ThinkTV FACT PACK NEW ZEALAND · 2020-01-31 · 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

ThinkTV FACT PACK NEW ZEALAND

JAN TO DEC 2017

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.

TV Has Changed

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

• 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

BUT FIRST, A QUICK PEAK INSIDE NEW ZEALAND’S LIVING ROOMS

THE DEFINITIVE SLIDE THAT CAPTURES TV’S EVOLUTION (IT'S A REAL TIME SAVER WHEN YOU'RE DOING A TV 101 PRESENTATION)

TAM NZ Panel

expansion by

50% (on-going)

More than 100

channels to

choose from

2017

Igloo cease

service

2016

FOUR replaced

with Bravo

Duke launched

Netflix limits

access to US

content

Amazon Prime

launched in

New Zealand

2015

Netflix

launched in

New Zealand

2014

Lightbox

and NEON

launched

2013

Digital

switchover

completed,

analog signal

switched off

2012

Digital

switchover

commenced

Igloo launched

Quickflix

launched

2011

More than 60

channels in

the market

FOUR

rebranded

from C4

2018

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

Source: Nielsen Consumer and Media Insights, Q1-Q4 2015, 2016, and 2017, Main Household Shopper

7.6 Screens

7.2 Screens

6.8 Screens

New Zealanders use a

myriad of devices to

experience TV in and

outside the home.

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.

Despite having a

multitude of devices and

high internet penetration,

Pay TV is still available in

2-in-5 NZ homes.

TECHNOLOGY MAKES TV AVAILABLE

EVERYWHERE AND AT ANY TIME

Internet

at home 87%

Smart Phone

73%

PVR

45%

Internet / Smart

TV 29%

Tablet

43%

SVOD

34%

Source: Nielsen Consumer and Media Insights, Q1-Q4 2016 and Q1-Q4 2017.

Base: Main household shopper (proxy to indicate household in NZ)

Pay TV

43%

TV

97%

2017

How We TV

2. New Zealanders now spend

over 5 hours and 44 mins

watching video on their

devices

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

IN-HOME TV SCREEN USAGE IS EVOLVING

*Nielsen Television Audience Measurement (Base: All People 5+, Jan-Dec 2017, All Day and Peak)

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

• 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.

IN-HOME TV SCREEN USAGE IS

EVOLVING

*Nielsen Television Audience Measurement (Base: All People 5+, Jan-Dec 2017, All Day)

Source: Nielsen Consumer and Media Insights, Q1-Q4 2017 (Base: All People 10+),


IN-HOME TV SCREEN USAGE IS EVOLVING

BUT BROADCAST TV STILL DOMINATES

Average time spent (minutes) watching TV / video content online in a typical week

- by device type

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.

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%


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) 02:31 01:56 02:15 04:12 02:30

Average Age Group 45-49 35-39 40-44 65-69 40-44

Profile 100.0% 34.9% 39.5% 47.6% 13.5%

WHO WATCHES TV?


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


Profile 100.0% 34.1% 37.2% 49.0% 11.2%

WHO WATCHES IN A SUBSCRIPTION TV HOME?

*Nielsen Television Audience Measurement (Base: All People 5+, Jan-Dec 2017, All Day) / This number includes FTA viewing within Sky Homes.

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


Profile 100.0% 37.5% 43.4% 44.1% 14.0%

WHO WATCHES FREE TO AIR TV?


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


3.8 million New Zealanders in

a month



HOW MANY NEW ZEALANDERS DOES TV

REACH WEEKLY? AVERAGE WEEKLY CUME REACH 000S

% 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 70.8 61.8 69.3 91.5 72.6

Subscription TV 82.1 77.1 81.7 91.8 88.3

AVERAGE WEEKLY CUME REACH %

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

*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 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

TOTAL TV VIEWING 2017 - JAN TO DEC 2017

(hh:mm)


2017

Where And When?

WHEN DO WE EXPERIENCE TV AT HOME?

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

Shape of The Day

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

PLAYBACK VIE

Source: Nielsen TAM, Total TV and SKY Network, Data for % of playback to 7 days (7day playback only available from 2012).

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 last year.

1 IN 10 VIEWERS USE PLAYBACK TV

MOST PLAYBACK IS WITHIN 24HRS OF

BROADCAST

Source: Nielsen TAM, Total TV. 0200-2600. Jan 2017 to Dec 2017. % of Playback viewing


clock: 0200-2600

77% playback in 2 days

77% PLAYBACK TV PROGRAMS WITHIN 2 DAYS

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


clock: 0200-2600

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

PLAYBACK CAN INCREASE AUDIENCES BY

UP TO 24%

2017

Viewing On Other Screens

Source: Nielsen Connected Consumer Report 2017 (Base: Online New Zealanders aged 15+)

DEVICE USED TO WATCH TV PROGRAMMES / MOVIES ONLINE

IN THE LAST 4 WEEKS

PREFERENCE TO USE DESKTOP/LAPTOP PC TO

ACCESS CONTENT ONLINE

WEEKDAY VIEWING PEAKS BETWEEN 6PM

AND 10PM

O

Source: Nielsen Consumer and Media Insights Q1-Q4 2017 (Base: All People 10+),

Television Audience Measurement (AP10+) Average Daily Reach %

WEEKDAY VIEWING BEHAVIOUR

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

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

Source: Nielsen AIS Jan-Dec 2017

Only market-released channels where ad spend data is available

CATEGORIES

$MM

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

TOP 20 ADVERTISERS SPEND ACROSS TV IN 2017

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



ADVERTISER

$MM

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

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



Glossary

KEY TERMS AND

DEFINITIONS TERM DEFINITION NOTES

As 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

Audience OR Projections

OR Thousands (000s)

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

= sum of people watching each minute of

the show or time band / sum of minutes

Consolidated

Data:

Consolidated 7

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')

Consolidated 7 = 'Live' + 'As Live' + 'Time

Shift to 7'

Commercial TV TV channels/services that air commercial content (television adverts) for profit.

Demographic (group)

or Target

Basic descriptor of individuals or households using classifications such as age, sex, occupation

group, education level, household size, etc

Live Viewing of a television program as it is actually broadcast

Main HH Shopper Person aged 18 or older who has primary household shopping responsibilities

Overnight Data 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)

‘Live’ + ‘As Live’ viewing

Playback 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

Playback to 7 Broadcast television content played back through the TV set at normal speed within seven days of

the original broadcast

‘As Live’ + ‘Time Shift to 7'

TERM DEFINITION NOTES

Profile% 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)

= Audience of target group of interest /

Total People Audience

Reach OR Reach (1

min) OR Cumulative

(Cume) Reach

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

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 The panel size for any specific demographic

SHARE% 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)

The average viewing audience for a demographic expressed as a percentage of the relevant Universe

Estimate

= Audience / Universe Estimate

Time Shift to 7 Playback viewing after the research day of broadcast and up to 7 days from broadcast

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

= (Audience / Universe Estimate) x

Event Duration

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

= (Audience / Reach) x Event Duration

Total TV The Total Audience viewing across all of the TV channels that are broadcasted and measured by

Nielsen – includes Live and Consolidated

KEY TERMS AND

DEFINITIONS

For more information contact us:

[email protected]

Documents

ThinkTV FACT PACK NEW ZEALAND · 2020-01-31 · 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