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Free TV Today

Contents
Penetration of Technology
Television is ubiquitous Slide 4
Australians love their TV Slide 5
Time Spent with Media
Time spent watching TV unchanged Slide 6
The TV set dominates our screentime Slide 7
TV is youth’s primary screen Slide 8
TV is Australia’s #1 media Slide 9
Reach
Free TV’s reach is unrivalled Slides 10-12
Share of Viewing & Audience Trends
Free TV garners the lion’s share of viewing Slide 13
Free TV dominates key demos Slide 14
Free TV’s average audiences strong Slides 15-16
Pay TV
Pay TV homes prefer free-to-air TV Slide 17
Pay TV subs are cord-cutting Slide 18
Multi-Channel Performance
Free TV multi-channels dominate Slides 19-20
Free TV multis reach more people Slides 21-22
Continued over …
Contents
Impact of PVR Viewing
Majority of viewing is Live Slide 23
PVR viewing drives incremental audiences Slide 24
Top Programs
Australian shows top the list Slide 25
Regular shows attract millions Slide 26
Programs on pay TV attract small audiences Slide 27
Content Investment
TV is #1 for entertainment Slide 28
TV’s strength driven by content Slide 29
TV’s Impact on Behaviour
TV is more social than ever Slide 30
TV gets people talking Slide 31
TV drives a direct response Slide 32
TV is the ultimate influencer Slide 33
Share of Advertising Revenue
TV garners the lion’s share of spend Slide 34
About the data Slide 35
Television is ubiquitous
The average Australian household has myriad devices on which to view and interact with
content. The television set dominates and is in every household - around two-thirds of
homes have two or more TV sets.
Australian Household Penetration of Technology
99%+

80%
68%
53%
40% 43%
27.6% 23%

Free TV PVR Pay TV Smart TV Smart Tablet Games Internet


Phone Consoles
Sources: PVR, smart TV, smart phone, tablet and internet national penetration averages sourced Australian Multi-Screen Report Q4 2013; pay TV is the OzTAM
national homes universe estimate for Q2 2014; other figures sourced Free TV Australia.
Australians love their TV
Australians have an insatiable appetite for television and continue to invest in the latest
television technologies. Last year alone, digital TV sales topped 2.1 million.

More than
13.2 million
digital TV sets
have been sold
in Australia
over the last 5
years.

Source: Gfk digital panel sales 2009-2013, data compiled by Freeview Australia.
Slide 6

Time spent with TV unchanged


Despite the diverse range of entertainment and information options and devices on which
to view content, we continue to spend over 3 hours a day watching TV on a TV set.
Viewing of content on other devices is incremental to the time spent watching TV.

Time Spent Watching TV Per Day – Metro and Regional – Hrs:Mins


3:23 3:21 3:20
3:16
3:08 3:09 3:06 3:09
3:03 3:01

2009 2010 2011 2012 2013 2009 2010 2011 2012 2013
Metro Regional
Source: OzTAM and RegionalTAM, 5 cap cities, 4 aggregated markets, 01 January – 31 December 2009 to 2013, consolidated data from 2010, all people,
2am to 2am, based on total television.
The TV set dominates screentime
Every day, Australians watch over 3 hours of broadcast TV on a TV set and around 20
mins watching online video content (including TV shows, YouTube, and films) across
other digital devices.
Time Spent Watching Content Across Screens – Per Day

Source: Australian Multi-Screen Report Q4 2013.


TV is youth’s primary screen
While younger audiences are consuming content across a range of different devices both
in and outside of the home, traditional TV viewing still dominates their total screen time.

Screen Time - A Month in the Life of Teens - Q4 2013

Tablet
Mobile phone 3%
13%

Internet
10%
Watching TV
74%

Source: Australian Multi-Screen Report Q4 2013. Mobile phone users are based on Teens aged 16+, TV in the home versus watching video on the internet,
mobile phone or tablet.
TV is Australia’s #1 media
Australians spend more than a third of their daily media time watching television, more
than any other media.

