INITIATIVE MEDIA WEEK IN REVIEW: SEPT 21-27
TELEVISION
Top 5 Prime Time Programmes – People 18-39
1. Saturday 1230-1520 AFL Grand Final – Geelong vs Hawthorn TVW-7 15.6
2. Sunday 1830-1930 Thank God You’re Here NEW-10 11.3
3. Wednesday 2000-2030 Medical Emergency TVW-7 10.7
4. Tuesday 2030-2130 Packed To The Rafters TVW-7 10.2
5. Tuesday 1930-2000 RSPCA Animal Rescue TVW-7 10.2
Top 5 Prime Time Programmes People 25-39
1. Saturday 1230-1520 AFL Grand Final – Geelong vs Hawthorn TVW-7 18.0
2. Wednesday 2000-2030 Medical Emergency TVW-7 14.3
3. Saturday 1800-1830 News TVW-7 13.4
4. Thursday 1930-2030 Make Me A Supermodel TVW-7 12.5
5. Thursday 2030-2130 Ghost Whisperer TVW-7 12.0
Top 5 Prime Time Programmes People 25-54
1. Saturday 1230-1520 AFL Grand Final – Geelong vs Hawthorn TVW-7 21.3
2. Monday 2000-2030 The Force – Behind The Line TVW-7 15.2
3. Wednesday 2000-2030 Medical Emergency TVW-7 14.9
4. Tuesday 2000-2030 Find My Family TVW-7 14.6
5. Tuesday 2030-2130 Packed To The Rafters TVW-7 14.4
Top 5 Prime Time Programmes People 35-54
1. Saturday 1230-1520 AFL Grand Final – Geelong vs Hawthorn TVW-7 23.6
2. Monday 2000-2030 The Force – Behind The Line TVW-7 17.3
3. Tuesday 2030-2130 Packed To The Rafters TVW-7 16.5
4. Tuesday 2000-2030 Find My Family TVW-7 16.0
5. Tuesday 1930-2000 RSPCA Animal Rescue TVW-7 16.0
Once again TVW-7 won the week overall (0600-2400) for Total People witha commercial share of 48.1%, followed by NEW-10 with 27.1% and STW-9 on24.8%.
TVW-7 had all 15 of the top programmes for Total People with theAFL Grand Final – Geelong vs Hawthorn, RSPCA Animal Rescue, Find MyFamily, News, Packed To The Rafters, The Force – Behind the Line, TodayTonight, Medical Emergency, Border Security – Australia’s Front Line,Crash Investigation Unit, and Better Homes And Gardens. As expected theAFL Grand Final – Geelong vs Hawthorn on TVW-7 took out the number oneposition for the week for Total People, and was the second most watchedprogramme of the year behind only the Beijing Olympics OpeningCeremony.
Staying with AFL, the 2008 Brownlow Medal on Monday night onNEW-10 had an audience of 146,000 people, and only lost the first hourtime slot to City Homicide. The series return of House on Wednesdaynight provided an average audience of 136,000 people and beat STW-9’snew programme Fringe in the time slot.
The top rating programme forSTW-9 was 60 Minutes with an average audience of 177,000, a decrease of11% from the previous week. The Garden Gurus on Friday night had anaverage audience of 95,000, which is reasonable seeing as it was upagainst Better Homes & Gardens.
No surprises that the 2008 AFL Grand Final dominated the top programmeson a national level as well. An average audience of 2,459 millionwatched the match, with the audience peaking at 2,583 million at 17:15to see Hawthorn take the trophy. Overall, the audience was up 21,000 onlast year’s match.
OZTAM
By August of 2009, OZTAM will have set up a panel to measure theviewership of recorded programmes. The panel will be comprised ofseveral hundred homes across Australia and will be separate from thecurrent homes involved in FTA measurement. The US has measured recordedviewing for the last 18 months. Their findings show that there is arange of 4% – 30% in audiences recording and watching programmes at alater date. Later this year OZTAM will also start releasing data onviewers of high definition channels.
