Initiative Media Week in Review: January 24 – 30

TELEVISION

TVW-7 won the week overall (0600-2400) for Total People with acommercial share of 39.4.0%, followed by STW-9 with 35.8% and NEW-10with 24.8%.

TVW-7 won fourteen of the top twenty programmes forTotal People and these included – News,Today Tonight, Home and Away andSaturday’s Australian Open Tennis – Women’s Final (Williams vs Henin).The first episode of Home and Away on Monday reached an average of147,000 viewers, decreasing to 114,000 viewers on Wednesday. Seven Newswas the top performing programme reaching 213,000 viewers locally.

STW-9’stop performing programmes for Total People were Cold Case Episode 1,Adults Only 20 to 1 (RPT), Cold Case Episode 2, One Day Cricket -Australia vs Pakistan Game 2 Session 2, One Day Cricket – Australia vsPakistan – Game 3 Session 2 and Nine News. This week saw the final ofGarden Guru’s.

NEW-10’s prime time offerings did not make the toptwenty programmes, however, they took the number one spot withWednesday’s Futurama (RPT) against People 18 – 39 and ranked secondagainst People 25-39.

STW-9’s Tuesday One Day Cricket – Australia vsPakistan – Game 3 Session 2 was the top performing programme in thedaytime segment for Total People, reaching 128,000 viewers locally,followed by Sunday’s One day Cricket – Australia vs Pakistan Game 2Session 2 also reaching 128,000 viewers. Ten News At Five took thirdand fifth position.

Top 5 Prime Time Programmes – People 18-39

1. Wednesday    2000-2030    Futurama  – RPT    NEW-10    9.4

2. Thursday    2030-2130    Adults Only 20 To 1 – RPT    STW-9    7.8

3. Wednesday    1930-2000    All New Simpsons    NEW-10    7.5

4. Wednesday    2140-2240    Cold Case – EP2    STW-9    7.5

5. Wednesday    2100-2130    The Simpsons    NEW-10    6.9

Top 5 Prime Time Programmes People 25-39

1. Thursday    2030-2130    Adults Only 20 To 1 – RPT    STW-9    10.8

2. Wednesday    2000-2030    Futurama  – RPT    NEW-10    9.0

3. Wednesday    2140-2240    Cold Case – EP2    STW-9    8.7

4. Monday    2030-2130    The Mentalist – RPT    STW-9    8.1

5. Friday    2040-2240    The Break-Up -RPT    NEW-10    7.9

Top 5 Prime Time Programmes People 25-54

1. Sunday    1800-1830    News    TVW-7    9.8

2. Thursday    2030-2130    Adults Only 20 To 1 – RPT    STW-9    9.6

3. Wednesday    1800-1830    News    TVW-7    8.6

4. Wednesday    2140-2240    Cold Case – EP2    STW-9    8.5

5. Mon-Wed    1830-1900    Today Tonight    TVW-7    8.0

Top 5 Prime Time Programmes People 35-54

1. Sunday    1800-1830    News    TVW-7    11.3

2. Mon-Wed    1800-1830    News    TVW-7    10.5

3. Saturday    1800-1830    News    TVW-7    10.1

4. Mon-Wed    1830-1900    Today Tonight    TVW-7    9.9

5. Thursday    2030-2130    Adults Only 20 To 1 – RPT    STW-9    9.7

THE NEWSPAPER WORKS RESEARCH

Researchwas released by The Newspaper Works in conjunction with Ipsos Media CTconcludes that ads that have current affairs and editorial contentachieve higher recognition than non-issue based advertising.Benchmarking studies showed that in addition to increased recognition,these ads were understood better and achieved a higher level ofinterest. One particular campaign – the NSW Government’s “SavePower/Black Balloon” had 46% higher than average recognition and its”Get Test” ads about sexually transmitted diseases measured over doublethe norm.

REGIONAL TELEVISION MARKETING

According to RTM 36% of the Australian population lives in regional areas which represents 8.2m people.

MEDIA 2015

Anew report about the “Future of Media” has been issued in the USA andsuggests four scenarios in which media appetites range dramatically,while the sources of information they turn to stretch from a handful ofoutlets to a virtual plurality. In response to each model, the partnershave devised specific tactics for meeting these new challengeshead-on.  For example, in one scenario, social media like Twitter is inthe ascendancy. In such a world, advertising will be tailored to timeand place, and agencies looking to help clients navigate the landscapewill be charged with managing a torrential flow of data.

A secondscenario, dubbed the “Portal of Me,” posits a world where media accessremains fluid, but consumer attention is focused on a few trustedbrands and outlets. Content will be customized and filtered by thirdparties that tailor information to the specifications ofconsumer-provided preferences. Under this model, the consumer cedes acertain control, and brands permitted access will have demonstrated avalue that transcends privacy issues. It’s less about the platform thanhow consumer behaviour will change because in four years, we’llpossibly be talking about a company that doesn’t exist today. We’resetting a new course in terms of how we think about connecting withconsumers. The two other models assume a more fixed media environment,and have much to do with age and education. The future will probablylook like a combination of each scenario, but researchers say that TVand traditional media will stand up in the longer term.

PACIFIC MAGAZINES

PacificMagazines has completed five surveys with over 420 individual casestudies delivering insights into readers’ response to the advertising.

The findings include:

• On average, ads are read by around 60% of women readers and over 9 in 10 can associate the ad with the advertiser.
• Almosta quarter of all readers will take action as a result of reading an adand this rises to over 30% of those in the market to buy.
• The number of actions generated by an ad doesn’t depend on where the ad is placed, rather the category to which it belongs.
• ‘Looking for’ the product or service and ‘discussing it with family or friends’ are typically the most frequent actions taken.
• Size matters – bigger ads are generally more likely to be read: in particu
  lar, overall actions taken increase with size.