Source: BARB/Nielsen Monitor. Key Facts - Payday Loans ...... indicative of the network based on advice from Nielsen Med
Trends in Advertising Activity Payday Loans December 2013
Contents • Key Facts • Viewing Trends • Advertising Activity • Annex 1 – Methodology
1
Key Facts
Source: BARB/Infosys+/Nielsen Media Note: Figures have been rounded for illustrative purposes – please refer to the ‘Advertising Activity’ section for detailed analyses
2
2012
Total TV
Comm.TV
Adults
4.3
2.8
ABC1 Adults
3.5
2.2
C2DE Adults
5.2
3.6
4-15
2.4
1.7
10-15
2.4
1.8
Viewing by daypart • Around two-thirds of commercial channel viewing takes place pre2100 across the adults demographic groups – this has remained stable over time. ABC1 Adult viewing tends to be higher later in the evening than Adults/C2DE Adults. • Around four-fifths of Children’s viewing takes place pre-2100, falling to around three-quarters among older children – this has also remained stable over the analysis period • In 2012, viewing to commercial channels peaked between 21002200 among adult demographic groups, between 2000-2100 among 10-15s and between 1900-2000 among 4-15s Children Adults
Commercial: Non-commercial
Hours of viewing/day
Key Facts - Viewing Comm: Non-comm
2008
2012
Adults
66:34
66:34
ABC1 Adults
63:37
61:39
C2DE Adults
68:32
70:30
4-15
74:26
73:27
10-15
75:25
75:25
Commercial channel viewing by channel group • Terrestrial channels account for almost two-fifths of adult viewing this has been in decline as viewing to Portfolio channels has increased to around a quarter of viewing. • Among children, the share of viewing represented by the Terrestrial channels falls to around a quarter and viewing to the Portfolio channels accounts for around 15% of viewing. Children’s channels account for almost a third of viewing amongst 4-15 year olds and a fifth of viewing among 10-15 year olds. Music channels account for a greater share of children’s viewing than Adults. • The ‘Other Top 10 (PDL)’ channels accounted for 5-6% of viewing Adults
Terrestrial
Children
Portfolio
Pre-2100
Sports
Post-2100
Music Movies Children's Other
3
Commercial Spots
Key Facts - Payday Loans 2008
2011
2012
Spots
17k
243k
397k
% total spots
0.1%
0.7%
1.2%
Spots by daypart, 2012
9%
Commercial Impacts
•
•
2011
2012
1700-2059
2300-2959
7.5bn, 0.8%
152
ABC1 Adults
5m
1.5bn
2.7bn, 0.7%
103
C2DE Adults
7m
2.7bn
4.8bn, 0.8%
208
4-15
3m
466m
596m, 0.6%
70
10-15
2m
249m
348m, 0.7%
84
Music
11% 8% 1%
Children's Other - Top 10 Other
Impacts by channel, 2012* Terrestrial
0930-1659
4.2bn
24%
Movies 2100-2259
0600-0929
12m
Portfolio Sports
42%
Per Person, 2012
Adults
6%
0930-1659
Impacts by daypart, 2012* 2008
Terrestrial
1%
0600-0929
15% 9% • Between 2008 and 2012 the volume of PDL spots shown increased from 6% 17k to 397k, with a year-on-year increase of 64% between 2011 and 2012. 16% • PDL advertising increased to represent 7.3% of all Finance spots and 90.3% of all advertising related to Personal Loans in 2012. 55% • Over the past two years, when the volume of PDL advertising has been at its highest, the majority of spots were aired during the day between 06001659. • Over the same period, significant proportions of PDL spots were aired across Music, Movie and ‘Top 10 Other’ channels – the greatest proportion were shown on ‘Other’ channels. Children’s channels accounted for 0.6% of PDL spots in 2012
Impacts
Spots by channel, 2012
Portfolio Sports Music
1700-2059
Movies
2100-2259
Children's Other - Top 10
2300-2959
Other
With 55.0% of PDL spots aired between 0930-1659, this daypart also accounted for over half of PDL impacts in 2012. A further 15.8% of PDL spots were shown between 1700-2059 and around a quarter of impacts were seen during this slot – this share was higher among children as the proportion of Child PDL impacts seen post-2100 was lower than Adults. While PSB-owned channels accounted for 9.5% of PDL spots in 2012, these channels represented around a half of PDL impacts. Similarly the ‘Top 10 Other’ represented a greater proportion of impacts compared with spots, while the proportion of impacts seen across the Music, Movie and ‘Other’ channels was significantly lower than the share of spots shown across these channel groups in 2012. Among younger viewers the Music and the ‘Top 10 Other’ channels accounted for a notably higher proportion of Child PDL impacts compared against Adults as the PSB-owned channels accounted for smaller shares. In 2012, Children’s channels accounted for 3% of PDL impacts seen by 4-15 year olds, equivalent to 2 impacts per child over the year.
* Based on data for Adults - figures have been rounded for illustrative purposes
4
Key Facts - Payday Loans Comparative Analysis by Daypart, 2012
Comparative charts, Payday Loans - Adults
55.0%
70.0% 60.0%
Spots
Impacts (Adults)
57.5%
Commercial channel viewing (Adults)
6.3%
14.5%
12.4%
6.9%
5.5%
21.2%
15.8% 5.6%
10.0%
5.1%
20.0%
9.2%
30.0%
23.7%
27.2%
40.0%
34.1%
50.0%
0.0% 0600-0929
0930-1659
1700-2059
2100-2259
2300-2959
Source: BARB/Nielsen Monitor. 5
Key Facts - Payday Loans Comparative Analysis by Channel Group, 2012
Comparative charts, Payday Loans - Adults
5.0%
0.2%
0.6%
2.8%
2.2%
22.7%
21.0%
14.3%
7.9%
3.0%
4.2%
1.5%
4.3%
6.1%
5.1%
0.8%
10.0%
8.6%
20.0%
10.5%
23.8%
25.3%
30.0%
23.0%
26.9%
40.0%
Impacts (Adults)
38.6%
50.0%
Spots
41.7%
Commercial channel viewing (Adults)
0.0% Terrestrial Commercial Commercial PSB Portfolio
Sports
Music
Movies
Children's Other - Top Other - All 10 (PDL) other
Source: BARB/Nielsen Monitor. 6
Key Facts - Payday Loans Comparative Analysis by Daypart, 2012
Comparative charts, Payday Loans – Children 4-15 Commercial channel viewing (Children 4-15)
Spots
Impacts (Children 4-15)
40.0%
30.0%
31.1%
50.0%
39.3%
60.0%
55.6%
55.0%
70.0%
3.3%
14.5% 5.8%
4.9%
5.5%
14.0%
15.8% 6.1%
10.0%
9.2%
20.0%
9.8%
30.0%
0.0% 0600-0929
0930-1659
1700-2059
2100-2259
2300-2959
Source: BARB/Nielsen Monitor. 7
Key Facts - Payday Loans Comparative Analysis by Channel Group, 2012
Comparative charts, Payday Loans – Children 4-15 Spots
Impacts (Children 4-15) 41.7%
Commercial channel viewing (Children 4-15) 50.0%
19.1%
19.7% 10.5%
4.6%
3.0%
0.6%
2.4%
7.9%
3.5%
10.8%
15.8%
30.7%
23.8% 2.8%
4.1%
6.1%
3.1%
0.8%
10.0%
8.6%
20.0%
15.4%
16.3%
24.1%
30.0%
24.7%
40.0%
0.0% Terrestrial Commercial Commercial PSB Portfolio
Sports
Music
Movies
Children's Other - Top Other - All 10 (PDL) other
Source: BARB/Nielsen Monitor. 8
Key Facts - In context Total commercial spots & impacts by category •
Within the Nielsen Media database, data for different product categories is classified using a 3-tier system of Major, Mid and Minor product categories.
•
The Payday Loans ‘minor’ category sits within the Personal Loans ‘mid’ category, which itself sits within the Finance category. In 2008, the total Finance category accounted for 14.5% of commercial spots- the largest product category in terms of the amount of advertising shown. The Personal Loans ‘mid’ category accounted for 0.7% of total commercial spots and the Payday Loans ‘minor’ category accounted for 0.1% of all television advertising shown.
•
In 2012, the Finance category accounted for 15.9% of commercial spots shown. The Personal Loans ‘mid’ category accounted for 1.3% of all spots and Payday Loan commercials represented 1.2% of all television advertising shown. This proportion suggests that, while the share of commercials represented by Payday Loan advertisers has grown from 0.1% in 2008 to 1.2% in 2012, the market remained a relatively small one in 2012, when compared against all the other activity across commercial television.
