INITIATIVE MEDIA WEEK IN REVIEW: SEPT 6 – 13

TELEVISION

Top 5 Prime Time Programmes – People 18-39

1. Monday    2000-2030    The Force – Behind The Line    TVW-7    12.7

2. Monday    1930-2000    Border Security – Australia’s Front Line    TVW-7    11.9

3. Tuesday    1930-2000    RSPCA Animal Rescue    TVW-7    11.2

4. Wednesday    2000-2030    Hole In The Wall    STW-9    10.8

5. Tuesday    1930-2000    Wipeout    STW-9    10.5

Top 5 Prime Time Programmes People 25-39

1. Monday    2000-2030    The Force – Behind The Line    TVW-7    15.3

2. Thursday    2000-2100    Make Me A Supermodel    TVW-7    14.6

3. Tuesday    1930-2000    RPSCA Animal Rescue    TVW-7    14.2

4. Monday    1930-2000    Border Security – Australia’s Front Line    TVW-7    14.1

5. Mon-Wed    1800-1830    News    TVW-7    12.5

Top 5 Prime Time Programmes People 25-54

1. Monday    2000-2030    The Force – Behind The Line    TVW-7    16.4

2. Mon-Wed    1800-1830    News    TVW-7    15.0

3. Monday    1930-2000    Border Security – Australia’s Front Line    TVW-7    15.0

4. Tuesday    1930-2000    RSPCA Animal Rescue    TVW-7    14.3

5. Tuesday    2030-2130    Packed To The Rafters    TVW-7    13.6

Top 5 Prime Time Programmes People 35-54

1. Monday    2000-2030    The Force – Behind The Line    TVW-7    17.2

2. Mon-Wed    1800-1830    News    TVW-7    16.0

3. Monday    1930-2000    Border Security – Australia’s Front Line    TVW-7    15.7

4. Thurs-Fri    1800-1830    News    TVW-7    15.5

5. Sunday    1800-1830    News    TVW-7    15.1

Once again TVW-7 won the week overall (0600-2400) for Total People witha commercial share of 44.5%, followed by STW-9 with 28.6% and NEW-10with 26.9%.

TVW-7 took the top fifteen positions for Total People withThe Force – Behind the Line, News, RSPCA Animal Rescue, Border Security– Australia’s Front Line, Today Tonight, Find My Family, City Homicide,Packed To The Rafters, The Outdoor Room, Home And Away and CrashInvestigation Unit. TVW-7’s The Force – Behind The Line continues toperform well, this week taking out the number one position for TotalPeople with an audience of 257,000.

The top rating STW-9 programme was60 Minutes with an audience of 157,000 Total People. The series Returnof Kitchen Nightmares USA did not have much of an impact with anaudience of 83,000 Total People although it had tough competition withboth City Homicide on TVW-7 and 90210 on NEW-10.

Are You Smarter Than AFifth Grader on NEW-10 returned on Thursday to an audience of 137,000people, and was in the Top 15 programmes for People 18-39.

Daytimeprogramming was dominated by sport with the top programme being the 1stSemi Final – St Kilda vs Collingwood – on NEW-10 which delivered anaudience of 139,000 people.

Nationally Seven won the week comfortably with a Total People primetime share of 30%. Of the top twenty programmes for the week, they had16 with Packed to the Rafters again taking out the week’s most watchedshow with an average audience of 1,961 million. Saturday was a daydominated by sport – a combination of Ten’s AFL Finals (with anaudience of just over one million) and the two Rugby League finals.

SBS

In 2006 SBS launched commercial breaks called Island Breaks. This was asuccessful ploy for them as advertisers commended the vehicle claiminghigher recall of commercials as a result of a less clutteredenvironment. SBS has renamed their break and are now calling themReally Short Breaks.

ROY MORGAN MAGAZINE READERSHIP SURVEY

This survey is showing that readership in Australia is following atrend based on category. Magazines in the women’s’ interest categoryare, with the exception of OK! Magazine, showing declines inreadership. Part of the reason for this could be due to the currenteconomic situation, people are more aware of their household budgetsand these magazines could be seen as a luxury. This is especially trueas much of the gossip and fashion tips can be sourced free of chargeonline. Home interest and Food & Wine magazines are showingincreases in readership and Men’s titles are retaining their readership.

NIELSEN MEDIA RESEARCH

Nielsen’s Top Media Advertisers Report has also broken down the majoradvertising categories for the last year. Of the 39 categoriesmeasured, the top 10 represent 71% of all main media spending measuredin Australia. Eight of the ten, enjoyed an increases in expenditureYOY. The categories are as follows:

1. Retail  –  Up 7.3%
2. Motor Vehicles  –  Up 9.2%
3. Entertainment & Leisure  –  Up 9.2%
4. Real Estate  –  Up 26.5%
5. Finance  –  Down 5.4%
6. Travel/Accommodation  –  Up 20.2%
7. Recruitment  –  Up 16.6%
8. Food  –  Up 5.5%
9. Communications  –  Down 5.3%
10. Media  –  Up 7.8%

GOOGLE

Google celebrated their 10th birthday on September 7th with the releaseof a beta version of its new open-source web browser “Chrome” – aplatform which allows users access to all of Google’s web applicationsincluding its search, email and processing tools.

