Media buyers positive about Ten in 2014 but want consistency
In the wake of last night’s Ten Upfronts, showcasing the line up for 2014, media buyers say they are optimistic about Ten’s chances of renewal but say they are eager to see consistency in the network’s ratings and performance.
However, while many senior media buyers say they want the network to put runs on the board and show that they are able to produce consistent ratings, others said they were disappointed not to hear more about the network’s marketing efforts for 2014.
“The key thing for me is around consistency,” said ZenithOptimedia boss, Ian Perrin. “They have chopped and changed whether it be from a leadership point of view, or a programming point of view. We have seen far too much change in the last year,” he said.
While Ten today announced the dumping of Wake Up host Natasha Exelby after just 16 days in the role, Perrin said consistency would breed confidence.
Come on “Media Buyers”… if we rewind 5 or 8 years ago, sure the 16-39 demographic was the be all and end all and Ten revelled in it. But that same very demographic – well, they’ve got their noses buried in other media and don’t want to be served rubbishy programs they have to wait 6 months for or years since their release. Channel Ten did NOT move with the times. Simple.