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Ten only climber as Seven and Nine’s ad revenues plummet for second half of 2015

Advertising revenues at the Seven and Nine Networks plunged by $32m and $18m respectively between June and December 2015 compared to the year before, according to new figures from Free TV Australia.

Network Ten recorded a 13% revenue increase to $359.7m from $317m the year before, off the back of much stronger ratings in the second half for shows like The Bachelor and Bachelorette.

Overall the metropolitan commercial free-to-air TV market was down by $5.5m, or 0.34%, to $1.549bn compared to the year before. Seven’s ad revenue fell to $596.4m for the half from $628m the previous year, while Nine slipped from $609.4m to $591.7m.

The latest figures show Nine came within half a percentage point of Seven in terms of commercial share, with 38.2% compared to Seven’s 38.5%.

The result is also Seven’s lowest second half revenue share since 2012, and its lowest commercial share since the second half of 2012.

Ten’s improved performance comes after the free-to-air network recorded its best TV ratings share since 2011, and after it rolled its sales team in with sales house MCN as part of a 15% investment from Foxtel.

In a statement Ten CEO Paul Anderson, said: “The [MCN] partnership has been a success since day one and is generating strong results. Together, TEN and MCN are delivering brand-safe premium video across multiple platforms, in a world-class trading environment, with real and measurable data. That proposition is unparalleled in the television market.”

Regional TV was worst hit with a drop off of 6.59% in revenues for the half, to $423m overall with South Australia dropping  10.12%, West Australia 9.39% and Victoria 9.19%.

Perth was the only metropolitan market to record growth, up 5.27% to $190m while Sydney remained the biggest overall market with revenues of $574m, down 0.48% on last year.

Alex Hayes

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