Seven is unlikely to regain the ground it lost with Australian Open audiences last year as the ‘tennis gods aren’t smiling’ on the network.
A combination of extreme heat and tough draws, which have seen local crowd pullers such as Lleyton Hewitt and Bernard Tomic bow out in the tournament’s first two days, will keep audiences down, according to media analyst Steve Allen.
“The tennis gods aren’t really smiling on Seven, they aren’t frowning but they are not really smiling,” Allen, principal at Fusion Strategy, told B&T.
Viewers for day one of the Open this year were down 31% on 2012’s result with just 858,000 tuning in to the 2014 opener.
Allen believes the drop has more to do with the fact that Lleyton Hewitt played on opening day last year. Audiences did punch through the million mark last night (1.060) when Hewitt lost to Andreas Seppi.
Last year, Seven’s broadcast of the Australian Open suffered a double digit drop of 13.24% in peak viewers compared to the previous year. Day dropped by 3.35% and late night broadcasts experienced a 14.69% decline.
Allen does not believe Seven will recover that ground this year.
“We don’t expect the audiences to increase this year overall,” he said.
“We think there is a chance that the late night matches will increase…we think a number of matches are going to be pushed into the evening because we think players will become quite agitated [due to the heat].”
He also said the draw is not quite as strong as last year.
Last year, Seven was criticised for inundating Australian Open viewers with too much cross-promotion.
Allen told B&T last year that Seven had “overcooked it” with their “wall of cross promotion” for My Kitchen Rules.
He believes the promotions will be “more carefully handled” this year and instead took aim at Nine’s cricket broadcasts.
“One has to say that Channel Nine is a mimic of Seven,” Allen said.
“Over promotion, commentators who have no place to comment on programs promoting them as if they were experts. Nine are fearfully close to overdoing it in the cricket this year.”
Please login with linkedin to comment
Nine claimed the most watched show of the night (its 6pm news bulletin) and best rating reality show (Celebrity Apprentice), however, it wasn’t enough to give it a Sunday night win, with arch-rival Seven pinching the crown. All numbers are OzTAm metro. Seven won the night – namely thanks to its AFL coverage – taking […]
A British man has made the headlines after he savaged an ice-cream vendor on Facebook for slugging him £10 ($A18.30) for two ice-creams with a Flake. Apparently the high cost of the ice confection treat is due to the current heatwave in the UK (temperatures topping 27 degrees in places) that’s led to people overwhelming […]
Adani – the Indian-based multinational that owns the highly controversial coal mine in Queensland’s Galilee Basin – has jumped on the corporate goodwill bandwagon, releasing a climate activism video. The one-minute, 20-second video is called “#ican” and, rather than point the blame at corporates for climate inaction, it infers it’s more an individual’s responsibility. The […]
Facebook is has announced a partnership with Australian Red Cross Lifeblood (Lifeblood) across Australia to help top up the nation’s blood supply with much-needed new donations. Launching as part of Lifeblood’s National Blood Donor Week (14-20 June), Facebook’s new Blood Donations feature has already helped over 100 million Facebook users sign up to receive notifications […]
Twilio Segment has announced the launch of Journeys, a new product built on the Segment CDP that allows marketers to easily build sophisticated customer journeys and orchestrate personalisation at scale, through every channel, and across their entire customer experience stack. A customer journey is the entire experience a customer has while interacting with a brand, over […]
Insight agency TRA has asked 1,000 New Zealanders about their favourite ads, and the top ten ads most liked by the public are also very effective at achieving business results. According to the findings, ASB’s “Ben and Amy” has taken the number one spot, with nearly twice as many people mentioning this ASB campaign as […]
In this guest post, Andy Mellor, regional vice president, ANZ at Kofax, asks what does customer experience look like in this era of privacy and risk? “You never get a second chance to make a first impression.” If only you had a dollar for every time you heard this saying, right? When we talk about customer […]
A French influencer has been snapped travelling in economy despite posting a photo of herself flying business class on social media. Océane El Himer, a Dubai based French model and influencer, posted a photo of herself posing in front of a business class seat on a recent flight, with the caption “Next stop: Monaco. Je […]
Aussie actor and media personality Shane Jacobson has joined forces with Sydney Water to launch a new water conservation campaign called Turn it off, Bob – urging us to think differently about our relationship with water. The campaign launched yesterday, and features Jacobson in character as the likeable larrikin, ‘Bob’, whose long steamy shower sparks […]
Sustainable soap brand Single Use Ain’t Sexy has been greeted with a huge influx of support after raising over half a million dollars in funding via a crowdfunding campaign. The brand has launched itself into the ‘green economy’ by calling on the Australian public to financially back them and their mission to get Aussies to […]
Queer Artist Ryan James Caruthers has publically slammed software company Unfold after it asked to use the artist’s work for free as part of its Pride Month social media campaign. Caruthers took to Instagram to show screenshots of the conversation he had with Unfold after it asked the artist to share 12 of his images […]
After relaunching in September last year, TWOOBS has become a ‘kinda’ shoe brand by also focusing on making the world a ‘kinder’ place and creating more consumer-conscious shopping. The vegan shoe brand founded by sisters Jess and Stef Dadon changed its marketing approach last year and stopped using social media to push sales the old-fashioned […]
Highly experienced tourism marketer Kelly Ryan has been appointed to lead the marketing efforts at Visit Sunshine Coast (VSC). During the past 12 years, Ryan has supported Canberra’s tourism industry in senior marketing roles, including as director of strategy and insights as well as director of marketing at VisitCanberra. Most recently, Ryan has been working […]
GHO Sydney has developed a new educational platform for Family Planning NSW to help parents and carers of children with disabilities navigate the changes to their bodies, emotions and social interactions. The project, ‘Planet Puberty’, was made possible through funding from the federal government’s Department of Social Services, and was co-designed with people with disability […]