Initiative Media Week in Review: August 9 – 15

TELEVISION

Top 5 Prime Time Programmes – People 18-39

1. Monday    1930-2000    Two And A Half Men    STW-9    11.4

2. Thursday    1930-2030    Jon & Kate Plus 8 – Surviving Sextuplets    NEW-10    10.9

3. Tuesday    2030-2130    Packed To The Rafters    TVW-7    10.3

4. Sunday    1830-2040    Australian Idol – Audition 1    NEW-10    10.2

5. Tuesday    2030-2100    Two And A Half Men    STW-9    9.4

Top 5 Prime Time Programmes People 25-39

1. Tuesday    1930-2030    Jon & Kate Plus 8 – Surviving Sextuplets    NEW-10    14.7

2. Tuesday    2030-2130    Packed To The Rafters    TVW-7    13.1

3. Monday    1930-2000    Two And A Half Men    STW-9    11.9

4. Sunday    1830-2040    Australian Idol – Audition 1    NEW-10    11.8

5. Tuesday    2030-2100    Two And A Half Men    STW-9    11.5

Top 5 Prime Time Programmes People 25-54

1. Tuesday    2030-2130    Packed To The Rafters    TVW-7    13.9

2. Sunday    1800-1830    News    TVW-7    13.2

3. Thursday    2030-2130    20 To 1    STW-9    12.7

4. Mon-Wed    1800-1830    News    TVW-7    12.4

5. Monday    1930-2000    Two And A Half Men    STW-9    11.6

Top 5 Prime Time Programmes People 35-54

1. Sunday    1800-1830    News    TVW-7    15.0

2. Tuesday    2030-2130    Packed To The Rafters    TVW-7    14.8

3. Mon-Wed    1800-1830    News    TVW-7    13.4

4. Thursday    2030-2130    20 To 1    STW-9    13.4

5. Sunday    2030-2130    Bones    TVW-7    12.5

TVW-7 have taken out the number one position again, capturing acommercial share of 41.7% for Total People overall (0600-2400) followedby NEW-10 with 29.8% and STW-9 with 28.5%. The top performingprogrammes on TVW-7 for Total People were Sunday News, taking thenumber one position with an average audience of 224,000, followed by anadditional eleven in the top fifteen including Packed To The Rafters,News, Today Tonight, Better Homes And Gardens, Surf Patrol, On BoardAir Force One, Air Ways, World’s Strictest Parents – UK and DancingWith The Stars. City Homicide returned to our screens with an averageaudience of 155,000 viewers, only 1.3% less than their season finale.

STW-9 had the remaining three programmes in the top fifteen withMonday’s Two And A Half Men attracting the station’s highest audiencewith 177,000 viewers. The two other programmes in the top fifteen were20 To 1 and Getaway delivering 166,000 and 162,000 viewersrespectively. The series return of The Gift had an average audience ofonly 109,000 viewers, 14.2% lower than RPA in the same time segment theprevious week.

NEW-10 was unable to get any shows in the top fifteen for Total Peoplewith Talkin’ ‘Bout Your Generation the most watched with 155,000viewers. Australian Idol is back for another season with the first showaveraging 134,000 viewers, however, it lost its timeslot to DancingWith The Stars.

Nationally, the Seven Network won the week with a commercial share of37.4%. The Nine Network came second with 33.2%, followed by the TenNetwork with 29.4%. Seven had the top three programmes for the weekwith Packed To The Rafters averaging over 1.9 million, followed byMonday and Sunday’s News, both averaging over 1.6 million.

RADIO

Survey #5, 2009 results were released last week and the following is a snap shot of the Eastern States market.

Sydney

• 2GB still remains the number one station for People 10+ despitedropping its share for People 10+ by 0.9%. Although suffering adecrease of 2.9% for People 10-17, they remain number 1 in breakfast,morning, afternoon and evening.

• 2Day FM remained in second position overall despite the controversyover Kyle and Jackie O. They lost 2.5% audience share for People 10-17and 1.0% for People 18-24.  They are still the clear winner in thedrive segment.

• Triple M lost audience share of 0.7% for People 10+. They also lostshare for People 10-17, 18-24, 25-39, 40-54 and Grocery Buyers.

• Nova 96.9 remained in the fourth position overall with an increase of1.0% for People 10+. Their biggest gains were with People 25-39 and40-54 plus a 1.2% increase in Drive.

• Vega 95.3 decreased share by a further 0.2% for People 10+, and hadslight decreases across People 18-24, 40-54, 55+ and Grocery Buyers.

• Mix 106.5 increased share against all demographics for the second survey in a row, with a 1.7% increase for People 10-17.

• WSFM increased audience share with People 10-17, 25-39, 40-54 andGrocery Buyers. They gained the number one position for People 40-54.

Melbourne

• 3AW’s remained on 16.8% for People 10+ maintaining their number oneposition. They enjoyed increases for People 40-54 (1.4%) and GroceryBuyers (0.1%)

• Fox FM suffered a slight decrease for People 10+ however, retainedtheir second place in the market for commercial stations althoughslipping behind ABC774. Despite decreases for People 10-17( -5.3%),18-24(-4.9%) and 25-39(-2.4%) they remain in the number one positionfor these demographics and a strong number 1 in Drive.

• Triple M had a small gain for People 10+ but saw a massive increaseof 6.6% for People 18-24 which doubled their share for this demographic.

