Sports have helped Channel Nine take 41 per cent of television ad spend in March, usurping arch rival Channel Seven in the process.

According to the Standard Media Index data, the World Cup Cricket and the start of the NRL season helped Nine take top spot. Seven’s revenues fell from 41.2 per cent of all spend down to 37.2 per cent.

But as sports were Nine’s saviour it appears they were Seven’s undoing. The Australian is reporting that Seven blamed its fall in revenues on the delayed start to the AFL season and the loss of the rights of the V8s to Ten and Foxtel.

Ten remained a distant third, posting a 21.8 per cent share; however, that was up from 21.4 per cent in February.

TV spend aside the entire advertising market grew 1.9 per cent in March, primarily due to spend on the recent NSW election and strong spends from telcos, banks and insurance companies.

Year on year, out-of-home was the standout improver, snaring an increased 26.1 per cent in the 12 months to March. Metropolitan radio rose 5.5 per cent, digital media was up four per cent, while there was more bad news for newspapers with total revenues falling 15.8 per cent year on year.

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