Is Karl Stefanovic Worth $2Million A Year If He’s Not Really That Popular?

Is Karl Stefanovic Worth $2Million A Year If He’s Not Really That Popular?
SHARE
THIS



Karl Stefanovic is set to become Australia’s highest paid TV celebrity. But as this data from social media analytics firm BrandData reveals his hefty pay cheque doesn’t necessarily mirror his appeal…

If Karl Stefanovic decides to take Channel Nine’s $2 million-a-year offer to return to Today, he will officially become Australia’s highest-paid TV presenter.

Which is not something you’d predict from his current online popularity. According to social media analytics firm BrandData, Karl ranks just 8th amongst Australian presenters and personalities. His total social engagement rate last week was a meagre 0.16% while the industry average is 1.13% – topped by gagmeisters Hamish and Andy who, last time we checked, are only on the radio.

But his TV appearances are seemingly enough for Karl — the last time he updated his Twitter was in November.

Maybe he doesn’t need to do more. Especially after the huge attention he got last year for the stunt where he wore the same suit to work every day, and not one of his 300,000 viewers noticed. This highlighted the differing standard that people place on his co-host Lisa Wilkinson, who gets criticised daily about her appearance and clothing choices. The point of it all, says Karl:  “I’m judged on my interviews, my appalling sense of humour – on how I do my job, basically. Whereas women are quite often judged on what they’re wearing or how their hair is … that’s what I wanted to test.”

So let’s talk about Lisa. No one knows how much she will be making next year alongside him. In 2012, her salary was $750,000, while Karl’s was $1.3 million. Perhaps for phase two of the suit stunt, Karl could stand up for wage equality for his co-host? Women in the entertainment industry consistently earn less than their male co-stars. Jennifer Lawrence recently penned this excellent essay after discovering that she was earning less than her co-stars thanks to the Sony email leaks. Which prompted Cooper to now start teaming up with his female co-stars to negotiate higher salaries together. So come on, Karl. Step up, and stand shoulder to shoulder-pad with her!

Whether Karl goes into bat for Lisa’s paycheck or not, the future may be going her way. Amongst the Top Ten most socially engaging personalities and presenters today, only two are women: Rebecca Judd at eight, and Jesinta Campbell at 10. But when it comes specifically to online personalities and content-makers – who will surely be the TV stars of tomorrow – the picture is completely different. In that realm, women dominate hard. All ten of the Top 10 most popular and engaging online influencers are women, a list topped by Lauren Curtis, Tuula, and Chloe Morello.

Put that in your suit and smoke it.

 

 

Latest News

Women In Media Profile: Danni Wright
  • Media

Women In Media Profile: Danni Wright

We'd be headlining Danni Wright's Women in Media profile the "Wright stuff" if it wasn't utterly predictable and naff.

by B&T Magazine

B&T Magazine
Industry Generates A Record $10.5m For Social Impact
  • Media

Industry Generates A Record $10.5m For Social Impact

UnLtd, the media, marketing and creative industry’s social purpose organisation has announced a total industry contribution of $10.5m to social impact in FY18. The total value of funds, services, inventory and time donated by the media, marketing and creative industry increased by 21per cent compared to the previous financial year due to a growth in […]

Posterscope Promotes Two
  • Media

Posterscope Promotes Two

Posterscope, Dentsu Aegis Network’s specialist out-of-home agency, has promoted Ryan Hedditch to the newly created position of national head of strategy and Samantha Summers to Sydney Group Business Director. In his new role, Hedditch is charged with driving the continual improvement and transformation of the Posterscope offering to clients and partners. Summers’ promotion will see her lead […]

Outbrain Accelerates Growth With APAC Promotions
  • Media

Outbrain Accelerates Growth With APAC Promotions

Native discovery platformOutbrain has announced several movements in its regional leadership team, with plans to make more new hires. This comes on the heels of two senior appointments it made in February, after closing a record year in the region with expansion into new markets. Yoav Tourel has been promoted to head of sales for […]

