WHY WE TV€¦ · Presentation title 89.6% 5.0% 5.5% Live As Live Time Shift 90% OF VIEWING ON TV...

WHY WE TV

MASS REACH

“As the aim is to prime everyone in the market, regardless of whether they’re shopping right now… Brand building requires

broad reach media”

Source: “Why Aren’t We Doing This?” - Peter Field and the Commercial Communications Council NZ, October 2018

3.3 MILLION NEW ZEALANDERS

WATCH

BROADCAST TV

EVERY WEEK

Source: Nielsen TAM, Total TV, AP5+ Cume Reach, Q4 2017 – Q3 2018, Consolidated, Based on Average Weekly Cumulative Reach

Source: Nielsen TAM, Total TV, AP5+ Average Daily Reach% and Cume Reach%, Q4 2017 – Q3 2018, Consolidated, Based on Average Daily, Weekly and Monthly Cumulative Reach

TV DELIVERS EVERY DAY, WEEK & MONTH

Every day 2.5M (57%)

Every week 3.3M 75%)

Every month 3.8M (86%)

82%78%

72%67%

Total (net) Linear TV Live New Zealand Radio Online video - total (e.g.Facebook, You Tube)

Newspaper (including online)

Source: NZ On Air – Where are the Audiences, May 2018, All People 15+, n = 1,414 Weekly reach of Media, % of all New Zealanders.

WEEKLY REACH COMPARISON – ALL MEDIA

TV REACHES AUDIENCES WHO ARE SPENDING MONEY

AP 25-39: 68%

Source: Nielsen TAM, Total TV, Cume Reach%, Q4 2017 – Q3 2018, Consolidated, Based on Average Weekly Cumulative Reach

AP 25-54: 75%

AP 40-54: 83%

AP 55-64: 92%

. .AND FAMILIES

Families with infants(0 to 4 years): 87%

Families with young kids(5 to 9 years): 85%

Families with older kids( 10 to 18 years): 88%

Source: Nielsen TAM, Total TV, Cume Reach%, Q4 2017 – Q3 2018, Consolidated, Based on Average Weekly Cumulative ReachFamilies defined as Households with Kids with in the stated ages.

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Teens: 13-19 52%

AP 18-29: 52%

Source: Nielsen TAM, Total TV, Cume Reach%, Q4 2017 – Q3 2018, Consolidated, Based on Average Weekly Cumulative Reach

. .AND YOUNGER AUDIENCES

AP 18-39: 61%

TIME SPENT VIEWING

NEW ZEALANDERS SPEND

2 HOURS 24 MINUTES

WATCHING

BROADCAST TV

PER DAY

Source: Nielsen TAM, Total TV, AP5+, Q4 2017 – Q3 2018 2am-2am, Average Daily Time Spent Viewing – All New Zealanders (including non-users)

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Online Video (FB, YouTube) NZ On Demand Total (net) Linear TV(Broadcast TV)

Source: NZ On Air – Where are the Audiences, May 2018, All People 15+, n = 1,414 Average minutes per day among users of each media – Total level

1 hour 40

minutes

3 hours 46

minutes1 hour 55

minutes

COMPARISON OF TIME SPENT BY USERS –TV AND VIDEO PLATFORMS

ROBUST METHODOLOGY

• 900 homes; 2,250 individuals

• Daily

• Rigorously audited

• Who’s watching

ROBUST INDEPENDENT MEASUREMENT (NIELSEN)

NON SKIPPABLE ADS

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89.6%

5.0%5.5%

Live As Live Time Shift

90% OF VIEWING ON TV IS LIVE

Source Nielsen TAM, Total TV, AP5+ AUD000, Q4 2017 – Q3 2018 Consolidated. As Live = viewed on the same day. Time shifted viewing is measured up to seven days after original broadcast

ATTENTION & SCREEN COVERAGE

TV ADS ARE 100% VIEWABLE

COVERAGE MATTERS ALOT, TO ATTENTION AND SALES

Source: Professor Karen Nelson-Field Benchmark Series 2017: Viewability

Average

Screen

coverage

Product

Choice (STAS – index

exposed did buy/not

exposed did buy)

TV 100% 144

Facebook 10% 118

YouTube 32% 116

TV’S ABILITY TO GENERATE MORE ATTENTION LEADS TO A STRONGER SALES IMPACT

Source: Professor Karen Nelson-Field Benchmark Series 2017: Viewability

The platform that commands the

greatest attention gets the sale

TV ADS WORK HARDER, FOR LONGER

YouTube advertising decays

3x faster and Facebook decays

2.5x faster than TV

THE LENGTH OF TIME THAT AN AD ON TV CONTINUES TO IMPACT SALES, FAR EXCEEDS THAT OF EITHER FACEBOOK OR YOUTUBE.

Source: Professor Karen Nelson-Field Benchmark Series 2017: Decay - Not All Reach is Equal

VIDEO ON DEMAND

VoD reaches

44% of New

Zealanders in a

week

Source: NZ On Air – Where are the Audiences, May 2018, All People 15+, n = 1,414 “NZ On Demand” = VoD

“TV remains the pre-eminent medium, especially if supported with online video”

Source: “Why Aren’t We Doing This?” - Peter Field and the Commercial Communications Council NZ, October 2018

ONLINE AND OFFLINE, VIDEO WORKS BEST

2.6%

3.1%

1.1%

0.0%

0.5%

1.0%

1.5%

2.0%

2.5%

3.0%

3.5%

TV only Both Video on Demand

Avg

. mar

ket

shar

e

gain

pe

r an

nu

m

Source: Binet and Field - IPA Databank, 2014-16 cases

BRAND SAFE ENVIRONMENTThere’s no chance of rubbing shoulders with inappropriate content, people are choosing to watch a TV programme so they are relaxed and have the time to watch your ads – indeed they expect them

PROFESSIONALLY PRODUCED CONTENTKnowing what content your ad is placed next to is crucial for both advertising effectiveness and brand safety. Broadcaster VoD services are at the high-quality, highly trusted end of the spectrum.

TV IS HIGHLY COST

EFFECTIVE

TV’s CPM at just $10 is half

the CPM of YouTube.

Source: NZ Advertising Agency, Market data – average of 4 Agencies (2018) plus WARC (2016) – based on All People 18+, Broadcast TV = $10 CPM, You Tube = $20 CPM

$7 $10 $12 $12 $13 $20

$55 $59 $68

$185

Facebook TV Outdoor Digital -Display

Radio You Tube Press Digital - Video Magazines Cinema

COMPARES WELL TO ALL OTHER MEDIA

Source: NZ Advertising Agency, Market data – average of 4 Agencies (2018) plus WARC – CPM – Cost Per Thousand - Based on All People 18+

Highly engaged audience

Your advertising shines brighter for longer

TV gives you more bang for your buck

WHY WE TV

Questions? Contact: Amanda@thinktv.co.nz