Initiative Media Week in Review: May 10 – 16
TELEVISION
Top 5 Prime Time Programmes – People 18-39
1. Tuesday 1930-2030 Talkin’ ‘Bout Your Generation NEW-10 16.9
2. Sunday 2000-2030 The Force – Behind The Line TVW-7 12.7
3. Tuesday 1900-1930 Masterchef Australia NEW-10 12.6
4. Sunday 1930-2030 Masterchef Australia – Challenge NEW-10 12.6
5. Monday 2000-2030 Scrubs TVW-7 12.5
Top 5 Prime Time Programmes People 25-39
1. Tuesday 1930-2030 Talkin’ ‘Bout Your Generation NEW-10 21.7
2. Tuesday 1900-1930 Masterchef Australia NEW-10 16.0
3. Sunday 2000-2030 The Force – Behind The Line TVW-7 15.3
4. Sunday 2030-2130 Bones TVW-7 14.2
5. Sunday 1930-2030 Masterchef Australia – Challenge NEW-10 13.6
Top 5 Prime Time Programmes People 25-54
1. Tuesday 1930-2030 Talkin’ ‘Bout Your Generation NEW-10 19.3
2. Sunday 2000-2030 The Force – Behind The Line TVW-7 16.0
3. Sunday 2030-2130 Bones TVW-7 15.5
4. Sunday 1930-2000 Border Security USA TVW-7 14.1
5. Sunday 1930-2030 Masterchef Australia – Challenge NEW-10 14.0
Top 5 Prime Time Programmes People 35-54
1. Tuesday 1930-2030 Talkin’ ‘Bout Your Generation NEW-10 17.1
2. Sunday 2030-2130 Bones TVW-7 16.9
3. Sunday 2000-2030 The Force – Behind The Line TVW-7 15.4
4. Sunday 1930-2030 Masterchef Australia – Challenge NEW-10 14.5
5. Mon-Wed 1800-1830 News TVW-7 14.4
TVW-7 won the week overall (0600-2400) for Total People with acommercial share of 30.4%, followed by NEW-10 with 33.0% and STW-9 with26.6%.
For the second week in a row TVW-7 took out ten of the topfifteen programmes with News, Today Tonight, The Force – Behind TheLine, Bones, Border Security USA, Find My Family, The Zoo and the Round8 Friday Night AFL match between Fremantle and Hawthorn. The seriesreturn of The Zoo proved popular, with an average audience of 192,000viewers, despite being down 12.7% from last season’s finale inNovember.
STW-9 was unable to get any programmes in the top fifteenwith their highest rating programme Monday’s Two And A Half Men whichaveraged only 162,000 viewers. The series return of CSI: New York alsounder performed with an average audience of 88,000 viewers, down 10.2%from last year’s season finale.
NEW-10 had the remaining fiveprogrammes in the top fifteen, with the highest rating being Talkin”Bout your Generation, which averaged 234,000 viewers. Their other topshows were Merlin (210,000), NCIS (209,000), Saturday Night AFL: Sydneyvs West Coast (194,000) and Masterchef Australia – Challenge (186,000).Harper’s Island premiered on NEW-10 after Rove on Sunday night,however, only managed to draw 58,000 viewers.
It was an unusual week with the Seven Network televising Monday nightfootball in Melbourne, Adelaide and Perth (Collingwood vs St Kildaaveraged 790,000). Nine made the most of the success of Underbelly -which finished May 4 – by showing a special called Trimbole: The RealUnderbelly which won its timeslot nationally. Locally the AFL won withan average audience of 165,000 viewers during the showing of Trimbole:The Real Underbelly (135,000) and Good News Week (151,000).
Nationally, Seven won the week with a commercial share of 36.5%, Ninewas 4.1 points behind in second place. Ten may have come third overallfor the week with a 31.1% share, however, they had the top programme ofthe week with Talkin’ ‘Bout Your Generation which drew an averageaudience of just under 1.6 million viewers. Seven’s Monday – FridayNews had an average audience across the week of 1,572 million andretains its big lead over Nine’s Monday – Friday News which was 345,000behind.
SBS launched series two of Top Gear Australia Monday night and captured689,000 viewers nationally – a 30% decline on the week’s episode whichwas a repeat of the UK version. It was also down on the series onelaunch in September last year by 27%.
