Australia's biggest TV advertiser last month was the federal government promoting climate claims
Introducing Unmade's monthly update on the most active television advertisers
Welcome to a new piece of exclusive analysis from Unmade for our paid subscribers.
We’ll be working with media intelligence service Canda to uncover the most active television advertisers in both peak and off peak across Australia’s free to air TV networks each month.
With an election imminent, eyebrows may be raised at the most aired piece of advertising creative in prime time in March - a campaign spruiking the government’s credentials in renewable energy.
The data was compiled by Canda based on the number of times it recorded each ad airing across the five major metro TV regions of Sydney, Melbourne, Brisbane, Perth and Adelaide.
Prime time: Government spends big as election looms
The most active prime time advertising campaigns in March:
1. Australian Government: Australia’s Making Positive Energy
This campaign launched in September of last year, a few weeks before the United Nations Climate Change Summit in Glasgow, at the behest of Angus Taylor, Minister for Industry, Energy and Emissions Reduction.
The integrated campaign was created by The Monkeys, part of Accenture Interactive. It talks up the government’s policies in the energy sector, including job-creating “hydrogen hubs”. It makes claims about emission reductions and promotes the government’s commitment to reach net zero emissions by 2050.
Public funds paid for the 15 second version of the ad that was aired 1,859 times in peak time spots across the capital cities.
The rest of this post is for Unmade’s paying subscribers.