WISE Australia Q2, 2010 Edition

WISE Australia Q2, 2010 edition

Regional TAM WISE Australia is a quarterly newsletter, produced by Nielsen Television Audience Measurement, intended to promote Television Audience Measurement knowledge within regional TV networks, agency subscribers and other, interested parties.

In this issue:

Regional TV Marketing Regional sales keeping pace with strong national recovery 2

New information Source from Regional TAM Digital & PVR Penetration data 4

Analogue close down schedule 5

Highlights from period Quarter 2, 2010 – FTA Queensland 6 Northern NSW 7 Southern NSW 8 Victoria 9 Tasmania 10

Highlights from period Quarter 2, 2010 – STV 11

From Free TV Australia Advertising revenue report for commercial television networks 12

TV News from around the Globe UK 13 US 16

Regional sales keeping pace with strong national recovery The recovery in new car sales continued to gather pace with total Australian sales of new cars for January to May up 20% year on year. The most recent regional sales data shows a similar return in consumer confidence with sales up by 17% for January to March, only one point behind the national trend for the same period. The government stimulus, stronger job market and growing consumer confidence have all contributed to the automotive industry recovery. Private buyers are now returning to the market and many sales were of cars ordered by small firms last year due to government tax breaks. If the strong trend continues national sales will exceed the 1 million mark for the first time since 2007 and regional sales will better the existing sales record of 354,015 units also achieved in 2007. Premium Sales Booming Sports utility vehicles, also known as SUV, are the most popular new car choice with regional buyers accounting for one in four of all passenger vehicles sold. In metro markets SUV is the second largest segment behind small cars. Luxury has been the fastest growing segment in regional over the past five years, up by 42% in volume since 2005 compared to growth of 31% in the capital cities. The regional shift to premium cars is due to a 67% increase in the number of affluent households since 2005 and a 34% increase in the population of baby boomers, the highest spending consumer segment. If regional luxury car sales continue to grow at this rate, by 2012 over 20% of Australian luxury sales will be to regional buyers.

2 Regional TV aids top brands The five fastest growing car brands in regional markets during the first quarter of 2010 all have high levels of investment in regional TV compared to their direct competitors. Jeep was the fastest growing brand (Jan-March YOY) in regional albeit from a relatively small base, with much of the growth down to the new entry level Jeep Patriot. Holden which is the second highest selling marque in Australia had high regional growth for all its key models including Barina (+37%), Captiva (+45%), Commodore (+22%), Ute (+26%) and Colorado 4x4 (+27%). Hyundai is the fourth largest brand by volume in regional Australia and grew sales by almost 50% with the i30 model continuing to be the main growth driver. Audi has been the highest growth luxury brand in for two years in a row since increasing regional TV investment in late 2008.

The toughness and durability of four wheel drive vehicles used to be a neccessity in many parts of regional Australia. With increasing urbanisation, the majority of regional buyers no longer need off road capability and yet the flexibility and load space offered by modern SUV’s has only increased their appeal to regional families. Regional buyers now account for up to half of total national sales for the leading SUV models in each segment and regional sales continue to grow faster than the national trend. With a total of over 60 different SUV models now on sale ranging from the $20,000 Suzuki Jimny to the $200K+ Range Rover Vogue there is an SUV to meet the motoring needs of every regional buyer.

source: www.regionaltvmarketing.com.au

Digital & PVR Penetration data

Effective from the end of June, Regional TAM is pleased to provide updated results of the Regional Establishment Survey relating to the penetration of DTT and PVR within our markets. The current pages are as follows:

For future access, the pages are located under http://www.agbnielsen.net/whereweare/dynPage.asp?father=223&lang=english&id=550&country= Australia

Analogue shut down schedule At the request of delegates to a Regional User Group meeting, we provide a copy of the timetable being followed in the conversion to DTT.

