PRESSRELEASE
LiveTVremainsindispensableinthenewTVecosystem
AMSTERDAM,February2,2016.LiveTVviewingremainsindispensableinthenewTVecosystem.Thisforms
the main conclusion from the TV Engagement research conducted by research agency MWM2.
CommissionedbySPOTtheyconductedaqualitativeresearchstudyamonginnovators.Aimoftheresearch
istogainabetterunderstandingofthewaypeoplewatchTVandtherolesecondscreensplay.
ItalsoinvestigatedwhatthecurrentTVecosystem(liveversusnonliveTVviewing)lookslikeandwhatthis
meansfortheattitudeandbehaviortowardstelevisioncommercials.Thestudyisdividedintosixthemes.The
mainfindingsfromthestudyinclude:
LiveTVviewingremainsindispensable
For the Dutch TV viewing is completely
wovenintotheirdailyroutine,inwhich
TV viewing is a deliberate choice. Live
TV viewing ensures relaxation,
strengthensthefeelingofbelongingtoa
group, and gives people something to
talk to about. The difference in viewing
behavior between old and young
innovators is small, even older
innovators use multiple online devices
and on-demand services. However,
younger persons up to 30 years, share
relatively more on social media about
watchingTV.
ThenewTVecosystemputsthecontrolinthehandsoftheconsumers
Onecandecideexactlywhattowatch,basedononesinterestsandfeelingsatthatprecisemoment.Thenew
TVecosystem(thecombinationofallTVviewingoptions)enablestheviewertochoosewhenandwhereto
watchTV.ConsumersstillprefertowatchTVontheirtelevisionset:thelivingroomdecorisadjustedtoitand
thescreenisbetterandbiggerthanontheotherdevices.DigitalTVandon-demandgivetheviewerthefeeling
of being in control and provides great convenience. Watching online – short form - video is not seen as
watchingTV.
Catch-upTVandon-demandviewingiswidespread
Everyone(includingtheelderly)nowusethenew Catch-upandon-demandoptionswhenwatchingTV.Live
andnon-liveTVviewingareoftenusedinterchangeablyandthedecisiontowatchacertainTVprogramliveor
non-liveistakenveryconsciously.Itdependsgreatlyonthetypeofprogramormoodofthemomentwhether
one chooses to watch TV live or non-live. A game show like ‘Wie is de Mol’ or ‘Expeditie Robinson’ is best
watchedlive.Seriesareidealtowatchnon-liveandtoseethematthetimethatsuitsyouthebest.
AttentiontoTVscreendependsonthetypeofprogramandfunctionTVviewing
TheattentionTVcontentisbeingwatchedwithdependsgreatlyonthetypeofprogramandtherolethatTV
watchingplaysatthattime.Onetimepeoplelookwithmoreattentionandtheothertimewithlessattention.
MWM2 describes four grades that range from little to much attention. A striking result of the study is that
even if one is watching with little attention, people still check the screen images and listen to the sound
unconsciously. As soon as we hear something or see something on TV that attracts our interest, we
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immediately focus our full attention again on the screen. Also when TV viewers were multi-tasking MWM2
observedattentiontowhathappenedontheTVandalsototheadvertisingonTV.
SocialmediacreatessolidarityandreinforcestheimportanceofTVinconsumerlives
TalkingaboutandsharingstuffonsocialmediaaboutTVviewingcreatessolidarityandensuresthattelevision
plays an important role in the life of the Dutch consumers. TV is often the hot topic of day at the coffee
machineatwork,duringthebreakatschoolorwhileexercising.Andalsothroughsocialmediaandappslike
WhatsappandSnapchatwatchingTVisdiscussedandshared.Thesocialmediauseishigherintheageto30
years.
TVadvertisingacceptedoveronlinevideoadvertising
Itissociallydesirabletorejectadvertisingandtosaythatoneisnotaffectedbyadvertising.Butwhenasked
foranexamplemanyrespondentshaveaperfectrecollectionofTVcommercialsandcanretellthestoryline.
Oftenthesearecommercialsthatcontainafunnystory.Andpeoplehaveseveralexamplesofproductsthat
theyhavepurchasedaftertheyhaveseenthatproductinanadvertisement.InthestudyMWM2statesseveral
examplesrangingfromArieldetergenttoaSonosmusicsystem.AdvertisingduringtraditionalliveTVviewing
appearstobemoreorlessaccepted.ThisisincontrasttoadvertisingontheInternet,suchaspre-rolls,which
ismorelikelytobeperceivedasanuisance.
StudyDesign
In order to answer the research questions MWM2 carried out qualitative research in two successive phases
last autumn. In the exploratory phase, respondents described their television viewing habits for a week by
answeringdifferentquestionseverydayviatheirsmartphone.Inthesecondphasein-depthinterviews,inthe
formof‘consumersafaris’,theresearchagencyvisitedconsumersattheirhomesandaskedthemadditional
questionsabouttheinputdatainphase1.Theconsumerssafariswerefilmedandtheresultsaresummarized
invideocompilationspersubject.'Innovators'areDutchconsumersopentochange,athirdofthetotalDutch
population.TheseareallindividualswhoalreadymakeampleuseofthenewTVecosystem.Asaresult,the
researchoutcomeregardingtheTVviewingexperienceisalsodecisiveforthecomingyears.
AboutSPOT
SPOT is the Dutch marketing center for TV advertising. SPOT provides information on TV as an advertising
medium, provides services for the benefit of advertisers and represents the interests of the advertising
companiesofthetelevisionbroadcasters.
InSPOTthefollowingorganizationsparticipate:
Ster,DiscoveryNetworksBenelux,ORN,RTLNederland, FOX International Channels Benelux, AT5, SBS
Broadcasting, Disney Channels Benelux, VIACOM International Media Network Benelux, NBCU, History
Channel,Sport1enA&ENetworks.
AboutMWM2
MWM2isaleadingagencyintheNetherlandsforaccessibleonlineandmobileresearch.MWM2believesin
the power of the opionions and beliefs of stakeholders for all organizations. MWM2 offers experienced,
dedicatedconsultantsincombinationwithsuperiorresearchtechnology.Especiallyinthefieldofqualitative
research,onlineresearchcommunitiesandmobileresearchMWM2hasinvestedheavily.AttheMOAAwards
2014MWM2waselectedresearchagencyoftheyear.
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Endofpressrelease
Notefortheeditor,notforpublication:
Forfurtherinquiries,youcancontact:
MichelvanderVoort,ManagingDirectorSPOT,via
telephone
:020-4044271
mobile :06-53655025
e-mail :[email protected]
Twitter
:@michel_SPOT
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