•
In terms of exposure, the Finance category accounted for 10.1% of total Adult impacts in 2008 and 8.5% of impacts among 10-15 year olds. Within this, the Payday Loans ‘minor’ category was very small, with a share of 0.0% being recorded against all demographics.
•
In 2012, the Finance category accounted for 12.4% of all Adult impacts – and 10.2% of 10-15 year old impacts. The Payday Loans ‘minor’ category represented 0.8% of all television impacts seen by Adults and 0.7% of television impacts seen by 10-15 year olds. This demonstrates that while audiences were exposed to a significant share of a wide range of finance related commercials, the proportion represented by Payday Loan commercials was relatively small. 9
Key Facts - In context Total Commercial Advertising Spots, 2008 Category
Spots, Millions
Share
TOTAL
31.8
100.0%
Finance
4.6
14.5%
Food
3.9
12.3%
Cosmetics & Personal Care
3.8
11.8%
Entertainment & Leisure
2.9
9.2%
Household FMCG
2.5
7.9%
Pharmaceutical
1.6
5.1%
Govt, Political, Social Org
1.5
4.8%
Leisure Equipment
1.5
4.8%
Telecoms
1.2
3.8%
Drink
1.2
3.8%
Motors
1.2
3.7%
Retail
0.9
3.0%
Travel & Transport
0.9
2.7%
Media
0.8
2.5%
Games & Consoles
0.8
2.4%
All Other
2.5
7.8%
General Insurance Other Financial Services Mortgages Brand Building/Services Personal Loans (Payday Loans Money Transmission Plastic Cards Life Protection Savings Business Banking Services Pensions Asset Management Investments General Financial Company Notices & Announcement
8.0% 1.9% 0.8% 0.8% 0.7% 0.1%) 0.6% 0.6% 0.5% 0.4% 0.1% 0.1% 0% 0% 0% 0%
Source: BARB/Nielsen Monitor. Top 15 categories based on volume of spots in 2008 10
Key Facts - In context Total Commercial Advertising Spots, 2012 Category
Spots, Millions
Share
TOTAL
34.2
100.0%
Finance
5.4
15.9%
Food
4.3
12.6%
Entertainment & Leisure
3.9
11.4%
Cosmetics & Personal Care
2.7
8.0%
Telecoms
2.2
6.5%
Household FMCG
1.7
4.9%
Leisure Equipment
1.5
4.3%
Travel & Transport
1.3
3.8%
Drink
1.2
3.4%
Pharmaceutical
1.2
3.4%
Retail
1.1
3.2%
Media
1.1
3.2%
Motors
1.1
3.2%
Household Equipment & DIY
0.9
2.6%
Govt, Political, Social Org
0.8
2.4%
All Other
3.8
11.2%
General Insurance Other Financial Services Personal Loans (Payday Loans Money Transmission Life Protection Brand Building/Services Business Banking Services Savings Plastic Cards Mortgages General Financial Asset Management
6.9% 4.7% 1.3% 1.2%) 0.6% 0.6% 0.5% 0.4% 0.4% 0.4% 0.1% 0% 0%
Source: BARB/Nielsen Monitor. Top 15 categories based on volume of spots in 2012 11
Key Facts - In context Share of commercial impacts by category: 2008 All Other
100% 10.4%
90%
10.1%
10.6%
8.9%
Games & Consoles
1.8% 3.0% 2.9% 5.1% 5.0% 4.5% 4.0% 1.8% 3.6% 5.1%
3.0% 2.9% 2.7% 4.2% 4.3% 3.8% 4.0%
Media
50%
6.3%
1.9% 3.0% 3.0% 4.9% 5.5% 4.8% 4.2% 1.6% 3.6% 4.8% 6.1%
40%
10.7%
10.9%
10.6%
30%
10.5%
10.7%
10.3%
Share of commercial impacts, %
80% 70% 60%
20%
1.8% 3.0% 2.9% 5.0% 5.2% 4.6% 4.1% 1.7% 3.6% 5.0%
6.4%
7.6% 3.5% 3.6% 6.4% 12.5% 10.7%
Travel & Transport Retail Motors Drink Telecoms Leisure Equipment Govt, Political, Social Org Pharmaceutical Household FMCG
15.0%
14.9%
15.1%
10.1%
10.0%
10.2%
8.5%
Adults
ABC1 Adults
C2DE Adults
10-15 year olds
0%
0%
13.4%
10%
Entertainment & Leisure Cosmetics & Personal Care
0% Payday Loans 0% (Minor category within Finance)
0%
Food Finance
Source: BARB/Nielsen Monitor. Top 15 categories based on volume of spots shown in 2008 12
Key Facts - In context Share of commercial impacts by category: 2012
All Other
100% 90%
Share of commercial impacts, %
80% 70% 60% 50% 40% 30%
11.2%
11.2%
11.1%
12.0%
Govt, Political, Social Org
2.0% 3.9% 4.2% 2.5% 5.3% 3.6% 4.1% 3.9% 1.6% 4.6% 5.1%
1.9% 3.9% 4.4% 2.6% 5.3% 3.5% 4.3% 4.0% 1.7% 4.5% 5.2%
2.1% 3.9% 4.0% 2.5% 5.3% 3.7% 4.1% 3.9% 1.5% 4.7% 5.1%
1.6% 3.0% 3.4% 3.3% 4.6% 2.5% 3.9% 3.6% 6.8%
Household Equipment & DIY
9.2%
9.2%
9.1%
11.8%
12.0%
11.6%
14.6%
14.5%
14.7%
12.4%
12.1%
12.6%
ABC1 Adults
C2DE Adults
10-15 year olds
0.8%
0.7%
4.9% 4.9% 9.3% 12.5%
Motors Media Retail Pharmaceutical Drink Travel & Transport Leisure Equipment Household FMCG
20% 10%
13.3%
Cosmetics & Personal Care 10.2%
0% Adults Payday Loans 0.8% (Minor category within Finance)
0.7%
Telecoms
Entertainment & Leisure Food Finance
Source: BARB/Nielsen Monitor. Top 15 categories based on volume of spots shown in 2012 13
Viewing trends
14
Summary
Viewing Trends Total TV viewing •
In 2012, total television viewing ranged from 2.4 hours/day among Children to 5.2 hours/day among C2DE Adults.
•
In 2012, commercial channels accounted for 66.2% of Adult viewing • Commercial channels accounted for a lower proportion of viewing among ABC1 Adults, standing at 61.5% in 2012. • Viewing to commercial channels stood at 69.8%, in 2012, among C2DE Adults – up marginally from 67.9% in 2008.
•
The share of viewing accounted for by commercial channels was higher among Children, standing at 73.4% in 2012. • A similar split in viewing was seen among Children aged 10-15 years, with 74.8% of their viewing in 2012 represented by commercial channels.
