Telly advertising still in rude good health
By Siobhan Leathley,
Despite the spread of technologies such as MySky and TiVo, designed to cut out ad breaks, TV ad revenue continues to increase.
Data released by industry body ThinkTV shows telly advertising revenue rose by 1.9 percent or $11.4 million over 2011, generating a cool $618.1 million in revenue – a massive jump from $569.2 million in 2009.
The figures are based on revenue from TVNZ, MediaWorks TV and Sky (including Prime) and could indicate a return to 2007 levels, when total TV revenue peaked at $654 million for the year.
“International research shows that television is still the best and most cost-effective medium for maximising an advertiser’s reach. With confidence building in the New Zealand economy and new, innovative ways to integrate television across the plethora of media platforms today, advertisers are cleverly using television to better meet their brands’ needs," said ThinkTV chief executive Rick Friesen.
He said delayed viewing through the likes of TiVo would be dealt with over the coming year.
Ratings company Nielsen will provide two sets of ratings for each night: an overnight rating, to provide all live ratings, and a seven-day rating, which will add all viewings to a programme occurring within a week of its broadcast.
Ratings will not include any shows that are fast forwarded or shown at anything other than normal speed.
Meanwhile, the Nielsen Television Audience survey indicates that 95 percent of all television is still watched live.
Even in homes with recorders, 80 percent was watched live or on the same night – and only around half skipped through the ad breaks in recorded programmes.
Comments
windee
If advertising has increased so much, why is it that we still have repeats or repeats instead of up to date programmes, eg Three and a half men, Coronation Street and many many more!!
Diggler
Only half of the people who record programmes skip the ads - isn't that the whole point of recording?
No wonder TV ad revenue is up, it's the least amount of work and provides maximum profit for the ad agencies booking the air time…
RWC
>could indicate a return to 2007 levels, when total TV revenue peaked at $654 million for the year.
Hmm .. and was that the last time the Rugby World Cup was held? Why yes it was. Wonder if that had any effect on TV advertising in 2011? Perhaps this is a blip not a trend!?
Maximus
I'm not sure if kiwis know just how bad their tv advertising actually is. Visitors from Europe and the UK have told me how horrified they are at the crap state of our adverts - far too many, many more minutes for adverts than is permitted in the UK, multiple repeat adverts in the same ad-break, and lowest gutter-quality advertising by the likes of Harvey Norman and Godfreys vacuum cleaners. I recently spent some time in the USA, and our adverts are even worse than theirs - and more frequent too. I'm not sure about how Africa manages theirs, but I'm betting that our tv advertising is some of the worst on the entire planet.
Of course, the answer is in our hands. Just don't buy from bad advertisers. Never buy a thing from Harvey Norman. Certainly never buy a vacuum from Godfreys. Reward advertisers who have good advertising - TipTop Icecream's advert for Togs, Togs, Undies was a classic case, and sales rose. Why don't more people exercise their discretion?
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