MEDIA UPDATE OF THE WEEK
The Out of Home (OOH) industry today announced its full year net media revenue results, including the category breakdowns for 2021.
The peak industry body, The Outdoor Media Association said OOH saw a total increase of 24 per cent on net media revenue in 2021.
As previously reported, net media revenue for 2021 increased to $812.7 million, up from $655.2 million* for 2020, across the following categories: Roadside Billboards, Roadside Other (street furniture, small format), Transport as well as Retail/Lifestyle/Other.
Digital Out of Home (DOOH) revenue accounts for 58.8 per cent of total net media revenue year-to-date, an increase over the recorded 55.2 per cent* for the same period last year.
Leading into the third week of February, consumer confidence is slightly down by 1.4pts to 101.8. When compared to the same time last year, there has been a 7.4pt drop but remains just above the 2022 weekly average of 101.5.
Whilst consumer confidence was down around the country, NSW drove the largest decrease dropping by 5.6%, while Victoria was the only state that saw a jump by 2.9%. Despite COVID restrictions easing and the reopening of international borders, the expectations of rising inflation might have been the causing effect on sentiment.
Head of Australian economics David Plank commented “Inflation expectations rose 0.1ppts to 5.1% last week, its highest since December 2014. With petrol prices at record highs during the past few weeks the lift in inflation expectations is not surprising. Confidence dropped by 5.6% in NSW, 0.7% in QLD, 0.8% in SA and 2.8% in WA, while it increased in Victoria by 2.9%.”
With growing concerns regarding the Australian economy, sentiment towards buying intentions has slightly dropped with 34% saying now is a “bad time to buy.”
Nine continues their dominance in 2022, winning the week with a 38.66% share of the commercial audience. Seven followed with 33.57%, Ten ranked third with 18.79% and SBS saw a 8.89% share. Nine’s success has largely been driven by Married at First Sight which continues to dominate other entertainment programming, including the launch of Seven’s Dancing With The Stars and SAS Australia, as well as Ten’s Survivor Australia.
This week, SBS had it’s 2022 Upfronts with a big focus on their successful staples as well as special events such as Eurovision, the Football World Cup and Tour de France. Notably, SBS have launched their new three-year SBS Inclusion, Equity and Diversity Strategy, strengthening their commitment to an inclusive culture and work environment at SBS, to make sure everyone can participate with equal opportunity to succeed.
It includes their promise to audiences through the SBS Commissioning Equity and Inclusion Guidelines: “as we grow more diverse as a nation, all Australians will continue to recognise themselves and their communities on SBS. Through the most ambitious, nuanced and comprehensive commitment in our industry, SBS is continuing to remove barriers for creatives who are under-represented in our sector, on and off screen”.
In the week of February 21 to 27, 2022, 1,070.3 million minutes of BVOD content was consumed, reaching 6.2 million people nationally.
Nine dominated the top 10 programs, with the popular show Married at First Sight taking up 5 of the top 10 spots. The top spot was Nine’s Married at First Sight episode 16, which saw a BVOD audience of 366,000. Ten’s Australian Survivor made up two of the top 10 spots, holding the 6th and 7th highest BVOD audiences for the week. Seven took the 5th spot with the launch of SAS Australia, and then rounded out spots 8-10 of the Top 10 with Home and Away.