Initiative Media Week in Review: January 23 – 29
TELEVISION
Top 5 Prime Time Programmes – People 18-39
1. Sunday 1930-2030 Oprah in Australia NEW-10 9.8
2. Sunday 1530-1900 ODI – Aus. v Eng. Game 3 STW-9 7.3
3. Sunday 1900-1930 News STW-9 6.8
4. Sunday 1800-1830 News TVW-7 6.5
5. Sunday 1500-1530 Just Add Water STW-9 5.7
Top 5 Prime Time Programmes People 25-39
1. Sunday 1930-2030 Oprah in Australia NEW-10 10.6
2. Sunday 1800-1830 News TVW-7 8.3
3. Sunday 1530-1900 ODI – Aus v Eng. Game 3 STW-9 7.6
4. Sunday 1800-1830 News STW-9 7.2
5. Thursday 2030-2130 CSI: NY STW-9 7.1
Top 5 Prime Time Programmes People 25-54
1. Sunday 1930-2030 Oprah in Australia NEW-10 11.4
2. Sunday 1800-1830 News TVW-7 11.2
3. Thu-Fri 1800-1830 News TVW-7 8.3
4. Sunday 1530-1900 ODI – Aus. v Eng. Game 3 STW-9 8.3
5. Sunday 1900-1930 News STW-9 8.0
Top 5 Prime Time Programmes People 35-54
1. Sunday 1800-1830 News TVW-7 13.7
2. Sunday 1930-2030 Oprah in Australia NEW-10 11.8
3. Thur – Fri 1800-1830 News TVW-7 10.0
4. Saturday 1800-1830 News TVW-7 9.4
5. Mon-Wed 1800-1830 News TVW-7 9.0
TVW-7 won the week overall (0600-2400) for Total People with a commercial share of 26.8%, followed by STW-9 – 25.8%, NEW-10 – 18.3%, 7TWO – 5.8%, GO! – 5.6%,GEM 5.6%, Eleven – 5.6%, 7Mate – 4.6% and ONE with 1.3%.
The highest rating programme for the week against Total People was TVW-7’s Sunday News which reached an average audience of 231,000 viewers, followed by the Thursday-Friday News with an average of 199,000 viewers. Other programmes to make the top fifteen included Today Tonight, Home and Away and Seven’s Tennis: 2011 Australian Open – Women’s Final. The match reached an average audience of 121,000 viewers. The return series of Home and Away just made the top fifteen programmes against Total People and took seventh position against People 18-39 and eighth with People 25-39.
STW-9’s top programmes included Sunday’s One Day Cricket – Australia VEngland Game 3 Session 2 which reached an average audience of 159,000 viewersagainst Total People, Saturday and Sunday News and Wednesday’s One Day Cricket- Australia v England Game 4 Session 2. CSI: NY made the top ten against all our demographics, with Entertainment Tonight also appearing in the top ten against People 18-39 and 25-39.
Oprah in Australia was NEW-10’s top programme, reaching an average audience of 195,000 viewers. The programme took top position against all our demographics except People 35-54 where it
dropped to second.Undercover Boss and Modern Family both made the top ten against People 18-39 and 25-39.
Sunday’s One Day Cricket – Australia v England Game 3 Session 2 took the top spot in the day time segment, reaching 143,000 viewers, followed by Ten News at Five with 131,000 and One Day Cricket – Australia v England Game 4 Session 2 with 122,000 viewers.
TOP 10 ADVERTISING CATEGORIES 2010
Retail
Motor Vehicles
Entertainment & Leisure
Finance
Real Estate
Travel & Accommodation
Food
Communications
Insurance
Toiletries & Cosmetics
ADEX SNAPSHOT OF 2010
January to December 2010 YOY:
• Total Media grew 11%
• Metro TV grew 14.7%
($’s in 000’s) MTV RTV M.PRESS R.PRESS Mags Radio OOH Cinema Online
Jan-Dec ’10 3,067 842 2,732 399 1,035 666 507 77 517
Jan-Dec ’09 2,674 750 2,538 379 989 607 414 70 448
2011 MEDIA FORECAST
MagnaGlobal, a division of Mediabrands (joint venture between Initiative and Universal McCann), has an updated forecast for media expenditures for 2011. Growth is forecast in media expenditures by 7.8%.
Among the important factors contributing to the 7.8% increase next year, predictions are for 4.5% growth across the TV sector with subscription TV stepping in line with the rate of growth of free-to-air television as competition increases.This growth rate will lift the total television market above the $4 billion mark for the first time. Ten years previously, the total TV market was $2.5 billion.
Newspapers are expected to grow by 2.5% and magazines by 5%, a slightly slower growth rate for magazines than in 2010. In the years beyond 2011 both print sectors face major challenges in maintaining healthy growth.
Once again the major percentage growth areas are in the Internet channels where search will grow by 30.6% and online video by 54.8%. This year, radio isexpected to grow 3% and out of home by 10%.
BBC
The BBC plans to launch a TV service for Apple’s iPad, whichwill roll out midway through 2011. To date the specific programmes which willbe available haven’t been nominated nor how much the subscription service willcost. The BBC is also considering making the service available online.
ONLINE SHOPPING
According to a survey by Empathica of 11,000 North Americans, the majority of consumers prefer buying products in-store to doing so online. Turning to purchase habits, 21% of respondents agreed in-store experiences are typically better than the online equivalent, 15% took the opposite stance, and 36% stated these channels were evenly matched. Despite this, 69% favoured making most acquisitions in bricks and mortar outlets, while 22% afforded the web a parallel status.
One digital activity that has provedespecially popular is using comparison sites, as 72% of contributors have utilised the net to conduct research, monitor prices and complete transactions.An equal percentage had considered the merits of competing items via the internet before obtaining the appropriate brandinashop.
AUSTRALIAN SHOPPING REPORT
This report also found that consumers use online comparison shopping sites prior to making decisions. Comments were made which liken online and offline retail channels as being at war with each other. Unlike the North American survey, the conclusion drawn was that online shopping will go from strength to strength as a result of the seeming appetite foronline shopping.
CHILDREN’S MEDIA HABITS
Roy Morgan research has concluded that children 6-13 years of age spend more time watching TV (14 hours, 48 minutes/week) than using any other medium. The internet was second registering 7.8 hours/week, followed by radio at 2.6 hours and magazines and newspapers at .7 and .3 respectively.
