Initiative Media Week in Review: June 7 – 13

TELEVISION

Top 5 Prime Time Programmes – People 18-39

1. Sunday    2030-2200    Rove    NEW-10    16.4

2. Sunday    1930-2030    Masterchef Australia – Challenge    NEW-10    15.2

3. Tuesday    1930-2030    Talking’ ‘Bout Your Generation    NEW-10    14.5

4. Monday    2000-2030    Scrubs    TVW-7    13.4

5. Tuesday    2030-2130    NCIS    NEW-10    13.3

Top 5 Prime Time Programmes People 25-39

1. Sunday    2030-2200    Rove    NEW-10    19.4

2. Sunday    1930-2030    Masterchef Australia – Challenge    NEW-10    18.5

3. Tuesday    1930-2030    Talkin’ ‘Bout Your Generation    NEW-10    17.7

4. Monday    1900-2000    Masterchef Australia    NEW-10    16.8

5. Wednesday    1900-2000    Masterchef Australia    NEW-10    16.3

Top 5 Prime Time Programmes People 25-54

1. Sunday    1930-2030    Masterchef Australia – Challenge    NEW-10    17.9

2. Monday    1900-2000    Masterchef Australia    NEW-10    16.7

3. Tuesday    1930-2030    Talkin’ ‘Bout Your Generation    NEW-10    16.4

4. Tuesday    2030-2130    NCIS    NEW-10    16.2

5. Sunday    1800-1830    News    TVW-7    15.6

Top 5 Prime Time Programmes People 35-54

1. Sunday    1930-2030    Masterchef Australia – Challenge    NEW-10    18.0

2. Sunday    1800-1830    News    TVW-7    17.8

3. Tuesday    2030-2130    NCIS    NEW-10    16.2

4. Mon-Wed    1800-1830    News    TVW-7    16.1

5. Monday    1900-2000    Masterchef Australia    NEW-10    15.3

TVW-7 won the week overall (0600-2400) for Total People with acommercial share of 38.7%, followed by NEW-10 with 34.8% and STW-9 with26.5%.

TVW-7 had eight programmes in the top fifteen including News,Today Tonight, Better Homes and Gardens, The Force – Behind The Lineand Sunday Night. TVW-7 also took out the top programme for the weekwith Sunday’s News averaging 264,000 viewers. The Force – Behind TheLine made its way back into the top fifteen with an average audience of179,000 viewers which is an 18.4% increase week on week.

STW-9 failedto get any programmes in the top fifteen with Sea Patrol the mostwatched for the station with an average audience of 166,000 viewers.Last week also saw the final episode of The Mentalist, which onlyattracted a average audience of 105,000.

NEW-10 had the remaining sevenprogrammes in the top fifteen, with the highest rating being NCIS,which averaged 236,000 viewers. Their other top shows were SaturdayNight AFL: Richmond vs West Coast (225,000), Talkin’ ‘Bout YourGeneration (210,000), Masterchef Australia – Challenge (206,000),Merlin (204,000), Monday’s Masterchef Australia (195,000) and thesecond episode of NCIS (189,000). NEW-10 continues to conquer thedaytime viewing by taking out six of the top ten daytime programmeswith five of these being Ten News At Five.

Nationally, Seven won the week averaging a 36.5% commercial sharefollowed by Nine with 31.8% and Ten with 31.7%. The top programme forthe week was Seven’s Sunday News which averaged 1,797 million viewers.It was followed by the challenge episode of Masterchef Australia on Tenwith 1,428 million and Nine’s Sunday News with 1.4 million averageviewers.

STV

It was a sports bonanza on STV last week with the World Cup QualifierAustralia v Bahrain on Wednesday night the top programme with 325,571viewers tuning into Fox Sports 1 to see the Socceroos qualify for the2010 World Cup. In other sport, Live: NRL Titans v Dragons was seen by314,965 people and Live: AFL West Coast v Geelong had 197,840 viewers.The Live: Tennis: French Open Men’s Final, in which Roger Federerfinally achieved his goal of winning the clay court competition andmatching Pete Sampras’ open record, was watched by 131,766 people onFox Sports 3.

DIGITAL RADIO

Effective June 15, Sydney began broadcasting DAB+ digital radio. Thismeans that the five capital cities have now all switched over todigital transmission taking the total number of digital radio serviceson air in Australia to 44.

SOCIAL NETWORKING

Come the end of June 2010, the Google deal dies, and with it nearlyhalf of MySpace’s revenue. Google has intimated it isn’t benefitingfrom the deal, though MySpace says improving user experience was thepriority. The latest data from web metrics companies show MySpace indecline – whether it’s in terms of time spent on the site per user, ornumber of page views. The same is true for the British-devised Bebo.For both, such a reverse could herald a decline towards obscurity -just like that suffered by another British social networking site,Friends Reunited. Yet Facebook, LinkedIn and Twitter, three very muchyounger networking sites that have steadfastly refused to be bought(Facebook has turned down approaches from Yahoo; and Twitter fromFacebook), have thrived, while their apparently better-funded rivalsare struggling.  Figures from the metrics firm comScore – and echoed byNielsen and Hitwise – show that Facebook secured its dominance overMySpace in the UK early last year, since when MySpace’s user base hasdeclined regularly. By comScore’s estimates, unique users have fallen18%, from 8.5 million in April 2008 to 7 million one year later, whileFacebook has seen 63% growth to 23.5 million unique users. Twitter,while starting from a small user base, has seen traffic rise nearly4,000% to 2.5 million unique users a month – and that excludes trafficthrough third-party applications, which are estimated to make up asubstantial amount, between one-third and two-thirds, of the service’straffic, which means it has far more impact. Bebo usually considered tohave a younger user profile – principally, school-age children – hasalso lost out: unique users dropped 24% year on year to 9 million inApril. Social networking is trend driven; 2006 was MySpace’s year, 2007Bebo, 2008 Facebook and 2009 Twitter. Bebo has expanded into severalmarkets across Europe, India and the US Latino sector. They have alsomade major advancements to capitalise on Twitter and Facebook’sunquestionable growth by letting people stay in touch with theirTwitter and Facebook friends from within the Bebo experience itselfthrough the Social Inbox. As for Friends Reunited – possibly thebiggest wasted opportunity in social networking – it continues toslide, undermined by Facebook. Its decision to swap from a paid-formodel to a free one came too late: its audience dropped by 24% in 12months – to 1.8 million unique users.

MOBILE INTERNET INSIGHT REPORT

This global report was compiled by Amethon Solutions and based on 100 mobile advertising sites. Major findings as follows:

• Only 33% of mobile users venture past the first page of the site.

• An average of 67% of visits bounced – meaning consumers left the site after the initial click-through.

• Movie related campaigns achieved the highest engagement levels – 1.65 page views/visit and a 22% share of total page views.

• Alcohol sites had the highest proportion of total page views (26%) but lower page views/visit (1.3).

ROY MORGAN POLL

According to Roy Morgan’s June survey, the majority – 70% – ofAustralians expect unemployment to increase in the next 12 months. Thefigure is unchanged from November.  Roy Morgan executive chairman GaryMorgan said despite the figures most employed Australians (77%)believed their own job was secure.

READER DIGEST SURVEY

Readers Digest runs a yearly survey on Australia’s Most Trusted Brands. Top line results as follows:

• Cadbury is the most trusted brand.

• Sony won the electronics category.

• Panadol topped the health and wellbeing category.

• Toyota won the cars category.

• Westinghouse took out the whitegoods category.

• Bunnings was the most popular retailer.

• Nokia was the best liked mobile phone.