Kony 2012 documentary rates well for Ten

Ten’s unprecedented decision to drop its normal schedule and replace it with a full playout of the viral Kony 2012 documentary paid off last night, with The Project Special: The Kony Phenomenon fifth for the night among 16-39 year olds.

The show, which saw Leo Burnett CEO Todd Sampson drafted in to offer analysis on the marketing and social media implications around the half hour doco, replaced a planned episode of Modern Family and Law and Order SVU.

Ten’s decision to air Kony 2012 in a primetime slot also made headlines around the world.

The video – focused on African warlord Joseph Kony – has become the most viral video of all time. At the time of writing it was approaching 50m views across YouTube and Vimeo. The story behind the Kony 2012 campaign has also triggered heavy debate and scepticism.

The special failed to attract older demographics though, with it rating 11th for the night overall with a total average audience of 647,000 according to preliminary overnight metro ratings from OzTam. In both 18-49 and 25-54 it was eighth for the night.

Seven’s My Kitchen Rules was the biggest show of Thursday, rating 1.799m. Nine’s cricket final which saw Australia narrowly beat Sri Lanka rated 1.034m for the final session.

During the breakfast battle, Seven’s Sunrise had another decisive victory over  Nine’s Today, by 423,000 to 326,000.

Comments


  1. Anonymous
    9 Mar 12
    9:48 am

  2. Ten profiting off a dodgy charity using an out of date issue to raise funds, this sickens me. Todd Sampson should know better than to support this

  3. Ash Tag
    9 Mar 12
    9:59 am

  4. A commendable bit of programming from Ten, hats off to them.

  5. Adam
    9 Mar 12
    10:06 am

  6. Nice one ten

  7. Bill
    9 Mar 12
    10:08 am

  8. This scumbag has to be stopped!

  9. richie
    9 Mar 12
    10:15 am

  10. ‘an out of date issue’?

    get a grip Anonymous

  11. Anonymous
    9 Mar 12
    10:31 am

  12. A dodgy charity?! Before you put your cynical pants on and stomp home, please read invisible children’s official response to accusations at http://invisible.tumblr.com/. I’m also sure the Kony survivors would be heartened to hear that they no longer need support or justice because their circumstances are now outdated. Brilliant work ten and Todd!

  13. Rawnocerous
    9 Mar 12
    10:32 am

  14. Profit or not, well done. Great to see a TV broadcaster both embracing such spontaneity and a worthwhile cause.

  15. im on the wagon
    9 Mar 12
    12:36 pm

  16. why are we only trying to stop Kony? there are hundreds of these fucking lunatics in Africa.

  17. B
    9 Mar 12
    12:37 pm

  18. Channel 10 just jumping on the bandwagon for easy ratings

  19. Steve
    9 Mar 12
    2:00 pm

  20. im on the wagon: “why are we only trying to stop Kony? there are hundreds of these fucking lunatics in Africa.”

    … good point. And so good to think you’re obviously so involved and doing something about it. Do you have a link to your website? campaign? list of contributions? anything at all?

  21. cynical
    9 Mar 12
    2:09 pm

  22. What a depressing feel good exercise. Lets all watch the video and talk on social media and sign the pledge and feel like we are doing something.

    Come back to me for a donation when you have a group of mercenaries on the border ready to hunt him down.

    Until then it’s just circle jerk.

  23. Jamie Bishop
    9 Mar 12
    2:14 pm

  24. Great stuff 10 – courageous programming!I Whether you agree with the Kony 2012 push, the impact is extraordinary – well noted by them

  25. mediaman
    9 Mar 12
    2:21 pm

  26. Easy ratings B?- isnt that what running a tv station is all about? At least Ten doesnt run ACA or TT, with stories about best value pizza and a fortnightly speed camera story.

  27. Hoin
    9 Mar 12
    2:48 pm

  28. My BS detector went right off when I heard about this crap. Sick and tired of all the hype and how a lot of very gullible people are following like sheep.

  29. Logic
    9 Mar 12
    3:04 pm

  30. would they pay for the content?

  31. Offal Spokesperson
    9 Mar 12
    3:15 pm

  32. Kony?

  33. sean
    9 Mar 12
    5:30 pm

  34. Hoin don`t understand what you mean.You dont think its happening in Africa or it hasnt happened,or we shouldnt do anything about it..umm interesting i suppose you deny the holocaust too..If this so called crap happened before WW2 maybe it wouldnt have happened.uh..the power of the people does work you just have to believe.