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How Rapidly is TV audience behaviour
evolving?
Steve Weaver
Nine Network Australia
The TV Landscape
PVR’s Multi-channels
online
The PVR
Rapid adoption and transformation of viewing
behaviours
Overseas PVR Penetration- Finland
PVR adoption faster by comparison
2007 Q1-08 Q2-08 Q3-08 Q4-08 Q1-09 Q2-09 Q3-09 Q4-09 Q1-10
Australia- DTT Australia- PayAustralia- PVR Overseas Mkt- DTTOverseas Mkt- PVR
While DTT mirrors overseas uptake, PVR uptake is accelerating
PVR over internet for content choice
PVR uptake had to compete against online video
offerings in overseas markets
Live and playback profile
Viewing Behaviour by session type differs
Live is still the dominant viewing behaviour
97.7%
94.2%
2.4%
2.9%
6.2%
7.5%
3.8%
4.6%
3.2%
2.8%
1.8%
3.2%
3.1%
2.9%
3.1%
Timeshift- Total TV
0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
14.00%
16.00%
1 2 3 4 5 6 7 8 9 10 11
Weeks
% S
hif
t
TTL TV PPL With PVR TTL TV PVR and 0-17 TTL TV PVR and 18-24 TTL TV PVR and 25-39
TTL TV PVR and 40-54 TTL TV PVR and 55+
Hitting 12%- similar to
more mature markets
Timeshift- Free to Air Viewing
0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
14.00%
16.00%
1 2 3 4 5 6 7 8 9 10 11
Weeks
% S
hif
t
TTL FTA (incl Spill) PPL With PVR TTL FTA (incl Spill) PVR and 0-17 TTL FTA (incl Spill) PVR and 18-24
TTL FTA (incl Spill) PVR and 25-39 TTL FTA (incl Spill) PVR and 40-54 TTL FTA (incl Spill) PVR and 55+
55+ viewing behaviour
readily adopting
Building during ‘survey
period’
Timeshift- Subscription TV Viewing
0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
14.00%
16.00%
1 2 3 4 5 6 7 8 9 10 11
Weeks
% S
hif
t
TTL STV PPL With PVR TTL STV PVR and 0-17 TTL STV PVR and 18-24 TTL STV PVR and 25-39
TTL STV PVR and 40-54 TTL STV PVR and 55+
Pattern not repeated
for pay viewing
Playback more stable
Genre Trend
0%
1%
1%
2%
3%
3%
3%
3%
3%
4%
4%
5%
6%
10%
Sports Event
News/CA
Special Sports
Kid'd
Movies
Mini series
Info/Lifestyle
Light Ent.
Comedy
Other Sports
Specials
Docu
Reality
Drama
Timeshifting TTV
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
18h00
18h30
19h00
19h30
20h00
20h30
21h00
21h30
22h00
22h30
23h00
23h30
V; Good Wife; House; Desperate Housewives; Mentalist;
Slots that have timeshift demand- Top Gear
Viewers treat playback library as an additional channel
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
18h00
18h30
19h00
19h30
20h00
20h30
21h00
21h30
22h00
22h30
23h00
23h30
Playback library easing competition for screen
0
100
200
300
400
500
600
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10
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2007 2008 2009 2010
solo 18-39 co-view 18-39 with ttlppl
Decreasing Solus Live Viewing
Has the PVR changed the way we view?
1,400
1,500
1,600
1,700
1,800
1,900
2,000
2,100
19:3
3:00
- 19
:33:
59
19:3
5:00
- 19
:35:
59
19:3
7:00
- 19
:37:
59
19:3
9:00
- 19
:39:
59
19:4
1:00
- 19
:41:
59
19:4
3:00
- 19
:43:
59
19:4
5:00
- 19
:45:
59
19:4
7:00
- 19
:47:
59
19:4
9:00
- 19
:49:
59
19:5
1:00
- 19
:51:
59
19:5
3:00
- 19
:53:
59
19:5
5:00
- 19
:55:
59
19:5
7:00
- 19
:57:
59
19:5
9:00
- 19
:59:
59
20:0
1:00
- 20
:01:
59
20:0
3:00
- 20
:03:
59
20:0
5:00
- 20
:05:
59
20:0
7:00
- 20
:07:
59
20:0
9:00
- 20
:09:
59
20:1
1:00
- 20
:11:
59
20:1
3:00
- 20
:13:
59
20:1
5:00
- 20
:15:
59
20:1
7:00
- 20
:17:
59
20:1
9:00
- 20
:19:
59
20:2
1:00
- 20
:21:
59
20:2
3:00
- 20
:23:
59
20:2
5:00
- 20
:25:
59
20:2
7:00
- 20
:27:
59
20:2
9:00
- 20
:29:
59
20:3
1:00
- 20
:31:
59
Overnight Consolidated
we still watch programs en-masse…
and some of us still leave during ad breaks!
But break viewing behaviour does differ by age
0
5
10
15
20
%
% increase consolidated vs live- program % increase consolidated vs live- ad break
TTL PPL 0-17 18-24 25-39 40-54 55+
Multichannels
Viewing behaviour is changing
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
1 2 3 4 5 6 7 8 910
11
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2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
Sh
are
Network ABC1 Network 7 Network 9 Network TEN Network SBS ONE TTL STV
Network ABC2 Network ABC3 Network 7TWO Network GO! Network ONE Network SBS TWO
1 June 2008
12 April 2009
28 June 2009
23 August 2009
1 November 2009
30 November 2009
9.4%
Multichannel
9.4% 11.4% 7.6%
Multichannels increasing choice
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
18h00
18h30
19h00
19h30
20h00
20h30
21h00
21h30
22h00
22h30
23h00
23h30
Particularly daytime, fringe and late night viewing
Increased choice leads to increased usage
Increased choice brings new viewers
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
18h00
18h30
19h00
19h30
20h00
20h30
21h00
21h30
22h00
22h30
23h00
23h30
Young males increasing
Increased choice provides choice of platform
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
14.0%
16.0%
27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 1 2 3 4 5 6 7 8 9 10 11 12
2009 2010
Week No.
