Cntact: Margaret Fearn Jackie Helliker Fearnace Media Nielsen T: + 1 508 369 7189 T: + 61 (0) 403 074 864 E: margaret@fearnacemedia.cm E: jackie.helliker@nielsen.cm AUSTRALIANS EMBRACE NEW CONTENT AND PLATFORM OPTIONS, BROADCAST TV VIEWING REMAINS STRONG: Q1 2017 AUSTRALIAN VIDEO VIEWING REPORT Mnday, 10 July 2017 The Q1 (January-March) 2017 Australian Vide Viewing Reprt frm Reginal TAM, OzTAM and Nielsen shws vide viewing behaviur cntinues t shift with grwing cntent, device and platfrm chices. The reprt examines the times f day when Australians watch vide as well as the amunt f time they devte t ding s fr a mre cmplete perspective n changing viewing patterns. Fr instance, at hme where mst vide viewing takes place Australians have numerus ptins, and this encurages the crss-screen spreading behaviur bserved fr several years. That in turn cntributes t the steady and gradual decline in the amunt f time Australians spend watching live and time-shifted TV particularly in the evenings, when peple generally have the mst available time. Meanwhile, nw-ubiquitus cnnected mbile devices allw peple t cnsume vide at different times f day, including when they are utside the hme. Fr sme peple this creates mre time and pprtunity t watch. Despite unprecedented chice, n average acrss the ttal ppulatin TV remains the mstwatched screen, and mst Australians watch sme bradcast TV (free-t-air and subscriptin channels) each week. This editin f the Australian Vide Viewing Reprt includes a sptlight n the new Ttal Grcery Shppers demgraphic intrduced at the start f the 2017 ratings year t reflect changing Australian husehld characteristics and better capture all grcery buyers in a hme. Amng ther patterns, the data shws yunger men make a significant cntributin t husehld shpping. BROADCAST TV VIEWING ON TV SETS 1 19.9 millin Australians (83.7 per cent f the ppulatin in peple metered markets) watch sme bradcast TV (free-t-air and subscriptin channels) n in-hme TV sets each week. Reach is strng amng all age grups. Fr example, acrss the day tw thirds (65.6 per cent) f 18-24 year-lds wh are relatively light viewers cmpared t ther age grups watched bradcast TV weekly in Q1 2017. 2017 Reginal TAM, OzTAM, Nielsen. All rights reserved Page 1 f 5
In Q1 2017, Australians watched an average f 79 hurs and 30 minutes (79:30) f bradcast TV n in-hme TV sets per persn each mnth: 89.1 per cent (70:52) was watched live-t-air. 8.9 per cent (7:04) was played back within seven days. 1.9 per cent (1:33) was time-shifted between eight and 28 days f the riginal bradcast. As televisin sets becme increasingly smart and multi-functinal, Australians are devting a greater percentage f the time they use them fr purpses ther than watching live r playing back bradcast TV: In Q1 2017, Australians spent 28 per cent f their time with their TV sets acrss the day ding smething ther than watching live r playing back bradcast TV within 28 days. In prime time the prprtin f this ther TV screen use was 25 per cent. Even with extensive platfrm, cntent and device chice, Australians watch 2:39 f live and playback TV n in-hme TV sets each day 33 fewer minutes per day than they did six years ag (Q1 2011). BROADCAST TV VIEWING ON CONNECTED DEVICES 2 Between 1 and 2 per cent f all bradcast TV cntent viewed each week takes place n cnnected devices. Device prtability and the times at which peple are available t watch influence viewing patterns: All cnnected devices have an evening viewing peak. There is mre nline viewing during the daytime at weekends cmpared t weekdays. On weekdays catch up (vide n demand) viewing n tablets picks up in the afternn, cinciding with the end f the schl day. There is als a slight bump fr catch up viewing n weekdays arund lunchtime. Catch up activity peaks later in the evenings than live streaming. While live viewing n desktps and laptps builds thrugh the day (as it des fr ther cnnected devices), live streaming n tablets and smartphnes prgressively builds t a peak later in the evening. There is a clear weekday mrning peak n smartphnes and tablets fr bth live and catch up viewing. On weekend mrnings catch up n smartphnes and tablets is mre prnunced frm early until mid-mrning. 2017 Reginal TAM, OzTAM, Nielsen. All rights reserved Page 2 f 5
