1. EVALUATING THE SUCCESS OF NEW CHANNELS AND DIGITAL
SERVICES
Rebecca Holdaway Research Manager Channel Nine Sydney
Steve Weaver Network Research Director Nine Network Australia

2. More Time is Spent With TV Than Any Other Medium
TV
2 1
Radio
Internet
17 27 Newspapers
Magazines
9
Source: Nielsen’s Consumer & Media View. Metro Survey 10. 2011. Average Weekly Time Spent by Medium (hh:mm).

3. 100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
2006 2007 2008 2009 2010 2011 2012

4. 95% dtt
70% digi conversion
77% internet
49% smartphones
10% tablets
49% tablet users regularly using apps
54% smartphone users regularly using apps

5. DIFFERENT MOTIVATIONS BY MARKET DRIVING PLATFORM
PENETRATION
100
80
60
40
20
0
Digital HD DTT Total Digital Pay TV Totally
Terrestrial (DTT) Converted
Sydney Melbourne Brisbane Adelaide Perth
Source: OzTAM Met ropolitan TAM Panels. Estimates as at last day of each period. As at 31st Dec-11.
http://oztam.com.au/Documents/2011/PercentageOfHouseholdEstimates2011p5.pdf.

6. RESULTING IN DIFFERENT VIEWING BEHAVIOUR BY MARKET
56.8 59.5 54.7 59.3 59.5
17.6 22.9 22.4 24.5
28.0
21.9 17.1 16.9 15.6
12.6
Sydney Melbourne Brisbane Adelaide Perth
FTA Primary FTA Digital Pay TV
Source: OzTAM Consolidated Data. Total TV Share (%). Q4, 2011. Total People. 6pm-Midnight. 5 City Metro.

7. CHANNEL REPERTOIRE IN FTA HOMES HAS DOUBLED
10 9
8 8 8 8 8
8
6 5
4 4 4 4 4
4
2
0
Sydney Melbourne Brisbane Adelaide Perth 5 City Metro
2007 2008 2009 2010 2011
Source: FTA-Only Households , Period 10 2007 – Period 10 2011, 15 consecutive minutes viewing threshold, Household
Members (excl. guests)

8. VARIATIONS BY MARKET IN ALL HOUSEHOLDS
14
12 12
12 11 11 11
10
10
8
6 6 6 6 6 6
6
4
2
0
Sydney Melbourne Brisbane Adelaide Perth 5 City Metro
2003 2004 2005 2006 2007 2008 2009 2010 2011
Source: Metro Total TV & FTA-Only Households , Period 10 2003 – Period 10 2011, 15 consecutive minutes viewing threshold,
Household Members (excl. guests)

9. INCREASED CHANNEL REPERTOIRE LEADS INCREASED VIEWING
5,000 16
4,500 14
4,000
12
3,500
3,000 10
2,500 8
2,000 6
1,500
4
1,000
500 2
0 0
Total FTA TV Total Pay TV # FTA Channels
Source: OzTAM Consolidated Data. Average Audience (000s). 01/01/2004 to 25/02/2012. Total People. 6pm-Midnight. 5 City Metro.

10. MULTIPLE TV SET HOUSEHOLDS SET TO INCREASE
2,500 1,000
2,000 900
Audience (000s)
Universe (000s)
800
1,500
700
1,000
600
500 1 TV HH - Universe (000s) 3 TV HH - Universe (000s) 500
1 TV HH - Audience (000s) 3 TV HH - Audience (000s)
0 400
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011

11. THE NUMBER OF TV SETS IN THE HOUSEHOLD IMPACTS ON
CO-VIEWING LEVELS
Proportion of Co-Viewing in Group Households
62
61
58
52
2003 2004 2005 2006 2007 2008 2009 2010 2011
2 Person HH 3+ Person HH
Source: OzTAM Consolidated Data. Weeks 7-48, 2003-2011 (excl. Easter). 02:00-26:00. 5 City Metro.

12. VIEWERS NOW HAVE MORE CHANNEL CHOICE THAN EVER
20 18
15
15
11
10 8 8
5 4
0
FTA Only Households All Households Pay TV Households
2007 2008 2009 2010 2011
Source: Metro Total TV, FTA-Only & STV Households , Period 10 2003 – Period 10 2011, 15 consecutive minutes viewing
threshold, Household Members (excl. guests)

13. THE WEAK GET LOST IN THE NOISE

14. THE STRONG STAND OUT
The Channel I Love (%)
18
18
16 15
14
14
12
10
8
6
7TWO 7mate GO! Gem One Eleven
2009 2010 2011

15. FTA CHANNEL BRAND POSITIONING – FROM GENERALIST
TO SPECIALIST

17. THE BULK OF VIEWING OCCURS ON SAME DAY AS LIVE
100% 5 9
80%
60%
95 Timeshift
91
40% Overnight
20%
0%
Total Viewing People + PVR
Source: OzTAM Consolidated Data. % of Total TV viewing by activity. Weeks 7-48, 2011 (excl. Easter). Total People. 6pm-Midnight. 5 City
Metro.

