Tony Armstrong and Courtney Act. (Photo by Nick Wilson)
National broadcaster SBS has used its Upfront 2026 to highlight the effectiveness of media spend on the network, via a lighter ad load.
SBS commissioned television technology company Samba TV and digital analytics consulting firm Insighten to showcase insights on the ad load experience by consumers in live TV viewing environments across all the free-to-air commercial players.
“Across both linear and live streaming environments, Australians are exposed to an average of up to 16 minutes of ads per hour on some networks,” said Keiran Beasley, national sales manager – digital and TV, SBS Media.
“In contrast, SBS has no more than five minutes per hour, giving audiences a better viewing experience and brands a clearer voice.”
Beasley also connected this research with a recent updated study by Ehrenberg Bass which reinforces the power of shorter and fewer advertising breaks.
“The latest meta study from Ehrenberg-Bass reinforces why ad loads matter – because they demonstrate the clear connection between lower ad load and better recall,” he said.
“This research suggests that SBS’s low clutter environment delivers between 32% and 47% better recall than our free-to-air competitors. Shorter ad breaks remain a cornerstone of SBS’s premium standout environment.”
SBS also committed to updating the ad load research in 2026 to include all streaming players in the Australian market.
“Early next year, we’re expanding this research further to include ad-supported SVODs and YouTube — helping agencies and clients understand clutter across the entire Total TV ecosystem,” he said.
“In a world where attention is scarce, smart marketers ensure their message stands out — not lost in the noise — and drives measurable results.”
Yasmin Sanders, vice president APAC at Samba TV, stressed the importance of the research in bringing further transparency to the sector.
“The media sector has requested more transparency on ad loads, particularly in streaming, as well as insights based on the real experience of viewers,” said Sanders.
“With Samba TV data, SBS has been able to deliver a combined live total TV view to further provide accuracy and transparency into how audiences engage across live and streaming.”
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