76 million reasons to love TV - MCN

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76 million reasons to love TV - MCN
76 million reasons to love TV
76 million reasons to love TV - MCN
Contents
Why read this?.............................................................04

If you read one bit, read this........................................06

TV is everywhere, premium quality,
liked and trusted..........................................................08

How do we TV?..............................................................10

Aim wide.......................................................................12

The true value of TV......................................................14

The 3 rules of effective advertising..............................16

How to be a prize-winning attention seeker................18

Get with the programmes............................................20

Case Study: Domain and The Block.............................22

Case Study: Heinz and AFL..........................................24

Case Study: Rexona and Fox Sports.............................26

Case Study: Holden and Australian Survivor...............28

What makes BVOD so special?....................................30

Measuring video...........................................................32

TV advertisers can have it all.......................................34

Talk to us......................................................................36

Grand Designs Australia, Lifestyle.
76 million reasons to love TV - MCN
04                                                                           05

Why read this?

It’s a fair question. You’re undoubtedly busy and
there is that unopened article on how AI is going to
revolutionise advertising and steal all our jobs eyeing
you from your inbox.
                                                              01

We think you’ll find this digest to be useful because it
tackles some of the most pressing topics in advertising       02
today: things like attention, viewability, measurability,
transparency and most importantly, effectiveness.

This booklet puts context around the hyperbole, busts
some media myths, and contains a few facts that may
surprise you (did you know that an average broadcast TV
campaign of 400 TARPs gets 76 million views?).

While it’s true that our world revolves around TV, we
only ever present thorough, evidence-based facts. We
understand that you need to make informed and effective
decisions, and that is only possible when you have all the
information at your fingertips.

                                                                   03
Since we launched in July 2016, ThinkTV has
commissioned a feast of independent research by globally-
renowned marketing academics and media experts. The                04   05
findings are rich with data and insights. This booklet aims
to provide bite-sized and delicious morsels of all the key
findings – plus some tasty bonus bits.

We hope you find it a useful digest – or at least a nice
starter before you tuck into that scary report on AI.

01 Wentworth, Showcase.
02 The Bachelorette Australia, Network Ten.
03 My Kitchen Rules, Seven Network.
04 Australian Ninja Warrior, Nine.
05 Wanted, Seven Network.
76 million reasons to love TV - MCN
06                                                                                                                                                                                                                                                                                     07

                                                                                                                                           03

If you read one bit, read this
We know you don’t always have time to languish in the details.
So if you’ve only got a few minutes, read this.

 01                                                                    02

TV IS AN EXPERIENCE – AVAILABLE                WE’VE ALL HEARD OF SVOD BUT DON’T             TV REACHES MORE PEOPLE FASTER THAN           TV MAKES MARKETERS MORE MONEY                    NOT ALL VIDEO AD VIEWS ARE EQUAL                 TV IS RELIABLE
ANYWHERE, ANYTIME                              FORGET BVOD                                   ANY OTHER MEDIUM                             Ask any CFO and they will tell you that return   If your ad can’t be seen then it won’t have an   Media channels are under the microscope
Watching your favourite show on a big          Aussie’s viewing of Broadcaster Video-On-     There was a time when broadcast TV and       on investment (ROI) is all they want to know     impact, right? That may seem like a blinding     – and rightly so. Tough questions are being
screen from the comfy couch in the living      Demand (BVOD) content on other screens        cinema were pretty much the only video       about advertising effectiveness. So we asked     flash of the obvious, but we commissioned        asked about everything from brand safety to
room is still the preferred way to watch       is growing like crazy. It’s up 42% year on    advertising for brands. Now there are lots   Ebiquity to get you some crib notes. Their       a team of PhDs to do the research anyway.        audience measurement. TV audiences have
video, because it is heaven isn’t it? But      year with more than 325 million minutes       of new kids on the block, including new      Payback study showed that on average,            The results showed that for advertising,         been independently measured and audited
sometimes you’re not at home, or someone       viewed each week. That’s the equivalent to    forms of TV. Yet TV remains the fastest      $1 invested in TV pays back $4.13 in sales       attention equals sales. TV commands more         for 17 years and commercial broadcasters
else has baggsed the Big Tellie, and if that   the combined time that 29,000 Hipsters in     way to reach a mass audience and make        revenue across key advertisers from four of      attention, which means a stronger sales          in Australia lean in to any and all scrutiny.
happens there are more ways to watch TV        Kombi vans spent looking for parking at the   your brand famous in a way that cannot be    the economy’s biggest sectors – Finance,         result from TV advertising than all other        TV is transparent and has strong brand
than ever before. (See page 10 for more).      beach last summer. (See page 28 for more).    matched by any other media. (See page 12     FMCG, Automotive and E-Commerce. (See            video platforms. Why? Because TV ads are         safety controls: all programming and
                                                                                             to find out more).                           page 14 to find out more).                       shown in all their glory and they take up        advertising content must meet broadcast
                                                                                                                                                                                           100% of the screen. It’s a no brainer. (See      guidelines set by the ACMA which are
01 Home And Away, Seven Network.
02 True Story With Hamish And Andy, Nine.                                                                                                                                                  page 16, 18 and 20 to find out more).            enforceable by law. (See page 30 for more).
03 MasterChef Australia, Network Ten.
76 million reasons to love TV - MCN
08                                                                                                                                                                                                                                                                                                                                                 09

                                                                                                                                                      AVERAGE MONTHLY TIME SPENT                                                                                                           AUSTRALIANS TRUST TV
TV is everywhere, premium                                                                                                                              IN FRONT OF THE TV SCREEN                                                                                                           ADVERTISING THE MOST

quality, liked and trusted
                                                                                                                                                                                                                                                                               In which, if any, of the following places are you
                                                                                                                                                                                                                                                                               most likely to find advertising that... YOU TRUST
                                                                                                                                                       TOTAL USE OF THE TV                                  0200-2600
                                                                                                                                                       SET - Monthly average                                 (hh:mm)                                                  TV
All TV is video, but not all video is TV. TV is unique for its content,
its huge appeal and its ability to bring people together.
                                                                                                                                                                                                                                                           NEWSPAPERS
                                                                                                                                                              Total TV Screen Use                              113:03:00

                                                                                                                                                                                                                                                                   RADIO
                                                                                                                                                               Total Broadcast TV                                  81:25:00
                                                                                                                                                                                                                                                           SOCIAL MEDIA

                                                                                                                                                                 Watching Live TV                                  72:21:00                                   WEBSITES

