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Nine takes 2012 lead in key 25-54 demographic

The Nine Network has now overtaken Seven in the three key advertising demographics for the year to date, last week’s overnight ratings suggest. However, Seven is clinging on to number one spot for all people, and won the ratings week by this measure.

According to last week’s five city metro ratings from OzTam, Nine – newly invigorated thanks to The Voice – won week 20 in 16-39, 18-49 and 25-54.

However, Seven narrowly won the week in all people.

In 25-54, Nine’s main channel beat Seven by 24.5% of free-to-air share to 22%. In 16-39 the split was 24.2% to 22.2%. And in 18-49 it was 24.7% to 21.9%. Ten was well behind, although it performed best in its key demos of 16-39 and 18-49.

week 20 share oztam

(Click to enlarge)

Nine Network hit a key milestone for the year to date audience share, moving past Seven for network share in the year to date in 25-54. It now leads in that demo by a narrow 31.2% to 31.1%.

However, Seven is still keeping its nose in front for total people, with a network share of 31.4% to 28.3%.

network share YTD

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Consolidated data – which follows seven days later and includes time shifted and regional viewing – is not yet available for week 20.

The ratings race is the closest it has been for several years, with Nine increasingly confident that with the firepower of the Olympics to come it can win the year. However, Seven has signalled that it intends to battle hard during the Olympics to make the most of the time difference to London meaning events take place outside of prime time, and to provide an alternative to non sports fans.

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