Initiative Media Week in Review: Sept 26 – Oct 2
TELEVISION
Top 5 Prime Time Programmes – People 18-39
1. Saturday 1230-1519 Seven’s AFL: Final Re-Match Coll vs St Kilda TVW-7 14.5
2. Tuesday 2040-2140 Packed to The Rafters TVW-7 11.5
3. Saturday 1520-1544 Seven’s AFL: Final Re-Match: Presentations TVW-7 11.0
4. Saturday 1216-1229 Seven’s AFL: On the ground Re-Match TVW-7 9.9
5. Tuesday 1930-2100 Top Gear Australia STW-9 9.1
Top 5 Prime Time Programmes People 25-39
1. Saturday 1230-1519 Seven’s AFL: Final Re-Match Coll vs St Kilda TVW-7 15.8
2. Tuesday 2040-2140 Packed to The Rafters TVW-7 14.2
3. Saturday 1520-1544 Seven’s AFL: Final Re-Match: Presentations TVW-7 13.3
4. Sunday 2100-2200 Offspring NEW-10 11.5
5. Tuesday 1930-2100 Top Gear Australia STW-9 10.9
Top 5 Prime Time Programmes People 25-54
1. Saturday 1230-1519 Seven’s AFL: Final Re-Match Coll vs St Kilda TVW-7 18.7
2. Saturday 1520-1544 Seven’s AFL: Final Re-Match: Presentations TVW-7 15.3
3 Tuesday 2040-2140 Packed to The Rafters TVW-7 13.7
4. Saturday 1216-1229 Seven’s AFL: On the ground Re-Match TVW-7 13.0
5. Tuesday 1930-2100 Top Gear Australia STW-9 10.9
Top 5 Prime Time Programmes People 35-54
1. Saturday 1230-1519 Seven’s AFL: Final Re-Match Coll vs St Kilda TVW-7 19.2
3. Saturday 1520-1544 Seven’s AFL: Final Re-Match: Presentations TVW-7 16.3
3 Tuesday 2040-2140 Packed to The Rafters TVW-7 13.7
4. Sunday 1800-1830 News TVW-7 13.2
5. Saturday 1216-1229 Seven’s AFL: On the ground Re-Match TVW-7 12.7
TVW-7 won the week overall (0600-2400) for Total People with acommercial share of 45.7%, followed by NEW-10 with 28.6% and STW-9 with25.7%.
The top performing programme for the week against Total Peoplewas Seven’s AFL: Grand Final Re-Match: Collingwood vs St Kilda whichreached an average audience of 314,000, down 55,000 from the previousweek’s Grand Final, and 2,642,000 viewers nationally. The Re-MatchPresentations took second position with 225,000 viewers locally. Otherprogrammes to make the top fifteen against Total People included News,Today Tonight, Packed to The Rafters, The Force – Behind the Line andBorder Security – Australia’s Front Line. The season premiere of TheAmazing Race (season seventeen) preformed well with People 18-39 and25-39 making the top twenty programmes against these demographics.Australian comedy/drama Packed to The Rafters continues to rate wellwith all our demographics with an average audience of 202,000 viewersagainst Total People.
STW-9’s top performing programmes for the weekagainst Total People were Top Gear Australia, News and A CurrentAffair. Top Gear made the top five positions against all ourdemographics except People 35-54 where it grabbed sixth position.Survivor: Nicaragua debuted on STW-9 this week with its 21st season. Itperformed strongly with People 18-39 (Tarp 8.0). The second episode ofThe Block has shown improvement with an increase of 3,000 viewersagainst People 25-39 and People 25-54 and 7,000 with People 35-54. Theweek saw the final of The Secret Millionaire which failed to make thetop fifty against Total People.
NEW-10’s top performing programme forTotal People was Junior Masterchef Australia – Top 12 Revealed. Theprogramme lost 94,000 viewers from the previous week, dropping down tofifteenth spot. Bondi Vet just made it into the top twenty programmeswith an average audience of 146,000 viewers. The new season of Glee isproving popular with People 18-39 claiming sixth position with thisdemographic.
The top four positions in the daytime segment weredominated by seven’s AFL: Grand Final Re-Match followed in fifth spotwith Ten News at Five.