18. AUSTRALIA HAS BEEN QUICK TO ADOPT PVRS
50 47
45
40 44
40 36
35
30
25 26
20
15
10
5
0 2010 2011
Australia US
Source: OzTAM Metropolitan TAM Panels. Estimates as at last day of each period.-
http://oztam.com.au/Documents/2011/PercentageOfHouseholdEstimates2011p5.pdf.
STV based on OzTAM Consolidated Data (to 26/07/11). Based on last day of each period.
http://tvbythenumbers.zap2it.com/2011/03/23/dvr-penetration-grows-to-39-7-of-households-42-2-of-viewers/

19. THE MARKETS VARY IN PAY VS. CONSUMER ELECTRONIC PVRS
60
48 49
50 46 45 45
40 37
33 34
31
30 25 26
19 19 17
20 16
10
0
Sydney Melbourne Brisbane Adelaide Perth
Pay PVR CE PVR PVR Total
Source: OzTAM Metropolitan TAM Panels. As at 31st December 2011
http://oztam.com.au/Documents/2011/PercentageOfHouseholdEstimates2011p5.pdf.
STV based on OzTAM Consolidated Data (to 26/07/11). Based on last day of each period.

20. LIVE TV REMAINS THE DEFAULT VIEWING OPTION
Live TV 80
Programs/movies I have pre-recorded 8
Programs/movies I have on disk or… 4
Programs/movies delivered online 2
Games 1
Other 3
0 20 40 60 80 100
Source: Ninelab 2011

21. THE PLAYBACK VIEWING TAIL HAS BEEN EXTENDED
12,000 250,000
Total Average Audience (000s)
10,000
Long-Form Video Streams
200,000
8,000
150,000
6,000
100,000
4,000
50,000
2,000
Broadcast period
- 0
1-Jun-11 1-Jul-11 1-Aug-11 1-Sep-11
Catchup Playback
Source: OzTAM Consolidated Data. Total Average Audience (000s) for playback viewing by day. The Block 2011. Total People.5 City Metro.
Omniture - long form streams of The Block 2011 episodes per day.

22. 90
80
70
60
50
40
30
20
10
0
Awareness (%) Usage (%)
Source: Ninelab 2011

23. INCREASED DEVICE PROLIFERATION LEADS TO MEDIA MULTI-
TASKING
Concurrent Media Consumption
Unrelated Sites 81%
Often 40% Sites Related to Program 46%
Unrelated SN 46%
Sometimes 23%
Related SN 33%
Rarely 16%
Site of Program/B'Caster 27%
Never 20% Site of Program
19%
Sponsor/Advertiser
Source: Ninelab 2011

25. VIEWERS EXPECT IT
Likelihood to Follow Big Brother on Facebook – Top 2 Box
+6 pts
All People People 16-39
Source: Nine’s Survey on Big Brother. January, 2012. n = 1767 (those aware of Big Brother).
D2: How likely would you be to follow Big Brother if it were available on Facebook?

26. SOCIALISATION & PERSONALISATION OF TV - CONVERSATION
Facilitating chat, building community, building loyalty and appointment to view
645,776
+172k
473,993
Dec-10 Feb-12
Increased number of facebook fans by site Feb-12 vs. Dec-10

27. 9,000 Celebrity Apprentice Buzz Numbers Celebrity Apprentice Audience 1,400,000
8,000 1,300,000
7,000
1,200,000
6,000
5,000 1,100,000
4,000 1,000,000
3,000
900,000
2,000
1,000 800,000
- 700,000
2 1 week WK 1 WK 2 WK 3 WK 4 Finale
weeks prior
prior Source: Ninelab 2011

28. SOCIALISATION & PERSONALISATION OF TV -
GAMIFICATION

29. Brand Awareness TVC Recall Advocacy
56
50
41
54
52
45
36
50
48 40 31
46
44 35 26
42
40 30 21
Source: Ninelab 2011

30. THANK YOU
rholdaway@nine.com.au
steve.weaver@nine.com.au