Initiative Media Week in Review: June 28 – July 4

TELEVISION

PLUS…

• TELEVISION STATION SHARE YEAR TO DATE

• NINEMSN LAUNCH NEW VIDEO SITE

• HERALD SUN SALES FIRST

• CANNES LIONS AWARDS

• AUSTRALIAN NATIONAL RETAILERS ASSOCIATION REPORT

• NIELSEN GLOBAL ONLINE CONSUMER STUDY

• IBIS WORLD REPORT BEST AND WORST GROWTH INDUSTRIES

Top 5 Prime Time Programmes – People 18-39

1. Sunday    2030-2210    Rove    NEW-10    20.0

2. Sunday    1930-2030    Masterchef Australia – Challenge    NEW-10    15.5

3. Tuesday    2030-2130    Packed To The Rafters    TVW-7    15.1

4. Monday    1900-2000    Masterchef Australia    NEW-10    13.2

5. Sunday    1800-1830    News    TVW-7    12.5

Top 5 Prime Time Programmes People 25-39

1. Sunday    2030-2210    Rove    NEW-10    23.6

2. Sunday    1930-2030    Masterchef Australia – Challenge    NEW-10    18.4

3. Tuesday    2030-2130    Packed To The Rafters    TVW-7    17.8

4. Monday    1900-2000    Masterchef Australia    NEW-10    16.4

5. Wednesday    1900-2000    Masterchef Australia    NEW-10    15.9

Top 5 Prime Time Programmes People 25-54

1. Sunday    1800-1830    News    TVW-7    19.4

2. Sunday    1930-2030    Masterchef Australia – Challenge    NEW-10    18.8

3. Sunday    2030-2210    Rove    NEW-10    18.5

4. Monday    1900-2000    Masterchef Australia    NEW-10    16.0

5. Wednesday    1900-2000    Masterchef  Australia    NEW-10    15.2

Top 5 Prime Time Programmes People 35-54

1. Sunday    1800-1830    News    TVW-7    19.6

2. Sunday    1930-2030    Masterchef Australia – Challenge    NEW-10    18.9

3. Mon-Wed    1800-1830    News    TVW-7    16.3

4. Monday    1900-2000    Masterchef Australia    NEW-10    15.9

5. Sunday    2030-2210    Rove    NEW-10    15.7

TVW-7 won the week overall (0600-2400) for Total People with acommercial share of 39.7%, followed by NEW-10 with 34.7% and STW-9 with25.6%. The top performing programmes on TVW-7 for Total People wereSunday News, taking the number one position with an average audience of298,000, followed by an additional eight programmes in the top fifteenincluding News, Today Tonight, Packed To The Rafters, Find My Familyand The Zoo. Packed To The Rafters returned to TVW-7 on Tuesday Nightwith an average audience of 240,000 viewers, an increase of 1.25% fromlast season’s finale in March. Sea Patrol continues to be STW-9’s  mostwatched programme with 170,000 viewers, however the station failed tohave any programmes in the top fifteen. NEW-10 had the remaining sixshows in the top fifteen for Total People. Sunday’s MasterchefAustralia – Challenge took third position with an average audience of247,000 people followed by Merlin with 230,000 viewers, Rove with205,000, Talkin’ ‘Bout Your Generation with 205,000 Monday’s MasterchefAustralia with 203,000 and Wednesday’s Masterchef Australia with189,000 viewers. NEW-10’s Saturday afternoon AFL – Melbourne vs WestCoast – was the highest rating sports programme for the week, onlybeaten by Monday’s Ten News At Five and Sunday’s Mecurio’s Menu onTVW-7 for the daytime segment.

Nationally, Seven won the week overall (0600-2400) with a commercialshare of 36.2% followed by Ten with 32.2% and Nine with 31.6%. The topprogramme nationally went to the Sunday Masterchef Australia -Challenge on Ten with an average audience of 1.898 million viewers.This was followed by Seven’s News on Monday and Sunday with 1.785million and 1.780 million viewers respectively. The highest ratingprogramme for Nine was their Sunday News with an average audience of1.660 million viewers.

