MFA Notes
Television Landscape
Planning
Buying
Factors Influencing Costs
Evaluation/Measurement/Reporting
BVOD
FTA
*Linear Viewing*
BVOD - Live streaming (via a connected device)
Recorded or playback viewing (via a television device)
A program is recorded at the time it is
broadcast and viewed another time, i.e., time shift viewing
In-home linear viewing
Foxtel recording
Definition
Devices used
Types
TV watched online is BVOD (also known as Catch up TV). BVOD is Broadcaster Video on Demand.
over an internet enabled or connected device i.e., set-top box, personal
computer, mobile device or connected TV
Live streaming
On demand
Drivers of BVOD growth
Accessibility: More devices connected to internet at better internet standards
Cross promotions across linear and BVOD promoting both
New cross platform measurements (VOZ, Virtual Oz) promoting growth
Overseas licensing flexility as everything is international with less control
Production: new area so networks produce own content as no alternative
TV Strengths
TV brings people together
Socially integrated
Watch with people
Part of culture: Can share/talk with others
Reach
Most mainstream media
avg. 2 hours per day
program: 1 million people per night
Trusted advertising platform
norm to watch ads on TV which provides benefits
Safe Platform
Traditional and reviewed
Locally produced is popular across FTA
TV Evolution
Summary
Current
Future
Simultaneous TV and use of the Internet on another device.
Multitasking on various devices
Personalisation meeting individual's requirements and preferences.
Addressable TV advertising is the ability to show different ads to different households while they are watching the same program.
Definitions
Multi-channel
Networks additional channels
Analogue
Non digital
OzTAM
Metro and Subscription
VPM (Video Player Measurement)
BVOD (online) min-by-min report by all devices
Consolidated 28-day rating
Previous 28 days
Driving ROI
Efficient channel across FMCG (Fast-Moving
Consumer Goods), Automotive, Finance and E-commerce
Greatest retention rate and lingering effect on consumer purchasing behaviour
Strongest medium to drive brand growth
Modlue 2: Who, what and where
General stats
Daily 15 million watch Linear TV 62%
weekly 20 million watch Linear TV 83%
BVOD 40% TV viewing
Audiences
PPL 40+ have 75% and watch linear
PPL -40 25% with mixed devices
How they watch
6.5 internet enabled devices at home
Viewing times
90% live, 9% 7 days prior
Seaonality
Monthly
Winter has more viewing due to weather
Weekly
Sunday to Wednesday peak
Daily
6-10pm peak
What they watch
Genres
Sport, drama, reality, Documentary,Comedy, News
Module 3: TV is everywhere
Networks and channels
Markets
Metro
5 cities: Sydney, Melbourne, Brisbane, Adelaide, Perth
Regional
Aggregate (collection)
Sub-markets then Minor Markets
Solus Markets (Other)
Subscription (nationally)
utilises diary surveys
Module 4: Transparency
OzTAM audience measurement process
- Household recruited
- TVs monitored and recored: Who, time/date, TV on, TV audio playing
- Data collected by Unitam meter and uploaded
- Results available in morning at 2am
Pannel size
Metro 5.2k, Regional 3.2k and National 2.2k
Recording details
Only records play time at normal speed and not the shows entire playtime
OzTAM Data sets
Overnight/ as live
Consolidated 7 (overnight included)
Consolidated 28 (all previous included)
Data types
1/4 hour: bought on
Min-by-min (MxM)
Industry tools
VPM
BVOD recording
MxM recording
Participating broadcasters are ABC, Seven, Nine, Ten, SBS and Foxtel.
No audience data collected only views and devices
Daily rolling 7-day and 28-day BVOD/catch-up reports
Recording process: ID's encoded by broadcaster, plays broadcaster's video, Collects data, Delivers online
Modlue 5: Brand safe
Media wonership and reach rules
Broadcasting service act 1992 and ammended in 2017
Rules
Two-to-a-market radio rule
Must be more than two owners in market
Prevents more than two commercial radio licenses in the same license area
One-to-a-market TV rule
Can only own ones TV license per area 100%
Number of voices rule
Prevents media acquisitions resulting in fewer than five media operators
Regulated under the Commercial Television Industry Code of Practic with ACMA (Australian Communications and Media Authority)
Content Regulation
Children’s programming
Austrlian Content
Primary channel: run 55% of Australian programming between 6am and midnight
Multi-channels: run at least 1,460 hours of Australian programming
combined total of at least 260 hours of C and 130 hours of P within children’s time periods
Advertising (non-program matter)
Main Channels
Multi-Channels
Anti-siphoning of sport
List of sporting events determined available to public
Rights for subscription if FTA has +50% right to broadcast
Classifactions
C (Children)
G (General)
PG (Parental Guidance recommended)
M (Material for mature audiences)
MA15+ (Material only suitable for persons aged 15 years or over)
School days - 7.30pm to 6.00am; 12 noon to 3.00pm
Weekends, public holidays and school holidays - 7.30pm to 6.00am
8.30pm to 5.00am
*Films start an hour later
Clear Ads
Aprroval needed for FTA
Provides number and takes two days
Valid for 2 years
Alcohol =M
ABC and SBS
ABC doesn't run ads
SBS
Has own codes
No more than 5 mins per hours
Subscription
ASTRA
Needs: copy of Audio/Visual/Storyboard, Claims made, Final commercial
Module 6: Learning the lingo
Pg 48 onwards