MEDIACOM Marketing Digest 20 April 2004
RADIO
Topline RADIOS Results For 2004
AUCKLAND - All People 10 Plus
Newstalk ZB remains market leader with over 200,000 different listeners every week (Mon - Sun 6am - 12 midnight).
Solid Gold, Radio Sport, The Edge, bFM and Radio Pacific increased their station share -the latter, thanks in part to
new morning host Michael Laws.
In Breakfast, Paul Holmes continues to hold the largest share at 18.5% (Mon-Fri 6-9am).
bFM's breakfast host Hugh Sundae added over 10,000 new listeners and The Morning Madhouse on The Edge gained 8,600.
WELLINGTON - All People 10 Plus
The Breeze has consolidated its position as the leading station in Wellington with an 18.2% share. It is also the most
listened to station with a weekly audience cume of 69,400.
Most stations increased their share, with impressive gains made by ZM, The Edge, Radio Sport and Radio Pacific.
ZM has regained the top Breakfast show (M-F 6am-9am) recording a 19.5% share (equivalent to 42,700 different weekly
listeners).
GAMES
Video Games Displace Print
Video Games have emerged as the fourth most dominant medium in the US for both young adult and teenage males, displacing
print media and vying with other major electronic media in their lives , according to findings of a unique multimedia
usage study just released. The findings, which indicate that men 18-34 devote 6 percent and teenage males devote 15
percent of the time they spend with media each day to playing video games, may help explain why many young males were
Missing In Action from US network television, in audience research earlier this year.
The study, which also measures time spent with TV, radio, online, newspapers, magazines, Yellow Pages and cinema
advertising, shows that video games have now surpassed both newspapers and magazines among the young male demos and are
essentially at parity with print media consumption among all Americans age 12 to 64, the population base of the study.
Not surprisingly, video games are emerging as a major force among teenage males and are begging to challenge the amount
of time those teens spend with radio and the Internet.
While the study doesn't monitor actual media usage behaviour, it shows that young males at least perceive video games
are playing a more significant role in their media lives than many had previously believed. Importantly, the study
measured only the amount of time consumers spend with video game console systems, not time spent with other forms of
video games, including those played on personal computers and the Internet, or hand-held, wireless and cell phone-based
gaming systems, which are also emerging as significant factors.
During evening hours (6PM to midnight), 5% of men 18 to 34 play videogames while watching little or no television,
according to the study.
ABOUT MEDIACOM
MEDIACOM, with offices in 80 countries, is one of the world's largest and most respected media service companies.
We create media solutions that build business for a wide range of local, regional and worldwide clients.
With $10 billion in global billings, a commitment to strategic insight, total communications planning, tactical media
brilliance and tough but creative media negotiating, MEDIACOM provides unsurpassed value in today's chaotic media
marketplace.
ADSPEND
Top 10 Australian Big Spenders
Retail, traditionally the biggest advertising category in Australia was once again the Big Spender for 2003, up by 12%
from 2002 to 2003. Communications increased by 42% on 2002, mostly attributed to the 3G launch which blanketed
Australian media last year. Insurance & Assurance was up 26% and Motor Vehicles increased spend by 12% as a category in 2002. All media increased revenue by at
least 10%, the largest lift being in outdoor (as a result of the inclusion of Buspak & EyeCorp activity in 2003).
Top 10 Oz Advertisers for 2003: ( in A$ millions )
1. Coles Myer-$160-165
2. Telstra Corp-$120-125
3. Woolworths Limited-$80-85
4. Nestlé Australia Limited-$80-85
5. Commonwealth Government-$75-80
6. Harvey Holdings-$75-80
7. Toyota Motor Corp Aus. Ltd-$75-80
8. General Motors Holden Auto-$70-75
9. NSW Government-$55-60
10. Village AOL Time Warner Group-$55-60
Source: 2003 Neilsen Media Research Top 50 Advertisers Report, as reported by our colleagues at MEDIACOM Australia
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PIZZA
Thinking Inside The Box
There's a rap on the door, and behold, the pizza man cometh. You pass over suitable coinage, stumble to the table (or
the couch) with your newest acquisition, fumble with the box lid and -- you're confronted with an advertisement on the
inside cover, ambushing you just when you're ready to delve into the pizza du jour.
Yes, pizzabox advertising has made its way to New Zealand, breaching yet another barrier. Born in South Africa and
raised in Australia, the Pizza Box Co is opening the lid on advertising within the humble confines of a Pizza Hut
pizzabox.
It ain't cheap - prices start at around 95 cents a unit for a minimum of 5000 ads, enough to advertise for a week at 10
Pizza Hut outlets - but it is a captive audience and an ambient media opportunity.
Before you squeal "is nothing sacred?", be careful. If you do think of an untapped opportunity, chances are that simply
mentioning it to others might be enough to trigger its demise!
AGING
Life Expectancy Continues to Increase
The average life expectancy of New Zealanders continues to rise, according to 2000-2002 complete life tables released by
Statistics New Zealand. Based on mortality in 2000-2002, a newborn girl can expect to live 81.1 years and a newborn boy
76.3 years.
These represent gains of 1.4 years for females and 1.9 years for males since 1995-1997. Three-quarters of these gains
are due to reduced mortality rates in the late working and retirement ages (50-89 years). Mortality rates among young
adults (15-24 years) and infants also declined significantly between the periods 1995-1997 and 2000-2002.
The male-female gap in life expectancy at birth continues to narrow. Newborn females can expect to outlive newborn males
by 4.8 years in 2000-2002, down from a peak of 6.4 years in 1975-1977.
Non-Mäori have a significant longevity advantage over Mäori. Life expectancy at birth for females of Mäori ethnicity was
73.2 years, compared with 81.9 years for non-Mäori females. For males, life expectancy at birth was 69.0 years for Mäori
and 77.2 years for non-Mäori. This is an average difference between Mäori and non-Mäori of about 8.5 years, slightly
less than the estimated difference of 9.1 years in 1995-1997. Lower non-Mäori mortality rates at ages 50-74 years
account for over 60 percent of the difference between Mäori and non-Mäori life expectancy at birth.
MEDIACOM – INTELLIGENT MEDIA
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