Compliance with Australian Content in Advertising Standard - 2011
The 2011 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 2000.
Table 1: Australian advertising broadcast in 2011
|
Station |
2009 (%) |
2010 (%) |
2011 (%) |
|---|---|---|---|
Seven Network |
|||
|
ATN Sydney |
84.99 |
84.90 |
84.30 |
|
HSV Melbourne |
87.10 |
86.60 |
85.50 |
|
BTQ Brisbane |
87.00 |
87.10 |
87.00 |
|
SAS Adelaide |
88.30 |
88.80 |
87.90 |
|
TVW Perth |
87.60 |
89.00 |
87.70 |
|
Average |
87.00 |
87.28 |
86.48 |
Nine Network |
|||
|
TCN Sydney |
90.25 |
89.75 |
89.25 |
|
GTV Melbourne |
91.75 |
91.00 |
90.50 |
|
QTQ Brisbane |
92.25 |
91.75 |
90.75 |
|
Average |
91.42 |
90.83 |
90.17 |
Network Ten |
|||
|
TEN Sydney |
86.21 |
83.03 |
83.29 |
|
ATV Melbourne |
87.64 |
85.90 |
85.99 |
|
TVQ Brisbane |
87.31 |
85.22 |
83.93 |
|
ADS Adelaide |
87.00 |
85.51 |
84.72 |
|
NEW Perth |
87.98 |
86.16 |
85.73 |
|
Average |
87.23 |
85.16 |
84.73 |
Table 2: Foreign advertising broadcast 2000 to 2011
|
Station |
2000 (%) |
2001 |
2002 |
2003 |
2004 |
2005 |
2006 |
2007 |
2008 |
2009 |
2010 |
2011 |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
Seven Network |
||||||||||||
|
ATN |
12.0 |
10.0 |
9.7 |
9.0 |
9.1 |
8.4 |
9.6 |
14.6 |
14.5 |
15.01 |
15.10 |
15.70 |
|
HSV |
11.7 |
9.6 |
8.9 |
8.7 |
8.8 |
7.3 |
11.0 |
14.3 |
13.7 |
12.90 |
13.40 |
14.50 |
|
BTQ |
11.0 |
8.7 |
8.7 |
8.4 |
8.7 |
7.0 |
9.5 |
13.9 |
12.9 |
13.00 |
12.90 |
13.00 |
|
SAS |
10.5 |
7.7 |
6.9 |
6.8 |
7 |
5.6 |
9.0 |
12.6 |
12.3 |
11.70 |
11.20 |
12.10 |
|
TVW |
7.7 |
6.8 |
7.2 |
7.1 |
7.2 |
8.8 |
8.8 |
13.2 |
12.3 |
12.40 |
11.00 |
12.30 |
|
Average |
10.6 |
8.6 |
8.3 |
8 |
8.2 |
7.4 |
9.6 |
13.72 |
13.14 |
13.00 |
12.72 |
13.52 |
Nine Network |
||||||||||||
|
TCN |
8.8 |
8.1 |
8.9 |
8.4 |
8.9 |
8.5 |
9.0 |
8.0 |
9.0 |
9.75 |
10.25 |
10.75 |
|
GTV |
6.6 |
7.3 |
8.6 |
8.7 |
8.9 |
7.8 |
8.0 |
7.0 |
8.0 |
8.25 |
9.00 |
9.50 |
|
QTQ |
6.9 |
7.0 |
8.3 |
8.1 |
8.4 |
7.0 |
7.0 |
7.5 |
7.0 |
7.75 |
8.25 |
9.25 |
|
Average |
7.4 |
7.5 |
8.6 |
8.4 |
8.7 |
7.7 |
8 |
7.5 |
8.0 |
8.58 |
9.17 |
9.83 |
Network Ten |
||||||||||||
|
TEN |
11.9 |
12.0 |
10.8 |
10.2 |
12.99 |
12.8 |
13.81 |
16.40 |
16.76 |
13.79 |
16.97 |
16.71 |
|
ATV |
11.4 |
12.1 |
10.4 |
10.1 |
13.11 |
13.9 |
14.11 |
15.38 |
16.07 |
12.36 |
14.10 |
14.01 |
|
TVQ |
10.4 |
11.3 |
9.7 |
10.2 |
11.51 |
12.1 |
12.65 |
14.92 |
15.72 |
12.69 |
14.78 |
16.07 |
|
ADS |
9.7 |
7.7 |
8.7 |
8.0 |
10.12 |
12.2 |
11.49 |
12.88 |
13.73 |
13.00 |
14.49 |
15.28 |
|
NEW |
9.3 |
10.7 |
9.3 |
8.4 |
9.75 |
11.4 |
11.21 |
12.61 |
13.39 |
12.02 |
13.84 |
14.27 |
|
Average |
10.5 |
10.8 |
9.8 |
9.4 |
11.5 |
12.5 |
12.65 |
14.44 |
15.13 |
12.77 |
14.84 |
15.27 |
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 |
2009 |
2010 |
2011 |
|---|---|---|---|
|
Australian |
79003 |
80284 |
75644 |
|
Foreign |
2679 |
3065 |
3635 |
|
Exempt |
5554 |
4900 |
5093 |
|
Total |
87236 |
88249 |
84372 |
|
Australian & exempt (per cent of total) |
96.9% |
96.5% |
95.7% |
|
Foreign (per cent of total) |
3.1% |
3.5% |
4.3% |
Australian and foreign produced advertisements by type – 2011
|
Type of advertisement |
Australian produced |
Foreign produced |
|---|---|---|
|
New |
28264 |
1174 |
|
Revised |
22324 |
752 |
|
Tags or minor revisions |
22785 |
1677 |
|
Billboards |
524 |
23 |
|
Charity or public service campaigns |
1122 |
0 |
|
Resubmitted (over 2 years old) |
625 |
9 |
|
Total |
75644 |
3635 |
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 |
2009 |
2010 |
2011 |
|---|---|---|---|
|
New |
1427 |
1259 |
1364 |
|
Revisions |
891 |
842 |
879 |
|
Tags or minor revisions |
2571 |
2307 |
2128 |
|
Billboards |
9 |
8 |
2 |
|
Charity or public service campaigns |
642 |
480 |
714 |
|
Resubmitted (over 2 years old) |
14 |
4 |
6 |
|
Total |
5554 |
4900 |
5093 |
Three top advertisement types classified
The three top product categories for Australian advertisements classified in 2011 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, leisure and outdoor, and motor vehicles.
