BITE JULY 2018

Bite.co.nz is the no1 NZ recipe site of the food and cooking category! TOP NZ RECIPE SITE Bite.co.nz is the no1 NZ recipe site of the food and cooking category! Reasons why Bite.co.nz such high page views: Bite also has a very strong print presence which helps the overall Bite brand and digital performance Most of Bite’s audience comes from Google Search results – this might indicate that Bite has a very big variety of recipes and content that people interact with in NZ Some substantial traffic also comes from Bite’s content placement on NZH, so this might also boost the performance of the brand During the month of July*: The average number of unique browsers that visited bite.co.nz was 14,100 per day The total number of page views for the month was 1,020,500 The average amount of time spent per page was 44 seconds The average amount of time spent on the site per session was 1 minute, 31 seconds SOURCE: Nielsen Online Ratings July 2018, *Nielsen Market Intelligence Domestic Traffic July 2018

Bite.co.nz is the no1 NZ recipe site of the food and cooking category! TOP NZ RECIPE SITE Bite.co.nz is the no1 NZ recipe site of the food and cooking category! Bite.co.nz has shown consistent engagement throughout 2018, so far. Looking at the site traffic, users flick through at least two pages per session. SOURCE: Nielsen Market Intelligence Domestic Traffic Jan 2017 – Jul 2018

DEMOGRAPHICS AND ATTITUDINALS The audience for Bite (print + online) are mostly 40+ with relatively high household incomes Bite readers are 29% more likely than the overall NZ population to live in households in the top quintile (top 20%)* for spend on food Bite.co.nz: Auckland – 37% Waikato – 11% The audience is predominantly female (72%) 12% – Wellington Average HHI of Bite audience: $114,400 (average HHI of overall NZ pop is $99,000) The print audience live in the North Island, with 75% in Auckland The site’s audience are relatively spread throughout NZ 12% – Canterbury 4% – Otago Most are home owners (70%) and/or main household shoppers (61%) Bite is family-oriented: 63% have had a family meal together in the last week, and 41% live in households with children 79% of bite.co.nz users live in the North Island and 21% live in the South Island SOURCE: Nielsen CMI Fused Q2 17 - Q1 18 May 18 TV/Online - NZME. 15+ Bite (print + online, unless stated otherwise) *Top quintile spend on food: more than $5,707 annually

EATING HABITS Taste/preferences: Attitudes: Concerns: Bite readers are more likely than the overall NZ population to consider themselves as food connoisseurs. They love reading new recipes and trying them out. When at home, they love to bake and cook meals from scratch and they choose to pay more for top quality foods. Taste/preferences: Bite readers love savoury food and fruity flavours They enjoy having a glass of wine with their meal and will pay more for premium quality or New Zealand made wine 6 out of 10 eat meat almost every day Almost half say they really like hot/spicy food 36% follow a special diet, such as low fat/sugar/sodium Attitudes: 6 out of 10 think you can eat anything and everything in moderation Want ideas to make cooking meals easier Half buy much more fresh or chilled food than they used to Half say they eat whatever they like Concerns: 74% think all genetically modified food should be labelled 6 out of 10 think food should be additive free 57% say they are concerned about the amount of sugar in their diet SOURCE: Nielsen CMI Fused Q2 17 - Q1 18 May 18 TV/Online - NZME. 15+ Bite (print + online)

Bite’s top Facebook post in July: BITE’S SOCIAL AUDIENCE Bite’s top Facebook post in July: 6,300 25,300 1,300^ SOURCE: Socialbakers August 2018 ^www.twitter.com/NZBite (August 2018)

BITE’S AUDIENCE REACH A third read the newspaper in the morning, before the day starts. The Bite reader may flip through before heading to work. Online usage increases later in the day when they have spare time. Those that have seen something eye-catching in the print version, are likely to visit bite.co.nz later on for more information. 210,000 196,000 391,000 SOURCE: Nielsen CMI Fused Q2 17 - Q1 18 May 18 TV/Online - NZME. 15+ Bite (print + online, unless stated otherwise)

CLIENT’S NAME Overview of the target, what’s the audience number, how many does NZME total reach, how do they interact with the industry in question… COME SEE THE RESEARCH TEAM FOR THESE INSIGHTS

POTENTIAL NZME AUDIENCE Breakdown of the reach for the brands used and a combined reach number for the target COME SEE THE RESEARCH TEAM FOR THESE INSIGHTS