Ten slumps to 22.3% share of TV ad market in 2018

Ten’s share of the free to air TV advertising market slumped to just 22.3% in the final six months of last year, new data has revealed.

The share – close to Ten’s lowest since the TV companies started sharing their revenue numbers in the current format – came after the network lost Big Bash cricket rights to Seven.

Over the same period, Nine moved to top share, taking a 39.3% slice, just ahead of Seven’s 38.4%.

However, over the full 12 months of 2018, Seven still came out ahead, thanks to its strong first half which included the Winter Olympics and Commonwealth Games. Seven’s 2018 calendar year share was 39.1% to Nine’s 38.2% and Ten’s 22.7%.

In 2017, Nine has beaten Seven with a share of 38.3% to 37.9%. Ten’s revenue share in 2018 was 23.8%.

Changes in the sporting rights landscape have seen tennis switch from Seven to Nine, although January’s Australian Open numbers are outside the data revealed this week. Meanwhile, Seven and subscription TV operator Foxtel took over the long form and short form cricket rights previously held by Nine and Ten.

The wider metro TV market, including subscription television, saw advertising dollars slump in the second half of 2018 – down by 3.97% to $1.7bn.

This number was $2.08bn taking into account regional broadcasting too. However, this was down 4.56% on the same time the year before.

Earlier this month, SMI – which monitors media agency spending patterns – said that a big fall in advertising expenditure by Australia’s banks was hitting TV revenues.

Taking into account numbers released by Think TV six months ago, the television advertising market was worth a total of $4.06bn in 2018.

Ten’s advertising sales went back in-house at the end of the year, after the network ended its contract with sales house MCN, which continues to represent Foxtel.

Network 10’s chief sales officer Rod Prosser told Mumbrella in a statement: “The 22.3% figure is solely driven by a low December. We obviously would have liked to have gone better but when you’re transitioning a new sales team in-house there will always be a period of disruption. We were prepared for this and the December number was in line with our expectations.

“We’re coming to the end of the transition period and this year, kicked off a new counter programming strategy over summer which we are excited about. We’re looking to 2019 with full visibility and control of our revenues and can’t wait to shake up the market.”


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