November’s ad market surged by 4.9 per cent year on year according to the latest Standard Media Index data, with Channel Nine almost pipping Seven for biggest slice of the TV ad pie.
Digital adverting continued its unstoppable trajectory surging 15.6 per cent (YOY) while outdoor – now bearing the fruits of digitisation – was up a whopping 36 per cent (YOY).
When it came to the free-to-air players, Seven again won November (and the year overall) with 39.1 per cent share. Nine was hot on its heels with 38.9 per cent and Ten took home 22 per cent. The resumption of the cricket Tests and big shows like The Block finale helping Nine’s balance sheet.
However, the total TV market was down 0.9 per cent from October and both Seven and Nine are down year on year.
Seven earned 39.4 per cent of the metro market in the 2016 fiscal year, compared with Nine’s 37.7 per cent share and Ten’s 22.9 per cent.
The MCN team are doing well for Foxtel with pay TV ad spends up 12.9 per cent.
However, cinema could be the one to watch, particularly with the release of the new Star Wars film tomorrow. It had a 55.9 per cent jump in bookings in November to $10.2 million for the month. It’s believed box office hits such as the new James bond film Spectre and the latest installment of The Hunger Games are significantly improving revenues.