Mumbrellacast: Tim Worner talks, plus Fairfax’s final results and Foxtel’s 4K future

Great podcast, again.

Using ‘learnings’ as a noun is a trigger word for me, but that aside, could someone clarify for me whether the ads that run in Home and Away on Plus are the same that run when it first screens? (I’m not keen to watch Home and Away once let alone twice to find out.)

If they are different, then it’s a separate product, so why should I care what the catch-up numbers are as part of the overall audience? They’re just fluff – are the demo’s different? I don’t care if several million people watch it on socials, discuss it in playgrounds, re-enact it with puppets…places where my ads aren’t running. If the numbers are there to justify advertising as a separate channel, well that’s a different story. But you can’t have it both ways. It’s no value to know that Home and Away was watched by seven million people in thirty days if my TVCs were seen by only 200,000.

What matters is the number of people that are seeing my ads that I’m paying for – not some inflated sales pitch figure that’s comparable to the good old days of Bobby and Pippa.

These were my key learnings.

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