VIDEO VIEWING ON DESKTOPS AND LAPTOPS 3 Active nline Australians aged 2+ wh watch any vide n a desktp r laptp spend n average 13:04 per mnth per viewer ding s. Such viewing is highest amng 18-24s (22:04) and lwest amng peple 65+ (6 hurs). VIDEO VIEWING ON SMARTPHONES AND TABLETS 4 Online Australians aged 18+ wh watch any vide n a smartphne r tablet claim t spend 2:46 and 2:34, respectively, per persn ding s each mnth. 18-24s say they watch the mst vide n smartphnes (9:01 per mnth). 25-34s claim t watch the mst n tablets (4:23). TOTAL SHOPPERS 5 The traditinal weekly shp by a main grcery buyer is increasingly less typical. Peple nw shp multiple times during the week, with thse duties ften shared between parents and ther family members. T reflect these changing behaviurs and Australian husehld characteristics, OzTAM and Reginal TAM intrduced a new Ttal Grcery Shppers demgraphic at the start f the 2017 ratings year. It jins the lngstanding Main Grcery Buyer demgraphic, and tgether these variables prvide a mre cmprehensive picture f wh shps and influences grcery purchasing decisins in Australian hmes. By bradening the definitin f husehld shppers, sme patterns emerge: Cmpared t Main Grcery Buyers, Alternate Shppers skew yung (40.7 per cent f them are aged 18-39) and male (70 per cent are men). Cmpared t Main Grcery Buyers, Alternate Shppers are mre likely t be emplyed (67 per cent f them are) and live in dual incme husehlds (62 per cent d). Alternate Shppers are relatively light TV viewers cmpared t Main Grcery Buyers, reflecting the demgraphic s yung male skew. As is the case amng the general ppulatin, lder Main Grcery Buyers and Alternate Shppers watch mre TV than their yunger cunterparts d. Reginal TAM Chairman and General Manager, Prime Televisin, Tny Hgarth said: This Q1 2017 Australian Vide Viewing Reprt is the natural evlutin f the Australian Multi Screen Reprt, prviding a simplified framewrk whilst maintaining the cre measurement metrics f past reprts. With the increased viewing ptins and platfrms available the in-hme televisin set is still the mst ppular chice, with bradcast televisin reaching 83.7 per cent f Australians weekly. Reginal Australians in particular spend just ver 87 hurs watching bradcast televisin n average each mnth, which is almst eight hurs mre than the natinal average. 2017 Reginal TAM, OzTAM, Nielsen. All rights reserved Page 3 f 5
Craig Jhnsn, Reginal Managing Directr, Media, Nielsen, said: As we mve thrugh 2017 we ve cntinued t see grwth f Australians aged 18-24 engaging with vide cntent nline. This is certainly reflected in vide viewing n mbile devices with this grup nw spending mre than nine hurs a mnth watching vide via a smartphne making them the biggest cnsumers f mbile vide cntent. Cntent prviders and advertisers need t be flexible with their appraches in rder t reach cnsumers where they are, and n any screen size they chse fr that mment. OzTAM CEO Dug Peiffer said: The Q1 2017 Australian Vide Viewing Reprt cnfirms Australians' huge appetite fr vide. As peple embrace device and platfrm chice, fr sme these new ptins actually create mre time t stay up t date with their favurite TV prgrams r watch ther vide fr example, while cmmuting r taking a few minutes ut during their lunch break. Althugh cnnected screens and endless cntent ptins cntribute t the gradual decline in the time peple spend watching live and time-shifted TV, particularly fr yunger viewers, nearly all Australians watch bradcast TV each week. On average acrss the ttal ppulatin TV remains the mst-watched screen. ADDITIONAL FINDINGS: Q1 (JANUARY-MARCH) 2017: On average, Australian hmes have 6.2 screens each (6.4 in Q1 2016). 6 59% f hmes have PVRs; 17% have tw r mre (Q1 2016: 58%; 17%). 38% f hmes have internet-capable TVs, whether cnnected r nt (Q1 2016: 35%). Within thse hmes, 69% f internet-capable TVs are cnnected, equating t 26% acrss all TV husehlds. 49% f hmes have tablets (49% in Q1 2016). 81% f husehlds have ne r mre smartphnes (81% in Q1 2016). 100% f Australian televisin hmes can access digital terrestrial televisin (DTT) channels. 97% can d s n every husehld TV set. 96% can receive high definitin (HD) DTT bradcasts n all TV sets in the hme. Husehld internet penetratin is stable at 79%. Surces: Reginal TAM, OzTAM, Nielsen. The full reprt is available upn request. Abut The Australian Vide Viewing Reprt The Australian Vide Viewing Reprt, released quarterly, is the cuntry s nly natinal research int trends in vide viewing in Australian hmes acrss televisin, cmputers and mbile devices drawing n the best available measurement surces. It cmbines data frm the OzTAM and Reginal TAM televisin ratings panels; Nielsen Online Ratings; Nielsen s Australian Cnnected Cnsumers reprt; and OzTAM s Vide Player Measurement (VPM) data. 2017 Reginal TAM, OzTAM, Nielsen. All rights reserved Page 4 f 5
