Ryvalmedia Pulse (Vol.53)

Samba TV Report Shows 12% Linear TV Growth and Digital Trends

Samba TV have released their latest 'The State of Viewership' report which highlights that Australian TV viewership hit a post-pandemic high in the second half of 2024, with linear viewing hours up 12% year-over-year. With TV viewership currently in a state of transition, SVOD and digital video each added 300k new users in 2024, with over half the Australian population now watching SVOD.

Drama continues to dominate streaming, capturing 72% of the top 50 shows during H2 2024 with shows like The Penguin and The Day of the Jackal stretching the typical two-week window of discovery.

Overall, the data from Samba TV highlights that TV consumption shifts and moves quickly meaning an enhanced measurement framework with real-time targeting combined with contextual ads being keys to success in 2025.

Advertisers Increase Investment in Digital Audio Industry and Support Creator Economy

Podcast advertising is becoming a favourite among agencies, with 79% planning to increase their investments in the next 12 months, according to a new report published by the IAB. Streaming music (65%) and streaming radio (56%) are also expected to see increased spending, driven by audio's ability to offer incremental reach and complement the media mix.

Digital audio campaigns still prioritise branding, but advertisers are increasingly leveraging streaming and podcast storytelling to shape brand perceptions and provide educational content. There were some key findings from the report which included: Programmatic digital audio buying was found to have increased, with 78% of agency respondents indicating their intention to buy digital audio programmatically in 2025. This is up from 72% of agencies buying audio programmatically in 2024, and from 63% in 2023. Along with this, agencies in 2024 diversified their podcast investments, moving beyond lifestyle, health, and wellness to significantly increase spending on society and culture (up 12%), news and current affairs (up 10%), and true crime (up 9%) podcasts.

Ryvalmedia has experienced similar growth in audio across our clients, and can help with any questions advertisers have with how this channel can be utilised. 

Launch of Multicultural Outdoor Media Network in Australia

Multicultural Outdoor (MCO), a dedicated multicultural digital out-of-home (DOOH) media network, has launched in Australia. MCO aims to address the gap in mainstream media by providing multilingual outdoor advertising in key cultural centres across Sydney and Melbourne. The network targets communities speaking languages such as Arabic, Cantonese, Mandarin, and Hindi.  

MCO is expanding its network from 179 screens to nearly 250 by the end of the year, extending its reach to South Australia, Queensland, and Western Australia. 

The vision is to ensure all Australians, regardless of language or background, have access to important information and the opportunity to engage with brands in a meaningful way.