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  • Madison Taylor


oOh! media Extends Partnership for Australian Open Content

oOh!media has signed a multi-year OOH deal for the Australian Open, extending their partnership with Tennis Australia. During the tournament oOh!media will deliver live scores, fan content, and tournament highlights.

This presents an opportunity for brands to integrate commercial messages across oOh!media’s inventory during the Australian Open. Tennis Australia’s chief commercial office Cedric Cornelis said this “…presents an innovative opportunity to connect with Tennis fans and new audiences at scale”.

Neil Ackland, oOhmedia’s chief content, marketing, and creative office said, “For advertisers this represents a unique opportunity to integrate their brands with this content in an innovative way. This multi-year agreement with Tennis Australia further delivers on oOh!’s purpose to make public spaces better while leading out of home to a digital first future,”.

Campaign of the week

Australian actor Dacre Montgomery stars in a new Politix campaign as their brand ambassador. The campaign is exploring what holds men back from being themselves. It aims to highlight the importance of not simply showing a hyper-masculine side, but embracing all aspects of being a man. The campaign focuses on private conversations between Dacre and himself.

Megan Voss, head of marketing at Politix, said: “This season we are excited to continue the conversation about Modern Masculinity. The Spring/Summer Gentle Man campaign is an exciting evolution of this discussion, that playfully shows that a man is more than one dimensional, inviting men to show more of the man they are.”

Consumer Confidence

The ANZ-Roy Morgan Consumer Confidence index was up 2.2pts to 79.8 this week. This is 6.2pts below the same week a year ago but 1.6pts above the 2023 weekly average (78.2). Despite this increase, it has now spent a record of 29 weeks in a row below 80.

On a state-based level, Consumer Confidence was up in New South Wales, Victoria, and Western Australia, but down slightly in Queensland and South Australia.

Madeline Dunk, ANZ Economist, said, “ANZ-Roy Morgan Consumer Confidence rose 2.2pts last week to reach its highest level since late April. While the series remains at very low levels, particularly for those paying off a mortgage, there are some early signs of tempered optimism amongst households. Confidence for mortgage holders rose 4.1pts to record its highest reading in more than seven months. Meanwhile confidence increased 4.7pts for renters, after a sharp fall the week beforehand, but declined 2.3pts among those who own their home outright. In welcome news, inflation expectations also fell to 4.9% – the lowest reading since February 2022 before Russia invaded Ukraine.”.

Consumer Outlooks

Buying intentions are unchanged this week with 19% of Australians saying now is a ‘good time to buy’ major household items. However, the majority 53% (unchanged), say now is a ‘bad time to buy’.

20% (down 1ppt) of Australians believe their families are “better off” financially than this time last year. Whereas, the majority, 52% (down 3ppts) say their families are “worse off” financially.

TV Landscape

The week commencing 18th September saw Network 7 take out the top share with 38.7%, Network 9 was closely behind with 36.3% and Network 10 coming in third with 16.1% (Metro 5CAP, Total People).

With the AFL Finals in full swing, Network 7 had a great week that was, just taking out majority share over Network 9. Friday night saw Collingwood scrape through into the Grand Final by 1 point against GWS Giants. The nail-biting game brought in 1.0 million total people metro viewers. Saturday night’s game which saw the Brisbane Lions comfortably beat Carlton produced almost exact numbers as the game the night prior. With the Grand Final between Collingwood and Brisbane Lions set for Saturday 30th September, it will be sure to bolster the network’s share for the upcoming week.

A healthy start to the week with The Block allowed for Network 9 to take second place for network share. Bringing in 630k total people metro for Monday night, the episode saw the commencement of the all-important kitchen week with a side serving of drama and truth bombs amongst the contestants. Over the week that was, The Block pulled in an average of 662k total people metro viewers, making it the top weekly entertainment program but still resulting in a -1.5% decrease WoW. With season 19 of The Block reaching its halfway point, it will be interesting to see which entertainment program will take its throne once the season wraps up.

Monday 18th September on Network 10 saw the official return of Neighbours. The first episode back saw a two-year time jump and a wedding, both common occurrences for the series. It’s return to screens around Australia was underwhelming with only 122k total people metro viewers tuning in, coming in 30th for top programming for the night. The Neighbours Finale that aired back on the 28th of July 2022 saw 978k total people metro viewers watching, resulting in a -87.5% audience decrease between the Finale and Return.

Source: eTam Top 50 Programming and Share to Selected, Total People, Overnight Data, Metro + Subscription Panel, 18.09-24.09.2023.

BVOD Audiences

In the week that was WC 18th September, 919.9 million minutes of BVOD content was consumed, reaching 5.5 million people nationally.

Network 9 took out 4 of the top 10 program spots with The Block. Network 7 had 5 programs placed in the top 10, with RFDS (Season 2, Episode 6), The Voice (Season 12, Episode 15) and My Kitchen Rules (Season 13, Episode 7, 8 & 9).

In comparison to STLY, there was -2.8% decrease in Total BVOD VOD minutes consumed, as well as a 19.1% decrease in people reached nationally.

Source: OzTAM, Rolling 7 Report, 18.09-24.09.2023.

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