AFL MEDIA PETER CAMPBELL GENERAL MANAGER AFL Media continues to provide relevant and timely information all year round and is exploring a range of options to improve its service to supporters. FL Media used the strong consumers provides ensures that AFL operational and performance Media must continue to explore a range outcomes garnered in previous of options to capitalise on whatever device seasons to attain solid growth or technology platform a supporter uses to in 2015 across all our key access the AFL and clubs. deliverables and aspirations. To meet these changes, the AFL, AWith the AFL season stretching from in partnership with our digital rights the NAB Challenge in February through partner Telstra, continues to explore and until the NAB AFL Draft at the end of develop a range of new offerings. The November, our aspiration has been, and use of social media is a great example continues to be, to serve our supporters of extending the reach afforded by with relevant and timely information that personalised digital offerings. In 2015, a supporter requires all season long. The the AFL saw growth of 36 per cent in our integration of news, video, live streaming, social media accounts. Importantly, we transactional, ticketing, fixturing, have also launched our official Weibo participation, AFL Fantasy and AFL social media service – a native Chinese Tipping, coupled with and supporting our language social media tool that allows 18 clubs, has afforded the entire AFL and us to offer up tailored content to the Club Digital Network with a platform to Chinese language community. ensure we continue to put the supporter The opportunity that new delivery at the centre of all we do. platforms offer is to continue to reach As a result, the AFL and Club Digital existing and new supporters to our game. Network, comprising the 18 club mobile The evolution of platforms such as and desktop sites, the 18 club apps, Snapchat, which saw us reach more than AFL.com.au and the AFL Live app saw 77 million worldwide users on Grand Final traffic grow by 8.5 per cent from November day, to the development of Telstra TV and 1, 2014, to October 31, 2015, to 104 million the content that will be provisioned for it in POWERFUL FORCE monthly unique visitors. 2016 enables us to ensure our product and Port Adelaide fans are able to watch captain The ever-changing disruption that a offering is available to as wide an audience Travis Boak strut his stuff multitude of different digital options for as possible. Ò on various platforms. 7 114 AFL MEDIA 115 PERFECT TIMING The continuing success of the AFL Telstra also continues to be an 2. Aggregate monthly unique visitors Magpie Jamie Elliott women’s exhibition matches also provided enormous supporter of our other of 104 million, up 8.5 per cent. flies high above Hawks a new opportunity to engage fans. AFL programming initiatives – be it establishing 3. Nielsen online monthly unique full-back Brian Lake to Media produced and streamed the first Wi-Fi via Telstra Air at the Foxtel Grand audience measurement for the AFL complete this spectacular mark at the MCG. match in 2015 and simultaneously Final Live Site Precinct, supporting our Network (clubs and AFL) ranked streamed the second match with our Live broadcasts of the NAB AFL Pre-Draft the AFL as the No. 1 digital sporting broadcast partner, the Seven Network. Show, supporting NIRS in the broadcast network throughout the entire season. Both matches were a resounding success. of AFL matches via radio into indigenous Additionally, when Smartphone and Coupled with our coverage of the AFL communities throughout Australia, or Tablet analytics through the Nielsen Women’s Draft, the emergence of the supporting our pre-season two-hour daily measurement system were provided strong and growing interest at participation live program First Bounce. for the first time in August, September, and viewing engagement level augurs well The support the AFL receives from October and November, the AFL for continued development and opportunity Telstra Corporation CEO Andy Penn Network ranked as the No. 1 digital of women’s football in the digital and Chief Marketing Officer and Group sporting network for those devices. consumption landscape. Executive Media Joe Pollard and their 4. Social media (Facebook, Twitter, AFL Media also produced and teams ensures we are able to deliver the Instagram and Weibo) grew by live-streamed six NAB Challenge matches best possible experience for our supporters 36 per cent to have more than which Fox Footy was unable to schedule with the knowledge we have the full 1.53 million followers. for logistical purposes, and we produced technical and operational support which 5. The total number of downloads of and live-streamed the Grand Final Day Telstra provides. Continued development the AFL Live App, AFL Fantasy App NAB AFL All Stars game. of new product offerings, such as the and club apps totals more than The strength of the AFL Digital Network AFL Live App for the Apple Watch (which 4.7 million (3.8 million same time last revolves around the contribution and won a 2015 Melbourne Design Award year). Importantly, and aside from just engagement that, together with the AFL for Best Digital Experience – Mobile) is downloads, the engagement metrics Media team, our 18 clubs also bring with one example of our forays into new and for our apps have also grown. their own personality, content, supporter expanded product offerings. 