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TV Trends 25 March 2015
TV Trends
25 March 2015
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Technology In The Home
Australian Household Penetration of Technology
TV Sales
Time Spent with Media
Time Spent Watching TV
Time Spent Watching Content Across Screens
Catch-Up TV
Preferred Source of Entertainment
Reach
Daily Reach
Cumulative Weekly Reach
Share of Viewing
Share of Television Viewing
Share of Viewing - Multi-Channels
Share of Viewing - Pay TV homes
Audiences
Average Audiences YOY
PVR Viewing
Live and Playback Viewing
Top Time-Shifted Programs
Continued Over …
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Pages 22-23 Page 24
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Pages 28-30
Page 7
Contents
Programming
Content Investment
Top Programs
Audiences for Regular Programs
Share of Advertising Investment
Share of Advertising Expenditure
Effectiveness
Media Effectiveness Index
Advertising Attention By Screen
Return on Investment
Most Influential Advertising Channel
About The Data
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Contents
Technology In The Home
Sources: PVR, smart TV, smart phone, tablet and internet national penetration averages sourced Australian Multi-Screen Report Q4,2 014, pay TV is the OzTAM
national STU-STV universe estimate for Q1 2015 (ie. boxes in homes), penetration of IDS-STV only homes is 1.1% (ie. internet accessed only) , other figures
sourced Free TV Australia.
Australian Household Penetration of Technology
The average Australian household has myriad devices on which to view and interact with
content. Every Australian household has at least one TV set – the majority of homes have
two or more TV sets.
Television is ubiquitous
99%+
56%
27.2% 30%
73%
47% 43%
80%
Free TV PVR Pay TV Smart TV SmartPhone
Tablet GamesConsoles
Internet
Source: GfkTEMAX Australia, 14 November 2014
Australians continue to invest in technology that enhances the television viewing
experience. Demand for super-large screens continues to grow: three-quarters of all TV
sales are of 47” screens and above. 4KTVs are proving hugely popular and some predict
they will outpace HDTV sales in the next few years.
Australians love their TV
Time Spent With Media
Daily Time Spent Watching TV on a TV set
Slide 8
Source: Australian Multi-Screen Report Q4 2014, time spent watching TV calculated as a daily average
Despite the diverse range of entertainment and information options and devices on which
to view content, we’re spending the same amount of time watching TV on a TV set.
Viewing of content on other devices is incremental to the time spent watching TV.
Time spent with TV unchanged
3:09 3:18 3:19 3:06 3:12 3:16 3:17 3:00 3:03 3:11 3:09 3:03 3:04 3:11 3:11
2:58
Q1 2011 Q2 2011 Q3 2011 Q4 2011 Q1 2012 Q2 2012 Q3 2012 Q4 2012 Q1 2013 Q2 2013 Q3 2013 Q4 2013 Q1 2014 Q2 2014 Q3 2014 Q4 2014
Australians spend over 3 hours a day watching broadcast TV on a TV set and around 25
minutes a day watching content (including network catch-up TV, YouTube, and movies)
across other digital devices.
Daily Time Spent Watching Content Across Screens
Source: Australian Multi-Screen Report Q4 2014, daily average for 2014
TV is the primary screen
3HOURS 6MINS
16 mins
5 mins
4 mins
Source: Australian Multi-Screen Report Q4 2014, daily average for 2014
While younger audiences consume a range of different content across different screens,
TV still dominates their screen-time. On average, teens and young adults spend
1.5 hours watching TV on a TV set daily.
Daily Time Spent With Screens – Teenagers and Young Adults
TV is the main screen for teens
Daily Time Spent Watching
(hrs:mins)
TV PC/Lap Mobile Tablet
13 - 17 1:30 0:13 0:28 0:15
18 - 24 1:27 0:24 0:17 0:06
According to a recent Ofcom report, 1 in 4 Australians (26 percent) are watching catch-up
TV services online on a weekly basis.
Source: Ofcom Consumer Research Oct 2014; n=1,000 Australians.
1 in 4 Australians catch-up online
Deloitte recently conducted a survey to explore how Australians’ media usage and
preferences have evolved with technology. The survey of more than 2,000 Australian
consumers showed that while people like to surf the internet, TV is Australians’ number
one choice for entertainment.
