Initiative Media Week in Review: September 13 – 19

TELEVISION

Top 5 Prime Time Programmes – People 18-39

1. Sunday    2000-2030    The Force – Behind The Line    TVW-7    13.1

2. Sunday    1930-2000    Border Security – Australia’s Front Line    TVW-7    12.8

3. Saturday    1730-2100    AFL Prelim Final: Geelong vs Collingwood    NEW-10    12.0

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

5. Tuesday    1930-2030    20 To 1    STW-9    10.3

Top 5 Prime Time Programmes People 25-39

1. Sunday    1930-2000    Border Security – Australia’s Front Line    TVW-7    15.6

2. Sunday    2000-2030    The Force – Behind The Line    TVW-7    15.5

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

4. Saturday    1730-2100    AFL Prelim Final: Geelong vs Collingwood    NEW-10    12.2

5. Monday    2030-2200    Good News Week    NEW-10    11.9

Top 5 Prime Time Programmes People 25-54

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

2. Saturday    1730-2100    AFL Prelim Final: Geelong vs Collingwood    NEW-10    14.6

3. Sunday    2000-2030    The Force – Behind The Line    TVW-7    14.0

4. Sunday    1730-2000    Border Security – Australia’s Front Line    TVW-7    13.4

5. Friday    1830-2200    AFL Prelim Final: St Kilda vs Western Bulldogs    TVW-7    12.9

Top 5 Prime Time Programmes People 35-54

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

2. Saturday    1730-2100    AFL Prelim Final: Geelong vs Collingwood    NEW-10    15.7

3. Friday    1830-2200    AFL Prelim Final: St Kilda vs Western Bulldogs    TVW-7    14.5

4. Thursday    1830-1900    Today Tonight    TVW-7    14.3

5. Sunday    2000-2030    The Force – Behind The Line    TVW-7    13.6

TVW-7 has taken out the number one position, capturing a commercialshare of 40.3% for Total People overall (0600-2400) followed by NEW-10with 30.7% and STW-9 with 29.0%.

TVW-7 had fourteen of the top fifteenprogrammes including News, Packed To The Rafters, Today Tonight, TheForce – Behind The Line, AFL Preliminary-Final 1: St Kilda vs WesternBulldogs, Border Security – Australia’s Front Line, RSPCA AnimalRescue, City Homicide, Sunday Night, Last Chance Surgery and World’sStrictest Parents. The new show Last Chance Surgery premiered onTuesday to an average audience of 164,000 viewers.

STW-9 was unable toget any programmes into the top fifteen this week. Their highest ratingshow was the season finale of The Farmer Wants A Wife. It averaged156,000 viewers which was 48,000 less than the previous season’sfinale.

NEW-10 had the remaining programme in the top fifteen with theAFL Preliminary-Final: Geelong vs Collingwood taking out the nuber oneposition with an average audience of 243,000. Two shows premiered latenight on Sunday on NEW-10, Little Britain USA and Nurse Jackie, bothaveraging less than 75,000 viewers.

Nationally, Nine won the week with a 37.1% share, Seven placed secondwith 35.8% and Ten third on 27.1%. The week’s top programme was PackedTo The Rafters again, which averaged 1,806 million viewers. Nine’sSunday News was second with 1,571million viewers and Seven’s BorderSecurity – Australia’s Front Line rounded out the top three programmesfor the week.

RADIO

Survey #6, 2009 results were released last week and the following is a snap shot of the Eastern States market.

Sydney

• 2GB still remains the number one station for People 10+. The stationlost share against People 40-54 and 55+, however, they remain number 1in breakfast, morning, afternoon and evening.

• 2Day FM lost a further 1.8% for People 10+, as Kyle puts his foot inhis mouth again. They gained 0.9% for People 10-17 and are still numberone for this demographic.  They are still the clear winner for drive,despite a loss of 3.0% in the segment.

• Triple M gained audience share of 0.2% for People 10+. They alsoincreased share for People 10-17 and 18-24 by 1.8% and 1.3%respectively.

• Nova 96.9 remained in the fourth position overall. They lost 1.2% and 1.3% for People 10-17 and 18-24 respectively.

• Vega 95.3 increased share by 0.7% for People 10+, spurred on by increases for People 10-17, 25-39, 40-54 and Grocery Buyers.

• Mix 106.5 lost share against all demographics except People 25-39. They dropped 1.4% for People 10-17 and 0.8% for 40-54’s.

• WSFM gained audience share with People 10-17 and 18-24, however, thiswas not enough to save them from a decrease in overall share of 0.4%.

• 2UE had a good survey increasing share from 7.2% to 8.3% for People10+.They increased share against People 40-54 and 55+ by 2.7% and 1.1%respectively.

