audience insights tracker for wc 30 march, 2020 · finale: oztam metro and regional, overnight...

Audience Insights Tracker

For WC 30 March, 2020

Linear TV BVOD Digital & Publishing Radio

Nine maintains its dominance as

Australia’s preferred demographic

network, driven by the strength of

news, current affairs and

entertainment formats.

Nine’s daytime share has soared

among all key demos, in particular

younger viewers.

Married at First Sight has concluded its

2020 season with over 2.249 million

cross-platform viewers per episode.

9Rush launched with strong male

demographic appeal, living up to its

premise as Australia’s newest male

entertainment destination.

Dwell times on all Nine’s digital news

sites delivered double digital growth, a

reflection of audiences turning to

trusted news sites for up-to-the minute

information.

Nine’s Consumer Pulse survey

spanning readers of the Herald, The

Age, The Australian Financial Review,

and subscribers to the 9Nation panel

continues to reveal insights and

highlight emerging trends about Nine’s

audience during COVID-19. Did you

know the Financial Review reader is 2x

more likely to be working from home

than Nine’s TV audience.

Nine Radio continues to drive

strong audience engagement with

a second week of station caller

growth.

6PR in Perth continues to deliver the

strongest WOW digital streaming

growth , +98% WOW, following

growth of +142% for the week prior.

Gfk released the findings to

their COVID-19 radio use

survey, with 62% of respondents

saying they turned to radio to feel

less alone.

9Now continues to be the leading

CFTA BVOD platform, experiencing

consumption growth and significant

share lead ( with an average of 51%)

for March compared to other free-to-

air networks (across VOD + Live).

Live is experiencing strong growth with

9Now having the top 10 live programs

for week commencing

29th March. Furthermore Australia’s

favourite social experiment Married at

First Sight also had 42% Live VPM rating

growth year-on-year for season 7.

2020 CALENDAR YEAR TO DATE

COMMERCIAL SHARE

P25-54 41.20% 31.10% 27.70%

P16-39 41.60% 30.80% 27.60%

GS+CH 41.40% 34.70% 23.90%

TOTAL PEOPLE 41.30% 34.80% 23.90%

Source: oztam metro total tv 01/01/2020 – 05/04/2020, various demos, nine network, seven network, network 10, overnight, 18:00:00-23:59:59, 5 city metro, comm share.

Last week, Network Nine reached +434K new viewers vs 4

weeks ago across Metro 5 City (+2.46% reach point increase)

Source: OzTAM Metro 5 City, W.C. 09/03/20 – W/C/ 29/03/20, S-S 0200-2559, Network Nine, Reach, Reach %, Total People, Overnight (for like for like WoW comparison)

52.13 53.4256.19

54.59

53.6855.24 58.12 55.16

38.2540.04 43.98

41.00

57.87 58.66

62.6459.17

0

50

100

150

200

250

W11 W12 W13 W14

Network Nine - Metro 5 City Weekly Reach % - WoW

Total People People 25-54 People 16-39 GS + Child

+1.48

reach ppts

P25-54

+1.3

reach ppts

GS+CH

+2.75

reach ppts

P16-39

Source: OzTAM Metro Total TV , Nine Network, Week 14 2019 v Week 14 2020, Overnight, 18:00:00-23:59:59, 5 City Metro, Comm Share.

39.30%

42.50%

37.00% 38.00% 39.00% 40.00% 41.00% 42.00% 43.00%

GS+CH, 2019

GS+CH, 2020

Nine Network Commercial Share YOY for GS+CH – Primetime

+3.2

share ppts

GS+CH

Source: OzTAM Metro Total TV , Nine Network, Week 14 2019 v Week 14 2020, Overnight, 06:00:00-17:59:59, 5 City Metro, Comm Share.

