 12%

C2 22% 36% 22% 34% 22% 23%

C3 28% 22% 28% 22% 28% 28%

D 39% 11% 39% 20% 39% 37%

Male 49% 53% 49% 51% 47% 49%

Female 51% 47% 51% 49% 53% 51%

12 - 19 18% 19% 18% 19% 18% 19%

20 - 24 10% 13% 10% 13% 9% 11%

25 - 29 10% 15% 10% 12% 9% 10%

30 - 34 10% 10% 10% 12% 11% 10%

35 - 44 20% 20% 19% 19% 21% 20%

45 - 54 16% 17% 15% 15% 15% 15%

55 - 64 10% 6% 10% 8% 10% 9%

65 - 75 7% 1% 7% 4% 6% 5%

Single 42% 44% 42% 46% 42% 43%

Son/daughter 35% 43% 35% 43% 35% 37%

Student 25% 34% 26% 33% 25% 27%

Total Chile

Fuente: TGI Latina 2006 W I+II. Base personas en Chile

CámarasDigitales

Perfil demográfico

ABC1 11% 31% 11% 23% 10% 12%

C2 22% 36% 22% 34% 22% 23%

C3 28% 22% 28% 22% 28% 28%

D 39% 11% 39% 20% 39% 37%

Male 49% 53% 49% 51% 47% 49%

Female 51% 47% 51% 49% 53% 51%

12 - 19 18% 19% 18% 19% 18% 19%

20 - 24 10% 13% 10% 13% 9% 11%

25 - 29 10% 15% 10% 12% 9% 10%

30 - 34 10% 10% 10% 12% 11% 10%

35 - 44 20% 20% 19% 19% 21% 20%

45 - 54 16% 17% 15% 15% 15% 15%

55 - 64 10% 6% 10% 8% 10% 9%

65 - 75 7% 1% 7% 4% 6% 5%

Single 42% 44% 42% 46% 42% 43%

Son/daughter 35% 43% 35% 43% 35% 37%

Student 25% 34% 26% 33% 25% 27%

ABC1 11% 31% 11% 23% 10% 12%

C2 22% 36% 22% 34% 22% 23%

C3 28% 22% 28% 22% 28% 28%

D 39% 11% 39% 20% 39% 37%

Male 49% 53% 49% 51% 47% 49%

Female 51% 47% 51% 49% 53% 51%

12 - 19 18% 19% 18% 19% 18% 19%

20 - 24 10% 13% 10% 13% 9% 11%

25 - 29 10% 15% 10% 12% 9% 10%

30 - 34 10% 10% 10% 12% 11% 10%

35 - 44 20% 20% 19% 19% 21% 20%

45 - 54 16% 17% 15% 15% 15% 15%

55 - 64 10% 6% 10% 8% 10% 9%

65 - 75 7% 1% 7% 4% 6% 5%

Single 42% 44% 42% 46% 42% 43%

Son/daughter 35% 43% 35% 43% 35% 37%

Student 25% 34% 26% 33% 25% 27%

Concentraciones demográficas más importantes para cámaras digitales

Más del 60% se concentra en

NSE ABC1C2

La mitad se concentra

entre los 12 y 29 años


Total Chile

CámarasDigitales

Perfil demográfico

ABC1 31% 11% 11% 23% 10% 12%

C2 36% 22% 22% 34% 22% 23%

C3 22% 28% 28% 22% 28% 28%

D 11% 39% 39% 20% 39% 37%

Male 53% 49% 49% 51% 47% 49%

Female 47% 51% 51% 49% 53% 51%

12 - 19 19% 18% 18% 19% 18% 19%

20 - 24 13% 10% 10% 13% 9% 11%

25 - 29 15% 10% 10% 12% 9% 10%

30 - 34 10% 10% 10% 12% 11% 10%

35 - 44 20% 20% 19% 19% 21% 20%

45 - 54 17% 16% 15% 15% 15% 15%

55 - 64 6% 10% 10% 8% 10% 9%

65 - 75 1% 7% 7% 4% 6% 5%

Single 44% 42% 42% 46% 42% 43%

