media trends 2015 How we consume newspapers, magazines, TV, radio & digital content
media trends 2015 Copyright © 2015 The Nielsen Company 1 Home Technology % of households
100
90
80
70
60
50
40
30
20
10
0 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
TV SET PC IN HOME DVD PLAYER/RECORDER
SKY SUBSCRIPTION SMARTPHONE GAMING CONSOLE
PVR TABLET/IPAD EBOOK READER
INTERNET/SMART TV APPLE TV
Source: Nielsen Consumer and Media Insights - to 2014 Base: Main Household Shopper (used as proxy for household)
2 media trends 2015 EACH WEEK 2.8 million New Zealanders 15+ READ A NEWSPAPER
media trends 2015 Copyright © 2015 The Nielsen Company 3 OF NEW ZEALANDERS READ A 79% NEWSPAPER ACROSS A WEEK
56% 62% 19%
Daily Community Sunday
4 media trends 2015 The way we read news is changing Print readership is less frequent
Number of daily newspaper issues read per week
23%
YEAR END 44% 5% 2% Q4 2014 4% 8% 15%
31% 31% YEAR END Q4 2011 6% 3% 15% 5% 9%
None One TWO
THREE Four Five
Six+
Source: Nielsen Consumer and Media Insights Q1-Q4 2011 & 2014 Base: All People 15+
media trends 2015 Copyright © 2015 The Nielsen Company 5 Online news reading continues to grow
Increased consistently since 2008
Online reading of news stories and content in the last month
54% 52% 47%
40% 35% 31% 25%
2008 2009 2010 2011 2012 2013 2014
Source: Nielsen Consumer and Media Insights Q1-Q4 2008 – 2014 Base: All People 10+
NEWS
2.3MILLION access current events and global news
Source: Nielsen Online Ratings – Monthly Unique Audience 2013 - 2014 * Includes websites visitation; exclude mobile apps
6 media trends 2015 reach increases through digital platforms Online news reading continues to grow Weekly Newspaper audiences (000s)
1,007 874 1,212 1,332 1,425 1,471 759 800 763 676 580 515 800 479 650 189 273 366
2009 2010 2011 2012 2013 2014
ONLINE ONLY BOTH PRINT AND ONLINE PRINT ONLY
Print: Weekly reading of metropolitan newspapers (The New Zealand Herald, Dominion Press, The Press, Otago Daily Times, Waikato Times); Online: Weekly visits to nzherald.co.nz, stuff.co.nz, dompost.co.nz, odt.co.nz, the press.co.nz, waikatotimes.co.nz Source: Nielsen Consumer and Media Insights Q1-Q4 2014 Base: All People 10+
Reading behaviour varies by region
Metropolitan Rest of NZ
54% 60%
50% 32%
DIGITAL
75% 72%
Both
**Combined = Every Daily Weekly Coverage + visit publishers website ‘At least once a day, several times a day’ or ‘at least once a week’ Source: Nielsen Consumer and Media Insights Q1-Q4 2014 Base: All People 15+ Metropolitan areas include Auckland, Hamilton, Wellington, Christchurch and Dunedin
media trends 2015 Copyright © 2015 The Nielsen Company 7 3.1 MILLION New Zealanders read at least one Magazine in its issue period
8 media trends 2015 The top 10 magazine titles reach
2,483,000 PEOPLE
• AA Directions • Hunting & Fishing • NZ Woman’s Weekly • NZ House & Garden • SKYWATCH • THE TV GUIDE • Woman’s Day • Healthy Food Guide • The Australian • Cuisine Women’s Weekly
Top 10 consumer magazine titles; AIR Source: Nielsen Consumer and Media Insights Q1-Q4 2014 Base: All People 10+
engagement WITH MAGAZINES remains high
57% read four-out- of-four issues
And spend 46 minutes reading a magazine
Source: Nielsen Consumer and Media Insights Q1-Q4 2014 Base: All People 10+
media trends 2015 Copyright © 2015 The Nielsen Company 9 PRIMARY READERS SPEND LONGER READING
