Initiative Media Week in Review: April 26 – May 2

TELEVISION

Top 5 Prime Time Programmes – People 18-39

1. Monday    2200-2230    The Biggest Loser – The Winner Announced    NEW-10    16.9

2. Monday    2030-2200    The Biggest Loser – Finale Night    NEW-10    16.1

3. Tuesday    2000-2030    Bondi Rescue    NEW-10    14.4

4. Tuesday    2030-2130    NCIS    NEW-10    12.3

5. Wednesday    2000-2030    The All New Simpsons    NEW-10    12.3

Top 5 Prime Time Programmes People 25-39

1. Monday    2200-2230    The Biggest Loser – The Winner Announced    NEW-10    18.4

2. Monday    2030-2200    The Biggest Loser – Finale Night    NEW-10    18.4

3. Tuesday    2000-2030    Bondi Rescue    NEW-10    17.8

4. Monday    1900-1930    The Biggest Loser    NEW-10    16.0

5. Tuesday    1900-2000    Masterchef Australia – Audition 2    NEW-10    15.5

Top 5 Prime Time Programmes People 25-54

1. Monday    2200-2230    The Biggest Loser – The Winner Announced    NEW-10    20.8

2. Monday    2030-2200    The Biggest Loser – Finale Night    NEW-10    20.0

3. Tuesday    2000-2030    Bondi Rescue    NEW-10    16.1

4. Monday    1900-1930    The Biggest Loser    NEW-10    15.9

5. Monday    1930-2030    Masterchef Australia Audition 1    NEW-10    14.2

Top 5 Prime Time Programmes People 35-54

1. Monday    2200-2230    The Biggest Loser – The Winner Announced    NEW-10    21.8

2. Monday    2030-2200    The Biggest Loser – Finale Night    NEW-10    20.7

3. Mon-Wed    1800-1830    News    TVW-7    16.5

4. Monday    1900-1930    The Biggest Loser    NEW-10    15.7

5. Tuesday    2000-2030    Bondi Rescue    NEW-10    15.7

TVW-7 won the week overall (0600-2400) for Total People with acommercial share of 38.0%, followed by NEW-10 with 34.8% and STW-9 with27.2%.

This week TVW-7 took out eight of the top fifteen programmeswith News, Today Tonight, RSPCA Animal Rescue and The Force – BehindThe Line. The second episode of 10 Years Younger In 10 Days had anaverage audience decrease of 15.0% from the previous weeks premiere.Thank God You’re Here returned to our screens on TVW-7 and had anaverage audience of 184,000; just missing out on the top fifteenprogrammes. RSPCA Animal Rescue finished up on Tuesday night with anaverage audience of 198,000 viewers, a decrease of 3,000 from theprevious week.

STW-9 had one programme in the top fifteen this week,Underbelly: A Tale Of Two Cities, which delivered an average audienceof 204,000 people. A new series premiered on STW-9 – Eleventh Hour – onMonday night to a dismal audience of only 92,000. The second episodeof You Saved My Life had an average audience of 117,000, a decrease of29.9% from the previous weeks premiere.

NEW-10 had the remaining sixprogrammes in the top fifteen, with the highest rating being TheBiggest Loser – The Winner Announced which  averaged 260,000 people andtook out the top programme for the week. Their other top shows were TheBiggest Loser – Finale Night, Saturday Afternoon AFL: West Coast vsFremantle, Bondi Rescue, The Biggest Loser (Monday) and NCIS.

Nationally Seven won week 18 with a 35.2% commercial share andsurprisingly Nine came third, beaten by Ten by only 1 point. Ten’ssecond place was driven by the finale of The Biggest Loser which wasthe most watched programme of the week with just over 2 millionviewers. The usual top programme Underbelly: A Tale Of Two Cities camefifth in the week, beaten by The Biggest Loser – The Winner Announced,The Biggest Loser – Finale Night (1,797 million), Seven’s Sunday News(1,796 million) and the return of Thank God You’re Here (1,741 million).

LOGIES

The Logie Awards – which recognise the best AustralianTV programmes andpersonailites – were dominated by the Seven Network.  They won 10awards in total, double that of any other network. Packed to TheRafters and its cast scooped five awards including Most Popular DramaSeries and most popular personality for Rebecca Gibney. The NineNetwork won four awards in total with most for the Underbelly series.Network Ten won five awards on the night including Most Popular RealityProgramme (So You Think You Can Dance) and Most Popular TV Presenter(Rove McManus).

THE WEST LAUNCHING THE WIRE

The West Australian will launch a new newspaper insert on Thursday the28th of May titled The Wire. Focusing on music, film, fashion andtechnology, the new insert will target 14 to 35 year olds and competewith Xpress and Drum Media. The Wire will come out each Thursday with adedicated website to be launched later in the year.

MOBILE ADVERTISING

Network Ten’s The Biggest Loser has become the most popular mobile TVcatch-up programme ever screened by 3 Mobile. According to 3, episodesof The Biggest Loser have been watched via mobile more than 350,000times.

CONSUMER CONFIDENCE

Australians’ consumer confidence levels have dropped during the monthof April – the lowest since October 2008. Despite this and the fallingjob market, the survey showed that 46% of Australians thought it was agood time to buy the things they want and need over the next 12 months,up five points since October. Globally, just 33% of consumers said itwas a good time to shop and only 31% of Asia Pacific consumers said nowwas a good time to purchase the things they need.

TOP 100 LIST

A MillWard Brown survey of the world’s top 100 brands, based on acombination of financial data plus research on consumer andbusiness-to-business users has been released with the top 6 as follows:

• Google

• Microsoft

• Coca-Cola

• IBM

• McDonald’s Restaurants

• Apple

AUSTRALIAN FIRST FOR PERTH RADIO

On May 4, Perth radio stations (Mix 94.5, 92.9, Nova 93.7, 6PR, 96 fm,6ix, Radar, Pink Radio and Novanation) began digital broadcasting – thefirst market in Australia. AM and FM services will continue to bebroadcast for some time to allow for the change over of the estimated50 million analogue radios currently owned by Australians.

NEW RESEARCH STUDY

A new research study recently released by IBM Institute for BusinessValue titled “Beyond Advertising: Choosing a Strategic Path to theDigital Consumer” has said that marketing channels, such as Word ofMouth Marketing and Online Marketing, are expected to grow to anastounding 27% of overall marketing expenditure by 2012, up from 7% in2002. The major trends to emerge from the study are as follows:

1. Influence of the Digital Savvy Consumer – Today’s consumer is  moredigitally savvy and wants to be engaged online. This year 76% indicatedthey had already watched video on their computers (up 27%). Thirty-twoper cent  indicated they had viewed video on a portable device ormobile phone (up 45%) and interest in mobile video content has morethan doubled in a year, to 55%.

2. A shift in advertiser spending – Advertisers are responding to thisnew breed of digital savvy consumer. Results show that sixty-threepercent of global CMO’s expect to increase online/interactive marketingspends while 65% expect to decrease traditional advertising.

3. Digital migration of platforms – The emergence of digital forumssuch as social media and online video are blurring the lines betweenadvertising and marketing in a move to what the study calls”brands-actional” advertising.

TELSTRA’S IPTV STRATEGY

According to BigPond RFI, Telstra plans to launch a service that willprovide a combination of digital FTA, a full personal video recorder, arange of BigPond content services via IP, customized websites likeYouTube and Flickr and open access to high speed web services byNovember of this year.