Media Update of the Week
Optus halted all marketing ad spend following revelations of a severe cyberattack. As the fallout from the attack continues, new data from digital marketing intelligence platform, Pathmatics, showed that the telecommunications giant dropped its digital advertising spend from almost $55,000 on 21 September to under $5,000 on 22 September – the day the cyberattack was announced. Pathmatics also revealed that the company has yet to reignite its advertising efforts, ten days after the attack, as an independent forensic review takes place.
Competitor activity from Pathmatic revealed that Telstra’s advertising spend rose from $140,000 on the day of the cyber attack to $180,000 three days later. In light of the recent Telstra staff data breach, Pathmatic said it will be keeping an eye on the company’s digital ad spend over the coming days too.
Vodafone also proactively stepped up its advertising efforts, concentrating particularly on Facebook, where its daily spending grew from under $15,000 to almost $35,000.
Pathmatics and Sensor Tower managing director APAC, Tom Cui told Mumbrella: “Optus’ decision to pause its advertising spend on the day of the cyber attack comes as no surprise. With approximately ten million Aussies impacted by the data breach, any proactive marketing activity would’ve been deemed insensitive. It’ll be interesting to see when Optus resumes its digital marketing activity and whether there’s a change in messaging, such as creatives centring more around data security.”
ANZ-Roy Morgan consumer confidence fell by 2.3pts to 85.5 this week and is now down 19.1pts YoY. In addition, consumer confidence is now 5.1pts below the 2022 weekly average of 90.6.
The fall in consumer confidence was broad-based this week with the index falling in all five mainland states – the first time that has happened since early August. Driving the decline was decreased confidence in the performance in the Australian economy over the next year and the next five years.
According to David Plank, ANZ Head of Economics, “…The weakness in global financial markets through last week weighed on Australian consumers. A plethora of negative news last week ranging from the UK’s mini budget to hawkish federal commentary impacted the AUD, which weakened to its two-year lows. We often see consumer sentiment soften in line with AUD weakness. The jump in inflation expectations, likely linked to the end of the temporary petrol excise cut and uptick in petrol prices, also weighed on sentiment.”
When it comes to buying intentions, 25% (up 1ppt) of Australians, say now is a ‘good time to buy’ major household items while almost twice as many, 43% (down 2ppts), say now is a ‘bad time to buy’. . David Plank, ANZ Head of Economics, says “Consumer confidence will remain fragile as long as market volatility is the dominant theme globally. The RBA’s October rate decision will also impact in the near-term”.
Across the week from Monday the 3rd of October until Sunday the 9th of October Seven News on Sunday took out the top spot with 1.085M metro viewers. Coming in second is the last 15 minutes of Supercars Championship: Bathurst 1000 race when the winner was announced with 1.06M metro viewers also on Network Seven. The average metro viewership for the race was 774k, up +3.6% YOY. The safety car appeared eight times during the 161-lap race due to the wet weather, with Shane van Gisbergen & Garth Tander taking home the win for Holden.
Seven’s wet day in Bathurst moved into the launch and return of Australia’s Got Talent, with 645k metro viewers tuning in coming in at #6. The show was last on air in 2019, originally scheduled for 2020 for a 9th Season however production was halted due to Covid-19. The judges this 10th season consist of Alesha Dixon, Kate Ritchie, Shane Jacobson and David Williams.
Bathurst led Network Seven to winning the Sunday night easily with 51.7% Commercial share.
Up against Seven on Sunday was The Grand Finale of Network Ten’s The Amazing Race Australia which saw a metro audience of 438k, ranking #9 in the top 10. For the younger demo’s this ranking was higher, #5 against P18-39 and P25-54. The finale saw Heath and Toni arriving at the pit stop mat first, winning $250,000 in cash and Isuzu cars. Ten also launched The Real Love Boat on Wednesday bringing in 215k.
On Network Nine, to no one’s surprise The Block is the consistent performer, even when going through wet weather at the construction site. This week saw Hellway Week - where the builders finish up the hallways, laundries, power rooms and mud rooms - wrap up with everyone failing to complete in time. It was the top entertainment program for Total People and the #1 show for P25-54 on Monday, Tuesday, Wednesday and Thursday.
Over Monday-Sunday Network Seven won at 38% commercial share, Network Nine came in second with 34.4%, Network Ten at 18.2% and SBS at 9.5%.
In the week up to the 9th of October there were 996.4 million minutes of BVOD content consumed, reaching 6.8 million people nationally.
Season 5, Episode 5 of the Handmaid’s Tale on SBS on Demand held the #1 spot with an audience of 262k, skewing to W40-54 (26%). The Block Season 18, with the Hellway Week Reveal and Guest Bedroom Week, on Nine Now follows in spots 2-5. 6th place is the House of the Dragon on Foxtel.