Big Brother has ‘changed the game’ for Seven: James Warburton
The CEO of Seven, James Warburton, says its revitalised Big Brother format has changed the game for the network, and is just the start of its new content strategy.
Last year, the new CEO flagged the network – which has until recently topped the total people battle, but lost out in the key advertising demographics of those aged 16 to 39, 18 to 49, and 25 to 54 – was keen to attract younger audiences, ditch ageing formats and franchises, and re-engage with heartland Australia.
Big Brother will also be back in 2021
Shows such as Big Brother, the soon-to-launch Farmer Wants A Wife and Holey Moley formed part of the strategy.
Big Brother premiered to 853,000 metro viewers for the arrival section of its premiere episode. This climbed to 866,000 for the main section of the first episode, and again jumped to 930,000 for the first eviction. On the night, this was ahead of Masterchef’s 854,000 on Ten, and The Voice on Nine, which had 849,000.
It was, however, frequently beaten in the entertainment battle by Masterchef. Ten’s Masterchef was also consistently more popular in the demographics. The ratings for its final episode are currently unavailable, as the data collector Nielsen has been a victim of a ransomware attack.
Despite the three-way battle between The Voice, Big Brother and Masterchef – and the unavailable data – Warburton declared victory on Thursday, saying the program was a success and had delivered exceptional results across broadcast, digital and social.
“The start of our new content-led growth strategy with Big Brother has driven huge demographic and BVOD results and taken us back to number one, not just in total people but in the core demographic of 25 to 54s. When we get our 7:30pm tent-pole strategy competitive, our dominant spine of Sunrise, The Morning Show, The Chase, Seven News, Home and Away and the AFL sees us dominate the ratings,” he said.
Warburton with Big Brother host Sonia Kruger
Seven’s demographic win claims are based on Seven Network winning the total people, 16 to 39, and 25 to 54 battle each week since big Brother began in June.
Seven’s network programming director, Angus Ross, said Big Brother is everywhere, bringing the network “big ratings, big demos and big BVOD”.
“On all platforms it dominates. Seven straight weeks of broadcast dominance. Number one in every demo – 16 to 39, 18 to 49 and 25 to 54. Big Brother is our biggest streaming show ever and continues to cement 7Plus’ dominance in the streaming space. The game really has changed. And the best part is this is just the beginning of our new content strategy as we continue to work more with great content partners like Endemol Shine,” he said.
Seven is doomed and frankly they deserve it. All the ex Pacific staff will be cheering as certain careers go down in flames.
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Ironically there is NO original programming. Big Brother was on 10 then 9 then 7 = changing the game? Farmer wants a wide was on 9 now 7. Gone are the days where a network invests in “quality” original programming – except the ABC. They are doing more with less.
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I disagree with this whole statement emphatically! ?
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Not sure what ratings data 7 look at… thank god Mumbrella look at the numbers
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Shame it’s only one program this year that James & SWM have been touting as their amazing line up for 2020, that has worked.
In the meantime, 10 & 9 are running away with 7’s audience.
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Seven has a lot of old Nine stock on air in 2020, making it hard for viewers to see what’s unique about the network.
Mark Ferguson, Big Brother, Farmer Wants a Wife, Sonia Kruger, Big Bang Theory, Australia’s Got Talent, Cricket…
Whilst it’s considered natural for networks to poach talent and shows, Seven do this more than the other networks. Which isn’t so great for the brand. It looks second best to Nine.
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BB is doing 25-30% of what MAFS was doing on BVOD. Hardly BIG!!
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Imagine being so devoid of ideas that a tired, 3rd hand format is the best you can do.
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The revitalisation of 7 was predicated on innovative, gutsy programming I think James said at the up fronts or words to that affect. Big brother last train stop 7 after 10 and 9 and then there was that doozy pet program that rocked the stats guys at Nielsen. Half way mark I believe 9 are claiming most weeks won for bragging rights which 7 did for 10 years and frankly credit to 10 the much maligned network that kicked butt with Masterchef 3 new hosts and are you paying attention continuing to rate well. Summary is jury is out at the half way mark but I would be backing 9 to win the overall year and most sort after demos.
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I would disagree . Channel 7 programming is at same level as Ten or 9 at moment if not better. They are winning the viewership and revenue race at the moment and only upwards from here.
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Big Brother had the lowest audience against Masterchef & The voice.
Sevens excitement seems misplaced
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Seven is doing great
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ABC? They might as well be a branch of the BBC. Feels like their programming is determined in London not Sydney
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MAFS is more like it. Australia is a leader in this content.
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Would have to disagree there. For the last month the top 10 streamed shows on Free To Air TV are all Big Brother episodes. For 7 that is big considering MKR and House Rules underperformed.
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