INITIATIVE MEDIA WEEK IN REVIEW: AUGUST 3-9

August 13 2008, 9:18 am | BY Lynchy | No Comments

TELEVISION

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Top 5 Prime Time Programmes – People 18-39

1. Friday    1950-2300    Beijing Olympics Opening Ceremony    TVW-7    19.8

2. Wednesday    2000-2030    Hole In The Wall    STW-9    14.9

3. Tuesday    2030-2100    Two And A Half Men    STW-9    14.4

4. Saturday    1830-2230    Beijing Olympics Day 1 Primetime    TVW-7    14.0

5. Wednesday    1830-2000    Two And A Half Men    STW-9    13.5

Top 5 Prime Time Programmes People 25-39

1. Friday    1950-2300    Beijing Olympics Opening Ceremony    TVW-7    23.8

2. Tuesday    2030-2100    Two And A Half Men    STW-9    15.7

3. Saturday    1830-2230    Beijing Olympics Day 1 Primetime    TVW-7    15.4

4. Saturday    1800-1830    News    TVW-7    14.9

5. Wednesday    2000-2030    Hole In The Wall    STW-9    13.5

Top 5 Prime Time Programmes People 25-54

1. Friday    1950-2300    Beijing Olympics Opening Ceremony    TVW-7    29.8

2. Saturday    1830-2230    Beijing Olympics Day 1 Primetime    TVW-7    17.8

3. Saturday    1800-1830    News    TVW-7    16.6

4. Sunday    1800-1830    News    TVW-7    15.7

5. Mon-Wed    1800-1830    News    TVW-7    14.6

Top 5 Prime Time Programmes People 35-54

1. Friday    1950-2300    Beijing Olympics Opening Ceremony    TVW-7    35.1

2. Saturday    1830-2230    Beijing Olympics Day 1 Primetime    TVW-7    19.6

3. Saturday    1800-1830    News    TVW-7    19.0

4. Sunday    1800-1830    News    TVW-7    17.7

5. Monday    1930-2000    Border Security – Australia’s Front Line    TVW-7    16.4

As expected, TVW-7 won the week (0600-2400) with a Total People share of 50.2%, followed by NEW-10 with 25.3% and STW-9 with 24.4%.Their increase in share is largely attributable to the Beijing Olympics’ Opening Ceremony, which averaged 473,000 of Total People.

Other shows in the Top 15 earlier in the week for TVW-7 were News,Today Tonight, Border Security – Australia’s Front Line, The Force –Behind The Line, The One – Australia’s Most Gifted Psychic, Home &Away, and Criminal Minds. The series debut of Seven’s Make Me ASupermodel didn’t make much of an impact on the 19:30 timeslotnationally, averaging just over one million viewers. It wasconvincingly beaten by Nine’s new episode of Two And A Half Men and the’sneak peak’ of Hole In The Wall. This was mirrored in Perth, with thedebut averaging only 139,000 of Total People although the secondepisode on Thursday proved to be more popular with an increase in TotalPeople of 10.3%. The Final for Battle Of The Choirs had an increase inaudience for Total People of 20.1% week on week. The series return ofHeroes on TVW-7 on Wednesday was well below the season one finalaveraging only 84,000 people, although to be fair, it was a doubleepisode which ran from 2130-2330.

STW-9 had three programmes in theTop 15 for Total People – 60 Minutes, Wednesday’s Two And A Half Menand Hole In The Wall. The final of The Farmer Wants A Wife averaged147,000 people, an increase of only 2.7% from the previous week.

NEW-10’sTen News At Five experienced a slight decrease but was still one of thetop rating daytime programmes losing only to TVW-7’s coverage of theWestern Derby and the Olympics. The Sunday AFL afternoon match on TVW-7- Fremantle vs West Coast – proved to be a top rating programme amongstTotal People with 218,000 tuning in to see the Dockers win the 28thWestern Derby.

