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Telly advertising still in rude good health

Despite the spread of technologies such as MySky and TiVo, designed to cut out ad breaks, TV ad revenue continues to increase.

Data released by industry body ThinkTV shows telly advertising revenue rose by 1.9 percent or $11.4 million over 2011, generating a cool $618.1 million in revenue – a massive jump from $569.2 million in 2009.

The figures are based on revenue from TVNZ, MediaWorks TV and Sky (including Prime) and could indicate a return to 2007 levels, when total TV revenue peaked at $654 million for the year.

“International research shows that television is still the best and most cost-effective medium for maximising an advertiser’s reach. With confidence building in the New Zealand economy and new, innovative ways to integrate television across the plethora of media platforms today, advertisers are cleverly using television to better meet their brands’ needs," said ThinkTV chief executive Rick Friesen.

He said delayed viewing through the likes of TiVo would be dealt with over the coming year.

Ratings company Nielsen will provide two sets of ratings for each night: an overnight rating, to provide all live ratings, and a seven-day rating, which will add all viewings to a programme occurring within a week of its broadcast.

Ratings will not include any shows that are fast forwarded or shown at anything other than normal speed.

Meanwhile, the Nielsen Television Audience survey indicates that 95 percent of all television is still watched live.

Even in homes with recorders, 80 percent was watched live or on the same night – and only around half skipped through the ad breaks in recorded programmes.


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