Nine Network finding it hard to turn swings into hits as Australian media shifts its footing.

Cricket Australia and the Nine Network are set to face challenges as the contract for broadcast rights are scheduled for renegotiation. Questions that would have been almost unthinkable 10 years ago are now being asked as 2018-23 contract details are being addressed. 

With the costs reported to be around $100M per year for the channel’s existing broadcast rights, Nine Network only recouped about $60M-$70M per year from their agreement.   The redistribution of the national media market audience between free-to-air, streaming, app viewing, and pay tv platforms leads to difficulty in revaluing the broadcast deal.   According to Arnhem Investment Management in an article on The Conversation, 'the era of advertising-supported premium sport on Australian television is “drawing to a close”'. With the constantly shifting advertising climate, more creative strategies are required with contemporary media outlets to keep audience engagement.