15
In 2012, total television viewing ranged from 2.4 hours/day among Children to 5.2 hours/day among C2DE Adults Average hours of viewing: Total TV, 2008-2013
Average hours/day
6 5 4.6
4.6
4.0
4.0
3.4
3.4
4 3 2
2.3
2.3
2.2
2.2
5.1
5.2
5.2
4.3
4.3
4.3
3.5
3.5
3.5
2.5
2.5
2.4
2.4
Adults
Adults ABC1
2.4
Adults C2DE
2.4
Children 4-15
1 0 2008
Children 10-15 2009
2010
2011
2012
Source: BARB/Infosys+. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution. 16
In 2012, commercial channels accounted for 66.2% of Adult viewing
Share of viewing: Commercial vs Non-commercial, Adults 4.0
4.0
4.3
4.3
33.5%
33.4%
33.5%
4.3
Avg hrs/day
100% Share of viewing, %
90% 80%
34.3%
33.8%
70%
Non-commercial
60% 50% Commercial
40% 30%
65.7%
66.5%
66.6%
66.5%
66.2%
2008
2009
2010
2011
2012
20% 10% 0%
Source: BARB/Infosys+. Non-commercial = All BBC channels. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution. 17
Commercial channels accounted for a lower proportion of viewing among ABC1 Adults, standing at 61.5% in 2012 Share of viewing: Commercial vs Non-commercial, Adults ABC1 3.4
3.4
3.5
3.5
37.3%
37.6%
3.5
Avg hrs/day
100% Share of viewing, %
90% 80%
37.3%
36.8%
38.5%
70%
Non-commercial
60% 50% Commercial
40% 30%
62.7%
63.2%
62.7%
62.4%
61.5%
2008
2009
2010
2011
2012
20% 10% 0%
Source: BARB/Infosys+. Non-commercial = All BBC channels. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution. 18
Viewing to commercial channels stood at 69.8%, in 2012, among C2DE Adults – up marginally from 67.9% in 2008 Share of viewing: Commercial vs Non-commercial, Adults C2DE 4.6
4.6
5.1
5.2
30.6%
30.5%
5.2
Avg hrs/day
100% Share of viewing, %
90% 80%
32.1%
30.9%
30.2%
70%
Non-commercial
60% 50% Commercial
40% 30%
67.9%
69.1%
69.4%
69.5%
69.8%
2008
2009
2010
2011
2012
20% 10% 0%
Source: BARB/Infosys+. Non-commercial = All BBC channels. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution. 19
The share of viewing accounted for by commercial channels was higher among Children, standing at 73.4% in 2012 Share of viewing: Commercial vs Non-commercial, Children 4-15 2.3
2.3
2.5
2.5
27.6%
27.4%
2.4
Avg hrs/day
100% Share of viewing, %
90%
26.2%
24.9%
26.6%
80% 70%
Non-commercial
60% 50% 40%
Commercial
73.8%
75.1%
72.4%
72.6%
73.4%
2008
2009
2010
2011
2012
30% 20% 10% 0%
Source: BARB/Infosys+. Non-commercial = All BBC channels. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution. 20
A similar split in viewing was seen among Children aged 10-15 years, with 74.8% of their viewing in 2012 represented by commercial channels Share of viewing: Commercial vs Non-commercial, Children 10-15 2.2
2.2
2.4
2.4
25.9%
25.8%
2.4
Avg hrs/day
100% Share of viewing, %
90%
25.2%
23.0%
25.2%
80% 70%
Non-commercial
60% 50% 40%
74.8%
77.0%
74.1%
74.2%
74.8%
2008
2009
2010
2011
2012
Commercial
30% 20% 10% 0%
Source: BARB/Infosys+. Non-commercial = All BBC channels. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution. 21
The proportion of viewing represented by commercial channels, in 2012, ranged from 61.5% among ABC1 Adults to 74.8% among older children Share of viewing: Commercial vs Non-commercial, 2012 4.3
3.5
5.2
2.4
2.4
30.2%
26.6%
25.2%
Avg hrs/day
100% Share of viewing, %
90% 80%
33.8%
38.5%
70%
Non-commercial
60% 50% 40% 30%
66.2%
61.5%
Adults
Adults ABC1
69.8%
73.4%
74.8%
Adults C2DE
Children 4-15
Children 10-15
Commercial
20% 10% 0%
Source: BARB/Infosys+. Non-commercial = All BBC channels. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution. 22
Summary
Viewing Trends Commercial channel viewing – by daypart •
The time spent watching commercial channels, in 2012, ranged from 3.6 hours/day among C2DE Adults to 1.7 hours/day among Children.
•
In 2012, viewing to commercial channels peaked between 2100-2200 among adult demographic groups, between 2000-2100 among 10-15 year olds and between 1900-2000 among Children aged 4-15.
•
66.4% of Adult viewing to commercial channels, in 2012, took place between 0600-2100 – the share of viewing by daypart remained fairly stable over the analysis period. • Among ABC1 Adults, 64.7% of their commercial viewing in 2012 took place pre-2100, with a greater proportion of their viewing (23.4%) taking place between 2100-2300 compared with all Adults(21.2%). • Compared against ABC1 Adults, a greater proportion of commercial channel viewing among C2DE Adults took place between 0600-1700 (33.9% vs. 30.0%) and post-2300(12.8% vs. 11.9%).
•
In 2012, 80.2% of Children’s viewing to commercial channels took place pre-2100. • Over a quarter of viewing to commercial channels among older children took place post-2100 in 2012 – this share remained relatively stable over the analysis period. 23
The time spent watching commercial channels, in 2012, ranged from 3.6 hours/day among C2DE Adults to 1.7 hours/day among Children Average hours of viewing: Commercial channels, 2008-2012
Average hours/day
4
3.6
3.6
3.6
2.9
2.9
2.8
3.1
3.2
3 2.6
2.7
2.1
2.2
2.2
2.2
2.2
2 1.7
1.7
1.8
1.8
1.7
1.7
1.7
1.8
1.8
1.8
Adults ABC1
Adults C2DE
Children 4-15
1
0 2008
Adults
Children 10-15 2009
2010
2011
2012
Source: BARB/Infosys+. Analysis excludes all BBC channels. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution. 24
In 2012, viewing to commercial channels peaked between 2100-2200 among adult demographic groups, between 2000-2100 among 10-15 year olds and between 1900-2000 among Children aged 4-15 Average minutes of viewing per hour: Commercial channels, 2012 25 Adults
Average minutes/hour
20 Adults ABC1 15 Adults C2DE 10 Children 4-15 5
29:00 - 30:00
28:00 - 29:00
27:00 - 28:00
26:00 - 27:00
25:00 - 26:00
24:00 - 25:00
23:00 - 24:00
22:00 - 23:00
21:00 - 22:00
20:00 - 21:00
19:00 - 20:00
18:00 - 19:00
17:00 - 18:00
16:00 - 17:00
15:00 - 16:00
14:00 - 15:00
13:00 - 14:00
12:00 - 13:00
11:00 - 12:00
10:00 - 11:00
09:00 - 10:00
08:00 - 09:00
07:00 - 08:00
0
06:00 - 07:00
Children 10-15
Source: BARB/Infosys+. Analysis excludes all BBC channels. 25
66.4% of Adult viewing to commercial channels, in 2012, took place between 0600-2100 – share of viewing by daypart remained fairly stable over the analysis period Share of viewing by daypart: Commercial channels, Adults 2.6
2.7
2.9
12.3%
12.5%
2.9
2.8
Avg hrs/day
Share of viewing by daypart, %
100% 90% 80%
12.2%
12.6%
12.4%
2300-3000 21.2%
21.5%
21.1%
21.3%
21.2%
70%
2100-2300
60% 50%
35.5%
35.0%
34.4%
34.2%
34.1%
1700-2100
40% 30% 20%
0930-1700 26.2%
26.4%
27.0%
26.7%
27.2%
4.9%
4.8%
5.0%
5.1%
5.1%
2008
2009
2010
2011
2012
0600-0930
10% 0%
Source: BARB/Infosys+. Analysis excludes all BBC channels. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution. 26
Among ABC1 Adults, 64.7% of their commercial viewing in 2012 took place pre-2100, with a greater proportion of their viewing taking place between 2100-2300 compared with Adults Share of viewing by daypart: Commercial channels, ABC1 Adults 2.1
2.2
2.2
2.2
12.5%
12.0%
12.2%
2.2
Avg hrs/day
Share of viewing by daypart, %
100% 90% 80%
12.3%
11.9%
2300-3000 23.1%
23.2%
23.3%
23.6%
23.4%
70%
2100-2300
60% 50%
35.4%
35.1%
35.1%
34.7%
34.7%
1700-2100
40% 30% 20%
0930-1700 24.3%
24.4%
25.0%
24.8%
25.3%
4.8%
4.7%
4.6%
4.7%
4.7%
2008
2009
2010
2011
2012
0600-0930
10% 0%
Source: BARB/Infosys+. Analysis excludes all BBC channels. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution. 27
Compared against ABC1 Adults, a greater proportion of commercial channel viewing among C2DE Adults took place between 0600-1700 and post-2300 Share of viewing by daypart: Commercial channels, C2DE Adults 3.1
3.2
3.6
3.6
12.8%
12.9%
3.6
Avg hrs/day
Share of viewing by daypart, %
