Initiative Media Week in Review: November 21 – 27
TELEVISION
Top 5 Prime Time Programmes – People 18-39
1. Wednesday 2040-2112 The Block – Winner Announced STW-9 12.5
2. Sunday 2030-2130 Offspring NEW-10 11.4
3. Thursday 2040-2200 Beauty& The Geek – Winner revealed TVW-7 11.3
4. Monday 2030-2130 UndercoverBoss Australia NEW-10 9.9
5. Sunday 1930-2030 Hamish& Andy’s Reministmas Special NEW-10 9.8
Top 5 Prime Time Programmes People 25-39
1. Sunday 2030-2130 Offspring NEW-10 15.9
2. Wednesday 2040-2112 The Block – Winner Announced STW-9 15.8
3. Sunday 2140-2240 OffspringEP 2 NEW-10 13.3
4. Sunday 1930-2030 Hamish& Andy’s Reministmas Special NEW-10 13.0
5. Monday 2030-2130 UndercoverBoss Australia NEW-10 12.7
Top 5 Prime Time Programmes People 25-54
1. Wednesday 2040-2112 The Block – Winner Announced STW-9 15.6
2. Sunday 1930-2030 Hamish& Andy’s Reministmas Special NEW-10 13.0
3. Sunday 2130-2130 Offspring NEW-10 13.0
4. Tuesday 1930-2040 Talkin”Bout your Generation NEW-10 12.2
5. Tuesday 2040-2140 NCIS NEW-10 11.9
Top 5 Prime Time Programmes People 35-54
1. Wednesday 2040-2112 The Block – Winner Announced STW-9 17.0
2. Sunday 1930-2030 Hamish& Andy’s Reministmas Special NEW-10 15.1
3. Tuesday 2040-2140 NCIS NEW-10 14.6
4. Sunday 2030-2130 Offspring NEW-10 12.9
5. Sunday 1800-1830 News TVW-7 12.7
TVW-7 won the week overall (0600-2400) for Total People witha commercial share of 36.7%, followed by STW-9 with 36.5% and NEW-10 with 26.8%.
The top performing programme for the week against Total People was NEW-10’s NCIS which reached an average of 210,000 viewers. Also in the top ten on NEW-10 were Talkin’ ‘Bout Your Generation, Undercover Boss and Hamish & Andy’s Reministmas Special, which averaged 1,183,209 viewers nationally and was the fourth most watched programme on the night. Locally it reached 168,000, with Talkin’ ‘Bout Your Generation reaching 192,000 viewers.
TVW-7 had ten of the top fifteen programmes against Total People and these included News, Today Tonight, Sunday Night, and Sunday and Monday’s The X Factor. Monday News took second position with an audience of 237,000.
The Block – The Winner Announced on STW-9 came in fifth and reached an average audience of 191,000 viewers. Other programmes to make the top twenty against Total People were Our Town and Saturday’s The Ashes: First Test – Australia vs England.
There were a number of series finals this week – TVW-7’s The X Factor, Iron Chef Australia, City Homicide, Beauty and The Geek, Parenthood and Home and Away. On STW-9 they were The Block, Hey, Hey It’s Saturday and Getaway and on NEW-10 – Good News Week, NCIS, Talk’ ‘Bout Your
Generation, House and The Good Wife.
Our Town on STW-9 was the top programme in the daytime segment reaching an average audience of 138,000 viewers followed by Saturday’s The Ashes: First Test – Australia vs England.
SURVEY 10, 2010
This survey covered the period from October 31 to November27, 2010.
