THE POWER OF BROADCAST MEDIA IN NEBRASKA

Transcription

1 THE POWER OF BROADCAST MEDIA IN NEBRASKA NEBRASKA ASSOCIATION OF BROADCASTERS Presented by: Tony Hereau / VP, Audience Insights tony.hereau@nielsen.com Copyright 2017 The Nielsen Company 1

2 THE POWER OF BROADCAST MEDIA IN NEBRASKA TV AND RADIO PLAY A MAJOR ROLE IN OUR LIVES BENEFITS OF BROADCAST OVER OTHER DIGITAL MEDIA TV AND RADIO ADVERTISING CONNECTS WITH AUDIENCES 2

3 96% OF NEBRASKA USES TV & RADIO EACH WEEK 1,467,097 OUT OF 1,534,863 ADULTS IN THE STATE OF NEBRASKA Source: Nielsen Scarborough USA+ R , State of Nebraska, P18+ (sample size: 396) 3

4 PEOPLE USE TELEVISION NEARLY EVERY DAY AVG DAYS PER WEEK WITH USAGE (AMONG USERS) IN NEBRASKA ADULTS 18+ WATCH 5.5 DAYS PER WEEK ADULTS WATCH 4.6 DAYS PER WEEK ADULTS 35+ WATCH 5.9 DAYS PER WEEK Source: Nielsen NPOWER for State of Nebraska, Segment Avg Days Tuned per Week 3/27/17-6/25/17 4

5 PEOPLE USE RADIO NEARLY EVERY DAY AVG DAYS PER WEEK WITH USAGE (AMONG USERS) IN NEBRASKA ADULTS 18+ LISTEN 5.0 DAYS PER WEEK ADULTS LISTEN 4.9 DAYS PER WEEK ADULTS 35+ LISTEN 5.2 DAYS PER WEEK Source: Nielsen Spring 2017 NRD State of Nebraska / M-Su 6a-6a / Daily Cume X7 Divided by Weekly Cume 5

6 TIME SPENT PER DAY WITH MEDIA IN NEBRASKA BASED ON NEBRASKA ADULTS HOURS & 17 MINUTES ARE SPENT WITH TV & RADIO EACH DAY 0:07 0:21 Q :32 0:28 2:17 1:00 2:19 0:33 0:10 LIVE TV TIME-SHIFTED AM/FM RADIO DVD/BLU RAY GAME CONSOLE MULTIMEDIA DEVICE INTERNET ON A PC APP/WEB ON A SMARTPHONE APP/WEB ON A TABLET Source: Live TV, Timeshifted TV, 03/27/17-06/25/17 via Nielsen NPOWER for the State of Nebraska, Radio: Nielsen SP 2017 NRD State of Nebraska (M-Su 6a-6a Weekly TSL divided by 7 days) DVD, Game Console, Multimedia Devices, PC, Smartphone and Tablet from Q1 17 Total Audience Report Multimedia Device = Apple TV, Roku, Chromecast, etc., Smartphone & Tablet use only includes app/web activity 6

7 TELEVISION LEADS ALL FORMS OF ELECTRONIC ENTERTAINMENT ACROSS ALL DEMOS Weekly Time Spent in Hours:Minutes By Demographic for the Nebraska Population Adults Adults Adults Adults Adults Adults Watching Live+Time-Shifted TV 28:00 15:03 20:46 26:01 31:09 36:38 Using app/web on a Smartphone* 15:51 17:49 18:23 19:42 19:09 12:39 Listening to AM/FM Radio 16:00 12:15 14:00 15:15 18:00 18:00 Using the Internet on a PC* 6:54 5:53 7:38 8:42 8:38 5:17 Watching Timeshifted TV 3:16 1:52 2:27 3:16 2:55 4:47 Using a Multimedia Device 2:27 4:12 3:23 2:27 1:59 1:38 Using a Game Console 1:10 3:16 2:13 1:10 0:14 0:01 Using a DVD/Blu Ray Device 0:49 0:49 1:03 0:49 0:56 0:42 *Table is ranked on P18+ Time Spent Source: Live TV, Timeshifted TV, DVD, Game Consoles, Multimedia Devices 03/27/17-06/25/17 via Nielsen NPOWER for the State of Nebraska Radio: Nielsen Spring 2017 NRD State of Nebraska / M-Su 6a-6a Weekly TSL / *Smartphone and PC are national averages Multimedia Device = Apple TV, Roku, Chromecast, etc., 7

8 IT S CALLED MASS MEDIA FOR A REASON The average person in Nebraska consumes 75 hours of content each week across TV, radio and online. 44 hours are spent with TV and Radio each week HRS Live+7 TV 16.0 HRS AM/FM Radio 15.9 HRS App/Web Smartphone* 6.9 HRS Internet on a PC* 3.5 HRS App/Web Tablet* 1.2 HRS Game Console 2.5 HRS Multimedia Device 0.8 HRS DVD/ Blu Ray 59% OF ALL MEDIA TIME SPENT GOES TO TV AND RADIO Source: Live TV, Timeshifted TV, DVD, Game Consoles, Multimedia Devices 03/27/17-06/25/17 via Nielsen NPOWER for the State of Nebraska Radio: Nielsen Spring 2017 NRD State of Nebraska / M-Su 6a-6a Weekly TSL / *PC, Smartphone and Tablet are national averages Multimedia Device = Apple TV, Roku, Chromecast, etc., 8

