Initiative Media has released the first media report for 2010. In the major commercial television share stakes, Channel 7 (TVW-7) won the week overall with a total of 39.4.0%. Following were Channel Nine (STW-9) with 35.8% and Channel Ten (NEW-10) with 24.8%. Seven News was the top performing programme reaching 213,000 viewers locally.

Research by The Newspaper Works in conjunction with Ipsos Media CT found that ads with current affairs and editorial content achieve higher recognition than non-issue based advertising. They received higher levels of interest and were generally understood better. This goes to show readers respond to topical copy and artwork that would conjure emotions about a recent issue. It is long considered a very effective campaign method and the recent NSW "Save Power/Black Balloon" campaign proved this by achieving 46% higher recognition than other advertisements.

Something to consider when you are looking into a television campaign in Australia, according to Regional Television Marketing (RTM) 36% of the Australian population lives in regional areas which represents a total of 8.2m people. Quite a substantial amount of consumers to expose to when considering television commercial campaigns and strategy. Advertising Design Service highly regards the regional areas of Australia when developing a television campaign for our clients. We have previously developed a regional television spot for McCracken's, who required a targeted television campaign for regional farmers.

Reports from the USA suggest that media appetites in the near future (2015) range dramatically, so naturally advertising will be tailored to time and place. It is also likely that media access remains fluid, but consumer attention is focused on a few trusted brands and outlets. Researchers say that TV and traditional media will stand up in the longer term.

To read the full report from Initiative please click here.