Understanding the sections on tvnz.co.nz

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%)• 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 year

• 42% of Business visitors are in the top 3 occupations, with skews towards Farm Owners/Managers and retirees

• The 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 aggregate

• The 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 Waikato

• As with all tvnz.co.nz sections Europeans skew above the market aggregate. There is also a skew towards Chinese

Source: Nielsen NetRatings/February 2010

A profile of visitors to Entertainment News

• The Entertainment News section has a strong skew towards females (61%)

• Entertainment News Visitors skew strongly towards 35-44 year olds• Household 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 students

• 69% 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 shopper

• 31% of Entertainment News visitors live in Auckland, with large skews towards Otago, Hawke's Bay, Bay of Plenty, Manawatu/Wanganui, Waikato, Northland and Southland regions

• As with all tvnz.co.nz sections Europeans skew above the market aggregate. There are also skews towards Tongans, NZ Maoris and Cook Islanders

Source: Nielsen NetRatings/February 2010

A profile of visitors to News

• 58% of News visitors are female • The News section has a strong skew towards 30-54 year olds• 64% 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 retirees• 69% of News visitors own their own home which sits slightly above the

market aggregate• They are more likely to be a Household shopper compared to the market

aggregate• 30% of News visitors live in Auckland, with the largest skews towards

Otago, Hawke's Bay, Nelson/Marlborough, Bay of Plenty, Northland and Canterbury regions

• As with all tvnz.co.nz sections Europeans skew above the market aggregate. There are also skews towards Tongans and Cook Islanders

Source: Nielsen NetRatings/February 2010

A profile of visitors to Sport• While 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 aggregate

• Household 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 Proprietors

• 69% of Sports visitors own their own home which sits above the market aggregate

• 61% are the household shopper which is slightly below the market aggregate

• 28% 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 Northland

• As 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

Source: Nielsen NetRatings/February 2010

A profile of visitors to Technology

• 54% 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 olds

• 63% 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 year

• Visitors 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 Students

• 67% 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 aggregate

• They 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 regions

• As with all tvnz.co.nz sections Europeans skew above the market aggregate. There is also a skew towards Niueans

Source: Nielsen NetRatings/February 2010

A profile of visitors to Travel• 56% of visitors to the Travel section are females which is inline with the

market aggregate

• Travel section visitors span a wide range of age groups with particular skews towards 30-34, 45-49 and 60+ age groups

• 66% of Travel visitors have a household income of between $40k-$250K per year

• Visitors 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 workers

• 69% 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

Source: Nielsen NetRatings/February 2010

A profile of visitors to Weather

• 59% 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 group

• Visitors 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 Proprietors

• Whilst 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 group

• 72% of Weather visitors own their own home, the highest of any tvnz.co.nz section

• Household shoppers are well represented in this section with 51% being the main household shopper

• Weather 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

Source: Nielsen NetRatings/February 2010

A profile of visitors to TV ONE

• The 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 Students

• Household 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/Students

• 68% 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

Source: Nielsen NetRatings/February 2010

A profile of visitors to TV2• The 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 students

• TV2 Visitors tend to earn lower Household incomes vs the market aggregate

• While 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 aggregate

• The 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

Source: Nielsen NetRatings/February 2010