AUDIT BUREAU OF CIRCULATION RESULTS
The latest ABC figures for the period January – March 2009 have beenreleased. Weekday newspaper circulation has been steady; however, manySunday titles have dropped off a bit. Some top line results as follows:
The West Australian Monday-Friday +3.4%
Saturday +3.6%
The Sunday Times Sunday -0.1%
The Australian Monday-Friday +1.3%
Saturday +2.3%
Financial Review Monday-Friday -3.9%
Herald Sun Monday-Friday +0.5%
Saturday +2.5%
Sydney Morning Herald Monday-Friday +0.6%
Saturday -0.3%
Sun Herald Sunday +1.4%
Daily Telegraph Monday-Friday -2.2%
Sunday Telegraph Sunday -0.2%
The Age Monday-Friday -3.2%
Saturday -0.6%
Sunday Mail Sunday +1.6%
*Source: ABC Circulation Figures Jan-Mar 09 & Sep-Dec 08
NEW PODCASTING SERVICE
TiVo will launch a podcasting service with Nova and Vega radio stationseffective Monday May 18. The service includes breakfast and drive timepodcasts and will be no additional cost to all TiVo users. The podcastswill stream on demand, with no downloading necessary.
DIGITAL TV
Perth is leading the way on digital take-up, with OzTam reporting that47.2% of Perth households can now access digital free-to-air TV. In thefive metro markets, 43.4% of households now access digital FTA TV, withSydney having the lowest uptake at 40.0%. Brisbane (45.4%) has thesecond highest, followed by Melbourne (44.1%) and Adelaide (42.7%).OzTam’s figures are taken from the December to March 2009 quarter andinclude homes with access to pay TV.
ONLINE EXPENDITURE REPORT
A summary of PricewaterhouseCoopers report on online ad spend is as follows:
• Online ad spend dropped by 5% in the three months to 31 March although recording 14% growth year-on-year
• General display and classifieds advertising accounted for 24.9% and 23.9% of total advertising expenditure.
• Search and directories advertising had a 51.2% share the generaldisplay market fell by 16% in the first quarter of 2009; however, itgrew by 16% year-on-year.
• The classifieds market dropped by 3% compared to Q4 2008, and decreased by 1% year-on-year.
• The search and directories market remained unchanged from Q4 2008 to Q1 2009, however, it grew year-on-year by 23%.
• The finance, computers & communications and motor vehiclessectors were the dominant users of general display advertising,comprising of 46% of spend.
• Recruitment continues to be the leading category for classified advertising spend followed by real estate and automotive.
GENERATION Z
Habbo Australia put together research results from nine nationalsurveys based on 20,000 responses to identify attitudes of Generation Z- identified as 13 – 17 year olds. Top line results are as follows:
• They spend more time watching television (42%) than online (37%) and welcome advertising.
• They are down-to-earth, have a desire to enjoy their work and boast a strong sense of patriotism.
• They spend an average of four to six hours a day in front of the TV versus two to four hours online.
• 42% said advertising improved their time spent online by adding value to their experience.
• 79% of teens will go to a website for further information about aproduct after seeing it advertised, with 53% then purchasing theproduct online.
• 46% said advertising with humour is the key method of engagement,more so than serious content or high profile brand campaigns.
• 4% hate advertising.
• They seem to be more consistent about their likes and dislikes, and potentially less faddish.
• Media savvy teens don’t see platforms, they see gateways toentertainment, therefore advertisers have to be intimately involvedwith their target market’s lifestyle and identify the right way toinvolve themselves in it.
ROY MORGAN CONSUMER CONFIDENCE RATING
The Roy Morgan Consumer Confidence Rating grew 7.2 points to 104.5 inmid May which is 7.4 points higher than a year ago (97.1 in May 2008).Currently 38% – up five percentage points – of Australians expect theirfamily to be better off financially this time next year, compared to17% – down five points – of Australians that expect their family to beworse off financially. This is the highest result since the weekend ofJanuary 10, 2009. Nearly half of Australians, 46% – unchanged – say nowis a good time to buy major household items, compared to 28% – down onepoint – that say now is a bad time to buy major household items.
