Initiative Media Week in Review: March 27-April 2

TELEVISION

Top 5 Prime Time Programmes – People 18-39

1. Tuesday          1930-2040       My Kitchen Rules                     TVW-7            11.6

2. Tuesday          2040-2130       Winners and Losers                 TVW-7            11.5

3. Monday           1930-2100       My Kitchen Rules                     TVW-7            11.0

4. Sunday            2013-2040       The Force – Behind The Line  TVW-7            10.3

5. Wednesday     1930-2040       My Kitchen Rules                     TVW-7            9.7

Top 5 Prime Time Programmes People 25-39

1. Tuesday          1930-2040       My Kitchen Rules                     TVW-7            15.3

2. Tuesday          2040-2130       Winners and Losers                 TVW-7            14.2

3. Monday           1940-2040       My Kitchen Rules                     TVW-7            14.1

4. Sunday            1930-2000       Modern Family                         NEW-10          12.4

5. Wednesday     1930-2040       My Kitchen Rules                     TVW-7            12.3

Top 5 Prime Time Programmes People 25-54

1. Tuesday          1930-2040       My Kitchen Rules                      TVW-7            13.1

2. Tuesday          2040-2130       Winners or Losers                     TVW-7            13.1

3. Monday           1930-2100       My Kitchen Rules                      TVW-7            12.5

4. Sunday            2013-2040       The Force – Behind The Line   TVW-7            11.7

5. Tuesday          2130-2210       Winners & Losers – EP 2          TVW-7            11.5

Top 5 Prime Time Programmes People 35-54

1. Tuesday          2040-2130       Winners and Losers                  TVW-7            13.7

2. Tuesday          2130-2210       Winners & Losers – EP 2          TVW-7            12.9

3. Tuesday          1930-2040       My Kitchen Rules                      TVW-7            12.7

4. Sunday            2013-2040       The Force – Behind The Line   TVW-7            12.0

5. Monday           1930-2100       My Kitchen Rules                      TVW-7            11.9

TVW-7 won the week overall (0600-2400) for Total People witha commercial share of 32.7%, followed by NEW-10 with 22.4%, STW-9 – 18.1%, 7TWO- 5.5%, Eleven – 5.3%, GO! – 4.9%, Gem – 4.6%, 7Mate – 4.0% and ONE with 2.6%.

Thetop performing programme for the week against Total People was TVW-7’s SundayNews with an average audience of 196,000 viewers. Other programmes to make thetop fifteen against Total People included Today Tonight, My Kitchen Rules,Winners and Losers, News, The Force – Behind the Line and Criminal Minds.Packed to The Rafters replacement show, Winners and Losers won the night with1.56 Million viewers, nationally, a slight decline from last week’s premiere of1.61 million. Locally, it captured 4th position against Total People with anaverage of 192,000 viewers, just missing out to Tuesday’s My Kitchen Rules inthird position with 193,000.

60 Minutes was STW-9’s top programme against TotalPeople with an average audience of 157,000 viewers. Although The Farmer wants aWife is not rating well locally, it came fifth overall with 1,034,000 peopletuning in nationally on the night.

NEW-10’s top show this week was NCIS,followed by NCIS RPT and The Biggest Loser – Contest. Modern Family provedpopular with People 25-39 to take fourth and seventh position with People25-54. Sunday News on TVW-7 won the day time segment with an average audienceof 160,000 viewers followed by Seven’s AFL: Round 1: West Coast vs NorthMelbourne with 120,000 viewers.

The last 18 months saw the greatest changes ever in Australia’sTV landscape. We’ve seen the introduction of Digital channels drive audiencefragmentation with audiences shifting at an ever-increasing pace.

We predict by2013 that the digital commercial channels will command more than a 40% share ofcommercial viewing against Total People. According to OZTAM, Digital TVhousehold penetration (at least one TV set is digital) is sitting around 87%nationally. Homes that have completely switched over to digital are currentlysitting at 50%. In another two to three years, as digital penetration increasesand more households convert all of their TV sets to digital the TV viewinglandscape will be vastly different.

Aswe transition through this period it is imperative that the weight of digitalchannel expenditure be reviewed on an ongoing basis.

STUDY ON SOCIAL MEDIA

A study from Forrester Research on social media use inAustralia, found that female online users are becoming more active in socialmedia, while men are passive by comparison. The study found that 50% of onlinewomen were “Conversationalists”, online users who regularly updatetheir status on social networking sites, compared to just 44% of men. Inaddition, 62% of women were “Joiners”, online users who maintain asocial networking profile or visit social media sites, compared to 57% of men.Last time the report was produced, two years ago, men were more prevalent inevery category.

MAGAZINES vs THE INTERNET

According to new research released by Roy Morgan Research,one in four Australians over fourteen name magazines their most useful mediafor information about health and wellbeing products. The internet had thehighest score as “most useful for providing information on Health, Wellbeing orFitness”, with a score of 28%, slightly ahead of magazines with 25%. Newspaperswere regarded most useful for health product information by 13% of thepopulation aged over 14, with TV scoring just 7% and radio 2%.