Highlights from Q2, 2010 from Queensland

ONE SBS TWO 0.7% 0.3% SBS ONE ABC2 ABC3 5.2% 1.6% ABC1 0.6% 13.3%

Southern Cross TEN 19.3%

GO! 2.5% 7QLD 29.1% WIN 24.6%

7TWO 2.9%

Q2, 2010 for Queensland (AM-A) Total Individuals - Sun-Sat -18h00-23h59

Top 20 Ranking programmes from Q2, 2010 Rank Description (grouped) Channel ‘000s

1 STATE OF ORIGIN RUGBY LEAGUE NSW V QLD 1ST - MATCH WIN 450,276 2 STATE OF ORIGIN RUGBY LEAGUE QLD V NSW 2ND - MATCH WIN 391,543 3 STATE OF ORIGIN RUGBY LEAGUE NSW V QLD 1ST - PRE MATCH WIN 335,092 4 STATE OF ORIGIN RUGBY LEAGUE QLD V NSW 2ND - PRE MATCH WIN 269,411 5 STATE OF ORIGIN RUGBY LEAGUE QLD V NSW 2ND - POST MATCH WIN 249,990 6 AUSTRALIA'S GOT TALENT 7QLD 228,075 7 STATE OF ORIGIN RUGBY LEAGUE NSW V QLD 1ST - POST MATCH WIN 213,574 8 NEWS 7QLD 204,885 9 HIGHWAY PATROL-WED (R) 7QLD 200,429 10 SEVEN NEWS 7QLD 198,627 11 SUNDAY NIGHT 7QLD 197,951 12 SEVEN NEWS - SUN 7QLD 197,633 13 NEWS/TT 7QLD 191,235 14 BONES 7QLD 185,500 15 THE FORCE - BEHIND THE LINE 7QLD 181,458 16 HIGHWAY PATROL 7QLD 178,965 17 MINUTE TO WIN IT 7QLD 176,796 18 THE FORCE - BEHIND THE LINE-WED (R) 7QLD 176,430 19 MIRACLE AT THE ZOO 7QLD 173,856 20 THE PACIFIC 7QLD 172,189

Highlights from Q2, 2010 from Northern NSW

SBS TWO ONE 0.6% 0.9%

SBS ONE ABC2 6.5% ABC1 1.4% ABC3 15.1% 0.6% Southern Cross TEN 19.6%

Prime 21.8%

NBN 27.7% GO! 3.3%

7TWO 2.4%

Q2, 2010 for Northern NSW (AM-B) Total Individuals - Sun-Sat - 18h00-23h59

Top 20 Ranking programmes from Q2, 2010 Rank Description (grouped) Channel ‘000s

1 STATE OF ORIGIN RUGBY LEAGUE NSW V QLD 1ST - MATCH NBN 307,787 2 STATE OF ORIGIN RUGBY LEAGUE QLD V NSW 2ND - MATCH NBN 302,473 3 STATE OF ORIGIN RUGBY LEAGUE NSW V QLD 1ST - PRE MATCH NBN 231,298 4 NATIONAL NEWS SUNDAY NBN 212,319 5 STATE OF ORIGIN RUGBY LEAGUE QLD V NSW 2ND - PRE MATCH NBN 205,833 6 HAMISH & ANDY'S CARAVAN OF COURAGE: GREAT BRITAIN & IRELAND Sth Cross TEN 194,506 7 PACKED TO THE RAFTERS Prime 193,683 8 RBT NBN 181,082 9 DOC MARTIN-EV ABC1 176,782 10 UNDERBELLY: THE GOLDEN MILE EP 1 NBN 176,060 11 A CURRENT AFFAIR NBN 166,816 12 UNDERBELLY: THE GOLDEN MILE NBN 165,966 13 SNEAK PEAK NBN 164,900 14 NCIS Sth Cross TEN 164,135 15 NATIONAL NEWS NBN 161,092 16 THE MENTALIST NBN 158,368 17 NCIS RPT Sth Cross TEN 155,912 18 MASTERCHEF AUSTRALIA - LAUNCH Sth Cross TEN 155,744 19 UNDERBELLY: THE GOLDEN MILE EP 2 NBN 153,893 20 LIVE FRIDAY NIGHT FOOTBALL NBN 153,523

