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Gauging Expected Viewer Response and
   Behaviour to Full Digital Services
             Steve Weaver
        Network Research Director
         Nine Network Australia
Guaging expected viewer response and behaviour to multi channel digital tv services
Understanding the Viewer and their Expectations
Guaging expected viewer response and behaviour to multi channel digital tv services
Guaging expected viewer response and behaviour to multi channel digital tv services
Impact?
I know Underbelly is on Sunday,
Two and a Half Men on Monday,
 new Simpsons on Tuesday then
mum gets the tv for that show…
    (16-39yo, Melbourne, 2009)
There’s so many channels
     now it’s hard to
remember, especially the
       new ones…
 (16-39yo, Sydney, 2010)
Morphing Choice Sets
Morphing Choice Sets
Morphing Choice Sets
34.0%
        Share of Viewing- The Impact of ch100
32.0%



30.0%



28.0%



26.0%



24.0%



22.0%



20.0%
           Network 7                    Network 9             Network TEN
                       PPL with PAYTV     PPL with FTA ONLY
Brand Identity as an EPG

I know the sort of shows
    that’ll be on Go!…                 7Two’s got the old crap,
  (16-39yo, Parramatta,                 the classics and that…
           2010)                        (16-39yo, Parramatta,
                                                 2010)


                       One’s got the
                         sport…
                       Parramatta,
                          2010)
I like that the free-to-air digital multi-     The new digital free-to-air multi-
 channels are specialising in different      channels are now part of my regular
                  genres                                   viewing

                  4%                                         3%
                                                             10%
                 29%
                                                             26%




                                                                             61% Agree
  66% Agree




                 53%
                                                             49%




                 13%                                         12%
Expectations




ANYTIME   ANYWHERE       ANY DEVICE
How Will Broadcasters Meet Viewer Expectations?
How Will Broadcasters Meet Viewer Expectations?
ATAWAD
30.0%                                                                                                          100.0%
                                                         Multichannel Share and DTT Penetration
                                                                          TTV                                                                  90.0%
                                25.0%
                                                                                                                                               80.0%
Multichannel Share of Viewing




                                                                                                                                               70.0%
                                20.0%
                                                                                                                                               60.0%




                                                                                                                                                        DTT Penetration
                                15.0%                                                                                                          50.0%

                                                                                                                                               40.0%
                                10.0%
                                                                                                                                               30.0%

                                                                                                                                               20.0%
                                 5.0%
                                                                                                                                               10.0%

                                 0.0%                                                                                                          0.0%


                                                                          2010                                                       2011
                                        Multichannel Share      Multichannel Share Weighted by Penetration   Digital Terrestrial Penetration
12.00%                                                                                   40.00%
                                     Playback and PVR Penetration
                                                 TTV                                                  35.00%
             10.00%

                                                                                                      30.00%

              8.00%
                                                                                                      25.00%




                                                                                                               PVR Penetration
% Playback




              6.00%                                                                                   20.00%


                                                                                                      15.00%
              4.00%

                                                                                                      10.00%

              2.00%
                                                                                                      5.00%


              0.00%                                                                                   0.00%


                                              2010                                             2011
                      Playback (%)        Playback Weighted by Penetration   PVR Penetration
0:57:36
                 Time Spent Viewing Multichannels
0:50:24
0:43:12
0:36:00
0:28:48
0:21:36
0:14:24


          2008             2009                                            2010      2011
                                   TTL Multichannels
1:04:48
                  Time Spent Viewing in Playback
0:57:36
0:50:24
0:43:12
0:36:00
0:28:48
0:21:36
0:14:24


                                  2010                                            2011
                  TTL TV      TTL FTA Primary          TTL Multichannels
PVR non longer has a monopoly on the catch-up
                   domain




             Online for catch-up:
                  Cheaper
                More Storage
              Longer availability
Reasons for Watching Long Form Online
                                                                                             Use LF               Use LF
                                                                      Total LF Users        > weekly             < weekly
                                                                             %                 %                    %

