TV ad spend down on 2013 as second half of year suffers from lack of election spend

Nine Metropolitan ad revenues for the major free-to-air TV networks declined by 3 per cent in the second half of 2014 compared to the year before, with Adelaide’s market falling 5.94 per cent.

New numbers from industry body Free TV Australia show the capital city ad market was worth $1.554bn over the six months, rising to $2.007bn when combined with revenues from the regions.

In the first half of the year TV ad spend was $1.827bn overall, meaning in total TV made $3.812bn in 2014, down from $3.876bn in 2013.

Nine Network was the biggest winner of the trio in terms of revenue share in the capital cities for the July to December numbers, up to 39.2 per cent from 38.6 per cent for the first half, and 38.74 per cent the previous year.

That came at the expense of Seven Network which dropped to 40.4 per cent share from a bumper 41.3 per cent for January to June. However, it is an improvement on 2013 when it got 39.74 per cent share.

Ten did manage to improve its share of the money in the second half of the year, after falling to a record low of 20.1 per cent for the first six months, rising to 20.4 per cent. Last year it’s share was 21.52 per cent.

Network share (Jul-Dec 14):

  • Seven 40.4%
  • Nine 39.2%
  • Ten 20.4%

Melbourne was the most stabkle metro market for the second half of the year dropping 1.82 per cent to $430.2m, while Sydney is by far the largest market with $577.15m, down 3.65 per cent on the previous 12 months, when the federal election helped bolster ad spends.


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