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Fast Facts – New Zealand TV Viewing

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Fast Facts – New Zealand TV Viewing FAST FACTS WHAT YOU NEED TO KNOW ABOUT TV VIEWING IN 2018 FAST FACTS - WHAT YOU NEED TO KNOW ABOUT TV VIEWING IN 2018 Especially for advertisers and agencies, here is an up to date summary of the NZ Television market. Find out all about how New Zealanders are consuming TV - how many viewers, who they are, how they watch and how long they watch for. The TV market is evolving- check out the recent facts. THE NEW ZEALAND TV MARKETPLACE THE NEW ZEALAND TV MARKETPLACE New Zealanders are embracing the range of ways to consume TV content. Access to a wide range of screens and Video On Demand platforms offer audiences more flexibility to view professionally produced content where, when and how they want. However, watching live broadcast television – on the biggest screen - continues to be the most popular method of viewing by a significant margin. TV DELIVERS • Mass audiences. TV is the best medium for long-term brand building, and driving sales • Every day TV reaches 2.4 million New Zealanders, and 3.3 million in a typical week • 95% of New Zealand homes (1,725,000) have a television set • Engaged audiences. With quality professionally produced content on offer, New Zealanders spend 2 hours 21 minutes per day on average watching Linear television • Unbeatable viewability. 89% of all linear television content is viewed live, on the large screen. And TV advertising is 100% visible, 100% of the time, driving more overall attention • A brand safe and effective environment. There is no chance of rubbing shoulders with inappropriate content, with TV people are choosing to watch a programme, they are relaxed, have the time to watch ads – and indeed they expect them Sources: Nielsen Television Audience Measurement, Nielsen Consumer and Media Insights, Professor Karen Nelson-Field Benchmark Series - Viewability THE IMPORTANCE OF ATTENTION IN AN AVERAGE AD SECOND, TV SCORES MORE ACTIVE ATTENTION THAN OTHER VIDEO PLATFORMS TV YOUTUBE FACEBOOK ACTIVE VIEWING 58% 31% 4% PASSIVE VIEWING 40% 37% 94% NON-VIEWING 2% 32% 2% Source: Professor Karen Nelson-Field Benchmark Series 2017: Viewability. Find more information about this study here THE NEW ZEALAND TV AUDIENCE TV REACHES KEY DEMOGRAPHIC GROUPS THE NEW ZEALAND LINEAR TV AUDIENCE • TV reaches 56% of New Zealanders each day and 75% within a week • 25-54 year-olds make up 40% of the average audience • 1 million of this core demographic are reached by TV in a typical day • They spend 2 hours 10 minutes watching Linear TV per day • 8 out of 10 Household Shoppers with Children can be reached by TV in a typical week • And this group watch 2 hours and 19 minutes of Linear TV per day Source: Nielsen Television Audience Measurement TV DELIVERS MASS AUDIENCES HOW MANY NEW ZEALANDERS WATCH LINE AR TV? Every day 2.4M (56%) Every week 3.3M (75%) Every month 3.8M (82%) Source: Nielsen Television Audience Measurement (Base: All People 5+, Consolidated, Jan-Dec 2018, All Day, Average Cumulative Reach (daily/weekly/monthly)) LINEAR TV IS WATCHED BY ALL AGE GROUPS PROFILE OF TV VIEWERS (% IN EACH AGE/GENDER DEMOGRAPHIC) 5-24 25-39 40-54 55-64 65-74 75+ 13.6 11.4 