Lance Franklin has again sliced through Essendon, kicking five goals in the Sydney Swans' 50-point rout of the Bombers at Etihad Stadium on Friday night.

Franklin entered the clash averaging five goals a game against the Bombers, having booted 50 in 10 appearances for Hawthorn. And he maintained that with another vintage showing in the Swans' 18.6 (114) to 9.10 (64) triumph.

The early signs were ominous that this could be a Franklin avalanche.

His first shot at goal – unlike his first seven last week – sailed through for a major, and then he booted another three in the second term.

There was little opponent Michael Hurley could do as Franklin outmuscled him in the air and beat him on the ground. Franklin finished with 18 possessions, eight marks, and six inside-50 entries.

Apart from a dribbled goal early in the last term, the Bombers managed to keep Franklin tied down for most of the second half, but Buddy's business was done when it mattered.

It was the Swans' fifth consecutive victory as they improved their record to 6-3, continuing their charge up the ladder after a sluggish start to the season,

While it was also their third straight score of more than 100 points, underlining their high-priced potency in attack, this was a victory built in the midfield.

The competition's leading ball-winner Josh Kennedy dined out with 39 disposals, while Kieren Jack (32), Dan Hannebery (28) and the unheralded Craig Bird (31) started much of the Swans' tireless work.

Hannebery, however, is likely to come under scrutiny from the Match Review Panel for a bump which floored Hurley in the third term.

The Bomber approached a contest with his head over the ball and Hannebery turned side on and bumped Hurley, who was dazed for moments afterwards and needed help from the field. He returned in the last quarter.

The Bombers dropped to 4-5 with their first loss in three matches, and were served well by Brendon Goddard (34 touches) and Paddy Ryder (16 disposals and two goals).

Tasked with stopping Kurt Tippett, Cale Hooker continues to rise up the ranks as one of the competition's best key defenders. Although the high-profile Swan kicked three second-half goals, he took just four marks and was mostly well held.  

The Bombers continued to struggle to hit the scoreboard, kicking fewer than 10 goals for the sixth match in succession.

Curiously, Jake Carlisle started as Essendon's substitute. The out-of-form Bomber, who this time last year was in All Australian form as a defender, was activated in the third term and kicked two last-quarter goals.

The Swans' domination was well and truly underway by then.  

Before the Bombers could blink in the opening term they were four goals down and the Swans continued in the same vein, registering their highest first quarter score in more than a year.

Essendon's problem was that the Bloods wanted blood, and didn't let up.

The Bombers steadied late in the second term, and kicked four goals for the quarter. But every time they looked like getting control, the Swans struck back, and had extended their lead to 43 by the main break.

Not much separated the sides in basic statistics, but the gap in class between them was enormous. While Essendon held onto the ball for far too long chipping backwards and sideways, the Swans' movement was swift and direct.

Essendon seemed to simplify things after half time, and Ryder offered a mobile, marking option in attack. But where the Bombers had one, the Swans had more. And one in particular who always enjoys playing against the Bombers, no matter whether his jumper is brown and gold, or red and white.

Field umpire Troy Pannell was taken from the field in the third term on a stretcher after an accidental head clash with Swans' defender Nick Malceski, which caused play to be delayed for five minutes.

Essendon's medical staff attended to a concussed Pannell on the field, with club doctor Bruce Reid telling Channel 7 that the umpire had avoided suffering a neck injury in the incident.

ESSENDON                 1.1      5.3      6.6      9.10 (64)                  

SYDNEY SWANS       7.1      12.4    15.4    18.6 (114)    

GOALS

Essendon: Ryder 2, Carlisle 2, Goddard, Zaharakis, Hocking, Daniher, Bellchambers

Sydney Swans: Franklin 5, Tippett 3, McVeigh 3, Parker 2, Kennedy, Derickx, Rampe, Goodes, Bird

BEST 
Essendon: Goddard, Heppell, Watson, Zaharakis, Ryder
Sydney Swans: Kennedy, Bird, Franklin, Jack, Parker, Tippett

INJURIES 
Essendon: Hurley (head)
Sydney Swans: TBC
Umpires: Pannell (concussion)

SUBSTITUTES

Essendon: Joe Daniher replaced by Jake Carlisle in the third quarter
Sydney Swans: Adam Goodes replaced by Brandon Jack in the third quarter

Reports: Nil

Umpires: Farmer, Hosking, Pannell (replaced by Burgess in third quarter)

Official crowd: 41,098 at Etihad Stadium