The metro TV market has recorded slight growth year-on-year, with Network Ten's performance one of the key driver's behind the market finishing in positive territory.
According to the latest release of SMI figures, the broader TV category grew by 1.8% in May to $326 million, up from the previous corresponding period's figure of $320 million.
However, according to SMI the metro TV market has been outpaced by the broader category, recording slight growth of 0.4%.
Nine recently warned the market that its after tax profit would be down by 7.2% to 9.1% to $285 million-$290 million, saying that the metro TV market was softer than anticipated.
Seven had previously told investors that the outlook for the metro advertising market was weak, but in light of Nine's revelations said its own guidance would remain unchanged.
Buyers have told AdNews that they expected Ten to take points from Seven and Nine in the current round of negotiations, on the back of Q1 strength and shows such as MasterChef.
However, they said that Nine should come back strong in the second half of the year.
AdNews understands that the 0.4% growth in the metro TV market was driven by strong growth at Ten.
In other sectors the SMI figures showed digital's growth, up by 8.8% year-on-year to $140 million to be the second-highest sector.
Strong performers included cinema, which had a 38.3% bump year-on-year to just under $6 million for the month, while outdoor continued to shine with 25.3% growth to $67.37 million for the month.
Radio also had a good month with bookings up 14.3% to $52.52 million for the month.
However, the news wasn't so good for magazines and newspapers with bookings down 14.9% and 20.8% respectively to $59.66 million and $18.84 million.
The figures on Ten would come as welcome news for MCN, which signed up to act as Ten's selling agent, starting from September.
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