Measurement Science · AU Retail Energy · VIC · Mar - May 2026

Competitive
Insights

Turn media waste into
competitive advantage.

Wasted Spend Recovery

Quantify impressions delivered above your ideal reach and frequency, allowing you to reinvest that savings in incremental reach strategies.

Share of Voice Benchmarking

Measure your impression share against key competitors to understand your category position in the Victorian retail energy market at a glance.

Competitive Creative Intelligence

Surface competitor ad creatives and the top programs they appear in to sharpen your targeting and creative strategy across the state.

Level

Parent Brand Product

Advertiser

EnergyAustralia x | v

Competitors

AGL Energy x Alinta Energy x Origin x Engie x Red Energy x

x | v

Start Date

01/03/26v

End Date

31/05/26v

EnergyAustralia VIC SOV

24.0%

Category leader by impressions - marginal edge over AGL and Alinta

Category TV Investment

288m

Geo-weighted HH impressions, all VIC advertisers

Avg Competitor Frequency

27.4x

Avg 90-day frequency across AGL, Alinta, Origin, Engie

Reach Gap to Alinta

95K

Unique HHs Alinta Energy reaches that EnergyAustralia does not

Share of Voice

Competitive impression share across retail energy in Victoria - March to May 2026.

1 Mar - 31 May 2026 · 90 days · Victoria

EnergyAustralia 24.0%
AGL Energy 23.6%
Alinta Energy 23.1%
Origin 16.4%
Engie 11.2%
Red Energy 1.8%

Insight

EnergyAustralia leads the full VIC retail energy category at 24.0% Share of Voice (SoV) with 69.2m geo-weighted impressions and the highest 90-day frequency (35.7x) - a clear dominant position by volume. However, its unique household reach (1.94m VIC HHs) trails both AGL Energy and Alinta Energy, indicating frequency overspend relative to incremental reach opportunity.

AGL Energy at 23.6% and Alinta Energy at 23.1% are virtually neck and neck just behind - together holding nearly half of the total category. Alinta is the most efficient operator: it achieves the highest unique VIC household reach (2.03m) at a lower frequency than EnergyAustralia. Origin at 16.4% holds a clear third-place position. Engie at 11.2% rounds out the active competitive set. Red Energy at 1.8% has a minimal VIC TV footprint this quarter.

The top three brands - EnergyAustralia, AGL and Alinta - are separated by less than 0.9 percentage points, making this the most contested Share of Voice split in the category's recent history.

Reach x Frequency

Where competitors are paying for repetition vs reach velocity in Victoria.

Time Period

Effective Frequency Benchmarks

1 Mar - 31 May 2026 · VIC

Insight

Creative Battleground

What the VIC retail energy category is saying on screen and how each brand is positioning against regulatory and market pressure.

AGL Energy

Brand transformation platform. "Join the Change" runs at 63% of all AGL impressions - a single-minded brand pivot message at high frequency. Three supporting variants extend the narrative into plan features and sustainability. High frequency, low creative diversity.

Join the Change43.1M
Included for the Life of Your Plan: Join Today10.0M
The World Is Changing9.5M
Changing to Meet the Needs of Australians3.1M
The World2.1M

Alinta Energy

Value and switching ease. "Great Value Energy Plans: Switch Online in Minutes" leads at 35% of impressions - a direct response message designed to drive plan switches. AFL sponsorship activations and "That's True Power" drive brand awareness alongside the conversion push.

Great Value Energy Plans: Switch Online in Minutes23.4M
That's True Power13.9M
Reliable and Affordable Energy7.9M
With a Great Value Energy Plan4.9M
Get 40% off Our Gas Usage Charges and $50 off Appliances Online3.5M

Origin

Bundling and life-stage. "Gas, Internet and Electricity Bundles" at 23.3M impressions leads a multi-product bundling strategy that no other energy retailer is running at scale. Origin is the only brand targeting the mover/switcher life-stage with "Moving's Hard, Make It Easier".

Gas, Internet and Electricity Bundles23.3M
We're Making It Happen13.6M
Brought to You by Origin5.8M
Moving's Hard, Make It Easier4.0M
That's All Kinds of Useful257K

Engie

Epic lifestyle positioning. "It's Possible" and "Everything Becomes Epic" run 68% of Engie's impressions - aspirational brand-building rather than price or switching claims. Lower VIC investment but strong creative consistency and a distinct emotional territory no other brand occupies.

It's Possible12.7M
Everything Becomes Epic: Power Your Home9.3M
Everything Becomes Epic4.5M
Brought to You by Engie2.0M
Saver Plan: Locked Rate Until July 20251.5M

EnergyAustralia

VDO price leadership + content tie-up. "15% Less Than The Electricity Victorian Default Offer" dominates at 68% of impressions - a regulatory price anchor that is unique to Victoria and highly relevant to VIC cost-conscious audiences. The Disney+ partnership creative adds a lifestyle hook absent from competitors.

15% Less Than The Electricity Victorian Default Offer47.4M
Light The Way12.6M
Get 18% Less Than the Electricity Reference Price4.4M
A Good Move3.3M
Get That Disney Plus Energy974K

Red Energy

Loyalty rewards play. Low VIC investment but a clear loyalty-reward differentiation - "Earn Points for Your Next Holiday" positions Red against a category that is largely silent on loyalty. Limited scale in Victoria to support switching consideration at this frequency level.

