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NZ On Air survey shows growing TV engagement
NZ On Air’s latest ‘Where are the Audiences’ survey for 2020 showed a growth of mass audiences watching TV, while ThinkTV praises the impact it still has for advertisers.
The survey showed some great numbers for TV’s relativity, showing that the reach is not only wide, but is reaching engaged audiences.
‘Where Are The Audiences? 2020’ takeaways for TV viewership:
- Linear TV reaches more people every day and for longer than any other medium. Linear TV reaches more than 6 out of 10 New Zealanders per day (61%) and holds New Zealanders’ attention the longest by a significant margin, at 2 hours 17 minutes per day.
- Linear TV dominates throughout the evening.TV attracts the biggest audience during evening peak time, when audiences are relaxed and less distracted. This has not changed since NZ On Air’s original 2014 study.
- Over one-quarter of the population are consuming NZ Broadcaster Video On Demand (BVOD) on a daily basis. The daily reach of BVOD has grown by 37% in two years – from 19% to 26%. Time spent per day on BVOD is now 31 minutes, up from 21 minutes 2 years ago.
- TV is a trusted news source. Daily Covid-19 updates on TV were widely used and overall the most trusted source of news during the pandemic. These findings align with results from an Ipsos report earlier in the year, showing New Zealanders turn to TV in a crisis
Jodi O’Donnell, ThinkTV’s Chair says;
“It’s pleasing to see free-to-air TV continuing to deliver big audiences and it’s great to see the growth of Broadcaster Video On Demand too. It’s not just about audience size though, it’s also about impact. TV offers a premium viewing experience that delivers better returns for advertisers.
“With businesses focusing on their post lockdown recovery, making the marketing work hard is important and this is where TV comes out on top.”
