OzTAM Ratings Fail To Capture Full Picture Of Weekend’s Grand Final Viewership

OzTAM Ratings Fail To Capture Full Picture Of Weekend’s Grand Final Viewership
SHARE
THIS



A snap survey by research firm Roy Morgan has revealed a lot more Aussies watched both the AFL and NRL grand finals over the weekend than the traditional OzTAM figures would have us believe.

The survey taken on Sunday showed 8.4 million Australians aged 18-plus (44.5 per cent) watched the AFL grand final much higher than suggested by the official Channel 7 ‘5 City Metro’ ratings of 2.7 million.

A further survey taken on Monday showed 6.5 million Australians aged 18-plus (34.5 per cent) watched the NRL Grand Final again much higher than suggested by the official Channel 9 ‘5 City Metro’ ratings of 2.3 million.

AFL grand final is more popular in capital cities

Of the 8.4 million Australians that watched the AFL grand final over 5.7 million (30.5 per cent of Australia’s population aged 18-plus) primarily watched the game on TV including 3.8 million in the ‘5 City Metro’ area (a 31.5 per cent share of that market) and a further 1.9 million in the rest of Australia (a slightly lower, 28 per cent share of that market).

An additional 2.7 million Australians (14.2 per cent ) watched the game in another way either at a friend’s house, at the local pub/hotel, via an app or website, at the ground, or in another way not covered.

NRL grand final is more popular (proportionally) in rural and regional areas

Of the 6.5 million Australians that watched the NRL grand final nearly 4.9 million (25.5 per cent of Australia’s population aged 18-plus) primarily watched the game on TV including 2.8 million in the ‘5 City Metro’ area (a 23per cent share of that market) and a further two million in the rest of Australia (a higher 30 per cent share of that market).

An additional 1.6 million Australians (8.4 per cent) watched the game in another way either at a friend’s house, at the local pub/hotel, via an app or website, at the ground, or in another way not covered.

Commenting on the results, Roy Morgan’s executive chairman, Gary Morgan, said: “Special Roy Morgan Snap SMS Surveys taken after the AFL and NRL grand finals reveal far more Australians watched the two events than is revealed by traditional ‘5 City Metro’ aggregated viewing figures.

“The good news for grand final advertisers and sponsors is that millions of Australians watched the games on TV outside the traditional ‘5 City Metro’ markets and millions more again watched the games at a friend’s house, in a pub or hotel, at the ground or streaming via an app or website.

“The different time slots for the games also skewed the method used to watch the games. The Saturday afternoon ‘timeslot’ of the AFL grand final drew bigger audiences at pubs and hotels and watching at friend’s houses compared to the NRL grand final held in the evening.

“Streaming the Saturday afternoon AFL grand final via an app or website was more likely for metro area viewers (81,000) than those in the rest of Australia (18,000). The situation was reversed for the night-time NRL decider with more rural and regional viewers (57,000) of the NRL grand final streaming via an app or website compared to their ‘5 City Metro’ area counterparts (37,000).

“Interestingly, despite the larger audience of the AFL grand final than the NRL grand final – this difference was entirely a result of larger audiences in Australia’s five largest ‘Capital Cities’. There was little difference in the total viewers in the rest of Australia between the two matches with Roy Morgan showing the NRL grand final had a higher number of TV viewers outside the ‘5 City Metro’ area than the AFL grand final.”

Please login with linkedin to comment

Latest News

Four Design Learnings From Amazon For Aussie Retailers
  • Opinion

Four Design Learnings From Amazon For Aussie Retailers

In this guest post, the CEO of creative digital agency Butterfly, Liz Mclean, says Amazon’s arrival in Australia – particularly from a website point of view – could be just the kick in the pants many local retailers need… Amazon’s arrival into the Australian market heralds a new era for retailers, holding both positive and […]

Opinion

by B&T Magazine

B&T Magazine
Sixth Annual IGN Select Awards Winners Announced
  • Marketing

Sixth Annual IGN Select Awards Winners Announced

The winners of IGN Australia’s sixth annual Select Awards were revealed during a huge special event at the Australian National Maritime Museum in Sydney on Friday, February 16. Some 225 Media & Game Publishers alongside 320 IGN Community Gamers attended the annual event. 2017 was absolutely crammed with terrific games and several categories were extremely tightly-contested. The top […]

Meet Your Mentors For B&T Bootcamp 2018!
  • Advertising
  • Marketing
  • Media

Meet Your Mentors For B&T Bootcamp 2018!