15.5 16.5 19.3 14.2 18.9 18.9 18.9 24.4 23.5 25.1 15.1 14.4 15.7 11.5 12.6 10.6 TOTAL MALES FEMALES Source: Nielsen Television Audience Measurement (Base: All People 5+, Consolidated, Jan-Dec 2018, All Day) HOW MANY PEOPLE DOES LINEAR TV REACH IN A DAY? KEY DEMOGRAPHICS - DETAIL OF ALL DAY REACH Main HH Shopper All People 5+ All People 25-54 All Day Audience with Child Average Daily Reach 2,471,600 1,051,700 301,000 Average Daily Reach (%) 56.3 56.2 57.4 Source: Nielsen Television Audience Measurement (Base: All People 5+, 25-54, Main HH with child, Consolidated, All Day, Jan-Dec 2018, Average Daily Cume Reach HOW MANY PEOPLE DOES LINEAR TV REACH IN A WEEK? KEY DEMOGRAPHICS - D E TA I L O F W E E K LY R EACH Main HH Shopper All People 5+ All People 25-54 Weekly Audience with Child Average Weekly Reach 3,269,000 1,414,000 417,000 Average Weekly Reach (%) 74.5 75.6 79.5 Source: Nielsen Television Audience Measurement (Base: All People 5+, 25-54, Main HH with child, Consolidated, All Day, Jan-Dec 2018, Average Weekly Cume Reach HOW LONG DO THEY SPEND WATCHING LINEAR TV? TIME SPENT VIEWING PER DAY ( h h : m m ) Main HH All People All People Shopper with 5+ 25-54 Child 2:21 2:10 2:19 Majority of time is spent viewing between 1500 and 2300* Source: Nielsen Television Audience Measurement (Base: All People 5+, Consolidated, Jan-Dec 2018, All Day) This number includes FTA viewing within Sky Homes *Includes live viewing and playback through the TV set at the time it is watched within 7 days. Time bands use the industry standard 26-hour TV clock: 0200-2600 HOW WE WATCH TV HOW WE WATCH TV • 89% of all broadcast TV viewing is live, meaning the majority of ads on TV are non- skippable. • An average New Zealand home has 7.3 screens – more ways than ever to watch video content. • While New Zealanders do have choice, significantly more time is spent viewing Live TV on the TV Set than watching TV/Video online on other screens. • Of the most popular programmes among 18-54 year-olds in 2018, over half were local content (sport, reality/drama; documentaries and news). The Royal Wedding was the third most popular, while the majority of the remaining programmes were movies. Sources: Nielsen Television Audience Measurement, Nielsen Consumer and Media Insights TELEVISION IS PREDOMINANTLY VIEWED LIVE WHILE HALF OF NZ HOUSEHOLDS HAVE A PVR, MOST VIEWING IS LIVE 11% 89% Live Timeshifted Source: Nielsen Television Audience Measurement (Base: All People 5+, Consolidated, Jan-Dec 2018, All Day, % of Playback viewing) THE MAJORITY OF TIMESHIFTING IS DONE WITHIN 24 HOURS OF BROADCAST…. SOAP, MINI SERIES AND DRAMA ARE THE MOST POPULAR GENRES, ADDING REACH TO PROGRAMMING IN THESE CATEGORIES ANMANY AVERAGE OPTIONS NEW TO ZEALAND CONSUME HOME TV HAS MOREAN AVERAGE THAN NZ 6 HOME SCREENS HAS MORE THAN 7 SCREENS… 1.7 2.4 1.0 2.1 TV Mobile Tablet Desktop/Laptop Source: Nielsen Consumer and Media Insights, 10+, Year ending Quarter 4 2018. Base = Main Household Shopper ALMOST EVERY HOUSEHOLD HAS A TV SET (ANY TYPE) …AS WELL AS MANY OTHER SCREENS … COMPARED TO 2017, THERE HAS BEEN AN 18% INCREASE IN HOMES WITH A CONNECTED TV TV (All) 95% Smartphone 77% PC/Laptop 75% Tablet 45% Connected TV 34% Source: Nielsen Consumer and Media Insights, 10+, Year ending Quarter 4 2018. Base = Main Household