Month: November 2022

Nine’s End of Year Ratings 2022

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The 9Network has retained its coveted status as Australia's No.1 Network with all key demographics in 2022

The 9Network is Australia’s No.1 network, with Nine’s clear strategy of creating and distributing Australia's most watched content year round. The end of the 2022 ratings survey year marks the fourth consecutive year the 9Network has made a clean sweep of all key demos. 9Now is the clear No.1 commercial BVOD platform.

Network

with all key demographics 25-54, 16-39, GS + Child across calendar year.

Network

with Total People across calendar year.

 

Primary Channel

with all key demographics and Total People - across both calendar year and ratings survey period.

Commercial free-to-air BVOD platform

9Now - with all key demographics and Total People.

Network & Primary Channel

with all key demographics and Total People - across both calendar year and ratings survey period (excluding Commonwealth Games).

Highest rating program of the year

The Australian Open Women’s Final - Presentation recorded a Total TV audience of 4.1 million.

Highest rating non-sports program of the year

The Block - Winner Announced with a Total TV audience of 2.664 million.

In 2022, 9Now has recorded Live + VOD minutes

A year-on-year increase of 19%.

Live streaming on 9Now has driven the huge increase with streamed in 2022 to date

A year-on-year increase of 50%.

Channel 9 has programs of 2022

with Total People and 17 of the Top 20 programs with People 25-54 and 16-39, including all five of the Top 5.

The biggest moments of Australian TV
start right here on Nine

In 2022, Channel 9 can lay claim to the highest rating program of the year with the Australian Open Women’s Final - Presentation recording a Total TV audience of 4.1 million. It was the highest rating Australian Open Women’s Final of all time and recorded the highest live BVOD audience of the Australian Open ever, with 241,000 people tuning in on 9Now. 

The all-Aussie Men’s Doubles Final was the highest rating Australian Open Men’s Doubles match of all time. It drew a national Total TV average audience of 2.5 million.

The combination of the Women’s Final and the Men’s Doubles Final on Saturday, January 29 gave the 9Network the highest primetime commercial shares in OzTAM history with People 25-54 (81.2%), 16-39 (84.9%) and Total People (78.6%).

Our broadcast of the Men’s Final of the Australian Open achieved a national Total TV average audience of 2.3 million. It was the highest rating Men’s Final in four years. On 9Now, the Men's Final recorded a Live BVOD Audience of 227,000 – a year-on-year increase of 157% and the highest live BVOD Audience of an Australian Open Men’s Final ever.

The Block - Winner Announced is the highest rating non-sports program of the year with a Total TV audience of 2.664 million.

Channel 9 has 16 of the Top 20 programs of 2022 with Total People and 17 of the Top 20 programs with People 25-54 and 16-39, including all five of the Top 5.

The continued dominance of the 9Network is driven by a powerhouse of the biggest shows on Australian television.

Married at First Sight achieved a Total TV average audience of 1.995 million per episode - an increase of 55% on its overnight audience. An average of 547,000 viewers watched each episode on 9Now.

Underbelly: Vanishing Act is the highest rating new Australian drama launch in three years (5 City Metro). Across its two episodes, it achieved a Total TV average audience of 1.621 million - an increase of 60% on its overnight audience.  An average of 358,000 viewers watched each episode on 9Now.

In its incredible 18th series, The Block achieved a Total TV average audience of 1.607 million per episode - an increase of 35% on its overnight audience. An average of 274,000 viewers watched each episode on 9Now.

Lego Masters achieved a Total TV average audience of 1.284 million per episode - an increase of 49% on its overnight audience. An average of 182,000 viewers watched each episode on 9Now.

Travel Guides achieved a Total TV average audience of 1.165 million per episode - an increase of 35% on its overnight audience. An average of 140,000 viewers watched each episode on 9Now.

Australian Ninja Warrior achieved a Total TV average audience of 872,000 per episode - an increase of 23% on its overnight audience. An average of 85,000 viewers watched each episode on 9Now.

Beauty & The Geek Australia achieved a Total TV average audience of 826,000 per episode - an increase of 37% on its overnight audience. An average of 147,000 viewers watched each episode on 9Now.

