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2 Bienvenidos al II Seminario Anual de la TV Cable

3 LAMAC Formada y financiada por 29 Canales miembros

4 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.

5 Objetivo Compartir cifras actualizadas de la televisión de Paga. Discutir nuevos conceptos de mercadeo.

6 Los medios tradicionales ERAN la fuente principal de entretenimiento Revolución de la información y los medios

7 Los consumidores tienen muchas alternativas

8 A tan solo 6 clicks y 2 segundos…

9 Los consumidores tienen el control…

10 El mundo de hoy es diferente Necesitamos redefinir nuestros esquemas de comunicación y mercadeo…

11 Diferenciar las marcas es cada vez más difícil …

12 Hoy todos los productos se pueden duplicar

13 Entonces… ¿cómo podemos diferenciar nuestras marcas?

14 A través de … Mensaje publicitario + Los medios

15 Pero los medios han recibido menos importancia como herramienta para la diferenciación de marcas

16 “¡Quiero estar en el canal de la Universidad Católica!” “¡Quiero más alcance!” Históricamente … “¡Quiero CPMs más bajos!”

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

18 ¿Hacia dónde va la TV Cable?

19 La penetración muestra una tendencia de crecimiento Fuente: IBOPE Media (Chile). Tablas de universos 2004-2007 29.6% 32.8% 35.0% 18%

20 La TV Cable tiene una penetración del 35% Fuente: IBOPE Media (Chile). Tablas de universos 2007

21 La TV Cable fragmenta la audiencia de TV Abierta -42% Fuente: IBOPE Media (Chile). Media Workstation. Rating promedio anual 2006 Total personas, lunes a domingo, 06:00 a 30:00 hrs.

22 Lo que representa un 16% del share de audiencia Fuente: IBOPE Media (Chile). Media Workstation. Share promedio anual 2006 de TV Cable. Total personas, lunes a domingo, 06:00 a 30:00 hrs.

23 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.

24 El share en las personas ABC1 ha mantenido un crecimiento constante 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%

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

26 ¡No hacerlo es obviar el ritmo del mercado!

27 Por eso estamos aquí …

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

29 Frans Kok, MarketResponse

30 Frans demostró… ratings ≠ efectividad = apreciación

31 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

32 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

33 Media Engagement and Advertising Congruence EDWARD C. MALTHOUSE Sills Distinguished Associate Professor of Integrated Marketing Communications Senior Researcher, Media Management Center MEDILL SCHOOL OF JOURNALISM NORTHWESTERN UNIVERSITY [email protected]

34 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?

35 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

36 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). ….”

37 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

38 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.”

39 What is Engagement? The collective experiences with content Experiences are the thoughts, feelings and beliefs of readers about their program

40 ENGAGEMENT Experience 2 Experience 1 Experience 3 CONSEQUENCES OF ENGAGEMENT Usage and attentiveness Reactions to an ad Affective responses Engagement: The collective experiences with content

41 Our Research Approach 1.(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 Engagement 6.Evaluate effects on readership and advertising

42 Published Engagement Studies MediumPublications Studied Total Sample Size Experiences Identified or Studied TV News5138612 Newspapers101 52 10,858 4,444 44 33 Magazines100 72 4 4,347 25,000 1,511 39 4 6 Media Web Sites 39 7 3 2,127 11,541 810 22

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45 ESPN Ad

46 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

47 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

48 Visual / Transportatio n 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

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50 Timeout and Visual Experiences in Country Home Magazine

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53 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

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55 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

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58 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

59 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 leave I really do have a lot of fun visiting this site It often makes me laugh

60 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.

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63 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

64 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

65 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.

66 ENGAGEMENT Experience 2 Experience 1 Experience 3 CONSEQUENCES OF ENGAGEMENT Usage and attentiveness Reactions to an ad Affective responses Engagement: The collective experiences with content

67 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)

68 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

69 Effect of Some Magazine Experiences on Pure Water Ad Timeout Credibility

70 Pure Water Ad, 101 Newspapers, 4,100 Respondents Timeout Credibility

71 Orbitz Ad, 7 Web Sites, 11,541 Respondents Timeout

72 iPod Ad, 7 Web Sites, 11,541 Respondents Timeout

73 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 Timeout

74 Meredith Congruency Study http://www.medill.northwestern.edu/faculty/malthouse/congruence.pdf

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77 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

78 Average Experience Levels Visual4.194.063.423.38 Timeout4.073.793.813.70

79 BehrNeutrogenaWoolrichNeosporin Better Homes and Gardens 0.141.280.320.09 Country Home 0.271.410.190.22 Fitness0.500.640.960.55 Parents0.540.601.000.59 Visual Distances Between Ads and Magazines

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84 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

85 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

86 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

87 Timeout EngagementCredibility / Trust

88 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.

89 Efectividad publicitaria Contexto del medio

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91 Consumidor Marca Medio Buscando la afinidad entre…

92 Algunos ejemplos…

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99 Ejemplos de Anuncios Locales

100 Práctico Económico

101 Cámaras Digitales - Chile -

102 ¿Quién es el comprador de cámaras digitales?

