1. How Rapidly is TV audience behaviour
evolving?
Steve Weaver
Nine Network Australia

2. The TV Landscape
Multi-
PVR’s online
channels

3. The PVR
Rapid adoption and transformation of viewing
behaviours

4. Overseas PVR Penetration- Finland

5. PVR adoption faster by comparison
While DTT mirrors overseas uptake, PVR uptake is accelerating
Australia- DTT Australia- Pay
Australia- PVR Overseas Mkt- DTT
Overseas Mkt- PVR
2007 Q1-08 Q2-08 Q3-08 Q4-08 Q1-09 Q2-09 Q3-09 Q4-09 Q1-10

6. PVR over internet for content choice
PVR uptake had to compete against online video
offerings in overseas markets

7. Live and playback profile
Viewing Behaviour by session type differs

8. Live is still the dominant viewing behaviour
2.4% 3.8% 2.9%
3.1%
2.9%
3.2%
94.2% 2.8%
6.2%
97.7% 1.8%
3.2%
7.5%
4.6% 3.1%

9. Timeshift- Total TV
16.00%
Hitting 12%- similar to
14.00% more mature markets
12.00%
10.00%
% Shift
8.00%
6.00%
4.00%
2.00%
0.00%
1 2 3 4 5 6 7 8 9 10 11
Weeks
TTL TV PPL With PVR TTL TV PVR and 0-17 TTL TV PVR and 18-24 TTL TV PVR and 25-39
TTL TV PVR and 40-54 TTL TV PVR and 55+

10. Timeshift- Free to Air Viewing
16.00%
Building during ‘survey
14.00% period’
12.00%
10.00%
% Shift
8.00%
6.00%
4.00%
55+ viewing behaviour
2.00%
readily adopting
0.00%
1 2 3 4 5 6 7 8 9 10 11
Weeks
TTL FTA (incl Spill) PPL With PVR TTL FTA (incl Spill) PVR and 0-17 TTL FTA (incl Spill) PVR and 18-24
TTL FTA (incl Spill) PVR and 25-39 TTL FTA (incl Spill) PVR and 40-54 TTL FTA (incl Spill) PVR and 55+

11. Timeshift- Subscription TV Viewing
16.00%
Pattern not repeated
14.00% for pay viewing
12.00%
10.00%
% Shift
8.00%
6.00%
4.00%
Playback more stable
2.00%
0.00%
1 2 3 4 5 6 7 8 9 10 11
Weeks
TTL STV PPL With PVR TTL STV PVR and 0-17 TTL STV PVR and 18-24 TTL STV PVR and 25-39
TTL STV PVR and 40-54 TTL STV PVR and 55+

12. Genre Trend
Drama 10%
Reality 6%
Docu 5%
Specials 4%
Other Sports 4%
Comedy 3%
Light Ent. 3%
Info/Lifestyle 3%
Mini series 3%
Movies 3%
Kid'd 2%
Special Sports 1%
News/CA 1%
Sports Event 0%

13. Timeshifting TTV
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
18h00
18h30
19h00
19h30
20h00
20h30
21h00
21h30
22h00
22h30
23h00
23h30
V; Good Wife; House; Desperate Housewives; Mentalist;

14. Slots that have timeshift demand- Top Gear
Viewers treat playback library as an additional channel
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
18h00
18h30
19h00
19h30
20h00
20h30
21h00
21h30
22h00
22h30
23h00
23h30

15. 0
100
200
300
400
500
600
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
2007
28
29
30
31
32
33
34
35
36
37
38
39
40
41
42
43
44
45
46
47
48
49
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51
52
1
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6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
solo 18-39
24
25
26
27
2008
28
29
30
31
32
33
34
35
36
37
38
39
40
41
42
43
44
45
46
47
48
49
50
51
52
1
2
3
co-view 18-39 with ttlppl
4
5
6
7
8
9
10
11
12
13
Decreasing Solus Live Viewing
14
15
16
17
18
19
20
21
22
23
24
25
26
27
2009
28
29
30
31
32
33
34
35
36
37
38
39
40
41
42
43
44
45
46
47
48
49
50
51
52
1
2
3
4
5
6
7
2010
8
9
10
11
12
Playback library easing competition for screen