Celebrity Apprentice Australia achieved a Total TV average audience of 737,000 per episode - an increase of 33% on its overnight audience. An average of 108,000 viewers watched each episode on 9Now.

My Mum Your Dad has achieved a Total TV average audience of 725,000 per episode (to date) - an increase of 38% on its overnight audience. An average of 154,000 viewers watched each episode on 9Now.Love Island Australia is a smash hit on 9Now, averaging 275,000 viewers per episode on the BVOD platform.

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Michael Healy, Nine’s Director of Television, said: “I’m so incredibly proud of the efforts of everyone in the broader Nine family. Their tireless work and boundless creativity have once again cemented our dominance across digital and linear viewing. Throughout 2022, night in, night out, our programs have consistently won the key demographics while dominating water-cooler conversations across the country. As always, I’d also like to thank our production partners who have helped to deliver content that engages, informs and entertains.”

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Michael Stephenson, Nine’s Chief Sales Officer, said: “It doesn't matter how you want to look at it or how you want to cut the numbers, for the fourth year in a row, Nine is the undisputed leader. Number 1 16-39, number 1 25-54, number 1 Grocery Shopper with Child and number 1 in BVOD. We've got the biggest formats. We dominate from the beginning of the year until the end of the year. We've got the most consistent schedule, available across every screen. And next year is going to be even bigger.” 

Linear Television – Network commercial shares
6pm to midnight - 2022 survey year

18:00-MN
Network
Network
Network
25-54 38.2% 34.5% 27.3%
16-39 37.4% 35.3% 27.2%
GS + CH 40.0% 34.1% 25.9%
Total People 38.6% 39.1% 22.2%

 

Source: OzTAM Metro 5 City, Ratings Survey Year, 6 February – 21 November 2022, excluding Easter 10/4/2022 – 23/4/2022, 18:00 – 23:59, Network Nine, Network Seven, Network 10, Key Demos + Total People, Commercial Share, Consolidated 28 as at 22 November 2022

Linear Television – Primary channel commercial shares
6pm to midnight - 2022 survey year

18:00-MN
25-54 28.1% 24.4% 18.2%
16-39 28.5% 25.0% 18.2%
GS + CH 30.5% 25.1% 17.6%
Total People 27.9% 27.4% 14.5%

 

Source: OzTAM Metro 5 City, Ratings Survey Year , 6 February – 21 November 2022, excluding Easter 10/4/2022 – 23/4/2022, 18:00 – 23:59, Nine Primary, Seven Primary, 10 Primary, Key Demos + Total People, Commercial Share, Consolidated 28 as at 22 November 2022

Linear Television – Network commercial shares
6pm to midnight - 2022 calendar year

18:00-MN
Network
Network
Network
25-54 38.8% 33.9% 27.3%
16-39 38.2% 34.8% 27.0%
GS + CH 40.2% 33.8% 26.0%
Total People 39.1% 38.6% 22.4%

 

Source: OzTAM Metro 5 City, 1 January 2022 – 21 November 2022, 18:00 – 23:59, Network Nine, Network Seven, Network 10, Key Demos + Total People, Commercial Share, Consolidated 28 as at 22 November 2022

Linear Television – Primary channel commercial shares
6pm to midnight - 2022 calendar year

18:00-MN
25-54 28.5% 23.9% 18.3%
16-39 28.9% 24.7% 18.1%
GS + CH 30.6% 24.8% 17.6%
Total People 28.2% 26.9% 14.6%

 

Source: OzTAM Metro 5 City, 1 January 2022 – 21 November 2022, 18:00 – 23:59, Nine Primary, Seven Primary, 10 Primary, Key Demos + Total People, Commercial Share, Consolidated 28 as at 22 November 2022

Broadcast Video on Demand commercial shares
2022 calendar year

25-54 49.9% 35.3% 14.8%
18-39 52.1% 34.4% 13.6%
Total People 49.1% 36.1% 14.8%

 

Source: OzTAM Live + VOD VPM, 1 January 2022 – 22 November 2022. Metric: CFTA Minutes, duration 0+, includes coviewing on Connected TV

Linear Television - Free-to-air network shares
6pm to midnight - 2022 survey year

 

