PUBLIC AWARENESS AND ATTITUDES SURVEY 2018 NZ ON AIR PUBLIC AWARENESS AND ATTITUDES SURVEY 2018

Objectives and Methodology FIELDWORK DATES: 3 APRIL - 6 May 2018 NZ On Air commissioned Colmar Brunton to research and track New Zealanders’ understanding of: NZ On Air, NZ On Air’s role in funding local content, and their views on that content. Objectives Methodology A mixed method approach was undertaken, with 500 interviews being conducted by telephone, and 108 completed online to ensure that those without a landline were also included in the research. Random Digital Dialling was used to obtain landline telephone numbers. A random adult in the household was selected by asking to speak with the person with the next birthday. The Colmar Brunton online consumer panel was used to source New Zealanders without a landline. Interviewers used Computer Assisted Telephone Interviewing (CATI) to assist with question routing and data entry. Those who completed the survey online were sent a link to the questionnaire via email. The sample was structured and weighted to be representative of the New Zealand adult population as a whole (using 2013 Census data). Whenever differences are reported (for example an increase or decrease since last year, or previous years) these are statistically significant at the 95% confidence level or greater unless otherwise stated. 500 + 108 Telephone INTERVIEWS 8 minutes Online

92% Executive Summary Results in diversity Values diversity The majority of New Zealanders agree NZ On Air provides a diversity of content that would otherwise not exist, and they value this diversity. These findings are consistent with 2017. Results in diversity 2018 2017 92% Values diversity 2018 2017 Consistent with previous years, most New Zealanders feel that it is important to have free-to-air, publicly funded television content. Awareness of NZ On Air has increased over the last two years; 92% of New Zealanders are aware of NZ On Air compared to 89% in 2017 and 83% in 2016. 85% 84% 2018 2017

HIGH LEVEL AWARENESS and PERCEPTIONS

Total population awareness 2018 The vast majority of New Zealanders are aware of NZ On Air (92%). Awareness has continued to recover following a decline in 2016. The difference between 2018 and 2016 is statistically significant. Q: ‘Do you know that there is an organisation called NZ On Air?’ Total population awareness 2018 92% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 75% *Asian New Zealanders 88% *Aged 15-29 95% Aged 50+ NZ European 99% *NZ Māori Base: All New Zealanders aged 15 and over, 2018 (n=608). Notes: * differences not statistically significant at the 95% level. significantly higher than 2016. Source: A1.

Total population agreement 2018 More than eight in ten New Zealanders think it’s important to have publicly funded television content that is free to view. Older people (aged 50+) are more likely to feel it is important (92% ), while younger people aged 15-29 are least likely to place importance on it, although most (78%) still do. Q: ‘How important is it that publicly funded television content is free to view meaning you don’t have to pay a SKY, Netflix or other subscription?’ NETT IMPORTANT (% 4-5 out of 5) Total population agreement 2018 85% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 78% *Aged 15-29 92% Aged 50+ 93% *NZ Māori Base: All New Zealanders aged 15 and over, 2018 (n=608), 2017 (n=601), 2016 (n=606), 2015 (n=600), 2014 (n=500). Note: * differences not statistically significant at the 95% level. Source: B1b.

Total population NETT agreement (4-5) 2018 The majority of New Zealanders feel that NZ On Air provides a diversity of content that would otherwise not exist (68%). Those aged 40+ are more likely (49%) to strongly agree the funding results in greater diversity than average (41%). Q: ‘How much do you agree or disagree that NZ On Air funding results in a greater diversity of local content than would otherwise exist?’ Total population NETT agreement (4-5) 2018 68% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2018 76% Aged 30-49 58% *Aged 15-29 *Asian New Zealanders Base: All New Zealanders aged 15 and over, 2018 (n=608). Note: * differences not statistically significant at the 95% level. Source: B5.

Total population NETT agreement (4-5) 2018 Almost three-quarters of New Zealanders value the diversity of local content NZ On Air funds (73%). There is indicative evidence that feelings have intensified since 2017; 45% strongly agree compared to 38% in 2017, although the difference is not statistically significant. Q: ‘How much do you agree or disagree with the following statement… you value the diversity of local content funded by NZ on Air?’ Total population NETT agreement (4-5) 2018 73% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 67% *Māori 75% NZ European 68% *Aged 15-29 79% *Aged 30-49 69% *Asian New Zealanders Base: All New Zealanders aged 15 and over, 2018 (n=608). Notes: * differences not statistically significant at the 95% level. Source: B7.

Detailed Awareness Findings

When it comes to top-of-mind awareness of what NZ On Air does, around a third of those aware of NZ On Air know of your funding role, and one in four think you are a broadcaster. Q: ‘Can you please tell me everything you know about what NZ On Air does?’ (Open ended question) NETT: Funding 35% NETT: Broadcasting 24% Base: All New Zealanders who are aware of NZ On Air, 2018 (n=566). Source: A2.

Awareness of NZ On Air’s support for community broadcasting, music, and digital media appears to be trending upwards, although the increases are not statistically significant. Q: ‘Do you think NZ On Air supports the following? …’ % ‘YES’ Base: All New Zealanders who are aware of NZ On Air, 2018 (n=566), 2017 (n=553), 2016 (n=540), 2015 (n=553), 2014 (n=458). Source: A3.

Awareness of NZ On Air’s funding role has seen a slight, although not statistically significant, decline since last year, while awareness of their role in promoting appears to be trending upwards. There also appears to have been an upwards shift in perceptions that NZ On Air supports local content through broadcasting and producing, suggesting there continues to be some confusion as to NZOA’s role. Q: ‘In what way do you think NZ On Air supports local content? By …’ % ‘YES’ Base: Those who know of at least one type of media NZ On Air supports, 2018 (n=552), 2017 (n=542), 2016 (n=531), 2015 (n=540), 2014 (n=450). Source: A4.

