Former Network Ten sales boss Kylie Rogers is to return to the broadcaster in two weeks as part of sweeping changes to Ten’s sales structure expected to emerge under chief executive Hamish McLennan.
Ten confirmed Rogers was returning although a “final structure hasn’t been determined yet”. Market talk has Rogers taking over an overhauled ‘premium’ sales unit in which its currently separate Connect cross-platform and Sponsorship units are disbanded for a broader creative services unit using an internal agency model housed with creatives and strategists. The unit is also said to be likely to push hard into advertiser programming integration.
However, one Ten observer said the situation was “pretty fluid” at present. “You’re about right but it’s still all happening and it may well change,” he said.
Some have also hinted that Ten is looking to align more closely with creative agencies, particularly around content integration with brands, which is agitating some media agencies aware of the plans. “Hamish wants to build a model around creative agency output,” said one. “The thinking could be to get to advertisers via creative agencies because media agencies are punishing Ten.”
The suggestion is that Ten is receiving less revenue than its share of audience from media buyers, a point borne out in year-to-date SMI data to May. Ten’s share of metro TV was 21.7% compared to 42.2% for Seven and 36.1% for Nine. But in audience ratings its take, at least on the money demographic of 25 to 54-year-olds, appears right. Ten has a 24.6% audience share in 25 to 54-year-olds so far this year and 25% in the past four weeks – three points above its revenue take from media agencies.
But on all people, the gap is not so wide. For the total TV ad market, when pay TV is included, share positions are somewhat diluted. Seven comes in with a 36.1% share, Nine at 30.9%, Ten at 18.6% and MCN at 12.6%.
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