Nine's 2021 ratings win in key demographics

By AdNews | 29 November 2021

Nine claimed first spot in key demographics -- People 25-54, 16-39 and Grocery Shopper + Child -- at the end of the 2021 ratings survey (ex. Olympics).

The network says 9Now leads in share across Live, VOD and combined.

In calendar year 2021 (ex. Olympics), 9Now has a share of 46.4% across Live + VOD, while the platform also leads in Live share (49.2%) and VOD share (44.7%) share.

Michael Stephenson, Nine’s Chief Sales Officer, told AdNews: “We had a plan five years ago to completely focus our business on creating and distributing content that was purely focused on delivering the demographics ... and the results speak for themselves.

“We've been the leader for a number of years in all of those demographics (25-54s, 16-39s, and grocery shoppers with children) and in 2021 we once again are the leading network.

“When you exclude the Olympic games as a one-off event, which everybody in the industry does and the ad market clearly does, it was another really strong year.

“The strategy continues to play out as we create content focused on those demos and increasingly distributed across multiple platforms, and I think 2022 is going to be even better.”

Michael Healy, Nine’s Director of Television, said: “I couldn’t be prouder of the achievements of the Nine team in delivering a slate that has reaffirmed our leadership position across both linear and digital.

Once again, our shows have dominated the key demographics as well as the national conversation throughout the year. Channel 9 is also the number one channel in Total People (ex. Olympics).

"We’re extremely proud of our shows and have worked with our production partners to deliver content that has engaged, informed and entertained us throughout another challenging year.”

Linear Television – Network commercial shares 6pm to midnight - 2021 survey year (ex. Olympics):

nine tv ratings

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