Think TV takes a look at commercial TV viewing within the multi-screen environment and examines the impact of new technologies on viewing behaviour.

1. JANUARY 2016
HOW AUSTRALIANS WATCH
TELEVISIONA review of commercial TV viewing

2. Contents
• Australian Household Penetration of Technology Slide 3
• Time Spent Watching Screens Slide 4
• Time Spent Watching Broadcast TV Slides 5 - 7
• Proportion of Live & Playback Viewing Slide 8
• TV Viewing over Time Slides 9 - 10
• Daily Viewing Trends Slide 11
• Reach Slide 12
• Summary All Screen Viewing Slide 13
• Second Screens Slide 14
• Top Programs Slide 15
• Conclusion Slide 16

3. 99%+
57%
29% 31%
80%
49%
43%
80%
Television PVR Pay TV Smart TV Smart Phone Tablet Games
Console
Internet
Australians now have myriad devices on which to watch and interact with content both in and
outside of the home. The television set is the most pervasive: in almost all Australian households.
Nearly two-thirds of Australians live in households with two or more Digital TVs.
Sources: PVR, smart TV, smart phone, tablet and internet figures are national averages sourced Australian Multi-Screen Report Q3 2015 (published Dec 2015); subscription TV is
the OzTAM national STU-STV and IDS-STV universe estimate (ie. boxes in homes and internet accessed only homes) for Q4 2015; other figures are estimates.
Australian Household Penetration of Technology
TV is everywhere

4. Almost 9 in every 10 minutes that we spend watching content is spent watching Broadcast TV on a
TV. Watching TV programs and all other content (such as movies, youtube videos etc) on
Laptops/PCs, Tablets and Mobiles accounts for 12.2% of our total screen-viewing time.
Source: Australian Multi-Screen Report Q3 2015 (published Dec 2015).
Time Spent Watching Broadcast TV on TV and
Time Spent Watching Video Content – Including TV, Movies, YouTube etc – On Other Devices
7.5%
Laptop/PC 2.0%
Tablet2.7%
Smartphone
87.8%watching Broadcast TV
on a TV set
Watching TV on a TV is our #1 screen activity

5. Australians watch more than 2.8 Billion minutes of Broadcast TV on their TVs every day!
Source: Think TV estimate.
Billions of TV minutes watched every day
2,800,000,000
minutes of Broadcast TV watched every day.

6. All demographic groups spend significantly more time watching TV on a TV set than they do
viewing content across other screens.
Source: Australian Multi-Screen Report Q3 2015 (published Dec 2015).
Percentage of Time Spent Watching Content On Screens - By Demo
94.8%
88.7%
77.5%
59.4%
87.8%
4.3%
7.8%
11.5%
23.0%
7.5%
0.3%
1.8%
5.8%
12.8%
2.7%
0.6%
1.7%
5.2%
4.8%
2.0%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
50-64s
35-49s
25-34s
18-24s
All People
TV
Laptop
Smartphone
Tablet
The TV set is the main screen for all key demos

7. Contrary to popular opinion, Teens do watch TV. In fact, teenagers spend the majority of their
screen viewing time watching Broadcast Television on a TV.
Source: Australian Multi-Screen Report Q3 2015 (published Dec 2015).
Daily Time Spent Watching Content On Screens - Teenagers
TV set is the preferred screen for teens too
1 hour : 16 mins
16 mins
28 mins
15 mins
Television
Laptop
Smartphone
Tablet

8. About 6 in 10 households have at least one personal video recorder, yet 91.5% of Broadcast TV
viewing is watched Live. The vast majority of content that is recorded is played back within the
first three days.
Source: Australian Multi-Screen Report Q3 2015 (published Dec 2015). Note: any content that is not watched at real speed (ie. fast-forwarded) is NOT included in ratings data.
Proportion of Live & Playback Viewing
Live
Viewing
91.5%
Playback
8.5%
91.5% of all Broadcast TV is watched Live

9. 1hr & 13mins
2hrs & 10mins
3hrs & 11mins
4hrs & 14mins
2010 2011 2012 2013 2014 2015
Ppl 18-24 Ppl 25-39 Ppl 40-54 Ppl 55-64
Source: OzTAM, 5 capital cities, 1 January – 31 December 2010 to 2015, average time viewed, total TV, consolidated data.
Daily Time Spent Watching Broadcast TV on a TV Set – Total TV - Metro
Newtech:onlya smallimpactonTVsetviewing
While new technologies and streaming services are providing viewers with a range of
entertainment options, the impact on our daily time spent watching TV on a TV is relatively small.