18:00-MN Network Network Network
Network		 Network
Ppl 25-54 30.8% 27.8% 22.0% 12.4% 7.0%
Ppl 16-39 30.4% 28.7% 22.1% 12.5% 6.3%
GS + Child 32.1% 27.4% 20.8% 13.1% 6.6%
Total Ind. 28.6% 29.0% 16.4% 17.1% 8.9%

Source: OzTAM Metro 5 City, Ratings Survey Year, 6 February – 21 November 2022, excluding Easter 10/4/2022 – 23/4/2022, 18:00 – 23:59, Network Nine, Network Seven, Network 10, ABC Network, SBS Network, Key Demos + Total People, FTA Share, Consolidated 28 as at 22 November 2022

Linear Television - Free-to-air primary channel shares
6pm to midnight - 2022 survey year

18:00-MN
Ppl 25-54 22.7% 19.6% 14.7% 7.1% 3.2%
Ppl 16-39 23.1% 20.3% 14.8% 6.6% 2.7%
GS + Child 24.5% 20.2% 14.1% 6.8% 3.1%
Total Ind. 20.6% 20.3% 10.7% 11.9% 5.0%

Source: OzTAM Metro 5 City, Ratings Survey Year, 6 February – 21 November 2022, excluding Easter 10/4/2022 – 23/4/2022, 18:00 – 23:59, Nine Primary, Seven Primary, 10 Primary, ABC Primary, SBS Primary, Key Demos + Total People, FTA Share, Consolidated 28 as at 22 November 2022

Linear Television - Free-to-air network shares
6pm to midnight - 2022 calendar year

18:00-MN Network Network Network
Network		 Network
Ppl 25-54 31.3% 27.4% 22.1% 12.2% 7.0%
Ppl 16-39 31.1% 28.4% 22.0% 12.2% 6.3%
GS + Child 32.4% 27.2% 20.9% 12.9% 6.6%
Total Ind. 29.0% 28.6% 16.6% 16.9% 8.9%

Source:  OzTAM Metro 5 City, 1 January 2022 – 21 November 2022, 18:00 – 23:59, Network Nine, Network Seven, Network 10, ABC Network, SBS Network, Key Demos + Total People, FTA Share, Consolidated 28 as at 22 November 2022

Linear Television - Free free-to-air primary channel shares
6pm to midnight - 2022 calendar year

18:00-MN
Ppl 25-54 23.0% 19.3% 14.8% 6.9% 3.1%
Ppl 16-39 23.6% 20.1% 14.7% 6.4% 2.6%
GS + Child 24.6% 19.9% 14.2% 6.7% 3.0%
Total Ind. 20.9% 20.0% 10.8% 11.7% 5.0%

Source: OzTAM Metro 5 City, 1 January 2022 – 24 November 2022, 18:00 – 23:59,Nine Primary, Seven Primary, 10 Primary, ABC Primary, SBS Primary, Key Demos + Total People, FTA Share, Consolidated 28 as at 25 November 2022

Nine has the biggest shows in Australia 

No. 1 reality television series - Married at First Sight

No. 2 reality television series - The Block

No. 2 new reality television series - My Mum Your Dad

No. 1 light entertainment series - Lego Masters

No. 1 drama special event - Underbelly: Vanishing Act Part 1 & 2

No. 2 commercial free-to-air drama - The Thing About Pam

No. 1 new commercial free-to-air Australian drama - After the Verdict

No. 1 current affairs program - A Current Affair

No. 1 weekly commercial free-to-air current affairs program - 60 Minutes

No. 1 sports event - 2022 Australian Open Women's Final - Barty v Collins

No. 2-4 winter sporting event - State of Origin I, II, III

Source: OzTAM Metro (5 City Metro) + Regional TAM Regional (Combined Agg Mkts), 1 Jan - 23 Nov 2022, excludes "ENCORE" "RPT" "R" "MASTERCLASS", Programs grouped based on primary description and by genre (L1 / L2 where applicable / L3 where applicable), FTA primary + multi channels, Total People, AUD (ranked on Metro + Regional), consolidated 28 data (at 24 Nov 22)