                                    To catch up on missed TV                           66                  70                  63

                           I can watch them when I want to                             64                   86            45

            To watch programs I can't get anywhere else                           42                  50              32

                                When there is nothing on TV                       39                  51              31

                     To watch a program I forgot to record                        38                 47               36

                                                       To skip ads                36                 44              27

        To have more control over what I want to watch                            36                  51             20

                   For additional content to what is on TV                    28                     42              19

                                                    To fill in time           25                 31                  21

           I prefer watching shows online rather than TV                     13                 19               5

                                                             Other       4                  5                    5


Source: Ninemsn Millward Brown Fixplay Audience Study, Nov 2010
Deloitte's State of the Media Democracy
1. Internet, mobile and social media channels
   enhancing viewer experience and driving
   initial broadcast
2. Concurrent Media Exposure
    1. while watching TV…
      1. 42% are online
      2. 29% are on mobile devices
      3. 26% are IM or text
Concurrent Media Exposure by Age
                                     70%


                                     60%


                                     50%


                                     40%


                                     30%


                                     20%


                                     10%


                                      0%
                                                      Overall   16-29 years   30-49 years   50 years+
       Internet + TV                                   49%         68%           60%          34%
       Internet + Radio                                39%         45%           39%          38%
       Radio + TV                                      10%          8%            8%          12%
        No simultaneous consumption                    31%         16%           26%          40%


Source: Nielsen Internet and Technology Report 2010
100.00%                                           100%
          Main Way of Following The Block                Main Way of Following the
 90.00%                                           90%
                                                         Vancouver Winter Olympics
 80.00%                                           80%

 70.00%                                           70%

 60.00%                                           60%

 50.00%                                           50%

 40.00%                                           40%

 30.00%                                           30%

 20.00%                                           20%

 10.00%                                           10%

  0.00%                                            0%
            TV Only   TV & Online   Online Only          TV Total   TV Only   Online while TV
                                                                                    on
Reason for website visit

                                                                       Why visited The Block website

50%
                                                                       47.1%
       46.0%
45%
                                                                                       42.5%
                                                                                             41.5%
                                                                               39.6%                     40.2%
40%
                                                                                                                                37.1%
            35.2%                                                                                                           34.5%
35%


30%


25%
                       24.1%                                                                                   23.3%                      24.1%           24.1%

                                       19.5%
20%                         17.6%
                                                                                                                                                               15.7%
15%                                                                                                                                                                       12.6%
                                                                                                                                                11.9%
10%                                           8.2%
                                                                                                                                                                                6.3%
5%

                                                       0.0%
0%
         Catch Up         Up Next         Old Ep's                      Interest in    Renovating Tips I want to find out     Enter a     Read comments Read comments I want to find out
                                                                        Renovating       and Tricks     more about the      Competition                  from experts  more about the
                                                                                                          contestants                                                    presenters




                                                                                                                                              Mid Wave               Post Wave
Source: The Block Cross Platform Research, 2010, Mid Wave n = 51 Post Wave n = 85
Deeper Connections
STB
     Foxtel IQ; CE PVR
OTT STB
     T-Box; Foxtel IPTV; iinet/fetch box; Apple
Connected TV’s
     Samsung
Game Consoles
     x-box 360
50%
               Brand Funnel Impact from Multi-Platform Exposure
45%


40%


35%


30%


25%


20%


15%


10%


5%


0%
      Recall               Perception                      Consideration              Advocacy
                Not seen   Seen Brand X TVC only   Seen campaign (Both TV & Online)
Guaging expected viewer response and behaviour to multi channel digital tv services
BEFORE
                  TV
               Program




