Initiative Media Week in Review: November 14 – 20

TELEVISION

Top 5 Prime Time Programmes – People 18-39

1. Tuesday    2040-2140    Packed To The Rafters    TVW-7    14.2

2. Thursday    2040-2140    Beauty and The Geek    TVW-7    13.0

3. Monday    2040-2140    Junior Masterchef Australia    NEW-10    11.6

4. Sunday    1830-2100    Telethon    TVW-7    11.6

5. Sunday    2100-2200    Offspring    NEW-10    11.5

Top 5 Prime Time Programmes People 25-39

1. Tuesday    2040-2140     Packed to The Rafters    TVW-7    16.6

2. Sunday    2100-2200     Offspring    NEW-10    15.1

3. Thursday    2040-2140     Beauty and The Geek    TVW-7    14.2

4. Sunday    1830-2100      Telethon    TVW-7    13.7

5. Monday    2040-2140      Junior Masterchef – Winner Announced    NEW-10    13.2

Top 5 Prime Time Programmes People 25-54

1. Tuesday    2040-2140     Packed to The Rafters    TVW-7    17.8

2. Monday    2040-2140     Junior Masterchef – Winner Announced    NEW-10    14.6

3 Sunday    1830-2100      Telethon    TVW-7    13.4

4. Sunday    1800-1830      News    TVW-7    12.4

5. Sunday    1930-2100      Junior Masterchef Australia    NEW-10    12.1

Top 5 Prime Time Programmes People 35-54

1. Tuesday    2040-2140      Packed to The Rafters    TVW-7    18.4

2. Monday    2040-2140      Junior Masterchef The Winner Announced    NEW-10    15.3

3 Sunday    1830-2100      Telethon    TVW-7    13.4

4. Monday    1930-2030      Junior Masterchef Final Night    NEW-10    12.4

5. Sunday    1930-2100      Junior Masterchef Australia    NEW-10    12.4

TVW-7 won the week overall (0600-2400) for Total People with a commercial share of 45.3%, followed by NEW-10 with 28.5% and STW-9 with 26.3%.

The top programme for the week against Total People was TVW-7’s final season for Packed to The Rafters which reached an average audience of 2,249 nationally and 259,000 viewers locally, followed by Sevens Sunday News with 227,000 viewers. TVW-7 had eleven of the top fifteen programmes which included Sunday’s Telethon, News, Today Tonight, The X-Factor, Beauty and The Geek and Better Homes and Gardens. The week saw the series final of The Force – Behind the Line which just missed out on making the top twenty programmes against Total People. Beauty and The Geek lost 22,000 viewers week on week. The X Factor reached 1.2 million nationally for the second week in a row and increased viewership by 14,000 locally.

STW-9 did not have any programmes in the top fifteen against Total People. The Block took twelfth position with People 35-54 and second nationally on the night reaching 1,229,854 viewers. A new series aired this week on STW-9 – The Enforcers – which made the top fifty programmes.

NEW-10’s top programme for the week was Monday’s Junior Masterchef Australia – The Winner Announced which reached an average audience of 221,000 viewers locally and 1,950 nationally. Other shows in the top fifteen were Junior Masterchef Australia – Finale Night, Sunday Junior Masterchef Australia and Keeping up with The Joneses. The week saw the final series of Bondi Vet which came in seventeenth position against Total People.

Ten News at Five grabbed the top two spots in the daytime segment followed in third place by TVW-7’s Sunday Telethon – late afternoon.

SUMMER TV VIEWING

The last week of official survey is w/c November 21. What this means to the consumer is a programme line-up of not always high interest programmes. Initially, the networks have announced some of the following shows will be broadcast.

Seven

First run shows: Mighty Ships, Border Patrol, Coast Watch, Animal Squad, Minute to Win It US, Medical Emergency, Under the Hammer, Amazing Race, Royal Pains, Fat Family Diet, No Leave, No Life, High Road, Low Road

Repeats: Bones, Castle, Criminal Minds, Vicar of Dibley, City Homicide, How I Met Your Mother, Movies

Nine

First run shows: The Enforcers, Better With You, Invisible Worlds, Warnie, The Singing Bee, Chase

Repeats: 60 Minutes, The Mentalist, CSI Miami, Two and a Half Men, Cold Case, Top Gear

Ten

First Run Shows: Rules of Engagement, Undercover Boss, Simpsons, Modern family, White Collar, Raising Hope, RUSH

Repeats: Glee, Simpsons, Lie To Me, NCIS LA, Bondi Vet, LAW & Order SVU, Movies, Rules of Engagement, Modern Family

REGIONAL TV AUDIENCE

Prompted perhaps by the regional TV conference in Byron Bay recently, RTM has issued some overview facts about their markets.

• 36% of the total national population (over 8 million people) live in regional TV markets.

• The regional population skews to high spending demographics such as young families with children (38% of national population) and people over 50 (40% of national population).

• As a result of the lower cost of living and buoyant regional economies, the financial wellbeing of regional consumers has grown steadily in the past 4-5 years. Average discretionary income is now on par with the Metro average.

• Regional markets typically represent between 36% and 40% of consumer spending in most major categories.

ANTI-SIPHONING REGULATION

A two-tier anti-siphoning list has been announced to resolve how the FTA channels telecast sports. Tier A will comprise nationally events such as the Melbourne Cup, the Bathurst 1000 and the State of Origin as well as finals of the Rugby League and the AFL premiership. The three FTA networks will be required to broadcast these events live and in-full. Tier B will be comprised of events such as the regular games of the AFL and NRL premierships seasons, and non-finals games of the Australian Open tennis. The FTA networks will have the flexibility to televise these events on digital multi-channels, which will expand their capacity to show more sport on free-to-air television.

TV VIEWING HABITS SURVEY

A survey of 7,500 people from 13 countries – including China, France, Germany, Japan, Russia, the UAE, UK and US – was done recently to assess their current attitudes and habits. What they concluded was that people are watching content on laptops and other devices, but they are still staying loyal to the television set. Top line results as follows:

• On average, the typical individual spent 17 hours a week watching TV and video, rising to 21 hours in Japan and North America, and dropping to 13 hours in South Korea.

• Linear broadcasts, either gratis or subscription-based, held a dominant position

• 34% of respondents equally mixed scheduled shows on one hand, and web, on-demand and time-shifted material on the other.

• Shopping through TV sets was appealing to 42%, beating chat on 30% and social media on 27%, while logging on to Twitter posted 17%.

• Just over two-thirds of those polled believed it was “quite” or “very” important be able to watch free content on devices beyond than their main TV set at home, as did 39% regarding subscription alternatives.

HAMISH & ANDY’S REPLACEMENTS

Radio presenters Fifi Box and Jules Lund will take over the Today Network’s Drive Show in 2011, between 4pm and 6pm on Monday to Thursday. Hamish & Andy will continue to feature on Friday afternoons.

THE SUNDAY TIMES

Effective January 2011 body+soul, the Sunday Time’s lift-out, will become integrated with the body+soul website. This comes after the launch of their glossy magazine special last week.

News Ltd has also announced a new, innovative and centralised approach to Sport for 2011 with the launch of the News Limited Sports Network. They will bring together expert sports journalists and photographers from across the Australia to create one centralised editorial team to deliver emotive, dramatic and authoritative content across print and digital platforms.