tenplay launch helps Ten to strong catchup numbers

tenplayTen has released some its first data from its relaunched online catchup service tenplay – suggesting that a significant number of viewers are not being captured in the current OzTAM audience tracking system.

According to  Ten, the last seven days saw 161,077 plays of last Monday’s episode of US drama Homeland.

This marks a major jump on the overnight metro figure of 435,000 supplied a week ago.

In addition, consolidated ratings released today which account for later viewing on traditional TV sets, added another 157,000 viewers to the show’s audience.

The 36.1 per cent jump in consolidated viewing was the biggest of all the shows that aired last Monday.

The third season of the award-winning show brought disappointing ratings for Ten despite efforts to fast-track the program from the US.

Ten streamed the first episode of the third series just three hours after it aired on the east coast of the US and minutes after it went out on the west coast.

However the  launch episode received just 443,000 overnight metro viewers for the first episode in the preliminary overnight metro ratings – 582,000 in the consolidated figures. And the ratings fell even further for the third episode to just 405,000 metro viewers last night.

The drama – starring Claire Danes as a CIA officer with bipolar disorder, tracking a soldier who she believes may be a terrorist – has been one of Ten’s best performing US franchises. Danes won the Emmy Award for her role last month and the show won the top three drama categories in the Emmy’s last year.

OzTam data analysed by Fusion Media Analysis found 92 per cent of all viewing is live and just eight per cent of audiences watched time shifted TV programs in the second quarter of the year up to June 30. However Fusion says the proportion of time shifted viewing is slowly growing and has inched forward by three points over the last year.

The relatively high numbers for tenplay come at a crucial time for Ten, which has been arguing that the market should not judge its performance purely on overnight data as audience behaviour is changing.

Last night, Ten’s share of the peak viewing audience fell to 9.2 per cent and the network failed to get a single show into the top 15.

Ten has been promoting tenplay with a campaign created by BMF.

Megan Reynolds



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