Think TV lays out ‘the facts’ around video consumption as industry awaits re-release of PwC’s My Screen Report

As the industry awaits the re-release of the thus far bungled PwC and Facebook My Screen report, TV lobbying body Think TV has come out swinging, armed with what it says are the actual facts about how Australian consumers are engaging with video content.

The My Screen report – commissioned by Facebook to provide marketers with “a balanced and independent view of the video market” – has been pulled from circulation after questions mounted over its use of Nielsen data, and whether it actually presented a single source of truth on how and where people are spending their time consuming content.

Portrate: Let’s debate the facts

The report’s author Ben Shepherd has since defended the report’s integrity – contending it was upfront about the limitations around the data sets it used, and explaining its failure to include any Connected TV data when talking about broadcast video on demand (BVOD) consumption.

Nielsen too is refusing to take the blame for the fallout, issuing a statement yesterday implying the wrong data has been used, and noting it is retrospectively working with PwC on getting the report fixed ahead of its re-release.

And now the body which advocates for television’s effectiveness as a marketing tool, and pushes its reach and impact, Think TV, has weighed in, saying it’s time to talk about the facts.

CEO Kim Portrate sent a note out to media saying the debate should not be, and is not, about the PwC My Screen report.

“This is a debate about how effective Facebook video advertising is as a platform for marketers,” she said.

“There is no question that every medium and platform has a role to play in the media mix, but it’s time to start talking about the facts that drive effective business outcomes,” she added.

She then, apparently in contrast to the My Screen report, laid out the ‘facts’.

“As already established this week, data shows Facebook’s desktop video has an audience of 4.547 million. There may be upwards of 17 million reading text content on the platform but there is a considerably smaller percentage of people watching video.

“According to OzTAM Data, TV reaches more people in a single day than Facebook desktop video does in a month. (Source: OzTAM Metro 5 Cap, Feb ‘19, 0200-2559, Total People, Total TV); RegTAM Regional, Combined Agg Markets, Feb ‘19, 0200-2559, Total People, Total TV).”

Armed with more figures, Portrate laid out the next fact: advertising is better if you can see it.

“Advertising on TV and BVOD is 100% viewable.

Less than 1% of Facebook video advertising is watched in full when TV’s 100% pixels and 30 second norms are applied,” she contended.

Portrate also added that advertising delivered on an actual television delivers twice the sales impact as Facebook on mobile, and that consumers forget Facebook video advertising in just six days.

“TV advertising plays full screen with the sound on. Basic stuff. It doesn’t struggle with competing on-screen editorial and there won’t be a problem with the consumer scrolling past your ad in their newsfeed.”


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.