INITIATIVE MEDIA WEEK IN REVIEW: AUG 10 – 16

August 22 2008, 3:07 pm | BY Lynchy | No Comments

TELEVISION

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Top 5 Prime Time Programmes – People 18-39

1. Sunday    1800-1830    News    TVW-7    16.2

2. Sunday    1830-2230    Beijing Olympics Day 2 Primetime    TVW-7    15.5

3. Sunday    0900-1200    Beijing Olympics Day 2 Late Morning    TVW-7    12.2

4. Monday    1900-2230    Beijing Olympics Day 3 Primetime    TVW-7    12.2

5. Thursday    1900-2230    Beijing Olympics Day 6 Primetime    TVW-7    12.0

Top 5 Prime Time Programmes People 25-39

1. Sunday    1830-2230    Beijing Olympics Day 2 Primetime    TVW-7    19.0

2. Sunday    1800-1830    News    TVW-7    17.9

3. Monday    1900-2230    Beijing Olympics Day 3 Primetime    TVW-7    15.1

4. Thursday    1900-2230    Beijing Olympics Day 6 Primetime    TVW-7    14.2

5. Mon-Wed    1830-1700    Today Tonight    TVW-7    13.3

Top 5 Prime Time Programmes People 25-54

1. Sunday    1800-1830    News    TVW-7    18.1

2. Sunday    1830-2230    Beijing Olympics Day 2 Primetime    TVW-7    17.8

3. Monday    1900-2230    Beijing Olympics Day 3 Primetime    TVW-7    16.9

4. Mon-Wed    1830-1900    Today Tonight    TVW-7    15.8

5. Saturday    1800-1830    News    TVW-7    15.6

Top 5 Prime Time Programmes People 35-54

1. Monday    1900-2230    Beijing Olympics Day 3 Primetime    TVW-7    18.9

2. Sunday    1800-1830    News    TVW-7    18.7

3. Sunday    1830-2230    Beijing Olympics Day 2 Primetime    TVW-7    17.8

4. Saturday    1800-1830    News    TVW-7    17.7

5. Mon-Wed    1800-1830    News    TVW-7    17.3

As expected, TVW-7 won the week overall (0600-2400) with a Total People share of 58.5%, followed by NEW-10 with 21.2% and STW-9 with 20.4%.

Seven’s dominance is, of course, attributable to their coverage of theBeijing Olympics. TVW-7’s News took out 3 of the Top 5 programmes forTotal People. The other programme that made it into the Top 15 forTVW-7 was Today Tonight taking out the fourth most watched show forTotal People.

STW-9 managed to get one programme in the Top 15 forTotal People which was 60 Minutes. Tuesday Night’s new programme, DogThe Bounty Hunter, on STW-9 ranked well despite its placement againstthe Olympics and The Simpsons’ and accrued an audience of 126,000people.

The top rating programme for New-10 was the first episode ofNCIS on Tuesday Night, which had a marginal audience increase of 1.35%for Total People.

NEW-10’s Ten News At Five experienced a slightincrease in audience and was still one of the top rating daytimeprogrammes losing only to TVW-7’s coverage of the AFL and the Olympics.The Sunday AFL afternoon match on TVW-7 – West Coast vs Essendon -proved to be a top rating programme amongst Total People with anaudience of 144,000.

OLYMPIC COVERAGE – WEEK 1 COMPARATIVE ANALYSIS

Week 1 of the Beijing 2008 Olympic coverage on TVW-7 has proven moresuccessful than the Athens 2004 Olympics. Overall Week 1 of Beijing,from 0600-2400, TVW-7 has enjoyed a commercial share of 58%. This is a2% increase from Week 1 of the Athens Games. Primetime Olympic Beijingcoverage (1800-2230) of Week 1 had a 52% commercial share for TotalPeople, compared to 49% for Athens. The greatest difference is indaytime (0600-1800), with Beijing  enjoying a 67% commercial share forTotal People, 4% higher than the Athens Games.

