In 2013 we are now able to compare like for like the TV ratings from last year, in terms of broadcast terms and arrangement. The number of teams is the same, and the fox arrangements are the same.
At a glance, ratings are up marginally on last year across both Foxtel and Seven/7mate. Foxtel ratings are up 5% after their meteoric rise last year where Foxtel ratings climbed in a big way thanks to the introduction of live and simultaneous broadcasts of all matches. Sevens ratings are up 1.5% on last season, after FTA ratings dropped 10%, heavily influenced by the developments at Foxtel.
The table above shows that FTA ratings have dropped more than 20% since 2008 when FTA coverage was offered by the Seven and Ten networks. The table allso shows a massive climb in the Foxtel ratings over the same time, when the paytv network, with 3 live matches a week and just under 8 million in ratings, climbed to nearly 21 million in 2012 under the newest media deal.
The table also shows that Sydney, Brisbane, Adelaide and Perth have worn a 30-40% drop in free to air audiences over 6 years, while Melbourne dropped 17% over the same period. Much of this can probably be attributed to the rise of live footy on foxtel, with increases this year attributable live tv coverage and form improvements.
The Perth FTA market appears to be down signifcantly, having lost half a million viewers this season, some of which could be attributed to West Coasts patchy form. Perths audience ratings are curious in that Perths broadcast schedule for this season appears to be almost completely on 7mate, whereas last year it was on Seven, which some forums are saying has caused confusion due in part to a lack of advertising. The change was done to accommodate live Friday nights without killing the news or other Friday night programming. Oddly enough, there are several occasions where Friday night football on 7mate has taken the top audience share in Perth.
The AFL continues to take a ratings hit with its locally guaranteed matches being screened before low audiences in Queensland and New South Wales. These matches hover around the 20-40k mark for the most part, although a Swans match reached 95k recently, highest AFL rating on a digital channel in Sydney ever, and one of the highest non final ratings in Sydney since 2009.
The top broadcast matches are again dominated by Friday night fixtures and Anzac Day, as well as the opening season fixtures, and the odd Saturday night match.
The Club viewing figures tell an interesting, if not the usual, story, with Essendon, Collingwood, Carlton and Geelong dominating both the Foxtel and Free to air ratings. North Melbourne should continue to feel aggrieved with the fixturing of its tv matches. With seven of its 11 matches to date receiving zero free to air coverage (and 10th in the ratings on Fox). I imagine its a frustrating sell to national sponsors in a crowded market when you arent getting exposure. The Bulldogs dont fare much better with just 4 matches not shown at all on Free to air and another 4 shown only to limited audiences in Queensland or New South Wales.
In conclusion, ratings are up marginally, with the Foxtel and Free to air tv ratings almost evenly poised, but still massively up on years to past in total. Beyond that, its the same old song. Friday nights continue to dominate the ratings. The Big clubs are dominating the ratings as expected, while the “minnow” clubs continue to be screwed over, not just by the fixture, but by the tv coverage which grants them critical exposure for their sponsors.
Ratings typically drop off in the latter half of the season, as the interest starts to focus on the teams who will make or shape the finals series, so the mid season ratings are rarely an indicator of where the season will finish up.
Article originally published in the Footybusiness blog.
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