The Sony channel New Channel Evaluation Fuel for Brilliant DECISIONS February 2013 Fuel for Brilliant DECISIONS
Outline 1.Introduction i. Methodology ii.Who we spoke to 2.Main Findings in Detail i. Is there a need? ii.Could Sony do it? iii.Would they watch it? iv.Would it drive subscriptions? 3.Conclusions & Implications Fuel for Brilliant DECISIONS
Introduction Fuel for Brilliant DECISIONS Fuel for Brilliant DECISIONS CLIENT LOGO HERE ON MASTER
Background and methodology Background SONY and FOXTEL have been in discussions regarding a channel for women. In February 2012, research was conducted to test the channel concept for propensity to watch, measure the appeal of the channel and proposed programming and identify any potential barriers to viewing and successful channel launch. Methodology D&M Research hosted an online survey with 500 Australian women aged 25-54 years. The survey was 15 minutes long and included visual stimulus in the form of a video showing elements of the SONY channel offering. To achieve a good spread of women, quotas were placed on age and location. The sample included 50:50 Pay TV Subscribers / Non subscribers, with the data weighted back to the population proportions in the analysis. The typical respondent was a women aged 40 years, married with children, living in a Capital City with a combined household income of around $90K. Fuel for Brilliant DECISIONS
Who We Spoke To Fuel for Brilliant DECISIONS Fuel for Brilliant DECISIONS CLIENT LOGO HERE ON MASTER
Who We Spoke To For this study, the typical respondent was 40 years old, married with children, living in a Capital City with a combined household income of $93K. Base = 502 Base = 502 Base = 502 Age Marital Status Employment 25-34 33% Married or de facto 74% Working full time 44% 35-44 34% Never married 15% Working part time 24% 45-54 33% Divorced or separated 10% Unemployed, seeking work 3% Average Age 39.5 Widowed 1% Looking after the home 23% Prefer Not To Say 1% Studying full time 2% Location Studying part time 1% Sydney 20% Retired 3% Household Rest of NSW 12% Young single person living alone 5% ACT 2% Peer group flatting together 4% HHI Melbourne 19% Young couple with no children 14% Under $40,000 (25) 12% Rest of VIC 6% Family mainly pre-school children 16% $40,000 to $59,000 (50) 12% Brisbane 9% Family mainly school children 29% $60,000 to $79,000 (70) 20% Rest of QLD 11% Family with mainly adult children 17% $80,000 to $99,000 (90) 15% Adelaide 5% Older couple / single person 12% $100,000 to $120,000 (110) 19% Rest of SA 2% Prefer not to say 3% $121,000 to $140,000 (130) 8% Perth 8% Over $140,000 (180) 14% Rest of WA 3% Average $93K MI E Darwin 1% Yes 29% Rest of NT 0% Shared 29% Subscription Tasmania 2% No 42% Pay TV Subscriptions Already have a Pay TV service 29% Have had a Pay TV service in the past 21% Not connected now and would never consider having a Pay TV service 20% Fuel for Brilliant DECISIONS
Main Findings in Detail Is there a need? Fuel for Brilliant DECISIONS Fuel for Brilliant DECISIONS CLIENT LOGO HERE ON MASTER
Types of Shows or Programs like to Watch Women claim to watch and love Dramas, Soaps and Miniseries / Movies. 100% Watched Favourites 90% 80% 70% 77% 76% 60% 72% 72% 71% 71% 69% 50% 63% 40% 44% 30% 40% 39% 35% 31% 30% 20% 39% 39% 34% 32% 33% 32% 25% 25% 10% 17% 15% 15% 11% 10% 8% 6% 2% 4% 1% 0% Mini series / Movies Drama / Drama serials Sports Other (Specify Based on Genre Fuel for Brilliant DECISIONS All respondents n=502 QA1a. Which of these types of shows or programs do you watch? QA1b. And which of these types of shows or programs are your favourites?
Types of Shows or Programs like to Watch Pay TV subscribers are significantly higher on watching Documentaries (71%) than Non Subs (60%). Non Subs were significantly higher on watching Movies / Mini Series (81%) than Pay TV Subscribers (68%) and Comedies (77% vs 60%). 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Movies / Mini series Drama / Drama serials Documentaries / Nature / History Talk shows / Chat shows / Panel shows Sci Fi / Fantasy Fuel for Brilliant DECISIONS All respondents n=502 QA1a. Which of these types of programs or shows do you watch?
Top 3 Favourites by Show Type Just over 1 in 2 mentioned an actual Drama or Soap show in their top 3, and 1 in 3 as their most Favourite. 100% Top 3 Favourite 90% 80% 70% 60% 55% 48% 50% 40% 35% 27% 26% 30% 18% 18% 15% 20% 11% 33% 8% 7% 5% 27% 4% 3% 1% 10% 16% 13% 9% 8% 7% 6% 5% 3% 2% 2% 1% 0% 0% Net Dramas & Soaps Reality/ Celebrity Soaps/ Soap Operas Sports Based on Shows Fuel for Brilliant DECISIONS All respondents n=502 QA2. Which television shows were your favourite 3 programs or shows in 2012?
