Ten in 'terrible' ratings position

Ten in 'terrible' ratings position
SHARE
THIS



Network Ten has named Under the Dome and Elementary its “breakout hits” for the first half of 2013, but the ratings spikes can’t mask Ten’s “terrible position”.

In Ten’s ‘first half ratings report’ release the network today said it had retained the “title of the top-ranked commercial television network during day time in 25 to 54s and women for the 13th consecutive year”.

Ten described American dramas Under the Dome and Elementary as “breakout hits” in its release, which covered official survey period of weeks seven to 27 (including Easter).

Under the Dome debuted on June 26 to a preliminary metro audience of 1.175 million. Elementary premiered on February 4 with 1.2 million viewers, yesterday [June 7] the drama was watched by 738,000 viewers.

However, the view is less rosy for the network when only the “cover-all revenue demographic” of 16-54 year olds and peak  night (1600 – 2229) is considered, according to media analyst Steve Allen.

“It’s been a shocker, and they are in a terrible position,” Allen, managing director of Fusion Strategy, said.

Allen said it was surprising that Ten “is down so far” in peak nights 16-54s. A Fusion Strategy analysis of OzTam data found the network was down 18.86% in peak night live average viewing audience among 16-54s in the year to week 20, excluding Easter.

While Ten was not the only commercial network to be down in the important revenue attracting demo, it stands apart due to the size of the drop (see table below).

A raft of new programs are set to break onto Ten in second half of the ratings year, including Puberty Blues 2, a local version of The Bachelor, A League of their Own, This Week Live and more.

But Allen says it “does not yet look like it can make any serious headway”.

“Next week’s function [at Sydney’s Overseas Passenger Terminal on July 18] could tell us more.”

Beverley McGarvey, chief programming officer Network Ten, said in the release that the launch of the new shows is just the start of what the network is planning for 2014.

“We know Australians want big, noisy, compelling and engaging television programs that they can talk about the next day,” McGarvey said.

“That is what we will be delivering across the rest of 2013 and into 2014.”

The end of this week starting July 8 is the ‘official’ half way point with Easter taken out of the equation, according to Allen.

Ahead of further analysis to come next week, Allen today reiterated his original forecast in January, with Seven expected to close the gap on Nine in the second half.

“We don’t see any ‘break out’ new hits for second half other than Great Australian Bake Off,” he said.

The Bake Off is a new program for Nine that is set to debut at 8.30pm on Tuesdays. Nine described the program as the “UK’s smash hit”, topping 4.5 million viewers per episode.

Australia’s Got Talent, which has moved from Seven to Nine, will be a “minor hit” according to Allen, who believes there are “plenty of good high rating headline grabbing shows” to return in the second half.

They include Big Brother and Underbelly on Nine, with The X-Factor and more on Seven.  

“The second half will be a closer race,” Allen concluded. 

Please login with linkedin to comment

Latest News

Media Execs Weigh In On TV Upfront Season: Starcom Australia CEO Toby Barbour
  • Media

Media Execs Weigh In On TV Upfront Season: Starcom Australia CEO Toby Barbour

The upfront season may have wrapped up, however, media execs in adland are still wrapping their heads around the plethora of new content and programming. With each network promising jam-packed slates for 2019, B&T wanted to find out what media agency executives made of the upfronts, those who the networks are essentially pitching to. So, […]

Chris Bath To Join Network 10 As National Weekend News Anchor
  • Media

Chris Bath To Join Network 10 As National Weekend News Anchor

Network 10 has announced the appointment of Chris Bath as its national weekend news presenter for 10 News First. Bath is one of Australia’s most respected news and current affairs presenters and seasoned journalists. Her career includes 20 years at the Seven Network, where she presented Seven News and hosted Sunday Night from its launch, […]

DDB Sydney & Volkswagen Release Censored Version Of ‘Too Powerful For TV’ Ad
  • Advertising
  • Campaigns

DDB Sydney & Volkswagen Release Censored Version Of ‘Too Powerful For TV’ Ad

During the weekend of the Bathurst 1000 in October, Volkswagen Commercial Vehicles premiered its ‘Too Powerful For TV’ campaign for the new Amarok V6 Ultimate 580. However, Ad Standards found the commercial to be “unsafe” for showing reckless driving that would breach road rules, and it was subsequently discontinued. Volkswagen and DDB Sydney have since […]

The Dangers Of An Outside-In Approach To Improving A Business
  • Opinion

The Dangers Of An Outside-In Approach To Improving A Business

Peter Shields (pictured below) is expert at assisting individual and collective leadership and author of Leadership Alchemy – a book about transforming business value from the inside out. In this guest post for B&T, Shields takes a look at the “outside-in” approach to assessing any business and the dangers it brings… According to a 2016 report by Consultancy […]

Opinion

by B&T Magazine

B&T Magazine
DrinkWise & Clems Melbourne Launch ‘The Internet Remembers’ For Xmas Partying
  • Campaigns

DrinkWise & Clems Melbourne Launch ‘The Internet Remembers’ For Xmas Partying

DrinkWise and Clemenger BBDO Melbourne have launched a campaign for the responsible drinking organization titled ‘The Internet Remembers’. Launched to coincide with the Christmas party season, the campaign has been developed to encourage young Australian drinkers to adopt a responsible attitude to alcohol by reminding them that The Internet Remembers what happens when they’re drunk. […]