Son/daughter 43% 35% 35% 43% 35% 37%

Student 34% 25% 26% 33% 25% 27%

% arriba del total poblacional de Chile

La TV Abierta no se

concentra en

ningún segmento

específico de la

población …



Total Chile

CámarasDigitales

TV AbiertaPerfil demográfico

ABC1 11% 31% 11% 23% 10% 12%

C2 22% 36% 22% 34% 22% 23%

C3 28% 22% 28% 22% 28% 28%

D 39% 11% 39% 20% 39% 37%

Male 49% 53% 49% 51% 47% 49%

Female 51% 47% 51% 49% 53% 51%

12 - 19 18% 19% 18% 19% 18% 19%

20 - 24 10% 13% 10% 13% 9% 11%

25 - 29 10% 15% 10% 12% 9% 10%

30 - 34 10% 10% 10% 12% 11% 10%

35 - 44 20% 20% 19% 19% 21% 20%

45 - 54 16% 17% 15% 15% 15% 15%

55 - 64 10% 6% 10% 8% 10% 9%

65 - 75 7% 1% 7% 4% 6% 5%

Single 42% 44% 42% 46% 42% 43%

Son/daughter 35% 43% 35% 43% 35% 37%

Student 25% 34% 26% 33% 25% 27%

ABC1 11% 31% 11% 23% 10% 12%

C2 22% 36% 22% 34% 22% 23%

C3 28% 22% 28% 22% 28% 28%

D 39% 11% 39% 20% 39% 37%

Male 49% 53% 49% 51% 47% 49%

Female 51% 47% 51% 49% 53% 51%

12 - 19 18% 19% 18% 19% 18% 19%

20 - 24 10% 13% 10% 13% 9% 11%

25 - 29 10% 15% 10% 12% 9% 10%

30 - 34 10% 10% 10% 12% 11% 10%

35 - 44 20% 20% 19% 19% 21% 20%

45 - 54 16% 17% 15% 15% 15% 15%

55 - 64 10% 6% 10% 8% 10% 9%

65 - 75 7% 1% 7% 4% 6% 5%

Single 42% 44% 42% 46% 42% 43%

Son/daughter 35% 43% 35% 43% 35% 37%

Student 25% 34% 26% 33% 25% 27%

ABC1 31% 11% 11% 23% 10% 12%

C2 36% 22% 22% 34% 22% 23%

C3 22% 28% 28% 22% 28% 28%

D 11% 39% 39% 20% 39% 37%

Male 53% 49% 49% 51% 47% 49%

Female 47% 51% 51% 49% 53% 51%

12 - 19 19% 18% 18% 19% 18% 19%

20 - 24 13% 10% 10% 13% 9% 11%

25 - 29 15% 10% 10% 12% 9% 10%

30 - 34 10% 10% 10% 12% 11% 10%

35 - 44 20% 20% 19% 19% 21% 20%

45 - 54 17% 16% 15% 15% 15% 15%

55 - 64 6% 10% 10% 8% 10% 9%

65 - 75 1% 7% 7% 4% 6% 5%

Single 44% 42% 42% 46% 42% 43%

Son/daughter 43% 35% 35% 43% 35% 37%

Student 34% 25% 26% 33% 25% 27%

La radio tampoco…


Total Chile

CámarasDigitales

Radio



Perfil demográficoABC1 11% 31% 11% 23% 10% 12%

C2 22% 36% 22% 34% 22% 23%

C3 28% 22% 28% 22% 28% 28%

D 39% 11% 39% 20% 39% 37%

Male 49% 53% 49% 51% 47% 49%

Female 51% 47% 51% 49% 53% 51%

12 - 19 18% 19% 18% 19% 18% 19%

20 - 24 10% 13% 10% 13% 9% 11%

25 - 29 10% 15% 10% 12% 9% 10%

30 - 34 10% 10% 10% 12% 11% 10%

35 - 44 20% 20% 19% 19% 21% 20%

45 - 54 16% 17% 15% 15% 15% 15%

55 - 64 10% 6% 10% 8% 10% 9%

