INITIATIVE MEDIA WEEK IN REVIEW: OCT 12 – 18

TELEVISION

Top 5 Prime Time Programmes – People 18-39

1. Sunday    2030-2130    The Mentalist    STW-9    13.7

2. Monday    2030-2130    CSI: Crime Scene Investigation    STW-9    11.5

3. Monday    2000-2030    The Force – Behind The Line    TVW-7    11.2

4. Tuesday    2030-2130    NCIS    NEW-10    10.7

5. Thursday    2030-2130    The Amazing Race    TVW-7    10.5

Top 5 Prime Time Programmes People 25-39

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

2. Sunday    2030-2130    The Mentalist    STW-9    14.5

3. Thursday    2030-2130    The Amazing Race    TVW-7    14.3

4. Thursday    1930-2030    Make Me A Supermodel    TVW-7    13.3

5. Monday    2030-2130    CSI: Crime Scene Investigation    STW-9    13.0

Top 5 Prime Time Programmes People 25-54

1. Monday    2000-2030    The Force – Behind The Line    TVW-7    14.8

2. Monday    2030-2130    CSI: Crime Scene Investigation    STW-9    14.3

3. Sunday    2030-2130    The Mentalist    STW-9    14.2

4. Tuesday    2000-2030    Find My Family    TVW-7    13.3

5. Tuesday    2030-2130    Packed To The Rafters    TVW-7    13.1

Top 5 Prime Time Programmes People 35-54

1. Tuesday    2000-2030    Find My Family    TVW-7    17.3

2. Monday    2030-2130    CSI: Crime Scene Investigation    STW-9    16.4

3. Sunday    2030-2130    The Mentalist    STW-9    15.7

4. Tuesday    1930-2000    RSPCA Animal Rescue    TVW-7    15.7

5. Tuesday    2030-2130    Packed To The Rafters    TVW-7    15.6

TVW-7 has continued to dominate the week overall (0600-2400) for TotalPeople with a commercial share of 42.2%, this is the 41st week in a rowthat they have won overall. NEW-10 was second on 29.5%, while STW-9 had28.2%.

TVW-7 had 14 of the top 15 programmes for Total People withprogrammes such as The Force – Behind The Line, Today Tonight, News,Minding Your Money, Find My Family, Border Security – Australia’s FrontLine, RSPCA Animal Rescue, Medical Emergency, Packed To The Rafters,and Criminal Minds. Kath & Kim – The American Series – premiered onSunday night with an average audience of 155,000 on TVW-7 winning itstimeslot against STW-9’s Battlefronts and NEW-10’s Thank God You’reHere. Nationally the programme had 1.3 million viewers. Interestingly,it has not held its audience and has since been taken off air.

NEW-10had one programme in the top 15 for Total People – NCIS. It deliveredan average of 190,000. Good News Week returned to our screens on Mondaynight, but failed to produce a sizeable audience with only 92,000viewers tuning in.

The top rating programme for STW-9 was The Mentaliston Sunday night, with an average audience of 180,000 viewers, an 11.7%increase on the previous weeks premiere. Monday night saw the return ofCSI: Crime Scene Investigation on STW-9 which delivered an averageaudience of 165,000 – winning its timeslot against NEW-10’s Good NewsWeek and TVW-7’s City Homicide.

SUMMER PROGRAMMING

The three networks have announced their initial summer line-up.Obviously, there’s enough time to change things around between now andw/c November 30 when they plan to “launch”.

7 Network:

• Return of Whacked Out Sports, Wild Vets, The Rich List, Las Vegas, 30 Rock and The Amazing Race

• Repeats of City Homicide, Bones, That 70’s Show and Ugly Betty

• New programmes are Holby Blue, October Road and Eli Stone

9 Network:

• Return of The Closer, The King of Queens, Terminator: The SarahConnor Chronicles, McLeod’s Daughters, Waking the Dead, Dog the BountyHunter and Temptation

• Repeats of 1 vs 100, Survivors and Cold Case

• New programmes are Chuck, Gossip Girl and Pushing Daisies

10 Network:

• Return of Don’t Forget the Lyrics, Supernatural, How to Look Good Naked, Law & Order, Burn Notice

• Repeats of Numbers, Buffy, Women’s’ Murder Club

• New programmes are Fifth Grader US, Out of the Blue, Army Wives, Black Gold and Swingtown

SBS

To date, SBS has been able to split its signal across six markets –basically the different states. Effective February 2, 2009, they willbe able to split the signal 12 ways which will enable advertisers toisolate the metropolitan markets from the state regional markets inmost states and territories. The split should allow opportunities formore local advertisers.

