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Kia Regional TV Market Update February 2012. www.regionaltvmarketing.com.au RTM is the marketing bureau for Regional free to air TV.

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Presentation on theme: "Kia Regional TV Market Update February 2012. www.regionaltvmarketing.com.au RTM is the marketing bureau for Regional free to air TV."— Presentation transcript:

1 Kia Regional TV Market Update February 2012

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

3 Regional car sales will grow above the national average in 2012 KIA gets 38% of national sales from regional – maintaining share in a cost efficient market is vital As KIA moves to more premium and innovative position regional consumers need to have their perceptions challenged even more than metro Cerato proves the success of higher share of budget allocated to regional Strong support for regional markets is more important than ever to KIA in 2012

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 35% of all people live in Regional TV markets People Source: OzTAM 2012, Regional TAM 2012, Nielsen Media Research 2010 NNSW 2,109 SNSW 1,429

8 Population Increase: 2001 vs Source: Source: OzTAM 2012, Regional TAM 2012 Australian population moving North and to the coast. Over 40% 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 Regional consumers’ willingness to spend grew is more positive in regional looking ahead to 2012 Spending per discretionary $1000 Source: foreseechange 2005 – 2010 annual average, 2011 June & November 2011 survey average

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

12 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 Sep 2011 – 2004 )

13 Last year regional sales fell by only 1% vs. down 4% in capital cities YOY change in new car sales Source: VFACTS (excluding trucks and buses, including utes)

14 In last six months regional car sales grew by 5% YOY vs. 2% decline in metro YOY change in new car sales Source: VFACTS (excluding trucks and buses, including utes) 5% -2%

15 1 in 3 New cars sold are to regional buyers Source: VFACTS Jan-Dec Regional accounts for 34% of sales excluding Trucks and Buses including utes

16 38% of total Kia sales are to regional buyers - but down compared to metro Kia vehicle sales: Jan to Dec 2011 YOY Change- +26% +14% +5% -6% -1% +1% -2% +10% -45% -15% Source: VFACTS Jan-Dec 2011 vs (Excludes T&B, including Utes) Regional sales -2% YOY Metro +11%

17 KIA share of regional car sales coming from a very high base – new models clearly appealing to metro as well Kia share of all category sales by year* Share Source: VFACTS and AdQuest, *excludes trucks and buses 2005 Total TV: $14.9m Reg share: 18% 2006 Total TV: $11.6m Reg share: 16% 2007 Total TV: $8.2m Reg share: 28% 2008 Total TV: $8.2m Reg share: 19% 2009 Total TV: 10m Reg share: 19% 2010 Total TV: $13.2m Reg share: 19% 2011 Total TV: $15.5m Reg share: 24%

18 Kia market share is particularly strong in Reg. NSW, QLD and VIC Total Kia share all segment sales: Jan to Dec %+0.43%+0.11%-0.03%+0.14%0%-0.01%+0.19%-1.23%-0.29% YOY % change Source: VFACTS Jan-Dec 2011 vs (Excludes T&B, including Utes)

19 Kia is more popular in regional across the key volume models Kia model Regional %: Jan to Dec 2011 vs Growth Source: VFACTS Jan-Dec 2011 vs (Includes Trucks and Buses) 34% of all vehicles sold nationally are to regional

20 The fastest growing vehicle segments are in regional and suit KIA profile – small and compact SUV Sales growth rate by segment for Jan to Dec 2011 vs Source: VFACTS Jan-Dec 2011 vs (Excluding Trucks & Buses, Inc Utes)

21 YOY sales growth for major brands in regional – showing the appeal of newer quality imported models YOY unit sales growth: Jan to Dec 2011 vs Source: VFACTS Jan-Dec 2011 vs (Includes Trucks and Buses)

22 Kia range : Cerato was only model to grow more in regional than metro – shows rapid uptake of new models Kia model growth rate: Jan to Dec 2011 vs Growth Source: VFACTS Jan-Dec 2011 vs (Includes Trucks and Buses)

23 Cerato Higher growth in regional shows strength of consumer spending and appeal of KIA new models and brand offer Higher share of TV budget allocated to regional (27%) proves effective

24 Cerato share of regional market easily outperformed metro and had highest share of budget allocated to RTV KIA Cerato share of Small < $40k category sales Share TV spend Source: VFACTS and AdQuest 2005 Total TV: $3.4m Reg share: 16% 2007 Total TV: $0.9m Reg share: 27% 2006 Total TV: $2.5m Reg share: 14% 2010 Total TV: $3.3m Reg Share: 23% 2011 Total TV: $3.5 Reg Share: 27%

