business case - newsroom.roularta.benewsroom.roularta.be/static/18082014/kanaal z presa... · tv...

Business case

• TV Today

• Profile Kanaal Z / Canal Z viewer

• Commercial possibilities

Topics

TV Today

Facts & Figures TV

• TV advertising in Flanders: 968 mio gross (Econopolis)

→ Share of 39% in adver!sing

• Video on demand +30% (267 mio) (BEA)

• Total sales consumer electronics Belgium: + 50% flats screens (GfK)

• Tablets Q1: + 12% worldwide / + 50% Belgium (Data News)

• Phablets 10% of sales smartphones (IDC)

• DVD-players – 30% (GfK)

TV Today

PewDiePie: 25 mio subscribers / 20 minutes

TV Today

TV Today

Kanaal Z / Canal Z shifts to IPTV

• Loop television of 28 minutes for light TV viewers

• Time-shifted television

- catch-up TV (replays a TV show that was broadcast hours or days ago)

- start-over TV (replays the current TV show from its beginning)

- Yelo TV & Belgacom Everywhere

• Video on demand (VOD)

- Browse a catalog of videos on website and partner communities

Profile Kanaal Z / Canal Z viewer

CIM PMP - Kaderledenstudie

Reach & Profile (February 2014)

AUDIENCE AFFINITY

* Source: Small Audimetrie survey (April 2014) - Audience 1 minute on total universe 4+ 10 208 000 p. / ** CIM11-12 / *** Executives Survey 2012

Daily reach: 217,000* Men 25+ 136 **

Weekly reach 1,091,000 Men 35+ SG1-3 145

Monthly reach 2,895,000 Men 35+ Higher educated 141

60% of the viewers earn >3.000€ net ***


The executive as a consumer

Source: Executives Survey 2012 | Portrait of the executive

77%

71%

67%

64%

59%

53%

50%

45%

39%

39%

34%

20%

28%

20%

18%

19%

15%

9%

13%

12%

13%

10%

7%

7%

Regularly search info interesting products/services

Pay more for time saving purchase

Pay more for environmentally friendly products

Convincing others of my ideas

Pay more for original brands

Family/friends ask purchasing advice

Talk to others about recently seen products

Inform others new products

Does often impulsive purchases

Brand choice identifies me

Feel attracted to luxury goods

Spot new products/brands

Perfectly + somehow

Perfectly

To what extent does this statement apply to you?

Base: All executives (n=1269 / N=192.9)


Executives: maybe not attracted by luxury goods, fond of comfort


59%

31%

31%

22%

19%

17%

16%

16%

10%

23%

Parfum & cosmetics

Shoes

Clothing

Wine

Leathers goods

Watches

Jewels

Suits

Pens

Other accessories

42%

30%

27%

25%

23%

20%

17%

17%

13%

12%

12%

8%

3%

Alarm system

Hifi deluxe

Design products

1/more work of art

TV >2500€

Antiques

Country house Belgium

Luxury furniture

Jacuzzi/Sauna

Home automation

Swimming pool

Country house abroad

Sailing boat/yacht

Luxury goods bought in the past 12 months Ownership

Source: Executives Survey 2012 | Portrait of the executive


Executives: media consumption (on an average day + in a professional context)

Average day Average day in a professional context

Dailies: 71% 88%

Magazines: 39% 94%

TV: 79% 54%

Radio: 95% 57%

Websites: 89% 99%

Cinema: 0,7% 6,6%


Source: Executives Survey 2012 | Media Results 2012 – strategic part


Executives: usage of media for professional purposes


Source: Executives Survey 2012 | Media Results 2012 – strategic part

TV InternetNone

of these

Current affairs follow-up 71% 40% 68% 77% 68% 0%

Economy follow-up 73% 48% 49% 63% 66% 1%

Market follow-up 42% 62% 19% 21% 76% 7%

Competitors' activities and plans 25% 41% 10% 10% 71% 20%

Personal job opportunities 26% 8% 1% 1% 54% 40%

Recruitment of personnel 42% 18% 2% 1% 64% 24%

Information on useful goods and services 18% 45% 6% 7% 87% 8%

Selection of suppliers 5% 19% 1% 2% 73% 23%

Prospection 21% 32% 6% 5% 63% 29%

Advertising 34% 49% 17% 13% 56% 22%

Which of the following media do you use regularly for …


Executives: profile and personal life

- Knowledge how to lead a company

- Career is important

- Likes to have influence and is not easily satisfied

- Insurance is important

- Manages their finances very well

- Not loyal to brands

- Owns SICAV, stock options and/or treasury bonds

- Car reflects personality

- Enjoys to buy technological innovations


Executives: car profile

• Type

- Coupé (248)

