Initiative Media Week in Review: June 21 – 27

TELEVISION

Top 5 Prime Time Programmes – People 18-39

1. Tuesday    1930-2030    Talkin’ ‘Bout Your Generation    NEW-10    16.2

2. Sunday    1930-2030    Masterchef Australia – Challenge    NEW-10    15.5

3. Wednesday    1900-2030    Masterchef Australia    NEW-10    15.3

4. Monday    2000-2030    Recruits    NEW-10    14.2

5. Tuesday    2030-2130    NCIS    NEW-10    13.8

Top 5 Prime Time Programmes People 25-39

1. Sunday    1930-2030    Masterchef Australia – Challenge     NEW-10    18.9

2. Wednesday    1900-2030    Masterchef Australia    NEW-10    17.3

3. Tuesday    1930-2030    Talkin’ ‘Bout Your Generation    NEW-10    17.3

4. Sunday    2030-2140    Rove    NEW-10    16.1

5. Tuesday    1900-1930    Masterchef Australia    NEW-10    15.6

Top 5 Prime Time Programmes People 25-54

1. Sunday    1930-2030    Masterchef Australia – Challenge    NEW-10    20.0

2. Wednesday    1900-2030    Masterchef Australia     NEW-10    16.8

3. Tuesday    1930-2030    Talkin’ ‘Bout Your Generation    NEW-10    16.7

4. Sunday    1800-1830    News    TVW-7    16.3

5. Tuesday    1900-1930    Masterchef  Australia    NEW-10    15.4

Top 5 Prime Time Programmes People 35-54

1. Sunday    1930-2030    Masterchef Australia – Challenge    NEW-10    20.2

2. Sunday    1800-1830    News    TVW-7    17.9

3. Sunday    2030-2130    Bones    TVW-7    17.2

4. Wednesday    1900-2030    Masterchef Australia    NEW-10    16.4

5. Tuesday    1930-2030    Talkin’ ‘Bout Your Generation    NEW-10    16.1

TVW-7 won the week overall (0600-2400) for Total People with acommercial share of 37.9%, followed by NEW-10 with 36.7% and STW-9 with25.5%.

The top performing programmes on TVW-7 for Total People wereSunday News, taking the number one position with an average audience of291,000, followed by News, Today Tonight, Sneek Peek: Surf Patrol andThank God You’re Here.

Sea Patrol continues to be STW-9’s  most watchedprogramme with 167,000 viewers. The second episode of Random Acts ofKindness had an audience decline of 12,000 viewers week on week.

NEW-10had eight of the remaining programmes in the top fifteen for TotalPeople. Sunday Masterchef Australian – Challenge took third positionwith an average audience of 245,000 People followed by WednesdayMasterchef with 230,000. Talkin’ ‘Bout Your Generation lost 9,000viewers from last week, although the programme remains in the top fivewith all our nominated demographics.

NEW-10’s Saturday night AFL – WestCoast Eagles vs Hawthorn won top position in the daytime segment withan average audience of 173,000 and TVW-7’s Sunday AFL – Fremantle vsGeelong took fourth position with 157,000 viewers.

Nationally,Seven won the week overall (0600-2359) with a commercial share of 34.8%followed by Nine with 32.7% and Ten with 32.5%. Interestingly, Nine andTen tied in first place for the week in prime time, both having anaverage peak share of 33.5% with Seven unusually in third place with32.9%. Nine’s share was driven by Wednesday’s State Of Origin, reachingan average audience of 2,090,997 and Ten’s by Masterchef and Talkin”Bout Your Generation.

RADIO

Survey #4, 2009 results were released two weeks ago and the following is a snap shot of the Eastern States market.

Sydney

• 2GB still remains the number one station for People 10+ despitedropping its share for People 10+ by 1.0%. This was partly due to adecrease of 2.5% for People 40-54. They remain number 1 in breakfast.

• 2Day FM remained in second position overall, gaining 5.9% audienceshare for People 18-24 and 1% for Grocery Buyers.  They are a clearwinner in the drive segment

• Triple M increased audience share of0.6% for People 10+; this was due to the increase in share for People25-39 and 40-54, 55+ and Grocery Buyers.

• Nova 96.9 had an increaseof 3.3% for People 10-17 and 3.4% for People 18-24. They lost audienceshare with People 25-39 and 40-54 which may have resulted in themslipping into 4th position overall.

• Vega 95.3 again decreasedshare by 0.7% down to 3.6%, and had slight decreases across People25-39, 40-54, 55+ and Grocery Buyers.

• Mix 106.5 increased share against all demographics and also increased in all day parts

• WSFM increased audience share with People 25-39, 40-54, 55+ and Grocery Buyers which saw them edge NOVA for third position.

Melbourne

• Talkback radio had a win with 3AW’s gain of 3.5% for People 10+ puttingthem into top position over FOXFM. They enjoyed increases for People25-39 (0.1%), 40-54 (6.4%), 55+ (4.5%) and Grocery Buyers (4.9%)

• Fox FM suffered a slight decrease for People 10+ which put them intosecond position in the market.  They saw increases for People 18-24 and55+.

• Triple M suffered a small, loss for People 10+ and an equally small increase for People 25-39 and People 55+.