79Minutes average time spent reading a magazine by Primary Readers
Source: Nielsen Consumer and Media Insights Q1-Q4 2012 & 2014 Base: All People 10+
Nearly a quarter have read magazine CONTENT online
In the last month, 808,000 New Zealanders read magazine content online
Source: Nielsen CMI Q1 – Q4 14
10 media trends 2015 Most content is being read on a website
on a on a social through website media site an App 72% 42% 25%
in an digital email edition of the newsletter magazine 17% 15%
ACCESSED VIA DESKTOP/LAPTOP, SMARTPHONE OR TABLET
Source: Nielsen CMI Q1 – Q4 14
media trends 2015 Copyright © 2015 The Nielsen Company 11 2014 follows a similar listening pattern
2.7 million New Zealanders aged 15+ listened to radio in an average week
12 media trends 2015 2014 follows a similar listening pattern
A Radio Weekday 6am-12am, 2008-2014 1800 1600 1400 1200 1000 12pm 5pm 800 2011 late night listening
600 6am 12am 400 200 0 11:00 - 11:15 11:30 - 11:45 17:00 - 17:15 12:00 - 12:15 21:00 - 21:15 13:00 - 13:15 15:00 - 15:15 16:00 - 16:15 19:00 - 19:15 17:30 - 17:45 18:00 - 18:15 14:00 - 14:15 12:30 - 12:45 21:30 - 21:45 13:30 - 13:45 15:30 - 15:45 16:30 - 16:45 19:30 - 19:45 10:00 - 10:15 18:30 - 18:45 14:30 - 14:45 10:30 - 10:45 22:00 - 22:15 23:00 - 23:15 07:00 - 07:15 22:30 - 22:45 23:30 - 23:45 20:00 - 20:15 06:00 - 06:15 09:00 - 09:15 07:30 - 07:45 08:00 - 08:15 20:30 - 20:45 06:30 - 06:45 09:30 - 09:45 08:30 - 08:45
2014 2013 2012 2011 2010 2009 2008
A Radio Weekday 6am-12am, 2013-2014 1800 1600 1400 1200
1000 12pm 5pm 800
600 6am 400 12am 200 0 11:00 - 11:15 11:30 - 11:45 17:00 - 17:15 21:00 - 21:15 12:00 - 12:15 13:00 - 13:15 15:00 - 15:15 19:00 - 19:15 16:00 - 16:15 17:30 - 17:45 18:00 - 18:15 14:00 - 14:15 21:30 - 21:45 12:30 - 12:45 13:30 - 13:45 15:30 - 15:45 19:30 - 19:45 16:30 - 16:45 10:00 - 10:15 18:30 - 18:45 14:30 - 14:45 22:00 - 22:15 10:30 - 10:45 23:00 - 23:15 07:00 - 07:15 22:30 - 22:45 23:30 - 23:45 20:00 - 20:15 09:00 - 09:15 06:00 - 06:15 07:30 - 07:45 08:00 - 08:15 20:30 - 20:45 09:30 - 09:45 06:30 - 06:45 08:30 - 08:45
2014 2013
Source: All New Zealand Radio Survey Nationwide 40 week rolling full year qtr 4 2008- 2014– Nielsen Monday-Sunday 12mn-12mn Base: All People 15+ Average Audience (000’s) by Quarter Hour
media trends 2015 Copyright © 2015 The Nielsen Company 13 Morning listening prevails
A Radio Weekday, Saturday & Sunday 6am-12am
1600 1400 1200 1000 12pm 5pm 800 600 6am 400 12am 200 0 11:00 - 11:15 11:30 - 11:45 17:00 - 17:15 12:00 - 12:15 21:00 - 21:15 13:00 - 13:15 15:00 - 15:15 16:00 - 16:15 19:00 - 19:15 17:30 - 17:45 18:00 - 18:15 14:00 - 14:15 12:30 - 12:45 21:30 - 21:45 13:30 - 13:45 15:30 - 15:45 16:30 - 16:45 19:30 - 19:45 10:00 - 10:15 18:30 - 18:45 14:30 - 14:45 10:30 - 10:45 22:00 - 22:15 23:00 - 23:15 07:00 - 07:15 22:30 - 22:45 23:30 - 23:45 20:00 - 20:15 06:00 - 06:15 09:00 - 09:15 07:30 - 07:45 08:00 - 08:15 20:30 - 20:45 06:30 - 06:45 09:30 - 09:45 08:30 - 08:45
MONFRI SAT SUN
Source: All New Zealand Radio Survey Nationwide 40 week rolling full year qtr 4 2008- 2014– Nielsen Monday-Sunday 12mn-12mn Base: All People 15+ Average Audience (000’s) by Quarter Hour
14 media trends 2015 top 10 radio stations Ranked by 2014 share percentage
% CHANGE NEWS AND INFORMATION FROM 2013
Newstalk ZB +3% Radio New Zealand National -13%
The Rock FM -9% Coast -1% The Sound +9%
