Ten and Seven biggest losers in summer TV ratings

It's a Knockout: Ten debut this summer

Seven and Ten were the biggest losers during the summer ratings black-out, according to a prominent media commentator.

Seven “ran dead” to save up shows for a more competitive 2012, noted Fusion Strategy’s Steve Allen.

The network pulled high-rating drama Packed to the Rafters four weeks before the 2011 ratings period finished to amass a bigger war chest for this year.

But Ten kept faith with big and new shows, debuting It’s a Knockout – which started well before going down hill – as well as first-run shows Merlin and The Glades.

Allen noted that Nine’s performance “wasn’t great” either.

The network benefited from the cricket, which has been far and away the winner unless Seven finds success with the Australian Open. This will depend on the performances of Australian players Bernard Tomic and Samantha Stosur to draw an audience.

“If Tomic or Stosur gets through to the quarter finals of the Australian Open that’ll be sensational for ratings,” said Allen. “If they get knocked out, no one will be interested.”

“Likewise, in whitewashing India (in the cricket), there is no question the cricket will rate less because we’ve already won the test series. That’s the unfortunate thing – people want to see a close competition. It’s entertaining, but we want five days – not two and a half.”

Overall, Allen said of the summer TV season: “I can get passionate about most things, but it’s been pretty lacklustre.”

With three weeks to go until the ratings season begins, Ten will come back with its new format next week and Seven the week after. Nine will wait until the season begins.

Allen added: “Seven wants to hang on to it’s number one position, knowing it will get more competition from Ten and Nine this year. But all the networks have three mouths to feed, so they’re struggling for content. Ten and Nine will start with good product. But we’re not convinced they have enough for the year. From our perspective, looking at their inventory, Seven will do well again.”


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