Initiative Media Week in Review: April 18-24
TELEVISION
Top 5 Prime Time Programmes – People 18-39
1. Sunday 2040-2140 Underbelly: The Golden Mile STW-9 17.3
2. Monday 1930-2110 Masterchef Australia – Launch NEW-10 15.5
3 Wednesday 1930-2030 Masterchef Australia – Top 50 NEW-10 13.0
4. Sunday 2210-2250 The Biggest Loser – The Winner Announced NEW-10 11.6
5. Tuesday 1930-2110 Masterchef Australia – Top 50 NEW-10 11.4
Top 5 Prime Time Programmes People 25-39
1. Sunday 2040-2140 Underbelly: The Golden Mile STW-9 17.9
2. Monday 1930-2110 Masterchef Australia – Launch NEW-10 17.5
3. Sunday 2210-2250 The Biggest Loser – The Winner Announced NEW-10 14.2
4 Wednesday 1930-2030 Masterchef Australia – Top 50 NEW-10 13.6
5. Tuesday 2110-2210 NCIS NEW-10 13.6
Top 5 Prime Time Programmes People 25-54
1. Sunday 2210-2250 The Biggest Loser – The Winner Announced NEW-10 16.1
2. Monday 1930-2110 Masterchef Australia – Launch NEW-10 16.1
3. Sunday 2040-2140 Underbelly: The Golden Mile STW-9 15.7
4 Wednesday 1930-2030 Masterchef Australia – Top 50 NEW-10 14.6
5 Thursday 1930-2100 Masterchef Australia – Top 50 NEW-10 14.3
Top 5 Prime Time Programmes People 35-54
1. Sunday 2210-2250 The Biggest Loser – The Winner Announced NEW-10 17.6
2. Sunday 2040-2140 Underbelly: The Golden Mile STW-9 15.6
3. Monday 1930-2110 Masterchef Australia – Launch NEW-10 15.6
4 Thursday 1930-2100 Masterchef Australia – Top 50 NEW-10 15.4
5 Wednesday 1930-2030 Masterchef Australia – Top 50 NEW-10 15.2
TVW-7 won the week overall (0600-2400) for Total People with acommercial share of 38.6%, followed by NEW-10 with 34.2% and STW-9 with27.2%.
With the TV Ratings season now well under way the stations arestarting to bring out the big guns, and what’s more pleasing is thatthe top weekly spots are being dominated by Australian content. Thethird season of Nine’s Underbelly continues to track well and maintained thenumber one spot against People 18-39 and 25-39.
The return ofMasterchef on NEW-10 combined with the Biggest Loser finale has seenthe station well and truly entrench itself in the top 5 positionsacross all demos. So much so that only STW-9’s Underbelly has stopped NEW-10from gaining a clean sweep of the top five spots against People 18-39,25-39, 25-54 and 35-54.
Yet again TVW-7’s News and Today Tonight ratedwell against All People and contributed greatly to the station winningthe week overall. TVW-7 continues to dominate Monday to Fridays between1800 and 1930, with Monday to Wednesday News averaging a 12.7 againstAll People and Thursday to Friday’s News a 10.8. Today Tonight alsocontinues to fare well with a Monday to Wednesday average of 11.5 and aThursday and Friday average of 9.4.
Of the prime time pickings, otherthan the News and Today Tonight, NEW-10’s NCIS ranked fifth against All Peoplewith an average tarp of 11.8. The early season success of the Dockershelped the station achieve a strong daytime tarp of 10.8 on Sunday the18th (1430 to 1730). Unfortunately the same cannot be said of Seven’snew football variety show, The Bounce. The Bounce rated only a 4.1against all People, and received similar poor results against People 25to 54 – 4.30 and People 35 to 54 (-4.42). Disappointing results wereexperienced in other parts of the country, resulting in the show beingaxed after only 5 episodes.