RANK PROGRAM TOTAL TV UPLIFT ON OVERNIGHT
1 MARRIED AT FIRST SIGHT 1,996,000 55%
2 UNDERBELLY: VANISHING ACT 1,621,000 60%
3 THE BLOCK 1,607,000 35%
4 LEGO MASTERS 1,283,000 49%
5 62ND ANNUAL TV WEEK LOGIE AWARDS 1,240,000 7%
6 THE FUNERAL OF HM QUEEN ELIZABETH II 1,230,000 12%
7 NINE NEWS SUNDAY 1,221,000 4%
8 THE FUNERAL OF HM QUEEN ELIZABETH II -ARRIVAL 1,216,000 10%
9 62ND ANNUAL TV WEEK LOGIE AWARDS -ARRIVALS 1,212,000 7%
10 THE FUNERAL OF HM QUEEN ELIZABETH II -PROCESSION 1,181,000 11%
11 TRAVEL GUIDES 1,165,000 35%
12 NINE NEWS 1,135,000 3%
13 NINE NEWS 6:30 1,121,000 4%
14 A CURRENT AFFAIR 930,000 5%
15 NINE NEWS SATURDAY 919,000 3%
16 60 MINUTES - THE GREAT DEBATE 919,000 13%
17 AUSTRALIAN NINJA WARRIOR 872,000 23%
18 60 MINUTES 854,000 17%
19 BEAUTY AND THE GEEK 826,000 36%
20 AUSTRALIAN NINJA WARRIOR -RECORD BREAKERS 778,000 21%

 

Source: OzTAM Metro (5 City Metro) + Regional TAM (Combined Agg Mkts), 1 Jan - 23 Nov 2022, Nine/9GO!/9Gem/9Life/9Rush, excludes ENCORE/RPT/(R) & Genres Sports/Other Sports/Special Sports Events, Total People, AUD (ranked on metro + regional C28 data), overnight + time shift 28. Data as at 24 Nov 2022

Source: OzTAM Live + VOD VPM, Consolidated 28, Nine Only, 1 Jan - 19 Nov 2022, includes coviewing on connected tv devices

For more information

Terry Stuart
Senior Communications Manager
tstuart@nine.com.au

Adrian Motte
Senior Communications Manager
amotte@nine.com.au

Contact us for more information on how your brand can leverage the power of premium content on Nine to deliver real business outcomes.

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In Conversation With Cosima Marriner

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Cosima Marriner started her career as a journalist at the epicentre of one of the great fevered moments in our history.

Working as a freshly graduated journalist on what was then Kerry Packer’s Australian Personal Computer magazine in 1999, Marriner found herself reporting on the frenzy of the dotcom boom as well as the near-certain doom of the Y2K bug. It was a crazy world of stupendous valuations for worthless businesses and prophecies of doom that never came to pass. It was also a foreshadowing of where her career would lead.

Like most journalists who graduated from those heady IT publishing days Marriner has certainly gone on to bigger and better things. In a recent interview with B&T's Editor-in-Chief David Hovenden, Cosima talks about jumping from the magazine world in Sydney’s Park St, and buckling up for a 20-year stint at the then Fairfax’s Sydney Morning Herald before recently being appointed managing editor of the Australian Financial Review.

// SO HOW ARE YOU FINDING THE SHIFT TO THE FINANCIAL REVIEW?

I really like it. I was at the Herald for a very long time and did a variety jobs.

So it’s been pretty refreshing and invigorating to go somewhere which is still in the family. It’s not different culturally, but different enough to be stimulating. Also, the great thing about the Financial Review is that it has a very defined audience and market niche. It makes it a lot easier when you’re trying to achieve new things because you’re not trying to appeal to everyone. You have a specific reader in mind as you’re writing.

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// Do you think that readership has changed a great deal?

It’s definitely changing. The audience is getting younger, and it is different to the previous Financial Review audience, which was very corporate and career-path orientated.

We still have a chunk of those in professional services, legal and the like. But we also have these new investor types that are dabbling in crypto or whatever. They just want to grow their wealth independently. They’re entrepreneurially minded people with a slightly different mindset to our traditional audience.

The other thing that’s very interesting is the growth in our female audience, which I am particularly focused on.