     Website   WWOS        Sports
                         Production




                Sports
               Updates
AFTER
                                        TV Program
                                                                                   Tables
                                                                                    Stats
                                                                Umbrella    In-line Highlights
            Loyalty Club                                      Brand Sports
                                                               Production     In-line & Video
                                                                            Player Long Form
                                                                             Library Footage
                                                                                   Tipping
                                                                                   Voting
                                        WWOS                                     Exclusives
                                                                                  Editorial
          Tour
                                                                       Website
                                                                             Opinion- Expert
        Promoter
                                                                                 and User
                                                                                 Education
                                                                                Community
                           Magazine                                             Connection
                           (Umbrella
                                                     Sports
                            Brand of
                                                     Update
                           specialist
                             Titles)
515 000
Will Viewing Habits Change?
TV Consumption Up
New technologies, platforms, device, providers
         Better viewing experience
             Depth of content



  Australia           USA                UK
     Up                Up                Up
 1.5hrs/mth         2hrs/mth           2hrs/wk
25.0%
                           Multichannel Share of Viewing                 Eleven
                                                                         Launch
                                     TTL PPL
20.0%
                                                             7Mate/GEM
                                                               Launch


                                               ABC3 Launch
15.0%                       GO! Launch                        ABC24
                                                              Launch
              ONE Launch
                                         7Two Launch

10.0%

                            SBS2
                           Launch

 5.0%   ABC2 Launch




 0.0%
90.0%


80.0%


70.0%


60.0%


50.0%
                                             2002 levels in UK
                                           2008 levels in France
40.0%
                                              Early 90’s in US
30.0%


20.0%


10.0%


 0.0%



        Primary Channel Share   Multichannel Share
0.09
          Net Share Gains by Network
0.08


0.07


0.06


0.05


0.04


0.03


0.02


0.01


  0


       Net 7Two/7mate   Net Go!/Gem   Net One/Eleven
9.0
      Multichannel Share Progression- weeks since launch
8.0                       16-39yo’s

7.0


6.0


5.0


4.0


3.0


2.0


1.0


0.0


       ONE    GO!   7TWO   GEM    7mate   ELEVEN
9.0
      Multichannel Share Progression re-weighted based on Penetration
8.0                              16-39yo’s

7.0


6.0


5.0


4.0


3.0


2.0


1.0


0.0


               ONE    GO!   7TWO   GEM    7mate   ELEVEN
70
                                       Median Age
65


60


55


50


45


40


35


30


25


20



     Network 7TWO   Network 7mate   Network GO!   Network Gem   Network ONE   Network ELEVEN
Impact on Primary Broadcast
80
           Number of 2m+ programs
70


60


50


40


30


20


10


0
140,000                                                                                                         2,500,000
                                                                         Underbelly Audience Growth                                       2,464,652
                                                                                                                           2,455,804
                                                                                                            2,439,849
                                  120,000                                                    2,425,715
                                                                              2,404,659                                                           2,400,000

                                                            2,354,068
                                  100,000
Playback and Streaming Audience




                                                                                                                                                  2,300,000




                                                                                                                                                              Total Audience
                                   80,000
                                                                                                                                                  2,200,000
                                                2,187,095
                                            +6.9%         +2.2%         +1.4%             +0.9%          +1.1%          +1.0%          +1.0%
                                   60,000

                                                                                                                                                  2,100,000
                                   40,000


                                            69:31       58:42           34:66             33:67          48:52          12:88          18:82      2,000,000
                                   20,000


                                       0                                                                                                          1,900,000




                                                                        PVR Playback       Streams        Total Audience
250
      Index of Streams x days after TV broadcast


200




150




100




 50




  0



                Drama   Ob Doc   Reality
Longer tail
                                                           62% of streams occur after the first week
                     45%

                     40%        38%

                     35%

                     30%
% of total streams




                     25%

                     20%
                                               13%
                     15%

                     10%                                    8%
                                                                         6%     5%           5%           4%      4%     4%
                     5%                                                                                                          3%
                                                                                                                                         2%      2%

                     0%
                               Wk 1          Wk 2          Wk 3          Wk 4   Wk 5       Wk 6          Wk 7     Wk 8   Wk 9   Wk 10   Wk 11   Wk 12
                                                                                       % of total video streams

