{"id":806,"date":"2024-10-31T04:44:39","date_gmt":"2024-10-31T04:44:39","guid":{"rendered":"http:\/\/www.radioindustrynews.com.au\/?p=806"},"modified":"2024-10-31T04:44:39","modified_gmt":"2024-10-31T04:44:39","slug":"sbs-challenges-media-industry-on-narrow-25-54s-demographic-focus","status":"publish","type":"post","link":"http:\/\/radioindustrynews.com.au\/index.php\/2024\/10\/31\/sbs-challenges-media-industry-on-narrow-25-54s-demographic-focus\/","title":{"rendered":"SBS challenges media industry on narrow 25-54s demographic focus"},"content":{"rendered":"

National broadcaster SBS mounts case that media buyers need to focus on 35-64s demographic at SBS 2025 Upfronts.<\/em><\/p>\n

Launches \u201cThe Premium Effect\u201d highlighting the incremental reach<\/em>\u00a0that a media buy with SBS achieves.<\/em><\/p>\n

Highlights uncluttered ad environment with only five minutes per hour of advertising and the unique audience achieved across SBS and SBS On Demand.<\/em><\/p>\n

Hybrid funded national broadcaster SBS has used its 2025 Upfronts to challenge the industry over their ongoing focus on \u201coutdated\u201d narrow demographics, such as 25-54s, when it comes to buying audiences on television and broadcast video on demand.<\/strong><\/p>\n

Speaking at the Sydney Town Hall event, Keiran Beasley, National Sales Manager \u2013 TV and Digital, argued that smart brands were increasingly changing their briefs to media owners to recognise that the historical 25-54s demographic is no longer the pre-eminent category for driving consumer spend.<\/p>\n

\u201cIt is no secret that Australians are facing a challenging economy and, in particular, a cost-of-living crisis which is particularly affecting younger people,\u201d said Beasley. \u201cOur challenge for this room amid a difficult economic environment is: why are we continuing to make the historical \u2013 and daresay I say outdated \u2013 demographic of 25-54s the keystone of television buying?<\/p>\n

\u201cSmart marketers are already seeing the benefits of briefing us against a 40+ or 35-64s demographic. The research clearly highlights that 40+ demographics have a strong disposable income and are looking to spend.\u201d Beasley highlighted recent research from CommBank which showcased how total spend was going backwards among younger demographics, but was strong among older age groups.<\/p>\n

\u201cThe numbers don\u2019t lie. In the current economy those aged 25-34 have reduced cash for discretionary items and are eroding their savings for daily essentials. Now compare that to those aged 40+ who have higher disposable incomes and greater financial security.\u201d<\/p>\n

SBS also launched \u201cThe Premium Effect\u201d research, which highlights the cost-per-reach efficiency across TV and BVOD that can be achieved by allocating 10% of a client\u2019s linear TV budget and 27% of the BVOD budget to SBS, delivering 19% and 18% campaign cost savings respectively.<\/p>\n

\u201cThis independent research once again proves the value of including SBS as an important part of your campaign,\u201d said Beasley. \u201cWe have updated our research \u2013 to validate the findings for a VOZ world. At a time of transformation in the TV landscape SBS remains an essential part of any TV and BVOD schedule.\u201d<\/p>\n

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Commenting on the need for a demographic rethink and the new \u201cThe Premium Effect\u201d research, Jane Palfreyman, SBS Chief Marketing and Commercial Officer, noted: \u201cFor marketers and agencies, SBS needs to be part of their media schedule. We have a high value, hard to reach audience that is difficult to find elsewhere.\u201d<\/p>\n

The network also highlighted its unique advertising proposition of an uncluttered environment with only five minutes of advertising per hour and an audience which is very different to its free-to-air TV rivals.<\/p>\n

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\u201cWhen you buy SBS you are buying a different type of consumer,\u201d said Beasley. \u201cThe research shows clearly it\u2019s not the same viewer as our traditional counterparts and especially with SBS On Demand we are playing in a premium pool of viewers who are not always easy to reach elsewhere.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"

National broadcaster SBS mounts case that media buyers need to focus on 35-64s demographic at SBS 2025 Upfronts. Launches \u201cThe Premium Effect\u201d highlighting the incremental reach\u00a0that a media buy with SBS achieves. Highlights uncluttered ad environment with only five minutes per hour of advertising and the unique audience achieved across SBS and SBS On Demand. … Continue reading “SBS challenges media industry on narrow 25-54s demographic focus”<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[],"class_list":["post-806","post","type-post","status-publish","format-standard","hentry","category-australian"],"_links":{"self":[{"href":"http:\/\/radioindustrynews.com.au\/index.php\/wp-json\/wp\/v2\/posts\/806","targetHints":{"allow":["GET"]}}],"collection":[{"href":"http:\/\/radioindustrynews.com.au\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/radioindustrynews.com.au\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/radioindustrynews.com.au\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"http:\/\/radioindustrynews.com.au\/index.php\/wp-json\/wp\/v2\/comments?post=806"}],"version-history":[{"count":0,"href":"http:\/\/radioindustrynews.com.au\/index.php\/wp-json\/wp\/v2\/posts\/806\/revisions"}],"wp:attachment":[{"href":"http:\/\/radioindustrynews.com.au\/index.php\/wp-json\/wp\/v2\/media?parent=806"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/radioindustrynews.com.au\/index.php\/wp-json\/wp\/v2\/categories?post=806"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/radioindustrynews.com.au\/index.php\/wp-json\/wp\/v2\/tags?post=806"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}