Advertising on free-to-air television adds more than $4 billion to the Australian economy, according to a Deloitte report.
The Everybody Gets It study, commissioned by industry body Free TV, looked at the economic and social impact free TV has on Australia.
Economic modelling for the report found that by supporting competition and innovation, the economy was $4.4 billion larger in 2019 as a result of advertising on commercial TV.
“Commercial television is an important part of the advertising mix, and plays a significant role in the advertising industry’s contribution to the economy,” the report says.
“Around 20% of advertising expenditure went to commercial television in 2019.”
More than 26,000 people were employed in advertising in February last year, according to ABS data, with an extra two people employed in supported sectors and occupations for every one person employed in advertising.
A survey of more than 2,000 Australian consumers also found that 12.6% think TV ads influence their buying decisions to a “high extent”, higher than all other paid forms of advertising considered, including print, outdoor, social and digital.
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