Initiative Media Week in Review: Feb 7-13

TELEVISION

Top 5 Prime Time Programmes – People 18-39

1. Tuesday    2040-2140    NCIS    New-10    12.0

2. Sunday    2040-2140    The Good Wife    NEW-10    11.8

3. Monday    2040-2140    Desperate Housewives    TVW-7    10.5

4. Tuesday    1930-2030    My Kitchen Rules    TVW-7    9.9

5. Monday    2030-2200    Good News Week    NEW-10    9.7

Top 5 Prime Time Programmes People 25-39

1. Sunday    2040-2140    The Good Wife    NEW-10    16.0

2. Monday    2040-2140    Desperate Housewives    TVW-7    13.8

3. Tuesday    2040-2140    NCIS    NEW-10    13.6

4. Tuesday    1930-2030    My Kitchen Rules    TVW-7    12.1

5. Monday    2140-2240    Brothers and Sisters    TVW-7    11.6

Top 5 Prime Time Programmes People 25-54

1. Sunday    2040-2140    The Good Wife    NEW-10    14.3

2. Tuesday    2040-2140    NCIS    NEW-10    14.1

3. Sunday    1800-1830    News    TVW-7    13.4

4. Thursday    2030-2100    Cougar Town    TVW-7    12.0

5. Tuesday    1930-2030    My Kitchen Rules    TVW-7    11.6

Top 5 Prime Time Programmes People 35-54

1. Sunday    1800-1830    News    TVW-7    14.6

2. Tuesday    2040-2140    NCIS    NEW-10    13.9

3. Thursday    2030-2100    Cougar Town    TVW-7    12.6

4. Sunday    2040-2140    The Good Wife    NEW-10    12.0

5. Mon-Wed    1830-1900    Today Tonight    TVW-7    11.6

We’ve been eagerly anticipating the results of Week 1 of Survey 1, 2010in order to ascertain how the new programmes on each station are goingto perform. The first night of survey, there was only one new programmeon offer – but what a good start it gave us.

The Good Wife on NetworkTen launched and took third position overall for the week capturing201,000 viewers and pulling the top position for both People 25-54 and25-39 and Number 2 for People 18-39. Seven came next with My KitchenRules launching on Monday and Tuesday nights. Tuesday’s programme ratedbetter making the top five for all our demo’s except People 35-54 whereit came in seventh. The increase in audience share was probably due tothe parochial nature of the Perth audience checking out how the localteam faired.

Wednesday saw the only new programme of the week for theNine Network (Barring the Olympics of course) which was Customs. Theprogramme just made the top fifteen for Total People reaching anaverage  of 148,000 viewers. It also made the top fifteen for People25-39.

Also on Wednesday night, Seven’s ICU launched –  generating alower audience than hoped for. Seven finished up their new offerings onThursday with both Cougar Town and The White Room. The much anticipatedlaunch of Cougar Town reached an average audience of 161,000 and madethe top five against People 25-54 and 35-54. Unfortunately The WhiteRoom had a disappointing result and did not make it into the top twentyprogrammes for any of our demos.

On Saturday, we had the excitement ofthe Winter Olympics. Nationally, over 4.7 million tuned in for theVancouver 2010 Opening Ceremony on Saturday morning. Locally 89,000viewers tuned in.  In Perth  The Opening Ceremony took the top positionin daytime for People 18-39 and second position with People 25-39. Also on Nine, Sunday’s One Day Cricket – Australia vs West Indies Game1 Session 2 – reached an average audience of 128,000, taking the numberone position in the daytime segment against Total People, People 25-54and People 35-54.

The end result was that TVW-7 won the first  week of survey (0600-2400)for Total People with a commercial share of 37.4%, followed by STW-9with 33.4% and NEW-10 with 29.3%. Against People 25-54, TVW-7 won theweek with a commercial share of 37.2%, followed by STW-9 with 32.2% andNEW-10 with 30.5%.

NETWORK SEVEN WINS SUMMER

The Seven Network has won the summer non-rating period for 2009/2010with a 27% five capital city share. The Nine Network was a clearsecond, with STV challenging Ten for the third spot, falling only 1rating point short against Total People. The ratings win waspredominantly driven by the viewership of The Australian Open, seeingNetwork Seven take out seven of the top 10 programmes, since December2009. Carols By Candlelight and The Navity Show on Network 9 were theother two top programmes for the summer period. Locally TVW-7 won thesummer period  with 37.4% share, followed closely by STW-9 with 35.3%and NEW-10 with 27.3%.

CINEMA

While many industries suffered in 2009 due to cuts in consumerspending, the cinema box office flourished. Australia recorded a 16%increase, the US and Canada reported an 8.6% increase. According to ValMorgan Cinema Network, cinema attendance in 2009 recorded a 7%increase. 2009 saw significant growth in the number of screens capableof screening 3D : which has contributed to both cinema attendance andbox office revenue.

US INTERNET RESEARCH

A study of U.S. Internet users points to a strong connection betweensocial media marketing and tactics such as paid search. Among surveyparticipants who were exposed only to paid search ads for specificproducts, 23 percent searched on product terms after seeing the ads.However, when paid search was combined with social media marketingrelevant to those products, 38 percent of respondents searched onproduct terms.

More impressively, when paid search was combined with social mediainfluenced directly by the marketer, 65 percent of respondents searchedon product terms.

ABC DECEMBER 2009 MAGAZINE RESULTS

Overall magazine sales were down 1.99% year-on-year in the Audit Bureauof Circulations’ December 2009 report. Some highlights were as follows:

• Mens’ lifestyle titles struggling with Alpha suffering the biggest loss – down 30.07% YOY
• Circulation drops were also seen in the children’s category, with allsix audited titles showing double-digit declines – ACP’s Disney Girlwas down 27.42%, Total Girl – down 12.77% and K-Zone down 20.03%
• ACP’s Dolly was one of the few to show an upswing with a 17.9% increase
• ACP’s Harpers Bazaar was up 15.6% and Australian Women’s Weekly brokeback through the half million copy barrier with a 2.23% rise.
• Woman’s Day was up by 1% and Famous up by 15.3%, however, otherwomen’s magazines suffered losses – NW was down 9.9%Cleo down3.7%Cosmopolitn down 8.2% and Marie Claire down 3.3% The Food &Entertainment category did well showing many increases in titles suchas Australian Good Food – up 13.46% .

NEWSPAPER ABC RESULTS

Overall, national newspaper circulation slipped by 2.28% in the 12 months to December 2009. Major paper results were as follows:

• The Saturday edition of the Australian Financial Review dropped by9.88% YOY and the Monday-Friday edition saw a drop of 10.08%
• The Australian declined by 4.2%
• News Limited’s Sunday Telegraph fell 3.21% and the Daily Telegraph fell 2.66%
• The Sydney Morning Herald slipped by just 0.17%
• The only newspapers to see circulation increases were in Melbourne,with the Sunday Age rising 0.66% , Saturday’s Herald Sun grew 0.2%
• The Sun-Herald declined by 6.57% and The Melbourne Age dropped 1.03%
• The Brisbane Courier Mail’s Monday-Friday editions dropped by 1.9%and 2.4% on Saturday. The Sunday Mail also dropped by 4.7% YOY.
• Monday to Friday’s Adelaide Advertiser decreased by 0.7% and Saturday by 1.5%, with The Sunday Mail decreasing by 1.2%.
• The West Australian’s Monday to Friday editions decreased by 2.5% and Saturday by 2.7%.
• The Sunday Times decreased by 2.0% YOY.