65 - 75 7% 1% 7% 4% 6% 5%

Single 42% 44% 42% 46% 42% 43%

Son/daughter 35% 43% 35% 43% 35% 37%

Student 25% 34% 26% 33% 25% 27%

ABC1 11% 31% 11% 23% 10% 12%

C2 22% 36% 22% 34% 22% 23%

C3 28% 22% 28% 22% 28% 28%

D 39% 11% 39% 20% 39% 37%

Male 49% 53% 49% 51% 47% 49%

Female 51% 47% 51% 49% 53% 51%

12 - 19 18% 19% 18% 19% 18% 19%

20 - 24 10% 13% 10% 13% 9% 11%

25 - 29 10% 15% 10% 12% 9% 10%

30 - 34 10% 10% 10% 12% 11% 10%

35 - 44 20% 20% 19% 19% 21% 20%

45 - 54 16% 17% 15% 15% 15% 15%

55 - 64 10% 6% 10% 8% 10% 9%

65 - 75 7% 1% 7% 4% 6% 5%

Single 42% 44% 42% 46% 42% 43%

Son/daughter 35% 43% 35% 43% 35% 37%

Student 25% 34% 26% 33% 25% 27%

ABC1 31% 11% 11% 23% 10% 12%

C2 36% 22% 22% 34% 22% 23%

C3 22% 28% 28% 22% 28% 28%

D 11% 39% 39% 20% 39% 37%

Male 53% 49% 49% 51% 47% 49%

Female 47% 51% 51% 49% 53% 51%

12 - 19 19% 18% 18% 19% 18% 19%

20 - 24 13% 10% 10% 13% 9% 11%

25 - 29 15% 10% 10% 12% 9% 10%

30 - 34 10% 10% 10% 12% 11% 10%

35 - 44 20% 20% 19% 19% 21% 20%

45 - 54 17% 16% 15% 15% 15% 15%

55 - 64 6% 10% 10% 8% 10% 9%

65 - 75 1% 7% 7% 4% 6% 5%

Single 44% 42% 42% 46% 42% 43%

Son/daughter 43% 35% 35% 43% 35% 37%

Student 34% 25% 26% 33% 25% 27%

OOH tiene ligeras

concentraciones en

jóvenes y gente de

NSE medio-alto,

pero éstas … no

son significativas …


Total Chile

CámarasDigitales

OOH




C2 22% 36% 22% 34% 22% 23%

C3 28% 22% 28% 22% 28% 28%

D 39% 11% 39% 20% 39% 37%

Male 49% 53% 49% 51% 47% 49%

Female 51% 47% 51% 49% 53% 51%

12 - 19 18% 19% 18% 19% 18% 19%

20 - 24 10% 13% 10% 13% 9% 11%

25 - 29 10% 15% 10% 12% 9% 10%

30 - 34 10% 10% 10% 12% 11% 10%

35 - 44 20% 20% 19% 19% 21% 20%

45 - 54 16% 17% 15% 15% 15% 15%

55 - 64 10% 6% 10% 8% 10% 9%

65 - 75 7% 1% 7% 4% 6% 5%

Single 42% 44% 42% 46% 42% 43%

Son/daughter 35% 43% 35% 43% 35% 37%

Student 25% 34% 26% 33% 25% 27%

ABC1 11% 31% 11% 23% 10% 12%

C2 22% 36% 22% 34% 22% 23%

C3 28% 22% 28% 22% 28% 28%

D 39% 11% 39% 20% 39% 37%

Male 49% 53% 49% 51% 47% 49%

Female 51% 47% 51% 49% 53% 51%

12 - 19 18% 19% 18% 19% 18% 19%

20 - 24 10% 13% 10% 13% 9% 11%

25 - 29 10% 15% 10% 12% 9% 10%

30 - 34 10% 10% 10% 12% 11% 10%

35 - 44 20% 20% 19% 19% 21% 20%

45 - 54 16% 17% 15% 15% 15% 15%

55 - 64 10% 6% 10% 8% 10% 9%

65 - 75 7% 1% 7% 4% 6% 5%

Single 42% 44% 42% 46% 42% 43%

Son/daughter 35% 43% 35% 43% 35% 37%

