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% PRINT 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 ZE ALANDERS 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