Abut Reginal TAM Reginal TAM Pty Limited is a jint venture cmprising the five free-t-air (FTA) reginal cmmercial netwrks NBN Limited, Prime Televisin Pty Ltd, Seven Queensland, Suthern Crss Austere, and WIN Crpratin Pty Ltd. Cllected and marketed by Nielsen Televisin Audience Measurement, Reginal TAM data is the fficial televisin audience measurement (TAM) f FTA and Subscriptin Televisin viewing in the five east cast aggregated reginal markets, including its 19 cmpnent sub-markets, and the Reginal Western Australian market. Reginal TAM televisin ratings infrmatin is designed t be an independent, reliable and transparent audience measurement system that prvides the currency by which televisin is bught, sld and evaluated. The audience data is used by televisin netwrks, advertisers, media buyers and prgram suppliers t aid them t understand viewer behaviur, and in assessing prgram r netwrk perfrmance. Mre at http://www.reginaltam.cm.au Abut OzTAM OzTAM is Australia s fficial surce f televisin audience measurement (TAM) cvering the five metrplitan markets (Sydney, Melburne, Brisbane, Adelaide and Perth) and natinally fr subscriptin televisin. OzTAM ratings are the accepted metric by which Australian televisin is evaluated. The media industry uses OzTAM data t assist in prgram develpment, advertising planning and t gauge the perfrmance f televisin prgrams, netwrks and advertising campaigns. OzTAM s Vide Player Measurement (VPM) reprting service prvides Australia s first fficial figures fr viewing f internet-delivered TV cntent. www.ztam.cm.au Abut Nielsen Nielsen N.V. (NYSE: NLSN) is a glbal perfrmance management cmpany that prvides a cmprehensive understanding f what cnsumers Watch and Buy. Nielsen s Watch segment prvides media and advertising clients with Ttal Audience measurement services acrss all devices where cntent vide, audi and text is cnsumed. The Buy segment ffers cnsumer packaged gds manufacturers and retailers the industry s nly glbal view f retail perfrmance measurement. By integrating infrmatin frm its Watch and Buy segments and ther data surces, Nielsen prvides its clients with bth wrld-class measurement as well as analytics that help imprve perfrmance. Nielsen, an S&P 500 cmpany, has peratins in ver 100 cuntries that cver mre than 90 per cent f the wrld s ppulatin. Fr mre infrmatin, visit www.nielsen.cm 1 Time spent watching bradcast TV in the hme is frm cmbined OzTAM Metr and Reginal TAM databases with verlap hmes de-duplicated. Average time spent viewing 2am-2am (0200-2600) per persn, whether r nt they watch TV, within metered markets. Includes free-t-air and subscriptin televisin channels. Playback is when watched. Fractinal minutes have been runded. 2 OzTAM Vide Player Measurement (VPM). All participating bradcasters nline cntent played t cnnected devices. 3 Time spent watching any vide n desktp/laptp is frm Nielsen Online Ratings (NOR) - Hybrid Streaming. Per viewer (active users nly) aged 2+. 4 Time spent watching any vide n a smartphne r tablet is frm Nielsen Australian Cnnected Cnsumers Reprt 2017. Online Australians aged 18+ per persn, regardless f vide cnsumptin. 5 Cmbined OzTAM Metr and Reginal TAM databases with verlap hmes de-duplicated. Universe estimates: Ttal TV Q1 2017. Alternate Shpper defined as Main Grcery Buyer n and Shpper yes. 6 Estimates fr internet cnnectin, smartphne in hme, tablet husehld penetratin and internet capable TV in hme are frm cmbined OzTAM Metr and Reginal TAM quarterly Establishment Surveys (ES). Based n mbile and landline CATI ES. Internet cnnectin and tablet penetratin based n rlling fur-quarter averages t stabilise mnth-t-mnth trends. Estimate fr internet-capable TV in hme refers t the capability t be internet cnnected, whether cnnected r nt. Smartphne estimates are percentage f hmes with at least ne smartphne. 2017 Reginal TAM, OzTAM, Nielsen. All rights reserved Page 5 f 5