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    Kim Portrate: TV is for everyone, and every advertiser

    By Kim Portrate, CEO at ThinkTV

    After a period of substantial change, television is thriving. Accessible to all, stable audiences are watching a unique blend of content that continues to reflect our community making it central to the lives of Australians.

    It’s a medium that has demonstrated it will adapt and grow to meet the needs and tastes of us all, including advertisers of every scale and ambition.

    For starters, there’s the undeniable reach and significance of TV. With an audience of more than 19 million engaged Australians weekly, it’s more than the number of active Aussies on Facebook and TikTok. So when we say TV is for everyone, we know it’s true.

    And advertisers know it too, especially when it comes to the demographic inclusivity of television. Around 50% of 18 to 24-year-old Aussies tune in to television, a figure that’s impressive given all the distractions vying for their attention and a testament to the continued relevance of TV in the lives of Australians.

    The reason so many Australians continue to engage with TV, week in and week out, is the varied and rich content it offers. From the thrill of live sports and the immediacy of news to the immersive worlds of drama, TV reflects the multitude of interests that span our community. Consider the enduring appeal of local dramas which not only entertain but contribute significantly to our economy – Home and Away, anyone? – distinguishing themselves from dramas on streaming networks that look good but add little to boost our local market.

    Television has a unique way of bringing people together with programs like The Chase and The Tipping Point coming to mind. In my house, these two shows don’t just reflect, they capture the competitive spirit that is part of our national identity. And we’re not alone in the Portrate household in that we can’t make dinner without watching The Chase. These programs consistently rank in the top 10 most viewed because they make good telly.

    Of course, we can’t overlook ratings juggernauts such as Married at First Sight, I’m a Celebrity… Get Me Out of Here! and Australian Idol. These blockbusters consistently pull in Aussie audiences north of a million. I challenge you to show me a YouTube video that has viewers gathered around a screen all at once like that.

    That communal aspect of television is at the heart of its broad appeal. Whether it’s family members enjoying a favourite show together, or individually – we get it,
    teenagers wouldn’t be caught dead watching with their uncool parents – there’s a clear pathway between communal experience and personal indulgence where no one misses out.

    When it comes to advertising, the TV landscape is equally promising and inclusive. TV, unique among video options, offers unparalleled opportunities for advertisers, regardless of their size or budget. The platform’s vast reach – and velocity – coupled with the sophisticated targeting options of broadcast video on demand (BVOD) enable businesses to connect with audiences while tailoring their message to specific local communities.

    Platforms such as Nine’s Ad Manager democratise access to TV advertising, making it feasible for start-ups and small businesses to harness the power of television to grow their brands. This accessibility underlines TV’s role not just as a broadcaster of content, but as a partner in growth for businesses looking to make their mark.

    For advertisers on the hunt for innovative and effective ways to reach their target audiences, they need not look much further than TV. There’s plenty of evidence to support making it the cornerstone of your media investment. Whether you’re a new online enterprise or a well-established brand, TV offers the scale, flexibility, and creative potential to bring your message home. There’s a place for you in the world of television with a modest budget or an expansive one.

    Television is a rich tapestry woven from the threads of Australian society. It reflects our passions, our interests, and our stories, making it a medium that belongs to everyone.

    Whether you’re looking to be entertained, informed, or connected, TV has something for you. And for advertisers, big or small, it offers a canvas as vast and varied as the audience it serves.

    See also: As marketing budgets contract, beware temptation to save with channel substitution

    The post Kim Portrate: TV is for everyone, and every advertiser appeared first on Mediaweek.

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