10. 1hr & 23mins
2hrs & 37mins
3hrs & 43mins
4hrs & 21mins
2010 2011 2012 2013 2014 2015
Ppl 18-24 Ppl 25-39 Ppl 40-54 Ppl 55-64
The same trend is evident in regional markets.
Source: RegionalTAM, 5 aggregated regional markets, 1 January – 31 December 2010 to 2015, average time viewed, total TV, consolidated data.
Daily Time Spent Watching Broadcast TV on a TV Set – Total TV – Regional
Newtech:onlya smallimpactonTVsetviewing

11. New technologies and streaming services are not having a significant impact on the amount of
time we spend watching Broadcast TV or when we watch.
Source: OzTAM and RegionalTAM, 5 capital cities, 5 aggregated regional markets, 1 January – 31 December 2010, 2014, 2015, by hour, combined average daily reach estimate,
total commercial TV, excludes spill, consolidated data.
Broadcast Commercial Television - Average Daily Reach – By Hour
0
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
2am 3am 4am 5am 6am 7am 8am 9am 10am 11am 12pm 1pm 2pm 3pm 4pm 5pm 6pm 7pm 8pm 9pm 10pm 11pm 12am 1am
2010 2014 201510 Million
8 Million
6 Million
4 Million
2 Million
Little change to daily viewing patterns

12. TV’s reach remains unchallenged. In any given week, metro and regional commercial television
reaches more than 8 in 10 Australians.
Source: OzTAM and RegionalTAM, 5 cap cities, 5 aggregated regional markets, 1 January – 31 December 2015, 2am – 2am, average weekly cumulative reach, total commercial
TV, regional excludes spill, consolidated data.
78.3% 70.6% 82.0% 90.7% 93.1% 90.5%
71.4% 64.9% 82.9% 90.4% 91.3% 90.1%
13-17s 25-39s 40-54s 55+ GBs
GBs
w Kids
Metro
Regional
All
People
85.2%
84.3%
18-24s
90.3%
88.1%
Cumulative Weekly Reach – Commercial TV – Metro and Regional
The TV set is the gateway to reaching all demos
18-24s

13. Source: Australian Multi-Screen Report Q3 2015 (published Dec 2015), playback 8 to 28 days is an estimate based on data from Q2 report, other device estimate Q3 2015 report,
average monthly time Australians spend watching content across different screens.
Monthly Time We Each Spend Watching Broadcast TV on a TV Set
LIVE TV VIEWING
82 hours : 57 mins
PLAYBACK 7 DAYS
7 hours : 45 mins
PLAYBACK 8 to 28 DAYS
1 hour : 17 mins
Average time spent watching screen content
+ +
91 hours : 59 mins
=
AVERAGE TIME SPENT
WATCHING LIVE AND
PLAYBACK TV
ON A TV
Monthly Time We Each Spend Watching & Streaming TV, Movies, Youtube Video etc on Other Devices
LAPTOP/PC
7 hours : 48 mins
SMARTPHONE
2 hours: 47 mins
TABLET
2 hours: 03 mins
AVERAGE TIME SPENT
WATCHING TV,
MOVIES, YOUTUBE
ETC ON DEVICES
12 hours: 38 mins
=+ +

14. Far from distracting viewers, second screens are seeing viewers more immersed in television
programming than ever before. Australian multi-taskers actively engage in activities that directly
relate to what they are watching and second screens are also serving as a point of sale between TV
viewers and advertisers.
Source: Deloitte Media Consumer Survey 2015.
Other screens enriching the TV experience
25% actively
engage in
activities that
directly relate to
what they are
watching.
1 in 5 browse for
products and
services online
while watching
television.

