Newsletter · page 1 Overview • TV • Digital • OOH Newsletter August 2016 What’s NEW in August TVBJ Prime Time Rating Update 超能老豆& 城寨英雄 Upcoming Program Update
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page 1
Overview
• TV
• Digital
• OOH
Newsletter August 2016
What’s NEW in August
TVBJ Prime Time Rating Update
超能老豆 & 城寨英雄
Upcoming Program Update
TVB Jade & ViuTV
MTR (JCD Transport)
New domination format in TST Station Entrance A
Entrance
Asiaray
Outdoor opportunities during FIA Formula E event
New F&B social media platform
DuuD
Elle.com.hk – new ad format
Native ad
Instagram Update
Native ad
Google SEM Update
Expanded Text Ads
• Radio
Digital broadcaster DBS
DBS seeks to return operation license
page 2
TELEVISION
August 2016
page 3
8
10
12
14
16
18
20
22
24
26
1/4
/20
16
1/1
1/2
01
6
1/1
8/2
01
6
1/2
5/2
01
6
2/1
/20
16
2/8
/20
16
2/1
5/2
01
6
2/2
2/2
01
6
2/2
9/2
01
6
7/3
/20
16
14
/3/2
01
6
21
/3/2
01
6
28
/3/2
01
6
4/4
/20
16
11
/4/2
01
6
18
/4/2
01
6
25
/4/2
01
6
2/5
/20
16
9/5
/20
16
16
/5/2
01
6
23
/5/2
01
6
30
/5/2
01
6
6/6
/20
16
6/1
3/2
01
6
6/2
0/2
01
6
6/2
7/2
01
6
7/4
/20
16
7/1
1/2
01
6
7/1
8/2
01
6
7/2
5/2
01
6
8/1
/20
16
1st Line Drama 2nd Line Drama
Average Rating
1ST
LINE
DRAMA
2ND
LINE
DRAMA
Year to Date Average: 19.04
(From Jan 4- Aug 7, 2016)
Year to Date Average: 19.86
(From Jan 4- Aug 7, 2016)
17.2 23.9
TVBJ prime time 2nd line drama一屋老友記 hits higher ratings than the
previous drama 琅琊榜, with almost double up on average TVRs.
Two new dramas 超能老豆 & 城寨英雄 launch on 1-Aug, both have good
performance with 18.5 & 22.3 TVRs respectively.
Period : Jan 4, 2016 – Aug 7, 2016 | Target : People 15 – 49 | Universe : 3,246,000 | Source : Nielsen HKTAM
M2M's Point of View
page 4
17.2
23.5
11.6 10.8
18.5
22.3
12.5 11.7
0.9 0.9 1.4 1.20.8 0.9 1.5 1.2
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)
Performance of TVBJ’s
local produced drama rebounce
12.5
17.5
11
8.5
12.6
17.5
10.9
7.7
0.7 1 1.3 1.80.3 0.5 1 1.7
02468
101214161820
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 : Jul 11 - 31 2016 TVBJ : Aug 1-7 2016 ViuTV : Jul 11 - 31 2016 ViuTV : Aug 1 - 7 2016
Weekday Rating
Weekend Rating
For Weekday’s rating:TVBJ 8% increase of rating recorded in the first week of new 1st line drama ‘超能老豆’. Inversely, a slightly 5% drop on the new 2nd line drama ‘城寨英雄’ on launch
week (period : 1-7 Aug).
On ViuTV, the rating is quite steady on weekday prime time.
For Weekend’s rating:TVBJ rating for 2nd line drama ‘一屋老友記’maintained a steady growth
performance throughout the whole series with its humorous storyline & talented
casts, compare to the fair performance of weekend entertainment & variety shows.
ViuTV has a significant rating drop when new entertainment program ‘當衝三小遇上886MM’ launches on 6-Aug. Compare with previous program ‘巨門陣”, the celebrity
reputation is relative low, may not good enough to attract audience eyeball.
Period : 11 Jul - 7 Aug, 2016 | Target : P15-49| Universe : 3,246,000 | Source : Nielsen HKTAM
M2M's Point of View
page 5
播映日期 : 8月29日-10月21日播映時間 : 逢星期一至五 2030-2130 集數 : 39演員 :蕭正楠、田蕊妮、阮兆祥、陳凱琳、梁琤、吳岱融、楊明、李佳芯
故事大綱:
承接”巨輪”, 手信業大亨羅威信在港澳兩地坐擁分店無數, 與生意夥伴姚文英建立了手信王國, 並不斷革新. 每當有新產品推出, 信皆會寄給在遠方打拼的哥哥喬天生.
在香港及澳門, 羅信記遇上強勁對手, 對手出盡奸招爭生意, 甚至以本傷人. 對手領頭人高天鷲. ,原來另有所圖… 與此同時, 有黑社會背景的馬文泰亦以不法手段狙擊羅信記, 令信疲於應付.