103 Total Chile Fuente: TGI Latina 2006 W I+II. Base personas en Chile Cámaras Digitales Perfil demográfico

104 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 Fuente: TGI Latina 2006 W I+II. Base personas en Chile Total Chile Cámaras Digitales Perfil demográfico

105 % arriba del total poblacional de Chile La TV Abierta no se concentra en ningún segmento específico de la población … Fuente: TGI Latina 2006 W I+II. Base personas en Chile Concentraciones demográficas más importantes para cámaras digitales Total Chile Cámaras Digitales TV Abierta Perfil demográfico

106 La radio tampoco… Fuente: TGI Latina 2006 W I+II. Base personas en Chile Total Chile Cámaras Digitales Radio % arriba del total poblacional de Chile Concentraciones demográficas más importantes para cámaras digitales Perfil demográfico

107 OOH tiene ligeras concentraciones en jóvenes y gente de NSE medio-alto, pero éstas … no son significativas … Fuente: TGI Latina 2006 W I+II. Base personas en Chile Total Chile Cámaras Digitales OOH % arriba del total poblacional de Chile Concentraciones demográficas más importantes para cámaras digitales Perfil demográfico

108 Congruencia en NSE Congruencia en edades Fuente: TGI Latina 2006 W I+II. Base personas en Chile Total Chile Cámaras Digitales TV Paga % arriba del total poblacional de Chile Concentraciones demográficas más importantes para cámaras digitales Perfil demográfico

109 Total Chile Cámaras Digitales TV Abierta TV Paga RadioOOH Los medios selectivos, como la TV Paga ofrecen una audiencia demográficamente similar a los consumidores de cámaras digitales Fuente: TGI Latina 2006 W I+II. Base personas en Chile % arriba del total poblacional de Chile Concentraciones demográficas más importantes para cámaras digitales Perfil demográfico

110 Y no solo demográficamente…

111 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 Index vs. Total Chile

112 Perfil psicográfico Opiniones y actitudes: Top 2 Box. Top 15 de opiniones que diferencian a los poseedores de cámaras digitales del resto de la población Chilena. Fuente: TGI Latina 2006. Base personas de Chile Prefiere Canales de TV Abierta Prefiere Canales de TV Paga Opiniones de los consumidores de cámaras digitales Categoría vs. Total Chile

113 Perfil psicográfico Opiniones y actitudes: Top 2 Box. Top 15 de opiniones que diferencian a los poseedores de cámaras digitales del resto de la población Chilena. Fuente: TGI Latina 2006. Base personas de Chile Prefiere Canales de TV Abierta Prefiere Canales de TV Paga Categoría vs. Total Chile Index vs. total Chile Las personas que prefieren canales de TV Paga tienen una psicografía más cercana a los consumidores de cámaras digitales.

114 ¿Qué canales de televisión son más congruentes con la categoría?

115 Perfil demográfico Canales preferidos de TV Abierta* Cámaras Digitales Total Chile Universidad Catolica TV Tlevisión Nacional ChilevisionMegavision Red Televisión Ningún canal de TV Abierta tiene una configuración demográfica similar a los consumidores de cámaras digitales … % arriba del total poblacional de Chile Concentraciones demográficas más importantes para cámaras digitales *Preferencia: Opinion acerca del canal: Uno de mis favoritos + Muy bueno Fuente: TGI Latina 2006 W I+II. Base personas en Chile

116 Universidad Catolica TV Tlevisión Nacional ChilevisionMegavision Red Televisión Preferencia de los canales: Uno de mis favoritos + Muy bueno Opiniones y actitudes: Top 2 Box. Fuente: TGI Latina 2006 W I+II. Base personas en Chile Perfil psicográfico Canales preferidos de TV Abierta* Categoría vs. Total Chile Index vs. total Chile Tampoco psicográficamente…

117 ¿Y los canales de la TV Paga?

118 Cámaras Digitales Total Chile TV Cable I TV Cable II TV Cable III TV Cable V TV Cable VI TV Cable IV Perfil demográfico Canales preferidos de TV Paga* % arriba del total poblacional de Chile Concentraciones demográficas más importantes para cámaras digitales *Preferencia: Opinion acerca del canal: Uno de mis favoritos + Muy bueno Fuente: TGI Latina 2006 W I+II. Base personas en Chile En la TV Paga podemos encontrar canales que son demográficamente congruentes con los consumidores de cámaras digitales…

119 Categoría vs. Total Chile Perfil psicográfico Canales preferidos de TV Paga* Preferencia de los canales: Uno de mis favoritos + Muy bueno Opiniones y actitudes: Top 2 Box. Fuente: TGI Latina 2006 W I+II. Base personas en Chile Index vs. total Chile TV Cable I TV Cable II TV Cable III TV Cable V TV Cable VI TV Cable IV También psicográficamente …

120 Los variedad en los canales de TV Paga nos ofrece distintos vehículos de comunicación que tienen alta afinidad hacia los consumidores de ciertas categorías.

121 Los consumidores son DifEreNtes… Por lo que se necesitan estrategias diferentes… Lo más contraproducente es mantener el status quo Chile debe seguir los nuevos ritmos del mercado Recordemos que el panorama de medios es diferente…