Initiative Media Week in Review: February 14 – 20

TELEVISION

Top 5 Prime Time Programmes – People 18-39

1. Tuesday    2030-2130    Top Gear – Special    STW-9    12.3

2. Thursday    2030-2100    Cougar Town    TVW-7    12.1

3. Monday    1930-2030    My Kitchen Rules    TVW-7    11.3

4. Thursday    2100-2130    How I Met Your Mother    TVW-7    11.0

5. Tuesday    1930-2030    Top Gear – EP 1    STW-9    10.8

Top 5 Prime Time Programmes People 25-39

1. Tuesday    2030-2130    Top Gear – Special    STW-9    14.5

2. Thursday    2030-2100    Cougar Town    TVW-7    14.4

3. Sunday    2030-2130    The Good Wife    NEW-10    13.7

4. Monday    1930-2030    My Kitchen Rules    TVW-7    13.6

5. Sunday    2140-2240    House    NEW-10    12.6

Top 5 Prime Time Programmes People 25-54

1. Tuesday    1930-2030    Top Gear – EP 1    STW-9    15.8

2. Tuesday    2030-2130    Top Gear – Special    STW-9    15.6

3. Sunday    2030-2130    The Good Wife    NEW-10    13.7

4. Sunday    1800-1830    News    TVW-7    11.5

5. Thursday    2030-2100    Cougar Town    TVW-7    11.3

Top 5 Prime Time Programmes People 35-54

1. Tuesday    1930-2030    Top Gear – EP 1    STW-9    18.2

2. Tuesday    2030-2130    Top Gear – Special    STW-9    16.0

3. Sunday    1800-1830    News    TVW-7    13.4

4. Sunday    2030-2130    The Good Wife    NEW-10    12.1

5. Monday    1930-2000    Two and Half Men    STW-9    11.8

In the second week of Survey 1, STW-9 won overall (0600-2400) forTotal People with a commercial share of 37.8%, followed by TVW-7 with35.6% and NEW-10 with 26.6%.

Nine’s launch of their new series Top GearEpisode 1 was very successful, grabbing top position against TotalPeople with 213,000 viewers, as well as winning for People 25-54 and35-54. Top Gear – Special took the top position for People 18-39 and25-39 and fourth position with Total People. Nationally Top Gearaveraged 1,684 million making it the most watched programme across allmain demographics. STW-9’s other top performing programmes were Two andHalf Men and Customs, which increased viewership by 20,000 from theprevious week. Tuesday’s Vancouver Gold 2010 Winter Olympics: Day 3just made it into the top fifteen programmes against People 25-39,25-54 and 35-54. Nationally, Monday night had the highest viewershipreaching an average of 850,000 viewers followed by Thursday night with848,000 viewers.

On TVW-7, returning series included Sunday Night andBorder Security: Australia’s Front Line. Sunday Night had adisappointing result not making it into the top twenty programmes forTotal People. This was possibly due to the fact that it was up againstthe One Day International Cricket – Australia vs West Indies. After areasonably strong debut last week, Cougar Town lost viewers and itsposition in the top five against People 35-54. The programme did,however, increase audience for both People 18-39 and 25-39 whichresulted in top 5 performances.  TVW-7’s top programmes for TotalPeople included News, Today Tonight, Border Security – Australia’sFront Line, Airways and Monday’s My Kitchen Rules.

The Good Wife onNEW-10 continues to rate well, making the top five for all our demo’sexcept People 18-39 where it just missed out, taking sixth position.House, Talkin’ ‘Bout Your Generation and Good News Week all made thetop ten against People 18-39, and 25-39. This week saw the seriesreturn of White Collar which did not make it into the top thirty forTotal People.

Ten News at Five won daytime with 134,000 viewers againstTotal People. The One Day Cricket – Australia vs West Indies Game 4Session 2 and Session 1 took fourth and fifth position respectively,with Session 2 reaching an average audience of 126,000.

