2006 Media Planning Effectiveness Research
Research Has Significant Application To 2Q 2006 Upfront TV Cancellation Options
LONDON, Dec 29 - The Madison Media Research Institute (www.mmri.org.uk) announced today a break-through study that measures and compares media usage integration among all consumers, as well as their impact in the future. The data specifically addresses the importance and relevance media has in 21st century culture.
MMRI is a not-for-profit institute made up of senior-level National/Network TV Buyers from Top Madison Avenue media agency holding companies.
The study data is based on field research projectiles for all of 2006, 2007 and the foreseeable future. Its purpose is to enable advertisers to make better strategic choices with their media investments as well as to challenge/clarify these learnings for both brand managers and account planners.
The Institute believes its data has long term ramifications on Madison Avenue media practices, yet is also most immediately relevant to helping marketers determine their options for Q2'06 upfront TV cancellation options coming up in January.
Summary of Methodology
A more detailed analysis of the research is summarized at the bottom of the analysis. Please click here for more info on Madison Survey Criteria.
The following details specific highlights gleaned from the analysis against qualitative consumer query measurements such as suability/loyalty, technological innovation, cannibalization and convenience.
The Importance/Relevance Of Television
The data suggests that 98% of the all USTV households believe that the presence of the TV in the home has had a most profound impact on virtually every aspect of their lives. This also applies in virtually all western and 3rd world countries. Examples below:
a. Home Construction - Initially stationed in most people's living room the study shows that consumers continue to increase their attachment to Television. 90% of all households have augmented their entire living quarters to create a special "TV room" or "Den". This has impacted home contractors to now re-configure architectural designs to make this addition permanent. Has anyone ever heard of a Newspaper room, or a Magazine room or a Radio room? Our point, exactly.
b. Media Usage By Room - Other than a few insignificant trends which indicate consumers view print media in the bathroom, the study suggests that 100% of all bathroom media usage "is secondary" to consumer bathroom visitation. In addition, while most bathroom visits are between 10 and 20 minutes long, TV viewing consumption is significantly higher.
c. Awake and Sleep - Today roughly 65%+ of all households have added a TV stationed in their bedroom. In fact, most TV viewers fall asleep with the TV on, indicating a consumers desire to watch as much TV as possible right up to the minute they fall asleep. Other than a small percent of senior citizens who read antiquated newspapers, no other media has the capability to keep a consumer's interest up to the very moment they are still conscious
d. Stickiness - "Glued to the TV". Enough said.
e. Shelf-life/death - Contrary to the MPA's brag-point that magazines have a long shelf life, research shows that virtually no editorial or advertising is viewed when the pub in on the shelf, so what good does it do?
f. Lean In vs. Lean Back - The attachment to television is so strong that 90% of all homes have remote controls to allow viewers to view over 400 channels. The Institute challenges the Interactive community's statement that the Internet's "lean in" behavior suggests a higher interest and attention to the computer screen. MMRI suggests just the opposite. At one point, years ago many TV viewers had to "lean in" to change the channel. Being the first entry into "wireless" with remote controls, the TV medium evolved to address convenience issues, such that TV viewers can now "lean back", a more comfortable physical condition to view advertising, than straining a consumer's back by having lean-in all the time. This evolution from "lean-in" to "lean-back" is a great example how inconvenient the Internet still is and has a lot more "kinks" it has before it can "sit at the table" with TV.
g. Drive time vs. Hospital time - In light of the recent announcement that radio listenership continues to drop, the Institute believes that consumers have gotten fed up with the increased risk automobile drivers have with radios in their car. No one ever got into an automobile accident due to changing their TV channel. Car radios have not contemporized with the times. 100% of all cars still do not have remote controls to change channels. This shows that "multi-tasking" in 21st fast-paced world actually means "too many tasks" when it comes to radio. As compared to TV, drive time radio listeners are overwhelmed with (1) driving, (2) getting the kids to/from school, (3) trying to stop the little brats from arguing in the backseat, (4) listening to the radio and (5) commercials. With the growth of non-commercial radio properties, this shows that consumers have chosen to eliminate one needless distraction from their automobile usage, which a marketer can't ignore.
