Initiative Media Week in Review: October 3 – 8

TELEVISION

Top 5 Prime Time Programmes – People 18-39

1. Sunday    1930-2030    Learn India with Hamish & Andy    NEW-10    13.7

2. Tuesday    2040-2140    Packed to The Rafters    TVW-7    13.7

3. Sunday    2030-2130    Offspring    NEW-10    11.1

4. Tuesday    1930-2030    Four Weddings    TVW-7    10.9

5. Sunday    1900-1930    Modern Family EP2 RPT    NEW-10    9.1

Top 5 Prime Time Programmes People 25-39

1. Tuesday    2040-2140    Packed to The Rafters    TVW-7    15.7

2. Sunday    1930-2030    Learn India with Hamish & Andy    NEW-10    15.5

3. Sunday    2030-2130    Offspring    NEW-10    13.2

4. Tuesday    1930-2030    Four Weddings    TVW-7    12.4

5. Sunday    1900-1930    Modern Family EP2 RPT    STW-9    10.9

Top 5 Prime Time Programmes People 25-54

1. Tuesday    2040-2140    Packed to The Rafters    TVW-7    14.8

2. Sunday    1930-2030    Learn India with Hamish & Andy    NEW-10    13.8

3  Sunday    2030-2130    Offspring    NEW-10    11.7

4. Tuesday    1930-2030    Four Weddings    TVW-7    11.5

5. Sunday    1900-1930    Modern Family EP2 RPT    NEW-10    10.6

Top 5 Prime Time Programmes People 35-54

1. Tuesday    2040-2140    Packed to The Rafters    TVW-7    14.5

2. Sunday    1930-2030    Learn India with Hamish & Andy    NEW-10    13.6

3  Sunday    2030-2130    Offspring    NEW-10    12.6

4. Sunday    1800-1830    News    TVW-7    12.1

5. Tuesday    1930-2030    Four Weddings    TVW-7    11.3

TVW-7 won the week overall (0600-2400) for Total People with acommercial share of 41.2%, followed by NEW-10 with 32.4% and STW-9 with26.4%.

The 2010 Commonwealth Games Opening Ceremony on Sunday reached 109,000viewers and made the top ten programmes for People 18-39 and 25-39.Nationally the average prime time audience for the week was 886,000viewers against Total People. The rest of the week on TEN was comprisedof the Games coverage along with windows for their News at 5pm. Asevidenced from the programme rankings, the telecast hasn’t capturedlarge audiences.

Learn India with Hamish & Andy was NEW-10’s strongest programme forthe week reaching an average 178,000 viewers. Other programmes to makethe top twenty were Offspring and Modern Family. Ten News at Fivedominated the daytime segment grabbing the top six positions withseventh position going to Sunday Sports Tonight.

The top performing programme for the week against Total People wasTVW-7’s Packed To The Rafters which reached an average audience of213,000 viewers. Nationally it averaged 1.6 million viewers. Seven hadthirteen of the top fifteen programmes and these included News, TodayTonight, Four Weddings, The Force – Behind the Line, Sunday Night,Border Security – Australia’s Front Line and The Event. Seven’s SundayX Factor gained 17,000 viewers and Four Weddings gained 42,000 from theprevious week to make the top fifteen against Total People.

STW-9’s top programmes for the week were 60 Minutes averaging 121,000viewers and Sunday & Monday News. Top Gear had fewer viewers acrossall our demographics, dropping out of the top twenty programmes forTotal People from the previous week.

On the digital front, ONEHD captured five of the top ten programmes inprime time against Total People – all shows being Commonwealth Gamestelecasts.

COMMONWEALTH GAMES AVERAGE VIEWERSHIP – W/C OCTOBER 3, 2010

                       Total Ppl       18-39           25-39             25-54             35-54 

National

1800-2300     886,000    220,000       174,000        391,000          294,000

0600-1700     198,000      40,000         33,000          76,000            57,000

Perth

1800-2300       76,000      20,000         14,000          34,000            25,000

0600-1700       19,000        3,000           3,000             7,000              6,000   

SURVEY 8, 2010

This survey covered the period from September 05 to 02 October, 2010.

The Zone 1 commercial share results for Total People were as follows:

                          Perth        Adelaide    Brisbane    Sydney     Melbourne

7 Network        41.2%          39.5%       36.0%      36.7%         36.2%   

9 Network        30.5%          33.0%       39.2%      39.2%         34.6%

10 Network      28.3%          27.6%       24.8%      24.0%         29.2%

The overall (0600-2400) commercial share results for Total People were as follows:

                        
Perth        Adelaide    Brisbane    Sydney     Melbourne

7 Network        42.6%          41.1%       38.8%      37.6%         39.5%   

9 Network        29.8%          32.1%       37.5%      38.6%         33.6%

10 Network      27.5%          26.8%       23.8%      23.7%         26.9%

AFL vs NRL

Both the AFL and the NRL Grand Finals results this year were downyear on year. The first AFL Grand Final reached an average of 2.67million viewers which was down by .4%. The NRL Grand Final reached 2.09million viewers, down 17% from 2009. Interestingly, the first AFL GrandFinal was watched by 1.47 million viewers in Melbourne and 363,000viewers in Sydney, while the NRL Grand Final was watched by 1.12million viewers in Sydney and 221,000 in Melbourne.

NEWS LTD

News Ltd is going to relaunch the Sunday Magazine, effectiveNovember 7, which is inserted into the Sunday Telegraph and Herald Sunin an attempt to increase their female readership. Alterations to theeditorial content will include more female cover stars plus an increasein shopping and beauty content.

News Magazines is going to launch a spin off from their current Body +Soul newspaper insert from November 8. This is a result of their recentsectionalized readership study which pointed out that 90% of theirfemale Sunday readers read the insert each week. In combination withthis and the fact that magazine sales in the health category haveincreased by nearly 12% and readership by 25% year on year it seems asafe bet. It will be directed at Women 30-40 with a secondary audienceof 25-45. Content will include health, relationships, fitness, sport,body image, spiritual and emotional wellbeing, beauty and food. Theinitial print run will be 75,000 and it will cost $6.95.

SMART BILLBOARDS

Initiated in Tokyo, Japan, a Digital Signage Promotion Projectinvolves using digital advertising billboards. The billboards areequipped with cameras that can identify the sex and age group of aperson or a group of individuals who pass and look at the displays,enabling the billboards to adapt their commercial message to theviewer. The cameras are able to identify a person’s gender andapproximate age when he or she looks for just a second at the display.So far 27 intelligent billboards have been erected in subway commuterstations throughout Tokyo.

LIGHTSPEED RESEARCH INTO MOBILE PHONE HABITS

This research polled 3,000 adults in the UK, Germany and France toascertain their current habits and preferences. Top line results wereas follows:

• 45% of participants agreed they had noticed mobile ads, and 29% ofthis audience stated these messages influenced their behaviour in someway.

• After interacting with a mobile ad, 39% of this latter group went onto make a purchase, reaching 49% in Germany and 47% in theUK, measured against 22% in France.

• Opt-in SMS advertising generated the highest response rates in the UK and France, – 40% and 21% respectively.

• Mobile internet banner ads assumed such a role in Germany, with a score of 27%

• Time-sensitive special offers or discounts were most effective forencouraging purchase, hitting 35% in the UK, 31% in Germany and 24% inFrance.

• Vouchers accessible through wireless handsets also proved successful,delivering 34% in the UK, 29% among the German panel and 24% for theirpeers in France.