Initiative Media Week in Review: July 25 – 31
TELEVISION
Top 5 Prime Time Programmes – People 18-39
1. Sunday 2100-2200 Masterchef Australia- The Winner Announced NEW-10 30.4
2. Sunday 1930-2100 Masterchef Australia – Finale Night NEW-10 28.9
3 Tuesday 2030-2130 Packed to The Rafters TVW-7 15.6
4. Sunday 22.00-2300 Undercover Boss Premiere NEW-10 15.2
5. Monday 1930-2030 Undercover Boss NEW-10 12.3
Top 5 Prime Time Programmes People 25-39
1. Sunday 2100-2200 Masterchef Australia- The Winner Announced NEW-10 36.4
2. Sunday 1930-2100 Masterchef Australia – Finale Night NEW-10 33.6
3. Sunday 22.00-2300 Undercover Boss Premiere NEW-10 18.8
4 Tuesday 2030-2130 Packed to The Rafters TVW-7 18.5
5. Tuesday 2000-2030 Rules of Engagement NEW-10 15.3
Top 5 Prime Time Programmes People 25-54
1. Sunday 2100-2200 Masterchef Australia- The Winner Announced NEW-10 33.9
2. Sunday 1930-2100 Masterchef Australia – The Finale Night NEW-10 31.1
3. Sunday 2200-2300 Undercover Boss Premiere NEW-10 18.5
4 Tuesday 2030-2130 Packed to The Rafters TVW-7 18.0
5 Monday 1930-2030 Undercover Boss NEW-10 15.7
Top 5 Prime Time Programmes People 35-54
1. Sunday 2100-2200 Masterchef Australia- The Winner Announced NEW-10 32.0
2. Sunday 1930-2100 Masterchef Australia – Finale Night NEW-10 28.1
3. Sunday 2200-2300 Undercover Boss Premiere NEW-10 19.5
4 Tuesday 2030-2130 Packed to The Rafters TVW-7 18.9
5 Monday 1930-2030 Undercover Boss NEW-10 16.8
TVW-7 won the week overall (0600-2400) for Total People with acommercial share of 39.0%, followed by NEW-10 with 33.7% and STW-9 with27.3%.
The top performing programme for the week against Total Peoplewas NEW-10’s Sunday Masterchef Australia – The Winner Announced whichaveraged 464,000 viewers, followed by Masterchef Australia – FinaleNight reaching an average audience of 436,000 viewers. Nationally, TheWinner Announced averaged a massive 3.961 million viewers – up 6% onlast year’s results.
TVW-7’s programmes in the top fifteen were SundayNews, Packed to The Rafters, News, Today Tonight and Dancing with TheStars. It was a big ask for Dancing with The Stars to make a noiseagainst Masterchef even with a live performance by Kylie Minogue but itdid perform reasonably well considering the competition. The live showmanaged an average audience of 173,000 locally and just over onemillion viewers nationally. Minute to Win It and World’s StrictestParents made the top twenty for Total People. Packed to The Rafterslost 3,000 viewers this week, however, it remains in the top five forTotal People. The fifth week of the series return was the most watchedprogramme nationally across Total People, People 18-39 and 25-35. Thisweek saw the new series Under the Hammer which failed to make the topfifty programmes.
The top performing programmes on STW-9 against TotalPeople were Top Gear, Send in The Dogs and Wednesday Two and Half Men.Hot in Cleveland, a new series on STW-9 and Sunday News just made thetop twenty. Hot in Cleveland rated well with People 25-54 and 35-54,making the top twelve programmes and the top fifteen against People18-39. Also this week saw the return series of The Farmer wants a Wife,which made it into the top fifty programmes against Total People andthe final of Sea Patrol. The latter did not rate well enough to makethe top fifty.
Besides Masterchef – The Winner Announced andMasterchef -Final Night, NEW-10’s other programmes in the top fifteen againstTotal People were Undercover Boss Premiere and UndercoverBoss, reaching an average audience of 239,000 and 193,000 respectively.The Simpsons and Recruits series returned this week but failed to makethe top fifty against Total People.
The daytime segment was dominatedby Ten News at Five, with NEW-10’s Sunday Sports Tonight taking thirdspot. TVW-7’s AFL: Round 17: Fremantle vs Western Bulldogs took seventhposition reaching an average audience of 110,000 viewers.
FREE TO AIR DIGITAL TELEVISION
June 30th became a historic moment in Australia’s televisionhistory as the first market switched off its analogue signal.Interestingly it was regional Mildura that started the roll out withmore than 90% of its population converting. In the next 3_ years, everymarket will switch over to Digital TV with the major metropolitancities switching in 2013. As the switchover continues, the three majorTV networks are expected to launch their 3rd digital networks estimatedto be the beginning of 2011 at the latest, completing a major shift inAustralia’s TV landscape. The addition the 3rd network is expected toease pressure on Television inventory and further fragment audiences oneach network’s primary channel.
Household penetration of Digital TV now sits at 68% (according to datafrom the Australian Government’s Digital Tracker Survey, as of Quarter1, 2010 which suggests that the Australian Government is on track toconvert the entire country by 2013. Free to Air Networks have been asurprising beneficiary, monetizing these channels in a buoyant TVmarket – collectively Seven’s 7TWO, Nine’s GO! and Ten’s ONE HD havesecured 4% of Metro TV revenues YTD to June (according to StandardMedia Index) and sitting above 5% for June alone.
IGNITE MEDIA TO REPRESENT NATIONAL GEOGRAPHIC CHANNEL
National Geographic Channel’s suite of subscription televisiontitles and online properties in Australia from October 1 will berepresented by Ignite Media Brands. For the first time in AustraliaIgnite will manage local advertising and sponsorship opportunities forNat Geo Adventure and Nat Geo Wild and also natgeotv.com.au Thisappointment signals the first major channel acquisition for IgniteMedia Brands since launching a month ago.
National Geographic Channel is available in more than 330 million homesin 166 countries and 34 languages. In Australia, it reaches an averageof 1.6 million people each week.
National Geographic joins Ignite Media Brands’ premier portfolio of 21TV channels, including TV1, Sci-Fi, MTV, MTV Classic, CNBC, Movie Oneand Two, Movie Extra, Movie Greats, Family Movie Channel, World Movies,Starpics, Nickelodeon and Nick Jr & STVDIO
AUSTEREO GOT IN EARLY FOR TELETHON
Over the last two weeks, 92.9’s Lisa, Baz and Sam with theassistance of their listeners helped to make a difference to sick kidsall over Perth. They raised much needed funds for vital life savingequipment at PMH through Telethon. A special Kids Appeal Phone Room wasopen between 7am and 9.30am weekdays across both weeks to takedonations and 92.9’s brekky team did some pretty wacky stuff to helpencourage listeners to donate to this worthwhile cause. They raised$128,000!
