unilever regional tv effectiveness review april 2011
TRANSCRIPT
UnileverRegional TV Effectiveness Review
April 2011
www.regionaltvmarketing.com.au
RTM is the marketing bureau for Regional free to air TV
Regional TV punches above its weight for Unilever brands for both sales and ROI
• Regional markets contribute up to 40% of national Unilever brand sales
• Regional consumers have higher consumption in most Unilever brand categories
• Case studies prove double rate of return from RTV investment
• FTA TV more dominant media channel in regional – 20%+ share of total FTA TV spend will deliver optimum results
RTM EYEBALLS VIDEO 60SEC
Regional TV covers all areas outside capital
cities and reaches 36% of
populationQLD
NNSW
SNSW
TAS
VIC
REG. WA
DIARY
Regional TV coverage
includes large cities and fast
growing coastal suburbs
Newcastle & Central Coast
Gold Coast
Wollongong & Illawarra
Canberra
Diary markets: A diverse mix of urban and rural
Regional WA
Port Pirie/ Broken
Hill
Satellite
Griffith
Mildura
Darwin
Loxton/Mt Gambier
Populations of major regional TV markets are comparable with the metros
SydneyMelbourne
Reg NSWBrisbane
PerthReg QLDAdelaideReg VIC
DiaryWATAS
0m 1m 2m 3m 4m 5m
4,6354,528
3,4892,982
1,8561,764
1,4081,171
969585
510
People
Source: ATR & OZTAM 2011, Nielsen Media Research 2010
NNSW 2,079 SNSW 1,410
Population Increase: 2001 vs. 2011
Source: ATR & OZTAM 2011
Australian population moving North and to the coast. Over 30% growth in 10 years in some regional areas
MARYB
MACKA
YBRIS
NOR RIV
CAIRNS
TOW
NS
PERTH
ROCK
TOOW
CANB
GIPPS M
EL
TAM/T
AR
ALBURY
WOLL
BALLSY
DADEL
NEWC
HOBART
BEND
LAUNCE
SHEP
P
O/D/W
0%5%
10%15%20%25%30%35%40%45%
National average
QLD NSW VIC TAS METRO
Urbanisation and high population growth changing the profile of regional Australia
• Lower cost of living and lifestyle are main attractions
• Rural populations moving to regional hub towns
• Less than 4% of households depend on farming
Seachange…
… for baby boomers
…for families
“Typical” Seachanger
Ryan, 36. Wollongong NSW
Made the seachange from the “Shire” to the “Gong”. Owns a small business in building trade
Above average income & primary focus is kids and lifestyle.
Loves footy , cars and teaching kids surfing.
Source: Roy Morgan Single Source (12mths to Dec 2010)
% of people 25-54 Metro Regional
Employed Full Time 56% 53%
Employed Part Time 23% 22%
Household Income $80K+ 41% 42%
More than one income in household 64% 58%
Children in household 50% 52%
Own or Paying Off Home 59% 61%
Regional consumers have similar
demographic profile to metro
Sep-05 Sep-06 Sep-07 Sep-08 Sep-09 Sep-100%
5%
10%
15%
20%
25%Metro Regional
People 18-54 with HHI $130k+ or Investments $500K+
Doubling in number of wealthy people living in regional Australia in past five years
Source: Roy Morgan Single Source (12mths to Sep 2010, 2009, 2008, 2007, 2006, 2005 )
Why has regional spending been more stable and the
outlook more positive?
• Lower cost of living – less debt• Huge investment in infrastructure • Population growth driving
development of local economies• Resources growth impacting
many parts of regional: NSW, QLD, WA, SA.
Culturally Australia is a divided nation: Regional is representative of the majority
ExperientialInternationalLibertarian
ExperientialInternationalLibertarian
PracticalCommunitarian
Self Reliant
PracticalCommunitarian
Self Reliant
Upwardly MobileMaterialist
Family Focused
Upwardly MobileMaterialist
Family Focused
PragmaticFunctionalPatriotic
PragmaticFunctionalPatriotic
YouthfulTechnological
Energetic
YouthfulTechnological
Energetic
ConservativeInstitutional
Self-Controlled
ConservativeInstitutional
Self-Controlled
InnerMetro23%
Outer Metro41%
Regional36%
www.regionaltvmarketing.com.au
According to David Chalke social
researcher….
