Category : TV Advertising

Netflix reaches 2.63 million Australians

If you haven’t heard of Netflix you must be behind the times… it’s the latest subscription video on demand service that is finding its way into Australian homes.

The latest Roy Morgan research revealed that Netflix is now in over 1-in-10 homes reaching 2.63 million Australians.

Originally formed in the US, Netflix and its Australian rival Stan are becoming an entertainment of choice around the country. Since March this year, the Netflix subscription service alone has gained over 100,000 home subscriptions every month and looks to continue this rapid growth.

So what does Netflix mean for advertisers? Currently there is no advertising on Netflix and earlier this year Netflix CEO Reed Hastings was quoted as saying the service would never rely on advertising to pay the bills.

It seems that the popularity of the service is highly aligned with the fact that there is no advertising. After testing some advertising that related to program content only there was a wave of online criticism at the service, and many users turned to social media with threats of boycotting the service if they introduced advertising. So did Netflix learn their lesson? It seems that no advertising has been introduced since and Netflix fans have been left happy but only time will tell.

So will Netflix take over the world? I don’t think so. Australian consumers still turn to Free-to-air TV as their main source of entertainment. With popular programs like the News, Reality TV and multitudes of new TV series we will always rely on Free-to-air TV for something… and it’s free!

TV and Social Media

The best thing that has happened to TV is the second screen… ipads, mobiles and laptops. TV is now interactive and will continue to develop in this area.

Social media gives Television a new lease on life, viewers can now participate in the program they are watching via voting and online discussions. Television stations are now incorporating social media into their programming, allowing live relays of fans tweets and online posts to appear live on screen during a broadcast.

Social TV is massive for the next generation.  Currently, 40% of all tweets are about prime time TV shows. This is because TV viewers are multi-tasking and socialising while watching TV shows.

Some of the most popular second screen activities for TV viewers is to use social forums while watching TV to discuss the shows they are watching.

Social media has also become vital in promoting TV shows. The majority of all Prime Time TV shows now have their own social media page and online streaming available. Allowing viewers to never miss an episode, and keeping viewers interested in the show by revealing teasers, learning about the cast members, competitions and more.

Nielsen are now measuring Twitter TV ratings to see what TV shows are being talked about the most online. In 2013 the American Series Breaking Bad averaged 521,000 tweets per episode.

We can only expect TV & Social Media to get bigger and better!

 

 

Why should I advertise on TV?

2013 has seen a change in the way marketers advertise, many choosing to spend more of their budget on online than ever before. While online has definitely proved itself as a new must in your media mix that cannot be left out, it isn’t time to stop advertising on TV and most likely never will be… here’s why.

TV is still the primary media for watching video content. The average time spent watching TV a month per person is over 90 hours, compared to only 9 hours online. During prime time viewing an average person consumes 38 minutes of TV commercials, that’s approximately 114 commercials each night.

TV is massive for the next generation, in 2013 40% of all tweets were in relation to prime time TV shows, and research shows that watching TV while performing other online tasks such as reading emails, using social media, browsing the net or even watching another show or video at the same time are increasingly popular activities.

If we look at some of the top rating shows of this year you can’t deny that TV has a massive audience reach that no other platform can compare to. An episode of The Voice on Channel 9 attracted a massive 3.3 million viewers Australia wide and the AFL grand final on Seven attracted 3.2 million viewers, that is impressive!

So, we know TV viewing remains consistent but there are big changes to the way we are consuming TV.  Some of the key influencers are:

  • More time spend watching time shifted viewing and play back services
  • TV shows or snippets being watched on YouTube
  • Unofficial downloads of TV shows & movies
  • More free to air channels available
  • Combined TV and internet viewing activities

This means you need to work a lot harder to confidently plan a TV campaign, and marketers often need to spend more to maintain reach levels, making it even more important than ever before to employ an agency to strategically plan your advertising buy.

At QA we constantly monitor consumer trends and keep on top of what is happening in the Australian market. We work hard to ensure your advertising will break through to your audience by ensuring all of your advertising whether it be TV, Online, Radio, Outdoor or Press work together to get you the results you want.

We hope you enjoy reading the Queensland Advertising blog. For more information please visit our full website www.qadvertising.com.au

To see how we can help you, contact us today.


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