ThinkTV FACT PACK NEW ZEALAND JAN TO DEC 2017
TV Has Changed NEW ZEALAND Today s TV is a sensory experience enjoyed by over 3 million viewers every week. Powered by new technologies to make TV available to New Zealanders anywhere, any time on any screen. To help advertisers and agencies understand how TV evolved over the last year, ThinkTV has created a Fact Pack with all the stats for New Zealand TV. ThinkTV s Fact Pack summarises the New Zealand TV marketplace, in-home TV viewing, timeshifted viewing and online video consumption. And, because we know today s TV is powered by amazing content, we ve included information on some top shows, top advertisers and top adverts to provide you with an insight into what was watched by New Zealanders in 2017.
2017 THE NEW ZEALAND TV MARKETPLACE
BIG, SMALL, MOBILE, SMART, CONNECTED, CURVED, VIRTUAL, 3D, DELAYED, HD, 4K, ON-DEMAND, CAST, STREAM THE TV IS AS CENTRAL TO OUR ENTERTAINMENT AS IT S EVER BEEN. 1. HD-capable TV sets are now in virtually every home in New Zealand 2. Each home now has on average 7.6 screens capable of viewing video 3. Almost 1 in every 3 homes has a internet-connected smart TV
BUT FIRST, A QUICK PEAK INSIDE NEW ZEALAND S LIVING ROOMS In 2015 New Zealand TV celebrated 55 years of broadcast with the first transmission on 1 June, 1960 Today s TV experience includes Four HD Free-to-air channels Two Commercial Free-to-Air broadcasters One Subscription TV provider Today s TV is DIGITAL in fact, Digital TV debuted in 2006 followed by multi-channels in 2007 In its 58th year, New Zealand TV continues to change and evolve. Catch-up TV services are growing rapidly, significant SVOD services (Netflix, Lightbox and Neon) are available and connected TV s are changing the way New Zealanders experience TV
THE DEFINITIVE SLIDE THAT CAPTURES TV S EVOLUTION (IT'S A REAL TIME SAVER WHEN YOU'RE DOING A TV 101 PRESENTATION) 2011 2012 2013 2014 2015 2016 2017 2018 More than 60 channels in the market FOUR rebranded from C4 Digital switchover commenced Igloo launched Quickflix launched Digital switchover completed, analog signal switched off Lightbox and NEON launched Netflix launched in New Zealand FOUR replaced with Bravo Duke launched Netflix limits access to US content Igloo cease service TAM NZ Panel expansion by 50% (on-going) More than 100 channels to choose from Amazon Prime launched in New Zealand
AN AVERAGE NEW ZEALAND HOME HAS MORE THAN 6 SCREENS Total number of screens in homes has risen over the past two years. Growth across portable screens is driving the increased number of screens per household, while number of TVs per household has remained stable. SCREENS IN NEW ZEALAND HOMES 7.6 Screens 7.2 Screens 6.8 Screens Source: Nielsen Consumer and Media Insights, Q1-Q4 2015, 2016, and 2017, Main Household Shopper
TECHNOLOGY MAKES TV AVAILABLE EVERYWHERE AND AT ANY TIME New Zealanders use a myriad of devices to experience TV in and outside the home. TV 97% Smart Phone 73% Internet at home 87% PVR 45% The TV set is the most pervasive: in almost all New Zealand households. Nearly a third of New Zealanders live in households with a internet / smart TV. Tablet 43% Pay TV 43% Internet / Smart TV 29% SVOD 34% Despite having a multitude of devices and high internet penetration, Pay TV is still available in 2-in-5 NZ homes. Source: Nielsen Consumer and Media Insights, Q1-Q4 2016 and Q1-Q4 2017. Base: Main household shopper (proxy to indicate household in NZ)
