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Table 1 Weeks and type of advertising in July 2010- June 2011

From: Using mass-media communications to increase population usage of Australia’s Get Healthy Information and Coaching Service®

week 1 - 9 Time period 1 tracking survey; no advertising week 31 TV, press & online
week 10 TV, print, radio & online week 32 TV, press & online
week 11 TV & online advertising week 33 online
week 12 TV, print, radio & online week 34 no advertising
week 13 TV & online week 35 Time period 2 tracking survey; no advertising
week 14 online week 36 Letter box drops & magazine inserts in prescribed geographical locations
week 15 online week 37 Letter box drops & magazine inserts & "Swap it" branding
week 16 online week 38 Magazine inserts, press, online & "Swap it" branding
week 17 online, print & radio week 39 TV, magazine inserts, press, online & "Swap it" branding
week 18 online advertising week 40 TV, magazine inserts, press, online & "Swap it" branding
week 19 TV, print, radio & online week 41 Print & online
week 20 no advertising week 42 print
week 21 TV & print week 43 print
week 22 TV week 44 print
week 23 TV & print week 45 TV & print & online
week 24 TV week 46 Print & online
week 25 TV week 47 Print & online
week 26 TV week 48 Print & online
week 27 TV week 49 TV & print & online
week 28 TV and online week 50 TV & print
week 29 TV and online week 51 TV & print
week 30 TV and online week 52 Time period 3 tracking survey ; no advertising
Total advertising throughout the year
Print advertisements · 26 in metropolitan press titles · 75 in culturally and linguistically diverse press titles
· 104 in suburban press titles
· 205 in primary regional press titles · 10 in Aboriginal press titles
Online advertisements · 15 sec pre roll advertising; behavioural and demographic targeted advertising; direct traffic and sponsored links
Letterbox drops and Magazine inserts · 309,000 letter box drops; 271,254 metropolitan households and 37,087 regional households specifically targeted to disadvantaged locations (based on geography and unhealthy lifestyle behaviours)
· 522,000 inserts into “open road”, 161,000 in Newcastle and Hunter region, 121,000 in North Coast region, 69,000 Southern Tablelands and Central West NSW and 109,000 South Coast NSW.
Radio · 440 “live read” 10 sec advertisements in metropolitan Sydney
· 200 “live read” 10 sec advertisements in regional locations (Central Coast, Newcastle, Nowra, Lithgow and Wollongong