This year’s Emirates Melbourne Cup well and truly lived up to its reputation as one of the biggest events on the Australian sporting calendar. Nielsen’s Social TV Ratings revealed that our nation’s most prestigious horse race was the biggest social episode on TV this year.
Australians are voracious consumers of broadcast TV and other video, and they have a growing array of options by which to access this content - anywhere, anytime. The first edition of the Australian Video Viewing Report – from Regional TAM, OzTAM and Nielsen – shows video viewing behaviour continues to shift with growing content, device and platform choices.
Australians are willing to take to the seas with more than half (55%) considering going on a cruise. Strong growth in advertising spend from cruise operators is driving consumer enthusiasm, but questions have been raised as to whether Sydney’s infrastructure can support demand. If tour operators pull Australian ports from their routes, the current trend in advertising growth could face a sudden change in course.
Australians are voracious consumers of broadcast TV and other video, and they have a growing array of options by which to access content. However, while viewing patterns continue to change as consumers embrace connected devices – most viewing still goes to broadcast TV channel content watched in the home.
Two-thirds (63%) of Australia’s digital advertising inventory across all devices is now bought through programmatic or ad network services, according to 2016 data from Pathmatics and Nielsen. The data is collected from digital creatives and ad technology tags found in 2,000 websites visited by Australians across desktop, mobile and tablet browsers.
Unique audiences visiting the Netflix website or app via a desktop/laptop, smartphone or tablet have increased by 48% when comparing Digital December 2016 ratings data to December the prior year. A majority of this year-on-year growth was driven by increased access via smartphone (+82%).