Initiative Media Week in Review: August 15 – 21

TELEVISION

Top 5 Prime Time Programmes – People 18-39

1. Tuesday    2130-2130    Packed to The Rafters    TVW-7    13.6

2. Sunday    20.30-2230    Offspring – Telemovie    NEW-10    13.4

3  Sunday    1930-2030    Talkin’ ‘Bout your Generation    NEW-10    13.3

4. Tuesday    1930-2000    Modern Family    NEW-10    12.1

5. Sunday    1900-1930    Rules of Engagement    NEW-10    11.4

Top 5 Prime Time Programmes People 25-39

1. Tuesday    2130-2130    Packed to The Rafters    TVW-7    16.5

2. Sunday    2030-2230    Offspring – Telemovie    NEW-10    15.6

3  Sunday    1930-2030    Talkin’ ‘Bout your Generation    NEW-10    14.7

4. Tuesday    1930-2000    Modern Family    NEW-10    14.4

5. Thursday    2030-2100    How I Met Your Mother (Rpt)    TVW-7    13.3

Top 5 Prime Time Programmes People 25-54

1. Tuesday    2130-2130    Packed to The Rafters    TVW-7    16.3

2. Sunday    2030-2230    Offspring – Telemovie    NEW-10    14.4

3. Sunday    1930-2030    Talkin’ ‘Bout your Generation    NEW-10    14.2

4  Tuesday    1930-2000    Modern Family    NEW-10    11.8

5. Monday    1930-2030    Undercover Boss    NEW-10    11.8

Top 5 Prime Time Programmes People 35-54

1. Tuesday    2130-2130    Packed to The Rafters    TVW-7    16.8

2. Sunday    2030-2230    Offspring – Telemovie    NEW-10    14.3

3. Sunday    1930-2030    Talkin’ ‘Bout your Generation    NEW-10    14.1

4. Mon-Wed    1830-1900    Today Tonight    TVW-7    12.3

5. Sunday    1800-1830    News    TVW-7    12.2

TVW-7 won the week overall (0600-2400) for Total People with acommercial share of 40.8%, followed by NEW-10 with 30.8% and STW-9 with28.4%.

The top performing programme for the week against Total Peoplewas TVW-7’s Packed to The Rafters which reached an average audience of248,000, down 13,000 viewers from the previous week. Other topperforming programmes on Channel Seven included Today Tonight, News,Minute to Win It and World’s Strictest Parents. Dancing with The Starslost 28,000 viewers week on week. This could be a result of being onair at the same time as NEW-10’s Offspring, which made its debut in atwo hour launch episode. TVW-7 dominated Tuesday night with four of thetop programmes – Packed to The Rafters remaining at number one week onweek.

Saturday night was dominated by Seven News and the Electioncoverage. Most viewers seemed to prefer ABC1’s coverage of the Election- Australia Votes 2010. It averaged the highest number of nationalviewers at just over 1 million across the 6 hour coverage. Seven’selection coverage from 6.30pm onwards only managed to hit a high of663,000 average viewers nationally and 85,000 viewers locally duringits Your Call 2010 – First Results portion of the evening. Nine’scoverage fared a lot better with Election 2010: Reaction (televisedbetween 10pm-11pm) averaging 761,000 viewers. Nine’s earlier coveragebetween 6pm-10pm Election 2010: Australia Decides kept over 750,000national viewers and 55,000 local viewers entertained.

STW-9 had twoprogrammes in the top twenty which were Top Gear, reaching 151,000viewers and Monday’s Two and Half Men. Hot in Cleveland lost 18,000viewers, and was the eighth most watched programme on Monday night. TopGear made the top fifteen against People 18-39, 25-54 and top tenagainst People 35-54. 60 Minutes also made the top fifteen with People25-39 and 25-54.

Ten’s new Australian drama Offspring launched on Sundaynight with an average audience of 1.123 million nationally and 159,000locally. Sunday’s Talkin’ ‘Bout your Generation took fifth positionagainst Total People with an increase of 40,000 viewers from theprevious week. Modern Family and Undercover Boss still remain in thetop fifteen programmes for Total People.