信為舒解心中鬱結, 遂到沖繩散心, 令他遇上身份神秘, 撲朔迷離的高伊娜, 娜帶著信在沖繩原材料期間, 二人漸生情愫, 可是英見信自認識娜後, 解決事情的方法變得偏門, 也發現娜大話連篇, 遂與信產生分歧及爭執, 其夫飛往沖繩做和事佬, 卻遇上意外而下落不明…
為了與娜在一起, 信決定留在沖繩發展一年陪伴娜, 但正當信以為與娜穩定發展時, 娜卻突然消失, 原來娜接近信是有一個不為人知的目的…
TVBJ – 1st Line Drama – 巨輪II
Upcoming
page 6
播映日期 : 8月29日-9 月18 日播映時間 : 逢星期一至日 2030-2130 集數 : 28演員 :馬國明、阮兆祥、黃翠如、岑麗香、梁烈唯、黃心穎、江欣燕、楊明、楊秀惠、朱璇、鄭子誠、樂瞳
故事大綱:
一個愛好烹飪的電車男,
一個對食至有研究, 視吃好東西為人生最大享受的中男,
一個喜歡煮, 一個喜歡吃, 本來就已經是最佳搭檔.
卻原來他們有一共同嗜好, 就是查出案件的真相.
而將這對最佳搭檔聚合一起的, 就是一間性格彷如女魔頭的社長主持的私家偵探社. 偏偏社內又有兩位性格迥異的女探員, 令到這兩位廚神,食神意亂情迷….
一道道美食佳餚, 一件件與吃相關的奇案, 在這一群開心的偵探的五感之下, 一一化解….
TVBJ – 2nd Line Drama – 為食神探
Upcoming
page 7
脫獨工程
播放日期﹕9月6日 – 10月17日 (逢星期一、二,晚上10時至11
時,共13集
節目介紹:《脫獨工程》,是viuTV一項具實驗性質的約會真人騷。概念來自網絡上的虛擬約會:男女以虛假的表象但真實的情感,談一場虛中帶實的戀愛。《脫》將這種虛擬實體化,利用模特兒呈現主角的外表,主角則操縱模特兒執行自己的言行舉止,約會自己心儀的對象。外表的反差會帶來反效果?虛假的外表會否反而看得清一個人的內心?可否令戀情開花結果?
目的:• 外表是給別人的第一印象,也是令別人抹煞成為戀人的主因。本節目利用
模特兒助他們暫時掩蓋外表,透過內在優點、溝通作交往。• 再一次為「戀愛對象的外貌是否重要」的問題下註釋。
節目內容:• 本節目首先介紹六位在戀愛命途上屢遭挫敗的主角;• 節目根據六位的特色,給予他們六位模特兒;• 約會部分• 六位主角從競爭中得到約會的機會;• 主角需要為心儀對象度身訂造特定主題的約會;• 約會當日,主角利用Robot跟對象約會,爭取對方對自己的好感;
表決部分• 約會結束,對象需要抉擇,是否願意跟主角進行第二次約會;• 對象同時亦可約會結束後,選擇見不見主角的真面目;• 如果對象要求見面,主角亦需選擇,能否鼓起勇氣以真身見對象;• 當主角與對象見面後,對象需要再次選擇是否繼續與主角約會
page 8
Outdoor
August 2016
page 9
The prominent and eye-catching building stand provides a brand
new advertising opportunity for advertiser to consider in one of
the most crowed shopping area in HK, which capture the high
traffic flow from underground to the roads.
However, due to the restriction on any sticker poster on the
glass walls, the visibility on street level alone may somehow
limited.
Reannotation of TST MTR Exit A will be finished in Sep-Oct (TBC)
and there’ll be a new advertising format – Crystal Cube. This new
domination format provides creative flexibility such as 3D hanging
objects and selling in a package deal including hanging
object/banner, poster on wall and solus wall poster.
Mock up reference only
MTR TST station exit A
domination format “Crystal Cube”
M2M's Point of View
page 10
2016 FIA Formula E – the first world-class car racing tournament in
Hong Kong will be carried out on 8-9 Oct, 2016. There are some
outdoor opportunities offered by Asiaray to target the audience.
Date:
8-9 October, 2016
Venue:
Central Harbourfront
Ticketing:
Emotion Club: $19,800 (single ticket) - $225,000 (emotion club table for 15pax)
Grandstand: $2380 eVillage: $300
eVillage
Emotional VIP Area
Emotional VIP Area
Grandstand
Grandstand
About the event
Asiaray introduced outdoor
opportunities during 2016 FIA Formula E event
page 11
Mock-up only Mock-up only
Spectator Fence Mega Banner
This is the first world-class car racing tournament in Hong Kong
and it is believed that it is going to be the next hot topic in town.
It can help to reach specific target of motor racing fans and
upmarket segment, yet quite high premium was set for the
pricing.
Remarks: Maximum 10 advertisers are accepted for the Banner and 4 advertisers for LED
Asiaray introduced outdoor
opportunities during 2016 FIA Formula E event
M2M's Point of View
page 12
Digital Broadcasting Corporation is going off-air and has applied
to return its license to the government, citing “unsatisfactory”
developments in the digital radio industry.
