The Nine Network’s part time CEO, Eddie McGuire has received a rude reminder of what he’s there for. Not hosting 1 vs 100, but to steer the good ship Nine by driving revenue.

In that respect he’s failed because the figures for the July-December period and for 2006 as a whole show that Nine was passed by Seven in terms of ad revenue share and actual dollars.

When Nine narrowly retained the title of most watched network in the 2006 ratings battle with Seven, Eddie was quick to proclaim that the Network was “still No. 1”. But the figures show that’s no longer the case in the far more vital battle for advertising dollars.

The figures, from Free TV Australia, show that for the period July-December, Seven’s share was 35.89% (down from 36.42% in the January-June period) while Nine’s tumbled from 36.58% to 33.80%. Ten’s share was 27.0% in the first half and 30.32% in the December half.

That means Ten has restored its share to its target 30% share and was the best performed network in the last half of 2006.

In dollar terms, Nine led Seven by just $2 million at the end of the January-June period but in the December half, Seven had around $524 million in revenues from the five major metro markets, Nine had just on $494 million.

That’s a turnaround of about $30 million in the half.

Over the year the total revenue for the five major capital city markets was $2.723 billion. Nine’s share was around $955 million, Seven’s was $984 million approximately.

Peter Fray

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Peter Fray
Editor-in-chief of Crikey