h. Illegal/Criminal - Cell phone usage in automobiles is illegal, which is where most radio listenership is done, as compared to cell phone usage in the TV room, which break no laws at all.
i. Moral Issues - One must ask if there is a connection in the branding of "Sirius" radio to the ancient mythology of the "Sirens song" associated with a users "crashing" into the rocks. Again, TV's are never used in unsafe areas, which detract from nautical safety. Not even close.
j. Social Environments - 85% of all taverns and bars have one or more TV's stationed on their premises. While there is a strong presence of print media in hair salons and barber shops, the ratio of taverns to hair cutting facilities is like 43 to 1. Virtually no taverns have even one--let alone multiple print media racks--stationed and bolted in their premises.
k. No Need To Read The Directions - as compared to computers and other confusing high tech time-wasting need to read the directions, virtually 100% of all new and seasoned TV viewers know how to turn it on.
l. 360 Medium - Other than a few techno-freaks, 95% of all "home theaters" are built to watch TV. Virtually no theaters of any kind are built to read newspapers or magazines; or to listen to radio.
m. "Green" friendly - As compared to tree-killing (1)cardboard supermarket end-aisle displays, (2)magazines, (3)newspapers and (4)breakfast cereal boxes, TV manufacturers use no trees to build their sturdy units.
n. Cannibalization - Internet evangelists proclaim TV viewing is declining due to new additions of video to ipod/cellphones, The Institute believes this trend actually proves the exact opposite. TV is cannibalizing these new mobile devices since all these new gadgets are re-making themselves to view content that runs on TV. Gimme a break.
o. News - Newspaper and magazine usage continues to drop as vehicles which people turn to for news. However, research shows that consumers increasingly turn to TV to get their news, which the Institute indicates is a clear sign that TV News content is superior to print media.
p. Appointment Viewing - Virtually no consumer makes a mental appointment to read magazines or newspapers. However, consumers consider TV viewing on the same level as making an appointment to see their health care provider. In fact, consumer satisfaction outdistances even doctor appointments by a significant ratio, since TV does not require viewers to wait 45 minutes to see the program vs. seeing the doctor.
q. Insect Distraction - As compared to outdoor, consumers are not distracted by disgusting insect collisions with the TV screen vs. dangerous distractions consumers find themselves in from viewing outdoor boards thru their windshields, while driving. There's no bird "droppings" to contend with either.
r. Increases Safety and Family Harmony - Similar to TV's impact on home architectural designs, virtually all automobile manufacturers offer TV's to be installed in the back seat so that kids will not distract drivers and thus put the safety of the family in jeopardy. Virtually no automobile manufacturer offers magazine racks, or any other media to be installed behind the driver for that matter.
TV's early adoption of remote controls makes it really "the first wireless medium". C'mon, there's no disputing that. All this talk about wireless being invented out of the Internet is just baloney! Marketers and agency heads should therefore keep any and all TV-related media dollars--which includes any iPod, cell phone and all broadband/streaming video media dollars--in the National/Network TV Buyers group so they can be negotiated by seasoned and experienced national TV buyers.
By doing so, marketers and agency heads will enjoy sleeping at night much more knowing that their budgets are in the hands of seasoned professionals, none of which have purple hair, tattoos and pierced-ear type things in the most inappropriate, if not perverted areas of their bodies.
Research Has Significant Application To 2Q 2006 Upfront TV Cancellation Options
In addition, the Madison Media Research Institute also recommends that <u>marketers should not cancel ANY Q2'06 TV dollars negotiated wisely in the upfront in TV. In addition, they should begin considering doubling TV budgets for national TV in 2006/07; to maintain advertising effectiveness, as well as to prevent "the decline/erosion of brand consumers due to the unsafe, life-endangering nature of other media. It's the only responsible thing to do.
Summary of Methodology
Media research criteria was used to obtain predictability. The data was cross-tabbed using the respondent-level sample universes with variable x/y curve filters to reach applicable probability estimates. For those audience segments with lower level respondent counts, MMRI weighed them against US population skews, and applied against 100% USTV Households. Using this as a base, MMRI calculated standard deviations relative to the projections, which allow the data to integrate with virtually all of the syndicated research companies in traditional, interactive and new interpersonal media. Please click here for more info on Madison Survey Criteria.