Petra Buchanan, Chief Executive Officer, Australian Subscription Television and Radio Association (ASTRA) has revealed that advertising revenues for subscription television grew by 7.4 per cent from financial years 2010 to 2011. The Ernst & Young report compiled for Astra found net ad revenues of A$180,076,820 from January 1st 2011 to June 30th 2011, which is an increase of 3.4 per cent from the previously corresponding period, and comprises a total of A$385,921,612 in advertising revenue for STV in financial year 2011.
“Even in a cautious market, subscription television continues to provide advertisers with the opportunities to reach targeted audiences. Integration of brand products and services to technologies, such as the red and green button, has enabled advertisers to drive relevant, specific and engaging content to viewers. It has also helped media agencies offer more value to brands by aligning services with targeted viewer interests,” said Buchanan.
Subscription TV reaches over six million people on a weekly basis, with 200 genre specific channels ranging from documentary to lifestyle to sport. Subscription TV continues to be one of the fastest growing media in Australia, with advertising revenue up more than 22.3 per cent since 2008.