INITIATIVE MEDIA WEEK IN REVIEW: FEB 1-7

TELEVISION

Top 5 Prime Time Programmes – People 18-39

1. Wednesday    2100-2200    House    NEW-10    14.8

2. Sunday    1930-2110    So You Think You Can Dance – Audition 1    NEW-10    13.2

3. Tuesday    2130-2230    Lie To Me    NEW-10    12.5

4. Thursday    2130-2230    Life On Mars    NEW-10    11.4

5. Tuesday    2030-2130    Packed To The Rafters    TVW-7    11.3

Top 5 Prime Time Programmes People 25-39

1. Sunday    1930-2110    So You Think You Can Dance – Audition 1    NEW-10    15.4

2. Monday    2030-2255    The Devil Wears Prada    NEW-10    13.1

3. Tuesday    2030-2130    Packed To The Rafters    TVW-7    12.6

4. Wednesday    1930-2100    So You Think You Can Dance – Audition 3    NEW-10    12.6

5. Tuesday    2130-2230    Life On Mars    NEW-10    12.6

Top 5 Prime Time Programmes People 25-54

1. Sunday    1800-1830    News    TVW-7    14.2

2. Monday    2030-2255    The Devil Wears Prada    NEW-10    13.5

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

4. Mon-Wed    1830-1900    Today Tonight    TVW-7    13.0

5. Mon-Wed    1800-1830    News    TVW-7    12.7

Top 5 Prime Time Programmes People 35-54

1. Sunday    1800-1830    News    TVW-7    15.8

2. Monday    2030-2255    The Devil Wears Prada    NEW-10    14.6

3. Tuesday    2030-2130    Packed To The Rafters    TVW-7    14.3

4. Tuesday    2000-2030    Find My Family    TVW-7    14.1

5. Monday    1900-1930    The Biggest Loser    NEW-10    14.0

The first week of February was an interesting one as both the Seven andTen Networks introduced most of their new programme line – up asopposed to the Nine Network who still predominantly ran their summerformat and Cricket.

TVW-7 won the week overall (0600-2400) for Total People with acommercial share of 39.6%, followed by NEW-10 with 32.4% and STW-9 with28.0%. Nationally the Seven Network also won the first week of Februaryenjoying an overall commercial share of 39.5%, followed by the NineNetwork on 30.6% and Network Ten on 29.8%. TVW-7 continues to remain inthe number one position for Total People with nine of the top fifteenprogrammes for the week. This was a direct result of strongperformances from Packed To The Rafters, Today Tonight, Find My Family,News, RSPCA Animal Rescue, and the Australian Open Men’s Final. Theseries return of Packed To The Rafters took out the number one positionlocally with 233,000 viewers and was third nationally for the week with1.873 million viewers, while the Australian Open Men’s Final was themost viewed programme nationally with over 2.4 million viewers.

NEW-10 had the remaining six of the top fifteen programmes for TotalPeople with NCIS, Lie To Me, The Devil Wears Prada, House, Life OnMars, and So You Think You Can Dance –Audition 1 all making the list.The premiere episode of Lie To Me was successful with 190,000 peopletuning in locally and 1.495 million viewers nationally. It won itstimeslot against TVW-7’s All Saints and STW-9’s broadcast of the AlanBorder Medal.

The Sunday News was STW-9’s top programme, just missing out on the topfifteen programmes for Total People. The daytime segment was dominatedby the One Day Cricket with an average audience of 140,000 peoplelocally. NEW-10’s Ten News At Five followed closely behind taking outfive of the top ten daytime programmes.

NINE’S SUMMER OF CRICKET

Nine has run a strong summer line up for cricket fans, with Australiataking on South Africa and New Zealand. Of the many matches the highestrating was the second Twenty/20 game on January 13th between Australiaand South Africa. It delivered an average audience of 255,000 people inPerth, up 9.3% up on the previous Twenty/20 match. Nationally itgenerated a massive average audience of 2,160 million, up 5% onSunday’s match; Nine had a 43.7% peak share nationally on this day. Thematch audience peaked between 21.35-21.39 at 2,418 million viewers.

The Boxing Day Test also had a large audience with 124,000 peopletuning in for the first day on the 26th of December, the largestaudience of all the test matches. The average audience across all threetest matches between Australian and South Africa was 89,000, which wasdown 16% from last season’s test series against India.

AUSTRALIAN OPEN

The Australian Open was a success for TVW-7, with an average audienceof 193,000 tuning in locally to watch the Men’s Final between RafaelNadal and Roger Federer. Over the 19 day event, TVW-7 had an averagepeak audience (1800-2230) of 147,000 and a commercial station share of44.6%.

The night session of Day 9 of The Australian Open had the secondhighest audience of the tournament, with 186,000 viewers locally andjust over 2.3 million viewers nationally. The Woman’s final betweenSerena Williams and Dinara Safina had an average audience 120,000people on Saturday the 31st of January.

SPORT SPONSORSHIP RESEARCH RESULTS

Over the last few years much research has gone into the efficiency ofsports sponsorships for clients – with many dismal results. Roy MorganResearch on the Australian Open Tennis has good news. Two of the majorsponsors – Kia and Garnier – were the most recognised brands at thetournament. The research states that 31% of people recalled Kia and 25%recalled Garnier.

The research also stated that Kia and Garnier are heavily associatedwith the Australian Open by those who watch the tennis on TV (41% and34%) and those who have attended professional tennis in the last 12months (53% and 48%). Interestingly, Adidas, who are not a formalsponsor, was recalled by 31% of people as a sponsor. This is believedto be as a result of the fact that they sponsor several leading tennisplayers including Novak Djokovic and Ana Ivanovic.

3 MOBILE

3 Mobile’s mobile TV cricket series The Pitch has seen ratings morethan double compared to last season. The 2008/09 season of The Pitchregistered more than 50,000 streams and downloads of the 23 episodes,up from 21,000 in the previous period and a jump in ratings of 132%.

NETWORK TEN LAUNCH

On March 26, 2009, the Ten Network will launch their new sports channel– ONE. It will commence at 7:30pm on the night and will broadcast 24hours of sport. The first weekend’s telecast will include the firstround AFL game between Richmond and Carlton, a swimming Australia SKINSevent and Formula 1 action with the ING Grand Prix. Other sports whichwill be broadcast include, Tennis, netball. Golf, NFL, NBA Baseball,NCAA College Basketball, Sports Tonight and some new locally producedshows. ONE will be broadcast in High Definition as well as StandardDefinition – the latter can be found on Channel 12.

WEB TV

The Consumer Electronics Show in New York showcased a proliferation ofinternet-enabled TV’s with almost every TV manufacturer demonstrating anew model with in-built Web integration.  The most well receivedoffering was LG’s partnership with DVD rental service Netflix whichgives users access to over 12,000 movie titles. Sony and VIZIO are allintroducing sets featuring out-of –the-box support for Yahoo’s newwidget platform which gives users access to Twitter, Flickr andMySpace.

GLOBAL TURBULENT TIMES STUDY

This study incorporated the opinions of 422 x 13- to 69-year-olds fromAustralia as well as polls from 15 other countries Key findings were:

• consumers are turning to marketing promotions over advertising

• 32% of consumers are looking for promotions which give  you the chance to win something

• 60% want to see more promotions and competitions being offered in products in the supermarket

• 82% purchased a product specifically because of a promotional offer (other than price) in the last 12 months.

Seven in 10 consumers say that instant win promotions have an impact on the purchase decision.