Prime shot at ratings

30Jan08

Source: Anita Beaumont, The (Newcastle) Herald

Prime Television’s Australian Open tennis has delivered the network a rare weekly ratings win in Newcastle.

In the week beginning January 20, Prime’s blanket tennis coverage dominated evening viewing in the Hunter, winning four of the seven nights.

The Seven Network regional affiliate nudged NBN from its long held top position in the ratings with an average prime-time audience share of 30 per cent.

NBN was not far behind, with 29.5 per cent share of viewing between 6pm and midnight, followed by Southern Cross TEN (17.4 per cent), the ABC (16.1) and SBS (7.0).

Discounting Olympic Games coverage, Prime has not won Newcastle’s weekly ratings since it began broadcasting in the region in 1992.

But Prime’s win falls out of the official ratings season, which does not begin until February 10.

Prime network program manager Trevor Clarke said the tennis had given the network’s heavily promoted new-season shows extra exposure in Newcastle.

"We could not be happier," he said. "Winning the week in Newcastle i an incredible way to start the new year and the Open was a fantastic launch pad into a very exciting new program line-up."

Prime came close late last year with the rising popularity of programs such as Kath & Kim, City Homicide, and Dancing with the Stars, but fell 0.4 of a percentage point short of toppling NBN from the top spot in Newcastle.

Prime also aced Sunday night’s ratings with the Hunter audience fro the Australian Open men’s final peaking at 128,887.

NBN did not respond to The Herald’s calls yesterday seeking comment

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