Summer Media
Analysis by AP18-54
1 SampleSample ProfileProfile – Total Green Roomers.
AGE GENDER REGION
WHO TOOK 18-29 30-39 Rest of North Island PART? 3%8% 65+ 34% 34% 17% 40-49 65% 22% 28% Auckland A total of n=804 Green 10% Waikato Roomers took part in Male Female the survey. Here is a 37% snapshot of their 50-64 profile 14% Wellington
Male AGE WITH GENDER NOTE: 13% Canterbury Female For the analysis we 39% 41% will look at the core 33% 30% 7% Otago 18-54 demographic 19% Rest of 13% South Island 9% 8% (n=313, 39%) 3% 3%
18-29 30-39 40-49 50-64 65+ 5% Summer is… Time spent with family and friends, heading to the beach, relaxing, enjoying the weather or getting the gardening done
“Being able to relax and have time to sort out what's important, enjoy outdoors and go “Time with family, lazy days enjoying the away somewhere” – Male, 27, Auckland sun, sand & sea, barbeques with friends, long warm nights” – Female, 56, Wellington “Sewing and tidying up the house and catching up on the TV series I have recorded” – Female, 62, Manawatu- “A chance to rest and relax, catch up with Wanganui friends and family, get on to household jobs that don't get done during the year” – Female, 50, Auckland “Outdoors, gardening, beach time, family time, road trips, down time” – 46, Auckland “Time off work. Time with family. Get out of the big city and back to my home “Catching on jobs around the house and town” – Female, 34, Wellington land that we didn't have time to do during the year because of work commitments” – Female, 60, Northland “Relaxing- not travelling. Garden/home focussed. Meeting up with family and friends time to read and catch up on TV “Holiday with family caravanning and fishing programmes that we've missed” – somewhere in NZ” – Male, 54, Canterbury Q1. What do summer and the Christmas holidays mean to you?/Q2. What is your Female, 63, Otago favourite thing to do over the Christmas/summer holidays? Base: Total (n=804) 3 Summer is… Also a time for reflection on the year that’s been, and planning for the year ahead
“Home projects indoor and outdoor.” – Female, 58, Otago “Wedding to pay for. New grandchild on the way. Lot of “Thinking and planning ahead for “I plan all the small-ish decisions to make.” – Female, events and opportunities that year purchases I want to make in 64, Manawatu-Wanganui might bring. Getting ready to the coming year - household harvest from our orchard and furnishings, electrical “Planning how to make the garden.” – Female, 67, Canterbury equipment, garden tools etc.” year ahead as easy as – Female, 62, Bay of Plenty possible” – Female, 45, Hawkes Bay “Planning our wedding for end of next year.” – Female, 33, Auckland “Renovating 2 bed rooms and a “We need to decide what to bathroom. Planning a holiday.” – do about our rental and make Female, 47, Wellington some decisions about my “Re doing our bathroom and kitchen, husbands career.” – Female, plus the adults area down stairs.” “Moving into an apartment 53, Wellington – Female, 48, Wellington means replacing whitewear, homewares. Also planning a “Setting goals of all types” – “Setting family orientated goals & trip to Sweden and one to Male, 54, Auckland plans & not just focusing on Aus.” – Female, 66, Bay of personal goals in a five year plan” Plenty – Male, 42, Auckland Q1. What do summer and the Christmas holidays mean to you?/Q2. What is your favourite thing to do over the Christmas/summer holidays? Base: Total (n=804) 4 Summer is the time to plan for the year ahead Kiwis are using the summer holidays to make decisions and plan purchases for the next 12 months
are planning a holiday are planning an are planning to buy are planning to within New Zealand overseas holiday or new appliances, renovate/decorate OE furniture or their home technology for their home
Q5. Do you plan to do any of the following within the next year? Base: 18-54 (n=313) 5 Get them while they are planning
The summer months offer an opportunity to speak to a high value, captive market while they are actively seeking and planning for the year ahead.
Where to reach them in this optimal time? Which media are they engaging with?
6 TV is the #1 way Kiwis stay informed and entertained, even over summer
• 8 in 10 Kiwis choose TV as their first destination for entertainment and information, with TVNZ the preferred viewing platform whether linear lead or via TVNZ OnDemand.
Preferred Summer Media 18-54 90%
80%
70%
60%
50%
40%
30%
20%
10%
0% Watch TV Watch Listen to Read books / Listen to the Read Read Listen to content online music (e.g. kindle radio magazines newspapers podcasts (e.g. TVNZ Spotify) OnDemand, Netflix, Lightbox)
Q7. During the summer months what do you usually watch, read or listen to?/Q8. And what channels/platforms are you watching content on over summer? Base: 18-54 (n=313) 7 TV maintains it’s strength and relevance TV sees high engagement over the summer period with stable audiences and an increase in time spent viewing
• Despite a small decline over the Christmas/New Year shutdown period, TV still reaches 1.5 million Kiwis every week, cementing the role of TV in the lives of New Zealanders. • TVNZ’s average weekly reach over the Christmas period is up slightly year on year reaching 1.3 million Kiwis 18-54. • TVNZ OnDemand also maintains a high weekly engagement reaching over 237,000 people 13+ each week.