Student 25% 34% 26% 33% 25% 27%

ABC1 11% 31% 11% 23% 10% 12%

C2 22% 36% 22% 34% 22% 23%

C3 28% 22% 28% 22% 28% 28%

D 39% 11% 39% 20% 39% 37%

Male 49% 53% 49% 51% 47% 49%

Female 51% 47% 51% 49% 53% 51%

12 - 19 18% 19% 18% 19% 18% 19%

20 - 24 10% 13% 10% 13% 9% 11%

25 - 29 10% 15% 10% 12% 9% 10%

30 - 34 10% 10% 10% 12% 11% 10%

35 - 44 20% 20% 19% 19% 21% 20%

45 - 54 16% 17% 15% 15% 15% 15%

55 - 64 10% 6% 10% 8% 10% 9%

65 - 75 7% 1% 7% 4% 6% 5%

Single 42% 44% 42% 46% 42% 43%

Son/daughter 35% 43% 35% 43% 35% 37%

Student 25% 34% 26% 33% 25% 27%

ABC1 11% 31% 11% 23% 10% 12%

C2 22% 36% 22% 34% 22% 23%

C3 28% 22% 28% 22% 28% 28%

D 39% 11% 39% 20% 39% 37%

Male 49% 53% 49% 51% 47% 49%

Female 51% 47% 51% 49% 53% 51%

12 - 19 18% 19% 18% 19% 18% 19%

20 - 24 10% 13% 10% 13% 9% 11%

25 - 29 10% 15% 10% 12% 9% 10%

30 - 34 10% 10% 10% 12% 11% 10%

35 - 44 20% 20% 19% 19% 21% 20%

45 - 54 16% 17% 15% 15% 15% 15%

55 - 64 10% 6% 10% 8% 10% 9%

65 - 75 7% 1% 7% 4% 6% 5%

Single 42% 44% 42% 46% 42% 43%

Son/daughter 35% 43% 35% 43% 35% 37%

Student 25% 34% 26% 33% 25% 27%

Congruencia en NSE

Congruencia en

edades


Total Chile

CámarasDigitales

TV Paga




C2 36% 22% 22% 34% 22% 23%

C3 22% 28% 28% 22% 28% 28%

D 11% 39% 39% 20% 39% 37%

Male 53% 49% 49% 51% 47% 49%

Female 47% 51% 51% 49% 53% 51%

12 - 19 19% 18% 18% 19% 18% 19%

20 - 24 13% 10% 10% 13% 9% 11%

25 - 29 15% 10% 10% 12% 9% 10%

30 - 34 10% 10% 10% 12% 11% 10%

35 - 44 20% 20% 19% 19% 21% 20%

45 - 54 17% 16% 15% 15% 15% 15%

55 - 64 6% 10% 10% 8% 10% 9%

65 - 75 1% 7% 7% 4% 6% 5%

Single 44% 42% 42% 46% 42% 43%

Son/daughter 43% 35% 35% 43% 35% 37%

Student 34% 25% 26% 33% 25% 27%

ABC1 31% 11% 11% 23% 10% 12%

C2 36% 22% 22% 34% 22% 23%

C3 22% 28% 28% 22% 28% 28%

D 11% 39% 39% 20% 39% 37%

Male 53% 49% 49% 51% 47% 49%

Female 47% 51% 51% 49% 53% 51%

12 - 19 19% 18% 18% 19% 18% 19%

20 - 24 13% 10% 10% 13% 9% 11%

25 - 29 15% 10% 10% 12% 9% 10%

30 - 34 10% 10% 10% 12% 11% 10%

35 - 44 20% 20% 19% 19% 21% 20%

45 - 54 17% 16% 15% 15% 15% 15%

55 - 64 6% 10% 10% 8% 10% 9%

65 - 75 1% 7% 7% 4% 6% 5%

Single 44% 42% 42% 46% 42% 43%

Son/daughter 43% 35% 35% 43% 35% 37%

Student 34% 25% 26% 33% 25% 27%

Total Chile

CámarasDigitales

TV Abierta

TV Paga

Radio OOH

Los medios selectivos, como la TV Paga

ofrecen una audiencia demográficamente

