AC Nielsen presentation second part

1. Recognising Audience Prepared: September 2009 Stuart Jamieson Executive Director Nielsen Media

4. Time Spent with Electronic Media Average time spent in a week in minutes Television Radio Internet (Home) 2004 2006 %var 2008 %var 2004 2006 %var 2008 %var 2006 2008 %var All People 10+ 1197 1194 -0.3% 1204 0.8% 880 829 -5.8% 796 -4.0% 287 347 20.9% 10-19 1239 1209 -2.4% 1185 -2.0% 645 535 -17.1% 482 -9.9% 313 359 14.7% 20-29 1226 1191 -2.9% 1185 -0.5% 1049 975 -7.1% 929 -4.7% 442 534 20.8% 30-44 1138 1144 0.6% 1136 -0.7% 948 922 -2.8% 856 -7.2% 288 368 27.8% 45-64 1127 1139 1.1% 1169 2.6% 894 870 -2.7% 846 -2.8% 227 275 21.1% 65+ 1360 1378 1.4% 1431 3.8% 833 779 -6.5% 828 6.3% 174 197 13.2%

7. Measuring Audiences

13. Television Audience Measurement

20. Print Audience Measurement

25. Radio Audience Measurement

29. Internet Audience Measurement

33. Targeting an Audience

36. Typical Target Audience Case Study Shopper Parents who want healthy food for children Household Shoppers with Kids 0-14 who agree “ It is essential that school kids have healthy food in their lunches” 55% of HHS with Kids 0-14yrs definitely agree (306,000 people)

37. HHS: Healthy Food For Kids 306,000 household shoppers with kids aged 0-14yrs HHS with Kids 0-14 who agree on healthy food, also agree 85% All GM food should be labelled (123) 79% Compare prices when grocery shopping (127) 66% like to try new types of food (127) 65% try to balance healthy eating with their busy lifestyle (129) 63% People would say I am organised (123) 63% food should be additive free (124) 56% buy more fresh / chilled foods than used to (124) 53% enjoy shopping for clothes / personal items (133) 53% Often use coupons for discounts (124) 51% are on a very tight budget (132) Base: All People 10+; figures in brackets are an index with a base of 100 HHS Kids 0-14 Avg. HHI $82,030 Target Group Avg. HHI $81,261 (180) (228) (44) (92) HHS with Kids 0-14 who agree on healthy food have been to: 68% Public Park (140) 58% Public Library (132) 54% Public Swimming Pool (181) 44% Children's Entertainment Event/Place (200) 27% Zoo (166) HHS with Kids 0-14 who agree on healthy food enjoy: 82% Family Outings (139) 68% Entertaining at home (124) 71% BBQs (130) 52% Home Decorating (137) 32% Arts / Crafts (147) Much more likely to read food titles than the average HHs with kids 0-14! 16% Cuisine (index 140 compared to 122) 14% Foodtown Magazine (index 178 comp to 168) 13% Healthy Food Guide (index 189 comp to 163) 9% Taste (index 167 comp. to 152) More likely to read Woman’s Day (33% index 145) and NZ Woman’s Weekly (31% index 127) 31% state that direct mail is their preferred way to hear about sales promos/special events (124) 46% state that they like to receive offers in the mail that value them as a customer (121) 23% state that DM is their preferred way top hear about new products / services (119) Fruit Juice Regularly Buy: 30% Just Juice (144) 25% Powdered Fruit Drinks (198) 19% Fresh Up (141) 14% Keri (126) 11% Cordials & Concentrates (165) Where bought juice in last 7 days? 58% Supermarket 6% Dairy / Convenience 5% Service Station 3% Other Place

38. Base: All People 10+; figures in brackets are an index with a base of 100 Media Usage 306,000 household shoppers with kids aged 0-14yrs HHS with kids aged 0-14yrs who agree that “it is essential that school kids have healthy food in their lunches” are significantly more likely to be heavy consumers of direct and unaddressed mail. They are significantly less likely to be heavy newspaper readers and cinema goers. They are more likely to be moderate newspaper readers, internet users and radio listeners.