INITIATIVE MEDIA WEEK IN REVIEW: AUG 17-23
TELEVISION
Top 5 Prime Time Programmes – People 18-39
1. Wednesday 1900-2230 Beijing Olympics Day 12 Primetime TVW-7 13.8
2. Tuesday 1900-2230 Beijing Olympics Day 11 Primetime TVW-7 12.7
3. Sunday 1830-2230 Beijing Olympics Day 9 Primetime TVW-7 12.3
4. Monday 1900-2230 Beijing Olympics Day 10 Primetime TVW-7 12.0
5. Thursday 1900-2230 Beijing Olympics Day 13 Primetime TVW-7 11.2
Top 5 Prime Time Programmes People 25-39
1. Wednesday 1900-2230 Beijing Olympics Day 12 Primetime TVW-7 17.2
2. Monday 1900-2230 Beijing Olympics Day 10 Primetime TVW-7 15.0
3. Tuesday 1900-2230 Beijing Olympics Day 11 Primetime TVW-7 14.8
4. Tuesday 2030-2130 NCIS EP 1 RPT NEW-10 13.8
5. Sunday 1830-2230 Beijing Olympics Day 9 Primetime TVW-7 13.5
Top 5 Prime Time Programmes People 25-54
1. Sunday 1830-2230 Beijing Olympics Day 9 Primetime TVW-7 16.6
2. Wednesday 1900-2230 Beijing Olympics Day 12 Primetime TVW-7 16.6
3. Sunday 1800-1830 News TVW-7 16.4
4. Monday 1900-2230 Beijing Olympics Day 10 Primetime TVW-7 16.1
5. Tuesday 1900-2230 Beijing Olympics Day 11 Primetime TVW-7 15.5
Top 5 Prime Time Programmes People 35-54
1. Sunday 1800-1830 News TVW-7 19.8
2. Sunday 1830-2230 Beijing Olympics Day 9 Primetime TVW-7 19.3
3. Monday 1900-2230 Beijing Olympics Day 10 Primetime TVW-7 18.0
4. Mon-Wed 1830-1900 Today Tonight TVW-7 16.7
5. Tuesday 1900-2230 Beijing Olympics Day 11 Primetime TVW-7 16.3
TVW-7 won the week overall (0600-2400) for Total People with acommercial share of 55.0%, followed by NEW-10 with 22.6% and STW-9 with22.4%.
The top performing programmes on TVW-7 for Total People included theSunday to Saturday News, Today Tonight and, of course, the BeijingOlympics. The top programme for the week was Saturday News on TVW-7which averaged 259,000 viewers, followed by the Sunday News with243,000 people.
STW-9’s top programmes for Total People wereAustralia’s Funniest Home Video Show and 60 Minutes – both reaching anaverage audience of 172,000 viewers.
The only programme on NEW-10 tomake the top fifteen for Total People was NCIS EP 1 (Rpt), whichdelivered an average of 191,000 viewers. Neighbours and Friends madethe top fifteen programmes for People 18-39 and 25-39.
The top fourpositions in the daytime segment were dominated by Seven’s BeijingOlympics. Seven’s Sunday AFL Game – Fremantle vs St Kilda – took fifthposition with an average of 117,000 viewers. Although the Olympicsdominated the top five daytime positions with all our demos, Ten Newsat Five managed to take fourth position with People 18-39, third spotfor People 25-39 and fifth position with People 25-54.
OLYMPICS REVIEW
Seven ended the second full week of the Olympics with a 46.4% totalshare nationally, 27.8 points in front of Nine. Seven was 2.9% down onWeek One, however, that is a trend which has existed over the years asAustralians fare better in the swimming competitions therefore audiencelevels are up compared to athletics. Of the top twenty programmes forthe week, Seven nationally had the first thirteen; the most watchedbeing the Olympic Primetime coverage of Day 9 (Sunday 17/08) whichaveraged 2,226 million viewers.
In Perth, TVW-7 averaged 230,000 viewers for their Primetime(1800-2230) coverage from the Opening Ceremony on Friday August 8th tothe Closing Ceremony on Sunday August 24th, a share of 53% of TotalPeople. This is an average increase of 26,000 viewers from the 2004Athens Olympics.
