Evaluating the success of new channels and digital services
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This document discusses evaluating the success of new channels and digital services in Australia. It provides data on TV viewing habits and the increasing number of channels available via free-to-air and pay TV. It shows that while live TV remains the primary viewing method, digital video recorders (DVRs) and online catch-up services have extended the timeframe that viewers can watch programs. Social media is playing a larger role in engaging viewers and facilitating discussion around TV shows. Overall viewers have more options than ever to access content on multiple devices.
Evaluating the success of new channels and digital services
- 1. EVALUATING THE SUCCESS OF NEW CHANNELS AND DIGITAL SERVICES Rebecca Holdaway Research Manager Channel Nine Sydney Steve Weaver Network Research Director Nine Network Australia
- 2. More Time is Spent With TV Than Any Other Medium TV 2 1 Radio Internet 17 27 Newspapers Magazines 9 Source: Nielsen’s Consumer & Media View. Metro Survey 10. 2011. Average Weekly Time Spent by Medium (hh:mm).
- 3. 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 2006 2007 2008 2009 2010 2011 2012
- 4. 95% dtt 70% digi conversion 77% internet 49% smartphones 10% tablets 49% tablet users regularly using apps 54% smartphone users regularly using apps
- 5. DIFFERENT MOTIVATIONS BY MARKET DRIVING PLATFORM PENETRATION 100 80 60 40 20 0 Digital HD DTT Total Digital Pay TV Totally Terrestrial (DTT) Converted Sydney Melbourne Brisbane Adelaide Perth Source: OzTAM Met ropolitan TAM Panels. Estimates as at last day of each period. As at 31st Dec-11. http://oztam.com.au/Documents/2011/PercentageOfHouseholdEstimates2011p5.pdf.
- 6. RESULTING IN DIFFERENT VIEWING BEHAVIOUR BY MARKET 56.8 59.5 54.7 59.3 59.5 17.6 22.9 22.4 24.5 28.0 21.9 17.1 16.9 15.6 12.6 Sydney Melbourne Brisbane Adelaide Perth FTA Primary FTA Digital Pay TV Source: OzTAM Consolidated Data. Total TV Share (%). Q4, 2011. Total People. 6pm-Midnight. 5 City Metro.
- 7. CHANNEL REPERTOIRE IN FTA HOMES HAS DOUBLED 10 9 8 8 8 8 8 8 6 5 4 4 4 4 4 4 2 0 Sydney Melbourne Brisbane Adelaide Perth 5 City Metro 2007 2008 2009 2010 2011 Source: FTA-Only Households , Period 10 2007 – Period 10 2011, 15 consecutive minutes viewing threshold, Household Members (excl. guests)
- 8. VARIATIONS BY MARKET IN ALL HOUSEHOLDS 14 12 12 12 11 11 11 10 10 8 6 6 6 6 6 6 6 4 2 0 Sydney Melbourne Brisbane Adelaide Perth 5 City Metro 2003 2004 2005 2006 2007 2008 2009 2010 2011 Source: Metro Total TV & FTA-Only Households , Period 10 2003 – Period 10 2011, 15 consecutive minutes viewing threshold, Household Members (excl. guests)
- 9. INCREASED CHANNEL REPERTOIRE LEADS INCREASED VIEWING 5,000 16 4,500 14 4,000 12 3,500 3,000 10 2,500 8 2,000 6 1,500 4 1,000 500 2 0 0 Total FTA TV Total Pay TV # FTA Channels Source: OzTAM Consolidated Data. Average Audience (000s). 01/01/2004 to 25/02/2012. Total People. 6pm-Midnight. 5 City Metro.
- 10. MULTIPLE TV SET HOUSEHOLDS SET TO INCREASE 2,500 1,000 2,000 900 Audience (000s) Universe (000s) 800 1,500 700 1,000 600 500 1 TV HH - Universe (000s) 3 TV HH - Universe (000s) 500 1 TV HH - Audience (000s) 3 TV HH - Audience (000s) 0 400 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
- 11. THE NUMBER OF TV SETS IN THE HOUSEHOLD IMPACTS ON CO-VIEWING LEVELS Proportion of Co-Viewing in Group Households 62 61 58 52 2003 2004 2005 2006 2007 2008 2009 2010 2011 2 Person HH 3+ Person HH Source: OzTAM Consolidated Data. Weeks 7-48, 2003-2011 (excl. Easter). 02:00-26:00. 5 City Metro.
