Nine primary channel edges ahead of Seven in annual share
It was a good week for Nine to hold its Upfronts, on the back of bumper figures.
At yesterday’s annual Upfronts, Nine talked up the performance of its 2017 ratings year.
The timing was ideal, falling after its biggest ratings week of the year after the NRL Grand Final, and on the same day it topped multichannels thanks to the Socceroos qualifier.
CEO Hugh Marks told media buyers the primary channel was now leading Seven in both Total People and the network’s key Demographics.
“A year ago at the Nine Upfront I spoke about how in 2017 we would look to lift the ratings performance and consistency of our schedule,” he said.
“With more than 2.6 share points of growth in prime time on Channel Nine across all of the key demographics that matter most to you, I feel we have delivered.
“Our entertainment slate is strong and we now have hit shows every quarter. Add this to our audiences for news and sport and Nine offers consistency of audience delivery across the entire year.”
In network share Seven still leads, but the margin is said to be wafer-thin.
Nine also announced its programmatic platform 9Galaxy, which has been testing since February, will automate the buying and selling of its television inventory and guarantee the delivery of Nine’s off-peak and multi-channel inventory, thereby removing the need for ‘make goods’.
Michael Stephenson, Nine’s Chief Sales Officer said, “Over the past year we have had a number of major brands and media agencies working with the 9Galaxy platform and from tomorrow we will see the platform take another big step forward.”
A predictive modelling technology, to be known as 9Predict, claims to forecast the ratings of its linear TV inventory for advertisers.