9Gem leaps to a 13.1% share as The Ashes fourth test begins

The Ashes fourth test kicked off on Nine’s multi-channel 9Gem last night, bringing it to a sizeable 13.1% audience share as 624,000 metro viewers tuned in for the first session, and 457,000 for the lunch coverage.

The Nine Network was propelled to a 33.8% audience share overall, giving it an easy win for the night over Seven’s 24.9%, Ten’s 20.4% and ABC’s 14.6%.

The Block was also a winner for Nine, bringing in 750,000 metro viewers to the primary channel and topping one of the three key advertising demographics – the 25-54s. Ten’s The Bachelor took the top spot in the 16-39s and 18-49s, as well as bringing in 674,000 metro viewers for the channel.

Overall it was a tight race in the 25 to 54 demographic, with both Ten and Nine getting a primary channel share of 17.8%. Seven had a 13.7% share, while the ABC was on 7.4% and SBS just 2.2%.

Thanks to Gem’s strong performance in the 25 to 54s though – a 13.7% share – the Nine Network surged ahead with 36.5%, to Ten’s 24.5% and Seven’s 23.7%.

In 16 to 39s, Ten’s primary channel won with a 22.3% share to Nine’s 15.2% and Seven’s 12.6%. Again, however, Gem performed well, with a 17.5% share, helping the Nine Network to a winning 36.8% share in the 16 to 39s. Network Ten had 28.5%, while Seven Network had 22.0%.

Seven News was the most-watched program in total people with a metro audience of 944,000, while 863,000 watched Nine News. Seven’s most-watched entertainment program was Home and Away which brought in 610,000. 511,000 watched The Celebrity Chase at 7:30pm on Seven.

ABC News was the most popular program for the broadcaster, delivering a metro audience of 592,000, while Hard Quiz saw 517,000 tune in and Shaun Micallef’s Mad As Hell brought in 498,000.

The shares were closer between the primary channels, with Nine only holding a slim lead over Seven, 16.9% to 16.5%. Ten held a 13.9% share and ABC 10.3%.


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