• Nova 100 gained 0.4% for People 10+, with increases for 18-24 and25-39. They also picked up most of the 10-17’s from FOXFM (3.6%)

* Vega 91.5 gained 0.3% for People 10+; due in part to increases for People 10-17, 18-24 and 40-54.

• Gold FM lost share of 1.2% for People 10+. With the exception of the40-54 year segment, they saw decreases across all other demographics.

• Mix 101.1 FM had a slight increase in all demographics except People 10-17 and 55+.

Brisbane

• Nova 106.9 regained its top position overall with an increase of 3.3%for People 40-54, a slight increase with the 10-17 segment plus theywon breakfast.

• B105 lost their first place position to NOVA for People 10+. This wasas a result of small decreases for People 25-39, 40-54, 55+ and GroceryBuyers. They moved into number 1 position in Drive though taking thisaway from NOVA.

• Triple M gained audience share for People 10+, up by 1.0%. The most significant increase was 4.1% for People 18-24.

• Talkback station 4BC increased slightly for People 10+. Their biggest increase was 1.1% for People 40-54.

• 4KQ lost 0.3% share for People 10+. They decreased share with People 40-54 and 55+.

• 97.3FM gained 0.4% share for People 10+, with increases against all demographics except People 40-54 and Grocery Buyers.

Adelaide

• 5AA continue to be the number one station for People 10+ gainingaudience share of 0.7%, spurred on by increases of 3.3% for People18-24 and 1.9% for People 55+.

• Nova 91.9 decreased share by 0.7% up to 9.1% for People 10+. This wasdriven by losses against People 10-17 (down 4.4%) and People 18-24(down 4.8%)

• Triple M last a further 0.7% for People 10+, however they had increases for People 18-24 and Grocery Buyers.

• SAFM gained 1.8% share for People 10+. They remain the top stationfor People 10-17 and 25-39 and picked up in Breakfast moving from 4thto 2nd spot.

• Mix 102.3 decreased share slightly for People 10+, with losses for People 40-54 and Grocery Buyers.

FOXTEL

Foxtel has reported growth in both subscribers (+8%) and revenue (+11%)for the 2008/2009 year. They have also enjoyed higher penetration of iQwith 43% of subscribers having it, and multi-room with 26%.

RADIO MARKET

According to Commercial Radio Australia and Deloitte, commercial radiorevenues for the period 2008/2009 fell by 3%. The new financial yearcommenced with a disappointing decrease of 5% across the metropolitancommercial stations in July. With the exception of Melbourne, whichshowed a 3.6% increase, the other metro markets suffered decreases -Perth by 12%, followed by Brisbane by 9%, Sydney by 7.5 and Adelaide by3.6%.

ABC REPORT

Newspaper circulations have remained steady over the quarter to June2009 according to the latest report, with metro weekday and Saturdaysales both down just 0.06% compared to Quarter 2 2008. Some circulationresults as follows:

• Sun-Herald recorded the steepest decline in NSW, down 4.5%.

• The Sydney Morning Herald was down 1.2% Monday to Friday,
but was up 0.3% on Saturdays.

• The Melbourne Age fell 3.3% on Saturdays and 0.6% Monday to Friday.

•  The Herald Sun decreased 0.7% on weekdays and increased 0.8% on Saturday.

• Brisbane’s Courier Mail increased 1.0% Monday to Friday but fell 0.3% on Saturday.

• Adelaide’s Advertiser fell by 1.0% Monday to Friday and 1.2% on Saturday.

• The West Australian grew by 0.9% Monday to Friday and 0.2% on Saturday.

• The Sunday Times fell by 2.2%.

• The Australian Financial Review dropped 8.4% Monday-Friday and 1.9% on Saturday.

• The Australian decreased by 0.1% Monday to Friday, but increased by 2.1% on the weekends.

MAGAZINE ABC REPORT

Overall there was a decrease of 4.65% year-on-year across magazinecategories in the period ending June 2009. Interestingly, the onlymagazine category to show growth year on year was the Health &Family titles which were up 10.63%.Fifteen other categories showedsales declines, including Food & Entertainment – down 9.08%;Business & Finance – down 7.89%; Men’s Lifestyle – down 6.84%; MassWomen’s – down 4.82%; and Women’s Lifestyle & Fashion – down 3.41%.Circulations for business and finance publications were hit hard,falling by 7.89% year-on-year. Although Famous had a strong resultyear-on-year, the weekly magazine market struggled, with several bigname women’s titles among the worst performers. NW was down 9.58, NewIdea fell 7.36% and Woman’s Day lost 5.25%.

ADEX EXPENDITURE ESTIMATES

According to Adex, the market has moved as follows from January to July 2008 to January to July 2009:

Metro TV:                      -13%

Regional TV:                  -9%

Metro Press:                 -16%

Regional Press:               8%

Magazines:                   -10%

Radio:                              -4%

Cinema:                           2%

Outdoor:                       -15%

Total January- July:   -12%

US ONLINE STUDY

Results from a US study, produced for Online Publishers, based on threeyears of data that included more than 4,800 marketing campaigns hasjust been published. It stated that proprietary content was a betterchannel than portals or ‘Ad Networks.’ The study shows, for instance,that online ad awareness metrics — where consumers remember seeing abrand or product advertised on the Web in the past 30 days — was 21%greater for ads on content sites than portals and 50% greater than adsplaced in bulk by ad brokers. Overall, U.S. spending on onlineadvertising is expected to drop 3.2 % to $24.1 billion this year,according to PriceWaterhouseCoopers.