INITIATIVE MEDIA WEEK IN REVIEW: JULY 27 – AUGUST 2

TELEVISION

Top 5 Prime Time Programmes – People 18-39

1. Wednesday    1930-2000    RSPCA Animal Rescue    TVW-7    12.9

2. Monday    2000-2030    The Force – Behind The Line    TVW-7    12.7

3. Wednesday    1930-2130    So You Think You Can Dance    NEW-10    12.2

4. Monday    2130-2230    Criminal Minds    TVW-7    11.9

5. Saturday    1830-1930    Australia’s Funniest Home Videos    STW-9    11.8

Top 5 Prime Time Programmes People 25-39

1. Monday    2000-2030    The Force – Behind The Line    TVW-7    17.2

2. Wednesday    1930-2000    RSPCA Animal Rescue    TVW-7    14.9

3. Saturday    1830-1930    Australia’s Funniest Home Videos    STW-9    14.5

4. Wednesday    1930-2000    So You Think You Can Dance    NEW-10    14.4

5. Tuesday    1930-2030    Wipeout    STW-9    13.9

Top 5 Prime Time Programmes People 25-54

1. Monday    2000-2030    The Force – Behind The Line    TVW-7    16.5

2. Sunday    1830-1930    Made In China    TVW-7    15.4

3. Monday    2030-2130    City Homicide    TVW-7    15.3

4. Sunday    1800-1830    Seven News    TVW-7    14.8

5. Monday    1930-2000    Border Security – Australia’s Front Line    TVW-7    14.6

Top 5 Prime Time Programmes People 35-54

1. Monday    2030-2130    City Homicide    TVW-7    16.8

2. Monday    2000-2030    The Force – Behind The Line    TVW-7    16.8

3. Monday    1930-2000    Border Security – Australia’s Front Line    TVW-7    16.4

4. Sunday    1800-1830    Seven News    TVW-7    16.1

5. Sunday    1830-1930    Made In China    TVW-7    15.8

TVW-7 won the week overall (0600-2400) for Total People with acommercial share of 43.1%, followed by NEW-10 with 28.9% and STW-9 with28.0%.

For the third week in a row TVW-7 had fourteen of the topfifteen programmes for Total People which included The Force – BehindThe Line, Border Security – Australia’s Front Line, RSPCA AnimalRescue, News, Today Tonight, City Homicide, Medical Emergency, The One– Australia’s Greatest Psychic, Made In China and Better Homes &Gardens. The Force- Behind The Line was once again the top ratingprogram with a Total People audience increase of 4.3%. The surpriseprogramme for the week was TVW-7’s Sunday hour long special Made InChina, featuring Vietnamese comedian Anh Do, which was the second mostwatched show amongst People 25-54. The series final of Lipstick Jungleon TVW-7 was not enough to bring it back from the brink with only44,000 people watching, down 40.5% from the previous week. GhostWhisperer on TVW-7 had its series return on Thursday with an averageaudience of 148,000 people.

STW-9’s only programme in the topfifteen for Total People was 60 Minutes with an average audience of211,000 – an audience increase of 1.8%. Ladette to Lady on STW-9 alsohad its series final with an increase in Total People of 27.0%.

NEW-10continues to dominate the top rating Daytime shows with the Ten News AtFive taking out three of the Top 5 spots for Total People. The Sundayafternoon match on TVW-7, Port Adelaide vs Fremantle proved to be a toprating programme amongst Total People with 143,000 tuning in to see theDockers win. Once again WA proves it is an AFL state, with Saturday’sLive telecast of the second Bledisloe Cup between Australia and NewZealand on TVW-7 having a Total People audience of only 68,000 andplacing below NEW-10’s afternoon AFL match Adelaide vs Carlton with13,000 less viewers.