9 30% 30% 38% 37% 35% 36% 40% 42% 40% 39% 42% 49% 38% 64% 71% 74% 74% 72% 70% 67% 61% 58% 55% 54% 60% 63% 55% 55% 56% 55% 50% 45% 45% 48% 45% 38% 43% 23% 16% 11% 7% 5% 5% 5% 6% 7% 9% 13% TV AND RADIO GO TOGETHER LIKE NIGHT AND DAY WEEKDAY (M-F) NEBRASKA MEDIA USAGE: P18+ Q % 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 6A 7A 8A 9A 10A 11A 12P 1P 2P 3P 4P 5P 6P 7P 8P 9P 10P 11P 12A 1A 2A 3A 4A 5A Radio Live TV DVR Game Console Multimedia Device DVD/Blu-Ray TV Source: Nielsen Npower for State of Nebraska, M-F Average Audience for P18+ in Q / Multimedia Device = Apple TV, Roku, Chromecast, etc., Audio Source: Nielsen SP 2017 NRD for State of Nebraska M-F AQH persons 18+ (Sample size 4,732) 9

10 LIVE TV REPRESENTS THE MAJORITY OF TV USAGE Percent Distribution of Total Television Usage Live TV Time-Shifting DVD/Blu-Ray Video Game Multimedia Device Live TV 72% Live TV 73% Nielsen NPOWER for the State of Nebraska May 2016 vs May Multimedia Device = Apple TV, Roku, Chromecast, etc.. Total Use of Television (TUT) for Persons 2+, 10

11 MILLENNIALS MAKE UP THE LARGEST GROUP OF RADIO USERS IN NEBRASKA 389,700 use radio each week 298,800 use radio each week 328,100 use radio each week ADULTS ADULTS ADULTS Source: Nielsen Spring NRD 2017, State of Nebraska, Mon-Sun 6a-6a, Weekly Cume Audience 11

12 THE POWER OF BROADCAST MEDIA IN NEBRASKA TV AND RADIO PLAY A MAJOR ROLE IN OUR LIVES BENEFITS OF BROADCAST OVER OTHER DIGITAL MEDIA TV AND RADIO ADVERTISING CONNECTS WITH AUDIENCES 12

13 NEBRASKA TV REACHES MORE ADULTS IN A DAY THAN YOUTUBE/NETFLIX REACHES IN A MONTH You Tube N 1,247,000 Adults 18+ PER DAY 573,000 Adults 18+ PER MONTH 488,000 Adults 18+ PER MONTH TV Source: Nielsen NPOWER, State of Nebraska, P18+ Reach Projection for May 7, 2017 Other Sources: R Scarborough USA+ Used You Tube/Netflix in past month, State of Nebraska, P18+ (sample size: 396) 13

14 IN THE AUDIO LANDSCAPE, ONLY AM/FM RADIO CAN DELIVER THE SCALE ADVERTISERS NEED Percentage of users in Nebraska during a given week by demo group AM/FM Radio Pandora Spotify Satellite 86% 89% 90% 31% 17% 11% 24% 9% 15% 17% 16% 5% P18-34 P25-54 P35-64 Nebraska Radio Source: Nielsen Spring 2017 NRD, State of Nebraska, Avg. Weekly Cume % for all radio stations Other Sources: R Scarborough USA+ (Jun 2016 Apr 2017) Used Pandora/Spotify/Sat in past week 14

15 MORE FRAGMENTATION WITH DIGITAL MEDIA AVERAGE MONTHLY CHOICES BY DEVICE AMONG ADULTS PC Sites Visited Smartphone Apps Used PC SITES BY BRAND MOBILE APPS Television Channels Viewed TV CHANNELS AM/FM Radio Stations Tuned RADIO STATIONS LESS FRAGMENTATION ON TV AND RADIO Source: Q Nielsen Average Channels Tuned Report 15

16 AM/FM RADIO COMMANDS IN-CAR LISTENING Radio continues to be the number 1 source of entertainment when people are driving or riding in an automobile HOW WE TYPICALLY LISTEN TO MUSIC IN THE CAR AM/FM RADIO 71% CONNECTED DEVICE 42% CD 33% SATELLITE 19% IN DASH APPLICATION 7% Note: Multiple answers accepted Source: 2017 Nielsen Music 360 Study Base: Listens to music while in a car (2292) Thinking about the past 12 months, how do you typically listen to music while in a car? 16