Along with Underbelly, STW9’s otherconsistently strong performer “Two and a Half Men” continues to bepopular across a variety of demos. Monday’s episode of Two and a HalfMen was the 25th most popular show against All People with an averagetarp of 9. The disappointment for STW9 is the lack of nostalgicinterest in Hey Hey it’s Saturday. Wednesday’s show achieved a modest7.39 against People 25 to 54, and a reasonable 8.75 against People 35to 54. The younger folk are not really warming to the shows return aswas reflected with poor tarps of 4.5 against People 18 to 39 and 5.4against People 25 to 39. Not giving up, Channel 9 have pulled out thecheque book and enticed back crowd favorites Ozzie Ostrich and JackieMcDonald. While this move should resonate with the all important 25 to54 demo, only time will tell if a younger audience will now warm to theshow.
New-10’s weekly share has largely been built around the successof Masterchef and The Biggest Loser. In peak fringe (1700 to 1800) TenNews at Five averaged a healthy 7.4 across Mon to Fri against AllPeople, while Saturdays News (6.9 against All People) also achieved apositive result. Sunday’s News suffered at the hands of the Dockers vSt Kilda game (TVW-7) tarping only a 3.3. In the 18 to 39 demos, TheSimpsons, So You Think You can Dance, NCIS and Neighbours all joinedMasterchef and The Biggest Loser in the weekly Top 20.
SURVEY 2, 2010
This survey covered the period from March 7 to April 17, 2010. (excluding the weeks leading into and out of Easter)
The Zone 1 commercial share results for Total People were as follows:
Perth Adelaide Brisbane Sydney Melbourne
7 Network 41.8% 41.3% 37.5% 37.1% 37.1%
9 Network 32.5% 33.8% 37.1% 39.1% 37.0%
10 Network 25.7% 24.8% 25.4% 23.8% 25.9%
The overall (0600-2400) commercial share results for Total People were as follows:
Perth Adelaide Brisbane Sydney Melbourne
7 Network 40.8% 40.7% 38.6% 36.4% 36.3%
9 Network 31.5% 32.4% 36.0% 39.0% 36.8%
10 Network 27.7% 27.0% 25.5% 24.6% 26.9%
US TOP PROGRAMMES VS AUSTRALIAN VIEWERS
The new shows out of the USA this year have not performed as well asexpected. Only 10
out of the top 50 programmes nationally are fromoverseas. Both the Good Wife (10) and Cougar Town (7) had highexpectations, however, have not delivered on that promise. Previouslypopular shows like Desperate Housewives and Grey’s Anatomy (both on 7)have also slipped and are no longer in the top 50. Three programmeswhich are still delivering strong audiences here are NCIS (on Ten andthe best of the lot), Two and a Half Men, The Mentalist and The BigBang Theory (all on Nine).
The following chart depicts the audience forAll People.
COMMERCIAL RADIO AUSTRALIA FIGURES
According to the latest research by this industry body, the firstquarter of 2010 looked good for the radio industry with a 7.7% incomegrowth recorded YOY to first quarter 2009. This breaks down by marketas follows:
• Sydney – Up 11.2%
• Melbourne – Up 5.4%
• Brisbane – Up 5.5%
• Adelaide – Up 3.4%
• Perth – Up 10.6%
AVERAGE AUSTRALIAN INTERNET USAGE
According to the latest Nielsen figures (April 2010) compiled for themonth of March 2010, the following chart depicts internet usage bothincluding applications (total browsing time including web applicationusage) and excluding applications (total browsing time only, excludingweb application usage)
Including Internet Excluding Internet
Applications Applications
Sessions/visits/person 62 55
Domains visited/person 86 86
Web page views/person 2583 2583
Duration of a web page viewed 23:57:56 21:09:59
Active digital media universe ** 14,957,175 14,957,175
Current digital media universes estimate ++ 17,383,983 17,383,983
** Those people who have accessed the Internet in the past month
++ Those people who have access to the Internet
