An abundance of sport and sporting finals over the past month hasn’t translated to more TV ad spend according to September’s Standard Media Index.
Seven again won the month snaring 40.3 per cent of all ad dollars spent on free-to-air TV. Nine was second with 37.5 per cent and Ten third with 22.2 per cent.
However, total spend for the month was down 2.8 per cent from the previous month to $699 million.
Month on month, Seven improved by one per cent, Nine was down a similar amount and Ten remained steady.
Ten’s The Bachelor, The Bachelorette and its motorsport coverage all reportedly helped the station to snare almost four per cent more of the ad pie than this time last year. It’s believed that just one per cent point is worth around $33 million to the networks, so even a couple of per cent change can have a bit impact on bottom lines.
While spends were down in the free-to-air TV networks, the Standard Media Index for September report strong growth in radio, digital and outdoor. The out of homers proving the strongest performer snaring $68 million of revenues last month namely as clients and agencies warm to their new digital offerings.