INITIATIVE MEDIA WEEK IN REVIEW: AUGUST 31 – SEPTEMBER 6
TELEVISION
Top 5 Prime Time Programmes – People 18-39
1. Sunday 1830-1930 The Outdoor Room With Jamie Durie TVW-7 12.7
2. Sunday 1930-2130 Australian Idol – Top 100 NEW-10 12.2
3. Monday 2000-2030 The Force – Behind The Line TVW-7 12.1
4. Tuesday 1930-2030 Wipeout STW-9 11.6
5. Sunday 1930-2030 Dancing With The Stars 8 TVW-7 11.5
Top 5 Prime Time Programmes People 25-39
1. Tuesday 1930-2030 Wipeout STW-9 15.2
2. Monday 2000-2030 The Force – Behind The Line TVW-7 14.6
3. Sunday 1830-1930 The Outdoor Room With Jamie Durie TVW-7 14.5
4. Thursday 1900-2000 Home And Away TVW-7 14.0
5. Sunday 1930-2130 Australian Idol – Top 100 NEW-10 13.5
Top 5 Prime Time Programmes People 25-54
1. Monday 2000-2030 The Force – Behind The Line TVW-7 15.3
2. Tuesday 2030-2130 Packed To The Rafters TVW-7 15.2
3. Monday 1930-2000 Border Security – Australia’s Front Line TVW-7 15.0
4. Sunday 1800-1830 News TVW-7 14.2
5. Tuesday 1930-2000 RPSCA Animal Rescue TVW-7 14.0
Top 5 Prime Time Programmes People 35-54
1. Tuesday 2030-2130 Packed To The Rafters TVW-7 17.1
2. Sunday 1800-1830 News TVW-7 16.1
3. Monday 2030-2130 City Homicide TVW-7 16.0
4. Monday 2000-2030 The Force – Behind The Line TVW-7 15.4
5. Monday 1930-2000 Border Security – Australia’s Front Line TVW-7 15.1
TVW-7 won the week overall (0600-2400) for Total People with acommercial share of 41.0%, followed by STW-9 with 29.1% and NEW-10 with28.2%.
TVW-7 took the top fifteen positions for Total People with the News,RSPCA Animal Rescue, Border Security – Australia’s Front Line, TheForce – Behind the Line, Packed To The Rafters, Today Tonight, CityHomicide, Find My Family, The Outdoor Room With Jamie Durie, CriminalMinds, Dancing With The Stars, Home And Away and Crash InvestigationUnit. TVW-7’s Packed To The Rafters had another good week with anaverage audience of 224,000, a 6.7% increase on the previous week’spremiere.
The premiere of the Gold Coast based drama The Strip on theNine Network got off to a good start nationally winning it’s timeslotwith a 1,452 million average audience and averaged 146,000 in Perth.Wipeout continues to prove itself a winner for STW-9 with an increaseof 10.2% for Total People week on week, making it into the Top 5 forPeople 18-39 and 25-39.
The top rating programme for NEW-10 was NCISwith an average audience of 176,000, just missing out on a position inthe Top 15. The new series Rush premiered to an average audience of132,000 people on NEW-10.
Ten News At Five continues to dominateDaytime since the Olympics, this week taking out three of the Top 5Daytime programmes. The highest rating sports programme for the weekwas New-10’s 1st Elimination Final – Adelaide vs Collingwood onSaturday with an average audience of 112,000.
Nationally Seven won the week again with a prime time share of 29.7%.Of the top twenty programmes nationally for the week, Seven had 14 withTuesday’s Packed To The Rafters taking out the top spot with 2,045million national viewers.
The ABC had a good night on Saturday with their prime time share upalmost two points on their week average. This was attributable to theirtelecast of the Paraolympic Games Opening Ceremony which averaged521,826 viewers.
RADIO SURVEY 6
The radio survey results were released this week – results as follows for Survey #6, 2008.
