understanding the sections on tvnz

Download UNDERSTANDING THE SECTIONS ON tvnz

Post on 02-Jan-2016

16 views

Category:

Documents

0 download

Embed Size (px)

DESCRIPTION

UNDERSTANDING THE SECTIONS ON tvnz.co.nz. A profile of visitors to Business. The Business section is the most ‘male’ of our sections with males making up 56% of Business visitors The business section has a strong skew towards 40+ year olds (64%) - PowerPoint PPT Presentation

TRANSCRIPT

  • UNDERSTANDING THE SECTIONS ON tvnz.co.nz

  • A profile of visitors to BusinessThe Business section is the most male of our sections with males making up 56% of Business visitors The business section has a strong skew towards 40+ year olds (64%)Household incomes are higher for Business visitors vs the rest of the tvnz.co.nz sections and sits well above the market aggregate, with 30% earning more than $120k per year42% of Business visitors are in the top 3 occupations, with skews towards Farm Owners/Managers and retireesThe Business section has the second highest portion of Home Owners and sits above the market aggregate Household shoppers are well represented in this section too, and whilst it is not the greatest concentration on tvnz.co.nz it is inline with the market aggregateThe business section has one of our strongest Auckland skews and is well past the market aggregate. Other regions that skew include Hawke's Bay, Otago and WaikatoAs with all tvnz.co.nz sections Europeans skew above the market aggregate. There is also a skew towards Chinese

  • A profile of visitors to Entertainment NewsThe Entertainment News section has a strong skew towards females (61%) Entertainment News Visitors skew strongly towards 35-44 year oldsHousehold incomes skew slightly lower in the Entertainment News section vs the rest of tvnz.co.nz Entertainment News visitors tend to be in the Top 3 Occupations, Trained Service workers and Clerical/sales employees. They also skew towards Home Duties and Tertiary students69% of Entertainment News visitors own their own home which sits slightly above the market aggregate Household shoppers are well represented in this section with 51% being the main household shopper31% of Entertainment News visitors live in Auckland, with large skews towards Otago, Hawke's Bay, Bay of Plenty, Manawatu/Wanganui, Waikato, Northland and Southland regionsAs with all tvnz.co.nz sections Europeans skew above the market aggregate. There are also skews towards Tongans, NZ Maoris and Cook Islanders

  • A profile of visitors to News58% of News visitors are female The News section has a strong skew towards 30-54 year olds64% of News visitors have a household income between $40k-$250 per year which is inline with the market aggregate News visitors skew towards the top 3 occupations, trained workers, home duties and retirees69% of News visitors own their own home which sits slightly above the market aggregateThey are more likely to be a Household shopper compared to the market aggregate30% of News visitors live in Auckland, with the largest skews towards Otago, Hawke's Bay, Nelson/Marlborough, Bay of Plenty, Northland and Canterbury regionsAs with all tvnz.co.nz sections Europeans skew above the market aggregate. There are also skews towards Tongans and Cook Islanders

  • A profile of visitors to SportWhile 55% of visitors to the sports section are males it is not the most male of our sections The Sports section has a strong skew towards the 30-44 & 50+ age groups compared to the market aggregateHousehold incomes skew higher in the Sport section vs the market aggregate and the rest of tvnz.co.nz Visitors to the Sport section tend to be Professionals, Business Managers/Executives, Technical/Skilled Workers and Trained Workers. They also skew towards Domestic Workers, Retirees and Business Proprietors69% of Sports visitors own their own home which sits above the market aggregate 61% are the household shopper which is slightly below the market aggregate28% live in Auckland which is inline with the market aggregate. The regions with the strongest skews include Gisborne, Hawke's Bay, Manawatu/Wanganui, Otago, Bay of Plenty and NorthlandAs with all tvnz.co.nz sections Europeans skew above the market aggregate. There are also skews towards Other Pacific Islanders, Cook Islanders, Samoans & NZ Maoris