2017 How We TV
BINGE YOUR FAVOURITE TV SHOW ON A TABLET BEFORE BED? HOW DOES NEW ZEALAND DO TV TODAY? 1. We spend nearly 24 hours in front of the TV screen each week 2. New Zealanders now spend over 5 hours and 44 mins watching video on their devices
IN-HOME TV SCREEN USAGE IS EVOLVING AVERAGE WEEKLY TIME SPENT IN FRONT OF THE TV SCREEN TOTAL USE OF THE TV SET Weekly Average 0200-2600 (hh:mm) 1800-2229 (hh:mm) Total TV Screen Use 23:55 11:26 Total Broadcast TV 17:30 8:52 Watching Live TV 15:45 7:42 Watching As Live :49 :28 Watching Playback to 7 days :56 :42 Other TV Screen Use 6:18 2:34 *Nielsen Television Audience Measurement (Base: All People 5+, Jan-Dec 2017, All Day and Peak)
IN-HOME TV SCREEN USAGE IS EVOLVING New Zealanders spend 103 hours and 29 mins with their TV sets on average per month 76 hours and 6 mins is spent with Broadcast TV New Zealanders watched an average of 4 hours and 4 mins of playback TV through their TV sets within 7 days of the live broadcast. In prime time this viewing is a little over 3 hours New Zealanders spend 6 hours and 18 mins a week with the TV set doing something other than watching live or playback TV On average 4 hours and 4 mins of Broadcast TV is watched on catch up, but within 24 hours of broadcast. *Nielsen Television Audience Measurement (Base: All People 5+, Jan-Dec 2017, All Day)
IN-HOME TV SCREEN USAGE IS EVOLVING BUT BROADCAST TV STILL DOMINATES In an average week New Zealanders spend an average of 5 hours and 44 minutes watching TV/video content online across all devices, as opposed to 18 hours 12 mins of traditional broadcast TV. Source: Nielsen Consumer and Media Insights, Q1-Q4 2017 (Base: All People 10+), *Nielsen Television Audience Measurement (Base: All People 10+, Jan-Dec 2017, All Day) Average time spent (minutes) watching TV / video content online in a typical week - by device type
2017 Who Is Watching?
NEED TO SHOW YOU KNOW YOUR RATINGS? THESE THREE SHOULD DO THE TRICK. 1. On average, New Zealanders watch 2 hours and 31 minutes of broadcast-delivered TV a day 2. 25-54 year olds watch an average of 2 hours and 15 minutes of TV a day 3. Those with subscription TV tend to watch more TV than those without.
WHO WATCHES TV? Total 25-54 - 39.5% 18-54 - 43.2% Males 25-54 - 36.7% 18-54 - 39.9% Females 25-54 - 41.9% 18-54 - 46.1% *Nielsen Television Audience Measurement (Base: All People 5+, Jan-Dec 2017, All Day)
WHO WATCHES TV? TOTAL TV 2017 (0200-2600) Total 5+ 18-49 25-54 55+ Shopper with Child Audience 458,800 160,400 181,500 218,300 57,800 AUD % 10.5 8.0 9.3 17.5 10.4 Av Daily Reach % 1min 59.9 50.9 58.1 82.2 59.6 Average Time Viewed (Univ) (hh:mm) Average Age Group 02:31 01:56 02:15 04:12 02:30 45-49 35-39 40-44 65-69 40-44 Profile 100.0% 34.9% 39.5% 47.6% 13.5% *Nielsen Television Audience Measurement (Base: All People 5+, Jan-Dec 2017, All Day)
WHO WATCHES IN A SUBSCRIPTION TV HOME? SUBSCRIPTION TV (0200-2600) Total 5+ 18-49 25-54 55+ Shopper with Child Audience 265,700 90,600 98,900 130,200 29,700 AUD % 12.3 10.1 11.3 18.7 11.7 Av Daily Reach % 1min 67.1 61.6 68.3 82.3 69.0 Average Time Viewed (Univ) (hh:mm) 02:58 02:25 02:43 04:30 02:48 Average Age Group 45-49 35-39 40-44 65-69 40-44 Profile 100.0% 34.1% 37.2% 49.0% 11.2% *Nielsen Television Audience Measurement (Base: All People 5+, Jan-Dec 2017, All Day) / This number includes FTA viewing within Sky Homes.
