Initiative Media Week in Review: May 9 – 15

TELEVISION

Top 5 Prime Time Programmes – People 18-39

1. Monday   1930-2030   Masterchef Australia   NEW-10   14.8

2. Wednesday    1930-2030    Masterchef Australia     NEW-10    13.2

3  Friday    1900-2200    AFL: Fremantle vs Collingwood    TVW-7    12.6

4. Sunday    2100-2200    Underbelly: The Golden Mile    STW-9    12.0

5. Monday    2030-2200    Good News Week    NEW-10    11.8

Top 5 Prime Time Programmes People 25-39

1. Monday    1930-2030    Masterchef Australia    NEW-10    17.4

2. Friday    1900-2200    AFL: Fremantle vs Collingwood    TVW-7    15.8

3. Sunday    2100-2200    Underbelly: The Golden Mile    STW-9    14.1

4  Wednesday    1930-2030    Masterchef Australia    NEW-10    14.0

5. Monday    2030-2200    Good News Week    NEW-10    12.5

Top 5 Prime Time Programmes People 25-54

1. Friday    1900-2200    AFL: Fremantle vs Collingwood    TVW-7    18.7

2. Wednesday    1930-2030    Masterchef Australia     NEW-10    16.6

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

4  Sunday    1930-2030    Masterchef Australia – Challenge    NEW-10    14.1

5  Thursday    1930-2000    Masterchef Australia     NEW-10    12.8

Top 5 Prime Time Programmes People 35-54

1. Friday    1900-2200    AFL: Fremantle vs Collingwood    TVW-7    21.1

2. Wednesday    1930-2030    Masterchef Australia    NEW-10    17.5

3. Monday    1930-2030    Masterchef Australia    NEW-10    16.2

4  Sunday    1930-2030    Masterchef Australia – Challenge    NEW-10    15.2

5  Tuesday    1930-2000    Masterchef  Australia    NEW-10    13.8

TVW-7 won the week overall (0600-2400) for Total People with acommercial share of 39.5%, followed by NEW-10 with 32.3% and STW-9 with28.2%.

TVW-7 won nine of the top fifteen programmes for Total People, withFriday AFL: Round 8: Fremantle vs Collingwood capturing the number oneposition and reaching an average of 315,000 viewers. Their other topperforming programmes included News, Today Tonight, Australia’s GotTalent and The Force – Behind the Line. Bones rated well with People25-54 and 35-54, making the top ten. Desperate Housewives and Brothers& Sisters were removed from Monday’s programming due to thecoverage of AFL: St Kilda vs Carlton, which failed to make the toptwenty programmes for Total People.

After a week off due to the Logies coverage, Underbelly: The GoldenMile on Nine returned with a double episode on Sunday night. It tookout the top two spots nationally (1,677.301 & 1,612,871) and sixthposition (169,000) locally. Australia’s Funniest Home Videos rated wellagainst People 18-39 and 25-39 taking eleventh and seventh positionrespectively.

Masterchef on NEW-10 continues to dominate the top five spots againstall our demographics. Monday’s Masterchef took fourth position againstTotal People reaching an average 222,000 viewers. The week saw thefinal of Bondi Rescue which managed to just make it into the top twentyagainst Total People.

The top five positions in the daytime segment were dominated by TenNews at Five, and NEW-10’s Saturday afternoon AFL: Melbourne vs WestCoast Eagles taking fourth position.

Jessica Watson’s live homecoming coverage on Saturday 15th May wasshown on all the commercial networks on the day. Seven scored thehighest average audience (452,185) followed by Nine (428,601). Incomparison, major sponsor ONE averaged 143,891 viewers. Viewers tunedinto the 6pm news for the wrap-up with Seven News securing top spotwith 1.340 million followed by Nine News with 1.257 million.

ABC MARCH 2010 MAGAZINE RESULTS

Overall weekly magazine sales were down 8.29% year on year in theAudit Bureau of Circulation’s March 2010 report. Some highlights wereas follows:

• Pacific’s Famous Magazine was up by 14.39%

• Although New Idea did increase but only by 0.12% YOY.