Source: Deloitte Media Consumer Survey 2014, n=2,300 Australians, reading books/listening to music and attending live performances not charted.
Preferred Source of Entertainment
64%
14% 19%
26%
8%
20%
63%
WatchingTelevision
Listening toradio
Readingnewspaper
Going to themovies
Readingmagazines
Playing videogames
Use the netsocial/pers
Using the
internet for
social/personal
TV is number one for entertainment
Reach
No other media compares with the reach of commercial free-to-air television. More than
13.6 million Australians watch Free TV on their TV sets every day.
Source: OzTAM and RegionalTAM, 5 cap cities, 6 aggregated regional markets, 01 January – 31 December 2014, all people, all day, metro and regional daily
reach figures are combined to form a national estimate, excludes spill, total commercial free-to-air only (Free TV), consolidated data.
Free TV’s reach is unrivalled
Free TV’s Average Daily Reach – Metro & Regional – By Hour
0
2
4
6
8
2am 3am 4am 5am 6am 7am 8am 9am 10am 11am 12pm 1pm 2pm 3pm 4pm 5pm 6pm 7pm 8pm 9pm 10pm 11pm 12am 1am
Source: OzTAM and RegionalTAM, 5 cap cities, 6 aggregated regional markets, 1 January – 31 December 2014, 2am-2am by hour, excludes spill, total
commercial free-to-air only (Free TV), combined average daily reach estimate, consolidated data.
While the majority of viewing occurs during the evenings, every minute of every day, Free
TV reaches huge audiences.
8 Million
6 Million
4 Million
2 Million
Mass audiences any time of the day
75.1% 67.4% 80.5% 89.3% 90.2% 88.7%
69.3% 63.4% 80.6% 88.2% 89.7% 88.5%
13-17s 25-39s 40-54s 55+ GBs GBs
w Kids
Metro
Regional
Source: OzTAM and RegionalTAM, 5 cap cities, 6 aggregated regional markets, weeks 1-52 2014, 2am – 2am, average weekly cumulative reach, consolidated.
Free TV reaches two-thirds of 18 to 24 year olds and over 88 per cent of grocery buyers,
on a weekly basis.
Cumulative Weekly Reach of Free TV
All
Ppl
82.7%
81.9%
18-24s
88.9%
86.9%
Free TV reaches all key demos
Source: OzTAM; 5 cap cities, weeks 1-52 2014, 2am-2am, commercial free-to-air (Free TV) multi-channels and pay TV’s highest rating channels (Fox8, Lifestyle,
TVHits, Fox Footy, Fox Sports 1, Arena, UKTV, Fox Sports 3, A&E, Sky News), weekly cumulative reach based on 1 minute, consolidated data.
Cumulative Weekly Reach – Free TV Multis & Pay Channels – Metro
0%
10%
20%
30%
40%
50%
60%
70%
1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51
Free TV’s 6 Multi-Channels
The cumulative weekly reach of Free TV’s 6 multi-channels is more than 2.5 times that of
pay TV’s top ten channels.
Pay TV’s Top 10 Channels
Free TV multis reach more people
Source: RegionalTAM, 4 aggregated regional markets, weeks 1-52 2014, 2am-2am, commercial free-to-air (Free TV) multi-channels and pay TV’s top 10 ranking
channels (Fox8, Fox Sports 1, Lifestyle, Sky News, TV H!ts, A&E, Foxtel Movies Premiere, Comedy Channel. Fox Classics, UKTV), consolidated data.
Cumulative Weekly Reach – Free TV Multis & Pay TV Channels – Regional
0%
10%
20%
30%
40%
50%
60%
70%
1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51
Free TV’s 6 Multi-Channels
The cumulative weekly reach of Free TV’s 6 multi-channels is more than three times that
of pay TV’s top 10 channels in regional markets.
Pay TV’s Top 10 Channels
Regional multis reach more too
Share of Viewing
63.8%
14.6%
4.5%
17.1%
64.9%
14.4%
4.3%
16.4%
Free TV ABC SBS Pay TV
2013
2014
Commercial free-to-air’s evening viewing in metro markets is growing – up from 63.8
percent in 2013 to 64.9 percent in 2014.
