The 9Network is officially claiming it has won the year in what a media buyer calls the most valuable advertising demographic of 25- to 54-year-olds, as Nine’s head of television brushes off Seven’s recent ratings win as down to primarily growing audience among people over 65, an audience in which advertisers have little interest.

Nine’s head of television Michael Healy said while Seven claimed the ratings crown last month “the reality is, Nine is the dominant number one in all the key demographics and has delivered significant growth year-on-year”.