• Who Magazine dropped by 1.64%

• That’s Life decreased by 9.97%.

• ACP’s NW was down 15.39%

• OK! Magazine dropped by 14.62%

• Take 5 decreased by 11.03%

•  Women’s Day declined by 0.18%

• Zoo Weekly was down by 8.12%.

• Fairfax’s BRW decreased by 1.09%

TOP 10 MOST READ MAGAZINES MARCH 2010

Women’s Weekly                 2,185,000

Women’s Day                      2,045,000

Better Homes & Gardens     1,799,000

New Idea                            1,563,000

Open Road                         1,254,000

That’s Life                          1,130,000

Royal Auto (Vic)                    980,000

Foxtel Magazine                    973,000

Super Food Ideas                  958,000

TV Week                                 890,000

NEWSPAPER ABC RESULTS MARCH 2010

Overall, national newspaper circulation slipped by 3.29% in the 12 months to March 2010. Major paper results were as follows:

• The Saturday edition of the Australian Financial Review dropped by 6.55% YOY and the Monday-Friday edition saw a drop of 8.63%.
• The Australian declined by 4.38%.
• News Limited’s Sunday Telegraph fell by 2.41% and the Daily Telegraph Mon-Fri by 3.03%.
• The Sydney Morning Herald’s Monday-Friday editions slipped by 1.73% and Saturday by 5.29%.
• The Saturday edition of The Melbourne Age dropped by 5.09% YOY and the Monday-Friday edition by 4.1%.
• Saturday’s Herald Sun dropped by 1.07% and the Monday to Friday edition by 1.74%.
• The Sunday Age was the only paper to see a slight increase of 0.5%.
• The Sunday Herald Sun fell by 2.03%.
• The Brisbane Courier Mail’s Monday-Friday editions dropped by 2.92% and 1.95% on Saturday.
• The Sunday Mail also dropped by 5.62%.
• Monday-Friday’s Adelaide Advertiser decreased by 3.61% and Saturday by 2.64%
• The Sunday Mail decreased by 2.23%.
• The West Australian’s Monday-Friday editions decreased by 4.2% and Saturday by 4.79%.
• The Sunday Times dropped by 2.92%. 

NEWS LTD SECTIONAL RESEARCH

Finally, one
of the newspaper groups is going to publish researchon how readers consume a newspaper. News Ltd will release theirresearch results at the end of May, having drilled down to determinehow engaged readers are with the various sections of the paper. Topline results are as follows:

• The average reader spends 43 minutes a day reading their metropolitan newspaper
• On Saturdays, they spend 57 minutes and on Sundays, 62 minutes
• 85% are reading half or more of their newspaper
• 90.1% of female readers 18+ regularly read body+soul and 72.2% always read it
• Other sections broken down include News, Sport, Business, TV Guide, Escape and Your Money.

FOXSPORTS TO MAKE AUSTRALIAN 3D TV HISTORY

On Monday May 24, FOX SPORTS will make Australian televisionhistory with their broadcast of the Socceroos’ last home match beforethe 2010 FIFA World Cup by broadcasting live in 3D.  FOXTEL iQ2 andAUSTAR MyStar HD subscribers with a 3D ready television will be able towatch the game in 3D.

ANOTHER MEDIA FIRST

The largest mobile deal in Australia has been signed off betweenOptus Media and Emirates for the World Cup Soccer Tournament in SouthAfrica. Emirates ads will be placed on the Optus World Cup website, theFIFA mobile portal and pre-rolls on video-on-demand. The ads will runacross BigMobile’s ad network “sports” category which will includesites and applications on News.com.au, Planet 2 and Vodafone live!

INAUGURAL EDITION OF MASTERCHEF MAGAZINE REPRINT

The world-first, much-anticipated MasterChef Magazine is beingre-printed due to remarkably strong early sales.  Just four days afterlaunching the magazine and prior to the busy late night and weekendtrade, 40% of the total print run had been sold.