INITIATIVE MEDIA WEEK IN REVIEW: MARCH 1-7

TELEVISION

Top 5 Prime Time Programmes – People 18-39

1. Monday    2040-2140    Underbelly: A Tale of Two Cities    STW-9    13.0

2. Tuesday    2030-2130    Packed To The Rafters    TVW-7    11.4

3. Friday    2030-2330    Casino Royale    TVW-7    10.1

4. Tuesday    2030-2130    NCIS    NEW-10    9.3

5. Wednesday    2030-2130    House    NEW-10    9.2

Top 5 Prime Time Programmes People 25-39

1. Monday    2040-2140    Underbelly: A Tale of Two Cities    STW-9    14.2

2. Tuesday    2030-2130    Packed To The Rafters    TVW-7    13.9

3. Friday    2030-2330    Casino Royale    TVW-7    13.3

4. Mon-Wed    1830-1900    Today Tonight    TVW-7    10.6

5. Mon-Wed    1800-1830    News    TVW-7    10.3

Top 5 Prime Time Programmes People 25-54

1. Monday    2040-2140    Underbelly: A Tale of Two Cities    STW-9    15.2

2. Tuesday    2030-2130    Packed To The Rafters    TVW-7    15.0

3. Mon-Wed    1830-1900    Today Tonight    TVW-7    11.7

4. Mon-Wed    1800-1830    News    TVW-7    11.7

5. Tuesday    2000-2030    Find My Family    TVW-7    11.5

Top 5 Prime Time Programmes People 35-54

1. Monday    2040-2140    Underbelly: A Tale of Two Cities    STW-9    15.6

2. Tuesday    2030-2130    Packed To The Rafters    TVW-7    15.3

3. Tuesday    2030-2130    NCIS    NEW-10    14.0

4. Monday    2000-2030    Customs    STW-9    13.4

5. Thursday    1900-2000    The Biggest Loser    NEW-10    12.6

Once again TVW-7 won the week overall (0600-2400) for Total People witha commercial share of 42.0%, followed by NEW-10 with 29.4% and STW-9with 28.6%.

This week TVW-7 took out the top position for Total People with PackedTo The Rafters and had a further eleven programmes in the top fifteenwith the Find My Family, News, RSPCA Animal Rescue, Today Tonight,Criminal Minds, Better Homes And Gardens, Border Security – Australia’Front Line and Australia’s Got Talent. Better Homes And Gardensperformed well for TVW-7 with an average audience increase of 26,000people from the previous week.

The top rating programme for STW-9 once again Underbelly: A Tale of TwoCities with an average audience of 214,000 people, which is a 13.4%decrease on the previous weeks episode. STW-9 also had one moreprogramme in the top fifteen with Customs which experienced a weeklyincrease of 5.0%.

NEW-10 had only one programme in the top fifteen with NCIS deliveringan average audience of 178,000, up 5.6% on the previous weeks episode.Lie To Me was replaced with a repeat episode of NCIS due to a schedulechange in the US, and saw an average audience decrease of 3.8%. Lie ToMe was back on the air as of Tuesday the 10th of March.

Daytime programming continues to be dominated by NEW-10’s Ten News AtFive, with an average audience of 108,000 people over the seven dayweek. This is followed close by Deal Or No Deal on TVW-7 with a peakaverage audience of 106,000 people on Tuesday.

RADIO

Survey #1, 2009 results were released last week and the following is a snap shot of the Eastern States market.

Sydney

• 2GB increased its share for People 10+ by 1% up to 13.3% and remainsthe number one station. This is in part due to an increase of 3.9% forPeople 40-54.

• 2Day FM lost 0.1% for People 10+, despite an increase of 4.2% forPeople 10-17 they lost the number one position for this demographic.

• Triple M dropped another 0.8% to 3.8% for People 10+, due in part to a significant drop of 6.4% in share for People 18-24.

• Nova 96.9 lost 0.4% for People 10+ down to 7.8%, but saw a massiveincrease of 10.4% for People 10-17 to take the number one position forthe demographic.

• Vega 95.3 slightly increased share by 0.2% up to 4.5%, and had an increase of 2.5% for People 10-17.

• Mix 106.5 lost a further 1.7% for People 10+ down to 3.8%; their greatest loss was People 10-17 with a decrease of 7.8%.