THE OLYMPIC GAMES TELECAST

The Opening Ceremony of the Games of the XXIX Olympiad delivered an amazing result for the Seven Network. Highlights as follows:

  • The Opening Ceremony peaked at 5.992 million nationally – the five Metro Markets = 4,437,000 and regional markets = 1,555,000.
  • Seven’slive coverage of the Opening Ceremony delivered an average audience of3.307 million from 10:00pm Friday – 2:17am Saturday, AEST in the fivemajor metropolitan markets and a national audience (includingnon-metropolitan markets of 4.326 million.
  • Average Audience bymarket for the Opening Ceremony was Sydney 1,007,000, Melbourne1,028,000, Brisbane 444,000, Adelaide 356,000 and Perth 473,000.
  • PeakAudience by market for the opening Ceremony was Sydney 1,347,000,Melbourne 1,395,000, Brisbane 685,000, Adelaide 462,000 and Perth547,000.
  • In total audience reach, 7.857 million Australians(5.881 million in the five major markets and 1.976 million in regionalmarkets) watched all or part of Seven’s coverage of the OpeningCeremony.
  • 85% of all people watching TV watched the OlympicGames which is up 42% on the Opening Ceremony of the Olympic Games inAthens (3.039 million viewers). The Opening Ceremony of the OlympicGames in Sydney scored a five capital city audience of 6.518 millionand a national audience (including regional markets) of 7.307 million.
  • Primetimeaudience shares for Friday commencing 1800 and including the OlympicTelecast were: ABC 11.4%; Seven 51.6%; Nine 19.4%; Ten 14.8%; and SBS2.8%.

Saturday highlights as follows:

  • One in two Australians watched Seven on Saturday.
  • Acrossthe five major capital city markets, Seven scored a peak audience of2.938 million (non-metropolitan markets deliver a peak audience of1.346 million).
  • Seven’s audience on Saturday peaked at 1.9million in the morning, 2.5 million in the afternoon and 3.1 million inlate afternoon.
  • Across the four hours of primetime on Saturday,Seven delivered a peak audience of 4.240 million (2.938 million in thefive major metropolitan markets and 1.302 million in thenon-metropolitan markets) – with 7.69 million Australians watching allor part of Seven’s primetime coverage on Saturday.
  • Acrossprimetime, Seven’s coverage delivered an average audience of 3.115million viewers (2.214 million in metropolitan markets and an averageaudience of 901,000 in non-metropolitan markets) with an averageaudience by market of  Sydney 719,000, Melbourne 553,000, Brisbane476,000, Adelaide 201,000 and Perth 265,000.
  • The Network Audience Shares for Saturday 6:00pm-midnight were: ABC 13.4%; Seven 49.5%; Nine 14.3%; Ten 14.8%; and SBS 8.0%.

POST OLYMPIC PROGRAMMING

Nine Network

  • The Strip
  • Hole in the Wall
  • Scorched
  • The Mentalist
  • Battle Fronts
  • The Chopping Block
  • New episodes of Gordon Ramsey’s
  • In daytime, The View and Ellen

Ten Network

  • Australian Idol
  • Bondi Bali
  • Are You Smarter Than a Fifth Grader
  • 90210
  • Life on Mars
  • Rush
  • Kenny
  • Burn Notice
  • Thank God You’re Here

Seven Network

  • Dancing with the Stars
  • City Homicide
  • Criminal Minds
  • Heroes
  • Private Practice
  • Packed To The Rafters
  • Find My Family
  • The Outdoor Room
  • Make Me A Supermodel

ABC

Forthe first time this year the ABC won the 20:30 timeslot on a Sundayover the commercial networks with Foyle’s War averaging 1,215 million.This was replicated in Perth with the series’ final episode winning thetimeslot with an average audience of 146,000 for Total People. The showbeat TVW-7’s movie Derailed, STW-9’s repeat episode of CSI: Miami andeven Rove on NEW-10.

