Initiative Media Week in Review: May 16 – 22
TELEVISION
Top 5 Prime Time Programmes – People 18-39
1. Wednesday 1930-2030 Masterchef Australia NEW-10 15.2
2. Sunday 1930-2030 Masterchef Australia – Challenge NEW-10 14.5
3 Sunday 2040-2140 Underbelly – The Golden Mile STW-9 13.6
4. Monday 1930-2030 Masterchef Australia NEW-10 12.9
5. Thursday 1930-2000 Masterchef Australia NEW-10 12.4
Top 5 Prime Time Programmes People 25-39
1. Wednesday 1930-2030 Masterchef Australia NEW-10 18.1
2. Sunday 2040-2140 Underbelly – The Golden Mile STW-9 17.5
3. Sunday 1930-2030 Masterchef Australia – Challenge NEW-10 17.0
4 Monday 1930-2030 Masterchef Australia NEW-10 15.0
5. Thursday 1930-2000 Masterchef Australia NEW-10 13.9
Top 5 Prime Time Programmes People 25-54
1. Wednesday 1930-2030 Masterchef Australia NEW-10 16.7
2. Sunday 1930-2030 Masterchef Australia – Challenge NEW-10 16.6
3. Monday 1930-2030 Masterchef Australia NEW-10 16.2
4 Thursday 1930-2000 Masterchef Australia NEW-10 15.1
5 Sunday 2040-2140 Underbelly – The Golden Mile STW-9 14.0
Top 5 Prime Time Programmes People 35-54
1. Monday 1930-2030 Masterchef Australia NEW-10 17.4
2. Sunday 1930-2030 Masterchef Australia – Challenge NEW-10 17.0
3. Thursday 1930-2000 Masterchef Australia NEW-10 16.4
4. Wednesday 1930-2030 Masterchef Australia NEW-10 16.2
5. Sunday 1800-1830 News TVW-7 16.1
TVW-7 won the week overall (0600-2400) for Total People with acommercial share of 39.4%, followed by NEW-10 with 32.9% and STW-9 with27.7%.
TVW-7’s top performing programme for Total People was SundayNews, reaching an average 264,000 viewers. Other top programmesincluded News, Today Tonight, Sunday Night, Australia’s Got Talent andThe Force – Behind the Line. Seven’s Desperate Housewives continues torate well making the top twelve for People 18-39 and People 25-39.Although losing 5,000 viewers from last week, Bones is still ratingwell with People 25-54. The Seven Network would be disappointed withthe ratings delivered by the double episode of The Pacific,particularly given the pre promotion they ran. It reached just underone million viewers nationally and locally it did not make the topfifty.
STW-9’s top performing programmes for Total People were Two andHalf Men, Underbelly: The Golden Mile, Send in The Dogs and Two andHalf Men RPT. Underbelly: The Golden Mile made the top five for allour demographics except People 35-54 where it came eleventh. Two andHalf Men, The Big Bang Theory and Send in the Dogs all made the topfifteen for People 18-39.
Sunday’s Masterchef – Challenge was NEW-10’stop programme taking third position and reaching 227,000 viewers.Masterchef on Wednesday took fourth position with an average audienceof 226,000, followed by Monday episode (6th) with 212,000 viewers.Other Ten programmes to make the top fifteen for Total People wereModern Family and NCIS. The debut episode of the new series ModernFamily rated very well making the top ten against all our demographics.Nationally, the programme took the top spot on Tuesday night averagingan audience of 1.5 million.
Ten News at Five dominated the daytimesegment securing the top five positions.
NEW SEVEN SHOWS
The Seven Network will be launching two new game shows along with TheX-Factor – dates to be announced. One of the game shows is a celebritygame show called “Beat the Star” with Daniel MacPherson hosting and theother is “Minute To Win It” with MTV’s Darren McMullen the host.
SURVEY 3, 2010
This survey covered the period from April 18 to May 15, 2010.
The Zone 1 commercial share results for Total People were as follows:
Perth Adelaide Brisbane Sydney Melbourne
7 Network 39.3% 37.8% 34.6% 33.3% 34.3%
9 Network 30.4% 31.1% 37.8% 38.7% 35.6%
10 Network 30.2% 31.1% 27.6% 28.0% 30.1%
The overall (0600-2400) commercial share results for Total People were as follows:
Perth Adelaide Brisbane Sydney Melbourne
7 Network 39.4% 38.2% 36.2% 34.0% 35.0%
9 Network 28.6% 30.3% 36.8% 39.0% 35.8%
10 Network 31.9% 31.4% 27.1% 27.0% 29.2%
DIGITAL RADIO
DAB+ digital radio launched in the metropolitan capital cities in mid2009, and the total number of stations on DAB+ now exceeds 65. Now,almost a year after launching Commercial Radio Australia has producedthe Digital radio Industry Report 2010 (in association with GfK,Nielsen and Hoop).
Key findings of the report were:
- Digital radio listening represents 1.6% of all radio listening.
- The biggest group of digital radio listeners are 10-17 year olds.
- Most people listen to digital radio in their home (69%).
- A small percentage (9%) of people listen in their car through plug inadaptors as no car manufacturer has started fitting DAB+ radio.
- Newly created digital stations account for 20% of total listening on the DAB+ platform.
- 63% of Australians are aware that digital radio has launched.
- 40% of people in metropolitan areas are likely to purchase a DAB+radio in the next twelve months with the main reason for buyingimproved sound quality.
HAMISH & ANDY
The popular duo are going on another road trip – this time to GreatBritain and Ireland. Austereo’s Today Network has launched digitalstation Caravan of Courage Radio – a dedicated digital radio station -to follow them on their trip. Caravan Courage Radio is live and willair until
June 11. It will run 24 hours, and feature a mixture ofsnippets from Hamish & Andy’s previous trips, music – and as of May31 Hamish & Andy will broadcast from Europe. There will also be aone hour special on the Ten Network in mid-June.
PAID APP FOR iPAD
Fairfax Magazines sports and fashion magazine Sport & Style isgoing to launch a paid ($3.49 for download) for app for the iPad on May28.It will offer interactive content and features that aim to takeadvantage of the iPad’s capabilities. Initiative’s client Hyundai hassigned up to sponsor the first edition and has incorporated interactiveadvertising features including 360-degree views and video.
FAIRFAX DIGITAL/TEN DEAL
Fairfax Digital has signed a content deal with the Ten Network whichwill enable users to access Ten news content via Fairfax websites.Fairfax production teams will also be able to cut and create their ownstories using live raw footage from the newsroom or file footage theNetwork Ten archives.
Twitter has banned outside advertising in the stream of messages withthe exception of their own Promoted Tweets advertising service. Thisallows companies and others to place 140-character-or-less messagesknown as “tweets” at the top of a page of search results. Supposedlythe main reason for the ban is to prevent ads from marring the “uniqueuser experience”.
