TV industry collaborates to provide the first ever revenue figure for Total TV
Posted on 20th February 2017 in Media Releases
ThinkTV is pleased to announce that the TV industry has come together, for the first time, to provide a figure that captures all the advertising revenue spent by advertisers and their agencies on commercial TV.
“The new Total TV metric is further proof of the industry’s commitment to work collaboratively to provide advertisers and their agencies with a clear view of advertising revenue in the TV sector. It shows a 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,” said Kim Portrate, chief executive of ThinkTV.
The Total TV metric includes metropolitan and regional revenues from commercial broadcasters, including three of ThinkTV’s four founding members: Nine Network, Seven Network and Network Ten.
It also includes national advertising revenues from two new participants: ThinkTV founding member Multi Channel Network/Foxtel and SBS.
And to reflect the growing amount of revenue accrued from advertising on catch-up TV, the Total TV figure also includes participants’ long form AVOD (advertising-funded video-on-demand) revenues.
This comes in the wake off OzTAM’s moves to release ratings for live streamed TV shows and catch-up TV in addition to broadcast TV, supporting the industry redefinition of TV to Total TV and backed by OzTAM’s third party measurement panel, which is independent, audited and about to increase in size by 50% this year, making Australia the largest per capita people metered market in the world.
The Total TV metric uses figures compiled by KPMG* from information supplied by each participant for the July- December 2016 half. Under the new metric, the Total TV market declined 2.72% to $2.23 billion for the six months to December 31, 2016.
AVOD revenue, while still a small part of overall revenue, grew by 48% to $38.1 million.
Ms. Portrate also said: “ThinkTV was formed in 2016 to help advertisers and their agencies get the very best of today’s multi-platform TV.
“We have come together through an unprecedented collaboration between free-to-air and subscription TV and we are delighted that all commercial TV operators, including SBS, have provided their data to allow us to reflect the true scale of advertising on TV.
“Today’s TV is multi-platform, everywhere, anytime and retains unbeatable reach and scale. TV’s premium content makes it the most brand-safe environment for advertisers, its independent third-party ratings system is the gold-standard for audience measurement and repeated studies show that TV delivers a better return-on-investment for brands than any other media.”
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