Nielsen's new annual report shows increase in multi-media-tasking, ad expenditure and price conscious Kiwis

  • Advertising
  • April 24, 2012
  • Ben Fahy
Nielsen's new annual report shows increase in multi-media-tasking, ad expenditure and price conscious Kiwis

Media multi-tasking is on the rise in New Zealand, with nearly a third of us consuming multiple forms of media simultaneously according to Nielsen's Year That Was, a new report exploring the key consumer, retail, media and advertising trends that have shaped New Zealand over the past year.

The report states 29 percent of Kiwis browse the internet whilst watching television and more than a quarter send text messages whilst in front of the box. A further 28 percent watch TV whilst reading the newspaper.

“New Zealanders’ love of technology, the growing proliferation of media, and increasing demand for anywhere/anytime access to content is evidenced by high levels of engagement and interaction with all major media in New Zealand in 2011,” said Kate Terry, Nielsen's director client services in New Zealand.



The Nielsen report says The Rugby World Cup helped to keep the advertising industry buoyant, with the sector posting five percent growth in 2011 to reach $2.96 billion. But the ASA's recently released expenditure figures for 2011 showed a total of just $2.17 billion, so that's a fairly sizeable difference (the major reasons for this is that ASA figures use data provided by the various sectors whereas Nielsen is based on full ratecard value not discounted rates, and doesn't include classifieds).

According to the report, increased spend was seen across all media, with the exception of cinema which remained stable. Television accounted for the lion’s share of advertising spend, with $1.6 billion in advertising reported for the year, versus $609 million reported in the ASA figures. This was followed by newspapers with $54o million and radio with $320 million.

Growth in online advertising continued in 2011, with online media recording the highest growth in spend, up 12 percent year-on-year to $72 million (ASA figures put interactive at $328 million, but it includes search and classifieds).

Progressive Enterprises topped the list of New Zealand’s largest advertising spenders in 2011, up from fourth position in 2010, followed by Foodstuffs in second and Harvey Norman in third.
In the face of both local and global economic woes, New Zealanders’ confidence in the economy fell throughout 2011, and Nielsen’s Consumer Confidence Index recorded a nine point decline during the year, from 99 in Q4 2010 to 90 in Q4 2011. This decline was driven by low sentiment around jobs, the country’s economic outlook, and rising household expenses.

Declining consumer confidence in 2011 was reflected in spending levels and many New Zealanders (seven out of ten households) made changes to the way they shop in order to curb expenditure.

Many also cut back on non-essential items such as takeaway meals, holidays and out-of-home entertainment. New Zealanders are also more sensitive to pricing and around two thirds are now actively seeking out promotions and price discounts when purchasing supermarket items.

“2011 has been a particularly tough year for New Zealanders and they have definitely bunkered down to weather the financial storm, holding back on spending on large ticket items and non-essentials,” notes Terry. "Despite some easing in the beginning of 2012, the tough times are not quite over yet with many New Zealanders still concerned about job prospects and their reluctance to spend impacting on retailers, FMCG manufacturers and service providers.”

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Duke marks one year with live branded sport event

  • Media
  • March 23, 2017
  • StopPress Team
Duke marks one year with live branded sport event

When TVNZ launched Duke last year, it was championed as a way of reaching hard to get audiences and acting as an experiment lab for new forms of content. And its first birthday celebration is set to champion those strengths with a live primetime TV sports event that will see two friends battle it out for Fresh-Up.

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