7 Highlights from Q2, 2010 from Southern NSW

SBS TWO ONE 0.6% 0.9% SBS ONE 5.7%

ABC1 ABC2 17.6% 1.6% Southern Cross TEN ABC3 17.7% 0.9%

GO! 3.2% Prime 22.6%

WIN 26.9%

7TWO 2.4%

Q2, 2010 for Southern NSW (AM-C) Total Individuals - Sun-Sat - 18h00-23h59

Top 20 Ranking programmes from Q2, 2010 Rank Description (Grouped) Channel ‘000s 1 STATE OF ORIGIN RUGBY LEAGUE NSW V QLD 1ST - MATCH WIN 281,047 2 STATE OF ORIGIN RUGBY LEAGUE QLD V NSW 2ND - MATCH WIN 254,844 3 STATE OF ORIGIN RUGBY LEAGUE QLD V NSW 2ND - PRE MATCH WIN 209,623 4 STATE OF ORIGIN RUGBY LEAGUE NSW V QLD 1ST - PRE MATCH WIN 197,465 5 UNDERBELLY: THE GOLDEN MILE EP 1 WIN 195,366 6 UNDERBELLY: THE GOLDEN MILE EP 2 WIN 191,336 7 UNDERBELLY: THE GOLDEN MILE WIN 167,876 8 RBT WIN 167,440 9 PACKED TO THE RAFTERS Prime 167,259 10 NCIS Sth Cross TEN 152,517 11 AUSTRALIA'S GOT TALENT Prime 151,278 12 DOMESTIC BLITZ WIN 148,495 13 NATIONAL NEWS SUNDAY WIN 145,531 14 A CURRENT AFFAIR WIN 145,222 15 THE MENTALIST WIN 143,114 16 60 MINUTES WIN 142,313 17 DOC MARTIN-EV ABC1 142,027 18 THE PACIFIC Prime 141,292 19 MASTERCHEF AUSTRALIA - TOP 50 TUES Sth Cross TEN 139,834 20 AGATHA CHRISTIE'S POIROT-EV ABC1 136,866

Highlights from Q2, 2010 from Victoria

SBS TWO ONE 0.4% 1.1% SBS ONE ABC2 5.6% ABC1 1.5% ABC3 13.6% 0.8%

Southern Cross TEN 21.1%

Prime 23.7%

WIN 26.8% GO! 7TWO 3.0% 2.3%

Q2, 2010 for Victoria (AM-D) Total Individuals - Sun-Sat - 18h00-23h59

Top 20 Ranking programmes from Q2, 2010 Rank Description (grouped) Channel ‘000s 1 PACKED TO THE RAFTERS Prime 187,634 2 SEVEN'S AFL: RND 9: COLLINGWOOD VS GEELONG Prime 173,437 3 52ND ANNUAL TV WEEK LOGIE AWARDS WIN 153,793 4 SEVEN'S AFL: RND 3: ST KILDA VS COLLINGWOOD Prime 152,311 5 MIRACLE AT THE ZOO Prime 150,053 6 HAMISH & ANDY'S CARAVAN OF COURAGE: GREAT BRITAIN & IRELAND Sth Cross TEN 146,640 7 WIN NEWS WIN 144,148 8 SEVEN'S AFL: RND 2: BRISBANE VS CARLTON Prime 141,919 9 SEVEN'S AFL: RND 8: FREMANTLE VS COLLINGWOOD Prime 140,055 10 TV WEEK LOGIE AWARDS ARRIVALS WIN 139,864 11 A CURRENT AFFAIR WIN 138,853 12 UNDERBELLY: THE GOLDEN MILE EP 1 WIN 134,261 13 UNDERBELLY: THE GOLDEN MILE EP 2 WIN 133,880 14 THE BIGGEST LOSER (AUS) - THE WINNER ANNOUNCED Sth Cross TEN 132,604 15 UNDERBELLY: THE GOLDEN MILE WIN 132,572 16 AUSTRALIA'S GOT TALENT Prime 132,183 17 MASTERCHEF AUSTRALIA - CHALLENGE Sth Cross TEN 129,860 18 SEVEN NEWS - SUN Prime 128,739 19 TOP GEAR WIN 128,221 20 SEVEN'S AFL: RND 13: ST KILDA VS GEELONG Prime 127,131

