Initiative Media Week in Review: September 6 – 12

TELEVISION

Top 5 Prime Time Programmes – People 18-39

1. Tuesday    2030-2130    Packed To The Rafters    TVW-7    13.2

2. Thursday    1930-2030    Hamish And Andy’s Caravan Of Courage    NEW-10    13.0

3. Monday    2000-2030    The Big Bang Theory    STW-9    10.9

4. Monday    1930-2000    Two And A Half Men    STW-9    10.1

5. Sunday    1730-2100    AFL Finals: Collingwood vs Adelaide    NEW-10    9.8

Top 5 Prime Time Programmes People 25-39

1. Tuesday    2030-2130    Packed To The Rafters    TVW-7    15.4

2. Thursday    1930-2030    Hamish And Andy’s Caravan Of Courage    NEW-10    14.3

3. Monday    2000-2030    The Big Bang Theory    STW-9    12.6

4. Tuesday    1930-2030    The Spearman Experiment    NEW-10    11.5

5. Monday    1930-2000    Two And A Half Men    STW-9    11.2

Top 5 Prime Time Programmes People 25-54

1. Tuesday    2030-2130    Packed To The Rafters    TVW-7    17.0

2. Monday    2000-2030    The Big Bang Theory    STW-9    13.3

3. Sunday    1730-2100    AFL Final: Collingwood vs Adelaide    NEW-10    12.9

4. Monday    1930-2000    Two And A Half Men    STW-9    12.2

5. Thursday    2030-2130    20 To 1    STW-9    11.8

Top 5 Prime Time Programmes People 35-54

1. Tuesday    2030-2130    Packed To The Rafters    TVW-7    18.7

2. Monday    2000-2030    The Big Bang Theory    STW-9    14.4

3. Sunday    1730-2100    AFL Finals: Collingwood vs Adelaide    NEW-10    14.3

4. Thursday    2030-2130    20 To 1    STW-9    13.2

5. Monday    1930-2000    Two And A Half Men    STW-9    13.2

TVW-7 has taken out the number one position, capturing a massivecommercial share of 42.7% for Total People overall (0600-2400) followedby NEW-10 with 28.8% and STW-9 with 28.5%.

The top performingprogrammes on TVW-7 were Packed To the Rafters, taking the number onespot with an average audience of 253,000, followed by an additionaleleven in the top fifteen including News, Today Tonight, Dancing WithThe Stars – Grand Final, AFL Semi-Final 2: Western Bulldogs vsBrisbane, AFL Qualifiying Final: St Kilda vs Collingwood, City Homicideand Home And Away. The series finale of Dancing With The Stars had anaverage audience of 197,000 viewers compared to an avearge of 169,000throughout the series.

STW-9 had three programmes in the top fifteenwith Monday’s Two And A Half Men (162,000), Tuesday’s 20 To 1 (160,000)and Thursday’s 20 To 1 (159,000) all making the list. The secondepisode of Money For Jam was unable to continue it’s intial success,dropping 17.7% of viewers from the first episode.

NEW-10  had oneprogramme in the top fifteen which was the AFL 1st Semi-Final:Collingwood vs Adelaide – averaging 193,000 viewers. The SpearmanExperiment premiered on NEW-10 on Tuesday night to an average audienceof 141,000 viewers.

Nationally, Seven won the week with a 37.8% share, Nine placed secondwith 35.0% and Ten third on 27.2%. The week’s top programme was PackedTo The Rafters again, which averaged 1,913 million viewers. Seven’sSunday News and the series finale of Dancing With The Stars rounded outthe top three programmes for the week.

RADIO

Survey #6, 2009 results were released on Tuesday 15th September and the following is a snap shot of the Perth market.

Commercial Radio Station Shares (including JJJ)

Survey #6, 2009: Monday – Sunday 0530-2400

                             94.5FM    92.9FM    96FM    NOVA    6PR    6IX      JJJ

People 18-39    21.3%    19.1%    19.0%    17.4%    1.9%    2.1%    19.2%

People 25-39    23.5%    18.8%    17.3%    15.9%    2.4%    2.9%    19.2%

People 25-54    30.2%    14.9%    19.2%    10.7%    5.7%    6.9%    12.4%

People 35-54    34.5%    11.2%    22.2%    8.4%     7.5%     9.4%      6.8%

Commercial Radio Station Shares (including JJJ)