similar a los consumidores de cámaras digitales




Perfil demográfico

Y no solo demográficamente…

Perfil psicográfico

Opiniones y actitudes: Top 2 Box. Top 15 de opiniones generales más representativas para los consumidores de cámaras digitales.

Fuente: TGI Latina 2006. Base personas de Chile

Preocupadas por el cuidado de su

higiene personal.

Interesados en cuestiones

internacionales como viajes,

culturas y comida extranjera.

Tratan de estar al día en los avances

tecnológicos.

Son buscadores de calidad y valor por

su dinero…

Cámaras Digitales

Total Chile

Opiniones más representativas de los consumidores de cámaras digitales

Es importante tener una relación estable con una persona

79%

Vale la pena pagar un poco mas por productos higiénicos de buena calidad

79%

Me gusta viajar y conocer lugares exóticos 77%

Me gusta tener objetos de buena calidad 73%

Generalmente planeo la compra de artículos costosos

72%

Estoy interesado en otras culturas y países 69%

Estoy dispuesto a pagar más por una bebida de calidad

67%

Busco la mayor cantidad de información antes de comprar un equipo electrónico

65%

Trato de mantenerme al día en los avances tecnológicos

63%

Disfruto la comida extranjera 59%

70% 113

70% 113

68% 114

65% 112

62% 116

60% 115

52% 128

55% 118

47% 133

43% 136

Index vs. Total Chile

Perfil psicográficoOpiniones y actitudes: Top 2 Box. Top 15 de opiniones que diferencian a los poseedores de cámaras digitales del resto de la población Chilena.


Prefiere Canales de TV Abierta

Prefiere Canales de TV Paga

100

100

99

97

99

97

100

99

101

98

99

98

104

102

104

104

105

104

117

113

Opiniones de los consumidores de cámaras digitales

Categoríavs.

Total Chile

Perfil psicográficoOpiniones y actitudes: Top 2 Box. Top 15 de opiniones que diferencian a los poseedores de cámaras digitales del resto de la población Chilena.


Prefiere Canales de TV Abierta

Prefiere Canales de TV Paga

Categoríavs.

Total Chile

100

100

99

97

99

97

100

99

101

98

99

98

104

102

104

104

105

104

117

113

111 +

105 - 110

100 - 104

Index vs. total Chile

Las personas que prefieren canales de TV Paga

tienen una psicografía más cercana

a los consumidores de cámaras digitales.

¿Qué canales de televisión son

más congruentes con la

categoría?