TWEENIES

Identified as a childbetween the ages of 10 – 14, this market is a potential goldmine asthey move into their Teens. They are tech savvy growing up as they havein a computer literate world. Pacific Magazines have extended their twoTween mags – Total Girl and K-Zone online to specifically target thishard to reach demographic. The sites expand on the magazine contentwith the aim to allow interaction along with audio-visual opportunitiesfor advertisers with TVC’s/streaming content.

NEW NEWSPAPER INSERT

TheAustralian will launch a new magazine effective October 2008. It willbe inserted in the paper on the third Friday of each month. The namehas not been announced yet.

ONLINE SPEND

Advertisers spent$1.524 billion on online advertising in the 12 months to June 2008,according to the Interactive Advertising Bureau’s (IAB) latest OnlineAdvertising Expenditure Report.

The report shows strong growthacross all categories of online spend during the 2007 to 2008 financialyear. In the 12 months to June 2008, search and directories advertisingremained the fastest growing category of online spend – up 34% to $706million. General display advertising was up 23% over the 12 monthperiod to $411 million, while online classifieds grew 21% to $407million.

NINEMSN

Ninemsn will launch its first everonline-only drama, Cassie Has Dreams, on August 11. It will be streamedover 20 “webisodes”, each two to three minutes long. It is exclusive toninemsn.

RADIO

Survey #5, 2008 results were released last week and the following is a snap shot of the Eastern States market.

Sydney

  • 2GB remains the number one station with People 10+, increasing its share to 12.3%.
  • 2WS surprisingly increased its P10-17 share by 7.3 but recorded loses in all other demographics.
  • 2Dayrecorded a fantastic result for People 18-24, i
    ncreasing their share by10.4% and reclaiming the number one position in this demographic.Hamish & Andy continue to lead in their timeslot
  • Mix 106.5 had a 2.4% increase in share for People 18-24 plus an increase of 4.6% with People 25-54
  • Vega 95.3 showed improvement in People 25-54 with an increase in audience of 4.2%.
  • Nova96.9had an increase in audience for People 10-17, 40-54 and Grocery Buyers.Kate Richie, Merrick & Rosso slightly increased their share by0.3%, the third increase in a row.

Melbourne

  • 3AW(Talk Back Station) remains number one with People 10+ despite adecrease in audience. They continue to dominate with People 55+ andGrocery Buyers, with audience shares of 32.2% and 20.5% respectively.
  • FOXFM saw a gain of 2.0% with People 18-24 and retained their number one position for People 10-17, 18-24 and 25-39.
  • 3MMMenjoyed an increase in audience amongst People 10-17, 18-24 and 25-39as well as an increase across all day parts Monday to Friday.
  • GOLDFM experienced unusual audience growth this survey, with a 4.6% increase in People 10-17
  • MIX FM dropped 2.9% share from their 10-17 year olds, therefore losing their number three position
  • Nova100 gained audience share with People 18-24,  holding their number two position
  • Vega had a significant loss of 3.2% in audience share with People 18-24.

Brisbane

  • Nova106.9still remain the number one station overall. They had a very strongsurvey against People 18-24 with an increase of 6.9%,  retaining thenumber one position for the demographic
  • B105FM demonstratedaudience gains across all demographics except People 55+, with thegreatest increase for People 25-39 (+2.4%).
  • 97.3 FM had a significant increase in audience share against People 18-24 (+4.6%)
  • FM104 MMM lost 4.9% audience share with People 18-24, but lifted People 10-17 with an increase of 2.2%.

Adelaide

  • 5AA remains the number one station for People 10+
  • SAFMsaw a tremendous increase of 12.1% against People 18-24 which movedthem into the top position for the demographic. They are also stillnumber one for People 10-17 despite an audience decrease of 4.5%.
  • Nova91.9has taken the number one position for the day part Noon – 4.00pm withan increase of 1.3%. They also remain in the number two position forPeople 10-17 despite a decrease of 2.3%
  • MIX102.3 increased their share with People 10-17 by 4.9%, but lost audience share with People 18-24 and 25-39.