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2021 Copyright © 2020 CopyrightCopyright © © 2020. 2020. The The Nielsen Nielsen Company. Company. Confidential Confidential and and Proprietary. Proprietary. REGIONAL TOOLKIT REGIONAL 2021 CONTENTS 2021 Survey Calendar Summary 3 Easter Periods 2008-2021 4 The Nielsen Company. Confidential Confidential and Proprietary. Company. Nielsen The 2020. 2021 Universe Estimates 5 Coverage Maps and Coverage Areas 25 Copyright © Copyright Reporting Demographics 37 Regional FTA TV Channels Breakout 43 Terms & Definitions 44 Household Income 50 The Ratings Process 51 Contact Details 52 Page 2 SURVEY CALENDAR SUMMARY - 2021 Survey Weeks Surveyed Survey Commences (Sun) Survey Concludes (Sat) Summer Weeks 1 – 6 27 December 6 February Survey 1 Weeks 7 – 10 7 February 6 March Survey 2 Weeks 11 – 13 7 March 27 March The Nielsen Company. Confidential Confidential and Proprietary. Company. Nielsen The 2020. Easter Weeks 14 – 15 28 March 10 April Survey 2 (cont.) Week 16 11 April 17 April Copyright © Copyright Survey 3 Weeks 17 – 20 18 April 15 May Survey 4 Weeks 21 – 24 16 May 12 June Survey 5 Weeks 25 – 28 13 June 10 July Survey 6 Weeks 29 – 32 11 July 7 August Survey 7 Weeks 33 – 36 8 August 4 September Survey 8 Weeks 37 – 40 5 September 2 October Survey 9 Weeks 41 – 44 3 October 30 October Survey 10 Weeks 45 – 48 31 October 27 November Summer Weeks 49 – 52 28 November 25 December The full Survey Calendar can be downloaded at: www.regionaltam.com.au Page 3 EASTER PERIODS 2008 - 2021 Year Week No. Sunday to Saturday Within Survey 12 16-Mar 22-Mar 2008 2 13 23-Mar 29-Mar 15 05-Apr 11-Apr 2009 2&3 16 12-Apr 18-Apr 14 28-Mar 03-Apr 2010 2 15 04-Apr 10-Apr 17 17-Apr 23-Apr The Nielsen Company. Confidential Confidential and Proprietary. Company. Nielsen The 2011 3 18 24-Apr 30-Apr 2020. 14 01-Apr 07-Apr 2012 2 15 08-Apr 14-Apr Copyright © Copyright 13 24-Mar 30-Mar 2013 2 14 31-Mar 06-Apr 16 13-Apr 19-Apr 2014 3 17 20-Apr 26-Apr 14 29-Mar 04-Apr 2015 2 15 05-Apr 11-Apr 13 20-Mar 26-Mar 2016 2 14 27-Mar 02-Apr 15 09-Apr 15-Apr 2017 16 16-Apr 22-Apr 13 25-Mar 31-Mar 2018 2 14 01-Apr 07-Apr 16 14-Apr 20-Apr 2019 3 17 21-Apr 27-Apr 15 5-Apr 11-Apr 2020 16 12-Apr 18-Apr 14 28-Mar 3-Apr 2021 2 15 4-Apr 10-Apr Page 4 UNIVERSE ESTIMATES – 2021 Minimum Number of Total Households (000's) Total Individuals (000's) Homes Installed Total QUEENSLAND (AM-A) 810.4 1,892.2 812 CAIRNS 116.4 264.2 120 TOWNSVILLE 99.2 240.7 105 MACKAY 79.4 192.3 105 ROCKHAMPTON 99.1 239.1 105 The Nielsen Company. Confidential Confidential and Proprietary. Company. Nielsen The MARYBOROUGH 292.4 658.2 257 2020. TOOWOOMBA 123.9 297.8 120 Total NNSW (AM-B) 924.7 2,229.3 700 NORTHERN RIVERS 447.3 1046.0 339 Copyright © Copyright TAMWORTH/TAREE 148.0 357.8 120 NEWCASTLE 329.3 825.5 241 Total SNSW (AM-C) 627.5 1,531.8 570 CANBERRA 224.6 565.0 185 ORANGE DUBBO WAGGA 177.1 420.4 177 WOLLONGONG 225.8 546.4 208 Total VICTORIA (AM-D) 537.7 1,217.2 651 ALBURY 89.3 197.4 102 SHEPPARTON 78.8 176.1 104 BENDIGO 109.1 241.2 132 BALLARAT 155.7 360.6 190 GIPPSLAND 104.9 241.9 123 Total TASMANIA 227.0 533.6 285 LAUNCESTON 107.4 255.0 142 HOBART 119.6 278.6 143 REGIONAL WA 233.5 559.7 180 Page 5 UNIVERSE ESTIMATES - 2021 QLD NNSW SNSW VIC TAS Regional Total 000’s Regional WA (AM-A) (AM-B) (AM-C) (AM-D) (AM-E) East Coast REG Total Individuals 1,892.2 2,229.3 1,531.8 1,217.2 533.6 7,404.2 559.7 7,963.9 Total Households 810.4 924.7 627.5 537.7 227.0 3,127.3 233.5 3,360.8 Children 0-4 110.9 126.5 92.9 68.9 28.8 428.0 37.2 465.2 Children 5-12 200.7 223.9 156.9 121.4 51.2 754.2 62.5 816.6 The