Initiative Media Week in Review: February 20 – 26
TELEVISION
Top 5 Prime TimeProgrammes – People 18-39
1.Wednesday 1930-2100 My Kitchen Rules TVW-7 12.3
2.Tuesday 1930-2030 My Kitchen Rules TVW-7 11.9
3.Monday 1940-2040 My Kitchen Rules TVW-7 11.8
4.Tuesday 2030-2130 Packed to The Rafters TVW-7 11.6
5.Sunday 1830-1930 The Biggest Loser Families NEW-10 11.1
Top 5 Prime TimeProgrammes People 25-39
1.Monday 1940-2040 My Kitchen Rules TVW-7 15.5
2.Wednesday 1930-2100 My Kitchen Rules TVW-7 15.5
3.Tuesday 2030-210 Packed to The Rafters TVW-7 14.6
4.Tuesday 1930-2030 My Kitchen Rules TVW-7 14.5
5.Sunday 1830-1930 The Biggest Loser Families NEW-10 12.3
Top 5 Prime TimeProgrammes People 25-54
1.Wednesday 1930-2100 My Kitchen Rules TVW-7 14.2
2.Tuesday 1930-2030 Packed To The Rafters TVW-7 13.5
3.Tuesday 1930-2030 My Kitchen Rules TVW-7 13.2
4.Monday 1930-2030 My Kitchen Rules TVW-7 13.1
5.Sunday 1930-2000 Modern Family NEW-10 12.2
Top 5 Prime TimeProgrammes People 35-54
1.Wednesday 1930-2100 My Kitchen Rules TVW-7 14.3
2.Tuesday 1930-2030 My Kitchen Rules &n
bsp; TVW-7 14.0
3.Tuesday 2030-210 Packed to The Rafters TVW-7 14.0
4.Sunday 1930-2000 Modern Family NEW-10 13.3
5.Monday 1940-2040 My Kitchen Rules TVW-7 13.3
TVW-7 won the week overall (0600-2400) for Total People witha commercial share of 32.1%, followed by NEW-10 with 20.5%, STW-9 – 19.8%,Eleven – 5.5%, 7Two – 5.4%, GO! – 5.1%, 7Mate – 4.8%, Gem – 4.8% and ONE with 1.9%.
The top performing programme for the week against Total People was TVW-7’sWednesday My Kitchen Rules which reached an average of 216,000 viewers againstTotal People, followed by Packed to The Rafters with 211,000 and Tuesday’s Newswith 213,000 viewers. TVW-7 had thirteen of the top fifteen programmes andthese included Today Tonight, News, Monday’s My Kitchen Rules, The Force -Behind the Line, Today Tonight – Christchurch Earthquake and Criminal Minds. Packed to The Rafters declined week on week,losing 14,000 viewers as did Grey’s Anatomy – dropping 7,000. Seven’sConviction Kitchen debuted this week. The programme took tenth position againstPeople 18-39 and People 25-39.
STW-9’s top programmes for the week wereTuesday’s News, 60 Minutes and Underbelly Files: The Man Who Got Away. Thelatter increased viewership by 10,000 week on week against People 35-54 andalso had slight increases against 18-39 and 25-39 year olds.
Modern Family wasTen’s top programme against Total People, followed by NCIS and Thursday’s TheBiggest Loser Families – Contest. This programme’s audience grew by 7,000 weekon week with Sunday’s Weigh-In & Elimination increasing by 10,000 viewers.
Onceagain Ten News at Five dominated the day time segment against Total People withfive of the top positions followed by STW-9’s Sunday News: First at Five insixth position.
