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  • George Bentley

THE WEEK THAT WAS - W/C 20TH FEB

MEDIA UPDATE OF THE WEEK


BINGE Launches Advertising:

Foxtel has announced, following success for Kayo Sports and Foxtel Go, that BINGE (currently with 1.4 million subscribers) will now be accepting advertising on their “Basic” tier subscription. In line with the Netflix model, advertising will be kept to a minimum to maintain the quality of the viewing experience, with brands being capped at a frequency of 1 per hour, per user. As a result, Foxtel are being bullish with their prediction that their solus breaks will increase ad recall by 34%.


CEO Mark Frain states "The prospect of appealing to an engaged, scalable audience from day one is an incredible opportunity for brands. And in terms of viewer experience- BINGE will still have one of the lightest ad loads in the market thanks to our strict duration and frequency caps.”

Adverts will be introduced on 30th March.


Meta introduces Paid Subscription for Account Verification Badge:

Across Instagram and Facebook, Meta are launching a verified account badge, available on a paid subscription model. This badge will show that accounts have been verified with official government ID and that the account owner is real. The subscription is being sold for A$19.99 on web, A$24.99 on iOS and Android. NZ$23.99 on web, NZ$29.99 on iOS and Android. In addition to the verification, the authenticated account users will also have access to exclusive features such as stickers and free stars to show support for other creators.


Meta have announced this and state: “Long term, we want to build a subscription offering that’s valuable to everyone, including creators, businesses, and our community at large. As part of this vision, we are evolving the meaning of the verified badge so we can expand access to verification and more people can trust the accounts they interact with are authentic.”



CONSUMER CONFIDENCE


AANZ-Roy Morgan Consumer Confidence dropped 5.5pts to 78.1 this week after the RBA increased official interest rates to the highest rate since October 2012, up +0.25% to 3.35%. This was the largest weekly drop in Consumer Confidence following an RBA meeting since a drop of 6.6pts after the RBA increased interest rates by +0.5% in early June. Consumer Confidence is now a significant 25.1pts below the same week a year ago, and 6.8pts below the 2023 weekly average of 84.9.


Driving this week’s decline in Consumer Confidence was increasing concern about the performance of the Australian economy over the next year, a comparison of personal finances compared to a year ago and whether now is a ‘good/bad time to buy’ major household items.

· Consumer Confidence was down in all five mainland States this week and under 80 in all of them except Western Australia.

· Now 19% of Australians (down 3ppts) say their families are ‘better off’ financially than this time last year (the lowest figure for this indicator for nearly three years since April 2020) compared to 49% (up 2ppts) that say their families are ‘worse off’ financially.

· Looking forward, under a third of Australians, 31% (down 2ppts), expect their family to be ‘better off’ financially this time next year while just over a third, 35% (up 1ppt), expect to be ‘worse off’.

· Only 7% (down 2ppts) of Australians expect ‘good times’ for the Australian economy over the next twelve months compared to over two-fifths, 41% (up 8ppts), that expect ‘bad times’.

· Sentiment regarding the Australian economy in the longer term is still very weak with only 13% (up 1ppt) of Australians expecting ‘good times’ for the economy over the next five years compared to 18% (unchanged) expecting ‘bad times’.

· When it comes to buying intentions now 17% (down 6ppts) of Australians, say now is a ‘good time to buy’ major household items (the lowest figure for this indicator for nearly three years since early April 2020) while over half, 54% (up 5ppts), say now is a ‘bad time to buy’ (the highest figure for this indicator for nearly three years since early April 2020).


TV LANDSCAPE


It was the first Married At First Sight commitment ceremony on Nine, with 1,917,000 joining the couples on the couch to face a grilling from the experts – lifting 57% and making it the top show of the night overall.

The ABC’s Death In Paradise wasn’t far behind, lifting 19% for a total TV audience of 1,060,000.

It was a particularly messy Tribal Council on 10’s Australian Survivor, lifting 43% with 917,000 watching as several different schemes collided, ultimately sending Fraser home from the Villains tribe.

Up 23%, the final Top 50 tickets were given out on Australian Idol, with 857,000 watching as the auditions wrapped up for 2023.



BVOD AUDIENCES


BVOD Audiences:

Across BVOD, we can see that Married at First Sight continues to dominate the ratings, with Episode 12 on the Feb 15th driving a reach of 504,000, skewing heavily towards females 25-54. Performing second best for the week was Australian Survivor on Ten, with a reach of 184,000, again skewing slightly female. Across the whole landscape we can see that the total reach for the week across all BVOD was 6.1 million, compared to 6.0 million last week.


Source: Nielsen eTAM (Week 6, WC 12th February 2023)

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