Mark Frain. Credit: Foxtel Media
Australia’s TV sector could lose another $200 million in the next two years if it fails to fix how it trades and transacts.
The major television networks are working with Adgile to create an outcomes based measurement platform for ad campaigns.
Foxtel Media CEO Mark Frain told the Future of TV Advertising Conference the market is shrinking despite the rise of digital video.
“The Australian TV ad market lost over a billion dollars in the last four years,” Frain said.
“We'd all say that's probably not good enough.”
Even with YouTube included, the category is still declining.
“We all compete fiercely individually… but we're still declining as a total industry,” Frain said.
Frain said the industry is clinging to outdated trading models while global platforms move ahead.
“I think the currency race is over. Why? Outcome-based trading metrics are clearly the winning metric,” he said.
The shift needs to happen fast.
“We have to get there within the next 12 months,” Frain said.
Without it, TV will miss growth in streaming and video.
Foxtel Media has already moved away from traditional trading systems.
“In 2025, 0% of our revenue was traded against a market currency, and we grew,” Frain said.
The approach relies on first-party data matched with external data sets and measured outcomes.
Ease of buying is another issue. Frain pointed to YouTube’s advantage with agencies and clients.
“YouTube is simple and easy to buy… every agency, and increasingly clients have a red button that they press that sends money to YouTube,” he said.
TV has no equivalent.
“Where is our simple button as an industry?” Frain said.
“We are hard to transact with. Too difficult.”
Frain outlined three scenarios.
If nothing changes, $200 million leaves the market, if the focus shifts to outcomes, there is $100 million in growth and if outcomes are combined with simpler trading, growth could reach $200 million.
The difference between doing nothing and fixing both, $400 million.
Frain said competitors need to align as an industry on measurement and systems while continuing to compete on content.
“We must all hang together, or assuredly we shall all hang separately,” he said, quoting Benjamin Franklin.
He also urged the industry to focus less on self-promotion.
“I implore you to spend less time crapping on about yourself and more time contributing to the future plan of the video and TV industry.”
The message to agencies and marketers, TV can compete, but only if it proves outcomes and becomes easier to buy.
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