The Ups and Downs of TV Advertising

While traditional TV audiences in Australia have declined compared to a decade ago, television remains an important component of a well-rounded media strategy. Millions of Australians still tune in regularly for live news, reality TV, and major events. Married at First Sight, for example, averaged a National Broadcast Audience of 1.5 million per episode in 2025—an impressive 9% increase year on year. Meanwhile, the 6pm news bulletin continues to attract around 1 million viewers nightly, proving that key time slots still offer significant reach and impact for advertisers.

Getting to Know the Aussie TV Scene

Free-to-Air Networks like Channel 7, 9, and 10 attract a huge, diverse audience, which is perfect for building brand awareness. These channels are known for popular shows, news, and live events that draw in big numbers.

Broadcast Video on Demand (BVOD) is changing the game by letting viewers watch free-to-air shows whenever they want, often with ads tailored just for them. This is a fantastic way to connect with younger audiences who might not watch traditional TV as much but still love certain programs.

The Benefits of TV Advertising:

Massive Reach: TV is unbeatable when it comes to reaching a wide range of people, especially during live events and hit shows.

Building Your Brand: A well-made TV ad can seriously boost your brand’s visibility and make it feel more credible and trustworthy.

Emotional Impact: The mix of visuals and sound in TV ads can create a strong emotional connection with viewers, helping to build brand loyalty.

The Challenges of TV Advertising:

It Can Be Pricey: TV ads, especially during prime time in Metro markets, can be costly.

Less Targeting: Traditional TV doesn’t offer the same precise audience targeting as digital platforms like Google Ads, Facebook, or Instagram.

Short Attention Spans: Viewers are bombarded with ads, so it’s crucial to grab their attention quickly.

Making the Most of TV Advertising

TV ads are still a powerful tool, especially when combined with other channels. Here’s how to get the most out of them:

Create a Strong Message: Make sure your TV ads are engaging and encourage viewers to find out more online.

Boost with Digital Channels: Use social media to spread your message further, start conversations, and track how your TV ads are performing.

Mix TV with Online Strategies: TV gives you broad reach, but combining it with online channels lets you target and retarget your audience more precisely, ensuring your message hits the mark.

Don't Overlook Regional TV: Regional markets can deliver incredible value. With strong local loyalty and fewer competitors, advertising on regional TV channels can often give your message more cut-through. But not all regions are the same. In some areas, one station can be enormously dominant—while others barely rate a mention. That’s where local knowledge really counts. Working with us means you’re not flying blind. We know the media landscape inside out, so you won’t waste your budget on stations that don’t perform.

TV advertising isn’t what it was 20 years ago—and that’s not a bad thing.

It’s evolved. With the rise of BVOD, more flexible buying options, and smarter integration with digital platforms, TV can now work harder and more strategically than ever. When planned well, it delivers reach, impact, and credibility that’s hard to beat. Whether you're targeting metro or regional audiences, traditional TV or streaming, having the right strategy—and the right team behind you—makes all the difference.