GEM (Nine Network) was originally due to air for the first time theprevious Friday, but the launch was postponed and the channeleventually aired on September 26th. GEM is Nine Network’s third free toair channel and targets women aged 35+ and Grocery Buyers with children.
Digital Station Share – w/c 26th September (overall 0600-2400)
INTERESTING TEST FOR TELEVISION ADVERTISING
TVB – The Television Bureau of Canada and john st., Toronto recentlyrevealed that a 5-week campaign featuring the virtues of broccoli, wasnot for broccoli at all. Instead, it was to prove that televisionadvertising can sell anything even broccoli!
Back in January 2010, a TV campaign aired for broccoli pitting its”miraculous” health benefits against other so-called miracles. Afterjust five weeks on air, without any other form of communication ormarketing efforts, the “Miracle Food” TV campaign garnered some seriousattention.
Fan-created Facebook pages attracted over 20,000 followers and broccolisales were up 8% over the previous year. The most rewarding metric ofall was the extra 188,574 pounds of broccoli that went into grocerycarts across Canada that month.
The TVB’s “Miracle Food” campaign, via john st., Toronto, consisted ofthree broadcast spots, which pointed to TheMiracleFood.ca and there wasa post-campaign print ad revealing the campaign.
YET ANOTHER REALITY SHOW
Foxtel and ACP Magazines are teaming up to produce a fly-on-the-walltelevision series based around several ACP glossy mastheads. The series, to be called “Park St” after ACP’s famous Sydneyheadquarters will offer a behind-the-scenes look at life in the worldof magazine publishing.
Although final confirmation of the program has yet to be provided it isenvisaged that the new show will air from early next year. The content of the show will focus on Cosmopolitan, Cleo, Madison,Dolly and Shop til You Drop, paying particular attention to themagazines’ editors and the highs and lows of putting a magazinetogether.
JCDECAUX LAUNCHES CITYCYCLE IN BRISBANE
Brisbane’s public bike hire service, CityCycle, launched on FridayOctober 1. With up to 2000 bikes at 150 stations, CityCycle will changethe way Brisbane moves. CityCycle is the first bike-rental scheme tobe launched by JCDecaux in Australia, and is an integral part of theBrisbane
City Council’s plan to ease inner city congestion and keepBrisbane moving. CityCycle, an initiative of Brisbane City Council andoperated by JCDecaux is a world class public bike hire service offeringa healthy and cost-effective transport option for residents andvisitors of Brisbane to travel around the inner-city.
As part of the CityCycle launch, JCDecaux offered a media firstopportunity to sponsor the CityCycle bikes which was taken up by Lipton Ice Tea.
Due to the launch of CityCycle, Brisbane’s out-of-home advertisinglandscape will experience a dramatic shift over the next months. Theinstallation of on street Citylights and the launch of a new format,JCDecaux Première will change the JCDecaux Brisbane outdoor offering.The newly installed free standing Citylight bollards coverage withinBrisbane’s inner city is equivalent to the JCDecaux product offering inSydney and Melbourne. JCDecaux Première provides the perfect solutionfor advertisers requiring brand stature, impact and exposure plus highreach and frequency in premium CBD locations and on key arterialroutes. There are 25 Premiere panels within Brisbane totalling 100advertising faces.
NEWSPAPERS SHOW NO SIGN OF DECLINE
A new industry report has revealed that the newspaper industry has morethan bounced back from the GFC in line with publishers’ multi-platformofferings.
The Newspaper Works’ “The Facts about Australian Newspapers” report,which is a collection of facts and statistics from a number of studiesand resources, shows that newspapers experienced double digit growth of11.3% in national advertising between January to June 2010 compared tothe same period last year and according to CEASA data.
Global marketing service WARC reports that Australia will be the onlymajor Western market to see newspaper advertising increase in 2010,with countries including the UK, France and the US all forecast to postdeclines.
MOBILE PHONES
According to a new report from Telstra, mobile phones are startingto surpass PCs as the preferred way of accessing online content with36% of Australians now owning a smart phone device.
- One in five admitted to using their smart phones to surf the net while driving
- Almost one in four smart phone owners visit social networking sitesincluding Facebook on their mobiles more than on the computer
- 10% are more likely to do their online banking from their phone than on their PC
- A third of respondents said they accessed the internet from their smart phones at home
- 13% use it while commuting and 12% during work hours in the office.
