Initiative Media Week in Review: May 30 – June 5

TELEVISION

Top 5 Prime Time Programmes – People 18-39

1. Monday  1930-2030   Masterchef Australia    NEW-10    17.9

2. Sunday    2030-2130    Underbelly: The Golden Mile    STW-9    15.8

3  Wednesday    1930-2030    Masterchef Australia     NEW-10    15.7

4. Tuesday    1930-2000    Masterchef Australia    NEW-10    14.9

5. Sunday    1930-2030    Masterchef Australia – Challenge    NEW-10    14.5

Top 5 Prime Time Programmes People 25-39

1. Wednesday    1930-2030    Masterchef Australia    NEW-10    19.3

2. Monday    1930-2030    Masterchef Australia     NEW-10    19.0

3. Tuesday    1930-2000    Masterchef Australia     NEW-10    16.5

4  Sunday    2030-2130    Underbelly: The Golden Mile    STW-9    16.5

5. Sunday    1930-2030    Masterchef Australia – Challenge    NEW-10    16.5

Top 5 Prime Time Programmes People 25-54

1. Wednesday    1930-2030    Masterchef Australia    NEW-10    20.1

2. Monday    1930-2030    Masterchef Australia     NEW-10    18.8

3. Tuesday    1930-2000    Masterchef Australia     NEW-10    17.2

4  Thursday    1930-2000    Masterchef Australia    NEW-10    16.6

5  Sunday    1930-2030    Masterchef Australia – Challenge    NEW-10    16.1

Top 5 Prime Time Programmes People 35-54

1. Wednesday    1930-2030    Masterchef Australia    NEW-10    20.4

2. Monday    1930-2030    Masterchef Australia     NEW-10    19.4

3. Thursday    1930-2000    Masterchef Australia    NEW-10    18.6

4  Tuesday    1930-2000    Masterchef Australia    NEW-10    18.3

5  Sunday    1930-2030    Masterchef Australia – Challenge    NEW-10    15.8

TVW-7 won the week overall (0600-2400) for Total People with acommercial share of 38.1%, followed by NEW-10 with 34.1% and STW-9 with27.8%.

TVW-7 had six of the top fifteen programmes for Total People and theseincluded Sunday News, News, Today Tonight and Australia’s Got Talent.Seven’s Sunday News was the top performing programme for Total Peoplereaching an average of 270,000 viewers, followed by NEW-10’s WednesdayMasterchef with 254,000 viewers and Seven’s Monday News with 264,000.The week saw the final of The Pacific and Dog Squad on TVW-7 – neitherprogramme made it into the top thirty for Total People.

STW-9 had two programmes in the top fifteen – Underbelly: The GoldenMile and Customs- with the latter increasing viewership by 34,000 fromlast week. Customs had its best result this season nationally,averaging 1.454 million, up 9% week on week. This week saw the returnseries of CSI: Crime Scene Investigation Unit and a new seriesAustralian Druglords. Unfortunately neither rated well enough to makethe top thirty programmes for Total People.

Once again Masterchef on NEW-10 has dominated the top five positionsfor all our demographics. Wednesday’s Masterchef took second positionlocally against Total People and top spot nationally, averaging justshy of 2 million average viewers on the night. Merlin and NCIS on theTen Network also made the top fifteen.

The top programme in the daytime segment was Seven’s Sunday AFL: RoundTen: Fremantle vs North Melbourne which averaged 169,000 viewers. TenNews at Five only had two spots in the top five as the other positionswere taken by NEW-10 Saturday Night AFL: West Coast Eagles vs Geelong,averaging 157,000 viewers, and Seven’s AFL: Round Ten: Carlton vs WestCoast Eagles on Sunday which averaged 156,000 viewers.

REGIONAL TV

Results from the Regional TV Marketing survey for 2010 have been issued. Topline information is as follows:

• Regional consumers account for approximately 36% of Australian sales of most goods and services
• Regional areas have enjoyed a 15% growth of population since 2001 with the majority of new residents being young families
• There has been a 37% growth in regional household incomes over the past 5 years
• There has been a 25% increase in professional and managerial occupations
• FTA TV is watched more in the regional areas than Pay TV
• The regional markets have embraced digital TV faster than theirmetro city counterparts with the rollout of digital starting this yearin most regional markets and finishing up in 2013 in the metro markets

IN-FLIGHT ADVERTISING

Plans are afoot for ad placements on Jetstar aircrafts’ overheadlockers, external aircraft wraps, in-flight TV ads and iPadadvertising.  The airline has announced it will trial the iPad on itsaircrafts to be used as in-flight entertainment. Commencing later thismonth on selected domestic routes across Australia, the iPads willfeature movies, TV programmes, eBooks, music videos, games and CDs at acost of $10 per passenger.

ADEXCHANGE

Google announced last week plans to launch AdExchange which is aneBay-style trading exchange for online advertising inventory inAustralia. Google’s DoubleClick and News Ltd tried and failed to getthis off the ground in 2008 due to resistance from major Australianonline publishers. The first trading transactions from any Australianonline publisher were scheduled for early in the New Year.

GOOGLE TV

A new hybrid television platform called Google TV was announced bythe company last week. It is expected to launch in the US later thisyear on web-enabled televisions using set-top boxes. Google TV will letusers search for television content such as free-to-air programmes, DVRrecordings and YouTube clips, just as they do on the web site and itwill also offer a variety of other functions such as photo slide-shows,gaming, music and traditional internet functions. One controversialpart of the new venture is that it is likely that it will be impossibleto skip the advertising on it, as the ads will be served in real time.There are a few reasons that consumers may not tune in to Google TV (inthe US):

• It requires yet another box, in what is already a complicatedlandscape, Logitech boxes cost upwards of $400 (US) otherwise consumersneed to buy and Android HD TV
• Viewers want enhanced programming and greater convenience from their TV, not just the capacity to surf the net
• By the time Google makes this service available, the majority ofcable homes in the US will have interactive features included in theircurrent subscription -allowing them to vote on reality shows with theclock of their remote control For advertisers, the Google model offersfew clear advantages -while Google can deliver ads in their overlays,they cannot make TV advertising more targeted or interactive

TELSTRA

Telstra is launching a new mobile social network called Tribe whichcombines Facebook, Twitter and MySpace in a single location. Customerscan manage their social profile from a single portal that can beaccessed from a range of Next G mobiles. Most Tribe features are nocharge.

CRACKLE

Sony Pictures Entertainment is launching Crackle in Australia – afree video site which gives users online access to its TV series andmovies. Crackle is based on the USA model and is being funded withadvertising. It can be found at www.crackle.com

RALPH MAGAZINE

ACP has announced that Ralph will cease to be published effectivethe July 2010 issue. It will still be available on its websitewww.ralph.ninemsn.com.au