Is Karl Stefanovic Worth $2Million A Year If He’s Not Really That Popular?

Is Karl Stefanovic Worth $2Million A Year If He’s Not Really That Popular?
SHARE
THIS



Karl Stefanovic is set to become Australia’s highest paid TV celebrity. But as this data from social media analytics firm BrandData reveals his hefty pay cheque doesn’t necessarily mirror his appeal…

If Karl Stefanovic decides to take Channel Nine’s $2 million-a-year offer to return to Today, he will officially become Australia’s highest-paid TV presenter.

Which is not something you’d predict from his current online popularity. According to social media analytics firm BrandData, Karl ranks just 8th amongst Australian presenters and personalities. His total social engagement rate last week was a meagre 0.16% while the industry average is 1.13% – topped by gagmeisters Hamish and Andy who, last time we checked, are only on the radio.

But his TV appearances are seemingly enough for Karl — the last time he updated his Twitter was in November.

Maybe he doesn’t need to do more. Especially after the huge attention he got last year for the stunt where he wore the same suit to work every day, and not one of his 300,000 viewers noticed. This highlighted the differing standard that people place on his co-host Lisa Wilkinson, who gets criticised daily about her appearance and clothing choices. The point of it all, says Karl:  “I’m judged on my interviews, my appalling sense of humour – on how I do my job, basically. Whereas women are quite often judged on what they’re wearing or how their hair is … that’s what I wanted to test.”

So let’s talk about Lisa. No one knows how much she will be making next year alongside him. In 2012, her salary was $750,000, while Karl’s was $1.3 million. Perhaps for phase two of the suit stunt, Karl could stand up for wage equality for his co-host? Women in the entertainment industry consistently earn less than their male co-stars. Jennifer Lawrence recently penned this excellent essay after discovering that she was earning less than her co-stars thanks to the Sony email leaks. Which prompted Cooper to now start teaming up with his female co-stars to negotiate higher salaries together. So come on, Karl. Step up, and stand shoulder to shoulder-pad with her!

Whether Karl goes into bat for Lisa’s paycheck or not, the future may be going her way. Amongst the Top Ten most socially engaging personalities and presenters today, only two are women: Rebecca Judd at eight, and Jesinta Campbell at 10. But when it comes specifically to online personalities and content-makers – who will surely be the TV stars of tomorrow – the picture is completely different. In that realm, women dominate hard. All ten of the Top 10 most popular and engaging online influencers are women, a list topped by Lauren Curtis, Tuula, and Chloe Morello.

Put that in your suit and smoke it.

 

 

Please login with linkedin to comment

Designworks Failure i bought a jeep Ross Raeburn

Latest News

Hands using mobile payments, Digital marketing. Banking network. Online shopping and icon customer networking connection on virtual screen, Business technology concept
  • Media

IAS Report: Australian Digital Advertisers Experience Higher Brand Risks Across All Buying

Today, Integral Ad Science (IAS), a global leader in digital ad verification, released its Media Quality Report (MQR) for H2 2020, providing transparency into the performance and quality of Australian digital media, alongside global comparisons. Integral Ad Science’s H2 2020 MQR highlights brand safety, ad fraud, and viewability trends across display, video, mobile web, and […]

Quintis Appoints Illuminate As Global PR Partner
  • Media

Quintis Appoints Illuminate As Global PR Partner

Quintis Sandalwood has appointed Illuminate as its global PR partner following a competitive pitch process. Proudly Australian, Quintis produces and markets Indian Sandalwood oil, logs, chips and powder products across the world to major companies in industries such as fragrance, aromatherapy, cosmetics, handicrafts and Traditional Chinese Medicine industries. Illuminate will be responsible for a global communications […]

Image lead story Even More Pics From The 30 Under 30 Awards!
  • Media

Even More Pics From The 30 Under 30 Awards!

Hopefully the weekend has given everyone enough time to recover from B&T’s 30 Under 30 awards and prepare themselves for our official photo dump! We shared some of the highlights last week, and now you can peruse all of the pictures taken on the night. Thank you to everyone for attending this year’s awards, and […]

by B&T Magazine

B&T Magazine
Kinderling Kids Streams Ahead With Direct-To-Consumer Offering
  • Marketing

Kinderling Kids Streams Ahead With Direct-To-Consumer Offering

Kinderling Kids Radio (Kinderling) has announced the completion of its move from DAB+, where it launched six years ago, to a direct-to-consumer streaming model, accessible online or through the Kinderling Kids iOS and Android app. The Parent Brand, the parent company of Kinderling Kids and Babyology, made the decision to shift as streaming and on-demand […]

RUN Take On The Flu
  • Advertising
  • Campaigns

RUN Take On The Flu

Globally award-winning, indie agency RUN, have launched the New Zealand National Influenza Immunization Campaign, running over the next 8 weeks across TV, digital, social, print and press.

Audika Says Stop Ignoring The ‘Whats’ And Get A Hearing Test, Via Ward6
  • Campaigns

Audika Says Stop Ignoring The ‘Whats’ And Get A Hearing Test, Via Ward6

Most people over 60 stay on top of their health with regular check-ups. Whether it’s eyes, prostate or breasts, they realise at their age it’s important. But one that gets ignored is hearing. They’d rather live with gradual hearing loss, and continually ask what, huh, pardon or sorry until it seriously impacts their life and […]

Connecting Plots To Handle [yellow tail] Social Media Following Account Win
  • Media
  • Technology

Connecting Plots To Handle [yellow tail] Social Media Following Account Win

Creative communications agency Connecting Plots has been appointed by Casella Family Brands to handle the social media accounts for [yellow tail] wine in Australia. The win follows an audit of the Casella Family Brands social activities, which led to [yellow tail] rethinking its approach to social media and how it aligns with its overall marketing […]

HERO’s B.B.E Wins v2food Account
  • Media

HERO’s B.B.E Wins v2food Account

v2food, has appointed HERO’s B.B.E as the lead strategic and creative agency for the brand following a competitive pitch process. v2food is an Australian pioneering food technology business with a global vision to feed the planet sustainably. After launching nationally in 2019, v2food has been on a mission to offer Australians an easy alternative to meat […]

Rows of coins isolated on white background. Finance and banking concept.
  • Media

Magnite And Adform See Monetisation Uplift Using First-Party Identifiers

Magnite (Nasdaq: MGNI), the largest independent sell-side advertising platform, today announced it has been working with Adform, the only independent global ad management platform covering all aspects of the digital campaign lifecycle, to scale first party identifiers in privacy-safe ways. With the pending elimination of third-party cookies, the industry must establish future-proof identity solutions for publishers and buyers.

Martin Box Named Co-Chair Of Commercial Producers Council
  • Media

Martin Box Named Co-Chair Of Commercial Producers Council

The Commercial Producers Council is delighted to announce the appointment of Martin Box (pictured) as its new Co-Chair, effective immediately. Box, Head of Production at Airbag, joins Co-Chair Pip Smart, and fills the vacancy left by Lucas Jenner who steps aside from the Co-Chair role after four years of service, in accordance with the CPC’s […]