INITIATIVE MEDIA WEEK IN REVIEW: MAY 25 – 31
TELEVISION
Top 5 Prime Time Programmes – People 18-39
1. Tuesday 2030-2130 NCIS NEW-10 14.1
2. Thursday 2000-2030 How I Met Your Mother TVW-7 13.9
3. Monday 2030-2130 Desperate Housewives TVW-7 13.9
4. Tuesday 1940-2040 20 To 1 STW-9 13.0
5. Wednesday 2030-2130 House NEW-10 12.9
Top 5 Prime Time Programmes People 25-39
1. Monday 2030-2130 Desperate Housewives TVW-7 18.9
2. Monday 2000-2030 Surf Patrol TVW-7 17.3
3. Tuesday 2030-2130 NCIS NEW-10 16.1
4. Tuesday 1940-2040 20 To 1 STW-9 15.8
5. Sunday 1930-2030 60 Minutes STW-9 15.6
Top 5 Prime Time Programmes People 25-54
1. Tuesday 2030-2130 NCIS NEW-10 15.6
2. Monday 2000-2030 Surf Patrol TVW-7 15.1
3. Monday 2030-2130 Desperate Housewives TVW-7 14.6
4. Mon-Wed 1800-1830 News TVW-7 14.3
5. Sunday 1800-1830 News TVW-7 14.2
Top 5 Prime Time Programmes People 35-54
1. Sunday 1800-1830 News TVW-7 16.7
2. Monday 2000-2030 Surf patrol TVW-7 16.2
3. Monday 1930-2000 Border Security – Australia’s Front Line (RPT) TVW-7 16.0
4. Mon-Wed 1800-1830 News TVW-7 15.4
5. Tuesday 2030-2130 NCIS NEW-10 14.9
TVW-7 won the week overall (0600-2400) for Total People with a commercial share of 38.7%, followed by NEW-10 with 32.5% and STW-9 with 28.8%. Sunday News was TVW-7’s top programme for Total People with an average audience of 247,000 viewers. Other top programmes were Today Tonight, News, Border Security – Australia’s Front Line (Rpt), Home and Away and Australia’s Got Talent which all secured positions in the top ten. Desperate Housewives continues to rate well with People 18-39, 25-39 and 25-54 making the top five. Surf Patrol is also performing well with all our demographics. Although Australia’s Got Talent lost audience by 18.3% it remains in the top ten. 60 Minutes was again STW-9’s top programme for Total People although losing 17,000 viewers week on week. Locally it took second position for the night with 203,000 viewers and top position nationally with an average of 1,711 million viewers. 20 to 1 performed extremely well this week against People 18-39 and 25-39, making it into the top five after not featuring in the top twenty last week. David Attenborough Tiger-Spy In The Jungle dropped out of the top fifteen from last week and suffered an audience decline of 18.9% week on week for Total People. The new series, Million Dollar Wheel of Fortune debuted on Monday night with an average audience of 47,000, increasing to 61,000 on Wednesday night. Its competitor Deal or No Deal on TVW-7 averaged 117,000 on the same night. NEW-10’s top performing programmes for Total People were NCIS and Saturday Afternoon AFL – Collingwood vs West Coast Eagles. NCIS took the top spot for People 18-39 and 25-54 and made the top five for People 25-39 and 35-54. The top programme in the daytime segment for Total People was NEW-10’s Saturday afternoon AFL Game – Collingwood vs West Coast Eagles which had an average of 179,000 viewers. Other programmes dominating the top five were Ten News at Five and Sunday Sports Tonight.
ABC RATINGS WINNER
Last Wednesday night saw the debut of The Gruen Transfer on the ABC – a programme about the advertising industry. It was the most successful programme launch on the ABC since 1991, reaching over 1.287 million people nationally and 164,000 in Perth. It came in at number seven nationally and sixth position in Perth ahead of the ABC’s Spicks and Specks and the News.
DIGITAL
ninemsn has launched Messenger TV. This vehicle allows Australians who use Windows Live Messenger to simultaneously watch video content from the ninemsn catalogue. The inaugural advertiser on Messenger TV is 20th Century Fox, which has signed up for a 100% share-of-voice with formats including a 15-second pre-roll, Messenger button and banner style placement.
NEWS LTD
News Ltd’s MX newspaper is going to launch what it claims will be Australia’s first “mobilised” newspaper. Editorial content based on mX sections Citybeat, Flicks and Escape will be made available to users via a mobile internet channel, with advertisers able to place interactive ads aimed at mX’s target market of People 18 to 39-year-old. The launch will be supplemented by a new weekly half-page feature in mX which includes retail voucher offers from commercial partners. Readers will be able to take pictures of the voucher ads, the pictures get verified and details of special offers are sent to users. Advertisers will also be able to send TVCs, mini-movies, screensavers and internet links, to commuters.
THE NEWSPAPER WORKS RESEARCH
According to new research from this industry marketing group, people are spending more time reading newspapers again using a combination of print and online versions. Other major findings are as follows:
- 90% of people pay full attention to newspapers when they’re reading compared to an attention level of 50% with TV and 54% with radio
- 1/3 of people surveyed said they respected the media content in newspapers compared to 17% for TV and 13% for radio
- Most people regarded newspapers as dynamic including those under 30
- 60% felt up to date with the news from print and online newspa
pers compared to 30% for TV and 21% for radio
NIELSEN CONSUMER CONFIDENCE INDEX
This survey has just been released with the following major findings:
- Australian consumer confidence has slipped 11 points on the Nielsen Consumer Confidence Index, a sharper decline than the global average of 6 points.
- Over one third of Australians believe a global recession is imminent
- 11% say they have no spare cash to spare after purchasing essentials and paying monthly bills
- Paying off credit cards and debt and putting money into savings were the main priorities.
- Australia has dropped from being the fifth most optimistic country in the world to eighth place among the 51 countries monitored
- confidence levels in 16 of the countries has dropped in the last six months
- 37% of Australians say they believe a global recession is likely within the next year
- 64% said interest rate rises were a major concern
- concern for work/life balance ranked highest for Australian consumers along with the economy and debt, and ahead of health