100% 90% 80%
12.1%
12.2%
12.8%
2300-3000 19.9%
20.2%
19.7%
19.8%
19.6%
70%
2100-2300
60% 50%
35.5%
34.9%
34.0%
33.8%
33.7%
1700-2100
40% 30% 20%
0930-1700 27.6%
27.8%
28.2%
28.0%
28.6%
5.0%
4.9%
5.2%
5.4%
5.3%
2008
2009
2010
2011
2012
0600-0930
10% 0%
Source: BARB/Infosys+. Analysis excludes all BBC channels. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution. 28
In 2012, 80.2% of Children’s viewing to commercial channels took place pre-2100 Share of viewing by daypart: Commercial channels, Children 4-15 1.7
100%
5.5%
90%
Share of viewing by daypart, %
1.7
1.8
1.8
1.7
5.4%
6.4%
5.9%
5.8%
13.7%
14.0%
15.0%
14.7%
14.0%
39.7%
39.7%
Avg hrs/day
2300-3000
80% 70% 60%
2100-2300 38.8%
39.1%
39.3%
50%
1700-2100
40% 30% 20% 10% 0%
31.2%
31.2%
30.5%
30.5%
31.1%
9.9%
9.7%
9.2%
9.7%
9.8%
2008
2009
2010
2011
2012
0930-1700 0600-0930
Source: BARB/Infosys+. Analysis excludes all BBC channels. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution. 29
Over a quarter of viewing to commercial channels among older children took place post-2100 in 2012 – this share remained relatively stable over the analysis period Share of viewing by daypart: Commercial channels, Children 10-15 1.7
Share of viewing by daypart, %
100%
1.7
1.8
1.8
1.8
7.3%
7.0%
8.5%
8.0%
8.0%
17.5%
17.8%
19.2%
19.0%
18.6%
90% 80% 70% 60% 50%
Avg hrs/day
2300-3000 2100-2300
40.0%
40.2%
38.9%
39.4%
39.6%
1700-2100
40% 30% 20%
0930-1700 28.0%
28.2%
27.4%
27.2%
27.5%
7.2%
6.8%
6.0%
6.3%
6.3%
2008
2009
2010
2011
2012
0600-0930
10% 0%
Source: BARB/Infosys+. Analysis excludes all BBC channels. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution. 30
In 2012, C2DE Adults watched more than double the amount of commercial television than Children – almost a fifth of children’s viewing took place post-2100 Share of viewing by daypart: Commercial channels, 2012 2.8
2.2
3.6
Share of viewing by daypart, %
100% 90% 80%
12.4%
11.9%
12.8%
1.7
1.8
5.8%
8.0%
14.0% 21.2%
23.4%
18.6%
2300-3000
19.6%
70%
2100-2300 39.3%
60% 50%
Avg hrs/day
34.1%
34.7%
39.6%
33.7%
1700-2100
40% 30% 20%
27.5%
27.2%
25.3%
28.6%
5.1%
4.7%
5.3%
9.8%
6.3%
Adults
Adults ABC1
Adults C2DE
Children 4-15
Children 10-15
10% 0%
0930-1700
31.1%
0600-0930
Source: BARB/Infosys+. Analysis excludes all BBC channels. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution. 31
Summary
Viewing Trends Commercial channel viewing – by channel group •
The PSB-owned channels accounted for a greater proportion of commercial channel viewing among adult demographic groups than Children, who spent a greater proportion of their time watching Music channels, as well as Children’s channels. The ‘Other Top 10’ channels accounted for around 5-6% of viewing.
•
Among Adults, the proportion of commercial channel viewing represented by the Terrestrial channels fell from 48.4% in 2008 to 38.6% in 2012 as viewing to the PSB portfolio channels increased from 15.3% to 23.0%. The ‘Other Top 10’ channels accounted for 5.0% of viewing. • Commercial channel viewing among ABC1 Adults followed a similar trend with the PSB-owned channels accounting for 60.0% of viewing in 2012. Viewing to Sports channels and the ‘Top 10 Other’ was marginally higher among ABC1s than All Adults. • The PSB-owned channels represented 62.7% of commercial channel viewing among C2DE Adults in 2012 compared with 66.5% in 2008. Compared against ABC1 Adults, viewing to the PSB portfolio channels has been higher while viewing to Sports and the ‘Top 10 Other’ channels has been lower.
•
While viewing to commercial channels followed a similar trend among Children, the share accounted for by the PSB-owned channels stood at 39.5%, in 2012, compared with 61.6% among Adults. Children’s channels accounted for 30.7% of Children’s viewing in 2012. • Compared with 4-15 year olds, viewing to the PSB portfolio and Music channels has been higher among older children. The PSB-owned channels accounted for 44.5% of viewing in 2012, down from 47.5% in 2008. Children’s channels accounted for 19.1% of viewing among 10-15 year olds and the ‘Top 10 Other’ channels accounted for a further 6.4% of viewing. 32
Among Adults, the proportion of commercial channel viewing represented by the Terrestrial channels fell from 48.4% in 2008 to 38.6% in 2012 as viewing to the PSB portfolio channels increased from 15.3% to 23.0% - and in 2012 the ‘Other Top 10’ accounted for 5.0% of viewing
Share of viewing by channel group, %
Share of viewing by channel group: Commercial channels, Adults 2.6
2.7
2.9
2.9
2.8
100% 90% 80% 70% 60%
20.3%
20.6%
22.0%
20.8%
21.0%
4.0% 2.8% 2.9% 4.7%
4.6% 2.8% 2.9% 5.1%
4.7% 2.6% 2.7% 4.9%
4.6% 2.7% 2.9% 5.1%
5.0% 2.8% 3.0% 5.1%
15.3%
16.7%
18.6%
21.6%
23.0%
50%
Other - All other Other - Top 10 (PDL) Children's Movies Music
40% 30% 20%
Avg hrs/day
48.4%
Sports 45.5%
43.0%
40.7%
38.6%
10%
Commercial PSB Portfolio Terrestrial Commercial
0% 2008
2009
2010
2011
2012
Source: BARB/Infosys+. Analysis excludes all BBC channels. ‘Other – Top 10’ based on Top 10 channels for airing Payday Loans spots in 2012. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution. 33
Commercial channel viewing among ABC1 Adults followed a similar trend with the PSB-owned channels accounting for 60.0% of viewing in 2012 - viewing to Sports channels and the ‘Top 10 Other’ was marginally higher among ABC1s than All Adults Share of viewing by channel group, %
Share of viewing by channel group: Commercial channels, ABC1 Adults 2.1
2.2
2.2
2.2
2.2
22.1%
21.9%
21.6%
20.6%
20.3%
4.7% 2.7% 3.3% 5.9%
5.3% 2.7% 3.3% 6.4%
5.4% 2.6% 2.8% 6.0%
5.2% 2.9% 3.1% 6.8%
5.7% 3.0% 2.9% 6.6%
14.8%
16.0%
17.6%
19.8%
21.6%
100% 90% 80% 70% 60% 50%
Other - All other Other - Top 10 (PDL) Children's Movies Music
40% 30% 20%
Avg hrs/day
Sports 44.9%
42.7%
42.4%
39.8%
38.4%
Commercial PSB Portfolio
10% Terrestrial Commercial
0% 2008
2009
2010
2011
2012
Source: BARB/Infosys+. Analysis excludes all BBC channels. ‘Other – Top 10’ based on Top 10 channels for airing Payday Loans spots in 2012. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution. 34
The PSB-owned channels represented 62.7% of commercial channel viewing among C2DE Adults in 2012 down from 66.5% in 2008 - compared against ABC1 Adults, viewing to the PSB portfolio channels has been higher while viewing to Sports and the ‘Top 10 Other’ channels has been lower
Share of viewing by channel group, %
Share of viewing by channel group: Commercial channels, C2DE Adults 3.1
3.2
3.6
3.6
3.6
100%
Other - All other
90%
19.0%
19.7%
22.2%
20.9%
21.4%
80% 70%
3.5% 2.8% 2.6% 4.0%
4.2% 2.9% 2.7% 4.1%
4.2% 2.6% 2.8% 3.9%
60%
4.3% 2.6% 2.7% 4.1%
4.6% 2.6% 3.0% 4.0%
15.6%
19.3%
22.8%
24.0%
17.2%
50%
Other - Top 10 (PDL) Children's Movies Music
40% 30%
Avg hrs/day
50.8%
20%
Sports 47.4%
43.4%
41.3%
38.8%
Commercial PSB Portfolio
10% Terrestrial Commercial
0% 2008
2009
2010
2011
2012
Source: BARB/Infosys+. Analysis excludes all BBC channels. ‘Other – Top 10’ based on Top 10 channels for airing Payday Loans spots in 2012. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution. 35
While viewing to commercial channels followed a similar trend among Children, the share accounted for by the PSB-owned channels stood at 39.5%, in 2012, compared with 61.6% among Adults – Children’s channels accounted for the greatest proportion of viewing
Share of viewing by channel group, %
Share of viewing by channel group: Commercial channels, Children 4-15 1.7
1.7
1.8
1.8
90%
17.1%
80%
1.7
16.5%
18.9%
16.6%
15.8%
Other - All other
3.2%
3.7%
3.6%
4.1%
4.6%
Other - Top 10 (PDL)
29.0%
29.1%
27.4%
29.0%
30.7%