Australians’ Use and Frequency of Media

94.2% 91.4%
84.8%
73.8%

57.6%

28.8%

Free TV Radio Papers Mags Internet Pay TV


Source: Roy Morgan single source, January - June 2013, Australians aged 14+, n=25,341.
Free TV’s reach is unrivalled
No other media compares to the reach of commercial free-to-air television. More than
13.5 million Australians watch Free TV (on a TV set) every day.

Source: OzTAM and RegionalTAM, 5 cap cities, 5 aggregated markets (ie includes Tasmania), 01 January – 31 December 2013, all people, all day, metro and
regional daily reach figures are combined to form a national estimate, excludes spill, total commercial free-to-air only (Free TV), based on consolidated data.
Free TV reaches more people
In a fragmenting media landscape, reach is more important than ever. Commercial free-
to-air television reaches more people, and faster, than any other media.
Commercial Free-to-Air TV Average Reach – Metro Markets

Source: OzTAM, 5 cap cities, average reach by day, by week, by month, 1 January to 31 December 2013, all people, commercial free-to-air television only ie.
Seven, Nine and Ten channels.
Free TV reaches more people
In a fragmenting media landscape, reach is more important than ever. Commercial free-
to-air television reaches more regional-based Australians than any other media.
Commercial Free-to-Air TV Average Reach – Regional Markets

Source: RegionalTAM, 5 aggregated markets, average reach by day, by week, by month, 1 January to 31 December 2013, all people, commercial free-to-air
television networks only.
Free TV garners the lion’s share
Commercial free-to-air television garners the largest share of television viewing both
across the day and during the evenings when the vast majority of viewing occurs.

Share of Evening Television Viewing


Metro Regional
Pay TV Pay TV
17.1% 16.2%

SBS
SBS 4.2%
4.5%

Free TV Free TV
ABC 63.8% ABC
64.8%
14.6% 14.8%

Source: OzTAM and RegionalTAM, 5 cap cities, 4 aggregated markets, consolidated data for 01 January – 31 December 2013, all people, 6pm – midnight,
regional shares exclude spill.
Free TV dominates key demos
Commercial free-to-air television garners the largest share of viewing, particularly in
prime-time, with key media buying demographics.

Share of Nightly Television Viewing – 6pm to Midnight

Metro Regional

Free TV ABC SBS Pay TV Free TV ABC SBS Pay TV

Ppl 25-54 68.2% 10.0% 4.0% 17.9% Ppl 25-54 68.4% 10.2% 3.8% 17.5%

GBs 63.8% 16.4% 5.0% 14.7% GBs 65.3% 15.9% 4.6% 14.2%
GBs with GBs with
70.6% 9.8% 3.3% 16.3% 69.7% 10.0% 3.0% 17.3%
Kids Kids

Source: OzTAM and RegionalTAM, 5 cap cities, 4 aggregated markets, consolidated data for 01 January – 31 December 2013, 6pm – midnight, regional
excludes spill.
Average audiences are strong
Free TV’s average audiences remain strong both across the day and during the
evenings.

Average Audiences – YOY – Metro Markets


All Day 6pm to Midnight

Free TV

Pay TV

2009 2010 2011 2012 2013 2009 2010 2011 2012 2013
Source: OzTAM; 5 cap cities, 1 January – 31 December 2009 to 2013, total people, all day (2am – 2am) and evenings (6pm – midnight),
based on consolidated data from 2010.
Average audiences are strong
Free TV’s average audiences remain strong both across the day and during the
evenings.

Average Audiences – YOY – Regional Markets


All Day 6pm to Midnight

Free TV

Pay TV

2009 2010 2011 2012 2013 2009 2010 2011 2012 2013
Source: RegionalTAM, 4 aggregated markets, 1 January – 31 December 2009 t to 2013, total people, all day (2am – 2am) and evening
(6pm – midnight), based on consolidated data from 2010.
Pay homes prefer free-to-air TV
People with pay TV actually watch more free-to-air television than pay TV during prime-
time. This attests to the quality offering delivered by free-to-air broadcasters in Australia.

