When asked which TV brand was the very best, only 6.0% of Australians said one brand of TV was better than all others. A further 65.9% named two or three brands as being better than others and 25% said that all brands are about the same and 3% can’t say. In total 91% of Australians say no single brand of TV is the best.


TV set brand uniqueness


Source: Roy Morgan Research TV purchase intention and brand health survey, March 2010. n=4,591.


In terms of brand performance, Panasonic is the clear leader with 48.9% of Australians nominating it as either “the very best” brand or one of “2 or 3 better brands”. Sony is not far behind at 43.9% while LG and Samsung vie for third place with 27.4% and 26.1% respectively.


TV brands considered better


Source: Roy Morgan Research TV purchase intention and brand health survey, March 2010. n=4,591.


Andrew Braun, Industry Director Mobile, Internet & Technology, Roy Morgan Research, says:

“The vast majority, 91% of Australians, say there is no single best brand of TV – either no difference between brands or no difference between a repertoire of two or three brands. At one end of the pricing scale we have seen the recent introduction of 3D TVs. At the other end we have large screen LCD TVs being sold at Aldi. All of this is occurring during a national phasing out of analogue TV signals by 2013, creating a once-off sales opportunity as Australians upgrade their TVs. For those marketers seeking to position their brand as more than a commodity it has never been more important to clearly establish a difference between their brand and the rest.”

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These profiles provide a broad understanding of the target audience in terms of demographics, attitudes, activities and media usage in Australia.


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