Nine “stronger than ever” (except at abstract data)
Nine issues data on its growth that look pretty good, until you look a little closer.
- Published by David Knox
- on
- Filed under News
With the end of the ratings year in sight, Nine today issued a Release on its shares.
Under the heading “Nine is Stronger Than Ever” it has various graphs spruiking Audience Movement across 2009 / 2010. Looking at the three commercial networks it lists, things looks very rosy at Nine: “Nine has delivered the most consistent performance across 2010, delivering the smallest margin between its highest and lowest commercial shares by week based on Total People, 25-54s, 18-49s, 16-39s and GB+CH.”
The graphs reckon Seven has barely grown in its demos, TEN is going backwards. Nine is positively booming.
But the data lacks some finer detail, including key measures such as the weeks it was comparing.
TV Tonight has since learned the data was prepared for the sales department, and measures Weeks 7-46, 2009 & 2010 (excluding Easter). That does include Olympics and Commonwealth Games. It also measured 6am – midnight, a perfectly legitimate measure in the ad market, but not the usual 6pm – midnight.
However the real worry was including a separate table comparing growth for results in January….. January 2009.
Nine has since recalled the Release.
…. wasn’t Nine actually “stronger than ever” when Kerry Packer was running the joint?
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- Tagged with Commonwealth Games, Olympics
10 Responses
least they got one part right, One trick pony has gone backwards, at a dramatic rate
Maybe the report was produced by the A Current Afair department. Don’t let the truth get in the way of a good story.
@ ryan, totally agree with you there, i don’t watch either.
Oh, people can come up with statistics to prove anything, Kent. 14% of people know that.
@Donald, well GB would be “Grocery Buyers”, and I’m guesing CH would be something to do with Children maybe? I’m not too sure about that one…
“stronger than ever” but didn’t Seven already win again?
What is “GB+CH”?
Would be interested to see 6am-midnight figures – Ten may indeed have gone backwards, but they were dominant in daytime to begin with. I smell 9 trying to put a positive spin on their daytime results by looking at change instead of totals.
As for demo’s, One (like 7mate) is primarily aimed at men, so that is the demo that matters, not age. This release sounds like nothing but spin to me. You can hardly claim 9 is stronger than ever when they used to be #1 overall and now they’re not.
lol@ 9: god 7 and 9 are pathetic
lol
“Nine has delivered the most consistent performance across 2010” = the most consistent at last minute changes. I’d love to know the telly of changes each network makes each year. I assume Nine will take out at least 60% of the vote (they ‘won’ that category in the TV Tonight Awards for the last two years)
Glad their shareholders are happy, because their viewers aren’t.