With 2022 approaching the halfway mark, the Seven Network is claiming victory in the national television market, both in audience share and revenue share.
Using the results from the television survey year that wrapped up on June 18th, Seven are claiming #1 network in total people, 25 to 54s, and 16 to 39s. This dominance also extends to all age groups in regional markets after the acquisition of Prime Media.
In the capital cities, Seven is the only commercial network that has increased its audience shares in total people, 25 to 54s and 16 to 39s.
Seven West Media managing director and chief executive officer, James Warburton, said: “The acquisition of Prime has made Seven the undisputed leader in total TV nationally, giving clients access to the #1 position in all demos. We are #1 in broadcast and 7plus is the fastest growing BVOD service in Australia.”
During his speech about the results, Warburton called on the industry to start releasing daily combined broadcast and BVOD data.
“For more than two decades, our industry audience data has not changed with the times and has ignored the fundamental shift in the way people are watching TV. Linear overnight viewing numbers are our smallest numbers, yet we keep sending them out every day,” he said.
“All networks need to greenlight the addition of BVOD viewing to the overnight linear viewing numbers to create an industry-wide daily total TV report. The seven-day total TV data sent out each day by OzTAM is great for telling the catch-up viewing story over the previous week, but it is not enough. We are capturing overnight BVOD viewing data and we should be providing that information publicly.
“It makes no sense to hide overnight BVOD viewing information from public gaze. As an industry, we need to be celebrating our success and the strength of free-to-air TV across all platforms.”
7plus has a comfortable 45% share of the commercial free-to-air BVOD market in 2021-22 and more than 12.5 million registered, verified users.
Seven still has a major slate left to come in 2022, including the return MKR with Nigella Lawson and Manu Feildel, and the new season of AGT with judges David Walliams, Alesha Dixon, Kate Ritchie and Shane Jacobson, the AFL Final Series, Supercars Bathurst 1000, horse racing, the new season of Farmer Wants A Wife, Kitchen Nightmares, This Is Your Life and The Best and Worst of Red Faces. These shows combined with the 2022 Commonwealth Games – which kick off on 28 July – lead Warburton to say that he expects Seven to maintain its top position in total TV.
See More: Seven unveils 2022 Commonwealth Games commentators and hosts
Looking ahead, 2023 will see Seven air some new shows including a local version of Million Dollar Island, hosted by Ant Middleton; season two of the Australian drama series RFDS; and the return of Australian Idol.
Seven’s chief content officer, entertainment programming, Angus Ross, said: “Our schedule for the back half is the strongest we have ever had – with an amazing combination of the best entertainment, sport, news and drama – and we have big plans and big shows for 2023, including several new shows we haven’t announced yet.
“Seven is clearly #1 so far in 2022 and we are going to make sure we take the crown for the full year, again.”
Angus Ross
Seven chief revenue officer, Kurt Burnette, said: “Seven’s momentum and growth in reach and audience continues nationally across all screens and in the capital cities, regional Australia and digital. We are seeing strong demand from clients, particularly in terms of utilising 7REDiQ, our market-leading customer data platform to access the 12.5 million registered, verified users of 7plus to create actionable insights.
“We are also seeing unprecedented interest in the next wave of content that will be broadcast and streamed into Australian homes, including the Commonwealth Games, MKR, AGT, Australian Idol and Million Dollar Island. These will be huge audience moments that will deliver high engagement, high impact and proven results for brands.
“As we head into a new financial year, there has been no better time for advertisers to use the power of total TV and the certainty offered by the national market leader – Seven,” he said.
Kurt Burnette