Television is a comfortable medium for advertisers. In the first half of 2017, the total Australian television market amassed $2.17 billion in ad revenue. ThinkTV figures released in February showed that despite the medium’s total revenues declining 0.7 per cent compared to the previous six months, some free-to-air and broadcast video on demand markets improved substantially.
Combining television’s attractiveness with newspapers has shown to improve advertising efficiencies, also adding reach and frequency to campaigns. Fourteen per cent of readers are strong newspaper readers but not strong consumers of TV – these readers provide additional reach for TV advertisers while 41 per cent of readers are strong newspaper readers who are also strong consumers of TV – these readers provide additional frequency. Fifty-five per cent of the 12.4 million newspaper readers are highly engaged, providing extra value for TV advertisers.