Ten’s ad share falls to 25.3% while Seven tops 40%

Tim Burrowes

July 27, 2012 12:23

Ten’s share of the free TV advertising market fell from 27% to 25.3%, in the first half of the year, new data published by Free TV Australia indicates.

Meanwhile, Seven’s share rose from 38.1% to 40% and Nine fell from 34.9% to 34.5% according to the KPMG-collated numbers.

Total ad revenue to the three networks in the first half of 2012 amounted to $1.817bn, down slightly from $1.837bn in the same period of 2011.

Media analyst Steve Allen described Seven’s 40% result as “remarkable”, saying it was the first time in the last decade that a network had achieved that level without having the rights to summer Olympics. He said it was also Ten’s worst result ever.

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Tim Burrowes

Tim Burrowes is the publisher of Mumbrella and Unmade. He co-founded Mumbrella in 2008 and sister title Unmade in 2021. He's worked in the UK, Middle East, Asia & Australia and has specialised in writing about the communications world for the last 25 years. He wrote the book Media Unmade, published in 2021, and became the presenter of MediaLand on ABC Radio National in 2025.

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2 COMMENTS

Warwick 27 Jul 12

Would be nice if you got your numbers correct. I am struggling to find one fact in your post

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Paul Williams 27 Jul 12

Well, well , well….Ten has certainly lost momentum. It is unbelievable how quickly the market has responded to Ten’s new strategy. Given they will suffer in July and even more so in August – it will be interesting to see if they can break a 23% share in the back half !

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