‘Significantly lower than our commercial competitors’: ABC dismisses reports of increased advertising budgets
The ABC has dismissed reports its advertising budgets have “soared”, telling Mumbrella its “modest budget for marketing” is well under market standards.
The Australian reported figures obtained under FOI, showing that the national broadcaster spent $6 million on advertising, promotions and audience research compared to $3.6m in the same quarter in 2023.
The reported numbers suggest a 69% increase.
“It is important for all Australians to hear and know about the content and services the ABC offers, to deliver as much value back to taxpayers as possible,” an ABC spokesperson told Mumbrella in a statement on Monday.
“The ABC’s modest budget for marketing is significantly lower than our commercial competitors. Our marketing spend for ABC iview for example is less than 2% of the Video-On-Demand advertising category spend.
“The changes in expenditure also reflect significant cost increases for data research that are affecting the entire industry. Industry data costs for video, audio and digital have all increased over the past year as the industry seeks to make improvements to measurement.
“Other increases include rising costs for ABC iview to remain discoverable on specific platforms on new smart TVs.”
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Nathan Jolly is the Deputy Editor of Mumbrella. He joined the team in July, 2023.
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Let’s put some aspects to it.
* Apparently $6m is now 69% more than $3.6m last year … I’d better get a better PC as mine says it is 54% more … which to trust?
* ABC broadcasts nationally as required by the Federal Government unlike the commercial broadcasters
* With a population of 26m, $6m is 23 cents per person in the quarter – Quel Horreur !!!!!
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The answer is regional media.
Spend in the BoomTown, see your engagement boom. Nuff said / mic drop.
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Hi @Jay,
YTD SBS TV peak is 9.9% share?
What/when are you running to put it at 4%?
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@O’Reilly
6 – 3.6 = 2.4
2.4/3.6 = 0.66 aka 66% more
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@Miss Manners – SBS’ share is less than 4%….
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This model worked for SBS. I believe that SBS’s content, POV, presentation, and content are far superior to ABC’s. Largely funded by the commercialisation strategy and advertising
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The commercialisation of the ABC is such an issue – ABC exec and board needs to stop listening to internals who keep pushing for this model. It clearly hasn’t worked in the last few years.
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No amount of advertising budget increase will drive ongoing engagement with content not many Australian’s want to watch/hear/read
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