                                                                                                                                                                                                                                                ONLINE SEARCH PAGES
TV BRINGS PEOPLE TOGETHER                        for brands. It is important to distinguish      the relationship viewers have with it.                 Watching Playback to 7 days                                  7:25
Can you imagine what newspapers or social        the different contexts within which video       Commercial broadcasters invested $2.4
media would look like if TV didn’t exist? It’s   is consumed and what advertising it rubs        billion creating local content in 2016, and                                                                                                                  YOU TUBE
easy to forget that almost 9 out of 10 people    shoulders with.                                 all of the top 25 rated programmes in 2017
                                                                                                                                                       Watching Playback 8-28 days                                   1:39
watch broadcast TV every week. TV enriches                                                       were produced locally. It is the creative                                                                                                                    OUTDOOR
our lives with humour, cultural reference        TV across all platforms swims in the            fruits of that investment that produce a
points and shared joys and sorrows. Some         trusted, high quality end of the video          quality environment for advertising, and                                                                                                                    MAGAZINES
                                                                                                                                                              Other TV Screen Use                                  31:38:00
say the water cooler has been replaced           pool but there are wild variations in the       it’s the advertising revenue that enables
by social media, but regardless of venue,        context for other types of video advertising.   the investment in content. It’s like a lovely                                                                                                                         0%         05%       10%        15%       20%     25%   30%    35%   40%   45%
                                                                                                                                                  Source: OzTAM, Australian Video Viewing Report Quarter 2, 2017
imagine the colour our conversations would       Unlike some of the biggest online-only          virtuous circle.
                                                                                                                                                                                                                                                                                                                % OF SAMPLE
lack without TV? Not happy, Jan.                 platforms – where user-generated content
                                                                                                                                                                                                                                                                           Source: ThinkTV AdNation Study, April 2017
                                                 dominates – TV is not about videos of cats      EMOTIONAL CONNECTION EQUALS
TV HAS UNBEATABLE REACH VELOCITY                 on skates, it’s premium quality content that    SALES IMPACT
There are lots of alternatives to TV and yet     is professionally produced and curated.         TV advertisers have learned a thing or
                                                                                                                                                                                                                                 70
Australians watch 2 hours and 41 mins of                                                         two about high quality content – it’s why
live and playback TV on in-home TV sets          AUSTRALIANS LIKE AND TRUST                      they spend so much time crafting ads that
                                                                                                                                                                 TV REACH CURVE                                                  60
each day, which is equivalent to 81 hours        TV ADVERTISING                                  resonate with their audiences.
per month. A single spot in a tent-pole          The 2017 AdNation Study found that TV                                                                         A 400 TARP campaign will                                          50
programme can reach more than a million          advertising is the most liked form of           Research from The Benchmark Series                           generate around 60% reach

                                                                                                                                                                                                                     Reach (%)
people in under a minute, and an average         advertising: it’s also the most trusted, the    shows that they are right on the money.                                                                                         40
TV campaign of 400 TARPs can reach almost        most memorable, and the one most likely         TV ads that generate a strong emotional                                               1+
                                                                                                                                                                                       2+                                        30
60% of the population in a fortnight.            to generate an emotional response. TV is        reaction – irrespective of whether or not                                             3+
                                                                                                                                                                                       4+
Nothing compares to the reach velocity of        the most likely place to find advertising       the reaction is positive or negative – attract                                        5+                                        20
broadcast TV.                                    that draws attention to a brand, product or     16% more attention than ads which elicit                                              6+
                                                                                                                                                                                       7+
                                                 service you haven’t heard of.                   weak reactions. And attention translates                                              8+                                        10
TV CONTENT PROVIDES THE HIGHEST                                                                  into sales: products with ads that generate                                           9+
                                                                                                                                                                                       10+
QUALITY ENVIRONMENT FOR ADVERTISING              AUSTRALIANS LOVE LOCAL CONTENT                  a strong emotional response are 30% more
                                                                                                                                                                                                                                      0               50     100       150              200             250             300     350         400
Our reputations are made and lost by the         TV provides fantastic context for advertising   likely to be chosen by consumers than ads
company we keep, and it’s no different           because of its high quality content and         that generate a weak response.                                                                                                       Source: TVmap                                   TARPs
76 million reasons to love TV - MCN
10                                                                                                                                                                                                                                                                                                                 11

                                                                                                                                                                                                                           LIVE AND PLAYBACK VIEWING BY GENRE

How do we TV?                                                                                                                                                                 DRAMA
                                                                                                                                                                      MINI SERIES
                                                                                                                                                                                                                                                         78.3%
                                                                                                                                                                                                                                                         78.8%
                                                                                                                                                                                                                                                                                          21.9%
                                                                                                                                                                                                                                                                                           21.2%
                                                                                                                                                           REALITY TELEVISION                                                                            84.5%                              15.5%
TV is having babies. There’s live-streaming, Broadcaster Video-On-Demand                                                                                        DOCUMENTARY                                                                              87.7%                                12.4%
(BVOD) and other online, on-demand viewing – yet live broadcast TV is the                                                                                                CULTURAL                                                                        89.3%                                 10.8%
mother of the TV experience as we know it and the beating heart of home                                                                                   RELIGIOUS PROGRAMS                                                                             89.5%                                 10.6%
entertainment. The future is a blend of both broadcast and its babies.                                                                                                    SPECIALS                                                                       91.1%                                    9.1%
                                                                                                                                                         LIGHT ENTERTAINMENT                                                                             91.4%                                     8.7%
                                                                                                                                                        MOVIES: FEATURE FILMS                                                                            91.5%                                      8.6%
                                                                                                                                                                            COMEDY                                                                       91.8%                                     8.3%
                                                                                                                                                                OTHER SPORTS                                                                             91.8%                                      8.2%
                                                                                                                                                        SPECIAL SPORTS EVENT                                                                             92.7%                                      7.3%
                                                                                                                                                        CHILDREN’S PROGRAMS                                                                              93.0%                                      7.2%
                                                                                                                                                      INFOTAINMENT/LIFESTYLE                                                                             94.2%                                        5.9%
                                                                                                                                                             OTHER PROGRAMS                                                                              95.9%                                         4.2%
                                                                                                                                                            INFORMATION ONLY                                                                             96.0%                                         4.1%
89% OF BROADCAST TV IN AUSTRALIA IS             gathers around the nearest screen for a       to an average of more than 325 million                   NEWS/CURRENT AFFAIRS                                                                              96.3%                                        3.7%
WATCHED LIVE                                    horse-race at 3pm on the first Tuesday of     minutes a week.                                                   SPORTS EVENT                                                                             96.5%                                        3.5%
Nothing can alter the fact that humans          November? In 2017 almost half of the top                                                                                                   Source: OzTAM Metro, Total TV. 0200-2600.
                                                                                                                                                                                           Jan 2017 to Dec 2017 – FTA Networks only
like humanity. Despite the new choices          25 rated programmes were live sporting        ON-DEMAND IS A BOX OF CHOCOLATES
technology brings, we generally prefer          events. Live sport can generate an almost     The myriad of on-demand options means                                                                                                               Live           Playback
watching TV as it is broadcast, sitting on      five-fold increase on the monthly average     today’s TV has almost limitless menus of
our sofas, in the company of others. Live       of 2.5 million devices used to watch BVOD     programmes to consume. But everyone has a
TV fulfils a basic human need to belong.        or live-streaming.                            different diet, depending on their age, gender,                                                                                                                                 TOTAL BROADCAST TV
Social media and the increasing potential                                                     and appetite for genres. Younger audiences                                                                                                                                    VIEWING ON TV SETS, PER
for spoilers only adds greater urgency to       AUSTRALIANS ALL EXPERIENCE TV IN              are the most enthusiastic fans of watching on-                                                                                                                                  PERSON, PER MONTH
our love for live TV. But if you are out and    THEIR OWN WAY                                 demand, older viewers still watch a lot more                                LIVE AND PLAYBACK VIEWING BY DEMOGRAPHIC
about, don’t panic, you can live stream TV on   When live viewing isn’t possible there’s      live. But in general, live TV is still our daily                                                                                                                                 2%
                                                                                                                                                           WOMEN                                                      89.8%                                      10.2%                 9%
virtually any device.                           always playback. Many of us save our          food and on-demand is a box of chocolates.
                                                favourite shows on PVRs and watch them        Together they fulfil our every TV need.                    PPL 25-54                                                    90.4%                                       9.7%
LIFE’S RHYTHM, NOT ALGORITHMS                   on playback when it suits us. This is                                                                    PPL 16-39                                                    90.5%                                       9.6%
There’s a reason that tech companies like       particularly true for drama, where            THE JOY OF MULTI-SCREENING                                GB + CHILD                                                    90.7%                                       9.3%
Facebook and Twitter are turning towards live   overnight audiences increase 22% when         There is an urban myth that because                TOTAL INDIVIDUALS                                                    90.8%                                       9.2%
video. On-demand – awesome and convenient       playback is added.                            everyone is multi-screening, no one sees                  SH + CHILD                                                    90.9%                                       9.2%
though it is – can’t replace live TV because                                                  the ads on TV anymore. While two-thirds                     PPL 0-17                                                    91.4%                                       8.7%                               89%
it can’t replicate what TV does for people;     AUSSIES LOVE THE FLEXIBILITY OF BVOD          of Aussies admit to having multi-screened                       MEN                                                     92.1%                                       8.0%
it can’t understand our viewing needs. The      BVOD services such as Foxtel Now, 9Now,       while watching TV, 90% of them say they can
                                                                                                                                                                     Source: OzTAM Metro, Total TV. 0200-2600.
broadcasters are expert at understanding        7plus and tenplay mean no Australian          still engage with TV while multi-screening.                            Jan 2017 to Dec 2017 – FTA Networks only
                                                                                                                                                                                                                                                                                       Watching Live TV
what programmes we want to watch even if        need ever miss their favourite show           And that makes sense, watching TV with a
we don’t necessarily know ourselves.            because of ill-timed soccer practice. BVOD    connected device in hand has simply made                                                                       Live                      Playback                                        Watching Playback to 7
                                                offers more than catchup content, with        our relationship with TV deeper and more
                                                                                                                                                                                                                                                                                       Watching Playback 8-28
AUSTRALIANS LOVE LIVE SPORT ON TV               archived shows and BVOD originals too,        immediate, enabling us to chat about what
Aussies have a bit of a thing for live          all available anytime, on any device. Small   we’re watching or go online and buy that                                                                                                                                           Source: OzTAM, Australian Video
                                                                                                                                                                                                                                                                                 Viewing Report Quarter 2, 2017
sport; what other country stops and             wonder BVOD viewing soared 42% in 2017,       product we saw advertised, all in real time.
76 million reasons to love TV - MCN
12                                                                                                                                                                   13

Aim wide
Targeting is an important element of marketing, but every
serious piece of research about advertising effectiveness
shows that broad reach is essential to make brands grow.

TV REACHES FAR, WIDE, NEAR                       to target the whole market if they want                  your target market but is a light or potential
AND NARROW                                       to grow, and that mass media is critical                 buyer. Where would automotive brands be if
With connected TV sets, BVOD and                 for marketing success. Sharp argues that                 they only reached people who could buy their
addressable advertising, different TV            focusing on loyal customers is not the best              cars right now and not those who aspire to
commercials can be sent to different             way to grow a brand. We can’t detail it all              in the future? TV’s reach and efficiency helps
households and individuals. Advertisers          here (as much as we’d like to). But if you               make TV advertising even more effective
have always bought against specific TV           want to know more, Sharpe’s How Brands                   by reaching future potential customers,
audiences, but targeting, with the advent of     Grow is widely considered to be the modern               generating fame and word of mouth and
new technology, has gone to the next level,      marketer’s handbook.                                     setting up brands for future growth.
making TV accessible to niche, emerging
and never-been-on-TV-before brands.              ‘WASTAGE’ IS A MISNOMER
                                                 ‘Wastage’ sounds bad when actually it
                                                                                                          01 Today, Nine.
MASS MARKETING, MASSIVE RESULTS                  should be highly valued by advertisers. An ad            02 A Place To Call Home, Showcase.
But never lose sight of the mass power and       may be relevant to someone who is outside                03 The Living Room, Network Ten.
reach of TV advertising. TV can be laser-
                                                                                                                                                           01
targeted and do amazing things in the short
term as well as being a gift that keeps on
giving over time. TV has unique value that                                                                                                                 02   03
comes from mass reach over the long                                               PROFIT EFFECT
term. It creates the kind of fame and word
of mouth that builds the biggest brands.
                                                        TARGET WHOLE MARKET
In ‘Advertising Effectiveness: the Long and
Short of it’, Les Binet and Peter Field – “The
Godfathers of Effectiveness” – showed
that reaching a mass audience is the most             TARGET NEW CUSTOMERS
effective strategy: targeting the whole
market achieves double the profit effects
achieved by focusing on existing customers.      TARGET EXISITING CUSTOMERS

STAY SHARP AND AIM WIDE                                                           0%            5%              10%        15%   20%       25%   30%
Acclaimed marketing scientist Professor
                                                                                   Source: The long and the short of it,
Byron Sharp has shown that brands need                                             Binet & Field, IPA 2013
76 million reasons to love TV - MCN
14                                                                                                                                                                                                                                                                       15

                                                                                                                                                                          OVERALL RETURN BY CATEGORY - TV ROI

The true value of TV                                                                                                                              FINANCE                                                                         $5.30

When it comes to buying media, there’s a big difference between focusing
on cost and effectiveness. Too often the conversation about TV advertising                                                                     E-COMMERCE                  $0.60
begins and ends with the cost of buying airtime. TV’s true value lies in
what the investment pays back versus other media.
                                                                                                                                               AUTOMOTIVE                                                                                                        $8.90

                                                                                                                                                      FMCG                              $1.70

                                                                                                                                                                   Source: Payback Australia Study, Ebiquity 2017

                                                                                                                                                         100%
                                                                                                                                                                                    OVERALL EFFICIENCY: MEDIA
                                                                                                                                               100%                                 CHANNEL ROI INDEXED TO TV
                                                                                                                                                90%
                                                                                                                                                80%
                                                                                                                                                70%
                                                                                                                                                60%                          57%
                                                                                                                                                                                                52%
                                                                                                                                                50%
MANY HAPPY RETURNS                             most efficient channel, Search, which           category worked differently. TV was third
The best measure of marketing success,         indexes to 57% of TV’s efficiency. TV returns   after Search and Radio when it came to           40%
which can be overlooked, is the return         average sales of $1.70 for every dollar         ROI in this category. Perhaps not that                                                                               29%
                                                                                                                                                30%
                                                                                                                                                                                                                                   22%            22%
on investment a brand actually makes           invested within the FMCG category, $8.90        surprising given the businesses modelled         20%                                                                                                             18%
from its media spend. We know this can         for Automotive, $0.60 for E-Commerce and        were online-only.
                                                                                                                                                10%
be tricky and time-consuming to work           $5.30 for every dollar invested in media
out, so ThinkTV commissioned Ebiquity,         within the Finance category.                    But before you write off TV in this category,     0%
                                                                                                                                                            TV            SEARCH              RADIO                 PRINT          OOH          ONLINE        ONLINE
an independent marketing and media                                                             Ebiquity models showed TV played a big
                                                                                                                                                       Source: Payback Australia Study, Ebiquity 2017                                            VIDEO        DISPLAY
consultancy, to do the maths. Ebiquity asked   THE RECKONING                                   role in driving Search traffic for those
21 advertisers with a collective spend of      Ebiquity found that TV delivers almost twice    businesses. “As a major business you cannot
over $500 million in 2016 to provide three     the sales uplift from media spend compared      live on Search alone and TV is the most                                                               AVERAGE
years’ worth of raw sales and campaign         to Search and Radio, and circa five times       effective media to support Search,” was                70%          65%
data to be analysed using econometric          more ROI than Out-of-Home, Online Video         the summary from Richard Basil-Jones,                  60%
                                                                                                                                                                                                  RETENTION RATE
modelling. We called the research Payback      and Online Display media. TV also has the       Managing Director of Ebiquity - Asia Pacific.          50%
Australia. Here’s what it showed.              longest retention rate – the lingering effect
                                                                                                                                                      40%
                                               advertising has on consumer purchasing          HOW TO GROW
                                                                                                                                                      30%                             28%
THE RAW TRUTH                                  behaviour – of all the media. Because TV        So by all means get the calculator out and                                                                23%                22%
TV is the most efficient media channel         advertising keeps working for weeks after       seek cost efficient spend on your media but            20%                                                                                 19%           17%
when indexed across advertisers drawn          the spot airs.                                  don’t neglect to examine how that spend is             10%
from four of the economy’s biggest sectors:                                                    actually growing your business. Time and
                                                                                                                                                      0%
Fast Moving Consumer Goods (FMCG),             TV TURBOCHARGES OTHER MEDIA                     time again, in studies around the globe, TV                           TV              OOH                VIDEO          ONLINE             PRINT         RADIO
Automotive, Finance, and E-Commerce.           Before we get too cocky, we should              comes up trumps as the best medium to                                                                                   DISPLAY
TV is almost twice as efficient as the next    acknowledge that the E-Commerce                 drive brand growth.                                               Source: Payback Australia Study FMCG, Ebiquity 2017
76 million reasons to love TV - MCN
16                                                                                                                                                                                                                                      17

The 3 rules of effective advertising?
Attention. Attention. Attention.
We have seen that platforms such as YouTube and Facebook have attracted
more of our time in recent years. That certainly suggests increasing popularity,
but does that mean these are always the best place for your ads? To find out, we
commissioned Dr Karen Nelson-Field, a Professor of Media Innovation at The
University of Adelaide, to undertake The Benchmark Series study.

                                                  01                                                             02

                                                                                                                                             03

                                                                                                                                                             IN AN AVERAGE AD SECOND, MOBILE DEVICES
                                                                                                                                                               COMMAND ATTENTION ON ANY PLATFORM

                                                                                                                                                                                ATTENTION
                                                                                                                                                                    TV SCREEN        PC     MOBILE     TABLET

Benchmark is an independent, large-          delivered on mobile, with TV (BVOD) still     advertised (so we proved that advertising              TV                   58            39       63         43
scale, in-home study that measures how       king; commanding 1.2 times the attention of   works – hooray!) but that the more attention
                                                                                                                                                  FACEBOOK              -            20       54         -
Australians really engage with video         Facebook and 1.4 times that of YouTube.       paid to the ad for a product the greater the
advertising across different platforms and                                                 sales impact in the online supermarket.                YOUTUBE               -            45       44         -
devices, enabling comparisons to be drawn    Which is all fine and good, but what impact
between TV, Facebook and YouTube on TV       does the level of attention have on sales?    In the world of marketing, attention is king,
sets, computers, tablets and mobiles.                                                      and as it becomes increasingly difficult to                                       SALES IMPACT
                                             Well, once participants had viewed the        capture, attention becomes king-ier than
So let’s cut to the chase: the results       platforms and their attention had been        ever. Yet capture it we must, as it’s attention                          TV SCREEN        PC     MOBILE     TABLET
showed that TV, on a TV set, commands        captured using eye-tracking they visited      that delivers sales.
                                                                                                                                                  TV                   144           153     161        174
almost 1.3 times the attention of YouTube    an online supermarket to choose products
watched on a computer and almost three       they wanted to purchase. The team not only                                                           FACEBOOK              -            118     121         -
                                                                                           01 KITKAT TV Advertisement.
times that of Facebook on a computer. All    found that participants were more likely      02 Scholl TV Advertisement.                            YOUTUBE               -            116     137         -      Source: The Benchmark
platforms showed increased attention when    to choose the products that they had seen     03 Finish TV Advertisement.                                                                                          Series, 2017
76 million reasons to love TV - MCN
18                                                                                                                                                                                                                                                                                                                 19

How to be a prize-winning
attention seeker                                                                                                                                                                               ADS THAT ARE FULLY RENDERED (100% OF PIXELS) GENERATE TWICE
So we know that advertising’s ability to capture attention is                                                                                                                                   THE SALES IMPACT OF THE CURRENT STANDARD (50% OF PIXELS)
critical if it is to generate a sale. But what can advertisers do to
give their video advertisements the best chance of success?
                                                                                                                                                                                                        YOUTUBE                                                     4100
                                                                                                                                                                                                                                                                                        FACEBOOK
                                                                                                                                                                         260
                                                                                                                                                                         240                                                                                        3600

                                                                                                                                                                                                                                             SALES IMPACT (STAS)
                                                                                                                                                 SALES IMPACT (STAS)
                                                                                                                                                                         220                        CURRENT                                                         3100               CURRENT
                                                                                                                                                                                                    STANDARD                                                                           STANDARD
                                                                                                                                                                         200                                                                                        2600
                                                                                                                                                                         180                                                                                        2100
                                                                                                                                                                                100%
                                                                                                                                                                                PIXELS
                                                                                                                                                                         160                                                                                        1600
                                                                                                                                                                                 50%
                                                                                                                                                                                PIXELS
                                                                                                                                                                         140                                                                                        1100
                                                                                                                                                                         120                                                                                         600 100% PIXELS
                                                                                                                                                                                                                                                                         50% PIXELS
                                                                                                                                                                         100                                                                                         100
                                                                                                                                                                                   1 SEC            2 SEC           5 SEC     10 SEC                                        1 SEC      2 SEC      5 SEC   10 SEC
                                                                                                                                                                               Source: The Benchmark Series, 2017

                                                                                                                                                                                                                PROPORTION OF INVENTORY DELIVERED AT DEFINED
                                                                                                                                                                                                                      VIEWING LENGTHS AND PIXEL LOADS

                                                                                                                                                                                                                                                                   FACEBOOK            YOUTUBE             TV

                                                                                                                                           01                          ONLINE VIDEO STANDARD                         50% PIXELS & 2 SECS                             56%                 78%              100%

                                                                                                                                                                       10 SEC STANDARD                               50% PIXELS & 10 SECS                            30%                 59%              100%
BRANDING SHOULD BE LARGE, OFTEN                SO THAT’S THE CREATIVE LESSON BUT               of the screen. Because if you can’t see the
AND EARLY                                      WHAT ABOUT MEDIA CHOICE?                        ad, it won’t generate a sale – we know, we                              100% PIXEL STANDARD                           100% PIXELS & 10 SECS                           21%                 48%              100%
It turns out that the size, frequency and      Simples. Ask the following:                     know, amazing right?
timing of your brand’s appearance in an ad     • How much of the ad can the consumer see                                                                              10 SEC & 100% STANDARD                        100% PIXELS & 10 SECS                            4%                 30%              100%
correlates to attention and sales impact.         on the screen?                               Professor Nelson-Field hit the nail on
                                               • How long is the ad seen by the consumer?     the head at ReThinkTV 2017: “Coverage                                   TV STANDARD                                   100% PIXELS & 30 SECS                            0%                  6%              100%
Ads that produce greater sales impact:            (Actual viewing time, no bots, no scroll).   is always maxed on TV across almost all
                                                                                                                                                            Source: The Benchmark Series, 2017
1. Show the brand at twice the size of        • What proportion of the screen does the       devices, and until other platforms take that
    poorly-performing ads,                        ad cover?                                    position, TV is the top of the tree in terms of
2. Show the brand almost twice as often and                                                   attention, cut-through and sales.”
3. Are 25% more likely to display the brand   The big lesson from the Benchmark Series?
    within the first two seconds.              Aim for 100% of your ad playing on 100%         01 Kona TV Advertisement.
20                                                                                                                                                                                                                                         21

Get with the programmes                                                                                                                                                                   ADS THAT PRODUCED
                                                                                                                                                                                        GREATER SALES IMPACT...
From sponsorship to contextual advertising, the opportunities for
brands to get closer to TV content have never been greater. Whether
                                                                                                                                                                                                           % UPLIFT (GOOD VS POOR)
it’s aligning your brand with the perfect programme, integrating your
product into the action of a show, or signing TV talent to act as your                                                                                           Showed brand at twice the size
brand ambassador, the prospects are delicious.                                                                                                                                                                       100%
                                                                                                                                                                 (brand prominence)

                                                                                                                                                                 Showed the brand almost twice as
                                                                                                                                                                                                                     96%
                                                                                                                                                                 often (brand frequency)

                                                                                                                                                                 Showed the brand within the first 2
                                                                                                                                                                                                                     25%
                                                                                                                                                                 seconds (brand entry timing)

      Believe in better.                                                                                                                                       Source: The Benchmark Series, 2017

                                                                                                                                                                                          EMOTIONAL REACTIONS
                                                                                                                                                                                            TO ADVERTISING
                                                                                                                                                                                   Ads that generate high emotion response
 01                                                                   02
                                                                                                                                                                                           have greater sale impact

                                                                                                                                                                                         WEAK             STRONG              DIFFERENCE
TURBO CHARGE ATTENTION AND SALES                bright colours on the palette of content      resonate with their audiences. And research

                                                                                                                                                                                                                             16%
THROUGH BRAND INTEGRATION                       partnerships for advertisers.                 from the Benchmark Series shows that they
AdLand has always known that integrating                                                      are right on the money. TV ads that generate
brand messages into appropriate TV              I GET SO EMOTIONAL, EVERY TIME                a strong emotional reaction – irrespective
content, and sponsoring shows, provides         I WATCH TV                                    of whether or not the reaction is positive or
a brand with long-term, sustained equity        We know that TV is the complete story-        negative – attract 16% more attention than
impacts. And yet so often advertisers           telling medium, capturing viewers’ hearts     ads which elicit weak reactions.                  ATTENTION                                  50                58
overlook integration in the media mix in        and minds and bringing them back week
favour of “spots and dots” because they         after week. TV affords brands the time and    When your ad sits within highly engaging
carry a lower cost per thousand (CPM).          space to create a beginning, middle and       content your audience’s emotions will be                                                   WEAK             STRONG              DIFFERENCE
The Benchmark Series found that brands          end, build tension and resolution, triumph    heightened, creating greater attention. And

                                                                                                                                                                                                                             30%
enjoyed a sales uplift when they integrated     or loss – and the ads are shown against       if we know one thing from Benchmark, we
their brands into TV’s fabulous content. It’s   premium quality content. Combine the          know that attention translates into sales:
like the icing on the cake isn’t it?            power of story-telling with mass reach and    ads that generate a strong emotional
                                                you have the perfect context for your brand   response get a 30% greater sales impact
Be it sponsorship, advertiser-funded            to build valuable equity and grow.            than ads that generate a weak response.
programming, advertorials, interactive                                                                                                        SALES IMPACT                                 128               167
content, competitions and promotions,           TV advertisers have learned a thing or two                                                    Source: The Benchmark Series, 2017

televised branded events, product               about high quality content too – it’s why     01 A2 Milk Company TV Advertisement.
placement, or licensing, there are many         they spend so much time crafting ads that     02 Aldi TV Advertisement.
22                                                                                                                                   23

Case study: How a digital property
app used TV to drive performance
It was a case of delivering real results when Australia’s best property
app partnered with Australia’s leading real estate reality format.

Domain has had huge success in partnering       checked the progress of each renovation,        “At Domain, we track and measure
with The Block since 2015, and 2017 was no      judging the rooms based on the key selling      everything we do and what makes
different.                                      criterion; did the room cater to the needs of   The Block such a strong channel
                                                the Elsternwick buyer.                          for us is that the activity within
In 2017 Domain was focussed on driving                                                          the show translated directly to
their credibility as an expert in order to      Additional Domain experts were also             business outcomes.
increase app downloads and memberships,         integrated at relevant moments in the
core business metrics for the brand.            series. ‘Domain Doctors’, Data Scientist,       The show integration delivered
                                                Dr Nicola Powell and Economist, Dr Andrew       spikes in new app users every time
BRINGING REAL ESTATE EXPERTISE                  Wilson armed the Blockheads with insights       The Block was on.”
TO RENOVATIONS                                  about the Melbourne property market,
As with any good TV format, The Block is        specifically Elsternwick, to prepare them for   Melina Cruickshank
about great characters; the ones that we        the mammoth task ahead, and attended the        Chief Editorial and Marketing
love, hate, laugh at and learn from. In 2017,   open for inspections to help the contestants    Officer, Domain
we worked with Domain to bring their own        get the highest reserve for their properties.
character to our screens, week in, week
out; a true expert that would demonstrate       OUTSTANDING RESULTS
that when it comes to Real Estate, Domain       With The Block reaching 15.75M Australians
knows best.                                     across the series, Domain was able to
                                                promote their expert suburb knowledge to
Throughout the series we integrated Alice       Australians across the country. As a result
Stolz, Domain National Managing Editor,         they saw a +43% increase in new app users
seamlessly into The Block. She featured         and +20,000 new members to Domain while
with Scotty Cam and Shelley Craft as they       The Block was on air.
24                                                                                                                              25

Case study: Heinz, the
one for Footy
Heinz showed footy fans how they’re the perfect match
on and off the field with key integration pieces into AFL
narrated by world-class presenters.

TOMATO SAUCE OR KETCHUP?                        RECORD RESULTS                               “The “Upgrade to Heinz” campaign
Do you know the difference? Over 70% of         These integration pieces achieved mass       was a major milestone for the
Aussies did not know if there was a product     reach with Seven’s AFL broadcast reaching    Heinz brand. The task was
difference between the two. Ketchup is          over 7.5m Australians. Supported by          clear: achieve impact, reach
packed full of tomatoes that make it thick      shared sponsor billboards and airtime,       and resonance. Working closely
and we all know thicker is tastier. So Heinz    before being propelled further afield as     with 7Sport, we married iconic
needed to clear up any confusion and            they were extended to Seven social and all   Seven presenters with an iconic
encourage Aussies to upgrade to Heinz;          Heinz digital assets. The campaign kicked    household brand creating content
by showing them that “Thicker is Tastier”.      some major goals exceeding overall sales     that kicked major goals.”
Spark Foundry, knowing there’s nothing more     expectations for Heinz ketchup by 23% –
Australian than Footy; and only one ketchup     clearly the audience understood that Heinz   Mughees Abid
that can complement footy foods, found Heinz    Ketchup is better, thicker & tastier.        Marketing Director Heinz
the perfect and most contextually relevant                                                   The Kraft Heinz Company
match with integration into AFL broadcast.      GRAND FINAL DAY
                                                Seeing what AFL integration could do for
UPGRADING LOCAL FOOTY                           ketchup; Heinz took their baked beans
Heinz surprised local footy clubs by            into Grand Final day with the ultimate
upgrading their ranks with AFL legends and      integration piece; helping power Seven’s
Channel 7 presenters Cameron Ling, Katie        commentary team to get them through
Brennan, Nick Riewolt and Brian Taylor          a long day. With it being Brian Taylor’s
making a special appearance for match day       first Grand Final match call, we saw
to give their advice, support and motivation.   him nervously practice for the big event,
This helped grab the attention of fans from     bringing comedy to the kitchen where
the grassroots up. Heinz provided the fuel to   Hamish McLachlan struggled to make his
these integration pieces as everyone involved   morning jaffle with Heinz baked beans and
came together to enjoy a post-match snack.      Lingy proving he had it all in hand!
26                                                                                                                                      27

Case study: Rexona – helping
you thrive under pressure
Rexona wanted to re-connect with their male target audience after
a four year break from sports advertising and reaffirm its long-time
positioning: “It won’t let you down”.

