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Watch on demand: 'Screen Life: TV in Demand'
Thinkbox unveiled the second in its series of ‘Screen Life’ research studies, on Wednesday 3 July at BAFTA, looking at emerging TV technologies and behaviours, and this time the focus is video on demand. The new study, commissioned from Flamingo and Tapestry examines the broad range of motivations that lie behind why we watch linear TV and VOD and, increasingly, how we watch it.
As TV expands on to new screens and our appetite for on-demand increases, marketers need to understand what this all means for their brands and what the opportunities are. The report builds on Thinkbox’s 2012‘ Screen Life: the view from the sofa’, a multi-award-winning study of multi-screening in the home.
We also heard from Simon Daglish, Group Commercial Director from ITV, Jamie West, Director of AdSmart & Commercial Development from Sky Media and Jonathan Lewis, Head of Digital & Partnership Innovation from Channel 4 about the latest developments in this area and explored the opportunities for advertisers to engage these online viewers.
If you weren’t able to come along or access our live webcast, you can catch up with all the action by watching the event on demand, right here.
You can of course watch the whole thing, or just move the play head to the bit you want to view based on the timings below.
Finally, we’ve also put together a 10 slide deck for you to pinch (presenting a quick overview of the 6 needstates of TV viewing), plus a digest of all the key facts from the research and a needstates infographic for you to refer to, both of which you can find right here.
Your session includes
00:00 – 12:52 Introduction
Lindsey Clay, Managing Director and Neil Mortensen, Research and Planning Director from Thinkbox took us through the morning’s line up.
12:52 – 1:05:06 Screen Life: background, model and context
Andy Davidson, Head of UK Practice, Flamingo, introduced the research. Annie Auerbach, Flamingo told us about the wider cultural context that has helped to drive much of the way we use television.
1:05:06 – 1:48:26 Screen Life: survey and advertising
Ian Wright, Managing Director, Tapestry, showed us what happened when we set out to measure the research quantitatively. Alfie Spencer, Group Head of Semiotics, Flamingo, talked about the implications for advertising. How might marketers use Screenlife 2 to make their advertising campaigns even more effective.
1:48:26 – 2:37:52 Panel discussion
Simon Daglish, Group Commercial Director from ITV, Jamie West, Director of AdSmart & Commercial Development from Sky Media and Jonathan Lewis, Head of Digital & Partnership Innovation from Channel 4 discussed the research, the latest developments around VOD with an emphasis on advertising opportunities. The panel was hosted by Lindsey Clay.
2:37:52 – 2:41:04 To conclude
Neil Mortensen summarised the findings of the day.
Screen Life: TV in Demand
This research looks at the key differences between watching TV live, watching on demand (VOD), and between different types of VOD. It does this by revealing the needstates that audiences satisfy through each mode of viewing, and how this is influenced as much by their social context and lifestyle as the programming content. Here, for you to download, is a quick overview of the 6 needstates of TV viewing, in the form of a nickable PowerPoint deck.
The ‘Screen Life: TV in demand’ research commissioned by Thinkbox from Flamingo and Tapestry reveals how audiences choose between watching Television programmes live or on demand (VOD) and between different types of VOD. There’s a huge amount of interesting material in the study which will no doubt be pored over extensively in the next few months. However, in the interim, we thought it may help to give you a quick summary what the research looked at and what it has revealed so far. You can read the key headlines here or download a handy PDF to keep.
PRESS RELEASE: A new study by Thinkbox into how people watch TV has revealed some key differences between watching TV live and on demand (VOD) and between different types of VOD. It has also explained why live viewing continues to thrive alongside VOD. The study – ‘Screen Life: TV in demand’ – was commissioned by Thinkbox from Flamingo and Tapestry. It involved the analysis of over 100 hours of footage from 18 households from across the UK for two weeks. It also involved a diary study of 662 adults, across 3,692 viewing occasions providing 250,000 data points for analysis. The research sample was more technologically advanced than average. All respondents owned a smartphone and 46% owned a tablet. Crucially the sample was also heavy VOD viewers with 74% of the sample watching VOD at least once a week. This compares with the 52% of the UK who has ever watched VOD, according to IPA Touchpoints data.