- 12. VIEWERS NOW HAVE MORE CHANNEL CHOICE THAN EVER 20 18 15 15 11 10 8 8 5 4 0 FTA Only Households All Households Pay TV Households 2007 2008 2009 2010 2011 Source: Metro Total TV, FTA-Only & STV Households , Period 10 2003 – Period 10 2011, 15 consecutive minutes viewing threshold, Household Members (excl. guests)
- 13. THE WEAK GET LOST IN THE NOISE
- 14. THE STRONG STAND OUT The Channel I Love (%) 18 18 16 15 14 14 12 10 8 6 7TWO 7mate GO! Gem One Eleven 2009 2010 2011
- 15. FTA CHANNEL BRAND POSITIONING – FROM GENERALIST TO SPECIALIST
- 17. THE BULK OF VIEWING OCCURS ON SAME DAY AS LIVE 100% 5 9 80% 60% 95 Timeshift 91 40% Overnight 20% 0% Total Viewing People + PVR Source: OzTAM Consolidated Data. % of Total TV viewing by activity. Weeks 7-48, 2011 (excl. Easter). Total People. 6pm-Midnight. 5 City Metro.
- 18. AUSTRALIA HAS BEEN QUICK TO ADOPT PVRS 50 47 45 40 44 40 36 35 30 25 26 20 15 10 5 0 2010 2011 Australia US Source: OzTAM Metropolitan TAM Panels. Estimates as at last day of each period.- http://oztam.com.au/Documents/2011/PercentageOfHouseholdEstimates2011p5.pdf. STV based on OzTAM Consolidated Data (to 26/07/11). Based on last day of each period. http://tvbythenumbers.zap2it.com/2011/03/23/dvr-penetration-grows-to-39-7-of-households-42-2-of-viewers/
- 19. THE MARKETS VARY IN PAY VS. CONSUMER ELECTRONIC PVRS 60 48 49 50 46 45 45 40 37 33 34 31 30 25 26 19 19 17 20 16 10 0 Sydney Melbourne Brisbane Adelaide Perth Pay PVR CE PVR PVR Total Source: OzTAM Metropolitan TAM Panels. As at 31st December 2011 http://oztam.com.au/Documents/2011/PercentageOfHouseholdEstimates2011p5.pdf. STV based on OzTAM Consolidated Data (to 26/07/11). Based on last day of each period.
- 20. LIVE TV REMAINS THE DEFAULT VIEWING OPTION Live TV 80 Programs/movies I have pre-recorded 8 Programs/movies I have on disk or… 4 Programs/movies delivered online 2 Games 1 Other 3 0 20 40 60 80 100 Source: Ninelab 2011
- 21. THE PLAYBACK VIEWING TAIL HAS BEEN EXTENDED 12,000 250,000 Total Average Audience (000s) 10,000 Long-Form Video Streams 200,000 8,000 150,000 6,000 100,000 4,000 50,000 2,000 Broadcast period - 0 1-Jun-11 1-Jul-11 1-Aug-11 1-Sep-11 Catchup Playback Source: OzTAM Consolidated Data. Total Average Audience (000s) for playback viewing by day. The Block 2011. Total People.5 City Metro. Omniture - long form streams of The Block 2011 episodes per day.
- 22. 90 80 70 60 50 40 30 20 10 0 Awareness (%) Usage (%) Source: Ninelab 2011
- 23. INCREASED DEVICE PROLIFERATION LEADS TO MEDIA MULTI- TASKING Concurrent Media Consumption Unrelated Sites 81% Often 40% Sites Related to Program 46% Unrelated SN 46% Sometimes 23% Related SN 33% Rarely 16% Site of Program/B'Caster 27% Never 20% Site of Program 19% Sponsor/Advertiser Source: Ninelab 2011
- 25. VIEWERS EXPECT IT Likelihood to Follow Big Brother on Facebook – Top 2 Box +6 pts All People People 16-39 Source: Nine’s Survey on Big Brother. January, 2012. n = 1767 (those aware of Big Brother). D2: How likely would you be to follow Big Brother if it were available on Facebook?
- 26. SOCIALISATION & PERSONALISATION OF TV - CONVERSATION Facilitating chat, building community, building loyalty and appointment to view 645,776 +172k 473,993 Dec-10 Feb-12 Increased number of facebook fans by site Feb-12 vs. Dec-10
- 27. 9,000 Celebrity Apprentice Buzz Numbers Celebrity Apprentice Audience 1,400,000 8,000 1,300,000 7,000 1,200,000 6,000 5,000 1,100,000 4,000 1,000,000 3,000 900,000 2,000 1,000 800,000 - 700,000 2 1 week WK 1 WK 2 WK 3 WK 4 Finale weeks prior prior Source: Ninelab 2011
- 28. SOCIALISATION & PERSONALISATION OF TV - GAMIFICATION
- 29. Brand Awareness TVC Recall Advocacy 56 50 41 54 52 45 36 50 48 40 31 46 44 35 26 42 40 30 21 Source: Ninelab 2011