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Nine gets creative to advertisers

Moving the goalposts or putting your best foot forward? Doesn't matter as long as the figures make you look good.

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goalpostsLast week Channel Nine got a little creative with figures on its network performance this year.

The network sent out a release to advertisers and media crowing about its wins, which it claimed delivered it #1 in 25-54 and 18-49 demographics in 2009 thus far.

“We promised we would deliver quality content to our viewers and we are doing just that. Likewise we’re delivering for our advertisers in the key revenue-generating demographics and those aims remain our sharp focus,” said CEO David Gyngell.

“Our renewal last week of the hotly competed long-term contract with Warner Brothers for provision of its high quality product is a vital part of just that commitment, and our future plans for the network. The fact is
Nine is now in good shape and highly competitive and that’s the status we will maintain and grow.”

But Nine also moved the goalposts, at least from those which are considered a regular measure of network performances. It measured the year from Jan 1st – June 25. That includes six weeks of summer non-ratings, plus two more at Easter. Strategically, it clearly labelled the results as being from the “calendar year.”

It also confined the territory to its three PBL markets in Sydney, Melbourne and Brisbane (Adelaide and Perth are WIN owned) for those demos.

While TV ratings are tallied from 6pm – midnight, advertiser rates focus on “zone one: prime time” 6pm – 10:30pm over five markets.

Based purely on official ratings weeks (7 – 25 excluding Easter), 5 city metro from 6-10:30pm, the demos tell a different story.

In 18-49 TEN is winning, with Seven winning 25 – 54.

The figures also differed from Nine’s official ratings release a week ago which, on a 5 city 6pm – midnight measure indicated TEN winning 18-49 and Nine winning 25-54.

13 Responses

  1. Nine is a Joke.

    You take away Humphrey Bear and Hot Seat and what is left is the home of 2.5 men,Gordon Ramsay,CSI and Underbelly.

    In fact the only Channel Nine shows I watch are Getaway and Humphrey other than that No THanks

  2. Its almost as funny as the line “chose 9 in ’09” which is splashed all over their press releases.

    I think they should pay a little more to their programmers to improve the overall programming and a little less to their marketing department putting out spin and twisting facts to make the network sound so great.

  3. I would assume that Seven is still the number 1 network overall, by that I mean Total People – age 0-100 years old. Ten is a big surprise this year, with the explosive results from MasterChef it’s like Underbelly-type ratings everynight for them. Ten I would assume is winning the key advertiser friendly demographics (your 25-54 yrs). Nine is struggling but is fighting with their rejuvenated News and Current Affairs assets, not ot mention their soon to be launched This Afternoon. As a light TV viewer, I would opt for Nine when it comes to News and other relative documentary programs like 60 Minutes. If I want light entertainment I would definitely watch MasterChef and Ten’s Reality TV programs. If I want US shows Seven would arguably be number 1. I just can’t wait what these networks will offer in the next half year…It’d be good to see Nine’s Warner Bros. products as well as new US content from Seven and Ten. I hope TEN doesn’t run out of MasterChef-type of programs. Good luck Big 3!!!

  4. Jerome you mention about the Hot Seat,and according to ratings that is the case.The Hot Seat wins every night in Melbourne comfortably in Sydney it’s a total different story.It’s a familar story when Million Dollar Wheel Of Fotune was on,The Price Is Right,or Bert’s Family Feud.Melbourne gave them all great support.Sydney was cold on the idea,who knows why it’s always such a big margin between the two states but that’s what ratings are all about.The Hot Seat is a great show,but i think sometime down the track it will get the axe as it dos’nt get enough support from Sydney siders,just like the previous shows unfortunately.Hope they prove me wrong as Deal Or No Deal is crap television mainly because of the host

  5. No wonder the media only focus on total people wins. Demos are confusing as they are, without fabricating and spinning them into even more confusing results as Nine have done.

  7. it so stupid how the demo groups overlap each other(ie 25-54, 18-49) as well as being to broad (ie: how can you say 25 and 54 are the same age group) it should be something like 18-30, 30-

  9. Wow Nine think they are #1? ROFL thats a classic Nine.

    Talk about spin. Seven and Ten are ahead of them in everything in 2009 oh except for maybe the over 55’s i havent seen reports on that demo and yet they claim they are #1. Wow i didnt think they would stoop so low.

  10. Its all about the spin. Not only did they have to include the non-ratings period to get these figures, they also had to ignore Adelade and Perth, proberly because they get hammered there.
    I wonder what advertisers think when they receive a release like this. Hopefully they have brains and realise its bull

  12. lol,

    this is like how they are advertising hot seat as melbournes #1 gameshow. does anyone know how they shifted the goalpats there. does 1 win every 2 weeks enough to classify it as #1.

  13. Just like Nine to bend the truth to suit its own needs. Fact is it’s still behind Seven in over all ratings with them still winning most weeks we don’t have State of Origin on.

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