[press release from Access PR]
SBS caps off its best ratings year since OzTAM began in 2001 with outstanding momentum in key demographics, according to figures from OzTAM.
Key audience growth achievements include:
· 9.1 per cent audience growth in the key 25-54 advertising demographic, the highest growth rate of any free-to-air broadcaster
· an amazing 22.9 per cent jump among people OG1, the highest income earning group
· 3.5 per cent more viewers overall (total people)
A strong mix of Australian and international content has delivered these results, driven by hits such as Who Do You Think You Are? and RocKwiz; an impressive drama slate including East West 101 and The Circuit; Top Gear Australia and Top Gear (UK); Food Safari; Swift and Shift Couriers; key SBS sports properties such as The World Game and Tour de France; and increased viewing of SBS news and current affairs programming.
SBS Online has also significantly leveraged the increasing popularity of its sites to deliver a comprehensive cross platform opportunity for content and advertisers.
Weekly unique browsers to sbs.com.au have increased by 32 per cent this year. Weekly page impressions are up 39 per cent, and more than 1.5 million video streams are now delivered each month.
SBS Director of Television and Online Content, Matt Campbell, said: “We are proud to have bucked the trend of declining free-to-air viewing for the second consecutive year, delivering outstanding audience growth through high quality, distinctive content and consistent scheduling.
“We look forward to delivering even further in 2009, with a host of new and engaging programs to complement our returning favourites.”
SBS Director of Commercial Affairs Richard Finlayson commented: “Our message is clear, consistent and compelling: in a time of audience fragmentation and unprecedented pressure on marketers’ budgets, SBS remains the best place for advertisers to tell their stories.
“62 per cent less advertising than other commercial networks, and SBS’s unique short break format, create greater audience engagement, higher recall and better return on investment^.”
Mr Finlayson added SBS was adhering to its successful strategy to offer first-run programs over summer, rather than follow the ‘official survey’ calendar. For example, the new UK series of Top Gear, new episodes of Food Safari, Inspector Rex, Mythbusters, RocKwiz and South Park would all air in December and January.
“Offering fresh, appealing programming right across the year benefits viewers and advertisers, and will give us the strongest possible start in 2009, which we have every confidence will be another stellar year for SBS.”
For 2009, great new Australian drama includes the all-new Carla Cametti PD plus second series of The Circuit and East West 101. The Emmy Award-winning Mad Men makes its Australian free-to-air television debut on SBS, as does a third series of the popular Skins.
A new group of Australian celebrities takes part in the genealogical detective series, Who Do You Think You Are?. Returning favourites include all new episodes of Top Gear Australia, Top Gear (UK), Mythbusters, RocKwiz, Food Safari and Iron Chef.
SBS sports fans will get their fix of the sporting events passionately followed by Australians and viewers around the world, including two of the most-followed events on the planet: the 2009 Tour De France and the 2009 Ashes Test series plus One Day Cricket Internationals.
Plus there’s football, football, football with The World Game TV and online, UEFA Champions League and the pre-cursor to the 2010 World Cup, the FIFA Confederations Cup.