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Television audiences
free-to-air viewing

Commercial free-to-air television viewing based on audience lifestyle and values, 2006–2014

Next update July 2016


Research into lifestyle, behaviour, attitudes and values (known as psychographics) provides a way of grouping and analysing audiences other than by demographic variables such as age or where they live.

Roy Morgan Research identifies ten audience ‘values segments’ and their television viewing patterns through surveys. For further information, see About the data.

Based on these surveys, the vast majority of people – regardless of segment – watched some commercial free-to-air TV on a normal weekday.

Medium-level viewers were, on average across the segments, the largest proportion of people who watched commercial free-to-air TV between 2006 and 2014, followed by light-level viewers, with heavy-level viewers representing the smallest proportion overall.

In 2014, heavy-level viewers, defined as people watching four or more hours of commercial free-to-air-TV per day, accounted for 15.2 per cent of all people surveyed. Between 2006 and 2014, the dominant trend among the segments has been downward with only Basic Needs and Traditional Family Life showing an upward trend. The heaviest watchers in 2014 were in the Basic Needs segment, where 38.1 per cent of people watched four or more hours per day. People in the Socially Aware segment have consistently been the least likely to be heavy-level viewers – the trend within this group has been relatively static over the past nine years.

Medium-level viewers are people who watch between two and four hours of commercial free-to-air-TV per day and they represent 33.3 per cent of all people surveyed in 2014. The number of medium-level viewers has decreased across all segments, the most notable being the Look at Me and Young Optimism segments. Of all segments, Real Conservatism had the highest proportion of medium-level viewers, and has remained relatively unchanged between 2006 and 2014.

Light-level viewers, people who watch less than two hours of commercial free-to-air TV per day, accounted for 36.3 per cent of all people surveyed in 2014. The trend between 2006 and 2014 has been relatively steady among light-level viewers. The Look at Me, Conventional Family Life, Something Better and A Fairer Deal segments have shown a slight upward trend over the last eight years. The Socially Aware segment had the greatest proportion of light-level viewers over the last eight years, with an average of 46.2 per cent.

People who do not watch any commercial free-to-air TV account for 15.1 per cent of all people surveyed, and this group has grown steadily since 2006. While all segments have experienced a growing proportion of viewers who are not watching commercial television, the greatest changes were in the Young Optimism and Look at Me segments, which have increased by 16.9 per cent and 10.3 per cent respectively over the nine-year period.

Amount of commercial free-to-air television viewed on a normal weekday by segment

TO PAUSE ANIMATION: MOUSE OVER IMAGE.

2006
Graph: Amount of commercial free-to-air television viewed by segment, 2006. Table following provides the data.
2007
Graph: Amount of commercial free-to-air television viewed by segment, 2007. Table following provides the data.
2008
Graph: Amount of commercial free-to-air television viewed by segment, 2008. Table following provides the data.
2009
Graph: Amount of commercial free-to-air television viewed by segment, 2009. Table following provides the data.
2010
Graph: Amount of commercial free-to-air television viewed by segment, 2010. Table following provides the data.
2011
Graph: Amount of commercial free-to-air television viewed by segment, 2011. Table following provides the data.
2012
Graph: Amount of commercial free-to-air television viewed by segment, 2012. Table following provides the data.
2013
Graph: Amount of commercial free-to-air television viewed by segment, 2013. Table following provides the data.
2014
Graph: Amount of commercial free-to-air television viewed by segment, 2013. Table following provides the data.

