TVNZONDEMAND

RESEARCH METHODOLOGY

• Quantitative research undertaken by Nielsen using an online survey, administered via a site intercept survey to visitors of TVNZ Ondemand website

• Data was collected: 3rd – 22nd November 2010

• 2,714 respondents - representing a 1.9% margin of error

ONDEMAND IS NO LONGER NICHE

• On average TVNZ Ondemand delivers over 326,681 Unique Viewer per month, with 1,446,410 stream views

• TVNZ Ondemand audiences are growing – with stream views up 24% YOY in 2010

0

200,000

400,000

600,000

800,000

1,000,000

1,200,000

1,400,000

1,600,000

1,800,000

2,000,000

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Stre

am V

iew

s

TVNZ Ondemand - Stream Views

2009 2010

Source: Nielsen Net Ratings

48%37%

52%63%

0%

20%

40%

60%

80%

All People 18+ Ondemand Viewers 18+

Male Female

Female skew (63%) and 70% under 45 years of age

WHO USES TVNZ ONDEMAND?

58% of TVNZ Ondemand Viewers are Tertiary educated, as opposed to 36% of the general

population aged 18+

45% of TVNZ Ondemand Viewers have a Personal Income over $40k, as opposed to 31%

of the general population aged 18+

TVNZ Ondemand Viewers are young, well educated women with high personal incomes

Q. Where do you mostly watch programmes on TVNZ Ondemand?Please select one only

TVNZ Ondemand Viewers visit frequently and mostly from home

82% of TVNZ Ondemand viewers had

watched in the last week

WHEN DO THEY USE TVNZ ONDEMAND?

Q. Please select whether each of the following applies to you and how you watched this programme?

Questions based around pre-qualifying statement of, “Now for the next set of questions, please think about the last episode or screening of a TV programme you watched on TVNZ Ondemand, that is currently on air (i.e. not a preview of an upcoming episode or an old programme not currently on air”

TVNZ Ondemand Viewers are highly involved viewers who love to interact with their favourite TV show and use TVNZ Ondemand so they don’t miss a second!

Most TVNZ Ondemand viewers are highly attentive when viewing: 33% give the programme their full attention (Rating

10) and a further 41% considerable attention (Rating 7-9)

3% 69% 5% 21%Ondemand Viewers

I watched some/all of it on TV and was watching the whole episode againI missed it on TV and was catching up on the whole episodeI only watched some of it on TV and was catching up on the bits I missedI watched some/all of it on TV and was watching the best bits againI always watch it on TVNZ Ondemand

Q. Which of the following best describes how you watched this programme using TVNZ Ondemand?

HOW DO THEY USE TVNZ ONDEMAND?

Q. Thinking about the last episode you watched on TVNZ Ondemand, on a scale of 1-10 how would you rate your attention level viewing on Ondemand

compared to watching the same programme on TV?

The majority of viewers clearly rated their attention level as higher for TVNZ Ondemand compared to watching the same programme on

TV with 61% giving a rating of between 7and10.

HOW IS TVNZ ONDEMAND DIFFERENT TO TV?

TVNZ Ondemand Viewing is an engaged and personal experience, so it is not surprising that TVNZ Ondemand Viewers say they pay a lot more attention to Ondemand than they do TV

0%

10%

20%

30%

TVNZ Ondemand Viewers

10 A lot more attention whenwatching it on TVNZ Ondemand9

8

7

6

5

4

3

2

1 A lot more attention whenwatching it on TV

HOW IS ADVERTISING PERCIEVED IN ONDEMAND?

Q. The following are things people have said about ads in different media. Which one media do you think each statement applies to the most?

TVNZ Ondemand Viewers rate Ondemand TV as the media that they pay the most attention to advertising in and it also has the highest level of advertising acceptance

0%

2%

4%

6%

8%

10%

12%

14%

16%

18%

20%

Ondemand TVthrough the

Internet

TV Magazines Cinema Dailynewspapers

Radio Internet(excluding

search or video)

I pay more attention to ads in this medium

0%

5%

10%

15%

20%

25%

30%

Ondemand TVthrough the

Internet

Dailynewspapers

Magazines TV Cinema Internet(excluding

search or video)

Radio

I don't mind the ads so much in this medium

WHAT CONSUMER ACTION DOES ONDEMAND CREATE?

Consumer action around TVNZ Ondemand goes far beyond a click through, with TVNZ Ondemand Viewers buying, searching and visiting websites as a result of seeing advertising Ondemand

As a result of using TVNZ Ondemand, how often do you do the following?

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10%

20%

30%

40%

50%

60%

Seriously Consider Buying Something You’Ve Seen Advertised

Visit A Website As A Result Of SeeingThe Address

Decide Where To Buy SomethingFrom

Use A Search Engine To Find Out MoreAbout A Product/Service Advertised

Actually Buy Something As A Result OfSeeing It

Consumer Action

IT’S OFFICIAL – ONDEMAND IS THE COOLEST MEDIA!

Ondemand TV is rated the coolest of all media by TVNZ Ondemand Viewers

Respondents were asked to think about their typical experiences using various types of media and asked to select which media type/s, if any, they personally associate the following statements with.

0%

10%

20%

30%

40%

50%

60%

70%

Ondemand TVthrough the

Internet

Internet Television Cinema Radio Magazines Daily Newspapers

I think this medium is pretty cool

ONDEMAND IS THE MOST HIGHLY ANTICIPATED MEDIA

Ondemand TV is the media that the most TVNZ Ondemand Viewers look forward to using

Respondents were asked to think about their typical experiences using various types of media and asked to select which media type/s, if any, they personally associate the following statements with.

0%

10%

20%

30%

40%

50%

60%

Ondemand TVthrough the

Internet

Television Internet Cinema Magazines Radio Daily Newspapers

I look forward to using this medium

ONDEMAND DEMANDS ATTENTION!

Ondemand TV comes second only to Cinema when it comes to commanding the attention of TVNZ Ondemand Viewers

Respondents were asked to think about their typical experiences using various types of media and asked to select which media type/s, if any, they personally associate the following statements with.

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Cinema Ondemand TVthrough the

Internet

Television Internet Daily Newspapers Magazines Radio

It demands my attention – it’s difficult to do other things when engaged with this medium

ONDEMAND MAKES US HAPPY

Ondemand TV is the media that the most TVNZ Ondemand Viewers say puts them in a good mood

Respondents were asked to think about their typical experiences using various types of media and asked to select which media type/s, if any, they personally associate the following statements with.

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Ondemand TVthrough the

Internet

Television Cinema Radio Internet Magazines Daily Newspapers

It put me in a good mood

SO WHAT IS ONDEMAND?

• TVNZ Ondemand is used by younger, well educated females with high personal incomes

• They visit TVNZ Ondemand frequently and mostly from home

• TVNZ Ondemand is true appointment viewing, with a highly involved audience who in the most part pay a lot more attention when watching TVNZ Ondemand than they do on TV

• There are more receptive to advertising in Ondemand TV than any other media and have comparatively low levels of ad avoidance in the Ondemand environment and their interaction with advertising extends well beyond the click

• Ondemand TV is so much more than a catch up TV service for it’s users – it is the coolest media they know, is looked forward to, demands attention and makes them happy