The free-to-air (FTA) TV advertising marketing market is projected to stagnate over the next five years. The latest results from professional services company PricewaterhouseCoopers (PwC) puts the dollar expectation at the same as it was in 2014.
In 2014 the FTA ad market was at $3,835 million. For the next five years PwC sees the market both growing and dropping between one and two per cent to eventually end up in 2019 at exactly the same as 2014, $3,835 million.
In the overall ad dollars share in the various sectors in Australia, FTA TV still makes up one of the largest segments, with 22.4 per cent share.
While we have a plethora of devices available to us to watch TV on, the TV set is still the dominant stature for watching anything video, a fact much research supports.
In the subscription TV space, the annual report showed Foxtel’s reshuffle of its pricing options – dropping the price for the basic package down to $25 – paid off. The report stated this move helped Foxtel hold its own when video streaming on demand (SVOD) services Netflix and Stan barged into the picture.
Ad dollars has generally made up only a very small portion of subscription TV revenue, however Foxtel’s CEO Richard Freudenstein predicts this will change.
Per the report, the subscription TV consumer spend is projected to increase from $2,616 million in 2014 to $2,935 million in 2019.
The ad dollars associated with subscription TV are expected to go from $543 million in 2014 to $746 million in 2019, giving the subscription market a 4.4 per cent share in the total ad spend in Australian sectors.
In terms of the SVOD market, PwC questioned whether all players in the market will survive, however there is no indication which ones are projected to cark it.
The report said it could be argued Presto, the streaming arm of Foxtel, is “well-placed to take advantage of rights that are already sewn up through Foxtel”. And Netflix and FetchTV’s agreement – which sees the SVOD giant able to stream its content through the FetchTV set top box – has helped bring in a number of subscribers.
“The current landscape has been likened to the music streaming market, which has been whittle down to just a few main offerings,” said the report.
“We expect a similar outcome in the SVOD space within the forecast period.”
In terms of filmed entertainment, cinema advertising is expected to increase by $19 million by 2019, up from $96m in 2014 to $115m in 2019.
The spend makes up 0.7 per cent of the total ad spend in Australia in all sectors.
While those going to the cinema was still relatively healthy at 78.6 million in 2014, the report noted the cinema audience continues to decline.
However, the release of Jurassic World this past week has seen cinema consumer spend explode, with The Verge reporting the fourth installation of the Jurassic Park series has earned around half a billion dollars (US) in the first weekend of its opening.
Wild Turkey and Creative Director Matthew McConaughey, in partnership with Eleven, unveil a new Wild Turkey With Thanks initiative. The integrated campaign is shining a light on Australian Local Legends who have stood with conviction supporting their environment and communities throughout the crises of 2020. Wild Turkey’s With Thanks is a global, annual platform, wherein […]
AIA Australia has announced that it is now the official life, health and wellbeing partner to the AFL’s St Kilda Football Club. According to the company, the new partnership will provide club members with learnings, tools, and strategies that they can use to lead healthier lifestyles. Members will at the same time receive access to […]
Small to medium sized businesses will now be able to advertise on TikTok through SaaS solutions provider AppsVillage (ASX:APV). APV will allow SMBs to create and manage campaigns on TikTok in under three minutes using its AI software and advertising management platform JARVIS. The partnership makes the most of TikTok’s self-service advertising offering which launched […]
To keep pace with their transformative technology, Advanced Navigation turned to DOUBLESTAR CO for art direction, 3D modelling and design help that would capture the value proposition and offering of Advanced Navigation: AIR, LAND, SEA & SUB-SEA for their upcoming campaign “Accurate positioning in the most demanding conditions”. Advanced Navigation’s Head of Marketing Romain Pare […]
Junkee Studio, oOh!media’s creative and social agency division, is capitalising on another successful year by announcing the promotion of Tom Pitney to Strategy Director. Pitney will now drive the direction of Junkee’s in-house creative and strategy team, which produces bespoke content solutions for brands to help them tell and share their stories across their owned […]
Cricket Australia’s (CA) interim CEO Nick Hockley (main photo) has slammed broadcaster Seven for talking “our wonderful game down”. In a blistering attack on its broadcast partner, Cricket Australia lashed Seven for its ongoing legal stoush as it attempted to exit its four-year deal with the sport. As reported on B&T today, Seven West Media […]
Road safety meets a time-honoured Christmas tradition with the launch today of the Transport Accident Commission’s ‘Spend it Wisely’ advent calendar initiative, developed in close partnership with Melbourne-based creative agency TABOO. The digital advent calendar provides 25 days of road safety tips, plus offers and discounts to businesses throughout the holiday season, to help Victorians […]
PepsiCo Australia and New Zealand has announced the appointment of Vandita Pandey to the newly created role of Chief Marketing Officer for both snacks and beverages. Pandey comes from Frito-Lay (a PepsiCo company) in the United States where she has spent the last 11 years in roles that span across marketing, corporate strategy, insights and […]