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Overview
Newsletter December 2016
What’s NEW in DecemberTVBJ Prime Time Rating Update
幕後玩家 & 來自喵喵星的妳 & 致命復活
Viu TV and J2 Rating Update
Weekday and Weekend rating
Upcoming Program Update
TVB Jade & ViuTV
TV
Digital
Google Updates
Native Ad & Lead Ad in DBM
Yahoo Update
Crazy Ad in Search
Apple Daily Update
New Format - Skyscraper
LeEco Update
LeTV New Ad Formats
Innity Update
Taotiao App
HK Express’s New Ad Opportunity
JAG Update
Facebook’ s Live Opportunity
New Billboard Opportunities
MTR – South Island Line Coming Soon
OOH
page 2
TELEVISION
December 2016
page 3
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/29
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/20
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/5/2
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/5/2
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0/5
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/20
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/11
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/25
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/22
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/5/2
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/12
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0/3
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1/7
/20
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/14
/20
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/21
/20
16
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/28
/20
16
1st Line Drama 2nd Line Drama
1ST
LINE
DRAMA
2ND
LINE
DRAMA
Year to Date Average: 18.6
(From Jan 4- Dec 4, 2016)
Year to Date Average: 19.7
(From Jan 4- Dec 4, 2016)
Average Rating
17.7 17.4
Period : Jan 4, 2016 – Dec 4 2016 | Target : People 15 – 49 | Universe : 3,246,000 | Source : Nielsen HKTAM
Finale week of 來自喵喵星的妳 could not help to boost the rating of the 2nd line
drama and the finale episode only achieved 16.9 TVRs. 台慶劇-致命復活 launched
in the middle of November yet its performance has not been much improved.
The performance of 幕後玩家 (1st line) was maintained at a steady performance as
achieving around 17-18 TVRs throughout November.
In m2m’s POV, performance of TVB Jade dramas was below expectation
comparing to the history records of Anniversary month, even we projected a slight
better finale week of 幕後玩家 during week of Dec 5.
19 20 21 22 20 17 22 23 21 24 23 23 19 17 15 16 18 19 19 18 18 17 17 16 17 19 19 17 17 17 17 19 17 16 19 19 18 17 16 18 16 18 22 17 18 17 18 18 18
刀下留人
愛情食物鏈
公公出宮 末代御醫火線下的江
湖大佬純熟意外 完美叛侶 超能老豆 巨輪II 幕後玩家
無心法師
鐵馬戰車
警犬巴打
潮流教主
EU 超時任務
殭 琅琊榜一屋老友
記城寨英雄
為食神探
律政強人
來自喵喵星的你
致命復活
18 17 22 23 22 19 23 23 20 22 22 21 20 20 19 20 21 22 21 15 15 13 17 13 14 15 21 22 24 24 23 22 22 23 25 20 18 17 19 18 19 22 19 17 18 16 17 18 17
17.8
M2M's Point of View
page 4
1.1 1.3 1.7 1.4 1.8 1.5 1.6 1.9 0.9 1.1 1.2 1 1.1 1.2 1 1.3 1.2 1.1 1.6 0.9 1.3 1.2 1.2 1.3 1.3 1.2 1.5 1.2 1.4 1.3 1.7
2.3
4.1
1.71.9 1.9
2.4
2 1.9 1.91.7
1.3 1.3
0.81.1
0.8 0.8 0.9 1 1 0.9 11.2
1 1.0 1.10.8 0.8
1
0.6 0.5
0.9
00
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
2-M
ay
9-M
ay
16-M
ay
23-M
ay
30-M
ay
6-J
un
13-J
un
20-J
un
27-J
un
4-J
ul
11-J
ul
18-J
ul
25-J
ul
1-A
ug
8-A
ug
15-A
ug
22-A
ug
29-A
ug
5-S
ep
12-S
ep
19-S
ep
26-S
ep
3-O
ct
10-O
ct
17-O
ct
24-O
ct
31-O
ct
7-N
ov
14-N
ov
21-N
ov
28-N
ov
J2 Viu
For Weekday’s rating:
J2 maintained a very stable performance during Weekday while ViuTV was
experiencing a very fluctuate performance in Nov. 記得你(ViuTV) started on
Nov and suffered a slow start but returned to average rating at the end of Nov.
