S9 Media Report - For internal use
Summary of Season 9 TV & Digital Performance + Market splits and narratives
1/ TV: 364m Cumulative Audience achieved in S9, a 4% decline vs. S9 driven by Indonesia challenges and hiding growth on Live and outside Indonesia
Key numbers:
- 364m Cumulative audience achieved (-4% vs S9)
- 225m Live Cumulative audience achieved (+4% vs S9)
- +7% growth outside of Indonesia
- +16% growth on Live outside of Indonesia
Key Takeaways:
- Record live CA: Record 225m in CA from live coverage represents a +4% increase vs. S8. This follows on from the +10% increase in CA from live coverage for S8 vs S7, showing a consistent upward trend in live audiences
- Indonesia Challenges: Live CA impacted by the four S9 races with no live race broadcasts on free-to-air channels (compared to 1 in S8). Highlights on RCTI down 51% in S9 because of later schedule TX vs. S8, impacting total CA.
- Rest of World up overall: Strong growth across emerging markets with new broadcast partners Brazil and South Africa, plus China reported gains across both linear and digital channels. Decline in Europe follows wider trend of continued fall in linear TV viewership
2/ Owned and Operated: Followers & engagement rate saw impressive growth
- Threads is the fastest growing FE channel
- Paid spend on TikTok also had a positive impact on the overall reach
- Short Vertical Videos accounted for 90% of all videos