TV ad revenue recovers 0.5% in second half 2020
Industry body ThinkTV has released new data that shows that TV advertising recorded a 0.5% increase in revenue for the six months to 30 December 2020, while BVOD increased 52.7% for the same period.
For the 12 months to December 2020, the TV market recorded $3.45 billion in advertising revenue, down 10.7% compared to the 12 months to December 2019. For the same period, Broadcaster Video on Demand (BVOD) saw an increase of 40%.
Faced with difficult trading and economic conditions for the first half of FY2021, the total TV market – which includes metropolitan free-to-air, regional free-to-air, subscription TV and BVOD – recorded combined revenue growth of 0.5% compared to the same period the year prior.
ThinkTV CEO Kim Portrate said the effect of the pandemic was most felt in the September quarter, before the market finished the calendar year on a more promising note. “Despite COVID-led market volatility, TV has, and continues to, play a pivotal role in communicating brand messages at scale driving business results in both the short and the long term for advertisers,” she said.
Source: ThinkTV
Growing consumption of content across BVOD platforms 7Plus, 9Now, 10 Play, Kayo and Foxtel Now has been matched by continued revenue increases with BVOD up 52.7% for the six months to 31 December 2020.
“BVOD revenue is performing exceptionally, in line with incredible audience growth” said Portrate. “Post COVID, the medium has established a new baseline for viewership with more than 1.6 million hours of BVOD content being consumed every week with more and more Australians – advertisers and consumers alike – embracing the platform.”
Got a tip?
Olivia Kruimel is the managing editor at Mumbrella. She has more than 15 years of experience in journalism, communications and marketing. Her journalism career began at Fairfax Media (now part of Nine) and includes various B2B publications such as B&T, Travel Today and ALB. As a marketer Olivia has worked for Standard Chartered and various global law firms.
Linkedin