WHO WATCHES FREE TO AIR TV? FREE TO AIR 2017 (0200-2600) Total 5+ 18-49 25-54 55+ Shopper with Child Audience 231,000 86,700 100,300 101,900 32,300 AUD % 9.1 7.0 8.3 15.9 9.4 Av Daily Reach % 1min 54.7 45.0 52.2 81.4 53.4 Average Time Viewed (Univ)(hh:mm) 02:11 01:41 01:59 03:39 02:15 Average Age Group 45-49 35-39 40-44 65-69 40-44 Profile 100.0% 37.5% 43.4% 44.1% 14.0% *Nielsen Television Audience Measurement (Base: All People 5+, Jan-Dec 2017, All Day)
2017 How Many New Zealanders Tune Into TV Content?
HOW MANY NEW ZEALANDERS EXPERIENCE BROADCAST TV? 2.5 million New Zealanders in a day 57% of the population 3.35 million New Zealanders in a week 77% of the population 3.8 million New Zealanders in a month 87% of the population *Nielsen Television Audience Measurement (Base: All People 5+, Jan-Dec 2017, All Day)
HOW MANY NEW ZEALANDERS DOES TV REACH WEEKLY? AVERAGE WEEKLY CUME REACH 000S 000s Total 5+ 18-49 25-54 55+ Main HH Shopper with Child(ren) Total 3,349 1,368 1,453 1,144 443 Free to air 1,581 676 739 506 220 Subscription TV 1,767 691 714 638 224 AVERAGE WEEKLY CUME REACH % % Total 5+ 18-49 25-54 55+ Main HH Shopper with Child(ren) Total 76.3 68.6 74.8 91.7 79.7 Free to air Subscription TV 70.8 61.8 69.3 91.5 72.6 82.1 77.1 81.7 91.8 88.3 *Nielsen Television Audience Measurement (Base: All People 5+, No Subscription/Pay TV in HH, Subscription/Pay TV in HH, Jan-Dec 2017, All Day)
2017 How Long?
HOW LONG DO NEW ZEALANDERS SPEND WITH TV EACH DAY? TOTAL TV VIEWING 2017 - JAN TO DEC 2017 (hh:mm) Total 5+ 18-49 25-54 55+ Main HH Shopper with Child(ren) Total Households 02:31 01:56 02:15 04:12 02:30 Free to air Households 02:11 01:41 01:59 03:39 02:15 Subscription TV Households 02:58 02:25 02:43 04:30 02:48 *Nielsen Television Audience Measurement (Base: All People 5+, Jan-Dec 2017, All Day)
2017 Where And When?
WHEN DO WE EXPERIENCE TV AT HOME? Shape of The Day Source: Nielsen TAM. Total TV. TARP, 0200-2600. Jan to Dec 2016 V Jan to Dec 2017 Includes live viewing and playback through the TV set at the time it is watched within 7 days. Time bands use the industry standard 26-hour TV clock: 0200-2600
2017 Playback
WONDERING ABOUT LIVE OR PLAYBACK (PVR) VIEWING? HERE S THREE FACTS. 1. 90 of broadcast TV viewing is live 2. 77% of playback viewing occurs within 24 hours 3. Drama audiences increase 4% with playback viewing
1 IN 10 VIEWERS USE PLAYBACK TV Since the inception of playback viewing in 2012, paid TV continues to have a larger proportion of playback viewing than overall TV viewing levels. Playback viewing now accounts for 10% of overall TV viewing, whilst is slightly higher on paid TV at 12% in the PLAYBACK last year. VIE Source: Nielsen TAM, Total TV and SKY Network, Data for % of playback to 7 days (7day playback only available from 2012).