For Weekend’s rating:
The rating performance on Weekend is fluctuated by the programmes. ViuTV
had a poor performance on 我說過要你快樂 (Oct 22 – Nov 20), however, rating
bounced back to normal after 美選 D.n.A (Nov 26 onwards) launched.
In comparison, J2 consistently putting their hero programs in weekend
RUNNING MAN & 叢林的法則 helped contributing a stable performance while
ViuTV performance will be hugely affected by their programme line up.
Period : May 2 – Dec 4, 2016 | Target : P15-49| Universe : 3,246,000 | Source : Nielsen HKTAM
Weekday Rating (2030-2330)
Weekend Rating (2030-2330)
1.8 2 2.5 2.3 1.8 2.3 1.4 2.3 1.8 1.7 1.5 2.6 2.2 1.6 1.5 1.3 1.6 1.9 1.7 1.9 2.5 1.6 2.4 1.0 1.9 2.5 1.8 2 1.4 2.2 1.7
2.2 2.3 2.2 2.2
3.1
22.2
1.4
1.11.3 1.2
10.8
0.6 0.6
0.9
0.6
1.21.4 1.4
1.2
0.80.6 0.7 0.7 0.8
0.60.4 0.5
0.8 0.8
0
0.5
1
1.5
2
2.5
3
3.5
2-M
ay
9-M
ay
16-M
ay
23-M
ay
30-M
ay
6-J
un
13-J
un
20-J
un
27-J
un
4-J
ul
11-J
ul
18-J
ul
25-J
ul
1-A
ug
8-A
ug
15-A
ug
22-A
ug
29-A
ug
5-S
ep
12-S
ep
19-S
ep
26-S
ep
3-O
ct
10-O
ct
17-O
ct
24-O
ct
31-O
ct
7-N
ov
14-N
ov
21-N
ov
28-N
ov
J2 Viu
<太陽的後裔>
<----慳啲啦!Honey---
->
<G-1 格鬥會>
<--同2047特首上學去-->
<矛盾final>
Average Rating
M2M's Point of View
page 5
播映日期 :
2016年1月2日 - 2017年2月3日
播映時間 :
逢星期一至五 2030-2130
集數: 25
演員: 洪永城、蔡思貝、黃子恆、朱晨麗、何雁詩、梁靖琪、翟威廉、肥媽
Upcoming
TVBJ – 1st Line Drama –味想天開
故事大綱:
揚州廚神湯顯仁（曾航生飾）原為億的家廚，後來自立門戶開設一品樓，因一本《顯仁要述》而招來殺身之禍！《顯仁要述》結合了仁的廚藝心得，其中書面夾層更藏了一篇記錄了董家貪污罪證的要述。仁妻誕下祖即難產而死，財獨自撫養祖，自己改名為丁日，祖名為丁一山，以四海為家……
山揚州參賽，認識了柔，山的金舌頭得到天的嘗識，獲聘為狀元樓顧問。山助天研發出新菜式，天獲頒金蓮花殊榮，天亦將山捧為品味新貴，二人成了好兄弟。
山酒後胡言，令狀元樓聲譽大損，遂決定轉投品味司！川設計令山失去金舌頭，山意圖報復卻被天所阻，兩兄弟宣告決裂。山驚聞自己身世，更得知當年日的失職令父枉死，誓要為父翻案！ 四人聯手，成功推翻與官商勾結的品味司。品味司的幕後老闆億懷恨在心，設局令天中毒，此時川慘遭毒手，天得知山利用他們父子，兄弟再度決裂！
