Viewers for Seven’s broadcast of this year’s Australian Open have decreased across the board, with peak audiences suffering a double digit drop compared to 2012 results.
2013 peak viewers fell by 13.24% compared to the previous year, day dropped by 3.35% and the late night broadcast experienced a 14.69% decline, a report by Fusion Strategy revealed.
Steve Allen, media analyst and principal at Fusion Strategy, said it was a mixed bag for Seven this year, “with little of the good fortune of last year”.
Viewing declines were steep in the first nine days of the tournament, according to Allen, but he said the broadcasts recovered some of this ground.
The early departures of Australian players and crowd favourites had a negative effect on the result but Allen believes most of the blame lies with Seven.
“It is still our firm believe that much of the decline is due to on air presentation and commentary,” Allen said.
“Seven, in our view, need to get back to a more ‘sporting’ rather than entertainment stance.”
Last week, Allen told B&T that Seven had “overcooked” its broadcast with “a wall of cross promotion”. For more on this story, ‘Seven slammed for inundating tennis with cross-promotions’ click here.
At the time Allen predicted that viewing would be down 20% year-on-year, but the drops were less dramatic than expected.
Metro peak viewers averaged at 1.107 million this year, a result which is comparable to the 2004 peak broadcast with pulled an average of 1.106 million viewers.
In 2012, peak viewers averaged at 1.276 million a vast improvement on the 2011 result of 904,000.
While television viewing was down attendance at the Melbourne tournament was still strong.
Attendance for the men’s final was up 1% yoy while the women’s was nearly up 6%, the best result in three years.
Please login with linkedin to comment
Looking to entice a more progressive audience into the Coopers family, Australia’s largest independent brewery has released a limited edition Hazy IPA. The product has launched via a national OOH and digital campaign in collaboration with Melbourne creative agency, TABOO. TABOO is behind the exciting new illustrative can design, inspired by the Australian landscape. The […]
Ben & Jerry’s has unveiled their latest limited-edition flavour: Unfudge our Future, to urge Australia’s leaders to tackle climate change by making fossil fuels history. The launch aligns with the Federal Government’s preparation of a history-making economic reboot in the upcoming October Budget, with Ben & Jerry’s joining forces with 350.org Australia and the Climate […]
BRITA Australia is today proud to reveal its latest national campaign, ‘Get Your Jugs Out’, starring Australian comedian, Celeste Barber. The quirky campaign encourages Australians to make the switch from bottled water to great tasting filtered tap water, using a BRITA filter jug at home, with the creative brought to life with Celeste’s cheeky, yet relatable sense of humour.
Twitter is saying ‘bye to the reply guys’, allowing users to control who can reply to their Tweets. ‘Reply guys’ have long been an issue on the social media app, where users (often anonymous) frequently comment on posts in an annoying, condescending or otherwise unsolicited manner. Twitter first put these users on notice in May […]
The Virtual Conference Network, an Australian-founded disruptive alternative to video conferencing, has today launched to provide risk mitigation, improved flexibility, new post-event revenue streams, and optimal cost-effectiveness to conference organisers, business leaders and peak bodies. With over 20 years of first-hand experience with the high-risk and costly ways of delivering traditional conferences, co-founders Alex Paine […]
Medallia has appointed Heather Paterson as its new ANZ country manager to drive further growth across Australia and New Zealand. With a strong sales performance and leadership background, Paterson joins Medallia as ANZ country manager following more than seven years with leading SaaS financial technology provider, Intralinks, where she was most recently director for Asia […]
Integral Ad Science (IAS) today announced the launch of “Channel Science”, an industry-leading partnership between Channel Factory and IAS. The Channel Science solution helps advertisers to leverage both companies’ technologies through a single product to ensure their YouTube campaigns are brand-safe, brand-suitable, and performance-optimized. More than ever before, advertisers are searching for ways to streamline their media buying and improve […]