HITS, CLASSIC, EASY LISTENING MUSIC
The Hits -3% The Edge FM -3% The Breeze +3% ZM -10% More FM -2%
Source: All New Zealand Radio Survey Nationwide 40 week rolling full year qtr 4 2014, 2010– Nielsen Monday-Sunday 12am-12am
media trends 2015 Copyright © 2015 The Nielsen Company 15 35-54 year olds have the most varied listening
Station Breakdown by Age, Top 10 Stations by Share
0.5 1.9 1.3 2.5 3.6 4.7 10.5 4.6 10.3 7.6 14.6 15 2.3 28.1 9.2 3.5 16.7 6.6 NEWSTALK ZB 2.2 5 13.4 7.6 NATIONAL 6 2.1 21.3 1.4 THE ROCK 7.5 10.4 13.4 12.8 COAST 7.3 15.9 19.2 6.1 7 7.2 THE SOUND 9.7 7.1 0.3 5.6 8.2 10.2 9.2 7.1 4.9 THE EDGE 11.2 7.5 1.7 13.7 6.6 9.1 7.5 7 1 CLASSIC HITS 0.2 5.7 6.5 2.5 6.3 4.4 8.6 7.9 5.8 THE BREEZE 5.7 7.3 1.2 7.3 4.4 3.8 ZM 5.5 MORE FM 32.1 31.3 25.1 26.2 23.9 OTHER STATIONS 21.9 18.9
ALL PEOPLE 15 24 25 34 35 44 45 54 55 64 65+ +15 YEARS YEARS YEARS YEARS YEARS YEARS
Source: All New Zealand Radio Survey Nationwide 40 week rolling full year qtr 4 2014– Nielsen Monday-Sunday 12mn-12mn Base: All People 15+ Share % ranked by 2014
16 media trends 2015 35-54 year olds have the most varied listening RADIO ONLINE capturing growing audience
TOP RADIO SITES AVERAGE UNIQUE % CHANGE (BRANDS) AUDIENCE
Radio New Zealand 158,000 National 57%
ZM 143,000 41%
The Edge 142,000 33%
118,000 Newstalk ZB 30%
The Hits 99,000 52%
Source: Nielsen Online Ratings – Average Monthly Unique Audience 2013 - 2014 Ranked by 2014 Includes websites visitation; exclude mobile apps
media trends 2015 Copyright © 2015 The Nielsen Company 17 3.6 million New Zealanders aged 5+ watch television in a typical week
18 media trends 2015 WE spend more than THREE hours PER day watching TV
MINS 250
200 184
150
100
50
0 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
AVERAGE DAILY TIME SPENT VIEWING
PEAK (18:00-22:29)
OFF-PEAK (22:30-17:59)
Source: Nielsen Television Audience Measurement Base: All People 5+
media trends 2015 Copyright © 2015 The Nielsen Company 19 New Zealanders under 40 spending less time watching via TV sets
TV time for over 40 year olds remains relatively constant
233 233 172 136 AVERAGE TIME SPENT VIEWING MINS PER DAY
2010 2011 2012 2013 2014
UNDER 40 OVER 40
Source: Nielsen Television Audience Measurement Base: All People 5-39 years, All People 40+ years
Lower television viewing levels in Auckland
213 205 183 152 AVERAGE TIME SPENT VIEWING MINS PER DAY
2009 2010 2011 2012 2013 2014
AUCKLAND OUTSIDE AUCKLAND
Source: Nielsen Television Audience Measurement Base: All People 5+
20 media trends 2015 New Zealanders under 40 spending less time watching via TV sets Top 10 peak Programmes in 2014
RANK PROGRAMME CHANNEL* AUD% EPS
1 One News TVOne 15.6 365
2 Highway Cops TVOne 14.8 20
3 Sunday(PM) TVOne 14.6 44
4 Fair Go TVOne 14.2 37 Hyundai Country 13.9 30 5 Calendar TVOne Lower television viewing levels in Auckland The World’s Oddest TVOne 13.8 2 6 Animal Couples
7 Fair Go Ad Awards 2014 TVOne 13.8 1
8 Border Security TVOne 13.7 16
The Force 9 TVOne 13.6 18 Border Security 10 International TVOne 13.6 9
One News has retained the same rating of 15.6% in the last 3 years
Source: Nielsen Television Audience Measurement Base: All People 5+ ; Average combined episodes - 1 January to 31 December; 6pm – 10:30pm * = TVOne and TVOne Plus 1
media trends 2015 Copyright © 2015 The Nielsen Company 21 Channel fragmentation continues
