Yes, the State of Origin is worth the eye-watering TV premiums
PHD Australia’s group trading director Sasko Bosilkovski digs into the data to discover if the State of Origin is worth your advertising dollar.
Few other sporting events capture and divide our nation like the State of Origin.
For all the passion and excitement that comes with following the sporting event, we assess the less glamorous factor that plays a pivotal role in shaping the State of Origin – the audience numbers, and ask, are the TV cost premiums worth it?
As long as you dont get placed post match in the last ad-break at 10.38pm after paying full-whack for a spot…….”but it ran within the broadcast”
Does the CPM still look competitive if you separate the audience for in-play spots and pre-match/halftime/post-match?
Given the vast majority of in-play spots are taken up by sponsors (plus maybe a couple of big fish willing to pay waaaayyy over the odds) your spots and dots client is paying a premium to appear at a time when people are way less engaged or aren’t even watching at all.
Which is, of course, why the post analysis audience delivery is based on the exact time the ad ran and the media agency can negotiate appropriate compensation. Media 101.
@Pid – I probably didn’t explain myself properly, of course it’s media 101 but the article is spruiking the SOO as a rolled gold way to reach a large and engaged audience. The reality is that just as often you’ll be chasing makegoods for the next 3 months that will end up running in junk on the digi channels.
Kicks off in a couple of days, not weeks. Also non sponsors still access AFL and Tennis Final(s)
Glad you mentioned it because I think it’s poor form to write an article about sport and try present insights when the sport part of the article is all wrong. Sport is a unique business and should be treated accordingly.
Well done Sasko