                     Source: Ninemsn. Omniture Site Catalyst June’2010
2,000,000
            News Streams and 6PM Bulletin- Brisbane Flood & Yasi
1,800,000

1,600,000

1,400,000

1,200,000

1,000,000

 800,000

 600,000

 400,000

 200,000

       0




                      Nine News video streams by day   6PM Bulletin
180,000
                    Nine News Hourly Streams During Brisbane Flood
160,000


140,000


120,000


100,000


 80,000


 60,000


 40,000


 20,000


     0




          Nine News streams 11/01/2011   Nine News streams 12/01/2011   Average News Day (5/1/2011)
How Can Networks Balance The Needs of Advertiser and
                      Viewer
Attitude to Payment for Long Form Online Content
                                                                             Pay for
                                                             Pay by      subscription to   Accept more
                                                           programme       collection      advertising to
                                                           without ads     without ads       keep free
                                                               %               %                %


                                                                                                26



                                   Very Willing                   10            10              50

Not Very Willing But Will Accept It                               16            18

                                                                                                24

                            Not At All Willing                    74            72




Source: Ninemsn Millward Brown Fixplay Audience Study, Nov 2010
Long Form Video             Television




Content   Commercials   Content   Commercials
Summary
Viewer Expectations:
                   ATAWAD
Meeting Expectations:
       Breadth, Depth, Immediacy (BDI)
Changing Habits:
    Morphed by Platform That Provides BDI
Balancing Needs:
           X-Platform Ad Supported
Guaging expected viewer response and behaviour to multi channel digital tv services

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Guaging expected viewer response and behaviour to multi channel digital tv services