25 Small car segment growing in regional – especially with premium styled models – Focus, Mazda3, Golf & Cerato Small < $40K: Model growth rate: Jan to Dec 2011 vs Source: VFACTS Jan-Dec 2011 vs (Excludes T&B, including Utes)

26 Kia Cerato especially popular in Reg. QLD, VIC, NSW Kia Cerato share of Small <$40k segment sales: Jan to Dec %+1.14%+0.65%+0.73%+1.05%+1.48%+1.39%+1.74%-0.54%+0.86% Source: VFACTS Jan-Dec 2011 vs (Excludes T&B, including Utes)

27 Kia Cerato Sales – Regional sales 39% of national Kia Cerato vehicle sales: Jan to Dec 2011 YOY Change- +67% +98% +46% +42% +96% +83% +99% -43% +45% Regional sales +81% YOY Metro +6% Source: VFACTS Jan-Dec 2011 vs (Excludes T&B, including Utes)

28 Kia TV national spend and share into Regional TV Source: AQX Period: January to December 2011 Total TV spend $204k $810k $3.5m $11k $521k $3.8m $871k $2.3m $15.5m

29 KIA regional buyers are younger and more affluent than average and retain female bias Source: Roy Morgan Research (12 months to Sep own new Kia Bought new in last 5 years)

30 KIA Rio New model growing sales rapidly Almost half of national sales coming from regional buyers Proof of affluence and shift to premium of regional buyers

31 Kia Rio regional share growing rapidly since new model launch Kia Rio share of light < $25k category sales Share Source: VFACTS and AdQuest TV spend 2008 Total TV: $1.4m Reg share: 21% 2007 Total TV: $2.8m Reg share: 21% 2006 Total TV: $2.0m Reg share: 13% 2005 Total TV: $3.1m Reg share: 21% 2009 Total TV: $191k Reg share: 42% 2010 Total TV: $969k Reg share: 22% 2011 Total TV: $3.8m Reg share: 23%

32 Regional light car sales easily outperforming metro in past year – Fiesta, Micra and Swift show trend to new models Light < $25K: Model growth rate for Jan to Dec 2011 vs Source: VFACTS Jan-Dec 2011 vs (Excludes T&B, including Utes)

33 Jan-Sep: Kia Rio Sales – Regional sales 43% of national Kia Rio vehicle sales: Sep to Dec 2011 YOY Change- -8% -15% -16% -32% -38% -34% -30% -34% -89% -26% Regional sales -41% YOY Metro -20% Source: VFACTS Sep-Dec 2011 vs (Excludes T&B, including Utes)

34 38% of sales from regional buyers Growth lagging slightly Highly competitive segment in regional KIA Sportage

35 SUV compact segment is enjoying a growth period in regional – likely to continue long term Compact SUV: Model growth rate: Jan to Dec 2011 vs Source: VFACTS Jan-Dec 2011 vs (Excludes T&B, including Utes)

36 Kia Sportage regional share of category higher than metro – responsive to RTV Kia Sportage share of compact SUV category sales Share TV spend Source: VFACTS and AdQuest 2007 Total TV: $0.6m Reg share: 23% 2005 Total TV: $0.9m Reg share: 18% 2006 Total TV: $0.3m Reg share: 14% 2008 Total TV: $0.5m Reg share: 7% 2010 Total TV: $3.1m Reg share: 20% 2011 Total TV: $2.3m Reg share: 18%

37 Kia Sorento 39% of sales from regional – well above segment average Regional growth good but lagging metro

38 Medium SUV segment in regional has a bias to offroad in QLD market – still plenty of opportunity Medium SUV: Model growth rate: Jan to Dec 2011 vs Source: VFACTS Jan-Dec 2011 vs (Excludes T&B, including Utes)

39 Kia Sorento share of Medium SUV segment sales: Jan to Dec %+1.08%+1.45%+1.08%+0.67%+1.10%+0.08%+0.29%+1.01%-0.02% Kia Sorento has big growth opportunity in REG. QLD Source: VFACTS Jan-Dec 2011 vs (Excludes T&B, including Utes)

40 KIA share of TV $ allocated to regional is above average – reflecting higher brand strength and increased competitive activity Source: Nielsen Media Research AdEx (incl. Dealer spend) Total TV spend 2011 $14.6m $31.8m $24m $31.5m $17.8m $31.3m $29.4m $15.5m RTV % of national TV ad spend

41 Regional car sales will grow above the national average in 2012 KIA gets 38% of national sales from regional – maintaining share in a cost efficient market is vital A higher share of national TV budget could be justified to maximise growth and ROI from available funds Strong support for regional markets is more important than ever to KIA in 2012


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