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Regional TV Essentials August 2011

Regional TV Essentials August 2011. Brian Hogan. General Manager RTM. RTM is the marketing bureau for Regional free t o a ir TV. www.regionaltvmarketing.com.au. Training a genda. Market structure Demographics & social outlook Spending and economic outlook Media consumption and outlook

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Regional TV Essentials August 2011

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  1. Regional TV EssentialsAugust 2011

    Brian Hogan General Manager RTM
  2. RTM is the marketing bureau for Regional free to air TV www.regionaltvmarketing.com.au
  3. Training agenda Market structure Demographics & social outlook Spending and economic outlook Media consumption and outlook Effectiveness studies
  4. Regional TV Markets
  5. Regional TV provides three main networks and FTA multi channels to all areas outside 5 cap. cities QLD SATELLITE REG. WA NNSW SNSW REG.SA, MILDURA, GRIFFITH VIC TAS
  6. Regional TV markets total 36% of Australian population NNSW 2,079 SNSW 1,410 People Source: ATR & OZTAM 2011, Nielsen Media Research 2010
  7. Major regional markets are know as “Aggregated markets” QLD SATELLITE REG. WA NNSW SNSW REG.SA, MILDURA, GRIFFITH VIC Rural markets TAS
  8. Regional TV markets do not follow state lines or expected “regional and rural” profile QLD SATELLITE REG. WA NNSW SNSW REG.SA, MILDURA, GRIFFITH VIC Rural markets TAS
  9. Aggregated markets can be split to “sub-markets” QLD SATELLITE REG. WA NNSW SNSW REG.SA, MILDURA, GRIFFITH VIC Rural markets TAS
  10. Further non-surveyed signal splits available: Sunshine Coast Central Coast Gold Coast Wollongong WaggaWagga
  11. Rural markets – aka “diary markets” Darwin NINE/NTD-8 (9) STHN X DARWIN (10) DARWIN DIGITAL TV Satellite IMPARJA (9) SEVEN CENTRAL (7) Regional WA GWN (7) WIN (9,10) Port Pirie/ Broken Hill GTS/BKN (7) STHN X 10 (10) Loxton/Mt Gambier RTS/SES (10) WIN SA(7) Mildura WIN (9), PRIME (7) Griffith WIN (9), WIN (7) These markets have two FTA stations, except Darwin and Mildura which have 3.
  12. Satellite broadcasts into 5 states and territories NT Pop: 94,136 22% of SATELLITE IMPARJA (9) 7CEN (7) Rural QLD Pop: 173,381 41% of SATELLITE Rural NSW Pop: 80,366 19% of SATELLITE Rural SA Pop: 42,481 10% of SATELLITE Rural VIC Pop: 33,813 8% of SATELLITE PORT PIRIE & BROKEN HILL Pop: 137,000 GTS/BKN (7) STHN X 10 (10) Loxton/Mt Gambier Pop: 126,000 WIN SA (7) RTSSES (9) Source: Nielsen Media Research Regional TV Diary Markets
  13. Gold Coast 80% Urbanised Population: > 500,000 > 250,000 > 100,000 > 50,000 Cairns Townsville Mackay Rockhampton Bundaberg Sunshine Coast Toowoomba Tweed/Byron Newcastle Mandurah Central Coast Bunbury Wollongong Canberra Bendigo Albury/Wodonga Ballarat Launceston Hobart
  14. RTV Google maps API www.regionaltvmarketing.com.au
  15. RTV Google maps API: Submarket level
  16. Gippsland Wikipedia link
  17. WORKSHOP - in pairsmatch markets to map
  18. Sub-markets & rural markets Maryborough Northern Rivers Canberra Bendigo Cairns Newcastle Wollongong Albury Tamworth/Taree Launceston Toowoomba Gippsland Hobart 14. Rockhampton 15. Ballarat 16. Orange / Dubbo / Wagga 17. Mackay 18. Shepparton 19. Townsville Satellite Pt. Pirie/Broken Hill Loxton/Mt. Gambier Griffith Darwin Regional WA Mildura
  19. 24 5 19 17 14 25 20 1 B 11 2 9 P P 6 16 21 S 26 23 7 4 A 3 18 8 22 12 15 M 10 13
  20. Demographics
  21. 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
  22. 1,573,000 Australian teens age 13-17 3 7 % live in Regional TV markets Source: OzTam AGB Nielsen 2011
  23. 3,035,000 Australian youths age 16-24 3 3 % live in Regional TV markets Source: OzTam AGB Nielsen 2011
  24. 3,141,000 Australian 55+ 3 9 % live in Regional TV markets Source: OzTam AGB Nielsen 2011
  25. Regional Hyundai buyers slightly older, affluent and female vs. metro buyer Source: Roy Morgan Research (12 months to Sep 2010 - own new Hyundai bought in the last 5years)
  26. Seachange… … 20% for baby boomers …80% for families
  27. “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.
  28. Australian population moving North and to the coast. Over 30% growth in 10 years in some regional areas QLD NSW VIC TAS METRO National average Population Increase: 2001 vs. 2011 Source: ATR & OZTAM 2011
  29. Regional people start their family life younger than in the capital cities Source: Roy Morgan Single Source (12mths to March 2011)
  30. Regional Mum’s spend more on groceries due to more kids Source: Roy Morgan Single Source (12mths to March 2011)
  31. Regional is perfectly representative of the dominant Australian lifestyle: Suburban YouthfulTechnologicalEnergetic Upwardly MobileMaterialistFamily Focused Outer Metro 41% PragmaticFunctionalPatriotic InnerMetro 23% Regional 36% ExperientialInternationalLibertarian PracticalCommunitarianSelf Reliant ConservativeInstitutionalSelf-Controlled
  32. According to David Chalke social researcher…. www.regionaltvmarketing.com.au
  33. Spending and economics
  34. Savings are at an all time high in both regional and metro markets Saving per discretionary $1000 Source: foreseechange 2005 – 2010: annual average, 2011: June 2011 survey
  35. The need to pay debt continues to decline in regional but is growing in metro markets Loan Repayment per discretionary $1000 Source: foreseechange 2005 – 2010: annual average, 2011: June 2011 survey
  36. Regional consumers’ willingness to spend grew this year by 9% – against national trend Spending per discretionary $1000 Source: foreseechange 2005 – 2010: annual average, 2011: June 2011 survey
  37. New car sales grew in regional by 7% YOY – off back off better 2009 than metro YOY change in new car sales Source: VFACTS (excluding trucks and buses, including utes)
  38. Home price to income ratio is significantly lower in regional TV markets House price vs. income multiple Source: Residex median house *(includes apartment price) Jan – Jun 2011 & Roy Morgan Single Source 12 mthsto March 2011
  39. Average household incomes in regional TV markets are within 10% of national average P25-54: Average household Income Source: Roy Morgan Single Source (12mths to Mar 2011 )
  40. 20% of regional consumers are willingandable to spend
  41. 20% of regional consumers are willingandable to spend +13% YOY
  42. Incomes in regional and rural Australia are growing well above the national average Average household income growth since 2004 (P25-54) Source: Roy Morgan Single Source (12mths to Mar 2011 – 2004 )
  43. Rapid growth in the number of affluent consumers in regional Australia People 18-64 with HHI $130k+ or Investments $500K+ Source: Roy Morgan Single Source (12mths to Mar 2011 – 2004 )
  44. Regional consumers are more optimistic about their current financial outlook… …and are more likely to spend on discretionary items over the coming year.
  45. MEDIA
  46. Media landscape in regional markets is broadly similar to capital cities Source: Roy Morgan Single Source 12 months to March 2011, *AGB NMR Panorama 12 mths to May 2011
  47. TV plays a greater role in regional life…it’s part of the community News & current affairs Local TV ads Promotions Community sponsorships Lifestyle shows
  48. Reg. TV CPM (cost per thousand) is 40% below national TV average – proportional investment 23% of national TV budget to reach 36% of audience Index TV market CPM indices National average CPM P18+ = 100 Source: Regional TV Agency Survey 2010
  49. Higher cost efficiency of regional TV is opportunity to push growth harder than in metro Share of national TV budget Share of national population
  50. 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
  51. 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
  52. Proving effectiveness & “ROI” of Regional TV