Share of Nightly Television Viewing – Metro
Slide 20
Source: OzTAM, 5 cap cities, 1 January – 31 December 2014 v 2013, all people, 6pm – midnight, consolidated data.
Free TV’s metro share is increasing
64.8%
14.8%
4.2%
16.2%
66.2%
14.4%
4.0%
15.4%
Free TV ABC SBS Pay TV
2013
2014
Regional commercial free-to-air networks also increased their share of TV viewing in
2014, across the day (2am to 2am) and during the evenings (6pm to midnight).
Share of Nightly Television Viewing – Regional
Slide 21
Source: RegionalTAM, 4 regional aggregated markets (ex Tasmania & Regional WA), 1 January – 31 December 2014 v 2013, all people,
chart based on 6pm – midnight, consolidated data.
Free TV’s regional share is increasing
3.3% 3.0%
2.8% 2.7% 2.4% 2.4%
0.8% 0.8% 0.6% 0.6% 0.6% 0.6%
GO! 7TWO ELEVEN 7MATE GEM ONE Fox8 Fox Footy LifeStyle TVH!TS FoxSports 1
UKTV
Free TV’s multi-channels now collectively garner a 16.6 percent share of daily viewing in
metro areas, up from 15.7 percent in 2013.
Slide 22
Source: OzTAM, 5 cap cities, 1 January – 31 December 2014, 2am-2am, commercial free-to-air (Free TV) multi-channels and pay TV’s top rating channels
over the period, consolidated data.
Share of Daily Viewing - Multi-Channels – Metro
Free TV multis increasingly popular
Free TV’s multi-channels collectively garner a 17.4 percent share of daily viewing in
regional areas, up from 16.6 percent in 2013.
Slide 23
Source: RegionalTAM, 4 regional aggregated markets (excludes Tasmania & Regional WA), 1 January – 31 December 2014, 2am – 2am, total people,
commercial free-to-air (Free TV) multi-channels and pay TV’s top rating channels for the period, consolidated data.
3.7%
3.2% 3.1% 3.0%
2.3% 2.1%
0.6% 0.6% 0.6% 0.5% 0.5% 0.5%
7TWO GO! GEM 7MATE ONE ELEVEN FOX8 FoxSports 1
TVH!TS LifeStyle Sky News A&E
Share of Daily Viewing - Multi-Channels - Regional
Multis popular in regional too
People in pay TV homes are watching more free-to-air television during prime-time than
pay TV. In 2014, free-to-air’s share of viewing in pay homes increased to 53.4 percent.
Share of Nightly Viewing in Pay TV homes - YOY
Slide 24
Source: OzTAM, national pay TV database, 01 January – 31 December 2014 vs 2013, 6pm – midnight, total people, free-to-air television includes Free TV
(commercial free-to-air) and public broadcasters, consolidated data.
Free-to-Air
52.6%
Pay TV 47.4%
Free-to-Air
53.4%
Pay TV 46.6%
Jan -Dec
2013 Jan-Dec
2014
Pay homes watch more free-to-air
Audiences
In 2014, commercial free-to-air television saw audience increases in both metro and
regional markets.
Audience Increases/Decreases YOY
Source: : OzTAM, RegionalTAM, 5 cap cities, 6 aggregated regional markets and national pay TV homes, all people, 1 January – 31 December 2014 v 2013,
2am-2am and 6pm to midnight, commercial free-to-air (Free TV) and Pay TV, consolidated data.
2am to 2am 6pm to Midnight
Free TV – Metro h 0.5% h 0.7%
Free TV – Regional h 3.2% h 1.7%
Pay TV – National i 4.3% i 6.0%
Free TV audiences up in 2014
PVR Viewing
Despite the take-up of recording devices, playback accounts for less than 8 percent of all
viewing. The vast majority of Free TV viewing – 92.9 percent – is of the Live broadcast.
Percentage of Live and Playback Viewing – Free TV
Slide 28
Source: OzTAM, 5 cap cities, 1 January – 31 December 2014, 2am – 2am, based on Free TV, playback refers to deferred viewing (ie content played back
within 7 days of broadcast).
92.9%
7.1%
LivePlayback
Live TV is the main attraction
The vast majority of playback viewing – 85 percent – occurs within the first three days of
the original broadcast. Only content that is watched at normal speed is included in ratings
data: content that is fast-forwarded is not counted.