17 1,151,500 (or 73%) USE RADIO AWAY FROM HOME DURING COMMUTING HOURS Source: Nielsen Spring 2017 NRD, State of Nebraska, Weekly Cume, Mon-Fri 6a-10a + 3p-7p, Out of Home, Persons

18 DIGITAL MEDIA IS AN EXTENSION OF BROADCAST MEDIA S AUDIENCE 44% OF NEBRASKA INTERNET USERS WATCH TV SHOWS AND SPORTS ONLINE 13% OF NEBRASKA INTERNET USERS LISTEN TO LOCAL RADIO ONLINE Source: Nielsen Scarborough USA+ R , State of Nebraska, P18-49 monthly usage 18

19 THE POWER OF BROADCAST MEDIA IN NEBRASKA TV AND RADIO PLAY A MAJOR ROLE IN OUR LIVES BENEFITS OF BROADCAST OVER OTHER DIGITAL MEDIA TV AND RADIO ADVERTISING CONNECTS WITH AUDIENCES 19

20 TV AND RADIO ADS ARE MORE TRUSTED THAN ONLINE ADS PERCENT OF PEOPLE THAT TRUST SOMEWHAT OR COMPLETELY RECOMMENDATIONS FROM PEOPLE I KNOW 82% CONSUMER OPINIONS POSTED ONLINE ADS IN NEWSPAPERS ADS ON TV ADS ON THE RADIO BILLBOARDS/OUTDOOR ADS SERVED IN SEARCH ENGINE RESULTS ONLINE VIDEO ADS ADS ON SOCIAL NETWORKS ONLINE BANNER ADS ADS ON MOBILE DEVICES 66% 65% 63% 60% 57% 49% 47% 42% 41% 39% Source: Nielsen Global Trust In Advertising Report (Sept 2015) North American responses only online survey 20

21 BROADCAST TOPS INTERNET FOR USEFUL INFO ABOUT NEW PRODUCTS AND SERVICES IN NEBRASKA Advertising provides me with useful information about new products and services 52.3% 36.2% 32.7% 16.3% TV RADIO INTERNET MOBILE Source: Nielsen Scarborough USA+ R , State of Nebraska, P18+ (sample size: 398) Agree = Agree Completely & Agree Somewhat 21

22 SOCIAL MEDIA IS GREAT, MAYBE NOT FOR ADS Percentage of Nebraska Using Social Media in Past Month (P18+) Facebook 65.5% Pinterest Google + Instagram LinkedIn 21.6% 14.8% 14.3% 10.2% Percentage of Nebraska adults who CLICKED AN AD on social media in the past month 4.2% Twitter 7.0% Source: Nielsen Scarborough USA+ R , State of Nebraska, P18+ (sample size: 396) 22

23 NEWSPAPER READERSHIP CONTINUES TO SHRINK ACROSS LARGE & SMALL MARKETS WEEKLY REACH% OF 18+ POPULATION % 56.2% 52.8% 52.9% 50.1% 49.9% 46.8% 45.9% 52.4% 49.7% 45.9% 43.9% URBAN SUBURBAN RURAL Source: Nielsen Scarborough USA+, Any Daily or Sunday Printed Edition 7-Day Readership, P18+, County Size A, B and C+D 23

24 LOCAL TV NEWS ATTRACTS THE LARGEST AUDIENCE FOR LOCAL INFORMATION % OF 18+ POPULATION 68% 47% 30% 21% LOCAL TV NEWS NEWSPAPER SOCIAL* YELLOW PAGES Source: Nielsen Scarborough USA+ R , State of Nebraska, P18+ (sample size: 396) / * Use Social Media for local info. 24

25 LOCAL TV NEWS AUDIENCE IS 2.5 TIMES LARGER THAN CABLE NEWS IN NEBRASKA TOTAL WEEKLY VIEWERS IN THE STATE OF NEBRASKA LOCAL TV NEWS 846,526 CABLE NEWS 346,927 Source: Nielsen NLTV, May17, Geographies: Omaha, Sioux City, Lincoln & North Platte, M-Su 3A-3A, Avg Weekly Reach Impressions, P18+ 25

26 96 OF THE TOP 100 SHOWS IN NEBRASKA WERE ON BROADCAST TELEVISION Program Rank Broadcast Stations Cable Networks PBS Total Total Percent 96% 4% 0 100% Cable Notables - Walking Dead on AMC, NBA Playoffs on ESPN & Premier League Soccer Source: NPOWER, P25-54 Ranked on Live+7 Rating Q2 17 Geography: State of Nebraska (Regional/Local cable sports networks excluded) 26

27 82% OF NEBRASKA RADIO LISTENERS ARE IN THE WORK-FORCE NEBRASKA FULL TIME EMPLOYED LISTEN 3.5 HOURS LONGER PER WEEK THAN THE NOT EMPLOYED Source: Nielsen Spring 2017 NRD State of Nebraska, Adults 18-64, M-Su 6a-12M, Employed = F/T + P/T Employed 27

28 VISIT: FOR A COPY OF THIS PRESENTATION Copyright 2017 The Nielsen Company 28