As the Calendar draws to its mid-point networks are talking up their performances (or in the case of Nine, a need to improve).
The Ratings year spans 40 weeks, interrupted by 2 weeks for Easter so the mid-point in actually July 10th.
TEN has released data for the Calendar year, including non-ratings weeks. Using a 6pm-10:30pm measure amongst commercial channels, it notes “Network Ten (TEN, ELEVEN and ONE) achieved its highest commercial share (25.3%) among total people since 2012. The network ended the first half with a 25 to 54s commercial share of of 28.9%.”
Based on the Survey Year* for 6pm – midnight, amongst all FTA networks, the numbers differ slightly:
Network: 18.7% (down 0.1%)
TEN: 13.7% (up 0.1%)
ELEVEN: 2.3% (down 0.5%)
ONE: 2.7% (up 0.3%)
Nevertheless, TEN remains the only commercial primary channel to increase its prime time audience so far this year. TEN cites this as their best prime time audience since 2012 and their highest commercial shares among total people and people aged 25 to 54 since 2011.
TEN Chief Executive Officer, Paul Anderson, said: “In 2015, TEN was the only commercial primary channel to increase its prime time audience and we have retained that title in the first half of 2016.
“Thanks to a clear strategy of investing in fresh and innovative prime time content and expanding our digital media business tenplay, our audiences are growing across all platforms and we are outperforming our rivals.
“Our content is winning new fans, from the KFC Big Bash League at the top of the year – which increased its capital city television audience by 26% – to the current season of MasterChef Australia, which ranks number one in its timeslot in total people, 25 to 54s and under 55s,” he said.
TEN also has arguably a stronger line-up for the second half of the year than its first.
Chief Programming Officer Beverley McGarvey said, “Our strong content line-up will continue in the second half of 2016,” she said.
“The highly anticipated new season of Offspring starts on Wednesday, 29 June and the second series of our family entertainment hit The Great Australian Spelling Bee begins on Sunday, 17 July.
“That is just the start. Coming soon to TEN are new seasons of the proven hits The Bachelor Australia, The Bachelorette Australia and Gogglebox, big sporting events such as the Supercheap Auto Bathurst 1000 and the Bledisloe Cup, and the engaging, must-watch new drama series The Wrong Girl.
“TEN will also introduce two of the biggest television events of 2016: Brock, the eagerly awaited two-part story of the Australian sporting legend, and the spectacular new family entertainment series Australian Survivor.
“And starting in December, TEN will bring Australians the summer television sensations that are the KFC Big Bash League and the Women’s Big Bash League,” she said.
The main channel also cites growth in 34 of the 63 half-hour blocks in prime time each week:
So far Seven in the Survey Year* is way out in front of the pack with a 30.4 share over Nine’s 26.5% and TEN’s 18.7%.
Meanwhile Mumbrella quotes Nine CEO Hugh Marks admitting the network needed to improve its programming against Seven’s My Kitchen Rules.
“TV is our biggest front of house (product), and coming into the second half of this year and next year, we are very committed to launching a very effective programming schedule that competes better at the top of the year with My Kitchen Rules than we did this year,” he said.
* 6pm -Midnight, Free to Air networks, Survey Year ending June 25., incl. Consolidated where avail.