Initiative Media Week in Review: July 26 – August 1

TELEVISION

PLUS…

• CHANGE IN TV MEASUREMENT

• NEWS LIMITED ESCAPE

• INLINK

• RETAIL SALES UP IN JUNE QUARTER

• IN-STORE MARKETING OPPORTUNITIES

• INTERNET START-UPS

Top 5 Prime Time Programmes – People 18-39

1. Tuesday    1930-2030    Talkin’ ‘Bout Your Generation    NEW-10    14.8

2. Sunday    1830-1930    Merlin    NEW-10    12.3

3. Sunday    1930-2150    Night At The Museum    NEW-10    11.7

4. Tuesday    2030-2130    Packed To The Rafters    TVW-7    11.4

5. Wednesday    1930-2000    The All New Simpson    NEW-10    10.5

Top 5 Prime Time Programmes People 25-39

1. Tuesday    1930-2030    Talkin’ ‘Bout Your Generation    NEW-10    13.8

2. Sunday    1930-2150    Night At The Museum    NEW-10    13.6

3. Sunday    1830-1930    Merlin    NEW-10    12.7

4. Wednesday    1930-2000    The All News Simpsons    NEW-10    12.0

5. Tuesday    2030-2130    Packed To The Rafters    TVW-7    11.8

Top 5 Prime Time Programmes People 25-54

1. Sunday    1830-1930    Merlin    NEW-10    15.7

2. Tuesday    1930-2030    Talkin’ ‘Bout Your Generation    NEW-10    15.1

3. Sunday    1800-1830    News    TVW-7    14.7

4. Tuesday    2030-2130    Packed To The Rafters    TVW-7    14.4

5. Sunday    1930-2150    Night At The Museum    NEW-10    14.0

Top 5 Prime Time Programmes People 35-54

1. Sunday    1800-1830    News    TVW-7    16.8

2. Sunday    1830-1930    Merlin    NEW-10    15.9

3. Tuesday    2030-2130    Packed To The Rafters    TVW-7    15.5

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

5. Mon-Wed    1800-1830    News    TVW-7    14.6

TVW-7 have taken out the number one position again, capturing acommercial share of 40.5% for Total People overall (0600-2400) followedby NEW-10 with 31.8% and STW-9 with 27.7%.

The top performingprogrammes on TVW-7 for Total People were Sunday News, taking thenumber one position with an average audience of 255,000, followed by anadditional eleven in the top fifteen including News, Packed To TheRafters, Today Tonight, Dancing With The Stars, World’s StrictestParents, Air Ways, Surf Patrol and Better Homes And Gardens. TVW-7 wasunable to continue the success of Double Take and TV Burp, which bothlost over 25% of their audience from the previous week’s premieres.

TwoAnd A Half Men on Wednesday was STW-9’s most watched programme with166,000 viewers, however, the station failed to have any programmes inthe top fifteen. The season finale of Sea Patrol failed to retain theshows high audience with an average audience of only 151,000 viewers, adecrease of 16.6% from the previous week.

NEW-10 had the remainingthree shows in the top fifteen for Total People with the season finaleof Merlin taking out the fourth position overall with 228,000 viewersfollowed by Talkin’ ‘Bout Your Generation with 216,000 plus the Sundaynight movie Night At The Museum attracting an audience of 190,000. The7PM Project averaged only 90,000 viewers in its second week, which is a23.7% drop in average audience.

NEW-10 continues to dominate the topprogrammes for daytime with Ten News At Five taking out the top sixpositions. The highest rating sports programme for the week was theFriday night Round 18 AFL Match: North Melbourne vs Carlton on TVW-7with an average audience of 102,000 viewers.

Nationally, Seven won the week with an overall commercial share of38.8%, Nine came second with 31.1% and Ten in third place with 30.1%.Seven had the top three programmes for the week with Sunday’s News andPacked To The Rafters both averaging over 1.9 million each. DancingWith The Stars ranked third with 1.6 million.

CHANGE IN TV MEASUREMENT

Effective December 2009, OZTAM will include time shifted viewing intheir ratings. It is becoming more important to be able to capture thisviewing audience as digital video recorders penetrate the market moreplus it’s a facility which already exists in some overseas markets.What it means is that overall TV audiences will show an increase,however, the amount of the increase will vary according to theprogramme genre. For example, live sport won’t change very much,however, weekly series might. In effect we will have access to threesets of figures- live (viewed when the programme goes to air) As Live(viewed on the same day) and Time Shifted (viewed within a week)Decisions will need to be made as to which set of figures bestrepresents a campaign delivery. There will be a roll on affect withcomparisons on year on year competitive data, benchmarking and directresponse models compromised.

NEWS LIMITED ESCAPE

The Escape travel section of News Limited has been expanded and nowappears nationally in metropolitan newspapers each Sunday, online atnews.com.au and masthead websites, including the Sunday Times andPerthNow. The new section looks at travel trends and is deals oriented.It will have regular sections that will include favourite travel spotsfrom international celebrities, plus contributions from well-knownwriters and journalists. The relaunch took effect on the 1st of Augustacross all of the News Limited Sunday papers.

INLINK

Inlink, the digital out-of-home media operator who has digital displaysin the lift and lobby spaces of 213 office towers across Australia, hasput their money where their mouth is. They are offering a hard cash,dollar for dollar return guarantee to advertisers for any short fall oncontracted minimum campaign delivery. Inlink has developedsophisticated digital tracking software that delivers ‘to-the-minute’post analysis reporting across its digital display network. Theyrecently became the first outdoor media company to be audited by theindustry based body Audit Bureau of Circulations which has formed aframework for other industry operators to follow. Source: Inlink

RETAIL SALES UP IN JUNE QUARTER

IN-STORE MARKETING OPPORTUNITIES

A report by US firm RSR Research, which was based on a survey of 88retailers and manufacturers, states that engaging shoppers in stores isof vital importance. It says that retailers who out perform theircompetitors are more focused on making sure they can deliver targetedcommunications before they get personal with shoppers. The top in-storemarketing tactics are promotions, such as weekly sales (used by 86% ofrespondents) loyalty based promotions (61%) and store level promotions(53%) The most successful retailers are more likely to use technologydriven promotional vehicles like in store digital signage and mobilecoupons or incentives.

INTERNET START-UPS

According to US research we are experiencing a period of widgetfatigue. Last year in New York a company called Slide started and hireda team to sell standard online ads, such as the graphical ads thatborder a Web page. It typically sold such ad campaigns for $50,000 to$200,000. Amid shrinking ad budgets, marketers have been hesitant toexperiment with new advertising models. Slide is now focusing onselling so called branded entertainment campaigns where an advertiseris incorporated into games that are already popular. Selling virtualgoods is another sideline. One example is dressing up onlinecharacters, or avatars, with virtual clothing, such as a $3 RocawearT-shirt. Slide, the maker of SuperPoke, sells items for $1 to $50,ranging from a tool that created background scenery for virtual pets tothe spoofs of famous paintings. Widgets and applications first becamepopular in 2007, when Facebook started allowing outside developers tobuild applications on its site. Marketers in the US are projected tospend about $70 million this year on widgets and applications, up 76%from the approximately $40 million spent in 2008, according to researchfirm eMarketer Inc. That is just a sliver of the total $1.1 billionspent on social networks in the U.S. this year and the total $24.5billion spent on the Web.