2014

  Segment as percentage of population Some Heavy
(4+ hours per day)
Medium
(2–4 hours per day)
Light
(<2 hours per day)
None
A Fairer Deal 5.7% 85.5% 24.7% 31.6% 29.2% 14.4%
Basic Needs 3.4% 92.4% 38.1% 33.0% 21.3% 7.6%
Conventional Family Life 10.0% 86.5% 14.2% 36.4% 35.9% 13.5%
Look at Me 9.0% 84.4% 12.8% 31.8% 39.8% 15.6%
Real Conservatism 2.1% 88.3% 18.8% 42.2% 27.3% 11.7%
Socially Aware 18.8% 80.5% 7.0% 29.2% 44.3% 19.5%
Something Better 5.5% 85.9% 16.2% 34.8% 34.9% 14.1%
Traditional Family Life 17.1% 90.8% 27.4% 37.2% 26.2% 9.2%
Visible Achievement 17.8% 86.9% 11.0% 36.0% 39.9% 13.0%
Young Optimism 10.6% 74.7% 6.9% 26.6% 41.2% 25.3%

Source: Roy Morgan Research.

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2013

  Segment as percentage of population Some Heavy
(4+ hours per day)
Medium
(2–4 hours per day)
Light
(<2 hours per day)
None
A Fairer Deal 5.0% 87.3% 27.6% 33.6% 26.1% 12.7%
Basic Needs 3.1% 92.1% 36.6% 35.1% 20.4% 8.0%
Conventional Family Life 11.1% 90.0% 16.4% 39.8% 33.8% 9.9%
Look at Me 10.4% 86.9% 12.7% 35.2% 39.0% 12.5%
Real Conservatism 3.2% 93.7% 23.6% 42.6% 27.5% 6.3%
Socially Aware 16.0% 82.7% 7.7% 32.1% 42.9% 17.3%
Something Better 6.2% 88.3% 19.5% 38.2% 30.6% 11.7%
Traditional Family Life 19.3% 93.1% 29.2% 39.6% 24.3% 6.9%
Visible Achievement 16.9% 90.8% 11.5% 41.2% 38.1% 9.2%
Young Optimism 8.7% 80.7% 9.1% 30.2% 41.4% 19.3%

Source: Roy Morgan Research.

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2012

  Segment as percentage of population Some Heavy
(4+ hours per day)
Medium
(2–4 hours per day)
Light
(<2 hours per day)
None
A Fairer Deal 3.8% 90.4% 31.7% 32.7% 26.0% 9.7%
Basic Needs 2.1% 90.4% 30.9% 36.5% 23.0% 9.7%
Conventional Family Life 11.8% 90.0% 15.1% 38.4% 36.5% 10.1%
Look at Me 11.1% 89.1% 13.2% 34.7% 41.2% 10.8%
Real Conservatism 4.1% 92.1% 21.5% 39.7% 30.9% 7.9%
Socially Aware 15.8% 85.8% 7.4% 32.0% 46.4% 14.1%
Something Better 6.2% 90.9% 18.7% 37.1% 35.1% 9.1%
Traditional Family Life 19.2% 92.8% 27.1% 38.7% 27.0% 7.1%
Visible Achievement 17.5% 91.8% 10.8% 40.2% 40.8% 8.2%
Young Optimism 8.4% 83.2% 7.6% 29.8% 45.8% 16.8%

Source: Roy Morgan Research.

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2011

  Segment as percentage of population Some Heavy
(4+ hours per day)
Medium
(2–4 hours per day)
Light
(<2 hours per day)
None
A Fairer Deal 3.6% 90.3% 28.8% 32.0% 29.5% 9.7%
Basic Needs 2.2% 93.0% 30.7% 32.7% 29.6% 7.0%
Conventional Family Life 11.9% 91.5% 14.7% 39.1% 37.7% 8.6%
Look at Me 10.8% 90.3% 12.9% 35.8% 41.6% 9.8%
Real Conservatism 4.3% 93.8% 19.5% 40.7% 33.6% 6.2%
Socially Aware 15.6% 87.6% 7.9% 32.0% 47.7% 12.5%
Something Better 6.1% 92.3% 18.1% 40.1% 34.1% 7.7%
Traditional Family Life 19.5% 93.5% 26.4% 38.2% 28.9% 6.5%
Visible Achievement 17.4% 91.9% 9.9% 41.1% 40.9% 8.1%
Young Optimism 8.6% 85.3% 8.7% 30.1% 46.5% 14.7%

Source: Roy Morgan Research.

