Seven Network has completed its dominance of the 2011 ratings survey after a blistering performance.
Seven led the year in primetime share, total people, demographics, weeks won and multichannels. The only crown it missed was the highest rating title of the year, which went to
The Block: The Winner Announced.
It was 2004 when any network last came close to such a comprehensive glory, when Nine swept the field with 38 of 40 weeks in Total People. In 2003 it won 39 weeks. They were before multichannels made the landscape far more complex.
But Nine finished the year much stronger than it started and looks forward to 2012 with the
Olympics in its arsenal. By contrast TEN’s first half was better than its second, it will finish a challenging year leaner and ready to welcome its new CEO on January 1st.
Network shares: (2010 in brackets)
Seven: 31.0% (28.7%)
Nine: 26.3% (27.7%)
TEN 21.4% (21.1%)
ABC: 15.8% (16.9%)
SBS: 5.4% (5.6%)
Seven: 23.0% (24.7%)
Nine: 19.5% (23.5%)
TEN: 15.8% (20.0%)
ABC1: 12.3% (14.5%)
SBS ONE: 4.6% (5.00%)
7TWO: 4.6% (3.4%)
GO!: 4.0% (3.8%)
7mate: 3.4% (2.7%)
Gem: 2.8% (1.7%)
ABC2: 2.3% (1.6%)
ONE: 2.1% (1.4%)
SBS TWO: 0.8 (0.6%)
ABC3: 0.5% (0.5%)
ABC News 24: 0.7% (0.5%)
Seven Network: 29.7% (27.8%)
Nine Network: 28.9% (29.9%)
TEN Network: 24.8% (24.3%)
ABC Network: 11.7% (12.4%)
SBS Network: 5.0% (5.7%)
Seven Network: 29.9% (27.7%)
Nine Network: 28.9% (30.1%)
TEN Network: 25.9% (25.6%)
ABC Network: 10.6% (11.0%)
SBS Network: 4.8% (5.6%)
Seven Network: 29.7% (26.8%)
Nine Network: 28.8% (29.8%)
TEN Network: 27.5% (27.8%)
ABC Network: 9.7% (10.1%)
SBS Network: 4.3% (5.5%)
Commercial networks all managed to put a positive spin on their results via Press Releases.
Seven said, “Seven dominates primetime in total viewers, 16-39s, 18-49s and 25-54s on primary channels and is number 1 on primary channels in primetime for the fifth consecutive year.
“Seven is number 1 in total viewers, 16-39s, 18-49s and 25-54s in primetime on the combined audiences of all multiple channels. Seven is number 1 overall across the 6:00am-midnight broadcast day for the sixth consecutive year.”
It claimed wins in news and public affairs, breakfast television, morning television, and 7TWO as the top multichannel.
Nine focussed on individual programme triumphs, claiming the #1 drama episode with
Underbelly‘s premiere, documentary, comedy, sports event. Nine News won Sydney and Today won in Sydney and Melbourne. It also reiterated it was the only commercial network to grow its audience share second half on first half. But this year it failed to win either of its target demos 18-49 and 25-54 as well as the network being unable to win a single week in Total People.
TEN’s big success this year was the launch of ELEVEN, which has taken the fight up to GO! It claimed a win in 16-39 and 18-49 in multichannels. Network TEN also claims have grown its year-on-year audience in Total People by 3.5% -the average number of people watching the network each night, including ELEVEN. Channel TEN also won Daytimes (9am-6pm).
“2011 has been a year of significant growth for Network Ten. The successful launch of ELEVEN in January, followed by the important re-launch of ONE as a male-skewing general entertainment destination, has helped to grow our total audience by 3.5 per cent this year,” said Programming Chief David Mott.
“With its bold, innovative and entertaining formats, the Network’s primary channel, TEN, remains at the heart of our multi-channel strategy. Despite an uneven second half performance, TEN has achieved a 30 per cent plus Primary 3-Station share in every critical demographic between 7:00 and 10:30 pm, making it one of the most valuable and attractive platforms for Australian advertisers.”
The Block: Winner Announced tops 2011