Shows such as Masterchef and live coverage of the Big Bash League helped Network Ten to steal back market share from larger rivals Seven and Nine in the second half of 2015.
Official industry figures from KPMG also show that regional networks underperformed their commercial metropolitan rivals significantly, underlining the challenges facing Prime Media, Southern Cross and WIN Corp.
KPMG's figures, released by Free TV, showed that Ten boosted its share of the capital city free-to-air television advertising market from 20.4 per cent to 23.2 per cent in the six months to December versus a year earlier.
Nine's share of advertising fell from 39.2 per cent to 38.2 per cent but it nevertheless reduced the gap with market leader Seven, whose share fell from 40.4 per cent to 38.5 per cent.
The figures show Ten's revenue rose 3 per cent to $359.7 million. The capital city free-to-air television advertising market decreased 0.4 per cent during the same period.
KPMG's figures come out every six months and calculate not just media agency billings, which are captured by SMI every month, but also direct advertising, which can account for more than a quarter of the market and includes brands such as Harvey Norman, which does its own media buying.
The figures showed that regional advertising revenue fell by 6.95 per cent to $423 million, versus a fall of 3.26 per cent a year earlier.
Metropolitan networks' combined revenues for the six months were flat at $1.55 billion, versus a fall of 3 per cent the previous year.