ALCOHOL ADVERTISING RESTRICTIONS
While the FTA TV industry resists a push for further on airrestrictions for alcohol advertising, the Outdoor industry has embracedtougher laws. The Outdoor Media Association (OMA) will limit alcoholads near schools and only accept pre-vetted alcohol advertising copy.These restrictions do not apply to transit advertising and exceptionsare made for clubs, pubs, bottle shops and other venues selling alcoholproducts. This will become active by the end of March 2009.
RADIO
Jetstar has partnered with DMG Radio’s Nova and Vega to broadcast thetwo stations on its domestic and international flights. This will takeplace effective October 1.
FOXTEL IQ vs TIVO
Currently Foxtel has an estimated 362,000 IQ boxes with approximately15,000 being IQ2 set top boxes. It has been reported that Harvey Normanhas sold 9,000 TiVo units. TiVo only covers Free To Air TV and IQcovers both subscription and FTA. When the FTA Networks launch their SDchannels TiVo should sell more.
OUTDOOR
APN Outdoor will launch the first digital outdoor billboard inMelbourne on the corner of Flinders and Swanston Streets. Thedimensions are 32.32m (wide) by 3.36m (height). There will potentiallybe eight advertisers rotating over every 4 week period. The creativecan be scheduled across different day-parts and changed quickly toreact to current events.
MAGAZINE LAUNCH
The UK magazine “The Spectator” will launch w/c September 28 inAustralia. The magazine will continue to publish the current UK editionplus it will contain 12 pages dedicated to Australian current affairs. It will target an elite business readership, with an aim to buildcirculation to more than 10,000 copies within a year.
CEASA RESULTS FOR JANUARY – JUNE 2008
Additional CEASA data from the January – June 2008 report followed thetrend in share of advertising expenditure by media over the 2005 to2008 period.
Share of National Advertising by Media
2005 2006 2007 2008
% % % %
Newspapers 20.0 19.0 19.2 18.3
Television 51.3 50.3 50.0 48.9
Radio 7.4 7.3 7.4 7.8
Magazines 9.9 9.9 9.4 9.4
Online 2.9 4.7 5.4 6.6
Outdoor 4.7 4.9 5.0 5.5
Cinema 1.1 1.3 1.2 1.1
According to CEASA the top 10 advertisers in the January – June 2008 period were as follows:
1. Coles Group Ltd
2. Telstra Corp Ltd
3. Harvey Holdings Ltd
4. Nestle Australia/L’Oreal
5. Woolworths Ltd
6. Government Commonwealth
7. Government NSW
8. Government Victoria
9. Suncorp Group
10. Reckitt Benckiser
ADWHEELS
The following is a press release from Adwheels:
Adwheels is a Perth based company, which is bringing the most uniqueand eye catching form of outdoor advertising to our Taxis in W.A. It isa non-rotating disc just under half a metre in diameter that attachesto the wheel of a taxi and stays horizontal while the vehicle is inmotion. A huge success in Britain, Europe and America, we are the firstcity in Australia to use this awesome product to get your messageacross. Most outdoor advertising, such as billboards, bus stops andbench seats gives you one point of contact. With the new Adwheels, youget four points of contact on two sides of the vehicle travelling inexcess of 20,000kms per month for around the same price. The greatestability of the Adwheel is that they don’t need to have the same messageon all four wheels, you can have four messages or images on onevehicle, and the reach to the public is phenomenal. We are looking foradvertisers for our launch right at this moment and welcome allenquiries to 1300 7600 53. Adwheels also caters for personal orbusiness vehicles.
FACEBOOK – THE MOVIE
Columbia Pictures is set to produce a film about the creation ofFacebook, to be scripted by West Wing creator Aaron Sorkin. The film isset to follow the inception of Facebook in 2004 on the Harvard campusby creator Mark Zuckerberg to becoming the massive juggernaut with morethan 60 million members. The film will highlight the events that led tothe phenomenon and how the lives of the Zuckerberg and his Facebookpartners were changed by their seemingly overnight success.