  • A profile of visitors to Technology54% of visitors to the Technology section are males They tend to be older than the market aggregate with skew towards the older age groups of 40-54 and 60+ year olds63% of Technology visitors have a household income of between $40k-$250K and they are more likely than the market aggregate to have a household income over $250k per yearVisitors to the Technology section tend to be in the Top 3 occupations, and Technical skilled workers, with large skews towards Home duties, Technical/Skilled workers, Retirees, Domestic workers and Tertiary Students67% of Technology visitors own their own home which is inline with the market aggregate 62% are the household shopper which is slightly below the market aggregateThey are more likely to live in Auckland with 30%, with large skews towards those living in Gisborne, Otago, Manawatu/Wanganui, Waikato, Hawke's Bay and Southland regionsAs with all tvnz.co.nz sections Europeans skew above the market aggregate. There is also a skew towards Niueans

  • A profile of visitors to Travel56% of visitors to the Travel section are females which is inline with the market aggregateTravel section visitors span a wide range of age groups with particular skews towards 30-34, 45-49 and 60+ age groups66% of Travel visitors have a household income of between $40k-$250K per yearVisitors to the Travel section tend to be Professionals, Business Managers/Executives, Clerical/Sales employees and Retirees, with large skews towards Home duties and Semi-skilled workers69% of Travel visitors own their own home which sits above the market aggregate They are more likely than the market aggregate to be the household shopper with 66%The travel section has one of our strongest Auckland skews with 34% living in Auckland. Travel Visitors are also more likely than the market aggregate to live in Manawatu/Wanganui, Nelson/Marlborough, Hawke's Bay, and Bay of Plenty regions As with all tvnz.co.nz sections Europeans skew above the market aggregate. There are also skews towards Other Pacific Islanders, Chinese, Niueans and Cook Islanders

  • A profile of visitors to Weather59% of visitors to the Weather section are females 41% of Weather visitors are 35-54 years old, however the strongest skew is towards the 60+ age groups with 25% of weather visitors falling into this groupVisitors to the Weather section tend to be Clerical/Sales employees, Trained Service Workers, and Retirees - with the weather section having the largest proportion of Retirees of any tvnz.co.nz section. There are also large skews towards Home duties and Business ProprietorsWhilst 58% of Weather visitors have a household income of between $40k-$250K per year they are around 50% more likely to have a lower household income (under $40k) compared to the market aggregate due to the large % of retirees in the group72% of Weather visitors own their own home, the highest of any tvnz.co.nz sectionHousehold shoppers are well represented in this section with 51% being the main household shopperWeather Visitors are more likely to live in other regions outside of Auckland, particularly Canterbury, West Coast, Otago, Gisborne, Hawke's Bay, Southland and Bay of Plenty As with all tvnz.co.nz sections Europeans skew above the market aggregate. There are also skews towards Other Asians & Europeans

  • A profile of visitors to TV ONEThe TV ONE section skews towards females (70%) with this section being one of the most female of our sections The TV ONE section skews towards 30-49 year olds & those aged 60+TV ONE visitors tend to be Trained Service Workers, Clerical/Sales employees, Business Proprietors and Retirees, with large skews towards Home duties, Semi skilled workers, Farm Owners and Tertiary StudentsHousehold incomes skew lower in the TV ONE section vs the rest of tvnz.co.nz but this could be due to the large % of visitors being Retirees/Home makers/Students68% of TV ONE visitors own their own home which sits slightly above the market aggregate Household shoppers are well represented in this section having the highest concentration of HHS on tvnz.co.nz with 71%They are more likely to live in Auckland with 30%, with the strongest skews towards those living in Manawatu/Wanganui, Northland, Bay of Plenty, Hawke's Bay and Nelson/Marlborough regions As with all tvnz.co.nz sections Europeans skew above the market aggregate. There also skews towards NZ Maoris, Samoans and Niueans

  • A profile of visitors to TV2The TV2 section has the highest concentration of females than all other tvnz.co.nz section with 74% being females The TV2 section skews towards the younger age groups of 10-39 year olds TV2 visitors tend to be Trained Service Workers, Clerical/Sales employees, and Tertiary Students, with large skews towards Home duties, Primary and Secondary studentsTV2 Visitors tend to earn lower Household incomes vs the market aggregateWhile 59% of TV2 visitors own their own home this sits well below the market aggregate 66% are the household shopper which sits above the market aggregateThe TV2 section has our strongest Auckland skew and skews well above the market aggregate. Other regions that skew well include Gisborne, Northland, Otago, and Taranaki As with all tvnz.co.nz sections Europeans skew above the market aggregate. There are also skews towards Other Pacific Islanders, Samoans, NZ Maoris, Indians & Other Asians

Recommended

View more >