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Bunnings

Bunnings. Regional TV Effectiveness Review. August 2011. RTM is the marketing bureau for Regional free t o a ir TV. www.regionaltvmarketing.com.au. Regional consumers are a key element in Bunnings long term success. Regional consumers have significantly higher purchasing of hardware

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Bunnings

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  1. Bunnings

    Regional TV Effectiveness Review August 2011
  2. RTM is the marketing bureau for Regional free to air TV www.regionaltvmarketing.com.au
  3. Regional consumers are a key element in Bunnings long term success Regional consumers have significantly higher purchasing of hardware Case studies prove regional can contribute over 40% of sales growth Regional markets deliver double the rate of return on ad investment at existing investment levels
  4. Regional TV covers all areas outside capital cities and reaches 36% of population QLD DIARY REG. WA NNSW SNSW VIC TAS
  5. Regional TV coverage includes large cities and fast growing coastal suburbs Gold Coast Newcastle & Central Coast Canberra Wollongong & Illawarra
  6. Diary markets: 19% of total regional population Darwin Satellite Regional WA Mildura Griffith Port Pirie/ Broken Hill Loxton/Mt Gambier
  7. 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
  8. Australian population moving North and to the coast. Over 30% growth in 10 years in some regional areas QLD NSW VIC TAS METRO National average Population Increase: 2001 vs. 2011 Source: ATR & OZTAM 2011
  9. 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
  10. Seachange… … for baby boomers …for families
  11. “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.
  12. Savings are at an all time high in both regional and metro markets Saving per discretionary $1000 Source: foreseechange 2005 – 2010: annual average, 2011: June 2011 survey
  13. The need to pay debt continues to decline in regional but is growing in metro markets Loan Repayment per discretionary $1000 Source: foreseechange 2005 – 2010: annual average, 2011: June 2011 survey
  14. Regional consumers’ willingness to spend grew this year by 9% – against national trend Spending per discretionary $1000 Source: foreseechange 2005 – 2010: annual average, 2011: June 2011 survey
  15. Home price to income ratio is significantly lower in regional TV markets House price vs. income multiple Source: Residex median house *(includes apartment price) Jan – Jun 2011 & Roy Morgan Single Source 12 mthsto March 2011
  16. Average household incomes in regional TV markets are within 10% of national average P25-54: Average household Income Source: Roy Morgan Single Source (12mths to Mar 2011 )
  17. 20% of regional consumers are willingandable to spend
  18. 20% of regional consumers are willingandable to spend +13% YOY
  19. Incomes in regional and rural Australia are growing well above the national average Average household income growth since 2004 (P25-54) Source: Roy Morgan Single Source (12mths to Mar 2011 – 2004 )
  20. Rapid growth in the number of affluent consumers in regional Australia People 18-64 with HHI $130k+ or Investments $500K+ Source: Roy Morgan Single Source (12mths to Mar 2011 – 2004 )
  21. Regional consumers are more optimistic about their current financial outlook… …and are more likely to spend on discretionary items over the coming year.
  22. Regional people are more likely to be renovating, gardening and buying hardware Source: Roy Morgan Single Source (12mths to March 2011)
  23. Shopping at Bunnings by regional hardware buyers is slightly lower in regional reflecting store distribution Source: Roy Morgan Single Source (12mths to March 2011), *Went to hardware store L3M
  24. Regional represents 34% of Bunnings sales 000s of P25-54 who purchased hardware/gardening products at Bunnings L4W Source: Roy Morgan Single Source (12mths to March 2011 vs. 2010)
  25. Bunnings dominant in most markets – growth opportunity in regional VIC and TAS % of P25-54 who purchased hardware/gardening products at Bunnings L4W Source: Roy Morgan Single Source (12mths to March 2011 vs. 2010)
  26. Regional markets have been a key business growth driver for Bunnings over past 5 years % of P25-54 who purchased hardware/gardening products at Bunnings L4W since 2004 Source: Roy Morgan Single Source 12 months to March 2004-2011
  27. Regional represents 57% of Mitre 10 sales 000s of P25-54 who purchased hardware/gardening products at Mitre 10 L4W Source: Roy Morgan Single Source (12mths to March 2011 vs. 2010)
  28. Bunnings TV Spend by market TV spend: Jan – Jun 2011 Source: AdquestMillennium (Jan – Jun 2011)
  29. Bunnings is biggest RTV single advertiser in category but is outspent by many small local stores TV spend: Jan – Jun 2011 Source: AdquestMillennium (Jan – Jun 2011)
  30. Media landscape in regional markets is broadly similar to capital cities Source: Roy Morgan Single Source 12 months to March 2011, *AGB NMR Panorama 12 mths to May 2011
  31. Regional TV is part of the community… “We live here too” News & current affairs Local TV ads Promotions Community sponsorships …means greater engagement
  32. Regional TV delivers higher engagement through… RTV sizzle reel www.regionaltvmarketing.com.au
  33. Audience share of the new commercial “digital” channels has more than tripled since June 2010 June 2010 Dec 2010 March 2011 Sept 2010 Source: Mediaweek, Metro data from OzTAM and Regional data from Regoional TAM. All People 18:00 - 23:59
  34. New commercial channels driving Free to air TV audiences up in 2011 Subscription TV audiences are down in all key dayparts for the Survey Year to Date FTA viewing is up & commercial TV even more Audience Year on Year % Change; Combined Agg Markets (QLD, NNSW, SNSW, VIC & TAS) Total People; Sun-Sat; Survey 1-2, 2011 vs. 2010 Source: Regional TAM; Survey 1-2, 2011 vs. 2010; Consolidated Data
  35. Reg. TV CPM is 45% below metro TV average and delivers double the cost efficiency and ROI Index TV market CPM indices National average CPM P18+ = 100 Source: Regional TV Agency Survey 2010
  36. Proportional investment in RTV for all markets is approximately 23% of national TV budget Share of national population Share of national TV budget
  37. Regional markets offer Bunnings improved growth and ROI on every level Higher category consumption Greater brand growth potential Improved advertising driven growth and ROI
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