INITIATIVE MEDIA WEEK IN REVIEW: NOV 16-22
TELEVISION
Top 5 Prime Time Programmes – People 18-39
1. Tuesday 2030-2130 NCIS NEW-10 13.3
2. Tuesday 1930-2000 Simpsons Ep1 NEW-10 12.6
3. Tuesday 2000-2030 Simpsons Ep2 NEW-10 11.7
4. Sunday 1930-2030 60 Minutes STW-9 11.6
5. Wednesday 2030-2130 House NEW-10 11.5
Top 5 Prime Time Programmes People 25-39
1. Sunday 2040-2230 Legally Blonde TVW-7 14.2
2. Tuesday 2030-2130 Packed To The Rafters TVW-7 14.2
3. Tuesday 2030-2130 NCIS NEW-10 14.1
4. Wednesday 2030-2130 House NEW-10 13.7
5. Sunday 1930-2030 Australian Idol NEW-10 13.1
Top 5 Prime Time Programmes People 25-54
1. Tuesday 2030-2130 NCIS NEW-10 15.2
2. Tuesday 2030-2130 Packed To The Rafters TVW-7 15.0
3. Sunday 1800-1830 News TVW-7 13.6
4. Tuesday 2000-2030 Find My Family TVW-7 13.6
5. Sunday 1930-2030 60 Minutes STW-9 13.5
Top 5 Prime Time Programmes People 35-54
1. Tuesday 2030-2130 Packed To The Rafters TVW-7 16.9
2. Tuesday 2030-2130 NCIS NEW-10 16.3
3. Tuesday 2000-2030 Find My Family TVW-7 15.9
4. Sunday 2030-2130 CSI: Miami STW-9 15.3
5. Sunday 1830-1900 The Outdoor Room With Jamie Durie TVW-7 14.5
TVW-7 won the week overall (0600-2400) for Total People with acommercial share of 39.5%, followed by STW-9 with 31.6% and NEW-10 with28.9%.
TVW-7 took out eleven of the top fifteen programmes for Total Peoplewith Find My Family, Packed To The Rafters, News, Today Tonight, TheZoo, The Outdoor Room With Jamie Durie and Home And Away once againperforming well. The season finale of Make Me A Supermodel had anaverage audience of 149,000 people and won its timeslot against STW-9’sGetaway and NEW-10’s Oprah Special – Australia.
STW-9 had three programmes in the top 15 with 60 Minutes, CSI: Miamiand Sunday’s 20 to 1 Repeat. Thursday saw the season finale of RPA onSTW-9, which had an average audience of 162,000 people, an increase of22.8% on the previous week.
The remaining spot in the top 15 went to NEW-10’s NCIS, which had anaverage audience of 225,000 people, a massive increase of 32.4% fromthe previous week’s repeat episode. Another locally produced show thathad its season finale last week was Rove. Despite the cavalcade ofstars, the show only averaged 113,000 viewers and lost its timeslot toTVW-7’s movie Legally Blonde and STW-9’s CSI double.
The Ten Network has instigated an interesting prime time programmingchange commencing November 30. They have moved the Bold and theBeautiful to the Monday-Friday 6-6:30pm time segment – replacing TheSimpsons. In turn they have moved Judge Judy to The Bold and theBeautiful’s regular 4:30pm timeslot and Everybody Loves Raymond toJudge Judy’s.
FREEVIEW
Freeview will roll out in 2009 and includes products like digitalset-top boxes, plasma and LCD digital televisions, digital videorecorders and an electronic programme guide. A TV campaign, donated bythe FTA broadcasters, has launched across the three FTA channels, SBSand the ABC to educate the market so that by 2013 – when we are set toswitch off analogue – the take-up of digital will be maximized.
HABBO RESEARCH
A survey was conducted of more than 2000 people aged 13 to 18 by ateen website called Habbo. The top line results were as follows:
• They would rather be happy in their job and work for an employer that treats them well than one that can offer perks only
• Almost half said that career enjoyment was the most important criteria when selecting a job
• 40% said the absence of discrimination was most important
• 16% said earning a lot of money was highest on their agenda
• A third said their parents were the main influence on their career choice, followed by 18% saying their friends
• 30% plan to have one career, 31% weren’t sure, 23% said two careersand 8% said they wanted to experience as many careers as possible
REPORT ON SPENDING HABITS
Over the past four years, Directional Insights has interviewedthousands of Australians to analyse their spending habits. They havegrouped people in some traditional categories – the Silent Generation,Baby Boomers, Generation X and Generation Y. A summary of results is asfollows:
Silent Generation
• Over 60 years of age
• Prefer shopping in small centres rather than big malls
• Are conservative, careful, reluctant to change and like structure
• Shop on average for 68 minutes and spend $59/trip
Baby Boomers
• 40-59 years of age
• Spend more than other categories, especially on clothes and recreational pursuits
• Are ego-centric, confident and opinionated
• Shop on average for 62 minutes and spend $74/trip
Generation X
• 25-29 years old
• Love shopping but don’t have the time to do so as often as they’d like
• Are cynical, individualistic, creative and socially aware
• Shop on average for 58 minutes and spend $69/trip
Generation Y
• 15-24 years old
• Love large shopping malls
• Love spending money to improve their looks and socialize
• Are ego-centric, optimistic and demanding
• Shop on average for 59 minutes and spend $41/trip
ROY MORGAN CONFIDENCE RATING
The Roy Morgan Consumer Confidence rating dropped 4.6 points to91.2 last week. The latest figures show that 23% of Australians expectto be worse off financially compared to this time next year (up 3%),and although 32% of Australians believe they will be better off, thisfigure has also dropped 5%.
NIELSEN ONLINE RESEARCH
The largest research project ever undertaken in Australia into onlinebrand building has been completed. It involved the Kellogg productbrand Sultana Bran and five online publishers – Fairfax Digital,Yahoo!7, Ninemsn, News Digital Media and MediaSmart. The primary targetmarket was grocery buyers with children and the research foundintention to purchase Sultana Bran increased 37.1% after the onlinecampaign and brand consideration jumped 17.1% compared with a controlgroup. Intention to purchase rose 18.9%, favourable sentiment increased11.7%, prompted brand awareness was up 6.2%, and intentions torecommend the product to children in the household increased 9.5%. Theconclusion was that online advertising has a tremendous affect onbrands as well as direct response.
