Initiative Media Week in Review: April 3 – 9
TELEVISION
Top 5 Prime Time Programmes – People 18-39
1. Thursday 1930-2040 Heston’s Mission Impossible TVW-7 11.3
2. Tuesday 2040-2130 Winners and Losers TVW-7 10.7
3. Tuesday 1930-2030 My Kitchen Rules TVW-7 10.6
4. Monday 1930-2112 My Kitchen Rules TVW-7 10.5
5. Wednesday 1930-2040 My Kitchen Rules TVW-7 10.2
Top 5 Prime Time Programmes People 25-39
1. Thursday 1930-2040 Heston’s Mission Impossible TVW-7 15.4
2. Tuesday 2040-2130 Winners and Losers TVW-7 15.2
3. Tuesday 1930-2030 My Kitchen Rules TVW-7 14.6
4. Monday 1930-2112 My Kitchen Rules TVW-7 12.8
5. Wednesday 1930-2040 My Kitchen Rules TVW-7 11.6
Top 5 Prime Time Programmes People 25-54
1. Tuesday 2040-2130 Winners and Losers TVW-7 14.1
2. Tuesday 1930-2030 My Kitchen Rules TVW-7 13.1
3. Sunday 2000-2030 The Force – Behind The Line TVW-7 12.1
4. Monday 1930-2112 My Kitchen Rules TVW-7 12.0
5. Thursday 1930-2040 Heston’s Mission Impossible TVW-7 11.5
Top 5 Prime Time Programmes People 35-54
1. Tuesday 2040-2130 Winners and Losers TVW-7 14.0
2. Sunday 2000-2030 The Force – Behind The Line TVW-7 13.4
3. Tuesday 1930-2040 My Kitchen Rules TVW-7 13.2
4. Monday 1930-2112 My Kitchen Rules TVW-7 13.0
5. Wednesday 1930-2040 My Kitchen Rules TVW-7 12.3
TVW-7 won the week overall (0600-2400) for Total People witha commercial share of 32.0%, followed by NEW-10 with 22.4%, STW-9 – 17.5%, 7TWO- 5.4%, Eleven – 5.4%, 7mate 5.1%%, GO! – 4.9%, Gem – 4.7% and ONE with 2.5%.
Thetop performing programme for the week was TVW-7’s Thursday News with an averageaudience of 231,000 viewers, followed by The Force – Behind the Line with212,000 viewers. TVW-7 had thirteen of the top fifteen programmes whichincluded News, Today Tonight, My Kitchen Rules, Winners and Losers, BorderSecurity – Australia’s Front Line and Sunday Night. Winners and Losers lost1,000 viewers dropping from fourth position to seventh from the previous week.My Kitchen Rules continues to rate well making the top six against all ourdemographics. The new series Heston’s Mission Impossible on TVW-7 rated wellwith People 18-39 and 25-39 to take the top spot and fifth spot with People 25-54.The programme pulled 138,000 viewers locally and 775,967 nationally.
STW-9’stop programmes for the week included 60 Minutes, Two and Half Men; The Farmerwants a Wife – Reunion, News and The Big Bang Theory. The Farmer wants a Wife -Reunion gained audience to make the top fifty programmes locally and tookfourth position on the night, nationally, against Total People.
NEW-10’s NCISremains their top performing show, increasing by 8,000 viewers week on week. TheBiggest Loser Families – Challenge took fifteenth position against Total Peoplewith an average audience of 139,000 viewers, and The Biggest Loser Families -Weigh-In & Elimination reaching 134,000 viewers. Ten’s Saturday evening AFL:Round 3 – West Coast Eagles vs Sydney only captured an average audience of125,000.
Ten News at Five dominated the top six positions in the day timesegment, followed by Seven’s Sunday AFL: Round 2: Sydney vs Essendon in seventhspot.
NETWORK TEN’S ONE
ONE becomes the destination for premium sport and maleskewing general entertainment as from 8th May, 2011. The new line up shoulddeliver stronger ratings.
TELEVISION SURVEY 2, 2011
This survey covered the period from March 6 to April 2, 2011
The Zone 1 commercial share results for Total People were asfollows:
Perth Adelaide Brisbane Sydney Melbourne
7 Network 44.5% 44.7% 38.8% 40.0% 38.7%
9 Network 27.7% 30.1% 35.1% 34.8% 33.4%
10 Network 27.8% 25.2% 26.1% 25.3% 27.9%
The overall (0600-2400) commercial share results for TotalPeople were as follows: Perth Adelaide Brisbane Sydney Melbourne
7 Network 41.7% 41.9% 38.8% 37.8% 37.6%
9 Network 28.3% 30.1% 34.9% 36.1% 33.6%
10 Network 30.0% 28.0% 26.2% 26.1% 28.9%
OZTAM UPDATE
OzTAM has announced that they are going to update theircurrent system of measurement to enable them to enter a multiplatform world bythe end of 2011 with plans for a new system that measures online viewingand multitasking. The US and UK are also beginning similar trials. Smart phonesand tablets are also on the agenda but not just yet. Priority for the expandedTV ratings service is first going to online areas like catch-up TV and iTunesalong with reporting on the level of viewer multi-tasking across media. A 2009US study from Nielsen said the number of people who used the TV and internetsimultaneously at least once a month was 57%. TV sets still account for anestimated “98-99%” of all TV viewing in Australia despite
catch-up TV servicesand online video. Although hundreds of millions of video streams are made everymonth, the number of TV hours Australians watch on the traditional TV set hasnot declined according to OZTAM.
ONE OFF PUBLICATION
Pacific+ and the Seven Media Group, launched a one off cookbookin association with the Seven Network’s programme, My Kitchen Rules. It ison sale now and is a 132-page My Kitchen Rules cookbook. It can be purchased innewsagencies and selected supermarkets nationwide at a recommended retail priceof $12.95. The cookbook features 70 recipes from the show, covering entrées,mains, desserts and light meals.
FROST & SULLIVAN REPORT ON ONLINE
The Australian Online Classifieds Market Report claimed thatthe online classifieds advertising market grew by 22% last year. Frost &Sullivan is forecasting growth of 11% in 2011.
Major findings were:
- online classifieds ad expenditure now accounts for 35% ofall classifieds advertising in Australia
- print classifieds advertising expenditure has declined by35% since 2007
- approximately 60% of advertisers increased their onlinebudgets
- 30% said they had increased their online budgets at theexpense of print.
- Online employment classifieds growth of 44%, compared to 8%in print employment ads.
- Online automotive classifieds advertising grew by 24%
- Real estate online classifieds reported a growth of 24%
SMI DATA FOR MARCH
According to the March SMI figures, the market is showingsigns of deceleration. This could be asa result of two factors – the natural disasters we have experienced and theincreasing strength of the Australian dollar against the American dollar.
Total ad spend for March was down 1.7%
The year to date now sits at an increase of 4.5%
Increases were experienced by TV (+2.5%), digital (+6.3%)and Cinema (+32.2%)
Decreases were suffered by radio (-16.3%), OOH (-10.6%),magazines (-9.3%) and newspapers (-4.3%)
ESTIMATED AD SPENDS FOR MAIN MEDIA
TV Press Mags Radio Cine OOH DM Online
Jan-Dec 2010 3910.8 3083.3 1035.6 667.0 76.8 507.3 265.3 511.6
Jan-Dec 2009 3424.3 2951.2 989.3 608.0 71.0 414.4 249.8 447.9
Source: Nielsen
