INITIATIVE MEDIA WEEK IN REVIEW: SEPT 14-20

TELEVISION

Top 5 Prime Time Programmes – People 18-39

1. Tuesday    2030-2130    Packed To The Rafters    TVW-7    12.5

2. Thursday    2000-2100    Make Me A Supermodel    TVW-7    11.9

3. Monday    2000-2030    The Force – Behind The Line    TVW-7    10.7

4. Tuesday    1930-2000    RSPCA Animal Rescue    TVW-7    10.5

5. Monday    2030-2230    Bones    TVW-7    10.3

Top 5 Prime Time Programmes People 25-39

1. Thursday    2000-2100    Make Me A Supermodel    TVW-7    16.1

2. Tuesday    2030-2130    Packed To The Rafters    TVW-7    13.0

3. Sunday    1930-2030    60 Minutes    STW-9    12.7

4. Monday    2000-2030    The Force – Behind The Line    TVW-7    11.8

5. Tuesday    1930-2000    RSPCA Animal Rescue    TVW-7    11.6

Top 5 Prime Time Programmes People 25-54

1. Tuesday    1930-2000    RSPCA Animal Rescue    TVW-7    13.4

2. Tuesday    2030-2130    Packed To The Rafters    TVW-7    13.4

3. Monday    2000-2030    The Force – Behind The Line    TVW-7    13.3

4. Monday    2030-2130    City Homicide    TVW-7    12.8

5. Sunday    1800-1830    News    TVW-7    12.7

Top 5 Prime Time Programmes People 35-54

1. Monday    2000-2030    The Force – Behind The Line    TVW-7    15.3

2. Tuesday    2030-2130    Packed To The Rafters    TVW-7    14.6

3. Tuesday    1930-2000    RSPCA Animal Rescue    TVW-7    14.2

4. Sunday    1800-1830    News    TVW-7    13.9

5. Tuesday    2000-2030    Find My Family    TVW-7    13.5

TVW-7 won the week overall (0600-2400) for Total People with acommercial share of 41.9%, followed by NEW-10 with 30.8% and STW-9 on27.3%. Of the top 15 programmes, TVW-7 had 13 for Total People withRSPCA Animal Rescue, The Force – Behind the Line, News, Border Security– Australia’s Front Line, Find My Family, Today Tonight, City Homicide,Packed To The Rafters, Medical Emergency and Bones. Packed To TheRafters continues to do well, continually in the top 5 for all of ourfeature demographics.

The top rating STW-9 programme was 60 Minuteswith an audience of 199,000, making it into the top 15 programmes forTotal People. The much anticipated premiere of Fringe on Wednesday wasnot a success with only 86,000 people tuning in. It lost its timeslotto Criminal Minds on Seven and So You Think You Can Dance on Ten.

NEW-10’s top rating programme was the Second Preliminary Final –Hawthorn vs St Kilda – on Saturday Night, with an average audience of176,000 Total People, with the season finale of NCIS was close behindwith 173,000 people tuning in.

Sporting finals always herald the return of the TV audience – almost nomatter who is playing. Seven nationally had their highest AFL audienceof the year for the first preliminary final – Geelong vs WesternBulldogs – with just over 1.1 million people tuning in (up 6% up onlast Friday). The Rugby League semi final on the Nine Network reached 922,962 people, once again up on the previous Friday – this time by 15%.

FOXTEL TO ADD THREE NEW CHANNELS

Foxtel will launch two new BBC channels and a new entertainment channelon the 1st of November as part of their existing subscriber services.The three channels are to be called CBeebies, BBC Knowledge and Channel111.

CBeebies will be an advertising-free children’s channel forpre-schoolers with an emphasis on educational entertainment. BBCKnowledge will be a documentary and non-fiction channel. Channel 111 isa general entertainment channel produced by Foxtel and based from thesame Melbourne studios as the Comedy Channel.

CEASA RESULTS FOR JANUARY – JUNE 2008

According to the latest CEASA (Commercial Economic Advisory Service ofAustralia) report, advertising expenditure has increased 6.1% fromJanuary – June 2007 to the same period in 2008. The changes in total,national and non-national dollar advertising expenditure by medium from2007 to 2008 showed the following:

                                   2007 to 2008 Change %

                           Total            National        Non-National

Newspapers           2.9             -.9                  4.5

Television              2.0            1.9                  2.7

Subscription TV     20.2

Radio                     5.7            9.4                  2.0

Magazines              3.4             3.4                 3.4

Online                   28.7           26.3                29.5

Outdoor                14.1            14.1                14.1    

Cinema                   3.4             -.4                 21.8

THAT’S LIFE MAGAZINE

The magazine has launched a website which offers an interactiveextension of the magazine’s content online. It showcases similarcontent to the magazine as well as offering readers the chance to jointhe Gold Club, where members can participate in forums, comment onstories, and submit their own stories and recipes to be published.

THE AUSTRALIAN MOBILE INTERNET INSIGHT REPORT

According to this report, Australian iPhone users consume six times asmuch data per web browsing session as average mobile users. Otherfindings were:

• iPhone users browse for 2.8 minutes compared to other mobile users at 1.6 minutes and desktop users at 2.4 minutes

• The average page views per visit for the iPhone were 73% higher than other mobiles and 30% higher than desktop browsers

• Saturday is the peak browsing day for both iPhone and average mobile users, due to heavy usage of weekend sports content

It was pointed out, however, that this heavy data usage of iPhone waslikely to decline as the novelty factor wears off and the costimplications are realised.

ONLINE ADVERTISING TO BENEFIT FROM DOWNTURN

While tight economic conditions may be putting a strain on financialinstitutions, Australia’s online advertising market will benefit asadvertisers seek out cost effectiveness in marketing budgets, predictsa report released today by market consulting company Frost &Sullivan. According to Darryl Nelson, Frost & Sullivan seniorresearch manager of digital media, “The online general advertisingmarket continues to enjoy solid growth and is not only well placed toweather the current slowdown in overall media budgets but is set tobenefit from its increasing cost effectiveness”.

Growth in online advertising is primarily dominated by“next-generation” brand marketing, such as video and integratedcontent, email direct marketing and cost-per-click or cost-per-actioncampaigns. Whilst many new industries are turning to onlineadvertising, it continues to be dominated by traditional advertisersincluding the banking, finance and insurance industry, the automotivesector and communication companies accounting for just over half of allonline advertising revenues for the 2008 financial year.

ONLINE MEASUREMENT

Although four companies have been invited to table expressions ofinterest with the Interactive Advertising Bureau, to date onlyAustralian operator Nielsen Online has responded. The other threecompanies were Com
Score, Amethon and Roy Morgan. As ComScore has notlaunched into the Australian market as yet, there is hope that theywill respond thereby breaking the current monopoly that Nielsen enjoys.One of the major issues is how to differentiate between at work and athome panels without getting too much duplication between the two.Another area of concern is cookie duplication.