Reality Rules. Reality TV Viewer Insights Survey. Report Preview November 2011
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1 TV Viewer Insights Survey Report Preview November 2011
2 About This Study s Authors Ravings is Australia s Leading Independent TV blog. The Editor/Publisher Emma Ashton, takes and analytical but irreverent look at TV, and has a highly engaged readership. She is a considered a leading reality TV expert. In the four years she has been writing the blog her readership has continued to grow. In November 2011 she started Australia s first reality TV consultancy. Nitty Gritty is a Melbourne Based social marketing consultancy headed by Julie Houston a consumer psychologist with extensive research and consulting expertise. Julie s recent research into the blogger industry lead her to partnering Emma on this project. Emma Ashton realityravings@hotmail.com Julie Houston julie@nittygritty.net.au November 2011 Report Preview 2
3 The Study In 2011 Australian viewers made TV shows some of the highest rating of the year contributing to the highest audience for free-to-air in the last seven years. There has been little dedicated research to focus on how and why TV has captured the public s imagination. In particular the Australian context is lacking research into what specifically engages viewers of television genres. Advertisers have heavily invested in although information about its effectiveness is sparse The results provide directional guidance for marketers, PR professionals, advertisers, TV networks and production companies to further their insights into the genre. November 2011 Report Preview 3
4 The Approach Objectives To explore viewer insights emerging from the TV landscape in Australia in the most naturalistic way. The information gathered includes: A detailed snapshot of TV viewing habits and preferences for genres, and shows Insights into the dynamics of social media usage within TV viewing Exploring viewers attitudes and how behaviours are impacted by TV Investigating impact of brands and advertising Future trends and opportunities for advertisers and marketers Our Methodology An online study with a blog community of 406 Australian TV viewers, the majority of who read and or participate in TV blogs. Viewers who made contact with Ravings during August 2011 were invited to participate. November 2011 Report Preview
5 Why Speak to TV Enthusiasts? Impact in the Blogosphere is usually fragmented and difficult to track Superfans are key influencers online and off line for shows and brands Social media reflects a high level of engagement with these shows Subtle impacts and issues are magnified for closer investigation November 2011 Report Preview
6 Table of Contents The TV Landscape 3 Why Do Research? 4 Study Objectives 5 Study Design 6 Why TV Enthusiasts? 7 EXECUTIVE SUMMARY 8-13 THE DETAILED FINDINGS TV Viewers repertoire Engagement with TV TV Brand & Advertising Landscape TV & Online behaviour Viewer Demographics Appendices Custom Reports 63 November 2011 Insights Report Preview 6 6
7 Report Sections What is the appetite for reality TV shows? How much and what are people watching? REALITY TV VIEWERS REPERTOIRE How effective is advertising in this medium? Are people s behaviours impacted by advertising and product placement? November 2011 Insights Report 12 What do people like about watching TV? 12 REALITY TV BRAND & ADVERTISING LANDSCAPE ENGAGEMENT WITH REALITY TV November 2011 Insights Report November 2011 Insights Report Who are the TV enthusiasts? How does social media consumption and TV viewing interact? REALITY TV & ONLINE BEHAVIOUR VIEWER DEMOGRAPHICS November 2011 Insights Report November 2011 Insights Report November 2011 Report Preview
8 1. TV Enthusiasts Present A Useful Mirror On The Industry To Generate Insights And Target Shows And Advertising Our blog community survey with 406 TV enthusiasts captured online are predominately female, higher income earners and consume a variety of show content. Whether this reflects women controlling the remote during prime time week night TV as a trade off for men's control of the remote for weekend sports viewing needs to be considered. It is likely that large numbers of men are watching TV by default. 2. Networks And Production Companies Can Confidently Continue To Make Australian Made TV Shows The audience for these shows are continuing to grow, with over 50% of respondents saying they watch more TV than they did two years ago. This points to potential future growth. A preference is for Australian made productions which makes up a substantial part of the TV fan diet. November 2011 Report Preview
9 Where do you get your TV news from? % Compared to 2 years ago - TV viewing habits? % I watch more I watch less About the same Over half of people are watching more TV than 2 years ago Internet is the main source of TV information While TV is a key source of reality TV news for one in two people, blogs and forums are considerably more popular as sources of news and information about reality TV shows. Mainstream media sites also attract a high incidence of reality TV viewers seeking this information. Implication: Networks should increasingly examine ways of promoting personalities, shows, and contestants online. November 2011 Insights Report Only 13% of viewers are reducing their reality TV consumption in the past 2 years which indicates the genres will continue to thrive and grow. Implication: The reality TV fan is not tiring of the genre and its viewers are growing November 2011 Insights Report 16 Trends in watching TV genres over the past 2 years % More less same Design and Renovations fans are watching more TV Nearly 70% of Design/Renovation show viewers are watching more reality TV than 2 years ago. Implication: Design and Renovation reality TV shows are still sought after by its fan base, and even after the perceived failures of Top Design and The Renovators. November 2011 Insights November 2011 Insights Report 17 Report November 2011 Report Preview 17
10 How to Order Summary Report The 2011 Report contains the full suite of findings from the detailed survey in August This covers Total sample findings per question area viewing behaviour, social media use, program preferences, brands recalled, trends in usage, attitudes to TV. Main comparisons according to relevant demographics for total findings. Discussion and Implications of these findings for the wider industry of media, advertisers and commentators. The cost of the general summary report is $500 +GST. This is a detailed 60+ page PowerPoint report and includes full access to the broad results from questions covered in the survey. The report is available in PDF by . We can also present this study onsite to clients in a presentation workshop tailored to organisation needs. The cost is $2,000 +GST plus interstate travel including a copy of the detailed report. Please contact info@nittygritty.net.au for requests for reports or presentations. November 2011 Report Preview
11 Requests for Custom Reports 2011 Custom Reports are available to cater for more specific analysis that advertisers, production houses and agencies may request for example: Segment Profiles on key issues and questions which may vary by program or TV genre preferences Attitudinal segmentation and full analysis for instance indicating which groups support particular genres, engage with social media, or watch particular shows Behavioural segmentation indicating how particular genres are viewed and engaged with using social media Detailed reports on viewers of particular production combinations on all key measures Brand recognition trends in more detail i.e. according to viewing habits and social media consumption Please contact for requests for more information on tailored reporting November 2011 Report Preview 11
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