• Nova 100 remained the same for People 10+, with an increase on for People 18-24.

• Vega 91.5 gained 1.1% for People 10+; due in part to increases for People 18-24, 25-39 and 40-54.

• Gold FM lost share of 0.3% for People 10+. They picked up an extra 4.6% of the 10 – 17 market and lost 3.8% of 18-24’s

• Mix 101.1 FM had a slight increase in share for People 25-39, with losses in all other demographics except Grocery Buyers.

Brisbane

• B105 took over the top mantle from NOVA for People 10+. This was as aresult of increases for People 25-39, 40-54 and Grocery Buyers.

• Nova 106.9 slipped into second position overall despite an increase of2.2% for People 10-17 and a slight increase with the 55+ segment.

• Triple M gained audience share for People 10+, up by 1.2%. The mostsignificant increase was 3.9% for People 18-24 and 1.3% for People25-39. There was a decrease of 4.4% for People 10-17.

• Talkback station 4BC increased slightly for People 10+. Their biggest increase was 2.4% for People 55+.

• 4KQ lost .5% share for People 10+. They decreased share with People 25-39 and 40-54

• 97.3 FM gained 1.2% share for People 10+, with increases against all demographics.

Adelaide

• 5AA continue to be the number one station for People 10+ gainingaudience share of 0.9%. This despite small losses for all demos exceptPeople 10-17, 55+ and Grocery Buyers.

• Nova 91.9 increased shareby 0.3% up to 9.8% for People 10+. This was driven by gains againstPeople 25-39 (up 5.1%) and Grocery Buyers (up 0.2%). They lost 5.0%share for People 10-17.

• Triple M decreased share for People 10+ by 1.1%, however they had increases for People 10-17 and 40-54.

• SAFM gained 1.8% share for People 10+. It appears as though their largedrop against People 18-24 was compensated for by increases for People10 -17, 25-39, 40-54 and Grocery Buyers.

• Mix 102.3 increased share slightly for People 10+, with gains for People 18-24, 40-54 and 55+.

ROY MORGAN CONSUMER CONFIDENCE RATING

Thelatest Roy Morgan Consumer Confidence Rating has risen 5.1 points inthe last week and up 23.2 points on June 2008, with less than 15% ofAustralians expecting to be “worse off financially” this time nextyear. The survey also stated that for the first time since early 2008,less than one-third of Australians expects “bad times” economicallyover the year ahead.

GOOGLE CRASHES

As a result of MichaelJackson’s death, Google crashed for a period of 35 minutes last week.This was as a result of Facebook and twitter getting bombarded for newsabout the incident. News websites including CNN had an amazing jump innumbers – five times as much as the previous hour. Ninemsn had anincrease of 373% from 8am the previous day and many other sitesreported doubling or tripling of numbers.

INTERACTIVE VENDING MACHINE

Coca-Colahas developed an interactive vending machine. It has a 46 inch highdefinition touch screen and can be used for mobile downloads includingringtones, digital coupons and wall papers. The screens will end uptaking third party advertising in the future

SWEENEY SPORTS SURVEY

Their23rd survey was carried out late 2008 and early 2009 and encompassed1000 telephone calls. Nutri-Grain and Billabong have ranked equal firstas the brands one third of Australian
s associate as sports sponsors.When it came to spontaneous recall of  leading sports sponsors, KFC andSpeedo had the largest increases with KFC jumping from 73 to 18 on thelist, and Speedo’s moving from 17 to 6. Nike fell to third place, aheadof Ford and one-time leader Uncle Tobys sat at equal fourth. Telstradropped from number 6 to 12 and 3 Mobile dropped from equal 6th to 15.When it comes to the sponsorship of specific sporting events, Emiratescomes out on top, with 28% of people recognizing its involvement in theMelbourne Cup, followed Kia, with 17% of people aware of the brand’ssponsorship of the Australian Tennis Open.

SURVEY SAMPLING INTERNATIONAL RESEARCH

Major findings of this survey, based on 445 respondents, and instigated by Eye are as follows:

• Ads in shopping centres are more memorable than those in car parks

• 81% rated grocery ads inside shopping centres more relevant than those in car parks

• People rated ads in shopping centres for clothing 3.6 times as relevant

• People rated ads in shopping centres for luxury goods 2.7 times as relevant

• People rated ads in shopping centres for pharmacy  goods 3.4 times as relevant

• People rated ads in shopping centres for computers & technology 1.9 times as relevant

• People rated ads in shopping centres for telecommunications 1.3 times as relevant

IPSOS  MACKAY SURVEY

Thisreport studied consumer sentiment on topics such as the currentadvertising landscape, the most hated advertising techniques, and thefuture of ads. Findings were as follows:

• Australians are annoyedby inappropriate and ill-timed ads, for example ads on erectiledysfunction treatment on billboards and radio during school pick-uptimes

• ads for luxury goods, services and products juxtaposed with news items about human and natural disasters

• Humour is still key to reaching consumers

• catalogues and pamphlets were also popular

• Consumers were quicker to nominate ads they did not like than those they did.

• The general consensus was that sex, star power, shock tactics and a”cute and cuddly” approach all grabbed consumers’ attention and createdtalkability.