Initiative Media Week in Review: August 2 – 8

August 13 2009, 9:51 am | BY Martin Trevaskis | No Comments

TELEVISION

Top 5 Prime Time Programmes – People 18-39

1. Tuesday    2030-2130    Packed To The Rafters    TVW-7    12.0

2. Tuesday    1930-2030    Talkin’ ‘Bout Your Generation    NEW-10    11.1

3. Monday    2030-2200    Good News Week    NEW-10    10.6

4. Monday    1930-2000    Two And A Half Men    TVW-7    10.2

5. Sunday    2030-2250    The Devil Wears Prada    NEW-10    10.1

Top 5 Prime Time Programmes People 25-39

1. Tuesday    2030-2130    Packed To The Rafters    TVW-7    14.7

2. Thursday    1930-2000    Rules Of Engagement    NEW-10    14.0

3. Tuesday    1930-2030    Talkin’ ‘Bout Your Generation    NEW-10    12.4

4. Thursday    2000-2030    Rules Of Engagement Ep2    NEW-10    12.3

5. Sunday    2030-2250    The Devil Wears Prada    NEW-10    11.8

Top 5 Prime Time Programmes People 25-54

1. Tuesday    2030-2130    Packed To The Rafters    TVW-7    15.3

2. Monday    1930-2030    Miracle Of The Hudson Plane Crash    TVW-7    12.9

3. Mon-Fri    1800-1830    News    TVW-7    12.5

4. Tuesday    1930-2030    Talkin’ ‘Bout Your Generation    NEW-10    12.3

5. Mon-Fri    1830-1900    Today Tonight    TVW-7    11.8

Top 5 Prime Time Programmes People 35-54

1. Tuesday    2030-2130    Packed To The Rafters    TVW-7    16.3

2. Monday    1930-2030    Miracle Of The Hudson Plane Crash    TVW-7    13.2

3. Tuesday    1930-2030    Talkin’ ‘Bout your Generation    NEW-10    13.2

4. Mon-Fri    1800-1830    News    TVW-7    12.9

5. Sunday    1800-1830    News    TVW-7    12.9

TVW-7 have taken out the number one position again, capturing acommercial share of 41.6% for Total People overall (0600-2400) followedby NEW-10 with 31.7% and STW-9 with 26.7%.

The top performingprogrammes on TVW-7 for Total People were Packed To The Rafters, takingthe number one position with an average audience of 232,000, followedby an additional eleven in the top fifteen including News, TodayTonight, Miracle Of The Hudson Plane Crash, Better Homes And Gardens,Air Ways, World’s Strictest Parents, Surf Patrol and Dancing With TheStars. TVW-7 had success with a one off special entitled Miracle Of TheHudson Plane Crash which drew in an average audience of 198,000viewers. Although the season finale of Desperate Housewives followed itwas only able to deliver an average of 128,000, a decrease of 1.5% fromthe previous week.

Two And A Half Men on Monday was STW-9’s mostwatched programme with 155,000 viewers, and squeezed into the topfifteen shows for the week. The season return of The Farmer Wants AWife failed to deliver a large audience with only 126,000 viewers,16.6% less than the season finale of Sea Patrol the previous week.

NEW-10 had the remaining two shows in the top fifteen for Total Peoplewith Talkin’ ‘Bout Your Generation taking out the nineth positionoverall with 183,000 viewers followed by the Saturdy Afternoon AFL:Western Bulldogs vs West Coast, with an average audience of 159,000.The season finale of Supernatural on NEW-10 had an average audience ofonly 87,000 viewers and saw an increase of 8.0% from the previous week.

Nationally,Seven won the week with a commercial share of 38.9%, Nine in secondplace with 31.9% and Ten 29.2%. Seven had the top three programmes forthe week with Packed To The Rafters and Sunday’s Seven News bothaveraging over 1.8 million each, Dancing With The Stars coming thirdwith 1.595 million.

RADIO

Survey #5, 2009 results were released on Tuesday 11th August and the following is a snap shot of the Perth market.

Commercial Radio Station Shares (including JJJ)

Survey #5, 2009: Monday – Sunday 0530-2400

                             94.5FM   92.9FM   96FM    NOVA    6PR     6IX       JJJ

People 18-39    16.4%    19.7%    18.8%    19.9%    2.9%    2.7%    19.6%

People 25-39    18.6%    17.7%    16.9%    19.4%    3.9%    3.4%    20.1%

People 25-54    25.4%    14.6%    20.4%    14.0%    7.6%    5.9%    12.1%

People 35-54    30.6%    13.0%    23.9%    10.5%    10.0%   7.0%    5.0%

Commercial Radio Station Shares (including JJJ)

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%

• 94.5FM has retained the number one position for People 10+ increasingits lead over 96FM. This makes 78 consecutive survey wins. Thebreakfast team held onto their #1 position and they also remain numberone for People 25-54 and 35-54.

