PowerPoint 1ST LINE DRAMA 2ND LINE DRAMA Year to Date Average: 19.35 (From Jan 4- Jul 3, 2016) Year

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  • July 2016

  • Overview

    TVBJ Prime Time Rating Update

    純屬意外, 一屋老友記

    Introduced new advertising Opportunities

    TVB AD Fun

    Premiere league package

    LeSports

    Upcoming Program Update

    TVB Jade

    ViuTV

    TV

    Digital

    Print

    OOH

    Tao Magazine update

    TAO magazine will change to Monthly Magazine starting from July, 2016

    Metro pop update

    New metro pop website launched

    GOmedia

    A new GO Mini Truck launched

    Facebook Update

    Branded content

    360 Image

  • 1ST

    LINE

    DRAMA

    2ND

    LINE

    DRAMA

    Year to Date Average: 19.35

    (From Jan 4- Jul 3, 2016)

    Year to Date Average: 19.24

    (From Jan 4- Jul 3, 2016)

    Average Rating 17.7 21.4

    OMD's Point of View

    8

    10

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    1 /4

    /2 0

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    1st Line Drama 2nd Line Drama

    First Launch of 一屋 老友記 (Jun 27)

    Period : Jan 4, 2016 – Jun 5, 2016 | Target : People 15 – 49 | Universe : 3,246,000 | Source : Nielsen HKTAM

    TVBJ prime time rating, at 2nd line drama, bounced back to over 20~TVRs

    since 6 weeks ago and contributed by the launch of一屋老友記.

    For 1st line drama, it maintained a steady performance throughout the whole

    series.

    From the above we can see quality of content and genre drama caused a

    huge rating variations.

    20.2 17.2 22.0 22.8 21.3 23.7 22.9 22.8 19.0 17.3 15.3 16.2 18.4 19.4 19.0 17.8 18.2 17.4 16.4 17.2 18.8 18.5

    純熟意外末代御醫 火線下的江湖大佬 愛

    公公出宮

    老22.4 18.9 23.1 22.8 20.0 21.7 21.7 21.5 20.1 20.5 19.4 19.6 20.8 21.6 21.2 15.1 14.7 13.0 13.4 13.6 14.7 21.4

    警犬

    巴打 潮流教主 EU超時任務 殭 琅琊榜

  • 18.8

    15.9 14.5

    12

    18.5

    21.3

    14.4

    11.7

    17.3

    22.4

    15.8

    11.1

    0.9 2

    3.1 1.80.9 1.6

    3.6 2.21.4 1.3

    2.5 1.7

    0

    5

    10

    15

    20

    25

    1st Line Drama (20:30-21:30)

    2nd Line Drama (21:30-22:30)

    Weekday Variety Show (22:30-23:00)

    Weekday News (23:00-24:00)

    For Weekday’s rating: TVBJ rating for whole prime time slot bounced back to normal after new 2nd line drama “一屋老友記” launched on Jun 27. The improve in performance of “琅琊榜” vs “一屋老友記” would be due to the fact that content of program from HK suits overall Hong Kongers preference instead of mainland.

    With new launch TVBJ’s drama “一屋老友記”, ViuTV suffered more of the rating loss for audience to switch back to TVBJ for the drama. However, ViuTV has a better performance on the week of Jun

    27 on 23:00-24:00 is mainly because of the finale on “瑪嘉烈與大衛系列綠豆 “.

    For Weekend’s rating: TVBJ Weekend Prime Time observed a significant rise with the reason of “琅琊榜” ended on Jun 26 and broadcasting finale episodes of 1st Line Drama during weekend on Jul 2 & 3.

    ViuTV rating reverted to normal after TVBJ has their finale broadcasted on the weekend of Jul 2 & 3.

    Rating was stable throughout the weekend timezones.

