SMI: Ten’s revenue share gets Sochi boost but buyers expect fall in March

March 18, 2014 2:00

Some of Australia’s most senior media buyers have said the boost in revenue for the Ten Network shown in the latest Standard Media Index (SMI) numbers has been driven largely driven by the Sochi Olympics and the finals of the Big Bash and will likely fall back to normal next month.

The February SMI data shows Ten had a 24.2 per cent revenue share, up from 20.3 per cent last month, while Seven had a 40.4 per cent share and Nine had a 35.4 per cent share of the free-TV market. The overall TV revenue in February was up 5.1 per cent year on year to $186.8m, while the overall category including pay-TV was up 4 per cent to $256.9m.

Ian Perrin CEO of ZenithOptimedia said Ten had been boosted by the sporting event and associated sponsorships, but a falloff in ratings in February and into March will see the network likely lose the recent gain next month. He added: “They were buoyed by the fact that their programming in terms of the Olympics and Big Bash (final) happened in February. That’s something they didn’t have a year ago.

“Overall the TV market has been buoyant so I would imagine the overall TV market will remain strong in March, but Ten will get a lesser share in March than it did in February.”

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Nic Christensen

Nic Christensen worked for Mumbrella from 2013 to 2016, in roles including deputy editor and media & technology editor. He is former media writer for The Australian and has also worked as a reporter for The Daily Telegraph and senior producer for Radio 2GB.

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