Screen proliferation and the demise of primetime in Australia

Stephen Whiteside

Competition during the Olympics is always fierce, as the 10,000 athletes from 204 nations who took part in the Games in London last year would doubtless testify. An equally intense battle, however, has developed in the media sector, as television goes head-to-head with PCs, smartphones and tablets to attract viewer attention throughout one of the sporting calendar's true standout events.

Nine Entertainment Co, which held the broadcast rights to the Games in Australia along with Foxtel, has first-hand experience of this process in action, not least because the time difference between its home country and the UK meant watching the Olympics live was a largely nocturnal pursuit. And speaking at the Advertising Research Foundation's Audience Measurement 8.0 conference, Steve Weaver, Nine's network research director, reported that TV, for the moment, leads the pack.