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  • Richard Kettle


MEDIA innovation OF THE WEEK

Living in a time of AI, Meta have come up with a new brand suitability control across their Facebook and Instagram feed that is underpinned by the new tech. With the new rollout, advertisers will have greater control over their ads to suitable content, building a semi stage review system to classify content. Meta is currently partnering with Zefr on all third party verification solutions with more business partners to come.

These controls have been put in place as an effort to align with the Global Alliance for Responsible Media (GARM)’s framework, ensuring harmful content isn’t monetised. Advertisers can now choose from three different settings to control the type of monetised content that can appear above and below an ad:

  • Expanded inventory: This is the default setting that shows ads beside content that adhere to the Meta community standards.

  • Moderate inventory: A slightly more conservative approach that excludes content that may be considered high risk.

  • Limited inventory: Most conservative and excludes high to medium risk content.

The tech will continue to develop and expand to other formats including reels, stories, video feeds and other surfaces across FB and Instagram.

Consumer Confidence

Consumer Confidence was virtually unchanged at 76.6 this week – 14.5pts below the same week a year ago, March 21-27 2022 (91.1) and 5.1pts below the 2023 weekly average of 81.7. Consumer Confidence has now been below 80 for four straight weeks, which is the first time the measure has been at this mark for this long since the early days of the COVID-19 pandemic (albeit with a lower average of 71.9 vs 77.5 over the past four weeks).

Confidence levels were mixed around the country this week, up slightly in NSW, Victoria and Queensland, but down in Western Australia and South Australia. Views on personal finances improved slightly, but the long-term economic view was down as Australia continues to feel the effects of rising interest rates & growing inflation.

Consumer spending

Retail sales levelled off in February after significant fluctuation around the year-end holidays, suggesting consumers are reining in spending in the face of higher living costs and rising interest rates.

Data from the Australian Bureau of Statistics (ABS) this week showed retail sales rose just 0.2% in February, compared to a revised 1.8% rise in January. However, the data confirmed that Australian consumers are clearly slowing purchases as retail sale periods end and prices return to normal. Consumers continued to spend more on food in February, but discretionary spending at department stores and on clothing, footwear and personal accessories saw smaller bounces.

RBA Governor Philip Lowe has said the central bank was closer to pausing its rate increases because monetary policy was now in restrictive territory, and suggested a halt could come as soon as April depending on the data.

TV Landscape

Overall, WC 26/03 saw viewership down 16% from the same time last year.

Seven won the week with a 36.4% share of television audiences, with Nine following closely behind at 35.9% – this win was on the back of strong performance from the Australian Idol Finale on Sunday as well as Seven News consistently being a top performer. Married At First Sight was the top performing programme for the week with 987k viewers despite a decrease of 1.2% WoW.

Australian Idol & Australian Survivor Finales were the next best performing entertainment programme of the week (649k & 639k viewers respectively). In other news, Seven has secured the rights to the ICC Test Final and Ten has renewed Blue Bloods for a 14th season.

Source: eTam Top 50 Programming, Overnight Data Week 13 & 14 2023/2022.

BVOD Audiences

In the week up to the 2nd April, there were 1,027.6 million minutes of BVOD content consumed, reaching 6,6 million people nationally.

Owning first, second and sixth position in the Top 10 streamed programs, Nine saw strong numbers in the tail end of Married at First Sight Season 10 which wrapped up overnight. Alone Australia in its inaugural season has already seen over 17 million minutes streamed across its two maiden episodes, finishing as the third and fourth overall most watched programming according to VOZ.

Source: OzTam, Video Player Measurement Report 7 Day Rolling – 02/04/23


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