More and more women are taking key leadership roles in business and politics. You saw the success of the Teal movement at the election. The Federal Labor cabinet has 10 women in it, Woodside, Telstra, Optus – they’re all big companies that are run by female CEOs now.

A lot more women are investing in the stock market. There is a huge market there that we need to capture and represent and appeal to.

// There hasn’t been a single woman appointed to an ASX 200 board for two years. So, there’s a lot of work to be done on the equality front.

I think the Financial Review has a key role to play in accelerating that change. Showcasing female achievements, female views. Proving that it’s not just all men in suits. I think it sort of becomes a bit of a virtuous cycle.

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// Weekend readership is a success story for the AFR.

Speaking as a former editor of a Sunday paper, the great thing about the weekend is having an audience that has the time to sit back and engage with a print product in a way they don’t during the week. AFR Weekend  has really captured that trend, and COVID turbocharged growth in our weekend audience.

The beauty of AFR Weekend is that you not only have the C-Suite reading and engaging with our content
like they do during the week, you also have their partners. You get both members of the couple reading,
making decisions together about holidays, cars and investments. You have a broader offering in AFR
Weekend because you have a broader audience.

The editor, Andrew Burke, has done a great job in capturing the best of core Financial Review content, which is general business, politics, investment news, but also a bit of a lighter tone. Going with longer reads, wrapping up the week, including stories about the culture and the zeitgeist.

So it’s a good mix of core Financial Review with a broader remit, which resonates with readers. Two-
thirds of people who read the weekend AFR print edition buy it from their local newsagent so they have
to make a trip to get it, which is a great testament to the quality of the product.

// You’ve got a new inserted magazine, Fin!, as well. Tell me about that.

All credit goes to Matt Drummond the editor of AFR Magazine who came up with the concept of a new lifestyle magazine and managed to get a chunk of advertisers on board, which has underwritten it. It’s a great magazine doing fantastically well.

// What’s the proposition between that and the historic AFR magazine?

It’s much more lifestyle oriented – fashion, design, travel, style. And our digital audience data tells us that our subscribers really want that lifestyle content. It’s very well read and it improves subscriber retention. When we look at all our audience data we see that lifestyle content is one of the key drivers of conversion to subscription.

Readers that are into the lifestyle content are less likely to churn, which is very important. So we need to create more of this content. During the pandemic we shut a lot of our bespoke magazines and concentrated on the core ones. Fin! is the first new magazine product post-pandemic that we've done.

// What’s next in the pipeline? You must have a long list of KPIs in your new role.

Yes, the thing that attracted me to this role was the focus on subscriber growth and business development.

The good thing about the Financial Review is that it has done so well during the pandemic, but there are still so many growth opportunities available to us. If you want authority and trust you can’t beat the Financial Review. It’s just a question of prioritising what we should do first, and then what we should do next.

We want to give people bigger opportunities, more 360 opportunities to engage with the Financial Review, with more events, more lists, more podcasts, and more innovations like the NFT cover we did for the Power List in 2021.

Without giving too much commercially sensitive information away, we're going to expand our very successful events business. You’re going to see more summits this year. We’re going to be focusing on mining, workforce, investment and cybersecurity.

We’re also going to expand our successful lists business. And as part of that, which dovetails with the sharper focus on women, we’re going to extend our Rich Women list franchise, expanding the number of women that are included on that list. And we’re also going to create some additional content around that. The other focus for us is the B2B market. A lot of our growth during the pandemic came from the B2C segment, so we’ve now got a huge opportunity to drive B2B subscriptions. They’re natural Financial Review subscribers and they’re much less likely to churn. So we’re doubling down on targeting particular segments within that B2B audience.

We are also expanding our podcasts. We have recently launched two new podcasts – Chanticleer, featuring Australia’s most influential business columnists, Tony Boyd and James Thomson in conversation, and The Fin, a weekly news podcast hosted by Lisa Murray. Next year there will be new seasons of Julie-anne Sprague’s How I Made It, our very successful podcast from within the Rich List brand. And then we’ve got our Tech Zero podcast, which is all about how companies are adapting to reach net zero. That reaches a very powerful audience and has also been very successful from an advertising point of view.

Explore The Australian Financial Review here.

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