RADIO

The radio survey results were released this week – results as follows for Survey #5, 2008:

                                    Perth Commercial Station Shares (including JJJ)

                                    Survey #5, 2008: Monday – Sunday 0530-2400

                              94.5FM   92.9FM  96FM    NOVA    6PR      6IX       JJJ

People 18-39    17.2%    24.5%    20.1%    19.6%    2.5%    2.0%    14.2%

People 25-39    18.0%    20.3%    22.5%    18.2%    3.4%    2.5%    15.0%

People 25-54    28.1%    18.0%    18.7%    15.1%    6.0%    4.7%    9.5%

People 35-54    36.6%    16.1%    15.7%    12.2%    8.3%    6.1%    5.0%

                                    Perth Commercial Station Shares (including JJJ)

                                     Survey #4, 2008: Monday – Sunday 0530-2400

                              94.5FM   92.9FM  96FM    NOVA    6PR      6IX       JJJ

People 18-39    17.4%    26.5%    18.7%    22.2%    2.0%    0.7%    12.4%

People 25-39    21.8%    21.1%    20.8%    18.6%    3.0%    0.7%    13.9%

People 25-54    30.2%    17.8%    18.7%    14.2%    5.4%    5.0%    8.7%

People 35-54    38.1%    15.0%    17.4%    11.1%    7.6%    7.4%    3.4%

•94.5FM remains the number one station for People 10+ even with adecrease of 0.3% in share from last survey.  The most significant gainwas an increase of 6.7% with People 18-24.

• 92.9 managed to retaintheir number two position against People 10+, even with a decrease of1.0%, and are number one with People 18-39. Hamish and Andy continue todominate Drive, retaining their number 1 position, even with a decreaseof 2.1% for People 10+.

• 96FM experienced increases against all ourdemos except People 25-54 where it remained steady with an 18.7% share.They are now the number one station for People 25-39.

• Nova 93.7has decreased their share for People 18-39 & 25-39. They remain insecond position with People 18-24 and have moved away from 94.5FM withPeople 10-17 to become the number two station.

• 6PR increased sharewith all demographics, and are still number one People 55+. Their driveprogram also had an increase of 2.0%.

• 6JJJ gained audience shareagainst People 10+, 10-17 and 18-24. Their most significant gain waswith People 18-24, an increase of 2.8%.

FTA ONLINE

TheSeven Network is moving Home & Away online during the show’sOlympics hiatus. Commencing August 4 for four weeks, Yahoo 7 will hostwww.SummerBayonline.com.au, as a cross between an online drama and aninteractive game. It’s a move which precedes the online build forNine’s upcoming drama series Scorched, which has significant onlineelements built in as part of the show.

REGIONAL TV GROWTH

Accordingto Free TV Australia, regional TV has continued to grow experiencing anincrease in total advertising revenue of 2.5% for January to June. Thiswas the sixth consecutive half year period that the regional TVnetworks posted YOY revenue growth. Regional Queensland enjoyed thehighest growth over the past 3 years with a 24% increase followed byregional NSW (+12%), Victoria (+17%), WA (+12%), South Australia (+7%)and TAS/NT (combined 16%).

ABC RATINGS SUCCESS

T
he lastepisode of The Gruen Transfer was telecast this week and it was thehighest rating episode of the series. The ABC show captured 1.45mviewers nationally with 471,000 people tuning in, in Sydney, 472,000 inMelbourne, in Brisbane 237,000, in Adelaide 133,000 and in Perth137,000 people. It won its 9pm timeslot nationally and in the Sydneyand Melbourne market and ranked as the fourth most-viewed show onfree-to-air networks on its last night, making it the highest ratingABC programme in Sydney for this year.

EXCITING RADIO ANNOUNCEMENT

Ina MEDIA V Newsroom Media Release, new narrowcast radio technology wasannounced which allows advertisers to target pre-selected suburbs,streets or even individual premises.                  

Informallydubbed “fencing”, the system represents a major shift for the radiomedia landscape and promises to deliver more favourable R.O.I. toadvertisers by providing easily determined segments within traditional“broadcast” markets.

PRICEWATERHOUSECOOPER STUDY

Accordingto a study called ‘World Digital Media Trends 2008’ published by theWorld Association of Newspapers, TV is expected to retain the largestmarket share in 2011 – taking 37% of ad spend, however, online ispredicted to enjoy growth rates three times higher than any othermedium. Its value is set to increase from $9 billion in 2002 to $73.1billion in 2011, and from a share of less than 3% to 14% worldwide.During this period print and radio are expected to register a drop inshare, but an uplift in revenue.