FAST FACTS WHAT YOU NEED TO KNOW ABOUT TV VIEWING IN 2018 - ThinkTV
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FAST FACTS
WHAT YOU NEED
TO KNOW ABOUT
TV VIEWING IN 2018
FA S T FA C T S - W H AT Y O U N E E D T O K N O W
ABOUT TV VIEWING IN 2018
Especially for advertisers and agencies,
here is an up to date summary of the NZ
Television market.
Find out all about how New Zealanders
are consuming TV - how many viewers,
who they are, how they watch and how
long they watch for.
The TV market is evolving- check out the
recent facts.
THE NEW ZEALAND TV MARKETPLACE
THE NEW ZEALAND TV MARKETPLACE
New Zealanders are embracing the range of
ways to consume TV content.
Access to a wide range of screens and
Video On Demand platforms offer
audiences more flexibility to view
professionally produced content where,
when and how they want.
However, watching live broadcast television
– on the biggest screen - continues to be
the most popular method of viewing by a
significant margin.
TV DELIVERS • Mass audiences. TV is the best medium for long-term brand building, and driving sales • Every day TV reaches 2.4 million New Zealanders, and 3.3 million in a typical week • 95% of New Zealand homes (1,725,000) have a television set • Engaged audiences. With quality professionally produced content on offer, New Zealanders spend 2 hours 21 minutes per day on average watching Linear television • Unbeatable viewability. 89% of all linear television content is viewed live, on the large screen. And TV advertising is 100% visible, 100% of the time, driving more overall attention • A brand safe and effective environment. There is no chance of rubbing shoulders with inappropriate content, with TV people are choosing to watch a programme, they are relaxed, have the time to watch ads – and indeed they expect them Sources: Nielsen Television Audience Measurement, Nielsen Consumer and Media Insights, Professor Karen Nelson-Field Benchmark Series - Viewability
THE IMPORTANCE OF AT TENTION
I N A N A V E R A G E A D S E C O N D , T V S C O R E S M O R E A C T I V E AT T E N T I O N T H A N
O T H E R V I D E O P L AT F O R M S
TV YOUTUBE FACEBOOK
ACTIVE VIEWING 58% 31% 4%
PASSIVE VIEWING 40% 37% 94%
NON-VIEWING 2% 32% 2%
Source: Professor Karen Nelson-Field Benchmark Series 2017: Viewability. Find more information about this study here
THE NEW ZEALAND TV AUDIENCE
TV REACHES KEY DEMOGRAPHIC GROUPS THE NEW ZEALAND LINEAR TV AUDIENCE • TV reaches 56% of New Zealanders each day and 75% within a week • 25-54 year-olds make up 40% of the average audience • 1 million of this core demographic are reached by TV in a typical day • They spend 2 hours 10 minutes watching Linear TV per day • 8 out of 10 Household Shoppers with Children can be reached by TV in a typical week • And this group watch 2 hours and 19 minutes of Linear TV per day Source: Nielsen Television Audience Measurement
TV DELIVERS MASS AUDIENCES
H O W M A N Y N E W Z E A L A N D E R S W AT C H L I N E A R T V ?
Every day 2.4M (56%)
Every week 3.3M (75%)
Every month 3.8M (82%)
Source: Nielsen Television Audience Measurement (Base: All People 5+, Consolidated, Jan-Dec 2018, All Day, Average Cumulative Reach (daily/weekly/monthly))
LINEAR TV IS WATCHED BY ALL AGE GROUPS
PROFILE OF TV VIEWERS (% IN EACH AGE/GENDER DEMOGRAPHIC)
5-24 25-39 40-54 55-64 65-74 75+
13.6 11.4 15.5
16.5 19.3 14.2
18.9 18.9 18.9
24.4 23.5 25.1
15.1 14.4 15.7
11.5 12.6 10.6
TOTAL MA L E S F E MA L E S
Source: Nielsen Television Audience Measurement (Base: All People 5+, Consolidated, Jan-Dec 2018, All Day)HOW MANY PEOPLE DOES LINEAR TV REACH IN A DAY?
K E Y D E M O G R A P H I C S - D E TA I L O F A L L D AY R E A C H
All People 5+ Main HH Shopper
All Day Audience All People 25-54
with Child
Average Daily Reach 2,471,600 1,051,700 301,000
Average Daily Reach (%) 56.3 56.2 57.4
Source: Nielsen Television Audience Measurement (Base: All People 5+, 25-54, Main HH with child, Consolidated, All Day, Jan-Dec 2018, Average Daily Cume ReachHOW MANY PEOPLE DOES LINEAR TV REACH IN A WEEK?
K E Y D E M O G R A P H I C S - D E TA I L O F W E E K LY R E A C H
All People 5+ Main HH Shopper
Weekly Audience All People 25-54
with Child
Average Weekly Reach 3,269,000 1,414,000 417,000
Average Weekly Reach (%) 74.5 75.6 79.5
Source: Nielsen Television Audience Measurement (Base: All People 5+, 25-54, Main HH with child, Consolidated, All Day, Jan-Dec 2018, Average Weekly Cume ReachHOW LONG DO THEY SPEND WATCHING LINEAR TV?
