With YouTube reportedly asking media buyers to think outside the box when it comes to airing TV commercials, the latest data from Roy Morgan Research shows that over half (52%) of YouTube visitors watch little or no commercial TV.
9.2m Australians 14+ (48%) visited YouTube in an average seven days in the year to June 2014, and they are 12% more likely than the average Australian to watch no commercial TV on an average weekday and 7% more likely to watch for less than two hours.
YouTube viewers are also 16% less likely than the average Australian to watch three or more hours of commercial TV during the working week.
Among Facebook’s audience the trend is similar, with visitors 10% less likely than average to be heavy weekday commercial TV viewers. However Facebook visitors are closer than YouTube’s to the national norm for Light, Medium and No TV viewing.
Average weekday commercial TV viewing among YouTube and Facebook visitors
Source: Roy Morgan Single Source, July 2013-June 2014, sample = 48,947 Australians 14+.
Tim Martin, General Manager - Media, Roy Morgan Research, says:
“The market is buzzing with the news that Facebook and YouTube are positioning themselves in order to make even further inroads in the media buying marketplace. Roy Morgan Research data shows that the audiences on YouTube and Facebook have increasingly less overlap with commercial TV.
“Some time ago it was possible to reach most Australians with TV advertising at prime time. Today, to reach most Australians it is crucial to do more than just TV—and to consider the big time consumers of YouTube and Facebook, whose audiences are less likely to be watching TV.”
Roy Morgan Research
Roy Morgan Research is Australia’s best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
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