INITIATIVE MEDIA WEEK IN REVIEW: FEB 22-28
TELEVISION
Top 5 Prime Time Programmes – People 18-39
1. Monday 2040-2140 Underbelly: A Tale of Two Cities STW-9 14.2
2. Sunday 1930-2130 So You Think You Can Dance NEW-10 11.9
3. Wednesday 2030-2130 House NEW-10 11.9
4. Monday 2140-2400 The 81st Annual Acadamy Awards STW-9 11.5
5. Sunday 1830-1930 The Biggest Loser – The Weigh-In NEW-10 9.9
Top 5 Prime Time Programmes People 25-39
1. Monday 2040-2140 Underbelly: A Tale of Two Cities STW-9 16.3
2. Monday 2130-2400 The 81st Annual Acadamy Awards STW-9 14.5
3. Sunday 1930-2130 So You Think You Can Dance NEW-10 13.3
4. Sunday 2130-2250 Rove NEW-10 11.8
5. Wednesday 2030-2130 House NEW-10 10.9
Top 5 Prime Time Programmes People 25-54
1. Monday 2040-2140 Underbelly: A Tale of Two Cities STW-9 17.0
2. Monday 2140-2400 The 81st Annual Acadamy Awards STW-9 14.4
3. Sunday 1800-1830 News TVW-7 12.7
4. Tuesday 2030-2130 NCIS NEW-10 12.2
5. Tuesday 2030-2130 Packed To The Rafters TVW-7 12.2
Top 5 Prime Time Programmes People 35-54
1. Monday 2040-2140 Underbelly: A Tale of Two Cities STW-9 17.5
2. Monday 2140-2400 The 81st Annual Acadamy Awards STW-9 15.8
3. Sunday 1800-1830 News TVW-7 15.2
4. Tuesday 2030-2130 NCIS NEW-10 14.1
5. Wednesday 2030-2130 Criminal Minds TVW-7 13.8
Once again TVW-7 won the week overall (0600-2400) for Total People witha commercial share of 41.2%, followed by NEW-10 with 30.1% and STW-9with 28.7%. Whilst they did not take out the number one position, TVW-7dominated the top fifteen for Total People with the News, TodayTonight, Find My Family, Packed To The Rafters, RSPCA Animal Rescue,Criminal Minds and All Saints. Packed To The Rafters has continued it’sexcellent run in the 2009 season with an average audience of 202,000for TVW-7, whilst nationally there 1.839 million viewers tuned in. OnSTW-9, Underbelly: A Tale of Two Cities continued its domination of theratings taking out the number one position for the third consecutiveweek for Total People which, along with The 81st Annual Acadamy Awards,saw STW-9 have two shows in the top fifteen. On Wednesday STW-9replaced Flashpoint with a new episode of Cold Case in the 21.30timeslot and saw an increase of 8.9% week on week, but lost 33.8% withthe repeat episode on afterwards. NEW-10 also had two of the topfifteen programmes with NCIS and Lie To Me delivering an averageaudience of 168,000 and 160,000 respectively. Thursday Night saw thereturn of Ben Cousins to AFL with the match between Collingwood andRichmond telecast on NEW-10 attracting an averaging an audience of144,000 people locally. Ten News At Five continues to rate in the topdaytime programmes despite TVW-7 having a greater overall commercialdaytime share. This is due in part to the success of Sunrise, whichover the week had an average audience of 38,000 people. This wasoverdouble that of Today on STW-9, which only had an average audience of16,000 people for the week.
RADIO
Survey #1, 2009 results were released this week and the following is a snap shot of the Perth market.
