578,000 metro viewers tune in to find out How Australia Got Its Mojo

Russel Howcroft’s ‘love letter to Australian advertising’, How Australia Got Its Mojo, drew 578,000 metro viewers to the ABC last night, making it the 11th most-watched program of the evening and giving it the win in the 8:30pm timeslot.

The documentary, about advertising agency Mojo and it’s meteoric rise in the 1970s and 1980s, was hosted by Howcroft, a regular panellist on Gruen, and featured John Singleton, Paul Hogan, Ita Buttrose and several agency personnel including The Monkeys’ Justin Drape, as well as Mojo’s Allan ‘Jo’ Johnson.

Howcraft called the documentary his ‘love letter to the Australian advertising’

Speaking to Mumbrella before the documentary aired, Howcroft said he was confident the average Australian would be interested in the program, not just diehard ad nerds and industry members.

“Those that were around at the time will get a really strong sense of nostalgia, because… Australia is not like that now, we don’t operate like we did back in those days,” Howcroft told Mumbrella.

“And so, for some, it’s a celebration of what Australia was. For others, it will be a reminder of how far the country has moved since that point in time.

“And, of course, advertising itself is a little social capsule. Advertising gets made for an era, and Mojo of course were critical players of that era.”

With the addition of regional figures, Mojo had 835,000 national viewers.

Ten’s The Masked Singer managed to hold just above 1m metro viewers for its reveal (1.004m) which aired around 8:40pm, and brought in 848,000 for the program prior. The show, which airs Mondays and Tuesdays, hasn’t dropped below 1m for a reveal since it began last week. The episode and the reveal also took the two top spots with the key advertising demographics – 16-39, 18-49 and 25-54.

Nationally, The Masked Singer had 1.321m for the reveal and 1.137m for the performances.

Ten’s Beverly Hills 90210 reboot BH90210 brought in 311,000 metro viewers, a drop from 468,000 metro viewers for the first episode last week.

532,000 metro viewers tuned in for The Real Dirty Dancing on Seven which aired its second of four episodes, a drop from 580,000 for its premiere on Monday night. Nationally, the figure was 860,000. It was followed by Secret Bridesmaids Business which rose slightly to 320,000 from 317,000 the night prior.

Nine’s The Block delivered 820,000 (1.114m nationally), putting it just behind The Masked Singer, but helping drive Nine to a winning audience share of 20.3% as a channel and 28.9% as a network. Nine was also the most-watched channel with metro audiences in the key advertising demographic of 25-54 (24.1% audience share) and 16-39 (23.7%).

Seven News was the most-watched news offering with 950,000 metro viewers, while Nine News delivered 869,000. Seven’s most-watched entertainment offering was still Home and Away with 645,000 metro viewers.

Seven landed second in the total audience share overall (17.8%) above Ten (14.5%) and ABC (12.8%). Seven Network held 26.0%, Ten 20.4% and ABC 17.2%. Ten Bold was the most-watched multi-channel with 4.1%.


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