2015 New Zealand Multi-Screen Report
Traditional viewing via a TV set remains the most dominant form of video consumption in New Zealand, and TV screen use is actually increasing. The growth of new devices has enabled a variety of new avenues for watching video and streaming online is increasing rapidly.
Additional screens have increased New Zealanders overall time consuming video content. In the world of video, broadcasters and marketers now have many more opportunities to connect with people in a way that is relevant to where and when they are watching.
2014 TV Trends Report
- Viewers spent 3 hours 4 minutes watching TV each day
- 72% of Kiwis watch television everyday
- People in PVR homes watch more TV, particularly those with MySKY
- 5% of all viewing was time-shifted
- One News was the most watched programme in 2014
- 6 of the top 10 programmes were made in New Zealand
2013 Television Viewing trends
- Viewers spend more than 3 hours watching TV each day
- Nearly half of New Zealand households now have a PVR
- People in PVR homes watch more TV, particularly those with MySKY
- Digital Switchover was completed 1 December 2013
- 4% of all viewing was time-shifted
- Mrs. Brown’s Boys was the most time-shifted series
- 7 of the top 10 programmes were made in New Zealand
2012 Television Viewing trends
- Over 3 hours spent watching TV each day
- 85% of viewing is through a digital platform
- 3% of all viewing was time-shifted
- 8% in PVR households
- Top programme for 2012 – New Zealand’s Got Talent
- 8 of the top 10 programmes were made in New Zealand
- Most time shifted programme – Call the Midwife
Time-shifted Viewing: January to June 2012
TSV measurement was introduced at the beginning of this year to capture the viewing habits of the increasing number of homes with PVRs (personal video recorders). So instead of just one set of data, broadcasters and advertisers now receive two sets of data: overnights, which includes viewing that is live or time-shifted within the same broadcast day (2 am to 2 am) and consolidated, which combines the overnights with viewing of recorded programmes up to seven days after the original broadcast.
As part of its review of the implementation of this new system, Nielsen has released a summary of the first 6 months of data. The good news is that kiwis are behaving as Nielsen’s TSV test data suggested they would.
Television and the role of brands in retail advertising
July 2012 – The New Zealand retail advertising environment is dominated by price-led messages from retailers. This research by TVNZ determine the role of brand perception on consumers’ choice of retail store when purchasing goods from three sectors of differing levels of involvement.
The results suggest the power of a strong retail brand in improving price inelasticity and TV’s power in building strong pre-demand brand perceptions.
Republish with the permission of WARC.
Perceptions of television advertising 2012
April 2012 – Focus Research has completed the second wave of ThinkTV’s annual study tracking the changing attitudes of senior media influencers and decision-makers towards free-to-air (FTA) television advertising.
The key findings from the 2012 research include an improvement in the perception that FTA is the “best medium for achieving a variety of marketing outcomes” and that media professionals are more inclined to think FTA “plays a vital role in the communications mix” and “strengthens the performance of other media”.
Digital device usage and television viewing habits
APRIL 2012: Multi-market research undertaken by Nielsen confirms that the majority of tablet and smartphone owners in the USA, UK, Germany and Italy (and, presumably, New Zealand) now utilise these devices while watching live television.
Television advertising and the mind
July 2011: A new study from Thinkbox in the UK used neuroscience to measure how television advertising stimulates the brain. The results highlight just how powerful TV ads can be in engaging an audience with their content and transferring that content into long-term memory.
The study also highlights the importance of media context – how the placement of an ad can turbo-charge the creative impact.
Review of the Academic Journals
April 2011: ThinkTV commissioned the Auckland University Business School to undertake an extensive review of worldwide academic journals to help support the case for television advertising. In particular, to evaluate the research based on questions we know the New Zealand advertising community wants answers to. It’s no surprise to us that television is still considered the most compelling medium across of variety of measures but what maybe surprising is the extent of academic evidence that supports this.
Perceptions of television advertising 2011
In February 2011, ThinkTV comissioned Focus Research to find out what the industry perceptions of television advertising were in the NZ market. The results showed that free-to-air television is considered the best media to achieve a variety of outcomes, has key strengths in building awareness and reach and plays a vital role in the media mix particularly in strenthening other media. Download the full report here ThinkTV perceptions of television in New Zealand.
TV Response: The New Rules
This studycomissioned by thinkbox in the UK reveals that the role of TV in driving response, particularly online, has been massively undervalued. The research has measured the impact of television on both immediate web response and other short-term response channels and provides some best practice advice including how to optimise your creative and media activity to capture the response that TV generates.
TV Together: A Very Social Medium
This research, reprinted with permission from Thinkbox in the UK, explores the shared viewing experience, the latest phenomenon of social networking in relation to TV and ultimately what it all means for advertisers. The results suggest that shared viewing can now also lead straight to purchase. The consumption of both TV and online together – and potential to make a shared decision in front of the TV set – can lead to an instant purchase via the web.
TV And Online: Better Together
This research shows that using TV and online together in advertising campaigns is significantly more effective for advertisers than using either in isolation. Their combined use produces major benefits for advertisers, including dramatically increased positive brand perception amongst consumers – some 50% higher – as well as significantly greater likelihood of purchase.
Upside to downturn: sharpening your ad payback
In October 2007, PricewaterhouseCoopers, commissioned by Thinkbox UK, launched the innovative ‘Payback Study’ – an objective analysis of advertising return by media and the impact of investment on consumers’ ‘willingness to pay’ for brands. The study was unprecedented in terms of its scope and approach and examined a whopping 700 brands across seven market categories.
The findings were striking: TV pays back over 4.5 times its advertising investment in increased sales revenue – more than any other medium. In addition, TV was shown to pay back in the long-term. It still affected sales in year 2 almost as strongly as it did in the first year of investment and no other medium came close. TV investment was also demonstrated to be the main driver of brand value – the willingness to pay a relative premium for specific brands over and above the alternate offerings. All in all, the evidence was solid: TV was by far the most reliable driver of large economic returns and brand values across a wide range of product categories.