TELEVISION INDUSTRY REPORT
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1 TELEVISION INDUSTRY REPORT
2 About this report Slide 2 This report provides key facts and figures about television viewing including year-to-date ratings for the period ending July 2011 (weeks 1 to 31). The report includes references to both Free TV and free-to-air TV. Free TV figures reflect ratings for the commercial free-to-air television broadcasters. Free-to-air figures include both the commercial free-to-air television broadcasters (Free TV), as well as the public broadcasters (ABC and SBS).
3 The majority of people s time is spent with TV Despite the plethora of entertainment and information options now available to consumers, Australians still spend more time with television that any other media. Television dominates media consumption, accounting for 40 per cent of people s media time. Slide 3 Time Spent With Media Average Hours Per Week Internet 12.9 hrs Magazines 1.5 hrs Newspapers 3.1 hrs 3% 6% Radio 13.4 hrs 25% 26% 40% Television 20.8 hrs Source: Roy Morgan Australia, single source, January to Dec 2010, all people, n=18,254, hours per week
4 Sales of TVs have hit an all-time high Slide 4 Despite the soft retail environment, Australians are continuing to invest in their television viewing experience within the home. According to Canon s Digital Lifestyle Index, 2010 saw record sales of both LCD and plasmas - up 27 per cent and 21 per cent respectively. Australian Unit Sales of LCD and Plasma TVs Comparison 3,036,000 1,961,000 2,415,000 1,348, Source: Canon Digital Lifestyle Index half yearly reports , figures are rounded
5 The majority of homes now enjoying digital TV Slide 5 More than 8 in 10 Australian households have already converted their main television set within the home to digital. What's more, nearly 60 per cent of these homes have converted all TVs in the household to digital. Penetration of Digital TV Australian Households Digital Tracker Q % 72% 79% 78% 82% 82% 85% 83% 84% 83% 86% National Syd Mel Bris Adl Per Reg Vic Reg QLD Sthn NSW Source: DBCDE Digital Tracker Q1 2011, chart excludes converted markets and Remote WA and Remote Central; converted all Nthn NSW Tas
6 Time Spent Viewing Traditional TV viewing has hit a five-year high Slide 6 Official ratings data shows that Australians are watching more TV in On average, Australians are watching 3 hours and 13 minutes of total TV a day in metro areas a 5-year high! Regional TV viewing is also up up from 3 hours and 11 minutes in 2010 to 3 hours and 26 minutes in Viewing of Free TV networks is driving the overall increase. Time Spent Watching Total TV Per Day YTD Comparison Metro (All People) 3:12 3:11 3:13 3:07 3: Source: OzTAM, 5 cap cities, weeks , 2am -2am, total TV, total individuals, average time viewed (ATV), 2010 and 2011 figures are based on Consolidated data, note panel change 27 December 2009
7 Time Spent Viewing TV viewing increasing across key demos Slide 7 In fact, viewing of traditional television is increasing across key demographics. People 55+ and Grocery Buyers are watching more than 4 hours of TV a day. Time Spent Watching Total TV Per Day YTD Comparison By Demographic 3:32 3:20 4:45 4:12 3:50 3:37 4:49 4: mins + 4 mins + 11 mins + 8 mins + 15 mins + 18 mins + 15 mins + 18 mins Ppl 18+ Ppl Ppl 55+ GB Ppl 18+ Ppl Ppl 55+ GB Metro Regional Source: OzTAM and RegionalTAM, 5 cap cities, 4 aggregated markets (ex Tas), weeks v 2010, 2am-2am, total TV, average time viewed (ATV), based on Consolidated data
8 Average Daily Reach 14.3 million are tuning into Free TV every day Slide 8 Every day, 14.3 million Australians tune into commercial free-to-air television (Free TV). The number of people watching the commercial television networks this year has hit a 7-year high! Free TV s must-watch programming and the new channels are driving this unprecedented increase. Free TV s Average Daily Reach Comparison National 14.3 million + 7% 13.4 million 13.2 million 13.3 million 12.9 million Source: OzTAM and RegionalTAM, 5 cap cities and 5 aggregated markets (incl Tas), metro and regional are combined to form a national estimate, weeks , 2am-2am, total commercial TV (excl spill), total individuals, average daily reach, 2010 and 2011 data is based on Consolidated, note panel change 27 December 2009
9 Share of TV Viewing Free TV is garnering a greater share of viewing In 2011, Free TV s share of daily viewing is increasing in both metro and regional markets. While Free TV s share of television viewing is increasing, pay TV s share is continuing to decline. Share of TV Viewing Comparison 2am - 2am Slide 9 Free-to-air Free TV Pay TV Metro Regional Source: OzTAM and RegionalTAM, 5 cap cities, 4 aggregated markets (ex Tas), weeks , 2am-2am, metro share includes spill, regional share excludes spill, total individuals, 2010 and 2011 data is Consolidated, note panel change 27 December 2009
10 Share of TV Viewing And Free TV s prime-time share is also up Slide 10 In 2011, Free TV s share of evening viewing in both metro and regional markets has reached a five-year high accounting for the majority of TV viewing. Pay TV s share of evening viewing continues to decline. Share of TV Viewing Comparison 6pm to midnight Free-to-air Free TV Pay TV Metro Regional Source: OzTAM and RegionalTAM, 5 cap cities, 4 aggregated markets (ex Tas), weeks , 6pm to midnight, metro share includes spill, regional share excludes spill, total individuals, 2010 and 2011 data is Consolidated, note panel change 27 December 2009