1.8 1.8 2014 28.7 18.0 16.1 3.9 5.2 12.5 2.1 2.1 4.1 2.6
2.0 1.3 2013 28.8 17.7 17.8 4.6 5.8 4.1 13.6 1.5 2.0
1.8 1.1 38.5 21.1 19.7 1.2 7.2 0.8 2004 5.1 3.5
TV1* TV2* TV3* FOUR* PRIME MAORI TV CHOICE TV SKY MOVIES**
SKY SPORT 1, 2, 3, 4 THE BOX VIBE, JONES!, CRIME & INVESTIGATION
OTHER SKY CHANNELS OTHER CHANNELS
Source: Nielsen Television Audience Measurement Base: All People 5+, 1 January to 31 December 2014, Peak (6pm to 10:30pm) TVOne* , TV2*, TV3 *, FOUR* = Parent channel + Plus 1 Channel, Sky Movies** = includes Sky Movies Premiere, Extra and Greats
All Day Viewing Peak Viewing
5+ 6% 9% 8% 12%
Growing 25-54 7% 11% 9% 15% proportion of viewing is
5+ WITH PVR TIME-SHIFTED 16% 18% 20% 22%
25-54 with PVR 17% 22% 22% 28%
2012 2014
Source: Nielsen Television Audience Measurement Shown as % of total viewing audience
22 media trends 2015 Channel fragmentation continues Top 10 TIME SHIFTED Programmes
RANK PROGRAMME CHANNEL* AUD% EPS
1 Despicable Me TV3 2.1 1
2 Nigel Latta TVOne 1.8 6
3 Broadchurch TVOne 1.7 8
4 A Place to Call Home TVOne 1.7 10 Gloriavale A 1.7 1 5 World Apart TV2
Toy Story That TV2 1.6 1 6 Time Forgot
7 The Blacklist TV3 1.6 30
8 Red Widow TVOne 1.6 2
9 Hop TV3 1.6 1
10 Resurrection TV2 1.4 8
Source: Nielsen Television Audience Measurement Base: All People 5+; Average combined episodes - 1 January to 31 December 2014; 2am-2am * = TVOne , TV2 and TV3 (Parent channel) with + Plus 1 Channel
media trends 2015 Copyright © 2015 The Nielsen Company 23 TV Screens in the Household are changing
Digital switch over Dec 2013
2014 2013 2012 2011 2010 2009 2008 2007 2006 2005 2004 2003 2002 2001 2000 1999 1998 1997 1996 1995 1994 1993 1992
NONE ONE TWO THREE +
Source: Nielsen Consumer and Media Insights Q1-Q4 1992-2014 Base: 15+ Years
24 media trends 2015 TV screens in decline, other screens increase Average number of screens per NZ household
OTHERS TV DEVICES
2.0 2.2 2011 Other devices mobile 2013 1.9 2.7 phones, tablets and book readers 2014 1.7 3.0
Source: Nielsen Consumer and Media Insights Q1-Q4 2011; 2013; 2014 Base: Main Household Shopper
3.7M new Zealanders watch TV content
72% 4% only only watch watch TV via a TV set online
20%
both
Source: Multi Screen Report 2015; Nielsen Consumer Media Insights Q2-Q3 2014, All People 10+ TV Content: includes broadcast TV, shows or movies downloaded or streamed from the Internet
media trends 2015 Copyright © 2015 The Nielsen Company 25 More people are dual screening while watching television 33%
20% 26%
Source: Nielsen Consumer and Media Insights Q1-Q4 2014 Base: Devices used to access the internet while watching TV
Tv screen use is becoming more diverse
Average number of screens per NZ household
15.6% 15.6% 15.7% 15.9% 2.0% 2.6% 3.0% 3.1% 0.4% 0.5% 0.6% 0.6%
13.2% 12.5% 12.2% 12.2% TARGET AUDIENCE RATING POINT
Q1-Q2 2012 Q1-Q2 2013 Q1-Q2 2014 Q3-Q4 2014
LIVE VIEWING/OVERNIGHTS TIME SHIFT OTHER TV SCREEN USAGE*
Source: Multi Screen Report 2015; Nielsen Television Audience Measurement, All day audience rating – total people *Other TV screen usage examples include gaming, viewing internet-delivered services and browsing, or watching time-shifted television they have recorded beyond seven days from original broadcast. i.e. when people use their TV screens for purposes other than watching live or time-shifted broadcast television.
