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MasterCard AMP. Regional Market Review. April 2011. RTM is the marketing bureau for Regional free t o a ir TV. www.regionaltvmarketing.com.au. Regional TV covers all areas outside capital cities and reaches 36% of population. QLD . DIARY. REG. WA. NNSW . SNSW . VIC . TAS .
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MasterCardAMP Regional Market Review April 2011
RTM is the marketing bureau for Regional free to air TV www.regionaltvmarketing.com.au
Regional TV covers all areas outside capital cities and reaches 36% of population QLD DIARY REG. WA NNSW SNSW VIC TAS
Regional TV coverage includes large cities and fast growing coastal suburbs Gold Coast Newcastle & Central Coast Canberra Wollongong & Illawarra
Diary markets: A diverse mix of urban and rural Darwin Satellite Regional WA Mildura Griffith Port Pirie/ Broken Hill Loxton/Mt Gambier
Populations of major regional TV markets are comparable with the metros NNSW 2,079 SNSW 1,410 People Source: ATR & OZTAM 2011, Nielsen Media Research 2010
Urbanisation and high population growth changing the profile of regional Australia • Seachange: Baby boomers and young families • Lower cost of living and lifestyle are main attractions • Rural populations moving to regional hub towns • Less than 4% of households depend on farming
Seachange… … for baby boomers …for families
“Typical” SeachangerRyan, 36. Wollongong NSW Made the seachange from the “Shire” to the “Gong”. Owns a small business in building trade Above average income & primary focus is kids and lifestyle. Loves footy , cars and teaching kids surfing.
CBA regional customers have similar demographic profile to metro Source: Roy Morgan Single Source (12mths to Dec 2010)
Highest income growth has been in regional – shift to white collar + resources Average Household Income 2010 vs. 2004 for P25-54 Roy Morgan Single Source 12 mths to Sep 2010 & Sep 2004
Lower housing cost is key factor in maintaining regional spending and attracting new arrivals House price vs. income multiple Source: Residex median house price Jul - Sep 2010 & Roy Morgan Single Source 12 mths to Jun 2010
Regional consumers’ willingness to spend remained very steady through GFC compared to metro volatility $ Dollars allocated for spending from discretionary $1000 Source: foreseechange 2005 - 2010
Regional consumers have been increasing their saving for past 5 years: national mood now cautious $ Dollars allocated for saving from discretionary $1000 Source: foreseechange 2005 - 2010
Half of all Australians say they can afford discretionary spending ... no significant regional difference No Worries “Few financial concerns being able to both save and buy what I want” Comfortable “Afford to spend on the extras that make life worthwhile” Getting By “Manage to meet expenses but nothing left over” Broke “Never seem to have enough money” % of Pop. Source: foreseechange June 2010 & October 2010
Why has regional spending been more stable and the outlook more positive? • Lower cost of living – less debt • Government investment in infrastructure • High population growth driving development and local economies • Resources growth impacting many parts of regional: NSW, QLD, WA, SA.
Culturally Australia is a divide nation: Regional is representative of the majority – “Heartland” YouthfulTechnologicalEnergetic Upwardly MobileMaterialistFamily Focused Outer Metro 41% PragmaticFunctionalPatriotic InnerMetro 23% Regional 36% ExperientialInternationalLibertarian PracticalCommunitarianSelf Reliant ConservativeInstitutionalSelf-Controlled
According to David Chalke social researcher…. www.regionaltvmarketing.com.au
Media landscape in regional markets is broadly similar to capital cities – but FTA TV is more popular Source: Roy Morgan Single Source 12 months to Dec 2010, *AGB NMR Panorama 12 mths to Dec 2010
P25-54: Savings & Investment Source: Roy Morgan Single Source (12mths to Dec 2010)
P25-54: Super fund Source: Roy Morgan Single Source (12mths to Dec 2010)
P25-54: Investment attitudes Source: Roy Morgan Single Source (12mths to Dec 2010)
AMP national spend and share into Regional TV Period: January – December 2010 Source: Nielsen Media Research AdEx Jan-Dec 2010
AMP national spend and share into Regional TV Period: January – December 2010 Source: Nielsen Media Research AdEx Jan-Dec 2010
Type of card owned Source: Roy Morgan Single Source (12mths to Dec 2010)
Used credit cards in last month Source: Roy Morgan Single Source (12mths to Dec 2010)
Type of MasterCard used in last month Source: Roy Morgan Single Source (12mths to Dec 2010)
P25-54: Finance attitudes Source: Roy Morgan Single Source (12mths to Dec 2010)
MasterCard: Regional contribute 33% of card ownership P25-54 with a MasterCard Source: Roy Morgan Single Source (12mths to Dec 2010 vs. 2009)
MasterCard % of P25-54 would have a MasterCard Source: Roy Morgan Single Source (12mths to Dec 2010 vs. 2009)
Visa: Regional contribute 35% of card ownership P25-54 with a Visa Card Source: Roy Morgan Single Source (12mths to Dec 2010 vs. 2009)
Visa % of P25-54 would have a Visa card Source: Roy Morgan Single Source (12mths to Dec 2010 vs. 2009)
American Express: Regional contribute 25% of card ownership P25-54 with a American Express Card Source: Roy Morgan Single Source (12mths to Dec 2010 vs. 2009)
American Express % of P25-54 would have a American Express card Source: Roy Morgan Single Source (12mths to Dec 2010 vs. 2009)
MasterCard national spend and share into Regional TV Period: January – December 2010 Source: Nielsen Media Research AdEx Jan-Dec 2010
MasterCard national spend and share into Regional TV Period: January – December 2010 Source: Nielsen Media Research AdEx Jan-Dec 2010