Initiative Media Week in Review: April 25 – May 1

TELEVISION

Top 5 Prime Time Programmes – People 18-39

1. Monday    1930-2030    Masterchef Australia    NEW-10    15.4

2. Wednesday    1930-2100    Masterchef Australia     NEW-10    13.3

3  Tuesday    1930-2040    Top Gear    STW-9    10.4

4. Sunday    2030-2140    Underbelly: The Golden Mile    STW-9    9.6

5. Monday    1930-2000    Two and Half Men    STW-9    9.5

Top 5 Prime Time Programmes People 25-39

1. Monday    1930-2030    Masterchef Australia    NEW-10    16.4

2. Wednesday    1930-2100    Masterchef Australia     NEW-10    15.7

3. Tuesday    1930-2040    Top Gear    STW-9    12.1

4  Sunday    2030-2140    Underbelly: The Golden Mile    STW-9    12.0

5. Tuesday    1930-2000    Masterchef Australia    NEW-10    11.7

Top 5 Prime Time Programmes People 25-54

1. Monday    1930-2030    Masterchef Australia    NEW-10    16.7

2. Wednesday    1930-2100    Masterchef Australia     NEW-10    15.1

3. Tuesday    1930-2040    Top Gear    STW-9    13.1

4  Monday    1930-2000    Two and Half Men    STW-9    12.9

5  Mon-Wed    1800-1830    News    TVW-7    11.6

Top 5 Prime Time Programmes People 35-54

1. Monday    1930-2030    Masterchef Australia    NEW-10    17.2

2. Wednesday    1930-2100    Masterchef Australia    NEW-10    15.3

3. Sunday    1800-1830    News    TVW-7    13.8

4  Mon-Wed    1800-1830    News    TVW-7    13.5

5  Tuesday    1930-2040    Top Gear    STW-9    13.4

TVW-7 won the week overall (0600-2400) for Total People with acommercial share of 40.3%, followed by NEW-10 with 32.2% and STW-9 with27.5%.

The top performing programme this week for Total People wasSeven News (Mon-Wed) which delivered an average audience of 235,000viewers. The News was also popular with the 25-54 and 35-54 year oldsmaking the top five. Other top performing programmes which made the topfifteen on TVW-7 included The Force – Behind The Line, Today Tonight,Australia’s Got Talent and Seven’s AFL: Round 5: Fremantle vs Richmond,(with an average audience of 166,000). Desperate Housewives was Seven’sonly programme to make the top ten against People 18-39 and People25-39. The News and Today Tonight were the strongest programmes forPeople 25-54 and People 35-54.

Although still performing well, STW-9’sUnderbelly: The Golden Mile suffered a decrease in ratings against allour demographics (Week on Week) due to being up against both Seven’sAFL: Fremantle vs Richmond and NEW-10’s Masterchef Australia. Top Gearretained its audience, making the top five for all our demographics.Two and Half Men continues to rate well taking fifth position withPeople 18-39 and fourth with People 25-54.

With an increase of 3,000viewers from its launch last week, Monday’s Masterchef on NEW-10 tooksecond position against Total People with an average audience of217,000 viewers. Monday and Wednesday’s Masterchef secured first andsecond position against all our demographics. Other strong performersfor People 18-39 included Good News Week, Tuesday Masterchef, FridayMasterchef, Glee and Bondi Rescue. The week saw the return series ofMerlin and Glee both on NEW-10. Unfortunately they did not make it intothe top fifteen programmes for Total People.

The top three positions inthe daytime segment were dominated by Ten News at Five followed bySeven’s AFL: Round 5: Collingwood vs Essendon.

MAGAZINE LAUNCH

News Magazines has announced they will launch a MasterChef Magazine onMay 10. It will consist of 164 pages with a cover price of $4.95. Whilethe magazine is inspired by the TV series, it will be a stand-alonepublication, with its own life beyond the show’s on-air cycle. Like theshow, the magazine will celebrate food and cooking, by providingrecipes and cooking information.

DIGITAL TELEVISION

Digital TV penetration within Australia now sits at 68% of all homenationally according to the latest Australian Government’s Digitaltracker Report (March 2010) – up 7 points from the previous quarter andup an incredible 21 points from a year ago.

• 68% of homes converted (i.e. at least one TV set with the home is capable of receiving digital TV)
• 95% of households are now aware of the switchover.
• Of the 32% of households that remain unconverted, 80% intend to convert.
• Of those with digital TV, 80% are satisfied with the service.

Metro Markets

• Sydney has the lowest penetration of digital TV out of the 5 capital cities with only 61% of homes converted.
• While Perth sits at the higher end of the spectrum with 76% of homes converted.

Regional Markets

• Mildura is the first market to switchover this 30th June, 2010.
• 87% of homes have converted.
• Almost 100% are aware of the switchover.
• Darwin sits at 82% penetration, while Tasmania sits at 82%
• The 4 Aggregated markets sit around 71% to 73% penetration
• Regional WA and Remote Central sit at only 49% and 47%

PERSONAL VIDEO RECORDER PENETRATION

According to OZTAM, as of the first quarter of 2010, the penetration of PVR’s in homes across Australia is as follows:

                                 5 City     Sydney   Melbourne   Brisbane    Adelaide      Perth

% of Households    29.8          30.6            29.4            29.6           26.3          32.5

NEW FOOTY PROGRAMME

Later this year, Telstra will launch an AFL panel programme calledSunday Footy Wrap. Dermott Brereton along with Trevor Marmalade,Lawrence Mooney and Michael Christian will be the hosts. The programmewill feature AFL news and video highlights from the games as well ascomedy sketches, fan vox pops and viewer-driven online talkback. Itwill screen live online, on mobile and on BigPond’s dedicated AFLchannel. The content will be free and unmetered for BigPond customersonline and will be included within the $5.95 AFL action pack on Telstramobiles. Advertising formats for the service are being addressed.

NIELSEN’S INTERNET AND TECHNOLOGY REPORT

Topline results from this survey are:

• 43% of total Australian mobile phone owners have internet-enabledhandsets, although just 29% use their mobiles to access the internet.Search came out on top of activities conducted on mobile internet, with73% of respondents claiming to have used mobile search compared to 30%a year ago. Checking the news and weather, emails, maps anddirectories, and social networking were also cited as common mobileactivities.
• Among the 39% of users accessing social networking sites on mobile,(up 28% YOY), Facebook was the most popular with 98% of respondentssaying they use it, followed by Twitter (20%) and MySpace (17%)
• Among those who do not currently access social networking sites, 90%said they plan to use Facebook, 18% Twitter and 11% MySpace in thecoming year. Thirteen percent anticipate they will use mobile searchand 11% plan to use mobile banking.
• Nokia maintains its lead on internet-enabled devices in the market,with a 35% share. Apple’s iPhone comes in second with a 28% share
• 61% of respondents said they would consider an iPhone for their next mobile purchase, compared to 39% for Nokia.

DIGITAL OUTDOOR

A digital exhibition in Los Angeles has launched a ground breakingproject to coincide with the Blu-ray release of Avatar. A free standingstructure with multiple digital screens is set up which uses customizedtechnology to morph faces of shoppers into Na’vis as they watch.  TheAvatar display is a 60′ x 10′ structure with three “morphing stations”plus a video wall branded in Avatar themes. People can enter theiremail address via a touch screen which is a part of the set up and besent a video of their transformation along with information on where topurchase the Blu-ray disc.