Page 16 - AdNews April 2020
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 Metro free to air market growth (% ch vs pcp, FY)
  %chvspcp 20%
15% 10% 5%
(10%) (15%)
(5.0%) (5.2%)
(3.9%) (4.5%) (2.8%)
1H09 2H09 1H10 2H10 1H11 2H11 1H12 2H12 1H13 2H13 1H14 2H14 1H15 2H15 1H16 2H16 1H17 2H17 1H18 2H18 1H19 2H19 1H20e 2H20e
 Source: ThinkTV, Macquarie Research, February 2020
 FY19 BVoD Share by operator
TEN 17%
SWM 35%
NEC 48%
    Source: Company data, Macquarie Research, February 2020
“The problem is we’ve got these hustle-preneurs spouting the men- tality that you do new media or old media. That’s just a really one dimensional, over-simplified point of view.
“In most cases, it’s an AND not an OR. As long as you have good teams that understand the role of each of the channels and what they add to the advertising and comm strategy, TV can still deliver really well on objectives.
“We’re really looking forward to the VOZ measurement to help us better understand the relationship between catch-up, connected TV and traditional linear TV. I think that’ll be a really helpful metric.
“The short answer on BVOD is that it’s likely that in the future it will mean a lot of TV money and that’s an opportunity for big TV companies to supplement their revenue, and put that back into great quality content.
“Personally, I think there’s a massive role for BVOD to play in the coming years. And what will be really interesting is what impact the streaming wars have, and if any of those subscription video-on-de- mand players decide to add an advertising element. When you look at something like Hulu in the US, approximately 80% of their users have some kind of ad-funded model.
“A challenge for media planners and buyers is we have to remind ourselves that our own media consumption behaviours aren’t neces- sarily identical to our target audience.
“You’ve got to look at independent data about what their habits are, and not just assume because you check Instagram five times a day, that everyone else does.
“And that’s where we say, ‘Hey, look, we’re agnostic. I don’t mind where you put your money. You can have your own opinion, but you can’t have your own facts about media consumption’.
“And there is a lot of independent research that tells you what people are viewing and how they’re consuming media.
“I often say to some of my clients that their target audience doesn’t necessarily catch Ubers to rooftop bars to drink cocktails in mason jars, and then Instagram about it.”
TV is still powerful but the question from advertisers: Is it still relevant?
“When we run TV for brand campaigns, the metrics across the funnel are still improving. So, it’s absolutely still powerful for total campaigns,” says Mark Echo, national planning director at Bohemia.
“The definition of the medium is changing and TVs are getting

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