Ad world bounces back

Television is the big, bad boy of advertising today, as figures from the New Zealand Television Broadcasters’ Council show TV revenue is back and better ever.

For the third quarter of 2010, revenue stood at $164.7 million, showing an increase of $16.7 million – or 11.3% – on the $148 million in the third quarter of 2009.

That’s double digits, and they’re making ad people very happy.

The growth marks the third consecutive quarter of year-on-year growth for the industry.

The NZTBC says it’s a clear indication that advertisers are understanding the value television brings to their marketing efforts.

The third quarter of 2010 is up $15.7 million on the second quarter of this year.

Looking at the situation year-on-year for the first three quarters of the year, 2010 has seen revenue growth of $30.6 million over 2009. That’s up 7.6%.

CAANZ CEO Rick Osborne said the new figures were a good sign for agencies – and that the ad world is bouncing back post-recession.

“Strong period-on-period growth in television spend supports the feedback from agencies that the recent improvement in economic conditions has seen smart marketers increase their investment in communication services.”

TV viewing is generally constantly on the increase, and the NZTBC expects TV viewing to increase again in 2011, particularly due to the Rugby World Cup.

Click here for NZTBC charts with details.

New Zealanders, according to Nielsen stats, watch TV for three hours and eight minutes a day. We’ve got a way to go to catch up with Serbians, who watch the most TV – five hours and 39 minutes.

Online viewing has caught on, with 63% of us watching video while connected. A lazy 35% admit to having done it at work.

Ultimately, the challenges of getting around PVRs and people’s penchant for fast-forwarding ads remain.

So what’s the world of television advertising had to offer recently?

DDB and Colenso BBDO have been catering to the super-long, epic tale side of things, which is something of a luxury.

DDB’s “Lucky Dog” spot for Lotto is a long drive for a short day at the beach, while Colenso’s historical short film on Naughty Nordmeyer and the origins of DB Export Beer is best taken with a brown and foaming.

BBDO networker .99 has gone for the double entendre with Air New Zealand muppet Rico, shocking grandmothers and fundamentalists everywhere, while Barnes, Catmur & Friends are beating chests and snarfing steaks in the Ranfurly Man Park.

Saatchi & Saatchi has used internet inspiration, as is its wont, for a House of Travel spot, while TBWA’s ads for Freeview – on the other hand – are unique, but bamboozling.

"Herrrr reeever, herrr mountains, herrrr aneeeemal. I would laike to reeeeturn von day and do doughies in your back paddock."