Masked Singer premiere reveal beats SAS Australia launch, but The Block tops entertainment

Ten’s The Masked Singer won the premiere battle on Monday night thanks to a bump in numbers during its first reveal, up against Seven’s SAS Australia in metro markets. Both formats lost audience on their respective 2020 launches.

The first episode of The Masked Singer saw football hard man and actor Vinnie Jones unmasked, with 760,000 metro viewers watching the first reveal after 642,000 metro viewers tuned in for the full episode.

As mentioned, those figures were down on last year, when 823,000 metro viewers glimpsed the first reveal after 733,000 metro viewers watched the full episode.

In 2019, the inaugural season brought in 1.162 million metro viewers for its premiere. At that time, the final reveal was not broken out separately from the episode itself.

The premiere episode for Seven’s second season of SAS Australia had an average of 647,000 metro viewers, down on the 834,000 that watched the 2020 launch. The first episode saw Brynne Edelsten become the first celebrity to withdraw from the show.

Nationally, SAS Australia won the launch battle, with its 965,000 national viewers beating The Masked Singer’s 874,000.

Neither launch could keep pace with Nine’s The Block, which topped entertainment for Monday with 864,000 metro viewers, finishing only behind news programming overall.

The Block also topped all three key advertising demos on the night.

In other entertainment programming, Home And Away had 659,000 metro viewers, while Ten’s Have You Been Paying Attention brought in 639,000 metro viewers.

Seven News was the #1 program overall, with 1.195 million metro viewers, ahead of Seven News At 6.30 with 1.173 million, and Nine News with 1.041 million.

In the network share, Seven just edged out Nine with 27.3% ahead of Nine’s 27%, while Ten took 21.1% and ABC had 17.4%. Seven was also the #1 primary channel, and 10 Bold topped the multi-channels with a 3.8% share.

Meanwhile, Seven News topped Oztam’s Daily Consolidated Total TV Report for 6 September, with 1.928 million national viewers, and only a slight 2% lift on overnight figures.

The Block was the top entertainment program, with 1.433 million viewers including 190,000 on BVOD, with a 22% lift on overnight figures.

The program with the biggest lift on its overnight figures was Nine’s Under Investigation, which grew its audience by 25% to 732,000, including 68,000 on BVOD.

Total TV 6 September [click to enlarge]


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.