15. Australians love their local content. Every one of the top programs on commercial TV in 2015 was
Australian – live sport and event programming continue to prove hugely popular with audiences.
Source: OzTAM and RegionalTAM, 5 capital cities, 6 aggregated regional markets, 1 January - 31 December 2015, metro and regional figures are combined to form national
average audience estimates, total people, all day, total commercial TV, consolidated data.
Australian-made programs most popular
Top 40 Programs on Broadcast TV in 2015
Rank Program Audience
1 STATE OF ORIGIN NRL QLD V NSW 2ND - MATCH 3,960,000
2 RUGBY LEAGUE GRAND FINAL 3,793,000
3 STATE OF ORIGIN NRL NSW V QLD 1ST - MATCH 3,701,000
4 AFL GRAND FINAL HAWTHORN V WEST COAST 3,534,000
5 ICC WORLD CUP CRICKET FINAL 2015 SESSION 2 3,465,000
6 STATE OF ORIGIN NRL QLD V NSW 3RD - MATCH 3,366,000
7 MY KITCHEN RULES - WINNER ANNOUNCED 3,222,000
8 MY KITCHEN RULES - GRAND FINAL 3,123,000
9 MELBOURNE CUP - THE RACE 3,078,000
10 AFL GRAND FINAL - PRESENTATIONS 3,001,000
11 THE BLOCK TRIPLE THREAT - WINNER ANNOUNCED 2,940,000
12 MASTERCHEF AUSTRALIA - THE WINNER ANNOUNCED 2,902,000
13 THE BLOCK TRIPLE THREAT - AUCTIONS 2,876,000
14 AFL GRAND FINAL – ON THE GROUND 2,705,000
15 ICC WORLD CUP CRICKET FINAL 2015 SESSION 1 2,683,000
16 RUGBY LEAGUE GRAND FINAL PRESENTATION 2,672,000
17 2015 AUST OPEN - NIGHT 9 KYRGIOS V MURRAY 2,611,000
18 MELBOURNE CUP-RACE PRESENTATION 2,573,000
19 CATCHING MILAT - FINAL 2,557,000
20 2015 AUST OPEN - MEN'S FINAL 2,539,000
Rank Program Audience
21 THE BLOCK -WINNER ANNOUNCED 2,526,000
22 MASTERCHEF AUSTRALIA - GRAND FINAL PART 2 2,509,000
23 STATE OF ORIGIN NSW V QLD 1ST - PRE MATCH 2,491,000
24 CATCHING MILAT 2,490,000
25 STATE OF ORIGIN NRL QLD V NSW 2ND - PRE MATCH 2,467,000
26 THE BLOCK TRIPLE THREAT - GRAND FINAL 2,452,000
27 ICC WORLD CUP CRICKET FINAL POST MATCH 2,451,000
28 MY KITCHEN RULES - MON 2,448,000
29 MY KITCHEN RULES - WED 2,407,000
30 MY KITCHEN RULES - TUE 2,398,000
31 ICC WORLD CUP CRICKET: SF2 SESSION 2 2,397,000
32 PETER ALLEN – NOT THE BOY NEXT DOOR PART 1 2,360,000
33 HOUSE OF HANCOCK - PART 2 2,332,000
34 THE VOICE GRAND FINAL - WINNER ANNOUNCED 2,314,000
35 MY KITCHEN RULES - SUN 2,266,000
36 ONE DAY CRICKET - AUS V INDIA GAME 2 SESSION 2 2,262,000
37 MY KITCHEN RULES - THU 2,261,000
38 THE BLOCK - GRAND FINAL 2,229,000
39 AFL GRAND FINAL - POST MATCH 2,209,000
40 THE VOICE -LAUNCH 2,191,000

16. Conclusion
• 2015 saw the definition of television continue to expand.
• Television is no longer just the screen in everyone’s living rooms; it’s on people’s tablets, phones
and laptops. TV content is available anywhere at anytime.
• Despite the explosion of choice available to viewers, watching Broadcast TV on a TV still accounts
for 87.8% of Australians’ total screen viewing time with Australians watching more than 2.8 Billion
minutes of TV a day.
• The strength of Broadcast TV in the rapidly changing environment is due to its premium, quality
content offering that is curated by the networks, for Australian audiences.
• This quality viewing experience that delivers huge reach across a range of different demographics
and highly engaged audiences is why TV remains the most effective advertising medium for
advertisers.
• The new ways Australians are seeking out this TV content across other screens will only further
enhance its effectiveness in the future.

17. For more TV Insights …