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Total TV metric launched in Australia

News, 21 February 2017
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SYDNEY: Australia's television industry has come together to provide a total figure for spending across both free-to-air channels and on-demand streaming channels.

The new Total TV metric uses figures compiled by KPMG from information supplied by each participant, including Nine Network, Seven Network and Network Ten, as well as Multi Channel Network/Foxtel and SBS.

Under the new metric, the Total TV market declined 2.72% to A$2.23 billion for the six months to December 31, 2016. AVOD (advertiser-funded video on demand) revenue grew by 48%, but, at $38.1 million, this remains a very small part of overall revenue.

Kim Portrate, chief executive of ThinkTV, said that the "unprecedented collaboration between free-to-air and subscription TV" enabled the organisation to "reflect the true scale of advertising on TV".

And, she added in a dig at rival digital platforms, it offered further proof of the television industry's "willingness to communicate transparently and clearly with clients and customers to ensure they have the information they need to get the very best out of today's TV, which is multi-platform, anywhere and anytime".

The introduction of the new metric comes shortly after OzTAM, the television audience measurement body, announced it was to begin releasing ratings for live streamed TV shows and catch-up TV in addition to broadcast TV.

"Both are important in understanding how people engage with TV content, and the opportunity to live stream or catch up keeps audiences close to their favourite programs," said Doug Peiffer, OzTAM CEO, announcing the move earlier this month.

OzTAM's VPM reporting service typically captures around 30-50 million minutes of VPMcontent, on average, a day. Of that, catch up comprises 25-35 million minutes, and live streaming 5-15 million minutes.

ThinkTV further noted that OzTAM's independent and audited third party measurement panel is set to increase in size by 50% this year, making Australia the largest per capita people metered market in the world.

Warc's latest International Ad Forecast, which draws from ThinkTV data as well as those from CEASA and the IAB, estimates a 4.0% decline in Australian TV adspend during 2016, to a total of A$3.1bn. A mild decline is also expected this year.

Data sourced from ThinkTV, OzTAM; additional content by Warc staff

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