MOST PLAYBACK IS WITHIN 24HRS OF BROADCAST 77% PLAYBACK TV PROGRAMS WITHIN 2 DAYS 77% playback in 2 days Source: Nielsen TAM, Total TV. 0200-2600. Jan 2017 to Dec 2017. % of Playback viewing Includes live viewing and playback through the TV set at the time it is watched within 7 days. Time bands use the industry standard 26-hour TV clock: 0200-2600
MOST SUBSCRIPTION TV PLAYBACK IS WITHIN 24HRS OF BROADCAST 78% PLAYBACK TV PROGRAMS WITHIN 2 DAYS FOR STV 78% playback in 2 days Source: Nielsen TAM, SKY Network. 0200-2600. Jan 2017 to Dec 2017. % of Playback viewing Includes live viewing and playback through the TV set at the time it is watched within 7 days. Time bands use the industry standard 26-hour TV clock: 0200-2600
PLAYBACK CAN INCREASE AUDIENCES BY UP TO 24% Source: Nielsen TAM, Total TV. 0200-2600. Jan 2017 to Dec 2017 FTA Networks only Includes live viewing and playback through the TV set at the time it is watched within 7 days. Time bands use the industry standard 26-hour TV clock: 0200-2600
2017 Viewing On Other Screens
PREFERENCE TO USE DESKTOP/LAPTOP PC TO ACCESS CONTENT ONLINE DEVICE USED TO WATCH TV PROGRAMMES / MOVIES ONLINE IN THE LAST 4 WEEKS Source: Nielsen Connected Consumer Report 2017 (Base: Online New Zealanders aged 15+)
WEEKDAY VIEWING PEAKS BETWEEN 6PM AND 10PM WEEKDAY VIEWING BEHAVIOUR O Source: Nielsen Consumer and Media Insights Q1-Q4 2017 (Base: All People 10+), Television Audience Measurement (AP10+) Average Daily Reach %
WEEKEND VIEWING GRADUALLY BUILDS UP TO PEAK BETWEEN 6PM-10PM WEEKEND VIEWING BEHAVIOUR Source: Nielsen Consumer and Media Insights Q1-Q4 2017 (Base: All People 10+), Television Audience Measurement (AP10+) Average Daily Reach %
2017 Program All Stars
WHO WAS WATCHING WHAT THIS YEAR? HERE S THREE KEY FACTS TO KEEP YOU IN THE KNOW. 1. News was the #1 genre of the year, closely followed by Soap 2. The top sporting programme of the year was International Rugby Championship 3. The top reality programme of the year was Dog Squad
Ads and Advertisers
TOP 20 CATEGORIES SPEND ACROSS TV IN 2017 CATEGORIES $MM CATEGORIES $MM 1 Retail $238.1 2 Foodstuffs $194.6 3 Leisure, Entertainment $161.1 4 Automotive $135.8 5 Pharmaceuticals, Health $100.1 6 Toiletries/Cosmetics $95.6 7 Government Departments, Services & Community $80.4 8 Travel $76.5 9 Investment, Finance, Banking $76.0 10 Home Improvements $65.9 11 Household Electrical Products $57.9 12 Household Furnishings $48.7 13 Beverages $48.5 14 Insurance $47.1 15 Telecommunication $45.5 16 Household Cleaning Products $33.4 17 Computers $32.7 18 Real Estate $22.2 19 Agricultural $19.6 20 Household Items $17.3 Source: Nielsen AIS Jan-Dec 2017 Only market-released channels where ad spend data is available
TOP 20 ADVERTISERS SPEND ACROSS TV IN 2017 ADVERTISER $MM ADVERTISER $MM 1 Reckitt Benckiser NZ $60.1 2 Harvey Norman $53.7 3 Foodstuffs NZ Ltd $47.3 4 Progressive Enterprises Ltd $35.0 5 Brand Developers Ltd $33.8 6 Unilever Australasia $31.4 7 The Warehouse Ltd $30.6 8 Vodafone New Zealand $30.0 9 NZ Lotteries Commission $28.5 10 Briscoes (NZ) Ltd $26.2 11 Restaurant Brands NZ-KFC $23.7 12 Nestle NZ Ltd $20.5 13 Rebel Sport Ltd $19.3 14 Trivago GMBH $19.2 15 Colgate-Palmolive Ltd $17.4 16 Bunnings Pty Ltd $17.1 17 NZ Transport Agency $16.8 18 Farmers Trading Co Ltd $15.9 19 Antares Restaurant Group $15.2 20 Procter & Gamble NZ Ltd $14.7 Source: Nielsen AIS Jan-Dec 2017 Only market-released channels where ad spend data is available
TOP 10 ADVERTISEMENTS ACROSS TV IN 2017 CREATIVES $MM 1 NZ Transport Agency $5.13 2 The Warehouse $3.13 3 Colgate Bright Smiles Bright Future $2.91 4 Vanish Gold $2.74 5 Scholl Gel Active $2.63 6 Trivago $2.55 7 Vanish Gold $2.45 8 Scholl Velvet Smooth Exp. Pedi $2.38 9 Nurofen Zavance $2.37 10 Lotto $2.27 Source: Nielsen AIS Jan-Dec 2017 Only market-released channels where ad spend data is available
Glossary