Survey #5, 2009: Monday – Sunday 0530-2400

                               94.5FM    92.9FM    96FM    NOVA    6PR    6IX      JJJ

People 18-39    16.4%    19.7%    18.8%    19.9%    2.9%    2.7%    19.6%

People 25-39    18.6%    17.7%    16.9%    19.4%    3.9%    3.4%    20.1%

People 25-54    25.4%    14.6%    20.4%    14.0%    7.6%    5.9%    12.1%

People 35-54    30.6%    13.0%    23.9%    10.5%    10.0%    7.0%    5.0%

• 94.5FM has retained the number one position for People 10+ increasingits lead over 96FM. This makes 79 consecutive survey wins. Thebreakfast team held onto their #1 position and they also took overnumber one position for People 18-39 and 25-39 from Nova. They were theonly FM station to increase audience.

• 92.9FM saw decreases for their key demographics of People 18-39 and25-39, however, they still snatched back their number two overallposition from 96FM. Hamish and Andy’s drive show continued to dominatethe segment increasing share by 1.0%.

• 96FM had a mixed survey with an increase of 0.4% for People 25-39;however, they suffered a decrease of 1.7% for People 35-54. Theyretained the 7.8% share of the 18-24 market that they picked up inSurvey 5. The margin has again increased between them and 94.5FM in the25-54 demographic as they have dropped to 11.0% behind.

• Nova 93.7 lost share across all demographics with the greatest being3.5% for People 25-39. Overall they lost 1.8% for People 10+.

• 6PR lost further audience share against the core demographic ofPeople 40-54 with a decrease of 1.8%, but gained 2.4% for People 55+.Overall they remained steady for People 10+.

• 6IX increased share for People 25-54 and 35-54 by 1.0% and 2.4%respectively. This allowed an overall increase of 0.5% for People 10+.

• 6JJJ saw increases against all demographics except People 25-39. Thegreatest increase was 1.8% for People 35-54. They have been able tomaintain their audience share since the Hottest 100 of All-Time in thelast survey.

TOP MEDIA ADVERTISERS 2008/2009 FISCAL YEAR

According to Nielsen the top 10 media advertisers for this period with their previous ranking in brackets are:

1. Wesfarmers (1).

2. Harvey Holdings (4).

3. Woolworths Limited (5).

4. Commonwealth Government (2).

5. Telstra Corp Limited (3).

6. Nestle Australia (6).

7. Victoria Government (9).

8. NSW Government (7).

9. Toyota Motor Corporation Aust Ltd (10).

10. SingTel (11).

NIELSEN ESTIMATED AD SPEND TRENDS

NIELSEN TOP 10 CATEGORIES

1. Retail (-1.1% YOY).

2. Motor Vehicles (-6.4% YOY).

3. Entertainment & Leisure (-2.1% YOY).

4. Real Estate (-6% YOY).

5. Finance (-17% YOY).

6. Travel/Accommodation (+1.9% YOY).

7. Food (-4.1% YOY).

9. Media (-2.2% YOY).

10. Recruitment (-34.4% YOY).

APN OUTDOOR

APN Outdoor has launched a large format static digital billboard atSydney Domestic Airport. It is 16.1m x 2.6m and runs across four carlanes at the airport’s exit gantry. The site can take up to threeadvertisers per minute and is live from Monday to Sunday, 5am to 11pm.

YOUTUBE RESEARCH

Research was conducted on YouTube based on interviews with 3,000 malesand females across Australia who had visited the website in the pastthree months. Findings were as follows:

• Seventy percent of Australian YouTube users enjoy watching ads on the site if they are relevant and entertaining

• 25% actively seek out ads on YouTube, while one-third of Australian users who see an ad on YouTube click on it.

• The makeup of YouTube’s Australian audience is:

   – 14 to 17-year-olds (7%).

   – 18 to 29-year-olds (32%).

   – 30 to 39-year-olds (20%).

   – 40 to 49-year-olds (18%).

   – 50 to 59-year-olds (13%).

   – 60-year-olds and over (10%).

EMAIL MARKETING RESEARCH

A global consumer email study concluded that 18 to 25-year-olds aremore receptive to emails containing offline specials than any other agegroup. They are interested in the following categories:

• Entertainment (66.7%).

• Work-related news (50.0%).

• Beauty advice (41.7%).

• Account statement (41.7%).

• Electronics (33.3%).