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

TV networks and channels

Markets

Metro

5 cities: Sydney, Melbourne, Brisbane, Adelaide, Perth

Regional

Aggregate (collection)

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Sub-markets then Minor Markets

Solus Markets (Other)

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Subscription (nationally)

utilises diary surveys

Module 4: Transparency

OzTAM audience measurement process

  1. Household recruited
  1. TVs monitored and recored: Who, time/date, TV on, TV audio playing
  1. Data collected by Unitam meter and uploaded
  1. 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

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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

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One-to-a-market TV rule

Can only own ones TV license per area 100%

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Number of voices rule

Prevents media acquisitions resulting in fewer than five media operators

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Regulated under the Commercial Television Industry Code of Practic with ACMA (Australian Communications and Media Authority)

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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

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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