Baxter: The rise of secondary channels to continue

Baxter: The rise of secondary channels to continue
SHARE
THIS



UM CEO Mat Baxter believes the Ashes provides the perfect example of how the networks are putting more and more faith in their secondary FTA channels, which are now a key battle ground for Australian marketers and media agency executives.

Last night Gem’s ratings continued to climb as 665,000 viewers tuned into watch the Ashes day two, which saw the channel climb to 13th spot in the ratings.  

Baxter (pictured) told B&T that secondary channels have been growing significantly since their introduction and that they continue to pinch audience share from the primary channels across the board.

“The Networks are starting to treat them in a way that puts them up alongside their primary in terms of the profile of some events that they'll layer on the secondary channel … the Ashes is a good example of this," he said, adding that Gem's rating boost is bound to be keeping executives at Nine's digital channel happy.

Baxter said he wasn’t surprised that Nine decided to stick the series on Gem instead of its primary channel.

"Secondary channels have been used for sport before so it wasn’t a surprise,” he said. “It allows them to protect the primary channel and to stick to a consistent programming schedule. One of big issues with sport is that if you have a program format structured for your primary channel, with habitual week-to-week viewing, sometimes sport can be disruptive to that.

“Secondary channels give networks an opportunity to stick to a timetable on their primary and not disrupt or upset audiences," he added.

Please login with linkedin to comment

Latest News

APN Outdoor Boss James Warburton To Exit
  • Media

APN Outdoor Boss James Warburton To Exit

After less than a year in the role, APN Outdoor CEO James Warburton will leave the business following the completion of its acquisition by JCDecaux. The Federal Court of Australia was the latest regulator to give the JCDecaux-APN Outdoor deal the green light, announcing its approval to APN shareholders yesterday. Warburton joined APN Outdoor in […]

by B&T Magazine

B&T Magazine
Six Tips To Getting Your Opinion Heard In Meetings
  • Opinion

Six Tips To Getting Your Opinion Heard In Meetings

Michelle Sales (pictured below) is a leadership speaker, coach and trainer and author of The Power of Real Confidence. In this book extract below, Sales offers her tips to make sure your voice gets heard at any meeting… It was Eleanor Roosevelt who once said, ‘You gain strength, courage and confidence by every experience in which […]

Opinion

by B&T Magazine

B&T Magazine
How To Foster A Culture Of Creativity
  • Opinion

How To Foster A Culture Of Creativity

Emma Bannister (pictured below) is the CEO of Presentation Studio and author of the book Visual Thinking: How to transform the way you think, communicate and influence with presentations. In this guest post, Bannister offers her top tips to get the creative juices flowing… Many of us wrongly assume that to be creative, means to […]

by B&T Magazine

B&T Magazine
Buxton Real Estate Appoints JPD As Strategic, Creative & Digital Agency
  • Advertising
  • Marketing

Buxton Real Estate Appoints JPD As Strategic, Creative & Digital Agency

Melbourne real estate group Buxton has appointed independent agency James Phillip Design (JDP) to handle strategic, creative and digital duties. JDP managing director James Peltekis said the agency was very excited about the appointment. “We’ve been collaborating with Buxton for a while now, working on their overall brand strategy and refreshing their brand. We’re delighted […]

Federal Court Finds APN Outdoor/JCDecaux Acquisition “Legally Effective”
  • Media

Federal Court Finds APN Outdoor/JCDecaux Acquisition “Legally Effective”

The Federal Court of Australia has given JCDecaux’s acquisition of APN Outdoor the green light. According to a release from APN Outdoor, the Federal Court of Australia has “approved the scheme of arrangement in relation to the JCDecaux transaction”. It adds: “APN Outdoor confirms that an office copy of the Court orders has been lodged with […]

WPP Scores Panadol’s Global Media Business
  • Advertising
  • Media

WPP Scores Panadol’s Global Media Business

GSK Consumer Healthcare has appointed WPP to support its global Panadol business, following a competitive pitch process. WPP will be responsible for creating integrated creative campaigns and content across advertising, digital, shopper and expert marketing, PR and communications for the global Panadol brand. The work will be delivered by a bespoke team led by CEO […]

Michelle Guthrie (Managing Director, ABC) at Radio Alive 2017
  • Media

Michelle Guthrie To Sue ABC

Former ABC managing director Michelle Guthrie is taking her ex-employer to court, according to several media sources. As reported in The Australian, Guthrie lodged papers with the Fair Work Commission earlier this week, citing unfair dismissal. Guthrie was fired half-way through her five-year term as managing director of the public broadcaster. The move follows news last week communications […]