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Pacific Brands

Pacific Brands. Regional TV Effectiveness Review. November 2011. RTM is the marketing bureau for Regional free t o a ir TV. www.regionaltvmarketing.com.au. Regional markets justify first choice selection for Pacific Brands media investment.

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Pacific Brands

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  1. Pacific Brands Regional TV Effectiveness Review November 2011

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

  3. Regional markets justify first choice selection for Pacific Brands media investment Regional women are better off, have more kids , buy more of Pac Brands products and have higher usage of key retail channels Regional men are far more likely to buy work wear Regional spending outlook is better than metros Regional TV is 40% more cost efficient than metro TV and is guaranteed to deliver higher ROI

  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. 1,573,000 Australian teens age 13-17 3 7 % live in Regional TV markets Source: OzTam AGB Nielsen 2011

  11. 1,547,000 Australian GB’s with children 5-12 3 8 % live in Regional TV markets Source: OzTam AGB Nielsen 2011

  12. 3,141,000 Australian 55+ 3 9 % live in Regional TV markets Source: OzTam AGB Nielsen 2011

  13. Seachange… … for baby boomers …for families

  14. “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.

  15. Regional women are more likely to live in a house and have bigger family Source: Roy Morgan Research (12 months to June 2011)

  16. Younger regional women are 40% more likely to have two or more kids and have higher income Source: Roy Morgan Research (12 months to June 2011)

  17. Regional buying in Pac Brands categories is same or stronger than metro Source: Roy Morgan Single Source (12mths to June 2011), * Filter – Bought Clothing in past 4 weeks

  18. Big difference in regional retailing is higher use of mass retailers and lower department store Source: Roy Morgan Single Source (12mths to June 2011), * Filter – Bought Clothing in past 4 weeks

  19. Regional mum’s show the same preference for mass retailers Source: Roy Morgan Single Source (12mths to June 2011), * Filter – Bought Clothing in past 4 weeks

  20. New regional mums are most likely to shop online Source: Roy Morgan Single Source (12mths to June 2011), * Filter – Bought Clothing in past 4 weeks

  21. Hard Yakka: Regional young men are almost twice as likely to be tradie or labourer % of M18-39 who work as a Tradesperson/Labourers Source: Roy Morgan Single Source (12mths to June 2011)

  22. 43% of all Oz tradies live in Regional TV markets – regional NSW a bigger market than Melbourne 000s of M18-39 who work as a Tradesperson/Labourers Source: Roy Morgan Single Source (12mths to June 2011)

  23. Regional young men shopping in KMart and online – key channels for Hard Yakka Source: Roy Morgan Single Source (12mths to June 2011), * Filter – Bought Clothing in past 4 weeks

  24. TV plays a greater role in regional life…it’s part of the community • News & current affairs • Local TV ads • Promotions • Community sponsorships

  25. Watch TALKING REGIONAL VIDEO FROM RTM

  26. Reg. TV CPM is 40% below national TV average CPM Index TV market CPM indices National average CPM P18+ = 100 Source: Regional TV Agency Survey 2010

  27. Lower regional CPM means regional TV needs only 23% of national budget to reach 36% of population Share of national TV budget for equal weight campaign Share of national population

  28. Free TV multi-channels are more popular in regional – higher penetration and desire for choice June 2010 Sept 2010 Dec 2010 March 2011 June 2011 Sept 2011 Source: Mediaweek, Metro data from OzTAM C1 and Regional data from Regoional TAM. All People 18:00 - 23:59

  29. Media landscape in regional markets is broadly similar to capital cities – outdoor lower Source: Roy Morgan Single Source (12mths to June 2011)

  30. 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

  31. 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

  32. 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 )

  33. 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 )

  34. Regional consumers are more optimistic about their current financial outlook… …and are more likely to spend on discretionary items over the coming year.

  35. Regional markets justify first choice selection for Pacific Brands media investment Regional women are better off, have more kids , buy more of Pac Brands products and have higher usage of key retail channels Regional men are far more likely to buy work wear Regional spending outlook is better than metros Regional TV is 40% more cost efficient than metro TV and is guaranteed to deliver higher ROI

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