Initiative media Week in Review: June 6 – 12

TELEVISION

Top 5 Prime Time Programmes – People 18-39

1. Tuesday    2000-2030    Modern family    NEW-10    15.8

2. Monday    1930-2030    Masterchef Australia    NEW-10    15.8

3  Wednesday    1930-2030    Masterchef Australia     NEW-10    15.3

4. Tuesday    1930-2000    Masterchef Australia    NEW-10    14.5

5. Thursday    1930-2000    Masterchef Australia     NEW-10    14.3

Top 5 Prime Time Programmes People 25-39

1. Monday    1930-2030    Masterchef Australia    NEW-10    19.6

2. Tuesday    2000-2030    Modern Family    NEW-10    18.4

3. Thursday    1930-2000    Masterchef Australia     NEW-10    17.3

4  Wednesday    1930-2030    Masterchef Australia    NEW-10    16.9

5. Tuesday    1930-2000    Masterchef Australia    NEW-10    16.6

Top 5 Prime Time Programmes People 25-54

1. Monday    1930-2030    Masterchef Australia    NEW-10    18.7

2. Tuesday    2000-2030    Modern Family    NEW-10    16.9

3. Thursday    1930-2000    Masterchef Australia     NEW-10    16.9

4  Tuesday    1930-2000    Masterchef Australia    NEW-10    16.9

5  Wednesday    1930-2030    Masterchef Australia     NEW-10    16.6

Top 5 Prime Time Programmes People 35-54

1. Tuesday    1930-2000    Masterchef Australia    NEW-10    17.7

2. Monday    1930-2030    Masterchef Australia     NEW-10    17.0

3. Wednesday    1930-2030    Masterchef Australia    NEW-10    16.8

4  Thursday    1930-2000    Masterchef Australia    NEW-10    16.5

5  Tuesday    2000-2030    Modern Family    NEW-10    15.7

TVW-7won the week overall (0600-2400) for Total People with a commercialshare of 38.9%, followed by NEW-10 with 33.5% and STW-9 with 27.5%.

Thetop programme this week for Total People was TVW-7 News, followed byTen’s Thursday Masterchef and Seven’s Today Tonight. Grey’s Anatomy wasthe only programme on TVW-7 to make the top fifteen programmes forPeople 18-39 (with an increase of 9,000 viewers) and 25-39 (a decreaseof 3,000 viewers). Seven’s decision to replace The Pacific with BorderSecurity on Wednesday was a wise decision, with audiences reaching 1.2million nationally, as last week’s episode of The Pacific onlydelivered 978,000 viewers. Locally Border Security reached 161,000viewers. This week saw the final episode in the current series ofBones, Castle, Surf Patrol and The Amazing Race on TVW-7. Unfortunatelynone of these programmes made the top twenty for Total People.

STW-9’stop performing programme against Total People was Two and Half Men -RPT which just made the top twenty. STW-9 had four programmes in thetop fifteen against People 18-39 which included Two and Half Men – RPT,The Big Bang Theory, Underbelly: The Golden Mile and Top Gear, with thelast three also making the top fifteen against People 25-39. Keeping upwith the trend from previous weeks,

Masterchef on NEW-10continued to rate well against all our demographics. Modern Family tookthe number one spot for People 18-39 with an increase of 14,000 viewersweek on week. It also increased audience share by 9,000 viewers againstPeople 25-39, 26,000 against 25-54 and 18,000 against People 35-54.

Thetop five positions in the daytime segment for Total People weredominated by Ten News at Five with Monday’s News reaching an averageaudience of 171,000 viewers.

SURVEY 4, 2010

This survey covered the period from May 16 to June 12, 2010.

The Zone 1 commercial share results for Total People were as follows:

                          Perth        Adelaide    Brisbane    Sydney     Melbourne

7 Network        37.7%          36.0%       34.8%      34.3%         33.8%   

9 Network        30.6%          31.6%       37.1%      38.3%         34.8%

10 Network       31.7%          32.4%       28.1%      27.4%         31.4%

The overall (0600-2400) commercial share results for Total People were as follows:

                         Perth        Adelaide    Brisbane    Sydney     Melbourne

7 Network        38.8%          37.0%       36.6%      34.9%         34.5%   

9 Network        29.1%          31.2%       36.6%      38.6%         35.5%

10 Network       32.1%          31.8%       26.8%      26.5%         30.0%

SBS WORLD CUP COVERAGE

SBSOne is very happy with the audience coverage they have received to datefor the 2010 FIFA World Cup series. The Australia verses Germany gameattracted 1.4 million viewers nationally with a 90% share offree-to-air viewing at 4.30am. According to OzTAM, 63% of its viewerswere men aged 18-64, with a skew 18-39. The audience also scored highlywith Occupational Group 1. The Slovakia and New Zealand game alsoperformed well, reaching 670,000 viewers. It was one of three matchesscreened on the night which pulled in a total of 3.4 million viewers.So far, SBS estimates that its coverage of the 2010 FIFA World Cup hasreached 6 million Australian viewers. The channel’s dedicated WorldGame website – www.sbs.com.au/theworldgame – has delivered over half amillion unique browsers.

MARKET SHARE PARTNERS RESEARCH

FoxBroadcasting Co. initiated some research into how television’seffectiveness had been impacted by newer marketing media. MarketingShare Partners identified a series of “Sales Impact Benchmarks” thatthey claim consistently hold true across relevant client engagements,and found that, across a broad range of industries, television remainsone of the most effective marketing vehicles overall. Top line resultsas follows:

• Within marketing communications outlets,television is the primary contributor to building and maintaining brandequity because of its consistent ability to convey the emotionalaspects of brand identity to the largest audience.
• TV has thehighest efficiency in delivering sales effects compared to other mediadrivers in a plan, even if the latter are at similar spending levels,because of its direct contribution and its indirect influence on othermed
  ia.
• In addition to its direct impact on driving sales, TV’sinfluence on the effectiveness of marketing communications throughoutthe purchase funnel increases the combined, total sales impact by asmuch as 35%.
• Comparing current MSP studies to the manycompleted since 2003, TV’s effectiveness has remained steady over timeand in some cases improved by 10% or more, reinforcing prior industryresearch that states TV advertising is as effective as ever.

Source: TVW-7 Sales

THE WEST AUSTRALIAN

WestAustralian Newspapers has been awarded the IFRA Quality Award, theworld’s most prestigious recognition for printing quality. The WestAustralian, Seven Days and The West Weekend Magazine were among 162newspapers from 43 countries entered into the competition and all threereceived the quality award.

THE SYDNEY MORNING HERALD LAUNCHES A 3D NEWSPAPER FOR TRADE

TheSydney Morning Herald has built on the latest phenomenal interest in 3Dtechnologies by delivering an innovative 3D newspaper. The newspapersshowcases spectacular photography representing some of the mosttriumphant sporting achievements, world news events complete with 3Dglasses. All 3D newspapers will be available over the next two weeks.

NEW MAGAZINE TO LAUNCH

PacificMagazines will launch a glossy quarterly magazine, in partnership withTV presenter Jamie Durie, in September of this year. Called The OutdoorRoom, it will focus on aspects of outdoor living, includingfurnishings, renovations, budget makeovers, garden projects, travel,food and entertaining.  Apparently a sales target of 40,000 copies hadbeen set and the magazine will cost less than ten dollars.