Mumbo Report: Why we hate Telstra’s ErnCorp – and the most watched ad of the week
In today’s Mumbo Report from Studio 33:
We reveal the most played ads of the week and we shoot down another Telstra turkey.
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With the support of:
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large. He returned to Mumbrella as Publisher in January 2025
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the telstra ad a turkey? well it may not be clever, but i think you are slightly missing the point of dodgy humour here tim. lol hardly a call for turkey i think
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Hi Tim
Just a small point – its Xtreme Information, not Extreme….we are waaaay too extreme to spell our names correctly.
Any chance you could give me a shout at some point?
Love your work
Mungo
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How about some qualification on the ‘Most Played’ commercials.
Most played on which stations and what markets?
Wally
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Hi Wally,
We don’t mention it every edition, but it’s most played across all free to air, based on the number of spots, not relative audience sizes, as calculated by Xtreme Information, who do the monitoring.
Cheers,
Tim – Mumbrella
Hi Wally,
Xtreme uses computers to detect new commercials and track when, where and how often they run. For this report we monitor the 5 metro TV markets free-to-air channels (Sydney, Melbourne, Brisbane, Adelaide and Perth.) and provide Mumbrella with the top 5.
This is therefore a top played list and not a list of the campaigns with the biggest advertising spend – we can do that too!
If you want to see this spot level detail or would like anymore information about our services please give myself or Mungo a call. 02 9956 6888.
Cheers,
Hugh
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A bit rich for a pom like you to be calling Aussies in Aussie commercials stupid because of their accent. You don’t sound like you went to Oxford yourself.
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Fair point Greg, Except I didn’t actually make any reference to accents.
If you’re talking about the Telstra ad (and I suspect you are, as you’re posting your comment from an IP address previosuly used on this site by Telstra staff), it’s not the accents that make the characters stupid. It’s their stupidity.
Cheers,
Tim – Mumbrella
I too loathe the Ern ads, but the worst this week HAS to be the vomit-inducing Nescafe “togetherness” ad. Ugh.
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Guys, if you’re commenting on your own ads use a proxy, c’mon!
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Ernco is hardly a turkey. Very strong brand association, very campaignable and for my money two likable characters. The only thing I’d say against it is that it is yet another ad that shows white middle aged men to be stupid. I am totally over this racist, ageist and genderist stereotyping.
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@Tim and Hugh.
So it is not in fact a list of most played TV ad on all free to air TV or in the whole of Australia. More accurately it is a list of the most played ads in metro TV areas which reach around 64% of total Australian TV audience. The other 36% are watching Regional FTA TV.
chrs
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Tim probably best you change the title to “Most played ads of the week on Australian mainstream free-to-air television channels in the 5 metropolitan markets of Sydney, Melbourne, Adelaide, Brisbane and Perth from Xtreme Information.”
C’mon Gezza, this is a fun report. If you want something more detailed give us a call.
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Big fan of Mad Men… looking forward to Mr Weiner next time…
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