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2010

  Segment as percentage of population Some Heavy
(4+ hours per day)
Medium
(2–4 hours per day)
Light
(<2 hours per day)
None
A Fairer Deal 3.5% 93.2% 29.6% 36.2% 27.4% 6.7%
Basic Needs 2.1% 94.2% 32.3% 35.7% 26.2% 5.9%
Conventional Family Life 11.9% 92.9% 15.9% 40.4% 36.6% 7.1%
Look at Me 11.2% 92.9% 16.5% 37.8% 38.6% 7.2%
Real Conservatism 4.5% 94.9% 22.0% 42.3% 30.6% 5.1%
Socially Aware 15.5% 88.0% 7.8% 33.3% 46.9% 11.9%
Something Better 6.4% 92.4% 20.4% 40.8% 31.2% 7.6%
Traditional Family Life 19.6% 94.5% 27.6% 39.3% 27.6% 5.6%
Visible Achievement 17.4% 93.6% 10.8% 41.2% 41.6% 6.5%
Young Optimism 8.2% 87.7% 9.3% 31.4% 47.0% 12.3%

Source: Roy Morgan Research.

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2009

  Segment as percentage of population Some Heavy
(4+ hours per day)
Medium
(2–4 hours per day)
Light
(<2 hours per day)
None
A Fairer Deal 3.2% 92.5% 27.7% 35.7% 29.1% 7.4%
Basic Needs 2.5% 94.7% 32.3% 37.6% 24.8% 5.3%
Conventional Family Life 12.1% 93.8% 16.4% 41.5% 35.9% 6.1%
Look at Me 11.5% 94.9% 14.6% 41.0% 39.3% 5.2%
Real Conservatism 4.6% 95.2% 19.6% 42.5% 33.1% 4.8%
Socially Aware 14.8% 88.7% 7.2% 34.5% 47.0% 11.3%
Something Better 6.3% 92.8% 20.6% 40.2% 32.0% 7.2%
Traditional Family Life 19.7% 95.0% 27.2% 39.8% 28.0% 5.1%
Visible Achievement 17.3% 93.2% 11.3% 41.5% 40.4% 6.7%
Young Optimism 8.2% 88.1% 9.3% 33.4% 45.4% 11.8%

Source: Roy Morgan Research.

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2008

  Segment as percentage of population Some Heavy
(4+ hours per day)
Medium
(2–4 hours per day)
Light
(<2 hours per day)
None
A Fairer Deal 3.2% 93.5% 30.7% 35.9% 26.9% 6.5%
Basic Needs 2.5% 94.2% 32.8% 38.6% 22.8% 5.8%
Conventional Family Life 12.2% 94.6% 17.1% 43.0% 34.5% 5.4%
Look at Me 11.5% 94.9% 16.0% 39.0% 39.8% 5.1%
Real Conservatism 4.8% 95.1% 20.3% 40.9% 33.9% 4.9%
Socially Aware 14.4% 89.2% 8.0% 33.7% 47.4% 10.8%
Something Better 6.5% 92.7% 20.5% 40.3% 31.9% 7.3%
Traditional Family Life 19.9% 94.4% 26.4% 40.0% 28.0% 5.6%
Visible Achievement 17.4% 93.6% 10.8% 41.1% 41.7% 6.4%
Young Optimism 7.7% 91.4% 10.0% 34.7% 46.7% 8.6%

Source: Roy Morgan Research.

