Initiative Media Week in Review: April 10 – 17

TELEVISION

Note: The graph and Top 5 programmes are based on the two weekaverage of W/C 10th and 17th April, 2011.

Top 5 Prime Time Programmes – People 18-39

1. Wednesday     2117-2127   My Kitchen Rules – Winner announced       TVW-7        14.8

2. Wednesday     1936-2117   My Kitchen Rules – Grand Final                  TVW-7        13.2

3. Tuesday          1934-2042   My Kitchen Rules                                        TVW-7        11.4

4. Sunday            2007-2039   The Force – Behind the Line                       TVW-7        10.0

5. Wednesday     1933-2038   The Biggest Loser Families – Temptation    NEW-10     10.0

Top 5 Prime Time Programmes People 25-39

1. Wednesday     2117-2127   My Kitchen Rules – Winner announced       TVW-7        17.8

2. Wednesday     1936-2117   My Kitchen Rules – Grand Final                   TVW-7       15.7

3. Tuesday          1930-2030   My Kitchen Rules                                         TVW-7       13.6

4. Tuesday          2037-2137   Winners & Losers                                         TVW-7       12.6

5. Wednesday     1933-2038   The Biggest Loser Families – Temptation     NEW-10    12.5

Top 5 Prime Time Programmes People 25-54

1. Wednesday     2117-2127   My Kitchen Rules – Winner announced        TVW-7       16.7

2. Sunday            2007-2039   The Force – Behind the Line                        TVW-7       14.6

3. Wednesday     1936-2117   My Kitchen Rules – Grand Final                   TVW-7       13.6

4. Sunday            1759-1832   Seven News – Sunday                                 TVW-7       13.4

5. Sunday            1930-2040   Border Security – Australia’s Front Line       TVW-7       13.1

Top 5 Prime Time Programmes People 35-54

1. Wednesday     2117-2127   My Kitchen Rules – Winner announced        TVW-7       17.9

2. Sunday            2007-2039   The Force – Behind the Line                        TVW-7       17.0

3. Sunday    &nbsp
;       1759-1832   Seven News – Sunday                                 TVW-7       15.9

4. Sunday            1930-2040   Border Security – Australia’s Front Line       TVW-7       14.7

5. Sunday            1832-1934   Mighty Ships                                                TVW-7       14.3

Due to the fact that the weeks leading into and out of Easter  are non survey weeks, we have averaged the figures for both weeks.

TVW-7 won overall (0600-2400) for Total People with a commercial share of 31.5%, followed by NEW-10 with 21.1%, STW-9 – 17.3%, 7TWO – 6.0%, GO! – 5.6%, Eleven – 5.5%, 7mate 5.1%%, Gem – 4.8% and ONE with 3.1%. The top performing programmes for the two weeks were TVW-7’s My Kitchen Rules – Winner Announcement with an average audience of 264,000 viewers, followed bythe Sunday edition of Seven News averaging 250,000 viewers.

TVW-7 swept the board and had all the top fifteen programmes which included My Kitchen Rules, News, Today Tonight, Border Security – Australia’s Front Line, The Force – Behind the Line, Winners and Losers, Mighty Ships and Sunday Night. The final week of My Kitchen Rules (W/C 10th April) dominated for People 18-39 and People 25-39, with the Winner Announcement and Grand Finale taking 1st and 3rd spot respectively for People 25-54.  The MKR Winner Announcement was also the number one programme for People 35-54, and nationally the MKR Winner Announcement pulled 2.02 million viewers, up a whopping 32% from last year. Most regular programming across the main channels went into Easter hiatus for the second week,  however,  some regular first run programming did remain including Winners and Losers, whose viewers continue to decline (averaging 187,000 for W/C 10th and 188,000 for the W/C 17th April).

STW-9’s top programmes included 60 Minutes, The Big Bang Theory, the News and A Current Affair. 60 Minutes averaged 130,000 vieweers, an increase of 7,000 from the previous week.

NEW-10’s NCIS remains their top performing show, with their first run episode in W/C 10th April increasing by 6,000 viewers week on week to 175,000 for Total People. TheBiggest Loser Families -Temptation episode for week two was popular with bothPeople 18-39 and People 25-39 making the top five programmes for each of thesedemographics and having an average audience of 157,000 viewers against TotalPeople, up 29% from the previous Temptation episode.

In the year to date, Drama has increased share across all networks by 13% (wks 11-16/2011). Further growth is expected as a result of new Australian dramas such as Winners and Losers, existing Australian Dramas such as Sea Patrol and the premiere of new quality overseas dramas such as Detroit 187. It is predicted that this growth in drama viewing will be negated by an 8% decline YOY (wks 11-16/2011) across News and Current Affairs, which have historically been the backbone to the Network line ups. This has already been evidenced with the Ten Network and their unsuccessful 5-7:30pm News/Current affair line-up.

ONEHD

One HD entered the market in late March 2009 as a niche sport portal with the channel share amongst Total People only 1% (wks 14-17/2009) and 33,000 average peak viewers.

Network Ten and One HD have now changed their game plan, tohit 7Mate hard in the lucrative male demographics. Movies and general entertainment have now been introduced into the One HD programme format and their share of Total People has doubled to 2% (wks 11- 16/2011) with an average of 61,000 peak viewers. On 8th May 2011, the reformation will be complete with One HD Sport being renamed One.  General entertainment targeted towards the male demos, book-ended with sport will now be a part of their line-up.

THE ROYAL WEDDING

The royal wedding was televised by Seven, Nine, Ten and the ABC. Nationally Seven was victorious in the fight for royal wedding ratings capturing the top three rating programmes and six in the top ten shows. Their Royal Family Arrival delivered 2.388 million viewers, Royal Wedding – Late captured 2.162 million and the Royal Wedding itself had 2.15 million.

Nine scored the fourth-highest with 2.096 million viewers for its royal wedding coverage. The ABC received 1.668 million, while Ten’s highest rating wedding programme was The Ceremony – With Fitzy, Wippa & Lucy with 514,000 viewers.

On subscription television the royal wedding was covered by UKTV from 6pm to 11.45pm, averaging 255,000 viewers and peaking at 8.01pm with 374,00 viewers. This was the highest non-sporting programme on pay television since the final of Australia’s Next Top Model in June 2009.

Perth Results:

DTT TECHNOLOGY

OZTAM’s has released their latest DTT technology statistics.  It’s staggering to see the rate of growth that has occurred within a year.

5 Cap Cities

HHPenetration          17.4.2010               16.4.2011                Gains

DTT             &n
bsp;               71%                         89%                   18points

DTTHD                        62%                         83%                   21points

CompletelyDTT           33%                         53%                   20points

PVR’s                           28%                         41%                   13points

Perth Only

HHPenetration         17.4. 2010                16.4.2011                Gains

DTT                             80%                         89%                     9points

DTTHD                        73%                         85%                   12points

CompletelyDTT           39%                         57%                   18points

PVR’s                           28%                         40%                   12points

ROY MORGAN

Consumer confidence increased by a small 0.5 points in Aprilto 120.6 points. This is  6.4 pointslower than same time last year. The same survey found 43% of respondents expectAustralia will have “good times” financially in the next 12 months,compared to 25% who said Australia will have “bad times”.