Spark Session with CHI
- 1. An Introduction to TV • TV Fundamentals • TV Buying Process • TV Developments and Innovations • A Brief Guide To Making a TV Commercial
- 2. Defining a TVR A TVR is the % of the total potential audience who viewed a particular spot was watched by an average of 2m Ads1634 total potential audience (Universe) for Ads1634 is 14.6m = 13.5 TVRS
- 4. TVRS are determined by Price REVENUE CPT Cost per = thousand impacts AUDIENCE
- 5. A Supply and Demand market Price Demand Supply (CPT) (Revenue) (Viewing)
- 6. Costs vary by station… Source: DDS, Group M Estimates 2012
- 7. …by target audience Ads £5.31 ABC1 Ads £15.28 16-34 ADS £37.40 HW+Ch £42.23 1634 £59.37 Wmn 1634 Men £95.03 Average ITV CPT Source: DDS, Group M Estimates 2012
- 8. …and by month Average price is £64.70 Jan £34.15 Feb £35.26 Mar £40.79 Apr £46.72 May £47.59 Jun £47.92 Jul £42.78 Aug £57.92 Sep £71.24 Oct £71.32 Nov £59.76 Dec £49.17 Average Ads1634 CPT Source: DDS, Group M Estimates 2012
- 9. The TV Buying Process
- 10. Things to consider when planning/buying TV Programmin Programming g Effective Effective Effective Weekly Weekly Channel Channel mix Channel mix weights weights mix weights Best blend Centre break of quality access and price Dayparts Dayparts Dayparts Position in break DRTV DRTV
- 11. TV buying starts at AB… Month AB Deadline Two Months of Transmission Wks prior to TX: 8 7 6 5 4 3 2 1 0 Schedules Schedules Negotiated Money approved booked by TV released to airtime Continued airtime to TV stations stations & agencies improvement improvement optimised Programme All good programming booked up requests sent so approve late and quality suffers significantly Seasonality also affects how flexible stations can be with AB deadlines. Q4 is always very difficult due to over-demanded programming and high brand counts
- 12. The TV buying process Book in schedules Re-rate spots Determine what can be afforded Argue CPTs (rev/aud) Turn- around campaign quality Chase key Ensure programmes hitting Chase value channel mix Assess to ensure deals market and strikeweights report to are met client
- 13. TV Developments and Innovation
- 14. Areas of development in TV New Devices Enhanced Viewing becoming TV devices Connected TVs TV & Other Devices
- 15. Areas of development in TV New Devices becoming Enhanced Viewing TV devices Connected TVs TV & Other Devices
- 16. TV Sets are getting bigger
- 17. Analogue switch off is imminent
- 18. You View just launched
- 19. Now TV is an example of on demand TV growing
- 20. First screen developments Brands and channels Product Placement working closer together eg. AFP
- 21. Tresseme sponsorship with next top model
- 22. Successful to push brand metrics
- 24. Areas of development in TV New Devices Enhanced Viewing becoming TV devices TV & Other Devices Connected TVs
- 25. Penetration on the increase
- 27. C4 innovating with new VoD formats available to advertisers
- 28. And some more formats on the horizon
- 29. Areas of development in TV New Devices becoming Enhanced Viewing TV devices TV & Other Devices Connected TVs
- 30. Each of the big 4 have their own technology
- 31. Areas of development in TV New Devices becoming Enhanced Viewing TV devices Connected TVs TV & Other Devices
- 32. Second screen devices are often used whilst watching TV
- 33. And tech companies are taking advantage of this
- 34. As well as media owners
- 35. And advertisers
- 36. A brief guide to making a TV commercial
- 37. TalkTalk: Homes Within Homes 60”
- 38. The TVC Process
- 39. Script TalkTalk ‘Homes Within Homes’ 60” We would take the camera inside ‘homes’ that are situated in people’s real life homes. We’d film the characters as they come to life, watching enviously out of their windows at the real people in the real homes using Talk Talk (skyping, surfing YouTube, calling friends and so on). Each so called home would come to life true to the style that it’s rendered in. So an oil painting of a house that hangs on a wall would come to life, with the characters within it moving in their fluid, oil painted state. Inside a cuckoo’s home, we’d observe a wooden cuckoo moving around it’s house in a very rigid, comedic way (think Professor Yaffle from Bagpuss). The house on the front cover of a DVD would be shot live action, replicating the real life look as intended on the cover. Or a plastic scale model railway signal man comes to life, and we see inside his plastic world as he moves over to the signal hut window to observe the outside world of the real home using TalkTalk. All of the scenarios above are just starters for ten – we’re sure there’s lots more interesting ‘homes’ that can be found and brought to life in an entertaining way. After visiting five or six homes within homes, we would then revisit them towards the end of the commercial. All the envious characters are envious no more, as they now have Talk Talk installed and are enjoying the benefits for themselves. SUPER: TalkTalk logo. SUPER: A brighter home for everyone.