  53. Vaseline Market Mix Modelling Analysis

    Case Study July 2011
  54. Key findings summary The study found a re-alignment of TV market investment using the same 2010 TV budget could increase annual TV generated sales by 38%. And improve ROI by 43% The model recommends 40% share of total TV budget should be allocated to regional markets to achieve this outcome TV flighting patterns in regional to be continuous lower weights
  55. Current Adstock investment in regional areas could be increased to maximise total advertising generated sales. = Average Weekly Adstocks
  56. Current Adstock investment in regional areas could be increased to maximise total advertising generated sales. = Average Weekly Adstocks
  57. Over the period of the study regional areas deliver 38% of advertising generate sales for only 16% of budget and hence better ROI compared to metro areas. Melbourne and Sydney have a greater capacity to generate high volume sales but require large levels of spend
  58. Optimum allocation to Regional TV is 41% of total TV budget
  59. Due to higher decay in regional areas, a continuous flighting pattern may be more appropriate. Whereas in Sydney where advertising decay is lower, a large burst followed by shorter ones is most efficient. Investment Investment Sales Sales Week Number Week Number Investment Investment Sales Sales Week Number Week Number
  60. 4 0 % of potential national growth is in regional markets…
  61. 4 0 % of potential national growth is in regional markets… …for no more than 25% of national TV budget
  62. Regional TV offers your clients growth, accountability and engagement Discretionary spending outlook very positive Regional media consumption favours FTA TV Opportunities for localised messaging in support of national brand strategy RTM can provide effectiveness measures and opportunity analysis
  63. Regional Quiz
  64. Thank you
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