Initiative Media Week in Review: Jan 31 – Feb 6

TELEVISION

Top 5 Prime Time Programmes – People 18-39

1. Tuesday    2130-2230    Grey’s Anatomy – EP2    TVW-7    11.4

2. Tuesday    2030-2130    Grey’s Anatomy    TVW-7    11.2

3. Monday    1930-2000    Two and Half Men    STW-9    10.0

4. Wednesday    2000-2140    So You Think You Can Dance – Audition 3    NEW-10    9.9

5. Thursday    2000-2200    So You Think You Can Dance – Top 100    NEW-10    9.7

Top 5 Prime Time Programmes People 25-39

1.Sunday    1940-2110    So You Think You Can Dance – Audition 1    NEW-10    13.3

2.Tuesday    2130-2230    Grey’s Anatomy – EP 2    TVW-7    13.2

3. Tuesday    2030-2130    Grey’s Anatomy    TVW-7    13.0

4. Wednesday    1930-2000    The Biggest Loser (Aus)    NEW-10    11.9

5. Sunday    2100-2200    House    NEW-10    11.8

Top 5 Prime Time Programmes People 25-54

1. Tuesday    2130-2230    Grey’s Anatomy – EP2    TVW-7    12.1

2. Sunday    1830-1940    The Biggest Loser (Aus) – Launch    NEW-10    11.9

3. Monday    1930-2000    Two and Half Men    STW-9    11.5

4. Tuesday    2030-2130    Grey’s Anatomy    TVW-7    11.4

5. Sunday    2200-2300    House EP2    NEW-10    11.2

Top 5 Prime Time Programmes People 35-54

1. Sunday    1800-1830    News    TVW-7    13.6

2. Sunday    1830-1940    The Biggest Loser (Aus) – Launch    NEW-10    13.2

3. Sunday    2200-2300    House EP2    NEW-10    12.6

4. Wednesday    2040-2140    Criminal Minds    TVW-7    12.2

5. Monday    1930-2000    Two and Half Men    STW-9    12.0

TVW-7 won the week overall (0600-2400) for Total People with acommercial share of 39.5%, followed by NEW-10 with 30.9% and STW-9 with29.6%.

TVW-7’s top performing programmes for Total People were Sunday News,News, Today Tonight, Seven’s Tennis: 2010 Australian Open – Men’sFinal, Criminal Minds, My Kitchen Rules QLD: Sneak Peak and RSPCAAnimal Rescue.

This week saw the return of Desperate Housewives,Brothers and Sisters, Grey’s Anatomy, RSPCA Animal Rescue, CriminalMinds, Gangs of OZ and Better Homes and Gardens. Grey’s Anatomy EP2took the number one position against People 18-39 (65,000 viewers) andPeople 25-54 (91,000 viewers). Desperate Housewives made the topfifteen programmes against all our demo’s. TVW-7 introduced two newprogrammes, My Kitchen Rules and ICU. Unfortunately the results were abit disappointing for both, with ICU only appealing to People 35-54.The 2010 Australian Open – Men’s Final Introduction reached an average162,000 viwers locally.

STW-9’s strongest performing programmesmaking the top fifteen against Total People were Customs, taking thirdposition (181,000 viewers) and Monday Two and Half Men (181,000),taking fourth spot. The latter programme rated well making the top fivepositions with People 18-39, 25-54 and 35-54. The week also saw thereturn series of The Mentalist, Customs and Getaway. The final ofSurvivor: Samoa ran and just missed making the top twenty againstPeople 35-54.

NEW-10’s returning series were -Biggest Loser:Couples, So You Think You Can Dance, House, Good News Week, Burn Noticeand  Medium. So You Think You Can Dance – Audition 1 attracted theyounger viewers taking the number one spot against People 25-39 andfifth spot against People 18-39. The biggest Loser (Aus) – launch wasthe top rating programme for NEW-10 against Total People, reaching150,000 viewers.

Ten News At Five dominated the top five positionsin day time against Total People, followed by TVW-7’s Deal Or No Deal -Secret Deal part 2. STW-9’s Sunday One Day Cricket – Australia vsPakistan Game 5 Session 1 reached an average audience of 71,000, takingtwelfth position against Total People.

