The summer switch of sports between networks has resulted in a change of fortunes with Nine emerging as the winner.
Nine recorded its strongest summer share on record and the best ever demos of any network across summer.
Despite disappointing numbers for the Big Bash League, Seven increased its share based on summer 2017/ 18 thanks to Test Cricket matches.
10’s share took a significant drop after losing the BBL but I’m A Celebrity Get Me Out of Here brought it home with a wet sail, including beating the tennis five of the nine nights it was up against it.
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Hamish Turner, Nine Program Director: “The decision to acquire the tennis rights has delivered in spades. The Australian Open, which was watched by over 15 million viewers this year, is the undisputed number one summer sport, helping us to achieve the highest demographic shares of any network ever. And with Total People, our commercial share surged past 40 per cent. It has given us our best ever start to the year. Our performance has accelerated with the launch of Married at First Sight, which is setting records whilst dominating the national conversation.”
Seven West Media Chief Revenue Officer Kurt Burnette said: “We said we would deliver a 40+ commercial share and that’s exactly what we have done. We have comfortably exceeded all our ratings projections and delivered share and audience growth in every key demographic.
“We knocked it out the park for our partners and sponsors, along with our spot buyers. All were keen to make the most of being immersed in-between overs, which are among the most energetic, high engagement zones available to advertisers in live sports coverage.
“This is just the first summer of a multi-year partnership, and we already have ideas to further grow audience next season, when we’ll be starting in November. This will give fans earlier test match cricket and advertisers more powerful audiences to connect with in the lead in to Christmas, and then throughout summer as part of our always on strategy.”
Network 10’s chief content officer Beverley McGarvey: “At 10, we always do things differently and this year, we kicked off a 50 weeks of programming strategy by launching I’m A Celebrity in mid-January against the sport. The show did incredibly well over this period as a truly differentiated offering for audiences. It beat the Big Bash every night it was up against it and competed well against the tennis.
“We’re really happy with how all of our first-run entertainment shows have gone through the summer period. It shows that audiences don’t always switch off during this time and that if you program good TV, they will watch it. It’s a win for audiences, a win for advertisers, a win for us and a win for TV.
“Ambulance Australia and The Secret Life Of 4 Year Olds performed well for us in December and I’m A Celebrity, Hughesy We Have A Problem and Gogglebox delivered strong audiences for us in January – all shows were #1 in their timeslot in under 50s. Our returning shows – I’m A Celebrity, Hughesy, We Have A Problem and Gogglebox – are all UP on their seasons last year.
“We also saw some great growth in our digital platforms over summer. 10 Play had its biggest summer ever and 10 Daily had its biggest month ever in January, which followed an exceptionally strong end to the year for the site. We also launched 10 All Access and are very excited with its progress over its first two months. We’re really investing in our whole eco-system so our under 50s audience can engage with our content whenever, wherever and however they want.”
Ratings: 6pm – midnight, 5 city metro, Free to Air, Sunday 2 Dec 2018 – Saturday 9 Feb 2019, incl. Consolidated Data as avail.
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