Australia’s ThinkTV Reveals “Total TV” Metrics for Ad Spending


SYDNEY: The Australian television body ThinkTV has provided, for the first time ever, a figure that captures all the ad revenue spent by advertisers and their agencies on commercial TV.

The Total TV metric includes metropolitan and regional revenues from commercial broadcasters, including three of ThinkTV’s four founding members: Nine Network, Seven Network and Network Ten. It also includes national advertising revenues from two new participants: Multi Channel Network/Foxtel and SBS. The Total TV figure also includes participants’ long-form AVOD revenues.

Under the new metric, the Total TV market for the July-December 2016 period declined 2.72 percent to A$2.23 billion ($1.7 billion). AVOD revenue, while still a small part of overall revenue, grew by 48 percent to A$38.1 million ($29.3 million).

Kim Portrate, chief executive of ThinkTV, commented: “The new Total TV metric is further proof of the industry’s commitment to work collaboratively to provide advertisers and their agencies with a clear view of advertising revenue in the TV sector. It shows a willingness to communicate transparently and clearly with clients and customers to ensure they have the information they need to get the very best out of today’s TV, which is multiplatform, anywhere and anytime.”

Portrate added: “ThinkTV was formed in 2016 to help advertisers and their agencies get the very best of today’s multiplatform TV.

“We have come together through an unprecedented collaboration between free-to-air and subscription TV and we are delighted that all commercial TV operators, including SBS, have provided their data to allow us to reflect the true scale of advertising on TV.

“Today’s TV is multiplatform, everywhere, anytime and retains unbeatable reach and scale. TV’s premium content makes it the most brand-safe environment for advertisers, its independent third-party ratings system is the gold-standard for audience measurement and repeated studies show that TV delivers a better return-on-investment for brands than any other media.”