Some bad news for the network as it gets ready to spruik its 2024 line-up.
Today Network 10 will reveal its 2024 line-up to advertisers and media writers at its ‘intimate’ upfronts. But the headlines are more likely to be about its woeful performance in 2023.
TV Blackbox can reveal Network 10 is set to deliver its worst ratings share since OzTam ratings began in 2001. The news also means 10 is now firmly Australia’s #4 network behind Seven, Nine and the ABC.
All figures I’m about to quote are Survey year to date between 1800 – midnight (ie industry standard).
On a national level, 10 is sitting on a commercial share of 21.2%, that’s down 1.1% on last year. Seven is sitting on 42.1% and Nine 37%.
In metro markets, 10 has a 20.9% commercial share (down 1.4%) compared to Seven on 40.6% and Nine on 38.5%.
When we look at all Free-To-Air television, the news gets even worse for 10.
The network is sitting on a lowly 15.9% (-0.7%) share nationally compared to the ABC on 16.4%, Nine on 27.5% and Seven on 31.5%.
In the metro markets 10 is on 15.7%, 4th behind the ABC on 16.5%, Nine on 28.9% and Seven on 30.5%.
We reached out to the network, this is what a Paramount Australia spokesperson had to say:
“For a network to only look at total people in TV ratings is out of touch as it fails to recognise how much our industry has changed since we began measuring ratings and is just a bit of schoolyard banter comparing size.
I asked a trusted industry insider for some feedback on 10’s response:
INSIDER: “Wrong. Total people is still a key measure for many marketers and agencies. The TV crown is determined by who wins in total people. And revenue deals are based on total people shares.“
Here’s my take: if the statement from 10 is true then why do Network 10 press releases include TOTAL PEOPLE figures? Currently, The Amazing Race: Celebrity Edition and Gogglebox are doing good business on a Thursday night.
And here’s what they put in their release:
The Amazing Race Australia: Celebrity Edition:
As these screenshots show, both note national TOTAL TV figures. You’ll also note no actual demo figures are included. That’s because those demo numbers are very low. If you think TV numbers are way down in TOTAL TV, wait until you see how many (or few) viewers shows get when you look at demos.
But let’s continue…
“Advertisers don’t ask for total people. They want cut through, key demos, engaged audiences and returning fans and that’s what we deliver across our enhanced viewing ecosystem at Network 10 and Paramount.
INSIDER: “Wrong again. And hilarious. Ten doesn’t have “returning fans”; if it did, why are The Project, MasterChef, HYBPA, Gogglebox, The Masked Singer and many, many more down year on year? They have no sport (Melbourne Cup gone). They can’t launch a new show; most recent example: Shark Tank. Oh, and Paramount+ doesn’t carry ads so mentioned it is a total furphy.
“Ask Cricket Australia why it didn’t go with Ten when they offered the most money for cricket rights!”
Without wanting to be disrespectful, I’m trying to work out which of 10’s shows have had cut through this year. Please let me know in the comments section below.
“We have more of the top programs in key demographics with eight of the top 15 shows in 25 to 54s and eight of the top 15 in 16 to 39s.
OK, but the figures I’ve seen show that 10 is DOWN across the board in demos too.
In national commercial shares 10 is DOWN 1.4% in 25-54s and DOWN 1.6% in 16-39s. Whan all of Free-to-air TV is included 10 is DOWN 1.4% in 25-54s and DOWN 1.6% in 16-39s.
And before we continue with the spin… ahem ‘statement’ from the network, let me take you through the disclaimer:
Source: Virtual Australia 5.0, When Watched, September 1 2022 to August 31 2023. Monthly reach based on August 2023. OzTAM, 5 City Metro, 6pm-10.30pm, youngest network is primary channel, Weeks 1-42 2023 excluding Women’s World Cup Weeks 31-34. Top Programs based on Weeks 1-42, 5pm-midnight, primary channels, minimum 3 episodes, excludes sport. Nickelodeon growth based on August 1-October 21 2023 vs. 2022, share based on 6am-6pm vs. 9GO!, Cartoon Network, CBeebies and Movies Kids.
There are just a few problems in here. Let me take you through them.
Source: Virtual Australia 5.0, When Watched, September 1 2022 to August 31 2023.
This article is specifically about the performance of the network in the 2023 official survey period and that was made very clear to 10. Figures from 2022 don’t cut it here.
Monthly reach based on August 2023. OzTAM, 5 City Metro, 6pm-10.30pm, youngest network is primary channel, Weeks 1-42 2023 excluding Women’s World Cup Weeks 31-34. Top Programs based on Weeks 1-42, 5pm-midnight, primary channels, minimum 3 episodes, excludes sport.
Now things are getting interesting!
I’m going to let monthly reach slide as it’s too hard to figure out how they came to this claim. We’ll let them have that one.
BUT at no stage in the history of OzTam has 6pm-10.30pm ever been a thing.
NEVER. EVER.
Each day when you see headlines about shares it is ALWAYS based on the official survey period of 6pm-mightnight.
Nothing else exists.
Until OzTam changes the rules 10 cannot use this metric as a way of trying to make themselves look better.
Additionally, while there might be a gentleman’s agreement to exclude things like the Olympics or Commonwealth Games, no agreement was ever in place for the Matilda’s matches. 10 doesn’t get to decide they can do that.
Let’s go back to this one:
Top Programs based on Weeks 1-42, 5pm-midnight, primary channels, minimum 3 episodes, excludes sport.
