Ten’s unprecedented decision to drop its normal schedule and replace it with a full playout of the viral Kony 2012 documentary paid off last night, with The Project Special: The Kony Phenomenon fifth for the night among 16-39 year olds.
The show, which saw Leo Burnett CEO Todd Sampson drafted in to offer analysis on the marketing and social media implications around the half hour doco, replaced a planned episode of Modern Family and Law and Order SVU.
Ten’s decision to air Kony 2012 in a primetime slot also made headlines around the world.
The video – focused on African warlord Joseph Kony – has become the most viral video of all time. At the time of writing it was approaching 50m views across YouTube and Vimeo. The story behind the Kony 2012 campaign has also triggered heavy debate and scepticism.
The special failed to attract older demographics though, with it rating 11th for the night overall with a total average audience of 647,000 according to preliminary overnight metro ratings from OzTam. In both 18-49 and 25-54 it was eighth for the night.
Seven’s My Kitchen Rules was the biggest show of Thursday, rating 1.799m. Nine’s cricket final which saw Australia narrowly beat Sri Lanka rated 1.034m for the final session.
During the breakfast battle, Seven’s Sunrise had another decisive victory over Nine’s Today, by 423,000 to 326,000.