- 40. Timings Week Agency amends Stage Proposed Dates 7 on Monday 7th March s VO record Final Script approval by Friday 24th December First offline edits to Talk Talk on Tuesday 8th March Edit Feedback & revisions from Tuesday 8th March Christmas Break w/c Monday 27th December Client approval of off-line edits by Friday 11th March BANK HOLIDAY on Monday 3rd January Commence Director search w/c Tuesday 4th January 8 TK approved edits on Monday 14th March Director meetings w/c Monday 10th January Commence online post production / animation incl. SFX and from Tuesday 15th March sound dub Develop treatments and budgeting w/c Monday 17th January Treatments and budget to agency on Friday 21st January Budgeting on Friday 21st January 9 Continue online post production / animation w/c Monday 21st March Treatments to Creative Director 1 on Monday 24th January 10 Continue online post production / animation w/c Monday 28th March Continue budgeting Present recommended treatment and budgets to Talk on Wednesday 26th January Talk Client approve recommended director and estimate by Thursday 27th January 11 Continue online post production / animation w/c Monday 4th April Full go ahead to production incl. casting, location recce. on Friday 28th January Art director briefed and boards begun 1st 50% of budget invoiced to client on Friday 28th January 12 Continue online post production / animation w/c Monday 11th April 2 Continue pre-production w/c Monday 31st January 13 Continue online post production / animation w/c Monday 18th April 3 WIP meeting incl. presentation of storyboards and artists w/c Monday 7th February Commence applications for child licences based on from Wednesday 9th February approved cast 14 Continue online post production / animation w/c Monday 25th April 1st 50% of Budget payment due from client by Friday 11th February Final pre-production meeting incl. sign off of all elements 15 Continue online post production / animation w/c Monday 2nd May 4 w/c Monday 14th February incl. casting and location Artist background checks w/c Monday 14th February Final film to client for approval by Thursday 5th May Production Company 1st 50% due by Friday 18th February 16 Final films approved by Client and Clearcast by Monday 9th May 5 Shoot w/c Monday 21st February Playout to TV stations on Tuesday 10th May 6 Commence offline editing w/c Monday 28th February On Air TV from Friday 13th May First offline edits to Agency (and Clearcast) by Thursday 3rd March Offline edits to Creative Director on Friday 4th March
- 41. Treatments & Budgets Adam Berg (on budget) Brett Forakker (£100,000 over budget) Dom&Nic (£80,000 over budget)
- 42. Storyboards
- 43. Character design
- 45. Locations Insert information
- 46. Shoot • Live Action shoot - 3 day location shoot across 5 locations in London. • Standard shoot day is 10 working hours • Filming with children (reduced filming times) • Stop Motion Animation shoot – 4 days • It takes 1 day of shooting to obtain 6-9 seconds of stop motion footage • No options for alternative takes with stop motion animation • We shot 8am – 3am most days and had to shoot an additional 1x day to get what we needed. • TalkTalk Animators had just finished working on Fantastic Mr Fox (see how similar the characters move in the film and the TVC)
- 47. Offline edit (alt. 6 character version)
- 48. Music Home - Ellie Goulding Close to home - Ian Dury No place like home- Elvis Music option: ‘All out of love’ Home-Iggy Pop I wanna go home - Van Morrison Home is where the heart is – Elvis Presley Mama I’m coming home – Ozzy Osbourne – tone change at 1min 30sec Home of the brave- Lou Read Goin home- Elvis Home- Edward Sharpe At home- Crystal Fighters On my way back home- Band of Horses Home- Foo Fighters Bring me home- Sade Home- LCD soundsystem Home- Glasser My home- Seasick Steve
- 49. Final film
- 50. Quiz