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: [email protected]