Unusually Short Ashes Series Impacts Broadcaster and Cricket Australia
The aftermath of the Ashes series continues to affect stakeholders as Channel Seven attributes a $7 million revenue shortfall to the two-day Tests held during the Australian summer. These shortened matches were a result of England’s collapse in Perth and a challenging pitch in Melbourne that neither team could dominate.
The consequences of this atypically brief series are still being felt across the sport, leading to lower-than-expected financial returns for Cricket Australia, which is already facing financial constraints, as well as the Australian players who share revenue with the governing body.
Southern Cross Media Group Reports Revenue Decline
On Wednesday, Southern Cross Media Group, the parent company of Channel Seven, released its half-yearly financial results revealing revenue of $712 million for Australia’s free-to-air broadcaster of the Ashes. This figure represents a 2.1% decrease compared to the previous year and is 1% below the guidance provided at the company’s Annual General Meeting in November.
The discrepancy between anticipated and actual revenue within such a short period was attributed to diminishing interest from advertisers and cricket fans alike. Earnings for the period stood at $67 million, marking a 27% decline from the preceding period.
“The revenue shortfall to guidance is attributable to a weaker than expected advertising market in November and December, and the impact of shortened Perth and Melbourne Ashes Test match broadcasts,”
the company stated.
Details of the Two-Day Tests and Their Financial Impact
In Perth, a remarkable century by Travis Head concluded the first Test in just two days, resulting in refunds for ticket holders of days three and four. Similarly, the Melbourne Cricket Ground (MCG) Test ended prematurely due to a pitch prepared by curator Matthew Page that proved too difficult for both teams to overcome.
Channel Seven and subscription television provider Foxtel are currently in the midst of a $1.5 billion, seven-year agreement to broadcast international cricket during the Australian summer.
When advertisers purchase slots for programs that do not air as scheduled, networks typically compensate by providing alternative advertising inventory known as “make-goods.” However, the financial results indicate that the shortened broadcasts have also caused an immediate monetary loss.
Cricket Australia Faces Significant Losses
Cricket Australia (CA) has also experienced financial setbacks. The loss attributed to the Perth Test alone was estimated at $4 million, while the Boxing Day Test at the 100,000-capacity MCG reportedly resulted in a shortfall as high as $10 million.
In late January, CA Chief Executive Todd Greenberg acknowledged the negative impact of the shortened series.
“I’m not in the business of giving money back, it doesn’t come naturally, so I would have much preferred those days to go on,”
he told The Grade Cricketer podcast.
Broader Effects on Players and Revenue Sharing
The repercussions extend beyond the governing body and broadcasters to the players themselves.
“There’s some irony for the players too, because when I sat on the side of the players [at the Australian Cricketers’ Association] we generated a revenue share agreement, so they take 27% of every dollar we earn,”
Greenberg explained.
“I went down to the sheds to see all the boys at the end of the Perth Test including Trav [Head] and he was like, ‘Sorry boss, we probably cost you some money.’ I said ‘Trav, you’ve probably cost yourself some money too.’”
Cricket Australia reported an $11.3 million loss for the 2024-25 financial year but expects to return to profitability during the current summer season.
