It would seem that not enough media buyers have opted to choose Nine so far this year.
The network has admitted for the first time it will not meet its bold prediction last year to grab nearly $100 million in revenue off its TV rivals to claim 35 per cent of the $2.8 billion metropolitan TV advertising market.
Nine’s revenue share for the six months to June would come in at around 32.5 to 33 per cent across the five capital cities. It is likely to be $70 million shy of its target.
“The fact is we are on our way to a 35 [per cent] share – it’s just a matter of when,” Nine’s network sales boss, Peter Wiltshire, told the Sydney Morning Herald.
But Mr Wiltshire also said the 35 per cent market share prediction was based on PBL-owned TV stations in Brisbane, Sydney and Melbourne, but not the Perth or Adelaide markets.
“The east coast performance is a little different to Adelaide and Perth. The three east coast stations are 0.8 to 1 share points higher than the five capital cities,” he said, inferring that Nine only had to claim a 34 per cent market share across the five metro markets to reach its 35 share point target.
Seven is tipped for a share of 38.7 per cent for the six months to June, a slight decline from the 39.1 per cent it posted for the June half in 2008.
Metro TV advertising is expected to slump by 13 to 15 per cent overall.
This week Nine revealed plans for its second digital channel, GO!
Source: Sydney Morning Herald