Initiative Media Week in Review: February 13 – 19

February 25 2011, 8:20 am | BY Martin Trevaskis | No Comments

TELEVISION

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Top 5 Prime TimeProgrammes – People 18-39

1.Tuesday 2040-2140 Packed to The Rafters TVW-7 13.7

2.Wednesday 1940-2040 My Kitchen Rules TVW-7 12.5

3.Tuesday 1930-2030 My Kitchen Rules TVW-7 11.5

4.Thursday 2000-2030 How I met your Mother TVW-7 10.4

5.Monday 1930-2030 My Kitchen Rules TVW-7 10.3

Top 5 Prime TimeProgrammes People 25-39

1.Tuesday 2040-2140 Packed to The Rafters TVW-7 17.4

2.Tuesday 1940-2040 My Kitchen Rules TVW-7 15.9

3.Tuesday 1930-2030 My Kitchen Rules TVW-7 15.5

4.Monday 1930-2030 My Kitchen Rules TVW-7 12.5

5.Thursday 2000-2030 How I met your Mother TVW-7 12.5

Top 5 Prime TimeProgrammes People 25-54

1.Tuesday 2040-2140 Packed to The Rafters TVW-7 15.0

2.Tuesday 1930-2030 My Kitchen Rules TVW-7 14.3

3.Wednesday 1940-2040 My Kitchen Rules TVW-7 13.3

4.Monday 1930-2030 My Kitchen Rules TVW-7 10.4

5.Thursday 2000-2030 How I met your Mother TVW-7 9.1

Top 5 Prime TimeProgrammes People 35-54

1.Tuesday 1930-2030 My Kitchen Rules TVW-7 14.9

2.Tuesday 2040-2140 Packed to The Rafters TVW-7 14.3

3.Wednesday 1940-2040 My Kitchen Rules TVW-7 13.8

4.Monday 1930-2030 My Kitchen Rules TVW-7 11.0

5.Sunday 2000-2030 The Force – Behind the Line TVW-7 10.7

TVW-7 won the week overall (0600-2400) for Total People witha commercial share of 32.9%, followed by NEW-10 with 21.6%, STW-9 – 19.4%,Eleven – 5.8%, GO! – 5.3%, 7TWO – 5.0%, GEM – 4.5%, 7Mate – 4.3% and ONE with 1.2%.

The top performing programme for the week against Total People was TVW-7’sPacked to The Rafters with an average audience of 225,000 viewers followed byTuesday’s My Kitchen Rules with 193,000 viewers and Wednesday’s My KitchenRules in third position also with 193,000 viewers. Other programmes to make thetop twenty on TVW-7 were News, Today Tonight, Criminal Minds, The Force -Behind the Line, Home and Away and Monday’s Bones Network Seven’s strongTuesday night line up saw the station take 30% share for the night, with Packedto The Rafters and My Kitchen Rules taking 1st and 2nd position nationally forall reported demographics for the second week in a row.

Locally, Packed to TheRafters gained 30,000 viewers week on week against Total People. The Force -Behind the Line dropped 50,000 viewers from the previous week but still remainsin the top fifteen programmes.

STW-9’s Underbelly Mini Series: Infiltrationlost 38,000 viewers from last week’s Underbelly: Tell Them Lucifer Was Here.Nine’s new show $#*! My Dad Says also lost 29,000 viewers this week and awhopping 257,000 viewers nationally. This programme is up against Ten’s Gleeand Seven’s My Kitchen Rules – both solid shows.

STW-9’s most popularprogrammes with People 18-39, 25-30 and 25-54 were The Big Bang Theory andUnderbelly Files – Infiltration. Their top programme against Total People wasThursday’s News followed by CSI: Crime Scene Investigation.

NEW-10’s topprogrammes for the week were NCIS with an average audience of 159,000 viewers,Glee, The Biggest Loser Families – Contest, Temptation and Weigh-In &Elimination. Hawaii Five-O has suffered yet another blow losing 17% of itsaudience versus the week prior to average 826,767 viewers nationally. Locally, itremained static with an average audience of 109,000 viewers.

