Initiative Media Week in Review: March 29 – April 4

TELEVISION

Top 5 Prime Time Programmes – People 18-39

1. Monday    2040-2140    Underbelly: A Tale of Two Cities    STW-9    15.0

2. Sunday    1930-2130    So You Think You Can Dance    NEW-10    13.0

3. Tuesday    2000-2030    Bondi Rescue    NEW-10    12.2

4. Tuesday    2030-2130    NCIS    NEW-10    11.7

5. Monday    1930-2000    How I Met Your Mother    TVW-7    11.4

Top 5 Prime Time Programmes People 25-39

1. Monday    2040-2140    Underbelly: A Tale Of Two Cities    STW-9    16.6

2. Sunday    1930-2130    So You Think You Can Dance    NEW-10    16.1

3. Tuesday    2000-2030    Bondi Rescue    NEW-10    15.4

4. Wednesday    1900-2000    The Biggest Loser    NEW-10    14.1

5. Tuesday    2030-2130    NCIS    NEW-10    13.8

Top 5 Prime Time Programmes People 25-54

1. Monday    2040-2140    Underbelly: A Tale of Two Cities    STW-9    18.5

2. Sunday    2030-2100    Border Security – Australia’s Front Line    TVW-7    15.1

3. Tuesday    2030-2130    NCIS    NEW-10    15.0

4. Wednesday    2030-2130    The Farmer Wants A Wife    STW-9    15.0

5. Tuesday    2000-2030    Bondi Rescue    NEW-10    14.5

Top 5 Prime Time Programmes People 35-54

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

2. Tuesday    2030-2130    NCIS    NEW-10    17.1

3. Sunday    2030-2100    Border Security – Australia’s Front Line    TVW-7    16.1

4. Wednesday    2030-2130    The Farmer Wants A Wife    STW-9    15.5

5. Wednesday    190-2000    The Biggest Loser    NEW-10    14.9

TVW-7 won the week overall (0600-2400) for Total People with acommercial share of 37.3%, followed closely by NEW-10 with 34.6% andSTW-9 with 28.1%.

This week TVW-7 took out only nine of the top fifteenprogrammes with Today Tonight, News, Border Securtiy – Australia’sFront Line, Find My Family and RSPCA Animal Rescue. With the seasonfinale of Packed To The Rafters on TVW-7 the previous week, All Saintsmoved into the 2030 timeslot on Tuesday night and increased the averageaudience of 15.2% from the previous weeks episode.

Underbelly: A TaleOf Two Cities again took out the number one position for the week withan average audience of 247,000 viewers. The season finale of The FarmerWants A Wife on STW-9 was also in the Top Fifteen and had an averageaudience of 204,000, a massive 28.9% increase on the previous week.

NEW-10 had the remaining four programmes in the top fifteen, with thetop being NCIS averaging 195,000. NEW-10 also featured The BiggestLoser – The Weigh-In, Bondi Rescue and The Biggest Loser on Wednesdaynight in the Top Fifteen. NEW-10 also featured the MelbourneInternational Comedy Festical Gala 2009 on Monday, which had an averageaudience of 134,000 viewers. The highest rating sports programme forthe week was the Round 1 AFL match between Fremantle and WesternBulldogs, which had an average audience of 148,000.

Nationally, Seven also won the week overall (0600-2400) with a 35.8%commercial share followed by Nine 32.4% and Ten with 31.8%. The topprogram as usual being Underbelly: A Tale Of Two Cities followed by thefinal of The Farmer Wants A Wife, Border Security and NCIS

RADIO

Survey #2, 2009 results were released last week and the following is a snap shot of the Eastern States market.

Sydney

• 2GB further increased its share for People 10+ by 1.3% up to 14.6%and remains the number one station. This is in part due to an increaseof 3.4% for People 55+.

• 2Day FM gained 0.5% for People 10+, due in part to increases in share for People 10-17, 18-24 and 25-39.

• Triple M dropped a further 0.6% to 3.2% for People 10+, this was beacues of a drop in share for People 18-24, 25-39 and 40-54.

• Nova 96.9 lost 0.3% for People 10+ down to 7.5%, but saw a massivedecrease of 14.0% for People 10-17 to take the lose the number oneposition for the demographic.

• Vega 95.3 increased share by 0.9% up to 4.7%, and had slight increases across all demographics.

• Mix 106.5 had a lose of only 0.1% for People 10+ down to 3.7%; taking their total lose to 1.8% over the last two surveys.

• WSFM saw an increase 0.6% for People 10+ up to 6.5%, spured on by an increase of 2.5% for People 40-54.

Melbourne

• 3AW has lost the number one station for People 10+ with a decrease inshare of 2.1% down to 13.8%, with decreases across People 10-17, 25-39,40-54 and 55+.

• Fox FM increased share by 0.9% for People 10+ and remains in third position. The saw a gain of 3.5% for People 25-39.

• Triple M remained the same for People 10+ on 4.6%, but gained share for People 18-24 and 40-54.

• Nova 100 lost a further 0.6% for People 10+, brought on by a significant loss of 7.3% for People 18-24.

• Vega 91.5 lost 0.2% for People 10+ and saw a decrease of 1.2% for People 40-54.

• Gold FM also lost a further 0.8% for People 10+ down to 6.4% with decreases for People 10-17, 25-39, 40-54 and 55+.

• Mix 101.1 FM had a slight increase in share of 0.1% to 4.7% for People 10+, with gains across People 10-17, 18-24 and 25-39.

Brisbane

• Nova 106.9 retained its number one position for People 10+ with anincrease in share of 0.7% up to 14.3%, there were share increases of1.7% and 3.3% for People 25-39 and 40-54 respectively.

• Triple M slid a further 0.8% for People 10+, down to 9.8%. The mostsignificant loss was a decrease of 4.2% for People 25-39, but there wasan increase of 2.1% for People 10-17.

• Talkback station 4BC had a gain of 0.5% up to 8.5% for People 10+. Their biggest increase was 3.4% for People 40-54.

• 4KQ increased share for People 10+ by 0.5%, up to 7.7%. The greatest gain was 1.5% for People 40-54.

• 97.3 FM remained the same for People 10+ on 9.5%, with decreases in share for People 18-24 and 40-54.

• B105 saw an increase in share of 0.3% up to 11.7% and are stilloutright in the number two position for People 10+. They gained sharefor all demographics apart from People 25-39.

Adelaide

• 5AA lost the number one position for People 10+ with a share decrease of 1.6%. The station had a loss of 4.1% for People 55+.

• Nova 91.9 increased share by 0.2% up to 8.7% for People 10+. This wasdriven by significant gains against People 10-17 (up 5.9%) and 18-24(up 5.4%).

• Triple M increased share for People 10+ by 0.8% up to 11.0%, backed by increases for People 18-24 and 55+.

• SAFM increase share by 1.8% up to 13.1% to be joint second for People10+. Thei was brought on by increases across all demographics exceptfor People 10-17.

• Mix 102.3 decreased by another 0.3% to 10.9% for People 10+, with losses for People 18-24 and 40-54.

CHANGE TO NIELSEN RADIO RATINGS

Commercial Radio Australia and The Nielsen Company have announced thatquota sampling of the People 10-17 and 18-24 age groups would be testedfrom April 2009 (Survey 3) as part of the fine tuning of theimplementation of the new enhanced survey methodology in metropolitanareas. This action is being taken due to concerns about the samplesizes and demographic profile of the total sample in Survey 1 and 2with particular preference to the above demographics.