Even under its former
owner, Kerry Packer, the Nine Network – which now needs a turnaround of
a similar magnitude – only achieved that milestone during five
six-month periods, despite enjoying more than two decades of ratings
dominance, according to one television executive.
Veteran media buyer Harold Mitchell yesterday revealed the industry
tracking figures for the three months to September. He told ABC radio
that Seven, under chief executive David Leckie, was "approaching 40 per
cent" and looked set to pass it once revenue for the final quarter was
included.
"That (revenue growth) would be a trend that continues, I’d have to say," Mr Mitchell told Media.
"It would be a very big fillip for the company (Seven) overall,
particularly its rating in financial markets," he said. "The magic 40
per cent level is what Kerry Packer always wanted."
Mr Leckie did not deny the figure in an exclusive interview with Media.
"All that’s very confidential," he said. "I don’t want to comment about it much."
All three TV networks are now negotiating advertising rates with
most of the big media buying groups for next year, with Seven tipped to
increase its revenue share further.
It is expected to achieve an 8per cent rate increase at the group
buying level for those who commit to giving it 40 per cent of their
bookings, with those prices to be negotiated lower when
client-by-client talks begin.
But its broadcast of the Beijing Olympics could push it even higher.
"People are talking about Seven getting rate increases of 8per cent or
so, Nine’s will be marginal and Ten (is) yet to announce it, but will
try to get 3 to 4per cent," Mr Mitchell said.
Until now, advertising buyers have expected Seven to come in at just
over 38 per cent of the metropolitan TV market for the December half,
with Nine expecting to record a 32 per cent share and Ten likely to sit
at just under 30 per cent. This time last year, Seven attracted 35.9
per cent, Nine had 33.8 per cent and Ten had 30.3 per cent.
Mr Mitchell revised those estimates yesterday, saying Nine would
come in at "a whisker above 30 per cent, with Ten just a whisker
behind".
Seven will win the ratings year when the official season ends after
next week: it now has a 37.5 per cent share of total prime-time
viewing, up from 35.7 per cent last year.
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