More reasons why TV

Television is the number 1 media

•  Despite the plethora of media and entertainment options now available, we still spend more time with television than any other media – on average, Australians watch more than three (3) hours of television a day!
•  TV is ubiquitous; every home has a one (99 per cent) – and most of us (63.1 per cent) have two or more TVs.
• Australians still spend more of their media time with TV (43 per cent) than any other medium (almost twice that of the internet at 21 per cent). And while 16 to 24 year olds are keen adaptors of new media platforms, they still spend the majority of their time with TV.
•  Over 92 per cent of homes now have free-to-air digital TV – providing access to a raft of new digital channels. Australians now have three times more free-to-air TV channels than just two years ago.
• Record sales of LCD and plasma TVs attests to the appetite Australians have for TV. The second half of 2011 saw LCD sales grow by a huge 21 per cent on the previous corresponding period.
 
TV consumption is increasing

• Thanks to new digital channels, blockbuster programming and continual enhancements to the TV viewing experience, Australians are watching more TV.
• In 2011, key buying demographics increased their time spent watching television.  
• The same trends in TV consumption can be seen in the U.S. and the U.K. which have also reported year-on-year increases in television viewing TV in 2010.
• Free-to-air TV accounts for 83 per cent of evening viewing – pay TV accounts for just 17 per cent - what’s more, people in pay TV households spend more of their evening viewing time (53.4 per cent) actually watching free-to-air TV.

Free TV’s reach is unrivalled

• The reach of Free TV is second-to-none.
• Every day, 14 million Australians tune in to watch Free TV.
• Every week, every one of the top 20 programs on Free TV delivers an average combined audience of more than 2 million+ viewers.

Technological advancements are driving viewing and a deeper level of engagement

• Rather than cannibalising viewing, digital technology is actually expanding the opportunities to view.
• TV is now a truly multi-platform offering providing new opportunities for advertisers to build incremental reach and a deeper engagement with target audiences.
• With catch-up TV services and mobile TV, viewers never need to miss an episode of their favourite program. Viewers can get access to exclusive content, behind-the-scenes footage and chat in live forums with other fans.
• Personal video recorders also allow people to watch one program while recording another. The ratings show that PVRs are contributing incremental audiences of up to 374,000 viewers for individual programs.
• Australians are actively seeking out more and more TV-related content online with network sites attracting many millions of unique users every month.
• One of the reasons for television’s enduring popularity has always been its talkability factor. The water cooler effect of television still exists, it’s just found a new home online. Social media is fuelling a conversation about popular TV shows and offering viewers a deeper interaction with their favourite programming.
• And 3DTV, while still in its infancy, promises to deliver a unique and enhanced viewing experience, particularly in genres such as sport and movies.
• Far from abandoning TV, consumers are just finding more ways to view and engage with it.

New Free TV channels provide a whole new world of opportunities for advertisers

• The new digital channels provide advertisers with the opportunity to target specific audiences and connect with those audiences on a deeper level.
• They provide advertisers with flexible advertising formats providing endless opportunities for advertisers to creatively connect and engage with audiences.
• Australians now have three times more free-to-air TV channels than just two years ago.
• It is certainly an exciting time for television…and there is more to come.

A new way of working

• Networks are working more closely with advertisers (and their agencies) than ever before.
• Each of the networks have in-house Integration Units that provide advertisers and agencies with access to valuable strategic planning, creative and production resources. These integration teams are experts in developing truly integrated cross-platform solutions to business problems.
• One of the keys to success is getting the networks involved at the briefing stage. Involvement from the get-go ensures that all teams involved in the process are on the same page, fostering better innovation and integration.