INITIATIVE MEDIA WEEK IN REVIEW: JUNE 22 – 28
TELEVISION
Top 5 Prime Time Programmes – People 18-39
1. Thursday 2030-2130 Hell’s Kitchen STW-9 12.7
2. Thursday 2000-2030 My Name Is Earl TVW-7 12.1
3. Sunday 2040-2240 Schapelle Corby: The Hidden Truth STW-9 11.9
4. Thursday 1930-2000 How I Met Your Mother TVW-7 11.9
5. Monday 2030-2130 Good News Week NEW-10 10.4
Top 5 Prime Time Programmes People 25-39
1. Thursday 2000-2030 My Name Is Earl TVW-7 15.1
2. Sunday 2040-2240 Schapelle Corby: The Hidden Truth STW-9 14.6
3. Thursday 1930-2000 How I Met Your Mother TVW-7 14.1
4. Wednesday 2000-2030 Back To You NEW-10 12.0
5. Monday 1930-2030 David Attenborough’s Bear STW-9 11.5
Top 5 Prime Time Programmes People 25-54
1. Sunday 2040-22240 Schapelle Corby: The Hidden Truth STW-9 15.5
2. Mon – Wed 1800-1830 News TVW-7 14.3
3. Thur-Fri 1800-1830 News TVW-7 13.5
4. Sunday 1800-1830 News TVW-7 13.3
5. Tuesday 1930-2030 Australia’s Got Talent TVW-7 13.2
Top 5 Prime Time Programmes People 35-54
1. Mon-Wed 1800-1830 News TVW-7 16.8
2. Tuesday 1930-2030 Australia’s Got Talent TVW-7 15.7
3. Thu-Fri 1800-1830 News TVW-7 15.4
4. Sunday 2030-2240 Shapelle Corby: The Hidden Truth STW-9 15.2
5. Sunday 1800-1830 News TVW-7 14.8
TVW-7 won the week overall (0600-2400) for Total People with a commercial share of 41.1%, followed by NEW-10 with 29.5% and STW-9 with 29.4%.
Top performing programmes on TVW-7 included News, Australia’s Got Talent, Today Tonight, Border Security – Australia’s Front Line – RPT, The Vicar of Dibley, Better Homes and Gardens and Home and Away. The average Monday to Wednesday News was the top programme for Total People reaching an average audience of 261,000 viewers. This week saw the series final of Grey’s Anatomy. The programme suffered an audience decline from last week, possibly due to the fact it was up against Shapelle Corby: The Hidden Truth Part 1 which rated extremely well with all our demographics. My Name is Earl continues to rate well with People 18-39 and 25-39, making the top five programmes. Battle of the Choirs reached an average 169,000 viewers with Total People, a drop of 71,000 viewers from last week.
STW-9’s top programmes for Total People were Shapelle Corby: The Hidden Truth, David Attenborough’s Bear – A Spy in the Woods, Sea Patrol 2 – The Coup and 60 Minutes. Hell’s Kitchen rated well taking the top spot with People 18 – 39, after only just making the top fifteen last week. STW-9 had a good week with six programmes in the top ten against People 25-39. Shapelle Corby; The Hidden Truth Part One was Nine’s most watched programme for Total People reaching 202,000 viewers and it also made the top five programmes against all our demographics. Part Two on Tuesday night did not fair as well only making the top ten with People 18-39 and 25-54.
NEW-10 once again had a disappointing week with NCIS being the only programme to make the top fifteen for Total People. They did however have seven programmes in the top fifteen with People 18-39. These included Good News Week, Back To You, Neighbours, Big Brother Live Eviction, House RPT, The Simpsons and Rules of Engagement. This week saw the series final of How To Look Good Naked, Back To You and Medium. Ten News at Five took the top five programmes in the day time segment for Total People.
The Million Dollar Wheel of Fortune has been axed by The Nine Network and this will be replaced with Antiques Roadshow as of week commencing 29th June. The programme could not compete with Seven’s Deal or No Deal leading into the news.
The Nine Network has turned itself around from last year’s ratings thanks to Underbelly, Gordon Ramsay’s and Domestic Blitz. However it is still a long way behind Seven Network in the 6pm to 7pm time slot.
TiVo
The long awaited launch of TiVo is set to be announced by the Seven Network on Tuesday July 1st. The hard disk recording box, which will also offer 100 internet channels, will cost a one off $699. Seven has dropped ideas for a monthly fee, but has increased the cost from the original $500. Harvey Norman will be the exclusive retailer for the first 3 months, and it is expected that Seven will aim to sell 50,000- 100,000 a year. Industry insiders, such a Foxtel who’s iQ system is almost exactly the same, have said these figures will be unattainable.
MAGAZINES
OK! Magazine has won the title of magazine of the year by Magazine Publishers of Australia. OK! Launched in Australia in 2004, and was bought by ACP in 2007.
OLDER WOMEN OVERLOOKED BY MARKETERS
Despite being Australia’s most influential spenders, mature women between ages fifty and eighty feel they have been ignored by advertisers. Although there has been a small improvement by some marketers, after warnings from industry experts, the fashion, automotive, finance and health sectors need to perfect their marketing strategies. A Study by Perspective Research and Evergreen Advertising & Marketing found women aged 50+ felt p
ositive, confident, healthy and comfortable with themselves even though this was not reflected in advertising targeted towards them. After seeing a range of television and print advertisements, the older women said they rarely see images they can identify with and advertisements that are targeted towards them often show them as old fashioned and frumpy.
OUTDOOR
APN claimed “an Australian first” by placing 2016 real Heineken bottles behind a plastic wall in a large format site at Melbourne Airport, with the tagline ‘Nothing Artificial’. Source: The Australian, B&T, AdNews. Financial Review
CONSUMER SPENDING
The combination of increases in fuel prices and interest rate hikes has taken its toll on in-store spending by consumers. About 74% of Australian consumers say their lifestyle has been negatively affected by fuel price increases. The top three responses were to stop buying non-essential items at the supermarket and at petrol stations. According to Nielsen ShopperTrends Report packaged merchandise sales in the convenience channel has dropped to below 2% in February, 2008, in line with the latest interest rate rise and when fuel prices peaked at an Australian metro average of $1.37 per litre.
1 Comment
Shapelle Corby and her family, lawyers, dealers and other foul mouthed affiliates were by far the most entertaining thing on commercial television all year. ‘Oh my fucking GOD!’ it was so good.