SBS launches Premium 5, a new approach to luring advertising
SBS has launched a new approach to seeking advertisers based on research by MediaWise, the industry standard television optimisation tool. Called Premium 5 it aims to highlight the cost efficient reach of advertising across the network’s many demographics.
The announcement:
A new study from two leading media agencies has found that investing five per cent of a television budget on SBS dramatically improves the efficiency of a TV advertising campaign.
The research, which uses the industry standard television optimisation tool, MediaWise, is the basis for the SBS’s new approach to market, called ‘Premium 5’.
The MediaWise analysis highlighted that SBS cost-efficiently delivers a premium audience of hard-to-reach, light TV viewers. When a five per cent investment was made on SBS across a broad range of demographics, significant savings were delivered for both a high reach and higher frequency campaign buying objectives.
In the OG1 demographic (managers and professionals), the study showed average savings of 14 per cent, versus a buy that excluded SBS.
The SBS Premium 5 launches with a trade advertising campaign developed in collaboration with US/Razor.
“We wanted to test what SBS delivers to television buys in the new television landscape. The results proved SBS has an important role to play in delivering advertisers cost efficient reach. We have a high value, light viewer story that is unique to our network. If you’re not including SBS in your TV buy, you’re just not getting to an important, influential audience,” SBS National Manager, Client Solutions and Trade Strategy Jemma Enright said.
Forty per cent of SBS’s audience are light TV viewers, watching two or less hours of TV a day.
“Light viewers make up only about 24 per cent of the audience on an average peak night on other networks while SBS has almost double that. This type of viewer is generally an affluent, educated audience who watch more ABC and SBS than heavy TV viewers. They come to SBS for a distinctive programming around news, documentaries, food and film.” Enright said.
The research was conducted over 18 survey weeks, using two independent media agencies, 10 demographic targets and included all free-to-air and subscription TV channels.
“Cost efficient media buying combined with a connection to a premium audience, has created a new model for buying television media – the Premium Efficiency model,” Enright said.
Source: SBS press release
