Initiative Media Week in Review: Sept 12 – 18
TELEVISION
Top 5 Prime Time Programmes – People 18-39
1. Sunday 1930-2030 Junior Masterchef Australia – Launch NEW-10 18.0
2. Sunday 1900-1930 Modern Family NEW-10 13.3
3 Tuesday 2040-2140 Packed To The Rafters TVW-7 12.6
4. Sunday 2040-2140 Offspring NEW-10 12.5
5. Tuesday 1930-2030 Talkin’ ‘Bout Your Generation NEW-10 10.5
Top 5 Prime Time Programmes People 25-39
1. Sunday 1930-2030 Junior Masterchef Australia – Launch NEW-10 21.1
2. Sunday 1900-1930 Modern Family NEW-10 15.7
3 Tuesday 2040-2140 Packed To The Rafters TVW-7 15.0
4. Sunday 2040-2140 Offspring NEW-10 14.6
5. Monday 1930-2030 The X Factor TVW-7 13.0
Top 5 Prime Time Programmes People 25-54
1. Sunday 1930-2030 Junior Masterchef Australia – Launch NEW-10 19.6
2. Tuesday 2040-2140 Packed to The Rafters TVW-7 16.2
3 Sunday 1900-1930 Modern Family NEW-10 14.1
4. Sunday 2040-2140 Offspring NEW-10 13.0
5. Tuesday 1930-2030 Talkin’ ‘Bout Your Generation NEW-10 12.7
Top 5 Prime Time Programmes People 35-54
1. Sunday 1930-2030 Junior Masterchef Australia – Launch NEW-10 19.6
2. Tuesday 2040-2140 Packed to The Rafters TVW-7 17.3
3. Sunday 1800-1830 News TVW-7 14.9
4. Tuesday 1930-2100 Top Gear STW-9 13.5
5. Monday 2040-2140 Criminal Minds TVW-7 13.4
TVW-7 won the week overall (0600-2400) for Total People with acommercial share of 39.8%, followed by NEW-10 with 31.5% and STW-9 with28.7%.
The top performing programme for the week against Total Peoplewas NEW-10’s Junior Masterchef Australia – Launch which reached anaverage audience of 275,000 viewers locally and over 2.2 millionnationally. Seven’s Packed to The Rafters remained in second positionwith an increase of 2,000 viewers from last week and third positionwent to TVW-7’s Sunday News. Other programmes on TVW-7 to make the topfifteen for Total People were AFL: Preliminary Final 1: Collingwood vsGeelong, News, Today Tonight, Criminal Minds and Monday are The XFactor.
STW-9’s top programme against Total People was Monday’s Two andHalf Men followed by The Farmer Wants a Wife. Top Gear continues toremain in the top fifteen against all our demographics. It rated wellagainst People 35-54 taking fourth position. The week saw a new seriesdebut on nine – Hot Pursuit. It did not make it into the top thirtyagainst Total People.
NEW-10 had seven programmes in the top fifteenand these included Modern Family, Talkin’ ‘Bout Your Generation, Ten’sAFL Final: 2nd Preliminary Final – St Kilda vs Western Bulldogs,Offspring and Bondi Vet. The top programme in the day time segment wasTen’s AFL Final: Preliminary Final St Kilda vs Western Bulldogs whichreached an average audience of 154,000 viewers, followed by Ten News atFive.
BRAND ASSET VALUATOR STUDY
More than 2000 Australian consumers were involved in this online study which is conducted yearly.
The top 10 favourite brands were:
• Google’s search engine
• Microsoft
• Microsoft Office
• Google’s portal
• Nokia
• Sony
• Apple brand
• eBay
• Apple iPhone
• Vegemite
The least trusted brands were:
• FHM and InStyle Magazines
• Star City Casino
• Nutrient Water
• Smart Water
• Tiger Airlines
• Jupiter Casino
• MySpace
• Betfair
SPORT TELECAST
Current legislation dictates that the rights to a long list of sportingevents cannot be sold to subscription television, even if the free toair channels do not show it, or show only highlights or delayedcoverage. The original intention of the legislation was to protect thepublic from having to pay a subscription in order to watch big sportingevents; however, in many cases it has meant that live coverage hassimply been unavailable. Rumour has it that new legislation will bepassed for 2011 whereby the free to air stations will no longer be ableto keep the rights to sporting events they do not broadcast live. Thenew “use it or lose it” rules would allow the free-to-airs to run sporton their digital channels, which is not currently allowed by theanti-siphoning legislation which was drawn up before the dawn of multichanneling.
MAGAZINE LAUNCHES
Independent Digital Media (IDM) will launch its first ever printmagazine off the back of website Younger You. The magazine, calledYounger You, will launch on September 29. It will have a print run of30,000 distributed via newsagents, online and in clinics andeditorially will focus on anti-ageing, cosmetic surgery, products andadvice. The magazine will be published twice a year and will retail for$9.95.
Telstra is launching a custom magazine and website for small to mediumsized business owners, called Smarter Business Ideas. It will bepublished by ACP Custom Media. The magazine will be direct mailed tomore than 500,000 Telstra Business customers across Australia fromFebruary 2011. It will be published quarterly and will offer businesssolutions, case studies and advice for SMEs and will be complemented bya comprehensive website.
IAB EUROPE SURVEY
This survey was conducted in Europe and the US to investigate the totalannual value to consumers of free, ad-supported online services. Theyestimate that it will hit €100bn ($130.9bn; £83.4bn) in 2010 and thatthis value will grow by an average of 13% per year over the next fiveyears. The report indicates that, for each euro spent on online adsserved to free websites, users get three euros worth of services inreturn. It also suggested that, should all free services introduce usercharges to r
eplace the revenue currently provided by ads, around 40% ofusers could be so put off by the costs that they would stop goingonline at all.
