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free-to-air Television

Television’s share of total advertising expenditure compared to other media, 1965–2005

Free-to-air television is second only to newspapers in terms of share of total advertising expenditure in Australia, accounting for more than 34 per cent ($3.2 billion) of all advertising during 2005. It is also the preferred medium of national advertisers, accounting for 49 per cent of all such advertising.

Figures for advertising on subscription television were available for the first time in 2002, with this medium accounting for $67 million that year, subsequently increasing to $93 million (2003), $123 million (2004) and $150 million (2005).

Free-to-air television: value of advertising

Graph: Advertising revenue, 1965-2005. The table following provides the data.
  Value ($m)1
Free-to-air TV2 Subscription TV Total TV Newspapers Radio Magazines3 Outdoor Cinema
2004 3,142 123 3,265 3,637 842 895 327 74
2005 3,216 160 3,376 3,790 898 978 354 84

 

  Share (%)1
Free-to-air TV2 Subscription TV Total TV Newspapers Radio Magazines3 Outdoor Cinema
2004 34.76 1.36 36.12 40.23 9.31 9.90 3.62 0.82
2005 33.92 1.69 35.61 40.00 9.47 10.32 3.73 0.87

Source: Commercial Economic Advisory Service of Australia (CEASA).

Notes:
1. Not including classified directories.
2. Includes advertising carried on SBS television ($22.6 million in 2004)
3. Magazines include business and rural publications.

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