Opportunities for Tourism Victoria

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Opportunities for Tourism Victoria In Regional
Markets
Prepared by Regional Television Marketing July
2003
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Regional Television Marketing
RTM is the independent, research and marketing
unit for the regional television industry Help
advertisers maximise advertising ROI in regional
markets with specialised research and consumer
insights
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Country Victoria TourismGrowth Opportunity from
Regional TV
Potential audience preference to visit regional
VictoriaTV is the best advertising medium for
CVTC Cost efficiency of regional TV
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Australian TV Coverage Map
DARWIN NTD-8 (9) 7 DAR (10)
QLD AM-A 7 QLD (7) WIN (9) TEN QLD (10)
REGIONAL W.A. GWN (7) WIN (9 10)
BRI
NNSW AM-B PRIME (7) NBN (9) TEN NNSW (10)
PER
MILDURA
SYD
CENTRAL IMPARJA (9,10) 7 CENTRAL (7)
GRIFFITH
SNSW AM-C PRIME (7) WIN (9) TEN CAPITAL(10)
ADE
GTS/BKN (7,9,10) WIN SA (7,9,10)- LOXTON - MT
GAMBIER
MEL
VIC AM-D PRIME (7) WIN (9) TEN VIC (10)
TAS AM-E WIN (9) STHN X (7 10)
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Regional TV Coverage 7m People (36)
Metro 64 Regional 36
People (000s)
Source ACNielsen 2002 and Oztam 2003
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• TV Cost Index Metro TV Up To Twice As Expensive
  As Regional NSW TV

NAT AVE CPM P18 100
Source Regional TV Market Agency Survey Jan 2003
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Lifestyle and Income for Regional Population
Essentially Same as Metro
Majority of regional people (70) live in urban
or suburban environments only 5 in
farming Similar of Households in 50k-100K PA
Income Lower cost of living Higher
discretionary spending
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Regional Markets Prefer More Satisfied With A
Domestic Holiday
Source Roy Morgan (12mths to Mar 2003)
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Visitors to Victoria - Snapshot

• 72 were Intrastate, 23 Interstate 5
  International
• NSW (53), SA (17) QLD (14)
• 46 of overnight visitors travel for a holiday,
  33 to visit friends relatives
• 73 of all visits were short trips (1-3 nights)
  80 Intrastate and 53 Interstate

Source Tourism Victoria website National
Visitors Survey 2001, Bureau of Tourism Research
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Preference For Travel to Country VictoriaVery
High in SNSW Reg. SA
NAT AVE 37.8
Filter People who Agree I like to take holidays
within Australia Source Roy Morgan (12mths to
March 2003)
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SNSW Population 1.3m In Driving Distance to
REG VIC
OR/DUB/WAG POP 395,000
WOLLONGONG POP 487,000
CANBERRA POP 447,000 DIST. FROM VIC BORDER 250KM
MT GAMBIER/ RIVERLAND POP 121,700
TASMANIA POP 477,000
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REG SNSW More Affluent Than BRI Similar In
Profile to SYD
Filtered People who agree I like to take
holidays within Australia Source Roy Morgan
(12mths to Mar 2003)
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Print Media Pros Cons
PROs Mass circulation Can give detailed
information Response / coupon CONs
Fragmentation numerous newspapers Clutter
ads can be stacked with others Reproduction not
always good/consistent Expensive to build
frequency Short life span
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Radio Pros Cons
PROs High Frequency Localised Accessible
cars, home, walkman etc. CONs Slow to build
reach Lots of stations Noise/Voice/Ad
Clutter No visuals
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TV Pros Cons
PROs Highest reach Streamlined 3 commercial
stations Next best thing to face to face Choice
of environment CONs Production talent
costs
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Regional Media Efficiency Example Ballarat TV
or 17 Papers or 10 Radio Stns
1 Reach 1
CPM Ave Freq TV
82 52
x 3.4Press 76
55 x
1.0 Radio 36
117 x 4.2
TV 30sec TVC, 7030 PeakOff Peak, 280 TARPs,
Sun-Sat (7,9,10 ave). Press HPSC x 17 Local
Newspapers (1 insertion each best circ. day).
Radio 5 Radio Areas (2 stations each) Mon-Sat
BMAD (20-22 spots per station)
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TV The Dominant Media For Communicating
Successful Major Local Events/Festivals
Source AC Nielsen AdEx (12mths to Dec 2002)
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TV Is Most Involved In Peoples Information
Gathering and Decisions

• TV is four times as likely to be best medium for
  source of information about new products
• TV is twice as likely to be best medium for
  influencing purchase decisions on new products
  services

The Wirthlin Report , May 2002 was an
independent study commisioned by FACTS
comprising 1000 Respondents, Nationally Weighted
Sample, 6 Focus Groups, (two in regional) FTA
Pay TV homes
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Tourism VIC Has Lowest RTV Spend of Domestic
Tourism Bodies
TV Exp Jan Dec 02
3.7m
11
3.7m
10
1.8m
3
7
1.4m
13
734K
For Domestic Tourist Authorities Source AC
Nielsen AdEx (Jan Dec 2002)
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Vic Could Achieve High Share of Voice in NSW
For Low Cost
4.9m
1.6m
3.8m
2.5m
296K
841K
424K Total TV Spend per Market

• of Spend per Market for Domestic Tourism
  Source ACNielsen AdEx (Jan-Dec 2002)

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Tourism Victoria Regional TV Opportunity

• TV is the most broad reaching, cost efficient and
  effective vehicle to reach the general
  population.SNSW a key market for potential
  visitors to REG VIC.
• 1.3 million people
• More likely to want to visit Reg Vic
• Affluent travellers
• TV low cost
• TAS, REG VIC, Reg SA also key opportunities

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Website and Research Updates
www.regionaltvmarketing.com.au