Seven’s CEO James Warbuton has claimed that Nine’s end of year survey ratings report contains a number of false and misleading statements.
The Seven ratings report can be viewed HERE and The Nine ratings report can be viewed HERE.
In a statement provided by Seven, Seven West Media Managing Director and Chief Executive Officer, James Warburton
“Seven is disappointed to read a number of false and misleading statements by Nine in its 2022 survey year ratings report.
“Seven is the #1 network nationally, #1 in metropolitan markets, #1 in regional markets, #1 in total TV and #1 in total TV advertising revenue.
“Nine can rightfully lay claim to winning the demographics in metropolitan markets, but it is not the most-watched or the #1 network. Those positions were won by Seven.
“While we all enjoy healthy competition in a hard-fought ratings race, Nine’s claims are desperate, misleading and wrong.”
Analysis
So what did Nine claim that Seven appear to refute?
No.1 network with Total People across calendar year.
Nine appear to be using the standard 5 capital cities results for their report. Seven are using national numbers.
Nine are not claiming to have won nationally. Seven are not even claiming a win in 5 capital cities across Australia calendar.
Result – Nobody has made a false statement. Nine can claim to be the Number 1 network with Total People across the calendar year – when using 5 capital city results.
No.1 primary channel with all key demographics and Total People – across both calendar year and ratings survey period.
Looking at results this appears to be correct using 5 capital cities, Seven is not refuting in their ratings report to have won primary channel across both calendar and ratings survey for the 5 capital cities
Result – Nine’s claims are true
Commercial Shares – Total People Network Survey – 5 capital cities
Nine’s result charts confirm that Seven has won Total People Network survey 39.1 to Nine on 38.6
Result – there is no reference to Nine claiming Total people network win either nationally or 5 capital cities. In fact, Nine concede to Seven.
FTA Shares – Total People Network Survey – 5 capital cities
Nine’s results charts confirm also that Seven won Total People Network survey 20.6 to 20.3
Result – there is no reference to Nine claiming Total people network win in the FTA results
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 number 1 commercial BVOD platform.
Nine has made a claim to be Australia’s number 1 network in the opening line of their media release. You could give some concession to Seven as that being an incorrect statement because Seven is the #1 network for total people across Australia when talking national results. The word Australia has often been grounded as national and Seven is undisputed #1. Even in 5 capital city markets Seven won total people in both commercial and FTA shares for the survey year.
However, Nine’s actual subject line in their media release was:
9NETWORK – NO. 1 IN 2022 WITH ALL KEY DEMOGRAPHICS
In their opening paragraph they clarify:
The end of the 2022 ratings survey year marks the fourth consecutive year the 9Network has made a clean sweep of all key demos
Nine’s claims to be Number 1 in total people in some sections of their media release have been analyzed above and appear to be truthful. Holistically, Nine’s major claim is that they have won the year across the demographics. Their references to some total people wins appear correct.
Final Analysis
Aside from one use of the term ‘Australia’s #1 network’ in their release, Nine appear to have been truthful in all their statements and results throughout the release and to claim that the Nine report contains a number of false and misleading statements is incorrect. On the contrary, Nine use capital city information throughout their report and the claims they make about total people appear to be correct and are not refuted by Seven. In fact, aside from using that word ‘Australia; in their opening line, Nine are not really claiming anything nationally.
The use of the term “Australia’ is also at play now. Whilst its easy for Seven to claim that Australia is all people in Australia, that is not the measurement used by OzTam and overnight figures have always been 5 city metro. Even claims made by networks in decades gone by as Australia’s #1 network were based on metro figures. We are in a Total TV world but overnights are still metro. The proper use of the word Australia will probably be applied in 2023 when overnight figures will be national.
