SMI: Nine has 40.1 per cent share in Feb on the back of cricket, Hancock and Gallipoli
The Nine Network has performed strongly in the latest revenue numbers, with Standard Media Index reporting that the TV network had a 40.2 per cent revenue share in February.
Nine’s performance was well up on a year ago (up 4.8 per centage points) and last month saw them overtake the Seven Network, which had a 38.7 per cent share, and the Ten network which was down three per centage points, due to the boost they received in February 2014 on the back of the Sochi Olympics.
The boost in revenue performance by Nine appears to have been driven by a combination of television events, including the one day internationals Australia vs England, presold advertising on two part mini-series House of Hancock, which drew national headlines for its legal fight with the subject Gina Rinehart, and also strong advertiser interest in Gallipoli and The Block, both of which have delivered lower than expected TV audiences.
“Our programming strategy and the outstanding effort of our sales team produced a very satisfying result, with our revenue share growing from 35.2 per cent last year to north of 40 per cent this year,” said Peter Wiltshire, group sales & marketing director, Nine Entertainment told Mumbrella.
“One month doesn’t make a year though, so plenty of hard work ahead to achieve our goals in a highly competitive environment.”
According to SMI, the overall ad market for paid media in February was up 1.5 per cent or by $7.8m, to $540.9m, putting the overall market in positive territory (up 3.4 per cent) for 2015.
Metropolitan, regional and subscription television all grew their revenue, with the overall tv media increasing bookings by 2.5 per cent year-on-year to $263.4m, despite coming off the back of a Winter Olympics in 2014.
Outdoor media performed strongly in February up 9.2 per cent to $55.6m while digital was up 5.2 per cent to $107.9m and radio was up 3.3 per cent to $42.4m.
Newspapers and magazines continue to post double digit declines, falling 14.2 per cent and 17.3 per cent respectively to $47.7m and $15.9m.
February’s gains were driven by a significant increase in spending by automotive (up 20.4 per cent), insurance (up 15.2 per cent) and Food/Produce/Dairy (up 21.9 per cent) advertisers. There were also smaller gains in the entertainment/leisure (up 6.6 per cent) and food/alcoholic retailers (up 6.6 per cent) categories.
Nic Christensen
Declaration: Nine Entertainment’s digital division Mi9 are currently advertising on this website.
*Gallipoli…
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