Nationally, Network 7 captured 56% share (of the three commercialnetworks) as a result of the performance in Week 1 of the Olympics.This gave them a 20% greater share than the other networks for theweek. These figures have allowed them to regain the number one positionyear to date – marginally ahead of Network 9. As importantly, theOlympics are allowing Seven to heavily promote their new programmes forthe back end of the year.

ABC

Not surprisingly, Seven’s Olympic coverage and day part domination hasadversely affected the commercial networks. What is surprising thoughis that the ABC started off the week actually enjoying an increase intheir audience across zone one. Four Corners had its highest audiencesince June 23 with an average of 990,185 viewers nationally and is upweek on week by 19%. The 7pm ABC News, 7:30 Report, Australian Story,Media Watch and Enough Rope were all up week on week also. Media Watchhad its highest audience since March 31. By Tuesday, the ABC’s good runcontinued, with four programmes in the top 20 for the day and havingthe smallest audience loss week on week of all the networks with anaverage of 7% , whereas Ten and Nine were down on average 16% week onweek across prime time.

FOXTEL

According to reports issued by Foxtel, they have grown their subscriberbase by more than 8% in the last financial year. They are claiming atotal of 1.54m direct and wholesale subscribers, with more than 30% ofhomes in Foxtel areas now signing up to the service.

Penetration of the Foxtel iQ product has increased by more than 50% inthe last 12 months with a quarter of their subscribers using it. In STVhomes Foxtel claimed a 59.9% share of viewing – slightly down year-onyear. Nearly 40,000 subscribers have taken up the HD+ offering.

NEWSPAPERS

The Sydney Daily Telegraph is making some much overdue alterations to the paper starting August 26.

  • New Format (Main Book).
  • New Font, front page cleaner and a lot less text and better photography.
  • Business pages have only been 1 page but will go up to 6 pages a day as of Monday.
  • Sport is traditionally at the back of the book this will now be back of the main book.

Sections:

  • Health on Monday.
  • Food on Tuesday (Gordon Ramsey will have a column each week).
  • Connect TV on Wednesday (this is a combined section of connect and 7 days as it is now).
  • Movies on Thursday.
  • Music on Friday.
  • Weekend on Sat.

They are informing the marketplace with a 6 million dollar advertisingcampaign starting on Sunday on FTA, STV, Online, Outdoor, Trademagazines and in paper.

wc 10-08-08Copy.jpgEXPERIENTIAL PRODUCT

A new outdoor/experiential product has been launched in Melbourne.Called AdWalker, it uses people as electronic billboards (purposebuilt, fully functional PC’s with LCD screens) that can collect data,make appointments and directly generate leads or sales. They havebecome a huge talking point at events and targeted locations.

YAHOO!7

Yahoo!7 has broken internal records with the success of week one of theBeijing Olympic Games on its dedicated Olympics site. Since the gamesbegan on 8 August, over 13.8 million page views have been served onYahoo!7 Olympics – a 1,209% jump in users to the site. According toYahoo!7, 1.2 million unique users have visited the Yahoo!7 Olympicssite in the first week of the games – an increase of 406% and smashingthe 1 million target set for the entire games period. Yahoo!7 last weekalso received a record 22.5 million page views for its home page.

DIGITAL RADIO

The radio industry has started to gear up for the launch of digitalnext year, with Austereo and Macquarie Radio Network both makingappointments to facilitate digital switch-on in January 2009.

NEW DATA FROM COMMERCIAL RADIO AUSTRALIA

The Commercial Radio Market Profiles, which are collated every fiveyears, have been released. They provide details on individual radiomarkets in Australia – both metro and regional – and variousdemographic breakdowns including age, labour force details, incomebrackets of listeners, main local industries, employment andeducational qualifications of the workforce. The profiles contain datasuch as “more than 72% of households in Canberra have access to theinternet and over half have two cars” or “the population of the radiolicense area of Warnambool has increased by nearly 5% since 2001 to52,515. Over 48% of the population is aged over 40 years”.

DID YOU KNOW?

• Australians are spending more than half of their daily lives consuming media of one form or another.

• Each week 77.6% of Australians tune into commercial radio on average for 2 hours 25 minutes per day.

• 2.8 million Australians or 18% of the population download music illegally via file sharing networks each year.