• Insights
    • Articles
      • Audience Development
      • Content Strategy
      • Digital Publishing
      • Monetization
      • SEO
      • Digital Platforms & Tools
    • Top Tools & Reviews
    • Opinion
  • Education
    • Publisher SEO Course
  • Solutions
    • SEO for Publishers
    • Content Strategy Services
    • Brand Partner Solutions
  • Community
    • Slack Channel
    • Office Hours
    • Newsletter
    • Podcast
  • About
    • About Us
    • Contact Us
    • Editorial Policy
sodp logo
Search
Close this search box.
    SODP logo
    Login
    • Insights
      • Podcast
      • Articles
        • Audience Development
        • Content Strategy
        • Digital Publishing
        • Monetization
        • SEO
        • Digital Platforms & Tools
      • Top Tools & Reviews
        • Articles
        • Top Tools & Reviews
        • Opinion
        • Audience Development
        • Content Strategy
        • Digital Publishing
        • Monetization
        • SEO
        • Digital Platforms & Tools
    • Education
      • Publisher SEO Course
        • Publisher SEO Course New
    • Solutions
      • SEO for Publishers
      • Content Strategy Services
      • Brand Partner Solutions
        • SEO For Publishers
        • Content Strategy Support
        • Brand Partner Solutions
    • Community
      • Slack Channel
      • Office Hours
      • Newsletter
        • Slack Channel
        • Office Hours
        • Newsletter
        • Podcasts
    • About
      • About Us
      • Contact Us
      • Editorial Policy
        • About Us
        • Contact Us
        • Editorial Policy
    placeholder
    State of Digital Publishing Logo

    Home ▸ Monetization ▸ Australia TV Advertising Insights: Key Trends During an Unprecedented 18 Months

    Australia TV Advertising Insights: Key Trends During an Unprecedented 18 Months

    SODP Staff
    August 24, 2021
    Fact checked by Vahe Arabian
    Vahe Arabian

    Founder and Editor in Chief of State of Digital Publishing. My vision is to provide digital publishing and media professionals a platform to collaborate and promote their efforts, my passion is to uncover talent and… Read more

    Edited by Vahe Arabian
    Vahe Arabian

    Founder and Editor in Chief of State of Digital Publishing. My vision is to provide digital publishing and media professionals a platform to collaborate and promote their efforts, my passion is to uncover talent and…Read more

    australia tv insights
    The global pandemic has propelled the TV industry to evolve faster in a year than it has over the past few decades. As a medium, TV now spans multiple platforms and screens, all while targeting and measurement capabilities have progressed to allow advertisers to achieve the ultimate combination of reaching and engaging with the right audience.
    Advertisers must be agile enough to “meet” their audiences exactly where, how and when they watch TV, increasing, including streaming. For example, 82% of viewers watch streaming services in Australia, accounting for a nearly 20% increase between 2019 and 2020 alone.
    To find out which cross-platform TV buy elements are working best for Australian TV advertisers during the ongoing pandemic, TVSquared used its global, always-on analytics platform to analyse response, audience and cost data from the past 18 months—accounting for millions of spots and nearly $100 million in ad spend.
    Always-on TV analytics enable campaigns to be managed in real-time and continually optimised for the best results. The findings below represent an aggregated view of advertisers airing across Australian TV networks. All insights are represented against the overall average for performance and cost per response (CPR).
    Time of Day:

    Daytime consistently won out when it came to both cost-effectiveness and driving performance, while unexpectedly, Prime, traditionally the highest-rated time of day, didn’t quite deliver on advertiser expectations.

    High: Daytime
    • Response Rate +58%
    • Cost-Effective CPRs: +50%
    Low: Prime
    • Response Rate -30%
    • Cost-Effective CPRs: -87%
    Day-of-Week:
    While Sunday was the most purchased day among the analysed advertisers, it also proved to have the lowest response rate and be the least cost-effective. Therefore, understanding performance by day of the week can inform campaign optimisations and changes to buy schedules.
    • Highest Response Rate: Monday +15%
    • Lowest Response Rate: Sunday -22%
    • Most Cost-Effective CPR: Saturday +12%
    • Least Cost-Effective CPR: Sunday -22%
    • Most Purchased Day of Week: Sunday
    Spot Length:
    On average, advertisers ran five different creatives per TV campaign. Always-on creative performance uncovers the top-performing creatives and informs optimisations to spot length, messaging and targeting. 15-second spots won out over the traditional 30-second spots, with a 60% higher response rate and a 54% more cost-effective CPR than the 30s, while 45s were the least effective and efficient of any spot length.
    • Highest Response Rate: 15-second spots +34%
    • Lowest Response Rate: 45-second spots -66%
    • Most Cost-Effective CPR: 15-second spots +24%
    • Least Cost-Effective CPR: 45-second spots -200%+
    PubTech
    Get all the collaboration features of Google Docs in WordPress
    Editor's Picks
    Google News SEO

    Google News SEO Guide

    mobile video consumption

    Mobile Video Consumption Tech Trends

    What Is a Content Creator

    What Is A Content Creator?

    Related Posts

    • Podcast global ads
      Global podcast advertising trends
    • video streaming
      Live/Streaming Video Trends
    • Kerel Cooper new
      2021 Email Monetization Trends With Kerel Cooper
    • 2023 Publisher SEO Trends - Splice media workshop
      2023 Publisher SEO Trends - Splice media workshop

    Subscribe to receive a recap of our top stories in digital media.

    SODP logo

    State of Digital Publishing is creating a new publication and community for digital media and publishing professionals, in new media and technology.

    • About us
    • Contact us
    • Editorial policy
    • Privacy policy
    • Sitemap
    • Newsletter
    • Publisher SEO course
    • Become a member
    • Slack community
    • SEO for publishers
    • Content strategy support
    • Partner with us
    • Podcast
    • SEO Office Hours
    • Editorial Office Hours
    Facebook Twitter Slack Linkedin

    STATE OF DIGITAL PUBLISHING – COPYRIGHT 2023

    News SEO

    Success Factors

    Stay ahead of the pack! These 60 SEO action items will help you unlock the massive potential of Google News traffic.

    News SEO

    Success Factors

    Stay ahead of the pack! These 60 SEO action items will help you unlock the massive potential of Google News traffic.