Ten’s ad revenues dropped nearly 11% in 2014 as metro TV market dips for year
Network Ten’s agency ad revenues dropped 10.9% in 2014 with the network writing just half of the revenue of leading network Seven, according to the Standard Media Index (SMI) data.
The challenged network dropped $62m on media agency booking on 2013, making just $509,736,910, just over half of lead network Seven’s $1.03bn (a 41% share), with Nine recording $973.5m for the year (a 38.7% share). However, Seven and Nine’s numbers were also down on the year before, 1.6% and 0.4% respectively.
Whilst the cricket test series between Australia and India helped Nine dominate share for December, taking 44.7% of the available ad dollars, it dropped $5m in revenue to $64.4m, despite Nine’s sales boss Peter Wiltshire telling Mumbrella revenues for the test series had nearly surpassed those of the Ashes the year before.
However it was well ahead of Seven’s share of 33%, writing $48.3m, and Ten’s 21.7%, making$31.2m as the Big Bash cricket got underway halfway through the month – up 0.5% on the year before for share but down nearly $1m in revenue.
The figures show overall the three metro TV networks made $2.514bn in 2014, down 3.2% from $2.596bn in 2013.
Ten’s chief sales officer Louise Barrett said in a statement: “‘The December SMI numbers highlight the fact we are heading in the right direction and gaining momentum. The December number of 21.6% was our best share figure since February 2014 and showed a solid increase in revenue share compared with December 2013 (20.2%).
“A lot of that share growth in December 2014 came from the KFC T20 Big Bash League. We have seen very strong revenue growth in Big Bash. We’re looking forward to the rest of the Big Bash season and to the big new brands we have for 2015, including I’m A Celebrity Get Me Out Of Here! and Shark Tank.”
When is someone like the CEO going to tackle the underperforming sales team. A 20% share month after month despite the spin doctor telling us all about improvement in key demo’s which should translate to an improvement in ad revenue share of pie? Bank a 20 for 10 and then have 7 and 9 work out who gets the bigger bit of 80%.
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