Initiative Media Week in Review: June 13 – 19

TELEVISION

Top 5 Prime Time Programmes – People 18-39

1. Tuesday    2000-2030    Modern Family    NEW-10    14.9

2. Sunday    2030-2140    Underbelly: The Golden Mile    STW-9    14.5

3  Sunday    1930-2030    Masterchef Australia     NEW-10    13.8

4. Monday    1930-2030    Masterchef Australia    NEW-10    13.3

5. Tuesday    1930-2000    Masterchef Australia     NEW-10    13.2

Top 5 Prime Time Programmes People 25-39

1. Sunday    2030-2140    Underbelly: The Golden Mile    STW-9    19.6

2. Tuesday    2000-2030    Modern Family    NEW-10    18.2

3. Sunday    1930-2030    Masterchef Australia – Challenge    NEW-10    17.0

4  Monday    1930-2030    Masterchef Australia    NEW-10    16.6

5. Tuesday    1930-2000    Masterchef Australia    NEW-10    15.6

Top 5 Prime Time Programmes People 25-54

1. Sunday    2030-2140    Underbelly: The Golden Mile    STW-9    16.2

2. Sunday    1930-2030    Masterchef – Challenge    NEW-10    15.6

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

4  Tuesday    1930-2000    Masterchef Australia    NEW-10    15.0

5  Thursday    1930-2000    Masterchef Australia     NEW-10    14.6

Top 5 Prime Time Programmes People 35-54

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

2. Sunday    1930-2030    Masterchef Australia  – Challenge    NEW-10    16.1

3. Sunday    2030-2140    Underbelly: The Golden Mile    STW-9    15.8

4  Wednesday    1930-2030    Masterchef Australia    NEW-10    15.8

5  Thursday    2000-2100    Hamish & Andy Caravan of Courage    NEW-10    15.3

TVW-7 won the week overall (0600-2400) for Total People with acommercial share of 40.4%, followed by NEW-10 with 33.3% and STW-9 with26.3%.

TVW-7 had four of the top five programmes against Total Peoplewhich included Today Tonight, reaching an average 278,000 viewers,Sunday News, News and Australia’s Got Talent. Other programmes to makethe top twenty were The Force – Behind the Line, Sunday Night, BorderSecurity – Australia’s Front Line RPT and The Vicar of Dibley. Thefinal series of Australia’s Got Talent reached an average of 223,000viewers – up 26,000 from the previous week – to take fourth positionagainst Total People. The programme took out first place on Tuesdayaveraging almost two million Total People, nationally. The week alsosaw the final series of Brothers & Sisters, Breaking The Magician’sCode and Private Practice. Thursday night saw the return series of HowI Met Your Mother – RPT and Cougar Town. Unfortunately neither made thetop thirty.

STW-9’s top performing programme for Total People wasUnderbelly: The Golden Mile. It also grabbed the top spot for People25-39 and 25-54. Top Gear made the top fifteen programmes againstPeople 18-39, with CSI: Crime Scene Investigation also making the topfifteen for People 25-39.

Sunday’s Masterchef Australia – Challenge wasNEW-10’s top performing programme reaching an average of 216,000viewers, an increase of 30,000 week on week. Modern Family aired itsfirst episode four weeks ago and has seen a decline in ratings bothlocally and nationally. It lost 4% of its audience nationally and 11%locally from the previous week, however it was competing againstSeven’s Australia’s Got Talent finale. With the programmes conclusionit may help Modern Family attract more viewers over the next few weeks.Hamish and Andy’s Caravan of Courage special rated well making the topten programmes against all of our demographics.

The daytime segment waswon by NEW-10’s Saturday evening AFL: Round 13: Carlton vs Fremantlewith an average audience of 161,000 viewers. The other top fourpositions were dominated by Ten News at Five.

US RESEARCH BY TELEVISION BUREAU OF ADVERTISING

A study conducted by the TVB in the US concluded the following:

• People spend more time with television than any other medium andtelevision maintains the highest reach (nearly 90% of Adults 18+)
• More time is spent with TV than any other medium – more than 5 hours for Adults 18+
• Consumers credit television advertising with higher impact scores
• Television is cited as the key source for news, including local weather, traffic and sports news
• Television station websites connect with high percentages of consumers

ADVERTISING DEMAND BY MEDIUM

According to Adex, there has been strong demand in the first 5 monthsof the year across almost all media. The increase in government,telecommunications and finance is driving this growth.

All Media National Summary

YOY January – May 2010    $000s

TOTAL                                       9%

Metro TV                                  11%

Regional TV                            10%

Metro Press                             10%

Regional Press                         7%

Magazines                                 3%

Radio                                          6%

Cinema                                    -11%

Out Of Home                             17%

MOBILE PHONES

The mobile phone will soon overtake the computer as the most commondevice to access the internet, according to research from Initiative.Using its online consumer panel, The Connections Panels, Initiativecontacted 8000 active smartphone users across Italy, Sweden, UK, USA,Australia, China, India and South Korea, to find out how they usedtheir handsets. Given the choice between only having mobile internetand only having computer-based internet, one third of consumerscurrently opt for mobile internet, rising to nearly half among’Innovators’, the most technically advanced users. Across all markets,Initiative found that 65% of smartphone users use their mobile handsetto connect to the internet every day. US consumers are the heaviestusers, with 78% accessing daily, and 62% several times a day, for anaverage of 50 minutes per day. Contrary to popular belief, mobileinternet is not growing at the expense of any other media. Initiativediscovered that 76% of smartphone users connect to the internet viamobile in addition to their other internet usage. This means that themajority of smartphone users are either occupying dead media time ormulti-tasking, or a combination of the two. Initiative saw the highestlevel of multi-tasking was while watching TV, liste
ning to the radioand travelling – all at 50%. In addition, 39% access mobile internetwhile using internet via a computer, and 34% while reading newspapersand magazines. A staggering 80% of smartphone users said they haddownloaded an app. On average, smartphone users have downloaded 13 appswith 12 currently on their phone. Of these, eight are used regularly.The majority of apps downloaded are free, with 70% of consumers havingmore free than paid-for apps. The majority of smartphone users saidthey would prefer to receive advertising-supported apps, if it meantthey could download them for free.

CINEMA

A study conducted by AMR interactive, which involved eleven advertisingcampaigns from leading brands across a range of product categories,found the following when a combination of TV and cinema wasutilized:   

• A threefold uplift in propensity to buy

• Higher brand liking

• Higher brand image

• Higher advocacy for the brand

• Perceived brand as representing better value

• More favourable response to advertising for the brand