Prime closed the gap a little more on NBN last week with just 2.0 separating the two stations in Newcastle. A week earlier NBN had a 2.8 point lead. NBN will be praying for the one day cricket to go to a third game to keep the numbers up for another week, as this has been the difference in the last two weeks. This year could be the closest we have ever been to seeing TV ratings figures in Newcastle reflecting the national mood. Traditionally NBN has seemed to enjoy a unique status that allowed it to perform well here despite the Nine network suffering nationally. Last week Seven just pipped Nine nationally and Prime has gone close in Newcastle. Has the "incumbent" legacy finally expired?
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Source: David Dale, Sun Herald Blogs
Just when it looked as if the Sri Lankan cricket team had saved Channel Nine from humiliation last week, The Vicar of Dibley waddled
to the rescue of Channel Seven. Nine had a disaster with the Oscars, as
the million who turned in at 8.30pm on Monday switched rapidly to Desperate Housewives when they saw Richard Wilkins attempting to interview stars on the red carpet.
By Friday, Nine’s only national hit show was RPA, with 1.4 million viewers in the mainland capitals (while Underbelly
continued to slay them in Sydney). But the Friday night cricket pulled
1.3 million, raising Nine’s hopes of winning the week, until Saturday’s
repeat of The Vicar (who died as an ABC virgin and was
reincarnated as a commercial strumpet) pulled 1.2m and left Seven
averaging 28.1 per cent of the prime-time audience, while Nine had 27.9
per cent; Ten 21.0; ABC 16.6 (thanks to Doc Martin and Dalziel and Pascoe) , and SBS 6.4 (thanks to Top Gear Series 1 and Mythbusters).
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Media Hunter hears that there are serious rumblings of discontent at 2HD and NEWFM that have resulted in more staff heading for the door.
Station sales manager Kathy Coleman has taken stress leave indefinitely after having a series of heated run-ins with owner Bill Caralis in the last month. Apparently Caralis has changed commission structures for some sales staff, effective immediately, which has caused serious unrest amongst the troops.
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Source: Lara Sinclair, The Australian
While
advertisers spent close to $1.4 billion on all forms of internet
advertising last year, there is still no single audience measurement
system that all publishers agree on, the online equivalent of newspaper
readership or TV ratings.
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Results tightened up a little this week after NBN’s strong start to the first week of official ratings. Prime finished a strong second to NBN, just 2.8 points behind. Underbelly was the start performer again, actually increasing audience from week 1 and proving that networks may be rewarded if they are willing to invest in quality programming.
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Source: David Dale, Sun Herald Blogs
Australians haven’t exactly greeted the official ratings season with
open arms, causing us to wonder if they’ve found better things to do
than watch TV. Apart from Underbelly and So You Think You Can Dance,
the only programs that could be described as "hits” (as in, attracting
more than 1.3 million in the mainland capitals) are fly-on-the-wall
family fare such as RSPCA Animal Rescue, The Force, Border Security, RPA and Bondi Rescue. Pure dagsville.
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Channel Nine/NBN has canned the local comedy show Monster House after two episodes. On its second outing it dropped 100,000 viewers to reach just 632,000. It has proven a weak lead-in to the expensive action drama Terminator: The Sarah Connor Chronicles. Monster House will be replaced by 20 to 1 with Bert Newton. This is bad news for the network that were hoping this line-up would help in attracting a younger audience.
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Source: Michael Sainsbury, The Australian
GLOBAL
online advertising is set to double within three to five years as the
search, display and classified categories, and internet and television
ads, begin to blur, according to the Australian who runs Microsoft’s
$US2.4 billion ($2.6 billion) online ad business.
If broadly applied to Australia this would lead to internet advertising growing to $2.6 billion by as early as 2010.
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Source: David Dale, Sun Herald Blogs
Channel Seven’s hopes of winning the first week of "official"
ratings, boosted when a judge ruled that Victoria could not see Nine’s Underbelly
last Wednesday, were dashed when NIne’s cricket captured viewers over
50 and Ten’s dancing captured viewers under 30 — a pattern which
recurred last night.
Seven’s tentpole programs — Border Security, Desperate Housewives, It Takes Two and Grey’s Anatomy — were well down on last year.
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The first television rating week has been run and convincingly won by NBN. The decision by the Nine Network and NBN to run cricket in the first month of survey appears to have paid off. Nine won the week nationally and NBN cleaned up in Newcastle. Still its only week one and the cricket will come to an end soon.
How did my predictions stack up in week one?
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Craig Wilson is managing director of Sticky, a digital agency based in Newcastle, Australia that has evolved to encompass:
1. Sticky Advertising
2. Get Sticky - Inbound Marketing
3. NLYZR - a website analytics and SEO service.
4. URBAN INSIDER - online magazine.
Media Hunter is a forum for exploring modern media, marketing and start-ups and how and these rapidly evolving areas affect the media, marketers and consumers.
Craig is a contributor to the collaborative series of world-wide marketing books The Age of Conversation 1, 2, 3. He contributes to Marketing Magazine and Digital Ministry and is often called on by media to comment on industry news. Craig is regularly invited to speak on media issues, especially social and digital media, at various events around Australia. He was a speaker / panelist at the 2009 and 2010 Australasian Media and Broadcasting Congress and has addressed conferences for some of Australia's leading organisations on topics ranging from Search Engine Optimisation, the changing media and marketing landscape and inbound marketing.
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