Nine Says Advertisers Care More About Demos Than Eyeballs After Seven’s 2021 Ratings Win Claim
The Seven network may have won the ratings but the Nine network is claiming it has won the war – the advertising war that is.
While Seven announced in October that it was on winning ratings streak, getting the most eyeballs every week with the success of The Olympics and The Voice. Nine’s head of television, Michael Healy has claimed that ratings are less important than obtaining the most valuable advertising demographic 25-54-year-olds.
According to the Nine-owned The Financial Review, Healy said: “The reality is, Nine is the dominant number one in all the key demographics and has delivered significant growth year-on-year.
“If you drill down, you’ll find that Seven has delivered 0.9 share growth, and it’s primarily from 65-plus.”
Basically, what Healy is getting at is advertisers are looking to work with networks that have established an audience with core consumers, people that want credit cards and home loans and travel. Basically, consumers are still buying and working.
To break it down, according to The Financial Review, Seven has shares of 33.9 per cent across people aged 25-54 and Nine has 37.0 per cent among 25-54s, not a gaping difference but significant.
Still, Healy can’t take away from the fact that Seven has really captured an audience this year. The Seven Network has been number 1 in 26 weeks of the 45 weeks so far in the calendar year of 2021.
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