Initiative Media Week in Review: July 18 – 24

TELEVISION

Top 5 Prime Time Programmes – People 18-39

1. Monday    1930-2030    Masterchef Australia     NEW-10    19.2

2. Tuesday    2030-2130    Packed To The Rafters    TVW-7    17.4

3  Sunday    1930-2030    Masterchef Australia – Challenge    NEW-10    16.4

4. Thursday    1930-2030    Masterchef Australia    NEW-10    16.4

5. Wednesday    1930-2030    Masterchef Australia    NEW-10    16.4

Top 5 Prime Time Programmes People 25-39

1. Monday    1930-2030    Masterchef Australia     NEW-10    23.7

2. Wednesday    1930-2030    Masterchef Australia    NEW-10    20.4

3. Tuesday    2030-2130    Packed To The Rafters    TVW-7    20.1

4  Sunday    1930-2030    Masterchef Australia – Challenge    NEW-10    19.6

5. Thursday    1930-2030    Masterchef Australia    NEW-10    19.6

Top 5 Prime Time Programmes People 25-54

1. Monday    1930-2030    Masterchef Australia    NEW-10    21.4

2. Wednesday    1930-2030    Masterchef Australia     NEW-10    19.9

3. Sunday    1930-2030    Masterchef Australia – Challenge    NEW-10    19.6

4  Thursday    1930-2030    Masterchef Australia    NEW-10    19.6

5  Tuesday    2030-2130    Packed To The Rafters    TVW-7    18.8

Top 5 Prime Time Programmes People 35-54

1. Sunday    1930-2030    Masterchef Australia – Challenge    NEW-10    19.6

2. Monday    1930-2030    Masterchef Australia      NEW-10    19.1

3. Thursday    1930-2030    Masterchef Australia    NEW-10    19.0

4  Wednesday    1930-2040    Masterchef Australia    NEW-10    18.8

5  Tuesday    2030-2130    Packed To The Rafters    TVW-7    18.2

NEW-10 won the week overall (0600-2400) for Total People with acommercial share of 37.1%, followed by TVW-7 with 36.9% and STW-9 with25.9%.

This is the first week in 2010 that NEW-10 has won the week’sratings, 2 share points ahead of TVW-7 and 11.2 ahead of STW-9. The topprogramme for the week against Total People is NEW-10’s MondayMasterchef Australia reaching an average audience of 280,000 viewers,followed by Wednesday Masterchef in second place and ThursdayMasterchef in third.

TVW-7’s top performing programmes were Packed toThe Rafters, News, Today Tonight, Dancing with The Stars and CriminalMinds. Packed to The Rafters is getting stronger with an increase inviewers of 19,000 week on week. Dancing with The Stars also had aslight lift in audience with an increase of 1,000 viewers from theprevious week.

The News was STW-9’s top programme against Total Peoplefollowed by Two and Half Men – RPT and A Current Affair. Send in theDogs just made the top fifteen for People 25-39.  Sunday MasterchefChallenge secured an average audience of 2.188 million nationally andlocally viewership increased by 36,000 from the previous week to258,000 viewers. The season return of Rush didn’t make the top thirtyprogrammes for Total People, it did reach an average audience of132,000 locally and over 1 million nationally. The heavily promotedHawke just made the top fifteen programmes for Total People, reaching170,000 viewers.

The daytime segment was won by NEW-10’s Saturday NightAFL: West Coast vs Carlton, followed in second spot by Ten News atFive. Seven’s AFL: Fremantle vs Melbourne on Sunday evening took thirdposition reaching an average audience of 143,000 viewers.

PACIFIC MAGAZINES

Pacific magazines’ Girlfriend magazine is re launching, with aredesign, a new masthead, layouts and fonts, fresh sections and arevised body image policy. The magazine is removing images of catwalkmodels and banning photo-shopping of body shape, size, hair colour orpermanent marks.

PERTH VIP MAGAZINE

The publishers of WA Custom Homes are launching a new magazine, due forrelease in December this year.  Perth VIP Magazine will be specificallytargeting the Western Suburbs and will be printed in a glossy coffeetable magazine format.  The magazine will offer local “upmarket”advertisers the opportunity to promote their business and/or service toPerth’s most affluent suburbs.  Editorially the magazine will includesections on Homes & Living, Fashion & Beauty, Leisure and alsoEducation.  Inclusion is by invitation only with the magazine beingdistributed on a quarterly basis.

Social networking sites attract more visits from women than men,according to a new report.  The ‘Women on the Web: How Women areShaping the Internet’ report by ComScore found that globally, 75.8% ofonline women visited a social networking site in May 2010, compared to69.7% of online males.  In the Asia Pacific region, which includesAustralia, 54.9% of online women use social media sites compared to50.7% of men.  The report also found that women around the globe spenton average 5.5 hours on social networking sites in the month of May,compared to 3.9 hours for men. Other findings include the insight thatalthough there are more males using the internet globally, women spendabout 8% more time online than men, averaging 25 hours per monthonline.

Kraft is bringing back its Happy Little Vegemites jingle in a newTV-led campaign which sees the 50 year old tune made more fashionablefor today’s audience. The new TVC, combines the original 1956 versionof the jingle and 1980’s colour rendition of the ad with a morecontemporary adaptation of the iconic jingle.