The MichaelJackson-themed Glee episode, featuring their rendition of Thriller, on Mondaynight was Ten’s only programme in the top ten nationally delivering 1.1 millionviewers (nearly doubling viewers week on week). Locally the programme gained55,000 from the previous week. NCIS was up 14,000 against Total People week onweek.

Ten News at Five dominated the day time segment against Total People withfive of the top positions followed in sixth place with TVW-7’s Deal or no Deal.

“OVERNIGHT RATINGS”

Peak Night snapshot for the first twoweeks in the metro markets

The Primary Channels – 5 Cap cities

Seven Network (5 caps) is the least affected network YOY interms of audience decline – it’s down 1.8% against Total People. P16-39 and P25to 54 are both down 4.2% and 4.7% respectively.
Ten Network is down 11.8% against Total People and down 20.3%against P16-39. People 25 to 54 are also down 12.5% YOY.
Nine is down 11.9% YOY against Total People and down 15.6%for People 16 to 39.

The Digital Channels – 5 Cap cities

7TWO has grown 41.9% against Total People driven by People55+ which is up 128.5% while it shed P16-39 (-38.3%) and P25-54 (-12.8%).
GO! continues to travel well up 14.9% against Total Peopleand growing against P16-39 (13.4%).
ONE is also showing growth against most demos, Total Peopleare up 15.5%, oddly Men 25-54 has contracted (-3.0% YOY).

Total Networks YOY – 5 Cap Cities

Seven YOY is up 13.0% YOY against Total People. It’s also up10.5% for P16-39.
Nine Network has managed only 1% growth YOY against Total People,and experienced declines in P16-39 (-1.1%)and P55+ (down 3.5%).
Ten is up 7.1% against Total People, P16-39 are up 1.9% and People 25-54 are up 7.2%.
Total Commercial TV is up 7.2%, with all demos showinggrowth YOY.

JANUARY 2011 – MASH REPORT

Keeping in mind that January is quite a volatile month dueto retail sales and sports broadcast activities which impact the shape andvolume of spend, the following is the topline.

Top 20 Advertiser/Group

Total spend for this group is up 8% YOY for January.
45.9% of total spend is against TV while print captures32.9%
Online represents 8.1% of total spend
GSK had the greatest rate of growth, up 168% YOY which wasfuelled by Panadol and Nicabate
Overall 11 clients grew, while 9 contracted.
Unilever had the greatest rate contraction, down 29% YOY forthe month of January.

Top 20 Category Sectors

Total spend for this group is up 2% YOY for January.
Print is the dominant medium attracting 43.2% of spend whileTV captures 38.3%
Online represents 5.4% of total spend
Overall 12 categories grew, while 8 contracted.
Pharmaceutical led the rate of growth with 36% YOY.
While Beverages – Alcoholic grew 22%, Non-Alcoholiccontracted 31% YOY.

Top 20 Categories

Total spend for this group is up 5% YOY for January.
Print is the dominant medium attracting 51.6% of spend -driven by a number of retail categories, real estate categories and motorvehicles
TV captures managed to capture just 34.7% while onlinerepresented just 2.9% of total spend.
Overall 16 categories grew.
- Motor Vehicles: Manufacturer Dealer Groups +54%
- Entertainment & Leisure: Film Distributors+28%
- Finance: Corporate/Sponsorship +20%
- Communications: Mobile Communications +18%
Just 4 categories contracted

Recruitment: Recruitment -12%
Real Estate: Development/Management -8%
Travel/Accommodation: Travel Agents-Service/Tour -7%
Retail: Supermarkets/Food/Household Supplies -6%

Reminder – Nielsen’s figures are estimates only andrepresent close to 70% of total expenditure within Australia.

NEW MAGAZINE

ACP Magazines is launching a new men’s magazine called UltimateFighting Championship Magazine. They are purported to be spending $1 million on a multi-media advertisingcampaign incorporating TV, print, POS and online. The initial print run is for120,000 copies and the magazine will be printed 10 times a year with a coverprice of $6.95.

ROY MORGAN TV POLL

A poll on children 6 – 13 found the following:

62% of girls and 59% of boys agreed with the statement that”some TV advertising is sneaky”
48% of girls and 44% of boys said that nearly all TVadvertising annoys them
Conversely, 88% of girls and 89% of boys said that they likefunny ads on TV.

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