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Unilever. Regional TV Effectiveness Review. April 2011. RTM is the marketing bureau for Regional free t o a ir TV. www.regionaltvmarketing.com.au. Regional TV punches above its weight for Unilever brands for both sales and ROI.

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Regional TV Effectiveness Review

April 2011

RTM is the marketing bureau for Regional free to air TV


Regional TV punches above its weight for Unilever brands for both sales and ROI

Regional markets contribute up to 40% of national Unilever brand sales

Regional consumers have higher consumption in most Unilever brand categories

Case studies prove double rate of return from RTV investment

FTA TV more dominant media channel in regional – 20%+ share of total FTA TV spend will deliver optimum results


Regional TV covers all areas outside capital cities and reaches 36% of population








Regional TV coverage includes large cities and fast growing coastal suburbs

Gold Coast

Newcastle & Central Coast


Wollongong & Illawarra

Diary markets: A diverse mix of urban and rural



Regional WA



Port Pirie/ Broken Hill

Loxton/Mt Gambier

Populations of major regional TV markets are comparable with the metros

NNSW 2,079

SNSW 1,410


Source: ATR & OZTAM 2011, Nielsen Media Research 2010

Australian population moving North and to the coast. Over 30% growth in 10 years in some regional areas


National average

Population Increase: 2001 vs. 2011

Source: ATR & OZTAM 2011

Urbanisation and high population growth changing the profile of regional Australia

  • Lower cost of living and lifestyle are main attractions

  • Rural populations moving to regional hub towns

  • Less than 4% of households depend on farming


… for baby boomers

…for families

“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.

Regional consumers have similar demographic profile to metro

Source: Roy Morgan Single Source (12mths to Dec 2010)

Doubling in number of wealthy people living in regional Australia in past five years

People 18-54 with HHI $130k+ or Investments $500K+

Source: Roy Morgan Single Source (12mths to Sep 2010, 2009, 2008, 2007, 2006, 2005 )

Why has regional spending been more stable and the outlook more positive?

  • Lower cost of living – less debt

  • Huge investment in infrastructure

  • Population growth driving development of local economies

  • Resources growth impacting many parts of regional: NSW, QLD, WA, SA.

Culturally Australia is a divided nation: Regional is representative of the majority


Upwardly MobileMaterialistFamily Focused

Outer Metro








PracticalCommunitarianSelf Reliant


According to David Chalke social researcher….


Regional GB’s have higher purchasing in all Unilever food segments…

Source: Roy Morgan Single Source (12mths to Dec 2010)

…and in most household and personal care segments too

Source: Roy Morgan Single Source (12mths to Dec 2010)

RTM case studies are opportunity for Mindshare to demonstrate effective media strategy

Rexona regional sales grew by 9% from TV and return 6 times investment

Lynx grew by 10% from RTV and indentified BDI opportunities in QLD and SNSW

Dove grew by 20% in regional and 38%+ of national sales


Total Rexona sales for Sept 2007 to July 2008. 34% of sales in regional markets

NNSW 10,814

SNSW 9,338

Total Rexona sales: Sept 2007 to July 2008

Source: Scan Data (4 W/E 9/9/07 to 13/7/08) Coles /Woolworths/Bi Lo (Excludes NT)

Rexona No.1 brand in all markets – regional share slightly higher in QLD,VIC & SNSW

Rexona share of total deodorant category sales: Sept 2007 to July 2008

Source: Scan Data (4 W/E 9/9/07 to 13/7/08) Coles /Woolworths/Bi Lo (Excludes NT)






Regional TV delivered double the rate of return on TV investment vs. metro

Source: Scan Data (4 W/E 9/9/07 to 13/7/08) Coles /Woolworths/Bi Lo (Excludes NT)

Reg. TV CPM is 45% below metro TV average and delivers double the cost efficiency and ROI


TV market CPM indices

National average CPM P18+ = 100

Source: Regional TV Agency Survey 2010

Higher cost efficiency of regional TV means more can be invested to refine and target communications

Share of national TV budget

Share of national population

Regional consumers more likely to watch FTA TV but otherwise have same media habits as metro

Source: Roy Morgan Single Source 12 months to Dec 2010, *AGB NMR Panorama 12 mths to Dec 2010

Audience share of the new commercial “digital” channels has more than tripled since June 2010

June 2010

Dec 2010

March 2011

Sept 2010

Source: Mediaweek, Metro data from OzTAM and Regional data from Regoional TAM. All People 18:00 - 23:59

New commercial channels driving Free to air TV audiences up in 2011

  • Subscription TV audiences are down in all key dayparts for the Survey Year to Date

  • FTA viewing is up & commercial TV even more

Audience Year on Year % Change; Combined Agg Markets (QLD, NNSW, SNSW, VIC & TAS) Total People; Sun-Sat; Survey 1-2, 2011 vs. 2010

Source: Regional TAM; Survey 1-2, 2011 vs. 2010; Consolidated Data

Regional TV delivers higher engagement through…



Regional Australia is a key opportunity for growth and increased ROI for Unilever

Growing population and spending power

Consumer profile is aligned with Unilever brands

CPM half metro = double the ROI

23% of budget to achieve up to 40% of growth and sales

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