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MasterCard AMP

MasterCard AMP. Regional Market Review. April 2011. RTM is the marketing bureau for Regional free t o a ir TV. www.regionaltvmarketing.com.au. Regional TV covers all areas outside capital cities and reaches 36% of population. QLD . DIARY. REG. WA. NNSW . SNSW . VIC . TAS .

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MasterCard AMP

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  1. MasterCardAMP Regional Market Review April 2011

  2. RTM is the marketing bureau for Regional free to air TV www.regionaltvmarketing.com.au

  3. Regional TV covers all areas outside capital cities and reaches 36% of population QLD DIARY REG. WA NNSW SNSW VIC TAS

  4. Regional TV coverage includes large cities and fast growing coastal suburbs Gold Coast Newcastle & Central Coast Canberra Wollongong & Illawarra

  5. Diary markets: A diverse mix of urban and rural Darwin Satellite Regional WA Mildura Griffith Port Pirie/ Broken Hill Loxton/Mt Gambier

  6. Populations of major regional TV markets are comparable with the metros NNSW 2,079 SNSW 1,410 People Source: ATR & OZTAM 2011, Nielsen Media Research 2010

  7. RTM website Google maps to regionalsubmarket level

  8. Regional TV maps have Wikipedia link for all towns

  9. Urbanisation and high population growth changing the profile of regional Australia • Seachange: Baby boomers and young families • Lower cost of living and lifestyle are main attractions • Rural populations moving to regional hub towns • Less than 4% of households depend on farming

  10. Seachange… … for baby boomers …for families

  11. “Typical” SeachangerRyan, 36. Wollongong NSW Made the seachange from the “Shire” to the “Gong”. Owns a small business in building trade Above average income & primary focus is kids and lifestyle. Loves footy , cars and teaching kids surfing.

  12. CBA regional customers have similar demographic profile to metro Source: Roy Morgan Single Source (12mths to Dec 2010)

  13. Highest income growth has been in regional – shift to white collar + resources Average Household Income 2010 vs. 2004 for P25-54 Roy Morgan Single Source 12 mths to Sep 2010 & Sep 2004

  14. Lower housing cost is key factor in maintaining regional spending and attracting new arrivals House price vs. income multiple Source: Residex median house price Jul - Sep 2010 & Roy Morgan Single Source 12 mths to Jun 2010

  15. Regional consumers’ willingness to spend remained very steady through GFC compared to metro volatility $ Dollars allocated for spending from discretionary $1000 Source: foreseechange 2005 - 2010

  16. Regional consumers have been increasing their saving for past 5 years: national mood now cautious $ Dollars allocated for saving from discretionary $1000 Source: foreseechange 2005 - 2010

  17. Half of all Australians say they can afford discretionary spending ... no significant regional difference No Worries “Few financial concerns being able to both save and buy what I want” Comfortable “Afford to spend on the extras that make life worthwhile” Getting By “Manage to meet expenses but nothing left over” Broke “Never seem to have enough money” % of Pop. Source: foreseechange June 2010 & October 2010

  18. Why has regional spending been more stable and the outlook more positive? • Lower cost of living – less debt • Government investment in infrastructure • High population growth driving development and local economies • Resources growth impacting many parts of regional: NSW, QLD, WA, SA.

  19. Culturally Australia is a divide nation: Regional is representative of the majority – “Heartland” YouthfulTechnologicalEnergetic Upwardly MobileMaterialistFamily Focused Outer Metro 41% PragmaticFunctionalPatriotic InnerMetro 23% Regional 36% ExperientialInternationalLibertarian PracticalCommunitarianSelf Reliant ConservativeInstitutionalSelf-Controlled

  20. According to David Chalke social researcher…. www.regionaltvmarketing.com.au

  21. Media landscape in regional markets is broadly similar to capital cities – but FTA TV is more popular Source: Roy Morgan Single Source 12 months to Dec 2010, *AGB NMR Panorama 12 mths to Dec 2010

  22. AMP

  23. P25-54: Savings & Investment Source: Roy Morgan Single Source (12mths to Dec 2010)

  24. P25-54: Super fund Source: Roy Morgan Single Source (12mths to Dec 2010)

  25. P25-54: Investment attitudes Source: Roy Morgan Single Source (12mths to Dec 2010)

  26. AMP national spend and share into Regional TV Period: January – December 2010 Source: Nielsen Media Research AdEx Jan-Dec 2010

  27. AMP national spend and share into Regional TV Period: January – December 2010 Source: Nielsen Media Research AdEx Jan-Dec 2010

  28. MasterCard

  29. Type of card owned Source: Roy Morgan Single Source (12mths to Dec 2010)

  30. Used credit cards in last month Source: Roy Morgan Single Source (12mths to Dec 2010)

  31. Type of MasterCard used in last month Source: Roy Morgan Single Source (12mths to Dec 2010)

  32. P25-54: Finance attitudes Source: Roy Morgan Single Source (12mths to Dec 2010)

  33. MasterCard: Regional contribute 33% of card ownership P25-54 with a MasterCard Source: Roy Morgan Single Source (12mths to Dec 2010 vs. 2009)

  34. MasterCard % of P25-54 would have a MasterCard Source: Roy Morgan Single Source (12mths to Dec 2010 vs. 2009)

  35. Visa: Regional contribute 35% of card ownership P25-54 with a Visa Card Source: Roy Morgan Single Source (12mths to Dec 2010 vs. 2009)

  36. Visa % of P25-54 would have a Visa card Source: Roy Morgan Single Source (12mths to Dec 2010 vs. 2009)

  37. American Express: Regional contribute 25% of card ownership P25-54 with a American Express Card Source: Roy Morgan Single Source (12mths to Dec 2010 vs. 2009)

  38. American Express % of P25-54 would have a American Express card Source: Roy Morgan Single Source (12mths to Dec 2010 vs. 2009)

  39. MasterCard national spend and share into Regional TV Period: January – December 2010 Source: Nielsen Media Research AdEx Jan-Dec 2010

  40. MasterCard national spend and share into Regional TV Period: January – December 2010 Source: Nielsen Media Research AdEx Jan-Dec 2010

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