Initiative Media Week in Review: March 6 – 12

TELEVISION

Top 5 Prime Time Programmes – People 18-39

1. Tuesday          2040-2140       Packed to The Rafters              TVW-7            12.1

2. Tuesday          1930-2040       My Kitchen Rules                      TVW-7            11.5

3. Thursday         2000-2030       How I met your Mother – Ep2   TVW-7            11.2

4. Thursday         1930-2000       How I met your Mother             TVW-7            10.3

5. Wednesday     1930-2040       My Kitchen Rules                     TVW-7            10.0

Top 5 Prime Time Programmes People 25-39

1. Tuesday          2040-2140       Packed to The Rafters             TVW-7            15.0

2. Tuesday          1930-2040       My Kitchen Rules                     TVW-7            14.0

3. Wednesday     1930-2040       My Kitchen Rules                     TVW-7            12.6

4. Monday            1930-2040       My Kitchen Rules                    TVW-7            12.1

5. Thursday         2000-2030       How I met your Mother            TVW-7            11.3

Top 5 Prime Time Programmes People 25-54

1. Tuesday          2040-2140       Packed to The Rafters             TVW-7            13.8

2. Tuesday          1930-2040       My Kitchen Rules                     TVW-7            12.1

3. Monday            1930-2040       My Kitchen Rules                    TVW-7            11.1

4. Wednesday     1930-2040       My Kitchen Rules                     TVW-7            10.8

5. Thursday         2000-2030       How I met your Mother             TVW-7            9.4

Top 5 Prime Time Programmes People 35-54

1. Tuesday          2040-2140       Packed to The Rafters             TVW-7            13.5

2. Tuesday          1930-2040       My Kitchen Rules                     TVW-7            13.0

3. Wednesday     1930-2040       My Kitchen Rules                     TVW-7            12.4

4. Monday            1940-2040       My Kitchen Rules                    TVW-7            10.9

5. Wednesday      2040-2140       Criminal Minds                        TVW-7            10.3

TVW-7 won the week overall (0600-2400) for Total People witha commercial share of 30.4%, followed by NEW-10 with 22.7%, STW-9 – 20.7%,Eleven – 5.4%, 7TWO – 5.4%, GO! – 5.4%, 7Mate – 4.5%, Gem – 3.8% and ONE with 1.8%.

Although dropping 3,000 viewer’s week on week, the top performing programme was once again, Packed to The Rafters with an average audience of 207,000. Other programmes to make the top fifteen against Total People included News, Today Tonight, My Kitchen Rules, Criminal Minds, The Force – Behind the Line and How I met your Mother. Tuesday’s My Kitchen Rules ranked second for all our demographics. In Perth, the programme gained 4,000 viewers against Total People despite losing 167,000 viewers nationally.

STW-9‘s top programmes were CSI: Crime Scene Investigation, 60 Minutes, News and A Current Affair. The Big Bang Theory – Episode 1 took seventh position against People 35-54. Nationally, People 18-39 and 25-54’s tuned into Top Gear, with 18-39 year olds gaining 16,000 viewers compared to the previous week. A new series, Harry’s Law, debuted this week and The AFL Footy Show returned to our screens. Both programmes failed to make the top fifty programmes against Total People.

Talkin’ ‘Bout Your Generation and NCIS were NEW-10‘s top performing programmes against TotalPeople. Talkin’ Bout Your Generation reached just over one million viewers across Total People, an increase of 228,000 viewers, nationally, compared to the previous week, and reached 158,000 locally.
Nationally, The Biggest Loser experienced a 14% decline in audience week on week and fell below one million viewers on Sunday night for the first time this season. Locally viewership dropped by 30,000 against Total People and increased by 10,000 with People 18-39.

Ten News at Five dominated the top five positions in the daytime segment, with TVW-7’s Deal or no Deal taking the next three positions.

National Network Share % for Total People – Survey 1

Total TV audiences are up 2.3% year on year. Forecasters are predicting that the Seven Network will hold onto its strong lead until after Easter. In addition to Packed to the Rafters, which was the top performer in February, Seven are launching Winners and Losers plus Dancing with the Stars, The Amazing Race and Australia’s Got Talent over this period.

NEWSPAPERS

The Australian newspaper industry has announced, via The Newspaper Works, that their members, who include News Limited, Fairfax Media, APN News & Media and the West Australian Newspapers, will start to publish their daily sales figures. This has been something that the advertising agencies have wanted for many years. The average sales will be available for each day of the week on a quarterly basis commencing July 2011.

NIELSEN AUSTRALIAN ONLINE CONSUMER REPORT

Nielsen has merged two studies on consumer internet use into one – the Australian Internet and Technology Report and the Australian Social Media Report. The reason for this is that Nielsen feels that social media has matured and should be considered along with other digital options. A few of the report highlights are as follows:

• Mobile internet penetration reaches 50% as smart phonepenetration reaches 35% of online Australians
• Tablet ownership already at 8% and expected to triple this year
• 70% accessed audio or video content online in the past 12 months

iPAD 2

Apple is releasing the iPad 2 in Australia on March 25. It is supposed to be offering a better consumer experience which will open up a range of new marketing opportunities to connect with consumers in more meaningful ways.  The suggested new features for marketers to consider are:

• A camera feature which equals “face time” with consumers. For brands, this will mean live, one-on-one customer service via video chat; text “click to call” features from ads and apps that are linked to video chat Faster processing which equals more powerful web apps
• New HDMI output which will allow the iPad to go from personal device to fixture in the living room.
• One thing that needs acknowledgment however is that although iPad 2 will account for approximately 20 million of the 55 million tablets soldglobally this year, 80% will be distributed in the US. That only leaves 4 million for the rest of the world. It is currently estimated that there are 250,000 original iPads in Australia. A market research firm indicates that 1 in 8 people are “considering” buying a tablet in the next year. Morgan Stanley research suggests it is likely to be 2014 before tablet devices deliver any significant scale in Australia. This mean in the short term this will not be avery cost efficient way to deliver an audience.