Initiative Media Week in Review: Nov 28 – Dec 4

TELEVISION

Top 5Prime Time Programmes – People 18-39

1. Monday          1930-2030      Glee   NEW-10   9.7

2. Monday          2030-2130      UndercoverBoss   NEW-10   7.0

3. Thursday        2040-2140      Rush   NEW-10   6.8

4. Tuesday         2030-2130      IShouldn’t Be Alive   TVW-7   6.8

5. Wednesday    1930-2030      ModernFamily (RPT)   NEW-10   6.2

Top 5 Prime Time Programmes People 25-39

1. Monday       1930-2030    Glee   NEW-10   10.3

2. Thursday     2040-2140    Rush   NEW-10   7.8

3. Tuesday      1930-2030    Top Gear   STW-9   7.4

4. Friday          1900-1930    HowI Met Your Mother – Summer   TVW-7   7.1

5. Sunday        1800-1830    News   TVW-7   7.0

Top 5 Prime Time Programmes People 25-54

1. Monday       1930-2030     Glee   NEW-10   11.0

2. Sunday        1800-1830     News   TVW-7   9.1

3 Mon-Wed     1830-1900     Today Tonight   TVW-7   8.4

4. Mon-Wed     1800-1830     News   TVW-7   8.1

5. Tuesday       1930-2030     TopGear   STW-9   7.8

Top 5 Prime Time Programmes People 35-54

1. Monday        1930-2030     Glee   NEW-10   12.6

2. Sunday         1800-1830     News   TVW-7   10.1

3. Mon-Wed      1830-1900     Today Tonight   TVW-7   9.1

4. Mon-Wed      1800-1830     News   TVW-7   9.0

5. Monday         1930-2000    Twoand Half Men   STW-9   8.7

TVW-7 won the week overall (0600-2400) for Total People witha commercial share of 38.0%, followed by STW-9 with 35.2% and NEW-10 with 26.8%.

The top performing programme for the week against Total People was TVW-7’sSunday News which reached an average audience of 205,000 viewers. Otherprogrammes on TVW-7 to make the top twenty were News, Today Tonight, The Vicarof Dibley – Special, Better Homes and Gardens Summer, Bones (RPT), Coastwatch,Monday’s Criminal Minds (RPT) and Border Patrol. The week saw the return seriesof Border Patrol, Coastwatch, ICU, I Shouldn’t Be Alive, Medical Emergency,Under the Hammer and No Leave, No Life. The latter two did not make it into thetop fifty programmes against Total People. The week also saw several new series- Animal Squad, Minute to Win it USA, Most Shocking Top 20 and High Road, LowRoad. Minute to Win it USA made the top twelve against People 18-39 and 25-39.

Top Gear on STW-9 made the top five positions against People 25-39 and 25-54. The Chase debuted on nine this week but did not make it into the top fifty. TheCelebrity Singing Bee returned this week and also failed to make the top fifty.

The top three positions in the daytime segment were dominated by Ten News at Five. Nine’s The Ashes: First Test – Australia vs England came in fifth with an average audienceof 103,000 viewers.

NETWORK TEN LAUNCH

The Ten Network has launched a website to support ONEHD.  The site is called, onehd.com.au, and will include scores, results and news for sports including AFL, NRL, cricket, motorsports, football (soccer), basketball, tennis, swimming, netball, athletics,golf and rugby. It also covers US sports including National Basketball Association games, the National Football League and Major League Baseball. A catch-up TV service, full length coverage of press conferences, as well as exclusive interviews and extended video content.

NATIONAL SURVEY

According to research conducted by Jigsaw Strategic Research on behalf of Free TV Australia, one in four pay TV subscribers are likely to switch off or downgrade to a cheaper package. This is apparently as a result of the digital channels now offered at no charge by the FTA TV networks.  The survey stated that 70% of people think the standard of free-to-air TV is improving and 60% say that free-to-air channels are part of their regular TV viewing.

LAUNCH

Google Australia has launched  DoubleClick Ad Exchange, an online marketplace which will enable publishers to sell media space on a real-time auction basis. The marketplace, which deals with display advertising, allows buyers to bid on advertising space on an impression-by-impression basis, allocating ads to the highest bidder.

CONSUMER SURVEY

A recent online survey by Square Holes research company of 1,000 Australians 16 years of age and older was completed to ascertain whichwere the most “loved” brands in the country. The top 10 were as follows:

1. Sony
2. Apple
3. Holden
4. Telstra
5. Toyota
6. Qantas
7. Coca-Cola
8. Optus
9. Samsung
10. Cadbury

INITIATIVE RESEARCH

An Initiative global report was recently completed to assessthe mindset, behaviour and expectations of young adults at a time of both economic austerity and rapid change in digital technology. Using its online consumer panel the Connections Panels, Initiative sought the opinions of 7,500 consumers aged 18 – 24 in Argentina, Australia, China, France, Germany, Hungary, Italy, the Netherlands, Mexico, Poland, Russia, Spain, Sweden, UK and the US. Some key findings from the report on “The Reset Generation” are as follows:

• 85% are exper
  iencing some level of anxiety due to theeconomy
• Nearly all young adults – 94% – are concerned about theircareer
• Over half – 52% – are worried about keeping up with the costof living and paying monthly bills, and – showing a maturity beyond their years
• The next biggest concern is the cost of healthcare (48%),closely followed by finding a job (44%).
• Over half – 52% – are still living with their parents
• Of those who enjoyed full time employment, 43% said they had a job that was ‘good enough for now’, having taken the first job that came along or the only job they could find.
• Over half – 58% – said that that ‘having a career that you love’ is important
• 57% – said the same of ‘having friends and family that you love’.
• Only 11% expressed the importance of wearing designer clothes
• 34% use social networking sites, 43% consumer review sites, and 33% blogs and forums.
• They want to purchase brands that are tried and trusted: ‘value for money’ was found to be the most important brand attribute  – 63% saying this  – followed by reliability (56%) and trustworthiness(54%)