Weekly Reach Oct 18-Mar 19 18-54 1,800,000
1,600,000
1,400,000
1,200,000
1,000,000 w/c 30/12/18
800,000
Weekly Weekly Reach 600,000
400,000
200,000
-
Week Commencing
Nielsen TAM, 18-54, 30 Sep 18-30 Mar 19, Shutdown period 23 Total TV TVNZ Dec 18-12 Jan 19, Consolidated; Google Analytics 13+, Average weekly reach and streams, 23 Dec 18-12 Jan 19 8 Kiwis don’t disconnect, they bring us along Wherever the weather takes them, Kiwis are choosing to unwind and stay informed with TVNZ
• 8 in 10 Kiwis said they use their devices about the same, if not more over the summer months as they would throughout the rest of the year.
“We live on a lifestyle block • With the ability to reach all locations, TVNZ maintains advertising near the beach so we spend engagement through it’s linear and OnDemand platforms where regional our time at home or close to home. We probably still spend advertising on other media (radio, OOH) is affected by holiday relocation. a lot of time watching on tv either at night inside or on our laptop or phone when on the deck” – Female, 60, Northland “Data consumption in our Auckland Central exchange dropped by 25% over the Christmas/New Year break. However, it’s likely Aucklanders weren’t giving their binge watching up, just relocating it, as we saw data use in the Coromandel increase by 44% over the same period.” - Chorus New Zealand on changing data consumption over the summer period
Q11. Would you say you use your devices more or less often during the summer months? Base: 18-54 (n=313) Chorus Dow, 9 Feb 18, What our data consumption says about us 9 TV is the place for Kiwis to stay informed and entertained Viewing over the summer months reflects New Zealand’s everyday viewing behaviour
• 82% of Kiwis 18-54 are engaging in relaxing viewing over the summer period. • 67% are actively seeking informative programming to stay up to date (e.g. news, current affairs, weather).
18-54s Summer TV Viewing Behaviour
Relaxing Informative 50% Summer is for… 45% +62% 40% Total “catching up on the TV series I have 35% Sample recorded” – Female, 64, Manawatu- +45% Wanganui 30% Total “Loads of binge watching” – 25% Sample Female, 46, Auckland 20%
15% +27% “Watch[ing] a Christmas Blockbuster 10% Males movie, binge watch[ing] a season or 5% great series on demand” – Female, 51, 0% Auckland Surf the channels Search out a new Binge watch a Keep up to date Keep up to date Re-watch an old Follow all the live to see what I can series series with news / with the weathe favourite sports find current affairs
Q10. What is your typical viewing behaviour over the summer months? Base: 18-54 (n=313) 10 TVNZ delivers the content people want over summer TVNZ offers destination viewing with a plethora of bingeable drama, daily news, family entertainment and movies
MOVIES (77%) DRAMA (65%) COMEDY (63%)
DOCUMENTARY (51%) NEWS (50%) FAMILY ENTERTAINMENT (45%)
Q7. And what type of shows/content do you normally watch over the summer? Base: 18-54 (n=313) 11 What does this mean for advertisers?
• TV is still the #1 media, and TVNZ the #1 platform for Kiwis over the summer months.
• Use TVNZ to get in front of consumers who are starting to plan for the year ahead.
• Build your brand in a cost efficient time to advertise.
12 IS YOUR BRAND TOP OF MIND FOR CHRISTMAS SHOPPERS?
The countdown to the frantic Christmas period has begun.
New Zealanders will be hitting the malls (and clicking “buy now”) so brands need to make sure their advertising is seen by busy consumers. For this, you can’t beat the power of TV, with over 2 million viewers per day*. We know that TV ads get noticed and are recalled for far longer than advertising on social video platforms, driving short and long term sales results**. We also know that TV contributes to search behaviour.***
In the eight weeks leading up to Christmas last year New Zealanders forked out almost $2 billion more than their average bi-monthly spending levels****. They spent a total of $12.7 billion across all categories including food and liquor, household goods and appliances, hospitality and clothing ****
Black Friday and Cyber Monday are contributing to growth, in fact November 2018 online spending was 10% up on the previous year (and December +6%)****
For a bigger share of the $12.7 billion Christmas pie, invest now in TV - the media platform where your ads will be remembered**
Nielsen Television Audience Measurement 2019* Professor Karen Nelson-Field - Benchmark Series** ThinkTV Australia - hipages case study/KPMG*** Marketview /BNZ Online Retail Index . (Christmas period = November and December 2018).****