Initiative Media Week in Review: May 31 – June 6

TELEVISION

Top 5 Prime Time Programmes – People 18-39

1. Monday    1900-2000    Masterchef Australia    NEW-10    14.2

2. Thursday    2030-2130    20 To 1    STW-9    13.8

3. Monday    2000-2030    Recruits    NEW-10    13.7

4. Wednesday    1900-2000    Masterchef Australia    NEW-10    13.6

5. Tuesday    1930-2030    Talkin’ ‘Bout Your Generation    NEW-10    12.6

Top 5 Prime Time Programmes People 25-39

1. Tuesday    2030-2130    20 To 1    STW-9    18.4

2. Wednesday    1900-2000    Masterchef Australia    NEW-10    18.2

3. Monday    1900-2000    Masterchef Australia    NEW-10    17.8

4. Monday    2000-2030    Recruits    NEW-10    15.0

5. Tuesday    1930-2030    Talkin’ ‘Bout Your Generation    NEW-10    14.9

Top 5 Prime Time Programmes People 25-54

1. Monday    1900-2000    Masterchef Australia    NEW-10    16.6

2. Wednesday    1900-2000    Masterchef Australia    NEW-10    16.2

3. Tuesday    1930-2030    Talkin’ ‘Bout Your Generation    NEW-10    15.7

4. Thursday    2030-2130    20 To 1    STW-9    15.0

5. Mon-Wed    1800-1830    News    TVW-7    14.8

Top 5 Prime Time Programmes People 35-54

1. Mon-Wed    1800-1830    News    TVW-7    16.8

2. Monday    1900-2000    Masterchef Australia    NEW-10    15.8

3. Tuesday    1930-2030    Talkin’ ‘Bout Your Generation    NEW-10    15.7

4. Wednesday    1900-2000    Masterchef Australia    NEW-10    15.5

5. Tuesday    2030-2130    NCIS    NEW-10    14.8

TVW-7 once again won the week overall (0600-2400) for Total People witha commercial share of 38.0%, followed by NEW-10 with 34.2% and STW-9with 27.8%.

TVW-7 had seven programmes in the top fifteen includingNews, Today Tonight, Better Homes and Gardens and Sunday Night. TVW-7also took out the top programme for the week with Monday’s Newsaveraging 274,000 viewers. Sunday Night crept into the top fifteen withan average audience increase of 10.8% up to 179,000 viewers.

STW-9 hadtwo programmes in the top fifteen with Sea Patrol and Australia’sFunniest Home Videos making the list with 179,000 and 169,000 viewersrespectively. The Rugby State of Origin Match between Queensland andNSW attracted an average audience of only 83,000 viewers in WA, butnationally had an average audience of 2.287 million.

NEW-10 had theremaining six programmes in the top fifteen, with the highest ratingbeing NCIS, which averaged 202,000 viewers. Their other top shows wereWednesday’s Masterchef Australia (201,000), Talkin’ ‘Bout YourGeneration (199,000), Monday’s Masterchef Australia (198,000), Recruits(174,000) and Merlin (169,000). NEW-10 had the highest rating sportsprogramme with the Saturday Night AFL: Port Adelaide vs Fremantle withan average audience of 146,000.

Nationally the week went to Seven with the network having an averagepeak commercial share of 35.3% with Nine in second place with 33.2% andTen following with 31.5%. Nine had the top programme of the week withtheir coverage of the First State of Origin Match: NSW vs QLD which hada 2,287 million average audience. Seven filled the next five spots withNews ranging from 1,830 million to 1,646 million viewers. The toprating national programme for Ten was Talkin’ ‘Bout Your Generationwith an average audience of 1,623 million viewers.

EMAIL AN EFFECTIVE SALES DRIVER

A study conducted to ROI Research has found that 47% of Australianrespondents made purchases online or offline as a result of opening anemail. The Epsilon’s Global Consumer Email Study of 4000 consumers in13 countries found:

• The average Australian receives over 180 emails a week, 10% more than other Asia Pacific respondents.

• In Australia, on average 85% of a consumer’s emails received per week are considered as spam.

• 61% of Australian respondents opened a permission based email on thebasis of the “from” line while 21% opened it from the subject line.

• Subject lines that compelled Australian respondents to open apermission based email were largely associated with bargains with freeproduct offers at 68% and discount offers 62%.

• Special offers were also high on the preferred emails that Australian respondents would like to receive at 32%.

MICROSOFT’S NEW “DECISION ENGINE”

Microsoft has launched “decision” engine Bing (currently in beta) as anagreeable new choice for Web searchers.  Claiming Bing was designed tohelp people find the right information that can help them in makingdecisions, Microsoft passed over the term “search engine” for “decisionengine”. With an index of five million pages (Google reports indexingover eight billion) and seemingly relevant results, searchers havegiven this much anticipated update to Microsoft LIVE Search a warmreception.

HOMEMADE MOVE

Although nationally Nine’s reality product homeMADE had week-on-weeklifts in all demos and all people, that isn’t stopping Nine from movingthe Sunday programme to Tuesdays and running the two episodes7.30-8.30pm and 9.30-10.30pm with old faithful Two and Half Men runningin between. The change is effective W/C 14th June which is when “RandomActs of Kindness” is expected to appear in the 6.30pm Sunday slot.

LIFE ETC COMES TO AN END

Universal Magazines has announced they will be closing down Life etc.The final issue will hit newsstands on June 17th. The closure is due tothe magazine not being able to maintain its viability with the GlobalFinancial Crisis dampening revenue prospects.

NETGUIDE SHUTS DOWN

More news about magazine closures, ACP Magazines has announced thatNetGuide will close from the September Issue. The content will beincorporated into Australia’s premier technology title PC User. Theclosure was brought on by dwindling circulation figures from a high of43,600 in 2004 to its current 16,047. The drop in circulation is beingput down to the older audience becoming more web savvy while their needfor guidance has diminished.

CONSUMER CONFIDENCE STABLE

The weekly Roy Morgan Consumer Confidence Rating is virtually unchangedat 104.7 (up 0.5 points), based on interviewing conducted last weekend.The rating is 14 points higher than for June 2008, when it was at 90.7.