31.00% 32.00% 33.00% 34.00% 35.00% 36.00% 37.00% 38.00% 39.00% 40.00%

People 25-54

People 16-39

GS + Child

Nine Network Commercial Share Year on Year – Daytime

Week 14 2020 Week 14 2019

+1.1

share ppts

25-54

+3.9

share ppts

16-39

+0.8

share ppts

GS+CH

Hits second highest

rating episode of

2020

Hits highest rating

Thursday bulletin of

2020

Hits highest rating

episode since Nov

2015

Source: OzTAM Metro, Week 14 2019 v Week 14 2020, Ttl People, P25-54, P16-39, GS+CH, Avg. Audience, Overnight. Today second highest rating: OzTAM Metro, Overnight, 2/04/20. 9News 6.00PM highest rating: OzTAM Metro, Overnight, 2/04/20. ACA highest rating: OzTAM Metro,

Overnight, 2/04/20. 60 Minutes: OzTAM Metro, Overnight, 5 April 2020, since Nov 22, 2015.

Hits highest rating

Thursday bulletin of

2020

P25-54: +84.04%

P16-39: +184.42%

GS + CH: +56.90%

Total People: +79.39%

WEEKLY METRO

GROWTH YOYWEEKLY METRO

GROWTH YOY

WEEKLY METRO

GROWTH YOYWEEKLY METRO

GROWTH YOY

WEEKLY METRO

GROWTH YOY

P25-54: +63%

P16-39: +93.34%

GS + CH: +45.39%


P25-54: +48.49%

P16-39: +66.94%

GS + CH: +63.99%


P25-54: +32.70%

P16-39: +49.36%

GS + CH: +45.66%


P25-54: +2.52%

P16-39: +0.89%

GS + CH: +21.01%


P25-54: +15.96%

P16-39: +6.44%

GS + CH: +29.92%


WEEKLY METRO

GROWTH YOY

VOD VPM395K

ENCORE187K

LIVE VPM32K

MARRIED FINALE

HITS SERIES HIGH1.951 MILLION AVG. VIEWERS

7 OF TOP 10

PROGRAMS ON LINEAR TV IN

2020

NO. 1 PROGRAM ON CFTA BVOD IN

2020

Source: Avg. Audience: OzTAM Metro Total TV & Regional TAM Regional FTA+WA. Overnight/Timeshift to 7/Consolidated 7 (encores only). 31/03/2019 v 3/02/2020 – 05/04/2020 "Married at First Sight". Total Individuals. OzTAM Metro OzTAM LIVE + VOD VPM, 31/03/2019 v

3/02/2020 – 05/04/2020. Finale: OzTAM Metro and Regional, overnight audience, 5/04/20. Highest rating BVOD Program: OzTAM VOD VPM, Commercial FTA 01/01/2020 – 05/04/2020, metric: minutes. Highest Rating Linear TV: OzTAM Metro and Regional – Sun 29/12/19 – Sun

5/04/20.

Married at First Sight proves

that it is once again a ratings

powerhouse, with the 2020

season delivering an average of

2.249 million cross-platform

viewers per episode.

FIRST RUN1.625M

FULL DAY AUDIENCE PROFILE

=9rUSHY:

50.48%

16.84%

67.58% 68.84%

31.16%

0.00%

20.00%

40.00%

60.00%

80.00%

P 25-54 P16-39 GS+CH Total Men Total

Women

Average Audience (April 5 and 6, 2020)

P 25-54 P16-39 GS+CH Total Men Total Women

PRIMETIME LAUNCH AUDIENCE – P25-54• Forecast: 15,000• Actual: 12,173

Top Gear• Avg. audience: 32,000• P25-54: 54.92%• Men: 72.82%• Women: 27.18%

Salvage Hunters: Classic Cars• Avg. audience: 34,000• P25-54: 50.06%• Men: 64.22%• Women: 35.78%

LAUNCH PROGRAMS

Million Dollar Car Hunters - EV• Avg. audience: 36,000

• P25-54: 52.73%• Men: 66.61%• Women: 33.39%

Audience profile: OZTAM Metro 5 City, 05/04/20 - 06/04/20, 0600-2359, 9RUSH, AUD Profile, Overnight. Growth: OZTAM Metro 5 City, 06/04/20 vs 05/04/20, 1800-2359, 9RUSH, AUD, Overnight. Launch: OzTAM Metro, Overnight audience, 5 April 2020, 6pm - MN.

