Initiative Media Week in Review March 20 – 26
TELEVISION
Top 5 Prime Time Programmes – People 18-39
1. Tuesday 1930-2040 My Kitchen Rules TVW-7 13.9
2. Tuesday 2040-2140 Winners and Losers TVW-7 12.6
3. Tuesday 1930-2040 My Kitchen Rules TVW-7 13.9
4. Wednesday 1940-2040 My Kitchen Rules TVW-7 10.7
5. Sunday 2000-2040 The Force TVW-7 9.6
Top 5 Prime Time Programmes People 25-39
1. Tuesday 1930-2040 My Kitchen Rules TVW-7 17.9
2. Tuesday 2040-2140 Winners and Losers TVW-7 15.5
3. Monday 1940-2040 My Kitchen Rules TVW-7 15.3
4. Wednesday 1940-2040 My Kitchen Rules TVW-7 13.8
5. Sunday 2000-2040 The Force TVW-7 11.5
Top 5 Prime Time Programmes People 25-54
1. Tuesday 1930-2040 My Kitchen Rules TVW-7 15.2
2. Tuesday 2040-2140 Winners or Losers TVW-7 15.1
3. Tuesday 1930-2040 My Kitchen Rules TVW-7 12.4
4. Wednesday 1940-2040 My Kitchen Rules TVW-7 12.2
5. Sunday 2000-2040 The Force TVW-7 11.5
Top 5 Prime Time Programmes People 35-54
1. Tuesday 2040-2140 Winners and Losers TVW-7 16.0
2. Tuesday 1930-2040 My Kitchen Rules TVW-7 15.9
3. Sunday 1800-1830 News TVW-7 12.9
4. Wednesday 1940-2040 My Kitchen Rules TVW-7 12.8
5. Tuesday 2040-2140 NCIS NEW-10 11.7
TVW-7 won the week overall (0600-2400) for Total People witha commercial share of 31.7%, followed by NEW-10 with 21.8%, STW-9 – 17.4%, GO! -6.0%, 7TWO – 5.5%, Eleven – 5.4%, Gem – 4.9%, 7Mate – 4.2% and ONE with 3.2%.
The top performing programme for the week against Total People was TVW-7’s Sunday News with an average audience of 225,000 viewers followed by Tuesday My Kitchen Rules with216,000 viewers. TVW-7 had seventeen of the top twenty programmeswhich included News, Winners
and Losers, The Force – Behind the Line, Today Tonight, Criminal Minds, My Kitchen Rules, Border Security – Australia’s Front Line, Sunday Night, Better Homes and Gardens and How I Met your Mother. Seven Network launched their new programme, Winners and Losers, on Tuesday night, replacing Packed to The Rafters. The programme won the evening, nationally, against Total People with an average audience of 1.6 million viewers. Locally, the average audience reached 209,000 viewers.
STW-9’s top programme for the week against Total People was Tuesday’s Big Bang Theory followed by 60 Minutes. The Million Dollar Drop averaged 492,678 viewers nationally (down 47%) and 100,000 locally. It only aired in four markets which might explain the massive loss. The show was pulled from Melbourne’s schedule due to the AFL coverage on Ten.
NEW-10’s programmes to make the top twenty against Total People were NCIS with an average audience of 167,000 viewers and Glee with 132,000 and The Biggest Loser – Contest with 129,000 viewers. NEW-10’s Saturday AFL: Fremantle vs Brisbane Lions attracted 100,000 viewers and made the top fifty programmes against Total People.
Ten News at Five dominated the top four positions in the daytime segment followed in fifth place by TVW-7’s Deal or no Deal
METRO RADIO SURVEY 2/2011
Commercial Radio Station Shares (including JJJ)
Survey #2, 2011: Monday – Sunday 0530-2400
|
|
94.5FM |
92.9FM |
96FM |
NOVA |
6PR |
6IX |
JJJ |
|
People 18-39 |
12.7% |
20.7% |
16.8% |
20.3% |
3.1% |
1.6% |
24.7 |
|
People 25-39 |
14.0% |
19.3% |
17.4% |
19.7% |
4.4% |
2.0% |
23.2 |
|
People 25-54 |
22.7% |
15.6% |
17.6% |
14.7% |
8.9% |
6.6% |
13.9% |
|
People 35-54 |
28.1% |
12.8% |
18.0% |
12.2% |
11.4% |
9.6% |
7.9% |
Commercial Station Shares (including JJJ)
Survey #1, 2011: Monday – Sunday 0530-2400
94.5FM are still the number one station with People 10+. The station lost share against all our demographics except People 65+ (2.2%), however, maintained number one position with People 40-54 and 55-64.