Nielsen Company. Confidential Confidential and Proprietary. Company. Nielsen The Children 13-17 125.0 135.7 93.1 74.4 31.6 460.0 35.6 495.6 2020. People 16+ 1,503.9 1,795.8 1,224.9 981.3 434.1 5,940.0 437.7 6,377.7 People 16-39 546.7 644.2 473.6 330.1 153.8 2,148.5 161.6 2,310.2 Copyright © Copyright People 16-54 901.7 1,051.9 753.8 547.6 250.3 3,505.3 273.6 3,778.9 People 25+ 1,302.0 1,556.3 1,050.9 855.0 377.8 5,141.9 385.5 5,527.4 People 25-54 699.8 812.4 579.8 421.2 194.0 2,707.2 221.4 2,928.6 People 40+ 957.2 1,151.6 751.3 651.2 280.3 3,791.5 276.1 4,067.6 Men 16+ 740.5 871.1 602.7 483.6 212.7 2,910.6 222.9 3,133.4 Men 16-24 103.7 122.3 89.7 66.5 29.3 411.6 27.1 438.6 Men 16-39 273.3 320.3 238.8 167.1 77.6 1,077.1 82.9 1,160.0 Men 16-54 446.3 517.5 377.0 273.3 124.4 1,738.5 140.5 1,879.0 Men 18+ 715.6 844.1 584.1 468.7 206.4 2,818.8 216.2 3,034.9 Men 18-24 78.8 95.3 71.1 51.6 23.0 319.8 20.4 340.2 Men 25+ 636.7 748.8 513.0 417.1 183.4 2,499.0 195.8 2,694.8 Men 25-39 169.5 198.0 149.1 100.6 48.3 665.6 55.8 721.4 Men 25-54 342.6 395.2 287.3 206.8 95.1 1,327.0 113.5 1,440.4 Men 40+ 467.2 550.8 363.9 316.5 135.1 1,833.4 140.0 1,973.4 Men 40-54 173.1 197.2 138.2 106.2 46.8 661.4 57.7 719.1 Men 55+ 294.1 353.6 225.7 210.4 88.2 1,172.0 82.3 1,254.4 Page 6 UNIVERSE ESTIMATES - 2021 QLD NNSW SNSW VIC TAS Regional Regional Total 000’s (AM-A) (AM-B) (AM-C) (AM-D) (AM-E) East Coast WA REG Women 16+ 763.5 924.7 622.2 497.7 221.4 3,029.5 214.8 3,244.3 Women 16-24 98.2 117.2 84.3 59.9 27.0 386.5 25.2 411.7 Women 16-39 273.4 323.9 234.8 163.0 76.2 1,071.4 78.8 1,150.2 Women 16-54 455.4 534.4 376.8 274.3 125.9 1,766.8 133.1 1,899.9 The Nielsen Company. Confidential Confidential and Proprietary. Company. Nielsen The Women 18+ 739.9 899.2 604.9 483.7 215.6 2,943.3 208.3 3,151.6 2020. Women 18-24 74.7 91.6 67.0 45.9 21.2 300.3 18.6 319.0 Women 25+ 665.3 807.6 537.9 437.8 194.4 2,642.9 189.7 2,832.6 Copyright © Copyright Women 25-39 175.3 206.8 150.5 103.2 49.2 684.9 53.6 738.5 Women 25-54 357.2 417.2 292.5 214.5 98.9 1,380.3 107.9 1,488.2 Women 40+ 490.0 600.8 387.4 334.6 145.2 1,958.1 136.1 2,094.1 Women 40-54 181.9 210.5 142.0 111.3 49.7 695.4 54.3 749.7 Women 55+ 308.1 390.3 245.4 223.4 95.5 1,262.7 81.8 1,344.4 Grocery Buyers (18+) 810.4 924.7 627.5 537.7 227.0 3,127.3 233.5 3,360.8 Grocery Buyers Working 426.7 479.6 352.8 287.3 112.0 1,658.3 137.8 1,796.1 Grocery Buyers Not Working 383.8 445.1 274.7 250.4 115.0 1,468.9 95.8 1,564.7 Grocery Buyers Under 40 223.2 223.1 175.6 131.6 55.7 809.1 70.0 879.1 Grocery Buyers 40+ 587.2 701.6 451.9 406.1 171.3 2,318.2 163.5 2,481.7 Grocery Buyer No Kids 597.0 690.5 461.3 414.1 172.4 2,335.3 166.5 2,501.7 Grocery Buyer Kids 213.4 234.2 166.2 123.7 54.6 792.0 67.1 859.1 Grocery Buyers Children 0-12 164.4 177.6 130.7 93.8 41.7 608.1 54.1 662.2 Grocery Buyers Children 0-17 213.4 234.2 166.2 123.7 54.6 792.0 67.1 859.1 Grocery Buyers Children 5-12 118.9 145.4 98.8 68.5 31.9 463.4 41.1 504.5 Grocery Buyers Children 5-17 170.7 203.5 136.8 99.4 44.8 655.0 54.8 709.7 Page 7 UNIVERSE ESTIMATES - 2021 QLD NNSW SNSW VIC TAS Regional Regional Total 000’s (AM-A) (AM-B) (AM-C) (AM-D) (AM-E) East Coast WA REG Total Shoppers Age < 40 333.5 378.3 287.3 200.0 90.5 1,289.4 99.5 1,389.0 Total Shoppers Age 25-54 512.2 595.3 425.8 313.4 146.5 1,993.2 161.2 2,154.3 Total Shoppers Age 40-54 271.6 309.9 212.8 165.3 76.8 1,036.3 84.0 1,120.3 Total Shoppers Age 55-64 184.1 225.8 140.5 131.2 56.9 738.6 53.8 792.3 Total Shoppers Age 65+ 279.7 357.1 223.0 203.7 84.9 1,148.3 67.3 1,215.6 The Nielsen Company.
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