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.
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%.