Initiative Media Week in Review: October 17 – 23

TELEVISION

Top 5 Prime Time Programmes – People 18-39

1. Tuesday    2040-2140    Packed to The Rafters    TVW-7    11.8

2. Sunday    2040-2140    Offspring    NEW-10    10.4

3. Sunday    1930-2030    Junior Masterchef Australia    NEW-10    10.3

4. Thursday    2030-2200    Beauty and The Geek    TVW-7    9.9

5. Monday    2040-2140    Undercover Boss Australia    NEW-10    9.9

Top 5 Prime Time Programmes People 25-39

1. Tuesday    2040-2140    Packed to The Rafters    TVW-7    15.2

2. Sunday    2040-2140    Offspring    NEW-10    14.0

3. Thursday    2030-2200    Beauty and The Geek    TVW-7    13.8

4. Sunday    1930-2030    Junior Masterchef Australia    NEW-10    13.5

5. Monday    2040-2140    Undercover Boss Australia    NEW-10    11.6

Top 5 Prime Time Programmes People 25-54

1. Tuesday    2040-2140    Packed to The Rafters    TVW-7    15.4

2. Sunday    1930-2030    Junior Masterchef Australia    NEW-10    13.3

3  Wednesday    2100-2130    The Big Bang Theory – EP2    STW-9    12.1

4. Sunday    2040-2140    Offspring    NEW-10    11.8

5. Sunday    1900-1930    Modern Family    NEW-10    11.8

Top 5 Prime Time Programmes People 35-54

1. Tuesday    2040-2140    Packed to The Rafters    TVW-7    15.6

2. Wednesday    2100-2130    The Big Bang Theory – EP2    STW-9    12.8

3  Wednesday    2030-2100    The Big Bang Theory – EP1    STW-9    12.8

4. Sunday    1930-2030    Junior Masterchef Australia    NEW-10    12.8

5. Monday    2000-2030    Two and Half Men EP2    STW-9    12.3

TVW-7 won the week overall (0600-2400) for Total People with acommercial share of 40.8%, followed by STW-9 with 30.5% and NEW-10 with28.8%.

The top performing programme for the week was TVW-7’s Packed toThe Rafters which reached an average audience of 212,000 viewers.Despite losing 9,000 viewers from the previous week, the programmeremains in the number one position with all our demographics. Other topperforming programmes on TVW-7 against Total People were News, TodayTonight and The Force – Behind the Line. The week saw the return ofBones, Beauty and the Geek Australia and the launch of a new series: Iron Chef Australia. Master cooking programmes seem to be the flavourfor 2010 with Seven’s Iron Chef making the top fifteen against all ourdemographics. Beauty and the Geek rated well against People 18-39,People 25-39 and People 24-54.

STW-9 had five programmes in the toptwenty for Total People which included Monday’s Two and Half Menepisode 1 and 2 and The Big Bang Theory episode 1 and 2. Also in the toptwenty was Nine’s new series Sherlock which debuted on Sunday andreached an average audience of 142,000 viewers locally and just hit amillion nationally. Monday’s Sherlock rated well against People 35-54making it into the top ten programmes. The Block continues to gainviewership with an increase of 7,000 from the previous week.

A numberof return series were aired this week on NEW-10 – Undercover Boss, NCISand The Good Wife. Undercover Boss made the top ten programmes againstall our demographics except People 35-54. Sunday Junior MasterchefAustralia, NCIS and Modern Family all ended up in the top twelveagainst Total People, with Offspring making the top five programmesagainst our younger demographics. Junior Masterchef saw a 12% audiencedecline nationally from its last episode just before the start of theCommonwealth Games. Locally viewership increased by 14,000.

Once againthe top five positions in the day time segment were dominated by TenNews at Five with Monday’s News reaching an average audience of 118,000viewers. TVW-7’s Wednesday Deal or No Deal took seventh position.

NEW RESEARCH

The Interactive Advertising Bureau of Australia (IAB) and Dynamic Logicconducted research on behalf of Colgate. It concluded thatsupplementing TV ads with online and print activity can increasepurchase intent by up to 300%. The research found that purchase intentincreased 8.5% for those who saw only TV, and that it grew to 29.1%when the campaign included all three platforms. Product awarenessincreased 19.4% for people who saw only TV, while it improved by 50.9%when all three platforms were used together. The product category andthe competitiveness of that category must also be taken into account.

WOMEN’S WEEKLY

ACP magazines are investing $4.5 million to “relaunch” The AustralianWomen’s Weekly effective their November issue. There will be a redesignand iPad app which is aimed at increasing readership of younger women.

UK SURVEY ON SOCIAL MEDIA

Top line results from this survey, which incorporated 1,000 internet users were:

• Twitter or Facebook users are more likely to follow brands than celebrities
• 20.3% of social networkers are following brands, whereas only 13.4% follow celebrities.
• The most popular uses of social networking sites are for viewingphotographs of friends (55.9%) and planning social arrangements orgetting information about events (34.8%).
• Engagement with brands was not found to be a mainstream activity amongst social networkers.
• Only 12.7% of the survey respondents claimed to give organisations feedback using social networks
• Only 11.2% watch branded content material such as TV commercials through the sites
• Almost a third of those surveyed (32.6%) regularly watch TV or listento radio programmes featuring tweets sent by viewers or listeners.
• Only 7.7% of people complain about a brand on a social network or forum.
• Around 20% of people surveyed have followed or liked an organisation,only 11% have provided feedback and less than 4% have had a question orcomplaint responded to, in social media.

MYSPACE

Myspace has reinvented itself as a social entertainment-baseddestination for 13 to 35 year-olds effective November 15. The new sitehas been streamlined; while the old Myspace had 81 button styles, 152page templates and 117 logos, the new-look site has two button styles,seven page templates, and only one logo.  There will be optimisedversions for mobile phones and iPads.