REINVIGORATE THE MALE                         with ten athletes, including Johnathan    throughs), connecting Rexona with the
SPORTING AUDIENCE                             Thurston, Patrick Dangerfield and Scott   LIVE audience in real time.
After tapping into a core passion point,      McLaughlin. 18 x 60” content pieces and
sport, Rexona needed a reinvigorated          three x 30” TVC’s were produced, with     Great reach was delivered for Rexona placing
message to drive the male sporting            insights into each athlete and how they   the brand at the heart of the LIVE sporting
audience to purchase.                         perform under pressure.                   conversation. This was MCN’s largest ever
                                                                                        cross-channel, cross-platform content
Brand insights demonstrated Rexona’s          The content was played during LIVE        series that saw 7.59m fans exposed to the
association with sport was about elite        broadcast, and saw high impact and        Rexona Pressure Series.
athlete’s performance. This resulted in       targeted placements across major FOX
‘pressure’ within sport becoming the centre   SPORTS digital and social channels.       THE RESULTS
of the brief. Rexona showed how athletes                                                • Rexona Sport is now the number one
are able to thrive under pressure, to reach   HIGH PRESSURE MOMENTS                        selling deodorant in Australia (MAT
the target audience during LIVE sport.        FOX SPORTS was able to place Rexona          26/2/2017)
                                              messaging at precise moments when         • Rexona regained baseline sales growth
CROSS-CODE CONTENT                            pressure was building in LIVE sport          during the campaign (Qtr 9/10/16 - 8/1/17)
A cross-code talent campaign was created      broadcast, (using reactive VIZ pull-      • 14m views on FOX SPORTS digital assets.
28                                                                                                                                29

Case study: Holden and Australian
Survivor partner for success
In 2017, Holden returned as a key partner of Australian Survivor, leveraging the
power of television to drive awareness and sales for the Holden Trailblazer.

The 12 week partnership extended across        content series – achieving 554,000 views      “Australian Survivor was a perfect
multiple platforms, including broadcast,       in 2017.                                      catalyst to drive awareness of the
online, social media and dealership events.                                                  Holden Trailblazer by utilising
                                               CONSUMER PROMOTION                            partnership IP and talent in a
FIRST LOOK BILLBOARDS                          Australian Survivor viewers had the chance    contextually relevant environment.
In the lead up to the series launch,           to win the Holden Trailblazer by collecting   It also allowed us to connect
Holden received a number of ‘First Look’       code words featured in episodes and           with the audience via a dedicated
billboards, where viewers were given a         entering via tenplay.                         CRM program which helped
sneak-peek look at the new season, with                                                      drive the partnership ROI and
thanks to Holden.                              RESULTS                                       effectiveness.”
                                               Following season 2 of Australian Survivor,
OUTSTANDING INTEGRATION                        Network Ten conducted a research study to     Nancy Del Monaco
The highlight of the Holden partnership was    determine the results of the sponsorship.     Senior Marketing Manager -
when a brand new Trailblazer was shipped                                                     Media, Brand and Partnerships,
from Australia to Samoa to become the          Holden was correctly identified as the car    GM Holden
most exciting integrated reward of season 2.   brand sponsoring Australian Survivor by
The integration was featured on Network        38% of viewers, and 44% of Australian
Ten’s Gogglebox and The Project.               Survivor enthusiasts, those who watched
                                               regularly or never missed an episode.
TAILORED COMMERCIAL CONTENT
Network Ten created a series of 30” TVCs       When asked what brands they consider
for Holden, amplifying key features of the     when looking to purchase or recommend a
vehicle and featuring series 1 Australian      mid-sized SUV, 35% of Australian Survivor
Survivor runner-up, Lee Carseldine.            enthusiasts selected a Holden Trailblazer.

TENPLAY EXTENSION                              The research results were supported by
Sponsorship included homepage takeovers        Holden’s record sales of the Trailblazer
and display media, as well as integration of   and the significant increase in brand
the Trailblazer within Australian Survivor’s   engagement overall, including a 636%
online content series, Jury Villa – one of     increase in website traffic and 411%
Network Ten’s most successful online           increase in website engagement.
30                                                                                                                                                    31

What makes BVOD so special?
Broadcaster Video-On-Demand (BVOD) gives us greater choice. It
provides a suite of advanced advertising solutions spanning interactivity,
personalisation, targeting and programmatic opportunities.

 01                                                       02

                                                                                                                                            03

BVOD IS PROFESSIONALLY-                        and have the time to watch your ads – and     chocolates. It has highly engaged viewers
PRODUCED CONTENT                               indeed expect to see them.                    catching up on their favourite shows and       04   05
Not all video is equal, different types of                                                   watching premium box sets and movies.
video appear along a quality spectrum and      BVOD IS ALMOST ALWAYS PLAYED
knowing what content your ad is placed         FULL-SCREEN                                   The different BVOD offerings provide a suite
next to is crucial for both effectiveness      All BVOD players default to full-screen on    of advanced advertising solutions spanning
and brand safety. Right at the high quality,   tablets, mobiles, TVs and on over-the-top     interactivity, personalisation, audience,
trusted end of the spectrum are the            players such as Apple TV as soon as the       genre and interest group targeting, as well
Broadcaster VOD (BVOD) services. And that      play button is pressed – collectively that    as programmatic opportunities. The rise
is great news for advertisers.                 accounts for over 80% of BVOD viewing. On     of live streaming and the rapid growth of
                                               computer-based browsers, which account        connected TVs are both factors that are
BVOD IS THE MOST BRAND-SAFE                    for less than 20% of viewing, BVOD players    helping to make addressable TV a reality.
FORM OF VOD                                    default to a large proportion of the screen
Your brand won’t be rubbing shoulders          and many viewers make one click to trigger
with inappropriate content in the world of     the player to play full-screen.
BVOD; nor will you be accidentally funding     				                                          01 Picnic At Hanging Rock, Showcase.
activities you wouldn’t want your brand to     HIGHLY ENGAGED VIEWERS, HIGHLY                02 Suits, Universal.
                                                                                             03 Nine News Melbourne, Nine.
fund. And in BVOD, people are choosing to      ADVANCED AD SOLUTIONS                         04 Shark Tank, Network Ten.
watch a TV programme, so they are relaxed      BVOD is an indulgent treat, a box of          05 House Rules, Seven Network.
32                                                                                                                                                        33

Measuring video
Advertisers need independent, objective and accountable data to meaningfully
understand viewer behaviour and evaluate media performance. In a world
where trust and transparency are increasingly rare, Australian TV has for
almost two decades enjoyed a world class audience measurement system.
OzTAM – Australia’s official source of TV ratings for the five mainland metro
markets and nationally for subscription television – offers gold standard
measurement methodology and third-party verification.

