Ten hangs in there on profits but The X Factor could bring it down
Jane Schulze
March 29, 2005
THE Ten Network's $25 million-plus gamble on The X Factor has failed as a TV ratings driver but will not yet affect Ten's bottom line, with the group expected to reveal a 30 per cent increase in first-half profit tomorrow.
The results for the six months to February 28 only include three weeks of the 2005 ratings season, but media analysts will be keen to learn the degree to which The X Factor will drag on full-year profits.
Ten last year won a fierce bidding war against rivals Nine and Seven for the rights to the program, which Ten hoped would provide an Australian Idol-style ratings boost to the start of its ratings year.
But that has failed and, with the early success of the Seven Network, Ten is just hanging on to its traditional leadership in its preferred demographic of people aged 16 to 39.
So far this year, Ten is leading in that demographic with 29.3 per cent of viewing, but Seven is close behind on 29 per cent. The competitive start to the ratings year has also hurt the price of Ten's shares, which have fallen 21 per cent since hitting a high of $4.43 in January on the back of takeover talk.
Despite Ten's lower ratings, media analysts expect first-half net profit to grow well beyond the $43.6 million achieved at the same time last year, with forecasts ranging between $48 million and $58 million.
Ten's result will benefit from its strong first-quarter performance, when it beat all expectations to lift operating income 33 per cent to $140 million. Analysts now expect that to have grown to about $205 million in the six-month period.
Merrill Lynch media analyst Patrick Russel expects Ten's revenue to have increased 17 per cent to $483 million, with the largest percentage growth to come from the Eye Corp outdoor business, where revenue was forecast to rise 39 per cent to $52.9 million.
He forecasts TV revenue to have grown 14 per cent in the half to $430 million.
Mr Russel said Ten's ratings in its preferred demographic of people aged 16 to 39 were down 1.2 per cent so far this year, but "we expect an improved performance going forward with the return of the AFL, Big Brother in May and Australian Idol 3 (in August)".
"Other programming should also help build Ten's momentum, including Blind Justice, Law & Order: Trial by Jury and The 4400," he said,
"All together, the stability in Ten's core demographic, despite the onslaught from Seven, gives us great confidence leading into 2006."
But media buying group MindShare last week noted that Seven's success had also dented some of Ten's higher-rating 2004 programs such as Law & Order.
After regularly placing in the top 10 weekly programs last year, this year Law & Order now failed to finish in the top 20, MindShare said in a recent report.
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