TV Tops Revenue Charts for First Time

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Wednesday, 21 March 2012

TV Tops Revenue Charts for First Time

Television is now New Zealand’s largest medium by ad revenue. Figures released today by the Advertising Standards Authority (ASA) show that advertisers spent $618 million on television airtime in 2011, an increase of $11 million from 2010. Television accounted for 28.4% of total spending across all media in 2011.

Television now tops the charts for the first time, moving newspapers into second place with revenue of $582 million, compared with $627 million in 2010. The biggest winner last year was digital and interactive advertising which rose $71 million to $328 million.

“The growth in television revenue is tied to the medium’s ongoing ability to grow audience numbers”, says Rob Hoar, General Manager of television industry body ThinkTV. According to TV rating research agency Nielsen, New Zealanders spent more time than ever watching television in 2011. Over three million New Zealanders now watch television every day, with each person watching on average three hours and 22 minutes a day.

Television’s growth also reflects New Zealand advertisers’ renewed confidence in the medium and the role that it plays in the modern marketing communications mix. “Advertisers are using television to efficiently reach and engage a large audience and then drive that audience through other, increasingly digital, media channels direct to point of sale”, says Rob Hoar. “Television becomes the starting point for a brand’s deeper digital engagement with its consumers.”

This trend is echoed globally with Delloite, an international accounting and business consultancy, stating in their annual review of media and technology that “in today’s world, TV is the medium around which all others revolve”.

ENDS

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