SMI: Ten lifts its revenue share to 24.7 per cent on the back of Big Bash

TenThe Ten Network has posted its biggest revenue share since the Winter Olympics last February, grabbing 24.7 per cent of the metropolitan TV cash from media agencies last month, according to the Standard Media Index’s latest figures.

Last month saw the TV network book a media spend of $38.6m on the back of the success of Big Bash cricket, while Nine Network booked 34.4 per cent ($53.9m)  and Seven got 40.9 per cent ($64.1m) of the pie. While Seven’s result was down on 2014 this year the men’s Australian Open Grand Final was broadcast on February 1 and therefore not included in the January SMI.

Last January Ten posted a share of 20.8 per cent, whilst its result of 24.2 per cent share from last February was on the back of broadcasting the final of the Big Bash and the Sochi Winter Olympic Games.

Commenting on the result Network Ten’s chief sales officer, Louise Barrett, said: “It is a very strong result and our best January share result since 2010. It reflects the success of the KFC T20 Big Bash League and the success of our strategy of investing in premium Event TV content aimed at people 25 to 54.”

The SMI report also showed spend in the paid media space was boosted strongly in January, up 1.8 per cent to $467m, in part on the back of advertising in the Queensland election with total Government bookings up 91.6 per cent year on year to $22.1m.

Last month also saw solid double digit growth from the automotive and entertainment/leisure categories.

In terms of category spend metropolitan TV was up 1.3 per cent to $159.1m while regional TV rose 7.7 per cent to $40.7m, but subscription TV spend fell 1.5 per cent to $20.7m.

Cinema, which had a tough time in 2014, was up 10 per cent to $6.8m as the first in a large number of blockbusters hit the screens, while digital was up 9.7 per cent to $95.9m – a number which will be further boosted by late reported figures.

Radio spend was also up 7.9 per cent to $36.9m, but newspapers and magazines continue their downward revenue slide with declines of 17.1 per cent and 14.7 per cent to $42.6m and $9.3m respectively.

Nic Christensen 


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