Media buyer Harold Mitchell said that although Australia's Nine network won the ratings race this year "by a whisker", the ad momentum is still with rival Seven.
Some agencies are
talking down Nine's prospects in the annual rate negotiations with buyers by predicting the net would be forced to drop its prices in client-level talks. But "Nine can still hold the line to some
extent," Mitchell says.
More important is the reception its 2007 program line-up gets in presentations made direct to agencies over the next few weeks. "What it does mean is a
highly competitive rates environment in the regular shows that they can rely on, such as news and current affairs from 6 p.m. to 7 p.m.," Mitchell says. "You will see a lot of specials and one-off
events from both Nine and Seven next year."
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