Share of Nightly Viewing in Pay TV homes

Pay TV FTA TV
47% 53%

Source: OzTAM, national pay TV database, 01 January – 31 December 2013, 6pm – midnight, total people, based on consolidated data.
Pay TV lowest level since ‘08
FOXTEL is struggling to retain and grow subscribers in the new media environment. A
similar trend is being seen in the U.S.

Households with Pay TV – National Quarterly


Qtr 1 '12 29.9%
Qtr 2 '12 29.7%
Qtr 3 '12 29.2%
Qtr 4 '12 29.2%
Qtr 1 '13 28.8%
Qtr 2 '13 28.8%
Qtr 3 '13 28.8%
Qtr 4 '13 28.6%
Qtr 1 '14 28.1%
Qtr 2 '14 27.6%
Source: OzTAM national homes universe estimate by quarter Q1 2012 to Q2 2014; YOY market declines based on 2014 v 2013 universe estimates sourced
OzTAM, RegionalTAM and Arianna TV ratings software.
Free TV multi-channels dominate
Free TV’s multi-channels collectively garner a 16.8 per cent share of evening viewing in
metro areas. Pay TV’s best performing channel secures less than a one per cent share of
TV viewing.
Share of Nightly Viewing – Multi-Channels – Metro Markets
3.4% 3.3%
2.9% 2.8%
2.4%
2.0%

0.9%
0.7% 0.7% 0.7% 0.6% 0.5%

GO! 7TWO 7MATE GEM ELEVEN ONE Fox Footy Fox Fox8 LifeStyle Fox TV1
Sports 1 Sports 2
Source: OzTAM; 5 cap cities, 01 January – 31 December 2013, 6pm – midnight, commercial free-to-air (Free TV) multi-channels and pay TV’s top rating
channels, based on consolidated data.
Free TV multi-channels dominate
Free TV’s multi-channels collectively garner a fifth of all evening viewing in regional
areas. Pay TV’s best performing channel secures less than a one per cent share of TV
viewing.
Share of Nightly Viewing – Multi-Channels – Regional Markets
4.3%
3.9% 3.8%
3.6%

2.1% 2.1%

0.9%
0.6% 0.6% 0.6% 0.5% 0.5%

7TWO GO! GEM 7MATE ELEVEN ONE Fox TV1 Fox8 Fox Fox Footy LifeStyle
Sports 1 Sports 2
Source: RegionalTAM, 4 aggregated regional markets, 01 January – 31 December 2013, 6pm – midnight, total people, commercial free-to-air (Free TV)
multi-channels and pay TV’s top rating channels, based on consolidated data.
Free TV multis reach more people
The cumulative weekly reach of Free TV’s 6 digital multi-channels is more than twice that
of pay TV’s 100+ channels.

Cumulative Weekly Reach – Free TV Multis & Pay TV - Metro


70% Free TV Multi-Channels
60%

50%

40%
Pay TV Channels
30%

20%

10%

0%
1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51
Source: OzTAM; 5 cap cities, weeks 1-52 2013, 2am-2am, commercial free-to-air (Free TV) digital multi-channels and pay TV’s channels, weekly cumulative
reach based on 1 minute, based on Consolidated data.
Free TV multis reach more people
The cumulative weekly reach of Free TV’s 6 digital multi-channels is more than twice that
of pay TV’s 100+ channels.

Cumulative Weekly Reach – Free TV Multis & Pay TV - Regional


70% Free TV Multi-Channels

60%

50%

40%

30%
Pay TV Channels
20%

10%

0%
1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51

Source: RegionalTAM, 4 aggregated markets, weeks 1-52 2013, 2am-2am, commercial free-to-air (Free TV) digital multi-channels and pay TV’s channels,
weekly cumulative reach based on 1 minute, based on Consolidated data.
Majority of viewing is ‘Live’
While personal video recorders are now in half of all Australian households, time-shift
viewing accounts for a very small proportion of our television viewing. The vast majority of
viewing – over 90 percent – is of the Live broadcast.

