30 Seconds TV audience falls away
Viewer interest in adland comedy 30 Seconds appears to have significantly faded, according to weekly ratings figures for pay TV.
The first episode of the show – created by Three Drunk Monkeys founders Justin Drape and Scott Nowell and Prodigy’s Tim Bullock – was the 20th most watched on subscription television that week with an average audience of 38,000.
But a fortnight later, according to an analysis of the last week prepared by the Seven network, the Comedy Channel show no longer even makes the top 100, meaning it had less than 19,000 viewers per screening.
However, it should be noted that the Comedy Channel does not come as part of the basic pay TV package, so not all subscription TV viewers would have access to it. And that data does not include repeat screenings on Comedy Channel +2.
Last night the Comedy Channel screened the first three episodes of 30 Seconds together as a catch-up. And the show also picked up some welcome publicity with co-star Stephen Curry talking it up on Rove on Ten.
The most watched pay TV show of last week was the Crime & Investigation channel’s The Winchester Assassination which investigated the 1989 murder of ACT police chief Colin Winchester. It rated 68,000 viewers.
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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Unless I’m off the pace Tim Bullock works with Prodigy Films, not Revolver as stated above in your story… Certainly the Toyta ad he just directed – featuring elsewhere on this blog – is credited that way.
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You’re never off the pace, Mr Zerhut… now corrected – ta
30 seconds problem is that it isn’t funny.
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I agree , the laughs just dont come often enough or hard enough. I’ve watched all three but recently with growing reluctance. Still a worthy effort as it does get across the pointlessness of the majority of what goes on in agencies. I’m hoping it will improve based on some deeper exploration of the lead characters who are still cardboard cut outs. Not holding my breath though.
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Yes unfortunately I’m still waiting to find the funny. It doesn’t help that none of the characters are remotely likable. I really really wanted to like 30 Seconds.
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Sadly, 30 Seconds is even more disposable than the average 30 second spot.
If you really want a laugh on Monday nights at 8.30pm, try Gavin & Stacey on UKTV.
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Unfortunately with such a funny subject matter, this story falls so flat it’s not funny. To use a comparison, imagine a documentary about WWF that failed to make someone laugh – that would ultimately just be sad.
Hey Hey It’s Saturday was funnier.
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Sorry, *WWE….
Slight difference.
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I concur, I tried to love 30 seconds and even saved it on IQ to ensure I do not miss it. After 3 episodes, I am rapidly turning off it. If I do not find the latest episode remotely funny, it is gone!
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I don’t usually respond to such reporting but your analysis of 30 SECONDS’ performance is inaccurate and incomplete, although considering your source of information (Ch7), it’s no surprise.
I won’t bore you with the critical acclaim this show has already received, as I’m sure you’re already aware, I’ll just give you the facts.
Firstly, you mention the first episode averaging 38,000. In fact, it’s average audience for the 8.30pm premiere was 49,000, plus an additional 12,000 tuned in at 10.30pm on Comedy +2.
Secondly, let me re-introduce you to a concept with which I am sure you are already familiar. It’s called ‘Time Shifted Viewing’, and it is the way content is consumed these days.
Unlike the commercial networks Foxtel is all about choice – the choice to watch what you want, when you want.
Based on that philosophy, our viewers have FOUR opportunities to watch 30 SECONDS each week, Monday 8.30pm, Monday 10.30pm, Sundays 7.00pm and Sunday’s 9pm.
We therefore look at a cumulative audience as a measure of a show’s success and not the individual outings.
Total numbers to date:
Ep 1 – 100,124 Average Audience
Ep 2 – 73,984 Average Audience
Ep 3 – 71,234 Average Audience
Despite a small drop from launch (as expected), we consider this show a huge success, and have the numbers to prove it is holding up strongly and consistently.
Also, FYI, in some cases the Sunday screening out rates the Monday night, as does the Comedy +2 channel out rate the main channel.
And finally, if that’s not all, there’s also the IQ factor.
Foxtel has experienced extraordinary uptake of the IQ, clearly demonstrating that people are now watching from their recorders – at a time that is convenient, not a time that is dictated by programmers.
Early research suggests that scripted content and serialised dramas are mostly subjected to IQ recording.
The good news is that come November/December, time shifted viewing will be measured as part of the ratings system and everyone will finally get the real facts on show performance.
We would therefore expect a significant increase in the numbers above.
As a personal supporter and commissioner of creative works I urge you to tread carefully in your reporting of a show’s success, especially in this current fragmented media landscape.
Considering our business is based on perception, you have a very powerful role. If we fail to support these shows and give viewers all the facts, then we may bring about a shows demise prematurely.
Do you recall a little show called Seinfeld? Well they said it would never work.
Alex Ristevski
General Manager – The Comedy Channel & 111 HITS
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The above comment was originally by email to me from Alex, and I’m reproducing it here with his permission.
While every point he makes is valid, and accurate, the numbers that Mumbrella usually uses are the overnight, headline 5-city metro OzTam figures.
These do not take into account time shuifted viewing or regional audiences.
While this gives an imperfect picture, it does provide somethign of a yardstick. Clearly if a show was the 20th most watched one week, and slipped out of the top 100 the next, there has been a shift, regardless of whether we are talking about audiences of 38,000 or 100,000.
And as I’ve mentioned before, it’s still a good show.
Cheers,
Tim – Mumbrella
Alex, your reply was too long and even though it says ‘I wont bore you’ obviously you have. Also, your underlying tone of facetious arrogance is very unprofessional and makes me thankful that I’m not subscribed to the comedy channel.
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Also, how dare you put Seinfeld anywhere near the ball park of thirty seconds???
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