New market-first research, done in conjunction with Samba TV and Insighten, gives fresh insight into how ad loads compare across linear and BVOD platforms.
September 3, 2025
National broadcaster SBS has used its SBS Upfront 2026 to highlight the effectiveness of media spend on the network amid an increasingly crowded and cluttered TV streaming landscape.
In market-first research, SBS commissioned Samba TV and Insighten to showcase new insights on the ad load experience by consumers in the Total TV landscape across all the free-to-air commercial players.
“Australians are exposed to an average 16 minutes of ads an hour on some networks — across linear and streaming. In contrast, SBS averages just five minutes per hour, giving audiences a better viewing experience and brands a clearer voice,” said Keiran Beasley, National Agency Sales Manager, SBS Media.
Beasley also connected this new 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 per-cent better recall than competitors. Shorter ad breaks remain a cornerstone of SBS’s premium standout environment.”
SBS also committed to updating the adload research in 2026 to include all streaming players in the Australian market.
“Early next year, we’re expanding this research further to include 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 this research in bringing further transparency to the sector.
“The media sector has requested for more transparency on ad loads, particularly in streaming, as well as data that is based on the real experience of viewers. 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,” said Sanders.
Gagan Batra, Director of Insighten, highlighted the future value of this work.
“This has been a novel use of Samba TV data in the Australian context. It has required forensic examination of the data to model the viewing experience, however we are in a great position now to expand the analysis to the full range of BVOD and SVOD services.”
SBS also used the event to showcase a partnership with the South Australian Tourism Commission on a summer campaign that highlighted South Australia as a top holiday destination to viewers in New South Wales and Victoria.
“We know SBS offers a premium audience and world-class ad environment. We’re also working hard to prove the return on investment,” said Beasley. “Take South Australian Tourism — they needed to know if digital campaigns were cutting through and driving real results. Partnering with SBS On Demand, Azira and Merkle, their campaign delivered a 42% uplift in foot traffic and over 12,000 verified visits.
“For the first time, they could measure cost per incremental visitor — and prove exceptional return on ad spend with SBS.”
