Consumer Insights
2010, THE YEAR IN REVIEW
Consumer Insights gives you unique and new information about New Zealanders, TV viewing and TVNZ viewers from our Research & Insights team, based on their latest studies and analysis.
ONLINE TELEVISION VIEWING RESEARCH: UNDERSTANDING THE USE AND ROLE OF TVNZ ONDEMAND
In April 2009 we commissioned Colmar Brunton to conduct research about viewership of TVNZ Ondemand, TVNZ's online television service, now part of our relaunched entertainment site at tvnz.co.nz.
The background
TVNZ ondemand users were invited via the tvnz.co.nz website to take part in the survey. A total of 1053 users registered to take part. These users were sent an online questionnaire by Colmar Brunton.
Key out-takes of the research
- TVNZ ondemand delivers a high value audience
- TVNZ ondemand users are skewed to females, younger, higher income earners and metropolitan centres
- TVNZ ondemand quickly becomes part of consumers' regular
viewing
- Attracting new users - 56% of ondemand users started using the service in the last 3 months
- Significant amount of time spent viewing - average weekly viewing is 2.2 hours
- Not just one favourite programme - average viewers regularly watch 3.3 programmes on TVNZ ondemand
- At home - 9 out of 10 users view TVNZ ondemand at home
- Spread through the week - on average, viewers watch 3 separate episodes a week
- Most viewers sit down and watch a full episode in one
sitting
- 86% of viewers watch the whole episode
- 71% watch the show in one sitting
- Most TVNZ ondemand viewing occurs very soon after screening on
TV
- Based on non-daily shows, 77% view the episode they missed either the next day or within a few days after the TV broadcast - signalling a true catch up service
- TVNZ ondemand reaches new consumers that missed the TV
broadcast
- 86% of ondemand viewers are incremental to the television audience
- TVNZ ondemand delivers a highly engaged audience
- Strong attachment and involvement with ondemand programmes delivers a highly engaged audience for advertisers
- Most viewers watch most/all of an ad on TVNZ ondemand
- Programme involvement results in greater involvement with TVNZ ondemand advertising. Over half of those who recall an ad watch all/most for all ads tested
Download the results of the research
TVNZ HOME TRUTHS STUDY
TVNZ could see sponsorship working as a powerful medium. In order to develop a deeper understanding of how and why it works Colmar Brunton was engaged to conduct an independent study. The study aimed to research and measure the effects of sponsorship, through investigating the opportunities and boundaries in order to maximise the positives for both sponsors and viewers