When it comes to an industry "who's who", you'll find there won't be too much who-ing with this impressionable lot.

by B&T Magazine

B&T Magazine
ANZ Unveils Its 2018 GAYTMs
  • Marketing

ANZ Unveils Its 2018 GAYTMs

Mardi Gras is only weeks away and B&T has already hoisted the mirror ball and donned the hotpants to bring you this.

International Creative Services Redesigns Business Model To Broaden Talent Offering
  • Advertising
  • Marketing
  • Media

International Creative Services Redesigns Business Model To Broaden Talent Offering

Marketing consultancy International Creative Services has announced a new roster of diverse creative and production talent to provide a fully integrated solution for advertising and branded content. The roster includes a broad range of global and local directors, animators, illustrators, motion designers, visual artists, light projectionists, photographers and cinematographers – many of whom Australia will […]

Dirty Data Done Dirt Cheap
  • Opinion

Dirty Data Done Dirt Cheap

Does the mere thought of data fog the brain and stuff the sinuses? Decongest immediately with this lozenge-like read.

Opinion

by B&T Magazine

B&T Magazine
Johnny Ruffo & Lynne McGranger Host Emotive’s New Video Series For HelloFresh
  • Campaigns
  • Marketing

Johnny Ruffo & Lynne McGranger Host Emotive’s New Video Series For HelloFresh

HelloFresh Australia, together with content agency Emotive, have launched a new video content series hosted by Home & Away actress Lynne McGranger and entertainer Johnny Ruffo. Dinner Diaries showcases the talent eating their way across the country as they drop into HelloFresh customers’ homes to see what the nation are cooking at dinnertime. The campaign […]

AppNexus Appoints VP Of Diversity, Inclusion & Community Experience
  • Advertising
  • Technology

AppNexus Appoints VP Of Diversity, Inclusion & Community Experience

Independent advertising technology company AppNexus has announced the appointment of Antoinette Hamilton as its vice president of diversity, inclusion and community experience. Filling a new position at the company, Hamilton (pictured above) will spearhead initiatives to promote a diverse and inclusive global community within AppNexus, broaden the range of the company’s talent pipeline, and drive […]

Mango Melbourne Appoints New Head Of Comms
  • Advertising
  • Marketing

Mango Melbourne Appoints New Head Of Comms

If you were to lick your computer monitor while reading this Mango story, it may actually taste like a computer monitor.

by B&T Magazine

B&T Magazine
Pac Mags Appoints Sales Leadership Team
  • Media

Pac Mags Appoints Sales Leadership Team

Look, it's not one but two positive stories about the magazine industry today! You wouldn't read about it, would you?

by B&T Magazine

B&T Magazine
Three Ways To Propel Your Career Now
  • Advertising
  • Marketing
  • Media

Three Ways To Propel Your Career Now

Need a career kick-start without having to wear a feather boa and shake maracas about the office? Read this and pronto.

by B&T Magazine

B&T Magazine
Aussie Cycling Label Attaquer Launches New Racing Kit Via SPLINTR
  • Campaigns
  • Marketing

Aussie Cycling Label Attaquer Launches New Racing Kit Via SPLINTR

Cult Australian cycling label Attaquer approached SPLINTR to present its new Race Ultra+ Collection to the world, and just 24 hours after the brand film launched, the kit was sold out. Attaquer’s new cycling kit aimed to attract not only its current core customer, but also the extreme performance-driven end of the market. Stevan Musulin, […]

Blockhead VFX Hires Richard Betts As Lead Flame Artist
  • Media

Blockhead VFX Hires Richard Betts As Lead Flame Artist

Visual effects and post-production design company Blockhead VFX has announced the appointment of Richard Betts as lead flame artist across its Sydney and Auckland studios. Before the completion of his recent five-year tenure at Fin Design + Effects, Betts completed a seven-year stint at post-production facility The Mill in London. Blockhead co-founder Stefan Coory said: […]