36. Typical Target Audience Case Study Shopper Parents who want healthy food for children Household Shoppers with Kids 0-14 who agree “ It is essential that school kids have healthy food in their lunches” 55% of HHS with Kids 0-14yrs definitely agree (306,000 people)
37. HHS: Healthy Food For Kids 306,000 household shoppers with kids aged 0-14yrs HHS with Kids 0-14 who agree on healthy food, also agree 85% All GM food should be labelled (123) 79% Compare prices when grocery shopping (127) 66% like to try new types of food (127) 65% try to balance healthy eating with their busy lifestyle (129) 63% People would say I am organised (123) 63% food should be additive free (124) 56% buy more fresh / chilled foods than used to (124) 53% enjoy shopping for clothes / personal items (133) 53% Often use coupons for discounts (124) 51% are on a very tight budget (132) Base: All People 10+; figures in brackets are an index with a base of 100 HHS Kids 0-14 Avg. HHI $82,030 Target Group Avg. HHI $81,261 (180) (228) (44) (92) HHS with Kids 0-14 who agree on healthy food have been to: 68% Public Park (140) 58% Public Library (132) 54% Public Swimming Pool (181) 44% Children's Entertainment Event/Place (200) 27% Zoo (166) HHS with Kids 0-14 who agree on healthy food enjoy: 82% Family Outings (139) 68% Entertaining at home (124) 71% BBQs (130) 52% Home Decorating (137) 32% Arts / Crafts (147) Much more likely to read food titles than the average HHs with kids 0-14! 16% Cuisine (index 140 compared to 122) 14% Foodtown Magazine (index 178 comp to 168) 13% Healthy Food Guide (index 189 comp to 163) 9% Taste (index 167 comp. to 152) More likely to read Woman’s Day (33% index 145) and NZ Woman’s Weekly (31% index 127) 31% state that direct mail is their preferred way to hear about sales promos/special events (124) 46% state that they like to receive offers in the mail that value them as a customer (121) 23% state that DM is their preferred way top hear about new products / services (119) Fruit Juice Regularly Buy: 30% Just Juice (144) 25% Powdered Fruit Drinks (198) 19% Fresh Up (141) 14% Keri (126) 11% Cordials & Concentrates (165) Where bought juice in last 7 days? 58% Supermarket 6% Dairy / Convenience 5% Service Station 3% Other Place
38. Base: All People 10+; figures in brackets are an index with a base of 100 Media Usage 306,000 household shoppers with kids aged 0-14yrs HHS with kids aged 0-14yrs who agree that “it is essential that school kids have healthy food in their lunches” are significantly more likely to be heavy consumers of direct and unaddressed mail. They are significantly less likely to be heavy newspaper readers and cinema goers. They are more likely to be moderate newspaper readers, internet users and radio listeners.
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Hinweis der Redaktion
DO AS INTERACTIVE ‘ Currency’ Accepted value by all parties Impartial, independent measure of audiences Syndicated (open access) Subject to auditing (independent scrutiny) NOTES: Quantify and understand your audience – stratifcation To provide recipients an understanding of how, how much, what type, where and when media is consumed. To also provide colourful detail on the types of people who are consuming the media. To be able to measuer who is consuming what media how often, when and where So that advertisers can better understand and talk with their consumers So agencies can communicate to target markets, placing the best mediums at the right occasions to reach the audience To enable the industry to measuer their audience and quantify their advertising strategies.
AGB Nielsen Media Research Television Audience Measurement 500 households nationwide Records viewing of all people 5+ Guest viewing is included Presence in room vs effort to view Passive
Circulation provided by the Audit Bureau of Circulation (in both Aus and NZ)
Research International/The Radio Bureau
Need a way to display info Who are they, where are they? what do they think and do? how do they interact with products and services and how do you reach them?