PRIMETIME AVG. AUDIENCE GROWTH DAY-ON-DAY

• P25-54: +19.3%• GS+CH: +8.5%• M25-54: +5.0%• Total Men: +14.0%• Total People: +14.7%

51% shareLive & VOD minutes

+254% more

Source: OzTAM LIVE + VOD VPM, Share based on CFTA, March 2020, Metic: Minutes, Duration: 0+ mins

+46 more

52% 51%49%

51% 50%

32% 33%35% 36% 37%

16% 15% 16%13% 12%

0%

10%

20%

30%

40%

50%

60%

10 - WC 1/3 11 - WC 8/3 12 - WC 15/3 13 - WC 22/3 14 - WC 29/3

Total minutes share March 2020

than

than

Top 10 Live Programs W/C 29TH

Married At First Sight -The Final Dinner Party

Married At First Sight – Sunday

Married At First Sight – Monday

60 Minutes

Nine News Sunday

Nine News Special: Covid-19 -Tue

A Current Affair

A Current Affair

Nine News 6:30

Nine News Special: Covid-19 -Mon

Source: OzTAM LIVE + VOD VPM, 28/01/2019 – 31/03/2019 v 3/02/2020 – 05/04/2020. Note: 2019 Season 6 MAFS had 41 episodes. OzTAM VOD VPM, 22 March – 28 March v 29 March – 4 April 2020, metric minutes. Top 10 live based on OzTAM LIVE VPM, All Broadcasters, 29 March - 4 April 2020, Metic: Minutes, Duration: 15+ mins

0

20,000

40,000

60,000

80,000

100,000

120,000

Ep

01

Ep

03

Ep

05

Ep

07

Ep

09

Ep

11

Ep

13

Ep

15

Ep

17

Ep

19

Ep

21

Ep

23

Ep

25

Ep

27

Ep

29

Ep

31

Ep

33

Ep

35

LIVE STREAMING GROWTH

2019 2020

+42% LIVE

VPM

RATING

GROWTH

YOY Married at First Sight

Average daily UA +20%Time spent +27%Page views +18%



Average daily UA +11%Time spent +15%

Page views +13%


Average daily UA +3%Time spent +6%

Source: Nielsen Digital Content Ratings, Daily Tagged, 22nd - 28th March 2020 VS 15th – 21st March Current Events and Global News Sub Category, Text, People 2+, Census.

Page ViewsHomepage Landers

Sessions

MARCHWOW

+6.3% +35.2% +21.8%

What's trending with

our subscribers.

Explainers

Latest news

Education

Healthcare

News Review

Good Weekend

Good Food Magazine

Source: Nine publishing internal analytics dashboard. Subscriber week on week analysis excluding COVID-19 related content March 15st – 21st 2020 vs March 22nd – 28th 2020.

Content trending based on PVs March 2020.

Subscriber engagement w/c 29th March 2020.

Week 140,556 comments

8-14 March

+13%45,853 comments

15-21 March

+8%49,445 comments

22-28 March

Readers and subscribers engaging directly via article comments across the

Herald and The Age.

Seeking clarity

As developments continue to roll out about restrictions

and job losses, consumers are considering the

implications for their households in the short and medium

term. They need clear information on where they stand,

from government and businesses alike.

Brand implicationOpportunity to maintain positive brand presence by

clearly communicating changes to services, availability

of support or relief for customers.

In response to the COVID-19 crisis, Nine has launched a weekly consumer sentiment poll to understand how we can help brands connect with our audiences in 2020.

Looking outward

As Australians move beyond the

initial responses of fear, dismissal and denial,

their focus is broadening. As concerns

about impacts for society, vulnerable groups

and frontline workers are emerging, many

are finding novel ways to show care

and appreciation for others.

Brand implication

Brands should explore opportunities to support

vulnerable groups, frontline

workers and those employed in

their sector. This has already started

to emerge across the hospitality, retail

and travel sectors

Renewed perspective

The world is confronting increasing emotional challenges

– isolation, loss of control, job insecurity and fear. Many

consumers are starting to look for positives

and deeper meaning – focusing on

what’s important, redefining quality time, and exploring

new meanings of community, solidarity and connection.

