Initiative Media Week in Review: February 6 – 12
TELEVISION
Top 5 Prime Time Programmes – People 18-39
1. Wednesday 1940-2040 My Kitchen Rules TVW-7 12.5
2. Tuesday 1940-2040 My Kitchen Rules TVW-7 11.8
3. Tuesday 2040-2140 Packed to The Rafters TVW-7 11.6
4. Sunday 1930-2000 Modern Family NEW-10 11.3
5. Sunday 1830-1930 Biggest Loser Families – Weigh in & Elim. NEW-10 11.0
Top 5 Prime Time Programmes People 25-39
1. Wednesday 1940-2040 My Kitchen Rules TVW-7 17.4
2. Tuesday 1940-2040 My Kitchen Rules TVW-7 16.1
3. Tuesday 2040-2140 Packed to The Rafters TVW-7 15.8
4. Sunday 1930-2000 Modern Family NEW-10 13.0
5. Thursday 2040-2140 Grey’s Anatomy TVW-7 12.1
Top 5 Prime Time Programmes People 25-54
1. Tuesday 1940-2040 My Kitchen Rules TVW-7-15.0
2. Tuesday 2040-2140 Packed to The Rafters TVW-7-13.9
3. Wednesday 1940-2040 My Kitchen Rules TVW-7-13.9
4. Sunday 1800-1830 News TVW-7-12.7
5. Sunday 1930-2000 Modern Family NEW-10-11.1
Top 5 Prime Time Programmes People 35-54
1. Sunday 1800-1830 News TVW-7 15.8
2. Tuesday 1940-2040 My Kitchen Rules TVW-7 14.9
3. Wednesday 1940-2040 My Kitchen Rules TVW-7 13.8
4. Tuesday 2040-2140 Packed to The Rafters TVW-7 13.3
5. Sunday 2000-2030 The Force – Behind the Line TVW-7 12.9
TVW-7 won the week overall (0600-2400) for Total People with a commercial share of 31.0%, followed by STW-9 with 22.2%, NEW-10 – 21.1%, 7TWO – 5.1%, Eleven – 5.0%, GO! – 4.8%, 7Mate – 4.6%, GEM – 4.2% and ONE with 2.0%.
The top performing programme for the week against Total People was Sunday News on TVW-7 with an average audience of 270,000 viewers followed by Wednesday’s My Kitchen Rules which captured 201,000 viewers. TVW-7 had thirteen of the top fifteen programmes and these included Tuesday’s My Kitchen Rules, The Force – Behind the Line, Packed to The Rafters, Today Tonight, Border Security – Australia’s Front Line, Criminal Minds and Monday’s My Kitchen Rules. Seven had a successful launch with old favourites, The Force and Border Security on Sunday night, taking out the 3rd and 4th spot nationally with 1.3 million and 1.2 million respectively. Locally, The Force delivered an average of 198,000 viewers and Border Security hit 166,000 viewers against Total People. The week saw the return series of Bones and Castle. All of Seven’s 6pm to 9.30pm Sunday programmes delivered average audiences of over 1 million viewers nationally. This resulted in the Seven Network winning the night with a 24.1% share.
Underbelly on the Nine Network was the flavour of Monday night, with “Tell them Lucifer was Here” reaching an average audience of 1.37 million viewers nationally against Total People. Locally it reached 136,000 viewers and ranked in the top twenty against Total People. This was the first of three Underbelly telemovies which are sure to build momentum as each episode airs. The week saw the return series of The Farmer Wants a Wife, Bondi Rescue, Good News Week, RPA Where are They Now and a new series Mike and Molly. All failed to make the top fifty programmes against Total People.
Although Sunday kicked off the ratings season, the Ten Network had a head start by launching some of their key properties a week earlier during Seven and Nine’s sport commitments. After a promising launch of 1.2 million the week prior, Hawaii Five-O experienced a 20% audience decline nationally, falling below the magic one million mark and a 52% decline locally. The Biggest Loser Families also stumbled, suffering a 20% audience loss averaging 1,080 million viewers nationally and 130,000 viewers locally. Top performing programmes on New-10 were Modern Family reaching an average audience of 154,000 viewers and Ten News at Five with 151,000 viewers.
Ten News at Five dominated the top three spots in the day time segment followed in fourth position by STW-9’s One Day Cricket – Australia v England Game 7 Session 2.
RADIO REVENUE UP
All five metropolitan markets experienced growth in January after a pleasing end result of 7.8% for 2010. Figures as follows:
- Sydney increased 2.6%
- Melbourne up 1.3%
- Adelaide grew 2.2%
- Brisbane was up 4.29%
- Perth grew 3.7%
BIGGEST CIRCULATION RISES – MAGAZINES (December 2010)
- Frankie – 32.5%
- Capture – 32.2%
- Campertrailer Australia – 28.3%
- The Monthly – 17.8%
- Runners World – 17.8%
BIGGEST CIRCULATION DECREASES – MAGAZINES (December 2010)
- Dolly – 26.5%
- Dmag – 20.0%
- Health Smart – 19.4%
- Grazia – 19.0%
- Earth Garden – 18.4%
BEST SELLING MAGAZINE TITLES (December 2010)
- Australian Women’s Weekly 486,179
- Women’s Day 385,016
- Better Homes and Gardens 384,512
- New Idea 316,527
- Reader’s Digest &
nbsp; 266,173 - That’s Life 261,311
- Super Food Ideas 255,256
- Take 5 217,281
- TV Week 187,822
- Cosmopolitan 150,346
Source: ABC
JANUARY MARKET GROWTH
Nielsen has released their top line expenditure for the month of January. Note Nielsen captures around 70% of total ad-spend in the Australian market and is based on their Estimates.
According to Nielsen total Adex grew 2.5% led by continued strength in the Metro TV market – up 10% YOY.
Regional TV is also up by 5.5%.
Print continues to struggle with regional press being the worst affected, down -10.9% YOY.
The weaker results in regional can be partially attributed to the string of natural disasters that occurred in January.
Cinema was down -8.5% YOY.
SMI – January YOY
Note SMI captures around 50% of total ad-spend within the Australian market and is based on actual expenditure made by major media agencies in Australia.
Total ad spend is up 9.8% for the month of January YOY.
Mediums showing the greatest rate of growth were OOH up 40.1%, Cinema up 18.3%, TV & Radio which are both up 10.4%.
Similar to Nielsen’s Adex print is down 4.1% for newspapers and down 2.7% for magazines.
Cinema is actually up out of media agencies by 18.3%.