3.2% 2.9% 3.3%
3.0% 3.2% 3.1%
2.8% 2.6% 3.0%
3.1% 2.9% 3.3%
3.5% 2.8% 3.1%
Music
11.5%
13.2%
13.6%
14.4%
15.4%
Sports
29.8%
28.2%
28.2%
26.6%
24.1%
100%
70% 60% 50% 40%
Children's Movies
30% 20% 10%
Avg hrs/day
Commercial PSB Portfolio Terrestrial Commercial
0% 2008
2009
2010
2011
2012
Source: BARB/Infosys+. Analysis excludes all BBC channels. ‘Other – Top 10’ based on Top 10 channels for airing Payday Loans spots in 2012. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution. 36
Compared with 4-15 year olds, viewing to the PSB portfolio and Music channels has been higher among older children – PSB-owned channels accounted for 44.5% of viewing in 2012 and Children’s channels represented 19.1% of viewing Share of viewing by channel group, %
Share of viewing by channel group: Commercial channels, Children 10-15 1.7
1.7
1.8
1.8
1.8
90%
18.3%
18.1%
20.5%
18.5%
18.7%
80%
4.3%
4.8%
4.7%
5.5%
6.4%
70%
18.4%
18.1%
17.6%
17.7%
19.1%
50%
3.6% 4.1% 3.8%
3.3% 4.5% 3.4%
3.1% 3.6% 3.6%
3.4% 4.1% 4.0%
40%
14.7%
16.4%
17.0%
18.0%
100%
60%
30% 20%
32.9%
31.2%
10%
29.9%
28.8%
3.6% 3.8% 3.8% 19.1%
25.5%
Avg hrs/day
Other - All other Other - Top 10 (PDL) Children's Movies Music Sports Commercial PSB Portfolio Terrestrial Commercial
0% 2008
2009
2010
2011
2012
Source: BARB/Infosys+. Analysis excludes all BBC channels. ‘Other – Top 10’ based on Top 10 channels for airing Payday Loans spots in 2012. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution. 37
The PSB-owned channels accounted for a greater proportion of commercial channel viewing among adult demographic groups than Children, who spent a greater proportion of their time watching Music channels, as well as Children’s channels Share of viewing by channel group: Commercial channels, 2012
Share of viewing by daypart, %
100% 90% 80% 70% 60% 50%
21.0%
20.3%
21.4%
5.0% 2.8% 3.0% 5.1%
5.7% 3.0% 2.9% 6.6%
4.6% 2.6% 3.0% 4.0%
23.0%
21.6%
24.0%
15.8% 4.6%
30.7%
40%
3.5% 2.8% 3.1%
30%
15.4%
20%
38.6%
38.4%
18.7% 6.4% 19.1% 3.6% 3.8% 3.8%
Other - All other Other - Top 10 (PDL) Children's Movies Music
19.1%
Sports
38.8%
10%
24.1%
25.5%
Children 4-15
Children 10-15
0%
Commercial PSB Portfolio Terrestrial Commercial
Adults
Adults ABC1
Adults C2DE
Source: BARB/Infosys+. Analysis excludes all BBC channels. ‘Other – Top 10’ based on Top 10 channels for airing Payday Loans spots in 2012. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution. 38
Advertising Activity
39
Summary
Advertising Activity: Payday Loans Commercial Spots •
Between 2008 and 2012, the total number of commercial spots aired increased from 31.8m to 34.2m – over this period the share of spots represented by Payday Loan advertising increased from 0.1% to 1.2%.
•
Between 2008 and 2012 the volume of PDL spots shown increased from 17k to 397k, with a year-onyear increase of 64% between 2011 and 2012.
•
PDL advertising increased to represent 7.3% of all Finance spots and 90.3% of all advertising related to Personal Loans in 2012.
•
Over the past two years, when the volume of PDL advertising has been at its highest, the majority of spots were aired during the day between 0600-1659.
•
Over the same period, significant proportions of PDL spots were aired across Music, Movie and ‘Top 10 Other’ channels, with the majority shown across ‘Other’ channels. Less than 1% (0.6%) of PDL spots were shown across Children’s channels in 2012, down from 5.3% in 2011
40
Between 2008 and 2012, the total number of commercial spots aired increased from 31.8m to 34.2m – over this period the share of spots represented by Payday Loan advertising increased from 0.1% to 1.2%
0.2
34.2m
0.4
100%
0.0%
0.2%
0.7%
1.2%
99.9%
100.0%
99.8%
99.3%
98.8%
90%
30.0
80%
25.0
Payday Loans
20.0 15.0
0.1%
2012
0.1
32.9m
2011
0.0
0.0
32.7m
2010
35.0
32.7m
2009
31.8m
Share of total spots
2008
Number of commercial spots (millions)
Number of total spots
31.8
32.6
32.7
32.6
33.8
70% 60%
All other 50% categories 40% 30%
10.0
20% 5.0
10% 0% 2012
2011
2010
2009
2008
0.0
Source: BARB/Nielsen Monitor - Analysis excludes HD variants. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution. 41
Between 2008 and 2012 the volume of PDL spots shown increased from 17k to 397k, with a year-on-year increase of 64% between 2011 and 2012 Number of Spots(000s): Payday Loans 397
Number of spots, 000s
400
300 243 200
77
100 17
11
2008
2009
0 -36%
2010
2011
2012
+625%
+215%
+64%
Yr/Yr%
Source: BARB/Nielsen Monitor - Analysis excludes HD variants. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution. 42
PDL advertising increased to represent 7.3% of all Finance spots and 90.3% of all advertising related to Personal Loans in 2012
100%
8%
80%
6%
60%
4%
7.3%
40%
89.7%
90.8%
90.3%
2012
10%
2011
Payday Loan spots: Share of Personal Loans spots
2010
Payday Loan spots: Share of Total Finance spots
5.2%
2%
20% 7.9%
2009
0%
2008
2012
2011
1.7%
2010
2008
0%
0.2%
2009
0.4%
39.1%
Source: BARB/Nielsen Monitor - Analysis excludes HD variants. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution. 43
Over the past two years, when the volume of PDL advertising has been at its highest, the majority of spots were aired during the day between 0600-1659 Share of spots by daypart: Payday Loans
Spots by daypart: Payday Loans 397k 58
2300-2959
22
300
63
80% 2100-2259
1700-2059
0930-1659
128 0600-0929
8
2010
2011
2008
0
10
25
2009
54
50%
1.7% 15.7%
14.5%
5.6%
5.5%
15.6%
15.8%
52.9%
55.0%
10.6%
10.2%
9.2%
16.2%
30.0%
10.9% 18.2%
93.3%
70.5%
30%
29.1%
20% 37
2012
12
70%
2.9%
40%
218
100
90%
60%
38 14 38
200
100%
2012
400
2011
243k
2010
77k
10%
11.7%
0%
3.7%
2009
11k
2008
Number of commercial spots (000s)
17k
Source: BARB/Nielsen Monitor - Analysis excludes HD variants. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution. 44
Over the same period, significant proportions of PDL spots were aired across Music, Movie and ‘Top 10 Other’ channels, with the majority shown across ‘Other’ channels – 0.6% of PDL spots were shown across Children’s channels in 2012, down from 5.3% in 2011 Spots by channel group: Payday Loans 11k
77k
243k
397k
400
Other - All other100%
2010
14 22
24 34
41.7%
9.4%
12.2%
Music
50%
14.2%
40%
5.3% 8.2%
4.6%
10.5% 0.6% 7.9%
7.3%
25.6%
23.8%
10.2% 3.1% 6.1% 5.9%
5.7% 9.0%
6.1% 8.6%
2012
4
62
50.7%
60%
95
2012
8
2009
0
38 14 6 5
2008
100
49.0%
Movies
Sports
2011
30 13 20
70%
33.2%
35.0%
2011
81
200
42 2 31
80%
2010
Children's
90%
Commercial PSB Portfolio Terrestrial Commercial
30%
41.5%
20.1%
20% 10% 0%
6.5%
15.3%
2009
166
300
Other - Top 10 (PDL)
2008
Number of commercial spots (000s)
17k
Share of spots by channel group: Payday Loans
18.3%
Source: BARB/Nielsen Monitor - Analysis excludes HD variants. ‘Other – Top 10’ based on Top 10 channels for airing PDL spots in 2012. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution. 45
Summary
Advertising Activity: Payday Loans Impacts •
Exposure to PDL advertising rose significantly from 1.3bn Adult impacts in 2010 to 7.5bn impacts in 2012 – representing 0.8% of total television impacts. • ABC1 Adult impacts: 0.5bn in 2010 to 2.7bn in 2012 • C2DE Adult impacts: 0.8bn in 2010 to 4.8bn in 2012 • Children: 153m impacts in 2010 to 596m in 2012 • Children 10-15: 74m impacts in 2010 to 348m impacts in 2012
•
With 55.0% of PDL spots aired between 0930-1659, this daypart also accounted for over half of PDL impacts in 2012. A further 15.8% of PDL spots were shown between 1700-2059 and around a quarter of impacts were seen during this slot – this share was higher among children as the proportion of Child PDL impacts seen post2100 was lower than Adults.
