Will MasterChef: The Professionals turn Ten's fortunes around?
MasterChef: The Professionals is one of the “best seasons yet” and holds the power to turn Ten’s ratings woes to wins, media experts have predicted.
Three days out from the program’s premiere this Sunday, media specialists told B&T that taking the offensive and launching ahead of the official ratings season was a smart move by Ten.
But only if it can hold its own against the deluge of summer sport.
“Scheduling MasterChef prior to the ratings season is a smart move for Ten and a leg up on programming they desperately need,” Nicole Turley, national trading director at Ikon, said.
“Let’s hope there isn’t a cliff hanger on the Tennis that night.”
Steve Allen, media analyst at Fusion Strategy, said The Professoinals’ premiere should be strong but its first outing may be muted by the competition.
“Only one to 1.1 million viewers due to unique confluence of tennis, cricket, bodice ripping drama on ABC and last of drama documentary on SBS,” Allen predicted.
The ratings battle will remain tough for MasterChef well beyond Sunday with one day international cricket matches scheduled throughout the show’s first week as well as week three and four.
The launch of Seven’s My Kitchen Rules (MKR) on January 28 will also test the strength of the new MasterChef format.
While an early launch is risky, according to OMD’s head of TV Melissa Hey, it offers Ten the best opportunity to steal would-be MKR viewers from Seven.
“My Kitchen Rules would otherwise be a priority for viewers,” Hey said.
“This way Ten may be able to lock them into MasterChef as it is unlikely people will follow both.”
Turley said it is “highly likely” MKR will pull viewers from Ten once it kicks-off, but not if audiences connect with the MasterChef contestants first.
“It all comes down to the talent. If MasterChef can secure a place in the evening viewing schedule then it may be MKR on the PVR,” Turley said.
“MasterChef: The Professionals at first glance looks to be one of the best seasons yet. It has the drama, the intensity and also people who can cook.
“In previous years we have been missing some of the ‘talent’ in the kitchen and casting has been centered around personalities for TV – not whether they are the best chef or not.”
Turley believes Ten has got it right with the combination of hosts this year, with chef Marco Pierre White joining returning foodie Matt Preston.
“The talent of chefs is strong, we will be sure to see some great cooking, but we also need to relate to it – feel like we can cook it too at home.”
Allen predicts MasterChef: The Professionals will average above one million viewers and describes the program as “important, but not the be all and end all” for Ten.
“Ten have a bit happening then….it is really more important to Shine,” he added.
Turley describes the cooking competition as Ten’s “launch pin for the year”.
“It is the show that will either restore confidence back in the market, or slow down Ten’s recovery.”
Meanwhile, two new brands have signed as sponsors of the refreshed MasterChef with BT and Hewlett-Packard, according to The Australian.
Barilla Australia has re-joined as the Fiat Chrysler Group becomes a new principal sponsor of the program along with long-running sponsor Coles.
Are you going to tune into MasterChef: The Professionals? Let us know what you think of the show by leaving a comment in the form below.
Please login with linkedin to comment
Latest News
REMINDER: Time Is Running Out To Enter B&T’s Best Of The Best Awards!
With the on-time deadline right around the corner, now is the time to submit your entry for B&T’s newest awards program, Best of the Best. On-time entries for Best of the Best will be accepted until 5pm (AEST) on Friday 25 June. And, while you can submit entries after this date for another week, it’s definitely best […]
Commercial Radio Sees Rebound In Ad Revenue
New data, compiled by Deloitte and released by industry body Commercial Radio Australia, shows a rebound in radio advertising. According to the data, commercial radio advertising revenue for metropolitan stations jumped by 72.6 per cent in the month of May to reach $59.605 million from $34.534 million a year ago. The rise reflects a strong […]
Swedish Bank Encourages Consumers To Make Smoothies Instead Of Online Shopping
Swedish bank Nordax has created a tool to urge people to buy less online – and to make smoothies instead. How we shop online is constantly evolving, with new ways to pay and get items delivered. Now, with a global pandemic keeping everyone bored at home, online shopping has reached new heights. Nordax Bank, a […]
How To Win A B&T Award With The Leach Partnership Founding Director Sangeeta Leach
It might still be June, but the deadline for entries into this year’s B&T awards is fast approaching (they’re due Monday 19 July at 5 PM, in case you were wondering). This year we’re helping you like never before with our new series, ‘How To Win A B&T Award’, where we speak with a host of judges, […]
Remote-Controlled Volkswagen Toy Car Delivers Euro Game Ball & Social Media Can’t Get Enough
This stunt proves a great idea will usurp a massive budget every time. Although blowing massive budgets is far more fun.
Sunday TV Wrap: Nine’s News & Celeb Apprentice Top Rankings, But Seven Steals The Win Overall
There's no better place to be on a Sunday than on the couch in your PJs & UGGs. Just remember not to go out in public.
