MAM

New technologies impacting TV viewership in Australia: Nielsen

MUMBAI: New technologies such as personal video recorders (PVRs), Internet-delivered video, tablets and smartphones, coupled with burgeoning up-take of digital terrestrial television (DTT), are increasingly impacting Australians’ television viewing habits, according to a new report released.


The first Australian Multi-Screen Report – compiled collaboratively by Nielsen, OzTam and Regional Tam – shows the extent to which new technologies are stimulating and enhancing viewing of broadcast content (‘video’)
beyond conventional television sets.


The report reveals that viewing of broadcast content via traditional TV sets remains strong and is growing. Meanwhile, smaller, more mobile and Internet-enabled devices – along with improved Internet connectivity – are creating new
opportunities to view video content; although viewing via such devices remains low in comparison to conventional TV viewing, strong growth has been observed in the past year.


Key findings as of Q4 (October-December) 2011
- Overall TV viewing is strong and rising
- Households have greater choice and access to DTT:
- 95 per cent of all homes have at least one DTT-enabled TV set (up from 90% in Q1 2011)
- 70 per cent of homes can receive DTT on every working TV set in the home (up from 55% in Q1)
- 44 per cent of households have access to time-shifting devices, such as PVRs (up from 37 per cent inQ1)


Combined, these factors give viewers greater choice and access to television content and are stimulating viewing via traditional means:


-Average monthly time spent viewing television broadcast content in the home via conventional TV sets increased by 6.1% between Q4 2010 and Q4 2011 (by 6 hours and 31 minutes) to 113 hours and 38 minutes (All People figures).


[NB:
TV viewing behaviour of course fluctuates seasonally, with viewing increasing in winter time]


- Average monthly time spent viewing playback (recorded) television content has increased by 4 hours and 31 minutes (60%) since Q4 2010, now at 12 hours per month in Q4 2011


- Approximately 99 per cent of Australian households have at least one working TV set. Overall TV monthly reach (that is, where people watch at least some television during the
period) has increased from 97 per cent in Q4 2010 to 98 per cent of Australians nationally in Q4 2011.


There is a strong and positive relationship between screen size and propensity to view, with people demonstrating a preference to watch content on the largest screen available.


Online video viewing is rising but remains small in comparison to conventional TV


- 77 per cent of households are connected to the Internet (77% in Q1), providing potential access to online television video content:


- Australians spent an average of 43 hours and 54 minutes per month using the Internet on a PC in Q4 2011 (up slightly from 43 hours and 33 minutes in Q1)


- Australians spent an average of 3 hours and 27 minutes per month watching any online video (not just television broadcast content) in Q4 2011, up from two hours and seven minutes in Q1 2011


Smartphone take-up is increasing but video viewing on such devices remains small


- An estimated 49 per cent of Australians aged 14+ years own a smartphone (35% in Q1)


- Video usage on smartphones has seen strong increases but still trails traditional TV viewing by a long way:


- Video usage on mobile phones is largely dictated by available services and associated service costs. Current estimates suggest this usage is relatively light but growing rapidly


- Users spend an average one hour and 20 minutes per month watching any video (not just television broadcast content) on a mobile phone (35 minutes in Q1),
suggesting usage of such devices to view TV video content remains small


Take-up of tablets is increasing
- An estimated 10 per cent of metro households own at least one tablet device
- Watching any video content on tablets grew from just two per cent of the total online population at the end of 2010 to five per cent by the end of 2011


People aged 18-34 are the heaviest consumers of online video and video on mobile phones The combination of the extended screens (PC and mobile phone usage) for any video content still accounts for just 4% of the video consumption on traditional TV sets
- Three hours 27 minutes per month on PCs (All People)
- One hour 20 minutes per month on mobiles (people aged 14+)
- 113 hours 38 minutes per month on a traditional TV (All People)


Nielsen’s media industry practice group in Australia head Matt Bruce said, “The introduction of DTT and time-shifted viewing, and the speed with which Australians are adopting new technology which delivers broadcast content anywhere, anytime has impacted the way in which traditional television content is accessed. The Australian Multi-Screen Report confirms that new technology and devices are adding to, rather than replacing, Australians’ TV viewing, and for media owners, agencies and advertisers, these findings provide much-anticipated insights into the way media is consumed, thereby helping to understand viewing habits and more successfully reach and engage with audiences across multiple screens.”