THE TV PANEL SAMPLE IS                           population, that makes Australia the world’s   Radio Association (ASTRA) have observer
REPRESENTATIVE OF THE POPULATION                 largest per capita people-metered market.      status at OzTAM board meetings.
OzTAM panel homes are recruited via a
continual establishment survey involving         VIEWING IS ONLY COUNTED WHEN                   TV MEASUREMENT IS CONSTANTLY
                                                                                                                                                01
tens of thousands of interviews each year.       THE TV SOUND IS ON AND PLAYED AT               IMPROVING
Every residential household in OzTAM’s           NORMAL SPEED                                   The number of homes in OzTAM’s panel has
coverage area has a chance to be chosen          OzTAM uses sophisticated audio matching        progressively expanded and in 2016 OzTAM        02   03
for interview. Recruitment is managed            technologies (think ‘Shazam’ on steroids) to   introduced Australia’s first official figures
to ensure the panel reflects the overall         accurately register viewing by all household   for viewing of internet-delivered TV content
population and the panel’s characteristics       members and guests to all broadcast            in its Video Player Measurement (VPM)
are continually monitored against external       channels in each of OzTAM’s coverage           Report. VPM is capable of reporting on any
benchmarks such as Australian Bureau of          areas. If the sound is off those minutes are   online video service, including subscription
Statistics. Panel homes are anonymous and        not counted in the ratings data as a view.     video-on-demand and free streaming
household members are left alone as much                                                        services. Unlike broadcast TV ratings,
as possible, so as not to influence their        TV MEASUREMENT IS TRANSPARENT,                 which rely on audio matching, VPM relies
viewing activity.                                ACCOUNTABLE AND AUDITED                        on technical implementation by each video
                                                 OzTAM retains an independent technical         provider. As their implementation progress
AUSTRALIA IS THE WORLD’S LARGEST                 auditor and broadcast ratings data is          and data is validated by OzTAM, more online
PER CAPITA PEOPLE-METERED MARKET                 independently collected and produced           viewing data will be released to the market.
OzTAM and its regional counterpart,              by external research supplier, Nielsen,
Regional TAM, comprise nearly 8,500 panel        on OzTAM’s behalf. The ABC, SBS, Media
homes and together capture the actual            Federation of Australia (MFA), Australian
                                                                                                01 Love It Or List It, Lifestyle.
viewing of more than 15,000 people daily.        Association of National Advertisers (AANA)     02 Family Food Fight, Nine.
In terms of panel size relative to the overall   and Australian Subscription Television &       03 Better Homes And Gardens, Seven Network.
34                                                                                                                                                          35

TV advertisers can have it all
                         01                                                                 02

THE CONNECTED TV IS THE                          From inventive content partnerships and            and BVOD, with a 100% audience delivery
ENTERTAINMENT HEART OF                           new creative formats to the new use of             guarantee.
TODAY’S HOME                                     TV technology and data-led solutions,
In addition to watching TV, Australians use      advertisers have a host of opportunities         • Seven has begun the scaled launch of live
their TV sets to play games, watch BVOD,         available to them.                                  “Addressable TV” in Australia, allowing
browse the web, access social media                                                                  advertising partners to dynamically insert
and SVOD services. The rise and rise of          All of ThinkTV’s shareholders have been             targeted video commercials on its live
connected TVs – about 50% of us will have        busy on this one, and there is much more            streaming and video-on-demand content.
them by Christmas 2018 – means advertisers       to come, but here’s a snapshot of what’s
                                                                                                                                                  03
have even more ways to reach consumers.          happened so far.                                 • Network Ten’s data and sales partnership
                                                                                                     with MCN provides opportunities in
TV GIVES ADVERTISERS THE BEST OF                 • Multi Channel Network (MCN) is developing        advanced audience targeting, automation      04   05
BOTH WORLDS                                         the data management solution SIA with            and trading delivered through Landmark,
On page 12, we talked about TV’s ability to         the world’s largest privately held software      and the new SIA data management
reach far, wide, near and narrow. While one         company, SAS. SIA will ultimately provide        solution.
of TV’s strengths is its ability to reach vast      advertisers with a single consumer view
numbers of people faster than any other             across linear TV and all digital platforms,   Much more is planned for technology, data
medium, TV is also investing heavily in             enabling advertisers and marketers to         and systems automation across the whole
technology and data that makes it easier to         intelligently connect a brand’s ad to the     TV landscape in 2018. Stay Tuned.
find the audience you want.                         right consumers, on the right screen.

BROADCASTERS ARE INVESTING IN                    • Nine has launched 9Galaxy, offering           01 The Voice, Nine.
THE FUTURE                                          marketers and agencies far greater            02 Slime Cup, Nickelodeon.
                                                                                                  03 800 Words, Seven Network.
MCN, Nine, Seven and Ten now provide                certainty on their TV campaigns by            04 Studio 10, Network Ten.
suites of advanced advertising solutions.           automating buying and selling of TV           05 Married At First Sight, Nine.
36

Talk to us

 01                                                                   02

Hopefully you are now brimming with facts,     And we’re always happy to come along and         We also want to acknowledge Thinkbox for
figures and a burning fire in your belly to    talk to advertiser and agency teams. After       inspiration and a little bit of copying as we
find out more about how TV can grow your       all, ThinkTV is here to help you get the         have re-purposed some content from their
brand and your business. If any of the stats   best out of today’s TV experience, which         booklet entitled “234 million views”.
in this booklet have sparked your interest,    includes providing the latest facts about
tickled your fancy or got you wondering, you   TV’s effectiveness and examples of brands        We also wish to thank our shareholders
can call us on 02 8016 9360, email us on       that have reaped the rewards of investing in     Multi Channel Network (MCN)/Foxtel, Nine,
contact@thinktv.com.au, or visit our website   TV. We can present on anything TV related;       Seven Network and Network Ten.
at thinktv.com.au.                             from attention to viewability, which is almost
                                               A to Z isn’t it?
The ThinkTV website is a treasure trove
of useful resources and killer charts you      ACKNOWLEDGEMENTS
can pinch at your leisure for that urgent      We are indebted to our research partners
presentation. And it has much more on the      and friends who provide the industry with
                                                                                                01 Sunrise, Seven Network.
nuts and bolts of the Benchmark Series and     a plethora of insights and are dedicated to      02 Blind Date, Network Ten.
                                                                                                                                                     03
Payback Australia studies.                     proving what works in advertising.               03 Gogglebox Australia, Lifestyle and Network Ten.
With thanks to:

ThinkTV Shareholders

                       WANT TO KNOW MORE?

Partners                      Call us on 02 8016 9360
                       Email us on contact@thinktv.com.au
                        Visit our website at thinktv.com.au
© THINKTV 2018
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