Broadcaster gives viewers option to switch off certain ads
Fans of foreign films, obscure Scandinavian crime shows, the hit survival TV series Alone and the Tour de France will soon be able to have a say in what ads they see – or don’t.
In an industry first that pre-empts government intervention into gambling advertising, SBS says it will allow viewers to choose whether or not to view ads related to wagering, alcohol or fast food on its On-Demand TV app.
SBS managing director James Taylor. Eddie Jim
Media companies usually announce new programs and ad formats at their annual “upfront” presentations to Australia’s big advertisers, and this year, SBS has also announced new advertising restrictions. People can choose to block one of those three categories.
SBS managing director James Taylor said the new feature would start early next year and had been tested internally for the past few months. It has been welcomed by Tabcorp and Endeavour Group – two of the biggest companies in the gambling and alcohol sectors.
“We started with these categories; we think they are logical places to start. It’s great for audiences, for obvious reasons, but it’s great for our commercial partners too. Because it means they’re not paying to reach audiences that have no interest in their product,” Mr Taylor said.
SBS made $173 million from advertising and sponsorships last financial year, up 12.7 per cent on the year before. That adds to the $316 million it received from the federal government. The broadcaster runs five minutes of ads per hour, compared with about 15 minutes for free-to-air broadcasters Seven, Nine and Ten.
Mr Taylor said choosing the wagering, fast food and alcohol sectors was unrelated to the impending government regulations on gambling advertising. Any week now, the government will
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