Nine needs to nail cricket audience numbers, report forecasts

Nine needs to nail cricket audience numbers, report forecasts

Media strategy agency Fusion has released a report forecasting what Nine’s record breaking deal to secure cricket rights in Australia could mean in terms of audience and ad revenue for the network.

B&T Magazine
Posted by B&T Magazine

Fusion claimed that Nine’s deal ($400 million and $50 million contra) to outbid Network 10 effectively doubles the annual outlay for telecasting international matches, adding that the deal "punctuates the second time Nine have had to dig hard and basically double their previous agreement", with NRL being the previous one.

Fusion believes that Australian cricket tests, one day internationals and 20/20 typically equates to just under 300 hours annually, however much of that is during the daytime where there’s relatively strong ratings to secure revenue. 

It added that the $300,000 an hour Nine will pay was expensive but compared favourably with $380,000 per hour for AFL and $635,000 per hour for NRL.

Fusion said Nine should get an audience of roughly 800,000 for tests, 900,000 to 1.1 million for one day matches, and up to 1.4 million for 20/20.

It stated that these are “interesting times” for Nine “but now the challenge is to nail those audiences and sell them successfully…a bigger challenge for Nine we think, but they have a long track record of doing this."

Meanwhile, Fusion has described Network Ten’s $20 million per year deal for Big Bash cricket as a “clever" one, however the network will need to work hard to make it successful after “a fairly indifferent 2012-13 season following a stellar re-launch the previous year, both on Foxtel.”