Switch Your Home to Red Energy2.9M
Earn Points for Your Next Holiday1.3M
Powering What Matters to You784K
Make the Switch Today98K
Now That's Real Aussie Energy85K

Messaging dynamics

The VIC Mar-May 2026 energy category breaks into three strategic lanes. The price-anchor lane: EnergyAustralia owns it with the VDO comparison message - no competitor is running a regulatory price anchor at this scale. The brand transformation lane: AGL's "Join the Change" platform and Alinta's "That's True Power" are both running brand repositioning at high frequency. The bundling lane: Origin has it entirely to itself with 23.3m impressions behind its gas/internet/electricity bundle message.

The white space is the trust and reliability narrative - no brand in the VIC category is running a credible "we're on your side" service message. Engie is closest with its aspirational creative, but stops short of a direct service claim. EnergyAustralia's Disney+ partnership is the most differentiated creative asset in the category - and is running at just 974K impressions, or 1.4% of EnergyAustralia's total VIC investment.

Content Strategy by Brand

How each advertiser allocates VIC impressions across program genres - top 5 programs shown, balance is unallocated BVOD, OTT and long-tail inventory.

Brand	Impression mix by program context
AGL Energy67.9m impressions	OTT/Streaming News Reality Other / Unallocated OTT / Streaming 27% Evening News 14% Reality 3% Other 55%
Alinta Energy66.4m impressions	OTT/Streaming News AFL Reality Other OTT / Streaming 36% News 14% AFL 12% Reality 5% Other 33%
EnergyAustralia69.2m impressions	OTT/Streaming AFL News Chase Other OTT / Streaming 25% AFL 12% Evening News 7% The Chase 4% Other 53%
Origin47.1m impressions	OTT/Streaming News Reality/Lifestyle Other / Unallocated OTT 13% News 11% Reality/Lifestyle 10% Other 66%
Engie32.2m impressions	OTT/Streaming News Reality/Lifestyle Other OTT / Streaming 31% News 8% Reality 8% Other 53%
Red Energy5.2m impressions	OTT/Streaming News Reality Other OTT / Streaming 47% News 9% Reality 8% Other 35%

Context strategy takeaway

AFL is a differentiator in VIC - Alinta (12.1%) and EnergyAustralia (11.8%) are the only brands investing meaningfully in AFL inventory this quarter, giving both brands an outsized presence in high-attention Victorian viewing. OTT/BVOD is the dominant unidentified pool for all brands (25-47%) - a signal that programmatic and streaming buys are a major component of every advertiser's plan, but reach deduplication across these channels is not being measured.

Origin's 66% unallocated bucket is the largest in the category - suggesting heavier reliance on digital video or network packages that do not map to specific program titles. This makes Origin's true content strategy the hardest to benchmark.

The Opportunity for EnergyAustralia

Three measurement capabilities the VIC retail energy category is not yet using - and what each unlocks.

01 - Reach Recovery

Convert frequency into incremental reach

EnergyAustralia runs the highest 90-day frequency in the category (35.7x) yet trails Alinta Energy on unique VIC households by 95K. Samba's opted-in household panel identifies the exact VIC households being over-exposed and those not yet reached - enabling a budget reallocation that grows reach without growing spend.

Frequency gap to recover 35.7x vs 2.03M HH

02 - Cross-screen Deduplication

True reach across linear, BVOD and OTT

Every brand in this category has 25-47% of impressions in OTT/BVOD, yet none are deduplicating against their linear baseline. Samba's Knowledge Graph stitches linear TV, Broadcast Video on Demand (BVOD), streaming and the open web to a single household ID via SambaID. The result: a true incremental reach number that separates genuine new households from re-exposed ones.

OTT/BVOD impression share 24.7% unmeasured

03 - Always-on Intelligence

React to competitor moves within 24 hours

The VIC energy switching window is short - regulatory price changes, network outages and competitor campaigns can shift intent fast. Continuous tracking of every AGL, Alinta, Origin and Engie creative by impression, frequency, daypart, program and audience overlap means EnergyAustralia knows when a competitor activates before the market responds. The dashboard you are reading is a single snapshot; the live product refreshes daily.

Category active brands 5 tracked

Methodology ▶

Data source: Samba AI opted-in panel, Victoria (VIC) - a 248,644-device Victorian panel, snapshot as of 25 May 2026. Period: 1 March 2026 - 31 May 2026 (90 days).

Methodology: Impressions = geo-weighted household impressions computed by joining spot exposures to the panel at the household level, then summing household weight x exposures. Unique HHs = sum of household weight per household. Frequency = weighted impressions / weighted unique HHs. Share of Voice (SoV) = advertiser impressions / total category impressions. The donut chart and Reach x Frequency chart include all six advertisers including EnergyAustralia - all SoV percentages are full-category shares.

Excluded from analysis (insufficient VIC data): Simply Energy (104 national spots), Momentum Energy (3 spots), Lumo Energy (0 spots), Dodo Power & Gas (0 spots). These brands show no meaningful Victorian TV investment in the Mar-May 2026 window and are excluded from the competitive set.

Note on geographic filter: a Victoria (VIC) geographic filter is applied to the panel join. All impression and reach figures are Victorian household-weighted only.

CompetitiveInsights