Percentage of Live and Playback Viewing – All Households

8.7% 84% of play-


back viewing
Live occurs within

91.3% Playback the first three


days of the
original
broadcast.

Source: OzTAM, 5 cap cities, 01 January to 31 December 2013, 2am – 2am, based on total television, total homes, playback refers to deferred viewing
(within 7 days of broadcast), devices included in playback include VCR, DVD-R and PVRs.
PVRs drive incremental audiences
Audiences for Free TV programs increase by hundreds of thousands of viewers when
playback is taken into account.
Free TV’s Top 40 Time-Shifted Programs in 2013
Audience Audience
Program Overnight Cons % Program Overnight Cons %
Increase Increase
1 PACKED TO THE RAFTERS-FINAL 1,961,000 2,275,000 16.0 314,000 1 CRIMINAL MINDS-EP2 927,000 1,110,000 19.7 183,000
2 DOWNTON ABBEY 1,747,000 2,049,000 17.3 302,000 2 HOMELAND 541,000 723,000 33.6 182,000
3 REVENGE-EP.2 1,176,000 1,477,000 25.6 301,000 3 MR SELFRIDGE 1,130,000 1,312,000 16.1 182,000
4 A PLACE TO CALL HOME 1,819,000 2,109,000 15.9 290,000 4 THE FOLLOWING -EP2 425,000 604,000 42.1 179,000
5 THE BLACKLIST 1,705,000 1,986,000 16.5 281,000 5 ARROW -EP2 813,000 991,000 21.9 178,000
6 REVENGE 1,524,000 1,787,000 17.3 263,000 6 LAST RESORT 982,000 1,160,000 18.1 178,000
7 PACKED TO THE RAFTERS 1,839,000 2,100,000 14.2 261,000 7 LAST RESORT-EP2 761,000 939,000 23.4 178,000
8 UNDERBELLY: SQUIZZY -LAUNCH 2,075,000 2,325,000 12.0 250,000 8 OFFSPRING 1,049,000 1,227,000 17.0 178,000
9 UNDER THE DOME 1,214,000 1,463,000 20.5 249,000 9 ARROW 1,173,000 1,349,000 15.0 176,000
10 NCIS EP 2 1,058,000 1,300,000 22.9 242,000 10 WINNERS & LOSERS 1,370,000 1,545,000 12.8 175,000
11 ELEMENTARY 969,000 1,204,000 24.3 235,000 11 GREY'S ANATOMY 613,000 783,000 27.7 170,000
12 MARVEL'S AGENTS OF S.H.I.E.L.D 1,306,000 1,527,000 16.9 221,000 12 THE GOOD WIFE 485,000 654,000 34.8 169,000
13 THE BLACKLIST-TUE 1,540,000 1,755,000 14.0 215,000 13 CRIMINAL MINDS 1,068,000 1,236,000 15.7 168,000
14 HOUSE HUSBANDS 1,385,000 1,587,000 14.6 202,000 14 BONES-THU EP2 875,000 1,042,000 19.1 167,000
15 GREY'S ANATOMY-EP2 443,000 644,000 45.4 201,000 15 UNDERBELLY: SQUIZZY 883,000 1,050,000 18.9 167,000
16 UNDERBELLY: SQUIZZY -EP2 1,018,000 1,210,000 18.9 192,000 16 CASTLE 781,000 947,000 21.3 166,000
17 NCIS 1,000,000 1,191,000 19.1 191,000 17 THE FOLLOWING 786,000 952,000 21.1 166,000
18 ONCE UPON A TIME-EP2 360,000 548,000 52.2 188,000 18 MRS. BROWN'S BOYS-EP2 1,434,000 1,600,000 11.6 166,000
19 MR SELFRIDGE-EP2 770,000 954,000 23.9 184,000 19 MY KITCHEN RULES-THU 2,513,000 2,679,000 6.6 166,000
20 ONCE UPON A TIME 529,000 713,000 34.8 184,000 20 THE VOICE -WED 2,763,000 2,928,000 6.0 165,000

