Trends in Advertising Activity - Payday Loans - Ofcom

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


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


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


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%


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%


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


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%


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


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%


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


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%


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


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%


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


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%


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%


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


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%


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


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%


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%


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


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


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%


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


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


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%


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


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: 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


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: 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


0% 2008

2009

2010

2011

2012


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


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


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%


19.1%

Sports

38.8%

10%

24.1%

25.5%

Children 4-15

Children 10-15

0%


Adults

Adults ABC1

Adults C2DE


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%


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%


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


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%


30%

41.5%

20.1%

20% 10% 0%

6.5%

15.3%

2009

166

300


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


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


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


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


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%


3.0


2.7

2.0 1.5

1.0 0.5 0.0

0.0

2008

2009

0.0 2010

2011


2012


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


2300-2959

2009

0.0bn (49m)

2008

3

0.0bn (5m)

Share of impacts by daypart: Payday Loans, ABC1 Adults


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


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


3

0.0bn (5m)

Share of impacts by channel group: Payday Loans, ABC1 Adults

0%


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



4.0 3.0

2.7

2.0 0.8

1.0 0.0

0.1

2008

2009

0.0 2010

2011


2012


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


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)


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%


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


2009

0.1bn (82m)

2008


5

0.0bn (7m)

Share of impacts by channel group: Payday Loans, C2DE Adults


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%


596

600 466

500 400 300 200

153

100 3

23

0 2008

2009

2010

2011


2012


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


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


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%


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


90%

2009

114

2008



13.6%

16.3%

2012

23m

2011

3m

Share of impacts by channel group: Payday Loans, Children 4-15


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%



400 348 300 249 200

100

74 2

9

2008

2009

0 2010

2011


2012


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%


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%


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


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


2008




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