RADIO

Survey #6, 2008 results were released last week and the following is a snap shot of the Eastern States market.

SYDNEY

• 2GB benefited from its Olympics coverage by adding 1.1% to gain a13.4% share, and remain the number one station for People 10+.
• 2Day FM grew by 1.3% to 11.4%, to take the number two station forPeople 10+. The station also increased its lead for People 10-17 withan increase of 5.6%. Hamish and Andy also increased their share by 2.2%in their drive position.
• Triple M dropped by 0.4% to 4.9%, but saw increases in share for People 10-17, 18-24 and 25-39.
• Nova 96.9 posted a 0.5% growth to 8.2%, driven by an increase of 1% for People 25-39.
• Vega 95.3 suffered a 0.8% blow to 4.3%, and suffered losses against all demographics except People 18-24 and People 55+.
• Mix 106.5 grew 0.3% to gain a 7% share; their strongest growth was People 10-17 with an increase of 3%.
• WSFM jumped 1.4% to 6.8%. They also saw a growth of 2.5% for People 40-54.

MELBOURNE

• Fox FM shook up the Melbourne market by knocking 3AW off its perch totake the lead with a 0.9% rise to 15.1%. The most significant increasewas 4.5% for People 10-17 to take a share of 42.5%.
• 3AW slumped 1.7% to a 14.9% audience share. The station lost theirnumber one position for People 40-54 with a decrease in share of 2.3%.
• Triple M slid 0.2 points to 6.5%, losing share across all day parts except for drive.
• Nova 100 had a small gain of 0.1% for People 10+, backed by a share increase of 2.1% for People 25-39.
• Vega 91.5 also increased its share by 0.1%, but saw a drop of 3.4% for People 18-24.
• Gold FM dropped 0.8% to 6.8%, and saw losses across all demographics apart from People 18-24 and GBs.
• Mix 101.1 FM increased by 0.1% to 4.3%, but saw a drop in share for day part 2100-Midnight of 1.8%.

BRISBANE

• Nova 106.9 kept its lead despite a 2.4% blow, down to 13.3%. Theyexperienced a significant share loss for People 18-24, dropping 15.2%.
• Triple M slid 0.4% to loss their number two spot for People 10+. Thestation saw a share decrease for People 10-17 of 3.5% to drop to 10.5%.
• Talkback station 4BC also saw a hefty drop of 2% to 6.1%. The biggest loss was 5.2% for People 55+.
• 4KQ remained unchanged at 7.7%, and had a slight increase for People 55+.
• 97.3 FM gained 1.1% to land an 11.7% share. They had the greatest gain for People 18-24 with 3.9%.
• B105 jumped 1.9% to 11.7% to be tied for the number two position for People 10+ with 97.3 FM.

ADELAIDE

• 5AA stayed on top despite a small 0.2% slide to 16.3%. The station lost share of 1.5% for People 40-54.
• Nova 91.9 slumped 1.6% to 8.9%. This was driven by a decrease of 8% for People 18-24, and 3.7% for People 25-39.
• Triple M rose 0.1% to 10.3%. They have taken the number one positionfor People 25-39 with an increase of 0.8%, which was held by Nova 91.9.
• SAFM grew 0.7% to 12.7%, but dropped to the number three station forPeople 10+. Despite this they still remain number one for People 10-17and 18-24.
• Mix 102.3 grew 1.6% to 12.8%, to become the number two station forPeople 10+. They saw growth against all demographics, in particular3.6% for People 40-54.

THE BELONG AGENCY SURVEY

A report by brand consultancy Belong which followed two years ofresearch on brand recognition had some interesting results. The Top Ten– from more than 1000 brand interviews – were as follows

1. Hells Angels

2. Apple

3. Star Wars

4. Dove

5. Moleskine

6. Smiggle

7. The Body Shop

8. Virgin

9. Alannah Hill

10. Ecko

COMMERCIAL RADIO DIGITAL LAUNCH DELAY

Commercial Radio Australia and ABC have stalled the launch of digitalradio until May 2009. The delay for the national switch-on followsinfrastructure issues relating to the roll-out of transmissionequipment. Digital radio will allow radio broadcasters to provideadditional audio channels, a pause and rewind facility and give avisual aspect to radio.

THE WEST AUSTRALIAN

The Seven Network’s Kerry Stokes and Peter Gammell have secured placeson the West Australian Newspapers Holdings board which increases itssize from six to eight directors. The Seven Network is the largestshareholder with a 22.4% stake.

RESEARCH INTERNATIONAL

Research International surveyed 1,402 credit card-carrying Australiansaged 18 to 60 nationally online. They found that 60% of consumerswanted loyalty programmes which paid out in discountable groceries, 55%wanted petrol discounts and only 27% wanted more frequent flyer miles.