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CUB. Regional TV Effectiveness Review. June 2011. RTM is the marketing bureau for Regional free t o a ir TV. www.regionaltvmarketing.com.au. Regional markets offer growth and higher return from marketing across CUB brands . 36%+ of all beer consumption is in regional markets

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  1. CUB Regional TV Effectiveness Review June 2011

  2. RTM is the marketing bureau for Regional free to air TV www.regionaltvmarketing.com.au

  3. Regional markets offer growth and higher return from marketing across CUB brands 36%+ of all beer consumption is in regional markets Premium beer growing in regional as incomes and demographics become more metro - like FTA TV is clearly effective for beer in regional and twice as cost efficient as metro Brand and category opportunities in regional can make a difference at a national level

  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: A diverse mix of urban and rural 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. Regional consumers have similar demographic profile to metro Source: Roy Morgan Single Source (12mths to Dec 2010)

  11. Seachange… … for baby boomers …for families

  12. “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.

  13. 3,805,000 Australian men age 18-39 3 2 % live in Regional TV markets Source: OzTam AGB Nielsen 2011

  14. 2,112,000 Australian men18-39 Who drink beer… 3 6 % live in Regional TV markets Source: OzTam AGB Nielsen 2011

  15. Regional men are more likely to drink beer and all other forms of alcohol – except wine. % M18-39 who consumed alcohol last 4 weeks Source: Roy Morgan Single Source (12 months to Dec 2010)

  16. Regional premium beer consumption has increased by 20% in the past 5 years M18-39: Drunk Premium/Imported beer in the L4W Source: Roy Morgan Single Source (12mths to Dec 2010)

  17. Premium beer consumption in Regional NSW & VIC is higher than Sydney and Melbourne % of M18-39 who drunk Premium/Imported beer in the L4W Source: Roy Morgan Single Source (12mths to Dec 2010)

  18. Positive attitude to imported beer in QLD , yet below avge. consumptions points to opportunity % of M18-39 who agree that Imported beer is worth the premium Source: Roy Morgan Single Source (12mths to Dec 2010)

  19. Regional men “grow up” earlier and sooner adapt a quality over quantity approach to beer. Source: Roy Morgan Single Source (12mths to Dec 2010)

  20. Regional willingness to spend been very consistent through GFC and in 2011 still positive vs. national downward trend Regional +9% YOY $ Spent per $1000 -12% YOY Metro Dollars allocated for spending from discretionary $1000 Source: foreseechange 2005 – 2010: annual average, 2011: June 2011 survey

  21. The important Profligate Spender group has increased since late 2010 in regional while declining in metro Metro Regional % of Pop. Profligate spenders are people both willing and able to spend % Pop. who are profligate spenders Source: foreseechange 2005 – 2010: annual average, 2011: June 2011 survey

  22. Doubling in number of wealthy people living in regional Australia in past five years People 18-54 with HHI $130k+ or Investments $500K+ Source: Roy Morgan Single Source (12mths to Sep 2010, 2009, 2008, 2007, 2006, 2005 )

  23. Why has regional spending been more stable and the outlook more positive? • Lower cost of living – less debt • Huge investment in infrastructure • Population growth driving development of local economies • Resources growth impacting many parts of regional: NSW, QLD, WA, SA.

  24. Culturally Australia is a divide nation: Regional is representative of the dominant suburban lifestyle YouthfulTechnologicalEnergetic Upwardly MobileMaterialistFamily Focused Outer Metro 41% PragmaticFunctionalPatriotic InnerMetro 23% Regional 36% ExperientialInternationalLibertarian PracticalCommunitarianSelf Reliant ConservativeInstitutionalSelf-Controlled

  25. According to David Chalke social researcher…. www.regionaltvmarketing.com.au

  26. Regional men are still relatively heavy viewers of FTA TV and of new channels Source: Roy Morgan Single Source (12 months to Dec 2010), *AGB NMR Panorama (12 mths to Dec 2010)