The Zone 1 commercial share results for Total People were asfollows:
Perth Adelaide Brisbane Sydney Melbourne
7 Network 43.9% 44.4% 40.6% 42.8% 38.6%
9 Network 32.2% 33.0% 35.0% 34.7% 37.8%
10 Network 23.9% 22.6% 24.5% 22.5% 23.6%
The overall (0600-2400) commercial share results for TotalPeople were as follows:
Perth Adelaide Brisbane Sydney Melbourne
7 Network 39.0% 40.5% 38.4% 38.0% 35.5%
9 Network 38.2% 37.1% 39.7% 40.6% 42.2%
10 Network 22.8% 22.4% 21.9% 21.4% 22.3%
The official ratings period for 2010 finished this week andTVW-7 was the highest rating metropolitan station in Perth, winning thirty nine of the forty weeks. Seven’s Packed to The Rafters was the top rating programme both nationally and in Perth with an average audience of 264,004 locally and 2.04 million viewers nationally. Ten’s Masterchef was ranked second with an average audience of 232,431 locally and 1.93 million nationally, (up 26.5% year on year). Masterchef Challenge Australia averaged 1.86 million to come third, with Nine’s Underbelly: The Golden Mile averaging 1.74 million to take fourth position overall for 2010.
Seven’s Sunday News in Perth, took third position with 226,332 viewers followed by NEW-10’s Masterchef Australia – Challenge with 221,990 viewers.
The Seven Network dominated the free to air networks shareof total prime time audiences for the fourth consecutive year with a 24.6% share. The Nine Network came in a close second with its primary channel taking 23.5% share of primetime. Ten completed the year with a 19.7% share of primetime audiences on its primary channel and is the leading network for the
younger viewer aged 16 – 39, for the tenth consecutive year.
Nationally the networks’ digital channels were dominated byNine’s GO! with a 3.8% share in primetime. Nine’s newer channel GEM‘s share was 1.7%. Seven’s 7TWO recorded a 3.5% share and 7MATE a 2.7% share for primetime. Ten’s ONE managed a 1.4% share for primetime.
SURVEY 1 – 10
The official surveys of 2010 covered the period from February7 – November 27, 2010 (excluding Easter)
The Zone 1 commerc
ial share results for Total People were asfollows:
Perth Adelaide Brisbane Sydney Melbourne
7 Network 40.4% 39.2% 36.5% 36.4% 35.7%
9 Network 30.8% 32.8% 37.5% 37.5% 35.7%
10 Network 28.8% 28.0% 26.0% 26.0% 28.5%
The overall (0600-2400) commercial share results for TotalPeople were as follows:
Perth Adelaide Brisbane Sydney Melbourne
7 Network 40.2% 39.2% 37.7% 36.0% 36.0%
9 Network 30.5% 32.7% 37.2% 38.4% 36.2%
10 Network 29.3% 28.2% 25.1% 25.6% 27.8%
ENCORE AWARDS
The Seven Network was named as TV Network of the Year at theinaugural Encore Awards. Seven was selected for its commitment to popular Australian drama and beat finalists the ABC, Network Ten and the Movie Network.
ONLINE
Six industry associations have banded together to developguidelines and standards for online behavioural advertising. This targeting is becoming a growth area and one in which people have expressed concern about privacy. The new guidelines will explain the industry’s position and will be available in 2011.
TABLET MARKET
This market, which includes Apple iPad, Samsung Galaxy andsome devices from Android and HP, is expected to grow rapidly from 2011 – 2014. A combination of factors such as a price reduction in the devices, mobile broadband charges and a push from print media to grow their readership are expected to push this increase.
CONSENSUS FORECAST
According to WARC‘s Consensus forecast, advertisingexpenditure levels are set to rise by more than 4% worldwide this year and 4.5% in 2011. The following increases are estimated:
Brazil to increase by 11.4%
• China up by 13%.
• 14% increase in India
• Russia up16.3%.
• Japan is set to remain flat in 2011
• Spain, up 2.2%
• USA to improve by 3%
• Canada up 4%
• Germany to rise 2%
• France up 2%
• The UK up 2.7%
THE ONE CLUB
The One Club, based in New York, has nominated it’s Top 10Digital Ads of the Decade. They are as follows:
- Subservient Chicken for Burger King
- The Hire for BMW
- Nike Plus for Nike
- Uniqlock for Uniqlo
- Whopper Sacrifice for Burger King
- Chalkbo for Nike
- Ikea Dream Kitchens for Ikea
- Eco Drive for Fiat
- HBO Voyeur for HBO
- Dove Evolution for Unilever
