INITIATIVE MEDIA WEEK IN REVIEW: FEB 15 – 21

TELEVISION

Top 5 Prime Time Programmes – People 18-39

1. Monday    2040-2140    Underbelly: A Tale of Two Cities    STW-9    14.2

2. Tuesday    2000-2030    Bondi Rescue    NEW-10    11.4

3. Tuesday    2030-2130    NCIS    NEW-10    11.1

4. Tuesday    2030-2130    Packed To The Rafters    TVW-7    10.1

5. Sunday    2000-2030    Triple Zero Heroes    TVW-7    9.9

Top 5 Prime Time Programmes People 25-39

1. Monday    2040-2140    Underbelly: A Tale of Two Cities    STW-9    17.1

2. Sunday    2000-2030    Triple Zero Heroes    TVW-7    12.4

3. Tuesday    2030-2130    NCIS    NEW-10    12.1

4. Tuesday    2000-2030    Bondi Rescue    NEW-10    11.7

5. Tuesday    2030-2130    Packed To The Rafters    TVW-7    11.6

Top 5 Prime Time Programmes People 25-54

1. Monday    2040-2140    Underbelly: A Tale of Two Cities    STW-9    18.8

2. Monday    2000-2030    Customs    STW-9    12.7

3. Tuesday    2030-2130    Packed To The Rafters    TVW-7    12.4

4. Sunday    2000-2030    Triple Zero Heroes    TVW-7    12.2

5. Tuesday    2030-2130    NCIS    NEW-10    12.2

Top 5 Prime Time Programmes People 35-54

1. Monday    2040-2140    Underbelly: A Tale of Two Cities    STW-9    19.5

2. Monday    2000-2030    Customs    STW-9    14.5

3. Saturday    1800-1830    News    TVW-7    14.2

4. Monday    1930-2000    Two And A Half Men    STW-9    13.9

5. Tuesday    2030-2130    Packed To The Rafters    TVW-7    12.9

TVW-7 won the week overall (0600-2400) for Total People with acommercial share of 40.8%, followed by NEW-10 with 30.8% and STW-9 with28.5%. This was replicated on a national level with the Seven Networkwinning Total People with a commercial share of 38.0%, followed by NineNetwork with 32.6% and Ten Network with 29.4%.

After such a strong start to the survey in Week 1 nationally for theNine Network this week would have been somewhat disapointing. Despitehaving the top programme for the week again with Underbelly: A Tale OfTwo Cities, other programmes – like the News – left Seven as the clearwinner with an average audience for Monday – Friday of 1,498 million toNine News’ 1,090 million. Also nationally, A Current Affair ended theweek with 989,000 average viewers – it’s lowest average so far thisyear, way behind Today Tonight with 1,311 million.

Back in Perth, TVW-7 dominated the top fifteen for Total People withthe News, Packed To The Rafters, Today Tonight, Triple Zero Heroes,Border Security – Australia’s Front Line, RSPCA Animal Rescue, Find MyFamily and Australia’s Got Talent. The second episode of Sunday Nighton TVW-7 failed to retain its top fifteen standing, losing 83,000viewers from week to week.

On STW-9 the second episode of Underbelly: A Tale of Two Citiescontinued its domination of the ratings taking out the number oneposition for Total People which, along with Customs, saw STW-9 have twoshows in the top fifteen. Aussie Ladette To Lady followed Underbelly;however, with an average audience of 153,000 people, it was unable toretain the strong audience generated by the previous programme.

NEW-10 had only one of the top fifteen with NCIS delivering an averageaudience of 179,000 people, down 9.1% from the previous week’s seriesreturn. Guerrilla Gardeners premiered on NEW-10 last week to an averageaudience of only 93,000 and lost its timeslot to Australia’s Got Talenton TVW-7 and The Farmer Wants A Wife on STW-9.

Ten News At Five continues to dominate daytime programming taking outthe top five with the highest average audience of 126,000 on Saturday.

SEVEN AFFILIATE SALES LAUNCHES iGWN

Seven Affiliates Sales has launched 15 iGWN websites featuringlocalized content ranging from celebrity bloggers, community sports,news and entertainment information, job ads and search through Yahoo.Available formats include 15-second video commercials as pre-rolls atthe start of Prime’s local online video reports. People self-selecttheir area of geographic interest through the content they choose,bypassing the need for geographic targeting based on internet protocoladdresses.

PAY TV

Austar, the regional pay TV provider, has stated that subscriptionnumbers have risen by 8% to 720,270. Foxtel reported that its directsubscriber base was up 7% on the previous corresponding period.

RADIO RATINGS DELAY

The first radio ratings results for 2009 expected for release onTuesday 24 February have now instead scheduled for Thursday 5 March.The wait is due to changes in collection methodology and extremeweather delaying some of the field work.

COMMUNITY PAPERS ENGAGE

A study conducted for News Community Media has found that consumersacross all age groups feel the need to become more involved in theirlocal community. The study found that community newspaper readers readon average eight out of 10 stories in their local paper. The researchwas conducted by The Leading Edge across the five main capital citiesover a five month period in 2008.

ONLINE ADVERTISING CONTINUES TO GROW

According to a report released earlier this month by IAB Australia,online advertising has continued to grow despite the ongoing globalfinancial crisis impacting on the Australian economy and advertisingindustry. For the 2008 calendar year online advertising surpassed $1.7billion, this was an increase of $364.25 million or 27% year-on-year.Expenditure for the fourth-quarter 2008 totaled $462 million, anincrease of $83.25 million (or 28%) on the fourth-quarter 2007, and$10.75 million (or 2.4%) from the third-quarter 2008. The breakdown bycategory was as follows:

• General Display advertising accounted for 28.1% of the fourth quarter expenditure.

• Finance, Computer & Communications and Motor vehicle sectors comprised 48% of this.

• Classified advertising was 23.4% with Recruitment continuing to lead this category followed by Real Estate then Automotive.

• Search & Directories advertising comprised the remaining 48.5%,with the Search category growing at a faster rate than Directories.

MYSPACE SURVEY

A survey conducted by MySpace between December 2008 and January 2009with 2000 of its users, has revealed the brands of choice for membersof its online community in Australia. They are as follows:

• The three most popular luxury brands were Calvin Klein (36%), Gucci (26%) and Chanel (22%).

• The computer operating system of choice was PC (75%), followed by Mac with 24% of votes.

• Nokia was the most popular mobile phone brand with 41%, iPhone (15%) and Sony Ericsson (13%).

• The most popular gaming console was PlayStation (45%) followed by Nintendo (30%) and Xbox (20%).

• The top three beer brands were Corona (32%), Heineken (21%) and Pure Blonde (14%).

• The three favourite chocolate bars were Snickers (9%), Mars Bar (8%) and Cadbury Boost (8%).

• The most popular soft drinks were Coca-Cola (39%), Mountain Dew (9%) and Pepsi (8%).

• The most popular energy drinks were V (40%), Red Bull (29%) and Mother (16%).

• Colgate dominated as the most popular toothpaste with 81% of votes, then McLeans with just 7%.

• The most popular brand of deodorant was Lynx (29%), then Rexona (21%) and Dove (11%).

• In the car sector Holden (11%) followed by Lamborghini (9%) and BMW (6%).

• MySpace users voted Barack Obama as their preferred head of state;Prime Minister Kevin Rudd came in third with 9% behind Robin Hood (10%).

Source: AdNews