2009 - Compliance with Australian Content in Advertising Standard | ACMA

2009 - Compliance with Australian Content in Advertising Standard

The 2009 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 1998.

Table 1: Australian advertising broadcast in 2009

Station

2007 (%)

2008 (%)

2009 (%)

Seven Network

ATN Sydney 85.40 85.50 84.99
HSV Melbourne 85.70 86.30 87.10
BTQ Brisbane 86.10 87.10 87.00
SAS Adelaide 87.40 87.70 88.30
TVW Perth 86.80 87.70 87.60
Average 86.28 86.86 87.00

Nine Network

TCN Sydney 92.00 91.00 90.25
GTV Melbourne 93.00 92.00 91.75
QTQ Brisbane 92.50 93.00 92.25
Average 92.50 92.00 91.42

Network Ten

TEN Sydney 83.60 83.24 86.21
ATV Melbourne 84.62 83.93 87.64
TVQ Brisbane 85.08 84.28 87.31
ADS Adelaide 87.12 86.27 87.00
NEW Perth 87.39 86.61 87.98
Average 85.56 84.87 87.23

Table 2: Foreign advertising broadcast 1998 to 2009
Station

1998
(%)

1999
(%)

2000
(%)

2001
(%)

2002
(%)

2003
(%)

2004
(%)

2005
(%)

2006
(%)

2007
(%)

2008
(%)

2009
(%)

Seven Network

ATN 12.7 9.9 12.0 10.0 9.7 9.0 9.1 8.4 9.6 14.6 14.5 15.01
HSV 12.3 9.7 11.7 9.6 8.9 8.7 8.8 7.3 11.0 14.3 13.7 12.90
BTQ 11.3 9.3 11.0 8.7 8.7 8.4 8.7 7.0 9.5 13.9 12.9 13.00
SAS 10.2 8.2 10.5 7.7 6.9 6.8 7 5.6 9.0 12.6 12.3 11.70
TVW 9.4 7.1 7.7 6.8 7.2 7.1 7.2 8.8 8.8 13.2 12.3 12.40
Average 11.2 8.8 10.6 8.6 8.3 8 8.2 7.4 9.6 13.72 13.14 13.00

Nine Network

TCN 7.6 8.4 8.8 8.1 8.9 8.4 8.9 8.5 9.0 8.0 9.0 9.75
GTV 6.8 7.8 6.6 7.3 8.6 8.7 8.9 7.8 8.0 7.0 8.0 8.25
QTQ 6.5 6.9 6.9 7.0 8.3 8.1 8.4 7.0 7.0 7.5 7.0 7.75
Average 7 7.7 7.4 7.5 8.6 8.4 8.7 7.7 8 7.5 8.0 8.58

Network Ten

TEN 12.22 10.1 11.9 12.0 10.8 10.2 12.99 12.8 13.81 16.40 16.76 13.79
ATV 12.30 10.8 11.4 12.1 10.4 10.1 13.11 13.9 14.11 15.38 16.07 12.36
TVQ 10.25 8.6 10.4 11.3 9.7 10.2 11.51 12.1 12.65 14.92 15.72 12.69
ADS 11.19 8.7 9.7 7.7 8.7 8.0 10.12 12.2 11.49 12.88 13.73 13.00
NEW 9.24 8.7 9.3 10.7 9.3 8.4 9.75 11.4 11.21 12.61 13.39 12.02
Average 11 9.4 10.5 10.8 9.8 9.4 11.5 12.5 12.65 14.44 15.13 12.77

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 2007 2008 2009
Australian 58,116 84,924 79,003
Foreign 3,016 3,052 2,679
Exempt 5661 5,036 5,554
Total 66,793 93,012 87,236
Australian & exempt (per cent of total) 95.5% 96.7% 96.9%
Foreign (per cent of total) 4.5% 3.3% 3.1%

Australian and foreign produced advertisements by type - 2009

Type of advertisement Australian produced Foreign produced
New 31,717 1,075
Revised 20,106 555
Tags or minor revisions 25,629 1,024
Billboards 484 11
Charity or public service campaigns 639 0
Resubmitted (over 2 years old) 428 14
Total 79,003 2,679

Exempt advertisements

Advertisements for imported cinema films, videos, 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 2007 2008 2009
New 1,436 1,405 1,427
Revisions 878 853 891
Tags or minor revisions 2,689 2,133 2,571
Billboards 15 19 9
Charity or public service campaigns 632 620 642
Resubmitted (over 2 years old) 11 6 14
Total 5,661 5,036 5,554

Three top advertisement types classified

The three top product categories for Australian advertisements classified in 2009 were for retail, entertainment, and motor vehicles.

The three top product categories for exempt advertisements classified were in the area 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 communication & business (including mobile phone content providers and computer companies), retail, and leisure and outdoor.

Last updated: 02 May 2018