Nine Says Advertisers Care More About Demos Than Eyeballs After Seven’s 2021 Ratings Win Claim

Nine Says Advertisers Care More About Demos Than Eyeballs After Seven’s 2021 Ratings Win Claim

The Seven network may have won the ratings but the Nine network is claiming it has won the war – the advertising war that is.

While Seven announced in October that it was on winning ratings streak, getting the most eyeballs every week with the success of The Olympics and The Voice.  Nine’s head of television, Michael Healy has claimed that ratings are less important than obtaining the most valuable advertising demographic 25-54-year-olds.

According to the Nine-owned The Financial Review, Healy said: “The reality is, Nine is the dominant number one in all the key demographics and has delivered significant growth year-on-year.

“If you drill down, you’ll find that Seven has delivered 0.9 share growth, and it’s primarily from 65-plus.”

Basically, what Healy is getting at is advertisers are looking to work with networks that have established an audience with core consumers, people that want credit cards and home loans and travel. Basically, consumers are still buying and working.

To break it down, according to The Financial Review, Seven has shares of 33.9 per cent across people aged 25-54 and Nine has 37.0 per cent among 25-54s, not a gaping difference but significant.

Still, Healy can’t take away from the fact that Seven has really captured an audience this year. The Seven Network has been number 1 in 26 weeks of the 45 weeks so far in the calendar year of 2021.




Please login with linkedin to comment

Michael Healy Nine Seven

Latest News

Cosmo Returns To Australia!
  • Media

Cosmo Returns To Australia!

Ever get the feeling we've weirdly warped back to 1988 at the moment? Confirm it with the relaunch of Cosmo in print.

Sydney Comedy Festival: Taking The City & Social Media By Storm
  • Media

Sydney Comedy Festival: Taking The City & Social Media By Storm

Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]

Global Marketers Descend For AANA’s RESET For Growth
  • Advertising

Global Marketers Descend For AANA’s RESET For Growth

The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA  Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]