16. 19
:3
3
19 :00
:3 -1
5 9
19 :00 :33
1,400
1,500
1,600
1,700
1,800
1,900
2,000
:3 - 1 :5 2,100
7 9 9
19 :00 :35
:3 - 1 :5
9 9 9
19 :00 :37
:4 - 1 :5
1 9 9
19 :00 :39
:4 - 1 :5
3 9 9
19 :00 :41
:4 - 1 :5
5 9 9
19 :00 :43
:4 - 1 :5
7 9 9
19 :00 :45
:4 - 1 :5
9 9 9
19 :00 :47
:5 - 1 :5
1 9 9
19 :00 :49
:5 - 1 :5
3 9 9
19 :00 :51
:5 - 1 :5
5 9 9
19 :00 :53
:5 - 1 :5
7 9 9
19 :00 :55
:5 - 1 :5
9 9 9
20 :00 :57
:0 - 1 :5
1 9 9
20 :00 :59
:0 - 2 :5
3 0 9
20 :00 :01
:0 - 2 :5
5 0 9
Overnight
20 :00 :03
:0 - 2 :5
7 0 9
20 :00 :05
:0 - 2 :5
9 0 9
20 :00 :07
:1 - 2 :5
1 0 9
20 :00 :09
:1 - 2 :5
3 0 9
Consolidated
20 :00 :11
:1 - 2 :5
5 0 9
20 :00 :13
:1 - 2 :5
7 0 9
20 :00 :15
:1 - 2 :5
9 0 9
20 :00 :17
:2 - 2 :5
we still watch programs en-masse…
1 0 9
20 :00 :19
:2 - 2 :5
3 0 9
20 :00 :21
and some of us still leave during ad breaks!
:2 - 2 :5
5 0 9
20 :00 :23
:2 - 2 :5
7 0 9
20 :00 :25
:2 - 2 :5
9 0 9
20 :00 :27
:3 - 2 :5
1: 9
00 0:2
Has the PVR changed the way we view?
- 2 9:5
0: 9
31
:5
9

17. But break viewing behaviour does differ by age
20
15
% 10
5
0
% increase consolidated vs live- program % increase consolidated vs live- ad break
TTL PPL 0-17 18-24 25-39 40-54 55+

18. Multichannels

19. Share
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
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23
24
25
26
27
28
29
30
2001
31
32
33
34
35
36
37
38
39
40
41
42
43
44
45
46
47
48
49
50
51
52
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
Network ABC2
Network ABC1
20
21
22
23
24
25
26
27
28
29
30
2002
31
32
33
34
35
36
37
38
39
40
9.4%
41
42
43
44
45
46
47
48
49
50
51
52
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
Network 7
27
28
29
30
2003
31
32
33
34
35
36
37
38
39
40
41
42
Network ABC3
43
44
45
46
47
48
49
50
51
52
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
2004
31
32
33
34
35
36
37
38
39
40
41
42
43
44
45
46
47
48
49
Network 9
50
51
52
1
2
3
4
5
6
7
8
9
10
11
12
13
14
Network 7TWO
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
2005
32
33
34
35
36
37
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39
40
41
42
43
44
45
46
47
48
49
50
51
52
53
1
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17
18
19
20
21
22
23
24
25
26
27
Network GO!
28
Network TEN
29
30
2006
31
Viewing behaviour is changing
32
33
34
35
36
37
38
39
40
41
42
43
44
45
46
47
1 June 2008
48
49
50
51
52
1
2
3
4
12 April 2009
5
6
7
28 June 2009
8
9
10
11
12
13
14
15
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17
18
19
20
21
22
23
24
25
26
23 August 2009
27
28
29
30
2007
31
32
33
34
35
36
37
38
39
40
41
42
43
44
45
1 November 2009
46
47
48
49
50
51
52
Network ONE
1
2
30 November 2009
3
4
5
6
7
8
9
10
11
12
13
14
15
16
Network SBS ONE
17
18
19
20
21
22
23
24
25
26
27
28
29
30
2008
31
32
33
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52
1
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6
TTL STV
7
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2009
31
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39
40
Network SBS TWO
41
42
43
44
45
46
47
48
49
50
51
52
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2010
11
12

20. Multichannel
9.4% 11.4% 7.6%

21. Multichannels increasing choice
Particularly daytime, fringe and late night viewing
Increased choice leads to increased usage
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
18h00
18h30
19h00
19h30
20h00
20h30
21h00
21h30
22h00
22h30
23h00
23h30

22. Increased choice brings new viewers
Young males increasing
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
18h00
18h30
19h00
19h30
20h00
20h30
21h00
21h30
22h00
22h30
23h00
23h30

23. Increased choice provides choice of platform
16.0%
Low penetration subscription tv market Adelaide
readily adopting multichannels
14.0%
12.0%
10.0%
Share
8.0%
6.0%
4.0%
2.0%
0.0%
27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 1 2 3 4 5 6 7 8 9 10 11 12
2009 2010
Week No.
Sydney Melbourne Brisbane Adelaide Perth

