Seven ‘stepped up the marketing’ as 10 million tune into summer of cricket

If you didn’t know already, Australia loves its summer cricket.

As the summer season inches closer to the finish line, the Seven Network reports that a combined 10.5 million Australians tuned into the Test and Big Bash coverage, including 7.1 million in the capital cities.

The 2023-24 cricket season has also helped Seven clinch a 43.2% all people commercial audience share – its higher ever share at this point in summer.

According to the network, the three Australia vs Pakistan Tests reached 8.75 million people nationally (5.8 million in the capital cities), with an average audience of 725,000 nationally. The average audience was up 3% nationally on the same Tests in the 2022-23 season and up 4% in the capital cities.

Meanwhile, the BBL has been watched by 8.2 million people so far, including 5.4 million in metropolitan markets.

Managing director Seven Melbourne and head of network sport, Lewis Martin, said the 2023-24 season has been a huge success and will only continue this year with the launch of cricket on 7plus and the return of The Ashes in 2025.

Martin also credited Seven’s marketing for the success, including the ‘It’s Just Not Cricket’ campaign.

“We also stepped up the marketing of Seven’s cricket for this summer. The ads for the Australia v Pakistan Tests with Richard Roxburgh took our cricket promotions to a whole new level, while the ‘It’s just not cricket’ campaign for BBL proved a powerful reminder of how exciting and entertaining the competition is and how it’s big, different and great family entertainment,” he said.

For more on Seven’s summer of cricket, read Mumbrella’s interview with Lewis Martin here.

Seven will next head to Adelaide Oval from Wednesday 14 January to broadcast the first of two Tests between Australia and the West Indies.


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