Please fill in your details below to access this file

    Australia’s leading content creators highlight growth opportunities for brands advertising during CV-19

    Australia’s leading premium content creation companies have joined together to launch a campaign alerting marketers to the competitive advantages of maintaining advertising investment during CV-19.

    The ‘When they go dark, the spotlight is yours’ campaign, inspired by a similar initiative from the UK’s Institute of Practitioners in Advertising (IPA), draws on independent analysis of advertising spend patterns during the 2008 recession[1] .

    The research found brands that maintained or increased advertising investment, relative to competitors, were the ones to gain market share during and following the downturn.

     

    The campaign launches today and runs across the digital, print, TV and Broadcaster Video on Demand (BVOD) inventory of Foxtel Group, Foxtel Media, Network 10, News Corp Australia, Nine and Seven West Media.

    The Premium Content Alliance chair and executive chairman of News Corp Australasia, Michael Miller, said: “Providing safe and trusted environments for brands is crucial in times of crisis and that is exactly what The Premium Content Alliance does reaching four out of five adult Australians every week[2]. The evidence from previous periods of economic downturn confirms that now is the time for advertisers to shine, not go dark, and the campaign clearly communicates this message.”

    Produced in-house by The Premium Content Alliance, the campaign speaks to the changing economic conditions all Australians and the brands that serve them are experiencing right now. It will evolve in the coming months as the recovery gets underway.

    The Premium Content Alliance CEO Kim Portrate said: “We know what a difficult time this is for advertisers and consumers. We firmly believe advertising is a business driver that has a flow on effect for brands, and the evidence supports the need for marketers to continue to connect with audiences. Brands that connect in trusted premium content environments will be best placed when the worst of the COVID-19 crisis is behind us.

    “While this isn’t creative developed with a Gold Lion in mind, it clearly conveys an important message in a simple and concise way that is appropriate for the times.”

    [1] SOURCE: Analysis of data by Peter Field from the UK’s Institute of Practitioners in Advertising
    [2] SOURCE: emma CMV Nov 19; OzTAM

     

    About ThinkTV
    ThinkTV works with the marketing community to lead a collective effort that demonstrates how advertising in broadcast-quality content environments provides the greatest return on investment. Our curiosity for all things TV is boundless – whether it’s understanding how audiences engage with TV, investigating the impact TV has on business results or simply celebrating the creativity of TV advertising – we’re always ready to chat about TV in all its forms and devices.

    Share this article

    More like this

    Total TV advertising market records $3.4 billion in ad revenue for 2023

    News / Media Releases / 9th Feb 2024

    Total TV advertising market records $3.4 billion in ad revenue for 2023

    Total TV revenue decreases 10 per cent for the 12 months to December 2023 while Broadcaster Video on Demand is up 10 per cent. ThinkTV has announced the total TV […]

    TV advertising market records $3.6 billion for 12months to June 2023

    News / Media Releases / 14th Aug 2023

    TV advertising market records $3.6 billion for 12months to June 2023

    Revenue for the 12 months to June 2023 hits $3.6 billion and BVOD growth continues to accelerate – up 6.1 per cent. ThinkTV has today announced the TV advertising revenue […]

    Total TV advertising market records $4.1 billion in ad revenue for 2022

    News / Media Releases / 6th Feb 2023

    Total TV advertising market records $4.1 billion in ad revenue for 2022

    Total TV revenue increases by 1 per cent for the 12 months to December 2022 while BVOD growth continues to accelerate – up 23 per cent. ThinkTV has today announced […]

    Total TV advertising market records $4.3 billion for 12 months to June 2022

    News / Media Releases / 8th Aug 2022

    Total TV advertising market records $4.3 billion for 12 months to June 2022

    Total TV revenue increases 11 per cent for the 12 months to June 2022 while BVOD growth continues to accelerate – up 53 per cent. ThinkTV has today announced the […]

    ThinkTV launches Media Engine, democratises data to enable econometric modelling for brands

    News / Media Releases / 23rd Mar 2022

    ThinkTV launches Media Engine, democratises data to enable econometric modelling for brands

    The Media Engine empowers marketers to create better briefs by outlining the optimal media splits to generate revenue. In an Australian first, ThinkTV has launched the Media Engine, a planning […]

    Total TV advertising market records $4.1 billion in ad revenue for 2021

    News / Media Releases / 7th Feb 2022

    Total TV advertising market records $4.1 billion in ad revenue for 2021

    Total TV revenue increases 20 per cent for the 12 months to December 2021 while BVOD growth continues to accelerate – up 68 per cent. ThinkTV has today announced the […]

    New ‘Australians Can Beat Anything’ ad campaign launches, invokes Australian’s fighting spirit to boost vaccinations and beat Covid

    News / Media Releases / 27th Sep 2021

    New ‘Australians Can Beat Anything’ ad campaign launches, invokes Australian’s fighting spirit to boost vaccinations and beat Covid

    A powerful new public service campaign that heroes the country’s ingenuity, inventiveness and resilience to overcoming challenges is being released nationally in a bid to boost Australia’s double vaccination rate […]

    Total TV market records $3.8 billion in ad revenue for FY 2020-21

    News / Media Releases / 16th Aug 2021

    Total TV market records $3.8 billion in ad revenue for FY 2020-21

    Total TV revenue is up 12 per cent for the 12 months while BVOD surges ahead by 63 per cent. ThinkTV has today announced the total TV advertising revenue figures […]

    Research reveals the difference between efficient and effective ROI

    News / Media Releases / 19th Jul 2021

    Research reveals the difference between efficient and effective ROI

    Edition Five of The Payback Series shows how to maximise return on investment by choosing channels with the ability to deliver positive ROI as well as short and long-term sales. […]

    TV generates business demand in the short and long-term

    News / Media Releases / 25th Feb 2021

    TV generates business demand in the short and long-term

    The latest edition of The Payback Series demonstrates TV’s ability to generate demand for Australian businesses in a multitude of categories across a range of time frames. An Australian-first study […]