INITIATIVE MEDIA WEEK IN REVIEW: SEPTEMBER 28 – OCTOBER 4
TELEVISION
Top 5 Prime Time Programmes – People 18-39
1. Monday 2000-2030 The Force – Behind The Line TVW-7 11.8
2. Tuesday 2000-2030 The Simpsons NEW-10 10.8
3. Tuesday 2030-2130 Packed To The Rafters TVW-7 10.7
4. Tuesday 1930-2030 Wipeout STW-9 9.4
5. Tuesday 2030-2130 NCIS NEW-10 9.4
Top 5 Prime Time Programmes People 25-39
1. Monday 2000-2030 The Force – Behind The Line TVW-7 12.7
2. Tuesday 2030-2130 Packed To The Rafters TVW-7 12.3
3. Tuesday 2000-2030 The Simpsons NEW-10 11.9
4. Tuesday 2030-2130 NCIS NEW-10 11.1
5. Tuesday 1930-2000 RSPCA Animal Rescue TVW-7 10.8
Top 5 Prime Time Programmes People 25-54
1. Monday 2000-2030 The Force – Behind The Line TVW-7 14.7
2. Tuesday 2030-2130 NCIS NEW-10 13.7
3. Tuesday 1930-2000 RSPCA Medical Emergency TVW-7 12.6
4. Tuesday 2030-2130 Packed To The Rafters TVW-7 12.6
5. Wednesday 1930-2000 Two And A Half Men STW-9 12.5
Top 5 Prime Time Programmes People 35-54
1. Monday 2000-2030 The Force – Behind The Line TVW-7 16.1
2. Tuesday 2030-2130 NCIS NEW-10 14.7
3. Tuesday 1930-2000 RSPCA Animal Rescue TVW-7 13.8
4. Tuesday 1930-2030 Wipeout STW-9 13.6
5. Wednesday 1930-2000 Two And A Half Men STW-9 13.6
TVW-7 has once again won the week overall (0600-2400) for Total Peoplewith a commercial share of 43.6%, while STW-9 and NEW-10 were both on28.2%.
TVW-7 had 14 of the top 15 programmes for Total People with TheForce – Behind The Line, RSPCA Animal Rescue, News, City Homicide,Packed To The Rafters, Today Tonight, Border Security – Australia’sFront Line, Find My Family, Criminal Minds and Medical Emergency amongthe top rating programmes. Thursday night’s two hour Season Finale ofGhost Whisperer on TVW-7 had an audience increase of 17.6% week onweek, winning its timeslot against NEW-10’s Law & Order double andThe Strip/RPA on STW-9.
The top rating programme for STW-9 was theWednesday Episode of Two And A Half Men which generated an audience of180,000 to take it into the top 15.
NEW-10 increased its daytime sharewith their News At Five taking out the top spots for daytimeprogramming. NCIS continues to perform well for NEW-10, featuring inthe top 5 programmes for all of our demographics, and reaching anaverage audience of 177,000 people.
For the thirteenth week in a row Seven nationally had the highest peakshare across all free to air networks with 30.1%, ending the weekalmost 5 points ahead of Nine.
Nationally and in Perth breakfast television is stilling being won bythe Seven Network. Sunrise leads nationally with a weekly average of364,000 viewers compared to Today with 275,000. Locally TVW-7’s Sunrisehas a weekly average audience of 36,000 compared to STW-9’s Today with22,000 viewers.
ANALOG SWITCH-OFF
The government has passed a bill which confirms the switchover from analog to digital television as being 2013.
SBS
Monday night’s launch of Top Gear Australia, at 7:30pm, gave SBS it’shighest ever audience for a locally produced programme. A total of1.34 million viewers tuned in to the first episode of the eight-partseries. The programme has a skew towards people in the highincome-earning group, OG according to OzTAM figures. Melbourne ratedthe highest followed by Sydney, Brisbane, Perth and Adelaide.
IPSOS STUDY
The Ipsos study measured audience reach, advertising awareness andrecognition, impact on consumers, relevance and persuasion during theGames period. They rated the top 10 performing ads as follows:
1. Qantas – I still call Australia home
2. Lenovo – Libby Trickett ThinkPad
3. McDonald’s – Athletics Commentary
4. Glade – Room Change
5. Bonds – Patty Cake
6. Berocca – Natural Fizz
7. McDonald’s/ Coca Cola – Coke glasses
8. GIO – Flash Flood
9. Commonwealth Bank – Money Box
10. Duck – Under Rim
Three of the broadcast partners – Coles, Panasonic and Telstra – did not make it into the top ten.
ACP
ACP is creating a handbag version of Cleo magazine effective November17. They will print 40,000 copies and it will be sold alongside thefull size magazine. The cost will be slightly less although the contentis virtually identical.
NEWS LIMITED
News Ltd is launching a new business magazine on October 17 along witha new website. Called The Deal, it will be inserted in the Australiannewspaper on the third Friday of each month. Content will includearticles from the Wall Street Journal, as News purchased this paperlast year, as well as cover all aspect of business life.
M&C SAATCHI STUDY
This study was contracted in order to address spending patterns in thecurrent economic climate. It compared the UK, Australia and NewZealand, and found the most optimism in New Zealand followed byAustralia and then the UK. They identified the following eight spendingpersonalities:
• Justifiers (17.7%) – like to spend but need to find a good excuse to at the moment.
• Scrimpers (17%) – are switching brands for own-label and looking for savings at the big grocery chains.
• Ostriches (17%) – are in denial and aren’t changing their behavior despite the circumstances.
• Crash Dieters (16.2%) – have already reacted and are spending as little as possible on non essentials.
• Treaters (11.3%) – when they demonstrate frugal behavior, they thenreward themselves for it by purchasing a nice bottle of wine.
• Abstainers (11%) – haven’t stopped spending but will delay purchasing large items
• Vultures (4%) – they love a good economic crash and circle making a killing on any bargains.
Source B&T
ONLINE AD CLICKERS
Younger and lower income Web users are more likely to click on certainad formats than older, wealthier ones, according to a survey byiPerceptions. The study found that of those respondent under 25, 31%said they are likely to click on a video ad, compared with 21% ofrespondents aged 25-34 and only 14% for those aged 35-44.
Text is the most likely to draw clicks than any other format, with 25%of respondents saying they are likely to click a text link. Next is theright side banner where 20% of respondents say they are prone to click,followed by 12% saying they tend to click the top-banner ads. Video adunits had an 11% likelihood, interactive units 7%, and interstitialsonly 4%.