Melbourne

• 3AW’s slipped 0.6% down to 16.2% for People 10+, however, maintainedtheir number one position. They also remain number one for People 40-54and 55+ despite loses of 0.9% and 1.7% respectively.

• Fox FM suffered a further slight decrease for People 10+ , however,retained their second place in the market for commercial stations. Theyincreased share for People 10-17 (2.5%), but lost People 18-24 (-1.1%)and 25-39 (-1.2%)

• Triple M had a small loss for People 10+ however, enjoyed an increaseof 3.7% for People 10-17 which doubled their share for this demographic.

• Nova 100 lost 0.3% for People 10+, with decreases for People 10-17and 25-39. They remain the number two station for People 10-17, 18-24and 25-39.

• Vega 91.5 lost 0.6% for People 10+; due in part to decreases for People18-24, 25-39 and 40-54.

• Gold FM gained share of 0.8% for People 10+. They had huge changes inPeople 10-17 and 18-24 with movement of -3.5% and 3.8% respectively.

• Mix 101.1 FM saw an increase of 2.0% for People 18-24 and 1.0% in the Afternoon segment.

Brisbane

• Nova 106.9 remained in the top position overall gaining 1.8% forPeople 10-17, 1.1% for People 18-24 plus winning the afternoon segment.

• B105 gained 0.3% for People 10+ to remain in the number two position.They retained the number top position for People 10-17 despite adecrease in share of 1.1%.

• Triple M lost audience share for People 10+, down by 1.0%. The mostsignificant decrease was 2.3% for People 18-24 which eats away at the4.1% gain from the previous survey.

• Talkback station 4BC increased slightly for People 10+. They had a great survey for People 40-54 with a gain of 4.3%.

• 4KQ increased 0.2% share for People 10+, and had a gain of 1.6% for People 40-54.

• 97.3FM lost share by 0.9% for People 10+, with increases against all demographics. The largest was 1.7% for People 40-54.

Adelaide

• 5AA continue to be the number one station for People 10+ despite asmall decrease of 0.3%. They also continue to lead the breakfast andevening segments.

• Nova 91.9 slightly increased share by 0.1% up to 9.2% for People 10+.They were unable to hold onto the number one position for People 18-24.

• Triple M regained some ground with an increase of 0.6% for People10+; however they experienced decreases for People 10-17, 18-24 and25-39.

• SAFM lost 0.5% share for People 10+. They remain the top station forPeople 10-17 and 25-39 and picked up the top position for People 18-24with an increase of 1.5%.

• Mix 102.3 increased share by 0.6% for People 10+, with gains for People 10-17, 25-39 and Grocery Buyers.

PRINT READERSHIP CHANGES

Roy Morgan Research is considering modifications to the currentreadership methodology as a result of feedback from media buyers. Someof the main alterations requested are as follows:

• Day by day readership figures for newspapers.

• Issue specific readership for magazines.

• Sectional readership data for newspapers.

• Improved measurement of reader engagement.

• Online and mobile readership data.

• Current face to face interviews to be recorded in real time, allowingfaster data availability and more flexibility in the questions asked ofinterviewees.

SYDNEY MORNING HERALD

On Friday September 18, the Sydney Morning Herald printed its lastweekday broadsheet business and sports section. It will be tabloid fromnow on.

2009 BEST GLOBAL BRAND REPORT

This report tables the way consumers are behaving, what brands they trust and what brands they buy. The top 10 were as follows:

• IBM

• Microsoft

• GE

• Nokia

• McDonald’s

• Google (up 25%)

• Toyota

• Intel

• Disney.

Although not appearing in the top ten, many brands increased theirranking including Nescafe (up 2%), Heinz (up 9%), Kellogg’s (up 7%),Wrigley (up 10%), Colgate (up 2%), Gillette (up 4%), Danone (up 10%),Johnson & Johnson (up 7%), Apple (up 12%) and Amazon (up 24%).

DIGITAL TROLLEY ADS

Digital advertising on supermarket trolleys served according to anindividual’s location in-store will launch in the Australian marketthis November through Media Cart. They will trial computerised shoppingtrolleys this November through IGA stores in Sydney and the ACT.

AMERICAN SURVEY – OLD MEDIA vs NEW

An American survey was instigated to measure whether new innovationssuch as Twitter have adjusted people’s response to the media for newsstories. In response to the question “What was your first source formajor news stories”, the results were as follows:

• Television – 49%.

• Internet – 15%.

• Radio – 13%.

• Newspapers -10%.

• Twitter – 1%.

• Email – 1%.

• Social networking sites – 1%.

Similarly, for 48% of Americans, TV is the primary source for follow-upreports on those news stories, followed by the Internet at 29% andnewspapers at 9%.