Initiative Media Week in Review: April 12 – 18

TELEVISION

Top 5 Prime Time Programmes – People 18-39

1. Tuesday    2000-2030    Bondi Rescue    NEW-10    14.5

2. Monday    1930-2000    How I Met Your Mother    TVW-7    12.5

3. Tuesday    2030-2130    NCIS Ep1    NEW-10    12.3

4. Monday    2000-2030    Scrubs    TVW-7    12.0

5. Monday    2030-2245    Just For Laughs Montreal Comedy Fest 2008    NEW-10    11.6

Top 5 Prime Time Programmes People 25-39

1. Tuesday    2000-2030    Bondi Rescue    NEW-10    15.8

2. Monday    1930-2000    How I Met Your Mother    TVW-7    15.3

3. Monday    2000-2030    Scrubs    TVW-7    14.4

4. Tuesday    2030-2130    NCIS Ep1    NEW-10    14.1

5. Tuesday    1900-2000    The Biggest Loser    NEW-10    13.7

Top 5 Prime Time Programmes People 25-54

1. Tuesday    2000-2030    Bondi Rescue    NEW-10    14.7

2. Wednesday    1900-2000    The Biggest Loser    NEW-10    14.4

3. Tuesday    2130-2230    NCIS Ep2    NEW-10    14.4

4. Tuesday    2030-2130    NCIS Ep1    NEW-10    14.4

5. Mon-Wed    1600-1630    News    TVW-7    13.9

Top 5 Prime Time Programmes People 35-54

1. Wednesday    1900-2000    The Biggest Loser    NEW-10    16.0

2. Friday    1930-2030    Better Homes And Gardens    TVW-7    15.8

3. Mon-Wed    1800-1830    News    TVW-7    15.4

4. Tuesday    2030-2130    NCIS Ep1    NEW-10    14.5

5. Mon-Wed    1830-1900    Today Tonight    TVW-7    14.3

TVW-7 won the week overall (0600-2400) for Total People with acommercial share of 38.5%, followed closely by NEW-10 with 35.0% andSTW-9 with 26.5%.

This week TVW-7 took out nine of the top fifteenprogrammes with News, Today Tonight, Better Homes And Gardens,Australia’s Got Talent and Home And Away. The grand final ofAustralia’s Got Talent increased audience by 19.4% from the previousweeks episode of World’s Got Talent and had an average audience of186,000 viewers. Better Homes And Gardens continues to increase itsaverage audience with a 6.1% increase week on week to average 213,000viewers.

STW-9 failed to get any programmes in the top fifteen thisweek with their highest rating programme, 60 Minutes, just missing outon a spot. Customs had its season finale on Monday night with anaverage audience of 138,000 viewers, down 8% on the previous weeksepisode. Underbelly: A Tale Of Two Cities showed another repeat episodeand saw a massive decrease in audience of 71,000 viewers.

NEW-10 hadthe remaining six programmes in the top fifteen, with the highestrating being NCIS Ep1 averaging 197,000. Their other top shows wereBondi Rescue, NCIS Ep2, The Biggest Loser and Ten News At Five. TheRound 4 Friday Night clash between Brisbane and Collingwood on TVW-7was the highest rating sports programme for the week with an averageaudience of 136,000 viewers.

Nationally Seven won the week with a 35.4% average commercial share andsecured the top four programmes in Seven News (Monday-Friday), thegrand final of Australia’s Got Talent, Better Homes & Gardens andSunday News. Ten rounded out the top five with Bondi Rescue. Nine’s topprogramme for the week was their Sunday News which came in 12th in thetop 20 for the week with an average audience of 1,274 million.

ONE HD

According to a press release form the Ten Network, they are pleasedwith the first week’s (w/c April 12) rating results for their new HDChannel – ONE. When compared to the STV sports channels – Fox Sports 1,2 and 3 and ESPN and Fox Sports News – they beat all but Fox Sports 1.The highest rating programme of ONE’s week was the Chinese Grand Prixwhich drew 143,000 viewers. The second highest rating programme was OneWeek (AFL panel programme) which had 59,000 viewers.

FAIRFAX

Fairfax Media ran printed copies of its online news sites BrisbaneTimes and WA Today on April 20, to promote ING Direct’s NationalSavings Week. There were 15,000 special edition, 24-page tabloidnewspapers under the brisbanetimes.com.au and WAtoday.com.au mastheadbrands. The newspapers were distributed in the central businessdistricts of both Brisbane and Perth with promotional actorsencouraging commuters and passers-by to ‘read all about it’.