92.9 remain second in the Perth market and number one with People10-17 despite losing 5.0%, and also number one (for commercial stations) 18-24 year olds. They increased share in Breakfast and Afternoon sessions and decreasedshare across all other day parts. The new Drive segment with Fifi and Jules sawa further 0.6% decrease from Survey 1.
96FM increased share against People 18-24, 25-39, 40-54 and55-64. They increased share across all day parts except Evening (-1.9%). The new Breakfast show with Ugly Phil, Fitzi, Matt and Carmen, remained the same (8.8%) from the previous survey.
Nova 93.7 increased share against People 10+ (1.2%) to takethird position. They had an incredible increase against People 10-17 of 13.0%. They also enjoyed increases across all day parts except evening. The new Drive segment with Wippa and Fitzy increased 1.7% from last survey. Nova moved into the number one position (for commercial stations) for People 25-39 with a 1.6% increase. They had their best overall result since Survey 4, 2010.
6PR remain number one for People 65+ despite a slight decrease of 1.1%. They increased share against People 25-39, 40-54 and 55-64 and across all day parts except Afternoon.
6IX lost 0.5% share overall. They had slight increases with People 10-17, 18-24, 40-54 and 65+. They lost share across all day parts except Evening.
6JJJ gained share with People 18-24 and 25-39 and are thenumber one station against these two demographics.
FEBRUARY MASH REPORT
Top 10 Advertiser Groups (Year to Date)
- Wesfarmers Ltd
- Woolworths Ltd
- Harvey Norman Holdings Ltd
- Commonwealth Government
- NSW Government
- Commonwealth Bank
- Victoria Government
- Nestle Australia/L’Oreal
- SingTel Group
- Unilever Australia
Top 10 Categories (Year to Date)
- Retail
- Motor vehicle
- Entertainment & Leisure
- Real Estate
- Travel/Accommodation
- Finance
- Food
- Recruitment
- Communications
- Services
On a year to date basis (2 months), GlaxoSmithKline showedthe largest increase in doubling their spend versus last year but this is off a relatively low base compared to the other advertisers in the top 20. Nine Entertainment Company was up 50% YTD highlighting the level of support appearing in ACP Magazines on the back of the new 9 Network 2011 programme schedule. Interestingly, the Commonwealth Government spend was up 21% versus the same time last year and the NSW Government estimated spend after 2 months was up 10% versus last year – a precursor to the March 26 State Election.
The major advertiser categories followed a similar pattern to the top advertisers with an almost equal number of increases versus decreases. The largest increases were attributed to Community/Public Service (+35%), Pharmaceutical (+31%) and Building and Construction (+23%). Across the 2 months, Pharmaceutical (+34%) and Community/Public Service (+24%) were the strongest. The largest category – Retail – was flat year on year, however, the total spend is a substantial $300m after 2 months.
An interesting observationis as we are now comparing 2011 to 2010 we are not seeing the significant percentage increases that we saw through the course of last year. That is, 2010 is a much stronger base to work from so therefore in percentage terms the number of advertiser and category increases is not as significant as reported last year. Of the top 20 advertisers, 9 showed increases in February compared to last year and 11 were down year on year according to spend estimates. In percentage terms, the largest increase was attributed to Procter & Gamble (+31%). Nine Entertainment Co and SingTel who both increased by 29%.
US RESEARCH ON MEDIA AD SPEND GROWTH
According to the latest research from eMarketer (published in Ad Age), advertisers are spending more than ever on the broadcast networks and cable, around $60.5 billion on commercial time this year, making TV the richest media segment, with 39.1% of all ad spending. This is an increase of .5% from 2010. The research attributes the share growth not only to the “recovering economy,” but also found the industry is expanding at the expense of other media, specifically newspapers and magazines, and to some degree the internet. The internet is consuming ever more of our waking moments, not to mention ever more ad spending, but that doesn’t mean that traditional media is the loser. At least not when “traditional media” means TV.
The durability and growth of TV has to come as a surprise to many who predicted that TV dollars would shift to the web along with the growing amount of time consumers spend entertaining themselves on Facebook, Hulu and YouTube. EMarketer estimates that $64.5 billion will be spent on TV advertising next year, almost double the amount marketers will spend on the internet.
