Original article by Roy Morgan Research
Market Research Update – Page: Online : 25-Aug-15

Roy Morgan Single Source research in the 12 months to June 2015 shows that 2,321,000 Australians (14+) especially choose to watch Australian Football League (AFL) matches broadcast on Channel Seven, down from 2,628,000 in the 12 months to June 2013. The survey also found that 891,000 especially choose to watch Foxtel’s dedicated AFL channel Fox Footy, up from 841,000 in 2013, while 384,000 used Telstra’s AFL Live Official App in an average four weeks, up from 254,000 in 2013. Over the past two years, there has been a clear fragmentation of audiences across free TV, pay TV and live streaming: in 2013, over two-thirds of Fox Footy viewers (68 per cent) and AFL Live Official App users (67 per cent) also cited Channel Seven’s matches among those they especially choose to watch. Today, there is less overlap – meaning greater fragmentation: 59 per cent of Fox Footy viewers and 54 per cent of App users also choose to watch matches on Channel Seven. The overlap between Fox Footy and the AFL Live Official App has also declined, from 32 per cent of app users in 2013 to 24 per cent now.

CORPORATES
ROY MORGAN RESEARCH LIMITED, NINE NETWORK AUSTRALIA LIMITED, NINE ENTERTAINMENT COMPANY HOLDINGS LIMITED – ASX NEC, AUSTRALIAN FOOTBALL LEAGUE, SEVEN NETWORK LIMITED, NATIONAL RUGBY LEAGUE, NEWS CORP AUSTRALIA PTY LTD, TELSTRA CORPORATION LIMITED – ASX TLS, FOXTEL MANAGEMENT PTY LTD