DBC is the second broadcaster to surrender its digital audio
broadcasting license in a year, leaving only two others in the
field – Metro Broadcast and government-owned RTHK. Phoenix
URadio earlier returned its license.
The Office of the Communications Authority said it was
requesting detailed information from DBC, which must continue
to operate until it is permitted to go off air.
DBC seeks to return license to
government
The penetration of Digital audio broadcasting medium is relative
low in Hong Kong. Would be not much impact after DBC shut
down.M2M's Point of View
page 13
Digital
August 2016
page 14
DuuD is a new F&B social media platform
ride on dine-and get-rewards mechanism
which allow interaction between diners
and restaurants. The key functions of the
DuuD app are check-in, upload photos,
share and follow. It allows food lovers to
search and browse delicacy images
uploaded by other users and exclusive
dining offers provided by restaurants
directly. App users can accumulate points
which are ultimately exchanged for
rewards (e.g. movie ticket, coupon, etc)
DuuD launched as a new F&B
social media platform
Check-in Photo Sharing Restaurant search/follow Reward/redeem
page 15
Many of Hong Kong people are food lovers which seems to
provide a good opportunity for this new F&B social media
platform.
Duud is still new in the market and take times to build its
membership base. Far from able to challenge the leader position
of Open Rice but Duud has an incentive scheme that appeals to
offer lovers.
DuuD launched as a new F&B
social media platform
They are the sole agent of over 1,000
restaurants, covers HK Island, Kowloon
and New Territories including both
residential and CBD areas. There are
different types of restaurants in their
network, from Eastern to Western, café to
fine-dinning, etc.
Some network restaurants examples:
M2M's Point of View
page 16
Elle.com.hk launches new format –
Native ad on Sep 2016
• introductory offer is for existing advertisers with digital spending over
$100,000 nett since August 2015 (100% loading for other advertisers)
• Native Ads that are relevant to the channel will have priority over other
advertisers for the channel
• Each Native Ads package will be delivered within 2 consecutive weeks and
finished on or before 31 December 2016
Native Ads will be viewed with other editorial content which
offers a more subtle approach for promotion and increase the
chance for user engagement.
However, the CPC is relative high when compare with Yahoo
native ad which introduced more than 2 years ago.
Format A. Editorial Native Ad B. Native Ad
Lead-inPosition
Desktop & Mobile: Channel homepage & article page
Desktop & Mobile: Channel homepage &article page
Flow of ads Lead-in thumbnail >> article written by ELLE editor based on client information >> advertiser’s website
Lead-in thumbnail with brand nameexposure >> advertiser’s website
Disclaimer “Brought to you by xxx” to appear in the article “Sponsored” to be appeared at thumbnail
Material &production
Ad materials to be provided by advertisers for ELLE Team’s production without client’s approval
Ad Materials for sponsorship native ad textlines to be provided by advertisers
Channel No. of clicks entitled CPC (Nett in HK$) CPC Package Cost (Nett in HK$)
Fashion 550 $27 $14,850
Celebrity 533 $15 $7,995
Wedding 533 $15 $7,995
Beauty & Health 522 $23 $12,006
ROS 533 $15 $7,995
M2M's Point of View
page 17
Facebook has rolled out a new feature for Instagram called “Instagram
Stories” and it is now available as part of Instagram 9.0 in Apple’s App
Store and on Google Play.
• Users can share multiple videos and images and they will appear on
the slide show format shown in the top bar.
• Unlike the regular Instagram post, those videos and images posted in
“Instagram stories” will not listed in the account profile permanently,
but will deleted in 24 hours.
• Besides, there is no likes or comments function for “Instagram stories”
posts. In case the follower would like to communicate with the account
owner or the business, they can only send a private message through
Instagram Direct.
Marketers can explore this format for instant communication like
timely offer, ad hoc update, etc.
Instagram will also roll out new advertising and other business
opportunities as part of Instagram Stories and let’s stay update.
Instagram new feature “Instagram
Stories”
M2M's Point of View
page 18
Optimized for the mobile-first world, expanded text ads are designed to
maximize your presence on search results. With nearly 50% greater ad
copy, this format features a more prominent headline and extra room to
highlight your products and services.
It is expected that the longer headline is more attentive and may
help on CTR uplift.
Google launched “Expanded Text
Ads”
Text Ad Expanded Text Ad
Starting on October 26th, 2016, advertisers will no longer be able to
create or edit standard text ads — meaning you’ll only be able to
create and edit text ads using the expanded text ads format after this
date. Existing standard text ads will continue to serve alongside
expanded text ads.
M2M's Point of View
page 19
For more information, please contact your account management / planning team:
Senior Business DirectorAlice Lee (A.Lee@m2mmedia.com)
Business Director, DigitalKoyi Wu (Koyi.Wu@m2mmedia.com)
Head of Buying Derek Yip (Derek.Yip@m2mmedia.com)
Talk to us….
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