Commercial Radio Station Shares (including JJJ)
Survey #1, 2009: Monday – Sunday 0530-2400
94.5FM 92.9FM 96FM NOVA 6PR 6IX JJJ
People 18-39 17.4% 21.7% 17.1% 17.6% 3.1% 2.0% 21.1%
People 25-39 19.7% 17.9% 20.4% 16.4% 4.7% 2.6% 18.2%
People 25-54 26.2% 15.2% 19.5% 12.5% 7.3% 6.9% 12.5%
People 35-54 31.8% 14.2% 16.4% 10.6% 9.5% 8.9% 8.6%
Commercial Station Shares (including JJJ)
Survey #8, 2008: Monday – Sunday 0530-2400
94.5FM 92.9FM 96FM NOVA 6PR 6IX JJJ
People 18-39 20.8% 25.5% 17.6% 19.9% 2.4% 1.6% 12.2%
People 25-39 23.1% 25.7% 20.3% 14.7% 3.5% 1.3% 11.4%
People 25-54 28.0% 19.7% 17.5% 10.9% 8.8% 7.2% 7.8%
People 35-54 32.5% 14.2% 17.9% 9.4% 11.4% 10.0% 4.5%
• 94.5FM once again is the number one station for People 10+ despite adecrease in all our demos from last survey. They also remain number onefor People 25-54 & 35-54.
• 92.9FM had decreases across all our demos with the exception ofPeople 35-54. The greatest loss was 7.8% for People 25-39 which sawthem drop the number one position in this demographic.
• 96FM’s share remained relatively steady, with the greatest loss of1.5% for People 35-54. They are now the number one station for People25-39.
• Nova 93.7 enjoyed an increase across all demographics apart fromPeople 18-39, the greatest increase was 1.7% for People 25-39.
• 6PR gained audience share with People 18-39 and 25-39. But lost against demographics People 25-54 and 35-54.
• 6IX also had slight gains in audience share for People 18-39 and 25-39.
• 6JJJ increased share across all demographics, inparticular People 18-39 with a share increase of 8.9%
NEW HD CHANNELS
With the imminent launch of the new TEN HD Channel – ONE – OzTAM hasassured the media that they have measured all SD and HD digitalterrestrial channels since August 2005. As regards new digitalterrestrial channels, OzTAM starts collecting (ie measuring) how manypeople are viewing as soon as that new channel commences broadcasting. Share and audience data for channels 7, 9 and 10 represent network(aggregate) figures: they include all viewing to the broadcasters’primary channel as well as SD and HD channels, whether the content isthe same (simulcast) or different.
Source: OZTAM
NIELSEN’S INTERNET AND TECHNOLOGY REPORT
This report was done over the last 12 months. Major findings were:
• Australians’ use of desktop computers has declined in the past 12 months as people move towards more portable technology.
• Ownership of wireless technology such as laptops jumped from 49% to 63% in 2008.
• Wireless LAN ownership is up from 32% to 53%.
• More Australians are signing up to broadband services, with 97% ofinternet users in 2008 reported to have broadband access at home, upfrom 2007’s 84%.
• The average Australian spent 89.2 hours per week consuming media in2008, compared to 84.4 hours in 2007 and 71.4 hours in 2006.
• The amount of time spent online was up from 13.7 hours in 2007 to 16.1 hours in 2008.
• PC Video jumped from 2.5 hours to 4.6 hours.
• Video games usage was up from 4.6 hours to 5.4 hours.
• Over three in five internet users (61%) watch television while online, and 50% use the internet while listening to the radio.
• Mobile ownership has nearly reached saturation point in Australia, with 92% now reporting to own a mobile phone.
NEWS LTD AND FOOD WEBSITE
Three News Limited papers – The Daily Telegraph, The Herald Sun and TheCourier-Mail – wil
l integrate with food website taste.com.au on March4. The 16-page Taste liftouts will provide taste.com.au content to anadditional 3.2 million readers a month when the newspaper sections arelaunched. The taste.com.au website is two years old and has more than125,000 registered members, and generates more than one million uniquebrowsers a month. Advertisers will be able to buy packages for theprint and online editions separately or combined.
NEW TRANSIT OPPORTUNITY
A new medium has presented itself with Smartpilots and Spark Mediaoffering advertisers the chance to brand cars in the Bayswater CarRental fleet in both Sydney and Perth. They will use 3M vinyl and thestandard package includes 2 doors, the bonnet and the rear window.Pricing is based on a per car, per week basis regardless of the market,therefore 50 cars for 4 weeks is as follows:
Media* $79,000
Production** $23,925
Total $102,925 +GST
* Media component is commissionable
** Production cost is based on standard branding package of 2 doors, bonnet and rear windscreen
