An Ondemand Viewer vs a TV Viewer How are they different?

TV’s strength is in providing a mass audience. The bulk of the audience, wider demographic profile TV Small but perfectly formed high value viewer Ondemand TV’s strength is in providing a mass audience. Ondemand’s strength is in being able to capture a smaller, higher value subset of this audience who missed the on air broadcast and provide an exclusive opportunity for advertisers to talk to them and also ensure that this valuable group continue to feed back into the on air audience. In fact, a 2008 UMR Research study showed that 13% of catch up users were now more likely to watch the on air show next week.

TV Mass audience with multiple facets Regardless of which show you look at, the result is overwhelmingly the same. The Ondemand audience, when compared to a TV audience, is younger, more likely to be female, have a higher income, be European and live in Metro area’s. This doesn’t mean that all shows on Ondemand capture the same audience, far from it in fact. The same differences in demographics exist in the Ondemand environment as they do in TV but they are more exaggerated and defined. For example, 18-39 year olds make up 36% of the total Shortland Street audience on air, but 66% Ondemand. Similarly, Coronation Street has 20% of its on air viewers aged 50-59, vs 28% Ondemand. Coronation Street doesn’t exclude the older portion of it’s loyal following on line though, with 25% of viewers Ondemand aged over 60, but this compares to 39% on TV. Female, higher income, younger, European & Metro Ondemand

Source: Nielsen Net Ratings (Market Intelligence) & Nielsen TAM for the period 2-8 August 2009

Source: Nielsen Net Ratings (Market Intelligence) & Nielsen TAM for the period 2-8 August 2009