Initiative Media Week in Review: June 27 – July 23

TELEVISION

Top 5 Prime Time Programmes – People 18-39

1. Sunday    1930-2030    Masterchef Australia – Challenge    NEW-10    15.3

2. Wednesday    1930-2030    Masterchef Australia     NEW-10    14.3

3  Tuesday    2040-2240    Packed To The Rafters    TVW-7    13.6

4. Sunday    2030-2130    Underbelly : The Golden Mile    STW-9    13.4

5. Thursday    1930-2000    Masterchef Australia    NEW-10    13.3

Top 5 Prime Time Programmes People 25-39

1. Sunday    1930-2030    Masterchef Australia – Challenge    NEW-10    18.9

2. Sunday    2030-2130    Underbelly : The Golden Mile    STW-9    17.5

3. Wednesday    1930-2030    Masterchef Australia     NEW-10    16.9

4  Tuesday    2040-2240    Packed To The Rafters    TVW-7    14.8

5. Monday    1930-2030    Masterchef Australia    NEW-10    14.7

Top 5 Prime Time Programmes People 25-54

1. Wednesday    1930-2030    Masterchef Australia    NEW-10    18.1

2. Sunday    1930-2030    Masterchef Australia – Challenge    NEW-10    17.5

3. Sunday    2030-2130    Underbelly : The Golden Mile    STW-9    16.2

4  Tuesday    2040-2240    Packed To The Rafters    TVW-7    16.1

5  Thursday    1930-2000    Masterchef Australia     NEW-10    15.9

Top 5 Prime Time Programmes People 35-54

1. Wednesday    1930-2030    Masterchef Australia    NEW-10    17.8

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

3. Tuesday    2040-2240    Packed To The Rafters    TVW-7    16.9

4  Sunday    1930-2030    Masterchef Australia – Challenge    NEW-10    15.8

5  Tuesday    1930-2000    Masterchef Australia     NEW-10    15.7

TVW-7 won the week overall (0600-2400) for Total People with acommercial share of 40.3%, followed by NEW-10 with 32.4% and STW-9 with27.3%.

The top programme for the week against Total People was TVW-7’sPacked To The Rafters. The series returned this week and delivered agreat result reaching 1.9 million viewers nationally which was anincrease of 27% year on year, and 247,000 viewers locally, an increaseof 16% year on year. Other programmes on TVW-7 to make the top twentywere News, Today Tonight, Minute to Win It, Highway Patrol (RPT) andThe Vicar of Dibley. The second episode of Minute To Win It also didwell nationally increasing its audience by 13% week on week and locallythe programme gained 31,000 more viewers. Dancing with the Stars madeits debut this week, and although failing to make the top twentyprogrammes, as it was up against fierce competition, we expect theseries to perform better when Masterchef finishes.

STW-9’s topperforming programme against Total People was Underbelly: The GoldenMile. It made the top five programmes against all our demographicsexcept People 35-54 where it came in sixth. Nationally the finalepisode took the number one position with almost 1.8 million viewers.The return series of Rescue Special Ops performed reasonably wellreaching 143,000 viewers but unfortunately it did not make the topthirty.

NEW-10’s Masterchef took second and fifth spot against TotalPeople. Masterchef Australia – The Challenge grabbed the top positionagainst People 18-39 and 25-39 and second spot against People 25-54.The only other programmes to gain a place in the top twenty againstTotal People were Modern Family and Merlin.

Ten News at Five dominatedthe daytime segment taking the top five positions against Total People.Saturday night AFL: Collingwood vs West Coast Eagles on NEW-10 tookseventh position reaching 110,000 viewers.

FETCH OR T-BOX

Telstra launched the T-Box on Tuesday July 6 which is aninternet-connected set top box, which gives consumer’s access tofree-to-air TV, as well as BigPond TV, BigPond Movies and YouTube. Thecampaign will educate the market about the new service whose bundledpackage can also include broadband and unlimited local calls. Telstrais apparently speaking to Foxtel to include the Pay TV channels on itsnew T-Box service.

Alternatively, Pay TV operator Fetch TV has soft launched intoAustralia by offering 20 channels – 13 more channels than Telstra – 5of which are video-on-demand. It’s also internet enabled with siteslinks including Twitter and Facebook. The Fetch TV set-top box has morememory than Telstra’s T-box, the Foxtel IQ or MyStar HD.

BOSTON CONSULTING GROUP RESERACH ON BRANDS

According to this survey of 12,057 people in 14 nations, includingBrazil, China, Germany, India, Japan, Russia, the UK and US, Brandowners face a “new world order” in which their customers have redefinednotions of value and are placing different demands on the products theybuy. Summary points as follows:

• 46% of participants in the US were planning to implement drastic cutbacks in their expenditure
• 41% of respondents in Europe’s five biggest economies intended to follow this course of action, down from 63% year-on-year
• Non-essential items will bear the brunt of this austerity, with 65%of Americans trimming their outlay on discretionary purchases, downfrom the 81% doing the same 12 months ago.
• 26% of Chinese contributors and 24% of their Russian counterparts were hoping to take similar steps.
• Home and family, saving for the future and the environment are nowamong the major priorities in the lives of many individuals, whileluxury has diminished rapidly in significance.
• In certain emerging countries, status is still important. More than35% of the sample in China expressed a desire to “trade up”, a totalthat stood at 13% in Europe and 18% in the US.
• An interest in eco-friendly goods and services was a characteristicof all the markets covered, but the cost of buying organic food orfairtrade clothing has also become more important.
• Less positively, confusion was widespread about what constitutes a”green” brand and suspicion about exaggerated environmental claims wascommonplace.
• Two-thirds of Americans expected to pay frequent visits to discountoutlets this year, and 74% believed they would browse for longer in abid to get the best possible deal.
• In Europe and Canada, 66% of the panel favoured pursuing thisstrategy, although 59% of the Japanese cohort did not want to take partin this activity.
• Preferences for private label products have remained consistent across the globe in the past year.
• Over 60% of Americans have more regularly opted for own-label goodsin the last 12 months, with Japanese customers on 49% and Europeans on45%.
• As consumers everywhere have discovered that switching offerssubstantial cost benefits, BCG predicted store brands will prevail atthe expense of premium alternatives – for the short term at least.

SILVER SURFERS

According to a study by UKOM (in the UK) a service operated by Nielsen,”silver surfers” now account for a 31% share of the country’s webpopulation The internet has attracted nearly two million extra users inthe UK in the last 12 months, with more than half this audience comingin at over 50 years of age. Although members of this demographic areoften enthusiastic adopters of online services, they tend to displaydifferent priorities than those shown by their younger counterparts.Popular activities include travel, health, genealogy, fashion, cookingand greeting cards, while music and film are less important. While theUKOM report showed clear indications that the net is of universalappeal, men in the 50-plus age group tend to be more drawn to thischannel than wom
en.