Fewer ads pays off for TV advertisers

May 25, 2020 at 08:01 pm by Staff


With advertising harder to get, Australia's Seven Network is hoping to sell less for more in coming months.

A concept called EAVE - for Enhanced Advertiser and Viewer Experience - supported by research from Neuro-Insight backs the upcoming shorter breaks and reduced ad loads which are understood to deliver higher brand response.

Chief revenue officer Kurt Burnette says the new formats will be introduced next month, with the upcoming Big Brother programming. He says there is "no better time" for changes which enhance free-to-air TV for viewers and advertisers across broadcast and BVOD. Reduced ad loads had been shown to improve brand recall by a quarter. Seven Network programming director Angus Ross said tests in areas such as news had also shown benefits.

According to industry group Think TV, total TV ad spend fell 5.9 per cent in the first half of the year, with the decline expected to continue in coming months.

Sections: Digital business

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