VODAFONE OFFERS AN SOS

Vodafone has launched Vodafone SOS TXT, a new advertising fundedproduct to help people get in contact regardless of your call credit.The service allows all Vodafone pre-paid customer’s with no call creditthe ability to send a text message to friends or family, asking them tocall them back. The Vodafone SOS TXT message is configured, previewed& sent via the mobile site above. The benefit to advertisers isthat their brand is aligned with a reassuring text message to aconcerned parent or friend by displaying their message at the end ofthe text. The initial cost to advertise is $30,000 + GST for 200k SMSMessages and 150k impressions on the Vodafone SOS TXT site.

NIELSEN TOP ADVERTISERS FOR 2008

According to a recent Nielsen report the Top 10 categories for media expenditure in 2008 were as follows:

1. Retail  – $2.084B (+4.6% YOY):

• Ranked #1 in 2007.

• Represented 21% of all main media expenditure in 2008.

• The top three advertisers, who accounted for 11% of the total spend,were Harvey Norman ($102.8M) Woolworths Supermarkets($78.6M) andMcDonalds Family Restautants ($55.2M).

2. Motor Vehicles  – $1.119B (+4.4% YOY):

• Ranked #2 in 2007.

• Represented 11% of all main media expenditure in 2008.

• The top three advertisers, who accounted for 17% of the total spend,were Toyota Motor Corporation ($72.6M) Mitsubishi Australia($65.3M) andHolden Ltd ($56.9M).

3. Entertainment & Leisure – $771M (+2.3% YOY):

• Ranked #3 in 2007.

• Represented 7.7% of all main media expenditure in 2008.

• The top 3 advertisers were Paramount Pictures ($30.3M) Roadshow Film Distributors ($28.4M) and Universal Pictures ($20.4M).

4. Finance – $606.3M (-6.3% YOY):

• Ranked #4 in 2007.

• Represented 6% of all main media expenditure in 2008.

• Three major banks dominated, accounting for 20% of total ad spend.ANZ led with $52.8M, followed by National Australia Bank ($34.9M) andCommonwealth Bank ($34.4M).

5. Real Estate – $605.5M (+15% YOY):

• Ranked #5 in 2007.

• Represented 6% of all main media expenditure in 2008.

• Accounting for 10% of total activity were Ray White Real Estate ($31.4M) LJ Hooker ($17.2M) and Hocking Stuart ($9.5M).

6. Travel/Accommodation – $525.3M (+12.3%):

• Ranked #5 in 2007.

• Represented 5.2% of all main media expenditure in 2008.

• The top three advertisers were Flight Centre (+22%) Qantas (+24%) and Jetstar (+31%).

7. Recruitment – $392.9M (-6% YOY):

• Ranked #7 in 2007.

• Represented 3.9% of all main media expenditure in 2008.

• The top three advertisers were Hays Personnel Services ($10.3M) Seek.Com ($5.9M) and Hudson Highland Group ($5.8M).

8. Food – $374.9M (-1% YOY):

• Ranked #8 in 2008.

• Represented 3.7% of all main media expenditure in 2008.

• The top three advertisers were Kellogg (Aust) P/L ($30.6M) Cadbury Confectionary ($22.8M) and Unilever Foods ($21.7M).

9.  Communications – $362.2M (-4.2%YOY):

• Ranked #10 in 2007.

• Represented 3.6% of all main media expenditure in 2008.

• The top three advertisers were Telstra Corp ($120.9M) Optus ($57.1M) and Vodafone Communications ($33.6M).

10.   Media – $319.8M (+6.5% YOY):

• Ranked #11 in 2007.

• Represented 3.2% of all main media expenditure in 2008.

• The top three advertisers were Foxtel ($43M) Telstra Corp Ltd ($22.8M) and ACP Publishing ($15.8M).

ONLINE ACTIVITY

According to Nielsen Online, Australians spent 45 hours browsing theinternet duri
ng March. The average viewer visited 43 sites and viewed1,421 web pages. The top 10 in terms of unique audience according toNielsen Online NetView were as follows:

1.   Google.

2.   NineMSN.

3.   Microsoft.

4.   Facebook.

5.   Yahoo!7.

6.   YouTube.

7.   eBay.

8.   News Digital Media.

9.   Wikipedia.

10. Fairfax Digital Media Network.