Clems Syd & Extra GUM Unveil YouTube Digital Stage
  • Media

Clems Syd & Extra GUM Unveil YouTube Digital Stage

YouTube EXTRA Gum has launched EXTRA Support Acts, a program created to support Australia’s up and coming musicians by transforming pre-roll ads on YouTube into a digital support stage. It has been created in partnership with Clemenger BBDO Sydney as creative lead, Universal Music Australia and BRING for talent and music strategy and content, MediaCom and YouTube. The […]

OMD Australia Tops 2018 RECMA Rankings
  • Media

OMD Australia Tops 2018 RECMA Rankings

OMD Australia has taken the top spot for Australia’s Number 1 media agency in size, according to RECMA’s 2018 ‘Overall Activity Volume Rankings’ report released last week. Additionally, the company was named first in profile classification with a dominant profile for the 3rd consecutive year, along with vitality ranking and structure ranking. Furthermore, OMD Australia was also named […]

Red Agency Bolsters Sydney Team
  • Media

Red Agency Bolsters Sydney Team

Judging by the image, it seems Red Agency may have had no staff whatsoever prior to this hiring spree.

Nine Appoints Editor For 9Honey
  • Media

Nine Appoints Editor For 9Honey

B&T's editor coincidentally spilled honey on his shirt while typing this. And by typing, we mean copy and pasting.

Y&R Sydney Scores Best&Less   
  • Advertising
  • Media

Y&R Sydney Scores Best&Less  

Y&R wins Best&Less amid rumours the clothing shop its changing name to 'Somewhat OK&Reasonably cheap'.

Women In Media Profile: Judy Sahay
  • Media

Women In Media Profile: Judy Sahay

B&T's Women in Media profiles are like a wave washing over you. Even more so if an actual wave washes over you.

by B&T Magazine

B&T Magazine
How B2B Companies Can Use Their Customer Data More Effectively (And Why They Need To)
  • Marketing
  • Opinion

How B2B Companies Can Use Their Customer Data More Effectively (And Why They Need To)

In this opinion piece, SalesPreso co-founder and CMO Joel Thomson (pictured below) explains how B2B companies can use their data more effectively and deliver a personalised customer experience that matches their B2C counterparts. From the Cambridge Analytica scandal to the EU’s recent GDPR legislation, this year has prompted individuals all over the world to consider […]

Opinion

by B&T Magazine

B&T Magazine
M&C Saatchi Launches THIS Film Studio
  • Advertising
  • Marketing
  • Media

M&C Saatchi Launches THIS Film Studio

Not one to rest on its laurels, M&C Saatchi unveils new production studio it hasn't called 'Not One To Rest On Laurels'.

Creative Agency Launches Project Management Tool ‘Hassl’
  • Advertising
  • Technology

Creative Agency Launches Project Management Tool ‘Hassl’

Yesterday at TedX Melbourne the team behind award-winning, Melbourne-based agency Your Creative launched their new tech venture Hassl, the project management platform taking on Trello and the likes. With the belief there was a better design solution to project management, the platform has been developed over the last two years in collaboration with their clients. […]

ABC Axes Tom Ballard’s Tonightly
  • Media

ABC Axes Tom Ballard’s Tonightly

It's one of the ABC's edgier, controversial shows, but Tom Ballard's proven too edgy and controversial for ABC chiefs.

Taboola Strengthens APAC Programmatic Offering With New Partnership
  • Advertising
  • Media

Taboola Strengthens APAC Programmatic Offering With New Partnership

Global discovery platform Taboola has announced a strategic partnership with Wider Planet, Korea’s largest demand-side and data management platform. The partnership builds on Taboola’s programmatic efforts in Asia-Pacific, and will bring together Korea’s largest demand platform for agencies and brands to provide access to Taboola’s global audience through premium publisher placements. The partnership means advertisers […]

The Haus Picks Up Two New Clients
  • Marketing

The Haus Picks Up Two New Clients

The Haus announces two new client wins. Admittedly, not as good as winning three, but far better than losing four.