Brand implication

Opportunity for brands to enhance cultural relevance

by becoming embedded in these emerging

cultural trends and pivoting products, services

and communications in response.

Week 2 – Consumer Pulse Macro Themes

Source: Nine consumer pulse sentiment poll conducted via online survey Wednesday 25.03.2020 - Thursday 26.03.2020. For more information on methodology and sample size visit nineforbrands.com.au

View the complete Consumer Pulse results at nineforbrands.com.au

Week 2 – w/c 30.03.2020

News consumptionAs we saw in the previous week, our audiences are spending a sizable amount of time accessing news. Results week-on-week suggest that

overall our audiences are starting to become more selective about the sources they use – using fewer sources, being more selective and more reliant on trusted sources.

0% 10% 20% 30% 40% 50% 60%

I’m more reliant on trusted sources of news

I’m accessing a greater number of news sources

I’m spending more of my time accessing news

I’m more selective in my sources of news

I’m tiring of coronavirus coverage

I’m seeking out good news stories / lighter news stories

to balance coronavirus coverage

I’m spending less of my time accessing news

I’m accessing fewer sources of news

9Nation SMH / The Age Financial Review

Things audiences are doing more – changes in the last week

While our audiences continue adjusting to working from home, they are also relaxing more, watching more linear television and streaming services, and exploring digital services to connect with others. Online shopping is also increasing week-on-week, particularly among Financial Review readers.

0% 10% 20% 30% 40% 50% 60%

Using digital services for things you previously did in-person (e.g.

classes, events, fitness, socialising etc.)

Working from home

Watching TV (i.e. traditional broadcast TV)

Watching streaming services

Relaxing

Online shopping

Health and wellness (meditation, food choices etc.)

Exercise

Personal grooming

Driving

Dining out

9Nation SMH / The Age Financial Review

Source: Nine consumer pulse sentiment poll conducted via online survey Wednesday 25.03.2020 - Thursday 26.03.2020. For more information on methodology and sample size visit nineforbrands.com.au

Users

+69%

Digital

Live streaming

+46%

Users

+118.2%

Digital

Live streaming

+50%

Digital Digital

Source: Digital: 1 March – 31, Google Analytics. Streaming and podcasting: 1 March – 31 March, Triton.

Users

+35.3%

Live streaming

+53%

Users

+172%

Live streaming

+98%

Podcast & Callers

Nine Radio

Podcasts

+9%

Station Callers

+83% MoM

1 in 3 radio listeners (33%)

say they have listened to more radio at

home during the COVID-19 pandemic

50% of mobile phone listeners

have increased their listening to this device

(15% of radio listeners)

27% of DAB+ radio

listeners are listening more to this platform

Radio is a source of comfort

72% agree

“I trust radio to give up-to-date

information about COVID-19”

64% agree

“Radio keeps me connected

with the local community”

62% agree

“Radio makes me feel less alone”

11% of Australians

are listening to more

Podcasts during the

COVID-19 pandemic

Top 5 Podcast

Categories

1. News & Politics 32%

2. Comedy 31%

3. TV & Movies 26%

4. Arts, Culture & Music 23%

5. Sports 21%

GfK Radio Insights is an online radio survey which provides additional perspective to the GfK Australian Radio Ratings. n=511 representative sample by age, gender, location of Australians (Radio listeners n=426), people 18+. Survey period April 1-2 2020. For more

information please visit the GfK website at www.gfk.com/au

NEWS LIFESTYLE SPORT MUSIC

550HRS

62HRS

56HRS

172HRS

HOURS OF

CONTENT

PRODUCED

PER WEEK

Did you know Nine Radio not only produces the most news talk content in Australia, but also produces more than 56 hours of sport and

62 hours of lifestyle content every week, including 168 hours of content across Australia’s newest easy listening stations.

audience insights tracker for wc 30 march, 2020 · finale: oztam metro and regional, overnight...

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