Study: Aussies Find TV Ads “Devious” & “Annoying”, While Addressable Ones Could Be The Answer
A new study has given a ray of hope to the free-to-air TV networks’ futures, suggesting that the arrival of addressable TV will become a rich vein of ad bucks for the broadcasters.
The study, by Roy Morgan Research, found that addressable TV will give the likes of Seven, Nine and Ten the ability to target advertising at finely segmented audiences.
On a less fortunate note, the study also found that a vast majority of Australians remain “sceptical” about the ads they see on TV.
Seventy-five per cent of respondents agreed that “some TV advertising is devious” and a further 67.6 per cent aid “nearly all TV advertising annoys me”.
The key, the study found, for commercial TV channels looking to maximise their advertising revenues is understanding what their audiences want to watch and then providing the correct content to engage with their audiences.
Over 90 per cent of Australians aged 14-plus watch TV in an average week equivalent to over 18.5 million potential consumers.
Of this massive audience over 16.5 million (81.8 per cent) watch commercial TV on an average day while a further 6.4 million (31.8 per cent) watch pay TV/SVOD in an average week. Clearly there is a large degree of crossover in these audiences although already there are those who only watch one or the other, the study noted.
The study also analysed different generations views of TV and how they interacted with it. Unsurprisingly, over 65 per cent of Zs watched TV while surfing the net, while respondents aged 70-plus agreed they always watch TV news to “keep me up to date”.
Commenting on the study’s findings, Roy Morgan CEO Michele Levine said: “In recent years the rise of the internet at the expense of more traditional advertising mediums has often been accepted as a fait accompli. However, new technologies such as addressable TV give traditional media the ability to fight back and retain, and even grow, their shares of the advertising pie.
“Contrasting attitudes towards TV news are a prime example. TV news has been a staple of TV channels for decades, however the very different views younger and older generations have towards TV news mean the early evening news bulletins could soon be a thing of the past.
“While large majorities of Baby Boomers (75.3 per cent) and Pre-Boomers (88.4 per cent) ‘Always watch the news on TV to keep me up-to-date’ only a third of Millennials (33.5%) and just over a quarter of Gen Z (27.2 per cent) are avid consumers of TV news.
“The different priorities younger and older generations have when watching the TV are highlighted when further research reveals nearly two-thirds of Gen Z (65.2 per cent) and two-fifths of Millennials (60.1 per cent) ‘like to surf the net while watching TV.’ This is in stark contrast to the older generations as only 18.4 per cent of Baby Boomers and eight per cent of Pre-Boomers surf while watching TV.
“Clearly the priority and attention older Australians give to the TV when watching isn’t shared by their younger peers who are content to have the TV on in the background while consuming content via the Internet whether on their laptop, their smartphone, or both.
“These choices clearly have a significant impact on the effectiveness of advertising and underline the importance for content providers of understanding consumer preferences in a world undergoing rapid change.
“Only Roy Morgan which conducts over 50,000 in-depth face-to-face interviews each year with Australians in their own homes can deliver an understanding of Australians of all shapes and sizes segmented by any demographic or attitude deemed important to gaining the edge on the competition,” Levine said.
Latest News
TV Ratings (18/04/2024): I’m A Celebrity Wins Prime Time And Key Demos
Aussie viewers can be a harsh lot at times. Only days after Ellie Cole bled her heart out, she has been sent packing.
Effie&co Launches New ConnectAsia Division To Help Aussie Brands Market To Asian Consumers Overseas & At Home
Not provided is advice on using chopsticks and not spilling ramen down your shirt.
Cashrewards Sets Out Stall For New CMO
Thinking of applying for the Cashrewards CMO gig? Here are some insider tips that, yes, are tantamount to cheating.
‘I Ask For The TV Industry To Stand Up And Defend Itself’ – Seven Boss James Warburton Steps Down
The Seven supremo heads for the exits after five years. Here's hoping the Spotlight team organised the farewell bash.
Poh! Jamie! Adriano! Paramount ANZ reveals its tasty plans for this year’s MasterChef
It's your fan's guide to this year's MasterChef! Although no tips on how to pronounce crudités or use a un fait-tout.
Dentsu’s iProspect Partners With MOOD Tea Ahead Of May Campaign Launch
We love a Mood Tea here at B&T. Although we do store old screws and nails in the International Roast caterer's tin.
Opinion: When Culture Starts Eating Itself: Navigating The Age Of Self-eating Nostalgia
Born boss David Coupland asks is adland going through a nostalgia period? But please, no repeats of Best Of Red Faces.
Who’s Going To Cannes?! The TikTok Young Lions Winners!
It's Aussie adland's next gen! They're off to Cannes with high hopes of bringing back a Lion & a foot-long Toblerone.
Adobe Launches Express Mobile App With Firefly AI
Want to be the coolest kid at Friday staff drinks but forgot your retro Nikes? This new Adobe wizardry may do the trick.
ThinkNewsBrands & IMAA Extend News Publishing Education In Brisbane
Industry duo takes its publishing roadshow to Brisbane. Was disappointed no male attendees were wearing walk socks.
