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Olympics gives Seven Network 51% TV ad market share for August

The Seven Network claimed a 51% revenue share in August fuelled by the Olympic Games, with rivals Nine dropping 10% of its revenue share for the month.

Olympic broadcaster Seven dominated the ad market in August

Olympic broadcaster Seven dominated the ad market in August

According to the Standard Media Index (SMI), which monitors media agency spend, Seven also used the Olympics to launch its own digital vertical, separate from Yahoo7 which it charged its Olympic sponsor’s digital revenue through.

That new entity 7 Digital wrote more revenue than Yahoo7 for the month with $3.7m to $3.5m, and will fuel speculation in market Seven and Yahoo are going to split imminently when the US partner is taken over by Verizon.

It is understood it was split out due to reporting and sales requirements from Seven’s Olympics broadcasting deal and incorporates digital ad spend sold directly by Seven’s sales teams outside of the Yahoo7 joint-venture, including integrations on Facebook, Google and its Olympics app.

Despite the extra cash injected for the Olympics, the total TV market was down 2.6% compared with the previous year, while the initial digital result was down 5.4% although that will be adjusted upwards when final billings are processed.

The SMI data, which is adjusted since IPG Mediabrands’ agencies pulled out, shows the total market was down 4.7% for the month.

While Nine was hit hard Network Ten was also not spared, losing 2.6% on the August before for a share of 20.72%, despite shows such as Offspring and The Bachelor running up against the Games coverage. Metropolitan TV was down 1.3% in total.

Outdoor and radio both showed growth – up 2.3% and 2.8%, respectively.

Newspapers and magazines were hit badly, with 21.1% and 29.1% drop, respectively. Cinema also went backwards by 11%.

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