RADIO SURVEY 1/2010

Commercial Radio Station Shares (including JJJ)

Survey #1, 2010: Monday – Sunday 0530-2400

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

People 18-39    16.4%    22.0%    15.8%    18.0%    2.1%    1.8%    23.9%

People 25-39    19.2%    19.1%    17.0%    16.7%    3.2%    2.2%    22.6%

People 25-54    24.8%    16.0%    16.2%    12.7%    7.2%    8.3%    14.8%

People 35-54    29.9%    13.9%    16.8%    9.4%    9.2%    11.5%    9.2%

Commercial Station Shares (including JJJ)

Survey #8, 2009: Monday – Sunday 0530-2400

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

People 18-39    14.3%    25.9%    15.0%    20.1%    3.5%    1.8%    19.3%

People 25-39    16.0%    24.0%    16.0%    17.1%    4.9%    2.6%    19.3%

People 25-54    24.7%    18.2%    17.0%    12.9%    6.5%    7.7%    13.0%

People 35-54    31.0%    13.3%    17.7%    10.3%    8.0%    10.7%    8.9%

• 94.5FM are still the number one station for People 10+.They increasedshare with all our demo’s except People 35-54 which was down 1.1%. Theyare now number 1 (for commercial stations) for People 25-39 taking thatmantle from 92.9FM.
• Although still the number 2 station overall, 92.9FM had decreasesacross all our demos except People 40-54. The greatest loss was 5.4%for People 25-39 which saw them drop from their number 1 position fromlast survey with this demo. They are the number two station for People10+ and remain number one with People 10-17 and 18-24.
• 96FM’s share remained relatively steady, with the greatest loss of2.1% for People 10-17. They have overtaken NOVA for third position withPeople 10+.
• Nova 93.7 lost share across all demographics, apart from People 40-54and People 55+. Their biggest loss was with the 18-24 year olds (down6.2%) They did, however, increase share in the morning and afternoonsegments.
• 6PR gained audience share with People 10-17 and 40-54, however, lost against People 18-24, 25-39 and People 55+.
• 6IX would be happy with their result, experiencing small increases inshare for People 10-17, 18-24.40-54 and People 55+. They now sit inthird position for People 40-54 – only .6% behind 96FM.
• 6JJJ increased share across all demographics except People 10-17.They had a large share increase (6.1%) with People 18-24, and are nowin fourth position with People 10+ which puts them ahead of Nova. Thisis partly attributable to the Hottest 100 countdown Australia Day

MOVE

MOVE – Measurement of Outdoor Visibility and Exposure – has officiallybeen launched in Sydney. The Perth launch will take place w/c March 1. As reported in WIR last month, MOVE is the new audience measurementsystem for Out-of-Home media which covers all of the major formats andaudience environments. MOVE will introduce a new currency to Australianmedia – Likelihood To See (LTS) – in the five cap cities and providemeasurement in terms of Reach and Frequency which will aid incomparative media analysis.

IPSOS AUSBRS 2010 SURVEY

This survey of 2000 senior business executives’ media consumption habits concluded the following:

• They spend almost double the time online (65 minutes/day) as they do reading newspapers
• They spend 48 minutes/day watching commercial TV, 30 minutes viewing  ABC TV
• They listen to  commercial radio for 31 minutes/day
• They spend 30 minutes/day reading the newspapers
• 92% of executives read weekly publications, 87% daily newspapers, 83% monthly magazines and 73% visiting websites
• The survey claimed newspapers are the most reliable medium forbusiness news with The Australian Financial Review the most readpublication with 51 per cent readership, followed by The Australianwith 28 per cent.

INITIATIVE’S 2009 VIEWER TRACK REPORT

Initiative’s Future Division has compiled a report on the World’s MostWatched TV Sporting Events.  This is the seventh annual report and thelargest global study they’ve ever conducted, covering 20 of the world’smost important sporting events.  Key findings are as follows:

• The two most watched annual events, the UEFA Champions League Finaland the NFL Super Bowl, both achieved record audiences in 2009,demonstrating their ability to grow in an era of audience fragmentation.
• The UEFA Champions League Final has overtaken the NFL Super Bowl tobecome the number one ranked event for the first time ever.
• Those events that have best been able to exploit the Asia-Pacificmarket (such as the UEFA Champions League and the Wimbledon Men’sSingles Final) have achieved the fastest growth rates.
• The findings of Viewer Track also point to an impact on the growth ofvideo-on-demand services. Whereas TV audiences around the world areincreasingly choosing to time-shift their viewing of entertainment andfactual programming, they are still, overwhelmingly, opting to watchmajor sporting events as live broadcasts. This has significantimplications for advertisers looking to reach large, global audiencesat a single point in time.

A Little Bit of Fun

For your chance to win a $100 gift voucher from JayJays, 2 CD’s and a DVD courtesy of NOVA93.7, just answer the question below:

1. In what segments did Nova93.7 increase their share?

To be in the draw, the question must be answered correctly.  Email your answers to kerry.l.gretton@au.initiative.com by Wednesday 3rd March by 4.00pm. To be fair no Radio Reps can submit answers.