Initiative Media Week in Review: August 16 – 22

TELEVISION

PLUS…

• GO CHANNEL

• MOBILE INTERNET USE INCREASES    

• FINANCIAL REVIEW FIRST

• SMH TO CHANGE FORMAT

• ONLINE MEASUREMENT

• WOMEN SURVEY

Top 5 Prime Time Programmes – People 18-39

1. Tuesday    2030-2130    Packed To The Rafters    TVW-7    13.4

2. Sunday    2030-2150    Rove    NEW-10    12.2

3. Monday    2030-2200    Good News Week    NEW-10    11.3

4. Tuesday    1930-2030    Talkin’ ‘Bout Your Generation    NEW-10    10.8

5. Sunday    1830-2030    Australian Idol – Audition 2    NEW-10    10.5

Top 5 Prime Time Programmes People 25-39

1. Tuesday    2030-2130    Packed To The Rafters    TVW-7    17.6

2. Sunday    2030-2150    Rove    NEW-10    16.3

3. Sunday    1830-2030    Australian Idol – Audition 2    NEW-10    14.0

4. Monday    2030-2200    Good News Week    NEW-10    12.7

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

Top 5 Prime Time Programmes People 25-54

1. Tuesday    2030-2130    Packed To The Rafters    TVW-7    15.6

2. Sunday    1800-1830    News    TVW-7    14.3

3. Mon-Wed    1800-1830    News    TVW-7    12.9

4. Sunday    20130-2150    Rove    NEW-10    12.4

5. Tuesday    1930-2030    Talkin’ ‘Bout Your Generation    NEW-10    12.2

Top 5 Prime Time Programmes People 35-54

1. Sunday    1800-1830    News    TVW-7    16.1

2. Tuesday    2030-2130    Packed To The Rafters    TVW-7    14.6

3. Mon-Wed    1800-1830    News    TVW-7    13.5

4. Wednesday    1930-2030    World’s Strictest Parents    TVW-7    12.4

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

TVW-7 has taken out the number one position again, capturing a massivecommercial share of 40.6% for Total People overall (0600-2400) followedby STW-9 with 29.7% and NEW-10 with 29.6%.

The top performingprogrammes on TVW-7 were Sunday News, taking the number one positionwith an average audience of 230,000, followed by an additional elevenin the top fifteen including Packed To The Rafters, News, World’sStrictest Parents, Today Tonight, Dancing With The Stars, Air Ways,Better Homes And Gardens, City Homicide and Lockerbie Disaster. BeyondThe Darklands returned on Seven and captured an average audience of106,000 viewers, an increase of 15.1% from the last episode on April19th.

STW-9 had two programmes in the top fifteen with The Farmer WantsA Wife reaching 155,000 viewers, just beating Two And A Half Men forthe station’s top show. The season finale of Cold Case aired onWednesday with an average audience of 104,000 viewers, 19,000 more thanthe previous week’s episode.

Talkin’ ‘Bout Your Generation on NEW-10 was their most watched show with 166,000 viewers – their only programmeto place in the top fifteen. The station had a couple of returningshows, with Rove and Numbers averaging 135,000 and 66,000 viewersrespectively.

Nationally, the Seven Network won the week with a commercial share of37.9%. The Nine Network came second with 34.0%, followed by the TenNetwork with 28.1%. Seven had the top two programmes for the week withPacked To The Rafters averaging just under 1.9 million, followed bySunday’s News averaging over 1.7 million. Nine’s Sunday News was thethird most watched programme for the week with an average audience of1.610 million viewers.

GO CHANNEL

Nine’s new HD channel GO has recorded a solid start in the free-to-airTV market, with the first official ratings reporting a total audienceshare of 2.8% for 6pm-midnight for Sunday 23 August. In the station’score demographic of People 16-39, they secured a share of 5.6% across5-city metro for 6pm to Midnight. GO also scored a 4.4% share of thePeople 18-49 demographic and 3.9%  against People 24-54.

Top 10 Daily FTA Multichannel Ranking

In individual markets GO captured a 3.5% share in Sydney, 3.0% share inMelbourne, 3.3% share in Brisbane, 4.0% share in Adelaide and a 2.6%share in Perth, with its highest rating premiere “The Big Bang Theory”averaging 230,000 viewers.

MOBILE INTERNET USE INCREASES    

According to an e-Business Report from Sensis, over a quarter of allAustralian mobile users have accessed mobile internet. Almost half ofall People 20-29 have now used mobile internet, while 47% of Teens14-17 and 18-19 year olds are using their mobiles to surf the internet.The report also found that 33% of Australians in their 30s and 24% intheir 40s are using their mobiles to access the internet. Some otherinteresting facts to come out of the report are:

• 41% of mobile internet users are looking for information on products and services.

• 36% are looking for suppliers of products and services.

• 25% of mobile internet users have purchased a ringtone.

• 25% have used mobile banking.

• 19% have made a credit card purchase.

• 12% have ordered goods or services.

• 10% have brought or sold though an auction site.

The survey, now in its 14th year, was based on telephone interviews conducted with 1500 Australians in June.

FINANCIAL REVIEW FIRST

A new advertising opportunity is being offered by the Financial Review,the ‘advertising pocket’. Through Initiative, Mercedes Benz was thefirst advertiser to use the pocket with the AFR in Australia onWednesday 26th August. The pocket works in a similar f
ashion to a wrap,however,  is high gloss with the paper sitting inside in a cradle likemanner. This form of advertising is distributed in the CBD through newsagencies.  

SMH TO CHANGE FORMAT

As of September 21, 2009, The Sydney Morning Herald is changing itsformat with the new-look Monday to Friday paper featuring thebroadsheet news and opinion section folding around a tabloid dailybusiness and sport liftout. The formatting is in response to theever-changing habits of readers. The restructure features Business Dayleading in the front of the new compact section, and Sport at the back,with the news section also undergoing some minor design changes toimprove readability and navigation.

ONLINE MEASUREMENT

Nielsen has expanded its survey panel from 3,500 to 7,000 individualshas revealed that more people are using the internet than previouslythought. The new there is a unique audience of 13.6 million peoplemonthly users in Australia. The new panel data states that Google wasthe top online site with a unique audience of 12.4 million. Ninemsnattracted the second highest traffic with 9.7 million visitors permonth. A hybrid measurement system is due to launch next year.

WOMEN SURVEY

A US company, conducted a survey across 22 countries and more than12,000 women, including Australia, to assess their buying habits. Theconclusion reached was that many companies are not fully understandingwomen’s needs. Some Australian-centric results were as follows:

• Our control over household spending is 72% compared to the globalaverage of 64%, 49% say they are disappointed with  financial servicecompanies and 47% with banks, 48% expressed disappointment with theauto industry and 42% with physicians

• We are likely to trade up on bedding, food, restaurants, personal clothing and cosmetics

• We look for savings on mobile phones, internet providers, car rental and air travel.