Australian Open down on 2020
Moving the AO from January to February has cost Nine around 30% of its overall audience.
The Australian Open concluded on Sunday night after being rescheduled from its traditional January dates, due to COVID restrictions.
But while the event moved into 2021 survey it was up against increased competition on air and in audience habits.
That included shows including The Amazing Race Australia, Holey Moley, Hard Quiz, Four Corners, Gogglebox, The Weekly, Harrow and more. Being out of school holidays also appears to have impacted numbers, with more viewers back to 9-5 routine (at least for those who still work 9-5). Also missing from the event, full capacity crowds and any patrons during a 5 day Melbourne snap lockdown. Absent too were names such as Roger Federer.
Nine’s metro audience was down 31.8% compared to 2020, which was one of the best of the last decade. Nine claims 9Now registrations and BVOD are up on 2020. After a a 10 per cent discount on its annual fee to Tennis Australia, Nine will not seek further discounts.
But Nine has been able to promote its upcoming content including Married At First Sight, Amazing Grace and Under Investigation.
Hamish Turner, Nine Program Director, told the Sydney Morning Herald, “We are very happy with the incredible launch pad the Australian Open has given us intoMarried At First Sight and have every expectation that it will again dominate the key demographics throughout Q1 as Australia falls in love with the experiment.”