Shopper MOST TIME SPENT WATCHING LINEAR TV WHILE THERE ARE MANY WAYS TO WATCH TV, MORE TIME IS SPENT WATCHING LINEAR TV ON A TV SET IN A TYPICAL WEEK ( h h : m m ) 17:02 05:44 Time spent watching Linear TV on a TV Set Time spent watching any TV/Video online on any device* Source: Nielsen Television Audience Measurement All People 10+, Consolidated, Jan-Dec 2018, All Day *Source: Nielsen Consumer and Media Insights, 10+, Year ending Quarter 4 2018. Time spent watching TV/video/movies online on: PC/Laptop, Mobile, SmartTV/TV that connects to the internet, Tablet in the last7 days CO-VIEWING TV’S SHARED EXPERIENCE CREATES A STRONG EMOTIONAL CONNECTION WITH AUDIENCES TELEVISION VIEWING IS A SOCIAL ACTIVITY While we’ve seen many changes in the television landscape, one thing that’s remained the same is that TV still brings in large audiences and television content drives a shared experience. Humans are naturally social and want to share their experiences, thoughts and feelings. One of the many benefits of television viewing is those watercooler moments that are shared together. TV fosters emotional connections and nothing entrenches those connections better than conversations with friends or family. With TV creating such a strong shared experience, it becomes the best possible context for advertisers who also want to create an emotional connection with their audiences. TELEVISION VIEWING IS A SOCIAL ACTIVITY 52% of peak time* viewing is co - viewing (viewing with others) Solus viewing Co-viewing 48% 52% Source Nielsen Television Audience Measurement 2018 Peak time = 1800 - 2230 TELEVISION VIEWING IS A SOCIAL ACTIVITY Co- viewing is highest (54%) during the core evening family viewing time of 1930 - 2 1 0 0 . % of co-viewing by daypart 1930-2100 54% Peak (1800-2230) 52% 1800-2400 51% All Day 44% Source Nielsen Television Audience Measurement 2018 47% of children’s viewing is co- viewing with a n a d u l t Source Nielsen Television Audience Measurement 2018 TOP PROGRAMMES WHAT WERE THE MOST POPULAR PROGRAMMES IN 2018? TOP 20 PROGRAMMES – L I N E A R T V - ALL PEOPLE 18 - 54 RANK PROGRAMME CHANNEL AUD% NO. OF EPISODES 1 Stan (Doco) Three* 9.1 1 2 Shortland Street TVNZ 2* 9.1 247 3 Royal Wedding Prince Harry & Meghan TVNZ 1* 9.0 2 4 The Block NZ Three* 8.9 49 5 Intl Rugby Bledisloe Cup SKY Sport 1 8.8 1 6 Sunday Special** TVNZ 1* 8.3 1 7 ComGames 2018 Gold Men’s Rugby7s TVNZ 1* 8.1 1 8 Jack Reacher Never Go Back (Movie) TVNZ 2* 8.1 1 9 Moana (Movie) TVNZ 2* 7.8 1 10 Hyundai Country Calendar TVNZ 1* 7.7 38 11 Married At First Sight Three* 7.7 32 12 Dancing With The Stars Three* 7.7 19 13 Police Ten 7 TVNZ 2* 7.5 40 14 Elton John I'm Still Standing (Doco) TVNZ 1* 7.5 1 15 1 News TVNZ 1* 7.4 365 16 Zootopia (Movie) TVNZ 2* 7.4 1 17 The Magnificent Seven Three* 7.1 1 18 CommGames 2018 Gold Women’s Rugby7s TVNZ 1* 6.9 1 19 Harry Potter and the Deathly 2 (Movie) TVNZ 2* 6.8 1 20 John Wick (Movie) TVNZ 2* 6.7 1 Target: All People 18-54 Average combined episodes - 1 January to 31 December 2018; All Day (2am – 2am) TVNZ 1* = TVNZ 1 and TVNZ 1 +1; TVNZ 2* = TVNZ 2 and TVNZ 2 + 1; Three* = Three and Three Plus 1 **Sunday Special on 11 November – a special episode covering the impact of the 2016 Kaikoura earthquake.
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