“Come The F@ck On!” Fury As Man Charged $18 For Two Ice-Creams As Flake Shortage Grips UK
It's not one but two sweary headlines on B&T today. Let's say the office swear jar is starting to look f@cking full too.
“Repeat, This Is Not A Joke!” Adani Releases Climate Action Corporate Video!
As a warning, this could get the blood boiling. Unless you're one of those horrendous climate denying pains in the arse.
Facebook Joins Forces With Lifeblood To Launch New Blood Donations Feature
Facebook unveils important blood donating feature. But don't worry, it already knows if you're A, B, AB negative or 0.
Twilio Segment Launches Journeys To Help Marketers Improve Personalisation
Is your marketing personalistion proving as popular as being sneezed on on public transport? Well, don't blow this off.
New Zealand’s Favourite Ad Revealed
It's a public holiday in many parts of Australia today, hence why B&T's made the editorial decision to run any old shit.
Google Pays “Undisclosed Sum” For Amateur iPhone Shot Of A Seagull Eating A Chip For Latest Campaign
There is NOTHING worse than swooping seagulls stealing your hot chips. Well, aside from clowns or Tony Abbott, that is.
It’s Time To Refocus Customer Experience In The Era Of Risk
You could spend the Queen's Birthday holiday scoffing $1 hot dogs at IKEA or enriching the mind with this probing piece.
After 12 Months Of Lockdown, NSW Youngbloods Return With First Event Of 2021
Judging by this Youngblood industry event, adland's relationship with the booze industry appears as rock solid as ever.
Influencer Exposed For Faking Business-Class Flight
Admittedly, B&T has never faked a business-class flight. However, we regularly lie about the mile-high club.
“I Won’t Come To Your Workplace & Start F@cking With You!” TV Reporter Unloads On Hecklers During Live Cross
Revenge is a dish best served cold, yet this journo serves it with some fiery jalapeños & a squirt of Sriracha sauce.
A Naked Shane Jacobson Saves Water For Sydney Water
If it's got Shane Jacobson, you're guaranteed good fun. Well, maybe not 'Charlie & Boots', which was f@cking terrible.
Aussie Eco-Soap Company ‘Single Use Ain’t Sexy’ Makes Big Debut With Crowdfunding Campaign
Would you like something more sustainable on your pits, goolies or general orifi? This eco-soap company may rate.
Software Giant Refuses To Pay Queer Artist For Their Work As Part Of Pride Month Campaign
Software giant in strife for not paying queer artist. And, as you'll read, it's not one of the usual software giants.
Aussie Shoe Brand TWOOBS Embraces Anti-Marketing In Push For More Consumer-Conscious Shopping
The TWOOB appears to be Australia's answer to the Croc. Yet, that's not to infer it's taking the UGG's hideous title.
Visit Sunshine Coast Hires New Head Of Marketing
Visit Sunshine Coast hires new head of marketing. Insists wearing a Maroons jersey & loving Powderfinger not essential.
“You’re All Creeps!” Hunky Channel Seven TV Reporter Inundated With Female Admirers (But Are The Comments Kosher?)
This poses the serious question: should only attractive people appear on TV? And it's an unequivocal 'yes' from B&T.
GHO Sydney And Family Planning NSW Launch ‘Planet Puberty’ Platform
GHO Sydney has developed a new educational platform for Family Planning NSW to help parents and carers of children with disabilities navigate the changes to their bodies, emotions and social interactions. The project, ‘Planet Puberty’, was made possible through funding from the federal government’s Department of Social Services, and was co-designed with people with disability […]
Nike Misspells Own Name In Embarrassing Sneaker Mix-up
Nike's just one of those brands that never seems to put a foot wrong. So this cock-up's a wonderfully refreshing change.
Kyle Sandilands Reveals He Turned Down $1.4 Million To Appear On 10’s ‘I’m A Celeb…’
To be on 'I'm a Celeb...', it seems you only need to know, have slept with or lived on the same street as a celebrity.
Hinge And Uber Combine To Help Connect Single Dog Owners
Apparently a dog is one of the best things to add to your dating profile. Well, apart from a mansion and a Ferrari.
REMINDER: Entry Deadline For Women In Media Awards Is Fast-Approaching!
Female? Work in media & advertising? Is your work often considered "the boss" or "the bee's knees"? Enter here & pronto.
Visa Announces Natalie Lockwood As New APAC Marketing VP
Do you own four maxed-out Visa cards? You could blame Natalie Lockwood or you could blame internet shopping & Uber Eats.
Liberal Politician Threatens To Sue The Chaser
It appears you can be sued for making jokes about politicians. Hence why B&T has refrained from making any jokes here.
Sydney Swans Raise Bowel Cancer Awareness Alongside The Jodi Lee Foundation
Nothing says "bowel health" like a diet of fresh fruit & veggies. Sadly, however, that doesn't include lychee daiquiris.