9 Highlights from Q2, 2010 from Tasmania

SBS TWO ONE 0.7% 1.2% SBS ONE 5.7% ABC1 TDT Tas ABC2 18.6% 12.1% 1.6% ABC3 GO! 3.8% 1.4%

WIN Southern Cross Tas 22.3% 29.2%

7TWO 3.4%

Q2, 2010 for Tasmania Total Individuals - Sun-Sat - 18h00-23h59

Top 20 Ranking programmes from Q2, 2010 Rank Description (grouped) Channel ‘000s 1 UNDERBELLY: THE GOLDEN MILE EP 1 WIN 73,078 2 UNDERBELLY: THE GOLDEN MILE EP 2 WIN 70,189 3 2010 AFL PREMIERSHIP: MELBOURNE VS WESTERN BULLDOGS Southern Cross Tas 70,086 4 SCTV NEWS SUNDAY Southern Cross Tas 69,403 5 SOUTHERN CROSS NIGHTLY NEWS Southern Cross Tas 66,793 6 SCTV NEWS WEEKDAYS Southern Cross Tas 66,648 7 2010 AFL PREMERSHIP: WESTERN BULLDOGS VS ST KILDA Southern Cross Tas 65,278 8 S CTV NEWS WEEKDAYS Southern Cross Tas 63,472 9 2010 AFL PREMIERSHIP: ST KILDA VS COLLINGWOOD Southern Cross Tas 62,151 10 UNDERBELLY: THE GOLDEN MILE WIN 61,987 11 SPECIAL: MIRACLE AT THE ZOO Southern Cross Tas 61,299 12 DANCING WITH THE STARS Southern Cross Tas 61,209 13 DOC MARTIN-EV ABC1 60,178 14 WIN NEWS SUNDAY WIN 60,136 15 TODAY TONIGHT Southern Cross Tas 59,721 16 AUSTRALIA'S GOT TALENT Southern Cross Tas 59,565 17 SUNDAY NIGHT Southern Cross Tas 59,269 18 SCTV NEWS SATURDAY Southern Cross Tas 58,861 19 2010 AFL PREMIERSHIP: FREMANTLE VS COLLINGWOOD Southern Cross Tas 58,622 20 HOME AND AWAY Southern Cross Tas 58,126

10 TTL STV ABC1 ABC2 1.3% ONE 16.6% 12.4% ABC3 0.7% 0.6%

Southern Cross TEN WIN/NBN 16.2% 22.1%

SBS ONE 4.8%

Prime/7QLD SBS TWO 20.4% 0.4% GO! 7TWO 2.5% 2.1%

Combined Agg Markets (excluding Tasmania) Q2, 2010 Total Individuals - Sun-Sat - 18h00-23h59

ABC2 ONE TTL STV 1.0% 1.5% 11.4% ABC1 ABC3 TDT Tas 16.4% 1.3% SBS TWO 10.8% 0.6%

SBS ONE 5.0% WIN/NBN 19.7% 7TWO 3.0%

Southern Cross Tas 25.9% GO! 3.4%

Tasmania Q2, 2010 Total Individuals - Sun-Sat - 18h00-23h59

From Free TV Australia: Advertising revenue for commercial television networks January to June 2010 Category Gross % Change Advertising Revenue $ Metropolitan Sydney 514,143,049 20.436% Melbourne 387,713,179 20.590% Brisbane 235,370,035 13.693% Adelaide 109,795,900 18.810% Perth 145,669,616 18.106% TOTAL 1,392,691,779 18.913%

Regional New South Wales 187,020,165 16.063% Victoria 64,828,066 18.801% Queensland 102,813,645 9.301% South Australia 15,257,145 14.904% West Australia 21,778,321 11.228% Northern Territory / Tasmania 37,239,884 13.336% TOTAL 428,937,226 14.235%

TOTAL New South Wales 701,163,214 19.238% Victoria 452,541,245 20.330% Queensland 338,183,680 12.321% South Australia 125,053,045 18.319% West Australia 167,447,937 17.163% Northern Territory / Tasmania 37,239,884 13.336% TOTAL 1,821,629,005 17.777%

Networks(All Capital Cities) Seven 37.94% Nine33.18% Ten28.88% TOTAL100.00%

NOTE: The % change is to the corresponding period i.e. when compared to the six months ended 30 June 2009