• WSFM dropped 2.3% for People 10+ to 5.9%, with significant losses against People 10-17, 25-39 & 40-54.

Melbourne

• 3AW is now the number one station for People 10+ with an increase inshare of 1.5% up to 15.9%, and an increase of 2.6% for People 40-54.

• Fox FM lost 3.7% for People 10+ and is no longer the number onestation dropping to third position. There were significant losses forPeople 18-24, 25-39 & 40-54.

• Triple M slid another 0.4 points to 4.6%, brought on by a significant decrease of 8.8% for People 10-17.

• Nova 100 lost the 0.6% for People 10+ it gained in the last survey of 2008, but saw an increase of 7.4% for People 10-17.

• Vega 91.5 lost a further 0.1% for People 10+ and saw a decrease of 2.2% for People 18-24.

• Gold FM also lost 0.1% for People 10+ down to 7.2% but saw an increase of 1.6% for People 10-17 for the survey.

• Mix 101.1 FM dropped a further 0.9% to 4.6% for People 10+, with losses across all demos except People 18-24.

Brisbane

• Nova 106.9 retained its number one position for People 10+ despite adecrease in share of 1.3% down to 13.6%, there were share losses of3.2% and 2.5% for People 18-24 and 40-54 respectively.

• Triple M slid a further 0.3% for People 10+, down to 10.6%. The mostsignificant loss was a decrease of 6.6% for People 18-24, but there wasan increase of 4.9% for People 25-39.

• Talkback station 4BC had a loss of 1.6% down to 8.1% for People 10+. Their biggest decrease was 4.0% for People 40-54.

• 4KQ increased share for People 10+ by 1.4%, up from 5.8% to 7.2%. Thegreatest gain was 4.0% for People 40-54, partly making up for the lossof 4.2% in the last survey of 2008.

• 97.3 FM lost share by 1.3% for People 10+, down to 9.5%, with decreases in share for all demographics apart from People 40-54.

• B105 saw a decrease in share by 0.6% to 12.4% and are still outrightin the number two position for People 10+. There was a significantincrease of 7.9% for People 10-17 and they remain in the number oneposition for this demographic.

Adelaide

• 5AA remained in the number one position for People 10+ despite ashare decrease of 0.1%. The station had a loss of 1.9% for People 55+.

• Nova 91.9 lost share by 3.6% down to 8.5% for People 10+. This wasdriven by significant losses against People 10-17 (down 12.1%), 18-24(down 15.8%) and 25-39 (down 8.7%).

• Triple M increased share for People 10+ by 1.3% up to 10.8%, backedby increases of 4.8% and 4.3% for People 25-39 & 40-54 respectively.

• SAFM lost a further 1.2% down to 11.2%, but remains the number threestation for People 10+. They regained their number one position forPeople 18-24 despite a decrease of 5.5% for the demographic.

• Mix 102.3 decreased by another 1.5% to 11.2% for People 10+, and lostits number one position for People 40-54 with a loss of 3.1% for thedemographic.

TV STILL NUMBER ONE

A new study conducted by Roy Morgan Research has found that TV remainsthe most-used medium in Australia, beating both radio and the internet.The following is a snapshot of the study:

• Australians spending on average 21.5 hours per week watching television.

• Radio remains the second most popular medium with people tuning in for an average of 14.2 hours per week.

• The internet comes in third with an average of 10.7 hours per week.

The survey results show only 12 to 24-year-old “heavy” internet users(more than eight hours per week) spend more time online than in frontof the television. The survey also found that people under 35 are morelikely to have spent the largest part of their media time withtelevision, and use the internet as their secondary medium. Over 35sare more likely to turn to radio as their secondary media channel.

Roy Morgan Research surveyed a representative sample of 20,865Australians aged 14 and over from January to December 2008 in metro andcountry areas on their media consumption and consumer habits.

SOCIAL NETWORKS OVERTAKE EMAIL

According to a recent survey conducted by Nielsens, social networks andblogs have leapfrogged personal email to become the fourth most popularonline activity. Over two thirds of the worldwide online population has
visited a social network or blog in the 12 months up to December 2008and this is growing at twice the speed of the other four largest onlinesectors (search, portals, PC software and email). The report also foundthree out of every 10 internet users in the nine markets surveyedvisited Facebook every month, and in Australia, social networkers spentan average of nearly three hours per month on Facebook – up one hourper month from last year.