T I M E S P E N T V I E W I N G P E R D AY ( h h : m m )
Main HH
All People All People
Shopper with
5+ 25-54
Child
2:21 2:10 2:19
Majority of time is spent viewing between 1500 and 2300*
Source: Nielsen Television Audience Measurement (Base: All People 5+, Consolidated, Jan-Dec 2018, All Day) This number includes FTA viewing within Sky Homes
*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: 0200-2600HOW WE WATCH TV
H O W W E WAT C H T V • 89% of all broadcast TV viewing is live, meaning the majority of ads on TV are non- skippable. • An average New Zealand home has 7.3 screens – more ways than ever to watch video content. • While New Zealanders do have choice, significantly more time is spent viewing Live TV on the TV Set than watching TV/Video online on other screens. • Of the most popular programmes among 18-54 year-olds in 2018, over half were local content (sport, reality/drama; documentaries and news). The Royal Wedding was the third most popular, while the majority of the remaining programmes were movies. Sources: Nielsen Television Audience Measurement, Nielsen Consumer and Media Insights
TELEVISION IS PREDOMINANTLY VIEWED LIVE
W H I L E H A L F O F N Z H O U S E H O L D S H AV E A P V R , M O S T V I E W I N G I S L I V E
11%
89%
Live Timeshifted
Source: Nielsen Television Audience Measurement (Base: All People 5+, Consolidated, Jan-Dec 2018, All Day, % of Playback viewing)THE MAJORITY OF
TIMESHIFTING IS DONE
WITHIN 24 HOURS OF
B R O A D C A S T … . S O A P, M I N I
SERIES AND DRAMA ARE THE
MOST POPULAR GENRES,
A D D I N G R E A C H TO
PROGRAMMING IN THESE
C AT E G O R I E SMANY
AN OPTIONS
AVERAGE NEW TOZEALAND
CONSUMEHOME TV HAS
A N AV E R A G E N Z H O M E H A S M O R E T H A N 7 S C R E E N S …
MORE THAN 6 SCREENS
1.7 2.4 1.0 2.1
TV Mobile Tablet Desktop/Laptop
Source: Nielsen Consumer and Media Insights, 10+, Year ending Quarter 4 2018. Base = Main Household ShopperALMOST EVERY HOUSEHOLD HAS A TV SET (ANY TYPE)
… A S W E L L A S M A N Y O T H E R S C R E E N S … C O M PA R E D T O 2 0 1 7 , T H E R E H A S B E E N A N
18% INCREASE IN HOMES WITH A CONNECTED TV
TV (All) 95%
Smartphone 77%
PC/Laptop 75%
Tablet 45%
Connected TV 34%
Source: Nielsen Consumer and Media Insights, 10+, Year ending Quarter 4 2018. Base = Main Household ShopperMOST TIME SPENT WATCHING LINEAR TV
W H I L E T H E R E A R E M A N Y W AY S T O W AT C H T V, M O R E T I M E I S S P E N T W AT C H I N G L I N E A R T V
ON A TV SET IN A TYPICAL WEEK (hh:mm)
17:02
05:44
Time spent watching Linear TV on a TV Set Time spent watching any TV/Video online on any device*
Source: Nielsen Television Audience Measurement All People 10+, Consolidated, Jan-Dec 2018, All Day
*Source: Nielsen Consumer and Media Insights, 10+, Year ending Quarter 4 2018. Time spent watching TV/video/movies online on: PC/Laptop, Mobile, SmartTV/TV that connects to the internet,
Tablet in the last7 daysCO-VIEWING
TV’S SHARED
EXPERIENCE CREATES
A STRONG
EMOTIONAL
CONNECTION WITH
AUDIENCESTELEVISION VIEWING IS A SOCIAL ACTIVITY While we’ve seen many changes in the television landscape, one thing that’s remained the same is that TV still brings in large audiences and television content drives a shared experience. Humans are naturally social and want to share their experiences, thoughts and feelings. One of the many benefits of television viewing is those watercooler moments that are shared together. TV fosters emotional connections and nothing entrenches those connections better than conversations with friends or family. With TV creating such a strong shared experience, it becomes the best possible context for advertisers who also want to create an emotional connection with their audiences.
TELEVISION VIEWING IS A SOCIAL ACTIVITY
52% of peak time* viewing is co-viewing (viewing with others)
Solus viewing Co-viewing
48% 52%
Source Nielsen Television Audience Measurement 2018 Peak time = 1800 - 2230TELEVISION VIEWING IS A SOCIAL ACTIVITY
Co-viewing is highest (54%) during the core evening family viewing
time of 1930- 2100.
