Warburton brands 10 “desperate”
James Warburton has come out all guns blazing against 10 after a pitch to advertisers yesterday.
Seven CEO James Warburton has come out all guns blazing against 10, after the network made a pitch to advertisers yesterday.
In its Up Close presentation yesterday, 10 Chief Sales Officer Rod Prosser encouraged advertisers to align with socially progressive values.
“I encourage you to ask yourself whether media companies and publishers, 10 ViacomCBS included, are doing all they can to align with the values of your consumers?” he said. “Are we being held to account as strongly as your customers hold you to account? Today brands must reach the most progressive, switched-on, socially active fan-heavy audience. A high value customer is a high intent customer. And if you want to reach those customers at scale, we can do that. We are no longer the third network. We are one of three, and our audience has more income, more purchase intent, and is more socially progressive,” he said.
But Seven CEO James Warburton, a former CEO of 10 himself, told the Australian Financial Review, “Three odd million people watch the Seven and Nine news brands every single night. That absolutely dwarfs everything they do. They program for 90 minutes a day, they’re irrelevant in the back end of the week. Their biggest franchise just halved. That just sounds desperate.”
Yesterday 10 spruiked its upcoming 2021 content including Australian Survivor, Celebrity MasterChef, The Bachelor, The Bachelorette, The Masked Singer, Making It Australia, Mirror Mirror and The Dog House Australia.
National Sales Director Lisa Squillace, who was poached from Seven to 10, said the network was the leading network in Under 50s viewers.
“10 ViacomCBS is undisputed in Under 50s. 49% of our audience in 25-54 is significantly higher than Seven and Nine’s. We are the youngest Free to Air network, and our audience thinks younger too. By that, I mean we don’t have the rusted-on viewers with fixed mindsets and habits that can’t be broken. Our audience is more progressive. It’s open to new products, new brands and new ideas. Our audience sees something, they act. They love something, they share. They like something, they buy. More progressive means more valuable to you,” she said.
In the current survey year, Nine leads with a 38.7% share then Seven 33.1% and 10 28.2% share.