Initiative Media Week in Review: June 20-26

TELEVISION

Top 5 Prime Time Programmes – People 18-39

1. Wednesday    2000-2050    Masterchef Australia    NEW-10    16.2

2. Sunday    1930-2100    Masterchef Australia – Challenge    NEW-10    15.9

3  Monday    1930-2030    Masterchef Australia     NEW-10    13.7

4. Thursday    1930-2000    Masterchef Australia    NEW-10    12.6

5. Tuesday    2000-2030    Modern Family    NEW-10    11.4

Top 5 Prime Time Programmes People 25-39

1. Sunday    1930-2100    Masterchef Australia – Challenge    NEW-10    18.7

2. Wednesday    2000-2050    Masterchef Australia    NEW-10    17.7

3. Monday    1930-2030    Masterchef Australia     NEW-10    16.5

4  Tuesday    2000-2030    Modern Family    NEW-10    14.05

5. Thursday    1930-2000    Masterchef Australia    NEW-10    13.8

Top 5 Prime Time Programmes People 25-54

1. Wednesday    2000-2050    Masterchef Australia    NEW-10    17.7

2. Sunday    1930-2000    Masterchef Australia    NEW-10    17.5

3. Monday    1930-2030    Masterchef Australia      NEW-10    16.5

4  Thursday    1930-2000    Masterchef Australia    NEW-10    15.5

5  Tuesday    1930-2000    Masterchef Australia     NEW-10    15.1

Top 5 Prime Time Programmes People 35-54

1. Wednesday    2000-2050    Masterchef Australia    NEW-10    16.7

2. Monday    1930-2030    Masterchef Australia      NEW-10    16.5

3. Tuesday    1930-200    Masterchef Australia    NEW-10    16.3

4  Thursday    1930-2000    Masterchef Australia    NEW-10    16.3

5  Sunday    1930-2100    Masterchef Australia – Challenge    NEW-10    16.1

TVW-7 won the week overall (0600-2400) for Total People with acommercial share of 40.5%, followed by NEW-10 with 33.1% and STW-9 with26.4%. The top programme for the week was NEW-10’s Wednesday MasterchefAustralia reaching 264,000 viewers against Total People, followed bySeven News, Today Tonight  with fourth position going to MasterchefAustralia – Challenge.

Other programmes on TVW-7 to make the topfifteen against Total People were Sunday Night and Islands of Britain.The double episode of the series final of Grey’s Anatomy rated wellmaking the top ten for People 18-39, 25-39 and 25-54. The week saw anew series commence on TVW-7 – Minute to Win It – which failed to makethe top twenty with any our demographics. Also this week saw the seriesdebut of Hung which skewed towards the younger generation – People18-39 – making the top twenty with this demo. Breaking the Magician’sCode: Magic Secrets Revealed (TVW-7) has not rated well losing audienceshare week on week. The programme was up against repeat episodes of Twoand Half Men, Big Bang Theory and NEW-10’s Masterchef.

STW-9’s onlyprogramme to gain a place in the top twenty for Total People was TheMentalist. The second last episode of Underbelly: The Golden Mile tookfifth position on the night, reaching an average of 148,000 viewerslocally (a decrease of 40,000 viewers from last week) and 1.493 millionnationally.

Sunday night’s episode of NEW-10’s Masterchef – Challengesaw the contestant’s jet off to the UK for a week of challenges. Theprogramme wasn’t quite as popular as Wednesday’s Masterchef which tookfirst spot against Total People. Ten News at Five dominated the daytimesegment taking four of the top five positions against Total People.Seven’s AFL: Round 13: West Coast vs Western Bulldogs took fourth placeand reaching an average audience of 133,000.

ANALOGUE TELEVISION

Over the next three years, analogue services across Australia will beswitched off, starting this week in Mildura. Australia’s commercialbroadcasters have spent more than a billion dollars on digitalconversion, to give households more television and more choices.

3D BROADCASTING

Currently there have been around 2,000 3D enabled TVs sold inAustralia. Once the launch phase dies down and the cost of entry of 3DTV sets begins to come down, we will probably see the momentum buildand the broadcasts become more frequent. The majority of 3D broadcastsin the short term will revolve around sports programming. There is anopportunity at this point for relevant advertisers to utilise theirsports sponsorships /placements to test 3D technology in theircreative. We estimate 3D enabled TV will be around 5% to 10%penetration of Households by 2013 and consequently its commercialadvertising application will be taken up by the advertisers ready topush the technology in their messages, and not seek big impact (thoughit would still be viewed by 2D households just sans effects). In thenext few years the opportunity for advertisers will most likely remainwith those that more specifically want to promote a 3D experience forexample: movie houses, computer companies, alcoholic beverages andtelevision networks and manufacturers.

Upcoming broadcasts in 3D:

• Seven Network’s  third channel to be in 3D

• Australian Open

• Underbelly Season 4

• V8 Supercars

• AFL Grand Final

Subscription TV available in 3D in 2011

AUSTRALIANS ONLINE 2010 SURVEY

According to this survey, social networking and forums usage inAustralia increased by 36.1% in the past year, overtaking searchengines as the most visited online destinations. Facebook accounted for56.4% of all social network visits in the period. Yahoo!  and MSN, alsoexperienced increases of 15.2%.

TOPICAL ADVERTISNG

There were some great ads specifically created as a result of JuliaGillard’s appointment as Prime Minister last week. The best in ouropinion were as follows: