Nine is telling the market that it will achieve average weekday ratings of 1m a night for Big Brother when the reality show goes to air after the Olympics.
The show – airing in the 7pm weekday slot vacated by The Block – will pull in a metro audience of 1.15m for the weekly Sunday eviction episodes, Nine has told potential advertisers in a briefing document seen by Mumbrella.
And Nine predicts a final night audience of 1.3m.
Nine's market predictions for Big Brother: Click to enlarge
The numbers are significantly below those for The Block which finished on Sunday with a final night metro audience of 2.7m.
Selling advertising around new shows is notoriously difficult. If a network shoots too low for ratings, and they are exceeded, then it fails to maximise its potential advertising income. But if it over-promises it has to run makegood ads later in the schedule.
The sales pitch to the market is also emphasising the “family friendly” nature of the new version of the show – which previously ran on Ten. There will be no “up late” episode, no nudity and a wider age range of contestants.
Nine is also emphasising a high level of social media involvement – which was one of the factors behind the success of its reality singing contest The Voice. The show is being hosted by Sonja Kruger.
The show is produced by Southern Star.