Once again Ten News at Fivedominated the top five positions in the day time segment. Saturdayafternoon AFL – Hawthorn vs Fremantle on NEW-10 took fifteenth spot andreached only 65,000 viewers.  Nationally, Sunrise has used the electioncampaign to extend its lead over Channel Nine’s Today Show. Across thefive weeks of the campaign, Sunrise enjoyed a 19 per cent leadnationally over Today between 7am and 9am and a 22% lead in Perth.

SEVEN ANNOUNCES THE ARRIVAL OF 7MATE!

The Seven network will launch 7MATE! on Saturday September 25th,naturally, with high definition coverage of the AFL Grand Final. Thenew channel’s core target is Men 16-49 years of age. Having said that,they also want to cater to women and to that end programming will offerUS comedies (30 Rock, How I Met Your Mother, That 70’s Show and Scrubs)Drama (Warehouse 13 and Air Crash Investigators), Sci-Fi (Caprica andStargate Atlantis), Reality (Gene Simmons Family Jewels and MonsterGarage) and movies (The Ringer, Strangers and Primeval).

TEN ANNOUNCES 11

Network Ten will launch its third digital terrestrial channel nextyear, with the schedule skewed to US content to be supplied through ajoint venture with CBS Studios International. The general entertainmentchannel, to be named 11, will televise programmes such as The Simpsons,first run episodes of Futurama, The Cleveland Show, Supernatural,Stargate, Dexter, Smallville, The Office, Nurse Jackie, 90210,Everybody Loves Raymond, Sex and The City and Fraser. The network isplanning on delivering to an audience with an average age of 21.

AUSTEREO – HAMISH AND ANDY

Hamish & Andy and Austereo have announced that the boys will notcontinue their five day a week Drive show instead they will do a freeweekly podcast that will air as a 2-hour radio show once a week on theToday Network and syndicated stations. There is also the option leftopen to pop-up and work on additional projects with Austereo throughoutthe year. The change will allow the duo the time and flexibility todevelop projects and ideas that are simply not achievable alongsidetheir current radio commitments.

ADEX REPORT

Adex has released their MASH report for July. Top line results are as follows:

• 19 of the top 20 advertisers increased spending year on year
• The largest % increases were for Vodafone (+260%), CBA (+140%), ANZ (+66%), and Qantas (+61%)
• For the 7 months to July, the largest increases were Mars (+45%),McDonalds (+41%), Qantas and Jetstar (+38%), VodafoneHutchinson (+30%),Telstra (+27%)
• The only top 20 advertiser showing a decrease was the CommonwealthBank who, although down 5% year on year, were still the 3rd largestadvertiser
• As pertains to Advertising Categories, the top spenders in terms ofincreases for July were Home and Outdoor Appliances (+74%),Communications (+56%), Community/Public Service (+51%),Toiletries/Cosmetics (+50%), and Government (+46%)
• For the 7 months to July, the top 20 increasing spend were Home andOutdoor Appliances (+57%), Toiletries/Cosmetics (+31%), Finance andBuilding and Construction (+28%) and Non-Alcoholic Beverages (+24%)
• The categories showing decreases were only modest, with the largest decrease Gambling/Gaming (-5%) 

REAL LIVING TO ALLOW READERS TO DESIGN THEIR OWN COVER

Home magazine Real Living is running a promotion which will allow10,000 readers the opportunity for a personalized cover to itsChristmas edition. This will be a cross promotion between the magazineand ninemsn sponsored by Microsoft. The Christmas iss
ue of Real Livingwill feature a DPS showcasing several custom covers aimed atdemonstrating what Microsoft Office 2010 can do. 

ELECTION NIGHT ONLINE

According to a Nielsen MarketIntelligence data, the online Electioncoverage was very popular and resulted with NineMSN winning the nightwith the most unique browsers – up 40% on the previous Saturday. 

Source: Mumbrella