6. International Digital Rights revenue and member engagement tools, social The extension of our partnership associated with our WatchAFL service media activation and connectedness. The until at least 2022 and the role AFL grew by more than 20 per cent, with coming together of our respective teams Media plays with Telstra in that subscriptions up by a similar percentage. provides a total AFL Network approach relationship will ensure our supporters In addition to the key performance which maximises opportunities for corporate will be provided with the best possible metrics, AFL Media introduced a range partners and provides a direct link to a fan’s digital presence and communications in of new non-match video content club of support. The great diversity of club any Australian sport. and other initiatives to ensure the content and products is a tangible link to the voracious consumption of this type of market-leading results of 18 clubs and the AFL consumer-led content continues at pace. combining to make the AFL Digital Network. 2015 KEY METRICS In 2015, AFL Media introduced: 1. Aggregate video streams (excluding 1. Friday Front Bar – featuring Mick Molloy, Live Pass domestic streaming) of 123 Andy Maher and Sam Pang. TELSTRA PARTNERSHIP million, up 21 per cent (2014; 84 million, 2. Pick a Winner – featuring Wayne Carey, Telstra has been the valued and long-term up 23 per cent). Ben Dixon and Campbell Brown. digital partner of the AFL. In 2015, that 3. Whistleblowers – a weekly program relationship was strengthened even further explaining umpiring decisions. with the completion of the Digital Rights 4. First Bounce – a daily live two-hour Partnership which will see the AFL and program during the NAB Challenge Telstra cement greater digital opportunities period featuring Matt Thompson, Nat through until the end of the 2022 AFL season. Edwards, Cameron Ling, Mark Bickley The continued rise of the mobile and Campbell Brown. platform and extensions into connected 5. NAB AFL Pre-Draft Show – a two-hour FOLLOWING THE CRITICALLY ACCLAIMED 2014 DOCUMENTARY ON THE LIFE OF AN AFL COACH, THIS NEXT INSTALMENT WILL TAKE YOU INSIDE THE HEARTS televisionsAND MINDS provides OF A REMARKABLE more GROUP OF YOUNGopportunities MEN, THE AFL CAPTAINS. for pre-draft live show featuring Garry our clubs,You will see what the it takes toAFL reach the pinnacleand Telstra.These are The Chosen Few. Lyon, Matt Thompson and Callum of leadership at the elite level of our great game. The Chosen Few features an unprecedented With behind-the-scenes access to the inner sanctum line-up of AFL captains including present-day Inincluding 2015, never before the seen on-field AFL vision andLive leaders App Matthew Pass Pavlich, Nick Riewoldt,for Twomey as part of our Road to the audio, you will witness first-hand the human side Joel Selwood, Travis Boak, Tom Rockliff, of the AFL captains. Trent Cotchin, Bob Murphy, Taylor Walker, domesticWith generous unguardedlive honesty streaming they share their Jobe on Watson, mobile Callan Ward, Phil Davis, devices Marc Murphy, Draft series. very personal stories of life in and out of the spotlight. Scott Pendlebury, Luke Hodge, Nathan Jones, saw Preparetotal to be taken subscriptions on a roller-coaster ride of Andrewincrease Swallow, Shannon Hurnby and 49 past captains 6. Multi-Language audio commentary on all emotions. From euphoria to despair and back again. including Stephen Kernahan, Wayne Carey, For not only have they chosen this most Paul Kelly and Michael Voss. per centdemanding role,year it has chosen on them. year. TotalWritten, produced live and directedminutes by Peter Dickson. nine games in the Multicultural Round. ®™ THE AFL LOGO AND COMPETING TEAM LOGOS, EMBLEMS AND NAMES ON THIS PRODUCT ARE ALL TRADE MARKS OF AND USED UNDER LICENCE FROM THE OWNER THE AUSTRALIAN FOOTBALL LEAGUE BY WHOM ALL © COPYRIGHT AND OTHER RIGHTS OF REPRODUCTION ARE RESERVED. streamed®™ THE AFL LOGO AND COMPETINGto mobile TEAM LOGOS, EMBLEMS AND NAMESdevices ON THIS PRODUCT ARE ALL was upENGLISH 51 2.0 SOUNDTRACK: DISC FORMAT: 2 x DVD9 TRADE MARKS OF AND USED UNDER LICENSE FROM THE OWNER THE AUSTRALIAN FOOTBALL LEAGUE SCREEN SIZE ®™ THE AFL LOGO AND COMPETING TEAM LOGOS, EMBLEMS AND NAMES ON THIS PRODUCT ARE APPROX TIME: 240 mins BY WHOM ALL © COPYRIGHT AND OTHER RIGHTS OF REPRODUCTION ARE RESERVED ALL TRADE MARKS OF AND USED UNDER LICENCE FROM THE OWNER THE AUSTRALIAN FOOTBALL FORMAT: PAL / Colour These programs were in addition to our LEAGUE BY WHOM ALL © COPYRIGHT AND OTHER RIGHTS OF REPRODUCTION ARE RESERVED.16:9 WARNING: The copyright proprietor has licensed the film (including its soundtrack) comprised in this disc for private home use only.