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2007

  Segment as percentage of population Some Heavy
(4+ hours per day)
Medium
(2–4 hours per day)
Light
(<2 hours per day)
None
A Fairer Deal 3.3% 93.8% 29.7% 36.5% 27.6% 6.2%
Basic Needs 2.5% 94.1% 34.3% 34.4% 25.4% 5.9%
Conventional Family Life 12.4% 93.7% 17.3% 42.5% 34.0% 6.3%
Look at Me 11.6% 94.3% 15.6% 40.2% 38.6% 5.7%
Real Conservatism 4.8% 95.0% 20.4% 42.0% 32.6% 5.0%
Socially Aware 14.8% 87.8% 7.2% 33.5% 47.1% 12.2%
Something Better 6.2% 93.0% 20.9% 42.1% 29.9% 7.0%
Traditional Family Life 20.4% 94.5% 26.3% 40.0% 28.2% 5.5%
Visible Achievement 17.3% 93.2% 11.7% 41.5% 40.0% 6.8%
Young Optimism 7.4% 92.5% 10.0% 35.6% 46.9% 7.5%

Source: Roy Morgan Research.

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2006

  Segment as percentage
of population
Some Heavy
4+ hours per day)
Medium
(2–4 hours per day)
Light
(<2 hours per day)
None
A Fairer Deal 4.2% 92.2% 31.0% 37.5% 23.8% 7.8%
Basic Needs 2.7% 94.3% 34.9% 36.5% 22.8% 5.7%
Conventional Family Life 10.8% 92.8% 18.4% 42.8% 31.6% 7.2%
Look at Me 11.6% 94.7% 17.5% 41.4% 35.7% 5.3%
Real Conservatism 4.8% 94.4% 20.4% 42.1% 31.9% 5.6%
Socially Aware 13.9% 87.5% 6.9% 34.7% 45.9% 12.5%
Something Better 6.4% 91.9% 23.3% 40.2% 28.5% 8.1%
Traditional Family Life 20.1% 93.3% 26.0% 39.8% 27.5% 6.7%
Visible Achievement 17.9% 92.8% 12.6% 41.7% 38.4% 7.2%
Young Optimism 7.5% 91.6% 10.0% 39.9% 41.7% 8.4%

Source: Roy Morgan Research.

Notes:
A Fairer Deal: People in this segment, which is usually associated with unskilled and semi-skilled workers, are more likely than others to experience unemployment and financial insecurity and subsequent family pressures. This can create a feeling that they are getting ‘a raw deal’ out of life.

Basic Needs: Usually associated with retirees, pensioners or people living on social security payments, this group is focused on the day-to-day business of getting by. Features of this segment include a desire for security and order and a strong sense of community.

Conventional Family Life: Most closely associated with suburban families. People in this group devote their time and effort to family and their home – either building one or striving to improve it – although they also take an interest in their local community.

Look at Me: Younger, socially active, peer-driven people who are highly conscious of image and fashion. Characterised by short-term thinking, their behaviour tends to be hedonistic and rebellious, with a focus on fun and freedom.

Real Conservatism: Usually mature people who hold conservative social, moral and ethical values, they seek a disciplined, ordered society that is safe and predictable. They tend to be asset rich and income poor. Often associated with regional areas.

Socially Aware: Community minded and socially active, people in this group have a strong sense of social responsibility. Always looking for something new and different, they seek out information and knowledge and tend to be early adopters and influencers.

Something Better: Everything is comparative to people in this group, who are competitive, ambitious and concerned about status and image and often extend their budget in order to demonstrate their success to others.

Traditional Family Life: Generally aged 50-plus with grown children, this group is the older counterpart of the Conventional Family Life segment and is motivated by similar values in terms of security, reliability and providing better opportunities for their families.

Visible Achievement: These people enjoy the tangible rewards of their success but, confident and individualistic, they do not feel the need to impress others. Practical and realistic, they seek quality and value for money. They retain traditional values about home, work and society and take a direct interest in public affairs.

Young Optimism: Associated with optimism, ambition and idealism, people in this group want to experience life – travel, career, friends, family, sport and social activity – and believe they can have it all. Usually students and young professionals, they are innovative and interested in technology.

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