Source: OzTAM and RegionalTAM, 5 cap cities and 4 aggregated markets, consolidated data for 01 January – 31 December 2013, Free TV’s metro and regional
audiences are added to form a combined average audience estimate, based on program title matches, ranked by audience increase.
Australian shows top the list
2013 was a stellar year for commercial free-to-air networks, with several shows attracting
record audiences. Every one of the top 40 programs on TV in 2013 was Australian. And
every one of the top 40 programs on TV was on Free TV.
Top 40 Programs in 2013
Combined Combined
Rank Program Rank Program
Audience Audience
1 MY KITCHEN RULES-WINNER ANNOUNCED 4,468,000 21 STATE OF ORIGIN NSW V QLD 1ST - PRE 2,828,000
2 THE BLOCK SKY HIGH -WINNER 4,219,000 22 TENNIS: 2013 AUST OPEN - MEN'S FINAL 2,824,000
3 STATE OF ORIGIN NSW V QLD 3RD - MATCH 4,062,000 23 HOUSE RULES-WINNER ANNOUNCED 2,814,000
4 STATE OF ORIGIN NSW V QLD 1ST - MATCH 3,867,000 24 THE VOICE -SUN 2,801,000
5 STATE OF ORIGIN QLD V NSW 2ND - MATCH 3,608,000 25 STATE OF ORIGIN NSW V QLD 3RD - PRE 2,759,000
6 THE BLOCK SKY HIGH -AUCTIONS 3,586,000 26 THE VOICE -TUE 2,726,000
7 THE X FACTOR GRAND FINAL-WINNER 3,442,000 27 MY KITCHEN RULES-WED 2,712,000
8 AFL FINAL: HAWTHORN V FREMANTLE 3,364,000 28 MY KITCHEN RULES-THU 2,679,000
9 THE X FACTOR GRAND FINAL 3,306,000 29 MY KITCHEN RULES-TUE 2,657,000
10 RUGBY LEAGUE GRAND FINAL 3,290,000 30 THE VOICE -LAUNCH 2,645,000
11 THE VOICE GRAND FINAL -WINNER 3,221,000 31 STATE OF ORIGIN QLD V NSW 2ND - PRE 2,641,000
12 MELBOURNE CUP-THE RACE 3,168,000 32 MY KITCHEN RULES-MON 2,637,000
13 MY KITCHEN RULES-GRAND FINAL 3,072,000 33 THE VOICE -MON 2,493,000
14 AFL: GRAND FINAL: PRESENTATIONS 3,007,000 34 AFL: GRAND FINAL: ON THE GROUND 2,483,000
15 THE BLOCK: ALL STARS -WINNER 2,986,000 35 THE BLOCK: ALL STARS -GRAND FINAL 2,406,000
16 THE X FACTOR GF PERFORMANCE 2,962,000 36 HOUSE RULES-GRAND FINAL 2,355,000
17 THE BLOCK SKY HIGH -GRAND FINAL 2,956,000 37 UNDERBELLY: SQUIZZY -LAUNCH 2,325,000
18 THE VOICE -WED 2,928,000 38 THE X FACTOR-TUE 2,312,000
19 THE BLOCK: ALL STARS -AUCTION 2,869,000 39 V8 ROUND 11: BATHURST D3 THE PODIUM 2,293,000
20 THE VOICE GRAND FINAL 2,839,000 40 MELBOURNE CUP-RACE PRESENTATION 2,284,000
Source: OzTAM and RegionalTAM; 5 cap cities and 4 aggregated markets; consolidated data for 01 January – 31 December 2013, Free TV channels, metro
and regional audiences are added to form a combined average audience estimate and ranking, based on program title matches.
Regular shows attract millions
Free TV’s regular programs are consistent performers averaging audiences of between
1.6 million and 2.8 million per episode.
Free TV’s Top 40 Regular Programs in 2013
Combined Combined
Rank Program Rank Program
Audience Audience
1 THE VOICE -SUN 2,801,000 21 THE BLACKLIST 1,986,000
2 THE VOICE -TUE 2,726,000 22 HOUSE RULES-REVEAL 1,982,000
3 MY KITCHEN RULES-WED 2,712,000 23 NINE NEWS SUNDAY 1,840,000
4 MY KITCHEN RULES-THU 2,679,000 24 DANCING WITH THE STARS 1,831,000
5 MY KITCHEN RULES-TUE 2,657,000 25 THE BLOCK SKY HIGH -TUE 1,815,000
6 MY KITCHEN RULES-MON 2,637,000 26 THE BLOCK: ALL STARS -MON 1,813,000
7 THE VOICE -MON 2,493,000 27 SEVEN NEWS - SUN 1,801,000
8 THE X FACTOR-TUE 2,312,000 28 THE BLOCK SKY HIGH -WED 1,799,000
9 THE X FACTOR LIVE PERFORMANCE 2,265,000 29 REVENGE 1,787,000
10 THE X FACTOR-MON 2,247,000 30 SUNDAY NIGHT 1,783,000
11 THE X FACTOR LIVE RESULTS 2,236,000 31 THE BLOCK SKY HIGH -THU 1,758,000
12 THE BLOCK SKY HIGH -SUN 2,230,000 32 THE BLOCK: ALL STARS -TUE 1,748,000
13 MY KITCHEN RULES-SUN 2,155,000 33 THE BIG BANG THEORY 1,723,000
14 THE X FACTOR HOME VISITS 2,142,000 34 THE FORCE - BEHIND THE LINE 1,717,000
15 A PLACE TO CALL HOME 2,109,000 35 HOUSE RULES-TUE 1,706,000
16 PACKED TO THE RAFTERS 2,100,000 36 NINE NEWS 1,687,000
17 THE BLOCK: ALL STARS -SUN 2,070,000 37 60 MINUTES 1,684,000
18 DOWNTON ABBEY 2,049,000 38 THE FORCE - BEHIND THE LINE-TUE 1,684,000
19 HAMISH & ANDY'S GAP YEAR ASIA 2,023,000 39 THE BLOCK: ALL STARS -WED 1,662,000
20 THE BLOCK SKY HIGH -MON 1,987,000 40 MRS. BROWN'S BOYS 1,654,000