SUPERBOWL SETS RECORD FOR U.S. TELEVISION

The SuperBowl XLIV is the most watched TV programme in US history. Itset a new all-time ratings high, outdoing the 27 year record held by thefinal episode of MASH. The latter reached 105.97 million viewers andthe SuperBowl captured 106.5 million viewers. There’s a price attachedto everything though and the average cost of a 30-second spot wasreported to have been $2.5million – down from $3m in 2009.  A survey ofsocial media activity generated by the Super Bowl was conducted byInitiative’s specialist social media strategy and activation unitProphesee. Using social media analytics software, Prophesee assessedthe volume of posts and their sentiment, classified according topositive, negative or neutral. Advertisers that bought spots in thisyear’s NFL Super Bowl saw a massive surge in social media activityrelating directly to their brands. Of the 38 brands that ran ads duringthe commercial breaks, 75% saw the number of blog posts about themdouble, compared with the same evening over the past six months. Morethan 30% of advertisers in the Super Bowl saw a threefold rise in thenumber of blog posts about them, and Flo TV – a first-time advertiserin the NFL finals – experienced a spike of 50 times the number of blogposts it would usually enjoy, the highest for any advertiser duringthis year’s event. Doritos saw the level of buzz increase by 13 times,Vizio by seven times, Hyundai rose by fourfold and Kia and Budweiserboth experienced threefold hikes.

REGIONAL TV MARKETING

According to research by RTM new cars sales trends in regional and metro markets are as follows:   

• Regional car sales grew by 21% YOY during Q4 2009 – twice the rate of metro growth

• Luxury brands continue to grow above the market in regional

• New car sales for 2009 were down by 7%

The strongest segments for new vehicle sales in the regional marketswere: SUV Luxury (+11%), Sports Cars (+15%), Light Commercial (+3%) andSmall and Compact SUV (no change)

UK RESEARCH SHOWS INCREASE IN TELEVISION VIEWING

The latest report by the Institute of Practitioners in Advertisingfound that viewers watched an average of 3.75 hours of TV a day lastyear, the highest figure since 1992. Last year’s fourth-quarter figurewas also the highest since 1992, when an average of 4.03 hours wasrecorded. They also found that only 8.2% of UK households relied solelyon an analogue TV signal by the beginning of 2010 which was down from10.1% three months earlier and 14.3% at the start of 2009, illustratingthe effect of the digital switchover process and the continuing take-upof digital TV ahead of the final switch off in 2012. Three years ago,at the start of 2007, 28.3% of homes were analogue-only. All fiveanalogue terrestrial channels have seen share fall in recent years asmultichannel viewing increases.

AUSTEREO LAUNCHES ‘HIGH VOLTAGE RADIO’

Just a few months after acquiring more digital radio spectrum Austereoannounced it will be launching an all new Digital Radio station -Triple M’s High Voltage Radio. High Voltage Radio will be dedicated to AC/DC who are about to kick offtheir Australian tour and will play all AC/DC songs from the big hitsto the lesser known tracks, live versions of their songs and archivedTriple M interviews. Broadcasting on DAB and online at triplem.com.au,High Voltage will be the fourth Digital Radio offering from Austereoand will air for four weeks until the end of AC/DC’s national tour. Source: Austereo

MORE WINTER OLYMPIC COVERAGE

Ninemsn an
d the Nine Network will launch a catch-up TV servicesupporting Vancouver 2010 Olympic Winter Games broadcast. It will be anextension to Ninemsn’s Games website, and will show Games highlights.

LAUNCH OF SPECIALIST SOCIAL MARKETING AGENCY REPRISE MEDIA

Social marketing specialist agency Reprise Media will launch inAustralia this week, with an initial staff of 15. The local arm ofInterpublic’s Mediabrands operation, Reprise will start up in Sydneysimultaneously with four European markets to service clients fromMediabrands’ agencies: Initiative and Universal McCann (UM), includingMicrosoft, Cathay Pacific, Target, Hyundai, and Kia.