Initiative Media Week in Review: Jan 30 – Feb 5

TELEVISION

Top 5 Prime Time Programmes – People 18-39Sunday

1.  Sunday    1830-1930     The Biggest Loser Families – Launch                    NEW-10    14.6

2.  Sunday      1931-2000     Modern Family                                                      NEW-10    12.7

3.  Sunday      2000-2030     Modern Family EP2                                              NEW-10    12.6

4.  Sunday      2030-2130     Hawaii Five-0                                                        NEW-10    11.3

5.  Thursday   1930-2030     The Biggest Loser Families – Trainers’ Weigh-In NEW-10      10.5

Top 5 Prime Time Programmes People 25-39

1.  Sunday        1830-1930     The Biggest Loser Families – Launch                  NEW-10    16.7

2.  Sunday        1931-2000     Modern Family                                                      NEW-10    16.2

3.  Sunday        2000-2030     Modern Family EP2                                              NEW-10    16.0

4.  Sunday        2030-2130     Hawaii Five-0                                                        NEW-10    14.2

5.  Thursday     1930-2030     The Biggest Loser Families – Trainers’ Weigh-In NEW-10      11.9

Top 5 Prime Time Programmes People 25-54

1.  Sunday        2030-2130     Hawaii Five-0                                                        NEW-10    14.2

2.  Sunday        1830-1930     T
he Biggest Loser Families – Launch                   NEW-10    13.3

3.  Sunday        2000-2030     Modern Family EP2                                               NEW-10    13.1

4.  Sunday        1931-2000     Modern Family                                                       NEW-10    12.4

5.  Sunday        1900-1930     News                                                                     TVW-7       12.1

Top 5 Prime Time Programmes People 35-54

1.  Sunday        2030-2130     Hawaii Five-0                                                       NEW-10    16.1

2.  Sunday        1800-1830     News                                                                   TVW-7       14.8

3.  Tuesday       1930-2030     My Kitchen Rules                                                TVW-7      13.1

4.  Mon-Wed     1800-1830     News                                                                   TVW-7       12.5

5.  Sunday        1830-1930     The Biggest Loser Families – Launch                  NEW-10     12.3

TVW-7 won the week overall (0600-2400) for Total People with a  commercial share of 30.1%, followed by NEW-10 – 22.7%, STW-9 – 22.0%,  Eleven – 5.1%, 7Mate – 5.0%, 7Two – 4.8%, GO! – 4.5%, GEM – 4.5% and ONE with 1.3%.

The top performing programme for the week against Total People was the  Sunday News on TVW-7 which reached an average of 246,000 viewers. Other programmes to make the top fifteen on TVW-7 included News, Today Tonight, and the return series of My Kitchen Rules on Monday (154,000 viewers) and Tuesday (169,000 viewers). The week also saw the return series of Brothers and Sisters, Parenthood, Criminal Minds, City Homicide, Grey’s Anatomy and Desperate Housewives on TVW-7. They failed to make the top thirty against Total People. Parenthood and Grey’s Anatomy both made the top ten with People 25-39, and Grey’s also delivered ratings in the top 10 for 18-39 year olds.

One Day Cricket – Australia v England Game 5 Session 2 was STW-9’s only programme to make the top fifteen against Total People, with an average  audience of 151,000 viewers. A new series, #### My Dad Says debuted on STW-9 but did not make the top thirty for Total People.

This week
saw the return series of NCIS: Los Angeles and House plus the launch of three new series – The Biggest Loser Families, Blue Bloods and Hawaii Five-0. The latter was NEW-10’s top performing show, reaching an average audience of 208,000 viewers, followed by NCIS with 192,000  viewers and Blue Bloods with 148,000. NEW-10 took the top seven positions against People 18-39 with The Biggest Loser Families – Launch, Modern Family, Modern Family EP2, Hawaii Five-0, The Biggest Loser Families – Trainers’ Weigh-In, The Biggest Loser Families – Challenge and The Biggest Loser Families – First Weigh In.

