25-54 is “outdated” as a TV and BVOD demographic, SBS claimed at its 2025 Upfront event yesterday in Sydney.
Speaking at the Sydney Town Hall event, Keiran Beasley, National Sales Manager – TV and Digital, said, “It is no secret that Australians are facing a challenging economy and, in particular, a cost-of-living crisis which is particularly affecting younger people. Our challenge for this room amid a difficult economic environment is: why are we continuing to make the historical – and daresay I say outdated – demographic of 25-54s the keystone of television buying?
“Smart marketers are already seeing the benefits of briefing us against a 40+ or 35-64s demographic. The research clearly highlights that 40+ demographics have a strong disposable income and are looking to spend.”
Beasley highlighted recent research from CommBank which showcased how total spend was going backwards among younger demographics, but was strong among older age groups.
“The numbers don’t lie. In the current economy those aged 25-34 have reduced cash for discretionary items and are eroding their savings for daily essentials. Now compare that to those aged 40+ who have higher disposable incomes and greater financial security.”
Jane Palfreyman, SBS Chief Marketing and Commercial Officer, noted: “For marketers and agencies, SBS needs to be part of their media schedule. We have a high value, hard to reach audience that is difficult to find elsewhere.”
SBS features only five minutes of advertising per hour and an audience which watches very little Seven, Nine, 10 or ABC, it was claimed.
“When you buy SBS you are buying a different type of consumer,” said Beasley. “The research shows clearly it’s not the same viewer as our traditional counterparts and especially with SBS On Demand we are playing in a premium pool of viewers who are not always easy to reach elsewhere.”
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