ABC1 31% 11% 12% 9% 10% 4% 5% 13%

C2 36% 22% 27% 19% 21% 12% 16% 14%

C3 22% 28% 28% 29% 31% 31% 36% 25%

D 11% 39% 34% 43% 37% 53% 43% 49%

Male 53% 49% 39% 47% 53% 44% 60% 46%

Female 47% 51% 61% 53% 47% 56% 40% 54%

12 - 19 19% 18% 25% 24% 15% 29% 20% 27%

20 - 24 13% 10% 8% 8% 7% 8% 11% 13%

25 - 29 15% 10% 10% 10% 8% 7% 9% 7%

30 - 34 10% 10% 9% 10% 11% 8% 10% 10%

35 - 44 20% 20% 16% 17% 21% 20% 18% 7%

45 - 54 17% 16% 15% 13% 19% 14% 15% 8%

55 - 64 6% 10% 11% 11% 12% 10% 12% 15%

65 - 75 1% 7% 5% 7% 7% 5% 6% 14%

Perfil demográficoCanales preferidos de TV Abierta*

CámarasDigitales

Total Chile

UniversidadCatolica

TV

TlevisiónNacional

Chilevision MegavisionRed

Televisión

Ningún canal de TV Abierta tiene una configuración

demográfica similar a los consumidores de

cámaras digitales …



*Preferencia: Opinion acerca del canal: Uno de mis favoritos + Muy bueno



79%


79%




72%



67%


65%


63%


70% 113

70% 113

68% 114

65% 112

62% 116

60% 115

52% 128

55% 118

47% 133

43% 136

95

96

96

99

104

97

97

101

115

98

93

96

95

94

95

95

100

101

109

96

99

96

97

99

99

99

97

100

102

91

98

95

94

90

93

83

95

95

102

89

98

91

105

97

92

93

96

104

94

88

UniversidadCatolica TV

TlevisiónNacional

Chilevision MegavisionRed

Televisión

Preferencia de los canales: Uno de mis favoritos + Muy buenoOpiniones y actitudes: Top 2 Box.


Perfil psicográficoCanales preferidos de TV Abierta*

Categoríavs.

Total Chile

111 +

105 - 110

100 - 104


Tampoco psicográficamente…

¿Y los canales de la TV Paga?

ABC1 31% 11% 31% 35% 31% 24% 31% 37%

C2 36% 22% 39% 40% 54% 32% 48% 43%

C3 22% 28% 14% 14% 9% 24% 11% 16%

D 11% 39% 16% 12% 6% 19% 10% 4%

Male 53% 49% 38% 58% 54% 50% 35% 49%

Female 47% 51% 62% 42% 46% 50% 65% 51%

12 - 19 19% 18% 25% 20% 18% 22% 22% 45%

20 - 24 13% 10% 26% 11% 21% 11% 11% 16%

25 - 29 15% 10% 11% 15% 20% 13% 19% 15%

30 - 34 10% 10% 13% 10% 16% 13% 12% 10%

35 - 44 20% 20% 10% 18% 14% 22% 17% 3%

45 - 54 17% 16% 8% 16% 8% 10% 11% 7%

55 - 64 6% 10% 5% 7% 3% 6% 8% 4%

65 - 75 1% 7% 1% 3% 1% 2% 1% 1%

CámarasDigitales

Total Chile

TV Cable I

TV Cable II

TV Cable III

TV Cable V

TV Cable VI

TV Cable IV

Perfil demográficoCanales preferidos de TV Paga*



*Preferencia: Opinion acerca del canal: Uno de mis favoritos + Muy bueno


En la TV Paga podemos encontrar canales

que son demográficamente congruentes con los

consumidores de cámaras digitales…


79%


79%




72%



67%


65%


63%


70% 113

70% 113

68% 114

65% 112

62% 116

60% 115

52% 128

55% 118

47% 133

43% 136

98

113

105

107

123

111

125

116

130

121

94

112

118

108

115

133

120

121

132

142

98

106

111

122

115

115

110

99

149

116

95

100

102

102

108

112

92

105

132

120

97

114

125

94

109

143

105

108

135

130

97

106

112

99

125

114

112

119

149

145

Categoríavs.

Total Chile

Perfil psicográficoCanales preferidos de TV Paga*

Preferencia de los canales: Uno de mis favoritos + Muy buenoOpiniones y actitudes: Top 2 Box.


111 +

105 - 110

100 - 104


TV Cable I

TV Cable II

TV Cable III

TV Cable V

TV Cable VI

TV Cable IV

También psicográficamente …

Los variedad en los canales de TV Paga

nos ofrece distintos vehículos de

comunicación que tienen alta afinidad

hacia los consumidores de ciertas

categorías.

Bienvenidos al II Seminario Anual de la TV Cable.

Documents

Transcript of Bienvenidos al II Seminario Anual de la TV Cable.