% of co-viewing by daypart
1930-2100 54%
Peak (1800-2230) 52%
1800-2400 51%
All Day 44%
Source Nielsen Television Audience Measurement 20184 7 % o f c h i l d r e n ’s
viewing is
co-viewing with
an adult
Source Nielsen Television Audience Measurement 2018TOP PROGRAMMES
W H AT W E R E T H E M O ST P O P U L A R P RO G R A M M ES I N 2 0 1 8 ?
TOP 20 PROGRAMMES – LINEAR TV - ALL PEOPLE 18-54
RANK PROGRAMME CHANNEL AUD% NO. OF EPISODES
1 Stan (Doco) Three* 9.1 1
2 Shortland Street TVNZ 2* 9.1 247
3 Royal Wedding Prince Harry & Meghan TVNZ 1* 9.0 2
4 The Block NZ Three* 8.9 49
5 Intl Rugby Bledisloe Cup SKY Sport 1 8.8 1
6 Sunday Special** TVNZ 1* 8.3 1
7 ComGames 2018 Gold Men’s Rugby7s TVNZ 1* 8.1 1
8 Jack Reacher Never Go Back (Movie) TVNZ 2* 8.1 1
9 Moana (Movie) TVNZ 2* 7.8 1
10 Hyundai Country Calendar TVNZ 1* 7.7 38
11 Married At First Sight Three* 7.7 32
12 Dancing With The Stars Three* 7.7 19
13 Police Ten 7 TVNZ 2* 7.5 40
14 Elton John I'm Still Standing (Doco) TVNZ 1* 7.5 1
15 1 News TVNZ 1* 7.4 365
16 Zootopia (Movie) TVNZ 2* 7.4 1
17 The Magnificent Seven Three* 7.1 1
18 CommGames 2018 Gold Women’s Rugby7s TVNZ 1* 6.9 1
19 Harry Potter and the Deathly 2 (Movie) TVNZ 2* 6.8 1
20 John Wick (Movie) TVNZ 2* 6.7 1
Target: All People 18-54 Average combined episodes - 1 January to 31 December 2018; All Day (2am – 2am) TVNZ 1* = TVNZ 1 and TVNZ 1 +1;
TVNZ 2* = TVNZ 2 and TVNZ 2 + 1; Three* = Three and Three Plus 1
**Sunday Special on 11 November – a special episode covering the impact of the 2016 Kaikoura earthquake.GLOSSARY
KEY TERMS AND DEFINTIONS
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
Average Daily Reach The sum of the number of unique viewers who have seen at least one minute of an An individual or household is only counted
(000’s or %) event or time band across the day, averaged across a period of time (days). once per day if they have viewed at least
one minute of the event or time band
AUD% The average viewing audience for a demographic expressed as a percentage of the = Audience / Universe Estimate
relevant Universe Estimate
Also known as TARP (Target Audience Rating Point)
Audience or AUD (000s) The average number of people (or homes) in a target market who were watching a = sum of people watching each minute of
specific event or time band each minute, expressed in absolute figures for that the show or time band / sum of minutes
demographic
Connected TV A TV set that is connected to the internet, allowing viewers to not only watch Linear or
Broadcast TV but also watch Video on Demand etc
Consolidated Data: Nielsen’s final ratings incorporating ‘Live’ viewing and viewing of broadcast content Consolidated 7 = 'Live' + 'As Live' + 'Time
Consolidated 7 that is played back through the television set at normal speed either within seven Shift to 7'
days of original broadcast ('Consolidated 7')
Demographic (group) or Basic descriptor of individuals or households using classifications such as age,
Target sex, occupation group, education level, household size, etc
Linear TV TV received via aerial, satellite or cable is Linear TV i.e. any TV that is not viewed
over the internet. Sometimes referred to as Broadcast TV, it can be watched as
Live TV or time-shifted as Playback TV
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
30KEY TERMS AND DEFINTIONS
Term Definition Notes
Overnight Data Nielsen ratings delivered each morning for the previous research day, incorporating ‘Live’ + ‘As Live’ viewing
‘Live’ viewing and viewing of content that was broadcast yesterday, recorded and
played back by 2am (‘As Live’ viewing)
Profile% Shows the audience composition of an event or time band by calculating the = Audience of target group of interest /
proportion of viewers in the target demographic to the number of viewers in the base Total People Audience
target (usually Total People)
Reach OR Reach (1 min) OR The sum of the number of unique viewers who have seen at least one minute of an An individual or household is only counted
Cumulative (Cume) Reach event or time band across its total duration 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 = Reach / Universe Estimate
demographic
Research Day 2am – 2am on any calendar day
Sample Size The panel size for any specific demographic
TARP (Target Audience Rating The average viewing audience for a demographic expressed as a percentage of the = Audience / Universe Estimate
Point) relevant Universe Estimate
Timeshifted Linear TV recorded on a Personal Video Recorder (PVR), VCR or other form of time-
shifting technology and watched after the live broadcast. Also referred to as Playback
TV. Can be viewed 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 = (Audience / Universe Estimate) x
minutes each person viewed of a specific event. This variable considers the potential of Event Duration
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 = (Audience / Reach) x Event Duration
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
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