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WEEKEND HERALD AUDIENCE INSIGHTS AUGUST 2018.

Published byBlake Douglas Modified over 5 years ago

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Presentation on theme: "WEEKEND HERALD AUDIENCE INSIGHTS AUGUST 2018."— Presentation transcript:

1 WEEKEND HERALD AUDIENCE INSIGHTS AUGUST 2018

2 515,000 49 minutes REACHING OVER HALF A MILLION PEOPLE EVERY SATURDAY
Readership of the Weekend Herald is 515,000 Readers spend an average of 49 minutes reading the Weekend Herald Source: Nielsen CMI Q – Q Jun ’18 TV/Online fused. Base: 15+

3 READERSHIP HAS BEEN TRENDING UPWARDS SINCE 2015
Source: Nielsen CMI Q – Q Jun ’18 TV/Online fused. Base: 15+

4 A HIGHER SATURDAY AUDIENCE THAN ALL THE OTHER METROPOLITAN NEWSPAPERS COMBINED
+ + + = 514,000 readers (unduplicated) Dominion Post (Saturday) The Press (Saturday) Waikato Times (Saturday) Otago Daily Times (Saturday) 515,000 readers Source: Nielsen CMI Q – Q Jun ’18 TV/Online fused. Base: 15+

5 These Primary Readers spend 63 minutes with their Weekend Herald
MORE THAN HALF ARE PRIMARY READERS 55% are Primary Readers – they either subscribe or buy the newspapers themselves These Primary Readers spend 63 minutes with their Weekend Herald Source: Nielsen CMI Q – Q Jun ’18 TV/Online fused. Base: 15+

6 REACHING 28% OF AUCKLANDERS EVERY SATURDAY
NORTH 32% Also reaching: 13% of Northland 16% of Waikato 13% of Bay of Plenty CENTRAL & ISLANDS 27% WEST 27% EAST 23% SOUTH 22% Source: Nielsen CMI Q – Q Jun ’18 TV/Online fused. Base: 15+

7 THEY’RE THINKING ABOUT THE WEEKEND AHEAD…
The Weekend Herald provides a quality, affluent audience who are in the relaxed decision-making frame of mind where they’re planning their weekend ahead – DIY chores, test driving that car, planning a night out, going to an open home, shopping at the local mall, thinking about their next holiday, or taking the kids out for the day Each week, Weekend Herald reader households spend: $52million on food ($6.4million in restaurants) $50million on home ownership (mortgages + interest) $9.6million on clothing and footwear $5.5million on alcohol $19.4million on purchase of vehicles (inc m/cycles & bikes) Within Auckland, the Weekend Herald reaches: A quarter of a million people in paid employment (28%) 26,000 who have been to an open home in the past month (31%) 158,000 car buyers (27%) 131,000 weekend supermarket shoppers (27%) Source: Nielsen CMI Q – Q Jun ’18 TV/Online fused. Base: 15+

8 HOME BUYERS 147,000 Weekend Herald readers say they keep an eye on the real estate section in the newspaper, even if they’re not looking One in five readers are inspired by the property and real estate pages of their newspaper 15,000 Weekend Herald readers intend to sell a property other than their own home in the next 12 months Source: Nielsen CMI Q – Q Jun ’18 TV/Online fused. Base: 15+

9 AN AVERAGE SPEND ON A CAR OF $20,537
The Weekend Herald reaches 23% of people in the upper North Island planning to buy a car in the next 12 months 192,000 Weekend Herald readers in the Upper North Island plan to buy a new car in the next 12 months – with an average spend of $20,537 that’s a huge $4billion of motors spend in the next 12 months The Weekend Herald reaches a third of those looking to spend in excess of $50,000 on a new/used car Spend on new/used car Source: Nielsen CMI Q Q4 17 Mar ‘18 TV/Online Fused Base: 15+ Northland/Auckland/Waikato/Bay of Plenty (n=2,070,000)

10 SUPERMARKET SHOPPERS Aucklanders are 50% more likely than the rest of NZ to be doing their supermarket shopping on a Saturday (the Weekend Herald reaches 28% of Auckland Saturday supermarket shoppers) Weekend Herald readers are more likely to be buying organic food and they really enjoy being creative and experimental with food. They choose to pay more for premium quality wine, and like to drink craft beers or new/different beer brands Source: Nielsen CMI Q – Q Jun ’18 TV/Online fused. Base: 15+

11 RENOVATORS 216,000 Weekend Herald readers intend to undertaken home renovations in the next 12 months They intend to spend an average of $12,045 on renovations in the next year 318,000 Weekend Herald readers have shopped at hardware/building supplies stores in the past month (this is 62% of the readers Weekend Herald readers are more likely to have the big ticket items in their home such as spa pools, outdoor fires or home theatre systems 33,000 have a swimming pool 51,000 have Apple TV Source: Nielsen CMI Q – Q Jun ’18 TV/Online fused. Base: 15+

12 Reach of key targets* across a 4-week campaign in the Weekend Herald
REACHING KEY AUDIENCES WITH THE WEEKEND HERALD A 4-week campaign in the Weekend Herald reaches 44% of Home Buyers in the Upper North Island Reach of key targets* across a 4-week campaign in the Weekend Herald (Upper North Island) RENOVATORS *Home buyers – plan to buy/sell property n12m (n=223,000) $20K+ car buyers – plan to spend $20K+ on new/used car n12m (n=223,000) Saturday shoppers – do main s/market shop on Saturday (n=378,000) Renovators – plan to undertake renovations n12m (n=764,000) Source: Nielsen CMI Q – Q Jun ’18 TV/Online fused. Base: 15+ Base: 15+ Northland/Auckland/Waikato/Bay of Plenty (n=2,070,000)

13 Newspaper brands rank higher than TV for:
NEWSPAPERS RATE HIGHEST FOR TRUST AND FINDING OUT WHAT’S NEW Newspaper brands rank higher than TV for: Finding out what’s new Trust/credibility Tips/advice Inspiration Changing the way people feel Importance Relevance of advertising Helping to form opinions Feeling part of a community Source: Nielsen CMI Q – Q Jun ’18 TV/Online fused. Base: 15+

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