Monday, December 22, 2008

New ways to reach your NT audience

Posted by Janelle Rees

I’ll let you in on a little secret – up to one third of the NT’s potential free-to-air audience isn’t being reached by the traditional channels.

The introduction of Channel 10 in May 2008 and the upcoming introduction of regional advertising footprints by SBS will permanently change the face of Territory television advertising.

So what does that mean for your business?

To borrow a few clichés, by jiggling your advertising budget around even just slightly, you can borrow from Peter to pay Paul and reap some of the following benefits:

- Get ahead of the crowd. No everyone is doing it. This is your opportunity to get out in front and expand your reach beyond your competitors.

- ‘Brands look bigger in a small space’, says the SBS marketing tagline. SBS has the shortest ad breaks on commercial TV, giving viewers less time to get bored of ads and tune out. Channel Ten is growing its client base, but those ad breaks with vision of the Territory and annoying music everyone talks about are a sign they’ve got plenty of ad space available for you.

- Talk to someone new. Channel 10 primarily targets a younger audience than their competitors. SBS reaches more tertiary educated professionals and managers than all the other channels. Start a conversation with a more targeted audience – they’ve probably been waiting for you to get in touch.

- Spend less to get more coverage. At the moment, the cost entry points for SBS and Channel 10 are lower than their competitors and it is potentially easier to get sought-after placements during primetime.

While Channel 10 is only available in Darwin, SBS will be offering two advertising footprints: Darwin; and SA+NT, covering the remainder of the Northern Territory. Almost half of Territorians live outside Darwin and Palmerston, so the SA+NT footprint might be handy for reaching your consumers in some of those out-of-the-way places.

And now something for those who are impressed by statistics – or who need help selling it to senior management. Across regional Australia*, SBS’s regional audience share is around 5 to 6 per cent, depending on which survey period you are reviewing. Channel 10 enjoys an audience share of 15 per cent. That’s a total of 20-ish per cent out of a total 64 per cent of people watching commercial, free-to-air TV on any given night. Or to put it another way – a third of your potential viewing audience.

So should you do next? Think about integrating SBS and Channel 10 into the advertising mix for your next campaign. Expand your current campaign to include these channels. The sooner you get onboard, the sooner you will be able to start enjoying the results.

*Regional Australia: Australian viewing audiences outside the five capitals, Sydney, Brisbane, Melbourne, Adelaide and Perth.

Want more information?

Free TV Australia:

ABS NT population statistics:

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