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Market profiles, demographics, coverage areas, network affiliations and sales contacts.

TV “Diary Market�Guide 2007


Introduction and Summary The regional TV areas known as “Diary” markets cover in excess of 80% of the Australian continent and reach approximately 1.4m people. So called due to TV ratings data collected using personal diaries, these markets are highly diverse, ranging from the mini-metropolis of Darwin to small outback communities. The majority of the Diary markets’ population live in urbanised clusters in the coastal areas of SA and south western WA, or in regional centres such as Mildura, Griffith or Mt Gambier. Primary industries play an important role in the economies

Fast Facts:

Diary markets are • named after the diary ratings system

Total Diary market • population potential is 1,446,400 people

are two stations • There broadcasting in each market

Diary markets represent 18% of the total regional TV market population

Population Distribution and Demographics

of Diary markets but retail, community and public service are the dominant sectors, employing over 44% of the workforce. Consumers’ spending habits and attitudes are very similar to those in the more densely populated east coast markets. Advertising case studies of FMCG, motor vehicles and youth categories all demonstrate the relatively high discretionary income of Diary market residents. The low cost of free-to-air TV and relatively uncluttered media environment ensure maximum impact and a high return on advertising investment. Altogether these form a compelling rationale for closer investigation of these markets.

Australian TV Market Population Potentials 4,344

MEL NSW

4,102 SNSW 1,342 - NNSW 1,937

BRI

1,628

QLD

1,556

ADE

DIARY

concentrated in urban centres of over 10,000 people, primarily in the southwestern corner of the state. This region is now a popular sea-change and lifestyle destination for early retirees and young families moving from Perth. The regional markets of South Australia are highly urbanised, reflecting the roles of Whyalla, Port Lincoln and Mt Gambier as commercial and industrial centres. In the eastern states, both Griffith and Mildura are regional commercial centres with a combined population of 134,600 most of whom are within an hour’s drive of the urban hub.

Springs and Mt Isa are the only towns with a population over 20,000 in the Satellite TV region. Two thirds of the population of the Satellite broadcast area live in QLD, NSW and VIC, and while remote from Sydney or Brisbane are generally no more than a few hours’ drive from a major regional city such as a Cairns, Dubbo or Rockhampton.

“Darwin has the highest proportion of people aged 25-39 of any TV market” Diary markets share some broad demographic skews such as a higher proportion of men and children than the rest of Australia. Some Diary markets have a skew to a young adult demographic, unlike the east coast regional TV markets, which have a higher proportion of retirees. For example, Darwin has the highest proportion of people aged 25-39 of any Australian TV market, accounting for 25.4% of its total population and the Satellite market has an above average proportion of 1839’s. According to NMR and OZTAM statistics population

growth in Diary markets is an average of 0.4% per annum. Much of the growth has been driven by urbanisation, sea-changers and the impact of the resources boom. Individual Diary TV market growth reflected these trends with the highest growth in Darwin & regional WA at 0.9% and 0.8% respectively.

Healthy Employment Across the Diary markets as a whole, an above average proportion of the work force is employed in retail and community services reflecting lower population density and a higher proportion of young and old in the population. Agriculture is a major source of employment in southwestern WA, rural South Australia and Mildura. Overall, 12% of workers in Diary markets are employed in agriculture vs. 6% for the rest of regional Australia. In outback Queensland, mining and tourism are more dominant. Tourism and leisure are rapidly growing segments reflecting the lifestyle choice of city based baby boomers moving to country areas for early or partial retirement and setting up hobby businesses.

1,326

VIC

TAS

3,279

2,656

PER

In regional WA (pop. 521,500) 42% of the population are

In contrast, 85% of people in the Satellite TV market live in or clustered around small towns with a population below 2,000. Rural communities such as Walgett, Winton or Hughenden present the archetypal image of Australian outback life. Alice

People (000's) SYD

The vast geographical spread of Diary markets tends to create an expectation of a population scattered throughout the red centre in small, remote communities. Not so.

1,106

Diary market employment by sector

492 1,446

Workers 18+ Employment Sector

Diary Total

Reg WA

Satellite

Pt. Pirie/Bkn Hill

Loxt/Mt Gambier

Darwin

Griffith

Mildura

Agriculture

12

12

13

7

18

4

21

16

Mining

Source: ATR 2007, ACNielsen 2006

Share of National TV Potential

Metro 64%

Reg 36%

8

13

9

5

0

4

1

0

Manufacturing & Construction

13

12

11

11

28

11

19

19

Retail

12

13

12

9

10

8

8

16

Transport and Storage

5

6

5

5

4

4

3

5

Finance, Property & Business Services

5

4

4

4

4

5

7

10

Defence, Public & Community Service

32

27

40

31

46

22

22

Recreation and Personal

9

8

9

3

13

11

13

Source: Roy Morgan Single Source, June 2007

35 8


High Incomes

Regional Television Diary Markets

Incomes for Diary market workers are relatively high. The average worker aged 18+ has a personal income of $48,000 per annum, just $1,780 less than the Australian average. Diary market residents have the additional benefit of a lower cost of living and, as a result, frequently have higher discretionary spending power than families on comparable incomes living in Sydney or Melbourne.