  • 1. Gauging Expected Viewer Response and Behaviour to Full Digital Services Steve Weaver Network Research Director Nine Network Australia
  • 3. Understanding the Viewer and their Expectations
  • 7. I know Underbelly is on Sunday, Two and a Half Men on Monday, new Simpsons on Tuesday then mum gets the tv for that show… (16-39yo, Melbourne, 2009)
  • 8. There’s so many channels now it’s hard to remember, especially the new ones… (16-39yo, Sydney, 2010)
  • 12. 34.0% Share of Viewing- The Impact of ch100 32.0% 30.0% 28.0% 26.0% 24.0% 22.0% 20.0% Network 7 Network 9 Network TEN PPL with PAYTV PPL with FTA ONLY
  • 13. Brand Identity as an EPG I know the sort of shows that’ll be on Go!… 7Two’s got the old crap, (16-39yo, Parramatta, the classics and that… 2010) (16-39yo, Parramatta, 2010) One’s got the sport… Parramatta, 2010)
  • 14. I like that the free-to-air digital multi- The new digital free-to-air multi- channels are specialising in different channels are now part of my regular genres viewing 4% 3% 10% 29% 26% 61% Agree 66% Agree 53% 49% 13% 12%
  • 15. Expectations ANYTIME ANYWHERE ANY DEVICE
  • 16. How Will Broadcasters Meet Viewer Expectations?
  • 17. How Will Broadcasters Meet Viewer Expectations?
  • 19. 30.0% 100.0% Multichannel Share and DTT Penetration TTV 90.0% 25.0% 80.0% Multichannel Share of Viewing 70.0% 20.0% 60.0% DTT Penetration 15.0% 50.0% 40.0% 10.0% 30.0% 20.0% 5.0% 10.0% 0.0% 0.0% 2010 2011 Multichannel Share Multichannel Share Weighted by Penetration Digital Terrestrial Penetration
  • 20. 12.00% 40.00% Playback and PVR Penetration TTV 35.00% 10.00% 30.00% 8.00% 25.00% PVR Penetration % Playback 6.00% 20.00% 15.00% 4.00% 10.00% 2.00% 5.00% 0.00% 0.00% 2010 2011 Playback (%) Playback Weighted by Penetration PVR Penetration
  • 21. 0:57:36 Time Spent Viewing Multichannels 0:50:24 0:43:12 0:36:00 0:28:48 0:21:36 0:14:24 2008 2009 2010 2011 TTL Multichannels 1:04:48 Time Spent Viewing in Playback 0:57:36 0:50:24 0:43:12 0:36:00 0:28:48 0:21:36 0:14:24 2010 2011 TTL TV TTL FTA Primary TTL Multichannels
  • 22. PVR non longer has a monopoly on the catch-up domain Online for catch-up: Cheaper More Storage Longer availability
  • 23. Reasons for Watching Long Form Online Use LF Use LF Total LF Users > weekly < weekly % % % To catch up on missed TV 66 70 63 I can watch them when I want to 64 86 45 To watch programs I can't get anywhere else 42 50 32 When there is nothing on TV 39 51 31 To watch a program I forgot to record 38 47 36 To skip ads 36 44 27 To have more control over what I want to watch 36 51 20 For additional content to what is on TV 28 42 19 To fill in time 25 31 21 I prefer watching shows online rather than TV 13 19 5 Other 4 5 5 Source: Ninemsn Millward Brown Fixplay Audience Study, Nov 2010
  • 24. Deloitte's State of the Media Democracy 1. Internet, mobile and social media channels enhancing viewer experience and driving initial broadcast 2. Concurrent Media Exposure 1. while watching TV… 1. 42% are online 2. 29% are on mobile devices 3. 26% are IM or text
  • 25. Concurrent Media Exposure by Age 70% 60% 50% 40% 30% 20% 10% 0% Overall 16-29 years 30-49 years 50 years+ Internet + TV 49% 68% 60% 34% Internet + Radio 39% 45% 39% 38% Radio + TV 10% 8% 8% 12% No simultaneous consumption 31% 16% 26% 40% Source: Nielsen Internet and Technology Report 2010
  • 26. 100.00% 100% Main Way of Following The Block Main Way of Following the 90.00% 90% Vancouver Winter Olympics 80.00% 80% 70.00% 70% 60.00% 60% 50.00% 50% 40.00% 40% 30.00% 30% 20.00% 20% 10.00% 10% 0.00% 0% TV Only TV & Online Online Only TV Total TV Only Online while TV on
  • 27. Reason for website visit Why visited The Block website 50% 47.1% 46.0% 45% 42.5% 41.5% 39.6% 40.2% 40% 37.1% 35.2% 34.5% 35% 30% 25% 24.1% 23.3% 24.1% 24.1% 19.5% 20% 17.6% 15.7% 15% 12.6% 11.9% 10% 8.2% 6.3% 5% 0.0% 0% Catch Up Up Next Old Ep's Interest in Renovating Tips I want to find out Enter a Read comments Read comments I want to find out Renovating and Tricks more about the Competition from experts more about the contestants presenters Mid Wave Post Wave Source: The Block Cross Platform Research, 2010, Mid Wave n = 51 Post Wave n = 85
