Reebok Reaches Light TV Viewers with Google and YouTube
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1 Reebok Reaches Light TV Viewers with Google and YouTube Online is Complementary to TV in a Cross Media Campaign March 2012
2 Executive Summary Light TV viewers are not reached effectively on TV but they are watching online Light TV viewers are valuable and a significant part of your audience and they are the future YouTube/GDN delivers efficient effective reach to light TV viewers Shift TV dollars to YouTube/GDN to cost effectively supplement exposure to the Light TV viewers 2
3 Television audiences have fragmented of TV viewership is on networks that each have <1% share Source: 3
4 TV Viewers Don t All Watch in the Same Way Nielsen TV Viewership Quintiles Light hrs/day Light-Med hrs/day Med hrs/day Heavy-Med hrs/day Heavy 7.3+ Hrs/day 20% Viewers (about 60M Viewers Aged 2+) in Each Quintile Light Viewers account for around 3% of TV viewing... While Heavy Viewers Account for Around 48% 4
5 Young & diverse Older College education High school education Income over $100K Broadcast Only TV Lower Income Couch Potatoes Why should you care about the light TV viewer? Indexes show stark contrast in audience composition 5
6 Male audience 50% 40% 41% Male population 30% 20% 10% 21% 16% 13% 9% 0% Lightest Light Medium Medium Medium Heavy Heavy Source: Nielsen Q There are 4.6x more light TV viewers than heavy viewers in the Male audience 41% of the target audience is very hard to reach on TV 6
7 Rise of cable-less TV viewers with broadband +22.8% in broadcast only and broadband % Broadcast only and Broadband Q Cable and No Broadband -17.1% Source: Q Nielsen Cross Platform report 7
8 U.S. consumers in homes with broadband Internet and free, broadcast TV stream video twice as much as the general cross-platform population. They also watch half as much TV. Nielsen Cross Platform Report Q
9 All this increases the need to expand brands online with partners that are complementary to TV in cross media video strategy reach people you didn t reach on TV deliver effective frequency to desirable audiences that are hard to reach on TV provide efficient reach YouTube + GDN accomplished this for study using Nielsen Data Fusion in a recent 9
10 A study using Nielsen Data Fusion proved the value of YouTube + GDN in extending engagement Nielsen TV Panel Group exposed to TV ad Nielsen Online Panel Group exposed to YouTube/GDN ad TV ONLINE Data Fusion Total Campaign Reach 10
11 YouTube + GDN engaged the audience Brand exposure to a physically fit, professional, and affluent audience at an efficient cost Improves Reach Builds Effective Frequency Improves Efficiency Reached additional Male consumers you did not reach on TV More than tripled frequency of lightest TV viewers exposed across both TV and YouTube/GDN Delivered overall reach and incremental reach for less cost and achieved a lower overall cost per point 11
12 YouTube + GDN extended The campaign reached 8.7% of Men reach 24% of viewers on YouTube/GDN had not seen the TV campaign, ~300,000 M18-24 Half of the TRPs were delivered to the light TV & light medium TV viewers More than 60% of YouTube/GDN s incremental reach came from the lightest TV quintile 8.7% Men Million 12
13 Males Progressive Reach%! % TV + YouTube/GDN Reach TRPS 50 TRPS 100 TRPS 150 TRPS 200 TRPS 250 TRPS 300 TRPS 350 TRPS 54.2% TV Reach YouTube/GDN added 2.1% points incremental reach to TV 60% of incremental reach came from the lightest TV quintile 13
14 YouTube + GDN improved frequency by delivering more impressions than TV among audience target YouTube+GDN deliver more impressions to Light TV Viewers than TV YouTube+GDN tripled frequency to Male Light TV Viewers exposed to both TV and YouTube/GDN YouTube+GDN delivery is more evenly distributed across quintiles YT/GDN Average Frequency:
15 25 20 TV not enough Average Frequency (group exposed to both TV and YT) 4.8 YouTube + GDN avg frequency TV avg frequency Lightest Light Medium Medium Medium Heavy Heavy 5+ Effective Frequency YouTube + GDN delivery is more evenly distributed, tripling frequency to Male light TV viewers exposed to the cross media campaign 15
16 YouTube + GDN improved By delivering reach & incremental reach at lower cost efficiency YouTube+GDN delivered 2.1%pts incremental reach for 41% less cost than TV YouTube + GDN delivered 8.7% reach for 30% less cost than TV YouTube + GDN achieved a Cost per Point to light TV viewing Males % lower than TV 16
17 Opportunity: Distribute TRPs with cross-platform planning TV + YT Cross Media Video Planning Light Light-Med Med Heavy-Med Heavy 17
18 Disparity between distribution of TRPs and male audience 50% 41% TV TRPs Male population 40% 30% 27% 30% 20% 10% 7% 15% 21% 22% 16% 13% 9% 0% Lightest Light Medium Medium Medium Heavy Heavy Source: Nielsen Reach missed audience with YouTube + GDN 57% of TV spend hitting only 22% of target audience 41% of the target is very hard to reach on TV 18
19 Methodology: Incremental Reach Forecast Online incremental reach Reach TV progressive reach curve incremental TV TRPs TRPs Fit a nonlinear function to the progressive reach vs TRP curve Extrapolate TV to TV + online reach ->Incremental TV TRPs Incremental TRPs x Average CPP ->TV Incremental Cost 19
20 Projection: TRP distribution shift Shifting budget from heavy skewing TV networks to online video creates more even distribution across quintiles Current Plan 90% TV / 10% YouTube + GDN 9% 15% Cross Media Campaign TRPs 21% 26% 29% Projection 53% TV / 47% YouTube + GDN 21% Cross Media Campaign TRPs 18% 21% 19% 22% Lightest Light Medium Medium Medium Heavy Cross media plan currently skews toward heavy TV viewers Heavy Lightest Light Medium é 76% TRPs to the lightest TV viewers Medium Medium Heavy Heavy ê 40% TRPs to heaviest TV viewers 20
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