Initiative Media Week in Review: June 14 – 20
TELEVISION
Top 5 Prime Time Programmes – People 18-39
1. Wednesday 1900-2030 Masterchef Australia NEW-10 15.9
2. Tuesday 1930-2030 Talkin’ ‘Bout Your Generation NEW-10 15.7
3. Monday 1900-2000 Masterchef Australia NEW-10 14.1
4. Sunday 2030-2140 Rove NEW-10 13.4
5. Sunday 1930-2030 Masterchef Australia – Challenge NEW-10 12.7
Top 5 Prime Time Programmes People 25-39
1. Wednesday 1900-2030 Masterchef Australia NEW-10 19.8
2. Monday 1900-2000 Masterchef Australia NEW-10 16.1
3. Tuesday 1930-2030 Talkin’ ‘Bout Your Generation NEW-10 16.0
4. Sunday 2030-2140 Rove NEW-10 15.9
5. Friday 1900-2000 Masterchef Australia NEW-10 15.0
Top 5 Prime Time Programmes People 25-54
1. Wednesday 1900-2030 Masterchef Australia NEW-10 18.5
2. Sunday 1930-2030 Masterchef Australia – Challenge NEW-10 18.5
3. Tuesday 1930-2030 Talkin’ ‘Bout Your Generation NEW-10 16.2
4. Monday 1900-2000 Masterchef Australia NEW-10 14.9
5. Sunday 1800-1830 News TVW-7 14.5
Top 5 Prime Time Programmes People 35-54
1. Sunday 1930-2030 Masterchef Australia – Challenge NEW-10 21.8
2. Wednesday 1900-2030 Masterchef Australia NEW-10 18.2
3. Sunday 1800-1830 News TVW-7 16.8
4. Tuesday 1930-2030 Talkin’ ‘Bout Your Generation NEW-10 16.2
5. Monday 1900-2000 Masterchef Australia NEW-10 14.5
TVW-7 won the week overall (0600-2400) for Total People with acommercial share of 38.3%, followed by NEW-10 with 35.0% and STW-9 with26.7%.
TVW-7 had nine programmes in the top fifteen including News,Today Tonight, The Zoo, Find My Family and Better Homes and Gardens.TVW-7 also took out the top programme for the week with their SundayNews which averaged 255,000 viewers. The Zoo had a 12.9% increase inaverage audience week on week, up to 193,000 viewers to make it backinto the top fifteen.
STW-9 failed to get any programmes in the topfifteen with Sea Patrol the most watched for the station with anaverage audience of 169,000 viewers. A new show premiered on STW-9,Random Acts Of Kindness, with an average audience of 138,000 viewers.The week also saw the season premiere episode of CSI: Miami, which onlyattracted an average audience of 100,000.
NEW-10 had the remaining sixprogrammes in the top fifteen, with the highest rating beingWednesday’s Masterchef Australia, which averaged 248,000 viewers. Theirother top shows were Masterchef Australia – Challege (229,000), Talkin”Bout Your Generation (229,000), NCIS (208,000), Merlin (197,000) and Monday’s Masterchef Australia (175,000). NEW-10 continues to win thedaytime viewing by taking out eight of the top ten daytime programmeswith seven of these being Ten News At Five.
Nationally Seven ended the working week with a win and a 35.9%commercial share. The Ten Network averaged a 32.3% share, just beatingNine by less than one point. The week’s top programme was Sundaynight’s challenge episode of Masterchef Australia on Ten which averageda huge 1,958 million viewers. Seven’s Sunday News (1.790 million);Talkin’ ‘Bout Your Generation (1.7 million), Nine’s Sunday News (1,625million) and Masterchef Australia Monday-Friday (1,620 million) made upthe rest of the week’s top five.
SECOND HALF LINE-UPS
As we approach the second half of the financial year, the networks areannouncing their new lineups. Current information is as follows:
Seven Network – New Series:
• TV Burp – a comedy about what we love and hate about current TV programmes.
• ICU – a medical series based on behind the scenes running of the Alfred Hospital’s Intensive Care Unit.
• Airways – about the running of a budget airline in Australia.
• Double Take – a sketch comedy which spoofs TV shows, movie send-ups and political trivialisation.
• World’s Strictest Parents – documentary which follows Australianteens with strict parents from around the world who try to “tame” them.
Returning Series:
• Surf Patrol, Packed To The Rafters, Dancing with the Stars, The Great Outdoors.
Nine Network – New Series
• Trouble in Paradise – docu-drama about Australian travelers who have had terrifying experiences while on holidays overseas
• Rescue Special Ops – new Australian drama about paramedics in search and rescue operations
• Australia’s Perfect Couple – Reality show with 8 newly married couples living under one roof together – $250,000 prize
• Money for Jam – Follow 3 people who are on a mission to make moremoney with home advice and money making tips shared along the way
Returning Series
• Celebrity Singing Bee, Farmer Wants a Wife, The Apprentice(Australianversion) Ladette to Lady (Australian version)Two and a Half Men,Getaway, CSI franchise
Ten Network – New Series:
• Spearman Project – quirky/pop version of 20 To 1 with Magda Subanski.
• 7pm Project – lighthearted look at the news of today.
• Glee – similar to Fame/High School Musical.