•
While PSB-owned channels accounted for 9.5% of PDL spots in 2012, these channels represented around a half of PDL impacts. Similarly the ‘Top 10 Other’ represented a greater proportion of impacts compared with spots, while the proportion of impacts seen across the Music, Movie and ‘Other’ channels was significantly lower than the share of spots shown across these channel groups in 2012. • Among younger viewers the Music and the ‘Top 10 Other’ channels accounted for a notably higher proportion of Child PDL impacts compared against Adults as the PSB-owned channels accounted for smaller shares. • While Children’s channels accounted for 0.6% of PDL spots aired in 2012, these channels represented 3.0% of PDL impacts seen by 4-15 year olds (an average of 2 impacts per child over the year) - this is likely to be linked to substantial viewing levels to these channels. These channels represented 0.9% of PDL impacts seen by 10-15 year olds. 46
Exposure to PDL advertising rose significantly from 1.3bn Adult impacts in 2010 to 7.5bn impacts in 2012 – representing 0.8% of total television impacts Number of Impacts: Payday Loans, Adults 0.0% 0.0% 0.4%
0.0% 0.1% 22.2%
0.1% 1.4% 82.7%
0.4% 4.1% 80.3%
8.0
0.8% %of total imps 6.3% %of Finance imps 79.7% % of Pers.Loans imps
7.5
Number of impacts, bn
7.0 6.0 5.0
4.2
4.0 3.0 2.0
1.3
1.0 0.0
0.1
2008
2009
2010
2011
Source: BARB/Nielsen Monitor. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.
2012
=152 impacts per individual 47
With 55.0% of PDL spots aired between 0930-1659, this daypart also accounted for the greatest share of impacts in 2012 – a further 15.8% of PDL spots were shown between 1700-2059 and 23.7% of impacts were seen during this slot
Impacts by daypart: Payday Loans, Adults 0.1bn (131m)
1.3bn
4.2bn
7.5bn
100% 0.5 0.5
7 6
1.8
2300-2959
90%
2.4% 19.9%
1.5% 16.4%
80% 2100-2259
5
70%
7.0% 6.7%
6.3% 6.9%
20.0%
23.7%
18.2%
60% 1700-2059
0.3 0.3 0.8
0.4
2011
2012
31.6%
10% 0%
57.5%
2.8%
3.0%
7.0%
11.0%
5.6%
2012
0.1
0.5
2010
2009
2008
0
0600-0929
55.4%
30% 20%
0.2
1.0
73.9%
2011
0930-1659
2.3
1
94.4%
40% 4.3
2
27.6%
2010
3
50%
2009
4
2008
Number of impacts, bn
8
0.0bn (12m)
Share of impacts by daypart: Payday Loans, Adults
Source: BARB/Nielsen Monitor. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution. 48
While PSB-owned channels accounted for 9.5% of PDL spots in 2012, these channels represented 52.2% of impacts – similarly the ‘Top 10 Other’ represented a greater proportion of impacts compared with spots Share of impacts by channel group: Payday Loans, Adults
Impacts by channel group: Payday Loans, Adults 7.5bn
Other - Top 10 (PDL)
1.7
6
Children's
1.1
5
Movies
4
0.9
3
0.8
Music
1.9
40%
8.1%
18.5%
14.3%
5.4% 4.4%
2.1% 2.4% 4.5% 4.6%
14.5%
70% 60%
22.7%
34.6%
6.6%
46.9%
30%
2012
1.0
Commercial PSB Portfolio Terrestrial Commercial
10%
24.2%
2.2% 4.2% 4.3% 25.3%
3.5% 21.2%
34.9% 10.3%
20% 2.0
2011
0.2
2010
0 2009
1
0.5 0.3
0.2 0.9
80%
22.6%
34.5%
50%
0.3
Sports
2
15.4%
90%
12.4% 12.0%
16.4%
11.6%
24.2%
26.9%
2012
7
100%
2011
Other - All other
2010
4.2bn
2009
1.3bn
2008
0.1bn (131m)
8
2008
Number of impacts, bn
0.0bn (12m)
0%
Source: BARB/Nielsen Monitor. ‘Other – Top 10’ based on Top 10 channels for airing PDL spots in 2012. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution. 49
2.7bn PDL impacts in 2012 represented 0.7% of all television advertising seen by ABC1 Adults – equivalent to 103 impacts per ABC1 Adult over the course of the year Number of Impacts: Payday Loans, ABC1 Adults 0.0% 0.0% 0.5%
0.0% 0.1% 20.7%
0.1% 1.3% 82.3%
0.4% 3.9% 80.6%
Number of impacts, bn
3.0
0.7% %of total imps 5.9% %of Finance imps 78.7% % of Pers.Loans imps
2.7
2.0 1.5
1.0 0.5 0.0
0.0
2008
2009
0.0 2010
2011
Source: BARB/Nielsen Monitor. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.
2012
=103 impacts per individual 50
As with Adults, in 2012, over half of PDL impacts were seen by ABC1 Adults between 0930-1659, with a further quarter seen between 1700-2059 Impacts by daypart: Payday Loans, ABC1 Adults 0.5bn
1.5bn
2.7bn
100% 0.2 0.2 0.7 1700-2059
70% 50%
21.3%
24.5%
29.8%
94.7% 74.0% 52.8%
28.2%
10% 0%
56.1%
3.9%
3.0%
7.0%
11.0%
5.6%
2012
2012
2010
2009
2008
0
0600-0929
0.1
6.4% 7.4%
2011
0930-1659
0.8 0.2
7.4% 7.5%
30% 20%
0.1
18.0%
40% 1.5
0.4
16.3%
60%
0.1 0.1 0.3
1
20.1%
1.6%
2010
2
90%
2.2%
80% 2100-2259
2011
Number of impacts, bn
2300-2959
2009
0.0bn (49m)
2008
3
0.0bn (5m)
Share of impacts by daypart: Payday Loans, ABC1 Adults
Source: BARB/Nielsen Monitor. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution. 51
While the PSB-owned channels accounted for 48.5% of PDL impacts seen by ABC1 Adults in 2012, this was lower than the proportion seen across these channels by Adults (52.2%) as a greater proportion was seen across the ‘Top 10 Other’ (16.7% vs. 14.3%) Impacts by channel group: Payday Loans, ABC1 Adults
2.7bn
2
0.4 0.3 0.3
2009
2008
0
Children's Movies Music
0.7
17.4%
90% 80%
44.7%
70% 60% 50%
Terrestrial Commercial
30%
22.5%
20.5%
16.7%
7.3%
16.2% 6.6% 6.0% 6.0%
32.8%
32.5%
20% 10%
22.6% 32.8%
40% Sports Commercial PSB Portfolio
0.3
2011
0.2 0.1 0.1
0.1 0.3
0.6
2012
1
0.2
Other - Top 10 (PDL)
25.7% 3.9% 0.4% 12.1%
2.8% 4.9% 6.6%
23.1% 17.7%
11.3% 15.2%
14.2%
11.4%
0.3% 4.4% 5.7%
22.7%
25.4%
2012
0.6
100%
2011
Other - All other
2010
1.5bn
2009
0.5bn
2008
0.0bn (49m)
2010
Number of impacts, bn
3
0.0bn (5m)
Share of impacts by channel group: Payday Loans, ABC1 Adults
0%
Source: BARB/Nielsen Monitor. ‘Other – Top 10’ based on Top 10 channels for airing PDL spots in 2012. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution. 52
Exposure to PDL advertising among C2DE Adults rose from 2.7bn impacts in 2011 to 4.8bn impacts in 2012, accounting for 0.8% of total television impacts Number of Impacts: Payday Loans, C2DE Adults 0.0% 0.0% 0.4%
0.0% 0.2% 23.1%
0.1% 1.4% 82.9%
0.5% 4.2% 80.2%
4.8
5.0
Number of impacts, bn
0.8% %of total imps 6.6% %of Finance imps 80.3% % of Pers.Loans imps
4.0 3.0
2.7
2.0 0.8
1.0 0.0
0.1
2008
2009
0.0 2010
2011
Source: BARB/Nielsen Monitor. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.
