Rather than the basket case some quarters would have us believe, Channel Ten’s fortunes appear to be on the up and up.
A report released today by Credit Suisse has forecast Ten’s share of ad dollars to rise to 22 per cent market share in the next 12 months; up from 20.2 per cent this time last year. According to the report Ten was the only commercial network to increase its audience in the four months to April 2015.
“While ratings can be volatile and can change quickly, the longer that Ten is able to sustain its recent improvement, the more likely it will start to flow through to revenue share,” said Fraser McLeish, the author of the report and Credit Suisse’s media analyst.
The ad and audience share rises come off the back of some hit shows for the embattled station. MasterChef continues to rate very well, while The Bachelor, Shark Tank, I’m a Celebrity… Get Me Out Of Here, and The Living Room are reportedly rating well with audiences.
McLeish also had renewed optimism for the commercial stations and believed new streaming services such as Netflix wouldn’t savage their bottom lines as some had reported.
“We believe that TV advertising weakness over the last one to two years has been primarily due to cyclic factors rather than the impact of structural shifts,” he said.
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