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Origin Energy

Origin Energy. Regional Market Review. November 2011. RTM is the marketing bureau for Regional free to air TV. www.regionaltvmarketing.com.au. Regional markets require a nuanced approach to fulfill maximum return to Origin.

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Origin Energy

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  1. Origin Energy Regional Market Review November 2011

  2. RTM is the marketing bureau for Regional free to air TV www.regionaltvmarketing.com.au

  3. Regional markets require a nuanced approach to fulfill maximum return to Origin Regional people have bigger homes and more kids – likely to be high consumers of energy and engaged with the category Regional consumers – like all Australians – are very aware of corporate social and environmental responsibility Community invovlement and support through the media has far greater meaning in Regional Oz than in the capital cities

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

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

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

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

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

  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 energyconsumers are more likely to live in a house and have bigger family Source: Roy Morgan Research (12 months to June 2011)

  11. 1,573,000 Australian teens age 13-17 3 7 % live in Regional TV markets Source: OzTam AGB Nielsen 2011

  12. 1,547,000 Australian GB’s with children 5-12 3 8 % live in Regional TV markets Source: OzTam AGB Nielsen 2011

  13. 3,141,000 Australian 55+ 3 8 % live in Regional TV markets Source: OzTam AGB Nielsen 2011

  14. Seachange… … for baby boomers …for families

  15. “Typical” SeachangerRyan, 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.

  16. 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

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

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

  19. 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

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

  21. 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 )

  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. Attitudes to environment and corporate social responsibility – foreseechange Nov. 2011 • Australian are overwhelmingly favourable to the participation of companies in social and environmental good. • The degree of support does not vary significantly between adults in Metro, Regional city, and rural areas • There is a high degree of skepticism about what companies say they do for the good of the community and the environment. • Corporate social responsibility should, therefore, be genuine, both in appearance and delivery.

  24. Regional attitudes towards the environment marginally more conservative – age is a bigger differentiator Source: Roy Morgan Single Source (12mths to June 2011)

  25. Companies should concentrate on making profits and forget about social & environmental issues Source: foreseechange 2011

  26. Companies should not donate to charities Source: foreseechange 2011

  27. Companies should not donate to political parties Source: foreseechange 2011

  28. So long as the quality is the same, would pay up to 5% more for a product made by a company that did good things for the community Source: foreseechange 2011

  29. So long as the quality is the same, would pay up to 5% more for a product made by a company that did good things for the environment Source: foreseechange 2011

  30. Most companies talk about being socially & environmentally responsible but don’t actually do much about it Source: foreseechange 2011

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

  32. Creating a regional voice for a brand will improve preference, loyalty and cut through • True local (Newcastle Permanent, Southern Phone Company) • Product offer localised (TCW, Rural bank) • Tone of voice or context localised (youi, Greater Building Society, LaTrobe Uni) • Support for local community (CBA Kids Cricket, NAB AFL, Surf Life Saving etc etc)

  33. Regional consumers will reward Origin’s overt support and communication Opportunity is for Origin to take a leadership role in regional communities on environmental energy issues Regional consumers will reward value and honesty in business Regional FTA TV has reach and credibility far beyond any local media

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