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  • Sarah Simpson

THE WEEK THAT WAS - W/C October 30th

CREATE SPACE: Australian Advertising D&I Census

Event of the week

Do you work in the Australian advertising, media or marketing industry? Do you care about diversity and inclusion (DE&I) in your workplace and sector? If you answered yes to both questions, then you should take part in the Create Space Census today!

The Create Space Census is a biennial survey that measures the DE&I of the Australian advertising industry. It is run by the Advertising Council Australia (ACA) and Kantar. The census is anonymous and takes only 15 minutes to complete. It is open until November 28, so don’t miss this opportunity to make your voice heard!

The Create Space Census is more than just a survey. It is a long-term strategic DE&I program that aims to ensure a better, fairer and more representative industry for everyone who works within it. The census helps benchmark the industry’s progress on DE&I, highlighting gaps and opportunities that exist for greater representation and inclusion across the sector.

The results from the census will inform an updated Create Space Report & Action Plan that ACA will release in 2024, providing tangible steps for the industry to address priority areas of inequality and under-representation. The report and action plan will be supported by working groups with lived experience as part of ACA’s commitment to measure and report on progress every two years.

Results of the 2020 Census

  • The industry was predominantly white (83%), with only 17% of respondents identifying as culturally and linguistically diverse (CALD).

  • The industry had a gender imbalance at senior levels, with women making up 51% of the overall workforce but only 37% of executive roles.

  • The industry had a low representation of people with disabilities (4%) and neurodiverse people (3%).

  • The industry had a high prevalence of mental health issues, with 56% of respondents reporting experiencing anxiety, depression or stress in the past 12 months.

  • The industry had a positive attitude towards DE&I, with 84% of respondents agreeing that it was important for their organisation and 79% feeling comfortable to be themselves at work.

Taking part in the census is a great way to start creating space for DE&I in your own work. By sharing your experience and perspective, you are contributing to a collective effort to make the industry more diverse and inclusive. You are also showing your support and solidarity with others who may face barriers or challenges in their work because of their identity or background.

Personal Story: Tej, Planning Executive at Spark Foundry

I relocated to Australia in 2020, bringing with me a unique background and culture to my new environment. However, the transition presented various challenges, especially in adapting to the Australian market and culture.

I had to acclimate myself to a multitude of aspects, including the distinct media landscape, modes of communication, unfamiliar topics related to Australian TV shows, and the nuances of Australian slang. At times, it felt quite overwhelming, leaving me somewhat out of place. However, I successfully overcame these hurdles with the invaluable support of some exceptional friends and peers who graciously guided me through the nuances of this new world and helped me find my footing.

During this period, I attended several events and had the privilege of meeting individuals from diverse backgrounds who had encountered similar experiences and challenges. Their stories resonated with a common theme – the importance of peer support in navigating the complexities of the advertising industry in Australia. This highlights the pivotal role of diversity and inclusion in fostering a sense of belonging and encouraging individuals to showcase their best selves.

I firmly believe in the power of diversity and inclusion, recognizing that when different minds from various backgrounds collaborate, they can generate remarkable ideas and produce outstanding work. The Create Space Census initiative stands as a testament to the industry's commitment to measuring and enhancing diversity, equity, and inclusion.

Consumer Confidence

ANZ-Roy Morgan Consumer Confidence has declined a further 3.2pts this week to 75. It has now spent 39 weeks straight below the mark of 85 – equalling the longest streak that was set in 1990-91. Consumer Confidence is 4.9pts lower versus last year October 24-30, 2022 (79.9) and is now clearly below the 2023 weekly average of 78.1. Driving this week’s further decrease were increasing worries about the year ahead both in terms of personal finances and also the performance of the Australian economy, particularly with the looming RBA rate hike expected to hit this month.

Across the country, NSW, Victoria, SA and WA have all reported decreased Consumer Confidence, with Queensland being the only state reporting a slight increase against the trend.

Looking forward, under a third of Australians, 29% (unchanged), expect their family to be ‘better off’ financially this time next year while 37% (up 1ppt), expect to be ‘worse off’. Net sentiment regarding the Australian economy in the longer term is unchanged this week with 11% (unchanged) of Australians expecting ‘good times’ for the economy over the next five years compared to almost a fifth, 19% (unchanged), expecting ‘bad times’.

ANZ Senior Economist, Adelaide Timbrell commented, “The ANZ-Roy Morgan Australian Consumer Confidence index declined last week after an uncomfortably high inflation print and expectations of a November rate hike by the RBA. The indices that capture confidence in ‘current’ conditions declined the most, including current finances, the short-term economic outlook and whether it is a good ‘time to buy a household item’. Among the housing cohorts, confidence fell across all groups.”

TV Landscape

Free-to-air networks including Nine, Seven and Ten are making a powerful case for the prominence of FTA apps on connected TVs.

Free TV, the lobby group that includes the broadcasters, has published research that reveals widespread support for ensuring all Australians can access free TV services on connected TVs. The report comes as the Albanese government moves ahead with its plan to legislate a “prominence” law that makes sure local free-to-air TV services can easily be found on television devices, as part of the current media reform

The research shows that eight in 10 Australians want to be able to easily find free TV services on connected TV sets and do not believe local free TV service providers should have to pay a TV manufacturer to secure a prominent position on the home screen.

The survey of 2,075 people conducted by Free TV and Seven West Media found 78 per cent of people with connected TV sets believe it is important they can easily find free TV services, while only 8 per cent said it was not important.

Other key findings of the report include

  • 84 per cent of people want to receive a free service option before the paid option when they are looking for something to watch.

  • 81 per cent of people did not agree with the idea that local free TV services should have to pay a TV manufacturer for visibility on the home screen.

  • 81 per cent also said commercial interests should not dictate where TV services appear on a connected TV.

  • Most people don’t customise their connected TV home screen because they are not confident about being able to do it. They rely on TV manufacturers to do it for them. In fact, 83 per cent of people think a connected TV should come with free services already installed.

BVOD Audiences

In the week up to the 5th of November, a total of 969 million BVOD minutes were consumed, reaching 5.8 million people nationally.

Love Island Australia Season 5 is dominating, taking out the top 4 program spots, hitting a huge audience of 212,000 for episode 1. The Block has maintained strength, occupying 2 spots in the top 10, with the ‘Whole House Reveal’ episode sitting comfortably at 7th. Tried and trusted Home and Away also held strong in spots 8 and 9, with an average audience of 97,500.


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