Source: OzTAM and RegionalTAM; 5 cap cities and 4 aggregated markets; consolidated data 01 January – 31 December 2013, Free TV channels, metro and
regional audiences are added to form a combined average audience estimate and ranking, based on program title matches and on 3+ episodes.
Pay TV audiences are small
A review of pay TV’s flagship programs shows that even the highest rating episodes fail
to attract significant audiences.

Highest Audience Recorded for Pay TV’s Flagship Programs in 2013

Average Audience of
Program
Highest Rating Episode
SELLING HOUSES AUSTRALIA 229,313
GRAND DESIGNS AUSTRALIA 197,479
THE WALKING DEAD 181,390
AUSTRALIA'S NEXT TOP MODEL 174,753
LOCATION LOCATION LOCATION AUSTRALIA 170,731
GAME OF THRONES 154,399
WENTWORTH 148,451
BARGAIN HUNT 69,385
TRUE BLOOD 46,488

Source: OzTAM, national Pay TV homes, 01 January – 31 December 2013, based on highest rating episode, based on consolidated data.
TV is #1 for entertainment
Deloitte recently conducted a survey to explore how Australia's media usage and
preferences have evolved with technology. The survey of more than 2,000 Australian
consumers showed that TV is Australians’ number one choice for entertainment.

Preferred Source of Entertainment


63%
Australians prefer
watching TV more
44% than any other form
of entertainment.
28% 28%
21%
14% 17%

Watching Using the Listening to Reading Going to the Reading Playing


TV internet radio newspaper movies magazines video games
Source: Deloitte State of the Media Democracy Report 2013, n=2,000+ Australians, reading books/listening to music and attending live performances not charted.
TV’s strength driven by content
In the last five years, commercial free-to-air broadcasters have invested a massive $6
Billion in Australian programming alone. This investment is why Australians continue to
watch and engage with Free TV content across a range of different screens.