Galiwinku Darwin Southern Cross (7,10) Nine (9)

Nhulunbuy (Gove) Maningrida

Darwin

Katherine

Kununurra Satellite Southern Cross (7) Imparja (9,10)

Derby Broome

Karumba Doomadgee

Tennant Creek

Cloncurry

Port Hedland

The high proportion of households earning over $70,000 a year in the Satellite TV market reflects employment in highly paid primary industries where workers are well compensated for the tough conditions and remote location. Darwin has the third highest proportion of households of any Australian city earning over $100,000 per annum at 23%, due to high employment in government and business.

Hughenden

Mt Isa

Karratha Exmouth

Winton

Tom Price Newman

Alice Springs

Regional WA

Carnarvon

GWN (7) WIN (9,10)

Longreach

Yulara

Barcaldine

Blackall Mitchell Charleville

Roma

Kalbarri Geraldton Dongara

Cunnamulla

St George

Bourke

Lightning Ridge Walgett

Coober Pedy Kalgoorlie-Boulder

Broken Hill Ceduna

Narrogin

Mandurah

Streaky Bay

Katanning Bridgetown Manjimup

Margaret River Denmark

Port Pirie / Broken Hill GTSBKN (7,9) Port Lincoln Southern Cross (10)

Esperance

Albany

Port Pirie Peterbourough Burra Mildura Kadina Wentworth Robinvale Griffith Redcliffs Hay

Millicent Mt Gambier

Diary market potentials, urbanisation & demographics Diary Total

Regional WA

Satellite

Port Pirie/ Broken Hill

Darwin

Mt Gambier

Griffith

Mildura

Loxton

564,400

203,700

159,200

55,300

46,000

34,600

26,300

24,160

16,200

113,700

Total people

1,446,100

512,500

422,200

131,100

Population % Change 2005 to 2606

0.3%

0.8%

- 0.2%

-0.1%

0.9%

85,400

71,100

63,500

37,600

0.2%

-0.3%

0.6%

-0.3%

23.5%

47.2%

66.3%

52.8%

Urbanisation In town of 10,000+ pop.

34.4%

41.9%

10.5%

58.4%

82.0%

28.2%

In town of 5,000-9,999 pop.

5.3%

7.1%

4.3%

4.8%

9.2%

10.2%

In town of less than 5000 pop.

60.4%

51.0%

85.2%

41.6%

13.2%

62.6%

Mildura Prime (7) WIN (9)

Clare

Bunbury

Busselton Dunsborough

Households

Port Augusta Whyalla

The high proportion of middleincome households in Mt Gambier reflects the above average level of employment in manufacturing and industry.

Bordertown Naracoorte Casterton

Annual household income

Leeton Narrandera

HHI $30-70K

Griffith WIN (7) WIN (9)

0 Nat. Avg.

Reg WA

26.5%

26.2%

27.7%

20.3%

26.6%

People 18-24

8.3%

8.2%

8.7%

7.7%

9.8%

8%

7.6%

8.2%

7.4%

People 25-39

20.4%

20.6%

21.0%

17.6%

25.4%

18.1%

18.8%

19.5%

18.4%

People 40-54

22.1%

22.4%

21.6%

23.1%

23.2%

22.4%

21.1%

21.3%

22.6%

People 55+

22.7%

22.6%

21.0%

31.3%

15%

26.3%

24.9%

24.3%

27.4%

Source: Australian Bureau of Statistics 2001 Census, Nielsen Media Research, 2006

25.2%

27.6%

26.8%

40

50% 32.3% 21.8%

20.7% 33.0%

Pt. Pirie/ Broken Hill

20.7%

Loxton/ Mt Gambier

28.9%

24.5%

18.5% 20.0%

Darwin

People 0-17

30

32.5%

100.0%

Age

20

21.5%

Satellite

Loxton/Mt Gambier WIN (9,7) WIN Ten (10)

10

HHI 70K+

38.3%

24.2%

Griffith

Mildura

26.3% 29.1% 29.4% 22.8%

Source: Roy Morgan Single Source, June 2007 - All people 14+


Grocery Buyers with Children market GBs shop at a major supermarket chain and have high loyalty levels to their favourite brands. Surprisingly, almost nine out of ten Diary market

GBs shop at least once a week – even in remote Satellite TV areas where one might expect distance to be a barrier.