Sh
are
Sydney Melbourne Brisbane Adelaide Perth
Low penetration subscription tv market Adelaide
readily adopting multichannels
Pay penetration estimates
21%
23%
25%
27%
29%
31%
33%
35%
37%
39%
Ja
nu
ary
Feb
ruary
Ma
rch
Ap
ril
Ma
y
Ju
ne
Ju
ly
Au
gu
st
Se
pte
mb
er
Oc
tob
er
No
ve
mb
er
Dec
em
be
r
Ja
nu
ary
Feb
ruary
Ma
rch
Ap
ril
Ma
y
Ju
ne
Ju
ly
Au
gu
st
Se
pte
mb
er
Oc
tob
er
No
ve
mb
er
Dec
em
be
r
Ja
nu
ary
Feb
ruary
Ma
rch
2008 2009 2010
Sydney Melbourne Brisbane Adelaide Perth
Adelaide growth slower
by comparison
Online
TV relatively unaffected
11
37
70
17
32
910
2425
75
1
43.7
28
0
20
40
60
80
100
Breakfast (5.30 -9am) Morning (9am-1pm) Afternoon (1-5pm) Early Evening (5-8pm) Evening (8-11pm) Late Night (11pm-
5.30am)
Internet Radio Newspapers Magazines TV Video Cinema
29
5549
11
20.2
12.77
2524
68
1.3
41.4
23
0
20
40
60
80
100
Breakfast (5.30 -9am) Morning (9am-1pm) Afternoon (1-5pm) Early Evening (5-8pm) Evening (8-11pm) Late Night (11pm-
5.30am)
20
04
2
00
9
Concurrent Media Exposure (CME)
82
67
30
46
70
48
14
57
67
64
32
45
68
52
21
54
0 20 40 60 80 100
I enjoy watching TV
TV helps me to relax
Make appointment to view
programs
Study program guides to
choose what I watch
Selective about programs I
watch
Like to do other activities
whilst watching TV
I really make an effort to
watch TV
I often talk about what I
see on TV
2004 2006 2008 2009
Effort up
and multi-
tasking up
Source: Centre for Research Excellence
Mapping CME to Neurostates
Video consumption- most engaged with TV
Source: Centre for Research Excellence
Neurostates minute by minute
Free
Browsing
Web Video
Streaming
Mobile
Video
Viewer Engagement by platform
0.53
0.430.47
0.33
0
0.1
0.2
0.3
0.4
0.5
0.6E
ng
ag
em
en
t
Wave 1
TV Internet- Browsing Internet- Video Mobile
Neurostates confirm brain activity most engaged when
consuming via tv
CME mapped to Neurostates
0.53
0.430.47
0.33
0
0.1
0.2
0.3
0.4
0.5
0.6
En
ga
ge
me
nt
Wave 1
TV Internet- Browsing Internet- Video Mobile
Source: Centre for Research Excellence; Nine Neuro Cricket Study
Real World Impact
0
0.1
0.2
0.3
0.4
0.5
0.6
0.7
En
ga
ge
me
nt
Wave 1 Wave 2
TV Internet- Browsing Internet- Video Mobile2 M
on
th C
ricket
Seaso
n
3 Screens Drive each other
TV
Online
Mobile
TV drives
online and 3rd
screen
engagement
2 reasons for going online
TV ONLINE
Catch up
experience Extension
experience
“Extension experience” viewer
Year on Year Movement (%) of those who watch 10+ hours of TV
by Internet Usage (Entertainment and TV purposes)
-20%
-10%
0%
10%
20%
30%
40%
50%
60%
70%
80%
14-17 18-24 25-39 40-54 55+
Age
%
Heavy Internet users (for Entertainment and TV purposes)
Medium-Light Internet users (for Entertainment and TV purposes)
Daily Internet users (for Entertainment and TV purposes)
Extension Experience- TV show websites
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
shar
e o
f d
aily
pag
e im
pre
ssio
ns
Traffic peaks for ninemsn TV show websites
ACA (weekday) Today (weekday) Sixty Minutes (Sun)Getaway (Thurs) Farmer Wants a Wife (Mon) Underbelly (Mon)NRL Footy Show (Thur)
Nielsen estimates 61% of online Australian’s have watched TV while using the Internet.
Extension Experience- Olympics
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
12 m
idnig
ht
1 AM
2 AM
3 AM
4 AM
5 AM
6 AM
7 AM
8 AM
9 AM
10 A
M
11 A
M
12 n
oon
1 PM
2 PM
3 PM
4 PM
5 PM
6 PM
7 PM
8 PM
9 PM
10 P
M
11 P
M
13/02/2010 14/02/2010 15/02/2010 16/02/2010 17/02/2010 18/02/2010 19/02/2010 20/02/2010 21/02/2010
22/02/2010 23/02/2010 24/02/2010 25/02/2010 26/02/2010 27/02/2010 28/02/2010 1/03/2010 2/03/2010
Torah B.
Lydia L.
Viewing Behaviour is morphing
TV remains central
PVR/multi-channels provides control and
choice
Online provides extension and
augmentation
All of which lead to a richer core tv viewer
experience