THE UNAVOIDABLE AD

ITV (a UK Television network) has developed some technology whichallows advertising to be imbedded in television programmes. It’s knownas Automatically Placed Overlay Advertising and it finds “blank space”to display logos or messages. Tests have begun online with the hopethat the technology will transfer to television pending industryregulation. If successful, viewers would be able to click on the logoand visit the client’s website via their Digital Set-top box. In theUS a similar system has been developed and called Speed Bump. It allowsadvertisers to pay to have their logo or message appear duringprogramme breaks and even viewers who fast forward are “forced” to seethe branding.

AUSTRALIAN RETAILERS ASSOCIATION INDEX

The results of the latest ARA Index are very interesting as they showthat although SME retailers are cutting back on costs, 16% of them arespending more on advertising in order to drive sales. ARA ExecutiveDirector, Richard Evans, said this was a positive indication thatretailers are starting to understand that you can’t compete on pricealone in times of economic uncertainty, and rather than focusing onmaking products cheaper, retailers are injecting dollars intoadvertising campaigns and thinking strategically about how they cangive consumers a reason to shop.

Source: Convenience World News Bites

ALIVE

Cumberland Courier Newspaper has launched a free magazine in Sydneycalled Alive. It is distributed on Thursdays in the “inner city’ at theTown Hall, St James, Museum, Wynyard, Central and Circular Quay, SurryHills and Kings Cross. Approximately 40,000 copies will be distributedplus there is a website. The content will include snapshots of thecity, competitions, profiles, ticket giveaways and vox pops, as well asrestaurant and bar reviews and activities for a range of budgets.Regular advertising feature “Sydney After Dark” promotes bars, clubsand restaurants, and will cover seasonal events and celebrations suchas Melbourne Cup, Mothers’ Day and Valentine’s Day.

MAGAZINES

With the volatility of the magazine market – especially with women’stitles, Famous has decided to revamp their magazine and drop theircover price. The start of the changes occurred this week with some newsections. There is a multi media advertising campaign promoting thechanges running across TV, POS, radio and online.

SILVER MAGAZINE LAUNCH

Silver, a new lifestyle magazine, will be launched into the Perthmarket on November 19 with a 250 page edition. It will have articles onfashion, home, health, beauty, travel, music, food and wine. Themagazine will be produced on a bi-monthly basis and distributedstate-wide into news agencies, along with select hotels, boutiques, dayspas and restaurants. Silver will start with a circulation of 10,000for the first issue and increase to 25,000 within the first year. It istargeted to females 25-40 in high income earning households. The launchof the magazine will be accompanied by an exclusive party for 200clients, media industry leaders and Perth personalities and will befollowed by a continual radio promotion.

EVO

This new online publisher is offering video-rich content for thefinance and money sector with the website evoTV.com.au. It featuresseven channels covering daily news and interviews with business andpolitical leaders, as well as investment, presentations from financeevents, financial planning and superannuation.

LAVISH CHANNEL EXPANDS

LaVish Channel is expanding its 50-strong IPTV network in WesternAustralia, placed throughout high-end hair salons, and plans to rollout into eastern states early next year. According to research, LaVishChannel’s audience is 84% female with an average age of 29, spending anaverage of 93 minutes in the salon per visit. Channel content includesnews, entertainment, beauty & fashion, lifestyle and music videos.

APN OUTDOOR LAUNCHES NEXT BIG THING

A new form of transit advertising has been launched by APN Outdoor. Known as the MegaSide
, APN claims it is the largest national campaignformat for transit advertising in Australia. There are fifty of theseMegaSides taking to the streets as high-impact bus sides. The ads are10 meters long and have a creative space of 22 square meters.