山在《顯仁要述》發現億的罪證，而罪證更被天燒毀了！山、天互相仇視，決定比試定生死，但原來兩子早已私通，遂以生死決鬥作假象，望扭轉乾坤收服億……
page 6
播映日期:
2016年1月9 日 - 2017年2月10日
播映時間:
逢星期一至日 2130-2230
集數: 28
演員: 陳展鵬、林夏薇、陳山聰、傅嘉莉、單立文、陳秀珠、莊思敏、趙希洛、黃子恆
故事大綱:
在江湖打滾多年的翟冠一被他視為師父的司徒省召集來到澳門駿昇娛樂城，要與伍柏義等六位各懷本領的人在娛樂城老闆霍駿昇身上贏取巨額金錢。
各人一向敬重省，亦知省與昇素有嫌隙，遂承諾接受任務，誰知七人竟墜進老千局，被逼為昇找出娛樂城內之內奸…
而在調查過程中，冠一重遇分手多年之正花，也揭發柏義之身世原來與昇有莫大淵源…
調查愈深入，就發覺謎團之下又是謎團，危機接踵而來，各人之間的聯繫竟是一個又一個的騙局。
輸和贏，不單只連繫著金錢，更牽聯著人性…
Upcoming
TVBJ – 2nd Line Drama –乘勝狙擊
page 7
節目簡介:
《碌卡大導》是一個考驗藝人才華、測試藝人人際關係的真人騷節目，當中會邀請四位在演藝界不同領域的藝人(詹瑞文、劉美君、伍詠薇及Kevin仔)第一次擔任導演。
他們要在有限的預算範圍內，拍攝一套以真實人物故事為題材的微電影。
以「低成本高水準、小人物大感動」為目標，當中除了測試藝人的導演天份外，還能觀察到他們的領導才華、統籌能力。由於預算有限，4位藝人必須靠自己的人脈關係「碌」盡人情牌來邀請好人相助。從而可以看出各藝人的人際關係。
碌卡大導
集數 ﹕共12集，每集60分鐘播放日期﹕2016
年12月31日 - 2017年2月5日播映時間﹕逢星期六、日; 22:30-23:30
Upcoming
page 8
再見黑先生(韓劇)
播放日期﹕2016年12月29日 -
2017年1月19日
播映時間﹕逢星期一至五20:30 - 22:00
集數﹕共16集每集90分鐘
節目簡介:
改編自80年代人氣同名漫畫。故事講述主人公車智源（李陣郁飾）被曾
經信任的好朋友閔善宰（金剛于飾）背叛後決心復仇，為了隱藏身份而
與金斯婉（文彩元飾）假結婚，兩人也因此展開一段浪漫愛情故事。
Upcoming
page 9
扮嘢偽術師
節目簡介:
「扮嘢偽術師」是耳目一新的天才表演節目。多支隊伍將會融合街舞、
雜技、黑光劇、默劇及幻象等元素，在舞台上進行「偽術」大比拼，以
別開新面的方式，將表演提升至更高層次，爭奪豐富獎金。
Upcoming
播放日期﹕2016年12月18日 - 2017年3月19日播映時間﹕逢星期日; 20:30-21:30
集數 ﹕共16集，每集60分鐘
page 10
Out of Home
December 2016
page 11
New Billboard
In Causeway bay
POAD offers new L-shaped display exposed to pedestrians at the
bustling junction of Kai Chiu Road and Yun Ping Road. Located
directly opposite to Hysan Place. Available from Dec 2016
onwards.
This site is prominent to captivate all trend-setters, shoppers,
tourists and commuters nearby heading towards Times Square,
Sogo, Lee Garden and MTR Causeway Bay Station, serving
exceptional brand exposure to high-spending shoppers at this
popular shopping, entertainment and dining hot spot.