KEY TERMS AND DEFINITIONS TERM DEFINITION NOTES As Live Audience OR Projections OR Thousands (000s) Consolidated Data: Consolidated 7 Commercial TV Demographic (group) or Target Live Viewing of recorded television broadcast content that occurs within the same research day (2am-2am) but viewed at a later time than the original broadcast time; for example, pausing a program and then continuing to watch it as a recording The average number of people (or homes) in a target market who were watching a specific event or time band each minute, expressed in absolute figures for that demographic Nielsen s final ratings incorporating Live viewing and viewing of broadcast content that is played back through the television set at normal speed either within seven days of original broadcast ('Consolidated 7') TV channels/services that air commercial content (television adverts) for profit. Basic descriptor of individuals or households using classifications such as age, sex, occupation group, education level, household size, etc Viewing of a television program as it is actually broadcast = sum of people watching each minute of the show or time band / sum of minutes Consolidated 7 = 'Live' + 'As Live' + 'Time Shift to 7' Main HH Shopper Person aged 18 or older who has primary household shopping responsibilities Overnight Data Playback Playback to 7 Nielsen ratings delivered each morning for the previous research day, incorporating Live viewing and viewing of content that was broadcast yesterday, recorded and played back by 2am ( As Live viewing) Viewing that has been recorded on the TV set and playback through the TV set, after the research day has end (0200-0200) but within 28 days Broadcast television content played back through the TV set at normal speed within seven days of the original broadcast Live + As Live viewing As Live + Time Shift to 7'
KEY TERMS AND DEFINITIONS TERM DEFINITION NOTES Profile% Reach OR Reach (1 min) OR Cumulative (Cume) Reach Shows the audience composition of an event or time band by calculating the proportion of viewers in the target demographic to the number of viewers in the base target (usually Total People) The sum of the number of unique viewers who have seen at least one minute of an event or time band across its total duration = Audience of target group of interest / Total People Audience An individual or household is only counted once if they have viewed at least one minute of the event or time band Reach% The sum of unique viewers expressed as a percentage of the universe for the target demographic = Reach / Universe Estimate Research Day 2am 2am on any calendar day Sample Size SHARE% The panel size for any specific demographic The viewers of a particular event or time band per minute expressed as a percentage of Total TV viewing during the same time period = Audience for an event / Audience for Total TV at that particular time STV or PTV Subscription TV also know as Pay TV subscription based television channels where a fee is charge to view the broadcast channel or content
KEY TERMS AND DEFINITIONS TERM DEFINITION NOTES TARP (Target Audience Rating Point) Time Shift to 7 The average viewing audience for a demographic expressed as a percentage of the relevant Universe Estimate Playback viewing after the research day of broadcast and up to 7 days from broadcast = Audience / Universe Estimate Time Spent Viewing / Demo Of the total number of people in the target market (potential audience), the number of minutes each person viewed of a specific event. This variable considers the potential of the target, even if many individuals in the target audience did not watch the event being analysed Time Spent Viewing / Viewer The average number of hours or minutes each individual has seen of the program or time band being analysed compared to the total number of people in the target audience. Each individual must have watched at least 1 minute of the event to be counted Total TV The Total Audience viewing across all of the TV channels that are broadcasted and measured by Nielsen includes Live and Consolidated = (Audience / Universe Estimate) x Event Duration = (Audience / Reach) x Event Duration
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