Shopping attitues, GBs + children GBs with children

Diary

Rest of Australia

Go to supermarket at least once per week Mainly shop at major supermarket chain Have favourite brands for most things I buy I believe quality is more important than price

84% 71% 72% 73%

84% 77% 69% 68%

Source: Roy Morgan Single Source, June 2007

Youth Marketing Younger people (age 18-24) in Diary markets are active, social, techno savvy consumers, sharing common values and attitudes with the rest of their generation. In many key categories they are actually ahead of the pack in terms of consumption. They are more likely to have bought clothes, CDs, DVDs and digital cameras, all indicative of high levels of discretionary spending power.

Takeaway food consumption is higher in Diary markets and it’s not just the fish and chip shop. KFC and McDonald’s are the number 1 and 2 branded outlets with 45% of young fast food consumers visiting either outlet in the past four weeks. Visit the personal web profile of typical rural teenagers at www.thatsmylife.com.au

Youth discretionary spending Diary markets 0

Rest of Australia 20

40

60

80

100%

Bought clothing

* Source: VFACTS Jan to Dec 2006 vs 2005

Diary makets. And the lower “cost per thousand� ensures a higher return on investment. Altogether it makes a compelling case for moving Diary markets higher in the order of media priorities.

“Sales growth was higher in Diary test markets than the rest of Australia.�

Response to TV advertising Diary markets

Rest of Australia 90 80

70

The results show the greater impact of TV in a low clutter media environment and the high consumer spending power in

60

Asian meal

Moisturiser

50

Source: Aztec scan data Diary markets - Reg SA and WA

Advertising and Marketing Support

Bought CD/DVD

Consumer surveys such as Roy Morgan Single Source and Nielsen’s Panorama provide a wealth of data for planning advertising and marketing campaigns in Diary markets. Grocery sales data is also

Own mobile phone Bought digital camera Source: Roy Morgan Single Source, June 2007 - people 18-24

One spending category that reflects the lifestyle differences experienced in small towns is home entertainment. There are fewer cinemas in Diary markets, with just 16% of people 18-64 going to the movies in the past four weeks vs. 27% for the rest of Australia.Consequently, people living in Diary markets are more likely to own plasma /widescreen TVs and surround sound sytems, and DVD ownership is growing in line with the national trend.

The first test was for an Asian style meal base, positioned as a convenient and exotic dinner

solution for young women. The second test was for a well-known moisturiser brand, promising the latest anti-aging benefits and positioned in the premium mass-market segment.

Visited fast food outlet

High Value Segments: Cars and Home Entertainment During 2006 new car sales in regional WA and South Australia grew by 4% year on year - well above the national trend of –2%. The above average growth in new car sales demonstrates the strong economic and employment conditions in Diary markets. Diary market car buyers are increasingly shifting to higher value models and smaller vehicles. The fastest growing segments in Diary markets during 2006 were SUV luxury plus light and prestige vehicles.

The high level of response from Diary market grocery buyers to free-to-air TV and the consquent opportunity to grow brands efficiently was demonstrated in two recent case studies. (Visit: www. regionaltvmarketing.com.au to download.) The studies used supermarket scan data to measure sales growth from TV advertising campaigns. In both examples growth in sales and share were higher in Diary markets than the rest of Australia

% sales growth post vs pre TV campaign

Grocery buyers in Diary markets are more likely to have two or more children yet almost 58% work either full-time or part-time – so they are certainly as busy as any mum living in the capital cities. Shopping attitudes such as seeking convenience, quality and nutritional values, match closely the broader national trends. The vast majority of Diary

TV Advertising Effectiveness

RTM has access to these and other data sources to help media planners identify opportunities and plan effective TV campaigns

Diary market sales representation Market

Own premium home entertainment Diary markets

available split out into regional parts of WA and SA.

Rest of Australia

% 50

Station

Seven Affiliate Sales

in Diary markets. For further information, case studies or analysis of regional TV market opportunities contact:

Brian Hogan, General Manager, RTM on (02) 9929 2122.

Contact details WIN NBN Sales

Southern Cross Media Sales

Seven Affiliate WIN NBN Sales Sales

Southern Cross Media Sales

Regional WA

GWN WIN

Sydney (02)

8514 5777

8907 9999

9930 9400

Satellite

Southern Cross Imparja

Melbourne (03)

8622 3777

8613 8299

9243 2010

Port Pirie/ Broken Hill

GTS/BKN Southern Cross

Brisbane (07)

3514 7777

3835 2999

3908 8288

Loxton/ Mt Gambier

WIN WIN 10

Adelaide (08)

8326 2811

8379 2444

8367 0720

Darwin

Nine* Southern Cross

Perth (08)

9382 5500

9345 9910

9220 1400

Griffith

WIN WIN 7

Mildura

Prime WIN

40 34%

32%

34%

32%

30 20

10 Plasma/wide TV

Surround System

Source: Roy Morgan Single Source, June 2007 - people 18-24

               


www.regionaltvmarketing.com.au

Level 6, 161 Walker Street, North Sydney, NSW 2060 Tel: (02) 9929 2122 Fax: (02) 9929 2120

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