Initiative Media Week in Review: Jan 17 – 23
TELEVISION
Over the 4 weeks commencing December 27, 2009, STW-9 had the highest overall share (0600-2400) against Total People with 36.6%, just beating TVW-7 (by 0.2%) with 36.4% and NEW-10 with 27.0%. The Cricket Telecast would play an integral part in this result.
Last week, TVW-7 won overall (0600-2400) for Total People with acommercial share of 37.6%, followed by STW-9 with 35.4% and NEW-10 with27.0%.
TVW-7 won fifteen of the top rating programmes for Total Peoplewhich News, Today Tonight, Mighty Ships and Sunday Border Patrol.
STW-9’s top performing programmes were The Mentalist RPT, I Dreamed aDream – The Susan Boyle Story and Two and Half Men.
NEW-10 made the topthirty with the following programmes – NCIS RPT and Wednesday All NewSimpsons.
Ten News At Five dominated the daytime segment taking the topfive positions for Total People. Sundays Third Test Cricket on STW-9came in sixth with an average audience of 101,000 locally. Deal or NoDeal is still the top performing programme for TVW-7 in the daytimesegment.
Australian Open
The highest rating Women’s match to date was Henin v Dementieva onWednesday January 20. This match peaked at 126,203 locally. Hewitt vFederer’s match on Monday (January 25) has so far been the highestrating men’s match peaking at 162,051 viewers in Perth.
PENETRATION OF DIGITAL TV
Digital Terrestrial (SD or HD) Households
Sydney – 57.6
Melbourne – 59.6
Brisbane – 62.5
Adelaide – 63.5
Perth – 65.1
5 City – 60.6
NEW STATION LINE-UPS
The three networks have announced their new programme line ups. Programme titles as follows:
Seven Network
• New episodes of Desperate Housewives, Brother and Sisters, Grey’sAnatomy, RSPCA, and Criminal Minds., Border Security, Gangs of OZ,Better Homes & Gardens and A Touch of Frost.
• New series of My Kitchen Rules, Cougar Town, The White Room and ICU.
Nine Network
• New episodes of Domestic Blitz, 60 Minutes, CSI, Getaway, Sea Patrol, The Footy Show and Farmer Wants a Wife
• New series of Underbelly – The Golden Mile, Hey, Hey It’s Saturday,The Forgotten, V, Top Gear, Australian Families of Crime and AustralianFederal Police.
Ten Network
• New episodes of Masterchef Australia, So You Think You Can Dance, TheBiggest Loser Australia, The Cleveland Show, Glee, Law & Order, LieTo Me, NCIS, House, Merlin, Good News Week, Medium, Burn Notice andTalkin “Bout Your Generation
• New series of The Good Wife, The Modern Family and Hawke.
TIME-SHIFTED VIEWING
Based on the first three weeks of Time-Shifted viewing for 2010, itrepresents 3.5% of total viewing. Basically 96% of viewing is “live”each day, “time shift” is approximately 2% and “as live” is about1.5%. There is more time shifting in prime time than daytime. People18-24, 25-39 and 40-54 look very similar with Children and Teens doingslightly less “as live”. Women are slightly higher than Men. FTA TVsits a little under 98% “live” and STV 93%. The Seven Network sees themost “live” viewing (98.5+ %) with Nine and Ten close behind (98%). TheABC has approximately 97% “live” and SBS 96%. National STV averages4.9% time-shifting (due to the penetration of Foxtel’s IQ and Austar’sMyStar) Metro sits at 3.6% and regional at 1.5%. Source: OZTAM
OUTDOOR
EYE announced that they were launching new high-impact Large FormatLandscape Digital sites. The new sites are four times larger than theexisting landscape sites and are the same scale as roadside supersites.The roll out of the large units will be part of an upgrade of itsexisting network which will see all units increase in size using thelatest LCD ultra thin framed screen technology. The launch willinitially occur in Sydney shopping centres such as Bondi Junction,Sydney Central Plaza and Chatswood Westfield. Melbourne and Brisbanewill be rolled out during 2010. EYE has also announced that 100 percent of their capital city sites will be measured by MOVE – due to bereleased in February 2010.
DIGITAL
According to recent research from Nielsen and Hitwise, Australians,like the rest of the world, are spending more time on social networkssuch as Facebook and Twitter, overtaking search as the number oneonline activity. Globally the average internet user now spends overfive and a half hours per month on social networking sites,representing an increase of 82% since the same time last year.Australia led the study with an average of nearly seven hours which ishigher than Italy, the UK and the US.
MOBILE ADVERTISING
Google, Apple and several start-ups are trying to break the mold inmobile advertising, hoping to persuade marketers to spend more on aformat that the technology industry has been hyping for years, withlittle to show for it. Until now, mobile advertising mainly consistedof small banner ads tucked into the corner of a mobile Web page ortext-message ads that often resembled spam. As a result, themobile-advertising market remained relatively small, even as mobilephones proliferated. Google, Apple and others are putting money intochanging that. In November, Google announced a $750 million agreementto acquire AdMob Inc., a company that sells a variety of mobile ads,including some that show the location of a retailer’s closest store ona map or allow mobile-device users to download music or watch acommercial between levels in a game. This week, Google is also expectedto launch a new type of mobile-search ad for high-end phones likeApple’s iPhone. People who search for pizza, for example, might see asearch ad with a phone number that they can click to call a nearbypizzeria. Apple, meanwhile, bought mobile-ad company Quattro Wirelessin January. Apple has also introduced the iPad – a multimediatablet-style computer which can run software applications similar toiPhone apps, along with other new products.
CONSUMER CONFIDENCE
According to Nielsen’s Online Consumer Survey, Australians’ perceptionof the local job market has grown, with 65% saying conditions werefavourable for the year ahead, a jump of 32% compared to six months agoin June 2009. The survey was conducted among over 17,500 internet usersin 29 markets between 4 and 18 December 2009.
