ThinkTV says Total TV reaches 19 million Australians weekly
ThinkTV released a report advocating for "Total TV" (broadcast linear + BVOD) as a primary component of media plans, citing research results from Kantar indicating strong short-term ROI and long-term effectiveness. The report highlights that Total TV in Australia reaches over 19 million viewers weekly, surpassing other streaming platforms. It suggests that maintaining or increasing TV advertising ensures brand alignment with premium content, leading to improved business outcomes.
Key Takeaways
- Kantar analyzed 179 real-world campaigns in its meta-analysis supporting Total TV effectiveness.
- VOZ data says Total TV reaches 19+ million Australians every week.
- ThinkTV defines Total TV as broadcast linear plus BVOD.
- The report names Netflix, Binge and Disney+ as platforms Total TV reaches more broadly than.
Why It Matters
ThinkTV is making a direct case for keeping TV central in media plans, with Kantar’s 179-campaign meta-analysis cited as evidence that Total TV performs on both short- and long-term metrics. The competitive framing is explicit: VOZ reach data puts Total TV above Netflix, Binge and Disney+ in weekly audience scale, while ThinkTV ties that reach to premium sport, news, entertainment and drama. The next concrete signal to watch is whether VOZ reach holds above 19 million Australians as broadcasters continue to promote Total TV as the default video buy.
Read full article at thinktv.com.au