• Celebrity Masterchef.
Returning Series:
• Idol, Rove, 5th Grader, House, Rush, NCIS, Talking Bout Your Generation, Merlin, Law & Order franchise
RADIO
Survey #4, 2009 results were released on Tuesday 23rd June and the following is a snap shot of the Perth market.
Survey #4, 2009: Monday – Sunday 0530-2400
94.5FM 92.9FM 96FM NOVA 6PR 6IX JJJ
People 18-39 13.8% 23.0% 18.7% 21.3% 4.4% 2.3% 16.4%
People 25-39 15.9% 18.2% 20.3% 20.3% 6.1% 2.6% 16.6%
People 25-54 22.8% 14.9% 20.8% 14.3% 11.3% 5.8% 10.1%
People 35-54 26.6% 14.6% 20.8% 10.1% 15.5% 7.2% 5.1%
Commercial Radio Station Shares (including JJJ)
Survey #3, 2009: Monday – Sunday 0530-2400
94.5FM 92.9FM 96FM NOVA 6PR 6IX JJJ
People 18-39 14.0% 27.4% 18.0% 20.5% 5.0% 1.3% 13.8%
People 25-39 17.2% 23.8% 18.5% 18.8% 7.3% 1.6% 12.7%
People 25-54 24.7% 17.1% 20.0% 13.4% 9.9% 5.9% 9.0%
People 35-54 29.4% 13.9% 21.4% 9.6% 11.3% 7.8% 6.6%
• 94.5FM has retained the number one position for People 10+ albeitwith only a 0.8% lead on 92.9FM. This makes 77 consecutive survey wins.The breakfast team held onto their #1 position and they also remainnumber one for People 25-54 and 35-54.
• 92.9FM saw decreases for People 18-39, 25-39 and 25-54. The greatestdecrease was 4.4% for People 18-39 which saw their significant lead forthis demographic reduced to only 1.7%. Hamish and Andy’s
drive showcontinued to dominate the segment.
• 96FM gained share across most demographics, including a 1.8% increasefor People 25-39 and 0.8% increase for People 25-54. The station isclosing in on rival 94.5FM with the People 25-54 demographic, only 2.0%behind.
• Nova 93.7 enjoyed increases across all demographics; along withimprovement in Breakfast, Morning, Afternoon and Drive sessions. Theyare now equal number 1 with 96FM for People 25-39.
• 6PR gained audience share across core demographics People 40-54 and55+, with an increase of 3.1% and 0.3% respectively. They also saw anincrease in share for the Evening Session to take the number oneposition.
• 6IX remained relatively steady with minor changes across alldemographics, including decrease of 0.1% and 0.6% for People 25-54 and35-54 respectively.
• 6JJJ saw increases against all demographics except People 35-54. The greatest increase was 3.9% for People 25-39.
INTERACTIVE TV
The internet and, in particular, the proliferation of video on theinternet has placed a significant amount of pressure on televisionadvertising and its ability to effectively measure consumer impressionsand engagement while still offering relevant content and messaging. VOD and DVRs (TiVo) have simply added to that pressure by creating newviewing experiences that allow for more viewer control by enabling themto “time shift” content and skip ad pods. These advances intechnology, that have placed more control in the hands of viewers, haveled many in advertising to proclaim that the 30 second commercial isdead. In the UK, SKY Television, one of the largest (8.5 millionhousehold) and most advanced iTV platforms in the world, was able todirectly attribute $1 billion in revenues to interactive televisionapplications in 2006 therefore challenging the perception of the deathof a 30 second commercial.
Interactive television puts platforms, programmers and advertisers in aposition to enhance both the viewer experience and the effectiveness ofthe traditional 30 second spot. Advertisers are now looking toleverage the capabilities of interactive television in the interests ofdelivering a more engaging television experience and more effectivecommercial messages. According to a joint TV Guide/Ad Age “What’sNext!” Survey, 44% of media buyers indicated that interactive TV spotsare the emerging platform they’d most like to explore next. They choseiTV over short-form VOD commercials (29%) and DVR fast-forward messages(17%). The consensus seems to be that two-way communication viatelevision; as opposed to what has been referred to as “two-screen”interactive television (i.e., watching TV while responding through yourPC) is a much more powerful way of engaging viewers through video.
The “idea” of interactive television is about enhancing the consumerexperience, allowing viewers to go deeper into content, interact withsponsored programs and respond to commercials. So, interactivetelevision really heralds the revitalisation of the 30 secondcommercial.
DIGITAL RADIO
On Thursday August 6 at 7:40am, all Perth breakfast teams willbroadcast live from Forrest Place in order to officially announce tothe public that radio transmission is now digital and explain thebenefits. A similar event will occur in all other capital cities. Thereason for the “stunt” is that although Perth has been digital sinceMay 4, unless you have a digital set, you cannot take advantage of it.The major benefits of going digital are that the sound is better, thereis a feature with a scrolling text which can provide you withadditional information about song names and artists, digital radioallows you to pause and rewind radio and can be used to delivermessages and point listeners to stations’ websites.
1 Comment
It’s good to see that Masterchef is tracking at 15.9 for people aged between 18 and 39. It vindicates Ten’s faith in this program. Well done team.