QMS NZ Finalises MediaWorks Merger
  • Media

QMS NZ Finalises MediaWorks Merger

QMS Media Limited has finalised terms for the merger of its New Zealand out-of-home, digital media and production business (QMS NZ) with MediaWorks, New Zealand’s leading independent radio, TV and digital business. The merger on completion will establish the newly combined QMS and MediaWorks as the largest multi-media advertising group in the country. In late […]

Suncorp Chooses Leo Burnett Sydney To Handle Creative For APIA
  • Advertising

Suncorp Chooses Leo Burnett Sydney To Handle Creative For APIA

Financial services group Suncorp has announced the appointment of Leo Burnett Sydney as the new creative agency for over-50s insurance brand APIA. Leo Burnett replaces DDB Melbourne on the account, with the latter left off Suncorp’s creative agency roster following a review earlier this year. Suncorp recently implemented a masterbrand strategy which brings together the […]

Headspace Australia Launches Instagram Campaign For Year 12 Students
  • Media

Headspace Australia Launches Instagram Campaign For Year 12 Students

Australian celebrities and creators are sharing their support for Year 12 students this week, in a new initiative from Instagram and headspace Australia. Launched today ahead of end-of-school exam results, #GramFam Australia features messages from ARIA winner Amy Shark, TV presenters including Lisa Wilkinson and Sandra Sully, comedian Peter Helliar, Home & Away star Olivia […]

oOh!media & Adshel Combined Business Reaches 90% Of Aussie Audiences
  • Media

oOh!media & Adshel Combined Business Reaches 90% Of Aussie Audiences

oOh!media’s audience reach has extended to well above 90 per cent of the Australian population with the integration of Adshel’s assets into the business, according to analysis of audience data. The audience reach data was announced as oOh! rebrands the Adshel assets to Commute by oOh!. Audience data from MOVE shows oOh!’s reach is unmatched […]

iHeartRadio & Surf Life Saving NSW Revive ‘Surf Life Sounds’ For Summer
  • Media

iHeartRadio & Surf Life Saving NSW Revive ‘Surf Life Sounds’ For Summer

The Australian Radio Network’s iHeartRadio Australia has teamed up with Surf Life Saving NSW (SLS NSW) for another year of ‘Surf Life Sounds’. The digital radio station features a mix of this summer’s hits, providing the official soundtrack to a safe summer at the beach while celebrating Australian beach culture. The Surf Life Sounds name […]

Sky News Bolsters Editorial Team With Two New Hires
  • Media

Sky News Bolsters Editorial Team With Two New Hires

Sky News today announced further expansion and investment in its editorial leadership team with the appointment of two new roles across its newsroom operations. Experienced television news director, Chris Willis has been appointed to the newly created leadership position of executive editor of news and talk. In this senior editorial role, Willis will have overall responsibility […]

Remarkable Marketers: Meet Airtasker’s Alexandra Aguirre Tully
  • Marketing
  • Partner Content

Remarkable Marketers: Meet Airtasker’s Alexandra Aguirre Tully

There are some pretty remarkable people in our industry, each offering their own unique perspective to adland. While we spend so much time learning about our peers’ career highlights, B&T thought it high time to dig a little deeper, and find out what makes the shining stars of our industry tick and, at times, tock. So, we’ve recently […]

Partner Content

by Carat

Vince Usher Wins Top Dog Award At Miami Ad School Account Planning Boot Camp
  • Advertising

Vince Usher Wins Top Dog Award At Miami Ad School Account Planning Boot Camp

Ikon Communications strategist and account planner Vince Usher has been named Top Dog at Miami Ad School’s 2018 Account Planning course. Usher, who worked in teams throughout the course, also won three ‘Best Campaign’ awards for his work on live briefs by craft beer client 4 Pines, Tourism Australia and Ford. His team partner on […]

Drummond Golf Unveils ‘For The Love Of Golf’ Via JWT Melbourne
  • Advertising
  • Campaigns

Drummond Golf Unveils ‘For The Love Of Golf’ Via JWT Melbourne

Drummond Golf has launched its first brand campaign via J. Walter Thompson Melbourne.  The campaign speaks to golf lovers of all ages and skill levels about the benefits and frustrations of the game. Reinforcing that no-one understands and loves the game quite like Drummond Golf. Drummond Golf marketing director Ravi Abeyaratne said: “Our business and franchisees were […]

“Every Brand Does Need A Podcast Strategy”: Mamamia Creative Chief Mia Freedman
  • Marketing
  • Media

“Every Brand Does Need A Podcast Strategy”: Mamamia Creative Chief Mia Freedman

Brands have been advised to sharpen their plans for podcasts in the media mix, as audiences and creativity continue to explode in Australia and abroad. Speaking at Mamamia’s Podcasts Unplugged event in Sydney last Wednesday, chief creative officer Mia Freedman said not every brand needs a podcast, “but every brand does need a podcast strategy”. “We’ve […]

Clems Sydney Unveils Festive Spot For HP
  • Campaigns

Clems Sydney Unveils Festive Spot For HP

Get set to get all festivey with this fun Christmas spot. Or, alternatively, get drunk on eggnog. We don't mind.

by B&T Magazine

B&T Magazine