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Target

Target. Regional TV Effectiveness Review. August 2011. RTM is the marketing bureau for Regional free t o a ir TV. www.regionaltvmarketing.com.au. Regional consumers are a key element in Target long term success.

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Target

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  1. Target Regional TV Effectiveness Review August 2011

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

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

  11. 1,547,000 Australian GB’s with children 5-12 3 8 % live in Regional TV markets Source: OzTam AGB Nielsen 2011

  12. 3,141,000 Australian 55+ 3 8 % live in Regional TV markets Source: OzTam AGB Nielsen 2011

  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 Loan Repayment per discretionary $1000 Source: foreseechange 2005 – 2010: annual average, 2011: June 2011 survey

  15. 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

  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 mthsto March 2011

  17. 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 )

  18. 20% of regional consumers are willingandable to spend

  19. 20% of regional consumers are willingandable to spend +13% YOY

  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 People 18-64 with HHI $130k+ or Investments $500K+ 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. Seachange… … for baby boomers …for families

  24. “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.

  25. Regional is perfectly representative of Australian culture: Suburban with middle of the road values YouthfulTechnologicalEnergetic Upwardly MobileMaterialistFamily Focused Outer Metro 41% PragmaticFunctionalPatriotic InnerMetro 23% Regional 36% ExperientialInternationalLibertarian PracticalCommunitarianSelf Reliant ConservativeInstitutionalSelf-Controlled

  26. According to David Chalke social researcher…. www.regionaltvmarketing.com.au

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

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

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

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

  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 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 2004-2011

  33. Target is biggest RTV advertiser in category but allocates a lower share to Regional than competitors TV spend: July 2010 – Jun 2011 Source: AdquestMillennium (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. Regional TV is part of the community… “We live here too” • News & current affairs • Local TV ads • Promotions • Community sponsorships …means greater engagement

  37. Audience share of the new commercial “digital” channels has more than tripled since June 2010 June 2010 Dec 2010 March 2011 Sept 2010 Source: Mediaweek, Metro data from OzTAM and Regional data from Regoional TAM. All People 18:00 - 23:59

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

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