• 92.9FM saw decreases for alldemographics and lost its number two overall position to 96FM. Thegreatest decrease was 3.3% for People 18-39 which saw them lose thenumber top position. Hamish and Andy’s drive show continued to dominatethe segment.

• 96FM had a mixed survey with an increase of 3.1% forPeople 35-54; however, they suffered a decrease of 3.4% for People25-39. The margin has again increased between them and 94.5FM in the25-54 demographic as they have dropped to 5.0% behind.

• Nova 93.7enjoyed increases across all demographics except for People 35-59. Theyhave taken over the number one position for People 18-39 from 92.9FM.

• 6PR lost audience share across core demographics People 40-54 and 55+,with a decrease of 4.0% and 2.2% respectively. They also lost theirnumber one position in the Evenings with a 6.3% decrease.

• 6IXremained relatively steady with minor changes across all demographics,including increase of 0.1% for People 25-54 and a decrease of 0.2% forPeople 35-54.

• 6JJJ saw increases against all demographics exceptPeople 35-54. The greatest increase was 3.5% for People 25-39. This isdue in part to the airing of the Hottest 100 of All-Time in late July.

TV PROGRAMME STREAMING

Comingsoon, the Seven and Nine Networks will be streaming their TV programmesas full episodes on their respective online portals: Yahoo!7 andninemsn. Seven will probably commence next month with its locally madeTV series being offered online as “catch-up TV” after their initialbroadcast.  Apparently in recent months, online streaming of full TVepisodes at Yahoo!7 has exceeded the 1 million a month mark. Thestreaming of Seven’s overseas shows is more complicated due to onlinerights; however, they are working on rectifying that. Nine and ninemsncurrently have a service for seven of their programmes and are workingon expanding the service plus they already have online rights for mostof their overseas content. It is still to be determined how the publicwill pay for the service.

EYEBLASTER STUDY

An Eyeblasterstudy was conducted over a seven-month period from September 2008 toMarch 2009. It was based on a sample size of 42 billion rich mediaimpressions spanning all formats across North America, EMEA, LatinAmerica and APAC. Major findings were as follows:

• Online videoadvertising increases users’ dwell time (dwell time measuresintentional active engagement with an online ad) by 30% compared tonon-video banner ads.

• During workdays, dwell rate for online video ads is the highest in the morning, peaki
ng at 9am.

• Messenger ads are the top performing ad format, reaching an average82.98 seconds compared to rich media rectangles (73.46 seconds),banners (58.71 seconds) and skyscrapers (37.57seconds).

CELEBRITY ADVERTISING

Manythings are cyclical, one of them being the use of celebrities incommercials. A poll was conducted in the US to determine whetherconsumers were more attracted to a product if a celebrity endorsed it.Only 8 percent said seeing the celebrity makes them more likely to buythe product verses 12 percent saying it makes them less likely.Interestingly though, a landslide 78 percent said it doesn’t affectthem one way or the other. Perhaps because the celebrities in ads tendto be young, the survey’s older respondents were especially averse tothem as advertising pitchmen and pitchwomen. Twenty-four percent of the55-and-older respondents said seeing a celeb in an ad makes them lesslikely to buy the product verses just 4 percent saying it makes themmore likely to buy. Men were a bit more likely than women (15 percentvs. 11 percent) to say a celeb in an ad is a deterrent to theirpurchasing the product. In another breakdown of the data, 20 percent ofbusiness owners verses 11 percent of people with jobs in the”management” category said the presence of a celebrity in an ad makethem less likely to buy.

PRICEWATERHOUSECOOPER FORECAST

Thisannual entertainment and media outlook report is forecasting thatadvertising spending will decrease by 4.2% this year compared to anincrease in consumer spending of 3.3%. Also according to this report,the internet, mobile phones, subscription TV and interactive gamingwill be the strongest growing sectors in advertising. They predict thatabove the line media like outdoor, radio, newspapers and magazines willremain static over the next five years.  Although there’s no disputethat the free to air sector enjoys large audiences, they anticipateflat revenue growth until 2013.

TV SPORTING SPONSORSHIPS

Thereis no real consensus on the viability of sporting sponsorships. Variousresearch supports – or doesn’t – the value of said vehicles. Perhaps asa result the Nine Network enlisted Repucom, along with Neuro-Insight tohelp determine the impact of sport sponsorships – specifically Cricket.They have approached it from two levels – the traditional tracking ofawareness and recall along with a system which uses brain-imagingtechnology to track response. It remains to be seen whether thisresearch will replace the more traditional and what the end result willbe.