Perth Commercial Station Shares (including JJJ)
Survey #6, 2008: Monday – Sunday 0530-2400
94.5FM 92.9FM 96FM NOVA 6PR 6IX JJJ
People 18-39 14.7% 20.3% 26.4% 17.7% 4.9% 3.4% 12.6%
People 25-39 15.4% 17.3% 27.2% 16.4% 7.0% 3.9% 12.8%
People 25-54 26.1% 15.0% 21.6% 14.4% 10.6% 4.8% 7.5%
People 35-54 33.7% 12.3% 19.4% 12.6% 13.2% 4.9% 3.8%
Commercial Station Shares (including JJJ)
Survey #5, 2008: Monday – Sunday 0530-2400
94.5FM 92.9FM 96FM NOVA 6PR 6IX JJJ
People 18-39 17.2% 24.5% 20.1% 19.6% 2.5% 2.0% 14.2%
People 25-39 18.0% 20.3% 22.5% 18.2% 3.4% 2.5% 15.0%
People 25-54 28.1% 18.0% 18.7% 15.1% 6.0% 4.7% 9.5%
People 35-54 36.6% 16.1% 15.7% 12.2% 8.3% 6.1% 5.0%
• 94.5FM remains the number one station for People 10+ even with adecrease of 0.5% in share from last survey. They lost audience shareagainst all demographics with the exception of People 55+ whichincreased by 1.1%. Having said that perhaps the aberration from Survey5 has been rectified as the biggest losses were in the 10-17 and 18-24demographic which are not 94.5FM’s historical strengths
* 92.9FM lost their number two position against People 10+ suffering adecrease of 1.8%. They dropped 7.2% of People 18-24 which would havebeen a major contributor to the decline. Hamish and Andy have losttheir dominate Drive position to Mix 94.5’s The Big Couch, with adecrease of 2.3% for People 10+.
• 96FM had an amazing survey. They experienced increases against allour demos and in every session across the week which has allowed themto grasp the number 2 position for People 10+ with an increase of 2.8%.Their largest gain was for People 18-24 with a massive 10.1% jump. Theyhave remained the number one position for People 25-39, increasingtheir share by 5.0%.
• Nova 93.7 marginally increased their overall share against People10+, still sitting at Number 5 overall. They increased their shareagainst People 10-17 by 3.4% and lost 2.0% share against People 18-24.They also experienced a large increase in the Evening session(1900-2400) of 4.0%.
• 6PR increased their share against People 40-54 by 4.4%, but lost 4.6%for People 55+. Although still in the top spot for commercial stationsin this demo, the ABC now holds a larger audience.
• 6JJJ gained audience share against People 10-17 (+1.6%) and a small increase with 18-24’s.
NIELSEN TOP 50 MEDIA ADVERTISERS
Nielsen Media Research Adex figures were used to compile a list of thetop 50 media accounts based on expenditure from July 1, 2007 – June 30,2008. Some interesting results were that the Commonwealth Bank reducedtheir expenditure which saw them slip from 17th place to 35th. Otherlarge advertisers who reduced spend YOY were Kellogg’s, Proctor &Gamble, Coles and Wesfarmers. Advertisers who increased expenditureincluded Virgin Blue, Mars Australia, Clive Peeters and Ford. The top20 were as follows:
Advertiser Expenditure 07/08 $(in millions) %YOY
- Coles Group Ltd 175-180 +12.6
- Commonwealth Government 175-180 -1.0
- Telstra Corp Ltd 140-145 +10.3
- Harvey Holdings Ltd 125-130 +17.0
- Woolworths Ltd 120-125 +17.9
- Nestle Australia/L’Oreal 120-125 +10.3
- NSW Government 95-100 +13.5
- Victoria Government
75 -80 +7.6 - Suncorp Group 75 -80 -8.6
- Village Time Warner Group 70 -75 +15.9
- Mitsubishi Motors Aust Ltd 65-70 +8.3
- Toyota Motor Corp Aust 65-70 +0.5
- SingTel Group 65-70 +13.6
- Queensland Government 65-70 +0.4
- General Motors Holden Auto Ltd 65-70 +13.0
- Reckitt Benckiser P/L 60-65 +19.0
- Procter & Gamble Aust P/L 55-60 -11.8
- Ford Motor Company Group 55-60 +36.4
- McDonald’s Family Restaurants 50-55 +4.7
- Unilever Australia 50-55 -1.2
LEXUS HITS SHELVES
Luxury car maker Lexus launched its bespoke magazine on newsstandsMonday September 8, broadening the brand’s appeal and availability tothose not necessarily able to afford the premium price tag on the realthing. Published by Text Pacific, Lexus magazine was previously onlyavailable to owners of a Lexus car under warranty. It will now beavailable quarterly at approximately 600 selected newsagents nationwide.
The Spring issue is 72 pages and includes content ranging fromIstanbul’s underground art scene to gastronomical travel features andoff-roading in the Northern Territory – with the new LX 570 four-wheeldrive, of course. Around 3000 copies of Lexus hit newsstands on Monday.
NEW MAGAZINE
Another new magazine is set to be launched in October, 2008. It will becalled The Week and is from the stable of Dennis Publishing. It will bea current affairs digest following the successful formula they used tolaunch in both the UK and USA. The plan is to run to approximately 35pages and contain news from Australia and around the world. In the US,the magazine has grown to a circulation of 500,000 in the past fiveyears while in the UK, it has approximately 150,000 readers. Thepublishers are hopeful of capturing a circulation of 50,000. Themagazine will have a cover price of $4.95.
