Mumbrellacast: Total share or key demos, who won TV in 2021?

This week on the Mumbrellacast, Emma Shepherd, Anna Macdonald and Calum Jaspan join host, Damian Francis to break down the week in media and marketing.

On Monday morning Mumbrella reported that Seven had reclaimed the title of Australia’s #1 television network, after being beaten out by Nine for two successive years, taking the highest audience share, as well as the best growth of any network. According to OzTam data, Seven finished the 2021 ratings year with a 38.6% share of the commercial audience, ahead of Nine on 37.8%, and Ten on 23.6%, not including the easter holidays and Olympic Games in it’s counting.

Seven’s James Warburton said it was “great to be back at #1”, but Nine were quick to point out that it wasn’t ready to just lie down, with Nine’s chief sales officer, Michael Stephenson pointing out that “Nine is number one again in the thing that matters most – the demographics that advertisers buy.” The team analyses the results and shares the views of some media buyers.

The Federal Government announced on Sunday that it would be introducing a bill to target anonymous online trolls and strengthen defamation laws in Australia. It would reverse the High Court of Australia’s ruling from the Voller case that news outlets are liable for the comments made on their social media pages as they are the publishers.

The Attorney General, Michaelia Cash, said that “the reforms will make clear that, in defamation law, Australians who operate or maintain a social media page are not ‘publishers’ of comments made by others.”
The proposed laws would put the onus back on the social media platforms and would require them to collect more information about their users, although it would still be possible for users to be anonymous on the front end of platforms.

Finally, head of content, Damian Francis speaks to group content director at Medium Rare Content agency, Nick Smith after his return to Australia having held the position of Group CEO of fashion and lifestyle publisher Buro Global based in London. Prior to his time at Buro, Smith was the prestige and lifestyle director at News Corp Australia and also formerly the editor of GQ Australia.

In the news

  • The final OzTam figures for the year with Nine and Seven duking it out to be the most prominent network in Australia (03:18)
  • The Federal Government to bill making social media platforms liable for defamation by ‘online trolls’ (13:28)

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