Oh 10, good try but even blind Freddie can see through this one.
From the outset of the email I sent to 10 I made it clear I was looking at Survey Year To Date figures. You can’t change the rules to include calendar weeks.
And how’s this for a mindbending exercise – instead of opting for the official 6pm-midnight or even their own 6pm-10.30pm figure, they are now quoting 5pm-midnight.
If all of that weren’t bad enough they’ve decided they can now exclude sport – the biggest rating events on TV!
Our INSIDER has put it more succinctly:
“They are excluding FIFA WWC and sport!! Amazing. As you know, the only sport that gets excluded is the Olympics. Why don’t they also remove all NRL, State of Origin, all AFL, the Australian Open? Next, will they want to remove news and public affairs? That disclaimer perfectly sums up Ten’s lies and delusion“
Let’s go back to the statement now that we understand the way 10 is propping up its dubious claims:
“And the year is far from over but to date we’ve had strong success with new and returning shows attracting excellent audience numbers, launched 51 FAST channels that brought in a wave of new users in key demos, rebranded Nickelodeon making it the fastest growing free-to-air channel, continued to have the fastest growing BVOD platform in Australia with 10 Play, and retained the title for Paramount+ as the fastest growing SVOD in the country for the second year in a row.
Our INSIDER calls the claim about “strong success with new and returning shows attracting excellent audience numbers” a total lie.
It’s worth noting 10 has not supplied any evidence to the market that the launch of 51 channels has brought in a “wave of new users in key demos”.
As our INSIDER notes:
“Their FAST channels are crammed with reruns of ancient US shows”
The INSIDER also points out in relation to the Nickelodeon claim of it being the “fastest growing free-to-air channel”:
“from a very low base; it’s BVOD share is sub 20%“.
Now, here’s where I have to admit 10’s PR team swindled me with the line about Paramount+ being the fastest growing SVOD in the country for the second year in a running.
But our good friend points out:
“so what, it doesn’t carry ads and therefore has zero impact on Ten’s revenue share”.
A very good point.
Moving on, 10 goes on to say:
“But if you want to compare size then each month, we reach 16.2 million Australians or 62% of the population across Network 10, 10 Play and Paramount+, and across the year it’s 25 million Australians or 95% of the population. On 10 Play alone we reach 9.96 million Australians. Now that’s impressive.
INSIDER: “What is the source of this? 25 million! And to lump in Paramount+, as mentioned, is a joke. It doesn’t carry ads.”
My take on this one is that it is quite meaningless as I’m sure Seven, Nine and the ABC would be able to say something quite similar. Depending on the methodology used, we could assume the figures of 10’s rivals would be higher.
10 continues:
“And we still have more content to come with Dessert Masters and The Bachelors launching soon that will continue to engage key younger demos.”
INSIDER: “Um, how do they know this when the shows haven’t launched?“
Considering I can’t believe The Bachelors is coming back after such a low-rating season last time, I’m not sure I would be talking that one up as a measure of success.
Back to the statement:
For the record and by the numbers.
Excluding total television viewing also includes BVOD and extends to SVOD.
- We have the fastest growing BVOD platform in Australia – 10 Play is up 23% to its biggest year ever.1
- Paramount+ is the fastest growing major SVOD, with Telsyte reporting growth of 41% in the last year.2
- Nickelodeon is the fastest growing free-to-air channel, up 12% since launch.3
- INSIDER: “Low base. Sub 20% share of BVOD market. 7plus and 9now are crushing it every single day.“ ↩︎
- INSIDER: “So what?” ↩︎
- INSIDER: “I don’t know if the 12% claim is true but 10 Shake was a rolled gold disaster so, yeah, perhaps it’s doing better than that?“ ↩︎
And just so we can say we incuded everything, here’s the last part of the statement:
10 has more of the top programs in key demographics
- 8 of the top 15 in 25 to 54s (Thank God You’re Here, Have You Been Paying Attention?, Australian Survivor, Hunted, I’m A Celebrity, Gogglebox, The Amazing Race, MasterChef Australia)
- 8 of the top 15 in 16 to 39s (Thank God You’re Here, Have You Been Paying Attention?, Australian Survivor, Hunted, Gogglebox, MasterChef Australia, I’m A Celebrity… Get Me Out Of Here!, The Bachelors).
In a typical month, Paramount reaches 16.2 million Australians (62% of the population) across Network 10, 10 Play and Paramount+.
Across the year, Paramount reaches 25 million Australians (95% of the population) across Network 10, 10 Play and Paramount+. 10 Play alone reaches 9.96 million Australians.
How does that woman keep her position????
Curt Schuurman Great question since she took over 10 it’s actually gone from bad to terrible .
She has.witnessed walk out after walking out of its stars and staff .
Ex workers describe working there as toxic ,
Yet despite this paramount board continue to back her .
WHY ? It’s mindboggling.
Curt… yes – I ask myself that question VERY often when looking at the TV ratings and Ten’s schedule. 🤷♂️
10 are failing because they have become predictably woke, – likely being driven by their US owners. They’re aiming for a younger demo but even the youngins aren’t watching. Why would they watch when there are streaming services with no ads available? The Paramount+ app is full of bugs and frustrating to use. This network has completely lost the plot. Time for a total rebrand and rethink. The only saving grace for this network is the legend that is Sandra Sully.
And yet certain networks want to create a rubber tape measure to stretch the truth even further….
Grant Denyer will save Network 10 next year – lol! 😆