Ten’s share for the week falls to 10.3 per cent
Network Ten finished last week with a free to air audience share of just 10.3 per cent for its main channel, according to OzTAM’s overnight ratings.
The number – which comes a week before new boss Hamish McLennan is due to officially start – is Ten’s lowest of the 2013 ratings year so far although it said it did dip lower in some weeks of the second half of 2012.
On Thursday, the network’s share – based on share from 6pm to midnight – dipped to 7.3 per cent.
In Adelaide, the number was even lower for Ten, falling to 5.7 per cent – seeing it trounced not only by Seven, Nine and ABC1 but also by secondary channel 7TWO, which averaged 7.8 per cent. Meanwhile, Ten was tied in Adelaide with Nine’s secondary channel Go which also averaged 5.7 per cent. However, Ten says it is not the first time a secondary channel has beaten a primary channel.
The numbers come just three weeks after former chief sales officer Mike Morrison suggested Ten would be left doing battle with the secondary channels, a prediction that the network labelled at the time as rubbish, incorrect and completely naive.
Ten did not have a single show in the top 30 last week. Its best performer was the Sunday episode of Masterchef: The Professionals which rated 851,000, 32nd for the week. Elementary, at number 43, was Ten’s only other show in the top 50.
The market is currently waiting for further details of Ten’s updated strategy on its key demographics. It has previously argued that its main focus in on 16-39 and 18-49, so that overall audience numbers are irrelevant. But McLennan has signalled that Ten may start to pursue a slightly older audience in recognition of the speed with which younger audiences are moving away from traditional broadcast television. However, it will still focus on under-50s.
Last week Ten’s secondary channels Eleven and One had shares of 2.9 per cent and 2.3 per cent.
The rise of the secondary channels does not just signal problems for Ten.
SBS One (3.9 per cent) was beaten by Go (4.3 per cent) and 7TWO (4.0 per cent).
Seven won the week’s ratings with a share of 25.0 per cent, followed by Nine’s 22.4 per cent.
ouch
Shocking result. I expect that Masters at Ten will be feeling enormous heat particularly at the Sales end of the market.
Try and sell a 10% share ! No revenue and no investment means less ratings.
A failed “youthful strategy” by Ten well executed !!
James W and his ousted proteges must be laughing their heads off!!
I tried watching TEN the other night but I was bombarded with promos for the Biggest Loser which made me feel uneasy; I am kinda fat and really don’t like being reminded of how bad being fat is.