Alone S2 drives SBS On Demand growth and 'tremendous ROI' for advertisers
SBS' director of media sales likens Alone to the World Cup, saying the event nature of the series brings in millions of people to SBS' platforms.
Alone Australia season two's BVOD success has led to overall growth for SBS On Demand.
SBS director of media sales, Adam Sadler, likens Alone to the World Cup, telling Mediaweek that the event nature of the series brings in millions of people to SBS' platforms and allows viewers to sample different content.
"Around 20% of season 2 Alone viewers have gone on back to watch season 1," he says.
"For a platform like SBS On Demand, with its deep library, this is tremendously important as Alone is driving our active watchers and bringing people into the platform."
Season two's first episode garnered a BVOD national audience of 327,000, with 52% of overall viewership coming from digital viewing.
Sadler states Alone is a mass-reach, digitally-led program and clearly illustrates the power of TV as a medium.
"Implicit within that is reach across all ages and that of course includes the advertiser-friendly 25-54s demo.
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"This year, we have seen a tremendous reaction from advertisers who know this is a unique franchise and who are keen to capitalise on the audiences across both broadcast and digital.
"With that Total TV lens, the franchise continues to deliver tremendous ROl for all our partners, and a clear testament to that is we had a lot of returning advertisers this season. They know it works."
In 2023, Alone Australia drew more than 1 million viewers for each episode, with almost half of its audience coming from digital.
SBS director of television, Kathryn Fink says: “The conditions might be getting colder and harsher on New Zealand’s South Island as the second season of Alone Australia enters its final weeks, but Australians are continuing to warm to the raw and inspiring stories of the brave survivalists who remain.
“Following the enormous success of the launch of Alone Australia last year, the second series is also drawing significant audiences on TV and on SBS On Demand, and we’re delighted the show has once again positioned itself as a standout hit of the year."
The newest episode of Alone Australia had a Total TV National Average of 264,000 and a BVOD national average audience of 39,000.