24. 21%
23%
25%
27%
29%
31%
33%
35%
37%
39%
January
February
March
April
May
June
2008
July
by comparison
August
September
Adelaide growth slower
Sydney
October
November
December
Melbourne
January
February
Pay penetration estimates
March
Brisbane
April
May
Adelaide
June
2009
July
Perth
August
September
October
November
December
January
February
2010
March

25. Online

26. TV relatively unaffected
Internet Radio New spapers Magazines TV Video Cinema
100
80
75
2004
70
60
43.7
40
37
32
28
25 24
20
17
11
10 9
0 1
Breakfast (5.30 -9am) Morning (9am-1pm) Afternoon (1-5pm) Early Evening (5-8pm) Evening (8-11pm) Late Night (11pm-
100 5.30am)
80
68
2009
60
55
49
40 41.4
29
24 25
23
20 20.2
12.7
11
7
0 1.3
Breakfast (5.30 -9am) Morning (9am-1pm) Afternoon (1-5pm) Early Evening (5-8pm) Evening (8-11pm) Late Night (11pm-
5.30am)

27. Concurrent Media Exposure (CME)
2004 2006 2008 2009
I often talk about what I 54
see on TV 57
Effort up
I really make an effort to 21
watch TV
and multi-
14
52
tasking up
Like to do other activities
whilst watching TV 48
Selective about programs I 68
watch 70
Study program guides to 45
choose what I watch 46
Make appointment to view 32
programs 30
64
TV helps me to relax
67
67
I enjoy watching TV
82
0 20 40 60 80 100
Source: Centre for Research Excellence

28. Mapping CME to Neurostates
Video consumption- most engaged with TV
Source: Centre for Research Excellence

29. Neurostates minute by minute
Free
Browsing
Web Video
Streaming
Mobile
Video

30. Viewer Engagement by platform
0.6 0.53
0.47
0.5 0.43
0.4 0.33
Engagement
0.3
0.2
0.1
0
Wave 1
TV Internet- Browsing Internet- Video Mobile
Neurostates confirm brain activity most engaged when
consuming via tv

31. CME mapped to Neurostates
0.6 0.53
0.47
0.5 0.43
0.4 0.33
Engagement
0.3
0.2
0.1
0
Wave 1
TV Internet- Browsing Internet- Video Mobile
Source: Centre for Research Excellence; Nine Neuro Cricket Study

32. Real World Impact
0.7
2 Month Cricket Season
0.6
0.5
Engagement
0.4
0.3
0.2
0.1
0
Wave 1 Wave 2
TV Internet- Browsing Internet- Video Mobile

33. 3 Screens Drive each other
Mobile
TV drives
online and 3rd
screen Online
engagement
TV

34. 2 reasons for going online
Extension Catch up
experience experience
TV ONLINE

35. Extension experience- far more engaged

36. “Extension experience” viewer
Year on Year Movement (%) of those who watch 10+ hours of TV
80% by Internet Usage (Entertainment and TV purposes)
70%
60%
50%
40%
%
30%
20%
10%
0%
14-17 18-24 25-39 40-54 55+
-10%
-20%
Age
Heavy Internet users (for Entertainment and TV purposes)
Medium-Light Internet users (for Entertainment and TV purposes)
Daily Internet users (for Entertainment and TV purposes)

37. Extension Experience- TV show websites
Traffic peaks for ninemsn TV show websites
18%
16%
share of daily page impressions
14%
12%
10%
8%
6%
4%
2%
0%
ACA (weekday) Today (weekday) Sixty Minutes (Sun)
Getaway (Thurs) Farmer Wants a Wife (Mon) Underbelly (Mon)
NRL Footy Show (Thur)
Nielsen estimates 61% of online Australian’s have watched TV while using the Internet.

38. Extension Experience- Olympics
80,000
Torah B.
70,000
Lydia L.
60,000
50,000
40,000
30,000
20,000
10,000
0
M
M
M
M
M
M
M
M
M
M
12 AM
t
PM
PM
on
PM
PM
PM
PM
PM
PM
PM
PM
PM
gh
A
A
A
A
A
A
A
A
A
A
no
ni
10
11
1
2
3
4
5
6
7
8
9
1
2
3
4
5
6
7
8
9
10
11
id
m
12
13/02/2010 14/02/2010 15/02/2010 16/02/2010 17/02/2010 18/02/2010 19/02/2010 20/02/2010 21/02/2010
22/02/2010 23/02/2010 24/02/2010 25/02/2010 26/02/2010 27/02/2010 28/02/2010 1/03/2010 2/03/2010

39. Viewing Behaviour is morphing
TV remains central
PVR/multi-channels provides control and
choice
Online provides extension and
augmentation
All of which lead to a richer core tv viewer
experience