1. VIVA - insights 246,000 99,000 338,000 Who are the viva audience?
-Females (65%)
-Average age is 53, but for Viva online 38% of the audience is aged between years
-1 out 5 are retired, this is higher for those who only read print
-Average household income is over $100K, for those based in Auckland, the HHI rises to over $125,000
-65% are based in Auckland, with over a third of them based in Central Auckland.
-70% are homeowners, with 36% owning their home mortgage free
Why do they read Viva?
Our audience look forward to reading viva, they use it to find out what’s new but also because they find it entertaining. Over a third say it gives them useful information and they head to viva because it is credible. Words they use to describe Viva; Inspiring, Entertaining and trustworthy.
SOURCE: Nielsen CMI Fused Q4 15 – Q3 16 November 2016

2. KEY VERTICALS Fashion Beauty Travel Homes/Living
Viva readers like to keep up to date with the latest fashion, they prefer to dress casually but are conscious about quality and will put it ahead of cost. They enjoy shopping as a pastime and are comfortable shopping online.
36,000 say they spend a lot of money on clothes.
The Viva audience are beauty conscious, with nearly half taking care of their appearance at all times. As a group they are 35% more likely to wear makeup everyday than the NZ pop, and will pay more for better quality makeup.
37,000 get beauty ideas from celebrities.
Travel
Homes/Living
The Viva bunch like to have stuff to do; concerts, museum visits, shows etc. 61% have been on a holiday in the last 12 months, 42% went overseas. They like holidays where they can experience the local culture.
50% will plan and book travel online
The way their home looks is very important to them, including the garden. 40% prefer they house to look stylish. Nearly half are looking to do home improvements in the next 12 months.
Lounge or Outdoor furniture are the top two household items they intend to buy this year.
SOURCE: Nielsen CMI Fused Q4 15 – Q3 16 November 2016

3. KEY VERTICALS Fashion Beauty Travel Homes/Living
The combined viva households spend a total $6.1 million on clothes and footwear per week.
When we compare this to the spend of the total NZ population, this is 11% of the spend.
The combined viva households spend a total $4.1 million on personal care per week.
When we compare this to the spend of the total NZ population, this is 11% of the spend.
Travel
Homes/Living
The combined viva households spend a total $4.5 million on accommodation and holidays per week.
When we compare this to the spend of the total NZ population, this is 12% of the spend.
The combined viva households spend a total $9.1 million on household contents and services per week.
When we compare this to the spend of the total NZ population, this is 11% of the spend.
SOURCE: Nielsen CMI Fused Q4 15 – Q3 16 November 2016

4. IN THE LIFE OF A VIVA READER
Meet Linda:
A regular viva print & online consumer, she lives, works, socializes and shops in Auckland. As a viva reader, she loves fashion and keeping up with the latest trends. Even though she is predominately as reader of Viva print, she will actively use the internet to research what she has seen in Viva. Although she buys Viva, she is not the only to read it, as her household is more than one.
Over a third read the newspaper in the morning, before the day starts. The viva reader may flip through in morning before heading to work, and as you see the magazine usage increases later in the day when they have time to read through. Those that are have seen something in the print version, will likely go onto viva.co throughout the work for more information.
SOURCE: Nielsen CMI Fused Q4 15 – Q3 16 November 2016

5. AUDIENCE Combined Viva Audience: Reach 338,000 762,000 726,000
Consumer Action:
-4 out of 5 will talk to someone about something they have read
-1 out 4 will visit a website to find out more after reading
-73% will seriously consider buying something as a result of reading
-68% will buy products that have been reviewed and recommended
-They are 36% more likely to go to events that have been advertised
-A quarter will post a comment or review online after reading
762,000
726,000
Combined Viva, The Hits & ZM Audience:
Reach: 1,048,000
SOURCE: Nielsen CMI Fused Q4 15 – Q3 16 November 2016