Networks have invested $6 Billion in Australian


content alone over the last 5 years

Source: Free TV Australia, programming expenditure on Australian content FY2009-13.


TV is more social than ever
4 in 10 Australians use social media while watching television. What's more, 30 per cent
are using social media to talk about what they are watching or what they have seen on
television.

Social Media Users Discussing TV Content While Watching TV

Total Ppl 30%


Social media is also
driving a deeper level
Ppl 14-19 37% of engagement.
40% of those surveyed
Ppl 20-29 33% said it increases their
enjoyment of what
they are watching.
Ppl 30-39 24%

Ppl 40-49 30%

Source: AIMIA YellowTM Social Media Report May 2013.


TV gets people talking
Extensive research conducted in the UK highlights TV’s essential role in generating word-
of-mouth. The study showed that television advertising is by far the biggest contributor to
a brand’s talkability and this continues well-beyond the initial on-air activity.
Main Drivers of Word-of-Mouth
51%

19%
12%
4% 2% 2% 1% 0.5%
TV PR Web Search Print Outdoor DM Cinema Radio
Source: Data2Decisions and Thinkbox 2013; PR includes events and news, does not include WOM generated by change to product or service.
TV drives a direct response
Deloitte UK recently studied the link between TV advertising and purchasing decisions.
The comprehensive study across a range of different demographics found that eleven
percent of respondents searched for a product after they had seen a TV ad or TV
sponsorship. The proportion was more than double for 16 to 24 year olds. 1 in 5 young
adults bought the product that was advertised.
Reactions after seeing a TV ad or TV sponsorship

Source: Deloitte/Gfk, June 2013, Q: What have you done following seeing a TV advert or sponsorship clip?, weighted base, all respondents split by age group
16-24 (352), 25-34 (428), 35-44 (428), 45-54 (453), 55+ (856). Access this and other Deloitte UK reports at www.deloitte.co.uk
TV is the ultimate influencer
TV advertising works better than any other medium at influencing behaviour and driving
purchasing decisions. According to Deloitte, television is by far the most influential form of
advertising. 62 per cent of Australians say television has the greatest influence on their
decision to purchase goods and services.
Most Influential Advertising Channel
62%
54% 55%
50% 48%

37%
34% 33%

21%
17%

Television Newspaper Magazine Radio ad Cinema ad Outdoor Company Social Online SMS or
commercial ad ad website media review/blog mobile app

Source: Deloitte State of the Media Democracy Survey 2013; n=2000+ Australians.
TV garners lion’s share of spend
Free-to-air television continues to attract the greatest share of the $13.4 Billion
advertising pie.
Share of Australian Advertising Revenue - 2013
Other
Outdoor 10.3%
4.0%
Cinema
Inserts 0.8%
0.9%
Magazines Free TV
3.0% 26.1%

Newspapers
13.6%
Pay TV
3.8%

Radio Digital Online


7.7% 8.4%

Online Classifieds Search & Directories


5.6% 15.8%
Source: data sourced from CEASA 2013, percentage share by advertising category. Other includes suburban press, other publications and classified directories, total
expenditure in main media in 2013 was $13,375,873,000.
About the data
The ratings data included in this report is sourced OzTAM and RegionalTAM (metro,
regional and national pay TV databases):
• The ratings data is based on 1 January to 31 December 2013, unless noted
otherwise
• “Free TV” figures include the commercial broadcasters only
• “Free-to-air” figures include the commercial broadcasters as well as the public
broadcasters (ABC and SBS)
• All ratings figures are based on Consolidated ratings unless otherwise noted - ie ‘Live’
plus ‘Playback’. This includes any viewing of programs done at normal speed within
seven days of the original broadcast. It does not include any content that is fast-
forwarded.
Other data is sourced from local and international research studies, as indicated.