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TVNZ ONDEMAND

TVNZ ONDEMAND. 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: 3 rd – 22 nd November 2010 2,714 respondents - representing a 1.9% margin of error.

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TVNZ ONDEMAND

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  1. TVNZONDEMAND

  2. 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

  3. 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 Source: Nielsen Net Ratings

  4. WHO USES TVNZ ONDEMAND? Female skew (63%) and 70% under 45 years of age 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

  5. WHEN DO THEY USE TVNZ ONDEMAND? 82% of TVNZ Ondemand viewers had watched in the last week Q. Where do you mostly watch programmes on TVNZ Ondemand? Please select one only TVNZ Ondemand Viewers visit frequently and mostly from home

  6. HOW DO THEY USE TVNZ ONDEMAND? 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) Q. Please select whether each of the following applies to you and how you watched this programme? Q. Which of the following best describes how you watched this programme using TVNZ Ondemand? 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! 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”

  7. HOW IS TVNZ ONDEMAND DIFFERENT TO 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. 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? 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

  8. HOW IS ADVERTISING PERCIEVED IN ONDEMAND? Q. The following are things people have said about ads in different media. Which one mediado 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

  9. WHAT CONSUMER ACTION DOES ONDEMAND CREATE? As a result of using TVNZ Ondemand, how often do you do the following? 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

  10. 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.

  11. 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.

  12. 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.

  13. 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.

  14. 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

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