RADIO SURVEY 1/2011
Commercial Radio Station Shares (including JJJ)
Survey #1, 2011: Monday – Sunday 0530-2400
People 18-39 14.9% 20.9% 16.0% 19.7% 2.6% 3.0% 23.0%
People 25-39 15.5% 19.5% 17.3% 17.8% 3.2% 4.5% 22.2%
People 25-54 23.8% 16.0% 17.3% 13.6% 7.1% 7.6% 14.5%
People 35-54 30.7% 13.7% 15.4% 11.7% 9.4% 10.0% 9.1%
Commercial Station Shares (including JJJ)
Survey #8, 2010: Monday – Sunday 0530-2400
94.5FM 92.9FM 96FM NOVA 6PR 6IX JJJ
People18-39 15.4% 25.0% 13.4% 19.9% 4.9% 2.7% 18.6%
People25-39 19.2% 20.7% 12.8% 18.1% &nbs
p; 7.2% 3.8% 18.3%
People25-54 27.4% 16.2% 16.2% 13.0% 9.5% 6.2% 11.4%
People35-54 32.9% 13.9% 19.3% 8.6% 11.8% 8.1% 5.4%
The first survey of 2011 was watched with interest as aresult of a fairly volatile market in terms of announcer movement across 92.9,96FM and Nova. The changes were made part way into survey #1 so without a full surveyit is difficult to say if the current shares reflect the actual audiencereaction.
94.5FM are the number one station with People 10+ as well asin their target demographic of 25-54. The station lost share for People 25-39,40-54 and People 65+ and gained share with People 10-17, 18-24 and 55-64.
92.9 remain second in the Perth market and number one withPeople 10-17, 18-24 and 25 -39 despite losses across all day parts exceptevening. Fifi and Jules replaced Hamish and Andy in the Monday to ThursdayDrive segment which saw the segment drop 2.7% in overall share. Hamish and Andyare still on air Fridays with the show repeated on Saturday.
96FM lost share against People 10-17, 18-24, 40-54 and55-64. They increased share with People 25-39 to take third position with thisdemographic. 96FM increased share across Breakfast and Morning. Dan and Ken whoreplaced Steve Fitton in the drive segment saw a decrease of 1.2%. Thebreakfast show, previously with Gary Shannon, and now with Ugly Phil, Fitzi,Matt and Carmen experienced an increase of 0.7%.
Nova had a very small decrease against People 10+ and slightincreases with People 18-24, 40-54 and 65+. They remain in second position withPeople 18-24. They also increased share in Morning and Afternoon. Nova also hadchanges to their Drive segment with Fitzy replacing Ryan Monty to partner withWippa. They lost a small 0.2%.
6PR remain number one for People 65+ increasing by 1.3% fromSurvey #8, 2010.They also increased share with 10-17 (0.1%) and 18-24 (1.0%).6PR lost audience across all day parts.
6IX lost 1.2% share overall. They had slight increases withPeople 25-39 and 40-54 and decreased across all day parts except Breakfast.
6JJJ gained share across all demographics, increasing by4.5% with People 10-17 and 4.2% with 18.24 year olds.
RADIO GROWTH
Commercial radio enjoyed 5.7% growth year-on-year growth inFebruary. Individual markets asfollows:
• Melbourne grew 8.1%
• Perth grew 7%
• Sydney increased 4.8%
• Brisbane grew 4.4%
• Adelaide improved 2.9%
SKYPE
Skype is adding advertising to its software and will launchin the US, UK and Germany. The first advertisers are said to be Groupon, Nokia,Universal Pictures and Visa and they will appear in the Home tab of Skype forwindows this week. Brands will be able to advertise on Skype with ads thatinclude video or audio, and they will be able to add a Click & Call buttonas another call to action. Users will also be able to share the ad to theirFacebook or Twitter accounts. There is no word when they might launch inAustralia.
THE MOST TYPICAL HUMAN BEING
According to a study by National Geographic into the world’spopulation, the most common human being on earth is a right-handed, 28 year oldChinese man of the Han ethnic group. He earns less than $12,000 a year,however, owns a mobile phone but does not have a bank account.
FEBRUARY SMI DATA – TOTAL MEDIA
Total Media (EX production) in February grew just +1.8% YOYcompared to January which grew +13.3% YOY. YTD February total media issitting at 7.1% YOY.
It’s important to be remind yourself that we are nowcomparing against periods in 2010 where the media market had bounced back fromthe GFC in 2009.
Note – All figures based on media expenditure excludingproduction.
Source – SMI Feb 2011.
SMI captures around 50% of total ad-spend within the Australian market and is based on actual expenditure made by major media agencies in Australia.
