In 2000 foreign advertising averaged 10.6 per cent of all advertising on the Seven network stations, 7.4 per cent on Nine, and 10.5 per cent on Ten.
The foreign advertising figures for the Nine metropolitan stations decreased slightly in comparison with the 1999 figures (7.7 per cent). The percentage of foreign advertisements broadcast by Seven and Ten increased slightly from their 1999 levels (8.8 per cent and 9.4 per cent respectively).
Amount of foreign advertising broadcast
|
Seven network station |
1998 (per cent) |
1999 (per cent) |
2000 (per cent) |
|---|---|---|---|
|
ATN Sydney |
12.7 |
9.9 |
12 |
|
HSV Melbourne |
12.3 |
9.7 |
11.7 |
|
BTQ Brisbane |
11.3 |
9.3 |
11 |
|
SAS Adelaide |
10.2 |
8.2 |
10.5 |
|
TVW Perth |
9.4 |
7.1 |
7.7 |
|
Average |
11.2 |
8.8 |
10.6 |
|
Nine network station |
1998 (per cent) |
1999 (per cent) |
2000 (per cent) |
|---|---|---|---|
|
TCN Sydney |
7.6 |
8.4 |
8.8 |
|
GTV Melbourne |
6.8 |
7.8 |
6.6 |
|
QTQ Brisbane |
6.5 |
6.9 |
6.9 |
|
Average |
7 |
7.7 |
7.4 |
|
Ten network station |
1998 (per cent) |
1999 (per cent) |
2000 (per cent) |
|---|---|---|---|
|
TEN Sydney |
12.2 |
10.1 |
11.9 |
|
ATV Melbourne |
12.3 |
10.8 |
11.4 |
|
TVQ Brisbane |
10.3 |
8.6 |
10.4 |
|
ADS Adelaide |
11.2 |
8.7 |
9.7 |
|
NEW Perth |
9.2 |
8.7 |
9.3 |
|
Average |
11 |
9.4 |
10.5 |
TopCAD classification data
In 2000 foreign advertising represented 3.7 per cent of the total number of all advertisements cleared by CAD, compared with 1999 when there was a 15.6 per cent increase in the number of foreign advertisements cleared.
Over the three-year period there has been a steady increase in the number of Australian commercials cleared by CAD, and in the total number of commercials.
|
Advertisements classified |
1998 |
1999 |
2000 |
|---|---|---|---|
|
Australian |
36,609 |
38,365 |
38,886 |
|
Foreign |
1693 |
1459 |
1687 |
|
Exempt |
5104 |
4672 |
5085 |
|
Total |
43,406 |
44,496 |
45,658 |
|
Foreign (per cent of total) |
3.9 per cent |
3.3 per cent |
3.7 per cent |
Exempt advertisements
Advertisements for imported cinema films, videos, recordings, live appearances by overseas entertainers and community service announcements are exempt from the standard. The table above indicates that there has been a slight increase in the number of advertisements in the exempt category in 2000.
Australian and foreign produced advertisements by type
|
Type of advertisement |
Australian produced |
Foreign produced |
|---|---|---|
|
New |
12,538 |
675 |
|
Revised |
12,018 |
326 |
|
Tags or minor changes |
14,192 |
681 |
|
Resubmitted (over 2 years old) |
138 |
5 |
|
Total |
38,886 |
1,687 |
Australian and foreign advertisements by product category
The top five product categories for Australian advertisements classified by CAD in 2000 were in the areas of retail, entertainment (including restaurants, live shows and music), motor vehicles, communication and business equipment, and travel and accommodation.
The top five product categories for foreign commercials classified in 2000 were for motor vehicle companies, entertainment categories, leisure (including toy and sporting goods), and retail and cosmetics manufacturers.
