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Save our SBS recommends broadcaster drop in-program advertising

Lobby group recommends to SBS Board that it revert to its former advertising model because it hasn't increased revenue.

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2013-08-19_1137A submission from lobby group Save our SBS has recommended SBS revert from ad breaks within programs to its former model of ads between programs.

Steve Aujard, president of told ABC radio4s 775 Jon Faine that a submission to the SBS board based on a survey of over 2000 viewers showed many rejected “in-program” advertisements.

“96% wanted SBS to devise a plan to move advertisement from within programmes to between programmes. Although having said that there’sa fairly high proportion who would be happy to see no advertising on SBS whatsoever,” he said.

SBS began “in-program” advertising in late 2006 after ads had previously run only at the end of programmes. Aujard said advertising on SBS brings in more than $40m, but that in-program ads haven’t increased revenue.

“It did initially and then things started to go sour for them. The policy hasn’t quite worked the way they anticipated.”

He also said the submission recommended non-English language programs should be increased and amendments to the SBS Code of Practice.

An SBS spokesperson told TV Tonight, “SBS regularly receives input and feedback from its many stakeholders in the community and we always give them due consideration.

“However, as a hybrid broadcaster, advertising revenue is critical to SBS’s capacity to fund great Australian content.

“SBS is not considering any options to cut its in-program advertising.”

8 Responses

  1. I read all 102 pages of the report which I found on the Save Our SBS website. It’s more like a comprehensive evidenced based fully referenced academic-type paper than a simple survey.
    They found not just universal dislike of ads disrupting programs but that three-quarters of SBS’s viewers believe it is now less faithful to the Charter than before SBS began putting ad breaks within programs. That’s a serious consequence of SBS taking the commercial path. It’s a fundamental point.
    Sure no one wants ads on commercial TV too but then the profit driven commercial stations are not a public utility and unlike SBS, do not have to abide by a Charter.
    SBS have been lured by the commercial dollar – although not well rewarded with no increase in TV ad revenue – to the detriment of Charter adherence.
    Non-compliance of the Charter goes well beyond the ‘I hate commercial breaks’ argument because…

  3. I agree with you BarrieT.
    I watch very few programs on SBS now, whereas before embedded ads I watched lots.
    Yes, it’s unfortunate that we miss out on promos for future shows. Their loss, our loss.
    I will never ever watch a movie with embedded ads. Never ever!
    It’s bad enough with intrusive watermarks detracting from viewing, but inane ads for products I wouldn’t buy in a fit? No thanks.

  4. I boycott SBS because of their excessive advertising. I used to watch it regularly pre 2006 and even enjoyed watching the previews between programmes. It really annoys me now to see ad breaks every 5 mins. Even if i record it and fast forward, it still annoys me the number of interuptions. Why don’t they just try the experiment over summer with no ad breaks and see how they go. They’ve got very little to lose

  6. SBS’s numbers for ad views increased and loss of viewers flicking over to other programmes declined when they started putting them in programmes rather than in long 10 minutes blocks of ads + promotion at the half hour.

    SBS’s advertising revenue didn’t increase that much because advertisers are not as interested in 3-5% shares and commercial TV advertising rates declined a lot for all commercial broadcasters due to fragmentation, competition from internet advertising, increases in ad skipping and a decline in retail sales growth.

    Sure everyone wants good FTA tv without any ads or promotions but that means paying higher taxes so the government is funding TV.

    There is little point in broadcasting material on a FTA TV station that doesn’t appeal to at least English readers. Niche stuff for non-English speakers makes much more sense for radio and internet streaming because…

  7. I’m sure if you did a survey of 2,000 commercial tv viewers they all will want between programming advertising only.

    I don’t think anyone will boycott SBS because they have in program advertising. NITV don’t have in program advertising that I’ve seen, but look at their ratings each night.

  8. I’m almost certain that if ‘Save our SBS’ also surveyed Channel Nine viewers about 96% would say they’d like advertisements taken out of programs. I’d like to know where they found that in-program ads “haven’t increased revenue.” But even if that is true, most networks are going through the same thing thanks to Australia’s advertising slump. As a regular viewer, & unlike ‘Save our SBS,’ I look at the greater good & see a broadcaster even more beholden to the whims of different governments without advertising. It’s been like this since 2006! They need to build a bridge already.

    The only thing I can agree with them here is an increase in non-English language programs. ‘Save our SBS’ should get their priorities in order first.

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