Prepared by Colmar Brunton for NZ On Air, June 2014

Prepared by Colmar Brunton for NZ On Air, June 2014

NZ On Air funds local video content and music for New Zealand audiences across all appropriate platforms including television, radio, and digital media. Its remit is to support local content and provide audiences with diversity and choice to ensure New Zealand media reflects a wide range of different perspectives.

As technology expands and evolves, and audiences fragment in the face of ever-widening choice, it becomes more difficult to measure consumer behaviour across all sources. For instance there is no single source measurement of on air and online behaviour, and such a development looks to be at least several years away in New Zealand. There is therefore no way to measure duplicated or exclusive reach across different platforms. There is also no accurate “people based” measure ( ie. number of users) of online video viewing in New Zealand.

NZ On Air therefore needed to establish its own measure of how New Zealand audiences are accessing video content and music, and a means for tracking changes in behaviour over time. This information will inform NZ On Air strategy and provide a public source of information on media consumption.

Where are the audiences? Benchmark survey of New Zealanders’ media consumption [PDF 1.59MB]

Source: NZ On Air