Slide 29
Source: OzTAM, 5 cap cities, 1 January – 31 December 2014, 2am – 2am, based on Free TV, playback refers to deferred viewing.
Playback occurs within 72 hours
Slide 30
Source: : OzTAM and RegionalTAM, 5 cap cities and 6 regional aggregated markets, 1 January – 31 December 2014, 6am to midnight by hour, Free TV only.
Percentage of Live and Playback Viewing – Free TV
Throughout the day, live TV dominates thanks to the strength of Free TV’s programming
including must-watch event TV, live sport, award-winning dramas, news and current affairs.
0%
25%
50%
75%
100%
6am 7am 8am 9am 10am 11am 12pm 1pm 2pm 3pm 4pm 5pm 6pm 7pm 8pm 9pm 10pm 11pm
Metro Live Metro Playback Regional Live Regional Playback
Free TV is must-watch TV
Source: OzTAM and RegionalTAM, 5 cap cities and 6 regional aggregated markets, 01 January – 31 December 2014, Free TV’s metro and regional audiences are added to form a
combined average audience estimate, based on program title matches, ranked by audience increase, consolidated data.
Free TV’s Top 40 Time-Shifted Programs
Audiences for Free TV programs increase by hundreds of thousands of viewers when
playback is taken into account.
Program Overnight Cons % Inc
Audience
Increase
1 INXS: NEVER TEAR - PART 2 2,576,000 2,956,000 14.8 380,000
2 INXS: NEVER TEAR - PART 1 2,872,000 3,238,000 12.7 366,000
3 DOWNTON ABBEY 1,568,000 1,912,000 21.9 344,000
4 LOVE CHILD 1,784,000 2,122,000 18.9 338,000
5 THE KILLING FIELD 1,850,000 2,185,000 18.1 335,000
6 A PLACE TO CALL HOME 1,492,000 1,822,000 22.1 330,000
7 HOUSE HUSBANDS -EP2 1,323,000 1,606,000 21.4 283,000
8 REVENGE-EP2 1,069,000 1,350,000 26.3 281,000
9 THE BLACKLIST 1,296,000 1,574,000 21.5 278,000
10 REVENGE 1,296,000 1,554,000 19.9 258,000
11 WINNERS & LOSERS EP2 1,203,000 1,431,000 19.0 228,000
12 OFFSPRING 1,123,000 1,350,000 20.2 227,000
13 RESURRECTION 1,233,000 1,460,000 18.4 227,000
14 FAT TONY & CO -EP2 1,421,000 1,647,000 15.9 226,000
15 UNDER THE DOME 581,000 805,000 38.6 224,000
16 CRIMINAL MINDS-EP2 878,000 1,100,000 25.3 222,000
17 HOUSE HUSBANDS 1,246,000 1,461,000 17.3 215,000
18 WINNERS & LOSERS 1,366,000 1,577,000 15.4 211,000
19 ARROW -EP2 289,000 498,000 72.3 209,000
20 CRIMINAL MINDS 1,186,000 1,393,000 17.5 207,000
Program Overnight Cons % Inc
Audience
Increase
21 FAT TONY & CO 1,456,000 1,662,000 14.1 206,000
22 THE BIG BANG THEORY -TUE 1,678,000 1,880,000 12.0 202,000
23 ARROW 279,000 477,000 71.0 198,000
24 GREY'S ANATOMY-EP2 356,000 554,000 55.6 198,000
25 GOTHAM 842,000 1,038,000 23.3 196,000
26 RESURRECTION-EP2 645,000 839,000 30.1 194,000
27 MADAM SECRETARY 794,000 983,000 23.8 189,000
28 NCIS 945,000 1,134,000 20.0 189,000
29 THE GOOD WIFE 445,000 634,000 42.5 189,000
30 CASTLE-MON 823,000 1,010,000 22.7 187,000
31 GOTHAM -EP2 1,116,000 1,303,000 16.8 187,000
32 MODERN FAMILY: AUSTRALIA 1,419,000 1,602,000 12.9 183,000
33 ELEMENTARY 630,000 812,000 28.9 182,000
34 MR SELFRIDGE-EP2 383,000 565,000 47.5 182,000
35 HOMELAND 218,000 400,000 83.5 182,000
36 CASTLE-EP2 670,000 849,000 26.7 179,000
37 BONES-EP2 631,000 809,000 28.2 178,000
38 EXTANT LATE 193,000 369,000 91.2 176,000
39 MR SELFRIDGE 578,000 752,000 30.1 174,000
40 HAMISH & ANDY'S GAP YEAR 1,412,000 1,586,000 12.3 174,000
PVRs drive incremental audiences
Programming
In 2013-14, commercial free-to-air broadcasters invested a massive $1.9 Billion in
content: $1.54 Billion on Australian content alone. This investment is why Australians
continue to watch and engage with Free TV content across a range of different screens.
