AnnuAl REPORT 2011-2012 - Sbs

Goal 2: Objective 2.1
For more australians to use SBS services
audiences
in 2011-12 SbS’s television audience remained steady
in an increasingly competitive media landscape. SbS’s
primetime (6pm – midnight) share of people 16+ was 5.9
per cent. On average SbS reached 7.6 million viewers
nationally on average each week, with 5.39 million people
in the five capital cities and 2.20 million people in regional
areas. A list of SbS television’s top 50 programs for the
year is included at Appendix 16. A breakdown of SbS’s
metro and regional audience share, key demographics and
year on year comparisons is also included at Appendix 17.
SbS’s online offering experienced significant growth in
2011–12. On average 1.7 million Ubs visited SbS Online
each month, a 15 per cent increase from 2010 –11.
the site delivered an average of 1.8 million video views.
A list of the top 10 websites for the year is included at
Appendix 18. by june 2012, the site was recording two
million unique browsers. Average monthly Ubs, page
impressions and video views and podcasts is available
at Appendix 19.
Cross-platform initiatives
SbS continued to exploit promotional and other
opportunities across its platforms to increase the exposure
of its content. Significant cross-platform projects included
Once Upon a time in cabramatta, the chinese Language
Project, eurovision, tour de France and a strong social
media engagement planned around the second series of
Go back to Where You came From. New online forums
around current affair program insight are also strengthening
SbS’s online offering.
Social media and cross-platform
marketing
SbS continually hones its marketing campaigns as
more is discovered about what are audiences want and
the devices they are choosing to use. in line with our
approach to developing innovative and thought-provoking
content that generates debate and inspires all Australians
to explore and appreciate the multicultural world we live
in, marketing strategies continue to be innovative and
creative risk taking.
42 SBS
SbS has direct communications channels to engage with
audiences and has developed a large audience database
to provide updates to audience members based on
their preferences, including personal preference settings
available on SbS’s catch up service SbS ON DeMAND.
SbS has embraced the use of social networks to engage
with audiences, with its success demonstrated in social
media figures around key content such as Once Upon a
time in cabramatta, episode one trending number two
and four globally on twitter.
SbS provides resources to maintain a strong presence on
Facebook and twitter as well as deepen engagement with
specialist bloggers and commentators.
SBS on mobile devices
SbS continues to be a leader in exploring opportunities
to extend its brand and the reach of its content into
new areas and platforms. in 2011–12, SbS launched
and updated a number of apps for iPhones, iPads and
Android mobile services.
• WNA app: Apple iPad – july 2011; Google Android –
February 2012
• SbS ON DeMAND app: Apple iPhone and iPad –
August 2012
• tour de France tracker 2012 app: Apple iPhone and
iPad / Google Android – june 2012
• SbS PopAsia app: Apple iPhone – july 2011
• SbS PopAraby app: Apple iPhone – August 2012
• SbS PopDesi app: Apple iPhone – August 2012
• SbS Your Language app: Apple iPhone – November
2011; Google Android – March 2012
SBS Distribution
SbS Distribution is the consumer products and distribution
arm of SbS, making products related to SbS programs
available for sale to consumers and the educational market
via Australian retailers and distribution partners, and
showcasing SbS commissioned programming for export to
broadcast markets across the world.