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How Marketing Influences Linear TV Performance: A Quantitative Research Study on the Impact of Marketing Campaigns targeting Linear TV Programming
KTH, School of Computer Science and Communication (CSC).
2017 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesisAlternative title
Hur marknadsföring påverkar linjära tittarsiffror : En kvantitativ forskningsstudie om effekterna avmarknadsföringskampanjer med inriktning på linjär TV (Swedish)
Abstract [en]

In reaction to the digitalisation that insinuates itself into every part of today’s society, this study explores if marketing efforts can still have an impact on the audience of the traditional media channel television. In collaboration with a media house supplying information on its Pay-TV channels, the investments and created impressions of 30 marketing campaigns, executed between 2014 and 2017 in Sweden, Denmark and Norway, were compared to their influence on channel-specific television viewership. The sourcing process included gathering marketing related information as well as accessing viewing data about the Nordic markets. The created individual reports on the key performance indicators including total television ratings and shares were visualised with the help of Pivot table graphs and could thereby display trend lines of the slot and channel performance affected by advertising. By analysing the relationships between marketing efforts and audience performance of all campaigns and all channels together, it can be said that there exists a downward correlation between the size of investment and the performance of the advertised new episodes. This opposes the individual channels whose performance cannot be adjoined to money spent. Furthermore, two out of three TV channels displayed short term performance surges connected to the marketing campaigns. Additionally, one channel demonstrated an increase in total channel performance during the promoted time frame, which could mean a spill over effect of show specific advertising to the other programmes.

Abstract [sv]

I reaktion på digitaliseringen som insinuerar sig in i varje del av dagens samhälle, undersöker denna studie om marknadsföringsinsatser fortfarande kan få konsekvenser för publiken av den traditionella mediekanalen TV. I samarbete med ett mediehus som levererar information på sin betal-tv kanaler, blev investeringar och skapade intryck av 30 marknadsföringskampanjer, som genomfördes mellan 2014 och 2017 i Sverige, Danmark och Norge jämfört med deras inriktning på kanalspecifik tv-tittande. I datainsamlingen ingick att samla marknadsföringsrelaterade information samt tillgång till visningsdata om nordiska marknader. De skapade individuella rapporterna på nyckelprestandaindikatorer inklusive totalt TV Ratings och Shares visualiserades med hjälp av pivottabellgrafer och kunde därmed visa trendlinjer i kanalprestanda som påverkas av reklam. Genom att analysera relationer mellan marknadsföringsinsatser och publik prestanda för alla kampanjer och alla kanaler tillsammans, kan man säga att det finns en nedåtgående korrelation mellan investeringens storlek och prestandan hos annonserade nya episoder. Detta motsätter sig individuella kanalerna vars prestanda inte kan anslutas till pengarna som spenderas. Dessutom visade två av tre TV-kanaler kortsiktiga prestandaförlängningar kopplade till marknadsföringskampanjer. Därutom visade en kanal en ökning av total kanalprestanda under den föreslagna tidsramen, vilket kan innebära ett spill over effekten av visa specifika annonseringar till de andra programmen.

Place, publisher, year, edition, pages
2017. , p. 11
Keywords [en]
Traditional TV, Linear Programming, Television Panel, Marketing Analytics, Marketing Effectiveness, Quantitative Data, Data-Driven Marketing, Panel Research
National Category
Media and Communication Technology
Identifiers
URN: urn:nbn:se:kth:diva-215188OAI: oai:DiVA.org:kth-215188DiVA, id: diva2:1146836
External cooperation
Needs to stay unknown
Educational program
Master of Science - Media Management
Presentation
2017-06-21, 1535, Lindstedtsvägen 3, E-huset, Stockholm, 09:22 (English)
Supervisors
Examiners
Available from: 2017-10-16 Created: 2017-10-04 Last updated: 2018-01-13Bibliographically approved

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How Marketing Influences Linear TV Performance(1995 kB)131 downloads
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CiteExportLink to record
Permanent link

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Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf