Photographer: Daniel Allan
Nine Beats Seven in Battle for TV Advertising With Ninja ShowBy
Nine’s share of television advertising rose to 40 percent in the six months to Dec. 31 from 36.4 percent in the prior half, Macquarie analysts wrote in a note Thursday, citing ThinkTV data and a report in The Australian newspaper. It’s the first time the network has topped the commercial free-to-air revenue share pool since the first half of 2006, according to Free TV Australia data.
The result “is very humbling and validates our strategic focus on delivering the demographics that matter most to advertisers,” Hugh Marks, chief executive officer at Nine, said in an emailed statement. Seven declined to comment.
The once-struggling media house is starting to turn around.
It probably lifted its audience share to 38.5 percent from 36 percent last year at Seven and CBS Corp.’s Ten Network’s expense, driven by a sports entertainment show called Australian Ninja Warrior and a reality show featuring people marrying at first sight, Morgan Stanley analysts led by Andrew McLeod wrote in a report last month. “The lift of 2.5 percent has the potential to be very meaningful,” they wrote.
That divergence has been reflected in their share prices. Nine’s stock is trading at levels not seen in two years, about a week before it reports half-year earnings, while Seven on Thursday closed at a near record low.