Australians watch more than 100 hours of television per month across multiple screens, according to the latest Australian Multi-Screen Report covering the second quarter of calendar 2012.
Viewing to the traditional TV set remains strong and the report shows an increasingly connected audience whose steady embrace of new technologies creates additional flexibility to view.
Key findings as of Q2 (April-June) 2012:
1 Viewing via the conventional TV includes broadcast content only; video viewing on second and third screens can include both broadcast and non-broadcast video content.
2 All people figures.
3 Nielsen Australian Online Consumer Report. Q4 2011.
4 Q4 2011
Doug Peiffer, CEO, OzTAM, said: "Australians love television and are increasingly using new devices to stay in touch with their favourite programs and enjoy video whenever and wherever they wish.
“The latest Multi-Screen Report draws on the expert research of OzTAM, Regional TAM and Nielsen to illustrate how, when and the extent to which consumers use these new devices to provide greater insight to media owners, producers and advertisers.”
Additional detail on take-up of new technologies and viewing patterns (Q2 2012) New in-home technologies
There is a continuing strong and positive relationship between screen size and propensity to view, with people demonstrating a preference to watch content on the largest screen available:
o 3 hours 58 minutes (3:58) per month on PCs (All People)
o 1:20 per month on mobiles (people aged 16+; Q4 2011)
o 99:09 per month on a traditional TV (All People)
5 All people figures; TV viewing behaviour fluctuates seasonally, with viewing increasing in winter time.
Sources: OzTAM, Regional TAM, Nielsen
About The Australian Multi-Screen Report
The Australian Multi-Screen Report, released quarterly, is the first and only national research into trends in video viewing in Australian homes across television, computers and mobile devices. It combines data from the three best available research sources: the OzTAM and Regional TAM television ratings panels and Nielsen’s national NetView panel and Consumer & Media View database.
Nielsen Holdings N.V. (NYSE: NLSN) is a global information and measurement company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence, mobile measurement, trade shows and related properties. Nielsen has a presence in approximately 100 countries, with headquarters in New York, USA and Diemen, the Netherlands. For more information, please visit www.nielsen.com
OzTAM is Australia’s official source of television audience measurement (TAM) covering the five metropolitan markets (Sydney, Melbourne, Brisbane, Adelaide and Perth) and nationally for subscription television. OzTAM ratings are the accepted metric by which Australian television is evaluated. The media industry uses OzTAM data to assist in program development, advertising planning and to gauge the performance of television programs, networks and advertising campaigns. More at: www.oztam.com.au
About Regional TAM
Regional TAM Pty Limited is a joint venture comprising the five free-to-air (FTA) regional commercial networks – NBN Limited, Prime Television Pty Ltd, Seven Queensland, Southern Cross Austereo, and WIN Corporation Pty Ltd. Collected and marketed by Nielsen Television Audience Measurement, Regional TAM data is the official television audience measurement (TAM) of FTA and Subscription Television viewing in the five east coast aggregated regional markets, including its 19 component sub-markets, and the Regional Western Australian market. Regional TAM television ratings information is designed to be an independent, reliable and transparent audience measurement system that provides the currency by which television is bought, sold and evaluated. The audience data is used by a range of parties such as television networks, advertisers, media buyers and programme suppliers to aid them to understand viewer behaviour, and in assessing programme or network performance. More at http://www.regionaltam.com.au
Copyright © 2012 OzTAM, Nielsen, Regional TAM. All rights reserved
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