Mumbrellacast: TV ratings under attack, big moves in adland, and the ‘biz’ of cannabis with Martin Lane
This week, TV ratings came under attack… from ransomware. It’s particularly bad timing for Seven as it has not yet learned how the finale of Big Brother performed. Slipping through before Nielsen’s OzTAM was struck were the finales of Nine’s The Voice and Ten’s Masterchef. Rolling into the next reality TV race, what are the Mumbrellacast team watching and looking forward to?
And will the bad news for magazines ever end? The eight Bauer titles that were paused at the start of the pandemic will close. The team analyses how Bauer accelerated the decline of the print magazine industry, and unceremoniously farewells the Bauer family from the Australian market.
Big moves took place in adland this week too. Australia’s Marty O’Halloran will step onto the international stage following his promotion to global CEO of DDB Worldwide. And, ECD Andy Dilallo is set to depart TBWA Sydney with Clemenger BBDO’s Evan Roberts to take his place. The change is surrounded by conspiracy theories about COVID cost cutting, but are they true?
And, we chat about Australia’s newest trade publication, Cannabiz, founded by Mumbrella’s co-founder and former CEO Martin Lane. Tune in to this week’s podcast and hear about how the cannabis business is turning heads in the medical industry and what happens if it doesn’t get legalised.
In the news
- Bauer closes some of Australia’s biggest magazine titles (12:04)
- Big moves in adland (24:50)
- TV ratings go off air (38:03)
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Just to clarify:
* OzTAM’s panel is 5,250 homes and RegTAM’s panel is 3,198 homes (8,448 total)
* The average household has around 2.6 people, so we’re talking a national sample of around n=22,000 people per day.
* To be fair, on any given day probably 1-in-20 don’t provide usable data (e.g. comms problems, TV problems, logging-in issues etc,) so it is probably around n=21,000 people reporting per day – a big sample in anyone’s language.
* Of course, smaller demographics have smaller reporting samples. For example, Kids 5-12 are around 9.9% of the population so we’d be talking around a n=2,000 nationally, and less in market-by-market analyses (which, by the way, is around double the size of the typical election poll).
I hope that helps.
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