Initiative Media Week in Review: July 12 – 18
TELEVISION
Top 5 Prime Time Programmes – People 18-39
1. Monday 1900-2000 Masterchef Australia NEW-10 18.6
2. Friday 1900-2000 Masterchef Australia NEW-10 18.4
3. Thursday 1900-2000 Masterchef Australia NEW-10 17.4
4. Wednesday 1900-2000 Masterchef Australia NEW-10 17.1
5. Tuesday 1900-2000 Masterchef Australia NEW-10 16.9
Top 5 Prime Time Programmes People 25-39
1. Friday 1900-2000 Masterchef Australia NEW-10 21.5
2. Thursday 1900-2000 Masterchef Australia NEW-10 20.9
3. Wednesday 1900-2000 Masterchef Australia NEW-10 20.3
4. Monday 1900-2000 Masterchef Australia NEW-10 20.0
5. Tuesday 1900-2000 Masterchef Australia NEW-10 19.0
Top 5 Prime Time Programmes People 25-54
1. Thursday 1900-2000 Masterchef Australia NEW-10 20.6
2. Tuesday 1900-2000 Masterchef Australia NEW-10 19.5
3. Sunday 1930-2030 Masterchef Australia – Challenge NEW-10 19.5
4. Wednesday 1900-2000 Masterchef Australia NEW-10 19.5
5. Friday 1900-2000 Masterchef Australia NEW-10 19.3
Top 5 Prime Time Programmes People 35-54
1. Thursday 1900-2000 Masterchef Australia NEW-10 21.5
2. Sunday 1930-2030 Masterchef Australia – Challenge NEW-10 20.8
3. Tuesday 1900-2000 Masterchef Australia NEW-10 18.8
4. Monday 1900-2000 Masterchef Australia NEW-10 18.7
5. Wednesday 1900-2000 Masterchef Australia NEW-10 18.1
For the first time in over 18 months TVW-7 has lost the week overall(0600-2400) for Total People. NEW-10 took out the honours, spurred onby the juggernaut that is Masterchef. With a commercial share of 37.3%,NEW-10 beat TVW-7 who had a share of 37.1% and STW-9 was third with a25.6% share.
NEW-10 had eight shows in the top fifteen for Total People withThursday’s Masterchef Australia taking out the top position with anaverage audience of 276,000 people followed by Masterchef Australia onMonday, Wednesday, Tuesday and Friday with 269,000, 264,000, 252,000and 250,000 viewers respectively, Masterchef Australia – Challenge with236,000, Recruits with 206,000 and Talkin’ ‘Bout Your Generation with201,000 viewers.
The top performing programmes on TVW-7 for Total People were the SundayNews, average audience 247,000, followed by an additional five in thetop fifteen including News, Today Tonight, Packed To The Rafters andSurf Patrol. A new programme aired on TVW-7 called Air Ways whichcaptured an average audience of 169,000 viewers. This led into thereturn of Surf Patrol which averaged 193,000 viewers.
Sea Patrol continues to be STW-9’s most watched programme with 196,000viewers and was the station’s only programme in the top fifteen. Thethird State Of Origin match between NSW and Queensland had an averageaudience of only 66,000, a decrease of 29.8% from Game 2. The highestrating daytime programme was the Round 16 AFL Match: Fremantle vsBrisbane which reached an average audience of 163,000.
No surprises that Ten nationally also won the week thanks to MasterchefAustralia and its record breaking audiences. The network averaged a 27%peak share across the week, with Seven in second place with 25% andNine in third with 24.4%.
NINE’S SECOND CHANNEL
The Nine Network has announced details of the launch of their newdigital channel. Called Go!, it will commence in the next few weeks andwill target the 14-39 segment. Programmes intended for telecastinclude Gossip Girls, The Hills, Fringe, Weeds, Terminator – SarahConnor Chronicles, Survivor, CSI and Kitchen Nightmares. Local windowsof opporuntity advertising wise will open up effective October 2009.
CONNECTED TV’S
LG has announced a new TV model which will feature NetcastEntertainment Access which allows viewers access to broadband contentand services including Netflix and media widgets through the TV screen.This should do to the TV ecosystem what the Apple iPhone and App storedid to mobile; make it fun again.
NDM AUDIENCE
News Digital Media (NDM) has grown its audience by 39% in June 2009,based on Nielsen Online figures. Their main masthead news.com.auattracted an audience of over four million monthly browsers for thefirst time, with the local masthead PerthNow growing unique browsers by44%. Theaustralian.com.au grew its audience by 58%, while AdelaideNowand Brisbane’s couriermail.com.au grew their unique browsers by 43% and41% respectively.
CONSUMER CONFIDENCE
The latest Roy Morgan news poll has indicated that consumer confidenceis at its highest level since February 2008 and is 22 points higherthan the corresponding week last year. The weekly Roy Morgan ConsumerConfidence Rating is up 0.5 points to 114.0, by mid July.
NEW MAGAZINE
Pacific Magazines are due to launch a new healthy lifestyle magazine inthe spring. Called Prevention, it will be targeting women aged 40 andover.
APN RESEARCH
APN Outdoor released some survey results from their Path to Purchasestudy when buying FMCG’s which incorporated 500 people. Main points asfollows:
• Brand trust and familiarity are the most influential factors on consumers when making a purchase:
– 78% said this when buying a pain relief product.
– 68% for shampoo.
 
; – 68% for breakfast cereal.
– 80% for telecoms.
– 64% for fast food.
– 58% for cosmetics.
• Car and home loans and other expensive goods required the highest level of familiarity – 85%.
• Repetition of message is important hence the benefit of transit andbillboard advertising (remember who initiated this survey).
• Using outdoor media in combination with point of sale advertising increases sales.
LARGEST AUSTRALIAN BILLBOARD
APN Outdoor has launched what they say is the Australia’s largestbillboard. It’s at the Sydney International airport and is a 200 metrelong supersite which is over 5 metres high. It’s located on top of thecar park at Terminal 1. V Australia – Virgin Blue’s new internationalcarrier – has bought it for the first 12 months.
NIELSEN SURVEY
An international survey of 25,420 consumers in 50 countries concluded the following:
• Seven in ten consumers agree that advertising contributed to economic growth.
• Advertising helps create jobs.
• 68% say that due to promoting competition between brands, advertising leads to better products and lower prices.
ROY MORGAN RESEARCH
A survey by Roy Morgan states that the AFL is more popular than boththe NRL and A-league football. The Sydney Swans are the most supportedteam followed by the Brisbane Lions, then Collingwood and Essendon.