Top 3 Favourites by Show Type Pay TV Subscribers are significantly higher on choosing Lifestyle genres (43%) than Non Subs (27%), and Sport (16% compared to 7%). Non Subs were significantly higher on selecting Comedies (36%) than Pay TV Subscribers (22%) as one of their favourite genres. 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Crime / Law / Mystery Documentaries / Nature / History Sports Talk shows / Chat shows / Panel shows All respondents n=502 Fuel for Brilliant DECISIONS
Favourite show – Top show Revenge is the most chosen 1st Favourite show by 8%. The Big Bang Theory is in the second position on 6%, then Downton Abbey & Home & Away on 4%. A large proportion chose another show as their 1st Favourite, though none of these individual shows accounted for 2% of all mentions. CHECK+++ 50% 40% 40% 30% 20% 10% 8% 6% 4% 4% 3% 3% 3% 3% 2% 2% 2% 0% Revenge Downton Abbey MasterChef Once Upon a Time Law and Order Supernatrual All respondents n=502 Fuel for Brilliant DECISIONS QA2. Which television shows were your favourite 3 programs or shows in 2012?
Favourite Show – Top 3 combined Revenge is the most watched Top 3 Show at 17%. When all Top 3 Shows are combined, Revenge is the most watched by 17% overall and by 34% of those who said they watched Dramas / Drama serials. For 8 in 10, another show was mentioned as a Top 3 show. 90% 81% 80% 70% 60% 50% 40% 30% 17% 20% 12% 9% 9% 10% 7% 7% 6% 6% 6% 6% 5% 5% 5% 4% 4% 4% 3% 3% 3% 3% 3% 3% 0% Revenge Bones Home and Away Modern Family Criminals Minds Supernatrual All respondents n=502 Fuel for Brilliant DECISIONS QA2. Which television shows were your favourite 3 programs or shows in 2012?
Watching soaps Top Soaps by Country One in 4 women said they watch Soap Operas, among these: B&B 49% of USA USA Soap Viewers = 63% AUS Home & Away 72% of AUS = 62% Soap Viewers UK Downton Abbey 0.25 0.75; 100% = 17% 34% of UK Soap Viewers Other = 9% N= 127 respondents who watch soaps All respondents n=502 Fuel for Brilliant DECISIONS
Most watched Soaps in 2012 by Country The most watched USA Soaps are The Bold and the Beautiful (49%), Days of our Lives (20%) and Revenge (13%) . The most watched Australian Soaps are Home & Away (72%), Neighbours (33%) and Packed to the Rafters (18%). The most watched UK Soaps are Downton Abbey (32%), Eastenders (24%) & Coronation Street (20%). USA Soaps Australian Soaps UK Soaps Base 83 Base 80 Base 23 Population 729 Population 722 Population 195 The Bold and the Beautiful 49% Home and Away 72% Downton Abbey 32% Days of our Lives 20% Neighbours 33% Eastenders 24% Revenge 13% Packed to the Rafters 18% Coronation Street 20% The Young and the Restless 10% Winners and Losers 4% Emmerdale 5% Bones 6% House husbands 9% Other 34% Parenthood 6% Offspring 3% Dont know 15% The Big Bang Theory 5% Underbelly 3% Dallas 4% Other 3% UK Other 11% Dont know 3% = 17% Dont know 3% AUS USA = 62% = 63% N= 127 respondents who watch soaps Fuel for Brilliant DECISIONS Population = 1,145
Watching ‘Daily’ Talk / Chat Shows Talk/Chat shows are watched by 40%. Among those who watch Talk/Chat show, 72% watch USA ‘Daily’ shows and 32% watch Australian ‘Daily’ shows. Just over 1 in 10 watch chats from another country. The most popular USA Talk/Chat show is Ellen at 50%. Top ‘Daily’ Talk Shows by The most watched Australia Talk/Chat show is The Panel at 13%. Country Ellen 50% of USA USA Talk/Chat Viewers = 72% The Panel AUS 13% of Australian No; 60% Yes; 40% = 32% Talk/Chat Viewers Other = 12% n= 196 respondents who watch a Talk/Chat n= 138 respondents who watch a ‘Daily’ Talk/Chat Fuel for Brilliant DECISIONS
Watching Comedies Comedies are watched by 72%. Nearly all of the top 14 Comedies watched in 2012 were American. The Big Bang Theory is the most watched at 45%, well ahead of all others. Modern Family is in the second position on 18%, followed by Two and a Half Men and How I Met Your Mother on 15%. 50% 45% 40% 35% 30% 18% 20% 15% 15% 10% 7% 5% 5% 4% 4% 4% 4% 3% 3% 3% 0% The Big Bang Theory How I Met Your Mother The Simpsons Mrs Browns Boys Mike and Molly N= 344 respondents who watch Fuel for Brilliant DECISIONS Comedies
Is anything missing? 7 in 10 . . . Australian women aged 25-54 think there is something missing from the current Australian television offering (71%) Fuel for Brilliant DECISIONS
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