26 media trends 2015 3.3 million new Zealanders used the internet in the last week
media trends 2015 Copyright © 2015 The Nielsen Company 27 PEOPLE HOURS PAGE VIEWS SESSIONS
3.6M 28 1,253 55
Source: Nielsen Online Ratings November 2014 Average per person per month
1 Google 2 Facebook 3 YouTube
4 MSN
5 Trade Me Top 10 6 Yahoo! VISITED online 7 Microsoft brands 8 Stuff.co.nz
9 New Zealand Government
10 Wikipedia
Source: Nielsen Online Ratings – Average Monthly Unique Audience 2014
28 media trends 2015 Top 20 GROWTH BRANDS
For sites with a monthly Unique Audience greater than 300,000
1 Fishpond +53% 8 Radio Network 15 Stuff.co.nz
2 Pinterest 9 BBC 16 Inland Revenue
3 3 News 10 Air NZ 17 Metservice
4 AOL Media Network 11 The Warehouse 18 Noel Leeming
5 nzherald.co.nz 12 ASB 19 NZ Government
6 LinkedIn 13 White Pages 20 eBay +12%
7 About.com 14 AA
Source: Nielsen Online Ratings – Average Monthly Unique Audience 2013 & 2014 *nzherald.co.nz mobile site correction was applied April 2014 Growth ranges from 12% to 53%
For sites with a monthly Unique Audience between 100,000 and 300,000
1 BuzzFeed +78% 8 Expedia 15 Otago Daily Times
2 Mitre 10 9 The Guardian 16 Upworthy
3 Priceline.com 10 Farmers 17 PriceSpy
4 King 11 Briscoes 18 Timeanddate.com
5 Smh.com.au 12 Trip Adviser 19 The Telegraph
6 Radio NZ National 13 Realestate.co.nz 20 New World +25%
7 Mail Chimp 14 Consumer.org
Source: Nielsen Online Ratings – Average Monthly Unique Audience 2013 & 2014 Growth ranges from 25% to 78%
media trends 2015 Copyright © 2015 The Nielsen Company 29 Growth drivers
INFORMATIOn NEWS
SHOPPING
TRAVEL SHARING
CONSUMER
Source: Nielsen Online Ratings – Average Monthly Unique Audience 2013 & 2014
30 media trends 2015 2.8 million NEW ZEALANDERS VISIT A SOCIAL MEDIA SITE IN AN AVERAGE MONTH
media trends 2015 Copyright © 2015 The Nielsen Company 31 Social media website visitation stablE Pinterest and LinkedIn have the greatest growth
FACEBOOK social media is still 88% #1 website of New Zealanders who visit a social media site also visit Facebook
+34% PINTEREST
+28% LINKEDIN
Source: Nielsen Online Ratings – Average Monthly Unique Audience 2013 – 2014 * Includes websites visitation; exclude mobile apps
32 media trends 2015 47% GROWTH IN TABLET OWNERSHIP
media trends 2015 Copyright © 2015 The Nielsen Company 33 SMARTPHONE TABLET 2.2M 1.1M
rapid increase of tablet ownership
use own +24% +47%
Source: Nielsen Consumer and Media Insights Q1-Q4 2014 vs. Q1-Q4 2013 Base: All People 10+
75% 51% 33% 74% 38% 21% Over half of new Zealanders use a Smartphone to access the internet LAPTOP/ SMARTPHONE TABLET DESKTOP 2013 2014
Source: Nielsen Consumer and Media Insights Q1-Q4 2014 Base: All People 10+ who have used the Internet in the last 7 Days (3,335,000) (Categories in this figure are not mutually exclusive: multiple answers)
35% of New Zealanders homes now have no landline phone. This has the mobile only increased by 20% YOY home continues to grow 20-29 year olds 2X Are almost twice as likely to only have a mobile phone
Source: Nielsen Consumer and Media Insights Q1-Q4 2014 Base: All People 10+
34 media trends 2015 Rise of DIGITAL AND 1990’s - DVD PVR VOD Pay TV INTERNET 2007 REVOLUTION
2008 - Smartphones Tablets Internet 2011 Capable TV
2012 & SVod App Driven BEYOND HbbTV digital world
media trends 2015 Copyright © 2015 The Nielsen Company 35 MORE OPTIONS
MORE CONTENT
36 media trends 2015 About Nielsen
Nielsen N.V. (NYSE: NLSN) is a global performance management company that provides a comprehensive understanding of what consumers Watch and Buy. Nielsen’s Watch segment provides media and advertising clients with Total Audience measurement services across all devices where content — video, audio and text — is consumed. The Buy segment offers consumer packaged goods manufacturers and retailers the industry’s only global view of retail performance measurement. By integrating information from its Watch and Buy segments and other data sources, Nielsen provides its clients with both world-class measurement as well as analytics that help improve performance. Nielsen, an S&P 500 company, has operations in over 100 countries that cover more than 90 percent of the world’s population.
For more information, visit www.nielsen.com.
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media trends 2015 Copyright © 2015 The Nielsen Company 37 38 media trends 2015