evaluating the success of new channels and digital services
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EVALUATING THE SUCCESS OF NEW CHANNELS AND DIGITAL SERVICES
Rebecca Holdaway Research Manager Channel Nine Sydney
Steve Weaver Network Research Director Nine Network Australia
More Time is Spent With TV Than Any Other Medium
27
9
17
2 1 TV
Radio
Internet
Newspapers
Magazines
Source: Nielsen’s Consumer & Media View. Metro Survey 10. 2011. Average Weekly Time Spent by Medium (hh:mm).
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2006 2007 2008 2009 2010 2011 2012
95% dtt
70% digi conversion
77% internet
49% smartphones
10% tablets
49% tablet users regularly using apps
54% smartphone users regularly using apps
0
20
40
60
80
100
DigitalTerrestrial (DTT)
HD DTT Total Digital Pay TV TotallyConverted
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.
DIFFERENT MOTIVATIONS BY MARKET DRIVING PLATFORM
PENETRATION
Source: OzTAM Consolidated Data. Total TV Share (%). Q4, 2011. Total People. 6pm-Midnight. 5 City Metro.
21.9 17.1 16.9 12.6 15.6
17.6 22.9 22.4 28.0 24.5
56.8 59.5 54.7 59.3 59.5
Sydney Melbourne Brisbane Adelaide Perth
FTA Primary FTA Digital Pay TV
RESULTING IN DIFFERENT VIEWING BEHAVIOUR BY MARKET
4 4 5
4 4 4
8 8 9
8 8 8
0
2
4
6
8
10
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)
CHANNEL REPERTOIRE IN FTA HOMES HAS DOUBLED
6 6 6 6 6 6
12 11
12
10 11 11
0
2
4
6
8
10
12
14
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)
VARIATIONS BY MARKET IN ALL HOUSEHOLDS
0
2
4
6
8
10
12
14
16
0
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
4,500
5,000
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.
INCREASED CHANNEL REPERTOIRE LEADS INCREASED VIEWING
MULTIPLE TV SET HOUSEHOLDS SET TO INCREASE
400
500
600
700
800
900
1,000
0
500
1,000
1,500
2,000
2,500
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
Au
die
nce
(0
00
s)
Un
iver
se (
00
0s)
1 TV HH - Universe (000s) 3 TV HH - Universe (000s)
1 TV HH - Audience (000s) 3 TV HH - Audience (000s)
THE NUMBER OF TV SETS IN THE HOUSEHOLD IMPACTS ON
CO-VIEWING LEVELS
61
52
62
58
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.
Proportion of Co-Viewing in Group Households
4
8
15
8
11
18
0
5
10
15
20
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)
VIEWERS NOW HAVE MORE CHANNEL CHOICE THAN EVER
THE WEAK GET LOST IN THE NOISE
14
18
15
6
8
10
12
14
16
18
7TWO 7mate GO! Gem One Eleven
The Channel I Love (%)
2009 2010 2011
THE STRONG STAND OUT
FTA CHANNEL BRAND POSITIONING – FROM GENERALIST
TO SPECIALIST
95 91
5 9
0%
20%
40%
60%
80%
100%
Total Viewing People + PVR
Timeshift
Overnight
THE BULK OF VIEWING OCCURS ON SAME DAY AS LIVE
Source: OzTAM Consolidated Data. % of Total TV viewing by activity. Weeks 7-48, 2011 (excl. Easter). Total People. 6pm-Midnight. 5 City
Metro.
26
47
36 40 44
0
5
10
15
20
25
30
35
40
45
50
Australia US
2010 2011
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/
AUSTRALIA HAS BEEN QUICK TO ADOPT PVRS
25 19 19
16 17
26 31 33 34
37
46 45 48
45 49
0
10
20
30
40
50
60
Sydney Melbourne Brisbane Adelaide Perth
Pay PVR CE PVR PVR Total
THE MARKETS VARY IN PAY VS. CONSUMER ELECTRONIC PVRS
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.
LIVE TV REMAINS THE DEFAULT VIEWING OPTION
3
1
2
4
8
80
0 20 40 60 80 100
Other
Games
Programs/movies delivered online
Programs/movies I have on disk or…
Programs/movies I have pre-recorded
Live TV
Source: Ninelab 2011
THE PLAYBACK VIEWING TAIL HAS BEEN EXTENDED
0
50,000
100,000
150,000
200,000
250,000
-
2,000
4,000
6,000
8,000
10,000
12,000
1-Jun-11 1-Jul-11 1-Aug-11 1-Sep-11
Tota
l Ave
rage
Au
die
nce
(0
00
s)
Lon
g-Fo
rm V
ideo
Str
eam
s
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.
Broadcast period
0102030405060708090
Awareness (%) Usage (%)
Source: Ninelab 2011
INCREASED DEVICE PROLIFERATION LEADS TO MEDIA MULTI-
TASKING
40%
23%
16%
20%
Often
Sometimes
Rarely
Never
Concurrent Media Consumption
81%
46%
46%
33%
27%
19%
Unrelated Sites
Sites Related to Program
Unrelated SN
Related SN
Site of Program/B'Caster
Site of Program
Sponsor/Advertiser
Source: Ninelab 2011
VIEWERS EXPECT IT
All People People 16-39
Likelihood to Follow Big Brother on Facebook – Top 2 Box
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?
+6 pts
SOCIALISATION & PERSONALISATION OF TV - CONVERSATION
473,993
645,776
Dec-10 Feb-12
+172k
Increased number of facebook fans by site Feb-12 vs. Dec-10
Facilitating chat, building community, building loyalty and appointment to view
700,000
800,000
900,000
1,000,000
1,100,000
1,200,000
1,300,000
1,400,000
-
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
9,000
2weeksprior
1 weekprior
WK 1 WK 2 WK 3 WK 4 Finale
Celebrity Apprentice Buzz Numbers Celebrity Apprentice Audience
Source: Ninelab 2011
SOCIALISATION & PERSONALISATION OF TV -
GAMIFICATION
21
26
31
36
41
Advocacy
40
42
44
46
48
50
52
54
56
Brand Awareness
30
35
40
45
50
TVC Recall
Source: Ninelab 2011
