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Target Regional TV Effectiveness Review August 2011.

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Presentation on theme: "Target Regional TV Effectiveness Review August 2011."— Presentation transcript:

1 Target Regional TV Effectiveness Review August 2011

2 RTM is the marketing bureau for Regional free to air TV

3 Regional consumers are a key element in Target long term success Regional consumers have significantly higher purchasing in most Target product segments Case studies prove regional can contribute over 40% of sales growth Regional markets deliver double the rate of return on ad investment at existing investment levels

4 Regional TV covers all areas outside capital cities and reaches 36% of population QLD NNSW SNSW TAS VIC REG. WA DIARY

5 Regional TV coverage includes large cities and fast growing coastal suburbs Newcastle & Central Coast Gold Coast Wollongong & Illawarra Canberra

6 Diary markets: 19% of total regional population Regional WA Port Pirie/ Broken Hill Satellite Griffith Mildura Darwin Loxton/Mt Gambier

7 Populations of major regional TV markets are comparable with the metros People Source: ATR & OZTAM 2011, Nielsen Media Research 2010 NNSW 2,079SNSW 1,410

8 Population Increase: 2001 vs Source: ATR & OZTAM 2011 Australian population moving North and to the coast. Over 30% growth in 10 years in some regional areas National average QLDNSWVICTASMETRO

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

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

12 3 % 8 Source: OzTam AGB Nielsen ,141,000 Australian 55+ live in Regional TV markets

13 Savings are at an all time high in both regional and metro markets Saving per discretionary $1000 Source: foreseechange 2005 – 2010: annual average, 2011: June 2011 survey

14 The need to pay debt continues to decline in regional but is growing in metro markets Source: foreseechange 2005 – 2010: annual average, 2011: June 2011 survey Loan Repayment per discretionary $1000

15 Regional consumers’ willingness to spend grew this year by 9% – against national trend Source: foreseechange 2005 – 2010: annual average, 2011: June 2011 survey Spending per discretionary $1000

16 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 mths to March 2011

17 Average household incomes in regional TV markets are within 10% of national average Source: Roy Morgan Single Source (12mths to Mar 2011 ) P25-54: Average household Income

18 20% of regional consumers are willing and able to spend

19 20% +13% YOY of regional consumers are willing and able to spend

20 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 )

21 Rapid growth in the number of affluent consumers in regional Australia Source: Roy Morgan Single Source (12mths to Mar 2011 – 2004 ) People with HHI $130k+ or Investments $500K+

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

23 Seachange… … for baby boomers …for families

24 “Typical” Seachanger Ryan, 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.

25 Regional is perfectly representative of Australian culture: Suburban with middle of the road values Experiential International Libertarian Practical Communitarian Self Reliant Upwardly Mobile Materialist Family Focused Pragmatic Functional Patriotic Youthful Technological Energetic Conservative Institutional Self-Controlled Inner Metro 23% Outer Metro 41% Regional 36%

26 According to David Chalke social researcher….

27 Source: Roy Morgan Single Source (12mths to March 2011), * Filter – Bought Clothing in past 4 weeks Regional women have the same rate of clothing purchase as metro women

28 Source: Roy Morgan Single Source (12mths to March 2011), * Filter – Bought Clothing in past 4 weeks Regional women have the higher rate of purchase in other Target product segments

29 Source: Roy Morgan Single Source (12mths to March 2011) Regional Women share attitudes to brands but appreciate value and Aussie made

30 Source: Roy Morgan Single Source (12mths to March 2011), * Filter – Bought Clothing in past 4 weeks Target is only mass retailer brand with lower usage in regional markets

31 Target has opportunity to increase the number of women shopping at its regional stores % of W25-54 who purchased anything from Target in the L4W -4..3%-0.4%+3%+1.6%-3.2%+1.2%+2%-5%+1.3%+14.5%-3.8% Source: Roy Morgan Single Source (12mths to March 2011 vs. 2010)

32 Target has successfully grown in regional markets over past 5 years - % of W25-54 who purchased anything from Target L4W since 2004 Source: Roy Morgan Single Source 12 months to March

33 Target is biggest RTV advertiser in category but allocates a lower share to Regional than competitors Total TV Spend $26.6m $11m $6.3m TV spend: July 2010 – Jun 2011 Source: Adquest Millennium (July 2010 – Jun 2011)

34 Regional represents 31% of Target regular shoppers – potential would be up to 40% 000s of W25-54 who purchased anything from Target in the L4W Source: Roy Morgan Single Source (12mths to March 2011 vs. 2010)

35 Media landscape in regional markets is broadly similar to capital cities Source: Roy Morgan Single Source 12 months to March 2011, *AGB NMR Panorama 12 mths to May 2011

36 News & current affairs Local TV ads Promotions Community sponsorships Regional TV is part of the community… “We live here too” …means greater engagement

37 Audience share of the new commercial “digital” channels has more than tripled since June 2010 Source: Mediaweek, Metro data from OzTAM and Regional data from Regoional TAM. All People 18: :59 June 2010 Sept 2010 Dec 2010March 2011

38 Subscription TV audiences are down in all key dayparts for the Survey Year to Date FTA viewing is up & commercial TV even more Source: Regional TAM; Survey 1-2, 2011 vs. 2010; Consolidated Data New commercial channels driving Free to air TV audiences up in 2011 Audience Year on Year % Change; Combined Agg Markets (QLD, NNSW, SNSW, VIC & TAS) Total People; Sun-Sat; Survey 1-2, 2011 vs. 2010

39 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

40 Share of national population Share of national TV budget Proportional investment in RTV for all markets is approximately 23% of national TV budget

41 Regional markets offer Target improved growth and ROI on every level Higher category consumption Greater brand growth potential Improved advertising driven growth and ROI


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