- Convertible (263)

- Break (127)

- New car (120)

- Company car (119)

Range Selectivity

< 10.000 € 68

10.000 – 12.499 94

12.500 – 14.999 108

15.000 – 17.499 123

17.500 – 19.999 102

20.000 – 24.999 143

25.000 – 29.999 190

30.000 – 39.999 140

> 40.000 € 271


Executives: house and leisure

- Habitation is business card

- Buys furniture in specialized shop

- House and garden is more than 5 acres

- Energy with heat pump

- Has second residence

- Shopping

- Walking

- Trips & cultural visits

- Precision sports (golf, archery, equestrian)

- Mountain sports (ski, climbing)


Commercial possibilities

Commercials

- Sponsoring of programs (Z-Beurs or Z-Expert)

- Length of billboards: +/- 5 seconds

- Visibility in loop system : +/- 40 broadcasts a day on each channel


Z-

WIJZER

BUSINESS

BRANDING

Z-COCKTAIL

BB BBZ-

EXPERTBBBB

Z-

NIEUWS

Z-

BEURSBB SPOTS

Z-

BEURSBBSPOTS

Commercial Opel


Billboard campaigns

- Advertising slots amongst the different programs

- Length commercial : +/- 30 seconds

- Visibility in the loop system : +/- 224 broadcasts a week, on each channel


Z-

WIJZER

BUSINESS

BRANDING

Z-COCKTAIL

BB BBZ-

EXPERTBBBB

Z-

NIEUWS

Z-

BEURSBB SPOTS

Z-

BEURSBBSPOTS

Business Branding

- To present products/services to viewers (advertorial)

- Partner decides on content

- Partner owns video & own website, newsletters, events/fair…

- Length: 1,5 – 2 or 3 minutes

- Visibility in loop: +/- 40 broadcasts a day per channel

- During 1 month in streaming video on kanaalz.be/canalz.be


Z-

WIJZER

BUSINESS

BRANDING

Z-COCKTAIL

BB BBZ-

EXPERTBBBB

Z-

NIEUWS

Z-

BEURSBB SPOTS

Z-

BEURSBBSPOTS

Commercial Contraload


Z-Cocktail

- Reports on reception, event, company party…

- Program’s construction: • Report of event

• Graphic support (what, when, where)

• 1 to 3 quotes

• Interview is possible

- Partner owns video & own website, newsletters, events/fair…

- Length: 1,5 – 2 or 3 minutes

- Visibility in loop: +/- 40 broadcasts a day, per channel + 1 month in streaming video on kanaalz.be/canalz.be


Z-

WIJZER

BUSINESS

BRANDING

Z-COCKTAIL

BB BBZ-

EXPERTBBBB

Z-

NIEUWS

Z-

BEURSBB SPOTS

Z-

BEURSBBSPOTS

Z-Wijzer

- 5 Episodes – Broadcast: Monday, Tuesday, Wednesday, Thursday & Friday

- Recording in studio

- 5 video capsules each of 4 minutes

- 5” billboards before & after each broadcast = 10 BB

- Partner may suggest 1 expert

- 2 channels/2 languages

- Streaming of programs during 1 month on kanaalz.be & canalz.be


Z-

WIJZER

BUSINESS

BRANDING

Z-COCKTAIL

BB BBZ-

EXPERTBBBB

Z-

NIEUWS

Z-

BEURSBB SPOTS

Z-

BEURSBBSPOTS

New Z-topics!

- Z-Wijzer extended to dossiers in Trends, Data News or Knack

- Announcement in Trends with logo

- Bannering 1 week on Trends.be (78.000 impressions)

- Communication on &

- Discount -25% top topical in print

- Streaming 1 month on KanaalZ.be

- Campaign 2 weeks app Trends.be

Budget: 22.000 euro


Z-

TOPICS

BUSINESS

BRANDING

Z-COCKTAIL

BB BBZ-

EXPERTBBBB

Z-

NIEUWS

Z-

BEURSBB SPOTS

Z-

BEURSBBSPOTS

The history of presentation!

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