First night of SBS2 relaunch fails to find audience
SBS2’s youth-focused relaunch fell somewhat flat on Monday, with the channel’s new lineup drawing an audience share of just 0.7 per cent of the free to air audience on its first outing.
The first night’s programming included shows such as Community, Eddie Izzard’s Bullet In The Face and Russell Howard’s Good News.
The 0.7 per cent share was worse than the same time a week before, when SBS2 took a 6pm to midnight metro share of 1.1 per cent.
Meanwhile, Seven’s My Kitchen Rules dominated Easter Monday’s viewing, with an audience of 1.921m, according to preliminary overnight metro ratings from OzTAM. The evening’s next most watched show was also on Seven, with Revenge rating 1.234m.
Nine’s biggest performers were Nine News (1.217m) and The Big Bang Theory (1.199m).
Ten’s biggest show was The Biggest Loser, which rated 774,000.
Seven won the night with a 28.4 per cent share. Next came Nine with 18.3 per cent, followed by ABC1 with 16 per cent. Ten was on 11.8 per cent. SBS1 was on 3.3 per cent.
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how did it go against the demo’s they’re targeting?
did 16-39 improve?
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Well they ran their relaunch sizzle trailer and went straight into a repeat of Unbeatable Banzuke… this was after trumpeting fresh new content and a lack of repeats. If it had led into Community it might have been a different story, but most of the target market has probably pirated the show by now.
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The SBS 2 watermark on the top right hand side of the screen almost burns your retina. It’s bigger than the ones that today tonight run on their swimmers on drugs stories.
They might do well with time shifting. Taped Community, Bullet in the face and Russell Howard to watch later in the week. A lot of people might have done the same thing. they’re yet to discover the huge quarter screen watermark.
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agree with jibberjabber on this one…….also sick of Mumbrella just posting pointless facts with no research done whatsoever.
Comparing SBS2 numbers jump on the 1st night – and not even against the core demographic – we don’t judge MKR against 55+ do we????
totally unrelated talking about the nights ratings too – pointless post mumbella…..totally pointless post
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Oh, a biased, one-sided story from Mumbrella, who knew. (note the sarcasm)
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Was looking forward to Russell Howard’s Good News, great idea for a show but as it’s almost totally focused on British politics I can’t see the point of screening it here in Australia.
Any increased exposure for Community is good, but as mentioned here, the hardcore fans have seen it via the world’s number one hit station Channel BT.
The concept will take a while to kick in though as the target demographic are far more moved by word of mouth and peer pressure than any advertising/PR campaign.
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I notice that “Jibberjabber”, “Lack of insight… again” and “Tittle tattle” all share the same IP address, which is owned by SBS. You are very welcome to comment, but please be transparent about your affiliations.
Tittle Tattle, Please do explain how the coverage of this story is biased? There are only so many ways to report a 0.7% share.
Personally, I tuned in, and I wanted it to go better. But it didn’t.
And by all means pass on any 16-39 audience share data you have if relevant. And as you work at SBS, clearly you should have access to that data. It’s not included in the data routinely released to the trade press by OzTAM hence not including it in the original article.
Cheers,
Tim – Mumbrella
Spot on “jibberjabber”!
Mumbrella/Tim: using the excuse of “it’s not included in the data released” it pretty poor. Maybe dig a little deeper as your headline states that SBSTWO didn’t find ‘an audience’ – how do you know if you don’t report on the audience it was clearly trying to find……?
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Hi Keithy,
I’m afraid that however you slice it, the audience simply wasn’t there. Looking in the top 100 in all people, SBS2 didn’t have a single show there. 100th was Thomas and Friends on ABC2 with an audience of 112,000, so whatever SBS2’s top performer was, it was below that.
Being a non-ratings week, I don’t have access to the 16-39 or 18-49 demographic splits. If there was evidence that there was a significantly better performance in 16-39, I’d be happy to look at it. But right now, I don’t see it. If SBS wants to make the case that there was a better performance hidden under the bonnet somewhere, then by all means put it forward.
Cheers,
Tim – Mumbrella
To clarify some SBS2 commercial share numbers across the metro 5 caps…
Yep, All People dropped off – YTD share based on overnight data for Monday 1800-2230 is 1.07%, last night was 0.8%.
However, P16-39 and P25-39, who are being targeted with this channel, increased from 0.4% to 0.7% and 0.4% to 0.8% respectively.
Appreciate they’re small numbers, however it’s a move in the right direction.
Cheers,
Sparky
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Tim, think you’ve missed my entire point mate.
You roll with a headline that says “First night of SBS2 relaunch fails to find audience” yet you don’t report on the audience it was clearly trying to find. Weather it had shows in the top 100 on ‘total people’ is irrelevant. Journalism 101: get the facts… the fact you don’t have the data really means you don’t have it yet – so call some mates or pay an oztam subscription and report the facts.
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Thanks for that Sparky
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Good one Tim
Mumbrella 1 – SBS – 0
I forgot to tune in but was not in the target demo. My kid is but she also forgot. We like the ads which we first saw with 4 days to go.
After we remembers we checked out the first nights lineup after the fact. Wouldn’t have tuned in.
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Onya Tim.
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Tim, think you’ve missed my entire point mate.
You roll with a headline that says “First night of SBS2 relaunch fails to find audience” yet you don’t report on the audience it was clearly trying to find. Weather it had shows in the top 100 on ‘total people’ is irrelevant.
The fact you don’t have the data really means you don’t have it yet – so call some mates or pay an oztam subscription and report the facts.
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By the time SBS 2 airs Russell Howard, it’s over two years old – I prefer to watch it on the Comedy Channel, at least they air it when it’s relevant.
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Wait, the weather was in the top 100 shows?
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Hi “Old SBS”,
In fairness, last night’s show was from April 2012.
I must admit I had to switch off for another reason – the audio and vision were badly out of synch. I was watching SBS2 via the Foxtel platform, so I dont know if it was the same for terrestrial viewers. But it was enough to make the show impossible to watch.
Cheers,
Tim – MUmbrella
I didn’t even know Russel Howard was on! I watch it on youtube- will definitely switch to SBS2 to watch.
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Mythbusters last night not withstanding, we have the impression that the new SBS2 is now geared more toward a lower IQ audience? Don’t we already have 7,9,10 etc to cater for this target group?
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