Source: Free TV Australia, commercial free-to-air networks investment in programming 2013-14, programming grid features Australian programs to air on Free
TV in 2015.
$1.9 Billion invested in content
Free TV’s live and free sport, quality local drama and must-watch event TV dominate top
program lists. Every one of the top 40 programs on Free TV in 2014 were Australian.
Top 40 Programs on Free TV in 2014
Slide 34
Source: OzTAM and RegionalTAM, 5 cap cities 6 aggregated regional markets, 1 January – 31 December 2014, Free TV channels, metro and regional audiences are added to form a
combined average audience estimate and ranking, based on program title matches, consolidated data.
Rank Program Audience
1 STATE OF ORIGIN NSW V QLD 2ND - MATCH 4,225,000
2 STATE OF ORIGIN QLD V NSW 1ST - MATCH 4,120,000
3 RUGBY LEAGUE GRAND FINAL 4,015,000
4 MY KITCHEN RULES-WINNER ANNOUNCED 3,869,000
5 AFL: GRAND FINAL: SYDNEY V HAWTHORN 3,733,000
6 THE BLOCK GLASSHOUSE -WINNER ANNOUNCED 3,710,000
7 MY KITCHEN RULES-GRAND FINAL 3,459,000
8 AFL: GRAND FINAL: PRESENTATIONS 3,389,000
9 STATE OF ORIGIN QLD V NSW 3RD - MATCH 3,383,000
10 THE BLOCK GLASSHOUSE -AUCTION 3,307,000
11 THE BLOCK: FANS V FAVES -WINNER ANNOUNCED 3,272,000
12 THE BLOCK: FANS V FAVES -AUCTIONS 3,254,000
13 INXS: NEVER TEAR US APART - PART 1 3,238,000
14 HOUSE RULES-WINNER ANNOUNCED 3,214,000
15 MELBOURNE CUP-THE RACE 3,164,000
16 THE VOICE -LAUNCH 3,025,000
17 INXS: NEVER TEAR US APART - PART 2 2,956,000
18 STATE OF ORIGIN QLD V NSW 1ST - PRE MATCH 2,867,000
19 THE BLOCK: FANS V FAVES -GRAND FINAL 2,858,000
20 AFL: GRAND FINAL: ON THE GROUND 2,843,000
Rank Program Audience
21 HOUSE RULES-GRAND FINAL 2,821,000
22 MY KITCHEN RULES-TUE 2,801,000
23 RUGBY LEAGUE GRAND FINAL PRESENTATION 2,775,000
24 MY KITCHEN RULES-MON 2,773,000
25 THE VOICE -WED 2,720,000
26 STATE OF ORIGIN NSW V QLD 2ND - PRE MATCH 2,713,000
27 MY KITCHEN RULES-WED 2,688,000
28 THE VOICE -TUE 2,655,000
29 MY KITCHEN RULES-SUN 2,580,000
30 THE VOICE -SUN 2,563,000
31 THE BLOCK GLASSHOUSE -GRAND FINAL 2,523,000
32 ONE DAY CRICKET -AUSTRALIA V ENGLAND G1 S2 2,505,000
33 HOUSE RULES-REVEAL 2,500,000
34 AFL: GRAND FINAL: POST MATCH 2,493,000
35 HOUSE RULES-MON 2,464,000
36 THE X FACTOR GRAND FINAL-WINNER ANNOUNCED 2,459,000
37 THE VOICE GRAND FINAL 2,388,000
38 TENNIS: 2014 AUST OPEN - MEN'S FINAL 2,381,000
39 MELBOURNE CUP-RACE PRESENTATION 2,380,000
40 THE BLOCK GLASSHOUSE -SUN 2,348,000
Live, free and Australian
Free TV’s Average Audiences – Regular Programs
Free TV’s regular programs consistently attract massive audiences every night of the
week.
