Thinking about your ad spending?

3 minute read

It seems advertising agencies are really in a spin as to where large companies should spend their money. For the most part advertising in Australian Media is really left to the big boys.

But has anyone actually sat back and said, ‘hang on – if so many people are spending so much more time online and are not watching as much TV and listening to as much radio, then why are the figures not telling us this?”

This is because in my opinion the whole way that these things are added up are simply wrong. As an example, I had a little get together last week and I asked a few questions to the 15 guests at a BBQ.

1. How often do you watch TV?
3 people said they never watched TV at all, but sometimes hired a DVD. 4 people rarely watched TV, 3 people told me they watched TV every night and the remaining 5 told me that their TV habits have changed so much and that they watch much less TV than they did only a few years ago.

2. How often do you listen to radio?
6 people never listen to the radio, 4 do only on the way to work (in their car) and 5 listen to a couple of shows in bed at night.

3. How often do you buy the newspapers?
3 never do, 12 always buy the Sunday Papers, 8 buy that Saturday papers as well (and all of these 8 mentioned the property guide) but only 3 purchased the midweek papers.

4. Use the Internet?
14 people use the Internet everyday. 1 uses the Internet every other day and all use the Internet for researching property. In fact 12 told me they look at property at least 4 times a week online.

Now all I can say is that I think companies should really do their own research, I have to say that of all of my friends are pretty much free thinkers and as much as I hate the term (a little left). But it does tell me that all of the research that goes into TV viewers each week is a little pathetic and hardly a true indication of who actually watches TV.

The problems everyone has is that so many companies make money out of TV, Newspapers and Radio advertising and these same companies make very little out of Internet advertising that it makes it hard for large companies habits to change. The last companies I would trust as far as spending my money on marketing would be advertising agencies or ad buyers.

It simply comes down to results and they will vary from city and region, but do not trust just what you are told, do some research yourself. There are a few Google Adword specialist companies out there and one of the bloggers on here does this kind of work.

I would suggest pulling some kind of advertising from another sector, if only for a month or a week and place a little money into marketing your won website through a Google Adwords campaign, you may be pleasantly surprised!

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  • Dave Platter
    Posted May 14, 2007 at 5:56 pm 0Likes

    Good post, Peter. I would also ad that internet advertising is also much more affordable than advertising in any of the other mediums you mentioned.


  • Mark Tull
    Posted May 14, 2007 at 9:16 pm 0Likes

    For those on the Gold Coast in Qld who would like to know more about this subject, we hold monthly 2 hour seminars and all info can be found at If you would like us to tailor a seminar in your location for you and your associates, please contact us and we would be happy to arrange this. We are happy to travel to capital cities and with some support from you in relation to local business contacts, regional centres. Its a great, fun and informative session with some of the leading Google Adwords Qualified providers in the country.

  • Tom S
    Posted May 14, 2007 at 11:23 pm 0Likes

    Hi Pete,

    This blog is turning into one big hotgoanna

  • Peter
    Posted May 15, 2007 at 12:02 am 0Likes

    Hi Tom, I have let it go a little but I have told him not to simply think this is a place to promote his business. Although I did lead into this a little. As long as it is relevant to an article I do not mind it. I have warned all companies that overdoing it will incur a wrath!

  • Scott
    Posted May 15, 2007 at 8:50 am 0Likes

    Off the topic I know – but what is the deal with the Realsearch site?
    I tried visiting the site, only to get a small pop-up saying “we have launched”, which then closes and shows the same holding page they have had for ages.
    Can someone tell me if they have launched or not, as it seems they themselves seem to not know……

  • Elizabeth
    Posted May 15, 2007 at 9:02 am 0Likes

    Good Morning,

    Peter, the younger generation in my family stated that they do not watch television. They consider it to be too old world, and used a word which I think means ‘boring’.

    However, when I noticed that they all gravitated to my nephews lounge room only to watch television, I asked them what they were doing.

    My nephew told me that they were watching a program he downloaded from the internet.

    I subsequently received an education in a Bite Torns which is where he obtains his programs.

    I never thought I would see the day when television was not the main source of entertainment and information.


  • Peter Ricci
    Posted May 15, 2007 at 9:43 am 0Likes

    Hi Elizabeth

    Just so you know it is called Bit Torrent (smiles) but yes, I do use this to download shows not yet screened here like the excellent British Comedy – Saxondale and some others.

    I think television still has its place but they have become so self congratulatory that it has become just so ridiculous. Their problem is that they concentrate so much on what the other is doing and in the mean time they have just completely forgotten about the consumer.

    On the other hand newspapers have at least woken up and even though I do not see a great future – at least they understand that they have to deliver to consumer needs.

    I am talking about consumer television and not SBS or ABC which in my opinion just continually grow as networks.

  • Peter Ricci
    Posted May 15, 2007 at 9:44 am 0Likes

    Scott, in relation to realsearch, they sort of got it wrong on launch and did not do their homework, they are now re jigging their systems for another launch for independent real estate agencies!

  • Mark Tull
    Posted May 15, 2007 at 2:25 pm 0Likes

    Sorry all, I will refrain from further links out to our stuff. Didnt mean to do the informercial stuff at all. Will keep it to the facts from now on. Ask questions and I answer or add data and I wont link to our blog. Once again, didnt mean to offend, just trying to help.

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