Sep 13, 2012

Foxtel out-rated Ten? … Seven bid woes … Guardian up …

In today's Media Briefs: Front Page of the Day ... The Department of Corrections ... ACCC concerns over Seven's Foxtel bid ... Guardian has best readership: study ... Fairfax appoints marketing boss ...

Foxtel out-rated Ten. Yes, but no. Research from Credit Suisse on audience share for August, highlighted by The Sydney Morning Herald, stated the Ten Network’s audience figures in August were the “worst since the turn of the century” and that more people watched Foxtel than Ten during the Olympics. Which is like comparing apples and blue cheese.

The measurement used by Credit Suisse is for all people watching TV. As Ten’s Neil Shoebridge pointed out, advertisers buy demographics to reach specific groups of viewers (even there Ten’s share figures and viewer numbers have fallen as the list of dud programs dragged down the size of its audiences). And the story fails to mention that Foxtel has more than 200 channels (and only eight devoted to Olympics coverage) while Ten has just three. Ten’s main channel probably had more viewers than any single channel of Foxtel, but the News Corporation-managed pay-TV operator hasn’t made public (as the FTA networks do) the detailed figures of its viewing during the Games.

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