Source: Media Release 21 July 2010

TV News from around the Globe: United Kingdom

Rank Programme Name Network Viewers 1 EASTENDERS (MON 1959) BBC1 9,650,000 2 EASTENDERS (FRI 2000) BBC1 9,280,000 3 CORONATION STREET (MON 2030) ITV1 9,190,000 4 EASTENDERS (THU 1929) BBC1 9,110,000 5 CORONATION STREET (MON 1933) ITV1 9,000,000 6 EASTENDERS (TUE 1929) BBC1 8,690,000 7 CORONATION STREET (FRI 1932) ITV1 8,320,000 8 CORONATION STREET (THU 2031) ITV1 7,990,000 9 CORONATION STREET (FRI 2029) ITV1 7,930,000 10 SHERLOCK (SUN 2030) BBC1 7,740,000 11 EMMERDALE (MON 1902) ITV1 7,010,000 12 EMMERDALE (THU 1959) ITV1 6,820,000 13 EMMERDALE (TUE 1901) ITV1 6,820,000 14 EMMERDALE (WED 1900) ITV1 6,780,000 15 EMMERDALE (FRI 1900) ITV1 6,690,000 16 EMMERDALE (THU 1901) ITV1 6,630,000 17 WHO DO YOU THINK YOU ARE? (MON 2100) BBC1 5,970,000 18 TOP GEAR (SUN 2131) BBC2 5,810,000 19 CASUALTY (SAT 2103) BBC1 5,720,000 20 HOLBY CITY (TUE 2002) BBC1 5,480,000

Source: www.barb.co.uk/ Terrestrial viewing summary - individuals 4+ (including timeshift) - week ending August 1, 2010

Snippets: Consumers spend almost half of their waking hours using media and communications Consumers are spending almost half (45 per cent) of their waking hours watching TV, using their mobiles and other communications devices, a recently released Ofcom research revealed. They are now sending four times as many texts per day than in 2004, spending almost a quarter of their time on the internet on social networking sites and spending 3 hours and 45 minutes per day watching TV. They are also using several types of media at the same time – with the average person cramming 8 hours 48 minutes of media into just over seven hours during the average day. The growing popularity of smartphones – and the changing way we use our mobiles – is increasing our overall use of communications, and helping us do much more simultaneously. This is being particularly driven by the under 25s.

13 However, the over 55s are catching up, with half now having broadband at home – the fastest growing age group. But while we are doing more, it is costing us less. For the fifth year in a row, spending on communications services has decreased. Ofcom’s annual Communications Market Report into the UK’s TV, radio, telecoms and internet industries shows that real household monthly spend on communication services fell 9.4 per cent over the past five years to £91.24, as more people choose to buy their services in discounted bundles. The report also shows that traditional media is far from dead, with TV retaining a central part in our lives, particularly in the evening. Peter Phillips, Ofcom Partner, Strategy & Market Developments, said: “For the first time we can see just how central media and communications are to our lives – on average we use them for nearly half our waking hours. “Increasingly, mobile devices – especially smartphones – are used for multi- media, but live evening TV still remains the main entertainment event of the day. “Younger people have shown the biggest changes in how we use media – particularly using different media at the same time. But the divide between younger and older people’s use of technology is starting to narrow as more older people are getting online and finding that things like email are very important to them. “Consumers are using communications services more – phone calls, texting and the internet. Yet they are paying less despite getting more, partly through buying in bundles.” Some pertinent extracts are provided for your interest. The full report can be accessed http://media.ofcom.org.uk/2010/08/19/consumers-spend-almost-half- of-their-waking-hours-using-media-and-communications/ CONSUMERS STILL ATTACHED TO THEIR TVS Although media multi-tasking is widespread, half of people consume only one type of media in the evening. This peak-time evening media use is driven by people watching scheduled live television through their TV set, an activity mainly undertaken on its own rather than with other media. The time people spend watching TV remains stable alongside internet growth with the average person watching 3 hours and 45 minutes of TV per day. Despite the growing choice in technology and services available, watching TV remains the activity that most adults would miss the most. Compared to 2007, a growing number of 16-24s (8 percentage points) and over 55s (7 percentage points) say that watching TV is the activity they would miss the most. Catch-up TV usage grows It’s not just scheduled live television which continues to be popular. Ofcom’s consumer research from the first quarter of 2010 shows that almost a third (31 per

