13/02/2013

Metro TV – Review of Some 2012 Viewing and Revenue Trends

 

Perhaps reflecting a slowdown in the wider economy, metropolitan television in Australia experienced modest declines in two key performance indicators during the calendar year ending 31 December 2012
(CY 2012).

Average time spent viewing all television, both free-to-air (FTA) and subscription (STV), in all metro TV homes slipped by about 1.6% last year, albeit to a still impressive 3 hours and 6 minutes per day per viewer.

Meanwhile commercial television advertising revenues in the metropolitan markets fell by a larger 2.9%, with an accelerating decline occurring during the second half of CY 2012.

Last year the five main FTA channels together with their 10 digital FTA channels continued to dominate average total television viewing in all metro TV homes, attracting a more than 83% share of all evening viewing and a lesser 78% share of all day viewing, although each of those shares were slightly below previous year levels.

Seven retained its position as the leading commercial FTA television network in CY 2012, by again having the highest shares of commercial FTA viewing (both evening and all day in all metro TV homes) and also of metro TV advertising revenues. Moreover, it increased its shares of both evening commercial FTA ratings in all metro TV homes (to 39.4%) and commercial metro TV advertising revenues (to 40.2%) during the year, while its share of all day commercial FTA ratings declined fractionally.

The Nine Network improved all three of the key viewing and revenue indicators last year. Its metro TV advertising revenue share rose to 36.4%, while its evening and all day commercial FTA ratings shares in all metro TV homes increased to 36.5 % and 36.6% respectively.

In contrast, CY 2012 was not a good year for the Ten Network. As a result of both its all day and evening commercial FTA ratings shares in all metro TV homes declining to 25.3% and 24.1% respectively during the year, the network experienced a sizeable fall in its commercial metro TV advertising revenue share which dipped to a ten year low of only 23.5%.

Some Key Viewing and Ratings Trends
Average total television viewing (to both FTA and STV channels) in all metro TV homes declined marginally by 1.6% last year, but still totalled an impressive 3 hours and 6 minutes per day per viewer, according to OzTAM data presented in the 2012 Television Year-In-Review report produced by Free TV Australia.


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Report date: 13/02/2013
Industry: Television
Country: Australia
Topic: Finance
Document Number: GMA2013-02

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