Initiative Media Week in Review: July 5 – 11

July 14 2009, 11:57 am | BY Martin Trevaskis | No Comments

TELEVISION

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PLUS…

• TV SURVEY 5, 2009

• RADIO ADVERTISING

• SOCIAL MEDIA

• RETAIL AND SHOPPER SURVEY

• NIELSEN CONSUMER SURVEY

• URBAN MARKET RESEARCH

Top 5 Prime Time Programmes – People 18-39

1. Sunday    2030-2210    Rove    NEW-10    19.4

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

3. Monday    1900-2000    Masterchef Australia    NEW-10    16.5

4. Tuesday    1930-2030    Talkin’ ‘Bout your Generation    NEW-10    15.6

5. Wednesday    1900-1930    Masterchef Australia    NEW-10    14.4

Top 5 Prime Time Programmes People 25-39

1. Monday    1900-2000    Masterchef Australia    NEW-10    21.7

2. Sunday    2030-2140    Rove    NEW-10    20.4

3. Sunday    1930-2030    Masterchef Australia – Challenge    NEW-10    19.6

4. Tuesday    1930-2030    Talkin’ ‘Bout Your Generation    NEW-10    16.9

5. Tuesday    1900-1930    Masterchef Australia    NEW-10    16.6

Top 5 Prime Time Programmes People 25-54

1. Sunday    1930-2030    Masterchef Australia – Challenge    NEW-10    20.0

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

3. Wednesday    1900-2000    Masterchef Australia    NEW-10    16.4

4. Sunday    2030-2140    Rove    NEW-10    15.7

5. Tuesday    1930-2030    Talkin’ ‘Bout Your Generation    NEW-10    15.1

Top 5 Prime Time Programmes People 35-54

1. Sunday    1930-2030    Masterchef Australia – Challenge    NEW-10    18.9

2. Wednesday    1900-2000    Masterchef Australia    NEW-10    16.9

3. Sunday    1800-1830    News    TVW-7    15.8

4. Tuesday    1930-2030    Talkin’ ‘Bout Your Generation    NEW-10    14.7

5. Sunday    1830-1930    Merlin    NEW-10    14.6

TVW-7 once again won the week overall (0600-2400) for Total People witha commercial share of 40.3%, followed by NEW-10 with 33.5% and STW-9with 27.7%. The top performing programmes on TVW-7 for Total Peoplewere Sunday News, taking the number two position with an averageaudience of 249,000, followed by an additional five in the top fifteenincluding News, Packed To The Rafters, Today Tonight, and The Zoo.Dancing With The Stars returned on Sunday night with an averageaudience of 178,000 viewers, an 8.7% decrease from last seasons finale.Thank God You’re Here finished up on Wednesday night with an hour and ahalf length episode that had an average audience of 161,000 viewerscompared to the first season of the show on TVW-7 which averaged177,000 viewers over the ten shows. Sea Patrol continues to be STW-9’s most watched programme with 150,000 viewers, however, the stationfailed to have any programmes in the top fifteen. The season finale ofHomeMADE aired on STW-9 last week with an average audience of only101,000 viewers. NEW-10 had the remaining nine shows in the top fifteenfor Total People with Sunday’s Masterchef Australia – Challenge takingout the top position with an average audience of 260,000 peoplefollowed by Wednesday’s Masterchef Australia with 223,000 viewers,Merlin with 210,000, Monday’s Masterchef Australia with 208,000,Talkin’ ‘Bout your Generation with 208,000, Tuesday’s MasterchefAustralia with 202,000, Rove with 193,000, Thursday’s MasterchefAustralia with 192,000 and NCIS with 191,000 viewers. The Round 14 AFL:Fremantle vs Carlton on Sunday on TVW-7 afternoon was the the highestrating daytime programme with an average audience of 160,000 viewers.

Nationally, Seven won the week with a 28.9% share, Ten placed secondwith 24.6% and Nine third on 22.3%. The week’s top programme was Sundaynight’s challenge episode of Masterchef Australia which averaged 1,985million viewers. Packed To The Rafters and Seven’s Sunday News made upthe remainder of the top three for the week.

TV SURVEY 5, 2009

This survey covered the period from June 14 to July 11, 2009.

The Zone 1 commercial share results for Total People were as follows:

                         Perth        Adelaide    Brisbane    Sydney     Melbourne

7 Network        38.3%          36.6%       35.8%      35.5%         34.3%    

9 Network        27.3%          28.8%       36.3%      33.4%         31.5%

10 Network      34.4%          34.5%       27.8%      31.1%         34.1%

The overall (0600-2400) commercial share results for Total People were as follows:

                          Perth        Adelaide    Brisbane    Sydney     Melbourne

7 Network        39.0%          37.5%       37.3%      36.9%         35.5%    

9 Network        25.9%          28.3%       35.1%      34.3%         32.2%

10 Network      35.1%          34.2%       27.6%      28.8%         32.3%

RADIO ADVERTISING

In the 12 month period ending June 2009, commercial radio stationrevenue has fallen by 3.28%. Sydney decreased by 9.44% followed byAdelaide (down 3.44%), Brisbane (down 2.43%) and, going against thetrend, Melbourne was up 1.68% and Perth was up 0.93%.

SOCIAL MEDIA

The benefit of online advertising is the fact that everything can bemeasured and if something isn’t working, changes can be implementedimmediately. Social media has jumped onto the band wagon promising atwo way communication with the product and the audience plus with aneven more immediate response rate. The question is though, how thetraffic on Facebook, Twitter, MySpace and YouTube creates sales and ifso is it at an acceptable ROI. Social media can be likened to viralmarketing campaigns where huge audiences are attracted, however, aresales results generated?

RETAIL AND SHOPPER SURVEY

This survey concluded that only 48% of Gen Y Australians “always try tobuy Australian-made products” as opposed to 55% of Gen Xers who alwaystry to buy Aussie made. The most fervent group fall in the 60 to 78year age bracket with 69% stating they always try to buy Australian.The survey states that the popularity of own-brand products is on therise, with one-third of Australian consumers buying them as frequentlyas branded products. The study also concluded that although 57% ofshoppers state price to be most important, the underlying factor in theshopper’s decision-making process was the perceived value for money.

NIELSEN CONSUMER SURVEY

This survey looked at the most reliable method of brand information and found the following:

• 93% trust the opinions of people they know.

• 67% trust editorial content in newspapers.

• 64% are happy to rely on the opinions of people via the internet.

• 62% trust email subscriptions.

• 60% trust newspaper advertising.

• 57% believe radio and television adverts.

• 54% trust magazines.

• 53% trust cinema advertising.

• 88% don’t trust text ads on mobile phones.

• 77% mistrust online video ads

• 81% don’t trust banner ads.

URBAN MARKET RESEARCH

This year’s study, which analyzes the habits of Australians in the 18-30 year old segment, reached some interesting conclusions.

• Their overall consumer spending dropped YOY.

• Entertainment spending was the worst hit.

• Travel spending increased.

• Internet usage dropped by 30 minutes/week YOY.

• Average time spent in online chatrooms declined by 1hour/week.

• TV consumption fell 1.3 hours/week.

• Time spent reading newspapers increased by 30 minutes/week.

• Best liked brands were Converse, Vans, iPhone, Nintendo, Wii, Pure Blonds and Asahi.