Sunday’s One Day Cricket – Australia v England Game 5 Session 2 took the top spot in the daytime segment with an average audience of 152,000  viewers, followed by Ten News at Five and in third position the One Day Cricket – Australia v England Game 5 Session 1 with an average 125,000 viewers.

ONLINE STUDY

According to ComScore, one of the five measurement companies vying for the contract for an Online Audience Measurement System, local websites could be overstating their unique browsers by as much as 2.7 times. The study found that each month 28% of Australian users delete cookies. It also found that each month 37% of Australian internet users delete cookies deposited by advertising. That means that advertising servers using cookies to measure a campaign’s reach and frequency can overstate reach by 5.7 and understate frequency by the same degree.

OUTDOOR STUDY

APN Outdoor has engaged in a study of the impact of advertising at train stations on commuters. The study was based in Sydney and Melbourne and was a combination of an online study, eye-tracking research and neuro technology. Top line results were:

• An average of 11.9 minutes is spent on rail platforms daily.
• 21% of that time is spent looking at ads
• Brand preference increases by 9% after 3 minutes of viewing.

INNOVATIVE OUTDOOR

In Adelaide a bus stop has been converted into a mini cinema with seating. It will screen content from the Adelaide Film Festival.

BODY+SOUL WEBSITE

News Ltd has launched a dedicated website for its Sunday Body+Soul insert. The website will be updated daily and will be an extension of the current lift-out.

MOBILE PHONE USEAGE

Internationally, consumers are expected to dramatically increase their mobile data usage in the next five years, a trend driven by tablets and online video. One Networking company, Cisco, has predicted the transfer of information via wireless handsets to rise 26 times over – or by 92% annually – between now and 2015. Overall, the top 1% of users were responsible for 21% of activity last year, down from 30% in the prior 12 months. Smartphones, tablets, and to a lesser extent laptops, will be the main drivers of uptake going forward, taking a collective 87% share by 2015. The iPhone and similar alternatives held a 13% market share but contributed 78% of traffic. Tablets also generated five times more traffic than the median smartphone. Smartphone ownership should increase 24% in this period, an amount standing at 79% for portable gaming consoles and 105% for tablets.

BABYBOOMERS

In the USA, Kimberly-Clark, Walgreens, Ocean Spray and Sherwin Williams are among the major companies modifying their marketing and advertising approach to meet the needs of baby boomers. According to the US Census Bureau, the number of Americans aged 65 years old or more should surpass 80m by 2050, compared with approximately half that figure in 2010. Research shows that 60% of boomers who are near 65 claim to feel much younger than their actual age therefore the companies don’t do anything to remind them that they are getting older rather just point out the benefits of the product.

US SURVEY ON MEDIA HABITS

A US research firm surveyed 2,000 people aged 14-75 years of age, in order to gain insights into how attitudes and behaviours are changing. Summary of results as follows:

• When picking their preferred media activity, 71% of Americans selected watching TV.
• 74% of the sample primarily watched a normal TV set, although 37% of 22-27 year olds accessed television content via the web between five and seven times a week.
• 86% of shoppers said TV ads exerted the strongest influence on purchase decisions, followed by online with 50%, magazines’ 46%, newspapers’ 40% and radio’s 27%.
• Simultaneous media use is on the rise, with75% of people regularly utilizing another medium while the television is on. 42% of consumers  combined surfing the net with this pastime, falling to 29% for cellphones and other mobile gadgets, and 26% concerning sending instant messages or texts.
• 46% of individuals said that online was their medium of choice.
• 85% of consumers possess a desktop PC, a total standing at 68% for laptops or notebooks, and 41% log on to the web through a mobile phone.
• 33% of American households now own a smartphone.
• 17% of the panel preferred smartphones to all competing media, with 9% watching video using this route, 7% reading newspapers and 5% streaming TV shows.
• It appears that people still enjoy reading magazines as the figure has sat on 70% since 2007, and 80% of this group still willingly choose physical over digital editions.