2012
=208 impacts per individual 53
Representing over half of PDL impacts in 2012, the volume of impacts seen by C2DE Adults between 0930-1659 rose from 1.5bn in 2011 to 2.8bn in 2012 – impacts also rose from 0.5bn to 1.1bn over the same period during the 1700-2059 slot, accounting for 23.3% of exposure Share of impacts by daypart: Payday Loans, C2DE Adults
Impacts by daypart: Payday Loans, C2DE Adults 0.1bn (82m)
0.8bn
2.7bn
4.8bn
100% 0.3 0.3
Number of impacts, bn
2300-2959
90%
2.6% 19.7%
1.5% 16.4%
80%
4 1.1
2100-2259
70%
6.7% 6.2%
6.2% 6.6%
19.3%
23.3%
18.3%
60%
3 0.2 0.2 0.5
34.1%
10% 0%
58.3%
2.0%
3.1%
7.0%
11.0%
5.6%
2012
0.3
56.8%
2011
0.3
2012
0600-0929
2011
2010
2009
2008
73.8%
30% 20%
0.1
0
94.2%
2010
0930-1659
1.5 0.6
26.0%
40% 2.8
1
50%
2009
2
1700-2059
2008
5
0.0bn (7m)
Source: BARB/Nielsen Monitor. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution. 54
Due to differences in viewing habits, the PSB-owned channels represented a higher proportion of PDL impacts in 2012 among C2DE Adults (54.3%) compared with Adults (52.2%) Impacts by channel group: Payday Loans, C2DE Adults 0.8bn
2.7bn
4.8bn Other - All other 100%
0.6 Movies
3 0.2
Music
0.6
2
0.5
1
0.1 0.6 0.3 0.2
1.3
1.3 0.7
2012
2011
2010
2009
2008
0
80% 70%
Commercial PSB Portfolio Terrestrial Commercial
6.0%
60%
9.0% 5.1% 3.4%
50% 40%
Sports
13.5%
57.0%
23.3% 3.3%
36.4%
30%
9.2%
20%
13.1%
10% 0%
9.7%
17.8%
22.5%
22.7%
17.4%
13.0%
35.7%
4.2% 3.5% 23.1%
4.0% 3.5% 26.6%
25.0%
27.7%
2012
Children's
14.1% 27.2%
2011
4
90%
11.7%
2010
1.1
Other - Top 10 (PDL)
2009
0.1bn (82m)
2008
Number of impacts, bn
5
0.0bn (7m)
Share of impacts by channel group: Payday Loans, C2DE Adults
Source: BARB/Nielsen Monitor. ‘Other – Top 10’ based on Top 10 channels for airing PDL spots in 2012. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution. 55
PDL advertising accounted for 0.6% of all television advertising seen by Children – 596m impacts in 2012 represented 70 impacts per child over the course of the year Number of Impacts: Payday Loans, Children 4-15
Number of impacts, millions
0.0% 0.0% 1.0%
0.0% 0.3% 35.3%
0.2% 1.8% 90.2%
0.5% 5.5% 88.4%
0.6% %of total imps 6.3% %of Finance imps 83.1% % of Pers.Loans imps
596
600 466
500 400 300 200
153
100 3
23
0 2008
2009
2010
2011
Source: BARB/Nielsen Monitor. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.
2012
=70 impacts per individual 56
While 23.7% of PDL impacts were seen by Adults between 1700-2100 in 2012, this daypart represented 30.0% of Child impacts – a smaller proportion of PDL impacts were seen by Children post-2100 compared with Adults Share of impacts by daypart: Payday Loans, Children 4-15
Impacts by daypart: Payday Loans, Children 4-15 153m
466m
600
596m
Number of impacts, millions
20 29
100% 2300-2959
500 15 18
400
179
2100-2259
107
90% 80%
11.9%
1700-2059
0.9% 14.2%
22.9%
77.7%
20%
22
100
64
37
2012
0600-0929
2011
2010
2008
0
10
2009
119 21
30%
41.0%
10% 0%
56.3% 55.6%
4.9%
4.2%
6.8%
2010
0930-1659
2009
331
30.0%
93.7%
50%
2008
263
3.3% 4.9%
28.5%
40%
200
3.3% 3.8%
70% 60%
300
2.1% 13.7%
13.7%
6.1%
2012
23m
2011
3m
Source: BARB/Nielsen Monitor. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution. 57
In 2012, Music and the ‘Top 10 Other’ channels accounted for a notably higher proportion of Child PDL impacts compared against Adults as the PSB-owned channels accounted for smaller shares – Children’s channels accounted for 3.0% of PDL impacts, an average of 2 impacts per child over the year Impacts by channel group: Payday Loans, Children 4-15 153m
466m
596m
600
117
86
18
Movies
60%
64 24
Music
50%
94 41 15
2010
2009
2008
0
Sports Commercial PSB Portfolio
95 63
2011
40 33 44
100
97
11.3%
Terrestrial Commercial
13.8% 26.4%
19.7% 21.7% 20.1%
49.5% 82.1% 28.5%
30%
1.7% 8.8% 3.2%
3.0% 2.4% 10.8% 4.1% 24.7%
6.5% 1.6%
20%
20.4% 5.8%
18.6%
10% 0%
19.1%
18.5%
70%
40%
147
2012
200
7.9%
80%
64
400 300
Children's
12.3%
9.6%
5.2%
4.5%
6.4%
2010
500
Other - Top 10 (PDL)
90%
2009
114
2008
Number of impacts, millions
Other - All other100%
13.6%
16.3%
2012
23m
2011
3m
Share of impacts by channel group: Payday Loans, Children 4-15
Source: BARB/Nielsen Monitor. ‘Other – Top 10’ based on Top 10 channels for airing PDL spots in 2012. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution. 58
Accounting for 0.7% of total television advertising exposure, 348m PDL impacts represented 84 impacts per 10-15 year old across the year Number of Impacts: Payday Loans, Children 10-15 0.0% 0.1% 1.5%
0.0% 0.2% 27.4%
0.1% 1.7% 88.6%
0.5% 5.5% 87.6%
0.7% %of total imps 7.2% %of Finance imps 83.2% % of Pers.Loans imps
Number of impacts, millions
400 348 300 249 200
100
74 2
9
2008
2009
0 2010
2011
Source: BARB/Nielsen Monitor. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution.
