Ten’s advertising revenue growth rates of -24% for the second half of 2012 have been described as their “worst result” in modern records.
Data released by KPMG showed Seven actually won the revenue race in the second half of the year, despite Nine having the Olympics and winning in 16-54 audience share.
Analysis released by Fusion Strategy suggests it is the first time an Olympic broadcaster has not written the most revenue in that half of the year, and could explain rumours that Nine has pulled out of the Olympics race.
In response to the KPMG figures Ten’s chief sales officer Barry O’Brien said the Olympics had distorted the half-year figures, which show its share had slipped to 21.57%, with its full 12-month figures showing a share of 23.45%.
He said: “Clearly 2012 was a tough year for Ten. But based on our client renewals, we are confident our revenue share will grow across 2013.”
In its analysis Fusion described the half-year decline of ad revenue, which dropped 3.83% for the December half, as “remarkable”, citing figures showing spend usually increases 3% in an Olympics year.
Overall Seven posted a 40.16% revenue share for the December quarter, with Nine showing 36.34%, both up more than 2% from the year before, taking the share from Ten.