11 Share of Pay TV Viewing Pay TV homes watching more Free TV Slide 11 During the evening, people with pay TV are actually now watching more Free TV than pay TV, thanks to the popularity of the new Free TV multi-channels. Free TV s share of evening viewing has increased from 43.5 per cent in 2007 to 46.8 per cent in Free TV s daily share of viewing in pay TV households has also increased in 2011, accounting for over a third of viewing in pay TV homes. Share of Evening TV Viewing Comparison National Pay TV Households ABC/SBS Free TV Pay TV % 8.4% 48.3% 43.5% 44.5% 46.8% Source: OzTAM, National STV, weeks vs 2011, 6pm-midnight, daily share commentary refers to 2am to 2am, total individuals, share, 2010 and 2011 based on Consolidated data, note panel change 27 December 2009
12 Average Audiences Free TV s audiences up across all demos in 2011 Free TV s Average Audience Increases Comparison Metro & Regional Slide 12 So far this year, Free TV has seen average audience increases across all demographics in both metro and regional markets when compared with the corresponding period in So far this year, average audiences are up 8.2 per cent in metro and 17.5 per cent in regional. Metro Regional 2am-2am 6pm-midnight 2am-2am 6pm-midnight Total People 8.2 % 8.4 % 17.5 % 19.2 % Ppl % 4.1 % 14.5 % 13.6 % Ppl % 8.0 % 6.1 % 7.9 % Ppl % 5.8 % 20.4 % 20.7 % Ppl % 5.9 % 21.1 % 22.5 % Ppl % 5.9 % 21.2 % 22.9 % Ppl % 7.2 % 18.7 % 19.8 % Ppl % 8.4 % 16.8 % 17.5 % Ppl % 12.3 % 16.7 % 20.0 % GB 8.8 % 9.9 % 18.1 % 19.5 % GB + Child 7.9 % 6.1 % 12.7 % 12.1 % Ppl OG1 8.3 % 8.0 % 17.2 % 20.6 % Source: OzTAM and RegionalTAM, 5 cap cities, 4 aggregated markets (ex Tas), weeks v 2010, 2am-2am and 6pm to midnight, Free TV average audiences (000s) percentage increase, based on Consolidated data
13 Share & Average Audiences New channels fuelling growth for Free TV Slide 13 The new channels are proving extremely popular with Australian audiences and now collectively account for a 15 per cent share of daily viewing and 16.2 per cent of evening viewing in metro markets. The new channels are driving overall audience growth for each of the Free TV networks. Free TV YTD Channel Shares & Audience Increases - 2am to 2am - Metro Main Channel New Channels Seven Total Nine Total Ten Total Average Audiences up +13% Average Audiences up +1% Average Audiences up +9% 16.5% 14.6% 11.8% 2.9% 2.4% 3.1% 2.3% 1.4% 3.1% Seven Main 7TWO 7mate Nine Main GO! Gem Ten Main ONE ELEVEN Source: OzTAM, 5 cap cities, weeks , 2am-2am, total individuals, share is 2011 year to date (to week 31), average audience percentage change compares weeks v 2010, based on Consolidated data, 7mate and GEM launched September 2010, Eleven launched January 2011
14 Share & Average Audiences New channels driving regional audiences too Slide 14 The same trend can be seen in regional markets with the new channels accounting for 17.1 per cent share of daily viewing and an 18.1 per cent share of evening viewing. Free TV YTD Channel Shares & Audience Increases - 2am to 2am - Regional Main Channel New Channels Prime/7QLD Total WIN/NBN Total Sthn Cross Total 17.7% Average Audiences up +25% 16.8% Average Audiences up +14% Average Audiences up +11% 9.9% 3.5% 3.0% 3.6% 2.5% 1.4% 3.3% Prime/7QLD 7TWO 7mate WIN/NBN Main GO! Gem Sthn Cross 10 Main ONE ELEVEN Source: OzTAM, 5 cap cities, weeks , 2am-2am, total individuals, share is 2011 year to date (to week 31), average audience percentage change compares weeks v 2010, based on Consolidated data, 7mate and GEM launched September 2010, Eleven launched January 2011
15 Free TV continues to attract mass audiences Free TV continues to aggregate huge audiences with each of the top 40 programs in 2011 attracting a combined average consolidated audience of more than 2 million viewers. Visit or click here for Free TV s weekly top program lists. Slide 15
16 PVR viewing driving incremental audiences Slide 16 Free TV s top 20 time-shifted programs so far this year have delivered incremental audiences of up to 277,000 additional viewers. Visit or click here to view Free TV s top time-shifted programs.
17 Summary Slide 17 So far this year, Free TV has seen increases across all key measures including time spent viewing, share of viewing, average audiences and average daily reach. The data shows that: Television continues to dominate Australians media consumption Sales of LCD and plasmas have hit record highs Digital TV is in the vast majority of Australian households Viewing of traditional TV is on the rise Free TV s daily reach has hit a 7-year high Free TV s share of daily and evening viewing is increasing Free TV is seeing audience increases across all major demographics Free TV s new channels are proving extremely popular with Australian audiences Free TV continues to aggregate mass audiences for advertisers PVR viewing is driving incremental audiences
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