June Free-To-Air TV Update

Welcome to this month's
E-newsletter

Welcome to the sixth edition of The Power, an initiative designed to keep commercial television stakeholders aware of television advertising trends and to provide relevant information to assist marketing decision makers.

The Power is published by Commercial Television Australia Limited. We encourage your feedback and input. If you have anything to say about the newsletter or would like to address any issues it contains, please let us know.

INTERVIEW:
Why Advertisers Use FTA
to Target ABs

Numbers of the valuable AB demographic watching free-to-air (FTA) television in Australia have increased dramatically over recent years, reinforcing the value of the medium to advertisers when targeting this profitable population group.

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CASE STUDY:
On the Contrary…Very Happy Jan

The highly successful 2001 Yellow Pages® advertising campaign, 'Not Happy, Jan', demonstrates how television advertising can be used to effectively communicate simultaneously with different audiences.

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OPINION:
Humour In Advertising:
Must Be The Nuts
By Neil Lawrence, CEO and Creative Director of Whybin Lawrence TBWA

Seriously, beyond a demonstrable USP, the primary value of humour is that it's the quickest form of communication.

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INTERVIEW:
FTA: More Than Mass

You don't need to be Einstein to figure out that FTA TV is the best medium for advertisers to reach both the mass Australian community and the many segmented audiences that make up the country's population. Just ask J. Boag & Son, one of the country's leading premium beer brands.

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INTERVIEW:
The Role of Context in TVC Placement

Deciding which programs are going to facilitate a TVC generating maximum impact is a quandary advertisers are faced with daily. Batey Kazoo Media Director Damien Terakes provides some insight.

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NEWS:
Mr Fizzy Bubbles Back

The successful CTVA TVC - 77% of advertisers surveyed agreed with its main messages - promoting FTA as the best medium to drive sales is being re-screened for the month of June.

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INTERNATIONAL NEWS:
US Advertisers Back The Power of FTA TV

US free-to-air (FTA) TV big boys NBC, Fox and ABC have been recognised by advertisers for the results they deliver by negotiating big increases in fees they are claiming for primetime slots for the upcoming autumn/winter season (spring/summer locally).

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