Media buyers positive about Ten in 2014 but want consistency
In the wake of last night’s Ten Upfronts, showcasing the line up for 2014, media buyers say they are optimistic about Ten’s chances of renewal but say they are eager to see consistency in the network’s ratings and performance.
However, while many senior media buyers say they want the network to put runs on the board and show that they are able to produce consistent ratings, others said they were disappointed not to hear more about the network’s marketing efforts for 2014.
“The key thing for me is around consistency,” said ZenithOptimedia boss, Ian Perrin. “They have chopped and changed whether it be from a leadership point of view, or a programming point of view. We have seen far too much change in the last year,” he said.
While Ten today announced the dumping of Wake Up host Natasha Exelby after just 16 days in the role, Perrin said consistency would breed confidence.
“We will have greater confidence when we see consistency,” said Perrin. “The fact that they last night reiterated their clear strategy, and that they want to stick to it is positive.”
“There was a lot I was impressed with and there was a sense of excitement within the internal organisation. However, was there any programming that we saw that would break the bank or change network overnight? I don’t think so.”
Independent media agency CEO Simon Rutherford said one of the problems had been getting the formula right and building a platform across the network to promote content.
“Everyone goes through doldrums but Ten’s doldrums have been particularly pronounced,” said Rutherford.
“They have not been able to get any major traction with any of their properties and the numbers they are delivering is reflective of the fact they have not been able to market it well.
“They should be investing more money in marketing in other channels to drive viewers to their programming.”
Andrew Lamb head of media agency TMS said he was pleased with the confidence portrayed by the network under CEO Hamish McLennan but that he was disappointed there was not more information about how Ten would market itself in outside channels and that parts of the program such as Ten new 6pm show were held back from buyers who had turned up at the event.
“The presentation was good, content was solid but there were part of the program that were light on the ground,” said Lamb. “There were some teasers that were made particularly the 6pm slot that had the audience of buyers engaged, but then we were told it was confidential. It would have been helpful to understand that rather than keep it a mystery.”
“People are keen for Ten to improve. It is no good for the marketplace to have a distant third player. We want them to be competitive with Seven and Nine, and if there is information that can provide confidence and reassure to buyers in 2014 they should tell us.
“They have a good line up and I would like to know how they are going to market this content outside of the Ten sphere.”
Sales director Louise Barrett said last night the network was focused on building its digital strategy and continuing to target 25-54s.
“Ten is delivering engaged audiences across multiple screens, and our desire is to be the most interactive network with all of our digital platforms. Programs such as The Bachelor, Wonderland, Homeland, The Biggest Loser and Modern Family have delivered mass and growing online audiences,” Barrett said.
Buyers such as Theo Zisoglou, trading director of Match Media, said this approach was smart.
“Ten don’t need to win the Total People battle, they need to secure a higher share on some core buying demographics then they will start to turn the slump around,” he said.
“In the end I don’t think its media buyers that Ten needs to impress, it’s the viewers. Once they have a critical mass back by offering the right content at the right time, then advertising revenue will follow.”
Other buyers were more sceptical, arguing it was still a long road ahead for Ten with the audience share around 22 per cent for its channel 2013, while SMI data shows the network continuing to struggle in revenue terms to its rivals Seven and Nine.
Few media buyers would comment on the record about Ten’s revenue decline in recent years but many noted it was a concern.
“As a fraternity we also have to realise it is better for our clients to have three networks than two,” said one media buyer, who declined to be named.
“Yes we are going to have to help them for a while yet, but if we end up with Coles/Woolies duopoly then that’s not good for clients.”
Ten also spoke extensively about Generate, its new creative division, and also its multi-platform strategy with TenPlay.
“As for the other parts of Ten, I think Generate is taking the right steps to provide different communications solutions to advertisers and if they get the programming content right, and the audience follows, then they will be in a good place to act fast to capitalise,” said Zisoglou.
Nic Christensen
Come on “Media Buyers”… if we rewind 5 or 8 years ago, sure the 16-39 demographic was the be all and end all and Ten revelled in it. But that same very demographic – well, they’ve got their noses buried in other media and don’t want to be served rubbishy programs they have to wait 6 months for or years since their release. Channel Ten did NOT move with the times. Simple.
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