Regional GB’s have higher purchasing in all Unilever food segments…
Main Grocery BuyerPurchased… Metro Regiona
l
Tea L4W 52% 54%
Margarine L4W 45% 55%
Ice Cream L4W 31% 34%
Pasta Sauces L4W 38% 41%
Soups L4W 27% 29%
Meal bases in packets/sachets L4W 16% 19%
Source: Roy Morgan Single Source (12mths to Dec 2010)
…and in most household and personal care
segments too
Main Grocery BuyerPurchased… Metro Regiona
l
Liquid Hand Wash/Soap L4W 34% 34%
Deodorant P6M 70% 74%
Shower Gel/Body Wash P6M 28% 29%
Shampoo and conditioner P6M 57% 62%
Laundry powder P3M 55% 61%
Source: Roy Morgan Single Source (12mths to Dec 2010)
RTM case studies are opportunity for Mindshare to demonstrate effective media strategy
• Rexona regional sales grew by 9% from TV and return 6 times investment
• Lynx grew by 10% from RTV and indentified BDI opportunities in QLD and SNSW
• Dove grew by 20% in regional and 38%+ of national sales
Examples
Total Rexona sales for Sept 2007 to July 2008. 34% of sales in regional markets
SYD
BRI
PER
VIC
TAS
$0.0m $5.0m $10.0m $15.0m $20.0m $25.0m $30.0m $35.0m
27,375
28,662
19,768
7,539
10,056
20,151
7,624
11,529
3,362
5,633
Total Rexona sales: Sept 2007 to July 2008
19.3%
20.2%
14.0%
5.3%
7.1%14.2
%5.4%
8.1%
2.4%
4.0%
Source: Scan Data (4 W/E 9/9/07 to 13/7/08) Coles /Woolworths/Bi Lo (Excludes NT)
NNSW 10,814 SNSW 9,338
Rexona No.1 brand in all markets – regional share slightly higher in QLD,VIC & SNSW
SYD
MEL BR
IAD
EPE
R
NNSWSN
SW VIC
QLD TAS
SA/W
A0%
10%
20%
30%
40%
50%
60%
Rexona share of total deodorant category sales: Sept 2007 to July 2008
Source: Scan Data (4 W/E 9/9/07 to 13/7/08) Coles /Woolworths/Bi Lo (Excludes NT)
RO 2Ix
Source: Scan Data (4 W/E 9/9/07 to 13/7/08) Coles /Woolworths/Bi Lo (Excludes NT)
Rexona 2008 Sales
2008TV $ ROI
Metro $54m $1.8m $3.00
Regional $28m $419k $6.68
Regional TV delivered double the rate of return on TV investment vs. metro
Reg. TV CPM is 45% below metro TV average and delivers double the cost efficiency and ROI
SYD MEL BRI ADE PER NNSWSNSW VIC QLD TAS40
60
80
100
120
140
160
180164
104
98
7989
71 70
5361
70
Ind
ex
TV market CPM indicesNational average CPM P18+ = 100
Source: Regional TV Agency Survey 2010
SYD19%
MEL19%
BRI12%
ADE6%
PER8%
Reg36%
SYD34%
MEL21%
BRI12%
ADE5%
PER7%
Reg23%
Share of national population
Share of national TV budget
Higher cost efficiency of regional TV means more can be invested to refine and target communications
Regional consumers more likely to watch FTA TV but otherwise have same media habits as metro
Women aged 18-39 Metro Reg
Watch 2hrs+ TV per day 49% 60%Listened to any commercial radio
weekday 65% 66%
Accessed the internet 85% 86%
Watch daytime TV 71% 74%
Own digital TV at home 85% 90%
Whether subscribe to Pay TV* 24% 23%
Source: Roy Morgan Single Source 12 months to Dec 2010, *AGB NMR Panorama 12 mths to Dec 2010
13/06/2010
27/06/2010
11/07/2010
25/07/2010
8/08/2010
22/08/2010
5/09/2010
19/09/2010
3/10/2010
17/10/2010
31/10/2010
14/11/2010
28/11/2010
12/12/2010
26/12/2010
9/01/2011
23/01/2011
6/02/2011
20/02/2011
6/03/2011
20/03/20110%
5%
10%
15%
20%
25%
Metro Regional
Launch week of 7mate &
Gem
Launch week of Eleven
Audience share of the new commercial “digital” channels has more than tripled since June 2010
Source: Mediaweek, Metro data from OzTAM and Regional data from Regoional TAM. All People 18:00 - 23:59
June 2010 Sept 2010 Dec 2010 March 2011
• Subscription TV audiences are down in all key dayparts for the Survey Year to Date• FTA viewing is up & commercial TV even more
Source: Regional TAM; Survey 1-2, 2011 vs. 2010; Consolidated Data
New commercial channels driving Free to air TV audiences up in 2011
Audience Year on Year % Change; Combined Agg Markets (QLD, NNSW, SNSW, VIC & TAS)
Total People; Sun-Sat; Survey 1-2, 2011 vs. 2010
www.regionaltvmarketing.com.au
Regional TV delivers higher engagement
through…
RTM SIZZLE REEL
Regional Australia is a key opportunity for growth and increased ROI for Unilever
• Growing population and spending power• Consumer profile is aligned with Unilever
brands• CPM half metro = double the ROI• 23% of budget to achieve up to 40% of
growth and sales