TELEVISION STATION SHARE YEAR TO DATE

With the first half of the year behind us, we look back at what hasbeen happening with television station shares. Locally TVW-7 has takena commanding lead with an overall commercial share (0600-2400) of 39.2%for total people brought on by shows such as the News, Today Tonight,Packed To The Rafters, Border Security and Find My Family. In secondplace is NEW-10 with a 33.4% share, followed by STW-9 on 27.4%. Thepeak commercial share (1800-2230) is relatively similar with TVW-7 inthe lead on 39.1%, NEW-10 with 31.9% and STW-9 on 29.0%.

The 25-54 demographic is a much closer race with TVW-7 just beating outNEW-10 with an overall commercial share of 37.4% and 35.2%rsepectively. STW-9 followed with a share of 27.4%. In the peakcommercial share there is only 0.7% seperating TVW-7 and NEW-10, withTVW-7 winning with a share of 35.8%. STW-9 was third with a peak shareof 29.1%.

Nationally the story is different with the 5 Capital City sharesshowing Seven out on top with an overall commercial share of 37.0%,followed by Nine with 33.0% and Ten on 30.0%. Below are the individualdetails for the eastern capital cities overall commercial share(0600-2400) for Total People:

                  Sydney      Melbourne        Brisbane        Adelaide

Seven        36.8%            35.9%            37.6%            37.5%

Nine           34.5%            33.7%            34.7%            30.2%

Ten             28.7%            30.5%            37.7%            32.3%

OzTAM February 8 – June 30, 2009.

NINEMSN LAUNCH

Ninemsn are launching a new video site in late July. More than 40,000video and TV clips will be available  and streamed
on-demand withconsumers able to sort by TV show (all of Network Nine’s programmes),content channel or genre. There will be 15 content providers includingMTV, Splash, National Geographic and Lonely Planet.

HERALD SUN SALES FIRST

This Melbourne paper has claimed to be the first newspaper to takeadvantage of the release of a regulation which prevented publishersfrom claiming more than 1% of bundled sales in their circulationfigures. The paper are selling for 50 cents when a Boost juice ispurchased at 10 Melbourne outlets. Effective July 1, the ABC willinclude newspaper sales which have been bundled with another product aslong as the total transaction exceeds the cost of the newspaper.

CANNES LIONS AWARDS

The top six winners at Cannes, according to the Big Won and The GardenPartnership, were USA, UK, Germany, Brazil, France and Australia.

AUSTRALIAN NATIONAL RETAILERS ASSOCIATION REPORT

According to the ANRA, the retail sector has grown by close to four percent since the Government introduced its first stimulus package. Allthe states experienced growth, except for Tasmania. WA was the leader,growing 3.5 per cent, Victoria is up 0.7 per cent, Queensland up 1.5per cent, and SA gained 1.8 per cent. NSW and the NT are relativelyunchanged. Department stores grew 5.5 per cent, and clothing and softgood retailing was up 2.9 per cent. Household goods saw sales fall twoper cent.

NIELSEN GLOBAL ONLINE CONSUMER STUDY

This study was conducted among 25,420 internet users in 50 markets fromEurope, Asia Pacific, North America and the Middle East. It states thatnearly two thirds of Australian consumers have reduced householdexpenditure compared to this time last year.

• Of the Australian respondents, 63% have cut down on take-away meals

• 60% have cut back on out-of-home entertainment

• 59% have reduced spending on new clothing

• 56% have cut back on premium grocery brands

• 55% have cut back on gas and electricity usage

Categories currently experiencing the strongest growth include frozenmeat and chicken with 23% growth, tomato paste and purees (20%), saladdressings (16%) and pudding and cake mixes (13%).

IBIS WORLD REPORT

This report predicts what the top 10 best and five worst growthindustries will be for the coming year. The complete list is as follows:

Top 10 growth industries for 2009/10

1. Online education (24.3%).

2. Video games (11.4%).

3. Funds management (10.7%).

4. Grain storage (10.1%).

5. Electricity generation (8.5%).

6. Passenger rail transport (7.2%).

7. Waste disposal services (7.0%).

8. Welfare services and fund raising (5.6%).

9. Language and other education (5.5%).

10. Nursing homes (5.5%).

Bottom 5 growth industries for 2009/10

1. Tyre manufacturing (-36.6%).

2. Foreign banks (-21.5%).

3. Automotive electrical/instrument manufacturing (-7.9%).

4. House construction (-7.8%).

5. Employment placement services (-7.4%).