The ACMA

Television

Advertising

2012 compliance results: Metro stations

The 2012 compliance results for the metropolitan network stations are published below. Table 1 shows the results for Australian advertising with the two previous years included as a comparison. Table 2 provides a breakdown of foreign advertising broadcast since 2001.

Table 1: Australian advertising broadcast in 2012

Station

2010 (%)

2011 (%)

2012 (%)

Seven Network

ATN Sydney

84.90

84.30

86.70

HSV Melbourne

86.60

85.50

87.90

BTQ Brisbane

87.10

87.00

89.10

SAS Adelaide

88.80

87.90

89.90

TVW Perth

89.00

87.70

89.00

Average

87.28

86.48

88.52

Nine Network

TCN Sydney

89.75

89.25

88.25

GTV Melbourne

91.00

90.50

89.75

QTQ Brisbane

91.75

90.75

91.00

Average

90.83

90.17

89.67

Network Ten

TEN Sydney

83.03

83.29

85.69

ATV Melbourne

85.90

85.99

86.59

TVQ Brisbane

85.22

83.93

86.51

ADS Adelaide

85.51

84.72

86.85

NEW Perth

86.16

85.73

86.00

Average

85.16

84.73

83.33

Table 2: Foreign advertising broadcast 2001 to 2012

Station

2001

2002

2003

2004

2005

2006

2007

2008

2009

2010

2011

2012

 

%

%

%

%

%

%

%

%

%

%

%

%

Seven Network

ATN

10.0

9.7

9.0

9.1

8.4

9.6

14.6

14.5

15.01

15.10

15.70

13.30

HSV

9.6

8.9

8.7

8.8

7.3

11.0

14.3

13.7

12.90

13.40

14.50

12.10

BTQ

8.7

8.7

8.4

8.7

7.0

9.5

13.9

12.9

13.00

12.90

13.00

10.90

SAS

7.7

6.9

6.8

7

5.6

9.0

12.6

12.3

11.70

11.20

12.10

10.10

TVW

6.8

7.2

7.1

7.2

8.8

8.8

13.2

12.3

12.40

11.00

12.30

11.00

Average

8.6

8.3

8

8.2

7.4

9.6

13.72

13.14

13.00

12.72

13.52

11.48

Nine Network

TCN

8.1

8.9

8.4

8.9

8.5

9.0

8.0

9.0

9.75

10.25

10.75

11.75

GTV

7.3

8.6

8.7

8.9

7.8

8.0

7.0

8.0

8.25

9.00

9.50

10.25

QTQ

7.0

8.3

8.1

8.4

7.0

7.0

7.5

7.0

7.75

8.25

9.25

9.00

Average

7.5

8.6

8.4

8.7

7.7

8.0

7.5

8.0

8.58

9.17

9.83

10.33

Network Ten

TEN

12.0

10.8

10.2

12.99

12.8

13.81

16.40

16.76

13.79

16.97

16.71

14.31

ATV

12.1

10.4

10.1

13.11

13.9

14.11

15.38

16.07

12.36

14.10

14.01

13.41

TVQ

11.3

9.7

10.2

11.51

12.1

12.65

14.92

15.72

12.69

14.78

16.07

13.49

ADS

7.7

8.7

8.0

10.12

12.2

11.49

12.88

13.73

13.00

14.49

15.28

13.15

NEW

10.7

9.3

8.4

9.75

11.4

11.21

12.61

13.39

12.02

13.84

14.27

14.0

Average

10.8

9.8

9.4

11.5

12.5

12.65

14.44

15.13

12.77

14.84

15.27

13.67

CAD classification information

Most advertisements are classified as Australian or foreign by Commercials Advice Pty Limited (CAD) which is wholly owned by Free TV Australia. Advertising agencies submit advertisements to CAD for classification and are required to answer questions about compliance with the standard. They are also required to declare that the information they supply to CAD is correct.

CAD provides the ACMA with information about the numbers of Australian and foreign commercials classified each year. Although the standard only regulates advertisements actually broadcast by commercial licensees, rather than the number of advertisements classified by CAD each year, the ACMA uses the information provided by CAD in monitoring trends of the levels of Australian and foreign content in advertising.

CAD classification data

Advertisements classified

2010

2011

2012

Australian

80,284

75,644

73,942

Foreign

3,065

3,635

3,578

Exempt

4,900

5,093

5,615

Total

88,249

84,372

83,135

Australian & exempt (per cent of total)

96.5%

95.7%

95.7%

Foreign (per cent of total)

3.5%

4.3%

4.3%

Australian and foreign produced advertisements by type – 2012

Type of advertisement

Australian produced

Foreign produced

New

26,984

1,035

Revised

21,453

763

Tags or minor revisions

23,295

1,748

Billboards

439

26

Charity or public service campaigns

1,094

0

Resubmitted (over 2 years old)

677

6

Total

73,942

3,578

Exempt advertisements

Advertisements for imported cinema films, videos and recordings, live appearances by overseas entertainers and paid community service announcements (for charitable, public health and education organisations) are exempt from the standard.

Type of advertisement

2010

2011

2012

New

1,259

1,364

1,312

Revisions

842

879

909

Tags or minor revisions

2,307

2,128

2,417

Billboards

8

2

20

Charity or public service campaigns

480

714

957

Resubmitted (over 2 years old)

4

6

0

Total

4,900

5,093

5,615

Three top advertisement types classified

The three top product categories for Australian advertisements classified in 2012 were for retail, entertainment, and motor vehicles.

The three top product categories for exempt advertisements classified were in the areas of entertainment (including imported films, videos and recordings, and live appearances by overseas entertainers), charities and public service campaigns, and community service announcements for non-charitable organisations.

The three top product categories for foreign advertisements classified were for retail, motor vehicles, and leisure and outdoor.

Last updated: 03 October 2016

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