Some Highlights for Australia and TVW-7 were:
• 253,000 people watched Stephanie Rice win Australia’s 400th SummerOlympic Medal in the 400m Individual Medley on Sunday August 10th.
• Grant Hackett’s Silver in the 1500m Freestyle on Sunday August 17th averaged 244,000 people.
• 215,000 people watched Usain Bolt break his own record in the final of the Men’s 100m, on Saturday August 16th.
• On Thursday August 14th, 129,000 people watched Eamon Sullivan swim in the final of the 100m Men’s Freestyle.
• The Women’s Basketball Final between Australia and USA averaged 154,000 people on Saturday August 23rd.
SBS averaged 24,000 people for their Primetime Telecast of the BeijingOlympics a decrease on average of 6,000 viewers from the 2004 AthensOlympics.
A daily average of 71,300 Australian users logged into Beijing 2008.cn,the official website of the Beijing Olympic Games in the first week ofcompetition, according to Nielsen Online. The site attracted a globalaverage of 930,000 users between August 9th and 15th, with only the USand France, of countries other than China, racking up more visits thanAustralia.
Source: B&T
SBS EXPANDING
SBS is further ramping up its online services with the creation of anew website dedicated to world cinema. The SBS Movies site, which willlaunch in a few months, will cover foreign language, cult andindependent films from Australia and abroad. It will contain reviews,news, blogs, trailers and exclusive interviews with filmmakers.
AUSTRALIAN MOBILE PHONE LIFESTYLE INDEX
According to this online survey of over 2000 people, consumers areusing their mobile phones for more than making phone calls. Demand hasincreased in the following areas over the last year:
• The top three types of content bought was games (43%), true tones (42%) and SMS alerts and wallpapers (33%).
• Digital music downloads experienced a 113% increase over the last two years.
• Mobile map services have increased 347%.
• TV listings are up 93%.
• Restaurant and cafe guides, news, weather and sport updates have increased.
• 96% of people have taken a photo and 70% have created a video.
• MMS is the most popular form of delivery – 63% – followed by Bluetooth – 61%.
ADVERTISING EXPENDITURE
Advertising spend will fall by close to $270m on forecast figures thisyear, a drop of almost 3%. The forecast ad spend figure for 2008 of$12.44bn has been revised downwards to $12.2bn, with cuts in online,pay TV, radio and newspaper spending causing the fall.
Source: The Australian
GEN Y SPENDING
Generation Y, unlike many Australians, are increasing the amount theyspend. Research has found that 31% of Gen Y’ers are spending more ongoing out and enjoying themselves, while 33% said they were buying moretechnology gadgets such as iPhones and GPS navigators. Part of thereason appears to be that so many of them are still living at home,therefore, have larger disposable incomes.
‘GENERATION VIRTUAL’
Marketers have another demographic to monitor and target thanks to theInternet. The new group defies all other traditional demographics witha unique blending of attitudes, interests and general behavior. Gartnerhas identified this new generation – Generation Virtual – also known asGeneration V. Generation V isn’t defined by age, gender, class orgeography; instead they are recognized by their levels of achievement,accomplishments and a preference for digital media channels forlearning and sharing.
According to Gartner, Generation V can be broken down into four levels of engagement:
• Creators (Up to 3%) – Providers of original content.
• Contributors (3% to 10%) – Regular followers of creators who add to the online conversation.
• Opportunists (10% to 20%) – Erratic contributors depending on their needs at the time of searching.
• Lurkers (80%) – Spectators that benefit from other’s input but who don’t provide any content themselves.
“Companies should plan to segment all four levels in the community -each has significant business value,” said Adam Sarner, principalresearch analyst at Gartner. “Differentiation exists between sectorsand industries. Marketers with strong brands attract more creators.Certain industries, such as insurance, draw more lurkers.”
DID YOU KNOW?
• Despite accounting for 25% of the population and owning 50% of the country’s wealth, Australian Baby Boomers feel ignored, disengaged and misunderstood.
• Australians spend more than half of their daily lives consuming media in one form or another.
• 2.8million Australians, or 18% of the population, download music illegally via file sharing networks each year.