MOCK-UP ONLY
M2M's Point of View
page 12
New Billboard
at Des Voeux Road CentralTwo new signboards (with
floodlights) at Golden Centre,
which is a prime office tower
standing directly above the
Sheung Wan MTR station
facing Des Voeux Road
Central, will be offered by
Asiaray from Mar 2017.
Located at a prime location with tramline and lots of bus routes
and minibuses stop right in front of the tower, advertisers could
take this site into consideration for targeting PMEBs who work at
surrounding prime office towers.
LED 2
Signboard 1
Signboard 2
MOCK-UP ONLY
SB2
SB1
M2M's Point of View
page 13
South Island Line
Is Starting Soon The South Island Line will connect current MTR network from
Admiralty Station to the Southern District of Hong Kong, via new
stations at Ocean Park, Wong Chuk Hang, Lei Tung and South
Horizons. It will commence service on 28 Dec 2016, and
estimated daily patronage is 170,000
The Southern District is known as more wealthy residential area,
and this new rail line serves a good opportunity for advertisers to
enhance brand awareness to the residential with higher
spending power. Ocean Park station also provides good
opportunity to reach out the FITs
Station 4-sheetConcourse
12-sheetTrackside 12-sheet
Escalator Crown
Ocean Park 8 4 24 0
Wong Chuk Hang 11 5 12 0
Lei Tung 42 3 26 0
South Horizons 16 6 20 27
Advertising formats offered by JCD:
M2M's Point of View
page 14
Digital
December 2016
page 15
Google strengthens their DBM portfolio with Native Ads. The
format appears in an in-feed widget which seamlessly sponsors
brand’s content to audience in a natural way. It can help to drive
clicks and it is expected to have higher click-through-rate than
standard display banners.
Also, it enables advertisers to buy programmatically, which can
reach out audience precisely via DBM available targeting
capability.
The beta version is available since Nov, yet the channel and
available inventory are still developing, it is suggested to test the
format with small portion of campaign budget.
Google rolls out Native Ads
in DBM (Beta in Nov)
Native ads emulate the look & purpose of the content around them.
The native ad can be built and delivered native ads on every device,
including desktop, mobile web and mobile app.
Adx Inventory Examples:
App: Discuss HK, LINE Camera, CM Security, Clean Master, etc.
Web: Forbes, telegraph, udn.com, pixnet, tenki.jp, etc.
Spec required:
1200x627, 25 characters for headline and 90 characters for body text
M2M's Point of View
page 16
This Lead Generation Ads is similar as Facebook Lead Ads, yet,
the form is simpler than Facebook one, only few specific fields
are allowed to be embedded. Audience may reluctant to input
their personal information through a display banner.
Creative cost can be minimized as it is built by using Google
Web Designer.
As the beta version is available now, it is suggested to check
with OMG programmatic for recommended setting for your
acquisition campaign.
Google launches Leads Gen
Ads in DBM (Beta in Nov)
Lead Generation Ads is a custom component for Google Web
Designer that helps you embed lead generation forms within your
creative.
• The form only allows specific
fields to be embedded,
including: Full name, Email
address, Phone number and
Address
• Leads are stored in a Google
Leads Service and the gmail
address will be used for login
and to retrieve leads
• The creative should be
developed using Google Web
Designer.
M2M's Point of View
page 17
Yahoo Search Crazy Ad Takeover is an extra exposure with
great visual impact for brands, which can help to strengthen your
ad message with animated visuals to people who is searching
about your brand.
However, delivery of impression is not guaranteed as it is under
a monthly buying model by keyword, advertiser has to make
sure keywords bought are having sufficient search volume. And,
crazy ad may make audience annoyed thus frequency capping
should be applied for better user experience.
Yahoo enhances the Search
experience with Crazy Ad
Takeover
Yahoo has newly launched
Search Crazy Ad Takeover, the
experiences are in 3 steps,
1. Video takeover in full screen
2. Crazy ad pop-up
3. Collapse into LREC banner
ad
Live Keywords Search:
15 keywords maximum (brand
terms/ specific campaign terms
only)
Buying model: monthly
Demo link:
https://s.yimg.com/ja/ap/default/1
61006/disney1475742957.html
M2M's Point of View
page 18
Skyscraper is not a new ad format to the digital market, yet if
advertisers commit the Skyscraper in pair at the same time, it
may drive a certain level of awareness. Thus advertisers can
consider this as one more option for digital campaign on top of
the current available formats
Apple Daily launches
Skyscraper Display Banners
After revamped its mobile app interface in 2016 Q3 , now it adds
more display banner ad format on its website, and only IO buy is
supported at this moment.
Launch Period: Dec 1, 2016
M2M's Point of View
page 19
LeEco offers quite a number of new formats for advertisers which
allows them more room for flexibility for media planning and
execution.
These formats are dominating which may drive users’ quick
attention when login to the mobile, yet there is negative news
about LeEco’ s cash flow and its expansion plan. This may affect
its penetration rate in Hong Kong so we should take this factor
into consideration while planning.
LeEco mobile app opens
Splash Ad, Homepage & Sub-
section Banner LeEco mobile app offers dominated mobile banner format to cater
the needs of advertisers in view of driving instant awareness when
using the mobile app.
Splash ad Homepage Banner
M2M's Point of View
page 20
Similar to Weibo and it covers much wider range of
information (i.e. house rental) as well as personalized content
by users interest.
Now they open up a few ad formats which are similar to
native ad for advertisers, the format can blend into the
editorial environment naturally, it is considerable for
advertisers who are looking for china tourist focused media
opportunity.
Innity Updates –今日头条 app
is opened for HK advertisers
Taotiao 今日头条 is an information driven social platform in China which
centralized wide range of news, leisure & entertainment updates, Tech
news and even search for housing, it requires users to connect their social
media account (QQ, WeChat, etc.), so that it can serve personalized
content by users interest.
Targeting: IP only
Small Image CollageLarge Image Video
Available ad formats:
M2M's Point of View
page 21
Hong Kong Express has new advertising opportunity on its
emails to passengers, as those emails are informative to
passengers, which leads to high open rate.
Constraints of targeting (Geographical targeting only) limits
the flexibility for planning. It would be suitable for brands
which target inbound and outbound travelers.
Innity Updates - HK Express
offers new advertising opportunity
on ticket confirmation email
Hong Kong Express offers new advertising opportunity, details as below:
Format: Billboard (900x155)
Email Types: Confirmation email, pre-flight reminder email, web check-in
Targeting: Inbound, Outbound, Japan & Korea, China & Taiwan & Thailand &
Vietnam & Cambodia & Myanmar
Inventory: 2M+ emails sent per month, with >50% open rate
M2M's Point of View
page 22
JAG extends its social viral product to Facebook LIVE. It offers
solution to many advertiser’s challenge on LIVE: limited reach as
well as limited engagement. JAG’s Facebook Live Viral is able to
increase the reach beyond brand’s current fan base and extend
the reach after off-air.
JAG members base is getting stronger, yet, its targeting option
are available by gender and age range only, which it is not
sophisticated enough. For further filtering option, it has to be built
case by case which might induce extra set up cost to client.
JAG launches Facebook Live
Viral
235,00
0+1655members per
month
Members in HK
There are 3 mechanics for JAG Facebook Live Viral,
1. LIVE Outdoor: Notify targeted JAG members to attend advertisers’ event
2. LIVE Trial: Getting customers to try the products and post experience on
LIVE
3. LIVE Share: Targeted JAG members will share the live video to create
buzz and reach
M2M's Point of View
page 23
For more information, please contact your account management / planning team:
Senior Business DirectorAlice Lee ([email protected])
Business Director, DigitalKoyi Wu ([email protected])
Head of Buying Derek Yip ([email protected])
Talk to us….
