Shaun Micallef’s Mad as Hell benefits from non-ratings period as Nine’s Forever slides
In a quiet night of TV in which no program hit 1m viewers, Shaun Micallef’s Mad as Hell was the most watched non-news show pulling in 782,000 metro viewers in the 8.30pm timeslot.
The comedy news program benefited from the non-ratings period, with its audience up on last week’s 641,000 viewers while Nine’s Forever, which also aired at 8.30pm, saw its audience drop to 250,000 metro viewers, less than half last week’s 525,000, due to only airing in Sydney and Brisbane.
A second episode of the US crime drama, at 9.30pm, was watched by only 193,000.
In timeshifted viewing, Forever grabbed an additional 120,000 viewers during the week to take last week’s first episode audience to 603,000. The second episode also picked up an extra 127,000 viewers to take its total audience to 506,000.
Nine won last night with a share of 19.4 per cent, just ahead of Seven’s 18 per cent. ABC claimed third place with a 15.5 per cent share as Ten managed 10.2 per cent.
Shaun Micallef’s Mad as Hell easily out-rated Seven’s Criminal Minds which was watched by 478,000 in the 8.30pm timeslot. A second episode of Criminal Minds pulled in 478,000.
Ten’s premiere of nature show The Enchanted Kingdom at 7.30pm grabbed a metro audience of 376,000.
Also on Ten, The Good Wife at 9.30pm was watched by 205,000 while The Project at 6.30pm pulled 451,000 metro viewers, rising to 561,000 at 7pm. The Project at 7pm was the most watched show amongst viewers aged 16-39.
In news, Nine News at 6pm was the most-watched program of the night with 976,000 tuning in, dropping to 930,000 at 6.30pm. Seven News at 6pm was watched by 938,000, falling to 931,000 at 6.30pm.
Nine News at 6.30pm was the most watched show amongst viewers aged 18-49 and 25-54.
On the secondary channels, 7Two grabbed a share of 6.1 per cent, helping Seven claim a total winning audience share of 28.6 per cent while Nine settled for a total audience share of 28 per cent.
Top 15 Shows:
1 NINE NEWS Network 9 976,000
2 SEVEN NEWS Network 7 938,000
3 SEVEN NEWS / TODAY TONIGHT Network 7 931,000
4 NINE NEWS 6:30 Network 9 930,000
5 ABC NEWS-EV Network ABC 837,000
6 SHAUN MICALLEF’S MAD AS HELL-EV Network ABC 782,000
7 STOP LAUGHING… THIS IS SERIOUS-EV Network ABC 780,000
8 A CURRENT AFFAIR Network 9 777,000
9 HOME AND AWAY Network 7 694,000
10 7.30-EV Network ABC 668,000
11 QI-EV Network ABC 663,000
12 HOT SEAT Network 9 566,000
13 THE PROJECT 7PM Network TEN 561,000
14 FAMILY FEUD Network TEN 559,000
15 TEN EYEWITNESS NEWS FIRST AT FIVE Network TEN 519,000
Audience Share:
Network 9 19.4%
Network 7 18.0%
Network ABC 15.5%
Network TEN 10.2%
Network 7TWO 6.1%
Network GO! 6.0%
Network 7mate 4.4%
Network SBS ONE 4.0%
Network ELEVEN 3.9%
Network ONE 3.8%
Network Gem 2.7%
Network ABC2 2.7%
Network SBS 2 1.3%
Network ABC News 24 1.2%
Network ABC3 0.5%
Network NITV 0.3%
Total Audience Share:
Network 7 TTL 28.6%
Network 9 TTL 28.0%
Network ABC TTL 19.9%
Network TEN TTL 17.8%
Network SBS TTL 5.6%
Data © OzTAM Pty Limited 2013. The Data may not be reproduced, published or communicated (electronically or in hard copy) in whole or in part, without the prior written consent of OzTAM.
Who saw him whack the ad guy across the head with the fry pan? Something felt so very right about that.
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Hey guys – think you’ll find Forever was only screened in 2 or 3 markets, not the full 5…?
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Forever’s audience dropped because it was only shown in Sydney and Brisbane last night. The AFL Footy Show was shown in Melbourne, Adelaide and Perth with the start of the 2015 season tonight.
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Thanks Johnson and Mark, I’ve amended the story.
Cheers,
Miranda – Mumbrella
Wow, so many shows under the “magic million” mark.
This will become more frequent as fragmentation decreases audiences, who are now spoilt for choice with thousands of shows to choose from.
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You are right Geoff. But the corollary is that ‘the million’ viewers lost are spread across ‘the thousands’ of other shows.
This implies that these ‘thousands of other shows’ will only get audiences in the realm of low thousands, which is virtually an unsustainable ad-revenue model for 90%-99% of them. Few will survive.
The irony is that as video audiences fragment, advertiser demand for audiences will outstrip supply (assuming demand is not changed substantially). We all know the result when that happens – the audience scarcity is likely to drive up the price for programmes that can amass audiences.
I think it was David Poltrack from CBS when asked about 20 years ago whether he was worried about CBS’ audiences declining to ‘niche’ levels, replied along the lines of … not really, we may end up being niche but we’ll be the biggest niche in town.
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