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/22/Ministry_Ayush-ASCI.jpg?itok=pyr8Xpnq
Over 250 complaints of misleading ads about AYUSH products since Jan 2015

NEW DELHI: The Advertising Standards Council of India (ASCI) referred 263 complaints of allegedly AYUSH products related advertisements to the Consumer Affairs Ministry since January 2015, including seven advertisements of herbal medicines in 2016.

MAM Media and Advertising Media Agencies
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/22/Woodland-800x800_0.jpg?itok=v8zCy5jP
Season 2 of Woodland's #AgainstAllOdds digital campaign returns

Mumbai: The second season Footwear and apparel and apparel accessories brand Woodland’s #AgainstAllOdds digital campaign is back with highlighting the stories of people who are pursuing offbeat adventure sports in spite of severe obstacles.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/21/Santoor-Femina_1.jpg?itok=t-ppxUD8
Manipal girl Ashna Gurav wins the Santoor Femina Style Diva South 2017

Bangalore : The winners of this year’s Santoor Femina Style Diva South were declared at a glittering ceremony attended by who’s who of the Hindi and Kannada film industry. The evening witnessed 14 gorgeous girls take over the stage at the 5th edition of Santoor Femina Style Diva South 2017 powered...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/21/BARC_0.jpg?itok=qmHu_GyY
Four brands enter the most advertised brands list in week 10 of 2017

BENGALURU: Four brands entered the list of top 10 brands in terms of television ad insertions for week 10 (Saturday, 4 March 2017 to Friday, 10 March 2017) of 2017. The new brands to enter the list of most the 10 advertised brands per week on television in week 10 were: One brand from the phone/...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/21/Jio-Airtel.jpg?itok=AC2HS5x9
Jio takes Airtel to ASCI over network speed ad

NEW DELHI: The telecom war between Reliance Jio and other telecom service providers took a new turn when a complaint was lodged with the Advertising Standards Council of India (ASCI) against broadband tester Ookla's network speed test that said Bharti Airtel has the fastest network speed.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/20/anita%20%281%29.jpg?itok=X4tBD_IG
Kohler retains Havas Media for integrated media business

Kohler has retained Havas Media as its media agency for integrated media business following a multi-agency pitch.

MAM Media and Advertising Account
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/20/denstu%20%281%29.jpg?itok=iCRK0sA4
Dentsu Webchutney appoints Anil Kumar as EVP

Dentsu Webchutney has roped in Anil Kumar as EVP and branch head. He will be based out of Delhi and will report to Dentsu Webchutney CEO and co-founder Sidharth Rao. Kumar will lead key accounts like Airtel, IndusInd Bank, Canon, Tetra Pack, Hike, Payback, DS Group and ITC amongst others.

MAM Media and Advertising People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/20/Mulshi%20Springs.jpg?itok=XmKDxYkx
Mulshi Springs all over GCC through Masafi

MUMBAI: Masafi, the beverage giant of the Middle-East Asia, has signed a deal with Mulshi Natural Spring Water to distribute the luxury brand in the entire GCC region.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/20/Schneider_0.jpg?itok=M0THcl_M
G.M Pens a new-age design for Schneider

MUMBAI: G.M Pens International Pvt. Ltd., the pioneer in writing instruments, manufacturer and marketer of ‘Rorito’, announced its strategic technological association with world-class expert, Schneider Schreibgeräte GmbH (Germany), for their new-age Product Design & Development. To mark the...

MAM Marketing Brands

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories