Positive first result for 'clunky' Wake Up

Positive first result for 'clunky' Wake Up
SHARE
THIS



Ten’s refreshed breakfast line-up of Wake Up and Studio 10 pulled “pretty acceptable” debut numbers according to one media analyst.

Wake Up pulled in 52,000 metro viewers on Monday morning, according to OzTam’s preliminary metro ratings. Studio 10, which kicked off at 8.30am, won more viewers with 61,000 people tuning in.

Fusion Strategy’s Steve Allen told B&T that given the large cash prizes on offer on Seven and Nine’s morning programs the results are satisfactory.

“It will build towards 100,000. So whilst they have started off on the light side one can’t forget that there is a million and a half dollars being thrown against them,” Allen said.

On Monday morning Seven’s Sunrise pulled in 368,000 viewers and Today won 321,000 for Nine.

“Sure, they [Ten] are doing a lot of giveaways and promotions but they are not the incumbents,” Allen added.

“With the incumbents putting so much money into their breakfast and morning shows to reward viewers for staying with them we think it is a pretty acceptable number. But it will be critical where it goes next.”

Ten’s previous foray into brekkie TV Breakfast launched with a debut audience of 51,000 but viewers turned off quickly before it was axed in November last year.

The larger turnout to Studio 10 shows the earlier start of 8.30am was a “clever little move” on behalf of Ten’s director of morning television, Adam Boland.

Boland told Mediaweek via Twitter that Monday’s result is a “promising start” (see below).

Allen, who was judging the programs based on live audience results, feels Wake Up is “sufficiently different” and could win over viewers due to its “archetypal Australian” broadcasting location.

“It is clever to have it at a surf club at a beach. The fact that it is discernibly Sydney may turn off some interstate viewers,” Allen warned.

“Particularly those in Melbourne because, as The Block has found, you can do anything in Melbourne and Sydney will watch it.

“You do something in Sydney and a good part of the Melbourne audience won’t watch it.”

Wake Up Review:

Wake Up – hosted by Natarsha Belling, James Mathison and Natasha Exelby – felt “clunky” according to Allen.

“It felt like they were really on edge and not really relaxed, it was first day jitters,” Allen added.

He also believes there “too many ingredients in Wake Up”: “You hardly got two minutes and there was somebody else popping up on screen.”

“They are certainly trying to make it fast paced but we felt it didn’t quite come together because of that.”

Studio Ten Review:

In comparison to Wake-Up’s lukewarm review Studio Ten won the analyst over. He believed the “sunshine wattage” and “charm” was dialled up the minute the Studio Ten team hit the screen.

Studio Ten’s hosts include Ita Buttrose, Jessica Rowe, Sarah Harris and Joe Hildebrand.

The Verdict:

Allen believes Wake Up needs the most work but is sure all can be fixed.

“We are quite confident that all these little bugs and concerns we have now we won’t be saying in two weeks from now.”

Please login with linkedin to comment

Latest News

Sweeney Advertising Wins Five New Accounts, Adds Senior Staffer
  • Advertising
  • Marketing
  • Media

Sweeney Advertising Wins Five New Accounts, Adds Senior Staffer

Full-service boutique advertising agency Sweeney Advertising has announced five new business wins, adding $10 million in annualised billings. The agency’s new clients are real estate network Century 21, wealth creation and management company InvestSMART, online streamlined options trading platform HighLow, Japanese restaurant chain Sushi Hub, and swimming pool and accessories distributor Bestway Australia. Sweeny Advertising […]

Instagram Video: We Are Living In A Vertical World
  • Co-Lab

Instagram Video: We Are Living In A Vertical World

The way people record, share and replay their lives has changed dramatically since the advent of Facebook-owned Instagram. Once a place where only static, filtered photos could be uploaded, Instagram now offers photo and video uploads, shopping features, direct messaging and several other tools serving users and businesses. However, for Instagram head of business Jim Squires […]

by B&T Magazine

B&T Magazine
Yes! It’s Virtual Reality Demystified
  • Co-Lab

Yes! It’s Virtual Reality Demystified

Virtual Reality has been a staple of science fiction for some time, Though, in terms of real-life application, the world is still coming to grips with what the tool can offer us. In recent years, tech experts, doctors, medical students and videographers have used the tool as a way of exploring worlds not normally accessed in […]

by B&T Magazine

B&T Magazine
Facebook Messenger: The New Age Of Communications
  • Co-Lab

Facebook Messenger: The New Age Of Communications

The unparalleled success of Facebook-owned Messenger can be pinned down to its ear to the ground approach with users. Consistently listening to its user base of more than one billion, Messenger’s ability to stay not only on trend but well ahead of it has allowed the app to become a global tool for communication; be that […]

Industry Generates A Record $10.5m For Social Impact
  • Media

Industry Generates A Record $10.5m For Social Impact

UnLtd, the media, marketing and creative industry’s social purpose organisation has announced a total industry contribution of $10.5m to social impact in FY18. The total value of funds, services, inventory and time donated by the media, marketing and creative industry increased by 21per cent compared to the previous financial year due to a growth in […]

Women In Media Profile: Danni Wright
  • Media

Women In Media Profile: Danni Wright

We'd be headlining Danni Wright's Women in Media profile the "Wright stuff" if it wasn't utterly predictable and naff.

by B&T Magazine

B&T Magazine
Posterscope Promotes Two
  • Media

Posterscope Promotes Two

Posterscope, Dentsu Aegis Network’s specialist out-of-home agency, has promoted Ryan Hedditch to the newly created position of national head of strategy and Samantha Summers to Sydney Group Business Director. In his new role, Hedditch is charged with driving the continual improvement and transformation of the Posterscope offering to clients and partners. Summers’ promotion will see her lead […]

Outbrain Accelerates Growth With APAC Promotions
  • Media

Outbrain Accelerates Growth With APAC Promotions

Native discovery platformOutbrain has announced several movements in its regional leadership team, with plans to make more new hires. This comes on the heels of two senior appointments it made in February, after closing a record year in the region with expansion into new markets. Yoav Tourel has been promoted to head of sales for […]

Clems Syd & Extra GUM Unveil YouTube Digital Stage
  • Media

Clems Syd & Extra GUM Unveil YouTube Digital Stage

YouTube EXTRA Gum has launched EXTRA Support Acts, a program created to support Australia’s up and coming musicians by transforming pre-roll ads on YouTube into a digital support stage. It has been created in partnership with Clemenger BBDO Sydney as creative lead, Universal Music Australia and BRING for talent and music strategy and content, MediaCom and YouTube. The […]

OMD Australia Tops 2018 RECMA Rankings
  • Media

OMD Australia Tops 2018 RECMA Rankings

OMD Australia has taken the top spot for Australia’s Number 1 media agency in size, according to RECMA’s 2018 ‘Overall Activity Volume Rankings’ report released last week. Additionally, the company was named first in profile classification with a dominant profile for the 3rd consecutive year, along with vitality ranking and structure ranking. Furthermore, OMD Australia was also named […]

Red Agency Bolsters Sydney Team
  • Media

Red Agency Bolsters Sydney Team

Judging by the image, it seems Red Agency may have had no staff whatsoever prior to this hiring spree.

Nine Appoints Editor For 9Honey
  • Media

Nine Appoints Editor For 9Honey

B&T's editor coincidentally spilled honey on his shirt while typing this. And by typing, we mean copy and pasting.

Y&R Sydney Scores Best&Less   
  • Advertising
  • Media

Y&R Sydney Scores Best&Less  

Y&R wins Best&Less amid rumours the clothing shop its changing name to 'Somewhat OK&Reasonably cheap'.

Women In Media Profile: Judy Sahay
  • Media

Women In Media Profile: Judy Sahay

B&T's Women in Media profiles are like a wave washing over you. Even more so if an actual wave washes over you.

by B&T Magazine

B&T Magazine
How B2B Companies Can Use Their Customer Data More Effectively (And Why They Need To)
  • Marketing
  • Opinion

How B2B Companies Can Use Their Customer Data More Effectively (And Why They Need To)

In this opinion piece, SalesPreso co-founder and CMO Joel Thomson (pictured below) explains how B2B companies can use their data more effectively and deliver a personalised customer experience that matches their B2C counterparts. From the Cambridge Analytica scandal to the EU’s recent GDPR legislation, this year has prompted individuals all over the world to consider […]

Opinion

by B&T Magazine

B&T Magazine
M&C Saatchi Launches THIS Film Studio
  • Advertising
  • Marketing
  • Media

M&C Saatchi Launches THIS Film Studio

Not one to rest on its laurels, M&C Saatchi unveils new production studio it hasn't called 'Not One To Rest On Laurels'.

Creative Agency Launches Project Management Tool ‘Hassl’
  • Advertising
  • Technology

Creative Agency Launches Project Management Tool ‘Hassl’

Yesterday at TedX Melbourne the team behind award-winning, Melbourne-based agency Your Creative launched their new tech venture Hassl, the project management platform taking on Trello and the likes. With the belief there was a better design solution to project management, the platform has been developed over the last two years in collaboration with their clients. […]