2012
=84 impacts per individual 59
As with all children, exposure to PDL advertising among 10-15 year olds was relatively higher during the 1700-2059 slot in 2012 compared with Adults and lower post-2100 Impacts by daypart: Payday Loans, Children 10-15 2m
9m
74m
249m
Share of impacts by daypart: Payday Loans, Children 10-15 348m
400
100%
Number of impacts, millions
2300-2959
15 19
300
2100-2259
11 12
200
104
90% 80%
10.7%
16.7%
50%
94.5% 75.8% 54.8%
42.9%
10% 0%
4.7%
3.2%
5.7%
9.7%
5.6%
2012
2012
55.2%
2011
2011
2010
2008
0
2009
9
30%
2010
0600-0929
20
29.9%
2009
12 24
26.0%
20%
138 56
4.2% 5.5%
2008
191
100
4.4% 4.8%
27.6%
40% 0930-1659
1.1%
70% 60%
1700-2059
65
2.2% 14.1%
Source: BARB/Nielsen Monitor. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution. 60
In 2012, the Terrestrial channels accounted for 13.2% of PDL impacts seen by older children compared with 26.9% among Adults as Music and ‘Top 10 Other’ channels represented significantly higher shares – Children’s channels represented 0.9% of PDL impacts Impacts by channel group: Payday Loans, Children 10-15 2m
9m
74m
249m
Share of impacts by channel group: Payday Loans, Children 10-15
348m
400
20 29 9
19.2% 23.8%
70% 60%
30% 20%
24 22 7
65 26
46
Terrestrial Commercial
2012
Sports
2011
2009
80%
50%
24.0% 30.0% 84.2% 10.3% 1.9%
7.9% 1.5% 11.6% 3.5%
22.2% 0.9% 2.0% 12.0% 4.1%
10.0% 7.1%
28.2%
26.0%
25.9%
12.9%
10% 0%
19.7%
32.5%
40% Commercial PSB Portfolio
0 2008
90
Music
2010
100
3 42 14
15.0%
4.8%
4.6%
5.7%
10.6%
13.2%
2012
59
Movies
11.6%
2011
200
77
10.9%
2010
37
Children's
90%
2009
69
300
Other - Top 10 (PDL)
2008
Number of impacts, millions
Other - All other100%
Source: BARB/Nielsen Monitor. ‘Other – Top 10’ based on Top 10 channels for airing PDL spots in 2012. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution. 61
Annex 1: Methodology
62
Methodology – Data sources •
Viewing analysis – Source: BARB – Audiences: Adults 16+, ABC1 Adults, C2DE Adults, Children 4-15, Children 10-15 – 2008-2012 – New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution
•
Spot analysis – Source: Nielsen Monitor – 2008-2012 – Analysis based on product category 36.13.10-Payday Loans – To avoid multiple counting of commercial spots across the terrestrial channel regions, the following were taken as indicative of the network based on advice from Nielsen Media: • ITV1 / ITV1+1= ITV1 Granada / ITV+1 Granada • ITV Breakfast /ITV Breakfast +1 = ITV Breakfast North West/ ITV Breakfast +1 North West • C4 / C4+1 = C4 North West/ C4+1 North West • Five / Five+1 = Five East/ Five+1 East – HD variants of channels have been excluded from analysis - +1 channel variants have been included in the analysis
•
Impacts analysis – Source: Nielsen Monitor – Audiences: Adults 16+, ABC1 Adults, C2DE Adults, Children 4-15, Children 10-15 – 2008-2012 – Analysis based on product category 36.13.10-Payday Loans – All impacts across all channels – New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution 63
Methodology – Terminology •
Spots: ‘Advertising spots’ are a measure of the number of commercials aired on television – an ‘advertising spot’ means one occasion on which an advertisement is broadcast. Analysis of spots provides some context with regards to how the volume of advertising broadcast has changed and the impact this has on the amount of advertising viewed.
•
Impacts: While advertising spots provide a measure of the amount of advertising shown, we assess ‘advertising impacts’ as a measure of the advertising seen. An ‘advertising impact’ is a measure of viewing to a commercial spot. For example, ten impacts could be achieved by ten people viewing a single advertisement, by one person seeing the advertisement ten times, or by five people seeing the advertisement twice, etc.
•
Commercial airtime: The definition of commercial airtime excludes all BBC channels.
•
Dayparts: Dayparts refer to different portions of the day. BARB data is reported on the basis that 06:00 is the start of the day, with the day ending at 05:59 the following morning. Because of this, data post 2359 is reported as 2400 (12am), 2500 (1am), 2600 (2am), etc. The time 29:59 refers to 05:59 of the following day.
64
Methodology – Channel groups BBC BBC1 (SD+HD) BBC2 Terrestrial Commercial ITV ITV HD CH4 CH5 BBC DIGITAL BBC3 BBC4 BBC HD BBC News BBC Parliament CBeebies CBBC
Commercial PSB Digital ITV +1 ITV News ITV2 (inc HD) ITV2 +1 ITV3 (inc HD) ITV3 +1 ITV4 (inc HD) ITV4 +1 CH4 +1 4Music 4seven E4 E4+1 Film4 Film4 +1 More4 More4 +1 CH5 +1 5* 5* +1 5 USA 5 USA +1
Note: Not all channels listed may have been active during /for the whole duration of the analysis period. The ITV-owned children’s channel, CITV, has been included in the ‘Children’s’ channel group.
65
Methodology – Channel groups SPORTS
MUSIC
MOVIES
CHILDREN’S
All In Sport (ceased 01/01/07) attheraces BT Sports 1
Bedroom TV (ceased 30/09/08) Bliss Brit Hits (ceased 26/01/09)
more>movies/movies mix more>movies/movies mix+1 MGM HD
CITV (inc.CITV Bfast from 07/06/10) CITV Bfast (includ.under CITV from 07/06/10) CITV Bfas +1 (ceased 16/03/08)
BT Sports 2 ESPN America ESPN ESPN Classic Eurosport Eurosport 2 Eurosport HD Extreme Sports Channel Fight Network (ceased 03/12/08) Golf TV (ceased 31/12/07) LFC TV Motors TV MUTV Racing UK (ceased 31/12/09) Setanta Golf (ceased 23/06/09) Setanta Sports 1 (ceased 23/06/09) Setanta Sports 2 (ceased 23/06/09) Setanta Sports News (ceased 23/06/09) SportsXchange (ceased 01/01/09) Trace Sports Sky Sports 1 Sky Sports 2 Sky Sports 3 Sky Sports F1 Sky Sports Active Lo 1-9 Sky Sports Active Hi 1-5 Sky Sports Active Other Sky Sports News Sky Sports 4 Sky Premiership Plus (ceased 08/05/07)
Bubble Hits (ceased 13/02/09) BuzMuzik Channel AKA Channel Starz Chart Show TV Chart Show TV + 1 (ceased 29/05/12) Clubland TV Chart Show Dance Flava Kerrang Kiss TV Magic TV MTV MTV +1 MTV Rocks MTV Base MTV Dance MTV Hits MTV Music MTV Live Musflash TV (ceased 01/04/08) NME TV (ceased 05/01/12) OMusic (ceased 18/01/10) p-rock (ceased) Rock-on TV (ceased end Nov 08) Rockworld TV (ceased 23/01/09) Scuzz Smash Hits The Box The Vault VIVA VH1 MTV Classic Vintage TV Greatest Hits TV heat Planet Pop Heart TV Capital TV
Movies 24 Movies 24 + Movies4Men Movies4Men+1 Movies4Men2 Movies4Men2 +1 Simply Movies (ceased 15/06/09) TCM TCM 2 Sony Movies Sony Movies +1 True Movies 1 True Movies 2 Horror Channel Horror Channel +1 World Movies TV (ceased 07/11/08) Sky Movies Showcase Sky Movies Crime & Thriller Sky Movies Action & Adventure Sky Movies Classics Sky Movies Comedy Sky Movies Disney Sky Movies Drama & Romance Sky Movies Family Sky Movies Select Sky Movies Greats Sky Movies SciFi/Horror Sky Movies 9 (ceased 03/04/07) Sky Movies 10 (ceased 03/04/07) Sky Movies Premiere Sky Movies Premiere +1 Sky Box Office (Movies) Shorts TV (ceased 01/01/10) TCM +1
Boomerang Boomerang +1 Cartoon Network Cartoon Network Too Cartoonito Disney Channel Disney Channel +1 Disney Cinemagic Disney Cinemagic +1 Disney XD Disney XD +1 Kix Kix Power Nick JR Nick Jr +1 Nick Jr 2 Nickelodeon Nickelodeon +1 Nicktoons NickToons Replay Nicktoonsters (ceased 31/07/09) Disney Junior Disney Junior Plus POP Pop +1 (ceased 18/05/09) Pop Girl Tiny Pop Tiny Pop +1
Note: Not all channels listed may have been active during /for the whole duration of the analysis period. The ITV-owned children’s channel, CITV, has been included in the ‘Children’s’ channel group. Analysis of activity during children’s airtime is based on dedicated Children's channels only – it excludes activity during children’s slots on terrestrial channels.
66
Methodology – Channel groups Top 10 'Other' – Payday Loans Based on 2012 Spots Astra - UKTV Dave Astra - Dave ja vu Astra - GOLD Astra - GOLD +1 Astra - Watch Astra - Watch +1 Astra - Comedy Central Astra - Comedy Central +1 Astra - Really Astra - Comedy Central Extra
Top 10 ‘Other’ based on the Top 10 channels for showing category spots in 2012 – excludes channels allocated to channel groups (Terrestrial commercial, Commercial PSB Digital, Sports, Music and Movies).
67