14 cent) of households with internet access used it to watch online catch-up TV – up 8 percentage points over the year. Nearly a quarter of people (22 per cent) say they have bought a HD-ready TV set in the last 12 months and sales of HD ready TV sets have now passed 24 million in the UK. Five million households have now also signed up to HD services through pay TV, freesat and Freeview services. Although the continuing demand for TVs could be partly explained by falling prices and digital switchover, it also suggests that consumers are as attached to their TVs as they ever were and are hungry for more channels and better picture quality. It also highlights the potential for fast growth of other services through TV sets such as internet, or of new technologies such as 3DTV. YOUNGER AND OLDER PEOPLE EMBRACING TECHNOLOGY BUT IN DIFFERENT WAYS Younger people Ofcom’s research found that 16-24s are the most efficient users of communications services as they squeeze 9.5 hours of media consumption into just over 6.5 hours actual time, spending the largest part of their time on computers and mobiles. Over two thirds (67 per cent) of the time that younger people spend on the internet on a computer is spent communicating with other people, comprised of 29 per cent social networking, 19 per cent email and 19 per cent instant messaging. Twenty per cent of 16-24s have accessed the internet through a games console and just a quarter of the time they spend on their mobiles is on voice calls. Older people There is also a growing use of technology among older people, although they typically focus on a narrower range of services. In 2009 growth in internet take-up appears to have been driven by older age groups. For the first time half (50 per cent) of over 55s have broadband at home and they consider emails to be the most important media activity with 36 per cent of over 55s using email each day and 47 per cent using email at least once a week. MEN SPEND MORE TIME USING MEDIA THAN WOMEN Men spend nearly an hour more per day using media than women – an average of 7 hours 33 minutes per day compared with 6 hours 38 minutes. Men (25 per cent) are also more likely than women (21 per cent) to use their phones to access the internet although over the past year the gap between the proportions of men and women who use their mobiles for web access has halved from 8 percentage points to 4 percentage points. Women use their phones more in their own time than at work (71 per cent landline calls, 85 per cent mobile calls), compared to men (54 per cent landline calls, 63 per cent mobile calls).

15 Women said that they would miss their mobile phone (15 per cent) and landline (8 per cent) more than men (12 per cent mobile phones, 2 per cent landlines) and, while women rate social networking on a computer as a more important activity to them than men, they spend about the same amount of time doing it daily (18 minutes compared with 20 minutes).

TV News from around the Globe: United States

Weekly Ratings | Season Ratings | Cable Ratings Nielsen Television - Top 20 Network Primetime Series through Aug. 1, 2010

Rank Program Name Network Viewers Rank Program Name Net Viewers 1 AMERICAN IDOL-TUESDAY FOX 24,862,000 2 AMERICAN IDOL-WEDNESDAY FOX 23,655,000 3 DANCING WITH THE STARS ABC 19,811,000 4 SUNDAY NIGHT FOOTBALL NBC 19,364,000 5 NCIS CBS 16,626,000 6 CBS NFL NATL POST GAME CBS 15,526,000 7 DANCING W/STARS RESULTS ABC 15,411,000 8 SUNDAY NIGHT NFL PRE-KICK NBC 14,482,000 9 THE MENTALIST CBS 14,269,000 10 DESPERATE HOUSEWIVES ABC 14,131,000 11 NCIS: LOS ANGELES CBS 13,855,000 12 GREY'S ANATOMY ABC 13,833,000 13 SURVIVOR: HEROES VS. VILLAINS CBS 13,752,000 14 SURVIVOR: SAMOA CBS 13,450,000 15 UNDERCOVER BOSS CBS 13,374,000 16 TWO AND A HALF MEN CBS 13,373,000 17 THE BIG BANG THEORY CBS 13,140,000 18 CSI CBS 13,067,000 19 THE OT FOX 12,686,000

Source: Zapa2it.com

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