INTERNET ADVERTISING: THE UNITED KINGDOM

UK online advertising grew 12.8% in 2010 to reach a newmilestone of 4,097 million pounds, according to the Internet Advertising Bureau(IBA) and PwC. With UK total advertising spend in 2010 valued at 16.6 billion;this takes the internet market share to a record high of 25% (23% in 2009).

EUROPEAN CONSUMPTION OF SPORT RESEARCH

According to this research, the sports marketplace isn’t onefor passive consumers but rather sports fans can’t get enough. They consumefrequently and via several media platforms. A total of seven of every tensports fans surveyed (72%) checked up on their favourite sports teams andevents at least once daily. The preferred platform of these everyday fans is TV(80% of who use TV to watch sports content). An additional 20% of consumers(90% of all respondents) access sports content via at least one platform everyweek.

As the chart shows, Television remains the primary source ofsports content. Around 98% of sports fans watch sports content on TV, 57% ofthem do so daily. The only other platform that can compete with thefan-penetration of television is the internet which attracts around 53% ofsports fans day-to-day.

RADIO – Survey #2

Following is a snap shot of the Eastern States market.

Sydney

• 2GB increased 0.5% share points and remains the numberstation with All People 10+. Their share increased against People 10-17, 25-39,40-54 and 65+
• 2DAY decreased by 0.1% total share points. They hadincreases with People 18-24 (6.7%) and 65+. With the exception of Morning andAfternoons all other day parts had a small increase. The departure of Hamishand Andy from the drive segment saw a 0.8% drop in share in Survey One and a0.1% increase in Survey Two.
• WSFM share increased for Total People by 0.2%. Increases were with People 10-17, 40-54 and 55-64. Breakfast and Evening showed smallincreases.
• MIXFM audience share increased by 0.2% with All People 10+ and with People 18-24, 25-39, 40-54 and 65+.They increased share across all day parts except evening where they lost 0.1%.
• Nova 96.9 increased share by 0.6% with People 10+. People 18-24 were up by 7.1% and 25-39 by 1.6%. They decreased share with People 40-54 by 2.2%.
• 2MMM lost 0.9% share with All People and all other demos were down except People 10-17 (1.2%) and 40-54 (0.5%). All other day parts decreased slightly.
• Classic Rock 95.3 dropped 0.4% over all. They increased share with People 10-17 and 55-64.

Melbourne

• 3AW (talkback station) increased overall share by 2.3% and remain in their number one position. They increased share across all demographics and all day part segments.
• FOXFM increased share across all our demos except People 18-24 and 25-39. They increased share across Breakfast, Drive and Evening. Drive saw a 2.0% share increase this s
  urvey after such a big drop from Survey One when Hamish and Andy departed.
• 3MMM had a slight decrease with All People of 0.3% and an increaseall our demographics except People 40-54 (-1.9%). They lost share across all day parts except Breakfast where they remained the same from Survey One.
• GOLDFM were up by 0.1% overall. They enjoyed increases with People 25-39 (0.7%), 40-54, 55-64 and 65+. Afternoon and Drive increased in share.
• Nova 100 gained share across all the demos except People 25-39 and 40-54 They increased share in Evening and remained the same in Breakfast and Drive.
• Mix 101.1 dropped 0.5% share overall. They decreased share points across all demographics except People 18-24. All day parts were down.
• Classic Rock 91.5 was down by 0.1% with People 10+ and all other demographics except People 25-39. They lost share in all day parts except Drive.

Brisbane

• B105FM decreased overall share by 0.3% and remain Brisbane’snumber one station. People 10-17, 18-24 and 40-54 were up, while People 25-39 (-4.8%) and 55-64 (-0.5%) lost points. All day parts except Evening decreased slightly.
• Nova gained 0.1% overall and is Brisbane’s number two station. People 10-17 gained an incredible 7.0% share. Breakfast was down by 0.9%.
• 4MMM gained 0.8% share overall. People 25-39 fell by 0.8%, while People 10-17 18-24, 40-54, 55-64 and 65+ gained points. All day parts increased except Evening.
• 97.3FM experienced a slight decrease in share with People 10+, down 0.3% to 10.6%. Shares were increased against People 18-24, 25-39 and 65+. All day parts lost share.
• 4KQ lost 1.8% share against all People 10+ and had slight increased with People18-24 and25-39. All day parts suffered losses.

Adelaide

• 5AAA (Talkback) gained 0.5% share. The only demographic to decrease share was People 65+ (1.5%). All day parts increased except Evenings.
• MIX102.3 lost share against all demographics except People 25-39 and 65+. They also lost share across all day parts.
• SAFM gained share overall (0.5%), and across all demos except People 10-17, 18-24 and 55-64. Evening segment dropped share by 2.0%. Drive lost 0.1% (Survey 1) since the departure of Hamish and Andy, and has now gained 0.6% (Survey Two).
• Nova increased share by 0.2% overall. All demographics increased except People 18-24 (0.9%). They gained slightly in Breakfast, Drive and Evening.
• 5MMM was down by 0.3% overall. People 10-17 (2.3) and 18-24 (3.3%) increased share. All day parts increased slightly except Afternoon and Evening remained the same.