Source: OzTAM and RegionalTAM, 5 cap cities 6 aggregated regional markets, 1 January – 31 December 2014, Free TV channels, metro and regional audiences are added to form a combined average audience estimate, based on program title matches, average audiences for programs aired in 2014 (Family Feud up until 19/12/14), excludes encores and repeats, consolidated data.
Regular shows attract millions
Share of Advertising Investment
Source: CEASA Advertising Expenditure in Main Media, 2013/2014, television share includes metro TV, regional TV and pay TV, based on percentage of total
media expenditure, excludes Classified Directories.
According to CEASA data, television garnered a 31.2% share of all media dollars in
FY’14. Free TV continues to dominate expenditure accounting for $3.5 Billion of the $12.8
Billion advertising pie.
Share of Total Advertising Expenditure 2013-14
Television 31.2%
Online Display 10.0% Search &
Directories 17.9%
Online Classifieds
6.4%
Radio 8.0%
Newspapers 16.9%
Magazines 2.8% Other
Publications 1.6%
Cinema 0.8%
Outdoor 4.4%
Advertisers invest in the power of TV
TV’s Effectiveness
Television advertising consistently outperforms other media when it comes to generating
sales. Ebiquity in the UK found that TV is twice as effective as the next best performing
medium at creating a sales uplift per equivalent exposure.
Source: Payback 4: Pathways to Profit, Ebiquity UK database 2011-2014 (analysis based on 10 advertising categories, 100 advertisers).
Media Effectiveness Index – (TV Index = 100)
100.0%
52.0%
27.0%
13.0% 11.0%
Television Press Radio Online Display Out of Home
The Ebiquity study found
that if one exposure on
TV delivers 100 product
sales, then an equivalent
exposure on press
would deliver 52 sales.
TV is the lead effectiveness medium
Advertising Attention By Screen
Australian multi-screen users pay the most attention to ads that they see on television,
more so than advertising they see on any other screen (laptop, tablet, mobile).
Source: Millward Brown AdReaction 2014; ‘How attentive are people to ads on each screen’; Australian multi-screen users.
62%
37% 33% 31%
TV Laptop Tablet Mobile
TV commercials get attention
Source: Payback 4: Pathways to Profit, Ebiquity UK database 2011-2014 (analysis based on 10 advertising categories, 100 advertisers).
TV advertising remains the most effective form of advertising and creates the most profit
for businesses. Ebiquity in the UK found that TV gives an average profit return of 1.79
pounds for every pound invested.
£1.79
£1.52 £1.48
£0.91
£0.37
Television Radio Press Online Display Out of Home
Return on Investment – Ebiquity Database
TV ads generate the most profit
An Australian study conducted by Deloitte found that TV advertising works better than
any other medium at influencing behaviour and driving purchasing decisions. 62 percent
of Australians nominated television advertising as the greatest influence on their decision
to purchase goods and services.
Source: Deloitte State of the Media Democracy Survey 2013; n=2000+ Australians, Not charted: third party websites, reseller websites.
62%
50% 48%
37% 34% 33%
54%
21%
55%
17%
Televisioncommercial
Newspaperad
Magazinead
Radio ad Cinema ad Outdoor Companywebsite
Socialmedia
Onlinereview/blog
SMS ormobile app
Most Influential Advertising Channel
TV is the ultimate influencer
The ratings data included in this report is sourced OzTAM and RegionalTAM (metro,
regional and national pay TV databases):
• Free TV figures include the commercial broadcasters only.
• Free-to-air figures include both the commercial broadcasters and public broadcasters
(ABC and SBS).
• Total TV includes all TV.
• All figures are based on Consolidated ratings ie ‘Live’ plus ‘Playback’ unless
otherwise noted (any viewing of programs done at normal speed within seven days of
the original broadcast).
Other data sourced from recent local and international research studies, as indicated.
About the data in this report
