TV full-year advertising bolstered by BVOD spend

Latest total TV figures from Think TV show strong advertising spend across broadcast video on-demand along with solid performance across metro and regional FTA

The annual total TV advertising figures are in, showing a double-digit increase in spend over the last year buoyed by significant increases into BVOD services.

According to Think TV’s figures, total TV revenue reached $4.3 billion for the full-year to 30 June 2022, up 11 per cent year-on-year. Driving growth was BVOD advertising spend, which increased 53 per cent over the same period to reach $426 million. The latter figure encompasses BVOD platforms 7plus, 9Now, 10 Play, Foxtel Go, Foxtel Now and Kayo.

The figures also showed BVOD revenue experienced significant growth in the second half of the financial year, up 44 per cent to $208 million. This was a continuation of strong first-half BVOD results.

Overall, TV advertising revenue in the second half was $2 billion, up 7 per cent compared to the same period ending June 2021.  The total TV advertising market includes metropolitan free-to-air, regional free-to-air, subscription TV and Broadcaster Video on Demand (BVOD) and excludes SBS.  

Think TV figures also showed metropolitan free-to-air networks saw 4.3 per cent growth during this period to reach total spend of $1.3bn. For the full year, metropolitan free-to-air advertising revenue hit $2.8bn, up 8.7 per cent year-on-year. By comparison, revenue FTA saw 4.6 per cent growth in the six months to 30 June 2022 to $327.4m, and 5.9 per cent growth over the full year to reach a total of $678m.

The yearly figures include a couple of significant advertising opportunities on TV including the delayed Tokyo Olympics last year, as well as the 2022 Federal Election. They also reflect advertising continuing to perform strongly after the initial tightening of budgets at the onset of the Covid-19 pandemic.

“In the last 12 months, advertiser support for Total TV has gone from strength to strength. Despite – or perhaps because of – difficult conditions and continuously evolving audience behaviours, more and more advertisers are turning to proven media to drive their business growth,” ThinkTV CEO, Kim Portrate, commented. “These figures are a timely reminder that the millions of Australians reached every day convert into customers for the brands advertising on TV.” 

Read more: Lessons from Tokyo: The anatomy of BVOD viewing

While the federal election and the Olympics drove revenues for TV, Portrate told CMO the events themselves didn’t change the amount of inventory available across the platform.

“We saw a different mix of advertisers during those key events but unlike digital platforms, we had the same amount of regulated space and it’s a finite supply,” she said.

Overall, Think TV was pleased rather than surprised at the general health and robustness of the total market. “This speaks to a commitment from advertisers to ensure media is a core component in brand growth,” Portrate said.  

Portrate also noted the strength of BVOD as Australia’s fastest growing media channel given its reach, scale and effectiveness.

“More advertisers are coming to understand BVOD’s power to shift sales just as more consumers are live streaming TV content more often. Given that, BVOD’s growth is poised to continually outpace online video competitors in the coming months and years,” she said.

Nominations for the CMO50 2022 list of Australia's most innovative and effective marketing leaders are closing on 26 August 2022! Don't miss this opportunity to be recognised among the best marketers this country has to offer as well as celebrate your team's achievements get your questionnaire completed now: https://www.cmo.com.au/cmo50/

Don’t miss out on the wealth of insight and content provided by CMO A/NZ and sign up to our weekly CMO Digest newsletters and information services here.  

You can also follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page     

 

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

More Brand Posts

What are Chris Riddell's qualifications to talk about technology? What are the awards that Chris Riddell has won? I cannot seem to find ...

Tareq

Digital disruption isn’t disruption anymore: Why it’s time to refocus your business

Read more

Enterprisetalk

Mark

CMO's top 10 martech stories for the week - 9 June

Read more

Great e-commerce article!

Vadim Frost

CMO’s State of CX Leadership 2022 report finds the CX striving to align to business outcomes

Read more

Are you searching something related to Lottery and Lottery App then Agnito Technologies can be a help for you Agnito comes out as a true ...

jackson13

The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration

Read more

Thorough testing and quality assurance are required for a bug-free Lottery Platform. I'm looking forward to dependability.

Ella Hall

The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration

Read more

Blog Posts

Marketing prowess versus the enigma of the metaverse

Flash back to the classic film, Willy Wonka and the Chocolate Factory. Television-obsessed Mike insists on becoming the first person to be ‘sent by Wonkavision’, dematerialising on one end, pixel by pixel, and materialising in another space. His cinematic dreams are realised thanks to rash decisions as he is shrunken down to fit the digital universe, followed by a trip to the taffy puller to return to normal size.

Liz Miller

VP, Constellation Research

Why Excellent Leadership Begins with Vertical Growth

Why is it there is no shortage of leadership development materials, yet outstanding leadership is so rare? Despite having access to so many leadership principles, tools, systems and processes, why is it so hard to develop and improve as a leader?

Michael Bunting

Author, leadership expert

More than money talks in sports sponsorship

As a nation united by sport, brands are beginning to learn money alone won’t talk without aligned values and action. If recent events with major leagues and their players have shown us anything, it’s the next generation of athletes are standing by what they believe in – and they won’t let their values be superseded by money.

Simone Waugh

Managing Director, Publicis Queensland

Sign in