  27. VB has retained regional market share past 3 years with best trend relative to metro when RTV share is high NSW ONLY 2006 Total TV: $1.3m Reg share: 30% 2008 Total TV: $1.6m Reg share: 31% 2009 Total TV: $1.4m Reg share: 19% 2010 Total TV: $1.9m Reg share: 23% 2007 Total TV: $732k Reg share: 23% NSW: Brands drunk in the last 3 months – VB Filter: Men 18-54 who drank beer in the last 3 months Source: Adquest Millennium NSW & Sydadspend calendar year 2004 – 2010 AC Nielsen Panorama (12 Month to December databases)

  28. Tooheys New regional consumption is clearly linked to scale and share of total TV investment NSW ONLY 2007 Total TV: $2.6m Reg share: 20% 2008 Total TV: $1.8m Reg share: 8% 2009 Total TV: $839k Reg share: 24% 2010 Total TV: $1.7m Reg share: 24% NSW: Brands drunk in the last 3 months – Tooheys New Filter: Men 18-54 who drank beer in the last 3 months Source: Adquest Millennium NSW & Sydadspend calendar year 2004 – 2010 AC Nielsen Panorama (12 Month to December databases)

  29. Carlton Draught regional share has dropped with decreased RTV support past three years NSW ONLY 2005 Total TV: $1.6m Reg share: 22% 2006 Total TV: $1.4m Reg share: 28% 2007 Total TV: $700k Reg share: 22% 2008 Total TV: $1.0m Reg share: 5% 2009 Total TV: $217k Reg share: 12% 2010 Total TV: $785 Reg share: 6% NSW: Brands drunk in the last 3 months – Carlton Draught Filter: Men 18-54 who drank beer in the last 3 months Source: Adquest Millennium NSW & Sydadspend calendar year 2004 – 2010 AC Nielsen Panorama (12 Month to December databases)

  30. Pure Blonde was adopted in regional as quickly as metro but did not benefit from much RTV spend after launch 2007 Total TV: $500k Reg share: 0% 2008 Total TV: $500k Reg share: 2% 2009 Total TV: $741k Reg share: 21% 2010 Total TV: $1m Reg share: 14% NSW: Brands drunk in the last 3 months – Pure Blonde Filter: Men 18-54 who drank beer in the last 3 months Source: Adquest Millennium NSW & Sydadspend calendar year 2004 – 2010 AC Nielsen Panorama (12 Month to December databases)

  31. In QLD Carlton Mid last big growth came post major RTV investment 2006 Total TV: $689k Reg share: 27% 2009 Total TV: $459k Reg share: 11% 2010 Total TV: $150k Reg share: 31% 2007 N/A 2008 Total TV: $413k Reg share: 9% QLD : Brands drunk in the last 3 months – Carlton Midstrength Filter: Men 18-54 who drank beer in the last 3 months Source: Adquest Millennium QLD & Briadspend calendar year 2004 – 2010 AC Nielsen Panorama (12 Month to December databases)

  32. XXXX Gold has benefitted from consistent RTV investment in QLD regional market 2005 Total TV: $640k Reg share: 25% 2006 Total TV: $1.2m Reg share: 24% 2007 Total TV: $472k Reg share: 30% 2008 Total TV: $620k Reg share: 20% 2009 Total TV: $678k Reg share: 23% 2010 Total TV: $926k Reg share: 23% QLD : Brands drunk in the last 3 months – XXXX Gold Filter: Men 18-54 who drank beer in the last 3 months Source: Adquest Millennium QLD & Briadspend calendar year 2004 – 2010 AC Nielsen Panorama (12 Month to December databases)

  33. 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

  34. 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

  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. Higher cost efficiency of regional TV is opportunity to push growth harder than in metro Share of national TV budget Share of national population

  37. Regional men prefer local football codes and sporting events Source: Roy Morgan Single Source (12mths to Dec 2010)

  38. Premium beer media spend favours outdoor and metro TV, only 9% allocated to Reg. TV 10% 3% 1% 15% 0% 0% All Media National Spend: YTD Source: AdquestMillenium January – December 2010

  39. CUB share of TV$ to regional is below market opportunity: esp. Blonde and Carlton Total TV $ Period: Jan – Dec 2010 Category: Food (Dairy & Dairy Substitutes) & Beverages (Milk) Source: AC Nielsen AdEx

  40. Increased investment in regional TV can make a difference to CUB brand KPI’s at a national level……and for only 25% of the national TV budget

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