SUPPORT FOR NZ ON AIR’S MISSION

Between two-thirds and three-quarters of New Zealanders feel that NZ On Air supported content is important. There is evidence that the public are less convinced that NZ On Air supports local content (either in general or on radio) than was the case in 2017, although the differences are not statistically significant. Q: ‘To what extent do you agree with each of the following statements?’ NETT AGREE (% 4-5 out of 5) Base: All New Zealanders aged 15 and over, 2018 (n=608), 2017 (n=601), 2016 (n=606), 2015 (n=600), 2014 (n=500). Source: B2.

New Zealanders place greater importance on NZ On Air’s support for local music and artists, and digital media, than was the case in 2016. Q: ‘How important is it that NZ On Air supports each of the following?’ NETT IMPORTANT (% 4-5 out of 5) Base: All New Zealanders aged 15 and over, 2018 (n=608), 2017 (n=601), 2016 (n=606), 2015 (n=600), 2014 (n=500). Source: B2b. Note: significantly higher than in 2016

There is evidence those New Zealanders who are aware of the different types of content NZ On Air funds, increasingly like what they see or hear. For each media the trend is upwards. While none of the differences are statistically significant compared to 2017, some of them are when compared back to 2014. Q: ‘How much do you like or dislike NZ On Air funded local content?’ (among those aware NZ On Air supports each type of content) NETT LIKE (% 4-5 out of 5) Base: Those who are aware that NZ On Air supports each type of content (n=refer to chart). Source: B3. Note: significantly higher than in 2014

REASONS NEW ZEALANDERS LIKE CONTENT FUNDED BY NZ ON AIR [SOME ILLUSTRATIVE QUOTES] COMMUNITY BROADCASTING TELEVISION RADIO DIGITAL MEDIA “I think it’s part of the job that we get some sort of supplier of local media for our consumption, rather than buying everything from overseas all the time. Make people aware of our own community and our own country.” “Because they are all about New Zealanders and life in New Zealand.” “I think it is important to show the NZ way of life, and also the history of New Zealand – both Māori and European.” “Local TV is more relatable than other international imports.” “Because I think it is important that there is national and regional content so people know what is going on out there.” “I just like to hear New Zealand things, and not just things coming from overseas.” “I think it is comparatively unbiased, and has an intelligence that I enjoy. I like the way that they go across the different formats of media – it’s relatable and it’s intimate.” “Because it is well researched and articulated, informative, and has good hosts.” “I think it’s a chance for NZ artists to have their content heard.” “I just think it is good they do get involved with the community, through what’s going on with us with the earthquakes and that sort of thing. It’s important to be honest.” “It keeps it local and it’s important to NZ that we are covered by regional reporting like Fair Go and programmes like that.” “I think digitally is more accessible. We can read, do, or see whenever we have the time. Even if we are overseas we can access it (the news or programmes or whatever).” “Control over what I watch. I don’t watch TV as it has repeats. With digital media I can hunt out something I haven’t seen before. There’s plenty of content.” MUSIC and artists “You get to know a lot of things you don’t already know, and I like the artists too.” “I just feel that if it was funded by a private enterprise it wouldn’t get done properly. I think it is very important to have these programmes for the people as it helps us to develop and evolve.” “Because if it is someone local, and they start to get noticed and NZ On Air goes to them it gives them so many more options, and gives them a good opportunity, and experience. Local people can say ‘OMG I know that person’, and it widens their career options and they grow a lot.” “It gives up-and-coming artists an opportunity to showcase their talent.” Source: B4.

REASONS NEW ZEALANDERS DISLIKE CONTENT FUNDED BY NZ ON AIR [SOME ILLUSTRATIVE QUOTES] MUSIC and artists TELEVISION RADIO “I think it is a waste of taxpayer money.” “Talk back radio is ridiculous.” “I don’t hear any of it. I may not like a certain bias that comes through some of the content, or the people that fund it.” “I just don’t like it.” “Only some of it, not all of it.” “Simply because there is more interesting content in other countries. Other countries are way ahead.” “It just doesn’t do anything for me.” COMMUNITY BROADCASTING DIGITAL MEDIA “You just don’t hear it here, I’m just not aware of it.” “I think it’s not appropriate for taxpayer funds to be used in that way.” “I think that they are spreading themselves too wide and it’s an area that can be handled by private companies.” Source: B4.

Those aged 50+ are more likely than the average to feel that NZ On Air supports local content that is important to New Zealanders, but less likely to feel it is important that they should support less traditional media, such as local music, and digital. AGED 50+ MALE FEMALE More likely to agree that NZOA supports local content for radio that is important to New Zealanders (72% vs. 66%) More likely to agree that NZOA supports local content that is important to New Zealanders (78% vs. 74%) Less likely to agree that it is important that NZOA supports local music and artists (76% vs. 81%) Less likely to agree that it is important that NZOA supports digital media (50% vs. 58%) Less likely to agree that it is important that NZOA supports local music and artists (76% vs. 81%) Less likely to agree that it is important that NZOA supports community broadcasting (70% vs. 76%) More likely to agree that it is important that NZOA supports local music and artists (87% vs 81%) More likely to agree that it is important that NZOA supports community broadcasting (80% vs. 76%) AGED 30-49 More likely to agree that it is important that NZOA supports digital media (67% vs. 58%)

FOR FURTHER INFORMATION PLEASE CONTACT: Emma Stratton, Edward Langley or Daniel Brownie Colmar Brunton, Millward Brown Company Level 9, 101 Lambton Quay, Wellington 6011 PO Box 3622, Wellington 6011 Phone (04) 913 3000 www.colmarbrunton.co.nz