An Ondemand Viewer vs a TV ViewerHow are they different?
OndemandSmall but perfectly
formed high value viewer
TV The bulk of the audience, wider
demographic profile
Ondema
nd
Female, higher income, younger, European & Metro
TVMass audience with multiple facets
Source: Nielsen Net Ratings (Market Intelligence) & Nielsen TAM 16-22 July 2012
AP 5-9
AP 10-19
AP 20-29
AP 30-39
AP 40 -49
AP 50-59
AP 60+
05
101520253035
Shortland Street Viewing 16-20 July 2012
Ondemand
TV
HHI <$20K
HHI $20- 29k
HHI $30-39K
HHI 40-60K
HHI $60-80K
HHI $80K or
more
0
10
20
30
40
50
Shortland Street Viewing 16-20 July 2012
OndemandTV
Maori Asian or Other
European Pacific Isl.0
20406080
100
Shortland Street Viewing 16-20 July 2012
Ondemand
TV
Urban/Metro
Rural/ Non Metro
Male Female0
50
100
150
200
Shortland Street Viewing16-20 July
Ondemand
TV
Source: Nielsen Net Ratings (Market Intelligence) & Nielsen TAM 16-22 July 2012
AP 5-9
AP 10-19
AP 20-29
AP 30-39
AP 40-49
AP 50-59
AP 60+
05
101520253035
The Big Bang Theory Viewing 16-22 July 2012
Ondemand
TV
HHI <$20K
HHI $20-29K
HHI $30-39K
HHI $40-60K
HHI $60-80K
HHI $80K or
more
0
10
20
30
40
50
60
The Big Bang Theory Viewing 16-22 July 2012
Ondemand
TV
Maori Asian or Other
European Pacific Isl0
20406080
100
The Big Bang Theory Viewing16-22 July 2012
Ondemand
TV
Urban/Metro
Rural/ Non Metro
Male Female0
20
40
60
80
100
The Big Bang Theory Viewing 16-22 July 2012
Ondemand
TV
AP 5-9
AP 10-19
AP 20-29
AP 30-39
AP 40-49
AP 50-59
AP 60+
0
20
40
60
Coronation Street Viewing16-22 July 2012
Ondemand
TV
HHI< $20K
HHI $20-29K
HHI $30-39K
HHI $40-60K
HHI $60-80K
HHI $80K or
more
0102030405060
Coronation Street Viewing16-22 July 2012
Ondemand
TV
Maori Asian or Other
European Pacific Isl0
20
40
60
80
100
Coronation Street Viewing16-22 July 2012
Ondemand
TV
Urban/ Metro
Rural/ Non Metro
Male Female0
50
100
150
200
Coronation Street Viewing16-22 July 2012
OndemandTV
Source: Nielsen Net Ratings (Market Intelligence) & Nielsen TAM 16-22 July 2012
AP 5-9
AP 10-19
AP 20-29
AP 30-39
AP 40-49
AP 50-59
AP 60+
05
101520253035
2 Broke Girls Viewing16-22 July 2012
Ondemand
TV
HHI <$20K
HHI $20-29K
HHI $30-39K
HHI $40-60K
HHI $60-80K
HHI $80K or
more
0
10
20
30
40
50
2 Broke Girls Viewing16-22 July 2012
Ondemand
TV
Maori Asian or Other
European Pacific Isl0
20
40
60
80
2 Broke Girls Viewing16-22 July 2012
Ondemand
TV
Urban/Metro
Rural/ Non Metro
Male Female0
20406080
100
2 Broke Girls Viewing16-22 July 2012
Ondemand
TV
Source: Nielsen Net Ratings (Market Intelligence) & Nielsen TAM 16-22 July 2012
AP 5-9
AP 10-19
AP 20-29
AP 30-39
AP 40-49
AP 50-59
AP 60+
0
10
20
30
Desperate Housewives Viewing16-22 July 2012
Ondemand
TV
HHI <$20K
HHI $20-29K
HHI $30-39K
HHI $40-60K
HHI $60-80K
HHI $80K or
more
0
20
40
60
Desperate Housewives Viewing 16-22 July 2012
Ondemand
TV
Maori Asian or Other
European Pacific Isl0
20406080
100
Desperate Housewives Viewing16-22 July 2012
Ondemand
TV
Urban/Metro
Rural/ Non Metro
Male Female0
20406080
100
Desperate Housewives Viewing16-22 July 2012
Ondemand
TV
Source: Nielsen Net Ratings (Market Intelligence) & Nielsen TAM 16-22 July 2012
AP 5-9
AP 10-19
AP 20-29
AP 30-39
AP 40-49
AP 50-59
AP 60+
05
1015202530
Two & a Half Men Viewing 16-22 July 2012
Ondemand
TV
HHI <$205
HHI $20-29K
HHI $30-39K
HHI $40-60K
HHI $60-80K
HHI $80K or
more
0
10
20
30
40
50
Two & a Half Men Viewing16-22 July 2012
Ondemand
TV
Maori Asian or Other
European Pacific Isl. 0
20
40
60
80
100
Two & a Half Men Viewing16-22 July 2012
Ondemand
TV
Urban/Metro
Rural/ Non Metro
Male Female0
20
40
60
80
Two & a Half Men Viewing16-22 July 2012
Ondemand
TV
Source: Nielsen Net Ratings (Market Intelligence) & Nielsen TAM 16-22 July 2012
AP 5-9
AP 10-19
AP 20-29
AP 30-39
AP 40-49
AP 50-59
AP 60+
0
5
10
15
20
25
30
The Mentalist Viewing2-8 August 2010
Ondemand
TV
HHI <$20K
HHI $20-29K
HHI $30-39K
HHI $40-60K
HHI $60-80K
HHI $80K or
more
0
10
20
30
40
50
The Mentalist Viewing 2-8 August 2010
Ondemand
TV
Maori Asian or Other
European Pacific Isl0
20
40
60
80
100
The Mentalist Viewing 2-8 August 2010
Ondemand
TV
Urban/Metro
Rural/ Non Metro
Male Female 020406080
100The Mentalist Viewing
2-8 August 2010
Ondemand
TV
Source: Nielsen Net Ratings (Market Intelligence) & Nielsen TAM 16-22 July 2012
