Nine slumps to worst share of TV ad market in four years as metro and regional revenues fall

New data from industry body Free TV reveals that Nine’s share of the free-to-air advertising market has fallen to its lowest point in four years while Ten hit its highest share.

Meanwhile, the numbers covering January to June of this year also reveal that the overall TV market saw its biggest drop in revenue since 2011, and its worst first half of a calendar year since the disastrous post-GFC tumult of 2009.

The total market across Seven, Nine and Ten was worth $1.739bn over the six month period – down 4.3% on the same period a year before.

Regional revenues for television fared even worse, down 5.69% over the same period. Metro revenues were down 3.89%.

Seven’s total share of the market was 39.2% – up on the previous six month’ share of 38.5% but down on its 39.5% share of a year before.

Nine’s share of 35.6% was down on its 38.2% share of six months ago and also down on its 38.6% share of a year before.

Ten’s share of 25.2% was a big jump on its 23.2% share of six months before and a huge jump on its 21.9% share of a year before.

Ten’s improving share coincides with the outsourcing of much of the network’s advertising sales to sales house Multi Channel Network.

The numbers are compiled by KPMG based on unaudited data supplied by the networks.

Melbourne was the worst performing metro market with a fall of 7.19% during the last six months. Sydney fell by 4.44%, Adelaide by 3.79% and Perth by 0.54%. Brisbane grew by a slight 0.31%.

West Australia was the worst-performing regional market, dropping 9.12%.

Ten’s director of revenue and client partnerships Rod Prosser said: “The June 2016 half numbers highlight Network Ten’s continuing momentum and the fact we are growing ahead of the market and ahead of our rivals. Ten is the only primary free-to-air television channel that has increased its prime time audience this year. The revenue and revenue share growth we are seeing reflects the success of our consistent schedule and premium content, and the success of our partnership with Multi Channel Network.”

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