B&T Chats With Wavemaker’s Provocative Pioneers On Their Cross-Pacific Sojourn
B&T TV heads to Wavemaker's Sydney digs to interview two staffers from its New York & LA digs. If that makes sense?
HoMie & Champion Launch “Give One. Get One” Campaign Supporting Youth Homelessness Via Town Square
Much like the fête's prized chutney wears a blue winners sash, so too should this top initiative from HoMie & Champion.
Thinkerbell Takes Us Back To Summer In Latest Work For XXXX
This beer ad wants to take you back to summer! Just minus any chance of a shark attack on your morning bus commute.
Cannes Lions Unveils 2024 Programme Featuring Queen Latifah, Jay Shetty & P&G’s Mark Pritchard
Are you one of the lucky ducks heading to Cannes in June? Check out the headliner acts you'll be queueing hours to see.
Scroll Media Recruits Costa Panagos From Twitch
Costa Panagos set to bring South American flair to the Scroll offices. Assuming that he is, indeed, South American.
Year13, Microsoft & KPMG Australia Launch AI Course For Gen Zs
Born around the 2000s? Need to amp up your AI creds? This guide's for you (although it's not really that age specific).
General Motors Snares Heath Walker From Scania
Do you rage about oversized American cars on our roads? You need to bail up Heath Walker at parties & industry events.
VML Launches New “Envoyage” Brand For Flight Centre
VML unveils new brand for travel operator Flight Centre. Alas, no sign of those paid actors pretending to be pilots.
Subaru Places Media Account Up For Review
Subaru puts media up for review, as adland journos get set for mandatory "agency drives off with..." headline.
TV Ratings (17/04/2024): Contestants Faced With Harsh Realities As Alone Australia Heats Up (Or Cools Down)
Alone still doing the business for SBS. Overly long train journeys not doing the business, but they persist anyway.
Ben Fordham Loses Number One Spot As Ray Hadley Celebrates 156th Ratings Win
The radio numbers are in! Discover who's off for a boozy lunch today & who's waiting for the dreaded HR death knock.
Gourmet Ice Cream Brand Connoisseur Launches New “Thrill Your Senses” Iteration, Via SICKDOGWOLFMAN
Rattling the old "truth in advertising" adage comes this ice-cream spot full of noticeably thin people.
Paramount’s Global Sales Boss: ‘Australia’s Converged Model Is A Blueprint For How I’d Like All Of Our Markets To Be’
Paramount's global sales boss gives local sales ops the thumbs up. Didn't weigh-in on the Lisa Wilkinson debacle.
TikTok Starts Testing Its Instagram Rival In Australia
In exciting news for piano playing cats & brattish pranks in shopping centres, TikTok unveils its Insta rival plans.
Man Wrongly Named By Seven As Bondi Killer Hires Lawyers
Struggling to save for a house deposit? Why not get wrongly identified by Sunrise!
Smartsheet Appoints Indie Agency Sandbox Media To Its Media Account
Can't stand your colleagues? Like to dob them in when they miss a deadline? These work management platforms are ideal.
Boss Not Letting You Come To Cannes In Cairns? Use This Business Case To Convince Them!
Stingy boss won't spring for a ticket to Cairns? Add this to your persuasive argument repertoire. Or grovel.
Alt/shift/ Brisbane Builds Portfolio With Ausbuild Creative, PR, Content & Social Account Win
The Brisbane comms/PR agency lands constructor Ausbuild. Also hoping for a discount on its new glass conservatory.
Young Guns Versus The Old Guard: Who Adds More Value to Our Industry?
Cannes In Cairns poking this hornet's nest in a lively debate. Just so long as the oldies can get up the stairs.
70% Of Aussies Don’t Have Green Power Plans ENGIE Says In Major Brand Campaign Via HERO
Are you the notorious "light leaver on-er" in your flatshare? Quell any infighting with this green energy news.
PrettyGood Launches Offering Brand & Media Solutions For Australasian SMEs
B&T applauds the charitable nature of this new agency. Although we'd hate to see it impact any Chrissie present sends.
A Blunt End: Dolphins Medicinal Cannabis Sponsorship At Risk
Yes, it's another NRL drug story. Yet, thankfully it doesn't involve coke in Kuta during the off-season.
Slew Of New Creative Hires At Leo Burnett Australia
Ahhh, all black! The outfit of choice for agency creatives, David Jones staff and everyone in Melbourne.
Under Armour Unveils Local “Live in UA” Campaign
American apparel brand set for yet another tilt at the Aussie market, as Nike declares "we'll see about that".
Pepsi Launches New Look, Refreshing Classic Fashion Staples Via Special PR
Are you always the bridesmaid, never the bride, as the old saying goes? How do you think Pepsi feels?
Pure Blonde Returns To A Place Purer Than Yours In New Campaign Via The Monkeys
B&T's always been a huge fan of the 'drink yourself thinner' diet plan. So big thanks to Pure blonde, vodka & tequila.