Initiative Media Week in Review: December 6 – 12
TELEVISION
Top 5 Prime Time Programmes – People 18-39
1. Sunday 2030-2300 The 40 Year Old Virgin NEW-10 10.0
2. Sunday 1930-2030 Glee NEW-10 10.0
3. Wednesday 2030-2100 The Cleveland Show NEW-10 7.3
4. Monday 1930-2000 The Force – Behind The Line TVW-7 7.2
5. Monday 2000-2030 Destroyed In Seconds TVW-7 7.2
Top 5 Prime Time Programmes People 25-39
1. Sunday 2030-2300 The 40 Year Old Virgin NEW-10 12.0
2. Sunday 1930-2030 Glee NEW-10 10.5
3. Tuesday 2040-2310 Mr & Mrs Smith – RPT STW-9 9.1
4. Thursday 2000-2030 Whacked Out Sports TVW-7 8.3
5. Monday 2040-2140 The Mentalist – RPT STW-9 8.0
Top 5 Prime Time Programmes People 25-54
1. Monday 2000-2030 The Middle STW-9 9.7
2. Sunday 2040-2140 Bones TVW-7 9.4
3. Monday 1930-2000 Two and Half Men RPT STW-9 9.3
4. Tuesday 1800-1830 News TVW-7 8.8
5. Sunday 2030-2300 The 40 year Old Virgin NEW-10 8.4
Top 5 Prime Time Programmes People 35-54
1. Monday 2000-2030 The Middle STW-9 11.5
2. Monday 1930-2000 Two And Half Men STW-9 11.1
3. Sunday 2040-2140 Bones TVW-7 11.1
4. Tuesday 1800-1830 News TVW-7 10.00
5. Wednesday 2030-2130 Cold Case STW-9 9.2
TVW-7 won the week overall (0600-2400) for Total People with acommercial share of 38.3%, followed by STW-9 with 34.6% and NEW-10 with27.2%.
The second week of the summer period saw TVW-7 deliver thirteenof the top fifteen programmes for Total People. These included News,Today Tonight, Bones, Outback Wildlife Rescue, Border Patrol, BetterHomes and Gardens Summer, The Force – Behind The Line, Destroyed inSeconds and Air Crash Investigations.
STW-9 lost 1.1% share and likelast week, managed to get two programmes in the top fifteen – Monday’sTwo and Half Men and the new series The Middle (139,000 viewers). Thelatter programme took number one position against People 25-54 and35-54. The movie Mr and Mrs Smith and The Mentalist rated well againstPeople 25-39 making the top five, with Monday Two and Half Men, ColdCase and What’s Good For You RPT all making the top six for People35-54.
The movie The 40 Year Old Virgin on NEW-10 rated well taking thenumber one spot for People18-39 and 25-39 with Glee taking secondposition with these demo’s.
Once again Ten News at Five dominated thetop seven positions in the daytime segment followed by STW-9’s SecondTest – Australia v West Indies.
Although all three networks have been offering episode downloads andstreaming video in various forms, the Seven Network is the first tolaunch a single streaming video service. This will be available inJanuary 2010 through Yahoo!7. The new website will offer full-lengthepisodes of Seven’s programming, including shows Home and Away, Grey’sAnatomy, and upcoming series such as My Kitchen Rules.
AD MARKET
The advertising market crept back into growth last month, with recoveryin print and outdoor signalling an end to the sharpest media downturnin more than 50 years. Advertising placed by agencies rose 6 per centin November compared with November 2008. This heralded the firstyear-on-year increase of 2009. The Australian newspaper industry hasdelivered an increase YOY which leaves them faring better than their UScounterparts where print advertising continues to fall. The outdoorindustry has also reported double digit growth in December andmetropolitan radio revenues were up 4.5%. The free-to-air TV marketalso continued to improve in December.
MEDIA FUTURES SURVEY
This survey has a sample size of 450 Australian advertisers and seniormedia executives from free-to-air and pay television, newspapers,radio, out-of-home, internet, magazines and cinema. Nationaladvertisers are predicting growth of 5.3% in main media advertising. Aquarter of respondents plan to increase total ad spend on FTA TV, PayTV, newspapers, internet and radio. The key growth sectors for ad spendin 2010 appear to be the automotive and financial sectors withgovernment, retail and telecommunications expected to also increaseexpenditure.
THE SUNDAY TIMES
The Sunday Times has announced that they will be inserting HOME in theWeekend Australian on a Saturday as from February 7, 2010.
They will also be launching a revamped STM, Escape and Body and Soul – Taste. More details of the changes will be advised.
RADIO
Survey #8, 2009 results were released on Tuesday 15 December and the following is a snap shot of the Perth market.
94.5FM 92.9FM 96FM NOVA 6PR 6IX JJJ
People 18-39 14.3% 25.9% 15.0% 20.1% 3.5% 1.8% 19.3%
People 25-39 16.0% 24.0% 16.0% 17.1% 4.9% 2.6% 19.3%
People 25-54 24.7% 18.2% 17.0% 12.9% 6.5% 7.7% 13.0%
People 35-54 31.0% 13.3% 17.7% 10.3% 8.0% 10.7% 8.9%
• 94.5FM has retained the number one position for People 10+ despite anoverall decrease of 2.5%. The breakfast team held onto their #1position although losing 1.3% share from last survey.
• 92.9FM saw a massive increase of 6.8% against People 18-24 and 3.1%for People 25-39, remaining the number two station for People 10+.Hamish and Andy’s drive show continued to dominate the segmentincreasing share by 1.4%.
• 96FM suffered decreases with People 10-17, 18-24 and 40-54 and gained a slight share of 0.9% for People 25-39.
• Nova 93.7 gained share across People 10-17 and 40-54, however lostshare against all other demos. Overall they gained 0.3% with People 10+.
• 6PR lost audience share against their core demographic of People40-54 (0.3%), but increased with People 18-24 and 25-39. Overall theydropped by 1.3% for People 10+.
• 6IX increased share for People 10-17, and lost with People 18-24,40-54 and 55+. Their share remained the same with People 25-39. Thisresulted in an overall decrease of 0.8% for People 10+.
• 6JJJ saw increases against all demographics except People 40-54. Their share remained the same for People 55+ and Grocery Buyers.