  • 28. Deeper Connections STB Foxtel IQ; CE PVR OTT STB T-Box; Foxtel IPTV; iinet/fetch box; Apple Connected TV’s Samsung Game Consoles x-box 360
  • 29. 50% Brand Funnel Impact from Multi-Platform Exposure 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Recall Perception Consideration Advocacy Not seen Seen Brand X TVC only Seen campaign (Both TV & Online)
  • 31. BEFORE TV Program Website WWOS Sports Production Sports Updates
  • 32. AFTER TV Program Tables Stats Umbrella In-line Highlights Loyalty Club Brand Sports Production In-line & Video Player Long Form Library Footage Tipping Voting WWOS Exclusives Editorial Tour Website Opinion- Expert Promoter and User Education Community Magazine Connection (Umbrella Sports Brand of Update specialist Titles)
  • 35. TV Consumption Up New technologies, platforms, device, providers Better viewing experience Depth of content Australia USA UK Up Up Up 1.5hrs/mth 2hrs/mth 2hrs/wk
  • 36. 25.0% Multichannel Share of Viewing Eleven Launch TTL PPL 20.0% 7Mate/GEM Launch ABC3 Launch 15.0% GO! Launch ABC24 Launch ONE Launch 7Two Launch 10.0% SBS2 Launch 5.0% ABC2 Launch 0.0%
  • 37. 90.0% 80.0% 70.0% 60.0% 50.0% 2002 levels in UK 2008 levels in France 40.0% Early 90’s in US 30.0% 20.0% 10.0% 0.0% Primary Channel Share Multichannel Share
  • 38. 0.09 Net Share Gains by Network 0.08 0.07 0.06 0.05 0.04 0.03 0.02 0.01 0 Net 7Two/7mate Net Go!/Gem Net One/Eleven
  • 39. 9.0 Multichannel Share Progression- weeks since launch 8.0 16-39yo’s 7.0 6.0 5.0 4.0 3.0 2.0 1.0 0.0 ONE GO! 7TWO GEM 7mate ELEVEN
  • 40. 9.0 Multichannel Share Progression re-weighted based on Penetration 8.0 16-39yo’s 7.0 6.0 5.0 4.0 3.0 2.0 1.0 0.0 ONE GO! 7TWO GEM 7mate ELEVEN
  • 41. 70 Median Age 65 60 55 50 45 40 35 30 25 20 Network 7TWO Network 7mate Network GO! Network Gem Network ONE Network ELEVEN
  • 42. Impact on Primary Broadcast 80 Number of 2m+ programs 70 60 50 40 30 20 10 0
  • 43. 140,000 2,500,000 Underbelly Audience Growth 2,464,652 2,455,804 2,439,849 120,000 2,425,715 2,404,659 2,400,000 2,354,068 100,000 Playback and Streaming Audience 2,300,000 Total Audience 80,000 2,200,000 2,187,095 +6.9% +2.2% +1.4% +0.9% +1.1% +1.0% +1.0% 60,000 2,100,000 40,000 69:31 58:42 34:66 33:67 48:52 12:88 18:82 2,000,000 20,000 0 1,900,000 PVR Playback Streams Total Audience
  • 44. 250 Index of Streams x days after TV broadcast 200 150 100 50 0 Drama Ob Doc Reality
  • 45. Longer tail 62% of streams occur after the first week 45% 40% 38% 35% 30% % of total streams 25% 20% 13% 15% 10% 8% 6% 5% 5% 4% 4% 4% 5% 3% 2% 2% 0% Wk 1 Wk 2 Wk 3 Wk 4 Wk 5 Wk 6 Wk 7 Wk 8 Wk 9 Wk 10 Wk 11 Wk 12 % of total video streams Source: Ninemsn. Omniture Site Catalyst June’2010
  • 46. 2,000,000 News Streams and 6PM Bulletin- Brisbane Flood & Yasi 1,800,000 1,600,000 1,400,000 1,200,000 1,000,000 800,000 600,000 400,000 200,000 0 Nine News video streams by day 6PM Bulletin
  • 47. 180,000 Nine News Hourly Streams During Brisbane Flood 160,000 140,000 120,000 100,000 80,000 60,000 40,000 20,000 0 Nine News streams 11/01/2011 Nine News streams 12/01/2011 Average News Day (5/1/2011)
  • 48. How Can Networks Balance The Needs of Advertiser and Viewer
  • 49. Attitude to Payment for Long Form Online Content Pay for Pay by subscription to Accept more programme collection advertising to without ads without ads keep free % % % 26 Very Willing 10 10 50 Not Very Willing But Will Accept It 16 18 24 Not At All Willing 74 72 Source: Ninemsn Millward Brown Fixplay Audience Study, Nov 2010
  • 50. Long Form Video Television Content Commercials Content Commercials
  • 51. Summary Viewer Expectations: ATAWAD Meeting Expectations: Breadth, Depth, Immediacy (BDI) Changing Habits: Morphed by Platform That Provides BDI Balancing Needs: X-Platform Ad Supported