Page 28 - Adnews Nov-Dec 2022

Perspectives
that times of uncertainty and change can be unexpected oppor- tunities for hope. Our industry is without a doubt, an influential one. We combine creativity, com- mercial savvy and psychology to effect change and our Good Study shows that 88% of Aussies now look towards us and the brands we work with for active demonstra- tions of positive action.
So within this uncertainty and change, we should look at how we make even more silver linings in the year to come.
Catherine King, chief strategy officer, Leo Burnett Australia. (Right) Kim Portrate, CEO, ThinkTV and Premium Content Alliance.
2Kim Portrate, CEO, ThinkTV and Premium Content Alliance
022 was the year buyers really came to understand the importance everyday Australians place on TV.
We’ve long said TV is the cornerstone of communities across the country,
helping to shape, create, reflect and strengthen the sort of Australia that Aussies want to live in.
And in the past 12 months, advertisers have been reminded of this in a variety of ways.
This was confirmed by the incredible year for TV revenue with the Total TV advertising market recording $4.3 billion for 12 months to June 2022, up 11% on the same period a year prior. Likewise, Broadcaster Video on Demand (BVOD) generated revenue of $426 million, a whopping 53% increase as BVOD continued its run as Australia’s fastest-growing media channel.
One of the greatest highlights of the year has been the continued interest and investment in quality video – from consumers watching to advertisers