Initiative Media Week in Review: July 4 – 10

TELEVISION

Top 5 Prime Time Programmes – People 18-39

1. Monday    1930-2030    Masterchef Australia     NEW-10    15.7

2. Wednesday    1930-2030    Masterchef Australia     NEW-10    15.5

3  Thursday    1930-2030    Masterchef Australia    NEW-10    15.4

4. Tuesday    1930-2000    Masterchef Australia    NEW-10    13.9

5. Tuesday    2030-2130    Packed To The Rafters    TVW-7    13.7

Top 5 Prime Time Programmes People 25-39

1. Thursday    1930-2030    Masterchef Australia     NEW-10    18.3

2. Wednesday    1930-2030    Masterchef Australia    NEW-10    17.6

3. Monday    1930-2030    Masterchef Australia     NEW-10    17.4

4  Tuesday    1930-2000    Masterchef Australia    NEW-10    16.6

5. Tuesday    2030-2130    Packed To The Rafters    TVW-7    16.1

Top 5 Prime Time Programmes People 25-54

1. Thursday    1930-2030    Masterchef Australia    NEW-10    18.6

2. Wednesday    1930-2030    Masterchef Australia     NEW-10    17.6

3. Monday    1930-2030    Masterchef Australia    NEW-10    17.6

4  Tuesday    1930-2000    Masterchef Australia    NEW-10    16.3

5  Tuesday    2030-2130    Packed To The Rafters    TVW-7    15.4

Top 5 Prime Time Programmes People 35-54

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

2. Thursday    1930-2030    Masterchef Australia      NEW-10    17.9

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

4  Tuesday    2030-2130    Packed To The Rafters    TVW-7    15.2

5  Tuesday    1930-2000    Masterchef Australia     NEW-10    15.0

TVW-7 won the week overall (0600-2400) for Total People with acommercial share of 38.0%, followed by NEW-10 with 36.3% and STW-9 with25.7%. The top programme this week against Total People was NEW-10’sWednesday Masterchef Australia reaching an average 261,000 viewers.Nationally it remained in the top spot and has consistently reachedmore than 2 million “Total People” over the last four weeks.

TVW-7 had eight programmes in the top fifteen and these included News,Today Tonight, Packed to The Rafters and Dancing with The Stars. Thesecond episode of Packed to The Rafters wasn’t strong enough tomaintain its number one position from the previous week dropping 17,000viewers and just making the top ten against Total People. Dancing withThe Stars gained 7,000 viewers but Minute to Win It unfortunately lost18,000 viewers week on week. The new series Australia Versus failed tomake the top fifty programmes for Total People.

STW-9’s top performing programme against Total People was the Newsfollowed by Two and Half Men RPT. Top Gear continues to rate well withthe younger generation, making the top twenty with People 18-39 and25-39. Nine ran the Wimbledon Men’s Final on Sunday, and Rugby LeagueState of Origin Game 3 on Wednesday evening, however neither of thesemade the top fifty programmes against Total People.

NEW-10’s Masterchef Australia grabbed the top two positions reaching anaverage of 261,000 and 258,000 viewers locally. Masterchef dominatedthe top positions with all our demographics. Modern Family, The GoodWife and Good News Week all made the top fifteen against all ourdemographics except People 35-54, with only Good News Week obtainingthe top fifteen with this demo.

Ten News at Five was the top programme in the daytime segment withNEW-10’s Saturday evening AFL: Richmond vs Fremantle taking secondposition and reaching an average audience of 153,000 viewers.

SURVEY 5, 2010

This survey covered the period from June 13 to July 10, 2010.

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

                           Perth        Adelaide    Brisbane    Sydney     Melbourne

7 Network         38.6%        36.1%       33.9%        33.7%         33.5%   

9 Network         29.1%        30.9%       38.3%        37.4%         33.1%

10 Network       32.3%        33.0%       27.8%        28.9%         33.4%

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

                           Perth        Adelaide    Brisbane    Sydney     Melbourne

7 Network         39.5%        37.2%       36.0%        34.3%         33.8%   

9 Network         28.3%        31.4%       37.5%        38.0%         34.3%

10 Network       32.2%        31.3%       26.5%        27.8%         31.8%

SURVEY 1 to 5, 2010 – Half Year Results

The survey’s covered the period w/c February 7 to w/c 4 July, 2010 (excluding Easter)

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

                          Perth        Adelaide    Brisbane    Sydney     Melbourne

7 Network        39.5%        38.5%       35.7%        34.9%         35.3%   

9 Network        31.0%        32.2%       37.2%        38.2%         35.4%

10 Network      29.5%        29.3%       27.2%        26.9%         29.3%

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

                          Perth&
nbsp;       Adelaide    Brisbane    Sydney     Melbourne

7 Network        39.1%        38.2%       36.8%        34.6%         34.9%   

9 Network        30.7%        32.5%       37.1%        39.3%         36.5%

10 Network       30.2%        29.3%       26.1%        26.0%         28.6%

NIELSEN RESEARCH ON ASIA PACIFIC ADSPEND

Nielsen assessed 12 countries in the Asia Pacific region, and foundthat adspend across TV, newspapers and magazines climbed by 18%year-on-year in the first quarter of 2010. Top line figures as follows:

• China delivered an increase of 17%
• Indonesia jumped  26%
• Hong Kong was up by 25%
• India increased by 32%
• South Korea jumped by 14%
• The Philippines, Thailand, Malaysia, Singapore and Taiwan all witnessed surges of between 11% and 24%.
• Australia experienced a comparatively modest expansion of 5%
• New Zealand enjoyed an increase of 8%

Television was the main driver of growth as advertising sales leapt by16%, a figure that stood at 14% for newspapers and 4% for magazines.

WARC INTERNATIONAL AD FORECAST

According to this report, most of the biggest advertising marketsin the world will return to growth this year, with TV and the web setto be the main beneficiaries of this trend. Estimates from the Forecastsuggest adspend across the countries assessed, which include Brazil,China, Germany, India, Japan, the UK and US, will rise by 4.5%,however, this figure remains below the level recorded in 2006. Theinternet will be the fastest growing medium in 2010, up by 15.1% overthe 12 featured markets this year. The UK currently has the highestproportion of online spend, with the web expected to take 29% of allrevenues in 2011. Across all the countries analysed, televisionadvertising sales will rise by 6.2% this year and 4.4% next year,essentially the same amount as was registered in 2008. Less favourably,further contractions are foreseen for both magazines and newspaperspending in 2010 and 2011. Cinema, radio and outdoor are due to findthe climate more favourable, registering single-digit increases thisyear and next.

JETSTAR ADVERTISING OPPPORTUNITY

Jetstar is trialling Apple iPads for passengers to hire on allflights (well they have 2500) over 1 hour commencing September 1st2010. Each iPad will be preloaded with 7 Movie choices, 11 TV showchoices, music and games. The iPads will not be wi-fi enabled and onlythe preloaded content can be accessed by the passenger. Sponsorship ofall iPads are available for the initial 2 month launch periodconsisting of 7 x 30″ placements in the Movies section and 11 x 30″placements in the TV section. Pre-roll advertising will only appear inthe TV & Movie sections and the exclusive launch sponsor will bethe only advertiser for the 2 month period. Jetstar estimates 448,500iPad rentals per month, or 897,000 rentals over the 2 month launchperiod for a cost of  $120,000 +GST.