    Period : 3 May – 5 Jun, 2016 | Target : P15-49| Universe : 3,246,000 | Source : Nielsen HKTAM

    TVBJ’s local produced drama grasped back the audience

    hearts

    11.5 11.7 13.4

    7.3

    17.4

    21.6

    11.6 9.1

    11.6

    19.1

    10.6 8.2

    1 1.2 2.1 2.9

    0.7 0.9 1.6 2.8

    0.9 1.3 1.8 2.8

    0

    5

    10

    15

    20

    25

    Weekend Entertainment Show

    (20:30-21:30)

    2nd Line Drama (21:30-22:30)

    Weekend Variety Show (22:30-23:30)

    News (23:30-24:00)

    TVBJ : Jun 20 - 26 2016 TVBJ : 27 Jun - 3 Jul 2016 TVBJ : Jul 4 - 10 2016

    ViuTV : Jun 20 - 26 2016 ViuTV : 27 Jun - 3 Jul 2016 VitTV : Jul 4 - 10 2016

    Weekday Rating

    Weekend Rating

    OMD's Point of View

  • Introduced new advertising Opportunities –

    TVB AD Fun (Jul 23)

    TVB FUN Home

    Open the On air detection camera

    Click into Off air video listing

    **display within campaign period

    OR

    Off – air approach

    On-air approach

    Additional cost is needed for the following items:

    - Survey request (HK$8,000 handling fee)

    - Extra Video play back (HK$8,000 handling fee)

    As engagement with the customers or personalization is becoming the

    key element of the effective advertising, TVB introduced the new

    interactive format – Adfun to catch up the market changes

    Currently there is only 5x basic functions are introduced, it is foreseens that

    more functions will be introduced in coming to gain back the advertisers

    OMD's Point of View

  • Extended the re-run TVBJ’s produced drama in

    2 local Chinese channels

    TVBJ’s Late Night Drama (effective from Jul 11 onwards) Extend the transmission time

    M-F 2415 – 2515  M-F 2350 – 2455 & S-S 2400 – 2500

    Jul 11 – Aug 5, 31x epi Aug 22 – Dec 4, 105x epi

    Upcoming Programs

    J5 weekend prime time program (effective from Jul 4 onwards)

    M-F M-F

    (Jul 1 or before) (Jul 4 afterwards)

    1900 別讓身體不開心 PTH News & weather Report

    1930 Local News/ Finance Program Local News/ Finance Program

    2000 Daily Finance Program Daily Finance Program

    2030

    2100

    2130

    2200

    2230

    2300

    2330

    2400

    2430 東張西望

    Imported documentary

    Local Finance/ Lifestyle program

    Imported Drama

    PTH News & weather Report

    Imported documentary

    Re-Run TVBJ Drama

    Imported Drama

    As the performance for late night drama (re-run TVBJ’s drama)

    maintained stable and good word of month is being received, TVB

    extended the broadcasting time on TVBJ and J5 to

    1) Maintain rating on Jade and even gain back audience on J5

    2) to increase the revenue from less popular time zones

    3) Save the cost from buying the local relatively new movie and the

    documentary programs

    OMD's Point of View

    Jul 4 – Aug 2, 30x epi

  • Summer Packages are introduced in both TVBJ & ViuTV

    Period: now till Sept 30, 2016

    (commencing date must be on/before Aug 31, 2016)

    Duration: 30s

    Entitlement: 38P & 88F

    (applicable for ALL programs type)

    Package Cost: HK$313,000 (Non-Committed)

    HK$188,000 (Committed)

    Red Hot Summer Special

    Amazing Summer

    Period: Jul 23 – Sept 30, 2016

    Entitlement: i) 36x 10s spot in TVBJ

    -6x J7F4 / 6x J6F4/ 6x J4F2/

    6x J3F2/12x J2RB

    ii) min. 10x 15s logo key up

    adj. to Date &Time OR Weather info-bar

    ii) Digital

    - 150K Imp (Pop up)

    - 1.2M Imp (Double Banner)

    - Adfun service –FREE either Coupon

    hosting/ survey/ extra 1x video hosting

    Bonus: 3x 10s spot inside TVC awards (Jul 23)

    Package Cost: HK$368,000

    Confirmation Deadline: Jul 14, 2016 1700

    Every summer, TVB launches amazing summer package to attract

    advertisers. ViuTV also employed similar tactic as well.

    The competition between the two channels are getting more direct.

    While TVB Jade drama performance regained some ground, Viu TV need

    to be more aggressive in offering better quality program and cost

    efficient packages.

    OMD's Point of View

  • premiere league package is released

    1st match date : Aug 13, 2016

    Broadcasting platform: LeTV and nowTV

    Devices: total 7-devices

    LETV – Super TV, Mobile, Box, App

    Now – TV Box, Now soccer app, 隨身睇) Advertising representative: by LeTV

    Program line-up

     Live match Lead-in Program (30-min)

     PL World 英超世界 (30-min)  Match Highlight 賽事精華 (60-min)  Tactic Analysis 戰術分析 (30-min)  Arena / The Judge 擂